Scotland Visitor Survey 2011 & 2012Summary of 2011 Results

Insight Departmentresearch@visitscotland.com

(Information published January 2012)

Purpose• The purpose of this document is to highlight key results from the Scotland Visitor Survey• The 2011 Scotland Visitor Survey was conducted for VisitScotland by TNS-RI with fieldwork

during the summer (please note that this is not a year round survey but concentrates on people who visited Scotland for an overnight trip during June – September. An online survey was in field July - October)

• The aim of the survey is to update information held on visitors to Scotland by speaking to visitors whilst they are here in Scotland, and following up on their experiences of Scotland on their return home

• The survey will take place over 2 years – with visitors interviewed in 7 areas in 2011 and a further 7 areas in 2012

• Results of this visitor survey should be seen in conjunction with other Monitors which measure volume and value of visitors & take place at a national level (The Great Britain Tourism Survey and the International Passenger Survey. Details on www.visitscotland.org within the Tourism Statistics section)

• This PowerPoint summarises key points from the visitor survey. National and regional fact sheets are also available as PDF documents as well as a podcast of the key results.

• Key results within this presentation can be used by businesses to help understand Scotland’s visitors and to aid business planning

For more Facts and Insights please see the Research and Statistics section of

www.visitscotland.orgresearch@visitscotland.com

DisclaimerVisitScotland has published this report in good faith to update stakeholders on its activity. VisitScotland has taken all reasonablesteps to confirm the information contained in the publication is correct. However, VisitScotland does nor warrant or assume any legal liability for the accuracy of any information disclosed and accepts no responsibility for any error or omissions.

Scotland Visitor SurveySummer 2011 Results

Agenda

1 Setting the scene

2 About the survey

3 The Visitor Journey

4 Overall Satisfaction

5 In Summary

6 Actions - Areas for discussion

Setting the SceneWhat is happening in the UK holiday market?

Market situation

• Over the past year (2011), domestic tourism has been increasing, countered by a decline in visits from overseas visitors

• In the longer term, there has actually been a gradual decline in domestic holidays, but this rise in the last few years is a result of the increasing popularity of “staycation” holidays;

• Substituting an overseas trip for domestic holiday

• Affordability

• Localisation of holidays - Scots holidaying in Scotland

• Economic situation

• Huge uncertainties going forward

• Will the rise in domestic tourism continue?

Largest net decreases

What’s driving the additional domestic trips in Scotland?

Largest net increasesSource: GB Tourism Survey 2010

Jan –Aug 2010 vs. Jan-Aug 2011 holiday data. % difference between key holiday characteristics – green/brown shades denote increases in 2011

About the Visitor Survey

Visitor Survey Background4,520 Face to face short interviews with visitors across 7 regions of Scotland. The

main purpose was to collect email addresses. Face to face interviews took

place between June & September

Online survey sent to email addresses between July and October

1882 online surveys completed about trips taken in Scotland

Results weighted to reflect the real proportion of UK/Overseas visitor to each

of the 7 regions*

7 Regions interviewed in. Robust online response in

each region.Edinburgh City (301)

Highlands (307)Cairngorm National Park

(236) Glasgow City (308)

Scottish Borders (158)Argyll and Isles (262)

Fife (310)

ONLINE SURVEY

EMAIL COLLECTED

DURING VISITORS HOLIDAYS

1882 COMPLETEDINTERVIEWS

RESULTS ANALYSED &

WEIGHTED

Further information available on weighting. Remaining regions planned for 2012 interviewing: Stirling & wider Forth Valley, Loch Lomond and the Trossachs, Aberdeen City and Shire, Perth and Perthshire, Angus & Dundee, Dumfries & Galloway, Ayrshire and the Isle of Arran

WeightingResults weighted to reflect the proportion of UK/Overseas visitors to each region

• To ensure a robust sample of Overseas visitors was recruited, quotas were set at the recruitment stage to achieve 40% Overseas visitors, 60% UK visitors. The 40-60 split was set because overseas visitors are more prevalent in the summer months.

• On completion of the follow up Online survey, it was deemed necessary to weight the results to reflect the real proportions of Overseas/UK visitors for each of the 7 selected regions.

• The ratio of UK/Overseas overnight leisure visitors per region was calculated using overnight leisure visitor figures for Quarter 3 Jul-Sept, from the International Passenger Survey (2007-2010) and UK Tourism Survey (2007-2010) .To take account of yearly differentials in visitor numbers, 5yr average figures were used.

• Some of the regions specified in the survey slightly differed from the areas covered in GBTS and IPS. In these cases, best estimates of the UK/Overseas ratio was applied.

Reporting by region

Edinburgh City

Highlands

Cairngorm National Park

Results are shown for each of the 7 regions interviewed in, and include anyone who visited these areas.

