Visit Cornwall

Tuesday 2nd June 2020

Malcolm Bell

Coronavirus Crisis

Welcome

Todays Webinar

• Update on Consumer Insights Research

• Outline of Visit Cornwall Recovery Plan

• Update on Lobbying and Representation

• Question and Answers

Consumer Insights Research

• Commissioned BDRC

• Part of a wider weekly survey

• Looking at types of choices re accommodation and activities choices and changes

• Copies of slides available after the webinar

• Tracking Consumer Sentiment on the Impact of COVID-19

• Weekly Update – 25th May 2020

Visit Cornwall Bespoke Report: Week 3

Visit Cornwall Key Points Scorecard

Main mode of transport to South W ‘Normal’ score if known w/c 11/5 w/c/ 18/5 w/c 21/5

National Mood average score out of 10 -- 6.7 6.7 6.7

The worst has passed % -- 33% 19% 24%

Close to normality by August % -- 13% 8% 6%

Likely to take a UK summer holiday 75% 41% --- 37%

Biggest drop-off in summer holiday-taking behaviour -- Empty Nesters -- Empty Nesters

Smallest drop-off in summer holiday-taking behaviour -- Families -- Families

Number one UK domestic region for summer holiday -- -- --- South West

Top 2 destination types for Britons’ summer holidays Countryside or village, Traditional Coastal Town

Countryside or village, Rural Coastline

Top 3 destination types for South West summer holiday makers -- -- -- Traditional seaside town, Countryside or

village, Rural coastline

Main mode of transport to South West summer holiday -- -- -- Own car

Main accommodation type in South West summer holiday -- -- -- Rented holiday home/cottage

Main activity for UK holiday-makers Walking/hiking + restaurants

-- -- Walking/hiking

Main attraction type for UK holiday-makers Castle/fort and Gardens -- Gardens

THIS WEEK

Key findings and implications for Visit Cornwall/1

UK summer holiday taking still looks low, but Cornwall and Devon are the most

popular destinations for those that plan on taking one: The public mood remains

pessimistic and there is still limited evidence of a desire to take staycations. However,

the booking lead time for overseas and UK trips continues to diverge, suggesting there

is some hope for domestic destinations. The South West is the number one UK holiday

destination, within which Cornwall and Devon share equal popularity.

Overcoming empty nesters concerns should be a key priority for tourism organisations,

to ensure : Given their high disposable income and free time, Cornish tourism

organisations should aim to reassure empty nesters that it is safe to visit highlighting

appropriate social distancing and cleanliness measures, perhaps incentivising with

priority treatment (as supermarkets currently do) and creating positive PR around the

experience on offer. Offering opportunities to connect with family through multi-

generational trips, may also entice this audience, as well as reaching out to the key family

audience who are also likely to decline in number this summer

Families and pre-nester appear to be the most resilient: Our research suggests that

families are the least likely to sacrifice their summer holiday, followed by the less risk

averse ‘pre-nesters’ (or millennials). Organisations in the South West should ensure

that they are equipped to safely cater to the family audience, who are still likely to

require entertainment

Empty nesters are driving the drop in UK holidays but they are also the most likely

to book later than normal: Despite being the least financially affected, empty

nesters are predicting the biggest drop in UK holidays this summer. The drop may

be driven by a number of factors including a typically higher incidence of group

holidays or a desire to reconnect with family at home instead. But it’s also likely

that anxiety about catching COVID-19 is a bigger concern for this life stage (their

representation in visiting urban areas has dropped more than rural areas this year).

Positively they show the highest inclination to book late. If the conditions are right

they may lead this last minute surge

As it stands, Britons still anticipate taking half as many trips this summer as usual,

but late bookings may drive a last-minute surge: The current prognosis for summer

UK trips reflects the pessimistic national mood – 37% anticipating taking a summer

holiday compared to 75% had the pandemic not occurred. The drop is highest in

(although not exclusive to) crowded areas. The types of venues offered by the South

West are the most resilient, in particular countryside and villages and rural coastal

paths. Amongst those planning on visiting the South West, traditional coastal towns

retain popularity, suggesting the likes of Newquay and St Ives are still likely to

experience some footfall this summer.

Local residents will need reassurance as well as holiday-makers: Although largely

open to welcoming day-trippers, residents of the South West are as negative as the

rest of the country when it comes to welcoming tourists from the UK and overseas.

