Beyond Staycation April 2015 - VisitEngland · March 2014 Sept 2014 Feb 2015 I feel much worse off...
Transcript of Beyond Staycation April 2015 - VisitEngland · March 2014 Sept 2014 Feb 2015 I feel much worse off...
Prepared by Trajectory
Beyond Staycation April 2015
Where were we?
Expectations in March 2014
• Consumers aware of the recovery and moving out of a recessionary mindset, showing higher levels of confidence and lower concern – but they hadn’t started to feel the direct impacts of recovery yet
• This was reflected in holiday expectations for 2014: while there was a desire to take more long breaks abroad in the future, there was no shift in 2014 plans (only 0.6% expected to switch domestic trips for foreign ones)
Expectations in Sept 2014
• As the downturn officially ended, confidence continued to improve and people felt much more secure in their own finances. Cutting back behaviours continued to wane – with the proportion saying they were spending less on holidays falling by 5%
• Consumers displayed a greater willingness to plan big for 2015 (although many were still cautious) and domestic breaks looked likely to be short rather than long
What actually happened? Cautious consumers look to make the most of the trips they can take
• Signs of optimism at the end of last year are evaporating as consumers are concerned the recovery may be passing them by
• This has led to increased cutting back behaviours in everyday spending – especially around groceries and energy, but this prudence is helping to fund spending on leisure and holidays
• Holidays in 2014 changed only slightly on 2013, with a small shift towards longer trips abroad, at the expense of long trips in England. The England short break market remains the same.
• For those that have holidayed in England, this wave provides further evidence that the appeal of England goes beyond finances (even though they are important) – with a rise in the number returning to places they’d liked before
• Significant number of trips are malleable – either because they are impulsive, and specific triggers are powerful motivators, or because they change during the planning process – and even routine breaks can change in this way
• In the future – outlook remains cautious, with a clear desire amongst consumers for longer trips abroad and as much else as they can get.
The national economy is continuing its recovering from the downturn
2.8 3.0 2.6
-0.3
-4.3
1.9
1.6
0.7
2.6 2.6 2.8 2.7 2.7 2.4 2.3 2.4
-5.0
-4.0
-3.0
-2.0
-1.0
0.0
1.0
2.0
3.0
4.0
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
UK GDP growth, % year on year
Real
Forecast
Source: Oxford Economics 2014
Inflation is falling, while wages are (slowly) growing (for some)
-1.0
0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
Wage and price inflation growth, % year on year
Consumer Price Index Consumer Price index - forecast
Wages and salaries - real Wages and salaries - forecast
Source: Oxford Economics 2014
But uncertainty and instability remain at home and abroad
Majority still not feeling the recovery - Younger 18-34 most likely to be feeling better off (26%) - Public sector workers most likely to be feeling worse (24%)
3% 3% 2%
15% 19% 18%
52%
58% 56%
21%
14% 15%
10% 7% 8%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
March 2014 Sept 2014 Feb 2015
I feel much worse off than I did I feel slightly worse off than I did
I feel the same as I did I feel slightly better off than I did
I feel much better off than I did
Extent to which people are feeling the economic recovery (%)
Source: VisitEngland Staycation Monitor Feb 2015 / Base 1,002
Q2d There has been a lot of talk lately about the economy recovering from the downturn of the last few years. To what extent are
you feeling the recovery?
Have nots:
• Feeling worse off
• Worried
• Unlikely to be taking any holidays
On the fence:
• Haven’t felt the recovery
• Concerned, but optimistic
• Have cut back on holidays in some way
Haves:
• Feel fine & optimistic
• Not really concerned (what recession?)
• Taking holidays and plan big for 2015
and beyond
Concerns start to rise – but little evidence of direct impact - Public sector workers consistently more concerned/worried - ‘Squeezed middle’ demographically also more likely to be concerned
61% 60%
55%
49%
41%
29%
40%
59% 59%
55%
47%
39%
29%
40%
50% 50%
44% 42% 42%
38% 37%
53% 53%
44% 45%
35% 34%
30%
0%
10%
20%
30%
40%
50%
60%
70%
I am veryconcerned about
the downturn
I am concernedabout
unemployment
I am worriedabout making
ends meet
The downturn isgoing to get
worse before itgets better
I'm fed up withhearing aboutthe downturn
We are over theworst of thedownturn
The country I livein is one of theworst affected
Sep-13
Mar-14
Sep-14
Feb-15
% agreeing with each of the following statements, Sept 13- Feb 15
Source: VisitEngland Staycation Monitor Feb 2015 / Base 1,002
Q1 To what extent do you personally agree or disagree with each of the following statements about the economic downturn?