This is the first year of a larger study and focuses on 7 regions in Scotland. We are therefore referring to any combined figures for these regions as ‘Proxy Scotland’.Glasgow City

Argyll & Isles

Borders

Fife

‘Proxy Scotland’

Profile: Country of origin of Respondents

UK68%

Overseas32%

Edinburgh

Highlands

Cairngorm Na-tional Park

Argyll & Isles

Fife

Glasgow

Borders

50%

70%

70%

85%

77%

55%

81%

50%

30%

30%

15%

23%

45%

19%

UK Overseas

Proxy Scotland

In which of the following countries do you live? Unweighted base : All respondent s(1882) Note; base weighted to reflect real proportions of UK to Overseas

UK visitors particularly prominent in Argyll and Isles, Fife and Borders. Edinburgh and Glasgow had the highest proportion of Overseas visitors

Proportions reflective of UKTS/IPS Q3

figures

Profile: Demographics by region

Male

Female

16-24

25-34

35-44

45-54

55-64

65+

0%

48%

52%

11%

21%

20%

21%

18%

9%

Proxy Scotland

Higher proportion of females amongst overseas respondents (57%)

Higher proportions of 16-24 and 25-34 amongst first time visitors (19% 16-24, 29% 25-34)

Across the regions, Glasgow had the highest proportion 16-34 (45%). Higher proportion of 65+ in the Borders. Over half of Cairngorm

visitors 25-44s age group.

Profile: Demographics by region

Proxy

Scotland

Edinburgh

Highlands

Cairngorm National

Park Argyll &

Isles Fife Glasgow Borders Male 48% 46% 49% 52% 50% 47% 45% 54%

Female 52% 54% 51% 48% 50% 53% 55% 46%

16-24 11% 15% 11% 6% 6% 8% 16% 8%

25-34 21% 26% 24% 28% 23% 23% 29% 22%

35-44 20% 18% 21% 26% 21% 21% 18% 18%

45-54 21% 19% 20% 21% 23% 19% 15% 21%

55-64 18% 15% 17% 12% 21% 18% 16% 16%

65+ 9% 7% 7% 7% 6% 11% 6% 15%

Profile: Demographics – UK vs. Overseas

Proxy

Scotland UK Overseas First time Repeat visit

Male 48% 50% 43% 46% 49%

Female 52% 50% 57% 54% 51%

16-24 11% 7% 19% 19% 7%

25-34 21% 20% 26% 29% 18%

35-44 20% 22% 15% 19% 21%

45-54 21% 22% 19% 16% 23%

55-64 18% 19% 16% 13% 20%

65+ 9% 10% 6% 3% 11%

First time vs. Repeat visitorFirst time visitors more likely in the city destinations

Q4 Was this your first holiday or short break in Scotland? Unweighted base : All respondents - Total 1882 , Edinburgh1139, Highlands 1027, Cairngorms 506, Argyll & Isles, 540 , Fife 564, Glasgow 740, Borders 367)

Proxy Scotland

Edinburgh

Highlands

Cairngorm Na-tional Park

Argyll & Isles

Fife

Glasgow

Borders

32%

44%

32%

27%

21%

24%

41%

19%

68%

56%

68%

73%

79%

76%

59%

81%

First trip Repeat visitor

Region visited

Repeat visitors – Frequency of visiting Scotland

Q5 How often, on average, do you take holidays or short breaks in Scotland? Unweighted base : All respondents not on first trip- Total 1153

4% 5%

15%

29%22%

12%

13%

1% At least once a month

Every 1 to 2 months

Every 3 to 6 months

Every 6 months to 1 year

Every 1 to 2 years

Every 3 to 5 years

Less often

Not sure

UK 46% visit generally visit once a year

0.03

0.08

0.2

0.22

0.43

0.04

Overseas11% visit generally visit once a year

Origin is a main determinant of frequency of visits to Scotland

Dreamingmotivators/influencer

Planning &Booking

Experiencing ScotlandSharing

Overall Visitor Experience

The Visitor Journey

Dreaming motivators/ influencers

Why visit Scotland?

What are my connections with Scotland?

Dreaming

Motivators/influencers

Why visit Scotland?

Dreaming

Key motivators for visiting ScotlandScenery, history and previous experience are big draws for all visitors to Scotland. Amongst Overseas visitors, recommendations and Scotland's reputation for friendly people also add to the appeal.

Dreaming

See the scenery/landscape

58%

To learn more about

history/culture Scotland 31%

Been before I know it well

30%

Recommendedto me 21%

(Overseas 29%)

Scotland's reputation for friendly people 18%

(Overseas 29%)

Family connections 20%

Special occasion

12%

Good value for money

10% (Predominately

UK)

To visit a particular attraction

9%

Q17 Why did you choose Scotland for this trip? Base: All respondents (1882) – Proxy Scotland figures

Found a good accommodation deal 8%

Preference to holiday in own country(Scots only) 8%

Key motivators to each region

Q18 Why did you choose to visit this area on your trip? Base: All respondents who visited this area

Motivators varies between regions, although city destinations share similarities in regions for visiting .

