Multi-Gen Visitor Research Report - British Destinations · Multi-Gen Visitor Research Report One Minute to Midnight June 2019. 2 What we cover in this document Market Penetration

1

Multi-Gen Visitor Research

Report

One Minute to Midnight

June 2019

2

What we cover in this document

Market Penetration and Profiling

5 Key Ideas on Multi-Gen Holidays

Popular Configurations of Multi-Gen Families – Mini-Dive

Decision Makers – Who Are They?

English Tourism Product Interest – Mini-Dive

Decision Makers – Single Market Fact Files

Drivers and Potential Opportunities

Market Overview – Fact Files

3

Introduction to the Dataset

4

• Initial burst of Nat. Rep. sampling from which Multi-Gen (MG) target was allowed to fall out naturally

• Following this, we weighted the totality of completes and screen outs (aka survey starts) back to Nat.

Rep. proportions and used the profile of qualifying survey starts used to derive quotas

• Subsequent sampling carried out in line with the derived quotas

n=1,000 n=1,000 n=1,000 n=1,000 n=1,000 n=1,000 n=1,000 n=500 n=500

Sampling approach

5

In order to qualify, respondents had to be open to considering England for a

future trip and have travelled with (or be open to travelling with) at least one

of the following family members in the P3Y:

• Your friends

• Your work colleagues

• Your spouse (i.e. wife or husband)

• Your partner (i.e. girlfriend or boyfriend)

• Your children (or your spouse/partner’s children)

• Your niece/nephew (or your spouse/partner’s niece/nephew)

• Your grandchildren (or your spouse/partner’s grandchildren)

• Your siblings (or your spouse/partner’s siblings)

• Your cousins (or your spouse/partner’s cousins)

• Your parents (or your spouse/partner’s parents)

• Your aunt/uncle (or your spouse/partner’s aunt/uncle)

• Your grandparents (or your spouse/partner’s grandparents)

• Other members of your family (or your spouse/partner’s family)

Multi-Gen

Multi-Gen

Qualification criteria

6

1. Multi-Gen, single trip 2. Multi-Gen, multiple trips 3. Multi-Gen, considerers

Family members travelled with All combinations of family members

travelled with in P3Y

Family members they’d travel with

Number of trips with each

combination of family members

Primary destination +

Other destinations +

Other destinations considered

England primary destination per trip +

England other destination per trip +

England considered per trip

Destinations they’d consider

Multi-Gen deep dive Multi-Gen deep dive, prioritizing non-

nuclear trips involving England

Considerer deep dive

To retain the ability to size key data points, respondents were offered three routes

through the early parts of survey before prioritization was introduced

7

5 Key Ideas on Multi-Gen Holidays

8

Multi-Generational Holidays…

Monday, July 1, 2019

…ARE HAPPENING, GLOBALLY

…ARE RELEVANT TO ENGLAND

…ARE VALUABLE

…ARE DIVERSE

…ARE TARGETABLE

9

Firstly, they exist!


And they exist globally

62%visitors from the 8 international markets and the

UK domestic audience have either taken a MG trip or would consider one

25%-

30%of the total market in France, China, Germany, the UAE, and the UK have actually taken one in P3Y

20%-

21%of the total market in Australia and the US would consider one

11

And England is often relevant


In most markets, England is at least considered

38%the lowest combined score for England visited or

England considered on a MG trip in the past 3 years across all markets covered in this research

20%-

35%

the proportion of MG trips where England is

considered but not converted for international audiences

16

They’re valuable trips for us to consider


They’re often longer, and generally free-spending

8.4 length in days of the average MG trip among this

survey audience

+2.9extra days taken by German MG holidaymakers vs. the general German visitor

+4extra days taken by French MG holidaymakers vs. the general French visitor

48%how many skew to free-spending on a MG holiday, vs. 20% who skew to keeping costs down

19

There are a lot of variations on the configuration of a MG group


The various MG groups’ needs and incidences vary

170+how many unique combinations of family

members on a MG trip we recorded before grouping under Nuclear, 3G, and 2G (Older)

48% MG trips are taken by a Nuclear (parent and child) configuration

16%MG trips are taken by a 3G (grandparent, parent and child) configuration

+14%How much more likely a MG trip from the UAE

(24%) is to be adults taking their parents than France (10%)

+5% difference in likelihood to rent a car for a 3G group

21

They are distinct enough to consider targeted content


There are key differences in general, and by market

+13%increased importance of ‘Safety & Security’ vs. a general international visitor audience

+9%increased importance of ‘Countryside & Natural Beauty’ vs. a general international visitor audience

+15%increased importance of ‘Ease of Planning’ vs. a general international visitor audience

-5.2%difference for Chinese MG visitors choosing ‘Just Relaxing’ as their goal vs. total audience

+3.4%difference for Australian MG visitors choosing ‘Just Relaxing’ as their goal vs. total audience

22

Market Penetration and Profiling

23

30% 29%26% 25% 25% 24%

20%17%

15%

UK France China Germany UAE India Saudi Arabia Australia USA

MARKET SIZE – PROPORTION WHO’VE TAKEN MG IN P3Y

Base: Nat Rep survey starts in CH (n=681), FR (n=748), UK (n=732), DE (n=737), US (n=863), AUS (n=858), IN (n=877), UAE (n=TBC), KSA (n=TBC)

We saw the most experience of Multi-Gen trips in Europe, China and the UAE

24

21% 20%

16% 16% 15%13% 12%

9% 8%

Australia USA China Germany UAE France UK India Saudi Arabia

MARKET SIZE – PROPORTION WHO’D CONSIDER MG BUT HAVEN’T TAKEN MG IN PAST 3Y

Base: Nat Rep survey starts in CH (n=681), FR (n=748), UK (n=732), DE (n=737), US (n=863), AUS (n=858), IN (n=877), UAE (n=TBC), KSA (n=TBC)

Considerers were higher prevalence in Australia and the US

25

MULTI-GEN VS. CONSIDERERS SPLIT

Recent (P3Y) MG trip takers outnumber considerers in all but 1 market (the US)

62%72% 72% 70% 69% 63% 62% 61%

52%42%

38%28% 28% 30% 31% 37% 38% 39%

48%58%

Total UK India Saudi Arabia France UAE China Germany Australia USA

Multi-Gen Considerers

Survey dummy based on SC6, SC7 & SC8. Base: All respondents (n=8146), UK (n=1010), India (n=1038), Saudi Arabia (n=512), France (n=1007), UAE

(n=501), China (n=1042), Germany (n=1010), Australia (n=1000), USA (n=1026)

