WORCESTERSHIRE VISITOR SURVEY 2005

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					WORCESTERSHIRE
 VISITOR SURVEY
       2005
                            WORCESTERSHIRE
                             VISITOR SURVEY
                                   2005

                                   On behalf of

                        Worcestershire Tourism*


                               FINAL RESULTS


                                  January 2006


                                   Prepared by


                             Research Department
                          Heart of England Tourism
                                   Larkhill Road
                                      Worcester
                                       WR5 2EZ


                           Telephone: 01905 761123
                                Fax: 01905 763450
          Email: christine.king@visitheartofengland.com
*A partnership between Worcestershire County Council, Bromsgrove District Council, Malvern
 Hills District Council, Redditch Borough Council, Worcester City Council, Wychavon District
                            Council and Wyre Forest District Council
                                WORCESTERSHIRE
                              VISITOR SURVEY 2005
                                     CONTENTS
                                                                             PAGE
EXECUTIVE SUMMARY                                                            i-v
1.0     INTRODUCTION                                                         1
1.02    Objectives                                                           1
1.03    Acknowledgements                                                     1
1.04    Survey Methodology                                                   2

2.0     TYPES OF VISITOR                                                     8
2.01    Visitor Segmentation                                                 8
2.02    Visitor Type by location                                             9

3.0     ORIGIN OF VISITORS                                                   12
3.01    Categorising the visitor                                             12
3.02    Day Visitors                                                         12
3.03    Touring Visitors                                                     15
3.04    Overnight Visitors (UK)                                              16
3.05    Overseas Visitors                                                    18

4.0     NEW / REPEAT VISITORS                                                20
4.01    Segment Variation                                                    20
4.02    Types of previous visit to Worcestershire                            22
4.03    Time since last visit to Worcestershire                              23

5.0     LENGTH OF STAY                                                       24
5.01    Length of stay in Worcestershire                                     24
5.02    Retaining visitors                                                   26
5.03    Day/Touring visitors length of stay in Worcestershire                26

6.0     MAIN HOLIDAY OR ADDITIONAL SHORT BREAK                               29

7.0     DESTINATIONS OF STAY BEFORE AND AFTER                                30
7.01    Destination of stay before visiting Worcestershire                   30
7.02    Destination of stay after visiting Worcestershire                    30

8.0     ACCOMMODATION                                                        31
8.01    Accommodation used in Worcestershire                                 31
8.02    National and Regional context                                        33
8.03    Pre-booking of Accommodation                                         34
8.04    Rating of Accommodation                                              35

9.0     MODE OF TRANSPORT                                                    36
9.01    Car is dominant transport mode                                       36

10.0    ACTIVITIES UNDERTAKEN BY VISITORS WHILST IN THE COUNTY               38
10.01   Activities undertaken                                                38
10.02   Main activity by market segment                                      39
10.03   Other activities undertaken in Worcestershire                        40

11.0    PRE-TRIP SOURCES OF INFORMATION                                      42
11.01   Influenced visit to Worcestershire                                   42
11.02   Post arrival sources of information                                  44

12.0    MOVEMENT AOUND THE AREA                                              46
12.01   Areas within the county have or intend to visit by type of visitor   46

13.0    KNOWLEDGE OF / VISITS TO ATTRACTIONS & RATING OF SERVICES            48
13.01   Local awareness and visitation                                       48
14.0    SATISFACTION LEVELS OF VISITORS TO WORCESTERSHIRE   50
14.01   What visitors like about Worcestershire             50
14.02   What spoilt visit to the County                     52

15.0    EVALUATION OF SERVICES AND FACILITIES               53

16.0    DEMOGRAPHIC PROFILE OF VISITORS                     54
16.01   The sample                                          54
16.02   The family market                                   57
16.03   Day visitors                                        58
16.04   Touring (UK) visitors                               59
16.05   Overnight (UK) visitors                             60
16.06   Touring Overseas visitors                           61
16.07   Overnight Overseas visitors                         62

17.0    SOCIO ECONOMIC GROUPINGS                            63
17.01   Categorising the visitor                            63

18.0    EXPENDITURE                                         65
18.01   Visitor spending in the local economy               65
18.02   Day visitors                                        67
18.03   Touring UK visitors                                 68
18.04   Overnight UK visitors                               69
18.05   Overseas Touring visitors                           70
18.06   Overseas Overnight visitors                         71
18.07   Expenditure per market segment                      72

19.0    ADDITIONAL ANALYSIS                                 73
                 WORCESTERSHIRE VISITOR SURVEY 2005
                                         EXECUTIVE SUMMARY


Heart of England Tourism was commissioned by Worcestershire Tourism in 2005 to undertake a major
market research appraisal of the visitor profile and views of those visiting the County. Interviewing was
carried out at many visitor destinations across the whole of Worcestershire. Sites included Arrow Valley
Country Park, Bewdley Tourist Information Centre, the Malvern Hills, the Clent Hills, Hanbury Hall, Royal
Worcester Porcelain and the West Midland Safari and Leisure Park. 121 days of surveying was carried out
from May to October 2005, during weekdays and weekends, term time and holidays.


Types of Visitor:
Over half (56%) of visitors were on a day visit, compared with 58% in 2002.
In the day visitor market, the majority of visitors originated from the neighbouring county of the West
Midlands Metropolitan area, with the remainder coming from the surrounding central midlands and other
neighbouring counties.


Visitors staying overnight in the County accounted for 28% of the market. The greatest proportions of
domestic overnight visitors were again originating from the West Midlands Metropolitan area (11%) and
Hampshire/Isle of Wight (5%). Lancashire, London/Middlesex, Surrey and South Wales each supplied 4%
of visitors respectively.


A total of 102 overseas visitors from 18 different countries were interviewed, representing 6% of all visitors.
The USA (24%) and Australia (19%) were the main originating countries, an increase from the 2002 survey
when both the USA and Australia contributed only 4% and 8% of visitors to the UK respectively.


It should also be borne in mind that when the last survey was undertaken in 2002, the overseas markets
were still recovering from the after affects of both the Foot and Mouth disease and the impact of the
September 11th terrorist attacks in the USA.


New/Repeat Visitors:
16% of visitors were in Worcestershire for the very first time, slightly lower than in 2002 (18%). 84% had
had made a previous visit to the County. This high level of repeat business suggests the tourism product
meets expectations of current visitors, but is still appealing to new visitors.


Type of Previous Visit:
Of the 84% of visitors who had been to Worcestershire before, 63% had made a day visit, 21% an overnight
visit and 16% had made both a day and overnight visit.




HET                                                               Executive Summary: Worcestershire Visitor Survey 2005
                                                         i
How Long Since Last Visit Made?
Day visitors were the most frequent visitors to Worcestershire with three fifths (60%) returning to the county
more than ten times in the past five years. Just under a third (29%) of overnight UK visitors also visited
more than ten times. Domestic visitors touring into the county (12%) were the least likely market to have
visited Worcestershire before, compared with only 2% of day visitors.


Length of Stay
Visitors were asked how many nights they would be staying in Worcestershire on their trip. The average
length of stay was 4.7 nights. For domestic visitors the average length of stay was 4.4 nights and for
overseas visitors 7.4 nights.


The average length of stay for both day and touring visitors in the County was approximately 4 hours 31
minutes. For UK day visitors the average stay was 4 hours 34 minutes. Domestic touring visitors stayed
the shortest with an average stay of 4 hours and 16 minutes. For overseas touring visitors the average
stay was 4 hours 54 minutes.


Main Holiday or Additional Short Break
Eight out of ten visitors (81%) stated that they were on an additional holiday/short break in the area. Just
under a fifth (19%) of visitors were on a main holiday in Worcestershire.


Over a third (34%) of new visitors were in Worcestershire on a main holiday, compared with only 14% of
repeat visitors. Over half (57%) of overseas visitors were on their main holiday, UK visitors were more
likely to be on a short break (86% overnight and 95% touring).


Destinations of Stay Before and After Worcestershire
Over a third (35%) of respondents interviewed indicated that they had stayed in an alternative destination
before visiting Worcestershire. Respondents were asked where they had stayed before their arrival in
Worcestershire. The largest proportion (13%) were staying overnight in Birmingham, followed by 5%
staying in London, Tewkesbury and Cheltenham were cited by 4% of respondents respectively.


A third (33%) of visitors intended to stay overnight at a destination after leaving Worcestershire, including
12% staying in London, 9% in Stratford, 7% in Birmingham and 5% Ludlow.


Accommodation
Over a third (35%) of all overnight visitors were staying with friends / relatives (VFR), with similar
proportions for domestic visitors (36%). Six out of ten (63%) of overseas visitors had stayed with their
friends or relatives on this trip.


Serviced accommodation was used by over a quarter (29%) of overnight visitors, with 17% staying in hotels
and 12% in guesthouse/B&B accommodation.

HET                                                               Executive Summary: Worcestershire Visitor Survey 2005
                                                        ii
The non-serviced market in Worcestershire is an important segment for the county with almost a third
(31%) of visitors choosing this form of accommodation on their trip, a slight decrease from the 2002 survey
where 32% of visitors used non-serviced accommodation.


Booking and Rating of Accommodation
Of the visitors staying overnight (excluding those visitors staying with friends and relatives), 231 people
commented on how they had booked their accommodation. The majority, 67% had pre-booked directly with
their establishment, 13% had booked via the Internet and 5% with a tour operator.


Slightly more domestic visitors had pre-booked their accommodation than overseas visitors (68% compared
to 59%).


Ratings given to accommodation establishments in Worcestershire were generally high, with an average
(mean) score of over 4 out of 5. The majority (90%) of respondents stated that the range of accommodation
available in the Worcestershire area was good or very good with an average rating of 4.38.


92% of respondents stated that the quality of service in the establishment at which they were staying was
good or very good – average of 4.4 mean score.


High ratings were also given for value of money (4.38), with 89% of respondents stating good or very good
when asked.


Mode of Transport
84% of visitors arrived in Worcestershire by car, the same as in 2002. The total proportion of visitors using
public transport has also remained static with 6% of visitors using public transport in 2005 as they did in
2002.


Activities Undertaken in Worcestershire
Visitors were asked to indicate the main activity they would be undertaking whilst on their visit to
Worcestershire. General sightseeing (32%) and Visiting an Attraction (27%) were the top two responses.
Walking and hiking were mentioned by 12% of visitors, with visiting friends and relatives the main activity
for 10% of respondents. New visitors were more likely to state general sightseeing (45%) as their main
activity, whilst repeat visitors were more likely to visit an attraction than new visitors (29% compared with
25%).


Information Usage
Almost half (48%) of all respondents stated a previous visit had encouraged them to return to
Worcestershire. An additional 21% stated a personal recommendation / word of mouth and 7% stated
tourism leaflets / brochures had influenced their choice to visit.


7% of visitors indicated that tourism leaflets/brochures had influenced their visit.

HET                                                                  Executive Summary: Worcestershire Visitor Survey 2005
                                                        iii
Of those who did use/intend to use information once in the County, over half (56%) indicated that they had
gathered the information from a Tourist Information Centre. An additional 21% obtained information from
information racks at attractions, 17% gleaned information from brochures found at accommodation and 8%
took advice from accommodation providers.


Movement around the County
Visitors were asked to identify where else they had visited in Worcestershire during their trip. Across all
segments, visitors indicated that they would not be visiting any other location on the day of interview, other
than the one they were interviewed at.


Attractions and Locations within Worcestershire
Visitors who indicated they had visited an attraction as an activity were asked to indicate which attractions
they had or intended to visit. All results exclude visitors interviewed at the named attraction, to reduce bias
from their current trip. 12% of visitors had already visited Worcester Cathedral, rating it 4.60 out of 5. A
further 19% intended to visit on this trip. A full breakdown by attraction/location is shown in the main report.


Comments about Worcestershire
38% of respondents stated that they liked the countryside/rural area, 14% said they liked the scenery and
10% liked the River/Canals/Waterways. 9% commented on how beautiful the County was, 6% found it
peaceful, 5% described Worcestershire as “quaint/very English” and a further 5% liked the History of the
County.


Respondents were also asked to note what had spoilt their visit to the County. Encouragingly, two thirds
(66%) of all visitors said nothing had spoilt their visit. The most cited issue that spoilt a visit was the
weather 8% and traffic, noted by 4% of visitors.


Evaluation of facilities and services:
Overall for the county, all scores are generally high particularly for tourist information and upkeep. The
poorest elements are public toilets.


Upkeep/appearance is high for most of the towns. The highest score is for Broadway, which scored 4.80
(4.7 in 2002); the lowest was for Kidderminster (3.66). With the exception of Shopping and Tourist
Information, Broadway received the highest scores across all categories.


Worcester received the highest rating for Shopping (4.46) and Malvern received the highest score for
Tourist Information (4.64).


Demographic Profile of Visitors
A total of 1630 parties of visitors provided demographic data. The average (mean) number of people per
group was 2.8 (2.3 in 2002) giving a total of at least 4,545 people included in the survey sample.



HET                                                                Executive Summary: Worcestershire Visitor Survey 2005
                                                         iv
The survey was undertaken during weekends and weekdays, school holidays and term time. Overall 21%
of visitor groups had children in their party (compared with 27% in 2002).


41% of all groups are adult couples, with family groups making up another 26% of all visitors.
Almost two thirds (62%) of visitors to Worcestershire were over the age of 45, with slightly more female
visitors than males.


Almost a third (32%) of respondents were classified as AB, slightly less than in 2002 (36%). A further 32%
were classed ass C1, 21% as C2 and 16% as DE.


Visitor Spend
With an average party size of 2.9 people, the average expenditure for day visitors per person was £15.73.
For touring visitors there was an average of 2.4 people per party spending £54.39 or £22.66 per person per
day.


The expenditure rate for UK overnight visitors was £279.93 per party, with an average party size of 2.9
people, the average spend per person per trip was £96.53.
The average expenditure rate for a party of overseas touring visitors was £68.42. The average number of
people per party was 2.8, giving an average rate of £24.44 per person per day.
The average expenditure rate for a party of overseas overnight visitors was £407.43. The average number
of people per party was 2.4, giving an average rate of £169.76 per person per trip.




HET                                                            Executive Summary: Worcestershire Visitor Survey 2005
                                                      v
1.0     INTRODUCTION, BRIEF AND METHODOLOGY

1.01    Introduction

Heart of England Tourism was commissioned by Worcestershire Tourism in 2005 to undertake a major
market research appraisal of the visitor profile and views of those visiting the County. Interviewing was
carried out at many visitor destinations across the whole of Worcestershire. Sites included Arrow Valley
Country Park, Bewdley Tourist Information Centre, the Malvern Hills, the Clent Hills, Hanbury Hall, Royal
Worcester Porcelain and the West Midland Safari and Leisure Park.

Surveying was carried out from May to October 2005. The visitor survey provides important data to assist
Worcestershire’s local authorities to appreciate the profile and importance of the visitors to the area over the
period and to identify the level of tourism spend in the local economy. Such market research is a basic tool of
strategic planning and monitoring.

