Bold Vision, Bright Future The Tourism Marketing Strategy for Yorkshire & Humber 2006 – 2010...
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Transcript of Bold Vision, Bright Future The Tourism Marketing Strategy for Yorkshire & Humber 2006 – 2010...
Bold Vision, Bright Future
The Tourism Marketing Strategy
for Yorkshire & Humber
2006 – 2010
Friday 12 May 2006
Agenda
•Background to the Tourism Marketing Strategy for Yorkshire & Humber 2006 – 2010
•Objectives and target audiences
•Segmentation Research
•Brand Research
•Product Development
•Campaigns and Channels to Market
•Case Study
The Tourism Marketing Strategy for Yorkshire & Humber 2006 - 2010
• In-depth tourism marketing strategy for Yorkshire & Humber prepared by YTB in consultation with the tourism industry and key stakeholders.
• The strategy is designed to have a significant impact on the region’s economy and will deliver measurable increases in tourism-generated revenue.
• The strategy illustrates how tourism will contribute towards building a sustainable future for the region’s economy, community and environment.
Our Goal
Increase the value of tourism earnings in Yorkshire by 5% per annum from £4.2b in 2003 to £5.9b by 2010
Leisure Tourism
Business Tourism
Identifying Target Markets
Delivering a World ClassExperience
DevelopingBrand Strength
Inspiring and Securing
Visits
Where are we now?
• Target is aspirational
• Based on current performance we are only forecast to increase the value of tourism to £4.9m by 2010
• £1 billion gap
Objectives
Identifying Target Markets:
Value over volume…..
Attract a greater proportion of business tourism and international visitors, while seeking to grow the return from the core domestic market by focusing on high value visitors.
Objectives
Delivering a World Class Experience:
Develop a world-class experience for
visitors, which will consistently exceed all
expectations.
Objectives
Developing Brand Strength:
Position the Yorkshire brand as a
destination of choice for priority target
markets with respect to key competitors and achieve measurable increases in awareness of key, sub-regional destination brands.
Objectives
Inspiring and Securing Visits:
Implement a customer-focused
communications programme to convert
awareness and understanding to visits.
Value Based Segmentation
• Based on two components:
the values that will influence the style and type of experience people prefer
the aspects of a service or product people value
ArkLeisure Groups
COSMOPOLITANSStrong, active, confidentStyle & brand important, but as an expression of their self made identity.High spenders especially on innovation and technologyLooking for new challenges, new experiences, Globetrotters
DISCOVERERS
Independent in mind and actionLittle influenced by style or brand but interested in new optionsBuy on function and value to themLooking for new and educational experiences
TRADITIONALSSelf reliant internally referencedSlow to adopt new options Orientation towards traditional valuesValue individual attention & service
FUNCTIONALSSelf reliant, Price driveValue function over styleTraditional values, interest in new experiences, not risk adverse
STYLE HOUNDS‘Young Free Single’, impulsiveFashion countsBrand countsLooking for fun with friendsMost not seriously sporty
HIGH STREETMain stream early adoptersFollowers of high street fashionCare what others think Happy to buy packaged options
FOLLOWERSStrongly influenced by what others will thinkDon’t want to be seen as old fashionedLess active Slow to adoptAvoid risk
HABITUALSLargely inactive, low spending groupVery traditional, strongly resistant to changeRisk adverseValue relaxation, peace and quiet
Style Hounds
Followers
Functionals
Discoverers
Traditionals
Cosmopolitans
High Street
Habituals
Mass Market
Independent Market
Innovators
Sustainers
Sample questionnaire
Please indicate the extent to which you are prepared to pay more for the following characteristics of a service or holiday product SHOWCARD G
0 means that you would not be prepared to pay more, whilst 10 means you would definitely be prepared to pay more.
Not pay Pay more
0 1 2 3 4 5 6 7 8 9 10
For brands that express my individuality
To be given individual attention
For something that is out of the ordinary
For products that use the most advanced technology
For a fashionable brand
To get better service
For a product or service that is new to the market
Domestic Leisure Target Markets
Staying visitors• ABC1 short-break takers from London, Southeast and
Midlands, aged 45+, Cosmopolitans, Traditionals and Discoverers
• ABC1 short-break takers from London, Southeast and Midlands, aged 25-44, Cosmopolitans, Traditionals and Discoverers
• ABC1 short-break takers from within the region, Cosmopolitans, Traditionals, and Discoverers
• Special interest markets - wherever there is potential to generate a high return on investment.
