Weston-super-Mare Visitor Survey 2005 FINAL REPORT

1. Weston-super-Mare Visitor Survey2005FINAL REPORT Produced by South West Tourism Research Department January 2006

2. Contents Page Summary 3 Background 9 Research Objectives 10 Methodology 11 Statistical reliability 12 Definitions 14 Visitor profile 15 Characteristics of visit 28 Visitor Expenditure 43 Visitors’ views & opinions 48 Likes & dislikes 82 Appendix 1 83 Appendix 2 84

3. Summary This report presents the findings of a face to face survey of visitors to Weston-super-Mare conducted between July and September 2005 along the promenade in the resort. The following highlights summarise the key findings from the research. Who was visiting Weston, where were they staying, for how long and how frequently? • Domestic leisure day visitors.98% of visitors were from the UK and 2% from overseas. 95% of visitors to the town were on a leisure/holiday related trip whilst a further 3% were visiting friends or family.58% of visitors to Weston were classified as day visitors, whilst the remaining 42% were staying in accommodation within the resort (staying visitors). • Adults aged 35+. Three quarters of visitors were visiting the town in an adult only group with the majority of visitors aged 35+ (69%) – this included 45% of these who were aged 55+. Around a quarter of visitors (24%) were aged 24 or under. • C2’s/DE’s.Around two thirds (68%) of visitors were classified as C2’s/DE’s – including 51% as C2’s. • Serviced accommodation. Around two thirds (63%) of staying visitors were using serviced accommodation in Weston whilst a further 12% were staying in self catering accommodation in the resort. • About 6 hours or 5 nights. Day visitors typically spent an average of 5.84 hours in Weston, whilst those staying in the town were doing so for an average of 5.04 nights. • Repeat visitors. 85% of visitors to Weston were on a repeat visit, whilst 15% were visiting the resort for the first time. Around a third of visitors (38%) were on their main holiday of the year in Weston. How active were visitors in using the Somerset Coast & Country brochure to book their holiday, and if not used brochure, how did they book their accommodation? • Relatively passive.Only 15% of visitors had used the Somerset Coast & Country brochure to book their holiday in Weston. • Previous visit.29% of visitors who had not used the Somerset Coast & Country brochure to book their holiday had relied on their knowledge from a previous visit to book their accommodation.

4. Summary How did visitors travel to the resort and were they part of an organised group or coach tour? • Car/van/motorcycle/motorhome etc.61% of visitors had travelled to Weston by car/van/motorcycle/motorhome etc. • Independent travellers. 85% of visitors had travelled to Weston independently whilst the remaining 15% were part of an organised group/coach tour. How much on average did visitors spend whilst in the resort and who were the highest spenders? • Around £32 per person per night for those staying in the resort.Staying visitor spend was an average of £31.89 per person per night • Around £21 per person per day for those visitors on a day trip. Day visitor spend was an average of £20.61 per person per day. • Around £33 per person per day for all visitors. All visitor spend per person per day was £32.84. How did staying visitors rate their accommodation in Weston? • Ease of finding accommodation in the town were rated ‘good’ to ‘very good’. Visitors’ opinions of the ease of finding their accommodation in the town were ‘good’ to ‘very good’ and at a similar level to previous years. Whilst opinions of the value for money of accommodation in Weston-super-Mare were also ‘good’ to ‘very good’, the 2005 score remained lower than during all the previous years when the survey has been undertaken and the average for all resorts during 2005.

