Herefordshire Perception & Awareness Research

56
Herefordshire Perception & Awareness Research January 2012 Contacts: [email protected]

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Herefordshire Perception & Awareness Research. January 2012 Contacts: [email protected]. Introduction. The Marches Local Enterprise Partnership (MLEP) area covers the local authority areas of Herefordshire Council, Shropshire Council and Telford and Wrekin Council . - PowerPoint PPT Presentation

Transcript of Herefordshire Perception & Awareness Research

Page 1: Herefordshire Perception & Awareness Research

Herefordshire Perception & Awareness Research

January 2012

Contacts:[email protected]

Page 2: Herefordshire Perception & Awareness Research

© 2012 Arkenford Ltd

Introduction• The Marches Local Enterprise Partnership (MLEP) area covers

the local authority areas of Herefordshire Council, Shropshire Council and Telford and Wrekin Council.

• This research is being undertaken to inform the 3 component local authority areas about;– The profile (and relevance) of current visitors?– The types of trips taken– The emerging markets?– The markets that provide best ROI?– The types of message they will respond to?– How to package up the product for these markets?

• In short the research will :– Demonstrate clearly the profile of existing visitors to the region

(and specific local authority areas within it)– Provide the necessary strategic insight to identify types of

potential visitors that could be targeted for a future visit

Page 3: Herefordshire Perception & Awareness Research

© 2012 Arkenford Ltd

Methodology• Arkenford conducted an online survey using an online panel

provider• A total of 1502 interviews conducted• Quotas set on respondent origin

– 501 respondents living within 90 minute drive time from The Marches

– 1001 respondents living further afield• And past visit or future visit consideration

– At least 500 consider Shropshire as ‘My Type of Place’– At least 500 consider Herefordshire as ‘My Type of Place’– At least 500 consider Ironbridge Gorge as ‘My Type of Place’

• This ensures that we can produce stand alone reports for each destinations as well as wider report for The Marches

• Fieldwork conducted in December 2011• A review of other existing insight helps add context to the

primary research

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© 2012 Arkenford Ltd

DESTINATION AWARENESS & APPEAL

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© 2012 Arkenford Ltd

Awareness of Destinations• Awareness and appeal of

areas within The Marches is greater than for the wider area itself

• Awareness and appeal of Herefordshire is high, with 83% stating they would consider it for a holiday/short break/day trip which is much higher than the other areas within The Marches

• 73% of respondents who stated that Herefordshire appealed to them would also consider Shropshire for a holiday/ short break/ day trip

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© 2012 Arkenford Ltd

Index of Destination Awareness• The segments that are more

likely to perceive Herefordshire as ‘My Type of Place’ are Cosmopolitans and Traditionals– Cosmopolitans are generally

keen to try new experiences / see new places and are generally very positive

– Traditionals are more risk averse, prefer more rural holidays, relaxation and history and heritage

• Herefordshire also appeals to Functionals– Functionals are a group who are

fiercely independent and budget orientated

0.00 50.00 100.00 150.00 200.00

Shropshire

Herefordshire

Ironbridge Gorge

Black Mountains

The Marches

Forest of Dean

Cotswolds

Staffordshire

Worcestershire

Wye Valley

Index of destinations - My type of place

Style Hounds

Cosmopolitans

High Street

Discoverers

Followers

Traditionals

Functionals

Habituals

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© 2012 Arkenford Ltd

Awareness: Local vs. Non-local• There is not much

difference in consideration and appeal of destinations within The Marches when comparing the local and non-local findings

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© 2012 Arkenford Ltd

VISIT HISTORY

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© 2012 Arkenford Ltd

Visit history• Three quarters of

respondents have never visited The Marches… or they don’t know they have ever visited!