Greater concern but only slightly more say they are affected - While concern has risen, this has not translated into direct impact
- For many, the concern may be a result of worrying that the recovery may pass them by
15% 17% 18% 17% 19% 20% 24% 24% 25% 25% 27% 25% 27% 18% 19%
47% 52% 50% 52% 53% 51%
54% 52% 51% 53% 52% 55% 52%
51% 53%
28% 22% 19% 14%
16% 20% 16% 17% 15% 13% 13% 10% 10%
13% 15%
10% 9% 13% 17% 12% 9% 6% 6% 9% 8% 8% 10% 11% 18% 13%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Oct/Nov08
Feb-09 Jun-09 Oct-09 Feb-10 Sep-10 Mar-11 Sep-11 Feb-12 Sep-12 Feb-13 Sep-13 Mar-14 Sep-14 Feb-15
It hasn't affected me yet, and I'm really not worryingIt hasn't affected me yet, but I'm concerned that it might doIt's affected me a littleIt's seriously affected me
Source: VisitEngland Staycation Monitor Feb 2015 / Base 1,002
Q2a Which of the following best describes your feelings about the economic downturn?
% agreeing with each of the following statements, Oct 08 – Feb 15
More people expect no change in the short term – and confidence is down for the next 3-4 years - Only 17% report feeling more optimistic now than they did a year ago
9% 9% 9%
32% 31% 28%
29% 33% 32%
16% 14% 17%
7% 8% 6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Mar-14 (3-4 years) Sep-14(3-4 years) Feb-15 ( 3-4 years)
Don't know Much worse A little worse No better or worse A little better Much better
Source: VisitEngland Staycation Monitor Feb 2015 / Base 1,002
Q2d How do you think you personal financial situation will change in the coming year / next three or four years? Do you think it
will become...
View of personal financial situation next year/next 3-4 years (%)
Optimists and pessimists
Optimists: those believing that we are over the worst of the downturn (34% ,-4% on Sept)
• 39% of men and just 29% of women are optimists. More likely to be those working FT (37%) than PT (31%)
• Some concerns still exist – 20% of those worried about making ends meet are also optimists
• Slightly more freedom in holiday behaviours – 41% of those that had a foreign holiday are optimists
Pessimists: those believing that the economic situation will get worse before it gets better (45% ,+3% on Sept)
• Even age and gender split
• Those working PT likely to be pessimists (51%)
• Pessimism likely to be derived from own experience – 70% of people who feel seriously affected are pessimists
• More than half of those who took no holidays in 2014 are pessimists
Most at least slightly aware of the exchange rate – but only 18% follow it closely
18%
37%
25%
20%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Very awareof it - I
follow itclosely
Aware of it -I look at it
from time totime
Slightlyaware of it -I only look ifI'm planning
to goabroad
Not awareof it at all
• More are completely unaware of it than follow it closely
• Level of awareness varies widely by holiday behaviour:
• The proportion who follow it closely:
• 28% of those who went abroad in 2014
• 22% of Switchers
• 9% of England Loyalists
Source: VisitEngland Staycation Monitor Feb 2015 / Base 1,002
Q19 To what extent would you say you are aware of the exchange rate as it affects the value of the pound compared to other currencies
Cutting back behaviours
• This wave has shown a slight shift in cutting back priorities:
Fewer people say they are cutting out little luxuries (down 9%)
Fewer people say they are spending less on holidays (down 2%)
• However, the length and depth of the downturn has caused some behaviours to become more entrenched – particularly everyday consumer coping mechanisms. In addition, many of those cutting back are doing so because of ongoing financial pressures
• Of those who are still cutting back on holidays, the measures are less extreme
Fewer people say they are taking fewer holidays (down 3%)
Fewer people say they are taking no holidays (down 4%)
Consumers are less likely to be cutting back on leisure spending, and are funding this through greater emphasis on everyday savings. For those that are still cutting back, the majority don’t
expect to stop soon – although the proportion who do is increasing.
