Destination UKDriving growth in the UK hospitality and leisure sector

3 ExecutiveSummary

5 Achangingtourismlandscape

10 Exploringvisitors’spendingpatterns

12 Onesizefitsall?

13 Overcomingbarrierstobooking

14 Theexperienceeconomy

15 Strategiesforsuccess

16 CaseStudies ParkHolidays

GordonRamsayGroup

18 Keytakeaways

19 Interactivemap

Contents

AboutthisresearchTheresearchisbasedonabespokesurveyofBritishandinternationalholidaymakersfromOpinium.

Thetotalsamplesizeforthedomesticmarketwas2,010UKadults(aged18+)whoholidayintheUK.Thefieldworkwasundertakenbetween20Februaryand2March2017.

Theinternationalsurveywasbasedononlineinterviewswith1,004USadults,1,003Germanadults,1,001Frenchadults,1,003Russianadults,502SaudiArabianadults,1,004Australianadults,1,004RepublicofIrelandadultsand1,002Chineseadults(aged18+)whohavetravelledinternationallyinthelastfiveyears.Thefieldworkwasundertakenfrom22Februaryto9March2017.

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Theincreasedconvenienceandvalueformoneyareprovingastrongdrawforthedomesticmarketandcreatingopportunitiesforhospitalityandleisureproviderstoconnectwithaudiencesmorelikelytovisitagaininthefuture.

Meanwhile,thedecreasedvalueofsterling,bettervalueformoneycomparedwithpreviousyearsandpopularityofshowssuchasGameofThronesandTheCrownhasmadetheUKanincreasinglyattractivedestinationforoverseastravellers.

Executive summaryThisreportisbasedonsurveyresultsandexclusiveinsightsfromholidaymakersacrosstheglobe,exploringchangingvisitorpreferencesandhighlightingtheUK’smostpopularholidaydestinationsandthebiggestopportunitiesforBritishtourismandleisureproviders.

Anattractiveholidaydestination

2017issettobeanotherrecord-breakingyearfortheUK’shospitalityandleisuresector,withbothdomestictouristexpenditureandinternationalvisitornumberssettogrow.

Indeed,thegrowthofthestaycationmeansthatdemandfromdomesticvisitorsisontherise,withmorethanathirdofBritishadultschoosingtoholidayclosertohomethisyearthroughpersonalpreferenceratherthanlimitationsaroundcost.Britishholidaymakersalsoappeartohaveincreasedbudgetsfortheirdomestictrips,with30%planningtospendmoreonleisureactivitiesthaninpreviousyears.AlmosthalfofrespondentsthinkthatleisureexperiencesintheUKhaveimprovedinthepastfiveyears.

MorethanonethirdofBritishadultsarechoosingtoholidayclosertohomethisyear.

Morethan60%ofover7,000internationalholidaymakerssurveyedsaidtheyweremoreinterestedinvisitingtheUKthantheywereayearago.Almostallrespondents(97%)wereinterestedinvisitingtheUKnow,orinthefuture.

But,whiletheimpactofBrexithas,atleasttemporarily,boostedtheUK’sinternationalappealduetotheweakerpound,thethreeinfiveholidaymakerswhoaremorelikelytovisittodaythan12monthsagocitedarangeofreasonsfortheiranswer.Providers’investmentinadvertisinghasnotgoneunnoticed,with29%notingthisincreasedvisibility,while30%simplyhavemoremoneyavailabletospendonholidays.ExploringBritain’suniqueculture,historyandlandmarksprovedthemostpopularexperienceforinternationalvisitors,whilethosefromSaudiArabiaweremostlikelytovisitinordertoshopintheUK’smanyandvariedretailers.

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Londonremainsthemostpopulardestinationforinternationaltravellers.67%ofoverseasvisitorschosethecapitalastheirfirst-choicedestination,andrecentfiguresshowthatarecord18.6millionovernightvisitstoLondonweremadein2015,withthenumberexpectedtoincreaseyearonyear.1

Thereis,however,alsoastrongpullamongtheinternationalmarkettoScotlandandWales,demonstratingopportunitiesforprovidersallacrosstheUKtocapturetheimaginationofinternationalaudiences.ThemostpopulardestinationsfordomesticvisitorsareCornwallandScotland,followedbytheLakeDistrict,Wales,YorkshireandLondon.

Areasofspending

Oursurveyhasshownthataccommodation,eatingoutandshoppingaretheareasthatbothdomesticandinternationalvisitorsarethemostlikelytospendtheirbudgeton.Withanaveragebudgetof£952fortheirholidaysintheUK,Britishvisitorsspend£309onaccommodationand£152onbuyingfoodanddrinkformealsoutoratthehotel/accommodation(comparedto£104forthosebuyingfoodanddrinkforself-cateringaccommodation).

Overseasvisitorsplantospendanaverageof£3,443fortheirholidayin2017,includingflights,accommodation,food,drinksandallactivities.TheAsianmarketisparticularlylucrative,withvisitorsfromChinaspendingmorethan£5,000onaveragefortheirholidays.AsforAmericanguests,allrespondentsexpressedapreferenceforstayinginafive-starorluxuryhotel.

EnjoyingBritain’sdiverserangeofbars,restaurantsandcafesisanimportantexperienceforinternationalguests,withinboundtouristsspendinganaverageof£340duringtheirstayonmealsoutorattheirhotel.And,whiletheaveragefigureforthedomesticmarketismoremodest,UKholiday-makersaremorelikelytobestayingonlyforshortbreaks,comparedtothelongerstaysofinternationalcustomers.

Auniqueexperience?

VisitorsfrombothacrosstheUKandfurtherafieldareexpectingmorefromtheirholidays,withoneofthekeyemergingtrendsshowingademandforexperience-ledbreaksthatallowgueststoescapeeverydaystressandspendtimewithfriendsandfamily.Asmanyas44%ofBritishvisitorsaremorelikelytochooseahotelwithanemphasisonfood,andthegrowingfocusonindustrypartnershipscanopennewdoorsforprovidersinenticingtheirguestswithhigh-quality,freshandlocallysourcedproduce.