Index 116 116 113 111 102 100 99 83 68

26

62% 68% 71% 69% 67%60% 60% 59%

49%41%

38% 32% 29% 31% 33%40% 40% 41%

51%59%

Total UK Germany China France India UAE Saudi Arabia Australia USA

Multiple Single

In most markets, once you do a MG trip once, you’ll probably do it again

Mean 5.4 5.5 5.0 5.1 5.4 5.1 5.2 3.7 3.5

Calculations based on SC6, SC7, QA_1, QA_3a and QA_3b. Base: All multi-gen, Total (n=5075), DE (n=620), CH (n=647), UK (n=731), FR (n=697), IND

(n=749), UAE (n=318), KSA (n=360), AUS (n=516), USA (n=436),

SINGLE VS. MULTIPLE MULTI-GEN TRIPS

27

Low penetration & frequency High penetration & frequency

24% 23% 29% 29% 23% 25% 19% 18%27% 25%

38%49% 43% 41%

46% 38%43% 43% 25%

17%

62%

72% 72% 70% 69%63% 62% 61%

52%

42%


Single Multiple Total MG

In terms of opportunity, it may be helpful to consider two sets of markets

SC6, SC7, QA_1, QA_3a, QA_3b. Base: All multi-gen (n=5075), India (n=760), UK (n=719), Saudi Arabia (n=360), France (n=697), UAE (n=318),

China (n=657), Germany (n=619), Australia (n=512), USA (n=433)

MULTI-GEN VS. CONSIDERERS SPLIT AND SINGLE VS. MULTIPLE MULTI-GEN TRIPS

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37% 41%56% 53%

46% 45% 44% 43% 39%28%

27%26%

29% 37%

24% 27% 24% 26%25%

28%

36% 33%

15% 10%

30% 28% 31% 31% 36%45%

Total UK India China USA Saudi Arabia Australia France UAE Germany

It'd be our/my decision It'd mostly be our/my decision Decision would be shared

SC9. … what influence would you and your spouse / partner have over the choice of destination? Base: All multi-gen, Total (n=5075), DE (n=620), CH

(n=647), UK (n=731), FR (n=697), IND (n=749), UAE (n=318), KSA (n=360), AUS (n=516), USA (n=436),

DECISION MAKING (ACROSS MULTI-GEN AND CONSIDERERS)

Decisions are more individual in some markets, but more collaborative in others

Index 111 151 143 124 122 119 116 105 76

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Certain accommodation types might need to expect particular MG nationalities

MULTI-GEN ACCOMMODATION – BY MARKET

QA_2 & QA3c Multigen & England. How did you get to your destination on the holiday / vacation? Base: all MG India (n=749), UK (n=731), France (n=697),

China (n=647), Germany (n=620), Australia (n=516), USA (n=436), Saudi Arabia (n=360), UAE (n=318)

45% 35% 42% 50% 46% 46% 48% 50% 49% 48%

19%11%

14%18%

9% 21%31% 34%

21% 15%

19%

15%11%

37%

5%

24%31% 17%

18%14%

20%

24%27%

16%

33%

18%13%

13%15%

12%

12%

9%9%

21%

9%

16%18%

8%8%

8%

8%

2%2%

11%

4%

10%12%

9%13%

15%

21%

21%21%

23%

15%

25%

29%

21%20%

17%

Total UK France China Germany UAE India Saudi Arabia Australia USA

Mid-range hotel High-end hotel Budget hotel Rented apartment / cottage incl. Airbnb B&B / Guest House Cruise ship Other NET

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Section Wrap-Up

These holidays are happening in

significant proportions in all markets

studied, and the audience often

return to a Multi-Gen holiday more

than once

They’re most prevalent in France (29%), least

prevalent in the US (15%)

Multiple MG trip-takers outnumber single MG trip

takers in every market except the US and Australia

Australia and the US feature lower proportions of

actual MG trip takers (17% and 15%, respectively)

but the highest proportion of considerers (21% and

20% respectively)

These trips skew toward a single/partner-led decision

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Popular Configurations of Multi-Gen Families – Mini-Dive

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Who travels on Multi-Gen trips?

Given that the list below has yielded several hundred combinations, we’ve

simplified matters by netting family members that broadly belong to the

same generation (but splitting out spouse/partner from siblings/cousins):

• Your spouse (i.e. wife or husband)

• Your partner (i.e. girlfriend or boyfriend)

• Your children (or your spouse/partner’s children)

• Your niece/nephew (or your spouse/partner’s niece/nephew)

• Your grandchildren (or your spouse/partner’s grandchildren)

• Your siblings (or your spouse/partner’s siblings)

• Your cousins (or your spouse/partner’s cousins)

• Your parents (or your spouse/partner’s parents)

• Your aunt/uncle (or your spouse/partner’s aunt/uncle)

• Your grandparents (or your spouse/partner’s grandparents)

• Other members of your family (or your spouse/partner’s family)

34

TRIPS

Non-nuclear combinations were diverse

MOST PREVALENT FAMILY COMBINATIONS ON TRIPS

37%

8%

8%

6%

4%

3%

3%

3%

3%

3%

2%

Spouse/partner x Children/ niece/nephew

Children/ niece/nephew

Parents

Spouse/partner x Children/ niece/nephew x Parents

Siblings/cousins x Parents

Spouse/partner x Children/ niece/nephew x Grandchildren

Spouse/partner x Parents

Spouse/partner x Children/ niece/nephew x Siblings/cousins

Spouse/partner x Children/ niece/nephew x Siblings/cousins x Parents

Siblings/cousins

Spouse/partner x Siblings/cousins x Parents

SC6, SC7, QA_1, QA_3a, QA_3b

Base: All multi-gen trips (n=22,206)

Nuclear

2G older

3G

Other

35

MG groupings employed in the deck

MG GROUP DEFINITIONS

NUCLEARConfigurations that involve own children (and potentially nieces and nephews), but no parents or

grandparents or family members belonging to the same generation

2G YOUNGERConfigurations that do not involve own children, but can involve grandchildren and / or nieces and

nephews

3GConfigurations that involve three generations, e.g. children, parents and grandparents

2G OLDERConfigurations involving no children (or others belonging to this generation) but family members from an

older generation, e.g. aunts and uncles, parents or grandparents

36

Large proportions of MG trips have complicated sets of generational needs

MOST PREVALENT FAMILY COMBINATIONS ON DEEP DIVE TRIP

SC6, SC7, QA_1, QA_3a, QA_3b. Base: all multi-gen (n=5075), UAE (n=318), China (n=657), India (n=760), UK (n=719), Germany (n=619), USA (n=433),

Australia (n=512), Saudi Arabia (n=360), France (n=697)

29% 26% 31% 32% 32% 30% 31% 30%17%

26%

16% 18%24% 20% 18%

12% 13% 14%

22% 10%

7% 10%

6%3% 4%

10% 5% 4% 9% 9%

48% 45%38% 44% 46% 48% 50% 52% 52% 54%

Total UK UAE China India Germany USA Australia Saudi Arabia France

2G older 3G 2G younger Nuclear

52% 54% 61% 55% 54% 52% 49% 48% 48% 45%

37

ME & Asian markets show higher prevalence of MG trips with parents

PREVALENT FAMILY COMBINATIONS ON TRIPS – MARKETS INDEXED AGAINST TOTAL

SC6, SC7, QA_1, QA_3a, QA_3b. Base: all multi-gen trips (n=22505), USA (n=1375), China (n=2724), France (n=3084), Germany (n=2998), Australia

