Click for Content s 1 June 08 A Market Research Project by BrainJuicer Caribbean Tourism...

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June 08Click for

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A Market Research Project by BrainJuicer

Caribbean Tourism Organization

Consumer Research – UK & Germany

The MindReading Agency

Produced June 2008

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June 08

Objectives & Methodology►

The Findings►

Summary & Recommendation

►

Appendix: Caribbean Visitor Types

►

Appendix: Respondent Profile►

Appendix: Destination Portraits►

Appendix: FaceTrace – Reasons for emotion (UK)►

Appendix: FaceTrace – Reasons for emotion (Germany)►

Glossary►

Contents

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June 08

Objectives & Methodology

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June 08

Objectives & methodology

Research objectives The aim was to conduct research among UK and German consumers to establish:

1. Their overall impressions of the Caribbean and Caribbean destinations;

2. Their awareness of the Caribbean and Caribbean destinations; and

3. The key needs of future visitors.

Research rationale & methodology The chosen methodology was to conduct quantitative online research with respondents

recruited from online consumer access panels.

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June 08

Objectives & methodology

SAMPLE % UK DE

TOTAL 100% 406 404

Gender

Male 50% 203 202

Female 50% 203 202

Age

18-65 100% 406 404

Average (years) 41.8 35.5

Social Grade

ABC1 100% 406 404

C2DE 0% 0 0

Screening

‘Intend to holiday somewhere other than Europe and North America in the next 2 years’ 100% 406 404

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June 08

Questionnaire flow

Demographic profiling SCREENOUT: Respondents

not intending to holiday outside Europe or North America

within next 2 yearsHoliday decisions – factors & influences

FaceTrace – emotional response the Caribbean

Likely Caribbean visits

Caribbean attributes

Destinations visited + expect visits

Caribbean advertising

Caribbean destinations: spontaneous recall

Likely visits – 11 destinations

Seasonality & holiday type

Alternative destination

Destination attributes (3 from 8)Min. 150 respondents per

destination

Topical issues: ‘Global economy’ & ‘The Environment’

Respondents suggestions (open)

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The Findings

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June 08

5

15

69

72

21

121

02

00

001 02.01 2.3

1

UK (406) Germany (404)

% o

f re

spo

nd

ents

Intensity Scoremeasured on ascale from 0 to +3

Contempt

Disgust

Anger

Fear

Sadness

Neutral

Happiness

Surprise

Perceptions of the Caribbean

Which of these faces best expresses how you feel about the Caribbean?

Total Sample: UK 406; DE 404

Significance Level: = 95%

I've never been, curious

Friendly people, spectacular colours, climate

I don't associate much with it and the destination does not particularly interest me.

Sounds nice enough but doesn't especially appeal to me

Montego Bay, Jamaica, pestered all the time. Jamaica though is beautiful

Potentially dangerous in some islandsViolence, poverty, corruption, theftsNo culture - just beaches

Never been before and was sure that it will hold many surprises for me

Lovely climate, relaxed pace of life, wonderful beaches

Have been previously and very enjoyable - friendly locals, great beaches

Beautiful, sunshine, great scenery, beaches, lovely friendly people

I love the place, the locals and the culture

Not been there but here reports it's relaxed and happy, except Jamaica

Have never been there but I know lots of people who originate from there.

Gorgeous beaches, a whole other world

How it will be there, surroundings, the sea

Great nature, warm water, nice weather, perfect holiday

Paradise

Great area, beautiful beaches, great weather, nice people

Always sunny, turquoise sea, palms, great people, beautiful beaches

Great weather, beautiful beaches, good mood music, pure relaxation, joie-de-vivre

NEGATIVES: Total = 5%

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June 08

1522

31

34

24

27

20

14

104

0.21 0.56

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


% o

f re

spo

nd

ents

Mean (+2 to -2)

Very unlikely

Quite unlikely

Neither likely nor unlikely

Quite likely

Very likely

Visiting the Caribbean

How likely are you to visit the Caribbean within the next 2 years?



German respondents are more likely to say that they will visit the Caribbean in the next 2 years – 56% being either ‘Very’ or ‘Quite’ likely to visit, compared with 46% of UK respondents.

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June 08

Visiting the Caribbean (2)

How will visit intention scores translate into actual visitors?

Visits to the Caribbean

Weighting Weighted visit

intention

Incidence level

Population (million)

Potential trial

(million)

AwarenessNote 1

Share of voiceNote 2

Prediction

(million)

‘Very likely’

22% x0.8 17.6%

‘Quite likely’

34% x0.3 10.2%

‘Top two box’

56% 27.8% x37% 82 8.4 x100% x10% 0.84

UKVisits to the Caribbean

Weighting Weighted visit

intention

Incidence level

Population (million)

Potential trial

(million)

AwarenessNote 1

Share of voiceNote 2

Prediction

(million)

‘Very likely’

15% x0.8 12.0%

‘Quite likely’

31% x0.3 9.3%

‘Top two box’

46% 21.3% x50% 60 6.4 x100% x20% 1.28

GERMANY

Note 1: Awareness of the Caribbean as a holiday destination is assumed to be 100% in both Germany and the UK.Note 2: Estimated numbers. ‘Share of voice’ is difficult to calculate, given that much exposure to the Caribbean and other destinations is from channels other than advertising.

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Holiday decision-making: factors

How important are each of the following in determining your choice of holiday destination?