• Respondents are more likely to have visited Herefordshire and/or Shropshire than they are Ironbridge Gorge

• % of sample who have visited is up on figures reported in 2008/9

6%

9%

10%

13%

15%

16%

17%

18%

17%

22%

7%

9%

11%

11%

12%

13%

13%

14%

13%

15%

6%

8%

10%

13%

11%

10%

10%

10%

11%

14%

6%

9%

11%

13%

11%

11%

13%

13%

12%

12%

75%

65%

57%

51%

52%

50%

46%

45%

47%

37%

0% 20% 40% 60% 80% 100%

The Marches

Black Mountains

Ironbridge Gorge

Forest of Dean

Wye Valley

Worcestershire

Shropshire

Herefordshire

Staffordshire

Cotswolds

Visit

Within past 2 years 2-5 years ago 5-10 years ago

More than 10 years ago Never

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© 2012 Arkenford Ltd

Index of visit – Within past 2 years

• Cosmopolitans are most likely to have visited Herefordshire within the last 2 years – They are one of the most

active segments• Herefordshire has also

attracted a greater than average share of Traditionals

• In comparison, Shropshire and Ironbridge Gorge have attracted more Followers

0 20 40 60 80 100 120 140 160

Shropshire

Herefordshire

Ironbridge Gorge

The Marches

Black Mountains

Forest of Dean

Cotswolds

Staffordshire

Worcestershire

Wye Valley

Index of visit - Within past 2 years

Style Hounds

Cosmopolitans

High Street

Discoverers

Followers

Traditionals

Functionals

Habituals

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© 2012 Arkenford Ltd

Destination visit: Local vs. Non-local• Herefordshire is more

likely to attract a local market in the last 2 years as opposed to visitors from further afield, which is in line with The Marches as a whole

9%

5%

10%

8%

13%

9%

18%

10%

20%

12%

24%

12%

25%

13%

23%

15%

24%

13%

26%

21%

9%

7%

10%

8%

14%

9%

11%

11%

15%

10%

15%

12%

14%

13%

15%

14%

12%

13%

14%

15%

5%

6%

8%

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11%

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10%

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12%

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9%

10%

8%

12%

14%

14%

5%

6%

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10%

12%

13%

13%

8%

12%

6%

14%

10%

15%

11%

14%

9%

13%

9%

14%

72%

76%

63%

66%

52%

59%

45%

54%

44%

55%

48%

50%

43%

48%

41%

46%

47%

48%

36%

37%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Local

Rest of UK

Local

Rest of UK

Local

Rest of UK

Local

Rest of UK

Local

Rest of UK

Local

Rest of UK

Local

Rest of UK

Local

Rest of UK

Local

Rest of UK

Local

Rest of UK

The

Mar

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Blac

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Ironb

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Gorg

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Dean

Wye

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Staff

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Cots

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Visit Local vs. Non-local

Within past 2 years 2-5 years ago 5-10 years ago

More than 10 years ago Never

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© 2012 Arkenford Ltd

DESTINATION PERCEPTION

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© 2012 Arkenford Ltd

Type of holiday• Herefordshire is

perceived to be a place to visit as a couple / with other adults

• In comparison, respondents consider Ironbridge Gorge to be a places you could visit with children

9%

8%

10%

9%

10%

23%

46%

48%

33%

20%

20%

16%

16%

14%

18%

0% 20% 40% 60% 80% 100%

Shropshire

Herefordshire

Ironbridge Gorge

Types of holidays

A break with youngerchildren (under 11)

A break with olderchildren (aged 11+)

A break with wife /partner as a couple

A break with other adults

Don't know

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© 2012 Arkenford Ltd

Length of Trip

• Herefordshire is predominantly viewed as a place to visit as part of a short break

• Only 25% consider it to be somewhere to visit as part of a day trip

16%

14%

18%

13%

11%

23%

52%

53%

43%

17%

20%

14%

1.9%

2.2%

1.8%

0% 20% 40% 60% 80% 100%

Shropshire

Herefordshire

Ironbridge Gorge

Types of holidays

A day trip from home

A day trip if stayingnearby

1-3 night break

4-7 night break

A break lasting 8+ nights

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© 2012 Arkenford Ltd

Period of holiday

• Herefordshire is a destination considered to be suitable all year round

• Interestingly, it is seen more as a place they would visit in off peak period as opposed to peak period

8%

7%

8%

31%

30%

34%

61%

62%

58%

0% 20% 40% 60% 80% 100%

Shropshire

Herefordshire

Ironbridge Gorge

Types of holidays

Peak Period Only

Off Peak Only

Year Round

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© 2012 Arkenford Ltd

Awareness of location

• The majority of people correctly placed Shropshire, Herefordshire and Ironbridge Gorge in the West Midlands– Is there really

confusion around Herefordshire and Hertfordshire?!!

