Minutes:
Caroline Wilson, Yorkshire South Tourism, Partnerships Manager, gave a PowerPoint presentation on the Yorkshire Visitor Survey 2008/2009 – Summary results May to August 2008.
Caroline explained that this was a region wide Visitor Survey and was being carried out by QA Research. The survey would involve 10,000 face to face interviews to be carried out May 2008 to April 2009 re: perceptions of the area; why visitors come; what they spend; why they might come back; and
500 interviews in the Rotherham area plus a supplementary on-line survey.
The Method – Sample for Yorkshire South involved 875 in South Yorkshire which equalled 22% of those throughout Yorkshire
The Profile of Type of Visitors showed that of those surveyed 84% were day visitors and this was higher for Yorkshire South than most other areas. 6% stayed in accommodation in Yorkshire area or with friends or relatives
Size of the party/group type:- this averaged = 3.5 people for Yorkshire South, of which a large proportion (34%) were family groups. Other areas averaged approx. 25%. It was noted that the location of surveys had included Canon Hall and Magna.
Sources of information:- the categories of previous experience; local knowledge; recommendation were strong influences. Use of the Internet and websites was also increasing.
How had people booked – sources of information:- statistics were showing 21% booked directly with the provider and 21% via the internet and 29% vua accommodation provider website. This statistic was showing how important it was for establishments to keep their websites up to date.
Type of Overnight stay:- most people stayed in hotel accommodation. Of interest was 9% who stayed in a caravan or camping. It was thought these people were staying on the edge of the Peak District.
Rating of Accommodation:- most stayed in 3* or 4* accommodation emphasising the need for accommodation to be QA’d
Likelihood of return in the next 2 years/recommendation: for Yorkshire South this was 91%
Aspects most enjoyed: 10% said scenery/countryside
Summary conclusions:-
• A higher proportion of older age groups were attracted to the region compared to the UK average.
• Yorkshire South attracted higher proportions of day visitors (84%) and family groups (34%).
• A higher proportion of day visitors (64%) than the UK average were attracted to the region. There is economic potential to increase overnight stays in other areas.
• Sources of information tended to be based on previous experience and recommendation. However the internet was seen as an important source for first-time visitors and overseas visitors. A large proportion of staying paid accommodation visitors used the internet to book online (33%).
• High satisfaction levels were achieved for the majority of product areas. Overall satisfaction levels remain high for overall impression and accommodation.
Full results could be found on www.yorkshiretouristboard.net/research
It was interesting to note that very few people obtained their information from visitor guides and that more people were using the internet. This statistic was suggesting that money was better spent on ITC rather than on producing and distributing guides etc. Economic information to be gleaned from this survey would feed into the new Economic Model.
Forum Members commented on:-
- increasing use of e-newsletters and on-line booking
- visitor information at Woodall Services on the M1
Caroline explained the advantages of establishments having their details in the Yorkshire South database.