Dreaming

Edinburgh

City The

Highlands The

Cairngorms Argyll & the Isles Fife

Glasgow City

Scottish Borders

Particular interest in scenery 22% 57% 45% 49% 28% 14% 35% Particular interest in history of this area 27% 23% 8% 14% 17% 17% 16%

Recommendation 23% 22% 18% 19% 14% 20% 10%

Particular attraction 28% 20% 17% 22% 23% 22% 16%Area I know well 20% 20% 26% 22% 19% 16% 17%

Specific activities available 6% 18% 23% 14% 12% 5% 16%

Undertake a particular activity 9% 15% 17% 17% 6% 12% 16%

Accommodation deal 6% 10% 9% 14% 6% 8% 7%

Tourist Board brochure 7% 8% 10% 7% 6% 8% 4% Family connections 10% 7% 5% 3% 15% 14% 11%

Particular accommodation 4% 4% 4% 9% 6% 5% 9% Special occasion 7% 2% 2% 4% 4% 5% 5% A book featuring this area 5% 6% 4% 3% 3% 2% 4% A movie/film featuring the area 2% 6% 0% 0% 0% 2% 1%

Green shade denotes highest motivators

within region

Key motivators for each region

Q18 Why did you choose to visit this area on your trip? Base: All respondents who visited this area

Dreaming

Edinburgh City

Highlands

Glasgow City

Borders

Fife

Cairngorm National

Park

Argyll & Isles

Argyll & Isles

Particular attractions (28%) including Edinburgh Castle, Military Tattoo, Edinburgh Festivals) . Also, Interest in history of the area (27%) andRecommendations (23%) mentioned.

Predominately scenery (57%).History of area (23%), recommendations (22%), know the area (20%)Particular attractions included Loch Ness and the whisky distilleries

Predominately scenery (45%). Many already familiar with the area (26%)Specific activities (23%) included cycling, hiking and walking

Predominately scenery (49%). Some already familiar with the area (22%). 19% mentioned a recommendationWalking and hiking were mentioned as particular activities

Scenery was attractions amongst some (27%), but less so than other areas. 19% were familiar with the area. St Andrews was a particular attraction in Fife. Higher proportion of family connections compared other regions (15%)

Particular attractions (22%) included museums, Mackintosh Connections and Kelvingrove museum. Higher proportion of family connections compared other regions (14%).

Scenery was attractions amongst some (35%), but less so than other areas. Particular attractions (16%) included Abbeys. Particular activities (16%) included mountainbiking and walking

Connections with Scotland

Yes (Net)

Friends live here

Family live here

Ancestors lived here

Visited many times Have lived in Scotland be-

fore Went to university/school

here Have done business here

OtherNo connections with Scot-

land

63%

22%

23%

15%

13%

9%

6%

6%

5%

37%

UK: 72% with connectionsOverseas: 50% with connections

Q10 Before your trip, did you already have connections with Scotland? Unweighted base : All respondents who do not live in Scotland 1599 – Proxy Scotland figures

Dreaming

46% agree “I feel nostalgic about my

childhood holidays and would like to revisit places

I've been to” (16% strongly agree)

63% of visitors had “connections” with Scotland

Connections by regionConnections with Scotland highest for those visiting the Borders, Fife and Cairngorm National Park

Q10 Before your trip, did you already have connections with Scotland? Unweighted base : All respondents who do not live in Scotland 1599

Edinburgh Highlands Cairngorm National Park

Argyll & Isles Fife Glasgow Borders

57% 59%67%

62%67%

55%

70%

I chose to holiday in Scotland as it is less expensive to travel to than other destinations

I chose Scotland as it offers good value for money

I reduced the length of my trip to save money

I left booking a holiday or break to the last minute in the hope of get -ting a better deal

I deliberately chose Scotland because it has a good reputation in sus-tainable tourism

I made an effort to reduce my carbon footprint

I chose to stay in accommodation with green credentials

I made a point of choosing an environmentally responsible tour operator

I offset my carbon footprint

16%

14%

6%

3%

11%

8%

7%

2%

1%

Chart TitleEconomic influences

Environmental influences

Other influencers for visiting Scotland Finances continue to be a consideration in decision making

Q19: Thinking of the decisions you made when you were planning your trip in Scotland, which of the following environmental and economic aspects, if any, apply to you... Base: All respondents (1882)– Proxy Scotland figures (figures relating to ‘on trip’ activities hidden for purpose of chart) Q43: Finally, please indicate how much you agree or disagree with each of the following statements; Base: All respondents (1882)– Proxy Scotland figures.

18% agree “When going on holiday, I like to go to the same place year after year because you know what to expect” (7% strongly agree)

41% agree “I expect to spend a bit less on holidays and breaks generally over the next 12 months ” (14% strongly agree)

Dreaming

Planning/Booking

How shall I plan my trip?

How shall I book my trip?

Timing of Planning & Booking

Planning &booking

Q13 How far in advance did you start planning this trip? Base: All respondents (1882) - Proxy Scotland figuresQ14 And how far in advance did you book your trip in Scotland? Base: All respondents (1882) - Proxy Scotland figures

Average planning time: 3.75 months / 15 weeks

Average booking time: 2.75 months /11 weeks

UK : 3.5 months/

14 weeks

Overseas: 4.25 months/

17 weeks

UK : 2.5 months/

10 weeks

Overseas: 2.75 months/

11 weeks

Chart Title

Booking the tripThe majority booked travel and accommodation separately

17% Package

(travel & accommodation booked together)

83% Independent

bookings

UK: 81% Independent / 19% PackageOverseas: 87% Independent / 13% Package

Q15 Did you book your accommodation and travel together as a single package? All respondents (1882) - Proxy Scotland figures