Changes to everyday behaviour helping funding treats & trips - Those who are cutting back more on everyday spending are more likely to feel affected by the downturn (24% seriously), and as likely as average to feel confident about the next year - They are also wary about the future – 53% think the downturn will get worse before it gets better - This indicates that this behaviour is motivated by finances rather than a discretionary approach to cost-cutting and thrift
46%
34%
51%
35%
18%
37% 32%
53%
38%
21%
0%
10%
20%
30%
40%
50%
60%
Cutting out littleluxuries
Spending less onholidays
Being more careful inthe supermarket
Using a cheapersupermarket
Changing energysupplier
Sep-14 Feb-15
Source: VisitEngland Staycation Monitor Feb 2015 / Base 1,002
Q3 In which, if any, of the following ways are you cutting back the amount you spend?
Cutting back less… Cutting back more
The end of holiday cutting back is in sight for more… …but everyday behaviours remain high, and increasingly entrenched
59% 60% 55%
75%
52% 52%
47%
60%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Choosingcheaper
destinations inEngland/UK
Taking holidaysin England/UK
rather thanabroad
Spending lesson going out on
holiday
Cheaper travel
Sep-14 Feb-15
Source: VisitEngland Staycation Monitor Feb 2015 / SMALL SAMPLE Base 40-111 (only those who are spending less on holidays)
Q4a How long will you be doing them?
73%
83%
75%
51%
85% 81%
73%
53%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Using acheaper
supermarket
Being morecareful with
energy
Being morecareful in thesupermarket
Spending lesson holidays
Sep-14 Feb-15
% not expecting to stop holiday
cutting back behaviour
% not expecting to stop general
cutting back behaviour
Holiday Behaviour 2014
Slight decline in domestic breaks made up by rise abroad - Short breaks in England same as 2013, long down 3% - All trips abroad up by 4% on 2013
Source: VisitEngland Staycation Monitor Feb 2015 / Base 1,002
Q6a Which of the following holidays/breaks did you take in 2014?
Holidays taken in 2013-14 (%) 2013
Long Short Total
England 15 52 58
Rest of UK 6 16 20
Any UK 19 58 64
Abroad 33 21 47
No holidays 22
2014
Long Short Total
12 52 57
5 18 22
16 59 64
36 23 51
21
Less compromise in 2014 than 2013 7% more people getting the trip they wanted at the price they wanted
22%
15%
49%
14% 17% 16%
56%
11%
0%
10%
20%
30%
40%
50%
60%
I had to compromise onsome aspect of the trip in
order to stay within mybudget
I had to spend more than I'dplanned in order to get the
trip I wanted
I booked the holiday Iwanted at the price I wanted
I didn't book - someone elsedid
Mar-14 Feb-15
Source: VisitEngland Staycation Monitor Feb 2015 / Base 574
Q8d Thinking of your last trip in England, which of the following statements best describes your experience when booking?
Drivers of domestic holidays: beyond cost
• The idea of England as a ‘cheaper’ option is waning, with fewer consumers – especially for long breaks – saying that this was a major driver in their decision to stay at home
• Instead, England has other strengths driving domestic tourism – including liking England (the top reason for long breaks and now a bigger reason for short ones), it being easier and less hassle and the availability of discounts
• In addition, for long breaks, a legacy effect of the staycation is emerging – with 1 in 3 saying they returned to a place they liked before
Cost remains an important reason consumers holiday in England rather than abroad, but it is rarely the sole, or even the dominant
driver. The growth in domestic holidays in recent years is driving repeat visits, as are the established trends of convenience, ease
and liking England
MAIN reason for domestic short break
9%
11%
12%
13%
21%
12%
30%
37%
0% 10% 20% 30% 40%
I like England
Financial - cheaperthan abroad
I got a gooddiscount/special…
To go somewherenew/explore…
It's wherefriends/family were
Net:Easy/convenient
Net: Financial
Net: Pro England
MAIN reason for domestic long break
The appeal of England is a bigger driver than finances
Source: VisitEngland Staycation Monitor Feb 2015 / Base 522/181
Q6d What was your main reason for taking a trip in England rather than abroad?
