Tourism Performance and Trends. Sharon Orrell March 2018

Transcription

1 Tourism Performance and Trends Sharon Orrell March

2 A quick update on tourism performance 2

3 Domestic overnight tourism in 2017 England Domestic Overnight Tourism January November 2017 Trips +1 % / Spend +2% Trips Holiday +5% VFR -2% Business 0% Spend Holiday +6% VFR 0% Business -4% Source: GBTS 3

4 Apr-06 Jul-06 Oct-06 Jan-07 Apr-07 Jul-07 Oct-07 Jan-08 Apr-08 Jul-08 Oct-08 Jan-09 Apr-09 Jul-09 Oct-09 Jan-10 Apr-10 Jul-10 Oct-10 Jan-11 Apr-11 Jul-11 Oct-11 Jan-12 Apr-12 Jul-12 Oct-12 Jan-13 Apr-13 Jul-13 Oct-13 Jan-14 Apr-14 Jul-14 Oct-14 Jan-15 Apr-15 Jul-15 Oct-15 Jan-16 Apr-16 Jul-16 Oct-16 Jan-17 Apr-17 Jul-17 Oct-17 In context: domestic tourism over the past decade Trips (m) 55 Domestic Overnight Tourism in England Rolling 12 Month Trend Holiday VFR Business 5 Source: GBTS 4

5 Short breaks have been a key driver of volume growth Trips (m) Domestic Holiday Visits in England by length 2017 YTD 1-3 nights +7% nights +2% estimate 1-3 nights 4+ nights Source: GBTS 2017 estimate is based on Jan-Nov trends 5

6 2016 was a record year for inbound tourism, with 4% more trips and 2% more expenditure than in ,000 Inbound Tourism to the UK m trips 30,000 30, bn 25,000 20,000 20,000 15,000 10,000 10,000 5, Trips Spend Source: IPS 6

7 and 2017 looks set to break those records UK Inbound Tourism January October 2017 Trip Volumes +5% All Trips / 10% Spend Holiday +13% VFR +5% Business -4% EU +2% North America +11% Rest of World +16% 7

8 7 Trends for Tourism 8

9 1. The Changing Demographic Landscape 9

10 USA Australia Japan Canada South Korea Sweden UK Denmark Germany Italy France Hungary Spain Czech Rep Netherlands Poland Russia China Turkey India Brazil South Africa The ageing society Ratio of population aged 65+ per 100 population aged (f) 2045 (f)

11 11

12 2. Filter Bubble 12

13 Canada USA South Korea Australia Japan Spain France Finland Denmark Italy Ireland Sweden Poland Netherlands Germany GB Czech Rep Malaysia Russia Mexico Thailand Brazil Turkey South Africa China India Indonesia The filter bubble has its advantages How interested would you be in a service that suggested a holiday and itinerary of activities based on your interests and budget % who are very interested or quite interested 100% 80% 60% 40% 20% 0% FF Online Research Base: online respondents per country aged (Indonesia & S. Africa 16-54), 2016 February 13

14 but we ll need to burst it to drive growth VisitDenmark draws attention to attractions by using the on-trend #hygge hashtag Helsinki Secret Residence invites influencer on a experiential trip to the Finnish capital 14

15 3. The Death of Risk A lot of people will do a fair bit of research to make sure they don t waste any time. I didn t do that once and spent the entire weekend feeling as though I was missing out on something, but couldn t quite put my finger on what. Since then I ve done fairly thorough research for every trip I ve gone on. (FEMALE, 27, SWEDEN) 15

16 South Korea Australia Canada USA Ireland Spain Italy Hungary Czech Rep Poland France Germany GB Finland Denmark Sweden Netherlands Russia China South Africa Turkey Mexico Brazil Indonesia India Researching and planning are an important and exciting part of travel When I plan a trip abroad, I find out as much as I can about the destination before I go % who agree or agree strongly 100% 80% 60% 40% 20% 0% FF Online Research Base: online respondents per country aged (Indonesia, Mexico & S. Africa 16-54),

17 Implications and Case Studies It s getting easier and easier to see what places look like, to hear about other people s experiences prior to your travel. I think that s why places that used to be fairly non-ubiquitous are becoming more and more popular tourism destinations. NICK LARSON, HEAD OF PLATFORM AT TIMELOOPER The Margaret River Region has curated a number of tours and itineraries to make sure guests don t miss out on local gastronomy spots 17

