Consumer Sentiment Survey Results April 2021 Consumer Sentiment

Consumer Sentiment Survey Results April 2021

Consumer Sentiment Survey • The purpose of the survey was to understand demand for domestic short breaks and holidays to Durham • The results will influence Visit County Durham’s approach to marketing in the next 12 months and will be shared with partners to help plan reopening in preparation of welcoming back visitors • The survey ran from 21 February until 31 March 2021 • Sent to the VCD consumer database of 44, 869 contacts, received 2, 340 responses • Promoted via social media channels and as a pop up on the consumer website.

UK Staycation Demand 3, 03% 96, 97% Respondents were then asked if they anticipate taking more UK trips than usual. 63. 49% said that they did anticipate taking more UK trips than usual, 25. 88% said they would be taking the same number and 10. 63% didn’t anticipate taking any more trips than usual. 70, 00% Considering a staycation in the UK 60, 00% Not considering a staycation in the UK 50, 00% The first question asked respondents if they were considering a staycation in the UK during the next 18 months. 96. 97% of respondents were (2, 269) and only 3. 03% were not. Q 1 Are you considering a staycation in the UK during the next 18 months? 40, 00% 30, 00% 20, 00% 10, 00% Yes Taking the same number No Q 2 Do you anticipate taking more UK trips than usual?

Anticipated changes to staycation plans • 43. 05% intend to take more frequents trips/stays • 12. 87% shorter trips/stays • 11. 04% longer trips/stays • 28. 09% no change to their staycations plans • 2% of respondents selected other including the demand for rural over city locations, more demand for self-catering and that some respondents had now bought their own campervans and would be using them as their accommodation option. 50, 00% 45, 00% 40, 00% 35, 00% 30, 00% 25, 00% 20, 00% 15, 00% 10, 00% 5, 00% 0, 00% More frequents trips/stays No change Q 3 Do you anticipate other changes to your staycation plans? Shorter trips/stays Longer None of the trips/stays above Other

Activities during a staycation ng ol fi G th er O or ts ts w g/ ilin Sa at ch at in g er sp sp or yc l C ki n in g g W D og w al ga zi ng y St ar ap h ts ot og r ar g in rm rfo pe W at ch in g an Ph tiv es nt /f ev e s/ in g nd At te al lu bs g ni gh tc pp in Pu b hi bi ex g tin Sh o tio ns e im tt ui e si Vi Vi si tin g Q be ac h s th G d an ks e ar de n in g al k s W Pa r H g tin si Vi Si te n er it ra ito is /v m eu us m Vi si tin g a ag e ttr ac tio ou t g in Ea t Si gh ts ee in g 100, 00% 90, 00% 80, 00% 70, 00% 60, 00% 50, 00% 40, 00% 30, 00% 20, 00% 10, 00% • Sightseeing, eating out, visiting a museum/visitor attraction and visiting heritage sites were the top activities people enjoy doing during a staycation. • Spending time outdoors such as walking, parks & gardens and the beach were also popular responses. • In terms of other responses people also suggested they enjoy bird watching, ancestry, children’s activities and visiting friends and relations. Q 4 What activities would you like to participate in during a staycation?

Activities during a staycation 1 Top activities; 100, 00% 90, 00% 80, 00% 70, 00% 60, 00% 50, 00% 40, 00% 30, 00% • Open space (86. 66%) • Quality of food and drink (75. 39%) • Covid safe businesses (64. 80%) • Outdoor activities including walking and cycling (49. 35%) Crowd free beauty spots (62. 33%) 20, 00% 10, 00% Open space Quality of Covid-safe Crowd free Outdoor – food and businesses beauty activities countryside drink spots including and coast walking and cycling Events Wide range of indoor attractions Other Q 5 What will be important to you during your next staycation?

Group composition and travel ke le M ot or bi cy c ki al W Bi ng h ac at e bu s/ co er th O co ac h Pr iv bl ic Pu 50, 00% bu s/ rh om e ai M ot o 60, 00% Tr C ar The majority of respondents intend to travel with a partner (48. 94%) followed by other members of their household (25. 94%) and also a combination of both family and friends (13. 58%). n 90, 00% 80, 00% 70, 00% 60, 00% 50, 00% 40, 00% 30, 00% 20, 00% 10, 00% Respondents were asked who they will be travelling with on their next UK staycation. 40, 00% 30, 00% Respondents were then asked by what mode of transport they will use to travel to your staycation. 20, 00% 10, 00% Partner Other Family members and of your friends household On own Friends Q 6 Who will you travel with on your next UK staycation? Other An organised group The most popular option was travel by car (82. 89%) followed by train(10. 59%) and then motorhome (2. 67%). Q 7 What mode of transport will you use to travel to your staycation?

Visiting Durham The survey asked respondents were then asked a screening question about whether they were planning on taking a staycation to Durham in the next 18 months. The questions that follow only apply to respondents who were intending to visit Durham. Of those planning to visit Durham 64% were planning to visit within the next 6 months with; 15, 89% 56, 72% 27, 39% • • • 16. 27% wishing to visit as soon as possible 34. 37% within the next 3 -6 months 3. 64% within 3 months 40, 00% 35, 00% 30, 00% 25, 00% 20, 00% 15, 00% Yes Not sure No Almost 57% of respondents were planning or had planned a visit to Durham (1, 253 responses), 27% weren’t sure and almost 16% were not. Q 8 Are you considering Durham as a staycation destination? 10, 00% 5, 00% 0, 00% Within 3 - Within 6 - As soon Within 3 Within 12 Other 6 months 12 as months -18 months possible months Q 9 When do you anticipate visiting Durham?