1.02    Objectives of the Survey

The key elements required from the Visitor Survey were as follows:

        To improve the knowledge base and refresh baseline data on visitors to Worcestershire.
        To establish the structure and pattern of visitation to the area’s heritage, countryside and tourism
        attractions.
        To establish visitor profiles for each sector of the visitor market, e.g. day tripper, touring, overnight
        and overseas visitors.
        To gain a detailed understanding of current visitor motivations, information use, awareness, opinions,
        activity and movement within Worcestershire.
        To identify the importance of activities in terms of raising the profile of the area’s tourism image
        To determine the levels of new and repeat visitors to Worcestershire.
        To identify the varying levels of spend in Worcestershire by the market segments.

1.03    Acknowledgements

The study has received great support from the client team, in particular Kathryn Wagstaff, and has been co-
ordinated and analysed at Heart of England Tourism by Christine King Research Manager and Kate Darch,
Research Officer.

This study provides a framework for constructive dialogue between Worcestershire’s local authorities and
other tourism providers in the area. All can benefit from the findings and it should assist future tourism
promotion and development of tourism in Worcestershire.




HET                                                                       Final Report Worcestershire Visitor Survey 2005
                                                         1
1.04    Survey Methodology

The Worcestershire Visitor Survey was carried out over the course of approximately 121 days from May to
October 2005. As such, the survey period covered the peak, shoulder and off peak months, with
interviewing taking place both at weekends and weekdays.

1,645 people were interviewed as identified in Table 1.1. Surveying was undertaken at various locations
within the County.

The survey was conducted on a simple random basis. Interviewers asked the ‘next person to pass’ if they
would participate. Residents of Worcestershire County were not asked to participate in the survey,
although it is recognised that a small proportion may have been interviewed inadvertently and have been
included in the analysis and results.

Questions were designed to take into account the fact that visitors could be at the beginning, middle or end
of their current trip. Visitors were asked questions that involved making predictions for future actions i.e.
future visits to an attraction, spending later on the trip.

Such predictions are noted in the text of the report and are treated with due caution.




HET                                                                     Final Report Worcestershire Visitor Survey 2005
                                                          2
Table 1.1: Interview Locations
              Attraction            Number        %                     Attraction                      Number             %

Avoncroft Museum of Buildings          49        3%      Royal Worcester Porcelain                         118            7%

Bromsgrove Museum                      10        1%      Worcester Cathedral                                72            4%

Clent Hills                            71        4%      Friar Street Worcester                             29            2%

Waseley Hills                          33        2%      Worcester Riverside                                56            3%

                                                         Worcester TIC/Guildhall                           107            7%

Malvern Hills                          50        3%      Worcester Woods Country Park                       14            1%

Malvern TIC and Priory                 44        3%

Croome Landscape Park                  32        2%      Almonry (TIC) Evesham                              43            3%

Upton TIC/Riverside                    31        2%      Broadway Tower                                     26            2%

Witley Court                           71        4%      Broadway High Street                               88            5%

Tenbury Wells                          48        3%      Crown Meadow Evesham                               14            1%

                                                         Droitwich TIC/Heritage Centre                       8            0%

Redditch TIC                            3        0%      Hanbury Hall                                       63            4%

Arrow Valley Country Park              12        1%      Jinney Ring Craft Centre                           58            4%

Forge Mill Needle Museum                6        0%      Pershore Abbey/Town                                27            2%

                                                         Pershore Bridges Picnic Place                      13            1%

Bewdley                                54        3%      Webbs of Wychbold                                  71            4%

Bodenham Arboretum                     26        2%

Weavers Wharf Kidderminster            14        1%      TOTAL NUMBER OF INTERVIEWS                       1,645          100%

Severn Valley Railway                  65        4%

Stourport Riverside/High Street        65        4%

West Midland Safari Park               115       7%

Wyre Forest Visitor Centre             39        2%



    It is acknowledged that on-site visitor surveys are liable to under-count certain sections of the visitor market.
    These include large-moving groups, i.e. groups, coach parties. In the case of overseas visitors, under
    counting may occur where a problem arises in translation, in the interpretation of questions and in some
    cases a reluctance to become involved with what appears to be officials/government. Given the perceived
    importance of overseas markets, interviewers monitor the level of non-response (for all types of visitor) to


    HET                                                                      Final Report Worcestershire Visitor Survey 2005
                                                           3
check that certain nationalities are not under represented. If a person declined the offer of an interview,
they were asked to state where they were from (UK/country) and thanked for their co-operation.

Of the 1,645 interviews, 2% were undertaken in May, 11% in June, 20% in July, 31% in August, 17% in
September and 19% in October.

At each interview location, interviewers were asked to record both refusals and those interviewees who
were not eligible to take part in the survey i.e. residents of Worcestershire. To this end, 1,400
refusals/closures were recorded. In particular, over 9 days in Redditch, almost 70 visitors refused to take
part or were local to the area. When examining the sample sizes at some locations, this should be borne in
mind.

The next sequence of charts shows the breakdown of interviews undertaken in each district, at each
interview location and by the number of interview days, the number of interviews carried out, and the total
number of refusals. Please note that at some interview sites the number of refusals was not recorded and
therefore can not be shown.


                                    Figure 1: Brom sgrove District Locations

           80                                                                          71
                           49
           60
                                                                                                            33
           40
                    4                                 10                4                             3
           20                                   4
            0
          -20
                                -19
          -40
          -60                                                                               -65                      -55
          -80
                    Avoncroft              Bromsgrove Museum             Clent Hills                  Wasley Hills

                                Number of Days       Number of Interview s     Number of Refusals




                                          Figure 2: Redditch Borough Locations

                                                                  12
          15
          10         3          3                                                                 3              6
                                                            3
           5
           0
          -5
         -10
         -15                                                                                                           -13
         -20
         -25                                   -33                       -23
         -30
         -35
                        Redditch TIC                 Arrow Valley Country Park              Forge Mill Needle Museum

                                Number of Days       Number of Interview s     Number of Refusals




HET                                                                                     Final Report Worcestershire Visitor Survey 2005
                                                                 4
                                                Figure 3: Malvern Hills District Locations                                       71
      80
                        50                                                                                                                                   48
      60                                              44
                                                                                32
      40                                                                                                 31

      20          3                                                         2                   2                          5
                                                4                                                                                                   3
       0
                                                                                                -7
      -20
                                                                                                                                        -14                       -9
      -40
                                                           -32
                                                                                                                    -61
      -60
      -80
              The Malvern                  Malvern TIC &     Croome                              Upton                   Witley Court          Tenbury Wells
                  Hills                        Priory    Landscape Park                      TIC/Riverside


                                       Number of Days                      Number of Interview s           Number of Refusals




            100                                            88      Figure 4: Wychavon District Locations

             80                                                                                      63                                                           71
                                                                                                                   58
             60            43
             40                            26                                                                                   27
                                                                           14                                                                  13
             20        4                              4                2                  8 4                  4           4                             4
                                       3                                             2                                                     3
              0                                                                                                                                    -1
            -20                                                                                                                                                        -10
                                                                                          -14
            -40                    -42
                                                                                                         -27
                                                                                    -61                                   -57
            -60                                                                                                                        -74
            -80
                      Almonry      B'w ay             B'w ay Crow n Droitw ich Hanbury                         Jinney Pershore Pershore Webbs
                                   Tow er              High Meadow     TIC       Hall                           Ring   Abbey Bridges
                                                      Street

                                       Number of Days                  Number of Interview s              Number of Refusals




             150                 118                             Figure 5: Worcester City Locations
                                                                                                                                 107
             100                                            72
                                                                                                          56
              50                                                                     29
                             6                                                                       2                                         3        14
                                                      3                         2                                         4
                  0

             -50                                -55              -20                                                                 -28
                                                                                                                   -67
                                                                                            -96
            -100
                            Royal                   Worcester                Friar Street       Worcester               Worcester TIC          Worcester
                           Worcester                Cathedral                                   Riverside                                       Woods
                           Porcelain

                                                       Number of Days                 Number of Interview s              Number of Refusals




HET                                                                                                            Final Report Worcestershire Visitor Survey 2005
                                                                                     5
                                          Figure 6: Wyre Forest District Locations                          115
             120
             100
              80                                                            65                 65
                          54
              60
                                                                                                                            39
              40                          26
                      5                                    14                                          4
              20                                       3               3                4                               3
                                      2
              0
             -20
                                -34
             -40                                                  -54                           -18                              -38
                                                                                 -48
                                                 -63                                                              -36
             -60
             -80
                     Bew dley      Bodenham        Weavers       Severn Valley         Stourport      West Midland Wyre Forest
                                   Arboretum        Wharf          Railw ay                            Safari Park Visitor Centre


                                           Number of Days       Number of Interview s        Number of Refusals




Throughout this report, reference is made to each of the 6 districts within Worcestershire. The sample for
Redditch is extremely small and all results should therefore be treated as indicative, rather than statistically
robust.

                   TABLE 1.2: Interviews by District
                                                                    Number                                  %
                   Bromsgrove                                              163                             10%
                   Redditch                                                21                              1%
                   Malvern Hills                                           276                             17%
                   Worcester City                                          396                             24%
                   Wyre Forest                                             378                             23%
                   Wychavon                                                411                             25%
                   TOTAL                                                1,645                              100%


Table 1.2 represents the breakdown by interview location of the survey into the six local authority areas of
the county. Throughout the report the local authority variations are used to indicate variations, recognising
that in virtually every case the questions asked were about Worcestershire County, not the specific area of
interview.




HET                                                                                         Final Report Worcestershire Visitor Survey 2005
                                                                   6
      Figure 7: Seasonality


            May         2%

           June                          11%

            July                                               20%

         August                                                                            31%

   September                                         17%

        October                                            19%

               0%             5%   10%         15%       20%         25%           30%           35%


Interviews were split over weekdays and weekends with 57% carried out on weekdays and 43% at
weekends.




HET                                                                  Final Report Worcestershire Visitor Survey 2005
                                                     7
2.0       TYPES OF VISITOR

2.01      Visitor Segmentation

The survey data has been analysed in two ways. Firstly, by considering all visitors as a single market and
secondly, by segmenting visitors into different groups according to the type of trip made. This approach
helps to establish the differences and similarities between different types of visitor. Detailed information
about various groups of visitors will assist in improving the effectiveness of marketing activities, visitor
management and product development. Visitors can be divided into three segments according to the type
of trip they are making to the county:

      Day Visitors: The "day out" market - visitors, who start their journey from home and return there on the
      same day, includes independents and groups.
      Touring Visitors: Those visitors who are staying overnight away from home, but are not staying
      overnight in Worcestershire. For example a family on holiday in Shropshire may come to
      Worcestershire for a day or someone stopping off in Worcestershire en-route from home to another
      holiday destination.
      Overnight Visitors: Those visitors who spend one or more nights in Worcestershire. This sector of the
      market includes those staying with family and friends as well as those using commercial
      accommodation.

These three groups are subdivided into visitors who are resident in the UK and those from overseas.
Figure 8 illustrates the structure of the survey sample visitor market according to the type of trip made.

Over half (56%) of visitors to Worcestershire, at all interview locations, are on a day visit. Unsurprisingly
the majority (99%) of day visitors are domestic visitors on a day trip from home.
Of the total 1,645 domestic and overseas visitors surveyed across Worcestershire, 16% are classified as
being in the touring group. The touring market is important, yet often overlooked or hidden within the day
visitor sector.
Those staying overnight accounted for almost one in three visitors to Worcestershire (28%) of the
market; a fairly high proportion.

The complex structure of Worcestershire's visitor market reinforces the view that there is no such thing as a
typical visitor. The touring and overnight sectors can be divided into the domestic (UK) and the overseas
markets. Of all visitors, 6% were visiting from overseas.


                  Figure 8: Type of Visitor
                                                    Touring
                                                     16%




                                                                                       Day
                       Overnight                                                       56%
                         28%




HET                                                                      Final Report Worcestershire Visitor Survey 2005
                                                        8
The importance of the overnight visitor market should be recognised in terms of its economic impact (see
section 18.0) and as potential growth markets for the future.

           Figure 9: Type of Visitor

                                            Touring Overseas         Overnight
                           Touring UK              3%                Overseas
                              13%                                       3%



               Overnight UK
                                                                                             Day Visitor
                   25%
                                                                                               56%




In order to put Worcestershire’s visitor market into context, it is worth comparing it to other destinations in
the Heart of England Region. Table 2.1 shows that each local area has its own distinct market mix.


          Table 2.1: Type of Visitor –Comparisons by County

                                        Day Visitor    Touring UK       Overnight UK          Overseas

          Worcestershire 2005              56%              13%               25%                 6%
          Worcestershire 2002              58%              16%               20%                 7%
          Worcestershire 1998              56%              14%               22%                 8%
          Staffordshire 2005               71%              3%                21%                 5%
          Herefordshire 2002               36%              21%               37%                 5%

        NB: Totals may not add up to 100% due to rounding


Worcestershire is fairly dependent upon the day trip market. It lies mid range compared to other counties’
proportions of day visitors. In Worcestershire, the overnight market is higher than in 2002 and 1998. It is
also higher when compared with the Staffordshire survey undertaken in 2005, but is lower than in
Herefordshire in 2002.


2.02    Visitor Type by Location

The type of visitor interview at the various locations across Worcestershire was predominantly day visitors
as shown in Table 2.2 overleaf.


Due to the nature of the tourism product in Worcestershire day visitors are more frequent at visitor
attractions such as the West Midland Safari Park (83%) and the country parks in the area, including the
Waseley Hills (97%), Arrow Valley Country Park (83%) and Worcester Woods Country Park (71%). In part,
the accessibility to major urban conurbations could also contribute to the high level of day visitors seen at
these locations.
HET                                                                      Final Report Worcestershire Visitor Survey 2005
                                                        9
Table 2.2: Type of Visitor at a Sample of Survey Locations
                                                                                 Touring           Overnight
                                  Day Visitor   Touring UK   Overnight UK
                                                                                 Overseas          Overseas
Avoncroft Museum of Buildings        63%            8%           24%                  2%               2%

Bromsgrove Museum                    40%           10%           30%                  0%               20%

Clent Hills                          86%            3%           11%                  0%               0%

Waseley Hills                        97%            3%           0%                   0%               0%

Malvern Hills                        40%           10%           38%                  4%               8%

Malvern TIC and Priory               36%            2%           48%                  0%               14%

Croome Landscape Park                50%            9%           34%                  3%               3%

Tenbury Wells                        67%           10%           17%                  4%               2%

Upton TIC/Riverside                  35%           10%           48%                  0%               6%

Witley Court                         59%            6%           30%                  1%               1%

Redditch TIC                        100%            0%           0%                   0%               0%

Arrow Valley Country Park            83%            8%           0%                   0%               8%

Forge Mill Needle Museum             33%           17%           33%                  0%               17%

Bewdley Riverside/Town               57%           13%           26%                  2%               2%

Bodenham Arboretum                   81%            4%           15%                  0%               0%

Kidderminster Weavers Wharf          50%           14%           14%                 14%               7%

Severn Valley Railway                63%           22%           14%                  2%               0%

Stourport Riverside/High Street      63%            8%           28%                  2%               0%

West Midland Safari Park             83%           11%           6%                   0%               0%

Wyre Forest Visitor Centre           56%            3%           41%                  0%               0%

Royal Worcester Porcelain            41%           14%           32%                  8%               6%

Worcester Cathedral                  54%           13%           24%                  4%               6%

Worcester Friar Street               38%            0%           48%                  3%               10%

Worcester Riverside                  46%            5%           39%                  2%               7%

Worcester TIC/Guildhall              41%           12%           33%                  %                8%

Worcester Woods Country Park         71%           21%           7%                   0%               0%

Almonry (TIC) Evesham                35%           30%           26%                  5%               5%

Broadway Tower                       31%           15%           31%                 15%               8%



  HET                                                          Final Report Worcestershire Visitor Survey 2005
                                                  10
Table 2.2: Type of Visitor at a Sample of Survey Locations
                                                                                                Touring          Overnight
                                      Day Visitor      Touring UK        Overnight UK
                                                                                                Overseas         Overseas
Broadway High Street                      19%               56%                15%                  6%               5%

Crown Meadow                              79%               14%                 7%                  0%               0%

Droitwich TIC/Heritage Centre             63%               0%                 38%                  0%               0%

Hanbury Hall                              65%               16%                19%                  0%               0%

Jinney Ring Craft Centre                  72%               3%                 24%                  0%               0%

Pershore Abbey/Town                       30%               7%                 63%                  0%               0%

Webbs of Wychbold                         77%               11%                11%                  0%               0%

Pershore Bridges Picnic Place             62%               8%                 31%                  0%               0%

  NB: Totals may not add up to 100% due to rounding


  Table 2.3 shows that Bromsgrove and Redditch attracted the greatest proportions of day visitors (79% and
  71% respectively). Wychavon district saw the greatest proportions of UK touring visitors (22%). Overnight
  domestic visitors were most prevalent in Malvern Hills District (34%) and Worcester City (32%). Overseas
  visitors were more likely to be seen in Worcester.