Positive PR and clear guidance on how tourists will be processed will be essential in

ensuring there isn’t a local backlash to tourism this summer.

Key findings and implications for Visit Cornwall/2

Any restrictions applied at accommodation need to be necessary and proportionate.

There is clear support for improved cleaning regimes and measures to ensure social

distancing. But steps should not be too extreme, and should not take away from the

holiday experience. Closing communal areas was deemed more undesirable than

desirable, highlighting that venues need to hold on to elements of the stay that define

their experience. Similarly, intrusive personal interventions such as being forced to

wear masks were also regarded as more off putting than desirable. Being seen to

protect must be balanced with creating memories

Easy cancellation or transferrable bookings are an important incentive for bookings:

Although not necessarily ideal for accommodation providers, UK holiday-makers

currently need financial safeguards and incentives so they can book their trips with

confidence. The need is driven by the specter of recession, uncertainty over when

restrictions will be lifted, a potential second wave and some negative experiences

receiving refunds at the start of the crisis.

• The mood of the nation

The average mood of the nation is now consistent from week-to-week. Just over 3 in 5 Brits have a positive mood (7+ / 10).

Q5: How would you rate, between 0 and 10, your mood today? (%)

13

26

44

17

9-10 ratings 7-8 ratings

5-6 ratings 0-4 ratings

61% 7-10 ratings

19-22 May 2020

Average mood

6.7

39%0-6 ratings

19-22 May

6 6.1 6.16.5 6.7 6.6 6.7 6.7 6.7

Average mood week-on-week(UK Adults)

International Comparison

6.7 (19 -22 May)

7.1 (21-22 May)

6.1 (15 - 18 May)

6.5 (18 May)

5.6 (23 May)

Ahead of the Dominic Cummings furore, confidence in the government showed a slight recovery, with just over half of UK adults ‘confident’.

Q6: Would you say that you are completely confident, somewhat confident, not really confident, not at all confident regarding

Q6: Would you say that you are completely confident, somewhat confident, not really confident, not at all confident regarding how the British government is handling the crisis? (%)

5667 63 64 61 63 66

47

5342

3137 35 38 36 33

5246

2 2

1

1 1 1 1 2 1

23-24March

30-31March

6-7 April 14-15 April 20-22 April 27-28 April 4-5 May 11-12 May 19-22 May

Don’t knowNET Not confident

NET Confident

Tourism intentions

Buoyed by government support, the intention to plan, book and take a UK holiday have both increased significantly this week

Plan a UK holiday

Q12. Given what you know today, when do you anticipate doing the following? Base all

Planning on doing it but don’t know when

This week

Within the next month

Within the next 6 to 12 months

Within the next 3 to 6 months

Within the next month to 3 months

5 7 6 7 4 4 6 4 128 11 10 8 13 11 11 1620

9

21 24 21 21 23 2225

1828

17 2018

22 24 2322 18

3028 22 27

25 23 2220 2378 82 82 81

85 85 8287 90

23-2

4 M

arch

30-3

1 M

arch

6-7

Ap

ril

14-1

5 A

pri

l

20-2

2 A

pri

l

27-2

8 A

pri

l

4-5

May

11-1

2 M

ay

19-2

2 M

ay

Average time before the activity

4.6 months

This week

Average time before the activity

5.3months

Book a UK holiday

In the week that the UK’s culture secretary announced a “very ambitious plan” to get the tourism sector up and running by July, an increasing proportion of Britons are starting to thinkabout taking a summer holiday. At 14%, the proportion planning on taking a summer staycation is still small, but this figure is more than twice as big as last week. An even largerproportion expect to plan or book a trip in the next few months, suggesting now is a good time for UK tourism organisations to start promoting all trips. The summer holiday optimismwill be welcome news for the industry following the unfortunate demise of UK holiday brand, Shearings.

Not planning on doing it

Total planning to

do the activity

3 6 5 3 2 2 3 2 66 9 9 8 12 12 10 13199

22 24 24 20 19 21 222132

17 2018 25 24 26 23

2130 28 26 30

26 26 23 252279 81 83 81 84 83 82 85 89

23-2

4 M

arch

30-3

1 M

arch

6-7

Ap

ril

14-1

5 A

pri

l

20-2

2 A

pri

l

27-2

8 A

pri

l

4-5

May

11-1

2 M

ay

19-2

2 M

ay

Total planning to

do the activity

Go on a UK holiday

Average time before the activity

6.8months

Total planning to

do the activity

This week

0 1613

2923

29 31

22 2286 90

11-12May

19-22May

Furthermore, a last minute booking surge could well be on the horizon if conditions allow – particularly for cautious empty nesters if the conditions allow

VC1ai. Compared to previous years, when do you think you will book your UK holiday or short break this summer?Base: All. *Note: Current intentions and hypothetical intentions may be exaggerated negatively and positively respectively, so the gap may be slightly smaller in reality.