ThegrowthofnewserviceproviderssuchasAirbnbandhigh-endholidayrentalsitessuchasOnefinestayisasignificantconsiderationfortheUKhospitalityandleisuresector.And,whilefewerthanoneintenofUKrespondentsplantouseAirbnbfortheirholidaythisyear,itisessentialforhospitalityspecialiststobeawareoftheincreasingimpactofsuchcompetitors.Internationalvisitorsarecomparativelymorelikelytouseapeer-to-peerrentalprovidersuchasAirbnbwhenbookingholidays.Muchcanbegained,however,fromtappingintovisitors’appetitefornew,high-qualityandhighlypersonalisedholidayexperiences.

Thetechnologychallenge

Introducingnewtechnologycanbedauntingforbusinesses,butthegrowingdemandforservicessuchasonlinehotelroomselectionandsmartphonecheck-inillustratesanincreasinglytech-savvyaudienceandcanprovideopportunitiesforproviderstostreamlinetheircustomerexperience.

1OfficeforNationalStatistics,TravelTrendsReport2015.

FeaturesandmotivationsthatareimportantinleisuretimeforUKholidaymakers

Escapism/distraction

82%

Timewithfamily/children

80%Education/interest/learning

58%Timewithfriends

66%

Healthandfitness

48%

MikeSaulHeadofHospitalityandLeisureBarclays

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MainreasonsforspendingmoretimeintheUKonholidaythanpreviousyears

Increasingnumbersofdomesticvisitorsaregeneratinglevelsofdemandnotseenoverrecentyears,creatingopportunitiesforleisureandtourismproviderstoofferaccesstothebestBritishfood,heritageandexperiencesinordertocaptureacornerofthisgrowingmarket.

Thenewfaceofthestaycation

Resultsfromourrecentsurveyofmorethan2,000UKholidaymakersshowedthat54%ofadultswhoopttoholidayintheUKdosoasaresultoftheirownchoice,whilealsotakingintoaccountpracticalitiessuchastimeandcost.35%,however,citenobarrierstothemtakingholidaysoverseasbutsimplychoosetoremainintheUK.

ThisishugelypositiveforBritishproviders,demonstratingthatholidayingintheUKisnotsimplyagrudgepurchasebythoseunabletoaffordanoverseasholidaybutadecisionbasedonthequality,value,andconvenienceofholidayingclosertohome.

HolidayinginBritainhasanumberofperksfordomesticvisitors.HalfofthosewhochosetospendmoreoftheirleisuretimeintheUKbelieveditwassignificantlymoreconvenientintermsoftravel,foodandlanguagethantravellingoverseas.ValueformoneyisalsoanimportantconsiderationforBritishstaycationers.Forthosewhobasetheirlocationchoiceoncost,almosttwofifths(39%)believethattheUKoffersbettervalueformoneyasadestination.

A changing tourism landscapeTheUK–longrenownedforitsappealinglandscapes,citiesofcultureandengaginghistory–hasalwaysheldastrongappealforinternationalvisitors,butitisitsplaceintheheartsofitsdomestictouriststhatisundergoingarevival.

Thehospitalityandleisuresectoris,however,sensitivetochange,andsimplefactorssuchasfuelpricecanhaveasignificantimpactonspendwithinthesector,particularlyforshortbreaksand,notably,inmoreremotelocations.

34% 15% 34% 28% 40% 32% 43%

23% 42% 20% 24% 25% 23% 18%

15% 12% 17% 13% 10% 16% 17%

12% 6% 19% 11% 6% 10% 11%

32% 24% 34% 42% 33% 24% 26%

14% 27% 24% 15% 11% 9% 4%

Choice–IwouldliketospendmoretimeintheUK

IenjoyedarecentUKholidayandsoamkeentoreplicatethis

TherearemoreholidayactivitiesintheUKthantherewereinthepast

Thelevelofservicewithinthehospitalitysectorhasimproved

Cost–HolidaysintheUKarenowmoreaffordable

Time–IhavelesstimethanIhavehadpreviouslytoholidayabroad

Average Age18-24

Age25-34

Age35-44

Age45-54

Age55-64

Age65+

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Citybreakorcountryretreat?

Whenitcomestoholidaytypes,domesticvisitorsareenjoyingbothculture-filledcitybreaksandescapingtothecountryside.Theresultsofoursurveyrevealedthat40%ofpeopleplanningaUK-basedholidaythisyearareorganisingacitybreak,while37%wouldprefertovisitandstayinarurallocation.

ThesouthwestofEnglandisthemostpopularregionfordomesticholidaymakers,with30%planningavisittherecomparedto22%whohopetospendtimeinScotlandand20%whoseholidayplansincludeatriptoWales.Whenexploringspecificlocations,ScotlandandCornwallwereatthetopofthevisitordestinationlist,followedbytheLakeDistrict,Wales,YorkshireandLondon.

Thiscontrastswithfindingsamonginternationalholidaymakers,themajorityofwhom(67%)choseLondonastheplacetheywouldmostliketovisit.

Thegrowingpopularityofholidayparksisalsoenticingvisitors,particularlyinthedomesticmarket,tomoreruralandcoastallocations.Thisisespeciallyapparentforlongerbreaks,wherecostconsiderationssuchasfuelpricesareoffsetbylengthofstay.SouthernandcoastalholidayparksareprovingpopularforvisitorsintouringvehiclesfrommainlandEurope,whooftenchoosesuchaccommodationasafirst-nightstopfromwhichtocontinueexploringtheUK.

Whilehotelsremainoneofthetopaccommodationoptionsforvisitors,theflexibilityandchoiceofferedbyholidaycottagesandself-cateringapartmentsareattractinggrowingnumbersoftravellers.Thenumberofdomesticholidaystakeninarentalpropertyincreasedby20%from2009–2014,2andtheriseofproviderssuchasAirbnblookstoensurethistrendcontinuesoverthecomingyears.

HowBritishholidaymakerscharacteriseUKholidays?

Holidaydestinationsrankedbyregion–internationalvisitors(Top5)

Specificplaces %

London 67%

Scotland 44%

Wales 29%

NorthernIreland 24%

YorkshireandHumberside 17%

Holidaydestinationsrankedbyregion–UKvisitors(Top5)

Regions %

SouthWest 30%

Scotland 22%

Wales 20%

YorkshireandHumberside 20%

London 18%

2MintelGroupLtd,Holidayrentalproperty–UKReport,2014.