Planning &booking

Booking Independently: AccommodationMajority of bookings via internet, and more likely to be direct with accommodation

Q16_a How did you book your accommodation? Base : All respondents who booked accommodation and travel separately Base: All respondents who booked separately(1417) - Proxy Scotland figures

37%

12%9%

12%

5%

4%9%

10%

Chart Title Accomodation website

Accommodation by telephone

Accomodation through email

Internet Travel Agent

Website of a tour operator or travel

visitscotland.com

Other

I didn't book any accom-modation in advance

21% Other Online bookings

58% Direct with accommodation

Planning &booking

Booking Independently: AccommodationOverseas more likely to use internet travel agent but less likely to book in advance

Total UK Overseas

Accommodation website 37% 43% 28%

Accommodation by telephone 12% 16% 6%

Internet Travel Agent 12% 9% 16%

Accommodation through email 9% 9% 9%

Website of a tour operator or travel 5% 4% 6%

visitscotland.com 4% 4% 4%

I didn't book any accommodation in advance 10% 6% 17%

Other 9% 7% 10%DK 2% 2% 3%

Planning &booking

Q16_a How did you book your accommodation? Base : All respondents who booked accommodation and travel separately (1417) - Proxy Scotland figures

Booking Independently: TravelTravel booking is dependent on origin but any bookings made were most likely to be direct with transport operator

Q16_b How did you book the travel to your destination? Base : All respondents who booked accommodation and travel separately . All respondents (1417) - Proxy Scotland figures

27%

12%

1%2%2%1%

5%

51%

Website of transport provider

Car/own transport

Internet Travel Agent

Website of a tour operator or trav

visitscotland.com

Through a High Street Travel Agent

Over phone with service provider

Other

I didn't book any travel in advance

Planning &booking

66%2%

8%

5%

1% 4%6%

7%

UK Overseas

Edinburgh Highlands Cairngorm

National Park Argyll &

Isles Fife Glasgow Borders

Website of transport provider

51% 38% 32% 28% 36% 53% 27%

I didn't book any travel in advance

25% 38% 38% 48% 39% 23% 51%

Car/own transport 5% 8% 10% 10% 7% 4% 8%

Internet Travel Agent 5% 4% 5% 2% 3% 5% 2%

Website of a tour operator or travel company

3% 3% 3% 1% 3% 3% 1%

Through a High Street Travel Agent

2% 2% 1% 1% 2% 2% 1%

visitscotland.com2% 2% 5% 4% 4% 3% 6%

Over phone with service provider

1% 1% 1%

Other 5% 6% 4% 4% 3% 5% 2%

Booking Independently: Travel

Deciding to visit after arriving?

Planning &booking

Q16_b How did you book the travel to your destination? Base : All respondents who booked accommodation and travel separately . All respondents (1417) - Proxy Scotland figures. Note – relates to booking trip to Scotland and is not necessarily relating to the region visited

Experiencing Scotland

Travel

Activities

Accommodation

Eating out

Travel

Activities

Accommodation

Eating Out

Type of trip: UK vs. OverseasTouring and countryside trips the most popular. Stays inthe Countryside more prevalent amongst UK visitors

Q3: And more specifically, how would you describe your trip? Base: All respondents (1884) - Proxy Scotland figures

Touring; 31%

Staying in Coun-tryside, 24%City stay, 9%

City stay plus countryside visits

14%

Friends/family; 8%

Activity break; 6%

Event/festival; 4% Other; 6%

Proxy Scotland27%

32%6%

10%

8%

7%4%

6%UK

40%

5%14%

20%

7%4%

3%5%Overseas

Experiencing Scotland

37% Touring 20% City plus visit to Countryside

Type of trip: By regionAs may be expected, the proportion of Touring and Countryside trips is highest in Highlands, Cairngorms, and Argyll & Isles.

Q3: And more specifically, how would you describe your trip? Base: All respondents (1884) - Proxy Scotland figures

Experiencing Scotland

Glasgow City

33% Touring 18% City plus visit to countryside19% City plus visit to Countryside

36% Touring 20% City plus visit to countryside

48% Touring 25% Stay in Countryside

45% Touring 25% Stay in Countryside

44% Touring 34% Stay in Countryside

30% Touring 24% Stay in Countryside

17% City plus visit to Countryside

Borders

Fife

Cairngorm National

Park

Argyll and Isles

Highlands

Edinburgh City

Travel to Scotland Experiencing Scotland

Q24: What form of transport did you use on the longest part of your journey from home to Scotland? ? Base: All respondents (1884) - Proxy Scotland figures

Train; 12%

Regular bus\coach; 5%

Car -own; 42% Car - hired; 7%

Plane; 25%

Other; 9%

HIRE

UK Overseas Train 13% 10%

Regular bus\coach 2% 8%

Organised coach tour 3% 3%

Car -own 66% 7%

Car - hired 3% 14%

Plane 6% 53%

Other 7% 4%

Travel from overseas predominantly by plane, whereas UK visitors more likely to drive. Limited use of public transport for travelling to Scotland.