(n=1750), India (n=3766), UAE (n=1554), Saudi Arabia (n=1808), UK (n=3446)

TRIPS

Total UK FR DE AUS USA KSA IND CH UAE

Nuclear 48% 100 126 119 116 97 92 89 75 72

2G

younger7% 146 140 113 66 97 140 53 51 77

3G 16% 102 51 77 68 72 147 124 129 141

2G older 29% 85 84 83 107 128 65 114 132 120

38

England receives a little more of the potentially more complex 3G visits

COMPARISON OF MOST PREVALENT FAMILY COMBINATIONS ON DEEP DIVE TRIPS GENERALLY VS. TO ENGLAND

SC6, SC7, QA_1, QA_3a, QA_3b

Base: all multi-gen (n=5075), all multi-gen to England (n=1,348)

29% 27%

16% 21%

7%8%

48% 44%

Total All trips to England

2G older 3G 2G younger Nuclear

52% 56%

39

Private rentals are particularly relevant to the 3G configurations

MULTI-GEN ACCOMMODATION – BY MULTI-GEN CONFIGURATION

QA_2 & QA3c Multigen & England. How did you get to your destination on the holiday / vacation? Base: all MG India (n=749), UK (n=731), France (n=697),

China (n=647), Germany (n=620), Australia (n=516), USA (n=436), Saudi Arabia (n=360), UAE (n=318)

45% 45% 46% 42% 48% 44%

19% 19% 19% 16%22% 17%

19% 19% 18% 21%21%

20%

20% 20% 18% 19%27%

19%

12% 12% 10% 12%

18%

12%8% 8% 7% 10%

14%

7%

21% 21% 18%30%

31%

20%

Total All MG Nuclear 2G younger 3G 2G older

Mid-range hotel High-end hotel Budget hotel Rented apartment / cottage incl. Airbnb B&B / Guest House Cruise ship Other NET

40

Section Wrap-Up

For most markets, ‘simple’ nuclear

parent and child configurations

are outnumbered by more

complex setups which may create

particular needs

Nuclear are still the single highest group, but there

are hundreds of other, more complex

configurations which add up!

ME & Asian MG trips have more groups involving

parents (but they favour hotels, in contrast with 3G

and 2G Older groups elsewhere)

England in particular needs to consider the needs of

these more complex groups, since 56% of MG trips

to England feature them

See drivers and barriers etc. to follow

41

Decision Makers – Who Are They?

42

37% 41%56% 53%

46% 45% 44% 43% 39%28%

27%26%

29% 37%

24% 27% 24% 26%25%

28%

36% 33%

15% 10%

30% 28% 31% 31% 36%45%

Total UK India China USA Saudi Arabia Australia France UAE Germany

It'd be our/my decision It'd mostly be our/my decision Decision would be shared

SC9. … what influence would you and your spouse / partner have over the choice of destination? Base: All multi-gen, Total (n=5075), DE (n=620), CH

(n=647), UK (n=731), FR (n=697), IND (n=749), UAE (n=318), KSA (n=360), AUS (n=516), USA (n=436)

DECISION MAKING (ACROSS MULTI-GEN AND CONSIDERERS)

We saw that MG decision making varies considerably by market

Index 111 151 143 124 122 119 116 105 76

DECISION MAKERS

43

DECISION MAKERS


69% 63% 63% 70% 74%

56%

81%74% 66% 64%

17%17% 19%

19% 14%

33%

14%14%

19% 18%

7%10% 7%

4% 8% 6%4%

5% 7% 12%2%

1% 7% 1%1% 0

0%2% 0% 0%4% 9% 4% 7% 2% 6% 0% 5% 7% 5%


You Spouse / partner Parents Children Others NET

Key decision makers are key for a good reason (they tend to foot the bill)

B7a. Who financed the cost of the MG holiday or short-break? Base: all multi-gen decision makers (n=2244), India (n=432), UK (n=291), Saudi Arabia

(n=162), France (n=293), UAE (n=125), China (n=346), Germany (n=169), Australia (n=227), USA (n=199)

BIGGEST CONTRIBUTORS AMONG MULTI-GEN KEY DECISION MAKERS (MY/OUR DECISION)

44


50% 49% 46%60%

56%46% 47% 49% 52% 55%

49% 51% 54%33%

44%51% 53% 51% 48% 45%

TOTAL UK India Saudi Arabia France UAE China Germany Australia USA

Male Female

So, who are they? Gender is balanced across most markets, except KSA

SC9. … what influence would you and your spouse / partner have over the choice of destination? Base: all multi-gen decision makers (n=2244), India

(n=432), UK (n=291), Saudi Arabia (n=162), France (n=293), UAE (n=125), China (n=346), Germany (n=169), Australia (n=227), USA (n=199)

GENDER OF PRIMARY MULTI-GEN DECISION MAKERS – FEMALES INDEXED AGAINST TOTAL FEMALE DECITION MAKERS

Index 104 110 67 90 104 108 104 98 92

DECISION MAKERS

45


… and the vast majority of key decision makers are 25-44s

SC9. … what influence would you and your spouse / partner have over the choice of destination? Base: all multi-gen decision makers (n=2244), India


AGE OF PRIMARY MULTI-GEN DECISION MAKERS

39.141.2

38.4

33.3

43.1

33.5

38.841.0

38.3 38.9

TOTAL UK India Saudi Arabia France UAE China Germany Australia USA

Mean age

DECISION MAKERS

46


Different strategies may be appropriate for appealing to these Decision-Makers

B2_New1. Which of the following are reasons why and which one was / would be the main reason?Base: All multi-gen key decision makers (n=1187), India


OVERALL TOP 5 ENGLAND DRIVERS WITHIN PRIMARY MULTI-GEN DECISION MAKERS


Its countryside

and natural beauty 188 162 160 124 175 214 197 131 105

Is a safe / secure

destination 155 166 111 74 109 176 171 152 109

Great cultural

attractions 94 125 119 130 91 229 139 183 166

Has vibrant cities 72 144 141 161 95 168 181 131 105

.. wide variety of

places to visit

around the

country

88 136 152 130 113 99 101 100 133

DECISION MAKERS

48

OPPORTUNITY

MG KDMs 46% [105]

MG KDMs paying 64% [110]

MG HIGH spending 48% [89]

DEMOGRAPHICS

MG age (mean) 39 [100]

MG Female 45% [92]

MG Male 55% [110]

ACCOMMODATION (TOP 3)

Mid-range hotel 48% [102]

High-end hotel 22% [88]