Notsure

Mainholiday

Mainholidayandshort

breaks

Shortbreak(s)inadditionto

maininternationalholidays

7%21% 21% 51%

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Theperfectescape

Britonsareleadingincreasinglybusylives,oftenjugglingthecompetingandgrowingdemandsofworkandfamilylife.Asaresult,manyviewtheirholidayswithintheUKasachancetoescapethepressuresofdailylifeandspendqualitytimewithlovedones.

Whenaskedaboutthefeaturesthatareimportantinleisuretime,82%ofrespondentsratedescapism/distractionasanimportantmotivator,closelyfollowedbytheopportunitytospendtimewithfamily(80%).Thesewerefollowedbythechancetospendtimewithfriends(66%),theopportunitytopursueaninterestortakepartinsomethingeducational(58%),andhealthandfitnessactivities(48%).

Thesefindingshighlightanimportantfactorforleisureprovidersaroundwhatvisitorsarelookingforwhenbookingaholiday,andprovideanopportunityfortourismbusinessestotailortheirofferingtoensureguestshavetheopportunitytofullyescapethehecticpaceofeverydaylife.

Thereisalsoahighdemandforexperience-ledbreaksthatallowfamiliestospendqualitytimetogetherwhileexploringnewplaces,learningnewskills,playingsportsorenjoyingsomerelaxation.Holidayparksarealreadygeareduptoprovideall-inclusiveexperiencestothetraditionalfamilymarket,buttheyalsocaterforthosevisitorswhosimplywantabasefromwhichtheycanexplore.

theUS,Germany,France,Russia,SaudiArabia,Australia,RepublicofIreland,andChinaareinterestedinvisitingtheUKormaybeinterestedinthefuture.

EveryChinesevisitorsurveyedwasenthusiasticaboutvisitingtheUK.WhilevisitorsfromRussiadisplayedtheleastinterest,thisfigurestillsatat93%forthosewhomaybeinterestedintakingaholidayintheUK.Morethan60%ofrespondentsweremoreinterestedinvisitingtheUKthantheywere12monthsago,echoingthefindingsamongdomesticvisitors.

ThevalueformoneyofferedintheUKisanimportantconsiderationforoverseasguests.Ofallinternationalrespondents,31%saidtheyweremoreinterestedinvisitingtheUKthantheywereayearago,citingthemainreasonasbettervalueformoneyduetothefallinvalueofthepound.

Whiletheseexperiencesaregenerallyall-inclusiveatholidayparks,othertourismandleisureprovidersmaybenefitfromexploringwaystoincorporateappropriateexperiencesoractivitiesintoconvenientproductpackagesinordertoupselltovisitors.

Theinternationalattraction

RevenuegeneratedbyinternationalvisitorstotheUKisatanall-timehigh,withtheannualspendfor2016totalling£22.16bn.3Thisgrowthlookssettocontinue,withvisitorspendfor2017forecasttoincreaseto£24.1bn.4

Indeed,theUnitedKingdomcontinuestogarnerfavourableopinionasaholidaydestinationamonginternationaltravellers.Ourrecentsurveyofthousandsoftravellersacrosstheworldfoundthat97%ofholidaymakersfrom

82%ofrespondentsratedescapism/distractionasanimportantmotivatorfortheirholidaysinUK.

3VisitBritainInboundVisitorStatistics,2016.4VisitBritain2017InboundTouristForecast.

65%

28%

5%

2%

51%

36%

10%

3%

49%

38%

10%

3%

43%

33%

17%

7%

51%

29%

14%

6%

53%

38%

6%

3%

50%

44%

5%

1%

69%

29%

2%

0%

Veryinterested–IfIcould,Iwouldgotheretomorrow

Slightlyinterested–InterestedinavisittotheUK,butnotaprioritydestination

Notveryinterested–I’mnotinterestedrightnow,butthatmaychange

Notatallinterested–IhavenointerestintraveltotheUK

UnitedStates Germany France Russia SaudiArabia Australia Ireland China

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HowinterestedwouldyousayyouareinvisitingtheUnitedKingdom?

IfyouweretopickahotelintheUK,howimportantwouldthefollowingoffersbe?(Internationalvisitors)

Afurther30%saidthemainreasontheyhadbecomemoreinterestedintheUKasaholidaydestinationwasduetohavingmoredisposableincomeavailablefortravel.

ThesefindingsshowtheattractionofamorefavourableexchangerateforinternationalvisitorsfollowingtheUnitedKingdom’svotetoleavetheEuropeanUnion.

TheyarealsotentativelyoptimisticforhospitalityandleisureproviderspreviouslyuncertainastohowtheBrexitvotewouldimpactvisitornumbers,andprovideanopportunityfortourismbusinessestotapintomoresubstantialvisitorbudgets.Oftheproviderssurveyed,38%believethatthepeopleoftheUKwillbemorewelcomingtotouristsfollowingtheUK’sdeparturefromtheEuropeanUnion.

Capitalisingonculture

TheUK’suniquelandscapes,historyandworld-renownedlandmarkscontinuetoappealtooverseastravellers,with51%ofinternationalvisitorssayingthemainreasontheywouldvisitisforthecultureofthefamouslandmarks.Asmanyas44%ofvisitorswantedtolearnmoreaboutthecountry’shistoryandvisitthenumerousmuseums,while41%areparticularlyinterestedinthenaturallandscape.

Oftherespondentssurveyed,Chinesevisitorswouldspendthemost(£715)onculturalactivities.Whenconsideredalongsideanincreasedfocusonvisitorexperience,tourismandleisureprovidershaveanopportunitytodrawontheirculturalandgeographicalconnectionsinordertoprovideamorecomprehensivecustomerexperience.

Greatexpectations

Internationalanddomesticvisitors–aswellasthevariousdemographicswithinthosegroups–canhaveverydifferentrequirementswhenbookingholidays.Amonginternationalvisitors,94%listedvalueformoneyasthemostimportantfactorwhenselectingahotelintheUK,while83%saiditwasimportantfortheiraccommodationtobeclosetopublictransport.Asmanyas82%ofoverseasvisitorsplacedhighimportanceontheprovisionoffreehigh-speedinternet.

Oftheinternationalguests,American,RussianandFrenchvisitorsalsoputanemphasisonahotel’sproximitytoculturallocations,while90%ofUSvisitorssaidproximitytocafes,barsandrestaurantswasanimportantconsiderationwhenselectingahotel.