-2

-1

0

1

2

Safety Valuemoney

Good food Friendlylocals

Culture Weather Qualityaccom

Beaches /swimming

Pristinenature

Easyaccess

Entertain. Outdooractivities

Environ. Child-friendly

UK (406)

Germany (404)

Very Important

Not at all Important



The higher importance the German respondents give ‘outdoor activities’ is mainly accounted for by their younger average age.

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June 08

The Caribbean: attributes

Please indicate how much you agree or disagree with the following statements concerning ‘the Caribbean’ as a holiday destination

-3

-2

-1

0

1

2

3

Safety Valuemoney



Beaches /swimming

Nature Easyaccess



UK (406)

Germany (404)

Agree completely

Disagree completelySignificance Level: = 95%


The only attributes on which the German respondents rate the Caribbean significantly lower than the UK respondents are ‘Easy to get to’ and ‘Accommodation’.

[NOTE: The attributes are ordered L to R according to the importance of the equivalent factor.]

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June 08

Caribbean destinations – spontaneous recall

Please list the 3 Caribbean destinations that you would be most likely to consider visiting

%

Jamaica18

Barbados14

Cuba10

St Lucia8

Bahamas7

Dominican Rep4

Antigua4

Trinidad4

Grenada2

Aruba1

ALLCARIBBEAN

85

Non-Caribbean2

Dominican Rep16

Cuba16

Barbados9

Jamaica9

Bahamas5

St Lucia2

Mexico2

Haiti1

Trinidad1

Aruba1

ALL CARIBBEAN

72

Non-Caribbean7


Germany – 1st %

UK – 1st %

82% of the UK respondents were able to name a second destination and 77% were able to name a third.

The equivalent numbers of for the German respondents were 69% and 61%.

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June 08

Caribbean destinations – visits

And how likely would you be to consider visiting each of the following destinations



28 25 24 1725 20 13 18 12 13 13

4036 37

43 3331

34 2830 28 25

0.780.67 0.64 0.49

0.34 0.35 0.22 0.26 0.24 0.2

0.57

0

20

40

60

80

100

Barbados St Lucia TheBahamas

Antigua Cuba Jamaica Tobago DominicanRep.

St Maarten Grenada Aruba

% o

f re

spo

nd

ents

Mean (+2 to -2)Quite likelyVery likely

21 24 24 2817

6 9 7 7 7 6

43 39 38 33

36

28 24 26 24 21 22

0.67 0.67 0.690.51

0.14 0.14 0.09 0.06 0.04 -0.02

0.67

0

20

40

60

80

100

TheBahamas

DominicanRep.

Jamaica Cuba Barbados Grenada St Lucia Tobago Antigua St Maarten Aruba

% o

f re

spo

nd

ents

Mean (+2 to -2)

Quite likely

Very likely

UK

GERMANY

German visit consideration scores fall off significantly after the top 5.

The visit consideration scores for Jamaica are low relative to the level of spontaneous recall.

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June 08

Caribbean destinations attributes – summary

-3

-2

-1

0

1

2

3

Safety Valuemoney



Beaches /swimming

Nature Easyaccess



UK Destinations Average

UK Caribbean (406)

Germany Destinations Average

Germany Caribbean (404)

Strongly Positive

Strongly Negative


The Caribbean attribute scores are generally higher than the average of the individual destinations scores.

Please indicate how much you agree or disagree with the following statements concerning [DESTINATION] as a holiday destination

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June 08

Caribbean destinations attributes – UK

-63

-36

-26

-18

-19

-22

-22

-36

-15

18

-15

-27

6

-43


Personal safety

Value-for-money

Good food

Friendly locals

Local culture

Reliable weather

High quality accommodation

Good beaches /swimming

A pristine natural environment

Being easy to get to

Entertainment

The range of outdoor activities

Environmental concerns

Child-friendly facilities -8

-42

-11

-13

-5

-22

-11

-17

-12

-18

-15

-17

8

-41

-18

5

8

12

6

-8

-3

-3

7

10

-13

3

13

-66

40

20

19

16

8

15

23

21

15

2

13

16

-2

32

-15

-7

-3

-6

-10

-2

3

-1

7

-9

8

3

-5

18

18

35

12

10

20

20

8

25

4

0

18

16

-4

39

33

8

8

8

8

16

11

16

7

0

10

12

-8

45

12

16

-8

-11

-7

1

-10

-7

-14

-3

-7

-6

-8

14

CUBA DOM. REP. JAMAICA BARBADOS BAHAMAS ST. LUCIA ANTIGUA GRENADA

% difference of each destination’s score from the UK mean for all destinations

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June 08

Caribbean destinations attributes – Germany

-16

-20

-13

4

45

-9

-6

-17

-2

12

2

-1

25

-21


Personal safety

Value-for-money

Good food

Friendly locals

Local culture

Reliable weather

High quality accommodation

Good beaches /swimming

A pristine natural environment

Being easy to get to

Entertainment

The range of outdoor activities

Environmental concerns

Child-friendly facilities 10

-20

3

11

21

-7

3

-8

2

-14

-6

-11

21

-24

24

18

13

11

23

12

8

13

9

20

15

18

14

-2

-14

4

0

-6

-7

-6

-3

-4

-8

-7

-2

-7

-4

2

9

-3

16

7

-15

8

17

27

11

1

10

14

-15

21

5

32

-5

-5

8

-1

-6

-4

-6

-1

-4

-4

1

22

1

6

-14

-10

-15

-1

-10

5

-8

-8

-8

1

-22

19

-19

-16

-1

-12

-58

4

-2

-12

1

-2

-6

-11

-19

-17

CUBA DOM. REP. JAMAICA BARBADOS BAHAMAS ARUBAST.