Cruise ship 16% [160]

TRANSPORT

Flight 69% [93]

Own car 24% [114]

Train 14% [82]

DECISION MAKERS MG trip would be ‘my/our decision’

ENGLAND DRIVERS (TOP 10)

Great cultural attractions 35% [106]

They speak English 34% [131]

Offers a good mix of old and new 29% [112]

Offers a wide variety of places to visit around the country 28% [104]

Its culture is different from our own 26% [100]

To sample the local food and drink 26% [124]

Great contemporary culture 25% [114]

Is a safe / secure destination 23% [68]

Its countryside and natural beauty 22% [56]

Has vibrant cities 22% [71]

Product Touring route Outdoor activity Single destination

Appeal (top 3 box) 60% [105] 56% [104] 59% [105]

Stand out (top 3 box) 64% [105] 58% [100] 65% [105]

Fit (top 3 box) 62% [100] 56% [93] 63% [102]

AREAS OF INTEREST (TOP 5)

London 66% [99]

Manchester 33% [97]

Stonehenge 30% [158]

Cambridge 26% [79]

Liverpool 25% [81]

49

OPPORTUNITY

MG KDMs 53% [120]



DEMOGRAPHICS


MG Female 53% [108]

MG Male 47% [94]



Budget hotel 35% [175]

B&B / Guest House 21% [162]

TRANSPORT

Flight 91% [123]

Train 17% [100]

Ferry/Cruise 12% [109]











I like the climate / weather 27% [113]



London 76% [113]

Cambridge 58% [176]

Oxford 52% [168]

Manchester 43% [126]



Appeal (top 3 box) 601 [107] 55% [102] 60% [107]

Stand out (top 3 box) 66% [108] 66% [114] 67% [108]

Fit (top 3 box) 68% [110] 62% [103] 67% [108]

50

OPPORTUNITY

MG KDMs 43% [98]



DEMOGRAPHICS


MG Female 44% [90]

MG Male 56% [112]



Rented incl. Airbnb 19% [119]


TRANSPORT

Flight 55% [74]

Own car 33% [157]

Train 13% [76]



Is easy to get to 28% [108]



Easy to plan/organise 25% [109]


Easy to get around 22% [92]




Easy to visit with children 18% [81]


London 72% [107]

Oxford 22% [71]

Manchester 19% [56]

Cambridge 18% [55]

Windsor 17% [94]


Appeal (top 3 box) 49% [86] 47% [87] 47% [84]

Stand out (top 3 box) 52% [85] 43% [74] 50% [81]

Fit (top 3 box) 52% [84] 52% [87] 52% [84]

51

OPPORTUNITY

MG KDMs 28% [64]



DEMOGRAPHICS


MG Female 51% [104]

MG Male 49% [98]





TRANSPORT

Flight 58% [78]

Own car 37% [176]

Train 15% [88]














London 72% [107]

Manchester 24% [71]


Newcastle 23% [153]

Liverpool 22% [71]


Appeal (top 3 box) 54% [95] 52% [96] 51% [91]

Stand out (top 3 box) 51% [84] 47% [81] 48% [77]

Fit (top 3 box) 59% [95] 52% [87] 53% [85]

52

OPPORTUNITY

MG KDMs 44% [100]



DEMOGRAPHICS


MG Female 48% [98]

MG Male 52% [104]





TRANSPORT

Flight 86% [116]

Own car 12% [57]

Train 11% [65]







To visit friends or relatives 29% [193]





Never been before and wanted to go 21% [140]


London 77% [115]


Cambridge 36% [109]

Windsor 30% [167]

Liverpool 28% [90]


Appeal (top 3 box) 50% [88] 41% [76] 45% [80]

Stand out (top 3 box) 53% [87] 45% [78] 53% [85]

Fit (top 3 box) 52% [84] 54% [90] 56% [90]

53

OPPORTUNITY

MG KDMs 56% [127]



DEMOGRAPHICS


MG Female 54% [110]

MG Male 46% [92]





TRANSPORT

Flight 91% [123]

Rental car 28% [233]

Train 26% [153]











Offers a wide range of holiday activities 31% [135]



London 80% [110]


Oxford 45% [110]

Cambridge 44% [76]

Liverpool 44% [187]


Appeal (top 3 box) 71% [125] 69% [128] 68% [121]

Stand out (top 3 box) 78% [128] 75% [129] 77% [124]

Fit (top 3 box) 77% [124] 74% [123] 76% [123]

54

OPPORTUNITY

MG KDMs 39% [89]



DEMOGRAPHICS


MG Female 51% [104]

MG Male 46% [92]





TRANSPORT

Flight 87% [118]

Train 20% [118]















London 70% [104]


Birmingham 39% [170]

Liverpool 38% [123]

Cambridge 36% [109]


Appeal (top 3 box) 64% [112] 58% [107] 63% [113]

Stand out (top 3 box) 66% [108] 62% [107] 64% [103]

Fit (top 3 box) 63% [102] 68% [113] 62% [100]

55

OPPORTUNITY

MG KDMs 45% [102]



DEMOGRAPHICS


MG Female 33% [67]

MG Male 60% [120]





TRANSPORT

Flight 78% [105]

Own car 16% [76]

Train 14% [82]














London 74% [110]

Liverpool 58% [187]


Oxford 34% [110]

Cambridge 25% [76]


Appeal (top 3 box) 66% [116] 68% [126] 67% [120]

Stand out (top 3 box) 72% [118] 75% [129] 73% [118]

Fit (top 3 box) 67% [108] 70% [117] 72% [116]

56

OPPORTUNITY

MG KDMs 41% [93]



DEMOGRAPHICS


MG Female 51% [104]

MG Male 49% [98]





TRANSPORT

Flight 44% [59]

Own car 42% [200]

Train 16% [94]









Affordable cost of staying there 26% [153]

Affordable cost of getting there 25% [147]




Devon & Cornwall 32% [229]

London 30% [45]

The Lake District 29% [161]

York & Leeds 17% [142]

Liverpool 15% [48]


Appeal (top 3 box) 40% [70] 37% [69] 44% [79]

Stand out (top 3 box) 47% [77] 46% [79] 51% [82]

Fit (top 3 box) 47% [76] 47% [78] 48% [77]

57

Section Wrap-Up

Once opportunity markets are

identified, in many cases these

decision-makers present a

specific set of perceptions and

drivers which may warrant further

tailoring of messaging

These decision-makers tend to make the biggest

contribution to the cost of the trip – an average of

69% across markets

Drivers for England among this sub-audience vary

enough to support tailored campaigns

25-44yr olds, male and female, are usually driving

the decision-making on MG trips in most markets

58

English Tourism Product Interest – Mini-Dive

59

24% BOTTOM 3 BOX 29% BOTTOM 3 BOX 25% BOTTOM 3 BOX

All product ideas tested were appealing, with Driving Tour narrowly more popular

PRODUCT APPEAL – GLOBAL

D1. How appealing do you find each of the following holiday ideas?