6%
9%
15%
18%
23%
9%
18%
64%
0% 20% 40% 60% 80%
Easier to holiday inEngland/hassle…
To go somewherenew/explore…
Financial - cheaperthan abroad
I like England
To return to a placeI'd liked before
Net:Easy/convenient
Net: Financial
Net: Pro England
Financial reasons are less prominent than liking England - Discounts for Short Breaks up 5% to 20% YOY
- 13% drop in those saying financial reasons for a long break in England - 5% rise in taking a long trip in England to return somewhere they liked
35%
28%
36%
57%
25%
24%
36%
70%
0% 20% 40% 60% 80%
Net: Other
Net: Easy/convenient
Net: Financial
Net: Pro England
Reasons for short/long breaks in England (net %)
Long trips
Short breaks
Source: VisitEngland Staycation Monitor Feb 2015 / Base 522/181
Q6d What was your reason for taking a break in England in 2014?
For those holidaying in England more (i.e. switchers), finances dominate - Cost of passports/travel insurance a barrier to trips abroad - Other issues also emerge – caring responsibilities/avoiding hassle - As well as positive reasons to stay in the UK
12%
14%
14%
15%
22%
34%
44%
58%
13%
34%
65%
90%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
The cost of passports is too high
It's easier with a young family
The cost of travel insurance
Too much hassle to go abroad
It's easier to get offers for England (or the UK)
I like England/the UK
It's easier to take short breaks in England
Financial - Cheaper than going abroad
Net: Other
Net: Pro England
Net: Easy/convenient
Net: Financial
Reasons for holidaying more in the UK (%)
Source: VisitEngland Staycation Monitor Feb 2015 / Base 170 (only those holidaying more in England/the UK)
Q5b You said you’re holidaying more in England/the UK. Why is this?
Planning and booking
Planning and booking – what we already know
• Qualitative research last year identified 3 key stages of planning a short trip:
Need – wanting to go away
Ability – able to go away (time/cost)
Trip specific trigger – includes specific location/activity and deal
• Furthermore, 3 key types of holiday emerged based on the nature of the planning involved
Impulsive / last minute trips – with little research, often somewhere known
Considered / planned trips – somewhere new, longer lead time, more planning
Routine / regular trips – annual or traditional event, same place/people
1 in 5 short breaks in England are spur of the moment - Women more likely to take last minute trips abroad (16%/9%) - Younger more likely to take impulsive trips everywhere - Routine trips dominated by older
20% 5%
16% 9% 13% 7%
71%
78%
74% 76%
80% 79%
9% 18%
10% 15% 7%
14%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Shortbreak inEngland
Longholiday inEngland
Shortbreak in
rest of UK
Longholiday inrest of UK
Shortbreak
abroad
Longholidayabroad
Routine/Regular
Considered/Planned
Impulsive/last minute
Source: VisitEngland Staycation Monitor Feb 2015 / Base: 53-522
Q6ab:For each holiday you took, please say if this trip was impulsive, considered or routine
Impulsive trip takers: Profile • Demographically, impulsive trip takers tend to be younger and female –
especially for domestic short breaks
• While they are as likely to feel affected by the downturn, they are more optimistic about the future
18%
22%
25%
17% 17%
21%
24% 25%
17%
23%
20%
0%
5%
10%
15%
20%
25%
30%
Impulsive short breaks in England (% of all who took a domestic short break)
Source: VisitEngland Staycation Monitor Feb 2015 / Base: 522
Q6ab:For each holiday you took, please say if this trip was impulsive, considered or routine
28% of short breaks and 39% of long trips change during the planning process - For short breaks, this is less likely to be for those cutting back on holiday spend (76%
go to the original place) - Strong age bias – older least likely to change, younger most likely
11% 12%
4%
72%
16% 16%
7%
61%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Yes - I was originallythinking about anotherdestination in England
Yes - I was originallythinking about another
destination in the rest ofthe UK
Yes - I was originallythinking about another
destination abroad
No - I went to the samedestination I was thinking
of at the start
When you started thinking about your last trip in England, were you considering going to another destination than the one you actually went to?
Short break Longer holiday
Source: VisitEngland Staycation Monitor Feb 2015 / Base: 475/99
Q8f: When you started thinking about your last trip in England, were you considering going to another destination than the one you actually
went to?
Trip-changers • Like the impulsive short break takers, trip changers are also younger, but
more likely to be male, and more likely to be in FT work
• Significant numbers of those who feel affected by the downturn are likely to change their trip
30%
25%
41%
30%
13%
36% 35%
26%
31%
25% 28%
0%5%
10%15%20%25%30%35%40%45%
Trip changers (% of all who took a domestic short break)
Source: VisitEngland Staycation Monitor Feb 2015 / Base: 475
Q8f: When you started thinking about your last trip in England, were you considering going to another destination than the one you actually
went to?