1%

4%

3%

7%

73%

2%

1%

2%

3%

4%

1%

0%

0% 10% 20% 30% 40% 50% 60% 70% 80%

North East

NW & MerseySide

Yorkshire & Humbershire

East Midlands

West Midlands

Eastern

Greater London

South East

South West

Wales

Scotland

N Ireland

Location

Page 17: Herefordshire Perception & Awareness Research

© 2012 Arkenford Ltd

PRODUCT PREFERENCES

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© 2012 Arkenford Ltd

Activities Enjoy• Visiting local towns /

villages / countryside, scenic areas and landscapes is the most appealing activity

• Outdoor activity and shopping appear at the bottom of the list

28%

18%

9%

5%

4%

22%

31%

27%

19%

14%

11%

50%

51%

65%

77%

82%

88%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%

Taking part in outdoor activity

Shopping

Visiting cultural exhibitions, events andfestivals

Visiting cultural and historic attractions,churches, sites

Eating out / enjoying good food and drink

Visiting local towns / villages / countryside,scenic areas & landscapes

Activities

Not my type of thing (0-3) Neutral My type of thing (7-10)

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© 2012 Arkenford Ltd

Herefordshire Associations• The strongest

Herefordshire associations are the market towns/ villages/ scenic countryside and landscapes

• Herefordshire is least associated with shopping and cultural exhibitions, events and festivals

16%

6%

6%

35%

23%

22%

19%

13%

8%

40%

61%

68%

67%

80%

86%

9%

10%

8%

8%

6%

5%

0% 20% 40% 60% 80% 100%

Associate shopping with Herefordshire

Associate cultural exhibitions, events andfestivals with Herefordshire

Associate food and drink withHerefordshire

Associate outdoor activity withHerefordshire

Associate historic attractions, churches,sites and landscapes with Herefordshire

Associate market towns / villages/ sceniccountryside/ landscapes with

Herefordshire

Herefordshire associations

Do not associate (0-3) Neutral Associate (7-10) Dont know

Page 20: Herefordshire Perception & Awareness Research

© 2012 Arkenford Ltd

Herefordshire Associations

• Little difference between age / gender or origin in terms of associations• Those more likely to make stronger associations across different product offers

are:– Cosmopolitans and Traditionals– Families– Current and lapsed visitors

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Hereforshire Associations

Associate outdoor activity with Herefordshire Associate food and drink with HerefordshireAssociate market towns / villages/ scenic countryside/ landscapes with Herefordshire Associate historic attractions, churches, sites and landscapes with HerefordshireAssociate cultural exhibitions, events and festivals with Herefordshire Associate shopping with Herefordshire

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© 2012 Arkenford Ltd

Types of Outdoor Activities People Enjoy• The more gentle the

outdoor activity, the more people will enjoy it!– River walks, forest trails

and gentle strolls are the most appealing outdoor activities;

– Extreme sports appeal to far fewer consumers

– Golf & Angling have least appeal indicating what a niche activity they are66%

61%

60%

47%

50%

47%

43%

34%

16%

14%

7%

13%

14%

14%

21%

18%

21%

13%

21%

27%

21%

20%

11%

11%

7%

21%

24%

26%

32%

32%

33%

44%

45%

57%

65%

73%

87%

88%

91%

0% 20% 40% 60% 80% 100%

Golf

Angling

Extreme sports

Canoeing / kayaking

Mountain biking

Fun Activities

Dog Walking

Cycle trails

River Cruising / Boating

Watching wildlife

Hill walking / rambling

Gentle strolls

Forest trails

River walks

Types of outdoor activities

Not my type of thing (0-3) Neutral My type of thing (7-10)

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© 2012 Arkenford Ltd

Index of Activities: My type of thing

• Gentle exercise has appeal to wide cross section, especially older audience, and Traditional and Functional ArkLeisure segments

• More physical activity (canoeing, cycle trails, etc. appeals to a younger, more leading edge segment groups• Families also enjoy this (supervised) offer

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Who enjoys each outdoor activity?