Travel around Scotland

Q26: And which types of transport did you use during your visit, while in Scotland? Base: All respondents (1882) Proxy Scotland figures

Train; 30%

Regular bus\coach, 30%

Organised coach tour, 12%

Car – own 53%

Car - hired; 16%

Motorised, 3% Bicycle; 5% Plane; 2%

HIRE

Experiencing Scotland

Travelling by car was the most popular form of transport for getting around Scotland

Train, Bus and Car hire higher amongst

Overseas visitors

Number of regions visited

Q6a: Which areas of Scotland did you visit on this trip? Base: All respondents (1882) Proxy Scotland figures

Visited 1 region only; 14%

Visited 2 regions only; 19%

Visited 3 regions only; 17%

Visited 4 regions only; 13%

Visited 5 regions only; 11%

Visited 6 regions; 7%

Visited more than 6

16%

20%

18%12%

11%

6%

17%

9%

17%

16%14%

12%

10%

22%

Proxy Scotland Average 4

regions visited

UKAverage

of 4 regions visited

Overseas Average

of 5 regions visited

Experiencing Scotland

The majority of visitors are visiting a number of regions during their trip. Overseas slightly more regions visited

Persons in party

Q11 Which of the following best describes who was with you on your trip? Base: All respondentsQ12 How many people were there in your immediate party – that is any family and friends who travelled with you – including

yourself? Base: All respondents (1882) Proxy Scotland figures

On my own8%

With parents 10%

Other family members 10%

Friends 19%

Organised group 3%

Average of 3 persons on trip

Travelling with friends more popular amongst overseas travellers. UK visitors most likely to be with partner and children

Experiencing Scotland

With children 27%

Partner/spouse 65%

Top 20 Activities

Q28 Did you take part in any of the following during this trip? Base: All respondents (1882) Proxy Scotland figures

Sightseeing by car/ coach/on foot Trying local food

Visited a historic house, stately home, Visited cities

Shopping Short walk/ stroll - up to 2 miles/ 1 hour

Centre based walking Visited a cathedral, church, abbey or other

Visited a museum/art gallery Visited a country park/ garden

Long walk, hike or ramble Visited a visitor/ heritage centre

Night out /visiting pubs Visited a beach

Visited a scenic/ historic railway Visited a whisky distillery

Went on a guided tour Had a picnic or BBQ

Watched wildlife Music/arts festival

52%52%

47%

47%47%

45%

40%38%

38%

36%35%

33%

32%

29%21%

20%

20%20%

16%

13%

Experiencing ScotlandThe most popular activities amongst all respondents were

sightseeing, trying local food, historic houses and visiting cities

Activities

Short walk/ stroll 54% Sightseeing by car 51% Trying local food 51% Visited a historic house 51% Shopping 41% Long walk, hike 41% Visited a visitor centre 39% Visited a beach 35% Centre based walking 33% Visited a country park 33%

Centre based walking 67% Visited a historic house 54% Visited religious building 53% Shopping 53% Trying local food 49% Visited a museum/art gallery 47% Sightseeing by car 44% Visited a country park 43% Visited cities 43% Short walk/ stroll 40%

Edinburgh City

Highlands

Short walk/ stroll 42% Sightseeing by car 39% Trying local food 36% Shopping 32% Long walk, hike 30% Had a picnic or BBQ 27% Visited an aquarium 27% Centre based walking 26% Visited a country park 26% Visited a scenic/historic railway/other architecture 24%

Cairngorm National

Park

Visited a historic house 49% Trying local food 38% Sightseeing by car 38% Visited a cathedral, other religious building 34% Short walk/ stroll 31% Long walk, hike 29% Centre based walking 27% Visited a country park 27% Shopping 26% Visited a visitor/heritage centre 24%Mountainbiking 20%

Borders

Sightseeing by car 56% Trying local food 54% Short walk/ stroll 49% Visited a beach 43% Long walk, hike 40% Shopping 38% Visited a historic house 38% Centre based walking 35% Had a picnic or BBQ 30% Night out /visiting pubs 30%

Argyll and Isles

Trying local food 50% Shopping 48% Short walk/ stroll 44% Visited a beach 40% Sightseeing by car 37% Centre based walking 36% Visited religious building 36% Visited a historic house 33% Visited a country park 25% Long walk, hike 24%

Fife

Visited a museum/art gallery 72% Centre based walking 60% Trying local food 48% Shopping 48% Visited cities 45% Sightseeing by car 43% Short walk/ stroll 40% Visited religious building 38% Night out /visiting pubs 35% Went on a guided tour 33%

Glasgow City

Top activities shown. Yellow highlighting denotes more popular in this area

Accommodation stayed in Experiencing Scotland

Q27: What type of accommodation did you stay in during your trip? ? Base: All respondents (1882) Proxy Scotland figure

B&Bs, self catering and friends/family were most common accommodation types. Hotel use higher in cities as may be expected

4%5* Hotel

14%4* Hotel

22%3* Hotel

28%B&B/Guesthouse

12%Hostel

21%Self catering

9%Camping

24%Stay with friends/relatives

7%Caravanning

8%1-2* Hotel

40% Hotel (net)

B&B / Guest House 28% Self catering 25% Hotel (3 star) 13% Caravanning 12% Camping 8% Friends / family 5% Hostel 5% Hotel (4 star) 4%