MARTINTOBAGO

% difference of each destination’s score from the German mean for all destinations

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June 08

Season & type of visit

If you were to book a Caribbean holiday which of the following would you be most likely to do?

32

21

13 12

38

25

19

12

5

22

0

10

20

30

40

50

60

70

80

90

100

All inclusive resort Flight to Caribbean &accommodation in more

than one destination

Travel / hotel package Villa & flight Cruise

% o

f re

spo

nd

ents

UK (406)

Germany (404)


The higher proportion of ‘Cruise’ travellers among UK respondents can be attributed to the higher average age of the UK sample.

In both countries younger respondents (18-34) were more likely than older to indicate that they would visit in summer. Most likely time of visit

51 49 5149

January to April May to December


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June 08

Alternative destinations to the Caribbean

Imagine that you are thinking of holidaying in the Caribbean and from the list of places below please select the one that you would be most likely to consider as an alternative …


0

2

2

2

2

2

2

3

3

3

7

5

2

3

7

7

10

8

13

16

1

1

0

1

2

3

3

3

3

3

4

1

3

6

7

8

8

7

12

11

10

1

0 10 20 30 40 50 60 70 80 90 100

The Gambia

Tunisia

Kenya

Sri Lanka

Turkey

The Gulf States (including Dubai)

French Polynesia (including Tahiti)

Bali

Greece

Spain

South Africa

India (including Goa)

The Egyptian Red Sea (incl. Sinai)

The Canary Islands

Seychelles

Thailand

Mauritius

Florida

Hawaii

Maldives

Australia

% of respondents

Germany (404)

UK (406)

The alternative destinations selected by the respondents indicate that they view the Caribbean as an exotic, long-haul destination rather than as an alternative to the Mediterranean.

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Holiday decision-making: influences

…and how important are each of the following in influencing your choice of holiday destination?



-2

-1

0

1

2

Friends &family

Guide books Web reviews Destinationweb sites

Print editorials Tour operatorbrochures

TV travelprogrammes

Travel agents Advertising

UK (406)

Germany (404)

Very Important

Not at all Important

Traditional travel trade channels – including travel agents and tour operator brochures – play a greater role in the decision-making of German travellers than of their UK counterparts.

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Caribbean advertising recall

Do you recall having seen any advertising for the Caribbean (or a Caribbean destination) within the last 12 months?

27

73

27

73


% o

f re

spo

nd

ents

No

Yes


Bahamas Barbados Caribbean cruises Cricket tour Cuba

Dominican Republic Jamaica Kuoni St Lucia P&O cruises

Sandals Sandals

St Lucia St Lucia

AIDA Barbados Bacardi

Caribbean cruises Costa

Rica Cuba Dominican Republic Expedia Jamaica Mexico Neckar Island Rewe Reissen St Lucia Bahamas

Tobago Tour LIDL Trinidad TUI TV Wolkenlos

Advertising seen for the following: Advertising seen for the following:

Sample: 54 specific references

Sample: 48 specific references

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June 08

Places visited in last 2 years / Places expected to visit in next 2 years

Which of the following places have you visited during the last 2 years? (Please tick all that apply.)…and which do you expect to visit during the next 2 years? (Please tick all that apply.)

87

22

1614 14

912

8 95 5 5

79

44

23

28

39

14

2220

1214

710

90

24

1713

10 9

14

8 86 5 4 4

60

2725

37

28

9

26

19

13 1412

8

36

0

10

20

30

40

50

60

70

80

90

100

Europe

North A

mer

ica

Africa

The Car

ibbea

n

Australia

& N

Z

Mid

dle E

ast

C & S

Am

erica

Far E

ast (

Inc.

Chin

a)

SE Asia

S Asi

a (in

c. India

)

Pacifi

c Oce

an

Indian

Oce

anNone

% o

f re

spo

nd

ents

UK places visited(406)

UK places to visit (406)

Germany places visited (404)

Germany places to visit (404)


The Caribbean accounts for 14% of UK visits to ‘exotic’ destinations made in the last 2 year and 15% of expected visits to such destinations in the next 2 years.

The equivalent numbers for Germany are 14% (historic) and 19% (future).

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June 08

Suggestions – UK

More advertising ‘A lot more TV advertising, featuring not just sun, sea

and sand, but local culture and history.’

Cheaper offers ‘Cheaper deals, advertise its unique selling points e.g.

highlight why I should choose the Caribbean over a cheap holiday to Spain…’

Deal with the negative ‘One thing that concerns a lot of people about the Caribbean is if it is safe or not. People often say "it's a lovely place

but don't go off the resort or you could end up in the wrong side of town". This may be a perception or may be true. But communicating that these destinations are safe would be good.’

More information ‘…much more idea of local culture, food, drink,

architecture, arts and crafts’

‘Emphasise the things you can do there other than sun bathe & participate in water sports’

Broaden the appeal ‘Appeal to more people - image of all-inclusive family

holidays and romantic honeymoons - as a single I feel mostly excluded…’

‘Big up the cultural elements - not all of us want all inclusive food-fed holidays.’

‘make it more accessible to independent travellers..’

Highlight diversity ‘Each island should stress it's diversity more. the

image is that you get the same type of holiday regardless of which island you choose’

‘The Caribbean’, I believe, works against [the diversity of the islands] ….the vast differences between them are masked, when, to me, the only thing that links them is the wonderful all round climate.’