Gentle strolls Hill walking / rambling River walks Forest trails Canoeing / kayaking Angling

Cycle trails Mountain biking Watching wildlife River Cruising / Boating Dog Walking Golf

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© 2012 Arkenford Ltd

Destinations Offering Outdoor Activities

• Herefordshire is perceived to be the destination that offers the outdoor activity that people enjoy by the largest percentage of people

73%80%

57%

6%0%

20%

40%

60%

80%

100%

Shropshire Herefordshire Ironbridge Gorge None of the above

Destinations offering outdoor activities

Page 24: Herefordshire Perception & Awareness Research

© 2012 Arkenford Ltd

Types of Food & Drink• Traditional pubs and tasting/

buying locally sourced produce are amongst the most popular food and drink offer

• Farmers markets and Farm shops are also increasingly popular

• Some interest in ‘learning’ about food

• Less interest in the ‘top end’ food and drink offer indicating niche appeal

40%

22%

32%

29%

17%

15%

14%

13%

8%

6%

5%

28%

38%

27%

29%

25%

25%

25%

25%

22%

20%

18%

19%

11%

32%

40%

41%

42%

58%

60%

60%

62%

70%

74%

76%

77%

86%

0% 20% 40% 60% 80% 100%

Cookery days and courses

Chain restaurants

Fine Dining / Michelin Star Ratedrestaurants

Watching chef demonstrations

Gastropubs

Brewery / vineyard tours

Food making tours, e.g. cheese making

Family restaurants

Farm Shops

Farmers markets

Tea Rooms / Cafes

Tasting / Buying locally sourced produce

Traditional pubs

Types of food & drink

Not my type of thing (0-3) Neutral My type of thing (7-10)

Page 25: Herefordshire Perception & Awareness Research

© 2012 Arkenford Ltd

Who enjoys different food & drink?

• Widespread appeal for traditional pubs, tasting/ buying locally sourced products and tea rooms

• Style Hounds and Cosmopolitans (leading edge segments) will go for top end product

• Cosmopolitans, Style Hounds and Traditionals are segments likely to enjoy locally sources products and farm shops

40

60

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Who enjoys different food and drink?

Fine Dining / Michelin Star Rated restaurants Gastropubs Family restaurants Farmers markets

Tasting / Buying locally sourced produce Chain restaurants Traditional pubs Brewery / vineyard tours

Food making tours, e.g. cheese making Watching chef demonstrations Cookery days and courses Farm Shops

Tea Rooms / Cafes

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© 2012 Arkenford Ltd

Destinations Offering Food & Drink

• Herefordshire is considered to be the destination that offers the food and drink product consumers enjoy by the largest percentage of people

79% 85%

52%

5%0%

20%

40%

60%

80%

100%

Shropshire Herefordshire Ironbridge Gorge None of the above

Destinations offering food & drink

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© 2012 Arkenford Ltd

Types of History & Heritage• History and heritage is of

interest to a large proportion of consumers

• Most popular are areas of natural beauty and historic towns

• Other ‘man made’ options such as monuments, castles and houses are also popular

• Guided history tours and industrial heritage are the least enjoyed product offers

15%

7%

6%

5%

3%

2%

3%

3%

2%

27%

22%

19%

19%

19%

17%

13%

11%

11%

9%

8%

58%

71%

76%

76%

78%

81%

84%

86%

86%

90%

90%

0% 20% 40% 60% 80% 100%

Guided history tours

Industrial heritage sites

Gardens

Cathedrals and churches

Museums

World Heritage Sites

Historic houses

Castles

Ancient monuments & sites

Historic towns

Areas of Natural Beauty

Types of history & heritage

Not my type of thing (0-3) Neutral My type of thing (7-10)

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© 2012 Arkenford Ltd

Who prefers different History & Heritage?

• Because of the high % of interest, history and heritage appeals to a wide cross section of the population

• Younger audiences / families are more likely to want guided tours (bring the product alive)

• Most engaged Arkleisure groups are Cosmopolitan and Traditionals

406080

100120140160180200

Who enjoys different history and heritage?