        Table 2.3: Visitor Type by District of Interviews

                                                                                     Touring          Overnight
                            Day Visitor      Touring UK         Overnight UK
                                                                                     Overseas         Overseas

        Bromsgrove              79%               5%                 14%                 1%                2%

        Redditch                71%              10%                 10%                 0%               10%

        Malvern Hills           50%               8%                 34%                 2%                6%

        Worcester City          45%              11%                 32%                 5%                7%

        Wyre Forest             68%              11%                 19%                 1%                1%

        Wychavon                51%              22%                 22%                 3%                2%

          NB: Totals may not add up to 100% due to rounding
          NB: Due to the small sample size in Redditch figures should be treated with caution




  HET                                                                        Final Report Worcestershire Visitor Survey 2005
                                                           11
3.0     ORIGIN OF VISITORS

3.01    Categorising the visitor

Respondents were asked to state their normal place of residence. For domestic (UK) visitors the county of
origin has been used as the basis for analysis and for overseas residents the country of origin is used. The
data has been analysed according to the main types of visit - day, touring, overnight and overseas. This is
the first step towards more detailed market segmentation.

3.02    Day Visitors

The catchment area for the day trip sector is broad, but is mainly drawn from central England with day
visitors predominantly coming from the West Midlands Metropolitan Area ** (49%). The Heart of England
Tourism Region is the leading provider of day visitors to Worcestershire. Over two thirds (71%) of all day
visitors were from within the Region.

The day visitor market from the South West region is of next most importance to Worcestershire,
accounting for 11% of day trip origins.

Table 3.1 below shows that there are distinct variations as to the performance of the counties concerned.
Future promotional campaigns can take account of such information in order to target the existing and
potential visitor markets in a more efficient manner.


                         Table 3.1 “Top Six” Origin of Day Visitors

                                                                    Day Visitor


                         West Midlands Metropolitan                     49%
                         Area

                         Gloucestershire                                8%

                         Warwickshire                                   6%

                         Staffordshire                                  6%
                         Shropshire                                     5%
                         Herefordshire                                  4%



**The West Midlands Metropolitan Area refers to Birmingham, Solihull and the 4 boroughs of the Black
Country i.e. Dudley, Sandwell, Walsall and Wolverhampton




HET                                                                   Final Report Worcestershire Visitor Survey 2005
                                                        12
Figure 10– Origin of Day Visitors
Regional Map




                                                                                   West Midlands
                                                                                   Metropolitan Area


                                                                                           Worcestershire




                              Gloucestershire




       Figure 11 clearly shows the importance of the West Midlands Metropolitan Area for day visitors.



         Figure 11: Main Origin of Day Visitors

             West Midlands                                                                                        49%

          Gloucestershire                      8%

              Warwickshire                6%

              Staffordshire               6%

                Shropshire               5%

             Herefordshire          4%

                          0%        5%        10%   15%   20%    25%     30%      35%       40%       45%      50%




       The core market is fairly focused, with the bulk of such visitors drawn from the surrounding Central
       Midlands and the neighbouring counties, accessible by quality road and rail systems. Unsurprisingly, the
       counties named all lie within an approximate 1-2 hours travel time from Worcestershire. After the ‘six’
       counties, a further 46 destinations generated one or more day visitors to Worcestershire.



       HET                                                                   Final Report Worcestershire Visitor Survey 2005
                                                            13
 The day trip market is extremely competitive and will continue to be so, with competition coming from other
 destinations and other leisure activities (home entertainment, leisure retail parks, etc).


 The day visitor market is a large and often under-rated segment. Although spend per head from this sector
 tends to be lower than those staying overnight, the volume of day visitors tends to provide the largest
 tourism spend across the Heart of England Tourism Region.

 The strategy should be to concentrate efforts on sustaining and developing those day trip markets which
 have already proved to be good suppliers of visitors, and to develop potential new markets or enhancing
 existing markets. Marketing resources need to be continually targeted at the existing core markets such as
 the West Midlands, Gloucestershire and Warwickshire, in order to sustain the existing level of visitor
 movement and subsequent expenditure. Staffordshire, Shropshire and Herefordshire markets could be
 further developed.


Table 3.2: Day Visitors – District Comparisons

                    Total     Bromsgrove         Redditch        Malvern        Worcester          Wyre        Wychavon
                                                                   Hills               City       Forest

West Midlands        49%           85%              73%            35%              29%             51%             49%
Metropolitan
Area

Gloucestershire       8%            3%               0%             7%              13%              5%             11%

Warwickshire          6%            6%               7%             5%                 3%            4%             14%

Staffordshire         6%            3%               0%             8%                 2%            8%             6%

Shropshire            5%            0%               0%            13%                 3%            7%             3%

Herefordshire         4%            0%               0%            16%                 3%            2%             3%

 NB: Due to the small sample size in Redditch figures should be treated with caution
 NB: Totals may not add up to 100% due to rounding


 It is not surprising that the catchment area for day visitors is limited and day visitors are drawn from the
 closest proximity counties, for example, Bromsgrove and Redditch interview sites received large
 proportions of day visitors from the West Midlands. Malvern Hills received a relatively high proportion of
 visitors from Herefordshire.




 HET                                                                         Final Report Worcestershire Visitor Survey 2005
                                                           14
3.03    Touring Visitors

17% of all visitors to Worcestershire were described as "UK touring visitors". Touring visitors generally
have many of the characteristics associated with the overnight visitor i.e. higher rate of expenditure, visiting
attractions, origin, demographic profile, interests. These are an important market as they are people
staying away from home, who have decided to visit Worcestershire, but are not staying overnight in
Worcestershire itself.

As noted, the touring market is divided into those passing through Worcestershire en-route between
destinations (i.e. from London to Chester) and those who are staying overnight in the neighbouring areas
and coming into Worcestershire for the day.


                         Table 3.3 “Top Six” Origin of Touring UK Visitors

                                                                        Touring UK

                         Sample Size                                         209

                         Lancashire                                          8%

                         London/Middlesex                                    5%

                         Kent                                                5%

                         West Yorkshire                                      4%

                         Surrey                                              4%

                         West Midlands                                       4%


Table 3.3 shows that the areas of origination of UK touring visitors is very diverse, with the highest
percentage of visitors travelling from Lancashire to the area, but not staying in Worcestershire.

Touring visitors from the south eastern area include London/Middlesex (5%), Kent (4%) and Surrey (4%).
Other places of origin mentioned include Hertfordshire and Cambridgeshire (3% respectively).

From the North, 8% of touring visitors came from Lancashire and 4% of visitors came from West Yorkshire.
A further 3% stated that they were from Merseyside.


From the neighbouring counties in the West and East Midlands, 4% stated they were from the West
Midlands conurbation area and 3% from Leicestershire

In order to identify the characteristics of each group, visitors were asked where they had stayed overnight
before their visit to Worcestershire and where they intended to stay afterwards. The objective of this
question was to establish where those visitors who had not come from home had stayed, in order to identify
the routes taken and areas where promotional work would be worthwhile.




HET                                                                     Final Report Worcestershire Visitor Survey 2005
                                                       15
3.04     Overnight Visitors (UK)

One fifth (21%), of all visitors surveyed were UK residents staying overnight in Worcestershire. The
overnight visitor market is of particular importance in terms of the economic impact of such visitors.
Overnight visitors not only stay longer than the day and touring visitor but also spend more on a daily basis.

The following analysis in Table 3.4 includes all UK visitors staying overnight in Worcestershire. This shows
the origin of such visitors by county.


                   Table 3.4 “Top Six” Origin of Overnight UK Visitors

                                                                                   Overnight UK

                   West Midlands Metropolitan Area                                       11%

                   Hampshire/Isle of Wight                                                5%

                   Lancashire                                                             4%

                   London/Middlesex                                                       4%

                   Surrey                                                                 4%

                   South Wales                                                            4%

NB: The information on overnight visitors includes those staying in many types of accommodation, i.e. with friends,
relatives, camping, caravan and boats as well as in serviced accommodation.

The main market is predominantly drawn from the broad central band of the Heart of England.

When considering the origin of visitors and target markets, an index value is used to identify those counties
that supply a high ratio of visitors in relation to the population base, and those that are under-performing.
For example, an index of 1.0 would indicate that an area supplies a proportionate amount of visitors in
relation to its population size - i.e. if a county has 3.0% of the UK population it is expected to supply 3.0% of
UK visitors.

This is a crude performance indicator based on population. The actual index partially takes into account
broader factors such as historical links between markets and destinations, existing marketing campaigns in
the area of origin and psychological distance/barriers. In addition there are other factors to take account of
such as drive times and the socio-economic structure of the resident population as well as VFR (visiting
friends and relatives) links.




HET                                                                          Final Report Worcestershire Visitor Survey 2005
                                                           16
    Table 3.5 ranks the main counties by this method of indexing.


                      Table 3.5 Origin of Overnight UK Visitors

                                                Worcestershire        UK Population              Index

                      West Midlands
                                                      11%                   4.3%                  2.59
                      Metropolitan Area

                      Hants/Isle of Wight              5%                   2.1%                  2.38

                      Lancashire                       4%                   1.9%                  2.11

                      London/Middlesex                 4%                   12.1%                 0.33

                      Surrey                           4%                   1.7%                  2.35

                      South Wales                      4%                   4.9%                  0.82


    For example, London contains around 12% of the UK Population and supplies 4% of overnight visitors – therefore,
    London is ‘under-performing’ (index value of 0.33). In contrast, Surrey holds only 1.7% of the UK population but
    supplies 4% of the overnight visitors. On this basis Surrey has an index value of 2.35 ‘over-performing’.


    Certain areas of the UK can be identified as either existing markets worth maintaining or potential markets
    to be targeted in the future. The highest indices generally relate to the West Midlands Metropolitan Area
    and Hampshire to the South as well as the M1 corridor towards the east and the home counties of the
    South East. In directing promotional activities it is necessary to take a balanced approach, continuing to
    support existing markets that are known to be strong, while at the same time looking to develop those areas
    with potential.
    Variations are seen between the local authority areas of interview. For example, in Wyre Forest 24% of
    overnight UK visitors originate in the West Midlands, whilst Worcester sees only 6%. Bromsgrove and
    Wychavon received 8% respectively of overnight UK visitors from Hampshire/Isle of Wight.

Table 3.6: Overnight UK Origin by District

                         Total     Bromsgrove      Redditch         Malvern          Worcester           Wyre           Wychavon
                                                                     Hills             City              Forest

West Midlands            11%          0%                *             13%                6%               24%              10%

Hants/Isle of Wight       5%          9%                *              5%                2%                3%               8%

Lancashire                4%          4%                *              4%                6%                0%               5%

London/Middlesex          4%          9%                *              4%                2%                7%               2%

Surrey                    4%          4%                *              4%                5%                4%               2%

South Wales               4%          4%                *              3%                4%                3%               3%

    * Sample size too small to analyse

    HET                                                                          Final Report Worcestershire Visitor Survey 2005
                                                               17
3.05    Overseas Visitors

A total of 102 visitors from 18 different countries were interviewed, making up 7% of all visitors. This is
slightly higher than the Worcestershire 2002 Visitor Survey where overseas visitors made up 6% of all
visitors surveyed. Overseas visitors are a market that can have a significant economic impact for
Worcestershire as a whole. Research undertaken in other parts of the country and the Heart of England
region shows that visitors from overseas stay longer and spend more per day than other types of visitor.

Table 3.7 shows the country of origin of overseas visitors to Worcestershire. The touring and overnight
sectors of the overseas market are combined for the purpose of analysis.


                            Table 3.7: Origin of Overseas Visitors

                                                             2005          2002

                            USA
                                                             24%            4%

                            Australia
                                                             19%            8%

                            Canada
                                                              9%            0%

                            New Zealand
                                                              9%           10%

                            Germany
                                                              7%            5%

                            Eastern Europe
                                                              6%            0%

                            Republic of Ireland
                                                              5%            0%

                            South Africa
                                                              5%            7%


In Worcestershire, the main origins of overseas visitors are from the USA (24%) and Australia (19%).
Results are extremely different to findings in 2002 where the largest proportion of overseas visitors came
from New Zealand (10%). Reasons for this change maybe due to factors such as; interview location,
sample size or increased marketing activity in those countries. 2005 results are more inline with other
destinations in the region as table 3.8 overleaf shows.


It should also be borne in mind that when the last survey was undertaken in 2002, the overseas markets
were still recovering from the after affects of both the Foot and Mouth disease and the impact of the
September 11th terrorist attacks in the USA.




HET                                                                    Final Report Worcestershire Visitor Survey 2005
                                                      18
Table 3.8: Overnight of Overseas Visitors – Regional Comparisons

                      Worcestershire   Worcestershire   Staffordshire     Herefordshire           Heart of
                                                                              2002               England
                          2005             2002             2005
                                                                                                Region 2004

USA                        24%              4%              19%                 23%                  11%

Australia                  19%              8%              20%                 14%                   3%

Canada                     9%               0%               0%                 10%                   2%

New Zealand                8%               10%              6%                  7%                   1%

Germany                    7%               5%               5%                  6%                  12%

Eastern Europe             6%               0%               0%                  0%                  0%%

Republic of Ireland        5%               0%               0%                  0%                  14%

South Africa               5%               7%               0%                  0%                   1%




  HET                                                          Final Report Worcestershire Visitor Survey 2005
                                                  19
4.0     NEW/REPEAT VISITORS

4.01    Segment Variation

Visitors were asked if they had ever been to Worcestershire on a previous occasion and if so what type of
trip it had been. The presence of first time visitors to Worcestershire is important in terms of visitor
management, presuming their lack of knowledge about the area. Most of the respondents (84%) are repeat
visitors. In many respects, the repeat visitor is easier to attract as they will know the general nature of what
a visit is likely to involve, for example, how long it takes to get there and what there is to see and do. It is
worth noting, however, that being a repeat visitor does not automatically mean that the knowledge of
Worcestershire and its area and attractions is comprehensive and, furthermore, repeat visitors may have
entrenched patterns of behaviour that may be difficult to influence through visitor management.