Maintain exclusivity ‘Caribbean used to be a luxury holiday but with some of

the companies offering cheaper holidays it is becoming less exclusive, and less tempting to book’

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June 08

Suggestions – Germany

More advertising ‘advertise more and bring out the natural peculiarities

and beauties of the region’

Cheaper offers ‘Improved price-performance ratio besides in Cuba and

the Dominican Republic’

Deal with the negative ‘Get away from the sex tourism image of the

Dominican Republic.’

‘A few years ago mass tourist destinations were in the news (e.g. Sosua: Prostitution); but this was successfully combated here in my opinion.’

‘It would be good if a little more could be done for the safety of the guests.’

More information ‘More information about opportunities for travelling

around ON the islands and between them (e.g. ferry connections between)’

Broaden the appeal ‘Tourists shouldn't just spend their holiday barricaded

in resort forts – offer attractive excursions.’

‘Strengthen individual tourism, downplay ‘resort forts’ and package tourism.’

Highlight diversity ‘Several years ago the Dominican Republic was the

big attraction. Maybe now rather targeted advertising for 'secret tips' in the Caribbean where it's not so crowded with tourists.’

‘What can you do there besides a beach holiday? What's worth seeing. Which cities you can see and why?’

Maintain exclusivity ‘Remove cheap offers like the Dominican Republic. Not

everybody should be able to afford such destinations...’

Do nothing ‘The image is already outstanding, please don't

overpopulate it with tourists’

‘Germans think of dream holidays (relaxation, sun, beach) par excellence with the Caribbean’

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13

23

36

33

27

37

20

54 2

0.34 0.68

0

10

20

30

40

50

60

70

80

90

100


% o

f re

spo

nd

ents Mean

Significantly worsen

Slightly worsen

Stay the same

Slightly improve

Significantly improve

Topical issues: financial (i)

How do you expect you and your family’s financial position to change over the next two years?


German respondents are significantly more optimistic than UK respondents.

Younger respondents tend to be more optimistic than older, but young (18-34) German respondents are still more optimistic than their UK counterparts.

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32

43

33

32

18

20

17

5

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


% o

f re

spo

nd

ents

Fewer holidays

Cheaper destination

No impact on destination - likely to spend less

None

Topical issues: financial (ii)

…and what impact do you expect the global economic situation to have on your holiday plans in the next two years?


UK respondents expect the global economic situation to have a greater impact on their holiday plans than their German counterparts.

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2115

35 44

37 34

7 7

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


% o

f re

spo

nd

ents

'I choose holidays that I believe will have the leastimpact on the environment'

'It doesn't affect where I go, but I am keen tominimise my environmental impact when I get there'

'It is something I think about, but it doesn't affect mychoice of holiday'

'It's not really something that concerns me whenbooking my holiday'

Topical issues: environment

Which of these statements best expresses how you about the impact of tourism on the environment


UK and German respondents have similar attitudes to the environment when it comes to booking a holiday with 56% and 59% respectively saying that it doesn’t affect their choice.

Whilst only a small minority in each country let environmental issues determine their choice of holiday, more than a third are keen to minimise their environmental impact when they get there.

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Summary & Recommendations

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Differences between Germany and the UK

The Caribbean Germany: idealised ‘tropical paradise’. UK: more nuanced – coloured by knowledge and experience and including some

negatives, e.g. safety.

Holidaymaker priorities Germans: more focussed on beaches and finding a pristine natural environment. Britons: more focussed on local culture, good food and quality accommodation. Both have personal safety and value-for-money as their top factors.

The travel market Germany: traditional channels – agents and brochures – have more influence than in the

UK.

Caribbean destinations Britons: historic ties dominate – Barbados, St Lucia, The Bahamas and Antigua. Germans: The Dominican Republic, Cuba, Jamaica, The Bahamas and, to a lesser

extent, Barbados. Britons have negative perceptions of Jamaica in terms of personal safety which

Germans do not share.

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June 08

Opportunities

Overall prospects German respondents were more likely than UK counterparts to say that there are ‘Very’

or ‘Quite’ likely to visit (56% v 46%). However, the incidence of qualifying respondents within the general population is lower than with the UK (37% v 50%). This is compounded by the Caribbean’s lower ‘share of voice’ in Germany than in the UK, meaning that the UK is likely to continue to be a larger market for Caribbean tourism.

However, the relative strength of the German economy and of the Euro suggest that the market for long-haul travel is likely to show strength over the next two years relative to the UK.

Attracting Germans to new destinations Overall, the Germans appear less familiar with the Caribbean and the choice of

destinations it offers that the Brits. More needs to be done to raise the profile of destinations, particularly those with which the Germans are less familiar. Germans also need to be given reassurance in terms of safety and value for money.

Appealing to a wider range of potential UK visitors The image of Caribbean holidays in the UK is dominated by all-inclusive resorts and

cruises, which while appealing to core customers, may alienate visitors looking for other types of holiday.

Promoting other facets of the Caribbean, including local culture, and the diversity of the islands may convert potential visitors who are unsure as to what the Caribbean offers them.

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June 08

Actions

1. UK: address the issue of personal safety. The Caribbean’s image as an idyllic holiday destination is vulnerable to factors such as crime. However, advice to ‘stay in the resort’ is likely to put many potential visitors off coming – different strategies are required.

2. Germany: raise the profile of the Caribbean. German’s need to be better informed as to what the Caribbean has to offer them, particularly in regard to destinations with which they are less familiar.