5. Summary How did visitors rate the various aspects of their visitor experience in the town? • Ease of parking in Weston was considered ‘good’ to ‘very good’ and cost of parking ‘average’. Visitors’ opinions of ease of car parking in the town were ‘good’ to ‘very good’ and were higher in 2005 than during the 2002, 2000 & 1999 studies and the average for resorts and all destinations. Visitors’ opinions of the cost of parking in Weston-super-Mare were much lower and, whilst they remained at a similar level to previous survey years, were lower than the averages for resorts and all destinations. (See Slides 59 & 60). • The frequency and quality of public transport provision were rated ‘good’. Visitors’ opinions of the frequency and quality of public transport provision in Weston-super-Mare were ‘good’ and remained higher during 2005 than in any other survey year. (See Slides 61 & 62). • The range and quality of the places to visit in Weston were rated ‘good’ to ‘very good’. Visitors’ opinions of the range and quality of the places to visit in Weston-super-Mare were ‘good’ to ‘very good’ and remained at a similar level as previous survey years. Satisfaction levels with the range of places to visit were lower than the average for resorts and all destinations. (See Slides 63 & 64). • The range and quality of the places to eat & drink in the resort were considered ‘good’ to ‘very good’. Visitors’ opinions of the range and quality of the places to eat & drink in Weston-super-Mare were ‘good’ to ‘very good’ and remained at a similar level or higher than during any previous survey year. The satisfaction levels for the range of places to eat & drink were slightly higher than the resorts and all destinations averages. (Slides 65 & 66). • The range and quality of service at the shops in Weston were considered ‘good’ to ‘very good’. Visitors’ opinions of the range and quality of service at the shops in the town were ‘good’ to ‘very good’ and remained at a similar level to previous survey years and the averages for resorts and all destinations. (See Slides 67 & 68).

6. Summary • Visitors’ opinions of the road and pedestrian signs and maps & information display boards in the resort were ‘good’ to ‘very good’. Visitors’ opinions of the ease of finding their way around Weston-super-Mare were ‘good’ to ‘very good’ and remained at a similar level or higher than in previous years and were comparable with the averages for resorts and all destinations during 2005. (See Slides 69 & 70). • Visitors’ opinions of the public toilets and cleanliness of the streets in Weston were ‘very good’. Visitors’ opinions of the public toilets and cleanliness of the streets in Weston-super-Mare were ‘good’ to ‘very good’ and remained at a similar level or higher than in previous years. Satisfaction levels with the public toilets in Weston were considerably higher than the averages for resorts and all destinations, whilst the score for cleanliness of the streets was similar to the national averages. (See Slides 71 & 72). • The cleanliness of the beach was considered ‘good’ to ‘very good’ and the cleanliness of the sea as ‘average’ to ‘good’.Visitors’ opinions of the cleanliness of the beach were ‘good’ to ‘very good’ and were higher than during any previous survey undertaken and received the same average score as resorts nationally. Whilst opinions of the cleanliness of the sea were ‘average’ to ‘good’ and lower than opinions of the cleanliness of the beach, and the national average for resorts, the score of 3.52 was higher than during any previous year of the survey and a considerable improvement. (See Slides 73 & 75). • The beach facilities and promenade in Weston were rated ‘good’ to ‘very good’. Opinion scores for these two indicators were rated higher than during any previous survey year. (See Slides 74 & 75). • The range and value for money of nightlife in the town was considered ‘good’ and higher than during any previous survey year. (See Slide 76). • The overall impression of Weston and the weather in the resort were considered ‘good’ to ‘very good’. Visitors’ overall impression of Weston-super-Mare and their opinions of the weather during their entire visit were ‘good’ to ‘very good’ and higher than during any previous survey year. (See Slides 77 & 78).