                Figure 12 New and Repeat Visitors
                                                                            New
                                                                            16%



                     Repeat
                      84%




The balance suggests that Worcestershire has a tourism product that is meeting the expectations of its
visitors, which encourages a repeat visit, yet is also appealing to those who are making a first visit.
In 2002, new visitors accounted for 18% of visitors. When analysing this slight decline by first time visitors; it
must be remembered the two surveys are not based on exactly the same timescale or interview locations.

Table 4.1 below shows how the visitor market in Worcestershire compares with other counties within the
Heart of England Region.


               Table 4.1: New/Repeat Visitors

                                                                New                    Repeat


               Worcestershire 2005                               16%                    84%

               Worcestershire 2002                               18%                    82%

               Staffordshire 2005                                12%                    88%

               Herefordshire 2002                                22%                    78%




HET                                                                      Final Report Worcestershire Visitor Survey 2005
                                                        20
Further research indicates that there is variation in new and repeat trade shown by surveying at different
attractions, general locations and between the market segments. The repeat ratio for UK overnight visitors
is 79%, whilst the day visitor market relies heavily on repeat visitors with 93% having being to the county on
a previous occasion.


    Figure 13 Type of Visitor - New/Repeat Visitors

                                 93%
                 100%
                                               77%           79%
                  80%                                                 72%

                  60%                                                                  47% 53%
                  40%                                                       28%
                                         23%           21%
                  20%       7%
                     0%
                          Day Visitor   Touring UK Overnight UK      Overseas         Overseas
                                                                      Touring         Overnight
                                               New       Repeat

 Please note that the overseas sample size is small and must be treated with caution


Table 4.2 illustrates variations between local authority areas of interviews. Bromsgrove (6%) and Redditch
(10%) have the lowest levels of newcomers, whilst Worcester City has, by far the highest (24%).



Table 4.2: New/Repeat Visitors to the County

             Total     Bromsgrove        Redditch       Malvern        Worcester          Wyre Forest        Wychavon
                                                          Hills            City

New           16%           6%              10%           15%              24%                16%                11%

Repeat        84%           94%             90%           85%              76%                84%                89%

NB: Due to the small sample size in Redditch figures should be treated with caution




HET                                                                         Final Report Worcestershire Visitor Survey 2005
                                                          21
4.02    Types of previous visit to Worcestershire


Having identified the new and repeat elements, visitors were then asked what type of trip they had made in
the past. In all, it can be seen that 63% of all visitors had previously been to the county as a day visitor and
21% had previously stayed overnight.

16% of repeat visitors to Worcestershire stated that they had been to Worcestershire before and had been
for both a day and a staying trip.


           Figure 14 Type of Previous Visit                            Previous Overnight
                                                                              Visit
                                                                              21%



            Previous Day Visit
                  63%                                                                 Both Day and
                                                                                      Overnight Stay
                                                                                          16%




Table 4.3 below highlights the different characteristics of the market segments with respect to the type of
previous visit they had made.


 Table 4.3: Type of Previous Visit

                                               Day      Touring      Overnight       Touring           Overnight
                                  Total
                                              Visitor     UK            UK           Overseas          Overseas

 Previous Day Visit               63%          84%           58%        16%              75%              10%

 Previous Overnight Visit         21%          4%            27%        59%              17%              58%

 Both                             16%          12%           15%        25%              8%               32%



Of the day visitors who had been to Worcestershire before, almost all were undertaking a similar trip to that
taken last time, i.e. they had previously been on a day trip and were here now on a day trip. A small
proportion had also been before as an overnight visitor (4%) and 12% had previously visited for both an
overnight stay and for the day.

Looking at the overnight UK visitors, almost three fifths (59%) had previously been on an overnight visit.
The most important factor here is that amongst this segment over eight out of ten (84%) had previously
been to Worcestershire for both a day visit and an overnight trip. Over half (58%) of touring visitors had
now converted from a day trip on their previous visit to a touring trip this time. In essence this change can
represent greater expenditure as a touring visitor.



HET                                                                     Final Report Worcestershire Visitor Survey 2005
                                                        22
4.03 Time since last visit to Worcestershire

Visitors who had been to Worcestershire before were asked how many times they had visited in the past
five years.


              Table 4.4: Number of Times Visited Worcestershire in the Past Five Years

                                                  Day       Touring       Overnight
                                     Total                                                  Overseas
                                                 Visitor       UK             UK

              Zero                     5%         2%          12%             6%               10%

              Once                     8%         5%          11%            13%               19%

              Twice                   11%         7%          21%            13%               36%

              3-5 Times               19%         14%         30%            25%               31%

              6-10 Times              12%         12%          9%            13%                0%

              More than 10 Times      46%         60%         16%            29%                5%

        NB: Due to the small overseas sample, results should be seen as indicative rather than
        statistically robust

Day visitors were the most frequent visitors to Worcestershire with three fifths (60%) returning to the county
more than ten times in the past five years. Just under a third (29%) of overnight UK visitors also visited
more than ten times.

Domestic visitors touring into the county (12%) were the least likely market to have visited Worcestershire
before, compared with only 2% of day visitors.




HET                                                                    Final Report Worcestershire Visitor Survey 2005
                                                       23
5.0      LENGTH OF STAY

5.01     Length of Stay in Worcestershire

Visitors were asked how long their whole trip was and how long they envisaged staying overnight in
Worcestershire. On average, overnight UK visitors spent 4.2 nights in Worcestershire and overseas
overnight visitors spent 7.5 nights in the county.

The following Table 5.1 illustrates the breakdown of length of stay in Worcestershire for the overnight
visitors staying less than 2 months.


      Table 5.1: Length of Stay - Nights

                                                UK & Overseas       Overnight               Overnight
                                 Nights
                                                     Overnight          UK                  Overseas

                                 1 Night
      Short Breaks                                     15%             15%                     15%

      (50%)                      2 Nights
                                                       21%             22%                     11%

                                 3 Nights
                                                       14%             15%                      4%

                                 4 Nights
      Long Stay                                        11%             11%                      9%

      (50%)                      5 Nights
                                                        7%              6%                      9%

                                 6 Nights
                                                        4%              4%                      2%

                                 7 Nights
                                                       14%             14%                     15%

                                 8+ Nights
                                                       14%             12%                     35%



As the table shows, length of stay for staying visitors (both overseas and domestic combined) to
Worcestershire was evenly split between a short break of between 1 to 3 nights and a longer stay (50%
respectively).


Over a third of overseas visitors (35%) staying overnight were in the county for a stay of eight nights or
more compared with only 12% of domestic overnight visitors.




HET                                                                    Final Report Worcestershire Visitor Survey 2005
                                                        24
Table 5.2 below shows that for all the visitors in the districts of interview, longer stays are more dominant in
Malvern Hills with over a third (38%) of overnight visitors staying for more than 6 nights. Wyre Forest had
the highest proportion of visitors on a short break (63%).


   Table 5.2: New/Repeat Visitors to the County

                      Total   Bromsgrove        Redditch       Malvern      Worcester       Wyre         Wychavon
                                                                Hills         City          Forest
   1 Night                        10%                0%          14%           15%            18%            14%
                      15%

   2 Nights                       25%                0%          17%           23%            24%            21%
                      21%

   3 Nights                       10%                0%          16%            9%            21%            14%
                      14%

   4 Nights                       15%                0%          9%            17%             4%             9%
                      11%

   5 Nights                       5%                 0%          6%            11%             3%             4%
                      7%

   6 Nights                       0%               25%           5%             3%             1%             6%
                      4%

   7 Nights                       25%                0%          17%            9%            16%            14%
                      14%

   8+ Nights                      10%              75%           16%           12%            12%            16%
                      14%

NB: Due to the small sample size in Redditch figures should be treated with caution


Table 5.3 indicates the average length of stay of overnight visitors to Worcestershire according to the type
of accommodation used.



      TABLE 5.3: AVERAGE LENGTH OF VISIT



      Overall Average Length of Stay                                        4.7 nights

      All UK overnight                                                      4.4 nights

      All Overseas Overnight                                                7.4 nights



      All Overnight            - Serviced accommodation                     3.3 nights

      Visitors                 - Non-serviced accommodation                 6.3 nights

                               - Friends/relatives                          5.0 nights




HET                                                                         Final Report Worcestershire Visitor Survey 2005
                                                          25
5.02     Retaining visitors

Another measure of Worcestershire’s appeal to visitors is to ask, of X number of nights available to a visitor
on holiday, how many is the visitor prepared to spend in the County. A visitor from Scotland, for example,
having 10 nights available who decides to spend 5 nights in the Peak District, 3 nights in Derby and 2
nights in Worcestershire provides an index of 0.5, 0.3 and 0.2 respectively for the aforementioned centres.

For the UK residents staying overnight in the County:

Total Nights in Worcestershire              1645
Total Nights on Trip                        2815


This gives an index rate of 0.6 or, that UK visitors elected to spend around 58% of their available nights in
Worcestershire. This indicates that for those who do choose to stay in Worcestershire it is part of a multi-
centre touring trip for 42% of visitors.

5.03     Day/Touring Visitors length of stay in Worcestershire

1,109 responding domestic and overseas visitors surveyed who were in Worcestershire for a day or touring
trip, were asked how long (in hours) they intended to spend in Worcestershire. The average length of stay
for both day and touring visitors in the County was approximately 4 hours 31 minutes, this included all
visitors at all locations and attractions. For UK day visitors the average stay was 4 hours 34 minutes.
Domestic touring visitors stayed the shortest with an average stay of 4 hours and 16 minutes. For
overseas touring visitors the average stay was 4 hours 54 minutes.


Table 5.4 illustrates the variation in time spent in Worcestershire as a whole by non-locals during the day’s
visit.


  Table 5.4: All Day/Touring Visitor Hours In Worcestershire

  Number of hours                          Total        Day Visitors     UK Touring          Overseas Touring

  One hour                                 1%               1%                0%                       2%

  Two hours                                2%               1%                4%                       0%

  Three hours                              25%              24%               33%                     17%

  Four hours                               29%              30%               27%                     22%

  Five hours                               18%              19%               15%                     24%

  Six hours                                14%              15%               12%                     22%

  Seven hours                              6%               6%                5%                       7%

  Eight hours                              3%               3%                2%                       2%

  Nine hours +                             1%               1%                1%                       2%

NB: Totals may not add up to 100% due to rounding

HET                                                                    Final Report Worcestershire Visitor Survey 2005
                                                      26
       Overseas touring visitors stayed for the longest period of time whilst in the county with a third (33%) staying
       for 6 or more hours. Three quarters (75%) of UK touring visitors stayed in the county for between 3 and 5
       hours compared with 73% of day visitors.

       For each local authority area of interview, variations can be seen in the length of stay. Wychavon results
       show up the greatest amount of short 1-3 hour visitors (43%). For 4-6 hour visits, Wyre Forest was most
       prominent (73%) followed by Worcester City (68%). For visits of more than 6 hours in length Malvern Hills
       and Wyre Forest were most popular with visitors (31% respectively).



Table 5.5: Length of Stay by District

                Total     Bromsgrove        Redditch       Malvern Hills       Worcester City          Wyre Forest           Wychavon

One hour         1%            2%               0%                1%                   2%                     0%                     0%

Two hours        2%            6%               0%                1%                   2%                     0%                     2%

Three hours      25%           29%             31%               28%                  13%                    16%                 41%

Four hours       29%           29%             38%               26%                  33%                    28%                 28%

Five hours       18%           12%              8%               15%                  22%                    25%                 14%

Six hours        14%           10%              0%               25%                  13%                    20%                     8%

Seven hours      6%             %              15%                5%                  10%                     5%                     4%

Eight hours      3%            5%               8%                0%                   4%                     3%                     1%

Nine hours +     1%            1%               0%                1%                   2%                     3%                     1%



       NB: Due to the small sample size in Redditch figures should be treated with caution
       NB: Totals may not add up to 100% due to rounding




       HET                                                                         Final Report Worcestershire Visitor Survey 2005
                                                                 27
                        Table 5.6 Length of Stay by New / Repeat Visitors

                        Number of hours                    New             Repeat

                        One hour                           0%                1%

                        Two hours                          3%                2%

                        Three hours                        20%              26%

                        Four hours                         22%               30%

                        Five hours                         24%              17%

                        Six hours                          21%              14%

                        Seven hours                        5%                6%

                        Eight hours                        2%                3%

                        Nine hours +                       3%                1%


Over a quarter (29%) of repeat visitors stayed in the county for between 1-3 hours, compared with 23% of
new visitors. Two thirds (67%) of new visitors were in the area for between 4-6 hours compared with 61%
of repeat visitors.




HET                                                                 Final Report Worcestershire Visitor Survey 2005
                                                    28
6.0     MAIN HOLIDAY OR ADDITIONAL SHORT BREAK

Overnight visitors to Worcestershire were asked whether their trip was part of a main holiday or an
additional holiday/short break.

Eight out of ten visitors (81%) stated that they were on an additional holiday/short break in the area. Just
under a fifth (19%) of visitors were on a main holiday in Worcestershire.


           Figure 15: Main Holiday or Short Break


                    Additional                                               Main Holiday
                   Holiday/Short                                                 19%
                       Break
                       81%




Over a third (34%) of new visitors were in Worcestershire on a main holiday, compared with only 14% of
repeat visitors.

Unsurprisingly, over half (57%) of overseas visitors were on their main holiday, UK visitors were more likely
to be on a short break (86% overnight and 95% touring).


         Table 6.1: Main Holiday/Additional Short Break by Type of Visitor

                                          Day
                            Total                      Touring UK        Overnight UK            Overseas
                                        Visitors

         Main Holiday       13%           0%                5%                 14%                   57%

         Short Break        87%           0%               95%                 86%                   43%


        NB: In order to make the overseas sample statistically reliable overnight and touring overseas visitors have
        been combined.




HET                                                                         Final Report Worcestershire Visitor Survey 2005
                                                          29
7.0     DESTINATIONS OF STAY BEFORE AND AFTER WORCESTERSHIRE

7.01    Destination of stay before visiting Worcestershire

Over a third (35%) of respondents interviewed indicated that they had stayed in an alternative destination
before visiting Worcestershire. The majority were overseas touring visitors (86%), followed by 75%
domestic touring visitors and 73% overnight overseas visitors. Only 32% of domestic overnight visitors had
stayed anywhere before arriving in the county.

Respondents were asked where they had stayed before their arrival in Worcestershire. The largest
proportion (13%) were staying overnight in Birmingham, followed by 5% staying in London, Tewkesbury
and Cheltenham were cited by 4% of respondents respectively.

Other locations in which visitors were staying prior to visiting Worcestershire included Herefordshire,
Coventry and Oxford.


7.02    Destination of stay after visiting Worcestershire

A third (33%) of visitors intended to stay overnight at a destination after leaving Worcestershire.
12% were staying in London, 9% were going to Stratford, 7% Birmingham and 5% Ludlow.