Castles Historic houses Cathedrals and churches Guided history tours

Industrial heritage sites Historic towns Museums Gardens

World Heritage Sites Areas of Natural Beauty Ancient monuments & sites

Page 29: Herefordshire Perception & Awareness Research

© 2012 Arkenford Ltd

Destinations Offering History & Heritage

• Over three quarters of respondents feel that Herefordshire offers the history and heritage they enjoy

• However, despite lower interest in Industrial Heritage, Ironbridge Gorge is seen by most people as the destination offering the history and heritage they enjoy

• Part of this will be the power of being a ‘brand’ as well as the delivery of the product (living history)

74% 77% 80%

4%0%

20%

40%

60%

80%

100%

Shropshire Herefordshire Ironbridge Gorge None of the above

Destinations offering the history & heritage you enjoy

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© 2012 Arkenford Ltd

Types of Places to Visit when Exploring• Outdoor space is as popular

as towns and villages when it comes to enjoyment of exploration

• Viewpoints, rivers, canals and waterways, and national parks all have great appeal

• Cathedral cities have more appeal than larger cities

• AONB sites are more appealing than WHS appearing at the top of the list of the of the places people enjoy to visit when exploring a place

6%

8%

2%

1%

2%

17%

0%

3%

3%

19%

21%

10%

11%

11%

28%

12%

17%

14%

10%

75%

71%

89%

88%

87%

56%

87%

80%

84%

87%

0% 20% 40% 60% 80% 100%

Country parks

Cathedral cities

Areas of Natural Beauty

Local viewpoints

Market towns

Major cities

Villages

World Heritage Sites

National parks

Rivers / canals / waterways

Types of places to sightsee

Not my type of thing (0-3) Neutral My type of thing (7-10)

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© 2012 Arkenford Ltd

Who enjoys different places to explore?

• Exploring outdoor areas has widespread appeal across all types of consumer– This is especially the case for Cosmopolitan, Traditional & Functional segments

• Younger, more leading edge segments are more likely to want to explore major cities

40

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Who enjoys different places to explore?

Country parks Areas of Natural Beauty World Heritage Sites National parks Rivers / canals / waterways

Local viewpoints Villages Major cities Cathedral cities Market towns

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Destinations Offering Places to Sightsee

• Herefordshire is seen by most people as a destination that offers the places to sightsee and explore that they enjoy

81% 86%

65%

4%0%

20%

40%

60%

80%

100%

Shropshire Herefordshire Ironbridge Gorge None of the above

Destinations offering the type of places to sightsee that you enjoy

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© 2012 Arkenford Ltd

Types of Cultural Events & Festivals• Country fairs and food

and drink events and festivals are the most appealing types of events and festivals

• The most interesting art festivals are craft orientated

• Theatre and art exhibitions also have some appeal

• Sports and literary events have less appeal

33%

20%

23%

16%

12%

13%

10%

7%

6%

25%

34%

27%

28%

30%

27%

28%

26%

21%

19%

41%

46%

50%

56%

58%

60%

62%

67%

73%

75%

0% 20% 40% 60% 80% 100%

Sport events & festivals

Literary events & festivals

Music events & festivals

Comedy events & festivals

Art exhibitions, events & festivals

Theatre events & festivals

River events & festivals

Craft events & festivals

Food & drink events & festivals

Country fairs, events & festivals

Types of cultural events and festivals

Not my type of thing (0-3) Neutral My type of thing (7-10)

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© 2012 Arkenford Ltd

Who prefers different events & festivals?

• Events and festivals are particularly appealing for younger consumers and families

• Country fairs and food and drink events have widest interest• Younger audiences / families / leading edge segments more likely to enjoy

sporting and music events• Style hounds and Cosmopolitans more likely to enjoy music events and festivals

40

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200

Who enjoys different types of events and festivals?