Hotel (1-2 star) 4% Second home 1% Hotel (5 star/ luxury) 0%

Friends / family 26% Self catering 18% B&B / Guest House 15% Hotel (3 star) 12% Caravanning 10% Camping 8% Hotel (4 star) 4% Second home 3% Hostel 2% Hotel (5 star/ luxury) 2% Hotel (1-2 star) 1%

Edinburgh City

Highlands

Cairngorm National

Park

Borders

Argyll and Isles

Fife

Glasgow City

Yellow highlighting denotes more popular in this area

Accommodation

B&B / Guest House 31% Hotel (3 star) 15% Self catering 15% Hostel 13% Camping 11% Friends / family 7% Hotel (4 star) 6% Caravanning 6% Hotel (1-2 star) 4% Other 3% Hotel (5 star/ luxury) 1% Second home 1%

Camping 22% B&B / Guest House 21% Self catering 19% Hostel 9% Friends / family 7% Hotel (4 star) 7% Caravanning 7% Hotel (3 star) 6% Other 2% Hotel (5 star/ luxury) 2% Hotel (1-2 star) 1% Second home 1%

Hotel (3 star) 24% Friends / family 19% Hotel (4 star) 16% Hostel 14% B&B / Guest House 9% Hotel (1-2 star) 8% Other 4% Self catering 3% Hotel (5 star/ luxury) 3% Second home 2% Camping 1%

Friends / family 19% B&B / Guest House 18% Self catering 15% Caravanning 15% Camping 13% Hotel (3 star) 8% Hotel (4 star) 7% Second home 4% Hotel (1-2 star) 3% Hostel 2% Other 2% Hotel (5 star/ luxury) 1%

B&B / Guest House 17% Hostel 17% Hotel (3 star) 16% Friends / family 15% Hotel (4 star) 15% Self catering 6% Hotel (1-2 star) 6% Other 4% Camping 3% Hotel (5 star/ luxury) 3% Caravanning 1% Second home 1%

Eating out

Q29: In which of the following types of places did you eat at whilst on your holiday/short break? Base: All respondents (1882) Proxy Scotland figure Q43.4 Finally, please indicate how much you agree or disagree with each of the following statements - I would consider booking accommodation simply because of their reputation for outstanding food (e.g. renowned chef, Michelin star) Base: All respondents (1882) Proxy Scotland figure

Cafes/tea shops

Pubs/bars

Good quality restaurants

Hotel/s

Budget restaurants

Fast food outlets

Friends / Relatives home

Other types of accommodation

Fine dining/premium

None of these

63%

61%

52%

36%

33%

27%

27%

23%

13%

2%

Experiencing Scotland

Cafes, pubs/bars and good quality restaurants were most popular for eating out

One third agree “I would consider booking accommodation simply because of their reputation for outstanding food (11% strongly agree)

Eating out

Q30 How did your expectation of the quality of food served in Scotland prior to your trip compare with what you actually experienced during your trip? Base: All respondents except Scots (1599) Proxy Scotland figure

Experience of food

Expectation of food

2%

5%

8%

23%

67%

62%

22%

9%1%

Very poor Poor Neither Good Excellent

Experiencing Scotland

Positively, experience of food was generally higher than expected

Experience was particularly better than expected amongst overseas visitors- 55% expected food to be

good/excellent, while 84% actually experienced good/excellent food

Using the Visit Scotland information centreVIC visits were most useful for inspiration and ideas

Q21 What impact if any, did your visit to the VisitScotland Information Centre have on your holiday or short break? Base : All respondents who had visited a visitor information centre (1216) Proxy Scotland figure

Experiencing Scotland

48% Inspired me to visit

different local attractions that I hadn't originally

planned to do

25% Inspired me to come back to Scotland again in the

future

18% Motivated me to do

activities I hadn't planned in the local

areas

13% Helped me with my

accommodation plans in the local area

6% Helped me with my

accommodation plans around Scotland

26% Inspired me to visit

different attractions in Scotland

8% Motivated me to do activities in Scotland I

hadn't planned

27% Inspired me to come back

to visit the local area again in the future

39% Gave me ideas about more places to visit

across Scotland

Engagement with localsMajority agree that interaction with locals add to the experience

Q23 Thinking about people you met during your holiday, which of the following applies to you? Q43.3 Finally, please indicate how much you agree or disagree with each of the following statements - When on holiday I like to immerse myself in the local culture and enjoy contact with locals Base: All respondents (1882) Proxy Scotland figure

Interaction with locals makes more impact amongst Overseas and first time visitors

79% agree “When on holiday I like to immerse myself in the local culture and enjoy contact with locals” (41% strongly agree)

52% agree “Interaction with local people really added to my holiday experience”

80% agree “I was made to feel very welcome on my holiday by locals”

Experiencing Scotland

22% agree “I made friends with other travellers on holiday”

Sharing

On return home

41%

29%

11%4% 3% 2% 2%

49%

Sharing information after tripHalf of respondents sharing information about their trip on their return home (51%)

Sharing

Q38: After your trip to Scotland, did you do any of the following? Base: All respondents (1882) Proxy Scotland figure

