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Global Research: Benchmark Attitudes towards Visiting London before
2008 Olympic Handover
Wave 2 – October 2008
Undertaken for
Journey through document
Introduction: Aims, scope and method
Main study findings
Points to Ponder…
Introduction: Aims, Scope and Method
Introduction• The Olympic flag handover
ceremony at the end of the Beijing Olympics in 2008 officially marked the start of the 2012 London Olympiad
• This also marked the start of a unique opportunity for Visit London to make the most of the incredible exposure and momentum generated from 2012
• Clearly this will have a huge impact on London so it will be important to gauge existing attitudes towards London before full preparations for 2012
Ultimate research deliverable
To gauge existing and projected attitudes towards London in the run up to the 2012
Olympics and potential impact on likelihood to visit London
So far we have 2 measures:
Wave 1 - Pre-handover
Wave 2 - Post-handover (Oct 2008)
Within this there are several key aims
• To provide an overall idea of current awareness and attitudes towards London as future host city
• To understand whether and how future status as host of the Olympics will impact on existing residents and potential visitors to London
• To explore extent to which existing attitudes may shift after the 2008 handover and once 2012 preparations have entered into full swing
• To investigate how this differs across key markets including developing and emerging markets as well as existing London and UK residents
Online panels provided best solution to meet research aims
• Rapid reach and access to large relatively representative sample across all key markets
• Highly targeted cost effective methodology with opportunity to provide visual stimulus if required
• Quick turnaround from set up through to final results
• HOWEVER given that online penetration has not yet reached critical mass in developing markets such as China, India and Russia - samples in these markets likely to be skewed towards those with online access rather than overall population, i.e. – younger (under 45 years)– more affluent, working– slightly more male
Global market coverage optimised to represent developed and emerging
Robust coverage within each market enabled good spread of gender and age
Even spread across gender
Broad spread across total age of 18-65 years
All Non Rejecters of visiting London in the future
Subsequent waves matched initial wave’s gender and age split per market:
Total number of interviews: Wave 1 Pre handover: N=4064
Wave 2 Post Handover (Oct 08): N=4035
All interviews followed a simple question structure
Q1 - Which of the following cities do you think will be hosting the 2012 Olympics?(London’s 2012 host city status then revealed to all)
Q2 - What ONE THING could potentially influence your decision to visit London in the next 12 months?
Q3 - Does the fact that London is hosting the 2012 Olympics make you feel more positive or negative about London as a potential holiday destination NOW?
Q4 - Were you aware of a handover at the end of the previous Olympics to mark the start of the next Olympics?
Q5 - After the Olympic flag has been officially handed over to London at Beijing in August 2008, how do you think you will feel THEN about London as a potential
holiday destination? (NOT ASKED POST-HANDOVER)
Q6 - On a scale of 1-10, will the fact that London is hosting the 2012 Olympics influence your decision to visit London in the next 12 months, where 10 is Definitely
Influence and 1 is Not influence at all?
Main study findings
from Wave 2 research, conducted Oct 2008
Which of the following cities do you think will be hosting the 2012 Olympics?
Which of the following cities do you think will be hosting the 2012 Olympics?
Over seven in ten are now aware of London’s 2012 host city status
Most in the UK aware of location of 2012 OlympicsTwo thirds of non UK are aware that London is host city of
2012 Olympics
Q1 - Which of the following cities do you think will be hosting the 2012 Olympics?
