UNDERSTANDING THE MINDSET OF THE HOLIDAYMAKER AN ASSESSMENT OF THE ‘KNOW BEFORE YOU GO’ CAMPAIGN

© 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


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


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

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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

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RESPONDENT PROFILES

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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

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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


% %

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)


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AB D

C1 E

C2

3312 5

16

32

PROFILE OF UK HOLIDAY MAKERS– BY SOCIAL GRADE

3311 5

18

32


% %

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

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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


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RESEARCH FINDINGSACTIVITIES

UNDERTAKEN

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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?

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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


Make note of credit card no.


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


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

%

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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


Make note of credit card no.


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


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)

%

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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

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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

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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)

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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

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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

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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

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THE FCO WEBSITE

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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


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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)

%

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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)

%

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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)

%

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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


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KEY SUMMARY OF WAVE 4 FINDINGS

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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


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


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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Documents

UNDERSTANDING THE MINDSET OF THE HOLIDAYMAKER AN ASSESSMENT OF THE ‘KNOW BEFORE YOU GO’ CAMPAIGN