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UNDERSTANDING THE MINDSET OF THE HOLIDAYMAKER AN ASSESSMENT OF THE ‘KNOW BEFORE YOU GO’ CAMPAIGN Debrief of Wave 4. Prepared by :Prescient Ltd. Prepared for: Biss Lancaster Euro RSCG & FCO Date: February 2004. CONTENTS. Research Background and Objectives Research Methodology - PowerPoint PPT Presentation
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© Prescient Ltd1
UNDERSTANDING THE MINDSET OF THE HOLIDAYMAKER
AN ASSESSMENT OF THE ‘KNOW BEFORE YOU GO’
CAMPAIGN
Debrief of Wave 4
Prepared by : Prescient Ltd.
Prepared for: Biss Lancaster Euro RSCG & FCO
Date: February 2004
© Prescient Ltd2
CONTENTS
Research Background and Objectives
Research Methodology
Findings of Research • Respondent Profiles • Activities undertaken and Travel Insurance• Awareness and Perceptions of the ‘Know Before You Go’ Campaign• The FCO Website
Key Summary of Wave 4 Findings
© Prescient Ltd3
RESEARCH BACKGROUND AND OBJECTIVES (1)
The Foreign and Commonwealth Office (FCO) launched the ‘Know Before You Go’ campaign to educate the British traveller about the importance of preparation before travelling abroad
Biss Lancaster is responsible for raising the awareness of this campaign through PR
Research was commissioned in Summer 2002 to quantitatively track the effectiveness of this campaign over time, among the general population
This presentation represents the findings from the fourth wave that Prescient has conducted, based on fieldwork carried out during February 2004
© Prescient Ltd4
RESEARCH BACKGROUND AND OBJECTIVES (2)
The core objective therefore is...• “To measure changing awareness and perceptions of the ‘Know
Before You Go’, campaign and to understand how this has affected the attitudes and behaviour of the general population”
And to achieve this, we also need to monitor…• “The extent to which the nation ‘prepares’ for overseas trips and how
they would react if faced with certain situations whilst abroad”
© Prescient Ltd5
RESEARCH BACKGROUND AND OBJECTIVES (3)
As with the third wave, the sample for this fourth wave was:• Reflective only of those who do have internet access• And, people who are intending to take a holiday or short break
within the next 6 months
The questionnaire for this fourth wave reflects that used for the third wave, focussing on selected key questions relating to travel intentions and the ‘Know Before You Go’ campaign. Changes to the structure between the second and third waves may impact upon historical comparisons
© Prescient Ltd6
RESEARCH METHODOLOGY
In this fourth wave of the omnibus, fieldwork was conducted on the weekend of 6th and 8th February 2004
The sample was fully representative of UK adults, aged 16+
In total, 2,009 adults were interviewed in the February wave
Of this initial sample 49% are planning to take a holiday/short break within the next 6 months whilst 36% are both planning to take a holiday within the next 6 months and have internet access
© Prescient Ltd 7
RESPONDENT PROFILES
© Prescient Ltd8
41
51
831
60
9
YesNoPossibly/probablyDon't know
69
9 120
9
27
64
Wave 1: July 2002 Wave 2: February 2003
%
Base : All who have travelled in last 12 months (July 02 n=919; Feb 03 n=945)All respondents (Sept 03 n=2011, Feb 04 n=2009)
%
Wave 3: September 2003 Wave 4: February 2004
PERCENTAGE OF UK HOLIDAY MAKERS PLANNING TO TAKE A HOLIDAY IN NEXT 6 MONTHS
© Prescient Ltd9
16
17
12
16
20
20
14
18
14
14
20
18
12
14
15
19 19
20
16-24 45-54
25-34 55-64
35-44 65+
15
18
13
13
20
20
PROFILE OF UK HOLIDAY MAKERS– BY AGE
Wave 1: July 2002 Wave 2: February 2003
% %
Base : All who have travelled in last 12 months (July 02 n=919 Feb 03 n=945)All those planning to travel within next 6 months (Sept 03 n=607, Feb 04 n=973)
Wave 3: September 2003 Wave 4: February 2004
© Prescient Ltd10
AB D
C1 E
C2
3312 5
16
32
PROFILE OF UK HOLIDAY MAKERS– BY SOCIAL GRADE
3311 5
18
32
Wave 1: July 2002 Wave 2: February 2003
% %
Base : All who have travelled in last 12 months (July 02 n=919 Feb 03 n=945) All those planning to travel within next 6 months (Sept 03 n=1950, Feb 04 n=973)
4214
9 5
30
Wave 3: September 2003
3416
11 5
32
Wave 4: February 2004
© Prescient Ltd11
INTERNET ACCESS CAPABILITY
Base : All those planning to travel within next 6 months (Sept 03 n = 790, Feb 04 n =973)
10
37
23
30
At workAt homeAt work and homeNo access
%
8
33
26
33
Wave 3: September 2003 Wave 4: February 2004
© Prescient Ltd 12
RESEARCH FINDINGSACTIVITIES
UNDERTAKEN
© Prescient Ltd13
1
17
25
42
53
56
62
64
75
82
None of these
Check with FCO for travel advice
Take photocopy of passport
Make note of credit card No.
