Swansea Visitor Survey 2015 19 November 2015 Prepared by: Anthony Lydall, Laura Nesbitt and Dan Thorley

Swansea Visitor Survey 201519 November 2015

Prepared by: Anthony Lydall, Laura Nesbitt and Dan Thorley

Swansea Visitor Survey

Background

How has this research been conducted? The City and County of Swansea commissioned Strategic Marketing to conduct a face-to-face

quantitative survey with visitors to Swansea Bay, Mumbles and Gower

From March to September 2015, we completed 2,064 interviews

The main objectives of the research were to understand:

Visitor profile

Motivations for visiting

Satisfaction levels

Perceptions

Information sources

Spend


Background

Where has the research been conducted? The interviews have been conducted at seven different sampling sites across the county

Sampling pointNumber of interviews

City Centre 304

National Waterfront Museum 262

Verdis, Mumbles 351

Caswell Bay 240

Blackpill Lido 281

Worm’s Head 371

Port Eynon 255

Total 2,064


Profile of Visitors


Background

Marital status

Marital status % of interviews 2015 % of interviews 2012

Married or equivalent 75% 75%

Single, never married 15% 15%

Widowed / divorced / separated 9% 10%

Refused 1% 0%

Social class

Social class % of interviews 2015 % of interviews 2012

ABC1 69% 70%

C2 18% 17%

DE 12% 13%

Refused 1% 0%


Background

Gender

Age

Gender % of interviews 2015% of interviews

2012Male 50% 51%

Female 50% 49%

Age % of interviews 2015 % of interviews 2012

16-19 2% 3%20-24 5% 5%25-34 13% 14%35-44 19% 20%45-54 20% 20%55-64 19% 19%65-74 16% 16%75+ 5% 3%


Background

Residency

Ethnicity

Residency % of interviews 2015 % of interviews 2012

Wales 50% 42%

Rest of UK 41% 46%

Overseas 9% 12%

Ethnicity % of interviews 2015 % of interviews 2012

White 96% 96%

Asian or Asian British 1% 1%

Chinese or other ethnic group 1% 1%

Black or Black British 0% 1%

Mixed / other 1% 1%


Background

Welsh language

Illness and disability

Welsh Language % of interviews 2015 % of interviews 2012

Yes – fluently 5% 6%

Yes – not fluently 9% 9%

No 86% 85%

Long-standing illness/disability/infirmity

% of interviews 2015% of interviews

2012

Yes 9% 11%

No 91% 89%


Main ResearchFindings


Type of visit

Base: 59

40%

24%

17%

8%

5%

4%

1%

0% 20% 40% 60%

On a day trip from home

For a short break (1 to 3 nights)

For a holiday (4 to 7 nights)

On a day trip while staying in Wales

For a holiday (8+ nights)

Visiting friends and/or relatives - staying overnight

Visiting friends and/or relatives - day trip

Q3 "Which of these is the MAIN purpose of your visit to Swansea Bay today?"

More day visitors – 40% this year compared to 31% in 2012

Around one in five (22%) visitors are on a holiday of more than three nights, this is slightly lower than the 2012 proportion of 30%

In total, half (50%) of visitors in Swansea Bay stay overnight. This is slightly lower than the 56% who stayed at least one night in 2012

Visitors who live outside of Wales are more likely (77%) to stay overnight in the area compared to Welsh residents (22%)


First and Repeat Visitors

Only 6% of visiting Welsh residents are in Swansea Bay for the first time compared to 26% who live outside of Wales

For 7% of visitors to Swansea Bay, their trip is part of their first time in Wales

15%

85%

Q14 "Is this your first trip to Swansea Bay?"

Yes No


Number of Previous Visits

The proportion of visitors who have been more than 20 times is slightly higher than the 45% in 2012

A larger proportion (63%) of day visitors have returned to Swansea more than 20 times in the last decade compared to a third (33%) of visitors staying overnight

6%

5%

14%

3%

5%

3%

2%

10%

50%

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

Don't know

0

1

2-3

4-5

6

7-10

11-20

20+

Q15 "How many times have you visited Swansea Bay before this trip in the last ten years?"