Even routine trips can change during the planning process
16% 12%
5%
13%
13%
13%
3%
5%
2%
0%
5%
10%
15%
20%
25%
30%
35%
Impulsive Considered Routine
% of each type of trip that changed in some way during the planning
process
Another destination abroadAnother destination in UKAnother destination in England
• Impulsive trips are the most likely to be altered (32%)– but only marginally more so than considered ones (30%)
• This is likely to be a result of the lack of flexibility last minute trips may have – often tied to specific deal or opportunity
• Considered trips, on the other hand, are more open to change due to the longer lead in time
• Even routine trips can change (20%) – indicating that the ‘routine’ element is dictated as much by time and people as by place
Source: VisitEngland Staycation Monitor Feb 2015 / Base: 170
Q8f: When you started thinking about your last trip in England, were you considering going to another destination than the one you actually
went to?
Fewer short breaks booked last minute - Almost a third of domestic short breaks booked a month or less in advance - Younger more likely to book a week or less in advance (15%) & more likely overall (36%) - Switchers less likely to wait until a month before (20%)
7%
23%
32%
23%
11%
4%
2%
10%
26%
32%
16%
8% 7%
1%
0%
5%
10%
15%
20%
25%
30%
35%
Over 6 months Between 6 and 3months
Between 3months and 1
month
Between 4 and 2weeks
Between 2weeks and 1
week
1 week or less The day beforeor closer
How far in advance did you book the trip? (domestic short breaks)
Mar-14 Feb-15
Source: VisitEngland Staycation Monitor Feb 2015 / Base: 475
Q8f: How far in advance did y6ou book it/was it booked?
Slight fall in last minute long breaks - Vast majority booked at least a month in advance - Younger most likely to do so (29%) - Those spending less on holidays also likely to book later (23%)
23%
27%
29%
10% 9%
2%
0%
26% 25%
30%
12%
5%
1% 0%
0%
5%
10%
15%
20%
25%
30%
35%
Over 6 months Between 6 and3 months
Between 3months and 1
month
Between 4 and2 weeks
Between 2weeks and 1
week
1 week or less The day beforeor closer
How far in advance did you book the trip? (domestic long breaks)
Mar-14 Feb-15
Source: VisitEngland Staycation Monitor Feb 2015 / Base: 99
Q8f: How far in advance did y6ou book it/was it booked?
Last minute bookers • Younger and female skew, although older are almost as likely to book a month
in advance or less
11%
17%
19%
12% 11%
16% 15% 15%
14%
25%
33% 33%
27%
29% 30%
29%
25%
29%
0%
5%
10%
15%
20%
25%
30%
35%
Men Women 18-34 35-54 55+ Optimisticabout
finances
Things willget worse
Seriouslyaffected
Total
Last minute bookers, by time of booking (% of all taking any England trip)
2 weeks or less 1 month or less
Source: VisitEngland Staycation Monitor Feb 2015 / Base: 574
Q8f: How far in advance did you book the trip?
Booking & planning: opportunities to influence domestic breaks
• There is potential to influence a significant number of trips – in total, 16% of all trips taken in 2014 were impulsive, and 30% of domestic trips were different to the original plans
• Across last minute bookers, trip changers and impulsive trip changers, common characteristics emerge – these consumers are likely to be younger, in work, and although cautious about the recovery, beginning to feel more optimistic about their future
• In line with our qualitative findings, therefore, consumers are receptive to opportunities to maximise their holidays (and spending behaviour analysis suggests they are gearing their spending proactively towards this), with last minute and impulsive trips the most suggestible and easy to influence
• However, even routine trips, and those with longer lead in times are subject to change – with price, deals and destination all moveable as long as the trip purpose, or company remains the same
Holidays in 2015 & beyond
Balance still lies with those expecting to take less
11% 5% 6% 4% 8%
13%
54%
45% 41% 41%
41% 43%
13%
15% 13%
13%
18%
18%
22%
34% 40% 43%
33% 27%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Short breaks inEngland
Long holidays inEngland
Short breaks in restof UK
Long holidays inrest of UK
Short breaksabroad
Long holidaysabroad
For each of the following types of holiday, do you expect to take more, less or the same in 2015 as you did in 2014?