30%

Overallvalueformoney

94%

Proximitytopublictransport

83% 82%

High-speedfreeinternet/WiFi

Proximitytoculturallocations

80%

Proximitytorestaurants,cafesandbars

77%

Shuttleservicetopublic

transportsite

73%

Proximitytoshopping

locations

68%

Aqualityrestaurantavailableforall

mealtimes

66% 66% 65%60% 59%

Aqualityrestaurant

availableforbreakfastonly

Staffspeakmylanguage

All-inclusiveservices

Hotelfacilities Experiencesorganisedbyhotel

49%

Hotelshoppingfacilities

38%

Myreligiousbeliefswillbe

respectedandfullyaccommodated

Babysitting/childcare/childentertainment

37%

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ThiswasfollowedbyvisitorsfromtheRepublicofIreland,85%ofwhomwantedtheirchosenaccommodationtobeclosetoagoodselectionofbarsandrestaurants.

Furthermore,someinternationalvisitorsalsoplaceahighimportanceontheoptionofchoosingfoodfromtheirhomecountryduringtheirstay.ThisismostprevalentamongguestsfromChina(77%)andSaudiArabia(62%),comparedto46%onaverage.

Cateringforadiverse,multiculturalaudienceisoneofthekeychallengesforBritishtourismproviders,butonewhichcanalsopresentnewandexcitingopportunitiestoattractvisitorsfromnewmarkets.

Creatinganenvironmentthatpromotesrespectandaccommodationforvariousreligiousrequirementscanopenthedoorstomoreinternationalguests,particularlyfromterritoriessuchasSaudiArabiaandtheUS.Takenalongsidethesizeablebudgetsthesemarketssetasideforholidays,itisvitalforproviderstoregularlyreviewtheirapproachto,andconsiderationfor,multiplereligionsandcultures.

Thetechnologytightrope

Whenexploringtheuseoftechnologyinthevisitorexperience,thesurveyresultsfoundthat66%ofdomesticvisitorswouldbemorelikelytochooseonehoteloveranotheriftheywereofferedtheopportunitytoselecttheirroomlocationpriortoarrival.Thiswasmoreimportantforinternationalvisitors,73%ofwhomwantedthechancetopre-selectroomlocation,withthefigurebeingevenhigherforChineseandRussianholidaymakers(85%and80%respectively).

Indeed,theappropriateuseoftechnologyintourismbusinessescanworkwelltostreamlinevisitorexperienceandminimiseunnecessaryadministration.Asanexample,

halfofinternationalvisitorsconfirmedaninterestincheckingintotheiraccommodationviasmartphoneandthereforeavoidingthefrontdesk.ThiswasparticularlynotableamongguestsfromChina(82%),SaudiArabia(74%)andtheUS(67%).

Providersshould,however,beawarethattechnologycanprovedivisiveamongcustomers.Theoptiontocheckinviasmartphone,forexample,issignificantlylessappealingtoguestsfromAustralia(38%),France(36%)andGermany(31%)andmayreducetheopportunitytobuildrelationshipswithgueststhroughface-to-facecommunication.

Recognisingloyalty

WiththeUK’shospitalitysectorboomingandthousandsofbars,restaurants,hotels,spas,entertainmentvenuesandleisureproviderstochoosefrom,internationalvisitorshaveawealthofchoiceattheirfingertips.Buildingrelationshipsandmaintainingadialoguewithcustomersisthereforecrucialinencouragingrepeatbusinessandgainingvaluablefeedbackonvisitors’experiences.

Oftheinternationalvisitorssurveyed,57%selectedmembershipofarewardsorloyaltyprogrammeasanimportantfactorinchoosingtheirhotel,comparedto44%amongdomesticvisitors.Oftheoverseasmarket,AmericanandRussianvisitorsinparticularweremoreattractedtohotelswithloyaltyprogrammes,with73%and61%respectivelycitingitasanimportantfactorwhenchoosingtheiraccommodation.

Additionally,fourin10UKvisitorssaidtheywouldbemorelikelytochooseonehoteloveranotheriftheproviderrememberedtheguest’spreviouspreferences,while32%wouldfavourahotelwherestaffknewtheguestsbyname.Thissignificantleantowardsproviderswhoofferthepersonaltouchtoguestsisnotableinanerawheretheuseoftechnologythatreducesguestandhotelstaffcontactisseeminglyontherise.Thevalueofrepeatbusinesscanregularlybeseenbytourismprovidersacrossthecountry.ParkHolidays,whichfeaturesasacasestudyinthisreport,estimatesthataround45%ofitscustomershavevisitedmorethanonceoverthepreviousthreeyears.

GordonRamsayGroup,whichruns31restaurantsglobally,investslargeamountsofresourcesandtimeintodevelopingnewCustomerRelationshipManagement(CRM)initiatives.Thecompanyaimstoengagecustomersonaone-to-onebasisandencouragerepeatbusinessacrossthegroup.

BOOKNOW

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Exploring visitors’ spending patternsFordomesticvisitors,accommodationaccountsforthelargestproportionoftheholidaybudget,withvisitorsestimatinganaveragespendof£309onhotels,bedandbreakfastsoralternativeaccommodation.

Thefigureishighestamongrespondentsaged55-64yearsold,whospendanaverageof£369pertriponaccommodation,whilethoseaged18-24spend£211–thelowestspendinthiscategory.

Eatingoutoratthehotel,orbuyingfoodanddrinkforself-cateredaccommodation,isthenextbiggestspend,withrespondentsestimatingoutgoingsintheseareasof£152and£104respectively.Whenbrokendowntoexploreregionaldifferences,visitorsfromScotlandspendthemostonmealsforeatingoutorattheirhotel.

TheUK’sbigspenders

Shoppingremainsapopularactivityfordomestictourists.Visitorsspendanaverageof£121onshoppingduringtheirtripswithintheUK,withthisfigurerisingto£134amongmen.Theaverageshoppingspendforwomenisbelowaverage,at£109.Shoppingbudgetsaremostgenerousforholidaymakersinthe35-44agebracket,whospendanaverageof£144.

Menreportedspendingmoreacrossthemajorityofleisureandhospitalitycategories,includingvisitingthecinemaandthetheatre(£57comparedto£36amongwomen),watchingprofessionalsport(£61v£27),visitingathemepark(£50v£37)andusingahealthcluborgym(£36v£22).