1%
2%3%
1%
4%
73%
96%
65%
2%5% 6%
1% 1%
13%17%
3%3%
3%
1%
Total (4035) UK(1009) ROW (3026)
Paris
Beijing
London
Rome
Athens
Stockholm
Don't Know
None of these
Correct attribution increased in all markets. Highest awareness outside UK in China, India,
SpainAwareness – by Market
Not
ava
ilabl
e
46%
83%
92%
38%
17%
39% 37%
14%
70%
94%98%
70%66%
52%
76%
83%
44%
Total(4035)
UK - NonLdn (501)
London(508)
France(503)
Spain(501)
Russia(514)
India (502) China(504)
USA (502)
% aware of London'shost city status:PRE HANDOVER
NOW (Oct 08)
US market have lowest awareness overall, though this has increased significantly since handover
Very high awareness in China, dramatic increase since handover
Low levels of incorrect attribution, though 3 in 10 Russians/ Americans are unsure of the next host
Awareness – by Market
5%2%10%
18% 29%
13%
1%
33%2%2%
2%
4%
3%
1%
1%
5%
5%
1%
4%
70%
94% 98%70%
66%
52%
76%
83%
44%
1%
2%1% 3% 1%
1% 2%8% 1% 10% 6% 3% 4% 8% 7%
1%
13%
3%
1%
Total(4035)
UK - NonLdn (501)
London(508)
France(503)
Spain(501)
Russia(514)
India (502) China(504)
USA (502)
Paris
Beijing
London
Rome
Athens
Stockholm
Don't Know
None of these
= denotes significantly higher than total• 8% of Chinese now believe Paris will be 2012 host city – down from 25% pre handover
• US market have lowest awareness overall – one in three state they ‘don’t know’ where Olympics will be held, and lowest market awareness of London as host
What ONE THING could potentially influence your decision to visit London in the next 12
months?
What ONE THING could potentially influence your decision to visit London in the next 12
months?
Olympics 2012 key driver for 15% of potential visits to London in the next 12 months!
20%
8%
6% 27%
6%7%
27%
16%
30%
3%
3%11%
30%
4%4% 2%
4%7%
3%
15%11%
16%
10%
22%
3%
3%
3%
Total (4035) UK(1009) ROW (3026)
2012 Olympics
Major sporting event
Advertising aboutLondonNew attractions
See London inTV/FilmHoliday offers
Exchange rates (i.e.weaker £)Cheaper flights
Others
Potential Drivers to visiting London – by Market
•Key driver for UK residents are new attractions
•Key drivers for non UK holiday offers and cheaper flights
Q2 - What ONE THING could potentially influence your decision to visit London in the next 12 months?
No change since handover in influences on visiting London in next 12 months
Potential Drivers to visiting London – by Market
19%
6%
5% 27%
7%9%
26%
14%
31%
3%
3%11%
33%
4%6%3%
4% 9% 3%
14%10%
15%
9%
22%2%
3%
4%
20%
8%
6% 27%
6%7%
27%
16%
30%
3%
3%11%
30%
4%4% 2%
4%7%
3%
15%11%
16%
10%
22%
3%
3%
3%
Total (4035) UK(1009) ROW (3026)
2012 Olympics
Major sporting event
Advertising aboutLondonNew attractions
See London inTV/FilmHoliday offers
Exchange rates (i.e.weaker £)Cheaper flights
Others
Q2 - What ONE THING could potentially influence your decision to visit London in the next 12 months?
China continues to be market most motivated by Olympics to visit London
Potential Drivers to visiting London – by Market
17%23%
6% 6%11%
4% 1%
13%
8%4%
28% 27%25%
21%
13%
48%6%
5%
11%7% 2%
3%
6%
10%
27%
23% 9%
31% 42%
31%
36%
32%
9%11%
26%34%
3%3%
4% 8%
2%
5% 4%4%
3%
1%1%
3%
4%6% 7% 3%
5%4%
3%
15%10% 11% 12% 10%
18% 16%
34%
10%
22%
3%
1%
3%
10%
Total(4035)
UK - NonLdn (501)
London(508)
France(503)
Spain(501)
Russia(514)
India (502) China(504)
USA (502)
2012 Olympics
Major sporting event
Advertising aboutLondon
New attractions
See London inTV/Film
Holiday offers
Exchange rates (i.e.weaker £)
Cheaper flights
Others
•Olympics’ influence on visiting London unchanged since takeover, though slight increase in already positive China
•Exchange rate now less important in US (10%) than before handover (26%)
Q2 - What ONE THING could potentially influence your decision to visit London in the next 12 months?