3. UK: change the communications mix. The image of the Caribbean communicated by cruise companies and all-inclusive resorts should be counter-balanced by communications that highlight local culture and diversity in order to give a more rounded view.

4. Help the independent traveller: more independent-minded travellers want to be able to make their own way and need the tools – information and transport connections – to enable them do this.

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June 08

APPENDIX:Caribbean visitor types

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June 08

Caribbean visitor types

‘All inclusive’UK: 32% DE: 38%


‘Cruise’UK: 12% DE: 5%

Older UK 49y (v 42y ALL)

More likely to have already visited the CaribbeanUK 22% (v 16% ALL)

More likely to have seen Caribbean advertisingUK 37% (v 27% ALL)

More concerned re personal safetyUK 59% say ‘Very important’ (v 50% ALL)

Less environmentally concernedUK 73% agreeing with ‘less concerned’ statements (v 56% ALL)

More female UK: 58% (v 50% ALL)

More likely to have already visited the CaribbeanUK 22% (v 16% ALL)

More like to visit the Caribbean in the next 2 yearsUK 57% ‘Very’/’Quite’ (v 46% ALL)DE 65% ‘Very’/’Quite’ (v 56% ALL)

More likely to have seen Caribbean advertisingUK 37% (v 27% ALL)

Less environmentally concernedUK 73% agreeing with ‘less concerned’ statements (v 56% ALL)DE 70% agreeing with ‘less concerned’ statements (v 59% ALL)

‘Flight/hotel package’UK: 21% DE: 19%

No significant differences from the mean.

‘Flight & villa’UK: 13% DE: 12%

No significant differences from the mean.

‘Multi-destination’UK: 22% DE: 25%

Less concerned re personal safetyUK 42% say ‘Very important’ (v 50% ALL)DE 37% say ‘Very important’ (v 47% ALL)

More environmentally concernedUK 60% agreeing with ‘more concerned’ statements (v 44% ALL)

Value local culture moreDE 42% ‘Very Important’ (v 22% for ‘All inclusive’)

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June 08

APPENDIX:Respondent profile

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June 08

Profile of Respondents

Your Age? Your Gender?

15

19 20

26

50 50

23

32

21

15

9

50 50

20

0

10

20

30

40

50

60

70

80

90

100

18-24 25-34 35-44 45-54 55-64 Male Female

% o

f re

spo

nd

ents

UK (406)

Germany (404)


UK mean = 41.8 years

German mean = 35.5 years

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June 08

Area of work

20

46

33

1

100

29

35

22

13

100

0 10 20 30 40 50 60 70 80 90 100

Higher managerial, administrativeor professional

Intermediate managerial,administrative or professional

Supervisory role, clerical, juniormanagerial, administrative or

professional

Student (full-time)

ABC1

% of respondents

UK (406)

Germany (404)


Which of the following best describes the occupation of the main income earner in your household?

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June 08

Presence of children

Do you have any children in your household? If so, please tell us the age of your children….

40

11 10

23

60

43

9

1315

22

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0

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50

60

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80

90

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Any aged 0-2 years aged 3-7 years aged 8-12 years aged 13+ years No children

% o

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spo

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ents

UK (406)

Germany (404)


38

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June 08

APPENDIX:Destination portraits

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June 08

Jamaica

Very high levels of spontaneous recall in the UK fail to convert into similarly high visit intention scores, with the low score for ‘Personal safety’ being the likely culprit.Significantly more popular with younger UK respondents than older, and more popular with summer travellers than winter.German respondents do not share the negative perceptions of the UK respondents and high recall converts into high visit intention.Whereas most islands are more popular with people who have visited the Caribbean in the last 2 years, Jamaica is as popular with people who haven’t.

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UK Destinations AverageUK Jamaica (151)GERM Destinations AverageGERM Jamaica (150)

Strongly Positive

Strongly Negative

Spontaneous recall

1st selection UK DE

Rank 1 4

18% 9%

Likely to visit

‘Very’ / ‘Quite’ UK DE

Rank 6 3

51% 62%

Comments

1. UK scores generally in line with destinations average, except for ‘Personal safety’, ‘Friendly locals’ and ‘Child-friendly facilities’ which were all below.

2. German scores nearly all above the destinations average and none were significantly below average.

3. The UK ‘Personal safety’ score was by a significant margin the lowest for any destination.

Attributes

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June 08

Barbados

UK respondents view Barbados as ‘above average’ in almost every way and this helps explain why high recall converts into the highest visit intention levels for any destination.German respondents do not appear to share the perception of Barbados’s superiority and this may explain why good recall does not convert into stellar visit intention scores.

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UK Destinations AverageUK Barbados (151)GERM Destinations AverageGERM Barbados (154)

Strongly Positive

Strongly Negative

Spontaneous recall

1st selection UK DE

Rank 2 3

14% 9%

Comments

1. UK scores nearly all exceed the UK destinations average, markedly so in the case of ‘Child-friendly facilities’ and ‘Personal safety’.

2. German scores all in line with the German destinations average, except for ‘Child-friendly facilities’ which was below average.

Attributes

Likely to visit


Rank 1 5

68% 53%

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June 08

Cuba

In spite of below average scores for most attributes, relatively high recall levels amongst the UK respondents convert into a relatively high visit intention score.Cuba is particularly popular with younger (18-34) respondents and ‘multi-destination’ travellers.Recall levels are higher in Germany than the UK and visit intention scores are similar.