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                                                      30
8.0     ACCOMMODATION

8.01    Accommodation used in Worcestershire

Figure 16 shows the type of accommodation that overnight visitors to Worcestershire preferred.



        Figure 16: Accom m odation Used



                    VFR                                                                                    35%
                   Hotel                                       17%
        Guesthouse/B&B                             12%
        Touring Caravan                          11%
            Self Catering             6%
                   Other              6%
                Camping               5%

          Static Caravan              5%
                    Boat         4%

                        0%       5%        10%         15%         20%         25%          30%          35%



‘Other’ includes youth hostels, second home and university accommodation

Over a third (35%) of respondents were staying with friends or relatives (VFR) in the county. This is always
an under-estimated and under-appreciated market. In fact, VFR represents a significant proportion of all
trips to the UK – 50% of all domestic trips and 39% of overseas visitors stay with friends and relatives.


The non-serviced market in Worcestershire is an important segment for the county with almost a third
(31%) of visitors choosing this form of accommodation on their trip, a slight decrease from the 2002 survey
where 32% of visitors used non-serviced accommodation. The Herefordshire Visitor Survey in 2002 also
showed the importance of self-catering with 32% of visitors choosing this form of accommodation.


Over a quarter (29%) of overnight visitors to Worcestershire stayed in serviced accommodation (hotels,
guesthouses and B&B’s).

It is important to remember that the impact of the overnight visitor market only becomes apparent when
taking into account the additional factors such as; length of stay, spend per head, number of people per
group, distribution of expenditure within the local economy etc.




HET                                                                      Final Report Worcestershire Visitor Survey 2005
                                                       31
           Table 8.1: Main Types of Accommodation used in Worcestershire

                                            Total         Total
                                                                      Overnight UK           Overnight Overseas
                                             2005         2002

           VFR                               35%           30%               36%                       63%

           Hotel                             17%           18%               16%                       22%

           Guesthouse/B&B                    12%           17%               11%                        0%

           Touring Caravan                   11%           14%               12%                        4%

           Camping                           6%            5%                6%                         0%

           Self Catering                     6%            7%                6%                         0%

           Static Caravans                   5%            6%                6%                         0%


    Table 8.1 shows that visitors staying with friends / relatives has increased slightly when compared with
    2002 (30% in 2002 compared with 35% in 2005). It is also the most popular choice for UK and overseas
    visitors staying overnight in Worcestershire.


Table 8.2: Main Accommodation by District

                        Total    Bromsgrove          Redditch       Malvern         Worcester         Wyre             Wychavon
                                                                    Hills           City              Forest

VFR                     35%            52%              75%            31%              36%               30%               38%

Hotel                   17%            12%               0%            15%              26%               9%                15%

Guesthouse/B&B          12%            8%               25%            16%              10%               7%                15%

Touring Caravan         11%            4%                0%             9%               8%               23%               14%

Camping                  6%            4%                0%            11%               3%               7%                2%

Self Catering            6%            0%                0%             8%               6%               6%                5%

Static Caravans          5%            4%                0%             5%               2%               13%               3%

    NB: The sample size for Redditch is 4 and therefore analysis should be treated with caution.

    New visitors made greater use of all forms of serviced accommodation compared to repeat visitors (new
    39%, repeat use 25%). Unsurprisingly repeat visitors were far more likely to stay with friends and relatives
    (41%) compared to new visitors (17%).




    HET                                                                           Final Report Worcestershire Visitor Survey 2005
                                                              32
        8.02    National and Regional Context

        The regional average for domestic visitors using serviced accommodation is 41% (United Kingdom Tourism
        Survey 2003), and for overseas visitors 44% (International Passenger Survey 2004), therefore
        Worcestershire is below the regional average in this category. However Worcestershire was significantly
        above both the regional and national averages for domestic visitors staying in non serviced accommodation
        (25% compared with 6% and 8% respectively).


Table 8.3: Accommodation in Context – Regional and National Averages

                      Worcs              West Midlands       UK            Worcs            West Midlands              UK
                      Domestic           Region Domestic     Domestic      Overseas         Region Overseas
                                                                                                                       Overseas
                      Visitors           Visitors            Visitors      Visitors         Visitors
                                                                                                                       Visitors

VFR                         34%                 46%              42%           50%                   39%                      42%

Serviced                    28%                 41%              36%           36%                   44%                      50%

Self Catering               6%                  4%               6%            2%                    1%                       3%

Non Serviced                25%                 6%               8%            6%                    3%                       5%

Other                       7%                  3%               8%            8%                    13%                      0%



        Serviced Accommodation
        Serviced accommodation = those establishments that supply a meal (breakfast, lunch or dinner) and
        include hotels, B&B’s, guesthouses, Inns and public houses.

        Self Catering Establishments offer a designated area in which to prepare meals such as a fully equipped
        kitchen.

        Non Serviced Accommodation
        Youth hostels, university accommodation, caravan parks and campsites that offer a certain amount of
        facilities

        VFR
        Visiting friends and relatives




        HET                                                                 Final Report Worcestershire Visitor Survey 2005
                                                            33
8.03     Pre-booking of Accommodation

Of the visitors staying overnight (excluding those visitors staying with friends and relatives), 231 people
commented on how they had booked their accommodation. The majority, 67% had pre-booked directly with
their establishment, 13% had booked via the Internet and 5% with a tour operator.

When looking at bookings through Tourist Information Centres it was found that 3% of respondents had
booked their accommodation at a TIC outside of Worcestershire and 1% had used a TIC on arrival in
Worcestershire.


       Figure 17: Pre Booking Accommodation


       Directly with Establishment                                                                        67%

                          Internet                13%
                            Other               10%

                    Tour Operator          5%

                   TIC Elsewhere       3%
                     Travel Agent      3%

            TIC in Worcestershire     1%

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




‘Other’ was cited by 10% of respondents, answers included: Through the caravan club, family ownership,
bed and breakfast guide, Country Cottages and Super Break.

Slightly more domestic visitors (68%) had pre-booked from home direct to the establishment than visitors
from overseas (59%). There was a similar split between new and repeat visitors booking directly with the
establishment, with 62% of new visitors and 70% of repeat visitors using this method.




HET                                                                    Final Report Worcestershire Visitor Survey 2005
                                                        34
8.04    Rating of Accommodation

Respondents were asked to rate the range, quality of service and value for money of the accommodation
available in Worcestershire. Respondents rated facilities on a scale of 1 to 5 (1 very poor and 5 very good).


 Table 8.4: Rating of Accommodation


                              Mean       Very Good         Good       Average           Poor         Very Poor

 Range of
                              4.38           49%           41%           9%              1%              0%
 accommodation

 Quality of Service           4.44           53%           39%           7%              1%              0%

 Value for money              4.38           49%           40%           9%              0%              1%



Ratings given to accommodation establishments in Worcestershire were generally high, with an average
(mean) score of over 4 out of 5 given to each of the options shown in the table above.

The majority (90%) of respondents stated that the range of accommodation available in the Worcestershire
area was good or very good. Only 1% (2no) stated that the range was poor.

Similarly 92% of respondents stated that the quality of service in the establishment at which they were
staying was good or very good.

High ratings were also given for value of money (4.38), with 89% of respondents stating good or very good
when asked.




HET                                                                   Final Report Worcestershire Visitor Survey 2005
                                                     35
9.0      MODE OF TRANSPORT

9.01     Car is Dominant Transport Mode

In most visitor surveys, the principal mode of transport used to arrive at a visitor destination is the car. The
regional average is 76% use of the car (UKTS 2003). Worcestershire is above the average, with 84% of all
respondents using private cars, on a par with car usage from the 2002 survey (84%). Compared with the
neighbouring county of Herefordshire, 91% of visitors during the 2002 survey arrived at their destination by
car, as did 92% of visitors to Staffordshire in 2005.

The total proportion of visitors using public transport has also remained static with 6% of visitors using
public transport in 2005 as they did in 2002.

        Figure 18: Transport Usage

                    Car                                                                                      84%

             Coach Tour           6%

                   Train      4%

                   Other      4%

       Bus/Coach service     2%

                 Walked      1%

                 Bicycle     1%

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



Across the region as a whole, public transport (bus, coach and train) accounts for 17% of all domestic
visitors’ use of transport (UKTS 2003). The use of the private car was highest amongst repeat visitors
(87%) compared with 71% of respondents visiting the county for the first time.


A higher percentage of new visitors used coach tours (14%) in comparison with only 4% of repeat visitors.

                Table 9.1: Transport by New and Repeat Visitors

                                                        2005        2002      New            Repeat

                Private Car/Motorcycle                  84%         84%       71%              87%

                Coach Tour                              6%          5%        14%              4%

                Train                                   4%          3%         5%              4%

                Other                                   4%          2%         4%              2%

                Bus/Coach Service                       2%          3%         3%              2%

                Walked                                  1%          1%         0%              1%

                Bicycle                                 1%          1%         0%              1%
                 NB: Totals may not add up to 100% due to rounding


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                                                         36
    Across the various market segments of visitors visiting the county, the transport mode varied significantly.
    For example, 86% of overnight UK visitors came by private car, compared with 82% of touring UK visitors.
    Overseas visitors were most likely to use the train (21%).

Table 9.2: Mode of Transport by Type of Visitor


                                              Day                                                       Touring             Overnight
                               Total                        Touring UK          Overnight UK
                                            Visitors                                                    Overseas            Overseas

Private Car/Motorcycle         84%            87%                82%                   86%                 77%                  73%

Coach Tour                      6%             5%                15%                    2%                  2%                   8%

Train                           4%             4%                 2%                    4%                  7%                  14%

Other                           4%             0%                 1%                    7%                  5%                  12%

Bus/Coach Service               2%             2%                 0%                    2%                  7%                   3%

Walked                          1%             1%                 0%                    0%                  5%                   2%

Bicycle                         1%             1%                 0%                    0%                  0%                   0%

    NB: Totals may not add up to 100% due to rounding. ‘Other’ responses include visitors receiving a lift into the area,
    hired boats and in the case of overseas visitors a high proportion of visitors using hire cars.

    Table 9.3 shows how the transport varied by the local authority area of interview. Across all the districts,
    car / motorcycle was the most popular form of transport. Malvern Hills had the highest percentage
    travelling to the area by car (93%), followed by Wychavon (91%). The lowest percentage (74%) travelling
    by car were visitors to Worcester City who also received the largest proportion of visitors travelling by public
    transport.

 Table 9.3: Mode of Transport by District

                               Total      Bromsgrove          Redditch         Malvern         Worcester         Wyre        Wychavon
                                                                               Hills           City              Forest

 Private Car/Motorcycle        84%             89%                90%             93%              74%            83%             91%

 Coach Tour                     6%              0%                0%               1%              11%             6%              5%

 Train                          4%              2%                5%               1%               9%             5%              0%

 Other                          4%              0%                5%               3%               4%             2%              2%

 Bus/Coach Service              2%              5%                0%               0%               3%             2%              1%

 Walked                         1%              4%                5%               1%               0%             1%              0%

 Bicycle                        1%              2%                0%               1%               0%             1%              0%

    NB: Totals may not add up to 100% due to rounding. Due to the small sample size in Redditch figures should be treated with caution

    HET                                                                                 Final Report Worcestershire Visitor Survey 2005
                                                                    37
10.0      ACTIVITIES UNDERTAKEN BY VISITORS WHILST IN THE COUNTY

10.01       Activities Undertaken

Visitors were shown a "show card" listing a range of activities and asked to indicate which had been the
MAIN activity that they had been involved in whilst in the county. Only one answer was given per party.

Figure 19 indicates that general sightseeing and visiting an attraction were the primary motives for
respondents to visit Worcestershire. However, please note that the majority of interviews were undertaken
at tourist attractions and town centres. Therefore, some bias may exist within results.


        Figure 19: Main Activity Undertaken


                    General Sightseeing                                                                            32%

                    Visiting an Attraction                                                              27%
                     Walking and Hiking                                 12%

                                     VFR                              10%
                               Shopping                     6%
                                    Other                   6%

        Visiting an Historic/Heritage Site            3%

                                           0%         5%         10%        15%     20%          25%      30%        35%




New visitors were more likely to state general sightseeing (45%) as their main activity.

         Figure 20: Main Activity Undertaken by New and Repeat Visitors

                                                                                             30%
                  General Sightseeing                                                                                  45%
                  Visiting an Attraction                                                   28%
                                                                                     25%
                   Walking and Hiking                         12%
                                                          9%
                                   VFR                      11%
                                                       7%
                             Shopping                  7%
                                                2%
                                  Other             5%
                                                 3%
      Visiting an Historic/Heritage Site          3%
                                                     4%
                                       0%        5%        10%   15%        20%   25%      30%    35%     40%      45%


                                                      New             Repeat


Repeat visitors were slightly more likely to be visiting an attraction in Worcestershire (28%) than new
visitors (25%).




HET                                                                                Final Report Worcestershire Visitor Survey 2005
                                                                 38
    10.02     Main Activity Undertaken by Market Segment

    Almost two fifths (39%) of day visitors were visiting an attraction as their main activity whilst on their visit to
    Worcestershire. Overnight domestic visitors were most likely to state general sightseeing as their main
    activity (39%) as were overseas touring visitors (62%).


Table 10.1 MAIN Activities Undertaken – Type of Visitor

                                                           Day           Touring        Overnight         Touring          Overnight
                                           Total
                                                         Visitors          UK              UK             Overseas         Overseas

General Sightseeing                        32%             21%              48%             40%                 66%            53%

Visiting an attraction                     27%             39%              24%              8%                 22%             2%

Walking and Hiking                         12%             15%              7%              11%                 5%              8%

VFR                                        10%              4%              7%              23%                 2%             29%

Shopping                                    6%              9%              5%               2%                 2%              0%

Other*                                      4%              5%              3%               5%                 0%              0%

Visiting an Historic/Heritage Site          3%              3%              3%               3%                 2%              2%

Eating Out                                  2%              1%              2%               3%                 0%              0%

Canal Trips                                 1%              0%              1%               1%                 0%              2%

Visiting a Specific Event                   1%              1%              0%               1%                 0%              0%

Leisure Cycling                             1%              1%              0%               1%                 0%              0%

    NB: Totals may not add up to 100% due to rounding
    Other activities included visiting specific events, canal trips and a visit for performing arts purposes.


    The top 2 main activities undertaken in Worcestershire were spend related activities: These activities bring
    revenue into the area and are important for the local economy. Overnight and overseas visitors are more
    likely to carry out a wider range of spend related activities, thus they are of greater financial value.
    The main activities undertaken whilst on their visit to the county, broken down by district is shown overleaf
    in table 10.2. The responses given relate to countywide activities and are not necessarily undertaken in the
    district of interview.




    HET                                                                              Final Report Worcestershire Visitor Survey 2005
                                                                  39
Table 10.2: Main Activity Undertaken by District

                            Total     Bromsgrove       Redditch         Malvern         Worcester         Wyre             Wychavon
                                                                        Hills           City              Forest
General                                     7%               0%           34%               37%               26%              42%
                             32%
Sightseeing
Visiting an                                 9%           33%              21%               14%               53%              28%
                             27%
attraction

Walking and Hiking           12%         48%             11%              17%                6%               8%                5%

VFR                          10%         11%             17%               9%               14%               6%                9%

Shopping                     6%             2%               6%            8%               10%               6%                7%

Other                        6%             7%               6%            3%                6%               3%                3%

Visiting an                              14%             17%               0%                5%               0%                1%
Historic/Heritage            3%
Site
      NB: Totals may not add up to 100% due to rounding


      10.03      Other Activities Undertaken in Worcestershire

      Visitors were again shown a "show card" listing a range of activities and asked to indicate which other
      activities that they had been involved in whilst in the county. On this occasion more than one answer could
      be given – therefore results may add up to more than 100%.

