Tourism Trends for 2016 Food & Drink and Tourism Joint Sector Network Meeting 1 Matthew Quinn Senior...

Tourism Trends for 2016Food & Drink and Tourism Joint Sector Network Meeting

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Matthew Quinn Senior Insight Analyst VisitScotland

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What we do

Tourism StatisticsGBTS/GBDVS/SAOSIPS

Tourism SectorsBespoke ResearchTransport/National Parks/Food & Drink/Sports Tourism

Visitor ResearchVisitor Segmentation/Visitor SurveyDemographic Analysis/International Market Profile

Trends & InsightMonthly SnapshotsAnnual Trend Reports

Food & Drink In Tourism

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The food and drink industry in Scotland is worth £13.9bn a year, the target is to grow this to £16.5bn by 2017.

40% of visitors who come to Scotland buy food or drink to take home with them. (VB and ONS research).

Scotland generates over £2.5m per day through food and drink tourism.

Visitors to Scotland spend 21% of their holiday budget on eating and drinking.

49% of people visiting Scotland want to try local food (Scotland Visitor Survey), 30% want to visit a pub, 20% a distillery and 20% want a picnic or BBQ.

Food and drink and tourism are inextricably linked - 82% of the wines and spirits industry (£95m) can be attributed to tourism.

Food & Drink - Web Analytics

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Location 2014/15Country SessionsUnited Kingdom 655,306United States 206,227Canada 50,201Germany 33,719France 31,563Australia 28,371Sweden 17,820Netherlands 15,084Spain 11,225Italy 11,224

Sessions Containing Food & Drink 2012/13 2013/14 2014/15 -

100,000

200,000

300,000

400,000

500,000

600,000

700,000

Age Group

25-34 45-54 35-44 55-64 65+ 18-24

SESS

ION

2012/13 2013/14 2014/15Bars & Pubs 2479 ( 4%) 8850 (5%) 9585 (4%)

Eating Out 8091 (14%)21422 (12%) 21922 (8%)

Food & Drink visitor attractions 4351 (8%) 9015 (5%) 9259 (0%)Producers 1302 (2%) 3422 (2%) 4395 (0%)

Food & Drink Events 4045 (7%) 11598 (7%) 16021 (6%)

Search Categories - % of Total Search

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Trends for 2016

Honesthicity

#Travennial-generation

Overpersonalisation

Life Under The Micro Lens

Emotiveography

Seeking Famili-ference

The Return of the Original Trendsetter

Honesthicity

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Honesthicity #Travennial-Generation

Overpersonalisation Life Under The Micro Lens

Emotiveography Seeking Famili-ference


• Your Authenticity May Not Be Mine

• To one visitor the tartan shortbread and highland vistas is Scotland. To another, it could be the contemporary shopping experience of Glasgow, Edinburgh’s international festival, or the Tiree surfing classic.

• ‘Authentic’ experiences are being developed within the minds of the consumer, and we need to meet their expectations. When we don’t consider our customers perspectives, we run the risk of resulting in a tainted view of a real authentic experience.

• Tourism professionals may be aware that although consumers have different ideas of what authenticity is when considering a tourism product, it should be noted that consumers are also searching for honest authenticity.

Honesthicity - Reflection Points for Stakeholders

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Shout about any unique products you produce or have in your local areas such as regional dishes, local ales, or farmers markets. Businesses may want to consider VisitScotland’s ‘Taste

Our Best’ accreditation scheme.

Consumers may wish to seek ‘real life’ Scotland. This may be in the form of a local pub or restaurant, or a venue where they can interact with real locals and customs.

Awareness that authenticity is a different concept to different people.

#Travennial-Generation

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• Recognising the importance of youth.

• Other than the over 65 market, the 16-24 demographic stay the longest in quarter 1 on average than any other domestic demographic.

• Actively look to avoid peak holiday travel times.

• Younger demographics are perceived to have little disposable income and cost conscious, but are seeking quality experiences, and have money to spend.

• They are environmentally driven and believe in the sharing economy.