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UK Destinations AverageUK Cuba (152)GERM Destinations AverageGERM Cuba (150)

Strongly Positive

Strongly Negative

Spontaneous recall

1st selection UK DE

Rank 3 2

10% 16%

Comments

1. UK scores are nearly all below the destination average, markedly so in the case of ‘Child-friendly facilities’, ‘Personal safety’ and ‘High quality accommodation.’ The only significantly above average score is for ‘Local culture’.

2. German scores are also below average for ‘Personal safety’, ‘Child-friendly facilities’ and ‘High quality accommodation’, and above average for ‘Local culture’. They are also significantly above average for ‘Being easy to get to’ and ‘Value for money’.

Attributes

Likely to visit


Rank 5 4

58% 61%

42

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June 08

Dominican Republic

Spontaneous recall of the Dominican Republic as a Caribbean destination is much higher in Germany than the UK and this converts into much higher visit intention scores.In the UK, the Dominican Republic is significantly less popular with older (55-64) respondents and more popular with summer travellers and people who rate ‘Value-for-money’ as a very important factor.In Germany, the destination is significantly more popular with ‘All inclusive’ than ‘Multi-destination’ travellers.

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UK Destinations AverageUK Dominican Republic (151)GERM Destinations AverageGERM Dominican Republic (150)

Strongly Positive

Strongly Negative

Spontaneous recall

1st selection UK DE

Rank 6 1

4% 16%

Comments

1. UK scores are nearly all below average, particularly so for ‘Personal safety’ and ‘Environment concerns’.

2. German scores were also below average for ‘Personal safety’ and ‘Environment concerns’, but above average for ‘Value-for-money’ and ‘Being easy to get to’.

Attributes

Likely to visit


Rank 8 2

46% 63%

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June 08

The Bahamas

The Bahamas outperforms in both the UK and Germany in terms of converting its spontaneous recall scores into visit intention scores.In the UK the destination is relatively more popular with summer travellers than winter travellers.

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UK Destinations AverageUK The Bahamas (154)GERM Destinations AverageGERM The Bahamas (154)

Strongly Positive

Strongly Negative

Spontaneous recall

1st selection UK DE

Rank 5 5

7% 5%

Comments

1. UK scores are nearly all average or above average. For ‘Personal safety’ and ‘Child-friendly facilities’ the scores are significantly above average.

2. German scores are above average except for ‘Being easy to get to’ and ‘Value-for-money’, with the best relative scores for ‘High quality accommodation’ and ‘Good beaches / swimming’.

Attributes

Likely to visit


Rank 2= 1

61% 64%

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June 08

St Lucia

Spontaneous recall of St Lucia is much higher in the UK than in Germany, as are the island’s visit intention scores.In the UK, St Lucia scores equally well with all age groups.The lack of recall in Germany suggests that the visit intention score is likely to be based on a relatively low level of knowledge of the destination.

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UK St Lucia (154)

Strongly Positive

Strongly Negative

Spontaneous recall

1st selection UK DE

Rank 4 6

8% 2%

Comments

1. St Lucia’s scores are above average for everything except ‘Value-for-money’ and ‘Local culture’.

Attributes

Likely to visit


Rank 2= 7=

61% 33%

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June 08

Antigua

There is almost no spontaneous recall of Antigua in Germany compared with reasonable recall levels in the UK, and this is reflected in visit intention scores from the two countries.In the UK, Antigua is equally popular with all age groups.The lack of recall in Germany suggests that the visit intention score is likely to be based on a relatively low level of knowledge of the destination.

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UK Antigua (151)

Strongly Positive

Strongly Negative

Spontaneous recall

1st selection UK DE

Rank 7 -

4% -%

Comments

1. Antigua’s scores are all close to the UK destinations average.

Attributes

Likely to visit


Rank 4 9

60% 31%

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June 08

Grenada

The low level of spontaneous recall in the UK and the almost complete lack of it in Germany suggests that the visit intention scores for both countries are likely to be based on a relatively low level of knowledge of Grenada. -3

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UK Grenada (154)

Strongly Positive

Strongly Negative

Spontaneous recall

1st selection UK DE

Rank 9 -

2% -%

Comments

1. Grenada’s scores are all close to the UK destinations average.

Attributes

Likely to visit


Rank 10 6

41% 34%

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June 08

Aruba

The low level of spontaneous recall in the UK and the almost complete lack of it in Germany suggests that the visit intention scores for both countries (which are the lowest for any of the destinations) are likely to be based on a relatively low level of knowledge of Aruba.

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GERM Destinations Average

GERM Aruba (150)

Strongly Positive

Strongly Negative

Spontaneous recall

1st selection UK DE

Rank 10 10

1% 1%

Comments

1. Aruba’s scores are in line with the German destinations average, with the exception of ‘Personal safety’ and ‘Environmental concerns’ which are above average.

Attributes

Likely to visit


Rank 11 10

38% 28%

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June 08

St Martin / St Maarten

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GERM St Martin (150)

Strongly Positive

Strongly Negative

Spontaneous recall

1st selection UK DE

Rank - -

-% -%

Comments

1. St Martin / St Maarten scores above the German destinations average for ‘Personal safety’ and below it for ‘Value for money’.

Attributes

Likely to visit


Rank 9 10

42% 28%

The lack of spontaneous recall both in the UK and in Germany suggests that the visit intention scores for both countries (which are the lowest for any of the destinations) are likely to be based on a relatively low level of knowledge of St Martin / St Maarten.The destination is more popular in the UK among ‘Cruise’ travellers than among other types of visitor.