Main Transport The majority (83%) of

visitors to Swansea Bay drive themselves to the destination in their private car or van, compared to 79% in 2012

Nearly all (91%) family groups drive in this way, compared to around half (53%) of people visiting by themselves

A larger proportion (87%) of repeat visitors get to Swansea Bay in their own car or van, compared to first time visitors (69%)

83%

5%

4%

3%

2%

1%

1%

1%

0% 50% 100%

Private car / van

Train

Public bus / coach

Hired car / van

Private bus / coach excursion / tour

Walk / on foot

Motorbike

Other

Q12 "What was the MAIN method of transport you used to reach Swansea Bay?"

Compared to other types of party, people visiting alone are more like to travel by public bus or coach (21%)


Length of Stay

The average length of stay for overnight visitors is 4.7 nights, compared to 4.8 nights in 2012

Visitors travelling alone stay an average of 6.5 nights (family only 5.2; couples 4.3; family and friends 4.1; friends only 3.9; other 3.6)

Welsh residents stay an average of 3.4 nights compared to 5.0 from outside Wales

12%

22%

20%

10%

6%

3%

17%

10%

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

1

2

3

4

5

6

7

More than 7

Q9 "How many nights are you staying in Swansea Bay?"


Where do Visitors Stay?

The proportion of visitors staying in Gower has risen from 46% in 2012

The proportion of visitors staying in Swansea has fallen from 41% three years ago, to 31%

However, three quarters (76%) of visitors staying in the area by themselves head to Swansea for their overnight accommodation

54%

31%

16%

1%

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

Gower

Swansea

Mumbles

Don't know

Q10 "Which area are you staying in?"


Accommodation

Solo travellers are more likely to stay at a hotel (50%) compared to other visitor groups

The number of visitors staying at the homes of friends and family has dropped from 25% in 2012 to 19%

A significantly higher proportion (23%) of repeat visitors stay with friends and family compared to those enjoying their first stay in Swansea Bay (8%)

26%

19%

16%

11%

9%

8%

6%

2%

3%

0% 10% 20% 30%

Hotel / Lodge / Motel / Inn

Friends' or relatives' home

Rented self-catering / serviced apartment

Touring / motorised caravan

Camping

Guesthouse / Bed and Breakfast / Farm

Caravan - static owned

Caravan - static rented

Other

Q11 "Which of these is the MAIN type of accommodation you are using during your stay in this

area?"


Party Type

The average party size of visitors to Swansea Bay is made up of 2.7 adults and 2.3 children

2%

6%

7%

10%

35%

40%

0% 10% 20% 30% 40% 50%

With an organised group

With family and friends

Alone

With friends

With spouse / partner

With a family group only

Q16 "Who are you with on this visit?"

A higher proportion (41%) of couples are in Swansea for the first time compared to those returning to the area (34%)


Average spend per party - by category

Overnight spend equates to £39 per person per day

Day spend equates to £22 per person

Spend category Overnight visitors Day visitors All visitors

Accommodation £236 n/a £99

Food & drink £152 £27 £90

Entertainment / entry into attractions

£39 £5 £24

Shopping (excl. groceries)

£44 £22 £33

Travel paid for in the region

£30 £6 £18

Total £500 £60 £264


Average spend per party – by visitor type

Overnight visitors from outside Wales (£556 av. spend) spend much more than overnight Welsh residents (£299 av. spend), especially on accommodation and entertainment

This is partly explained by longer average stay - 5.0 nights from outside Wales; 3.4 nights for Welsh residents

First time visitors staying overnight (£580) spend more than repeat overnight visitors (£467), especially on accommodation, food & drink and entertainment – however average length of stay hardly varies between the two types of visitor

In our experience of destination visitor surveys, it is typical for first time visitors and visitors coming from further afield to spend more per day on average

Visitor type Overnight visitors Day visitors All visitors

Outside Wales £556 £87 £436

Welsh resident £299 £52 £102

First time £580 £70 £397

Repeat £467 £58 £228

Overall £500 £60 £264


Influences

Two in five (40%) visitors from outside Wales and 44% of first time visitors say the coast and beaches influenced their visit, along with 39% of those staying overnight

Scenery and landscape includes 39% of first time visitors, 36% of those living outside of Wales and 34% of visitors staying at least one night

Overnight visitors are more likely (25%) to cite friends and family as an influence

A recommendation from others has more of an influence on new visitors (23%) compared to repeat visitors (3%)

Other factors include weather, weddings, part of a tour, to get some fresh air, lots for children to do, holiday home

32%

27%

24%

17%

11%

8%

8%

7%

6%

6%

5%

3%

1%

1%

16%

0% 10% 20% 30% 40%

The coast / beaches

Scenery / landscape

Previous visit to Swansea Bay

Visiting family and friends

It's easy / quick to get to

Good range of shops / shopping

Word of mouth / recommendation

Walking

To attend or participate in a sporting show / event

Attraction

Countryside

To take part in other outdoor activities

Dylan Thomas

Don't know

Other

Q19a "Which of these, if any, influenced your decision to visit Swansea Bay today?"