18 though this doesn t mean the end of spontaneity I often make leisure plans at the last minute % who agree strongly or agree 100% 80% 60% 40% 20% 0% Spain USA GB France Sweden Japan China FF Online Research Base: online respondents per country aged 16+ (China 16-64), 2015 September 18

19 4. Conversational Commerce We communicate with our travel agent via WhatsApp and send everyone the info of the trip also via WhatsApp. I won t sign into any website but would go through this conversational process with a trusted partner, then later on go to the agency just to swipe the credit card. MALE, 64, GERMANY 19

20 South Korea Australia Canada USA Japan Spain Italy Netherlands Germany Ireland Finland Sweden Denmark GB Czech Rep Poland France Thailand Malaysia South Africa Mexico China Indonesia India Brazil Turkey Russia Use of messaging apps is widespread around the world Which of these websites/mobile apps have you used in the last month, via any device? Any instant messaging site/app, local to market 100% 80% 60% 40% 20% 0% FF Online Research Base: online respondents per country aged (Indonesia & S. Africa 16-54), 2016 February 20

21 A new way of conversing with travellers Interrail is using Facebook Messenger and WhatsApp to communicate with travellers planning or currently on an Interrailing trip Expedia launched a skill for Alexa to allow trips to be booked and managed via voice control 21

22 5. Performative Perfection Checking in and sharing this on Facebook is seen as a status symbol and people usually only check in at glamorous, non-trivial places and when doing something special. FEMALE, 27, FRANCE 22

23 Japan USA Australia Canada South Korea Poland Sweden GB France Italy Spain Finland Germany Ireland Denmark Czech Rep Netherlands China Russia Indonesia Turkey India Thailand Malaysia Brazil Mexico South Africa The importance of self-presentation I wish I could be more like the person I describe myself as on social media % who agree or strongly agree 100% 80% 60% 40% 20% 0% FF Online Research Base: All social networkers among online respondents per country aged (Indonesia & S. Africa 16-54), 2016 February 23

24 Enabling performative behaviour W Hotels in the US and GB has launched a set of branded geofilters on Snapchat for their guests. The filters turn the guest s snaps into a postcard to share with followers. Organisations such as Aperture Tours, as well as locals in various destinations are organising photo walks 24

25 6. The Pursuit of Real People don t want to think of themselves as tourists nowadays, they want to think of themselves as travellers. They have an increasing desire to have tea where local Londoners go, or visit Indian restaurants where the Indian ex-pats eat. NICK LARSON, HEAD OF PLATFORM AT TIMELOOPER 25

26 Australia South Korea Canada USA France Poland Spain Denmark Ireland Italy Finland Czech Rep Sweden Netherlands Germany Hungary GB China Turkey India Mexico Indonesia Brazil South Africa Russia Seeking out the authentic culture of a place is a global wish When I go on holiday, the most important thing for me is to experience the authentic culture of a place % who agree strongly or agree 100% 80% 60% 40% 20% 0% FF Online Research Base: online respondents per country aged (Indonesia & S. Africa 16-54), 2015 February 26

27 Experiencing England and English Life Meeting locals The Islanders they are different I want to go the pub with them and talk to find out about their lives why they get up in the morning (GER) Doing the things locals do For the cricket, I don t need to see the highest level, but just more ordinary just to get the feel of ordinary people - it s even nicer. (NL) In England you go on little strolls, really, walking from one shop to the next. You can walk forever and ever along the beach (GER) Eating and drinking what locals do I like the crazy breakfast and the fish & chips and greasy heavy pies and all that. Going out to eat I have to order it just to find out what it is (NL) 27

28 though we re not rejecting the icons quite yet! 28

29 7. The Leisure Upgrade We have had a lot of what I call professional reality TV programs like MasterChef and The Great British Bake Off. What we see are people that are amateurs trying to be professional more of the time and participating in that, and also using their hobby more often as a tourism experience. IAN YEOMAN, TOURISM FUTURIST 29

30 Canada USA Australia South Korea Japan Poland Czech Rep France Italy Spain Germany Ireland GB Denmark Netherlands Sweden Finland Russia Mexico Indonesia Turkey South Africa Brazil Malaysia China India Thailand There s more to free time than having fun Entertainment should be about learning new things as much as simply having fun % who agree strongly or agree 100% 80% 60% 40% 20% 0% FF Online Research Base: online respondents per country aged (Indonesia & S. Africa 16-54), 2016 February 30

31 from Airbnb experiences to integrated holiday offerings 31

32 Find out more at 32