Base: All respondents, USA (n=1026), CH (n=1042), FR (n=1007), DE (n=1010), AUS (n=1000), ID (n=1038), UAE (n=1002), KSA (n=512), UK (n=1010)

25%18% 20%

18%16% 17%

17%

18%19%

16%19%

19%

14%16%

15%

7% 9%7%

Idea 1 Idea 2 Idea 3

1 - Appeals a lot 2 3 4 5 6 7 - Does not appeal at all

Driving a touring route

across 2-300 miles

outside of the capital,

staying at different towns

and villages along the

way and incorporating

activities such as visiting

history & heritage sites,

trying regional food &

drink, or experiencing the

country's natural areas.

An outdoor activity

holiday, centred around

one location in a rural

area and incorporating

activities such as cycling,

countryside walks, or

horse-riding, and also

experiencing local pubs

and villages.

A single destination trip to

an historical town or city

reached via public

transport from your point

of entry (e.g.

airport/port/train station),

incorporating visiting

history & heritage sites

such as castles, stately

homes, or places of

worship.

60% TOP 3 BOX 52% TOP 3 BOX 56% TOP 3 BOX

60

The first product idea is also marginally stronger in terms of fit with England

PRODUCT FIT – GLOBAL

D2. And how well do the following holiday ideas fit England as a destination?


24% 20% 21%

20%17% 20%

20%20%

20%

17%19%

18%

11% 13% 12%6% 7% 6%


1 - Fits very well 2 3 4 5 6 7 - Does not fit at all


across 2-300 miles










An outdoor activity








and villages.



reached via public


of entry (e.g.





homes, or places of

worship.



61

Albeit by a small margin, the first product idea is also considered most ‘unique’

PRODUCT STAND OUT – GLOBAL

D3. … to what extent do you think the following holiday ideas stand out / differ from other holiday ideas you’ve heard about or seen?


20% 16% 16%

21%19% 20%

21%21% 22%

19%21% 21%

12% 13% 12%

5% 6% 6%


1 - Stands out a lot 2 3 4 5 6 7 - Does not stand out at all


across 2-300 miles










An outdoor activity








and villages.



reached via public


of entry (e.g.





homes, or places of

worship.



62

40%

45%

50%

55%

60%

65%

Appeal

Fit with EnglandStand out

The variety of Idea 1 (predictably) gives it the broadest success

PRODUCT APPEAL, FIT & STANDOUT – GLOBAL

D1. How appealing do you find each of the following holiday ideas? D2. And how well do the following holiday ideas fit England as a destination? D3. to what

extent do you think the following holiday ideas stand out / differ from other holiday ideas? Base: All respondents (n=8647)

IDEA 1: Driving a touring route across 2-300 miles

outside of the capital, staying at different towns and

villages along the way and incorporating activities such

as visiting history & heritage sites, trying regional food

& drink, or experiencing the country's natural areas.

IDEA 2: An outdoor activity holiday, centred around

one location in a rural area and incorporating activities

such as cycling, countryside walks, or horse-riding, and

also experiencing local pubs and villages.

IDEA 3: A single destination trip to an historical town or

city reached via public transport from your point of

entry (e.g. airport/port/train station), incorporating

visiting history & heritage sites such as castles, stately

homes, or places of worship.

63

Within markets, product idea #1 tends to be the one that over-indexes …



101 104 104

106 107 110

107

118

102

102

97 100

87

94

88

83

90

Saudi Arabia India UAE China USA Germany France Australia UK

Idea 1 Idea 2 Idea 3 Index 100

PRODUCT APPEAL – INDEXING TOP 3 BOX SCORES PER IDEA AGAINST AVERAGE TOP 3 BOX SCORES WITHIN MARKET

64

… but which markets find the three products most appealing?



70

80

90

100

110

120

130

Saudi Arabia India UAE China USA Germany France Australia UK


PRODUCT APPEAL – INDEXING TOP 3 BOX APPEAL AT A MARKET LEVEL AGAINST TOTAL TOP 3 BOX APPEAL

65

The variety described in the products appears to be more popular for 3G trips


Base: All multi-gen (n=5393), Nuclear (n=2496), 2G younger (n=369), 3G (n=932), 2G older (n=1596)

57% 56%50%

61%57%

53% 52%48%

61%

50%55% 54%

49%

61%54%

All multi-gen Nuclear 2G younger 3G 2G older


PRODUCT APPEAL – BY MULTI-GEN COMBINATIONS (TOP 3 BOX SCORES)

100% SIZE 46% SIZE 7% SIZE 17% SIZE 30% SIZE

67

Section Wrap-Up

The 3 general product ideas we

showed have broad appeal, with

markets being the most useful

distinction in appeal

Australia responds particularly well vs. other markets

to the driving route – Idea 1

Outdoor activities themed Idea 2 has most traction

with KSA, China, the UAE, and India

The driving/touring route taking in a variety of English

qualities helps make this the most appealing in

general

68

Desired Activities and Drivers

69

Activities for MG follow a similar hierarchy as the wider visitor audience

NATURE OF MULTI-GEN TRIPS – AVERAGE SCORE PER ATTRIBUTE (SLIGHTLY REBASED)

16.0

15.8

11.4

11.3

10.8

10.4

7.7

6.4

5.3

4.8

Visiting famous / iconic tourist attractions / places

Just relaxing

Low intensity leisure activities

Exploring history and heritage

Experiencing city life

Experiencing rural life & scenery

Something else

Attending cultural, music or sports events

High intensity sports or leisure activities

Learning through participation/expert guides

TIER 1

TIER 2

TIER 3

B5a. If you had a total of 100 points, how would you distribute them across the 10 activity types below to describe your trip?

Base: all multi-gen (n=5075)

70

14.7

14.5

10.3

11.8

10.4

10.6

8.4

7.2

5.7

6.4

16.0

15.8

11.4

11.3

10.8

10.4

7.7

6.4

5.3

4.8

Visiting famous / iconic tourist attractions / places

Just relaxing

Low intensity leisure activities

Exploring history and heritage

Experiencing city life

Experiencing rural life & scenery

Something else

Attending cultural, music or sports events

High intensity sports or leisure activities

Learning through participation/expert guides

History & Heritage is a bigger part of desired England MG than general MG

NATURE OF MULTI-GEN TRIPS – AVERAGE SCORE (OUT OF 100) PER ATTRIBUTE

ALL MULTI-GEN MULTI-GEN TO ENGLAND

B5a. If you had a total of 100 points, how would you distribute them across the 10 activity types below to describe your trip?