Read up on local customs/laws
Check with GP or health adviser aboutvaccinations
Have E11 if appropriate
Check travel websites for informationon country
Check travel websites for informationon holidays, accommodations or flights
Arrange travel insurance
%
PRECAUTIONS TAKEN BEFORE TRAVELLING ABROAD FOR HOLIDAYS/SHORT BREAKS – FEBRUARY 2004 (1)
Base : All who are planning to travel and have internet access (n=718)
Q. Can you tell me whether you usually do any of the following travel related activities before travelling abroad for a holiday or short break?
© Prescient Ltd14
PRECAUTIONS TAKEN BEFORE TRAVELLING ABROAD FOR HOLIDAYS / SHORT BREAKS
25
7
18
26
33
47
24
33
85
2
15
21
41
53
64
44
52
87
2
18
23
40
51
60
47
54
84
1
19
23
40
62
58
59
61
77
81
1
17
25
42
53
56
62
64
75
82
None of these
Check FCO travel advice
Take photocopy of passport
Make note of credit card no.
Read up on local customs/laws
Check with GP or health advisor about vaccinations
Have an E111 form
Check travel websites for info on country
Check travel websites for flight/accom/holiday info
Arrange travel insurance
Feb-04Sep-03Feb 03J uly 02March 02
*Q. Can you tell me whether you usually do any of the following travel related activities before travelling abroad for a holiday or short break?
Base : All who have travelled in last 12 months (March 02 n=992 July 02 n=919 Feb 03 n=945) All who have internet access (Sept 03 n=609, Feb 04 n= 718)
*Note:Change of wording/
structure of question between waves 1 & 2
• Feb. 03 question related to holidays abroad of 5 days +
• Sept 03 questions relate to holidays and/or short breaks
• Sept 03 – new question added re. vaccinations
%
© Prescient Ltd15
PRECAUTIONS TAKEN BEFORE TRAVELLING ABROAD MEN VS. WOMEN - FEBRUARY 2004
2
15
26
39
48
55
56
66
75
80
0
20
25
45
58
57
68
62
74
85
None of these
Check FCO travel advice
Take photocopy of passport
Make note of credit card no.
Read up on local customs/laws
Check with GP or health advisor about vaccinations
Have an E111 form
Check travel websites for info on country
Check travel websites for flight/accom/holiday info
Arrange travel insurance
Men Women
Q. Can you tell me whether you usually do any of the following travel related activities before travelling abroad for a holiday or short break
Base : All who have internet access (n=718)
%
© Prescient Ltd16
FREQUENCY OF ARRANGING TRAVEL INSURANCE FOR DIFFERENT TYPES OF OVERSEAS TRIP -
FEBRUARY 2004
575759
559291
8888
2727
3830
1011
911
66
89
23
23
292830
301232
5146
4249
45231111
2024
1818
J ul 02
Feb 03
Sep-03
Feb-04
J ul 02
Feb 03
Sep-03
Feb-04
J ul 02
Feb 03
Sep-03
Feb-04
Always Usually Never Don't Know
Q. Thinking of travel insurance, can you tell me whether you always, usually or never arrange travel insurance for the following types of holiday or overseas trip?