Main Reason for Visiting The coast and beaches are most often

cited by first time visitors (28%) compared to those who return to Swansea Bay (18%)

Scenery and landscape includes 20% of visitors from outside Wales, 21% of first time visitors and 21% of couples travelling to the area

One in five (20%) overnight visitors are mainly in Swansea to see friends and family

10%

1%

3%

3%

5%

5%

5%

6%

7%

9%

14%

15%

20%

0% 10% 20% 30%

Other

Countryside

Walking

To take part in other outdoor activities

Attraction

It's easy / quick to get to

Word of mouth / recommendation

Good range of shops / shopping

To attend or participate in a sporting show / event


Visiting family and friends

Scenery / landscape

The coast / beaches

Q19b "And which one was your MAIN reason for visiting Swansea Bay today?"

We go to the Gower quite often - love the scenery

and coastline


Attractions

Other attractions include:

Swansea Castle

Blackpill Lido

The pier

Arcades

57%

16%

13%

11%

4%

3%

1%

1%

2%

17%

0% 20% 40% 60%

National Waterfront Museum

Gower Heritage Centre

LC Leisure Complex

Swansea Museum

Dylan Thomas Centre

Clyne Gardens

Singleton Botanical Gardens

Plantasia

Don't know

Other

Q22 "Which specific attraction influenced your decision to visit Swansea Bay?"


Activities

Higher proportion plan no activities compared to 2012 (32%)

Half (49%) of overnight visitors take part in low level walking

While only 25% of day visitors day they will take part in outdoor activities during their trip, 61% of overnight visitors plan to get active outside

33%

6%

4%

4%

4%

1%

1%

3%

57%

0% 20% 40% 60%

Walking - low level

Take part in outdoor activities

Cycling

Watersports

Walking - hill walking

Fishing

Golf

Other

None

Q23 "Have you taken part, or do you intend to take part, in any of the following activities during your visit to this

area?"


Information Needs


Pre-Visit Information

The internet is a very important tool for visitors who need information – especially those who have not been to Swansea before, of which 60% say they go online for information to help plan their trip

While first time visitors plan ahead more (28%) , 61% of repeat visitors say that they did not get any information

32%

9%

6%

2%

1%

1%

1%

1%

54%

0% 20% 40% 60%

Internet


Word of mouth / recommendations

Leaflet / brochure

Guidebook

Tourist information centre

Don't know

Other

Did not obtain any information

Q24 "BEFORE this visit to Swansea Bay where, in anywhere, did you consult for information on the area

to help plan your trip?"


Pre-Visit Information - Unprompted

69%

14%

13%

3%

18%

0% 20% 40% 60% 80%

Google

visitswanseabay.com

Trip Advisor

Facebook

Other

Q25 "What websites did you visit for information on Swansea Bay BEFORE your visit?"


Pre-Visit Information

66%

29%

4%

1%

0% 20% 40% 60% 80%

Before my visit only

Both before and during my visit

During my visit only

Don't know

Q26 "When did you visit the 'visitswanseabay.com' website for information?"

Asked to people who answered ‘www.visitswanseabay.com’ at Q25


Pre-Visit Information - Prompted

57%

26%

3%

3%

11%

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

No

Yes - before my visit only

Yes - both before and during my visit

Yes - during my visit only

Don't know

Q27 "Did you log on and use the website 'visitswanseabay.com' for information?"

Asked to people who answered ‘internet’ at Q25

In total, 38% of those who used the internet to plan their trip visited ‘visitswanseaybay.com’


Perceptions and Experience


Expectations

A third (33%) of visitors from outside Wales say that Swansea is much better than they thought it would be, as do 31% of those staying overnight

40%

21%

23%

13%

28%

62%

5%

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

First time

Repeat

Q30 "How has your trip to Swansea Bay compared with your expectations?"