Music events & festivals Country fairs, events & festivals Craft events & festivals Art exhibitions, events & festivals Theatre events & festivals

Food & drink events & festivals Comedy events & festivals River events and festivals Sport events & festivals Literary events & festivals

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© 2012 Arkenford Ltd

Destinations Offering Cultural Events & Festivals

• Herefordshire is seen by most people as the destination offering the cultural events and festivals that they enjoy

78%85%

52%

14%

0%

20%

40%

60%

80%

100%

Shropshire Herefordshire Ironbridge Gorge None of the above

Destinations offering the cultural events and festivals you enjoy

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© 2012 Arkenford Ltd

Types of Shopping• Towns with quirky /

unique / independent retailers are enjoyed most

• Consumers also have a passion for markets, both specialist and more general

• Preference for high street offer over more up-market boutiques20%

9%

10%

7%

3%

3%

3%

25%

26%

24%

21%

18%

15%

14%

9%

55%

65%

66%

72%

79%

82%

83%

90%

0% 20% 40% 60% 80% 100%

Towns with up-market boutiques

High street shopping areas with well-known stores /brands

Covered shopping malls with well-known stores /brands

Towns with specialist shops, e.g. antiques / books

High street shopping area with some shops that area bit special

Traditional / general day to day market

Specialist Markets, e.g. Antique / Book / Farmersmarket

Towns with quirky / unique / independent retailers

Types of shopping

Not my type of thing (0-3) Neutral My type of thing (7-10)

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Who prefers different types of shopping?

• Independent segments are more likely to want to shop in markets or towns that are unique

• Younger audiences / mass market segments are more likely to enjoy the high street shopping option

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60

80

100

120

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180

200

Who enjoys different types of events and festivals?

Covered shopping malls with well-known stores / brands High street shopping areas with well-known stores / brands High street shopping area with some shops that are a bit special

Towns with quirky / unique / independent retailers Specialist Markets, e.g. Antique / Book / Farmers market Traditional / general day to day market

Towns with up-market boutiques Towns with specialist shops, e.g. antiques / books

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© 2012 Arkenford Ltd

Destinations Offering Shopping

• Herefordshire is seen by most people as the destination offering the types of shopping they enjoy

80% 84%

47%

12%

0%

20%

40%

60%

80%

100%

Shropshire Herefordshire Ironbridge Gorge None of the above

Destinations offering the types of shopping that you enjoy

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© 2012 Arkenford Ltd

DESTINATION CONSIDERATION

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Value Associations• Herefordshire,

compared to the other 2 destinations, is seen as the most:– Luxurious– Fresh– Vibrant

• Similarly, Shropshire is mostly seen as:– Vibrant– Fresh

53%

33%

39%

35%

23%

43%

40%

32%

39%

35%

32%

35%

27%

41%

41%

33%

8%

32%

29%

30%

50%

16%

19%

35%

0% 20% 40% 60% 80% 100%

Luxury

Eco-friendly

Natural

Traditional

Nostalgic

Fresh

Vibrant

Fun

Destinations best represent values

Herefordshire Shropshire Ironbridge Gorge

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© 2012 Arkenford Ltd

Destination Perceptions• The area is seen:

– As a place to explore the surrounding area

– Is Safe– A year round destination– Offer lots to do– Has a quality feel

• It is not see as expensive or particularly touristy

9%

10%

5%

17%

5%

2%

3%

7%

4%

12%

4%

34%

53%

39%

35%

34%

26%

33%

19%

32%

26%

42%

34%

30%

50%

44%

57%

38%

56%

48%

60%

71%

64%

80%

62%

71%

53%

63%

68%

38%

51%

0% 20% 40% 60% 80% 100%

Is easy to get to

Is expensive

Is aimed at tourists

Is somewhere I know and am happy with

Offers something for the whole family

Is safe

Has a quality feel

Is a place to explore the surrounding area

Is a place to go to rejuvenate

Is a year round destination

Offers good value for money

Has a range of quality accommodation

Has lots to do

Has good public transport

Offers value for money

Statements agreement

Disagree strongly (0-3) Neutral Agree strongly (7-10)