Base : All who have taken a holiday in last 12mths & arranged travel insurance (Jul 02 n=799 Feb 03 n=819) All who have internet access and who arrange travel insurance before travelling (Sept 03 n=494, Feb 04 n=588)
Weekend/ long weekend breaks
Overseas trips 5 days+
Business trips
© Prescient Ltd17
CHANGING ATTITUDES TOWARDS TRAVEL INSURANCE – BY SOCIAL CLASS
89 85 8492
8182 86 83 8287
82 7986
7770
8085 83
77 76
AB C1 C2 D E
%
J uly 02 February 03 Sep-03 Feb-04
*Q. Can you tell me whether you usually do any of the following travel related activities before travelling abroad for a holiday of 5 days or more?
Base : All who have travelled in last 12 months (July 02 n=919;Feb 03 n=945) All who have internet access and arrange travel insurance (Sept 03 n=481, Feb 04 n=718)
* Wording changed in Sept
03 to include holidays or short
breaks
© Prescient Ltd18
PERCENTAGE WHO ‘ALWAYS’ ARRANGE TRAVEL INSURANCE FOR WEEKEND BREAKS
– BY AGE
42
50
68 66
54 54
4753
5861
72
49
35
49
68
60
8071
38
5854 54
74
58
16-24 25-34 35-44 45-54 55-64 65+
%
July 02 February 03 Sep-03 Feb-04
Q. Thinking of travel insurance, can you tell me whether you always, usually or never arrange travel insurance for the following types of holiday or overseas trip?
Base : All who have taken a holiday in last 12mths & arranged travel insurance (Jul 02 n= 799 Feb 03 n= 819) All who have internet access and arrange travel insurance (Sept 03 n=481, Feb 04 n=718)
© Prescient Ltd19
Base : All adults 16+ who have never undertaken activity previously when going abroad
76
62
62
59
68
58
58
57
35
17
14
12
28
18
18
23
21
14
7
24
25
12
13
12
19
21
48
11
Checking the FCO travel office
Take a photocopy of your passport
Making a note of your credit card numbers
Reading up on local customs and laws in the coutnry you aretravelling to
Checking with GP or health advisor re. vaccinations
Having an E111 form if apprpriate
Checking travel websites for information on the country you aretravelling to
Check travel websites for info on holidays, accommodation orflights
Arranging travel insurance before next trip abroad
Unlikely (1 - 3) Neither Likely nor Unlikely (4 - 6) Likely (7 - 10) Don't know
LIKELIHOOD OF UNDERTAKING THESE ACTIVITIES FOR NEXT HOLIDAY OR SHORT BREAK - FEBRUARY 2004
© Prescient Ltd 20
AWARENESS AND PERCEPTIONS OF THE
‘KNOW BEFORE YOU GO’ CAMPAIGN
© Prescient Ltd21
23
77
AWARENESS OF THE ‘KNOW BEFORE YOU GO’ CAMPAIGN
3
97
3
97
3
97
Q. Have you heard of the Foreign and Commonwealth Office’s ‘Know Before You Go’ campaign or travel advice? NOTE: addition of FCO to question wording in Feb ‘04
Base : All who have travelled abroad within last 12 mths (March 02 n=992 July 02 n=919 Feb 03 n=945) All who have internet access and are planning to travel in next 6 mths (Sept 03 n=609, Feb 04 n=718)
March 2002 July 2002 February 2003
5
95
September 2003
% %
% %
Yes
No February 2004
© Prescient Ltd22
AWARENESS OF THE ‘KNOW BEFORE YOU GO’ CAMPAIGN BY AGE AND REGION
Q. Have you heard of the Foreign and Commonwealth Office’s ‘Know Before You Go’ campaign or travel advice? NOTE: addition of FCO to question wording in Feb ‘04
Base : All respondents who have taken a holiday in last 12 months (Feb 03 n=945) All who have access to the internet (Sept 03 n=609, Feb 04 n=718)
By Age Feb ’03 Sept’03 Feb’0416 – 24 4% 12% 12%
25 – 34 4% 5% 15%
35 – 44 4% 3% 27%
45 – 54 1% 4% 23%
55 – 64 1% 5% 32%
65+* 2% --- 40%
* Warning: very low base
© Prescient Ltd 23
THE FCO WEBSITE
© Prescient Ltd24
USAGE OF FCO WEBSITE (1)
17
82
Yes
No
Q. Have you ever visited the website of the Foreign and Commonwealth Office?
Base : All who have access to the internet (Sept 03 n=592, Feb 04 n=718)
20
80
Wave 3: September 2003 Wave 4: February 2004
© Prescient Ltd25
USAGE OF FCO WEBSITE (2)Q. What prompted you to visit the website?