7. Summary How did visitors rate their ease of finding their way around, overcrowding and feeling of safety in Weston? • Visitors’ opinions of their ease of finding their way around Weston-super-Mare, overcrowding and safety in the town were ‘good’ to ‘very good’’. Opinions remained at a similar level to previous years and were comparable with the national averages in terms of feeling of safety. (See Slides 79 & 80). • Visitors’ overall enjoyment of their visit to the resort was rated as ‘good’ to ‘very good’.Over four fifths of visitors’ to Weston-super-Mare rated the overall enjoyment of their visit as ‘good’ or ‘very good’, higher than during any previous survey year and similar to the national averages for resorts and all destinations. (See Slide 81). What did visitors particularly like or enjoy about their visit to the resort? • Nice & flat for walking/good for wheelchairs. 18% of visitors mentioned this aspect of the resort. • Close to home/easy to get to/ease of access. A further 17% of visitors particularly liked the location of Weston and the fact that is was either close to their home or within easy access of their home. • Beach/sandy/sand/improved. 12% of visitors mentioned this aspect. • The sea/sea air/seaside/coast/fresh air. One in ten visitors mentioned the sea as a particular aspect which they liked/enjoyed about the resort. And what, if anything spoilt the enjoyment of their visit or did they think could be improved? • Nothing for half of all visitors! 50% of visitors did not mention anything that had spoilt the enjoyment of their visit or that they felt could be improved. • 50% of visitors identified an aspect of their experience which had spoiled the enjoyment of their visit or that they felt could be improved with the need for the Tropicana to be re-opened/the need for a swimming pool cited most frequently by these respondents.

8. Summary Did visitors consider their visit to Weston-super-Mare to have been value for money? • Yes! Over 9 out of 10 visitors (94%) considered their visit to the resort to have been overall value for money – a similar proportion to 2002. Were visitors intending to visit Weston-super-Mare again in the future and if so, when? • Almost all visitors were intending to visit the town again in the future. Over 9 out of 10 visitors (94%) were intending to visit the resort again sometime in the future. 37% of all visitors were planning a repeat visit again this year, 30% next year and 27% another time. KEY CONCLUSTIONS • Overall the 2005 visitor survey suggests that visitors to Weston continue to remain very satisfied with almost all aspects of their visitor experience in the resort. Overall, opinion scores during 2005 were equal to or, in many cases, higher than during any previous survey year demonstrating that the resort continues to meet the needs and requirements of its loyal customer base. In terms of national competition, the resort continues to (mostly) fair well against comparable resorts and all destinations. Any future years’ data undertaken will establish whether this position persists over time.

9. Background • This report presents the findings of a survey of visitors to Weston-super-Mare conducted between July and September 2005. It was commissioned by North Somerset Council and undertaken by South West Tourism Research Department. • The 2005 research was designed to provide up-to-date information on the profile of tourism in Weston-super-Mare and to compare with the results from the 1999, 2000, 2001 & 2002 surveys (please note that there were no benchmarking surveys commissioned in 2003 & 2004) to identify any emerging trends in the profile of tourism in the town. • As in previous studies, the 2005 survey included a number of standard questions to explore visitors’ views and opinions on the strengths and weaknesses of Weston-super-Mare as a visitor destination and specific aspects of the visitor experience. The survey formed part of a National Destination Benchmarking Study undertaken by the Regional Tourist Boards of England, enabling comparisons to be made between similar destinations in the UK on each of the factors making up the visitor experience. • A standardised methodology was used in terms of interviewing period, sample size and questionnaire design and Weston-super-Mare is included under the category of ‘Resorts’.

10. Research Objectives • To collect up-to-date information on the origin, profile, behaviour and opinions of visitors to help improve understanding of tourism within Weston-super-Mare and provide the basis for tourism policies. • Where possible, to compare with the 1999, 2000, 2001 & 2002 studies to identify emerging trends so that more informed decisions can be made in relation to marketing initiatives and facility provision. • To provide information on the average level and composition of visitor expenditure in the town.

11. Methodology • A face to face questionnaire survey was conducted by experienced interviewers between 12th July and 10th September 2005 – this differed slightly to the survey period during the 2002 survey (26th June – 13th August). • Adults (aged 16+ yrs) were sampled on random basis along the promenade in Weston-super-Mare. • 17 interviewing sessions, each lasting approximately 6 hours – typically between 10am and 4pm were undertaken over the survey period. • Total of 402 questionnaires completed. • To ensure only ‘visitors’ to the resort were interviewed filter questions were used to exclude residents of Weston-super-Mare and those on day visits concerned with their normal work or regular/household shopping.