Base: all multi-gen (n=5075) and all multi-gen to England (n=1,348)

71

Ease and security are top tier of drivers for those who’ve been ‘converted'

ENGLAND DRIVERS (ALL REASONS). ALL ANSWERING AND ALL MG ENGLAND VISITORS

41%

40%

32%

31%

31%

28%

27%

26%

25%

22%

22%

21%

20%

19%

18%

18%

17%

17%

16%

14%

13%

13%

9%

7%

Its countryside and natural beauty

Great cultural attractions

Offers a wide variety of places to visit around…

Is a safe / secure destination

They speak English

Never been before and wanted to go

Offers a good mix of old and new

Has vibrant cities

Is easy to get to

Easy to plan/organise

Its culture is different from our own

Easy to get around

To sample the local food and drink

Great contemporary culture

I like the climate / weather

Offers a wide range of holiday activities

Variety and quality of accommodation available

Easy to visit with children

Affordable cost of getting there

To visit friends or relatives

Affordable cost of staying there

To meet the local people

To watch sport

To visit a film or TV location

B2_New1. Which of the following are reasons why (you visited England)?

Base: all who travelled multi-gen to England (n=1,348)

All answering England visitors

36%

31%

25%

32%

26%

14%

22%

25%

32%

29%

21%

28%

19%

20%

22%

22%

22%

27%

21%

18%

21%

14%

12%

9%

Its countryside and natural beauty

Great cultural attractions

Offers a wide variety of places to visit around…

Is a safe / secure destination

They speak English

Never been before and wanted to go

Offers a good mix of old and new

Has vibrant cities

Is easy to get to

Easy to plan/organise

Its culture is different from our own

Easy to get around

To sample the local food and drink

Great contemporary culture

I like the climate / weather

Offers a wide range of holiday activities

Variety and quality of accommodation available

Easy to visit with children

Affordable cost of getting there

To visit friends or relatives

Affordable cost of staying there

To meet the local people

To watch sport

To visit a film or TV location

73

Driver combinations varied across markets, and may be most useful for growth

NATURE OF MULTI-GEN TRIPS – DIFFERENCE BETWEEN MARKET AVERAGES AND GLOBAL AVERAGE PER ATTRIBUTE

B5a. If you had a total of 100 points, how would you distribute them across the 10 activity types below to describe your trip? Base: all multi-gen (n=5075), UAE

(n=318), China (n=657), India (n=760), UK (n=719), Germany (n=619), USA (n=433), Australia (n=512), Saudi Arabia (n=360), France (n=697)

Total UK US CH FR DE AUS IND UAE KSA

Visiting famous / iconic tourist attractions / places 16.0 -2.4 -0.8 4.6 2.2 -2.5 0.1 -0.6 -0.9 -0.6

Just relaxing 15.8 7.1 1.2 -5.2 1.7 2.1 3.4 -5.7 -3.2 -4.2

Low intensity leisure activities 11.4 0.3 0.2 -0.8 -0.7 4.0 -0.8 -2.0 -0.5 0.6

Exploring history and heritage 11.3 -0.5 -0.8 1.8 2.5 -3.0 -0.6 0.5 -0.5 -0.5

Experiencing city life 10.8 -2.4 0.5 1.4 -1.3 1.8 -0.2 0.9 0.4 -0.8

Experiencing rural life & scenery 10.4 0.6 -0.7 0.7 -1.8 2.6 -1.7 -0.6 0.2 1.0

Something else 7.7 2.9 -1.3 -1.5 -0.6 -0.9 2.4 -0.3 0.5 -2.3

Attending cultural, music or sports events 6.4 -1.6 1.4 0.7 -0.3 -2.1 -0.9 1.8 1.1 1.4

High intensity sports or leisure activities 5.3 -2.0 -0.3 -0.7 -0.8 0.4 -0.9 1.8 1.6 3.0

Learning through participation/expert guides 4.8 -1.9 0.6 -0.9 -0.9 -2.4 -0.9 4.1 1.4 2.4

74

For England activity clusters shown, England is predictably identified as best fit

BEST EUROPEAN DESTINATION FOR EACH ACTIVITY – STRAIGHT AVERAGE ACROSS ALL SEVEN ACTIVITIES

24%

16%

15%

10% 10% 9%

6% 6%

3%

England France Italy Spain Germany Scotland Republic ofIreland

TheNetherlands

OtherEuropeancountry

C2. And which of the European countries … do you think is or would be the best destination for each activity? Base: all selecting main destinations (n=7807),

USA (n=987), China (n=1030), France (n=950), Germany (n=942), Australia (n=954), India (n=1019), UAE (n=487), Saudi Arabia (n=491), UK (n=947)

NB: survey selection mechanism puts England at an advantage

75

Excluding England provides a better read on European competitors

BEST EUROPEAN DESTINATION FOR EACH ACTIVITY – STRAIGHT AVERAGE RE-PERCENTAGED TO EXCLUDE ENGLAND

22%

19%

14% 13%12%

8% 8%

3%

France Italy Spain Germany Scotland Republic ofIreland

The Netherlands Other Europeancountry



76

We can identify competition for that growth among MG visitors

BEST EUROPEAN DEST. FOR EACH ACTIVITY – MARKETS INDEXED AGAIUNST STRAIGHT AVERAGE ACROSS ACTIVITIES



Average

across

activities

Visiting

famous /

iconic tourist

attractions /

places

Exploring

history and

heritage

Experiencing

city life

Experiencing

rural life &

scenery

Outdoor

leisure

activities

Challenge

and/or action

Attending

cultural,

music or

sports events

England 24% 105 113 134 75 71 84 117

France 16% 135 86 129 74 86 86 104

Italy 15% 156 129 82 75 102 68 88

Spain 11% 84 93 75 75 112 149 112

Germany 10% 69 89 118 69 89 148 118

Scotland 9% 64 106 42 202 127 95 64

The Netherlands 6% 62 62 93 140 171 109 62

Republic of Ireland 6% 51 85 51 239 120 68 85

Other European country 3% 78 78 78 117 117 156 78

78

Section Wrap-Up

The MG audience starts to look

very different when we take

England Drivers into account –

tactics in market will likely need

careful tailoring

We see that current MG visitors have been especially

driven by History & Heritage – future growth may

need to come from elsewhere

Top tier drivers are in line with wider audiences

Once opportunities are committed to, this data allows

us to see competitors and understand their relative

strengths

79

Market Overview – Fact Files

82

OPPORTUNITY

MG consideration 20% [138]

P3Y MG 15% [64]

P3Y MG TRIPS 3.1 [70]


MARKET SUMMARYRelatively low penetration of MG in P3Y but high levels of consideration. 2G older

ways of travel prominent in this market, with 3G travel relatively less so. England

currently not strongly positioned in terms of actual GM visits or consideration.

Famous and iconic attractions look to represent most potential for drawing the GM

audience in.