#Travennial-Generation - Reflection Points for Stakeholders

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Overpersonalisation

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Honesthicity

#Travennial-

Generation

Overpersonalisation

Life Under The Micro

Lens

Emotiveography


The Return of

the Original

Trendsetter

• Protecting the Joy of Discovery

• Consumers are becoming more aware of personalised marketing.

• Following the legal requirements for personal data use in direct marketing is one thing, but awareness that there is a developing consumer who’s attuned to oversaturation in focused marketing.

• A continuation of this practice may lead to less brand loyalty and also lack of genuine discovery of a product.

• Consumers still want to be in control of their purchase decisions and want to seek unique products and experiences.

Overpersonalisation – Reflection Points for Stakeholders

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Life Under the Micro Lens

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Honesthicity

#Travennial-

Generation

Overpersonalisation


Lens

Emotiveography


The Return of

the Original

Trendsetter

• Adaptable Products for a Flexible Life.

• Consumers today are seeking flexibility within their experiences to cope with their fast paced lives.

• The adoption of micro products has driven interest in a variety of sectors from accommodation, food & drink, as well as textiles.

• Micro products feel more personal to the consumer. Examples include;

– Micro-Breweries – Micro-Hotels– Micro-Adventures – Micro-Retail

Life Under the Micro Lens – Reflection Points for Stakeholders

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Emotiveography

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Honesthicity

#Travennial-

Generation

Overpersonalisation


Lens

Emotiveography


The Return of

the Original

Trendsetter

• The Emotion of an Image

• Capturing images or feelings of a particular time and place. This is generated by geotagging photographs or ‘smoasting’ (internet boasting), and helps to generate ‘feelings’ of a location.

• Highly utilised through apps such as Instagram, Facebook, and Twitter, consumers can feel emotionally connected to an image, and can be used as a motive to travel to a particular destination.

• The desire to take similar photographs may also entice consumers to travel to certain destinations, which then creates the need to repeat the cycle by ‘smoasting’ their own images.

Emotiveography – Reflection Points for Stakeholders

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Honesthicity

#Travennial-

Generation

Overpersonalisation


Lens

Emotiveography


The Return of

the Original

Trendsetter

• Escapism that isn’t a world away

• You don’t have to be remote to get away from the familiar.

• Consumers don’t need to travel to distant locations to experience ‘off the grid’.

• Many urban areas are littered with opportunities for ‘escapism’, which could simply be public parks, botanical gardens, or roof terraces and beer gardens.

• Alternatively, consumers can seek out off-grid locations within rural locations, such as ‘Gretna Gateway’. This gives consumer the feeling of being away from urban traffic, while undertaking more urban pursuits.

Seeking Famili-ference – Reflection Points for Stakeholders

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Local knowledge could also be utilised to advise consumers of hotspots, which furthers the theme of honest authenticity as consumers undertake an experience out with the

normal tourist activity repertoire.

Consider highlighting attractions such as Borders Railway, which allows for an opportunity for consumers to experience a short journey from urban life to more rural

locations.

Businesses should consider making these locations aware to consumers when accessing their business.

The Return of The Original Trendsetters

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• Recognising The Real Consumer.

• The baby boomer generation want to continue to benefit from the lifestyles they created and defined in popular culture.

• The generation that created the era of trend culture defined throughout the 60’s want to be recognised for their achievements.

• Many within this group may want to rediscover the useful exuberance of years past, by engaging in activities normally associated with younger demographics.

• They may also be inclined to make large one off purchases to reconnect with their youth.

• With recent changes to private pension entitlements, this cohort will have access to greater cash liquidity to invest in their futures.

The Return of The Original Trendsetters – Reflection Points for Stakeholders

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Potential for investment opportunities within the Tourism industry

They do not consider themselves old, and seek excitement and stimulation.

Consider that this group may not necessarily be at retirement age, therefore they may be open to other pursuits associated with younger demographics.

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Q&A

Presentation Title

Thank [email protected]

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Tourism Trends for 2016 Food & Drink and Tourism Joint Sector Network Meeting 1 Matthew Quinn Senior...

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