UK market: attitudes and behaviours December 2015

What we know about our existing UK visitors? One-in-four visitors are 65+ Whereas for all GB ‘domestic’ trips it is one- in-six

Existing visitors journey purpose mix

Activities done by our existing visitors

Existing visitors ‘trip type’

Analysis of potential visitors who… have taken at least one holiday or short-break during the past year that has included 3+ nights away from home have been resident in UK for past year aged between 18 and 75 the main or joint decision maker when choosing holiday destinations live within sixty miles of selected airport/port

Airport and ports for catchment Gatwick, London City, London Southend, Bristol, Exeter, Southampton, Birmingham, East Midlands, Liverpool, Manchester, Leeds Bradford, Newcastle, Edinburgh, Glasgow International, Aberdeen, Belfast International Portsmouth, Poole

Fieldwork Took place over two weeks in late August/early September 2,775 ‘qualified’ interviews When weighted represents 31.8 million people

Sample characteristics: Types of hol last 3 yrs

Trip types by age over the past three years

Sample characteristics: Hol activities last 3 yrs

Accommodation preferences

Sources of influence on destination choice

Sample characteristics: Device ownership

Sample characteristics: Use of social channels

Competitor set: where been

Competitor set: when visited

Competitor set: intention to visit

Intention to visit Jersey by geography

Holiday motivators Part of the research was designed to test what really matters when choosing a destination Respondents presented with sets of four attributes and asked to select the most important and least important to them personally when considering a holiday destination Forty attributes in total, grouped at random into sets of four Process repeated three times during survey

Destination associations For up to 10 attributes each respondent was asked to rate Jersey, Isle of Wight, Isle of Man, West Wales, West Coast of Ireland and Brittany in terms of whether they felt it was… ‘not good for…’, ‘possibly, but know for…’, ‘OK, but nothing special’, ‘Very good’ or ‘Best for…’

Attributes and Jersey

Perception strengths 1 The opportunity to go for countryside or coastal walks 2 Being close to the sea and beaches 3 The attractiveness of the scenery and landscape 4 A chance to escape from my usual daily routine 5 Being somewhere I have never been before

Attributes and Jersey Perception weaknesses 36 Plenty of museums and galleries to visit 37 The amount of time it will take to get there 38 The destination offers good value for money 39 The cost of getting there 40 Being able to get in the car and drive straight there

But which attributes are most influential?

Importance of attributes by age

Destination comparison: % VG or Best for…

% saying ‘Not good for’ or ‘not known for’

Variables to differentiate target audiences Life-stage: Age and whether children in household Knowledge of Jersey: Whether been and if so, when Intention to visit Jersey: ‘Persuadables’, ‘Regulars’ but not ‘Rejecters’ Ease of access: Whether within 60 miles of port or airport serving Jersey Economic situation: Socio-economic group and employment status Holiday frequency: 2 or more holidays or short-breaks per annum

Markets to GROW and Markets to NURTURE

What motivates destination choice?

Consumer research coming soon…

Other research activities What does ‘best in class’ look like for a destination website? Economic contribution of tourism Business confidence Moving towards an exit survey Broadening our understanding of how well the accommodation sector is performing Further analysis and dissemination of UK consumer research Measuring the effectiveness of Visit Jersey’s interventions

David Edwards Head of Research and Insights Visit Jersey