Interpreting the Research

What does it all mean?...

Demand and Market Research

Tracks market and competitive conditions and identifies opportunities, preferences and barriers for attracting different markets including visitor decisions.

Wales

• Information to understand underlying market and demand conditions
• Estimates of the volume, value, characteristics of trips taken from different markets and opportunities for growth
• International Passenger Survey, GB Tourism Survey and GB Day Visitor Survey provide a strong basis for this
• Track underlying demand drivers via published economic stats e.g. leisure spending, real earnings
• Market Conditions -interest and plans for visiting.
• Type of holidays being planned
• Perceptions of Wales and competitor destinations
• How is our marketing performing: KPIs -Conversion, Visitor Spend, Changing perceptions, Diagnostics.
• Information broken down by target segments, region
• Population Tracker surveys (UK travellers but potentially other markets)
• Pop up surveys website/social media/partnerships
• Follow-up conversion surveys

Supply Side Research

Tracks the competitiveness and performance of the industry and capacity to meet changing market needs

• The Wales Occupancy Survey
• Wales Tourism Business Barometer
• Visitor Attractions Survey
• Bed stock data

Visit Britain and International Markets

• Not just International Passenger Survey (IPS) data
• Consumer trends in each country, booking, planning and travel behaviour
• Perceptions of Britain held by each market
• Visitor activity and whether they would recommend the UK
• Support for travel trade

Visitor Experience Monitoring

Identifies the profile and behaviour of visitors and visitor satisfaction helps identify areas of competitive advantage and priorities for investment

• VISITOR PROFILE - Demographics, age, lifecycle, party size, gender, previous experience of Wales
• TRIP PROFILE - Location, activities, transport, accommodation
• VISIT MOTIVATIONS - Perceptions, past experiences
• INFORMATION - Sources used in visit planning and during visit
• ATTITUDES AND RATINGS - Satisfaction with the visit, facilities, 'sense of place'
• EXPECTATIONS - Did it meet expectations, will they return, will they recommend Wales