Much better than expected A little better than expectedThe same as expected A little worse than expectedA lot worse than expected Didn't know what to expectDon't know

The whole trip was better than we thought


Ratings

70%

70%

76%

73%

86%

75%

89%

79%

89%

82%

20%

21%

14%

18%

10%

15%

7%

15%

8%

14%

10%

10%

10%

9%

4%

9%

4%

6%

3%

4%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

2015

2012

2015

2012

2015

2012

2015

2012

2015

2012

Q31 "How do you rate the following aspects of your visit to this particular place today?"

Good/excellent Average Poor/very poor

Cleanliness of public toilets

Availability of public toilets

Standard of tourist signposting (road signs)

Standard of tourist signposting (pedestrian signs)

Cleanliness of streets


Ratings

In regards to the cleanliness of the streets, I didn't have to raise my eyebrow, everything

is kept really clean

All the signposting was fine no issues with that at all

The standard of all of the signposting was excellent, it was very clear and easy to

read

The cleanliness of public toilets were good and

there were plenty available

in the area

I found the streets were

very clean and tidy

There were plenty of

public toilets available

which is good

The facilities are always great, there were plenty of

toilets and were all very clean

I found the toilets were not up to scratch and there weren't very many

around

The toilets could do with being looked

after better, they need some TLC

The tourist signposting on the road should be better, a

couple of times we missed a turn off as a sign was hidden

or hard to spot or not there at all

We founds lots of public

toilets


Ratings

94%

92%

95%

92%

99%

99%

5%

8%

5%

8%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

2015

2012

2015

2012

2015

2012



The quality of Gower's landscape

Feeling of welcome

Feeling of safety and security from crime


Ratings

Being made to feel so welcome by the locals -

everywhere we went everyone was so friendly and

welcomingIt is beautiful, it is one of the best natural beauties in the

world, it is brilliant

Gower Peninsula is so nice, it's absolutely gorgeous, the

whole area is delightful

It really does feel like a safe and friendly place to visit

Everyone in the area was so friendly and welcoming

It feels really safe in the area

The scenery and the beaches are so

beautiful

We were made to feel so welcome by

everyone, they were so friendly

We go to Gower a few times a year, we love

it there. It has spectacular views and lovely beaches around

The Gower landscape is just beautiful, we just love the scenery and the beaches. Everything is just

so clean there

The whole area is beautiful, the scenery is what stands out

from our visit

It’s such a wonderful

sight


Ratings

90%

89%

91%

90%

90%

88%

92%

89%

76%

78%

9%

10%

8%

8%

7%

7%

7%

9%

18%

16%

4%

5%

6%

5%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

20152012

20152012

20152012

20152012

20152012



The range of shops

The range of places to eat and drink

The quality of accommodation

The quality of attractions and places to visit / things to do

The range of attractions and places to visit / things to do


RatingsAll lovely there, lots to do, lots of outdoor activities.

They had little paddling pools and some inflatables as well

Compared to everywhere else the range of shops is very good, there is a good spread of shops around the centre and the Mall

There are a good range of restaurants that are all lovely

I thought the quality of the

attractions and the places visit

were really good, we had a great day out

The accommodation we stayed in was excellent, the

people were super. My husband has mobility issues

and the staff were just so accommodating it was great

We’re in lovely accommodation, it was lovely - the staff couldn't do enough for

us

There are also plenty of places to see and visit no matter what the weather

is like

The quality of the

accommodation we stayed in was excellent, it was second to none

We love it, it has everything, there is a wide range of

things to do and see, it's just great

I thought the range of shops were quite poor, there just

wasn't enough variety

They have enough to do for young children

and adults, plenty of places

and things to see like castles, it's

lovely

There was a good range of shops




How Enjoyable is the Trip

73%

57%

26%

39%

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

Overnight

Day

Q33 "How enjoyable are your finding this visit to Swansea Bay?"

Very enjoyable EnjoyableNot particularly enjoyable Not at all enjoyableDon't know

Around three quarters (73%) of overnight visitors rate their experience in the area as very enjoyable, compared to 57% of people in Swansea for the day

Just over half (55%) of visitors travelling to Swansea Bay by themselves say they are finding the trip very enjoyable, while three quarters (76%) of groups made up of family and friends give the same rating

The Gower landscape is just amazing. We

love the area and will go back again and

again

It was just such a beautiful place, the

scenery was amazing and the people are just so welcoming


Statements about Swansea

52%

35%

48%

52%

28%

22%

40%

39%

7%

5% 8%

32%

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

I am aware of Dylan Thomas' connections to

Swansea

The promotion of Swansea City FC into the

Premier League has raised the profile of the area

I get a strong sense of being in Wales

The area appeals to all ages

Q34 "Could you tell me whether you agree, disagree or neither that:"