Few differences in influences on visiting London by age; Olympics slightly more appealing to under 45s
Potential Drivers to visiting London – by Age
7% 8% 11% 14% 17%
22% 21%21%
22%23%
6%6% 5%
5%
8%6%
27%28% 29%
28%22% 21%
11% 9% 11% 9%12% 11%3% 3% 3%2% 2%4% 5% 4% 3%
5% 4%
15% 16% 17% 17%11% 12%
10%
22%
3%
3%
Total (4035) 18-24 (778) 25-34 (1160) 35-44 (944) 45-54 (701) 55+ (452)
2012 Olympics
Major sporting event
Advertising aboutLondon
New attractions
See London inTV/Film
Holiday offers
Exchange rates (i.e.weaker £)
Cheaper flights
Others
% stating Olympics pre handover: 14% 17% 16% 13% 9% 9%
No major difference in influences since handover: 35-44 yr olds slightly more influenced by Olympics now, than pre-handover
Q2 - What ONE THING could potentially influence your decision to visit London in the next 12 months?
Does the fact that London is hosting the 2012 Olympics make you feel more positive or
negative about London as a potential holiday destination NOW?
Does the fact that London is hosting the 2012 Olympics make you feel more positive or
negative about London as a potential holiday destination NOW?
Almost half feel more positive re visiting London NOW on knowing that it is hosting 2012
Any positive: 47% 36% 50%
21% 19% 21%
26%
17%
29%
Total (4035) UK(1009) ROW (3026)
Much morepositive - 5
Little morepositive - 4
Lot morenegative - 2
Little morenegative - 1
48%53%
47%
No difference -feel the same 3
•Very low proportion feel more negative about visiting London due to Olympics
•ROW more positively affected than UK
Q3 - Does the fact that London is hosting the 2012 Olympics make you feel more positive or negative about London as a potential holiday destination NOW?
Positive reactions to London as a holiday destination have increased very slightly since handover
21% 21% 22%
23%16%
26%
Any positive: 44% 47% 37% 36% 48% 50%
50% 53%49%
21% 19% 21%
26%
17%
29%
Total (4035) UK(1009) ROW (3026)
Much morepositive - 5
Little morepositive - 4
Lot morenegative - 2
Little morenegative - 1
48%53%
47%
No difference -feel the same 3
Q3 - Does the fact that London is hosting the 2012 Olympics make you feel more positive or negative about London as a potential holiday destination NOW?
India & China most positively influenced markets. India and US more positive now than pre-handover
0
21% 20% 19% 16%27% 22% 17%
27%18%
26%13% 21%
6%
13% 24%
61%52%
20%
Total(4035)
UK - NonLdn (501)
London(508)
France(503)
Spain(501)
Russia(514)
India(502)
China(504)
USA (502)
Much morepositive - 5
Little morepositive - 4
Lot morenegative - 2
Little morenegative - 1
48%60%
46%
74%
56%
21% 17%
62%51%
No difference -feel the same -3
Any positive:
Pre handover 44% 38% 36% 27% 42% 48% 67% 75% 25%
NOW (Oct 08) 47% 33% 40% 22% 40% 46% 78% 79% 38%
Positive/Negative impact of London hosting 2012 Olympics – by Market
Q3 - Does the fact that London is hosting the 2012 Olympics make you feel more positive or negative about London as a potential holiday destination NOW?
Positivity towards visiting London NOW due to host status greatest amongst 18-34s, as pre-handover
21% 24% 24% 20%15% 15%
26%28% 28%
24%28%
22%
Total (4035) 18-24 (778) 25-34 (1160) 35-44 (944) 45-54 (701) 55+ (452)
Much morepositive - 5
Little morepositive - 4
Lot morenegative - 2
Little morenegative - 1
48% 43% 45%51% 51% 56%
No difference -feel the same -3
Any positive:
Pre handover 44% 50% 49% 43% 39% 33%
NOW (Oct 08) 47% 52% 52% 44% 43% 37%
Positive/Negative impact of London hosting 2012 Olympics – by Age
Q3 - Does the fact that London is hosting the 2012 Olympics make you feel more positive or negative about London as a potential holiday destination NOW?
