Whitsun Feedback Summary Survey Doc - Newsletter

MEMBER FEEDBACK WHITSUN PERIOD 2009 SUMMARY Pembrokeshire Tourism, with over 500 members, represents the grass roots tourism trade within the County together with a network of supplier businesses. The data analysed within this report, was gained as a result of a plea for industry feedback following the recent Whitsun period. A total of 67 members responded out of a total of 420. Whilst few leading questions had been asked, many respondents covered similar topics in their report, and thus Pembrokeshire Tourism has been able to analysis the quantitative data in more depth. The report is sectioned into serviced and non serviced accommodation, activities and attractions and restaurants. In each section, a qualitative overview is followed by general trends and comments within the sector, together with detailed comments from individual trade member. Further information can be obtained by contacting: Alison Belton Chief Executive, Pembrokeshire Tourism 01646 622228 07870 583077 [email protected] 17th June, 2009

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NON SERVICED SECTOR Quantitative Data TOTAL NUMBER OF REPLIES in SECTOR = 20 Booking levels sustained or 90% increased on 08 Already fully booked, turning 20% away additional inquiries Visitors rebooking following stay 20% Fully occupied for whole week 75% Positive forward bookings 25% Late bookings coming into play 5% Short break market increasing 15% On line last minute bookings 0% driving/filling gaps in bookings Forward bookings particularly 20% quiet General Trends and Comments: • Weather impacted on bookings greatly meaning that additional capacity could have been achieved if bedstock had become available • Car parking at busy times proving issue at Tenby • Attractions proving popular: Heatherton, Folly Farm and Manor Park • More repeat business • Capacity bookings in some areas (inc Saundersfoot) in line with major events (Coppett Hall week) • Visitors undertaking outdoor activities, coast path walking, bird watching as supported in 2007/8 PCC/SWWTP Visitor Survey data • Comments that food product at lower “family” end is poor, at higher end using local produce and home cooked menus, much more costly • Increased shorter breaks and last minute inquiries

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CARAVAN AND CAMPING SECTOR Quantitative Data TOTAL NUMBER OF REPLIES in SECTOR = 7 Booking levels sustained or 71% increased on 08 Already fully booked, turning 14% away additional inquiries Visitors rebooking following stay 14% Fully occupied for whole week 57% Positive forward bookings 14% Late bookings coming into play Short break market increasing On line last minute bookings driving/filling gaps in bookings Forward bookings quiet 14% General Trends and Comments • Pembrokeshire Tourism finds this sector particularly difficult to engage with, with only 15 members. Reasons: high percentage of sites owner occupied, owners already belong to Caravan Club or BH and HPA as their Trade Associations. PT is working hard to continue to engage and increase membership in this sector. • Whilst one caravan park indicated that “best Whitsun for five years” and others being fully booked, there was a sense of disappointment resulting from inaccurate weather forecasting affecting bookings esp in camping sector • More positive marketing of area to increase visitor interest but also increased marketing needed for domestic tourism • As the camping and touring market is traditionally more last minute/weather dependent than static, forward booking levels are difficult to establish.

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SERVICED SECTOR Quantitative Data TOTAL NUMBER OF REPLIES in SECTOR = 26 Booking levels sustained or 65% increased on 08 Already fully booked, turning 7% away additional inquiries Visitors rebooking following stay 11% Fully occupied for whole week 34% Positive forward bookings 11% Late bookings coming into play 23% Short break market increasing 31% On line last minute bookings 11% driving/filling gaps in bookings Forward bookings quiet 4% General Trends and Comments • On line booking company Eviivo Frontdesk reports that average booking values have increased by £9.00 on 08 to £140.00 with 27% of total property bookings being taken on line. • Businesses with effective and proactive individual digital marketing campaigns are improving their booking conversion ratio • One member experienced a reverse in booking trends, with underbooking of accommodation for the first time in 7 years (Broad Haven), another indicating takings down by 20% on last year. • One member picked up on a comment which PT has heard repeated that little business is coming in via TICs. • International visitors impacting on this sector, France, Italy, USA, German, Danish, Swedish, Czechoslovakian, Latvia, Japan • Visitors showing caution on expenditure, not eating out so much, price conscious • Shorter stays, one or two nights. • Digital technology and web marketing are driving positive bookings, including the use of booking.com and other interfaces. One member received 90% of bookings through internet, with 50% coming from booking.com • Respondents commenting that guests tend to be active, looking for activities. • The industry’s continued objective should be to set high standards and deliver consistently, to develop trade in the quieter months and try not to be totally dependent on the bank holidays and ‘wish’ for good weather in the peak season.

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ATTRACTIONS AND ACTIVITIES SECTOR

General comments and trends • • •

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Obviously a very different sector to accommodation, but the 10 respondents all indicated increased visitor numbers, which is hugely encouraging. The weather in this sector obviously helps most, but others like art galleries, coffee shops and more specialist niche markets tend not to be so busy in warm weather, as everyone flocks to the coast. Some did seem to buck this particular spend, with reports from t he Slate Workshop of sustainable and spending visitor numbers, whilst another gallery reported substantial purchases despite low visitor numbers. People obviously recognizing quality of product and not price as an investment purchase. The three larger attractions of Folly Farm, Heatherton and Oakwood reported excellent trading increases. Interestingly the new and very well marketed attraction of Tree Tops at Heatherton had substantial bookings, indicating product refreshments and development is key to business sustainability. Comments from visitors that they would be making return visits.

RESTAURANT SECTOR General comments and trends • •

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Just a few feeding back in this sector, two based in St. Davids, which was obviously booming, and the spend per head did not suffer any significant reduction. Festival in St. Davids (again Events important to tourism economy) had a hugely positive impact on the eating out experience.

One Supplier member – Pembrokeshire Fudge – also fed back indicating that there were good sales over the past two weeks especially the weekends . Guest houses increased their orders recently due to the increase in number of guests.

Alison Belton Pembrokeshire Tourism 17th June, 2009

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