      Figure 21 indicates that general sightseeing (49%) and visiting an attraction (48%) were the most popular
      activities overall, undertaken by visitors in Worcestershire. However, again please note that the majority of
      interviews were undertaken at tourist attractions and town centres. Therefore, some bias may exist within
      results.


            Figure 21: Other Activities Undertaken

         General Sightseeing                                                                                           49%

            Visiting an Attraction                                                                                  48%
                       Shopping                                                             34%

                      Eating Out                                                        32%
            Walking and Hiking                                                 27%
                             VFR                        14%

         Historic/Heritage Site                        12%

                     Canal Trips       3%

                                 0%     5%       10%    15%       20%    25%      30%    35%      40%      45%      50%



      Shopping was a popular activity with over a third (34%) of respondents followed by eating out (32%).



      HET                                                                            Final Report Worcestershire Visitor Survey 2005
                                                                   40
Table 10.3: Other Activities Undertaken by District

                          Total     Bromsgrove           Redditch        Malvern          Worcester         Wyre              Wychavon
                                                                         Hills            City              Forest
General                                   29%               19%             57%               63%               39%               55%
                           49%
Sightseeing
Visiting an                               27%               71%             39%               48%               66%               48%
                           48%
attraction

Shopping                   34%            18%               29%             35%               46%               24%               33%

Eating Out                 32%            29%               33%             40%               35%               28%               29%

Walking & Hiking           27%            60%               29%             37%               22%               21%               19%

VFR                        14%            15%               33%             17%               17%                8%               10%

Historic/Heritage                         20%               24%             16%               18%                5%                7%
                           12%
Site

Other                      7%             10%                5%             10%                8%                5%                5%

Canal Trips                3%              1%                0%              3%                9%                0%                3%

      “Other” included: picnic, boat cruise, cricket, passing through, job interview, local event etc.




      Other activities undertaken whilst on their visit to the county are shown above. Similarly, the responses
      given relate to countywide activities and are not necessarily undertaken in the district of interview.




      HET                                                                              Final Report Worcestershire Visitor Survey 2005
                                                                    41
  11.0      PRE-TRIP SOURCES OF INFORMATION

  11.01     Influenced Visit to Worcestershire

  Survey respondents were shown a show card, and asked if any of the following had influenced their
  decision to visit Worcestershire.

        •   Personal recommendation / Word of Mouth
        •   Previous Visit
        •   Television/Radio
        •   Newspaper/Magazine article
        •   Newspaper/Magazine advertisement
        •   Guide Book
        •   Tourism leaflet/brochures
        •   Tourist Information Centre
        •   Tour Operator/Travel Agent
        •   Internet

  Almost half (48%) of all respondents stated a previous visit had encouraged them to return to
  Worcestershire. An additional 21% stated a personal recommendation / word of mouth and 7% stated
  tourism leaflets / brochures had influenced their choice to visit.

  82% of visitors had been influenced by some form of information when planning their trip, only 18% had not.
  A previous visit or personal recommendations were primary influences stated by visitors across all market
  segments.


Table 11.1: Influence Visit to Worcestershire

                                                 Day           Touring    Overnight         Touring           Overnight
                                  Total
                                               Visitors          UK          UK             Overseas          Overseas

None                               17%           15%            20%           20%              19%               26%

Previous Visit                     48%           57%            40%           38%              14%               26%

Personal Recommendation            21%           18%            20%           24%              37%               34%

Tourism leaflets / brochures          7%          5%            11%           7%                9%               10%

Guide books                           5%          4%             7%           7%               19%                3%

Internet                              4%          2%             2%           7%                9%                5%

Tour Operator/Travel Agent            2%          1%             5%           1%                5%                3%

Newspaper/Magazine
                                      2%          2%             0%           2%                2%                0%
Article

TIC                                   1%          1%             0%           2%                2%                7%

Television/Radio                      1%          1%             0%           1%                0%                0%

Newspaper/Magazine
                                      1%          0%             1%           2%                0%                0%
Advertisement
  NB. Totals may add up to more than 100% as multiple responses were given.




  HET                                                                     Final Report Worcestershire Visitor Survey 2005
                                                          42
      Table 11.2 shows that a previous visit was the main catalyst for respondents visiting the majority of districts
      in Worcestershire, in particular Redditch Borough and Wyre Forest (52% and 54% respectively). Tourism
      leaflets were used by 11% of visitors in Malvern compared with only 3% in Worcester City.


Table 11.2: Influence Visit to Worcestershire by District

                                   Total    Bromsgrove        Redditch        Malvern       Worcester       Wyre         Wychavon
                                                                              Hills         City            Forest

None                               17%            9%              19%           13%            31%             8%            19%

Previous Visit                     48%           67%              52%           45%            37%            54%            48%

Personal Recommendation            21%           20%              33%           23%            19%            23%            19%

Tourism leaflets / brochures        7%            4%                 5%         11%             3%             9%             5%

Guide books                         5%            4%                 0%         11%             4%             1%             8%

Internet                            4%            1%                 0%          4%             3%             7%             2%

Tour Operator/Travel Agent          2%            0%                 0%          0%             5%             1%             2%

Newspaper/Magazine                                3%                 0%          2%             2%             2%             1%
                                    2%
Article

TIC                                 1%            1%                 0%          2%             2%             1%             1%

Television/Radio                    1%            0%                 0%          0%             0%             3%             0%

Newspaper/Magazine                                0%                 5%          0%             1%             1%             1%
                                    1%
Advertisement

      NB: Totals may not add up to 100% due to rounding
      NB: Due to the small sample size in Redditch figures should be treated with caution


      Visitors who indicated that tourism leaflets/brochures had influenced their visit (96no) were also asked
      where they had obtained this information:

      •     19% had gathered the leaflets/brochures from a TIC near to their place of residence.

      •     11% had obtained the information from a TIC en route and 7% from a TIC in Worcestershire.

      •     10% had received their leaflet through direct mail and 9% from an attraction.

      Other responses given as to where information had been obtained included: TV programme, the National
      Trust, train station, national coaches, library, Gardeners World and English Heritage.




      HET                                                                         Final Report Worcestershire Visitor Survey 2005
                                                                43
      11.02     Post Arrival Sources of Information

      Respondents were asked if they had already used or intended to use any sources of information having
      arrived in Worcestershire. Overall, three quarters (75%) of visitors indicated that they had not used, or did
      not intend to use information during their trip:


            Figure 22 Post Arrival Information




                                                                                      Yes, 25%
                    No, 75%




      Of those who did use/intend to use information during their trip, over half (56%) indicated that they gathered
      the information from a Tourist Information Centre. An additional 21% obtained information from information
      racks at attractions, 17% gleaned information from brochures found at accommodation and 8% took advice
      from accommodation providers.

      The level and type of information used in Worcestershire, as shown in table 11.3 below.


Table 11.3: Information Use Whilst in Worcestershire

                                                   Day        Touring       Overnight         Touring             Overnight
                                       Total
                                                 Visitors       UK             UK             Overseas            Overseas

TIC                                    56%        41%              57%         65%               76%                  71%

Information racks at
                                       21%        27%              17%         19%               12%                  14%
attractions

Brochures at accommodation             17%         3%              20%         29%               24%                  18%

Advice at accommodation                 8%         1%              11%         14%               18%                  11%

Walking Maps/Guides                     7%        10%              7%           6%                0%                   7%

Tourist Information Points              6%        10%              2%           4%                6%                   7%

Tourist Information Boards              6%         7%              4%           4%                6%                  11%

WAP phone / internet                    5%         8%              2%           3%                0%                  14%

Other                                   6%         7%              2%           6%                0%                   4%

      NB: Table totals 100% +/- as respondents provided more than one answer per question.



      HET                                                                      Final Report Worcestershire Visitor Survey 2005
                                                              44
        When district comparisons are made, the lowest levels of information usage are by those visiting Redditch
        and Bromsgrove (84% and 80% respectively). The highest levels of information usage whilst in the county
        were seen in Worcester (31%) and Malvern Hills (30%).


Table 11.4: Information Use in the County by District

                                   Total    Bromsgrove          Redditch   Malvern      Worcester        Wyre        Wychavon
                                                                           Hills        City             Forest

Tourist Information Centre          56%          37%               *        62%             75%            36%            49%

Information racks at attractions    21%          19%               *        31%             9%             45%            7%

Brochures at accommodation          17%           4%               *        15%             13%            16%            29%

Advice at accommodation             8%            7%               *         9%             5%             13%            10%

Walking Maps/Guides                 7%           11%               *         9%             2%             10%            9%

Tourist Information Points          6%            7%               *         6%             1%             12%            8%

Tourist Information Boards          6%           11%               *         7%             3%             5%             8%

WAP phone / internet                5%            7%               *         6%             4%             4%             7%

Other                               6%            7%               *         0%             9%             5%             7%

        * Sample size for Redditch too small to analyse (3no)




        HET                                                                 Final Report Worcestershire Visitor Survey 2005
                                                            45
12.0      MOVEMENT AROUND THE AREA

12 .01 Areas within the County have or intend to visit by type of visitor

Visitors were asked to identify where else they had visited in Worcestershire during their trip. Across all
segments, visitors indicated that they would not be visiting any other location on the day of interview, other
than the one they were interviewed at.


Table 12.1 Towns have /Intend to Visit

                                            Touring                             Overseas               Overseas
                          Day visitor                     Overnight UK
                                              UK                                 Touring               Overnight

None (other than
interview location)          46%              28%               11%                 7%                     2%

Worcester                    20%              22%               54%                51%                     68%

Malvern                       7%              7%                33%                21%                     36%

Broadway                      5%              30%               14%                30%                     20%

Bewdley                      10%              6%                10%                 7%                     7%

Evesham                       5%              13%               13%                14%                     22%

Stourport on Severn           7%              4%                13%                 2%                     3%

Kidderminster                 6%              10%               11%                12%                     5%

Upton on Severn               3%              3%                14%                 0%                     15%

Pershore                      3%              3%                11%                 0%                     10%

Tenbury Wells                 5%              4%                5%                  2%                     8%

Bromsgrove                    4%              2%                7%                  5%                     14%

Droitwich Spa                 4%              0%                4%                  0%                     8%

Redditch                      3%              0%                3%                  0%                     12%
NB: Tables will add up to more than 100% due to multiple answers given


As Table 12.1 above illustrates, overseas overnight and UK overnight visitors are the largest groups that
intend to visit any one destination, particularly Worcester (68% and 54% respectively) which is the most
popular overall. Malvern is also popular with the overnight UK and overseas visitors (33% and 36%
respectively).


Broadway is the most popular for both domestic touring and overseas touring visitors (30% respectively).




HET                                                                      Final Report Worcestershire Visitor Survey 2005
                                                        46
   Table 12.2 below illustrates strong patterns of movement in the county, for example, of the visitors interviewed in Worcester, 17% had or intended to visit Malvern;
   similarly, of those visitors interviewed in Malvern 43% had or intended to visit Worcester. This pattern continued elsewhere in the county, of those visitors interviewed in
   Bewdley, 15% had or intended to visit Stourport, and of those interviewed in Bromsgrove, 20% had or intended to visit Worcester.


Table 12.2 Towns Have/Intend to Visit

                 Evesham       Droitwich    Pershore      Bewdley     Malvern     Broadway       Stourport    Tenbury      Upton     Worcester      B’grove        Redditch       K’minster


Evesham              X           13%           48%          0%           2%          15%            0%           2%         16%         5%             10%            0%              0%

Droitwich            2%            X           7%           0%           0%           0%            0%           0%         0%          4%             10%            0%              0%

Pershore             7%          38%            X           2%           2%           1%            0%           0%         13%         5%             0%             0%              0%

Bewdley              7%           0%           22%           X           2%           1%            6%           0%         3%          2%             0%             0%              7%

Malvern              2%          13%           44%          4%            X           2%            5%           4%         48%         17%            10%            0%              7%

Broadway            30%          13%           26%          0%           5%            X            2%           0%         0%          5%             0%             0%              7%

Stourport            0%           0%           22%          15%          2%           0%             X           0%         10%         3%             10%            0%              7%

Tenbury              0%           0%           15%          6%           2%           0%            0%            X         3%          2%             0%             0%              0%

Upton                2%           0%           41%          2%          23%           0%            0%           0%          X          6%             0%             0%              7%

Worcester           16%          63%           41%          8%          43%           5%            8%           4%         26%          X             20%            0%             21%

Bromsgrove           2%           0%           15%          4%           0%           0%            3%           0%         3%          3%              X             0%              7%

Redditch             7%           0%           7%           0%           0%           1%            0%           0%         0%          1%             10%             X              0%

Kidderminster        5%           0%           22%          11%          2%           0%            5%           0%         10%         3%             10%            0%               X



   X = Interview location


   HET                                                                                                                                    Final Report: Worcestershire Visitor Survey 2005
                                                                                           47
13.0    KNOWLEDGE OF/VISITS TO ATTRACTIONS AND RATINGS OF SERVICES

13.01    Local awareness and visitation

Visitors who indicated they had visited an attraction as an activity were asked to indicate which attractions
they had or intended to visit.

All results exclude visitors interviewed at the named attraction, to reduce bias from their current trip. The
results illustrate the importance of advance marketing, public relations and marketing within Worcestershire
in order to raise the awareness and visitation to the attractions.

Considering the response for each attraction may provide some indication of popularity. For example 6% of
those responding to this question had visited/intended to visit the West Midland Safari Park.
An additional 40% intended to visit Worcester Cathedral and 5% Royal Worcester Porcelain. However,
please note that the visitors response maybe influenced by location of interview.

The full breakdown is shown in the table overleaf.




HET                                                                    Final Report: Worcestershire Visitor Survey 2005
                                                     48
   Visitors were asked to rate the attractions they had visited on this occasion. A scale of 1 = very poor and 5
   = very good is used to indicate their satisfaction levels.

Table 13.1: Knowledge and Visits to Attractions and Ratings of Services

Attraction                          Sample       Have Visited this Time      Intend to Visit this Time             Rating

Avoncroft Museum of Buildings       1164                      2%                           3%                        4.65



Malvern Hills                       1174                      9%                          11%                        4.49

Croome Landscape Park               1213                      3%                           1%                        3.97

Elgar’s Birthplace Museum           1213                      1%                           2%                        4.73

Witley Court                        1142                      1%                           1%                        4.67

Three Counties Showground           1213                      1%                           1%                        4.11

Tenbury Wells                       1195                      1%                           1%                        4.09



Redditch Attractions                1213                      2%                           1%                        4.25



Bodenham Arboretum                  1188                      0%                           1%                        4.81

Severn Valley Railway               1151                      3%                           4%                        4.40

West Midland Safari Park            1099                      2%                           2%                        4.35

Wyre Forest Visitor Centre          1174                      1%                           2%                        4.53



Royal Worcester                     1113                      6%                          14%                        4.27

Worcester Cathedral                 1154                      12%                         19%                        4.60



Webbs of Wychbold                   1142                      2%                           0%                        4.58

Broadway                            1140                      6%                           2%                        4.69

Hanbury Hall                        1152                      1%                           2%                        4.34

Jinney Ring Craft Centre            1156                      1%                           2%                        4.57




   HET                                                                    Final Report: Worcestershire Visitor Survey 2005
                                                         49
14.0      SATISFACTION LEVELS OF VISITORS TO WORCESTERSHIRE

14.01     What Visitors like about Worcestershire

Respondents were asked what it was they particularly liked about the County. No prompting or "show
cards" were used by interviewers for this question, with respondents able to give more than one response.
Across the County, comments were made by 97% of visitors. The following analysis is of the responses
made as a percentage of the total visitors’ sample. Each 'like' indicates a grouping together of
responses/phrases.