Were you aware of a handover at the end of the previous Olympics to mark the start of the
next Olympics?
Were you aware of a handover at the end of the previous Olympics to mark the start of the
next Olympics?
7 in 10 are aware of the Olympic handover, higher in UK and China, lowest in US
Awareness of handover at the end of the previous Olympics
-38% -32% -36% -33%
62% 68% 69% 71% 72%
-30%
18-24 (778) 25-34(1160)
35-44 (944) 45-54 (701) 55+ (452)
68%32% Yes
No
Awareness of handover by Age
-16% -12%
-45% -42% -49%
-24%-8%
-59%
84% 88%
55% 58% 51%
76%92%
41%
UK - NonLdn
(501)
London(508)
France(503)
Spain(501)
Russia(514)
India(502)
China(504)
USA(502)
Awareness of handover by Market
Q4 - Were you aware of a handover at the end of the previous Olympics to mark the start of the next Olympics?
Awareness levels of the handover rose post-handover in UK, but fell in US
Awareness of handover at the end of the previous Olympics
68%32% Yes
No
Total (4035) Pre handover 63% aware
-38% -32% -36% -33%
62% 68% 69% 71% 72%
-30%
18-24 (778) 25-34(1160)
35-44 (944) 45-54 (701) 55+ (452)
Awareness of handover by Age
-16% -12%
-45% -42% -49%
-24%-8%
-59%
84% 88%
55% 58% 51%
76%92%
41%
UK - NonLdn
(501)
London(508)
France(503)
Spain(501)
Russia(514)
India(502)
China(504)
USA(502)
Awareness of handover by Market
Pre handover :
61% 60% 64% 67% 70%
Pre handover :
54% 51% 64% 57% 61% 79% 93% 52%
Q4 - Were you aware of a handover at the end of the previous Olympics to mark the start of the next Olympics?
On a scale of 1-10, will the fact that London is hosting the 2012 Olympics influence your
decision to visit London in the next 12 months, where 10 is Definitely Influence and 1
is Not influence at all?
On a scale of 1-10, will the fact that London is hosting the 2012 Olympics influence your
decision to visit London in the next 12 months, where 10 is Definitely Influence and 1
is Not influence at all?
The positive influence of London’s 2012 host status has improved slightly since pre-handover
36%
24%
4%
4%
4%
4%
3%
5%
4%
5%
17%
16%
12%
11%
13%
11%
12%
8%
5%
9%
5%2%
5%
8% 6% 8%
27%
4%
16%
11%
Total (4035) UK(1009) ROW (3026)
10 - DefinitelyInfluence9
8
7
6
5
4
3
2
1 - Not influence atall
Degree to which London’s 2012 Olympic host status will influence decision to visit London in next 12 months – by Age
Mean Score
Pre Handover 4.49 3.98 4.66
NOW (Oct 08): 4.84 4.16 5.07
Q6 - On a scale of 1-10, will the fact that London is hosting the 2012 Olympics influence your decision to visit London in the next 12 months, where 10 is Definitely Influence and 1 is Not influence at all?