More in 2015 than in 2014 About the same in 2015 as in 2014 Less in 2015 than in 2014 Don't know
Source: VisitEngland Staycation Monitor Feb 2015 / Base: 931
Q11a: For each of the following types of holiday, do you expect to take more, less or the same in 2015 as you did in 2014?
Expecting to take more
14%
5%
7%
14%
11%
5%
8%
13%
0%
2%
4%
6%
8%
10%
12%
14%
16%
Shortbreaks inEngland
Longholidays inEngland
Shortbreaksabroad
Longholidaysabroad
Feb-14 Feb-15
Expecting to take less
YOY decline in those expecting to take fewer domestic breaks - But pessimism increased since end of summer
16%
19% 19% 19%
13%
15%
18% 18%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
Shortbreaks inEngland
Longholidays inEngland
Shortbreaksabroad
Longholidaysabroad
Feb-14 Feb-15
Source: VisitEngland Staycation Monitor Feb 2015 / Base: 931
Q11a: For each of the following types of holiday, do you expect to take more, less or the same in 2015 as you did in 2014?
Reasons for more short breaks
14%
15%
19%
22%
23%
24%
0% 10% 20% 30%
I'd like to go abroad but can'tafford to
I prefer taking more shortbreaks and fewer long
holidays
I plan on seeing friends/family more this year
Easy to book at last minute
Nice to go somewhere youfeel you know
I really like taking shortbreaks in England, don't see
why to stop
Reasons for more long holidays
The appeal of England is driving domestic trips - Practical and financial reasons decline – although this could be related to slight decline in those expecting to take more
11%
15%
17%
20%
28%
28%
0% 10% 20% 30% 40%
Getting back to normal
Easier to book at last minute
I plan on seeing friends/ familymore this year
I want to support England
Nice to go somewhere youfeel you know
I really like taking longholidays in England, don't see
why to stop
Source: VisitEngland Staycation Monitor Feb 2015 / SMALL SAMPLE: 100 / 46
Q11a: Why do you expect to take more holidays in England this year?
Reasons for fewer short breaks
10%
13%
16%
19%
19%
39%
13%
8%
8%
18%
14%
41%
0% 20% 40% 60%
I'd rather just take it abroad
Weather puts me off
Other
I want to prioritise longholidays
Nice to go somewhere new
I feel worse off financially
Mar-14
Feb-15
Reasons for fewer long holidays
Finances dominate those taking fewer domestic trips - 18% say long holidays don’t appeal - others want to go somewhere new
10%
10%
15%
18%
22%
39%
7%
5%
14%
10%
22%
42%
-20% 0% 20% 40% 60%
Other
England doesn't excite me
Weather puts me off
Long holidays in England don'tappeal
Nice to go somewhere new
I feel worse of financially
Mar-14
Feb-15
Source: VisitEngland Staycation Monitor Feb 2015 / SMALL SAMPLE: 120 / 141
Q11a: Why do you expect to take less holidays in England this year?
Declining numbers expect their domestic break to be their main one - Consumers able to go abroad increasingly prioritising the long break
- Over a quarter will take their main holiday in England
16% 14%
3% 6%
10%
42%
10%
15%
11%
3% 4%
12%
45%
10%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Short holiday inEngland
Long holiday inEngland
Short holiday inrest of UK
Long holiday inrest of UK
Short holidayabroad
Long holidayabroad
None of them, Idid not have/will
not have amain/big holiday
Which of the holidays/breaks that you have taken this year/ expect to take next year will be your main or ‘big’ holiday?
Mar-14 Feb-15
Source: VisitEngland Staycation Monitor Feb 2015 / Base 1002
Q6b Which of the holidays/breaks that you have taken this year/ expect to take next year will be your main or ‘big’ holiday?
Very slight shift towards taking a big holiday
17%
13%
24%
9%
37%
13%
16%
27%
8%
37%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Take multiple shortbreaks but no big
holiday
Take multiple shortbreaks and a big
holiday
Take a big holidaywith only one or two
short breaks
Take only a bigholiday, and no short
breaks
Too early to say/don'tknow yet
More generally speaking, which of the following do you expect to do in 2015?
Mar-14 Feb-15
Source: VisitEngland Staycation Monitor Feb 2015 / Base 1002
Q11f More generally speaking, which of the following do you expect to do in 2015?