       Figure 23: Like about Worcestershire


            Countryside                                                                                  38%

               Scenery                                 14%

        River/Waterways                          10%

               Beautiful                        9%

               Peaceful                   6%

   Quaint/Very English                 5%

            The History                   5%

                       0%            5%        10%     15%   20%      25%         30%         35%         40%



The main responses can be linked together, relating to the countryside/scenery, and the general
atmosphere of the county.

                           Table 14.1 Like about Worcestershire

                                                                             Total

                           Base                                              1597

                           Countryside/Rural                                  38%

                           Scenery                                            14%

                           River/Canal/Waterway                               10%

                           Beautiful                                          9%

                           Peaceful                                           6%

                           Quaint/Very English                                5%

                           The History                                        5%



In all districts the countryside and the scenery featured heavily as did the peacefulness and the beauty.

HET                                                                   Final Report: Worcestershire Visitor Survey 2005
                                                        50
•     Visitors interviewed in Worcester stated the river (18%) was a big draw to the county as was the
      history (12%), the scenery and how beautiful the area were also important for 7% respectively.

•     Visitors interviewed in Bromsgrove stated that they liked the ‘nice walks’ in the county with 9% of
      respondents liking the local interest.

•     Visitors in Redditch liked the ‘greenness’ (14%) and the ‘nice walks’ (10%) in Worcestershire and
      those visiting Wychavon liked the ‘lovely villages’ (5%) and the ‘fresh air/open spaces’ (4%) that the
      county had to offer.

•     Wyre Forest visitors liked the fact that there was ‘a lot to do’ (4%) in the area and those in Malvern
      Hills liked the ‘rolling hills’ (6%) and the ‘lovely villages’ (5%) in Worcestershire.




HET                                                                        Final Report: Worcestershire Visitor Survey 2005
                                                        51
14.02    What spoilt the visit to the County?

All visitors were asked what, if anything had spoilt their visit to Worcestershire.

Overall, 28% of visitors did not respond and a further 66% indicated that nothing had spoilt their visit to
Worcestershire.

Of the comments that were made, 8% related to the weather and 6% stated that the traffic had spoilt their
visit. 3% of visitors stated that poor signage had spoilt their visit to the County.


                                  Table 14.2 Dislike about Worcestershire

                                                                        Total

                                Base                                    1179

                                No/Nothing                              66%

                                The Weather                               8%

                                Traffic                                   4%

                                Poor Signage                              3%

                                Car Park Charges                          1%

                                Litter                                    1%

                                Poor Toilets                              1%




Visitors interviewed in Worcester cited the weather/rain and traffic as reasons for spoiling their visit, as did
visitors interviewed in Bromsgrove, Wychavon and the Wyre Forest.


Better road signs/poor signage and poor toilets was an issue for visitors interviewed in the Malvern Hills and
Redditch.


Public expectations are rising all the time and any short comings in the way Worcestershire manages and
welcomes the visitors are reflected in the level of visitor satisfaction, which in turn influences future visits,
length of stay and recommendations to potential visitors. Therefore, the visitor scoring of facilities within
individual towns and issues that spoiled a respondents’ visit may help inform future tourism development
initiatives.


In the case of new visitors, scoring could be influenced by preconceived ideas about an area, this may
result in low scores if a destination does not live up to expectations.



HET                                                                       Final Report: Worcestershire Visitor Survey 2005
                                                      52
         15.0     EVALUATION OF SERVICES AND FACILITIES
         Using a scale from 1 – very poor, through to 3 – average to 5 – very high, visitors indicated their rating for the facilities listed in the table below. The average (mean)
         scores out of five are also provided.

Table 15.01 Visitor Satisfaction Ratings

                      Evesham        Droitwich      Pershore      Bewdley       Malvern      Broadway       Stourport      Tenbury    Upton   Worcester      B’grove       Redditch       K’minster


Upkeep                   4.22           4.03          4.41          4.30          4.57            4.80         4.20            4.24   4.60      4.45           3.93           3.79            3.66

Litter
                         4.18           4.13          4.28          4.30          4.50            4.78         3.93            4.02   4.28      4.25           3.96           3.84            3.47
Clearance

Traffic signs            4.14           4.25          4.31          4.14          3.96            4.62         4.21            4.06   4.15      3.85           3.98           3.65            3.79

Pedestrian
                         4.24           4.00          4.33          4.04          4.07            4.49         4.14            3.93   4.13      4.04           3.80           3.80            3.89
signs

Parking                  4.18           3.79          4.22          3.46          3.89            4.52         4.38            3.67   4.02      3.80           3.65           3.92            3.48

Public Toilets           3.81           3.64          3.97          3.49          3.44            4.57         3.89            3.60   3.76      3.70           3.35           3.94            2.97

Shopping                 3.96           3.48          4.06          3.73          3.92            4.26         3.33            3.65   3.87      4.46           3.86           4.26            4.00

Garden/Floral
                         4.49           3.89          4.38          4.39          4.49            4.53         4.19            4.07   4.22      4.29           3.66           3.70            3.62
Displays

Tourist
                         4.45           4.06          4.43          4.41          4.64            4.04         4.12            4.19   4.50      4.44           4.10           4.00            3.52
Information

         Figures in bold show the highest scores in each category. Figures in italics show the lowest score in each category


         Overall, the ratings given to services and facilities in Worcestershire were high to average. Broadway scored consistently highly in each category especially ‘upkeep’
         (4.80) and litter clearance (4.78).Shopping was rated particularly highly in Worcester (4.46) and Malvern witnessed the highest score for tourist information (4.64).
         The lowest score recorded in the county was 2.97 out of 5 for public toilets in Kidderminster, followed by shopping facilities in Stourport (3.33). Other low scores
         included 3.46 for parking in Bewdley and 3.47 for litter clearance in Kidderminster.




         HET                                                                                                                                    Final Report: Worcestershire Visitor Survey 2005
                                                                                             53
     16.0      DEMOGRAPHIC PROFILE OF VISITORS

     16.01     The Sample

     A total of 1,645 parties of visitors were surveyed. Nearly all (1630no) provided demographic data
     on their group. The average (mean) number of people per group was approximately 2.8 giving a
     total of at least 4,545 people included in the survey sample. In 2002 the average party size was
     2.3 people. Figure 24 and Table 16.1 show the breakdown of party composition for each group.
     Respondents were asked which of the following statements given in the pie chart best described
     their party.



            Figure 24: Demographic Profile - All Visitors

                                                         Organised Group       Visiting Alone
                              With Friends & Family            5%
                                       6%                                           10%
                      With Friends
                          12%




                                                                                                           With Partner
                    With Family                                                                                41%
                       26%




Table 16.1: Structure of Visiting Parties

                                                Day           Touring      Overnight            Touring         Overnight
                                  Total
                                              Visitors          UK            UK                Overseas        Overseas

Visiting Alone                    10%           11%               8%           8%                 11%               19%

With Spouse/Partner               41%           35%               54%          50%                32%               26%

With Family                       26%           29%               16%          27%                32%               26%

With Friends                      12%           15%               7%           8%                 8%                15%

With Friends and Family            6%            6%               5%           5%                 12%                0%

Organised Group                    5%            5%               10%          2%                 4%                15%

     NB: Figures do not add up to 100% due to rounding
     Clearly the most dominant groups interviewed were adult couples (41%) and family groups (26%).
     However please note that numbers may be influenced by interview location. I.e. certain attractions
     attract certain markets



     HET                                                                   Final Report: Worcestershire Visitor Survey 2005
                                                             54
       Table 16.2 overleaf illustrates the demographic profile structure of all visitors surveyed.

Table 16.2: Group Structure by District Location of Interview

                            Total    Bromsgrove        Redditch      Malvern       Worcester        Wyre         Wychavon
                                                                      Hills          City           Forest

Visiting Alone              10%          17%             19%            7%             13%            6%             6%

With Spouse/Partner         41%          28%                 0%        46%             45%            31%            57%

With Family                 26%          32%             48%           24%             17%            41%            15%

With Friends                12%          16%             24%           12%             10%            10%            13%

With Friends and Family      6%           5%             10%            8%             6%             7%             5%

Organised Group              5%           2%                 0%         3%             9%             5%             5%

       NB: Due to the small sample size in Redditch figures should be treated with caution

       In Redditch (48%), Bromsgrove (32%) and the Wyre Forest (41%) the family market made up the
       majority of groups. Couples were most prevalent in Wychavon (57%), Malvern Hills (46%) and
       Worcester (45%).




       HET                                                            Final Report: Worcestershire Visitor Survey 2005
                                                        55
Almost two thirds (62%) of visitors to Worcestershire were over the age of 45, with slightly more
female visitors than males.



   Figure 25: Age Profiles - All visitors


            0-9 years                                4%    4%

          10-14 years                  2% 2%

          15-18 years          1% 1%
          19-24 years              1% 2%
          25-34 years                              3% 4%
                                                                       6% 7%
          35-44 years
          45-54 years                                                       7% 8%

          55-64 years                                                                                 10% 12%

            65+ years                                                                                             13%
                              1% 0%                        12%
      Organised Group

                     0%               5%                  10%             15%             20%                25%

                                                   Male    Female




          Table 16.3: Age Profiles – All Visitors

                                            Male                 Female                  Total

          0-9                               4%                    4%                      8%

          10-14                             2%                    2%                      4%

          15-18                             1%                    1%                      2%

          19-24                             1%                    2%                      3%

          25-34                             3%                    4%                      7%

          35-44                             6%                    7%                     13%

          45-54                             7%                    8%                     15%

          55-64                             10%                   12%                    22%

          65+                               12%                   13%                    25%

          Organised Group                   1%                    0%                      1%

          TOTAL                             47%                   53%                    100%




HET                                                                 Final Report: Worcestershire Visitor Survey 2005
                                                     56
16.02     The Family Market

The survey was undertaken during weekends/weekdays, school holidays and term time. The
proportion of family groups varies by type of visitor (trip), time and the interview location.



        Figure 26: The Family Market


                   Total                21%                                  79%

              Day Visitor           27%                                             73%

             Touring UK      8%                                         92%

                                  19%                                              81%
            Overnight UK

        Touring Overseas      12%                                            88%

      Overnight Overseas      12%                                                        88%

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

                                        Child in Group   No Child in Group




A greater proportion of groups with children can be seen amongst the day-visitor sector, where
27% of day visitor groups contained children. The lowest proportion of children is in the domestic
touring market where only 8% contained children in the party.

The proportions of visitors with children/no children in their groups throughout selected destinations
in the region are shown below.

•     Worcestershire 2005 – No Children 79%, Children 21%
•     Worcestershire 2002 – No Children 73%, Children 27%
•     Staffordshire 2005 – No Children 63%, Children 37%
•     Wye Valley 2004 – No Children 76%, Children 24%




HET                                                               Final Report: Worcestershire Visitor Survey 2005
                                                    57
16.03     Day Visitors

A total of 916 groups of day visitors provided demographic data for analysis, giving an average
(mean) of 2.9 people per group - a total of at least 2,611 people included in the survey sample. In
2002 it was 2.0. Over a third (34%) of day visitors were visiting as part of a couple. The structure
of these groups is shown below in Figure 27 and Table 16.4.



      Figure 27: Demographic Profile - Day Visitors

                                                       Organised Group
                          With Friends & Family                                 Visiting Alone
                                                             5%
                                   6%                                                 11%
                 With Friends
                     14%




                                                                                                             With Partner
                                                                                                                 35%
                     With Family
                        29%




           Table 16.4: Age Profiles – Day Visitors

                                              Male                  Female                       Total

           0-9                                    6%                     5%                      11%

           10-14                                  2%                     3%                      5%

           15-18                                  1%                     1%                      2%

           19-24                                  1%                     2%                      3%

           25-34                                  3%                     5%                      8%

           35-44                                  6%                     7%                      13%

           45-54                                  7%                     8%                      15%

           55-64                                  9%                     11%                     20%

           65+                                11%                        12%                     23%

           Organised Group                        1%                     0%                      1%

           TOTAL                              47%                        54%                     101%

              NB: Totals may add up to more or less than 100% due to rounding




HET                                                                        Final Report: Worcestershire Visitor Survey 2005
                                                           58
16.04    Touring (UK) Visitors

A total of 207 touring (UK) groups, comprising 496 people in total provided demographic data,
giving an average (mean) of 2.4 people per group, slightly higher than in 2002 when the average
group size was 2.2.


      Figure 28: Demographic Profile - UK Touring Visitors

                                           Organised Group
                                                10%            Visiting Alone
                   With Friends & Family                             7%
                            5%

             With Friends
                 6%
                                                                                                 With Partner
                                                                                                     55%

          With Family
             17%




           Table 16.5: Age Profiles – UK Touring Visitors

                                            Male             Female                   Total

           0-9                               2%               2%                       4%

           10-14                             1%               0%                       2%

           15-18                             1%               0%                       2%

           19-24                             0%               2%                       2%

           25-34                             2%               4%                       6%

           35-44                             6%               5%                      11%

           45-54                             6%               7%                      15%

           55-64                             9%               13%                     24%

           65+                              17%               18%                     33%

           Organised Group                   2%               3%                       2%

           TOTAL                            46%               54%                     100%




HET                                                              Final Report: Worcestershire Visitor Survey 2005
                                                       59
16.05   Overnight UK Visitors

388 groups of domestic overnight visitors comprising 1119 people in total provided demographic
data, giving an average (mean) of 2.9 people per party. In 2002 the average people per party was
2.4.


   Figure 29 Demographic Profile - UK Overnight Visitors
                                                       Organised Group
                                                             3%                   Visiting Alone
                        With Friends & Family
                                                                                        9%
                                 5%
        With Friends
            9%

                                                                                                           With Partner
                                                                                                               50%


          With Family
             24%




        Table 16.6: Age Profiles – UK Overnight Visitors

                                                Male                 Female                        Total

        0-9                                     3%                       4%                        7%

        10-14                                   2%                       2%                        4%

        15-18                                   1%                       1%                        2%

        19-24                                   1%                       1%                        2%

        25-34                                   2%                       4%                        7%

        35-44                                   7%                       7%                        15%

        45-54                                   7%                       9%                        14%

        55-64                                   11%                      12%                       23%

        65+                                     13%                      14%                       27%

        Organised Groups                        1%                       0%                        0%

        TOTAL                                   48%                      54%                   100%




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16.06 Touring Overseas Visitors

43 groups of overseas visitors comprising 122 people in total provided demographic data, giving an
average (mean) of 2.8 people per party.