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June 08

Tobago

The lack of spontaneous recall both in the UK and in Germany suggests that the visit intention scores for both countries (which are the lowest for any of the destinations) are likely to be based on a relatively low level of knowledge of Tobago.

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GERM Tobago (154)

Strongly Positive

Strongly Negative

Spontaneous recall

1st selection UK DE

Rank - -

-% -%

Comments

1. Tobago’s scores are nearly all below the German destinations average, markedly so in the case of ‘Being easy to get to’.

Attributes

Likely to visit


Rank 7 7

47% 33%

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June 08

APPENDIX:FaceTrace reason for emotion – UK

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June 08

Top Answers on Reason for Emotion - All

Surprise

(20 x All) %

Never been before and was sure that it wil hold many surprises for

me40

Expresses how I feel about it at present20

Sunshine character friendliness15

surprising10

the sun5

Not having been there, I would expect to be surprised (pleasantly!)5

sunishe, seas and sand5

Happy

(280 x All) %

lovely climate, relaxed pace of life, wonderful beaches18

Have been previously and very enjoyable - friendly locals, great

beaches13

Not been there but here reports it's relaxed and happy,13

Beautiful, sunshine, great scenery, beaches, lovely friendly people.12

Some of the best beaches in the world, reliable weather & good

food10

I love the place, the locals and the culture6

Never visited, but parts of it sound very pretty & unspoilt.5

Not been there but here reports it's relaxed and happy, except Jamaica4

I've been to Cuba and loved it3

Have never been there but I know lots of people who originate from

there.3

Neutral

(87 x All) %

Sounds nice enough but doesn't especially appeal to me31

I have never been so can't really comment one way or another11

Its not a destination for me10

if i go i go i can take it or leave it9

never been there dont know much too mcuh being said about

violence8

Not somwhere I am thinking of visiting really.8

I currently like cultural and action holidays. Carribean doesn't supply

this7

Too many drugs and tornados3

It used to be a fantastic place to visit but due to crime not so much

now3

been several times but want something different2

Sadness

(3 x All) %

Montego Bay, Jamaica, pestered all the time. Jamaica though is

beautiful.33

heard bad things about it33

Because colonialism and tourism have all but ruined it for those who

belong ther33

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June 08


Fear

(9 x All) %

Mugging33

potentially dangerous in some islands33

dirty to hot and you have to have injections before you go11

not very safe, everything too laid-back11

the unknown, drugs,11

Disgust

(3 x All) %

violence, poverty, corruption, thefts67

i dont like the culture33

Contempt

(4 x All) %

no culture - just beaches50

Quite25

Over rated, over priced, nothing but a beach and booze holiday25

53

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June 08

Top Answers on Reason for Emotion - Visited Caribbean

Surprise

(3 x Visited Caribbean) %



me33

Happy



beaches26




food15


Variety, good weather4


sounds a fun and attractive location2

Weather was fantastic, with excellent scenery, atmosphere and

hotel2

People/ cultures wonderful,each island has own

identity/landscapes,avoidjamaica.2

Neutral



this40



Toured there already, I'll go back in a few years time.20

Sadness



belong ther100

54

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June 08


Fear


Mugging100

Disgust



Contempt



55

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June 08

Top Answers on Reason for Emotion - Not Visited

Surprise

(20 x Not Visited) %


me40



surprising10

the sun5



Happy




beaches13




food10






there.3

Neutral








this7


violence7




now2

Sadness

(3 x Not Visited) %


beautiful.33



belong ther33

56

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June 08


Fear

(9 x Not Visited) %

Mugging33





Disgust

(3 x Not Visited) %



Contempt

(4 x Not Visited) %


Quite25


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June 08

Top Answers on Reason for Emotion - Likely to Visit

Surprise

(12 x Likely to Visit) %


me50


surprising17

the sun8


Happy



beaches16




food13






there.3

Variety, good weather2

Neutral



violence27


this18





now9

Toured there already, I'll go back in a few years time.9


Sadness


58

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June 08


Fear


Mugging100

Disgust



Contempt



Quite50

59

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June 08

Top Answers on Reason for Emotion - Not Likely to Visit

Surprise

(8 x Not Likely to Visit) %



me25




Happy





beaches10






food5


there.3

sounds a fun adn attractive location2

Neutral








this5


violence5




now3

Sadness



beautiful.33



belong ther33

60

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June 08


Fear



Mugging25




Disgust




Contempt




61

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June 08

APPENDIX:FaceTrace reason for emotion – Germany

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June 08


Surprise

(62 x All) %

I've never been, curious26

Surprise about how it can be.16

Surprise because of actual 'Caribbean flair'16

Gorgeous beaches, a whole other world13

beach, sea6

Postcard scenery6

beautiful beaches,5

it's surprising again and again5

How it will be there, surroundings, the sea3

warm climate, pure sun and beaches2

Happiness

(291 x All) %

always sunny, turquoise sea, palms, great people, beautiful

beaches22

great weather, beautiful beaches, good mood music, pure relaxation,

joie-de-vivre11

always sunny, turquoise sea, palms, great people10

great area, beautiful beaches, great weather, nice people8


beaches, joie-de-vivre8

friendly people, spectacular colours, climate7

Great nature, warm water, nice weather, perfect holiday6

Beautiful weather, sunshine6

paradise4

nice weather guarantee, great beaches4

Neutral

(48 x All) %


15

neutral, no interest15

all the others were very negative, or happiness and that doesn't fit

either12

I've never been there and currently don't desire to go there!10

because it looks like that8

I don't care about the Caribbean, I can't tolerate the climate, that's why I don't want to [unfinished]