Little change from a year ago - balance just lies with taking more trips abroad - Economic uncertainty reflected in unwillingness to plan ahead – around 80% expect no
change or don’t know - However, those that do say indicate more short breaks in England and more long trips abroad
13% 5% 6% 4%
12% 15%
49%
43% 38% 37%
38% 41%
9%
12% 10% 10%
11% 10%
29% 40% 46% 49%
39% 34%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Short breaks inEngland
Long holidays inEngland
Short breaks inrest of UK
Long holidays inrest of UK
Short breaksabroad
Long holidaysabroad
Thinking about the longer term (3-4 years) will you take more, less or the same number of trips than you will this year?
More About the same Less Don't know
Source: VisitEngland Staycation Monitor Feb 2015 / Base 1002
Q11f Thinking about the longer term (3-4 years) will you take more, less or the same number of trips than you will this year?
Planning – 2014 and 2015 comparison - Slightly higher booking both domestic and abroad - Fewer people saying they’re unlikely to go abroad
20% 24%
12% 13%
18% 13%
21% 27%
30% 23%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
England Abroad
I haven't really thought about it yet
I'm unlikely to take a holiday/ break in 2015
I haven't booked or researched anything yet, but I'm likely to take a holiday/ break in 2015
I've researched a holiday/break for 2015, but I haven't actually booked it yet
I've already booked a holiday/ break for 2015
Source: VisitEngland Staycation Monitor Feb 2015 / Base 1002
Q13a/b Which of the following best describes the extent to which you’ve planned your holidays in England/Abroad?
18% 22%
13% 13%
20% 11%
23% 33%
27% 21%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
England Abroad
Feb 2015 March 2014
Implications
Key findings
• The recovery continues at national level but continues to evade people. The effect this wave has been increased concern about the downturn and increased caution about the short term future – although this has not translated into behaviour changes (yet)
• Everyday spending is increasingly subject to some form of cost-saving measure – in order to fund greater spending on treats and holidays
• England remains very competitive as a holiday destination, especially for short breaks. There are also indications that the drivers of domestic trips are increasingly less likely to be practical or financial – and more likely to be driven by wanting to explore England or return to a previous destination
• Between 30-40% of all domestic trips change between being planned and booked – indicating scope to influence and encourage trips
• Consumers remain cautious about the year ahead, but indicate that their long term holiday plans include a balance of short breaks in England with longer trips abroad
Where next for the staycation and why
• The staycation is currently being sustained by economic uncertainty – with some evidence from this data that as people feel better off, they will take long foreign trips at the expense of domestic ones
• There will be no big shift until economic recovery is more concretely underway, and given consumers’ current cautiousness, this year, as in 2014 we are likely to see only a gradual increase in overseas travel
• In the short-medium term it is likely the staycation will continue to decline as consumers feel better off – resulting in fewer longer trips in England as pent up demand and greater affluence encourages people to go abroad. As a short break destination, England will remain competitive in both the short term and beyond
• In the longer term, it is possible that the staycation will rally: the length and depth of the downturn ensured consumers were more likely to holiday in England, and their positive experiences of those trips will spur repeat visits and a legacy effect
Thank You
Appendix
Within holiday spending, consumers continue to move away from cutting back
5%
5%
6%
6%
6%
7%
11%
11%
6%
5%
6%
8%
9%
8%
12%
12%
8%
7%
9%
9%
8%
9%
15%
14%
0% 5% 10% 15% 20%
Cheaper travel
Choosing cheaper destinations abroad
Going to England/UK destinations thatare nearby
Taking holidays in England/UK
Spending less on food/drink on holiday
Cheaper accommodation
Not taking any holidays
Taking fewer holidays overall
Money-saving holiday behaviours (% of all)
Mar-14
Sep-14
Feb-15
Source: VisitEngland Staycation Monitor Feb 2015 / Base 1,002
Q4a How are you cutting back in the amount you spend on holidays?