2% 4% 3%

53% 49%33%

60%76%

34% 29%47%

37% 19%11% 17% 20%

4%

All Pre nesters Families Older independent Empty nesters

Expected timeline of booking a UK summer break (%)

Further from the travel datethan normalAbout the same as normal

Closer to the travel date thannormalDon’t know/not sure

The older ‘empty nesters’ are most likely to leave it to the last minute to book their UK trip. This will provide some hope for visitor attractions reliant on this audience.

Outcomes and experiences looking for on summer holiday (%)

Time with extended family and in nature are the two overarching priorities for holidays this summer, offering potential for last minute bookings which cater to these two aspects

5444

2215

7 5

Time withfriends or

family outsideof my

household

Time innature

Wellnessopportunities

Theopportunityto meet new

people

None of these Don’t know/not

sure

The importance of time with friends and family outside of their household is likely a unique outcome of forced family separation during lockdown. Tourism organisations withinCornwall can use this desire in communications by promoting safe family opportunities, ideally in nature. As sales of camping equipment and the potential increase in thoseseeking out camping this summer have been reported to increase, this suggests an opportunity to encourage UK holidaymakers through this type of accommodation.

VC2. In the context of the lockdown being lifted in the next couple of months, which, if any, of the following will you look for on your holidays or short breaks in the UK this summer? Base: All.

https://www.bbc.co.uk/news/uk-52720169

Visitor attraction behaviour

- including day visits

Intention to visit attractions is at its highest since our tracking began.

Go on a day out to a visitor attraction

Q12. Given what you know today, when do you anticipate doing the following? Base all

Planning on doing it but don’t know when

This week

Within the next month

Within the next 6 to 12 months

Within the next 3 to 6 months

Within the next month to 3 months

4 3 4 4 3 5 2 2 37

16 1311 16 14 17 122210

25 272529 27 25 33

2729

21 2319

20 24 23 1918

3322 21

2421 22 19 20

248287 87 83

90 9287 86

94

Average time before the activity

5.0 months

This week

Average time before the activity

2.7 months

View online content for a visitor attraction

The desire to visit attractions generally and in the next three months are both at their highest levels since the research started in late March. A quarter of those interviewed intendto visit an attraction by the end of the summer, a positive sign for venues hoping to welcome domestic visitors back in their busiest period of the year. On Saturday, the governmentannounced that the public in England can now visit gardens and other land maintained for public space as an alternative to spending time outdoors. Combined with National Trustopening their car parks for public use last week, this announcement may drive a further jump in intention to visit next week.

Not planning on doing it

Total planning to

do the activity

Total planning to

do the activity

32 29 23 26 25

13 1414 12 13

13 1413 10 13

8 510 7 7

1312 13 15 17

7873 72 70

75

Reassurance and interventions

VC5c When the UK lockdown is lifted, which, if any, of the following conditions would it be essential for accommodation providers to have in place for you to stay at them this summer? Base: All. *Note: Current intentions and hypothetical intentions may be exaggerated negatively and positively respectively, so the gap may be slightly smaller in reality.

UK holiday providers will need enhanced cleaning regimes and flexibility on bookings. Yet, measures should not be to the detriment of the experience

58% 54%48% 47%

39% 36% 36%24%

19% 16% 15% 14%

-8%-17%

The conditions and guarantees that UK holiday makers deem essential or undesirable on their UK trip (% ‘essential’ minus ‘undesirable’)

Enhanced cleaning regimes

Free cancellation

Transferable bookings to later date

Plentiful hand

sanitizers

Management of communal

areas

Daily staff health checks

Significantly reduced capacity

Enforced social

distancing

Cashless payments

only

Daily guest health checks

Staff to wear face masks

Packaged food only

Guests to wear face

masks

Closure of communal

areas

ESSENTIAL

UNDESIRABLE

Source: Covid tracker Mar-May 2020

Given the uncertainty around the economy and personal finances, potential UK holiday-makers prioritise ‘booking assurances’ such as free cancellation and transferable bookings as ‘essential’ to visitingthis summer. Management of social distancing and enhanced cleanliness are also important. However, some restrictions are deemed counter-productive and would put people off visiting. Closure ofcommunal areas and forcing guests to wear face masks are currently in this category – although face masks may become more culturally acceptable as their broader use increases.