Youngergenerationsreportedahigherspendonholidayparksandthemeparks,withfamilieswithchildrenaged4-6yearsoldspendingmorethan£200onvisitingholidayparks.ThemeparksareparticularlypopularwithrespondentsfromtheNorthEastofEngland,whilepeoplefromtheMidlandsspentthelowestamountinthiscategory.Youngpeoplearealsoincreasinglyexperience-driven,withthoseintheloweragecategoriesspendingthemostonhealthclubs,andmorethanhalfspendingmoreonexperiencesthanduringthepreviousyear.

Internationalbudgets

Spendingbyinternationaltouristsforthepastyearhasbeengrowingsteadily,hitting£22.35bnbytheendof2016.5

Indeed,internationalvisitorssetasidesizeablebudgetsforholidays.Oursurveyresultsshowthatoverseastouristsestimatetheiroveralltravelbudgetfortheirplannedholidaysin2017tobe£3,443,whichincludesflights,accommodation,food,drinkandallactivities.

Oftherespondentssurveyed,thoseinChinahadthebiggestholidaybudget,estimatingtheywouldspendaround£5,424ontheirholidaysthisyear.VisitorsfromtheRepublicofIreland,comparatively,hadthemostmodestholidaybudget,estimatinganaveragespendof£2,086.

5VisitBritainMonthlyInboundUpdateJanuary2017.

Howdodomesticvisitorsspendtheirbudget?

HowdointernationalvisitorsspendtheirUKholidaybudget?

£667

Accommodation

£450

Eatingout

£339

Shopping

Accommodation

£309

Eatingout

£152

Shopping

£121

Holidayparks

£72

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Visitorswithmorespendonexperiencesthisyear,comparedwithpreviousyears

Age18-24 Age25-34 Age35-44 Age45-54 Age55-64 Age65+

52%

39%34%

22% 25% 24%

Whenitcomestothespendingpatternsofinternational

visitors,hotelsandaccommodationarewheretourists

spendthemost,withoursurveyresultsshowingthe

averagespendonaccommodationtobe£667.Americans

wouldspendthemostonhotelsandaccommodation–

£972comparedtoa£890spendbyAustralians–andbe

themostlikelyofalltheinternationalvisitorstostayin

afive-starorluxuryhotel(24%).

Inforapenny

Asidefromaccommodation,internationalvisitorsspend

thelargestamountoftheirholidaybudgets–£453–

onshopping,particularlyforclothingandaccessories.

Overseastravellerswouldexpecttospendanaverageof

£282onclothingandaccessorieswhenvisitingtheUK.

Retailershopingtocaptureasliceoftheinternational

marketcouldseestrongresultsbyfocusingonBritish

productsthatofferoriginalityandexclusivityto

overseasshoppers.

AmericanandChinesevisitorsarethemostlikelytoshopforclothingandaccessories,spending£591and£361respectively.Germantravellers,meanwhile,spendonly£171inthiscategory–thesmallestamountofthosesurveyed.

AtasteforBritish

Food,drinkandeatingoutalsoremainalucrativemarketwhenitcomestotheoverseastraveller,withtheaveragevisitorbudgeting£339onbuyingfoodanddrinkformealsoutorattheirhotel/accommodation.

Thisishigherthantheamountspentbydomesticvisitors,whoestimatedaspendof£152oneatingoutormealsatthehotel(or£104forthosebuyingfoodanddrinkforself-cateringaccommodation).

Estimatedoveralltravelbudgetforholidaysthisyear However,suchfiguresmustbeconsideredalongsidethelengthofvisitorstays,asinternationalcustomersaremorelikelytostayforlonger,whileUKholidaymakersoftenoptforshortbreaks.AmongBritishvisitors,51%considertheirholidaysintheUKasshortbreaks,comparedtojust21%whoarelikelytostayintheUKfortheirmainholiday.Australianvisitors,bycomparison,arelikelytostayforanaverageof14days,andAmericanvisitorsforeightdays.

Whenspecificallyconsideringspendingmoney,forinternationalvisitors,foodcomesjustbehindclothingandaccessoriesastheshoppingcategorytheyaremostlikelytospendmoneyon.Theaverageinternationalvisitorwouldbudget£281–excludingmoneyallocatedformealsout–forfoodduringtheirstay.

Country Mean(£)

China 5424.87

US 5230.41

Australia 4247.81

SaudiArabia 2836.51

Germany 2650.86

France 2469.32

Russia 2175.66

Ireland 2086.11

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One size fits all?Tourismandleisureprovidersarebeingcontinuallychallengedbyconflictingdemographicpreferences.And,asthegenerationalgapwidens,itismoreimportantthaneverthatbusinessesunderstandtheircustomerinordertotailortheirmostattractiveofferingtotheappropriatemarket.

Preferenceonalternativeservices

Oursurveyresultsfoundyoungerhotelcustomerstobesignificantlymoreinterestedintechnologythanolderguests.Inthe18-24demographic,51%saidtheyweremorelikelytochooseonehoteloveranotherifitofferedcheck-infacilitiesviasmartphone,comparedtoonly27%onaverage.Similarly,44%of18-24yearoldswouldbeinterestedinhotelsthatenabledthemtocontroltheirroomsviaasmartphoneapp,comparedtoanaverageofonly17%acrossallagegroups.

Otherfactors,suchastheavailabilityofchildcare,canalsorevealdifferentpreferencesamongguests.Onethird(33%)of25-34yearoldswouldbemorelikelytofavourahotelwithbabysittingservices.However,thisdroppedto25%among35-44yearoldsand15%onaverage.Indeed,theprovisionofsuchservicescouldactasadeterrentforolderguests,whomaypreferaquiet,adult-onlyhotel,andrequiresdelicatemanagementonthepartofprovidersingettingthebalancerightforguests.

Such‘Marmite’options–whichseemtoattractasmanynewguestsastheydeter–alsoincludeopportunitiestomeetotherguests(18%comparedto20%)andfunctionalitytocontrolhotelroomsbytheguest’ssmartphone(17%comparedto15%).

Preferenceforsmartphonecheck-in(UKvisitors) Theuseoffacialrecognitiontechnologyisalsoanareaonwhichrespondentsaredivided,with17%ofBritishrespondentssayingitwouldattractthemtoaparticularaccommodationprovider,while16%saiditwouldputthemoff.