12. Statistical reliability • All sample surveys are subject to statistical error. The size of this error varies with the sample size and also with the order of magnitude of the research findings being considered. • The survey results in this report are presented for all visitors and separately for day visitors and staying visitors. The table overleaf shows the sample achieved for each visitor type and gives the margins within which one can be 95% certain that the true figures will fall (assuming the sample is random). • The figures shown are at the 95% confidence limits. Thus, for example, we can be 95% certain that, for all visitors, with a result of 50%, the true percentage is the range 45.1% to 54.9%. For the staying visitor sample, the possible range is wider – between 42.5% and 57.5%. • The margins of error shown above should be borne in mind when interpreting the results contained in this report.

13. Statistical reliability cont.

14. Definitions • For the purposes of this report visitors to Weston-super-Mare are divided into two main categories: • ‘Day visitors‘ – visitors who had travelled from, and were returning to, homes outside Weston-super-Mare on the day of their visit or whom were visiting the town for the day from holiday bases outside of Weston. • ‘Staying visitors’ – visitors staying overnight in accommodation within Weston-super-Mare.

15. Visitor Profile

16. There has been little change in the profile of visitors to the resort since 2002. The majority of visitors to the town were classified as day visitors.

17. Weston attracts a similar proportion of day and staying visitors when compared with the average for all resorts, but significantly fewer day visitors than compared with all destinations during 2005.

18. There was a slight increase in the proportion of adults visiting Weston-super-Mare with children during 2005 (25%) compared with the last survey undertaken in 2002 (18%). However, this proportion remained lower than during the 1999, 2000 & 2001 studies where around a third of groups contained children. Average group size = 2.56 people (2.66 for day visitors and 2.42 for staying visitors), compared with 2.75 for resorts and 2.46 for all destinations during 2005.

19. Over two thirds of visitors to Weston were aged 35 or over, including over a quarter (28%) who were aged 65+ yrs. 18% of visitors were aged 15 or under. 31% aged 34 yrs or under 69% aged 35 yrs or over

20. The majority of visitors to Weston-super-Mare during 2005 were classified as C2’s. Around a third of visitors were ABC1’s.

21. A higher than average proportion of visitors to Weston were classified as C2’s/DE’s compared with the average for resorts and all destinations during 2005.

22. 15% of visitors to Weston-super-Mare during 2005 were visiting as part of an organised group or coach tour, a slightly lower proportion than during 2002.

23. A slightly higher proportion of visitors to Weston were visiting as part of an organised trip/coach tour when compared with the average for resorts and all destinations during 2005.

24. Around one fifth of visitors to Weston-super-Mare during 2005 were from the West Midlands, one in ten were from Bristol and 9% from Gloucestershire. 2% of 2005 visitors to the resort were from overseas (1% in 2002).

25. Serviced accommodation continues to remain the most popular choice of accommodation amongst staying visitors to Weston-super-Mare during 2005. Average length of stay in 2005 = 5.04 nights (6.5 in 2002 & 5.7 in 2001),compared with 6.34 in resorts and 6.11 in all destinations.

26. A higher proportion of staying visitors in Weston were using serviced accommodation in the town when compared with the averages for resorts and all destinations during 2005.

27. Around three quarters of visitors to the resort were regular newspaper readers. Around a quarter regularly read The Sun daily newspaper and the same proportion their local newspaper.

28. Characteristics of visit

29. Almost all visitors were on a leisure/holiday visit in Weston-super-Mare in 2005, the same proportion as during 2002.

30. The proportion of visitors on a leisure/holiday trip in Weston was similar to the average for resorts but significantly higher than the average proportion of visitors for all destinations for whom this was the case.

31. Over a third of staying visitors to Weston-super-Mare during 2005 were on their main holiday of the year.

32. Over four fifths of visitors to Weston-super-Mare during 2005 were on a repeat visit. Day visitors were typically spending an average of 5.84 hours in the town on the day of their visit, compared with 5.76 hours in 2002 and an average of 5.03 for resorts and 4.62 for all destinations during 2005.

