Jenny McGee March 2014 Trends in English Tourism

The role of VisitEngland Advocate for the sector and drives forward the industry’s shared Strategic Framework for Tourism Advise Government on English Tourism issues Provide official intelligence on tourism and visitor economy in England Promote England's tourism offer Support areas grow their local economies through tourism

Trips (m) The recession has led to a massive change in holiday-taking behaviour...but what happens next? Source: GBTS

Consumer confidence is improving – but there’s still a long way to go... Source: VisitEngland Staycation Research

Recession impacts seen in travel patterns - more trips taken by the most affluent while the least well-off take fewer trips than before... Trips (m) +30% +16% +8% -20% 2006 vs 2013 (est) Source: GB Tourism Survey

...and “discretionary thrift” is a habit that’s likely to stay with us “This is habit forming, rather than just a blip. For younger people, a significant proportion of their life has been spent in this climate - it’s seen as weird to pay over the odds” Gavin Flynn, Senior VP, IHG

Source: Office for National Statistics UK residents have spent more on leisure in the last few years despite making cutbacks elsewhere – the “play society”

Increased volumes have been driven most by older age groups... Trips (m) +33% +9% -5% 2006 vs 2013(Est) Source: GB Tourism Survey

Source: ONS Population prospects 65-79s +11.2% % Under 18s +10% 18-34s +1.2% 35-49s -3.4% 50-64s +10.5% More younger people More older people (NB – baby boomers are now retiring – a different mind-set than previous generations!) Fewer ‘squeezed middle’ UK population change a trend that is likely to continue into the future as the population structure changes

Source: ONS Population prospects 65-79s +11.2% % Under 18s +10% 18-34s +1.2% 35-49s -3.4% 50-64s +10.5% More younger people More older people (NB – baby boomers are now retiring – a different mind-set than previous generations!) Fewer ‘squeezed middle’ UK population change though the current baby boom will also have an impact

Source: ONS Population prospects 65-79s +11.2% % Under 18s +10% 18-34s +1.2% 35-49s -3.4% 50-64s +10.5% More younger people More older people (NB – baby boomers are now retiring – a different mind-set than previous generations!) Fewer ‘squeezed middle’ UK population change piling pressure on the squeezed middle

At the same time, families aren’t what they were

Holiday trips are getting shorter and shorter Source: GB Tourism Survey “It doesn’t feel right spending too much on holiday just now” “I am self-employed… I can’t be away for more than 5 days in case a job comes in.. If you’re not here to do it you wont be asked again” It means we can make most of a long weekend …and means we can have more short holidays rather than longer ones

Last minute is now the norm Source: Booking Patterns Research

...online booking has grown by over 100% in recent years... Source: GB Tourism Survey

..and we’re seeing a massive change in how people access the internet... According to Mediacom, around one in five of the UK population ONLY access the internet using a mobile device Source: Trajectory

...and in how they tell others about their holiday Social media activity after last domestic holiday Age Groups Source: VE Brand & Communications Tracker

“FOMO” is on the rise and can work in our favour...but it can make life overwhelming - how can we make things easier for people? Source: Trajectory

Crisis communication in action Avian Influenza Human/Swine Influenza Extreme weather events Terrorism Volcanic ash Civil unrest

The impact of a crisis The cost of FMD and September 11 to UK tourism industry in 2001 alone was in excess of £3billion It took the industry four years to recover to pre-2001 levels The London bombings on 7 July cost the industry £750 million.

Crisis assessment WITHIN BRITAIN OUTSIDE BRITAIN 9/11 SARS 7 July FMD ANTHRAX SCARE (NY) ANTI-GAY VISITOR BEHAVIOUR IMPACT THE GREATER THE CHALLENGE Avian flu Airport security

Industry Preparedness UK tourism businesses e.g. Accommodation Attractions Transport Tour operators Events organisers etc TIER (Tourism Industry Emergency Response) Group e.g. ALVA, BHA, UKinbound PSA, DCMS VB, L&P, VS, VW, Regional bodies, etc Civil Contingencies Secretariat (via DCMS) International & domestic markets Cabinet Office Briefing Room (COBR)

TIER membership Association of British Travel Agents Association of Leading Visitor Attractions British Airways British Hospitality Association Department for Culture, Media & Sport English UK London & Partners Tourism Alliance UKinbound VisitBritain (chair & facilitator) VisitEngland VisitScotland Visit Wales Regional Tourism Delivery Partners

TIER objectives Generate authoritative impact assessment Provide accurate, consistent information to reassure and inform visitors Ensure media worldwide and UK government are given consistent messages from Britain’s tourism industry Leverage opportunities to demonstrate consumer confidence and kick-start recovery Promote a clear ‘business as usual’ message in UK and international media

Lessons Learned The UK tourism industry cannot control the country’s health or environment, even when they may impact on its performance. The actual event is usually less harmful than the fear it creates. The UK tourism industry can lessen the impact by providing information and reassurance to its stakeholders, particularly visitors. Don’t ‘worship the threat’ by fuelling speculation and misinformation Timing of event/ international news coverage Cultures respond differently Agreed clear lines of communication essential.

Flood response 18 English counties affected 62% of tourism businesses impacted 10% of consumers interviewed offput VE responded with online guidance in February 1 st March, DCMS funded £2m flood recovery campaign  Business support Business continuity and resilience seminars (49 confirmed)  Marketing Book England (38 destinations) 2014 Flooding

Specific ads for: Cornwall Somerset Wiltshire Devon Dorset Combined ads: Surrey, Kent, Oxfordshire East & West Sussex, Isle of Wight, Hampshire 37 destinations 160 price points across the country Press50% reach Digital101m Impressions Radio37.5% reach Outdoor806 screens + Social + CRM Book England - Domestic

Belgium Holland Germany Press 3.7m circulation across 9 titles Digital9m impressions Book England - International