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Cotswolds destination report
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VisitEngland Destination tracker:• Since April 2015, the national tourist boards of VisitEngland, VisitScotland and VisitWales have
been tracking visitor perceptions of holiday destinations across GB in a single research vehicle.
• Data in this report is from April 2015 – September 2016
• This study explores behavioural and experience measures such as, visitation, spend, stay length, satisfaction and advocacy within individual destinations. As well as the imagery perceptions of each destination.
• In the report there are 3 samples for comparison; those from whom this destination was the most recently visited, those who claim to visit a countryside destination at C52 and finally a GB average.
• All respondents are GB holiday takers, having taken a GB break in the past 12 months or are expecting to in the next 12 months. This accounts for approx. 49% of the population.
• Significant differences will be indicated by a black↑/orange↓ arrow against countryside destinations and a blue↑/red↓ against GB.
• This report provides a snapshot of:1. A demographic split of destination visitors2. The behaviours exhibited at the destination: How loyal are they to the destination and how satisfied were they
with their trip?3. How GB holiday makers perceive this destination and how does it compare with others?
• Finally there is a summary of findings.
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Who is visiting?
JUST OVER HALF OF GB DOMESTIC HOLIDAY MAKERS HAVE VISITED THE COTSWOLDS, THE MAJORITY OF WHOM VISITED OVER A YEAR AGO WITH A LARGE PROPORTION VISITING OVER 3 YEARS AGO. VISITORS TO THIS DESTINATION ARE MORE LIKELY TO COME FROM LONDON OR THE MIDLANDS.
Base: Cotswolds reduced destination list n=693 Cotswolds last 3 years reduced destination list n=344 Countryside destination n= 1695 Total base n=12771
15%
18%36%
30%Within 6 months
7 - 12 months
1 - 3 years
>3 years
Ever Visited Cotswolds:
*Please note respondents can have visited more than one destination in the last 3 years
Gender Cotswolds Countryside Great Britain
Male 50% 48% 49%
Female 50% 52% 51%
Region of origin
Cotswolds Countryside Great Britain
Wales 5% 6% 5%
Scotland 4%↓↓ 9% 9%
North East 2%↓ 5% 4%
North West 13% 11% 11%
Yorkshire/ Humberside
6%↓ 10% 9%
East Midlands 5% 8% 7%
West Midlands 12%↑ 8% 9%
East Anglia / East of England
10% 9% 10%
Greater London 17%↑↑ 11% 13%
South East 17% 15% 14%
South West 9% 9% 9%
Visited destination in the last 3 years
Time since last visit
56%
Age Cotswolds Countryside Great Britain
18-24 12% 12% 14%
25-34 17% 14% 16%
35-44 17% 18% 17%
45-54 18% 19% 18%
55-64 18% 14% 15%
65+ 19% 23% 20%
Significant differences will be indicated by a black↑/orange↓ arrow against countryside destinations and a blue↑/red↓ against GB
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44%
19%
10%
2%
1%
Great Britain
25%
16%
24%
4%
1%
Countryside
Where are they staying? – among most recent visitors
Accommodation Quality Cotswolds Countryside Great Britain
1 star 0% 1% 1%
2 star 5% 4% 6%
3 star 29% 29% 36%
4 star 42%↑ 35% 33%
5 star 14%↑ 11% 7%
Don’t know/ Can’t Remember
10%↓↓ 21% 17%
VISITORS TO THE COTSWOLDS ARE MORE LIKELY TO USE HOTELS THAN THOSE TO OTHER COUNTRYSIDE RESORTS; HOTEL USE IN THE COTSWOLDS IS MORE IN LINE WITH THE GB AVERAGE. VISITORS TO THE COTSWOLDS ARE ALSO MORE LIKELY TO CLAIM THEY STAYED IN 4-5 STAR ACCOMMODATION.
Base: Most recently visited destination n=139 Countryside destination n= 1695 Total base n=12179 Question name: In tables
Accommodation Quality Average (claimed)
3.7 Star
Countryside average:
GB average:3.7 Star 3.5 Star
43%
28%
13%
3%
3%
Hotel
Bed and breakfast / guesthouse
Self-catering in rentedhouse or flat
Caravan(touring/campervan/mot…
Someone else’s home on a commercial basis (e.g. …
Cotswolds
Accommodation type (top 5)
Significant differences will be indicated by a black↑/orange↓ arrow against countryside destinations and a blue↑/red↓ against GB
↑
↑
↓
↑
↑↑
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Consideration, satisfaction & intention to visit
THE COTSWOLDS HAVE VERY LOW LEVELS OF REJECTION COMPARED TO OTHER DESTINATIONS ACROSS GB. THE SATISFACTION AND LIKELIHOOD TO REVISIT AMONG VISITORS IS IN LINE WITH WHAT WE CAN EXPECT FROM A COUNTRYSIDE DESTINATION. IN COMPARISON TO THE REST OF THE COUNTRY, THE RATE OF CONSIDERERS IS CONSIDERABLY HIGHER.
Countryside destination average*Cotswolds destination average
Loyal (I often/sometimes take holidays there and intended to in the
next year/couple of years)
20% 16% 17%
Considerers (I have been/never been to this destination before but would
like to in the future)
58% 49% 48%
Rejecters(I have been/never been to this destination before and am
not likely to do so in the future) 16% 27% 26%
Satisfaction 52% 54% 48%
Likelihood to revisit (C88) 8.4 8.3 8.4
Base n= 693/139 1695 12179
Great Britain destination average*
Base: In table Asked of all Cotswolds shown on rotation from reduced destination list / Most recently visited destinationQuestion name: In tables
Loyalty Ladder
* Averages taken manually from averaging each destination, not via nett.