33. The proportion of visitors on a repeat visit to Weston remained slightly higher than the averages for resorts and all destinations during 2005.

34. Two fifths of the previous visitors to Weston-super-Mare interviewed during the 2005 study had stayed overnight in the town on five or more occasions over the last 5 years.

35. 15% of staying visitors to Weston-super-Mare interviewed during the 2005 study had used the Somerset Coast & Country brochure to book their holiday, a slight increase compared with 2002.

36. Around a third of staying visitors who had not used the Somerset Coast & Country brochure to book their holiday had visited Weston-super-Mare before and relied on their previous knowledge of the town Other sources: Internet – 6% Teletext – 6%

37. Almost all staying visitors had booked their holiday in the same year of their intended visit. Booking lead times were short with almost one third of staying visitors booking their trip in July, 14% in August and 10% in June

38. Around three fifths of visitors to Weston-super-Mare had travelled by car/van/motorcycle/motorhome, a significant increase compared with the 2002 study (45%).

39. A similar proportion of visitors to Weston had travelled by car, van, motorcycle, motorhome etc. to reach the resort than the average for resorts and all destinations during 2005.

40. Over two thirds of car/van/motorcycle/motorhome users had parked in a seafront or town centre car park in Weston-super-Mare on the day of their visit/during their stay.

41. Almost all visitors to the town had/or were intending to go for a walk on the promenade in Weston-super-Mare, whilst over three quarters were going to a café/restaurant and/or going shopping.

42. Almost all visitors to the town had/or were intending to visit the Grand Pier in Weston-super-Mare, around a quarter mentioned the Winter Gardens, 18% Jill’s Garden and 14% had/or were intending to visit the countryside.

43. Visitor Expenditure

44. Average spend per person per day in Weston-super-Mare was £32.84

45. Whilst staying visitor spend in Weston was considerably lower on average when compared with other resorts and all destinations during 2005, day visitor spend was typically higher on average during the same period.

46. All visitor spend in Weston was similar to the average for all resorts but remained lower on average when compared with all destinations during 2005.

47. Visitor’s Views & Opinions

48. Introduction • As in the 1999, 2000, 2001 and 2002 studies, the 2005 visitor survey obtained visitors’ opinions of a wide range of factors or indicators, which together comprise the ‘visitor experience’. Each factor, or indicator, was rated on a range of one to five where ‘1’ = ‘very poor’ (or the most negative response), ‘2’ = ‘poor’, ‘3’ = ‘average’, ‘4’ = ‘good’ and ‘5’ = ‘very good’ (or the most positive response), allowing an opinion ‘score’ (out of a maximum of five) to be calculated. • The survey formed part of a national destination benchmarking study undertaken by the Regional Tourist Boards of England, enabling comparisons to be made between similar destinations in the UK on each of the factors making up the visitor experience. • A standardised methodology was used, in terms of interviewing period, minimum sample size and questionnaire design. This allowed direct comparisons to be made between the results for individual destinations and the average and highest (‘max’) scores from all surveys conducted, as well as the average and highest scores obtained in certain types of destinations i.e. resorts in the case of Weston-super-Mare. A full list of the 2005 participants is listed overleaf.

49. 2005 Participants

50. Changes since 2002… • The results for 2005 have been calculated using a 3 year rolling average, i.e. all the scores from all the destinations participating in the benchmarking programme during 2005, 2004 & 2003 have been amalgamated to form the average scores – this was done for the first time during the 2002 national benchmarking programme. • The figures to follow show the score for Weston-super-Mare, compared with the average score for all destinations and the average score for resorts. The maximum score achieved in relation to each factor or indicator is also given for all destinations and the relevant destination category. • The table overleaf illustrates the destinations which have participated in the benchmarking programme since 2003 and are therefore included in the analysis. Where a particular destination has participated in more than one year, their latest years figures have been used in the analysis.