• Day visitors
International Leisure Target Markets
• Short-break takers 1-3 days from European markets, specifically Germany, Italy, Spain, Irish Republic, Netherlands, Belgium and Scandinavia.
• Short holidays 4-7 days predominantly short haul, from European and Nordic markets, specifically Netherlands, Belgium, Germany, Spain and Italy.
• Longer staying visitors from USA, Canada and Australasia.
• Emerging markets such as Asia, India and Eastern Europe will also be assessed.
Business Tourism Target Markets
• National associations
• Corporate meeting sector
• Conference and meeting intermediaries
• International association conferences
Customer Motivations and Satisfaction
What motivates visitors to choose a particular short break destination and how
does Yorkshire measure up??
• What are the key drivers of visitor satisfaction?• What retains visitors and persuades them to
recommend Yorkshire?• Which elements of Yorkshire promote visitor retention
and referral?• How does Yorkshire perform for different customer
segments?
Methodology
• TNS Global
• Telephone survey amongst identified target markets
• TRIM methodology – allows benchmarking
• TRIM grids – allows comparison across markets
How would you rate the overall performance of Yorkshire as a place to visit on holiday or for leisure?
Overall Performance
Would you recommend Yorkshire to a friend or relative as a place to visit?
Recommendation
How likely would you be to (re) visit Yorkshire in the foreseeable future?
Repurchase
Given what you know about other areas of England, how much of an advantage is it to you to visit Yorkshire for a holiday or for a leisure trip?
Competitive Advantage
TRI*MIndex
Customer RetentionThe TRI*M Index
Average Overall Performance
Average Recommendation
Below average Repurchase
Above average Competitive Advantage
TRI*MIndex
Customer RetentionThe TRI*M Index
19%
32%
18%
9%
41%43%
48%
33%
25%22%
24%
30%
6% 5%7% 8%
1%
8%
3%
20%
0%
10%
20%
30%
40%
50%
60%
Excellent (5) Very Good (4) Good (3) Fair (2) Poor (1) Don't Know
All respondents Recent visitors Lapsed visitors Potential visitors
Performance of destination Yorkshire
Mean scores:Mean scores:Euro tourism average Euro tourism average = 3.9= 3.9All respondents All respondents = 3.8= 3.8Recent visitors Recent visitors = 4.0= 4.0Lapsed visitors Lapsed visitors = 3.8= 3.8Potential visitors Potential visitors = 3.5= 3.5
42%
67%
47%
18%
28%
24%
32%30%
12%
7%
12%
16%
8%
2%
7%
14%
2%1% 1% 3%
8%
2%
19%
0%
10%
20%
30%
40%
50%
60%
70%
Definitely (5) Probably (4) Fairly likely (3) Probably not (2) Definitely not (1) Don't Know
All respondents Recent visitors Lapsed visitors Potential visitors
Likelihood of recommending Yorkshire
Mean scores:Mean scores:Euro tourism average Euro tourism average = 4.2= 4.2All respondents All respondents = 4.1= 4.1Recent visitors Recent visitors = 4.5= 4.5Lapsed visitors Lapsed visitors = 4.2= 4.2Potential visitors Potential visitors = 3.6= 3.6
Likelihood of taking a holiday in Yorkshire in next couple of years
26%
49%
17%14%
34%
29%
36% 36%
24%
15%
28% 28%
14%
6%
16%
20%
1%1% 3% 1% 1% 2%
0%
10%
20%
30%
40%
50%
60%
Definitely (5) Probably (4) Fairly likely (3) Probably not (2) Definitely not (1) Don't Know
All respondents Recent visitors Lapsed visitors Potential visitors
Mean scores:Mean scores:Euro tourism average Euro tourism average = 4.3= 4.3All respondents All respondents = 3.7= 3.7Recent visitors Recent visitors = 4.2= 4.2Lapsed visitors Lapsed visitors = 3.5= 3.5Potential visitors Potential visitors = 3.4= 3.4
13%
25%
12%
4%
34%
41%39%
23%
33%
28%
34%36%
10%
5%
10%
14%
1% 1% 1%
10%
1%4%
23%
0%
10%
20%
30%
40%
50%
60%
Excellent (5) Very Good (4) Good (3) Fair (2) Poor (1) Don't Know
All respondents Recent visitors Lapsed visitors Potential visitors
Yorkshire compared to other destinations
Mean scores:Mean scores:Euro tourism average Euro tourism average = 3.3= 3.3All respondents All respondents = 3.5= 3.5Recent visitors Recent visitors = 3.9= 3.9Lapsed visitors Lapsed visitors = 3.5= 3.5Potential visitors Potential visitors = 3.2= 3.2
Customer satisfaction
Yorkshire is under performing in the eyes of lapsed and potential visitors. Recent visitors are much more positive
Measuring importance & performance
• 29 product attributes selected
• Each product element is plotted onto the grid
• By identifying where the element sits on the TR*M Grid we can identify what action is necessary.