      Figure 30: Demographic Profile - Overseas Touring Visitors

                                                  Organised Group
                    With Friends & Family                                     Visiting Alone
                                                        5%
                             9%                                                     9%


          With Friends
              7%
                                                                                                         With Partner
                                                                                                             37%



             With Family
                33%




           Table 16.7: Age Profiles – Overseas Touring Visitors

                                            Male                Female                     Total

           0-9                              1%                      3%                         3%

           10-14                            1%                      3%                         3%

           15-18                            0%                      0%                         1%

           19-24                            2%                      3%                         5%

           25-34                            0%                      0%                         2%

           35-44                            2%                      6%                         9%

           45-54                            9%                      13%                    21%

           55-64                            18%                     17%                    39%

           65+                              10%                     11%                    17%

           Organised Group                  1%                      1%                         1%

           TOTAL                            44%                     57%                    101%

              NB: Totals may add up to more or less than 100% due to rounding




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16.07 Overnight Overseas Visitors

47 groups of overseas visitors comprising 114 people in total provided demographic data, giving an
average (mean) of 2.4 people per party. Please note that the sample size for overnight overseas
vistors is relatively small and therefore results should be treated with a degree of caution.

  Figure 31: Demographic Profile - Overseas Overnight Visitors
                                         Organised Group
               With Friends and Family         8%
                         8%                                                     Visiting Alone
                                                                                      15%
         With Friends
             12%




                                                                                                   With Partner
                                                                                                       27%
               With Family
                  30%




         Table 16.8: Age Profiles – Overseas Overnight Visitors

                                         Male              Female                   Total

         0-9                              2%                1%                       4%

         10-14                            2%                1%                       6%

         15-18                            2%                1%                       4%

         19-24                            1%                2%                       2%

         25-34                            6%                1%                      10%

         35-44                            6%                8%                      19%

         45-54                            7%                9%                      10%

         55-64                           15%                19%                     24%

         65+                              4%                10%                     14%

         Organised Group                  2%                2%                       6%

         TOTAL                           47%                54%                     101%

            NB: Totals may add up to more or less than 100% due to rounding




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                                                    62
        17.0      SOCIO ECONOMIC GROUPINGS

        17.01     Categorising the visitor

        Visitors were asked to describe the occupation of the chief wage earner in their household and to
        indicate by means of a show card which socio-economic group they thought applied. All responses
        were crosschecked with any misleading cases removed from this analysis. It is accepted that this
        method provides a rough guide to the type of visitor in the county. If a more accurate profiling of
        visitors is required, use can be made of the UK postcodes supplied for PIN analysis.

        The key to the groups is based upon the Market Research Society standards. In broad terms the
        groups are as follows.

        AB        Managerial, administrative or professional at senior or intermediate level
        C1        Supervisory, clerical (i.e. white collar), junior administrative or professional
        C2        Skilled manual worker
        DE        Semi-skilled and unskilled manual worker retired state pensioner
                  Casual earner, unemployed


                Figure 32: Socio Economic Groups


                                   DE, 16%                                                      AB, 32%




                   C2, 21%
                                                                                                C1, 32%




        The market segmentation variation is shown in Table 17.1.

Table 17.1: Socio Economic Group – Type of Visitor


                 Total        Total          Day           Touring        Overnight           Touring               Overnight
                 2005         2002         Visitors          UK              UK               Overseas              Overseas

   AB            32%           36%           33%             30%             27%                 35%                    46%

   C1            32%           36%           29%             43%             33%                 35%                    26%

   C2            21%           17%           22%             11%             23%                 27%                    17%

   DE            16%           11%           16%             16%             17%                  4%                    11%




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Across the whole of Worcestershire, just under two thirds (64%) of visitors are in the ABC1 groups.

Comparing the structure of the three domestic markets it is evident that the proportion of ABC1
visitors varies in each segment. The touring UK market in Worcestershire has 73% ABC1 visitors,
marginally higher than the overnight overseas market (72%. 62% of day visitors fall into the ABC1
category. The overseas overnight proportion of ABC1 visitors is slightly higher than the touring
overseas visitors (72% and 70% respectively).

The lowest level of ABC1 visitors lies in the domestic overnight visitor segment (60%).

The C2 and DE market comprises 37% of the market, slightly higher than in 2002. The touring
overseas market has the highest number of C2 visitors (27%) with domestic overnight visitors
having the highest proportion of DE respondents (17%), slightly higher than both day and domestic
touring visitors (16% respectively)..



Table 17.2: Socio-Economic Group

           Total    Bromsgrove          Redditch     Malvern     Worcester         Wyre        Wychavon
                                                      Hills        City            Forest

AB         32%           42%              14%         35%            28%            28%            33%

C1         32%           27%              36%         37%            30%            33%            30%

C2         21%           22%              36%         15%            23%            20%            22%

DE         16%            9%              14%         13%            19%            18%            15%

  NB: Due to the small sample size in Redditch figures should be treated with caution


Over seven out of ten (72%) of visitors to Malvern Hills were in the ABC1 group, followed by 69% in
Bromsgrove. The highest number of C2 and DE’s were found in Redditch (50%).




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                                                64
18.0    EXPENDITURE

18.01   Visitor spending in the local economy

Visitors were asked to estimate how much they and their party were likely to spend during the
whole period of their stay in Worcestershire. This included expenditure incurred on behalf of
others, i.e. friends/relatives, business colleagues. Given that visitors were being asked to recollect
their expenditures and to forecast future spending the following figures should be treated as
estimates. Studies using the diary method of keeping account of spending have shown that
visitors’ own estimates as used in Worcestershire survey are usually on the conservative side.

Visitors were asked to give a breakdown of their total expenditure according to the following
categories:

*       Accommodation
*       Eating/drinking out
*       Shopping for food
*       Shopping other goods
*       Entertainment
*       Transport/fuel
*       Other

The information on visitor expenditure in the local economy can be used as an indicator of the
economic impact of all the visitors. The samples include those who indicated that they had or did
not intend to spend anything, but exclude those who gave a "don't know" to the question. Table
18.1 shows the breakdown of all visitor segments’ expenditure by sector:


                  Table 18.1: Expenditure Breakdown - All Visitors by Sector


                                                                   2005        2002


                  Accommodation                                     29%         28%

                  Eating / drinking out                             28%         25%

                  Shopping                                          26%         28%

                  Entertainment                                     8%          8%

                  Transport / Fuel                                  8%          11%

                  Other                                             1%          0%




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The average spend for all visitors to Worcestershire is £118.95 per party per trip. With an average
party size of 2.8, the expenditure rate per person is £42.48 per day


Table 18.1 and figure 33 show that visitor spending in Worcestershire is split relatively evenly
between accommodation (29%), eating and drinking (28%) and shopping (26%) each with just over
a quarter share.


      Figure 33: Expenditure - All Visitors

                               Transport/Fuel, 8%        Other, 1%
                                                                                      Accommodation,
          Entertainment, 8%                                                                29%




      Shopping, 26%



                                                                                         Eating & Drinking,
                                                                                                28%




The figures on the following pages illustrate each market segment’s proportions and levels of
expenditure. The figures are based on all visitors’ expenditure across the whole of Worcestershire.




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18.02     Day Visitors

On average, a party of day visitors in Worcestershire spent £45.62. With an average day visiting
party size of 2.9 people, the average expenditure rate per person is £15.73 during the day. In
2002, the expenditure per party was slightly lower at £40.08.




      Figure 34: Expenditure - Day Visitors




                          Transport/Fuel, 10%    Other, 4%                         Eating & Drinking,
                                                                                          32%
         Entertainment, 15%




                                                     Shopping, 39%




                    Table 18.2: Expenditure Breakdown – Day Visitors


                                                                     2005        2002

                    Eating / drinking out                             32%         29%

                    Shopping                                          39%         41%

                    Entertainment                                     15%         14%

                    Transport / Fuel                                  10%         16%

                    Other                                             4%          1%


The 2002 Leisure Day Visits Survey, indicates that the average spend per group per day is
approximately £28 for the region. Therefore, Worcestershire receives above average the regional
spend per group.




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                                                67
18.03    Touring UK Visitors

An approximate level of spend can be seen amongst the touring party sample with an average
party size of 2.4 people. A total of £54.39 was spent per party, or £22.66 per head per trip. These
figures include those people visiting Worcestershire as part of a coach trip or tour.


This is usually a higher figure than for day visitors as this touring segment comprises visitors
making a day trip into the county from an alternative place of overnight stay outside the county, on
a holiday/ leisure/ break with friends and relations, etc.


Touring visitors have a different spending breakdown to day visitors, with more of the touring spend
going on eating and drinking and travel and transport, and sometimes a lower proportion spent on
shopping, although in the case of Worcestershire this is on a par with day visitors. The distribution
of touring visitors' expenditure is as follows.

 Figure 35: Expenditure - Touring UK Visitors



                                       Transport/Fuel, 13%
                                                                                        Eating & Drinking,
                                                                                               40%
         Entertainment, 8%




        Shopping, 40%




                   Table 18.3: Expenditure Breakdown – UK Touring Visitors


                                                                     2005        2002

                   Eating / drinking out                              40%         40%

                   Shopping                                           40%         36%

                   Entertainment                                      8%          10%

                   Transport / Fuel                                   13%         13%

                   Other                                              0%          0%

                           NB: Totals may add up to more than 100% due to rounding




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                                                  68
18.04    Overnight UK Visitors

Domestic staying visitors are those people who are on their holiday or short break and staying
within the County.


An approximate level of spend can be seen amongst the overnight party sample, staying for less
than 2 months based on all visitor using both commercial accommodation and staying with friends
and relatives. This equates to an average party size of 2.9 people. A total of £279.93 was spent
per party or £96.53 per head per overnight trip, on a par with domestic staying visitors in 2002
(£96.05). The spend per person per night is £21.94. In 2002, the total expenditure was
significantly less at £230.53.


When excluding the visiting friends and relatives market, the spend increases to £358.27 per party.
With an average party size of 3.0, this gives us an average spend per head per overnight trip of
£119.42 and average length of stay of 4.6, this equates to £25.96 per person per night, stopping in
some form of commercial accommodation.

      Figure 36: Expenditure - UK Overnight Visitors


                                        Transport/Fuel, 8%
                    Entertainment, 6%
                                                                                     Accommodation,
                                                                                         42%
        Shopping, 19%




                                            Eating & Drinking,
                                                   25%



                   Table 18.4: Expenditure Breakdown – UK Overnight Visitors


                                                                      2005        2002


                   Accommodation                                      42%          37%

                   Eating / drinking out                              25%          25%

                   Shopping                                           19%          22%

                   Entertainment                                       6%          6%

                   Transport / Fuel                                    8%          9%

                   Other                                               0%          0%



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                                                    69
18.05 Overseas Touring Visitors


As with domestic touring visitors, the overseas touring visitor will be coming to Worcestershire for a
day out but staying elsewhere outside of the county on their holiday or short break

An approximate level of spend can be seen amongst the overseas touring party sample, with an
average party size of 2.8 people. A total of £68.42 spend per party, or £24.44 per head per trip.




      Figure 37: Expenditure - Overseas Touring Visitors



                    Entertainment, 2%     Transport/Fuel, 7%
                                                                                    Eating & Drinking,
                                                                                           28%




           Shopping, 62%




                Table 18.5: Expenditure Breakdown – Overseas Touring Visitors


                                                                 2005           2002

                Eating / drinking out                            28%             34%

                Shopping                                         62%             41%

                Entertainment                                        2%          16%

                Transport / Fuel                                     7%          8%

                Other                                                0%          1%

                 NB: Totals may not add up to 100% due to rounding




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                                                 70
18.06 Overseas Overnight Visitors


A total of 47 overnight overseas visitors, including those staying with friends and family provided
details of how much they spent in Worcestershire. The figures below again provide only an
indication of how overseas staying spend compares with that of domestic visitors based on a
relatively small sample.


The spend estimated for all overnight overseas visitors is calculated to be £407.43 per party. With
an average party size of 2.4 people, £169.76 was spent per head per overnight trip by overnight
overseas visitors. The total expenditure per party in 2002 was lower at £372.12 with a higher
average spend per head per overnight trip of £195.85.


As with domestic staying visitors, when excluding the visiting friends and relatives market, the
spend increases to £543.58 per party. With an average party size of 2.5, this gives us an average
spend per head per overnight trip of £217.43. with an average length of stay of 5.4 nights, totalling
£40.26 per person per night, stopping in some form of commercial accommodation.



   Figure 38: Expenditure - Overseas Overnight Visitors



                                        Transport/Fuel, 6%                             Accommodation,
               Entertainment, 6%
                                                                                            32%

      Shopping, 24%




                                                      Eating & Drinking,
                                                             31%



               Table 18.6: Expenditure Breakdown – Overseas Overnight Visitors

                                                               2005             2002

              Accommodation                                     32%              26%

              Eating / drinking out                             31%              14%

              Shopping                                          24%              37%

              Entertainment                                     6%                5%

              Transport / Fuel                                  6%               18%

              Other                                             0%               0%
                 NB: Totals may not add up to 100% due to rounding
18.07    Expenditure per Market Segment

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Thus, in summary, the differing levels of spend per market segment are:



            Table 18.7: Expenditure by Market Segments


            Total Spend All Visitors           £42.48 Per Person Per Day


            UK Day Visitor                     £15.73 Per Person Per Day

            UK Touring (staying outside of
                                               £22.66 Per Person Per Day
            the county)

            UK Overnight - ALL                 £96.53 Per Person Per Trip
                                               £21.94 Per Person Per Night

            UK Overnight – Commercial          £119.42 Per Person Per Trip
            Accommodation
                                               £25.96 Per Person Per Night

            UK Overnight - VFR                 £43.36 Per Person Per Trip
                                               £11.12 Per Person Per Night

            UK Overnight – Serviced            £136.04 Per Person Per Trip
            Accommodation (hotels B&B
            etc)                               £45.35 Per Person Per Night

            UK Overnight – Self-Catering       £88.22 Per Person Per Trip
            (camping/caravan/cottages etc)
                                               £17.64 Per Person Per Night

            Overseas Touring (staying
                                               £24.44 Per Person Per Day
            outside of the county)

            Overseas Overnight - ALL           £169.76 Per Person Per Trip

            Overseas Overnight                 £217.43 Per Person Per Trip
            (Commercial Accommodation)
                                               £40.26 Per Person Per Night

            Overseas Overnight - VFR           £136.67 Per Person Per Trip
                                               £12.42 Per Person Per Night

            Overseas Overnight – Serviced      £203.65 Per Person Per Trip
            Accommodation (hotels B&B
            etc)                               £56,57 Per Person Per Night

            Overseas Overnight – Self-         £126.88 Per Person Per Trip
            Catering
            (camping/caravan/cottages etc)     £13.64 Per Person Per Night




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                                              72
19.0     ADDITIONAL ANALYSIS


All data from the survey is now held on the Heart of England Tourism Database. It is therefore
possible to provide additional specific analysis by other attributes not initially considered, such as
by age, county of origin, more detailed town breakdowns, etc. These are excluded from the main
report simply because the report could be tripled in size by including every permutation, and it
would take twice as long to produce. Further analysis of the data can be undertaken at a
negotiated cost, with the output being in the form of either working tables or written report.




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                                                 73