Strongly agree Agree Neither / nor

Disagree Disagree strongly Don't know

The majority of visitors either agree (40%) or strongly agree (48%) that they get a strong sense of being in Wales during their trip

Solo travellers are more likely (65%) to see the positive impact Swansea City FC’s promotion has had compared to groups travelling with friends and family (55%)

There is a much higher familiarity of Dylan Thomas connections among Welsh residents (91% agree/strongly agree) compared to visitors from outside Wales (70%)


Internet

57% 6% 35%

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

Q34 "The internet played a key role in planning my holiday or short break" (First time visitors only)

Agree/agree strongly Neither/norDisagree/disagree strongly Don't know

Three in ten (31%) first time visitors STRONGLY agree that the internet was an important tool when planning their break


Recommending to others

97%

1%

2%

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

Yes

No

Don't know / not sure

Q35 "Would you recommend a visit to Swansea Bay to someone else?"

The city centre is very run down and impoverished.

Needs major investment and would put visitors off

I would recommend a visit to Swansea as its such a beautiful part

of the country, the coastline is superb, it's stunning

Not enough to do in wet weather

I would recommend a visit to Swansea Bay, there’s lots of interesting things, museum, hotels are excellent, close to the sea and eating out was

very good

It's really friendly, a mixture of both country and seaside and also the busy hustle and bustle side as

well, generally an all rounder

We have already recommended it to our

friends who are coming to stay with us in a cottage for Christmas and we are also coming back in the Easter

time


Conclusions and Implications


Swansea Bay’s strengths The quality of Gower’s landscape – 99%

Feeling of safety and security from crime – 95%

Feeling of welcome – 94%

Range of places to eat and drink – 92%

The range and quality of attractions and things to see and do – 90% / 91%

Quality of accommodation – 90%

Who does it attract? Married or equivalent – 75%

ABC1 – 69%

Family group 40% and with spouse / partner 35%

50/50 split between Welsh residents and those coming from outside Wales


Great response from visitors A trip to Swansea Bay is enjoyable for 97% of visitors

91% say it would appeal to all ages

Some small fluctuations in ratings, but improvements in:

Standard of signposting

Cleanliness of streets

Recommendations:

97% would recommend

Better than expected for:

63% first time visitors

34% repeat visitors

Room for improvement Cleanliness and availability of public toilets remain a priority

Although availability slightly improved


Focus on visitors from outside Wales Focus on visitors from outside Wales. They stay longer and spend more in Swansea Bay, but the

proportion of non-Welsh residents has dropped from 58% to 50% in the last three years

Once here, 98% find the trip enjoyable/very enjoyable

This is important as word-of-mouth influences 23% of all first time visitors

What encourages visitors from outside Wales?

Beaches and coastline

Landscape and scenery

Perceptions research with non-visitors found that people do not often associate Swansea Bay with the stunning beaches that draw people to the area

Encourage overnight stays There has been an increase in day visitors (31% in 2012 to 40% in 2015)

But those who stay overnight spend more, take part in more activities and report higher enjoyment during their stay


The importance of the internet The internet is the most-used tool for visitors looking for information pre-trip – the proportion using the

web has increased year-on-year

60% of first time visitors go online before their trip

Backed up by detailed Information Needs research undertaken for Visit Wales

Get people active There has been a drop in the number of people taking part in activities (32% did not take part in any

activities in 2012 and 57% 2015)

Swansea Bay has lots of activities on offer – but many visitors do not make the most of this


Q&A and discussion – Thank you for your time

Anthony Lydall DirectorT: 029 2025 2132E: [email protected]: www.strategic-marketing.co.uk

Anthony Lydall DirectorT: 029 2025 2132E: [email protected]: www.strategic-marketing.co.uk

Laura Nesbitt Research ExecutiveT: 029 2030 3211E: [email protected]: www.strategic-marketing.co.uk

Laura Nesbitt Research ExecutiveT: 029 2030 3211E: [email protected]: www.strategic-marketing.co.uk

mailto:[email protected]

http://www.strategic-marketing.co.uk/







Documents

Swansea Visitor Survey 2015 19 November 2015 Prepared by: Anthony Lydall, Laura Nesbitt and Dan Thorley