65% have made changes to their holiday behaviour – but little change over last year
32%
25%
22% 20%
16%
9%
38%
21%
17% 18%
15%
7%
35%
22%
17% 17% 15%
7%
0%
5%
10%
15%
20%
25%
30%
35%
40%
It hasn't changed atall
I've cut back onholiday spending
I'm holidaying morein England (or therest of the UK) and
less abroad
I've stopped goingon holidayaltogether
I'm taking moreshort breaks andfewer long trips
I'm trying new typesof activity,
accommodation orholiday destination
Mar-14 Sep-14 Feb-15
% agreeing with each of the following statements
Source: VisitEngland Staycation Monitor Feb 2015 / Base 1002
Q5 Overall, how do you feel your holiday behaviour has changed over the past few years? Please select all that apply
2014
14% 5% 8% 5% 7%
14%
50%
41% 37% 34%
37% 39%
16%
19% 14%
15% 19%
19%
20% 35% 41% 46%
37% 28%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Shortbreaks inEngland
Longholidays
inEngland
Shortbreaks in
rest ofUK
Longholidaysin rest of
UK
Shortbreaksabroad
Longholidaysabroad
Don't know
Less in 2014 than in 2013
About the same in 2014 as in 2013
More in 2014 than in 2013
2015
More, less or the same – 2014 and 2015 compared
Source: VisitEngland Staycation Monitor Feb 2015 / Base: 931
Q11a: For each of the following types of holiday, do you expect to take more, less or the same in 2015 as you did in 2014?
11% 5% 6% 4% 8% 13%
54%
45% 41% 41% 41%
43%
13%
15% 13% 13%
18% 18%
22% 34% 40% 43%
33% 27%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Shortbreaks inEngland
Longholidays
inEngland
Shortbreaks in
rest ofUK
Longholidaysin rest of
UK
Shortbreaksabroad
Longholidaysabroad
Don't know
Less in 2015 than in 2014
About the same in 2015 as in 2014
More in 2015 than in 2014
2014
14% 5% 8% 4%
11% 18%
49%
41% 35% 35%
35%
38%
10%
16% 10%
12%
14%
12%
27% 38%
46% 49% 40%
31%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Shortbreaks inEngland
Longholidays
inEngland
Shortbreaks in
rest ofUK
Longholidaysin rest of
UK
Shortbreaksabroad
Longholidaysabroad
More About the same Less Don't know
2015
More, less or the same (Next few years)– 2014 and 2015 compared
Source: VisitEngland Staycation Monitor Feb 2015 / Base: 931
Q11a: For each of the following types of holiday, do you expect to take more, less or the same in 2015 as you did in 2014?
13% 5% 6% 4%
12% 15%
49%
43% 38% 37%
38% 41%
9%
12% 10%
10%
11% 10%
29% 40%
46% 49% 39%
34%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Shortbreaks inEngland
Longholidays
inEngland
Shortbreaks in
rest ofUK
Longholidaysin rest of
UK
Shortbreaksabroad
Longholidaysabroad
More About the same Less Don't know
Planning – 2014 and 2015 comparison - Slightly higher booking both domestic and abroad - Fewer people saying they’re unlikely to go abroad
20%
24%
12% 13%
18%
13%
21%
27%
30%
23%
0%
5%
10%
15%
20%
25%
30%
35%
England Abroad
I've already booked a holiday/ break for 2015
I've researched a holiday/break for 2015, but I haven't actually booked it yet
I haven't booked or researched anything yet, but I'm likely to take a holiday/ break in 2015
I'm unlikely to take a holiday/ break in 2015
I haven't really thought about it yet
Source: VisitEngland Staycation Monitor Feb 2015 / Base 1002
Q13a/b Which of the following best describes the extent to which you’ve planned your holidays in England/Abroad?
18%
22%
13% 13%
20%
11%
23%
33%
27%
21%
0%
5%
10%
15%
20%
25%
30%
35%
England Abroad
Feb 2015 March 2014
Booking and planning – short breaks
Over 6
months
Between 6
and 3
months
Between 3
months and
1 month
Between 4
and 2 weeks
Between 2
weeks and 1
week
1 week or
less
The day
before or
closer
Total
Over 6 months 54% 36% 9% 1% 0% 0% 0% 100%
Between 6
and 3 months 3% 66% 24% 3% 2% 1% 1% 100%
Between 3
months and 1
month
2% 9% 64% 21% 3% 1% 1% 100%
Between 4
and 2 weeks 2% 3% 11% 52% 23% 9% 0% 100%
Between 2
weeks and 1
week
7% 11% 11% 4% 43% 25% 0% 100%
1 week or less 4% 8% 8% 0% 15% 58% 8% 100%
The day
before or
closer
0% 20% 20% 20% 0% 0% 40% 100%