5
15
1
1
1
1
2
8
9
11
20
28
Don't know
Other
Looking for a job
I usually visit it anyway
Saw a reference to the FCO on TV
Saw / heard about the 'Know Before You Go' campaign
Vaccinations/health
Work
To find info on a specified country
To find info on a non-specified country
I am going to a sesitive part of the world
To find information
Base : All those who have visited the website of the FCO (n=124)
%
© Prescient Ltd26
USAGE OF FCO WEBSITE (3)Q. Once on the site, how did you use it? What information were you looking for?
30
21
5
17
6
15
16
17
Don't know
Other
Visa information
Safety and securityinformation
For health information
Political situation in acertain country
General travel advice
General information on thecountry I am visiting
Base : All those who have visited the website of the FCO (n=124)
%
© Prescient Ltd27
USAGE OF FCO WEBSITE (4)Q. Once on the site, how did you use it? What information were you looking for?
5
50
12
20
21
17
5
17
6
15
16
17
21
30
Don't know
Other
Visa information
Safety and security information
For health information
Political situation in a certain country
General travel advice
General information on the country I amvisiting
Feb-04Sep-03
Base : All those who have visited the website of the FCO (Sept 03 n=115, Feb 04 n=124)
%
© Prescient Ltd28
USAGE OF FCO WEBSITE (5)
%
Q. Having visited the FCO website, how likely would you be to visit it again before travelling abroad in the future?
22
46
8
15
9
Very unlikely
Quite unlikely
Neither likely not unlikely
Quite likely
Very likely
Base : All those who have visited the website of the FCO (Sept n=115, Feb 04 n=124)
30
44
9
119
Wave 3: September 2003 Wave 4: February 2004
© Prescient Ltd 29
KEY SUMMARY OF WAVE 4 FINDINGS
© Prescient Ltd30
WAVE 4 – KEY POINT SUMMARY (1)
Just under half this audience (49%) intend to take a holiday within the next 6 months, of whom (74%) have access to the internet. Internet access remains broadly unchanged from Sept 03 levels
Two thirds of those planning to travel within the next 6 months are social class AB (34%) or C1 (32%)
Amongst travellers with access to the internet, arranging travel insurance remains the most common pre-holiday precaution (undertaken by 82%)
Arranging travel insurance for overseas trips of 5 or more days continues to sit at near universal levels (88%), well ahead of intention to take out insurance for a weekend break (55%) or business trip (30%)
• 16-24 year olds remain least likely to arrange travel insurance for a weekend break
© Prescient Ltd31
WAVE 4 – KEY POINT SUMMARY (2)
The web remains a key pre-holiday information source, with three quarters (75%) of travellers with internet access checking travel websites for flights / accommodation and holiday information and two thirds (64%) checking travel websites for information on a country
Females are significantly more likely than males to have an E111 form or read up on local customs / laws
At 17%, levels of checking FCO travel advice continue to sit below those for all pre-holiday precautions
A degree of behavioural inertia would appear prevalent, with only 7% of those not currently checking FCO travel advice, claiming they would be likely to do so for their next holiday
Further, with the exception of arranging travel insurance, likely uptake of other pre-holiday precautions (amongst those never to have undertaken that activity) sits at relatively low levels (between 12% and 25%)
© Prescient Ltd32
WAVE 4 – KEY POINT SUMMARY (3)
Awareness of the ‘Know Before You Go’ campaign has increased significantly (from 5% to 23%). This increase in awareness has been driven by those aged over 25
• Attributing the campaign to the FCO is likely to have driven some of this increasing awareness
However, amongst those with internet access who are planning to travel in the next 6 months, there has been no significant change in the proportion visiting the FCO website
• Future stability in use of the website would suggest the increase in campaign awareness was principally driven by question rewording
Sourcing information remains the main reason for visiting the FCO site, either general information, information on a sensitive part of the world, or information on a specific holiday destination
Of those with experience of the FCO website, three quarters (74%) were either very or quite likely to re-visit, representing a directional increase on levels seen in Sept ’03
© Prescient Ltd33
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