TRANSPORT (TOP 3)

Flight 67% [99]

Own car 24% [96]


COUNTRIES VISITED (TOP 5)

USA 35%

The Caribbean 25%

Mexico 18%

Canada 17%

England 15% [58]

Other UK 8% [80]

EUROPEAN COUNTRIES (TOP 5)

England 15% [58]

Italy 12% [75]

France 11% [50]

Germany 8% [57]

Other UK 8% [80]

43%

7%15%

34% 2G older

3G

2G younger

Nuclear

MG CONFIGURATION (TRIPS)

[128]

[72]

[97]

[97]

TRIPS

DEMOGRAPHICS


MG Female 51% [94]

MG Male 49% [109]

DECISION MAKING

MG KDMs 46% [105]


ACCOMODATION (TOP 3)



Cruise ship 15% [188]

15% 11%21%

53%

England primary England secondary England considered Not considered

[75] [73] [81] [139]

83













London 78% [110]

Cambridge 30% [91]

Oxford 26% [81]

Manchester 30% [97]

Liverpool 31% [107]

ACTIVITIES (TOP 5) MEAN ENGLAND BEST

Just relaxing 16.9 [107] N/A

Visiting famous / iconic attractions 15.3 [95] 30% [120]

Low intensity leisure activities 11.6 [102] N/A

Experiencing city life 11.3 [104] 34% [106]

Exploring history and heritage 10.5 [93] 30% [111]

CONSIDERATION (TOP 5)

Country in Americas 14%

England 12%

Italy 9%

France 9%

Canada 8%


Appeal (top 3 box) 63% [107] 51% [100] 63% [113]

Stand out (top 3 box) 63% [103] 55% [100] 62% [109]

Fit (top 3 box) 65% [103] 55% [98] 66% [108]

84

TRANSPORT (TOP 3)

Flight 92% [135]

Train 15% [107]



England 24% [92]

France 22% [100]

Other UK 13% [130]

Italy 11% [69]

Germany 10% [71]

34%

4%

27%

35% 2G older

3G

2G younger

Nuclear


[132]

[129]

[51]

[75]

TRIPS

DEMOGRAPHICS


MG Female 54% [100]

MG Male 46% [102]

DECISION MAKING

MG KDMs 53% [120]


OPPORTUNITY


P3Y MG 26% [111]


MG HIGH spending 56% [117] ACCOMODATION (TOP 3)



B&B / Guest House 21% [175]


Japan 40%

Thailand 35%

China 28%

England 24% [92]

France 22%

Other UK 13% [130]

MARKET SUMMARYObviously a large market, which also looks attractive due to it’s relatively large

proportions of MG and MG considerers. More to the point, England is strongly

positioned within this market where decision making is centralized (as is paying for

GM trips). Strong skew to 2G older and 3G trips. London of course important to

Chinese MG tourists, but disproportionate emphasis on Oxford and Cambridge also.

25% 26% 29%20%


[125] [173] [112] [53]

85













London 76% [107]

Cambridge 59% [179]

Oxford 55% [172]







Experiencing rural life & scenery 11.1 [107] 22% [122]



England 29%

France 18%

New Zealand 17%

Italy 16%

Australia 16%


Appeal (top 3 box) 66% [112] 61% [120] 59% [105]

Stand out (top 3 box) 71% [116] 67% [122] 64% [112]

Fit (top 3 box) 71% [113] 66% [118] 66% [108]

86

ACCOMODATION (TOP 3)


Rented incl. AirBnb 27% [135]



France 50% [227]

Spain 38% [224]

Italy 27% [169]

Other Europe 22% [157]

England 19% [73]

12% 14%25%

49%


[60] [93] [96] [129]

56%

11%11%

22%2G older

3G

2G younger

Nuclear


[84]

[51]

[140]

[126]

TRIPS

DEMOGRAPHICS


MG Female 53% [98]

MG Male 47% [104]

DECISION MAKING

MG KDMs 43% [98]


OPPORTUNITY


P3Y MG 29% [124]



TRANSPORT (TOP 3)

Flight 47% [69]

Own car 40% [160]

Train 13% [93]


France 50%

Spain 38%

Italy 27%

Other Europe 22%

England 19% [73]

Other UK 7% [70]

MARKET SUMMARYVery high penetration of P3Y MG in this market, but England not in a position of

strength in terms of being chosen as the destination or being considered. Majority of

MG trips centre on a nuclear setup, but 2G younger also prevalent. History and

heritage looks to be important to this MG audience, but England’s strength

overshadowed by that of other destinations. Convenience the most obvious way to

attract consumers in the French MG category.

87













London 81% [114]

Cambridge 22% [67]

Oxford 22% [69]

Windsor 20% [91]

Manchester 19% [61]








England 21%

Other Europe 20%

Italy 12%

Spain 9%

France 8%


Appeal (top 3 box) 55% [93] 45% [88] 54% [96]

Stand out (top 3 box) 55% [90] 46% [84] 52% [91]

Fit (top 3 box) 56% [89] 50% [89 58% [95]

88


Germany 39% [279]


Spain 26% [153]

Italy 24% [150]

France 17% [77]

6% 8%

24%62%


[30] [53] [92] [163]

53%

9%

16%

22%2G older

3G

2G younger

Nuclear


[83]

[77]

[113]

[119]

TRIPS

DEMOGRAPHICS


MG Female 57% [106]

MG Male 42% [93]

DECISION MAKING

MG KDMs 28% [64]


OPPORTUNITY


P3Y MG 25% [107]






TRANSPORT (TOP 3)

Flight 50% [74]

Own car 46% [184]

Train 10% [71]


Germany 39%

Other Europe 35%

Spain 26%

Italy 24%

France 17%

England 10% [38]

Other UK 4% [40]

MARKET SUMMARYSlightly above average penetration of P3Y MG in this market, but in the case of a

large proportion of trips – a large proportion of which based on a nuclear setup –

England is not considered. Convenience and England’s mix of old and new (in

location terms London and Stonehenge) look to represent potential for drawing

category active consumers in.

89













London 76% [107]


Liverpool 27% [93]

Cambridge 25% [76]

Windsor 24% [109]








Other Europe 32%

England 20%

Italy 13%

Germany 11%

Spain 10%


Appeal (top 3 box) 57% [97] 49% [96] 50% [89]

Stand out (top 3 box) 51% [84] 45% [82] 45% [79]

Fit (top 3 box) 61% [97] 50% [89] 54% [89]

90

TRANSPORT (TOP 3)

Flight 82% [121]

Own car 12% [48]



Australia 26%

New Zealand 23%

Other Asia 21%

USA 18%

England 15% [58]

Other UK 6% [60]


England 15% [58]

Italy 11% [69]

France 11% [50]


Spain 6% [35]

12% 12%22%

54%


[60] [80] [85] [142]

52%

5%14%

29%2G older

3G

2G younger

Nuclear


[107]

[68]

[66]

[116]

TRIPS

DEMOGRAPHICS


MG Female 55% [102]

MG Male 45% [100]

DECISION MAKING

MG KDMs 44% [100]


OPPORTUNITY


P3Y MG 17% [73]






MARKET SUMMARYNot a sizeable opportunity based on category penetration and geographical location

will have something to do with the relative rejection of England, although the latter is

obviously strong relative to other European destinations. London, as always, appeals

but so do other locations such as Stonehenge, Manchester and Windsor, which of

course is capable of satisfying the appetite for famous / iconic attractions.