And,whiletheremightbeagrowingdemandforgreaterchoiceofalcoholincertainentertainmentandleisurevenues,theissueoftheavailabilityofalcoholinlocationssuchascinemasandbowlingvenuessplittheopinionofrespondents.Justunderaquarter(23%)ofBritishvisitorsdeemedtheavailabilityofalcoholincinemasasanattractiveproposition,comparedto26%ofrespondentswhowouldbedeterredbyit.Thisisparticularlymorepopularwithyoungpeople(48%ofthoseaged18-24)–andwithpeoplefromLondon(36%).

Comparatively,22%ofdomesticvisitorswereenthusiasticabouttheavailabilityofalcoholinbowlingvenues,whilethesamenumberwasopposedtoit.Suchfindingsmay,however,beexplainedbythetypeofvenueandclientele,andcouldvarybetweensmaller,boutique-stylelocationsandlargerchains.

Preferenceforhotelwithsmartphone

check-infacilities

CHECK-IN

51%18-24

45%25-34

11%65+

17%55-64

21%45-54

36%35-44

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Overcoming barriers to bookingAmongallthefactorsinternationaltravellersmustconsiderwhenbookingaholidaytotheUK,Britain’svisaprocesscanbeoneofthebiggestobstacles.

VisitorsfromSaudiArabiawerethemostlikelytobedeterredbytheUK’svisaprocess(38%),comparedto34%ofRussianvisitorsand31%ofpotentialholidaymakersfromChina.AsBrexitnecessitatesmorestringentbordercontrolsforEUnationals,providersneedtobeawarethatinternationalguestsmaybesensitivetothepotentialfortighterprocessesandlongerwaitslikelytostemfromincreasedpressureonBorderForce.

And,althoughairtravelhasreducedinpriceinrecentyears,thecostoflonghaulflightsandaccommodationwerecitedasadditionalbarrierstovisitorsfromChina,SaudiArabia,AustraliaandRussia.AdeclineinpersonalfinanceisalsoakeyreasonforholdingoffoninternationaltraveltotheUK.

Onlineandonthemove

Thelastdecadehasseenasignificantriseinthenumberofdomesticvisitorsbookingtheirholidaysonline,withthefigurerisingfrom32%in2007to76%in2017.Ofvisitorsbookingonline,thenumberusingasmartphoneortablethasdoubledfrom3%to6%and5%to13%respectively,highlightingarequirementinthemarketforastrongdigitalpresenceandmobile-friendlywebsites.ThemostpopularbookingmethodforinternationalvisitorsisthroughintermediarywebsitessuchasExpedia,with52%optingtobookthroughsuchasite,comparedto22%whowouldbookthroughatravelagent.Amongoverseastravellers,20%wouldbookdirectlywiththeproviderintheUK.

Thepopularityofholidaywebsitescanprovechallengingforprovidershopingtoconnectwithpotentialcustomersdirectly,butoftengivesvisitorsreassurancethattheyaregettingthebestpriceavailable.Suchwebsitescanalsoenableproviderstotapintomarketsthattheymaynothavepreviouslytargetedthroughmarketingoradvertising.Nearlytwothirds(61%)ofUKholidaymakersnowsaytheyarelikelytobookatripdirectlywiththeprovider,upfrom47%in2007and55%in2013.

Howarevisitorsbookingtheirholidays?

Whileonlinebookingisontherise,providersmustbeconsiderateofasignificantnumberofvisitorswhostillprefertobookoverthephoneorinperson,particularlyamonginternationalcustomers.VisitorsfromtheUSmadetwiceasmanyholidaybookingsbyphone(8%)thantheaverageacrossalltherespondents(4%),highlightingacontinuingdemandforthehumantouchthroughoutthebookingprocess.

Intermediaries Travelagents Bookingdirect

22%

3%

52%

23%

20%

61%UKresidents

Internationalholidaymakers

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The experience economyEmergingtrendsinthehospitalityandleisuresector,whichareapparentacrossbothBritishandinternationalmarkets,includethegrowingpopularityofhotelswithanemphasisonfoodandcuratedexperiences.

Amongdomesticvisitors,44%agreedthatanaccommodationproviderwithanemphasisonfoodwouldmakethempreferableoverothers,raisingthequestionofwhetherpartneringwithhigh-qualityrestaurantscouldimprovetheoverallcustomerexperienceforguests.

OthertrendsthatUKholidaymakersdisplayedinterestinincludecuratedvisitsandexperiences(33%),hotelswithanemphasisoncustomerexperiencessuchasicehotelsorglamping(31%)andimmersivecinemaexperiences(27%).But,whiledomestictouristsareincreasinglyattractedtoprovidersofferingunique,high-qualityexperiences,theyarenotnecessarilyenthusiasticaboutorganisedopportunitiestosocialisewithothervisitors.

Thesociablesector

Exploringtheinternationaldatainmoredetail,visitorsfromtheUSarethemostsociable,with61%sayingtheywouldbeinterestedinopportunitiestomeetotherguestscomparedto38%onaverage.

GuestsfromAustraliaandRepublicofIreland,however,aremorelikelytobedeterredbysocialactivities,makingitimportantforproviderstounderstandtheircustomerneedsandstriketherightbalancebetweenorganisedactivitiesandspaceforgueststocreatetheirownexperiences.Splittingresultsbydemographic,thereisaclearleantowardsorganisedsocialactivitiesbyyoungergenerations.

Ahomefromhome?

AmongcompetitorstappingintothisshifttowardsexperientialvisitsisAirbnb,whichenablesgueststobookauthenticexperienceswithlocalhosts.Airbnbisprovidingincreasingcompetitionformoretraditionalhospitalityandleisureproviders.OfBritishholidaymakers,20%wouldconsiderAirbnbalongsideotheroptions,and21%wouldconsiderusingtheservicealthoughfeltitunlikelytheywouldbooktheirholidaysthroughit.Itis,however,importanttoexercisecautionwhenassessingtheimpactofexperiential,‘home-from-home’accommodationproviders,particularlyforthedomesticmarket.Just7%ofUKvisitorsinthisreportplantouseAirbnbfortheirholidaythisyear,and24%ofdomestictouristssaythattheyhaveneverheardoftheprovider.

Theinternationaltourismaudience,bycontrast,iswitnessingasignificantgrowthinholidaysbookedviaAirbnb,with66%ofoverseastravellerssayingtheywouldconsiderusingtheserviceiftherewasappropriateaccommodationavailable.ThisisparticularlyprevalentamongChinesevisitors,and90%wouldconsiderusingaservicesuchasAirbnb,followedby78%ofAmericans.