8

the corresponding thoughts wouldn't trigger such faces in me6

very hot and extremely expensive!6

Holiday there like everybody else because explicitly sought it out, so

just as interesting [unclear]6

I didn't find any [face] that expressed a little happiness and

'overly' happy, I didn't like [to take]4

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June 08


Fear

(1 x All) %

too much violence, observe Haiti100

Anger

(1 x All) %

eyes100

Disgust

(1 x All) %

it can't continue, that nature is being destroyed for BIO fuel100

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June 08


Surprise



beautiful beaches,20


Happiness



beaches20






joie-de-vivre5

paradise5



beautiful beaches, beautiful women...2


beaches, cigars2

Neutral





I was already in the Caribbean and didn't feel very at ease14

65

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June 08


Scared


Anger


Disgust


66

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June 08


Surprise






beach, sea7

Postcard scenery7

beautiful beaches,5



Climate+friendly people+diversity of the many islands2

Happiness



beaches21


joie-de-vivre11









paradise4

Neutral



15



either12




8







67

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June 08


Scared

(1 x Not Visited) %


Anger

(0 x Not Visited) %

Disgust

(1 x Not Visited) %


68

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June 08


Surprise






Postcard scenery8

beautiful beaches,8



beach, sea2

warm climate, pure sun and beaches2

Happiness



beaches22


joie-de-vivre13








paradise3


Neutral




18


either18


that face has nothing to do with the Caribbean9



69

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June 08


Fear



Anger


eyes100

Disgust


70

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June 08


Surprise





beach, sea14


Postcard scenery5

Climate+friendly people+diversity of the many islands5

Happiness



beaches22



joie-de-vivre8






paradise5



Neutral



14




either11


11








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June 08


Fear


Anger


Disgust



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June 08

Glossary Of TermsThe BrainJuicer® terminology and explanation

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June 08

QUALITATIVE QUESTIONS AND ANSWERS

2 Answers x 2 Orders 2 answers = the number of answers to the question, 2 orders = the number of probes including the first answers

Best/Worst A MindReader probing the best and worst aspects of a concept

BrainStormer An online method of generating, collecting and rating ideas

Creative Projective A method of asking respondents to compare a product or brand with an animate object in order to obtain more emotional feelings and perceptions

Mindmap BrainJuicer’s method of pictorially displaying the hierarchy of thoughts and feeling from the MindReader question

MindReader Patented question technique allowing respondents to share their spontaneous thoughts and feelings on the subject at hand

Open text box Where respondents can enter an answer of up to 255 characters

Open text area Where respondents can enter an answer of unlimited characters

QUANTITATIVE QUESTIONS AND ANSWERS

5-point agree/disagree scale Strongly agree to strongly disagree

7-point smiley scale +3 to -3 scale illustrated with smiley and frowning faces

Active Involvement scale Degree of engagement and enjoyment of an advert

Checkbox Where respondents can select more than one prescribed answer

Dropdown Where one prescribed answer only is allowed

Flash test Pack recognition test

Location test Speed of finding a pack on shelf

Purchase Intention 5 point scale from definitely buy to definitely not buy

Radio Button Where a respondent can only give one selection as an answer

Selection Choose a favourite from a number of options

Glossary Of Terms

The BrainJuicer® terminology and explanation

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June 08

How To Read A MindMapAn explanation of how to read a BrainJuicer® qual-into-quant MindMap

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June 08

The opportunity to give real opinions

Easy to understand

Simple and easy to use

35

38

45

47

28

49

63

99

Interesting, fun and not to long

I enjoy taking part

Enjoyable to complete

Lighthearted and pressure-free

491 (36%)

362 (26%)

Why do you say...

44

54

58

118 Questions are straight forward and easy to

understand

They are usually not complex - anyone can

participate

You can agree with a previous answer or supply your own

Just click or type!

34

39

39

61 They are straightforward to

follow

Clear concise questions

Easy to answer the questions

Straight forward

Why do you say...

Opportunity to type a real response not just

pick one off a list

You can chose a previous option or

enter your own views

You can write your own personal response

We can type our actual opinion rather than tick

a ready written one

What do you think about BrainJuicers?

Number of mentions (%)

1. 3.

2.

338 (25%)

Good fun to do

280 (20%) 4.

How To Read A MindMap An explanation of how to read a BrainJuicer® MindMap

These are the top 10 answers from respondents

Next to each answer is the percentage of respondents who gave that answer. It can add up to more than 100% where respondents are asked for more than one answer

Each answer is traffic light colour-coded to show how respondents feel about it.

The Top Ten

The map shows what the audience in question thinks and feels about the subject at the centre of the mindmap (e.g. What do you think about BrainJuicers?)

Following the black lines from the centre, you see the top 4 answers and the % of people who gave them. All answers are generated by respondents

The MindReader I

In this example,the top answer is Simple and easy to use

This answer was given by 491 respondents (or 36% of the entire sample)

The MindReader II What do you think about

BrainJuicers?

Simple and easy to use Easy to understand 26

36

The opportunity to give real opinions

Good fun to do 20

25

Less manipulative than most

They help make a difference and are good fun

13

13

Interesting and informative Interesting 11

12

They are about interesting products

Very topical and informative 10

10

(Sample: 1373 x All) %

76

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June 08

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