Photo sharing

Facebook Status update

MSN Messenger

Trip advisor review

Tweeted Blogged Uploaded trip videos

None of these

Overall Visitor Experience

Summing up my trip

Overall Visitor Experience

Highlights

Overall Experience

Q32: Based on your experiences during this trip, to what extent would you recommend the following areas as destinations to friends and family? Base: All respondents (1882)

72%were very satisfied with their

experience of Scotland

Overall Visitor Experience

Scotland 72% 22%

Very satisfied Fairly satisfied

% satisfied

94%

RecommendationOverall Visitor

Experience

Q32: Based on your experiences during this trip, to what extent would you recommend the following areas as destinations to friends and family? Base: All respondents (1882)

88%would definitely recommend to

friends & family

Majority would recommend Scotland to others. Overall Visitor

Experience

Likely to returnOverall Visitor

Experience

Q33: How likely are you to take another trip in/to each of these destinations again in the next 5 years?Base: All respondents (1882)

Scotland 68% 16%

Definitely Probably% Satisfied

84%

% Definitely/probably likely to return

Overall Visitor Experience

UK Overseas

90% 70%

84% likely to return to Scotland

Satisfaction with aspects- Scotland

Q34 And thinking about your trip in Scotland overall, how satisfied were you with each of these aspects? Base: All respondents (1882) not applicable are excluded Proxy Scotland figure

The availability of useful information online to help you plan your trip

The availability of other useful information off-line to help you plan your trip (e.g. brochures, guidebooks)

Availability of convenient air routes to Scotland

Availability of convenient sea routes to Scotland

The cost of travel to /in Scotland

Public transport availability, service and value for money

47%

37%

39%

29%

16%

30%

43%

45%

34%

26%

41%

42%

Very satisfied (5) Fairly satisfied (4)

Trip Planning

Getting to your destination

Overall Visitor Experience

Information available for trip planning performed well, but cost oftravel could be improved

Satisfaction rating out of 5. 5- Very satisfied, 1 – Very dissatisfied. Mean scores shown

4.4

4.2

4.0

3.8

3.6

3.9

Availability of low cost/ budget accommodation Availability of good quality accommodation

Value for money Friendly and efficient service

The availability of local information Value for money of attractions

Opportunities to attend local events/ festivals

Value for moneyLocal produce when eating out

Opportunities to interact with local people

Overall satisfaction with VICs Ease of finding VICs

Welcoming feel of VICs Friendly and efficient service

Availability of useful information

27%36%

29%49%

48%32%35%

24%29%

34%

47%44%47%

53%51%

42%46%

46%39%

42%44%42%

52%47%

42%

41%42%41%

38%39%

Very satisfied (5) Fairly satisfied (4)

3.94.14.04.4

4.44.04.1

3.94.0

4.1

4.34.34.34.44.4

Satisfaction with aspects - Scotland

Q34 And thinking about your trip in Scotland overall, how satisfied were you with each of these aspects? Base: All respondents (1882) not applicable are excluded Proxy Scotland figure

Overall Visitor Experience

Accommodation

Eating out

Scotland VIC

Friendly service, local information and VICs all perform well

Activities

Interactions

Best bits of the trip

Best bits of the trip

Q36: Thinking about your trip overall, what did you enjoy the most? Base: All respondents (1882) Proxy Scotland figure Q37: How could your trip have been improved? Base: All respondents (1882) Proxy Scotland figure

Overall Visitor Experience

Very friendly population, always ready to help and a good talk. We were

very overwhelming of the beautiful country.

We will be back!

The spectacular scenery and the wonderful

weather we enjoyed. Also the contrast between the

wonderful lochs and mountains and the

opportunity to visit a city.

'The most amazing thing about Scotland

was the Landscape and scenery in the

Highlands.

I am very keen to return to Scotland. Thanks to all who made my visit, a dream of 15 years, come true!

.

Best bits in the regions

The Tattoo in Edinburgh was a highlight and the

overall atmosphere in Edinburgh during the festival was magical .

The outdoors – great cycle routes in the Cairngorms.

I definitely fell in love with Glasgow, I was very impressed by the river

area, the museums, streets

Exploring the beauty of the Highlands and islands, particularly Skye and Islay.

The culture in Glasgow was what I enjoyed the most. The people, the language, the customs, the music and the openness of the people.

Q36: Thinking about your trip overall, what did you enjoy the most? Base: All respondents (1882) Proxy Scotland figure Q37: How could your trip have been improved? Base: All respondents (1882) Proxy Scotland figure

Overall Visitor Experience

Best bits in the regions..walking in the Borders was the high

point of my experience, although there were so many meaningful

aspects: seeing the Borders abbeys, staying at friendly guest houses,

attending a pipe band competition in Melrose, learning about the history

and legends in the Borders...

.

This was my first visit to Argyll for many

years and both my son and I loved the area.

The weather was beautiful, the scenery was breathtaking and the opportunities to visit islands like Seil

and Lismore via small fishing boats really captured my son's

imagination.

St. Andrews was beautiful! I wanted more information on Will and Kate's

favourite places....I wish we had more time there.