Thegrowinginfluenceofexperientialproviders,whilecreatingchallengesfortraditionalhospitalityandleisureproviders,canalsoraiseawarenessofthegrowingdemandfortailored,highlypersonalisedexperiencesacrossthesector.

Typesofopportunitiestomeetothers

US Germany France Russia SaudiArabia Australia Ireland China

Organisedlightexerciseandsport 7% 5% 4% 3% 21% 3% 3% 9%

Drinkseveningsandcocktailmaking 15% 20% 11% 14% 0% 17% 18% 10%

Largecommunaltablesformealtimes 8% 8% 9% 6% 10% 6% 4% 13%

Citytoursandvisitswithotherhotelguests 27% 22% 24% 33% 15% 22% 15% 9%

Co-workingspaceatthebarorpoolside 7% 5% 6% 2% 4% 5% 3% 7%

Socialareassuchascinemas,gamesrooms,clubrooms

14% 7% 9% 4% 14% 9% 9% 15%

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Adaptablecustomerexperience

Theriseofonlineandmobilebookingcontinuesapace,withoverthreequarters(76%)ofconsumerswillingtobookonline.

However,15%ofvisitorsstillprefertobookinpersonorbytelephone–risingto24%ofconsumersover65.

Whileitisobviouslyvitaltodevelopuser-friendlyandstreamlinedonlinebookingforconsumers,itisimportant

nottooverlooktraditionalbookingmethods,suchasface-to-faceandtelephonebooking.

Strategies for success

BeproudoftheUK

Thecountryretainsitsstrongattractionasaholidaydestinationwithrenownedhistoryandculture,toboth

domesticandinternationaltravellers.ThepoliticalturmoilhashadlittleimpactontraveltotheUK.Theindustryshould

beproudof,andleverage,thecountry’sculturalassetstoattractandretainvisitors.

Onesizedoesn’tfitall

Differentdemographicgroupshavediverserequirementsandpreferenceswhenitcomestoholidaysandleisureexperiences.

Forexample,someofferings,suchasmobilecheck-in,mayonlyappealtocertaingroupsofpeople.Hospitalityandleisure

providersneedtodeveloparangeofproductsandservicestomatchdifferentexpectations.

Connectlocally

Oursurveyshowsthatonethird(30%)ofholidaymakersexpecttospendmoreonleisureactivitiesthisyearthaninprioryears.Shoppingaccountsforthethird-largestproportionofspending

afterhotel,foodanddrinkspend.

Leisureoperatorsshouldconnectwithlocalprovidersandretailerstodeveloppackagesofofferingsthatofferwider

andricherchoices.

Totakeadvantageofincreasingdomesticandinboundtourism,businessesmightconsiderthefollowing:

Caterforinternationaltastes

Overseasholidaymakerscanhavedifferentsocialandreligiousrequirementsfromdomestictravellers.Having

servicesrecognisingtheseneeds,suchasfreeshuttlebusestoairports,couldhelpoperatorsstandoutfromthe

competition.Startwithsimpleofferings,suchasfreeWifi.

Actdecisivelyonfeedback

Feedbacktakesmanyforms,fromfacetofacetoonline,andithasbecomeincreasinglyimportantforbusinessesto

understandandreacttoit,andpromptly.

Arobuststrategyfortrackingandrespondingtofeedbackwillultimatelyenhancetheguestexperienceandhelpimprovethe

possibilityofrepeatvisits,aswellasreferralsandrecommendationsofyourbusinesstootherconsumers.Theskillistoidentifywhat

themostappropriatetypeoffeedbackisandtothenhaveaneffectiveprocesstomanageandrespondtoit.

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Case study: Park Holidays ParkHolidaysistappingintoagrowingtrendamongstBritishholidaymakersofchoosingtostayalittleclosertohome.

AgrowingnumberofholidaymakersarechoosingtoholidayintheUK.WhilepreviouslyalotofdemandforBritish-basedfamilyholidayswasprice-led,thedemandisincreasinglyquality-led.TonyClish,CommercialDirectorofParkHolidays,saystheresultisthatthecompanyhasbeenabletoinvestinhigh-qualityholidayhomeswithbetterheating,insulation,kitchensandbathrooms,makingtheirsamoreappealingproductandencouragingmorerepeatbusiness.

Welcomeback

Withmanyvisitorsoptingtoreturn,thecompanynowputsalotofemphasisonencouraginggueststocomeback,providingopportunitiestorebookthesameholidayatthesamepricefor12months’timebeforetheyleave.Theyalsoofferrepeatcustomersthechancetoownaholidayhomewithintheparkgrounds,alongwithasubletserviceforthemonthstheywouldn’tneedtouseit,thereforeencouragingmoreregularvisitsandgeneratingincreasedincome.

Goingthedistance

WhileBritishtourismcompaniesareenjoyingincreasedvisitsfromdomestictravellers,additionalfactorssuchasthelengthofvisitorstayandfuelpricescanaffectvisitornumbers.Whereasholidaymakersarehappytotravelforthreeorfourhoursforbreakscomprisingofoneortwoweeks,Tonyhasfoundthatguestswillrarelydriveformorethanoneortwohoursforashortbreak.Asaresult,themaingrowthinshortbreakshasbeengreatestclosetothelargeconurbations,suchasinEssex,SuffolkandKent.

Fuelpricescanalsohaveanotableimpactonbusiness.Whenfuelpriceswerehigh,consumerschosetoholidayclosertohomeandvisitornumbersdeclinedinremoteareas.

Knowyourniche

WithUK-basedtourismprovidersfacinganongoingbattleagainstholidaymakerschoosingtoholidayabroad,thekey,saysTony,istofindanicheinwhichyoucanbuildareputationsothatpeopleclearlyunderstandwhatyouoffer.

Itisalsoimportanttoadapttochangingdemandsinordertomaximiseyourvisitornumbers.WhileParkHolidaysisparticularlysuitedtothefamilymarket,therequirementoutsideschoolholidaysismoreaboutprovidingabaseforvisitorsholidayingwithoutchildren.Asaresult,thosetimeswillseelessofafocusonkids’entertainmentandmoreadult-orientedeventssuchaslivemusicorbingo.