Page 42: Herefordshire Perception & Awareness Research

© 2012 Arkenford Ltd

Destinations consideration• Top 3 “My type of

place” for a visit:– Hereford– Shrewsbury– Shropshire Hills

• Smaller towns that have appeal include:– Ross on Wye– Hay on Wye– Ludlow

7%

8%

33%

31%

46%

46%

36%

7%

14%

19%

27%

5%

3%

8%

15%

18%

14%

41%

43%

4%

6%

4%

5%

4%

5%

6%

4%

7%

5%

8%

5%

23%

4%

3%

7%

6%

4%

7%

4%

34%

37%

35%

38%

32%

33%

37%

54%

49%

39%

43%

37%

45%

36%

33%

47%

46%

31%

40%

39%

54%

49%

28%

26%

17%

16%

21%

34%

30%

54%

30%

31%

28%

57%

56%

31%

30%

50%

13%

14%

0% 20% 40% 60% 80% 100%

Shropshire Hills

Ludlow

Bishop's Castle

Church Stretton

Cleobury Mortimer

Clun

Craven Arms

North Shropshire

Oswestry

Shrewsbury

Bridgnorth

Much Wenlock

Telford

Hereford

Ross on Wye

Leominster

Ledbury

Hay on Wye

Bromyard

Kington

Destinations consideration

Never heard of it Not my type of place for a visit

No opinion either way My type of place for a visit

Page 43: Herefordshire Perception & Awareness Research

© 2012 Arkenford Ltd

Attractions consideration• Ironbridge, Hampton Court

Castle and Grounds and Severn Valley Railway are the top 3 place that are considered to be “My type of place”

• Some attractions have very low levels of awareness, yet could fit the bill in term of history and heritage offer, e.g. Eastnor & Goodrich Castle

6%

17%

6%

11%

4%

26%

6%

27%

32%

5%

5%

9%

22%

11%

4%

6%

4%

7%

24%

30%

30%

27%

29%

25%

23%

25%

27%

65%

48%

55%

41%

56%

44%

65%

44%

34%

0% 20% 40% 60% 80% 100%

Ironbridge

Offa's Dyke

Hereford Cathedral

RAF Museum Cosford

Severn Valley Railway

Goodrich Castle

Hampton Court Castle & Gardens

Eastnor Castle

Dore Abbey

Attractions consideration

Never heard of it Not my type of place for a visit

No opinion either way My type of place for a visit

Page 44: Herefordshire Perception & Awareness Research

© 2012 Arkenford Ltd

Accommodation – Most likely to choose• Most are likely to

choose an independent hotel (3-5 stars) or B&B / guest house if staying in the area

• Self catering option is as popular than budget chains

• 1 in 5 will look for a camping option

Page 45: Herefordshire Perception & Awareness Research

© 2012 Arkenford Ltd

Accommodation preferences

• Functionals are more likely to look for cheaper accommodation options• Style Hounds and Cosmopolitans will look for the most expensive / luxury• Self catering sought by families / Discoverers• Camping popular for younger people, families and the Discoverer segment

40

60

80

100

120

140

160

180

200

Accommodation Preference

Independent Hotel – 1-2 star Independent Hotel – 3 to 5 star Budget Chain Hotel Mainstream Chain Hotel Luxury Chain Hotel

B&B/ Guest house Self-catering accommodation (rural) Self Catering Accommodation (urban) Caravanning & camping

Page 46: Herefordshire Perception & Awareness Research

© 2012 Arkenford Ltd

Accommodation – Factors influence choice

• The factors with the strongest influence on the choice of accommodation are:– Word of mouth / previous

experience– Accommodation website

or brochure– Late rooms / special

offers

Page 47: Herefordshire Perception & Awareness Research

© 2012 Arkenford Ltd

Accommodation Influences

• TripAdvisor and Late Rooms / offers is the domain of the younger audiences, families and leading-edge segments, especially those in the mass market

• Older families, Cosmopolitans, Style Hounds and Traditionals will be influenced by a Tourist Board Website

40

60

80

100

120

140

160

180

200

Strong accommodation influences

TripAdvisor Quality Ratings Late Rooms / special offers Word of mouth / previous experience Tourist Board Destination Website or brochure Accommodation website or brochure

Page 48: Herefordshire Perception & Awareness Research

© 2012 Arkenford Ltd

INFORMATION GATHERING

Page 49: Herefordshire Perception & Awareness Research

© 2012 Arkenford Ltd

Information Gathering – Before Trip• Before a trip, most

respondents gather information from an internet search

• Recommendations/ Word of mouth are also important for gathering information about a specific area

• Consumers are more likely to get information from an accommodation website than they are a destination brochure