91













London 78% [110]



Windsor 35% [159]

Cambridge 32% [97]








England 15%

Other Asia 15%

Other Australasia 9%

Other Europe 7%

New Zealand 7%


Appeal (top 3 box) 57% [97] 40% [78] 48% [86]

Stand out (top 3 box) 58% [95] 46% [84] 51% [89]

Fit (top 3 box) 62% [98] 50% [89] 56% [92]

92

TRANSPORT (TOP 3)

Flight 88% [129]


Train 25% [179]


England 37% [142]

France 23% [105]

Germany 20% [143]

Italy 17% [106]

Spain 15% [88]

25% 26% 29%20%


[125] [173] [112] [53]

40%

4%

26%

30%2G older

3G

2G younger

Nuclear


[114]

[124]

[53]

[89]

TRIPS

DEMOGRAPHICS


MG Female 57% [106]

MG Male 43% [96]

DECISION MAKING

MG KDMs 56% [127]


OPPORTUNITY


P3Y MG 24% [102]







England 37% [142]

India 27%

Australia 25%

Thailand 23%

France 23%

Other UK 8% [80]

MARKET SUMMARYA large market with an averagely sized penetration of mostly high spending MG

tourists, who are relatively likely to travel in a 3G configuration. England in a position

of considerable strength here and it is London as well as locations outside of the

capital that appeal (vibrancy of cities an important driver).

93













London 79% [111]

Oxford 50% [156]

Cambridge 48% [145]


Liverpool 40% [138]

ACTIVITIES (TOP 5)` MEAN ENGLAND BEST







England 22%

Other Asia 14%

France 12%

USA 10%

Australia 10%


Appeal (top 3 box) 66% [112] 61% [120] 63% [113]

Stand out (top 3 box) 72% [118] 65% [118] 68% [119]

Fit (top 3 box) 71% [113] 65% [116] 67% [110]

94

TRANSPORT (TOP 3)

Flight 85% [125]

Train 16% [114]



Other Asia 38%

Thailand 24%

India 21%

England 19% [73]

Other Europe 15%

Other UK 7% [70]


England 19% [73]


Italy 14% [88]

France 13% [59]

Spain 12% [71]

15% 16%

35% 34%


[75] [107] [135] [89]

32%

6%

30%

32%2G older

3G

2G younger

Nuclear


[120]

[141]

[77]

[72]

TRIPS

DEMOGRAPHICS


MG Female 57% [106]

MG Male 42% [93]

DECISION MAKING

MG KDMs 39% [89]


OPPORTUNITY


P3Y MG 25% [107]






MARKET SUMMARYSlightly above average penetration of MG with a relatively strong England

performance in terms of consideration if not actual visits. Strong skews towards 2G

older and 3G configurations and considerable appeal associated with other cities

than London (which of course is also quite a draw). Culture, whilst not necessarily the

most important driver, does look to be a disproportionally important factor here.

95













London 74% [104]


Liverpool 37% [128]

Birmingham 36% [164]

Cambridge 32% [97]








England 27%

Other Asia 27%

France 11%

Other Europe 11%

Italy 10%


Appeal (top 3 box) 65% [110] 60% [118] 62% [111]

Stand out (top 3 box) 69% [113] 65% [118] 68% [119]

Fit (top 3 box) 66% [105] 65% [116] 65% [107]

96

TRANSPORT (TOP 3)

Flight 80% [118]

Own car 15% [60]



France 27% [123]

England 19% [73]

Italy 16% [100]

Spain 12% [71]

Germany 12% [86]

13% 17%30%

39%


[65] [113] [115] [103]

41%

11%

31%

17%

2G older

3G

2G younger

Nuclear


[65]

[147]

[140]

[92]

TRIPS

DEMOGRAPHICS


MG Female 33% [61]

MG Male 60% [133]

DECISION MAKING

MG KDMs 45% [102]


OPPORTUNITY


P3Y MG 20% [85]







Other Asia 32%

France 27%

England 19% [73]

Thailand 16%

Italy 16%

Other UK 5% [50]

MARKET SUMMARYBelow average MG penetration in this market, with MG consideration also low. In the

P3Y perspective, England does get considered and sometimes visited as a

secondary destination, but there is work to do to drive up England as a primary

destination. Initial clues point to Liverpool and Manchester as being disproportionally

important corresponding with the importance of the vibrancy of cities and culture

more broadly.

97













London 65% [92]

Liverpool 44% [152]


Oxford 28% [88]

Cambridge 25% [76]








England 20%

Other Asia 17%

Italy 14%

France 10%

Spain 9%


Appeal (top 3 box) 66% [112] 67% [131] 64% [114]

Stand out (top 3 box) 65% [107] 68% [124] 65% [114]

Fit (top 3 box) 66% [105] 66% [118] 65% [107]

98

TRANSPORT (TOP 3)

Own car 48% [192]

Flight 38% [56]

Train 13% [93]


England 57% [219]

Other UK 27% [270]

Spain 24%

Other Europe 16%

France 13%

49%

13% 18% 20%


[245] [87] [69] [53]

45%

11%

21%

23%2G older

3G

2G younger

Nuclear


[85]

[102]

[146]

[100]

TRIPS

DEMOGRAPHICS


MG Female 59% [109]

MG Male 41% [91]

DECISION MAKING

MG KDMs 41% [93]


OPPORTUNITY


P3Y MG 30% [128]







England 57% [219]

Other UK 27% [270]

Spain 24%

Other Europe 16%

France 13%

MARKET SUMMARYLarge MG audience in the UK where England unsurprisingly performed much more

strongly. Whilst the majority of trips involve a nuclear MG configuration, 2G younger

is disproportionally prevalent in this market where accommodation and transport

preferences of course stand out. Convenience very much a key reason for selecting

England and interest tends to be focused on locations beyond London.

99








Affordable cost of staying there 31% [238]





The Lake District 44% [220]

Devon & Cornwall 43% [253]

London 35% [49]

The Cotswolds 27% [225]

York & Leeds 23% [177]








Other Europe 19%

England 13%

Other UK 9%

Spain 7%

France 6%


Appeal (top 3 box) 43% [73] 39% [76] 47% [84]

Stand out (top 3 box) 49% [80] 48% [87] 49% [86]

Fit (top 3 box) 49% [78] 50% [89] 54% [89]

100

For questions please contact [email protected]

Thanks

Documents

Multi-Gen Visitor Research Report - British Destinations · Multi-Gen Visitor Research Report One Minute to Midnight June 2019. 2 What we cover in this document Market Penetration