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Countryside GB
87% 81%
80% 74%
74% 71%
66% 69%
65% 67%
70% 68%
67% 67%
74% 72%
71% 68%
73% 71%
66% 63%
66% 68%
67% 69%
63% 66%
67% 67%
Destination attribute satisfaction – among visitors to the Cotswolds
93%
83%
83%
80%
79%
74%
74%
73%
72%
72%
71%
69%
66%
64%
63%
The quality of the natural environment
The quality of food & drink
Its history and heritage (famous buildings, castles, monuments)
Being welcoming and friendly
The quality of accommodation options
Offering a distinctive, authentic experience
The availability of individual/independent local shops
The ease of getting to the destination
The customer service given
The availability of information about this destination before you getthere
The ease of getting around the destination
The availability of information about this destination once you're there
The range of attractions and things to do
Its overall value for money
Having a good range of outdoor activities
Destination attributes difference analysis
Base: Cotswolds n=162, Countryside =1695 Total n=12179 Question name: C90 Destination attributes
VISITORS SCORE THE COTSWOLDS HIGHER THAN OTHER COUNTRYSIDE DESTINATIONS FOR QUALITY OF NATURAL ENVIRONMENT, THE QUALITY OF FOOD AND DRINK, ITS HISTORY AND HERITAGE, AND THE AVAILABILITY OF INDEPENDENT LOCAL SHOPS. IT HAS NO NOTABLE DEFICIENCIES AGAINST OTHER DESTINATIONS OF ITS TYPE.
Significant differences will be indicated by a black↑/orange↓ arrow against countryside destinations and a blue↑/red↓ against GB
↑↑
↑↑
↑↑
↑↑
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Great Britain*
45%
43%
51%
41%
52%
40%
41%
37%
33%
35%
35%
39%
40%
30%
Destination attribute perception - among GB holiday makers
74%
59%
53%
53%
51%
45%
41%
40%
34%
33%
32%
25%
22%
14%
Rural
Family
Food and Beverage
Relax
Friends
Nature
Historic
Sports
Adventure Sport
Festivals
Arts
Shopping
Coastal
Seaside
Thematic images endorsement
Family
Festivals
ArtSportsRural
History
Nature
Base: Cotswolds n=308 Total n=12179 Question name: C90 Destination attributes
AMONG DOMESTIC TOURISTS ACROSS GB THE COTSWOLDS IS SEEN AS A BEAUTIFUL AND RELAXING RURAL DESTINATION FOR THE FAMILY. THE QUALITY OF ACCOMMODATION IS ALSO A STAND OUT- AS A DESTINATION, IT IS VIEWED AS BEING MORE FOR THE OLD AND LESS FOR THE YOUNG.
77%
75%
72%
68%
68%
66%
65%
64%
64%
57%
56%
56%
55%
52%
49%
48%
48%
45%
39%
21%
Beautiful
Relaxing
Quality accommodation
Traditional
Lots to see and do
Welcoming
Authentic
Romantic
Distinct identity
Upmarket
For all seasons
Easy to get to
Breath taking
Fun
More for the old
Stylish
Value for money
Out of the ordinary
Exciting
More for the young
Perceptions of Destination Great Britain*
57%
60%
64%
54%
66%
61%
61%
44%
62%
36%
54%
50%
48%
56%
39%
40%
51%
42%
46%
33%
* Averages taken manually from summing each destination, not via nett.
Stat
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ho
wn
as
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oar
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ase
see
nex
t sl
ide
↓
↓
↓
Significant differences will be indicated by a black↑/orange↓ arrow against countryside destinations and a blue↑/red↓ against GB
↑
↑
↑
↑
↑
↑
↑
↑
↑
↑
↑
↑
These questions ask how destinations are perceived generally, not how each was rated on a recent trip. The question is asked of visitors and non-visitors.
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The theme boardsAnd their “nicknames” used in analysis + plus the 20 words evaluated
Shopping
Seaside
Rural
Relax
Nature
Historic
Adventure Sports
Arts
Coastal
Family
Festivals
Food & drink
Friends
Word associations (E40/45)
• Beautiful• Breath-taking• Distinct culture• Traditional• Authentic• Relaxing• Quality accommodation• Fun• Friendly• Romantic• Surprising• Exciting• Out of the ordinary• Value for money• For all seasons• Stylish• More for the old• Easy to get to• Upmarket• More for the young
Image boards (E30/35)
Rural
99
Summary: Cotswolds• Just over half of domestic holiday makers have taken a trip to the Cotswolds.
• The destination particularly attracts visitors from the West Midlands and London.
• Despite being a countryside destination, the accommodation choices made by visitors to the Cotswolds is more in line with GB generally.
• Many visitors opt for hotels, and often these are thought to have a higher star rating than elsewhere in the country.
• Among the domestic holiday maker market generally, the Cotswolds is recognised as having good quality accommodation.
• The Cotswolds has levels of satisfaction comparable to other countryside destinations, but enjoys a very low level of rejecters.
• This destination is perceived more positively than other countryside destinations, over indexing for quality of environment, food and drink and also history and heritage. There is no perceptive statement among visitors that is significantly lower than other countryside destinations.
• A watch out: Among the broader domestic holiday maker, the Cotswolds could be considered a destination for older visitors, scoring significantly lower than the rest of GB on the “for the young” statement.