The TRI*M Grid
Hygienics
Not priorities for improvement but maintain performance
Motivators
Key drivers of satisfaction & loyalty important to perform well in this area
HiddenOpportunities
Also key drivers of satisfaction & loyalty but potential for quick wins
Savings
Potential for savings low claimed & real importance - not so relevant to perform well
CL
AIM
ED
IM
PO
RT
AN
CE
REAL RELEVANCELow
Low
High
High
1
2
3 4
5
6
7
8
9
10
11
12
13
14
15
16
17
1819
20
2122
23
24
25
26
27
28
29
Overall
REAL RELEVANCEREAL RELEVANCE
HighHigh
HighHigh
CL
AIM
ED
IM
PO
RT
AN
CE
CL
AIM
ED
IM
PO
RT
AN
CE
LowLow
LowLow
PotentialSavers
Hygienics Motivators
HiddenOpportunities
Performance:Performance: Average Well below averageWell above average Above average Below average
1 Beautiful & unspoilt countryside
2 Beaches and resorts
3 Coastline
4 Interesting villages and market towns to visit
5 Locations associated with film/TV/literature
6 Opportunity to explore several locations by car
7 Historic environment
8 Interesting cities to visit
9 Opportunity to participate in extreme or adrenaline sports
10 Water based activities
11 Walking
12 Cycling
13 Opportunity to see wildlife in natural habitat
14 Quality camping, caravan sites, bunk barns
15 Quality serviced accommodation e.g. hotel, B&B, guesthouse
16 Quality self-catering accommodation
17 Quality Country house or boutique hotels
18 Eating out – choice of quality food and dining
19 Eating out – opportunity to consume quality local produce
20 Nightlife – bars, clubs, etc
21 Shopping – local crafts and distinctive shopping
22 Special events and festivals to visit
23 Performing arts and theatre
24 Opportunity to visit a sporting event
25 Museums, Galleries and visual arts
26 Historic attractions, castles, stately homes and gardens
27 Activities and facilities for children / children friendly activities
28 Visitor attractions
29 High standards of service
Overall strengths
• Strengths– 15 – Quality serviced accommodation
– 4 – Interesting villages & market towns to visit
– 8 – Interesting cities to visit
– 3 – Coastline
– 6 – Opportunity to explore several locations by car
– 28 – Visitor attractions
– 1– Beautiful & unspoilt countryside
– 26 – Historic attractions, castles, stately homes & gardens
1
3 4
6
8
15
26
28
Overall – Priorities and Opportunities
• Priorities–18 – Eating Out – choice of quality food & dining
–29 – High standards of service
–2 – Beaches & resorts
–19 – Eating out – opportunity to consume quality local produce
–16 – Quality self-catering accommodation
• Hidden Opportunities
–17 – Quality country house or boutique hotels
–21 – Shopping – local crafts & distinctive shopping
–25 – Museums, galleries & visual arts
–22 – Special events & festivals to visit
216
17
1819
212225
29
Most common PRIORITIES
• Beaches and resorts (a priority in 11 out of 11 grids)
• High standards of service (11 out of 11)
• Quality self-catering accommodation (8 out of 11)
• Eating out – opportunity to consume quality local produce (8 out of 11)
• Eating out – choice of quality food and dining (7 out of 11)
Most common OPPORTUNITIES
• Quality country house or boutique hotels (an opportunity in 8 out of 11 grids)
• Shopping – local crafts and distinctive shopping (8 out of 11)
• Museums, galleries and visual arts (7 out of 11)
• Special events and festivals to visit (6 out of 11)
Recent vs. Lapsed vs. Potential Visitors
• Eating Out – a strength amongst recent visitors; a priority amongst lapsed and potential visitors
• Quality Serviced Accommodation – a strength amongst recent and lapsed visitors; a priority amongst potential visitors
• Beautiful & unspoilt countryside – a strength amongst recent and lapsed visitors; a hygienic amongst potential visitors
Age Differences
• Older respondents more positive than younger respondents
• Eating Out – a strength amongst those aged 45+; a priority amongst younger respondents
• Quality Country Houses or Boutique Hotels – a priority amongst those aged 45+; an opportunity amongst potential visitors
Brand Perceptions and Awareness
• What are the perceptions of the target markets towards Yorkshire and its destination brands in terms of:– Awareness of destinations– Responses to existing names and branding– Rational and emotional elements of the destination brands– Attitudes and opinions
• Which destination brands are most attractive to the key target markets and how does brand awareness and perceptions differ across segments
• How do brand awareness and perceptions differ between visitors and non-visitors.