Staying in Durham 30, 00% When asked if they intended to stay overnight on their next visit to Durham, 88. 99% were planning to stay overnight and 11. 01% were not, i. e. they would be visiting for the day. 25, 00% 20, 00% 15, 00% 10, 00% 5, 00% th er O re la s/ en d & an & St ay in g w C ith ar fri av d Be tiv es pi n ca m ea k Br ol /h tta co g in er at Se l f. C g t fa s le t ay id e ge Sm al 11, 01% La rg lh ot ho te el l 0, 00% • 88, 99% Yes No Q 10 Would your visit to Durham include an overnight stay? • • Staying in a hotel was the most popular option at over 40% (small hotel, 28. 01% and large hotel 21. 81%). Staying in a self- catering cottage or holiday let was the next most popular option at 20. 47% and a bed & breakfast at 11. 31%. Caravan & camping was favoured by 7. 90% and staying with friends/relatives 6. 73%. Q 11 If you intend to have an overnight stay, what sort of accommodation would/will you stay in?

Staying in Durham 1 35, 00% • • • Almost 36% of respondents would book within 4 weeks (as soon as possible, 18. 09% and 17. 85% 1 -4 weeks) 33. 71% in the next 1 -3 months and 21. 62% in 3 -6 months. 4. 64% suggested that they wouldn’t be intending to book in the next 6 months 30, 00% 25, 00% 20, 00% 15, 00% 10, 00% 5, 00% 0, 00% 40, 00% 3 -5 nights 35, 00% 30, 00% 2 nights An Day visit A week overnight stay Other 2 weeks More than 2 weeks 25, 00% 20, 00% • 15, 00% 10, 00% 5, 00% 0, 00% 1 -3 3 -6 As soon 1 -4 More months as weeks than 6 possible months Other None of the above Q 12 How far in advance will you book your visit to Durham? • • The majority suggested a stay of up to 5 nights (over 75%) of which 31. 99% opted for 3 -5 nights, 29. 26% 2 nights and 14. 31% an overnight stay. 10. 61% suggested it would be for a day visit, 9. 97% for a week, 1. 13% 2 weeks Current average stay 0. 80% more than 2 weeks. is 2. 54 days Q 13 What duration would/will your staycation to Durham be?

Staying in Durham 2 • 40. 03% said it would be for the same duration • 33. 60% said it would not be any longer than normal • 26. 37% suggested that their staycation to Durham would be longer than normal. 26, 37% 40, 03% 33, 60% The same duration Q 14 Will the duration of your staycation to Durham longer than it would usually be? No Yes

Activities in Durham sp er at w g/ ilin at • The earlier question about what activities they enjoy doing during a staycation was asked again, but this time in relation to a visit to Durham. • The results were very similar to a general staycation with the top 4 favoured activities being general sightseeing (84. 96%), eating out (79. 47%), visiting a museum/visitor attraction (66. 45%) and visiting heritage site (65. 89%). Q 15 What activities would you like to participate in during a visit to Durham? or ts fin g G ol O th er in g C sp yc or ts lin g g al ki n w og D ch Sa g in ch W at W pe rfo St rm in g ga zi ar ts ng y ar gr a ot o Ph nt /f ph al tiv es iti At te nd in g Vi si an tin g ev e ex hi b gh t s/ ni e Pu b th g tin si Vi on s ub s cl be ac h g op p in e Sh im et t ui Q al W ar de G ki ng ns s d an ks Pa r H g tin si Vi eu us m Vi si tin g a Si te n ra is m /v en er G er ita ge ac tio ttr in g al ito si Ea t gh t se ei ou t ng 90, 00% 80, 00% 70, 00% 60, 00% 50, 00% 40, 00% 30, 00% 20, 00% 10, 00%

Influencing Factors • • 70, 00% The main influence was having confidence in the county being covid-safe(65. 48%), followed by flexible bookings and cancellations (57. 35%), inspirational content on thisisdurham. com, including itinerary ideas (45. 90%) and special offers (45. 65%). 60, 00% 50, 00% 40, 00% The appeal of specific events that only take place in Durham was 36. 39% and getting recommendations from family or friends was 25. 75%. 30, 00% 20, 00% 10, 00% Inspiring information from e-newsletters was 15. 92%, inspiring information on social media and enewsletters was 14. 78% and inspirational content and features on other websites including travel and booking platforms was 12. 84%. ts ge n ve tra n io at en d m om ec R fro m an d ne s az i ag m in la sp ap e ne w ve tra rs . . nd la sl e in g ud cl in s ur ed fe at ty co un e th g in Se e b. tte rs rs ne w te eb si rw he ot on es ur at fe d an nt te e- ia al m so ci on n io at rm in fo ng iri on lc na tio ed n io at rm in fo ng iri sp In ira an d efro m fa fro m n io at en d m sp In et te ne w or ily m e pl ke ta om ec R sl fri en ha ur D in ci Sp e ly on th at ts en ev fic ci Sp e on t lc na tio sp ira Q 16 What will/would influence you to choose Durham? ds m rs fe of al y ar iti ne r g di n lu nc , i om. c du rh am is is th n ac tio la el nc ca an d s in g bo ok le ib ex Fl en to id ea s e af ds vi co in g be ty un e th in ce en fid on C Seeing the county featured in magazines and newspapers would influence 12. 67% of respondents and a recommendation from a travel agent 1. 30%. In • ns 0, 00% co •

Further comments Q 17 If you have any further comments please leave them below.