Social distancing is the most important priority for visitors when attractions re-open, followed closely by steps that maximise cleanliness

Q35: Which, if any, of these conditions would need to be met before you personally would consider going to a visitor attraction immediately after the lockdown has been lifted? WEEK 6 SLIDE SHOWN FOR CONTEXT

565252

5049

4844

3731

262524

1114

6

Sanitizing hand gel or wipes throughout the…

Enforced social distancing

Reduced maximum admissions numbers to the…

Reassurance about cleaning/ sanitising…

Controlled numbers in each area of the attraction

Measures in place to prompt social distancing…

Enhanced cleaning regimes

Cashless payments

Daily staff health checks

Staff to wear face masks

Visitor temperature checks

Visitors to wear face masks

Exclusive (paid for) opening for small groups

I won’t visit until a vaccine or cure is found

I’m happy to visit attractions without any changes …

Desired conditions for visiting attractions after lifting of lockdown (%)

The vast majority of potential visitors require attractions to enforce social distancing and to increase their cleaning regimes when re-opening. Personal interventions such as health checks and mask wearing – although desired by some - are less important. The lower importance of personal interventions may be driven by recent media coverage questioning their efficacy, but there is also the possibility that they are too intrusive. Personal interventions may, therefore, put some visitors off from visiting, so should be applied with caution.

Applying these steps and being seen to be effective is likely to be essential in convincing the more anxious empty nesters to visit.

74%Steps that maintain social distancing

71%Steps that increase and maximise venue cleanliness

52%Steps that require interventions amongst staff and visitors

Local residents

Positively, residents of the South West are fairly comfortable with welcoming different types of visitors to their local area, however reassurance of protective measures mayhelp increase how comfortable local residents feel.

South West residents are more positive than the rest of the UK in welcoming day trippers, however are much less happy about welcoming any tourists that would have to stay overnight to the area.

VC6 We’d now like you to think as a resident of your area. Assuming the lockdown is lifted within the next couple of months, how comfortable or uncomfortable will you be with the below types of people visiting your local area for a day trip or holiday this summer? Base all

9 6 8 6 9 618 15

29 36 42 552320

3136 26

2236 40

24 16 16 1214 18 8 6 6 5

Comfort residents feel welcoming different types of visitors to their local area (%)

Very comfortable

Fairly comfortable

Not very comfortable

Not at all comfortable

Don't know

Local day trippers

All UK South West

All UK South West

All UK South West

UK touristsOverseas tourists

• Tracking Consumer Sentiment on the Impact of COVID-19

• Weekly Update – 25th May 2020

Visit Cornwall Bespoke Report: Week 3

Visit Cornwall Recovery Plan

• Planning and Action

• Reopening Advice and Guidance – CC 17th June - but planning joint webinars• Operating arrangements post opening – joint webinars sector by sector• VC Circulate some draft guidance for info and prep but …..• National Guidance Update - Proposed Kitemark

• Consumer Messaging and Communications

• Month of June – Messaging to get ready and plan for your holiday and break, Local community reassurance – transparency, visitors charter,everyone's safety

• Maybe Mid June • Book your break/holiday now • Plus advice and guidance to businesses on Covid-19 safe guidelines and kitemark

• July – We are reopening – we welcome you back and thank you for your patience

• Also contingency plan if opening delayed and support that would be needed

Lobbying and Representation

• Business interruption Insurance issues Test Case planned for July

• Refunds Regulations - Govt Ask

• Furnish Holiday Lettings – VC Survey - Local Discretionary Grants

• B and B paying Council Tax - Local Discretionary Grants

• Flexible Furloughing and extension to 100% Govt Support for tourism/hospitality

• Support for Domestic Marketing for rest of 2020 and for bookings on 2021

• Support for “events” programmes for the autumn, winter and spring

• If support extended include over £51k rateable value businesses

• Reduction in VAT rate

Questions &

Answers

Visit Cornwall