• Increasingly people search for information on mobile devices

Page 50: Herefordshire Perception & Awareness Research

© 2012 Arkenford Ltd

Information Gathering – During Trip• During a trip, leaflets from

Tourist information centres and hotels/service stations are the most popular ways of gathering information

• Around a quarter of respondents search for information from their mobile phone during a trip

• Respondents are as likely to get information from the Tourist information centre as they are from the Tourist board website during the trip

Page 51: Herefordshire Perception & Awareness Research

© 2012 Arkenford Ltd

PROFILE OF HEREFORDSHIRE VISITORS/ POTENTIAL VISITORS

Page 52: Herefordshire Perception & Awareness Research

© 2012 Arkenford Ltd

Current visitors (Past 5 years)

5%

21%

15%

18%

24%

17%

0%

5%

10%

15%

20%

25%

15-24 25-34 35-44 45-54 55-64 65+

Age profile

2%

40%

15%11%

7% 6%

15%

4%

0%5%

10%15%20%25%30%35%40%45%

ArkLeisure Segmentation

13% 12%

7%

2%

12%

6%

20%

5%2% 2%

17%

0% 0%0%

5%

10%

15%

20%

25%

Origin

60 80 100 120 140

15-24

25-34

35-44

45-54

55-64

65+

Index against total

0 50 100 150

Style Hounds

Cosmopolitans

High Street

Discoverers

Followers

Traditionals

Functionals

Habituals

Index against total

0 50 100 150

South East

London

South West

North East

North West

Yorkshire

West Midlands

East Midlands

East

Scotland

Wales

N Ireland

IoM

Index against total

Page 53: Herefordshire Perception & Awareness Research

© 2012 Arkenford Ltd

Potential Visitors

6%

17% 16%

22%25%

14%

0%

5%

10%

15%

20%

25%

30%

15-24 25-34 35-44 45-54 55-64 65+

Age profile

5%

30%

19%

11%7% 6%

18%

5%

0%5%

10%15%20%25%30%35%

ArkLeisure Segmentation

13%11%

9%

3%

12%

8%

14%

6%

3%5%

14%

1% 0%0%2%4%6%8%

10%12%14%16%

Origin

85 90 95 100 105 110

15-24

25-34

35-44

45-54

55-64

65+

Index against total

0 50 100 150

Style Hounds

Cosmopolitans

High Street

Discoverers

Followers

Traditionals

Functionals

Habituals

Index against total

0 50 100 150

South East

London

South West

North East

North West

Yorkshire

West Midlands

East Midlands

East

Scotland

Wales

N Ireland

IoM

Index against total

Page 54: Herefordshire Perception & Awareness Research

© 2012 Arkenford Ltd

Conclusions• Individually, consumers are more aware of and

interested in visiting Herefordshire, Shropshire and Ironbridge Gorge than they are The Marches

• Segments that show greatest consideration are all independently minded;– Cosmopolitans, Traditionals, Functionals and Discoverers

• % of visitors is up since 2008/9• Are destinations attracting the right sort of visitor?• Seemingly, only Herefordshire attracts more than

fair share of Traditionals, only Ironbridge Gorge attracts more Discoverers

• Visitors tend to remain older age groups travelling as couples

Page 55: Herefordshire Perception & Awareness Research

© 2012 Arkenford Ltd

Conclusions• Perception of all the area is that it is a destination for couples

on a short break for both locals and non locals• Encouragingly, seen as a year round offer, with plenty to do,

and one that is not too touristy or expensive• However, spontaneous top of mind thoughts in relation to

individual areas are not tourism or leisure related … i.e. do not necessarily give a reason for people to visit

• When prompted destinations are generally seen to offer the type of product people enjoy … but destination are not top of mind / best in class so consumers do not necessarily visit to undertake these activities

• Data will help destinations to steer and develop their product offer, targeting it at the right sort of visitor

• Must target day visitors as well as staying visitors as there is real potential to grow this market

Page 56: Herefordshire Perception & Awareness Research

© 2012 Arkenford Ltd

Conclusions• Internet is key• Over 90% seek information over the internet, using

Tourist Board and non tourist board sites• Need to work with partners to ensure information

you want to show is on as many sites as possible• Ensure that all online information is accessible via

mobile • Printed information is more valuable when people

are visiting