• Which destination brands have the strongest position in relation to key marketing themes:
• How does Yorkshire and it’s brands compare with other UK destinations for these markets and themes.
Research Methodology
• Research conducted in two stages;– Quantitative Research to test pre-defined values amongst
current visitors and those who consider Yorkshire as a holiday destination
– Qualitative Research to explore the brand values and themes that have emerged from quantitative research, and how best to communicate these
• This presentation covers the Quantitative stage only– C.3000 Online Interviews conducted with nationally
representative sample (by Origin, Age & SEG)• to measure knowledge and visit history of UK and Yorkshire destinations• C.2000 respondents qualified for a more detailed interview about specific Yorkshire and UK
destinations
– Data subsequently weighted to provide nationally representative insight
Top UK Destinations
• Respondents were asked to state their top 5 regions in the UK for a weekend away, short break or holiday
• Highlighted main Yorkshire competitors:– South West– Lake District– Scotland– Wales
Top Yorkshire Destinations
• Respondents also listed their top 5 Yorkshire destinations for a weekend away, short break or holiday
• Responses included 377 non-Yorkshire destinations – thought to be part of Yorkshire.
Non Yorkshire DestinationsGreat YarmouthLake DistrictBlackpoolDerbyLondon!
Ranking Yorkshire Place FREQ.1 YORK 16462 LEEDS 8143 YORKSHIRE DALES 7464 SCARBOROUGH 7225 WHITBY 6056 HARROGATE 5277 YORKSHIRE MOORS 4608 NON YORKSHIRE 3779 SHEFFIELD 22210 BRIDLINGTON 17011 SKIPTON 12812 RIPON 11413 FILEY 10114 BRADFORD 9515 HAWORTH 8516 PEAK DISTRICT 83
17= RICHMOND 7617= ROBIN HOODS BAY 7619= HULL 6119= ILKLEY 6121 DONCASTER 5722 HALIFAX 5023 PICKERING 4724 HUDDERSFIELD 40
25= BEVERLEY 3325= KNARSEBOROUGH 3327 WENSLEYDALE 3228 YORKSHIRE COAST 3129 MALHAM, 2930 EAST RIDING OF YORKSHIRE 28
31= BRONTE COUNTRY 2731= THIRSK 2733= HEBDEN BRIDGE 2633= HOLMFIRTH 2635 HELMSLEY 25
36= HAWES 2236= MALTON 2238 WAKEFIELD 2239 YORKSHIRE PENNINES 2140 BARNSLEY 20
41= SETTLE 1941= YORKSHIRE 1943= GRASSINGTON 1643= KEIGHLEY 1645 WETHERBY 1646 GOATHLAND 1547 ROTHERHAM 1448 PONTEFRACT 13
49= HORNSEA 1249= MASHAM 1249= MASHAM 12
What do we mean by brand?
The total response of a customer to the name or symbol which states who you are or what you have to offer.
