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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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.
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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.
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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.
HET Final Report Worcestershire Visitor Survey 2005
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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
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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%).
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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
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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
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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.
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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
HET Final Report Worcestershire Visitor Survey 2005
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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
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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%).
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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.
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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%).
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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.
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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.
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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.
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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
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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
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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).
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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
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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.
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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
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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
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• 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.
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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
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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
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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%).
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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%
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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
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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
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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%
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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
HET Final Report: Worcestershire Visitor Survey 2005
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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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63
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%
HET Final Report: Worcestershire Visitor Survey 2005
65
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.
HET Final Report: Worcestershire Visitor Survey 2005
66
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.
HET Final Report: Worcestershire Visitor Survey 2005
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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
HET Final Report: Worcestershire Visitor Survey 2005
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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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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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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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71
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
HET Final Report: Worcestershire Visitor Survey 2005
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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.
HET Final Report: Worcestershire Visitor Survey 2005
73
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