Q36: Thinking about your trip overall, what did you enjoy the most? Base: All respondents (1882) Proxy Scotland figure Q37: How could your trip have been improved? Base: All respondents (1882) Proxy Scotland figure

Overall Visitor Experience

Areas for improvement

Areas for improvement

Q37: How could you trip have been improved? Base: All respondents Base: All respondents (1882) Proxy Scotland figure

“The weather, but we were in Scotland after all.” “The weather could have been better!!”

“The weather could have been better but that is beyond your control.”

‘” I would have given myself more time in Scotland to see more of it.”

‘”I would loved to have stayed longer and taken part in more activities...next time I will have to plan a bit more and bring more money.”

‘” Less expensive accommodation.”

“Public transport could be more accessible and affordable.”

‘”Cost to some attractions was very expensive. It stopped me from going into a lot of places.”

‘”More money should have been saved for visiting Scotland. Everything was more expensive than I expected.”

“Better availability of cheap accommodation.”

“Accommodation was extremely expensive because of the time (end of August). I would have tried to go during a time that was a little more off-season if I were to do it again.”

“Perhaps suggested day itineraries in the visitor information centre, clearly displayed and for varying walking abilities.”

“More signage to visitor centres.”

“We had to research each step instead of being able to put in destination and starting spot, and getting information about possible ways of travel.”

Overall Visitor Experience

In Summary

In summary• Who is the typical visitor? What do they do?

• Planning generally starts 3-4 months prior to the trip and booking follows closely after this. Planning and booking start slightly earlier for Overseas visitors with internet particularly prevalent for bookings

• Visitors are booking independently - mostly direct through accommodation and travel company websites

• Touring trips most popular overall, with visitors seeing around 4 regions on their trip. Overseas visitors are generally following the traditional tourist routes, while UK visitors are experiencing other regions as well

• During the trip, visitors are doing many activities - most are shopping, going for short walks, visiting historical sites and sightseeing at some point on their trip. During the trip, overseas are generally seeing more and doing more, particularly the first time visitors

• New media • After the trip, visitors are sharing their trip with others online through

photo sharing and facebook updates – this is particularly prevalent amongst the younger and overseas visitors

In summary- Planning & Booking• Engaging with locals

• For most visitors, having the opportunity to engage with locals really adds to the holiday experience with most feeling welcome while in Scotland.

• Motivations and experience • Visitors come to Scotland to see the landscape, the history and because of

previous connections with Scotland. Many also receive recommendations to visit Scotland, or to visit a particular area of Scotland amongst UK visitors

• At a regional level, particular attractions are also mentioned as a reason for visiting Edinburgh, Fife, Glasgow and Argyll and Isles in particular

• Other influences impacting on trips decisions predominantly relate to personal finances, with few mentioning environmental concerns

• Overall, trips exceed expectations for many visitors - 7 in 10 very satisfied with their trip to Scotland. Highlands and Argyll & Isles performs particularly well for overall experience

• Majority of visitors will recommend Scotland. Again, Highlands and Argyll perform well for recommendation

• Availability of information, friendly service, interaction with locals all perform particularly well - areas that may be driving the high levels of satisfaction

• Despite this, cost is a concern for some – particularly relating to travel to Scotland, availability of budget accommodation and value for money of eating out

Actions

Areas for Discussion

• Internet is becoming increasingly important for sharing trip experiences but also for other stages of the trip

• From an industry perspective, accommodations offering proficient online booking will benefit the most, particularly amongst overseas visitors

• Travellers are confident to book trips on their own – tailored experiences may offer an opportunity to differentiate from other providers

• In addition, being able to access local information via Smartphone or laptop would be useful to many

1.Sharing the experience

• Recommendations are a key motivators for visiting so encouraging visitors to ‘pass on their experiences’ through recommendations on facebook & sharing experiences both during and after the trip has the potential to access a wide number of prospective visitors

• Many visitors are proud to have some kind of connection with Scotland - whether this be through family or otherwise does not seem to matter, so promoting the idea of finding your connection may be advantageous

• There is also an opportunity to play on nostalgia – childhood memories of trips to Scotland

2.Internet usage

• Budget concerns and value for money continues to be themes at the planning stage, and as well as throughout the trip

• Particular experiences of expensive accommodations, attractions and eating out are all areas that are memorable amongst some visitors – experiences that are likely to be shared with others

• Opportunities for discounts/deals, particularly for attractions may be worthwhile

• Offering/promoting more choice of budget accommodation, but not necessarily hostels , particularly in Edinburgh and Fife

• Visitors love engaging with the locals and it adds to the trip experience – can this become something tangible? Information available for taxi drivers perhaps?

• Its not just the people – purchasing local produce/seeing local events are popular, but not necessarily well known in some regions – an opportunity to promote these areas in regions which have less well known attractions?

3.Value for money

4.Local

experience

For more Facts and Insights please see the Research and Statistics section of

www.visitscotland.org

research@visitscotland.com

DisclaimerVisitScotland has published this report in good faith to update stakeholders on its activity. VisitScotland has taken all reasonable

steps to confirm the information contained in the publication is correct. However, VisitScotland does nor warrant or assume any

legal liability for the accuracy of any information disclosed and accepts no responsibility for any error or omissions.