Proud
THE YORKSHIRE
BRAND
Welcoming Enriching
TRADITIONAL/NATURAL
MODERN/DYNAMIC
Enriching StimulatingContemporary Progressive
BreathtakingRomanticRugged/wildUnspoilt
WARM
FriendlyComfortableFamiliarRelaxingHappy/fun
Perceptions of Yorkshire
Natural 52%Rugged/Wild 49%Breathtaking 44%Unspolt 43%
Friendly/Welcoming 50%Peaceful 49%Relaxing 48%Proud 44%Comfortable WarmFamiliar 42%
Natural 52.4%Friendly / Welcoming 49.9%Peaceful 49.3%Rugged / Wild 49.3%Relaxing 48.2%Proud 44.0%Breathtaking 43.8%Unspoilt 42.9%Comfortable - Warm - Familiar 42.2%Nostalgic 39.5%Invigorating 37.6%Enriching 35.1%Happy / Fun 34.4%Romantic 30.8%Exciting 23.6%Contemporary 17.9%
Themes
• Key marketing themes emerge from the overall correspondence map. Destinations are often falling into more than one ‘theme’– Rugged and Wild– Gentle Country– Heritage and historic culture– City culture– Seaside (fun and relaxing)
Brand Themes - Rugged and Wild
Rugged and Wild Yorkshire Brand Map
Breathtaking
Comfortable & Warm
Contemporary
Enriching
ExcitingInvigorating
Natural
Nostalgic
Peaceful
Relaxing
Romantic
Friendly & Welcoming
Rugged & Wild
Happy & Fun
Proud
Unspoilt
East Riding of Yorkshire
Yorkshire Dales
Peak District
North York Moors
Bahtat Country
-0.8
-0.6
-0.4
-0.2
0.0
0.2
0.4
0.6
0.8
-1.5 -1.0 -0.5 0.0 0.5 1.0 1.5
72% Natural - Man Made
15%
Pass
ive -
Act
ive
Brand Themes – Gentle Country
Country Life Yorkshire Brand Map
Breathtaking
Comfortable & Warm
Contemporary
Enriching
ExcitingInvigorating
Natural
Nostalgic
Peaceful
Relaxing
Romantic
Friendly & Welcoming
Rugged & Wild
Happy & Fun
Proud
UnspoiltYorkshire Wolds
South Yorkshire
Holmfirth /Kirklees
Thirsk / Herriot Country / Hambleton
Vale of York
Other Yorkshire coast
Bronte Country
-0 .8
-0.6
-0.4
-0.2
0.0
0.2
0.4
0.6
0.8
-1.5 -1.0 -0.5 0.0 0.5 1.0 1.5
72% Natural - Man Made
15%
Pas
sive
- A
ctiv
e
Gentle Country Yorkshire Brand Map
Brand Themes – Heritage and Historic Culture
Heritage & Culture Yorkshire Brand Map
Unspoilt
Proud
Happy & Fun
Rugged & Wild
Friendly & Welcoming
Romantic
Relaxing
Peaceful
Nostalgic
Natural
InvigoratingExciting
Enriching
Contemporary
Comfortable & Warm
Breathtaking
Pickering / Ryedale
Thirsk / Herriot Country / Hambleton
Holmfirth /KirkleesSaltaire
Wakefield
Harrogate
Selby
York
-0.8
-0.6
-0.4
-0.2
0.0
0.2
0.4
0.6
0.8
-1.5 -1.0 -0.5 0.0 0.5 1.0 1.5
72% Natural - Man Made
15%
Pas
sive
- A
ctiv
e
Heritage and Historic Culture Yorkshire Brand Map
Brand Themes – City Culture
City and Clubbing Yorkshire Brand Map
Unspoilt
Proud
Happy & Fun
Rugged & Wild
Friendly & Welcoming
Romantic
Relaxing
Peaceful
Nostalgic
Natural
Invigorating
Exciting
Enriching
Contemporary
Comfortable & Warm
Breathtaking
Leeds
Sheffield
Bradford
Hull
-1.0
-0.5
0.0
0.5
1.0
1.5
-1.5 -1.0 -0.5 0.0 0.5 1.0 1.5 2.0
72% Natural - Man Made
15%
Pas
sive
- A
ctiv
e
City Culture Yorkshire Brand Map
Brand Themes –Seaside
Fun Seasides Yorkshire Brand Map
Unspoilt
Proud
Happy & Fun
Rugged & Wild
Friendly & Welcoming
Romantic
Relaxing
Peaceful
Nostalgic
Natural
Invigorating Exciting
Enriching
Contemporary
Comfortable & Warm
Breathtaking
ScarboroughWhitby
BridlingtonFiley
-0.8
-0.6
-0.4
-0.2
0.0
0.2
0.4
0.6
0.8
-1.5 -1.0 -0.5 0.0 0.5 1.0 1.5
72% Natural - Man Made
15%
Pas
sive
- A
ctiv
e
Seaside Yorkshire Brand Map