Capturingthecontinentals

Asrecentresultshaveshown,manyoverseasvisitorsarechoosingtostayintheUK’slargecities–London,EdinburghandCambridgebeingamongstthemostpopular–andprovidingachallengeforprovidersbasedincoastalareassuchasHastings,GreatYarmouthandTorquay.

Themainbusinessfromoverseastravellers,saysTony,isfrompeoplecominginonferriestoDoverfromthe‘low’EuropeancountriessuchasTheNetherlands,Belgium,NorthernFranceandNorthernGermanyintouringcaravans.SuchcustomersoftenusenearbyparkssuchasKentastheirfirstnightstopoverand,whileitisnotabigmarket,thecompanyishappytobeinvolvedinbringingoverseasvisitorsintotheUK.

Thekeyistofindanicheinwhichyoucanbuildareputationsothatpeopleclearlyunderstandwhatyouoffer.

TonyClishCommercialDirector,ParkHolidaysUKLtd

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Case Study: Gordon Ramsay Group TheGordonRamsayGrouphasthestructureinplacetohelpitsUKrestaurantsmaximiselucrativeopportunitiesfromtheinboundmarket.

Toengageexistingcustomers–andtargetnewdemographics–companiesmustgetcreativeinprovidingmarket-appropriateinitiativesandexperiences,saysStuartGillies,ChiefExecutiveOfficeroftheGordonRamsayGroup(GRG).Andwhilesomeregionalmarketsretaintheirdistincttastes,theinternationalaudienceisbecominglessinternationalthanitusedtobe.

It’sasmallworld

AsaresultofincreasedmobilitybetweenBritainandtheEuropeanandAsiancapitals,theGrouphaskeptthemenuandstyleofitsBreadStreetKitchenconceptverysimilarinLondon,HongKong,SingaporeandDubai.Thatstyleofofferinghasbecomerelativelyglobal,offeringaninstantlyrecognisableproducttothecapital’sinternationalvisitors.

Today,however,themarketissuchthatcustomersmightwantathreeMichelinstarexperienceonedayandacoupleofstartersinthemoreinformalBreadStreetKitchenthenext.It’shugelyimportant,therefore,forproviderstoconsiderthattheirguestsmightnotallbedifferentperse,butthateachindividualguesthasadifferentsetofneedsonanygivenday.

Allowingindividualrestaurantstooperateindependentlyandstandaloneasseparateconceptswithinacollectionofotherprovidersiskey,saysStuart.TheGroupworkscloselywithitspartnersaroundtheworldtoattractnewcustomersandshowcasetherangeofdifferentconceptsanddiningexperiencesonoffer.

Partnershipsoftrust

TheGordonRamsayGrouphaslongunderstoodthebenefitsofpartneringwiththerighttourismprovider.

TheGroupaimstoestablishandnurturestrongrelationshipswithcustomers.Thisbeginswiththeveryfirsttimeacustomerhearsabouttherestaurant,andcontinuesthroughtotheirfirstdiningexperienceandsubsequentvisits.TheGroup’spartnersarecriticalinenablingittoprovideaconsistent,highqualityserviceinternationally,whileensuringthateachrestaurantstillprovidesauniqueexperienceandstrengthenscustomerrelationshipsthrougheveryinteraction.

Thecustomerrequirementforaseamlessexperiencebetweenhotelsandtherestaurantswithinthemmakesitessentialforpartnerstoshareavisioninordertodeliveranauthenticandqualityexperience.StuartdrawsontheofferinginCaesar’sPalaceasanexample,wheretheGordonRamsayPubandGrillhasusedBritishfavouritesasauniquesellingpointandexpandedtoincludeatakeawayfishandchipbarthatnowservesaround1,000customersaday.

Pleasecomeagain

Whenpromotingyourproduct,thereissimplynosubstituteforgivingpeopleafantastic,value-for-moneyexperience,stressesStuart.ButgettingcustomersinthedooristhefirststepinbuildingtrustedrelationshipsandencouragingrepeatbusinessacrosstheGroup’sotherrestaurants.

Airportandtourist-focusedcollateralcanbeveryeffectiveindrawinginboundvisitorstoGRGsitesneartopopularLondonlandmarksinthefirstinstance.TheGroupestimatesthataround30%ofguestsrepeattheirdiningexperienceyearonyear.With31restaurantsinternationally,theGroupworkshardtomakesureitremainsontheradaroftheincreasinglymobileglobalaudience,whowanttocontinuetheirculinaryjourneyastheytraveltheworld.

StuartGilliesCEO,GordonRamsayGroup

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Key Takeaways• TheincreasedconvenienceandvalueformoneyofholidayingintheUKaredrivingariseinthenumber

ofstaycationsforBritons,withmorethanoneinthreeexpectingtospendmoretimeonholidayintheUKthisyear

• Shortbreaksarethemaintypesofholidayfordomesticvisitors,while21%plantohavetheirmainholidayinBritain

• TheUKhasasignificantappealforinternationaltravellers.Internationalvisitorsspendanaverageof£3,443ontheirholidaystotheUK.VisitorsfromChinaandtheUShavethelargestbudgetfortheirholiday

• Whilethereisatrendfordomesticholidaymakersbookingdirectlywithproviders,overhalfofinternationaltravellersstillpreferusingintermediariessuchasExpedia

• Youngergenerationsarewillingtospendmoreonexperienceandactivities,whilepeopleaged55+spendthemostonaccommodationandeatingout

• Malevisitorsspendmorethanfemalesacrossthemajorityofhospitalityandleisurecategories,includingshopping,watchingprofessionalsport,visitingcinemasortheatres,usinghealthclubs,visitingthemeparksandplayingsportssuchasgolf

• Britishtourismprovidersneedtoconsidermultipleandchanginginternationaltravellers’preferences,suchasfreeWiFi,transportationandreligiousorculturalrequirements

• Theuseofappropriatetechnologycanattractvisitorsandstreamlinecustomerexperience,butmustbebalancedwiththe‘Marmiteeffect’ofsomefeatures,whichcandeterasmanycustomersastheyattract.

TofindoutmoreabouthowBarclayscansupportyourbusiness,pleasecall08000154242*orvisitbarclayscorporate.com

*Callsto0800numbersarefreefromUKlandlinesandpersonalmobiles,otherwisecallchargesmayapply.Tomaintainaqualityservicewemaymonitororrecordphonecalls.

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