Indians & Chinese more likely to be influenced by upcoming host status…France and US least influenced, though US improved
since handoverDegree to which London’s 2012 Olympic host status will influence decision to visit London in next 12 months – by Age
Mean Score
Pre Handover 4.49 3.78 4.18 3.63 4.23 4.32 5.92 6.21 3.64
NOW (Oct 2008) 4.84 3.84 4.48 3.49 4.23 4.64 6.73 6.79 4.53
40%32%
42%32%
25%
7% 6%
32%
4%
4%
6%
4%
6%
2% 2%
4%4%
4%
4%
4%
3%5%
3% 2%
2%5%
5%
4%
7%
6%8%
5%4%
4%
16%
18%
18%
18%17%
11%12%
18%
12%
11%
10%
10%
16%
11%
11% 15%
15%
11%
11%
7%
11%
12%
14%18%
7%8%
4%
5%
4%5%
6%
14%
18%
6%5%
2%
3%
1% 1%
2%
15%9%
4%
8% 9% 1% 8%15% 15%
27%
4%
16%
11%
Total (4035) UK - NonLdn (501)
London(508)
France(503)
Spain (501) Russia(514)
India (502) China (504) USA (502)
10 - DefinitelyInfluence9
8
7
6
5
4
3
2
1 - Not influenceat all
Q6 - On a scale of 1-10, will the fact that London is hosting the 2012 Olympics influence your decision to visit London in the next 12 months, where 10 is Definitely Influence and 1 is Not influence at all?
Younger potential travellers continue to be more likely to be influenced by host status to visit London
21% 24% 28% 30%37%
5%4%
4% 3%
3%
4%4% 3%
3% 4%
3%5%
7% 5%5% 4%
4%16% 17%15% 16%
16%
12% 14% 13% 13% 11%8%
15%11% 12% 9%
9%
8%7%
10% 8%6%
9%
5% 3% 4% 5%7%
5%8% 7% 8% 7% 10% 6%
27%
4%
16%
11%
Total (4035) 18-24 (778) 25-34 (1160) 35-44 (944) 45-54 (701) 55+ (452)
10 - DefinitelyInfluence9
8
7
6
5
4
3
2
1 - Not influence at all
Degree to which London’s 2012 Olympic host status will influence decision to visit London in next 12 months – by Age
Mean Score
Pre Handover 4.49 4.64 4.77 4.41 4.41 3.84
4.84 4.96 5.02 4.75 4.84 4.37
Q6 - On a scale of 1-10, will the fact that London is hosting the 2012 Olympics influence your decision to visit London in the next 12 months, where 10 is Definitely Influence and 1 is Not influence at all?
Points to ponder…
Conclusions
1. Awareness of London’s host status is high, at 73% overall (up from 46% pre handover), driven by increased awareness outside UK– highest awareness outside UK in India, China and Spain (over
two-thirds)– lowest in USA – though increased since handover – No longer any significant incorrect attribution to Beijing
2. London’s hosting of the 2012 Olympics could be the key influencer for 1 in 6 potential visitors to London– unchanged since handover– particularly high for Chinese (a third) and for the younger age
groups (17%)– more so now for Americans (10%) than pre handover (4%)
Conclusions3. The fact that London is hosting the 2012 Olympics has a positive impact on many potential visitors NOW– half from outside the UK feel more positive about visiting London NOW
as a consequence of the Olympics• Unchanged since pre-handover• China and India the most enthusiastic (c.8 in 10 more positive about
visiting)• Positive impact on Americans is lower (about 4 in 10), but has
increased since handover (was a quarter)• Lowest positive impact is on the French (22% feel more positive), and
this has declined since the handover (was 27%)– 1/3 from within the UK feel more positive about visiting London NOW due
to its Olympic hosting – though this has declined slightly since handover (was 38%)
4. And it has very little negative impact on potential visits (c 5% negatively )
Conclusions
5. Across markets, majority (68%) were aware of the handover
– Sharp increase in UK awareness following handover – Lowest awareness of handover in US, and this
declined since the handover (now 41%, was 52%)
In a nut shell…• Awareness of London as the host city for the 2012
Olympics has shot up since the handover and it presents a huge opportunity– for a proportion this could be a key influencer to visit NOW– and for many will have at least some influence– with a negative impact on propensity to visit for only a small
minority• However, there remain substantial regional differences
– India and China most enthusiastic, and increasingly so– US least involved, though there are indications that they are
becoming more aware and positively impacted by London’s host status
– French remain unattracted to London by the Olympics• And younger (18-44) are more enthused than older
Thank you