Lancashire and Blackpool Market and Destination Profile

1
Lancashire and Blackpool Market and Destination
Profile
2

• In this report
• A destination analysis of Lancashire and
  Blackpool, looking at Lancaster and Blackpool,
  the Lancashire and Blackpool sub-region, and
  rural Lancashire covering the Ribble Valley,
  Pennine Lancashire and Forest of Bowland.
• Destination Profile
• the value and relative scale of the visitor
  economy within destinations
• Image and Perceptions
• The extent to which the marketplace considers
  them as places to visit for a holiday or short
  break
• Leisure Visitors Day and Staying
• Characteristics, motivations and activities
• Business Visitors
• Characteristics, motivations and activities
• Summary and Conclusions

3
Destination Profile
4
Introduction

• This section provides a statistical overview of
  Lancashire and Blackpool as a destination and
  some of its component destinations principally
  Blackpool and Lancaster (NB for this section only
  this also includes Morecambe to cover the Local
  Authority area other Lancaster data in this
  report relates to Lancaster City only). Since
  data is typically organised on a Local Authority
  basis, it has not been possible to provide a
  comparable analysis for Rural Lancashire.
• It draws from a number of sources
• STEAM analysis for Lancashire data relates to
  2007
• Accommodation stock data (source Global Tourism
  Solutions, 2009)
• Population data.

5
Tourism expenditure and employment
6
Spend per capita in Lancashire and Lancaster is
on a par with the region spend per capita in
commercial accommodation is slightly higher. Per
capita spend in Blackpool is significantly higher.
7
Tourism as an employer is slightly more
significant in Lancashire than the region as a
whole, but considerably more significant in
Blackpool.
8
Lancashire accounts for over two fifths of the
regions accommodation stock. About a fifth of
the regions establishments are in Blackpool.
Yield per establishment is lower in than the
regional average.
9
Image and Perceptions
10
Blackpool is the key Lancashire brand /
destination.

• Not surprisingly, respondents who had visited
  Lancashire recently were more likely to consider
  these destinations as holiday / short break
  destinations. However, the differential was much
  greater for Blackpool than other destinations -
  82 of visitors to Lancashire consider it a
  destination they would visit.
• This confirms Blackpools status as a potential
  attack brand for both Lancashire and the NW.
  However, it raises the question as to the extent
  that Blackpool fulfils a dispersal role to other
  Lancashire destinations a point for future
  research.
• Other Lancashire destinations have much lower
  appeal.

11
Destinations appeal to different market segments.

• Blackpool is most likely to appeal to Style
  Hounds and Habituals
• Morecambe and Lytham St-Annes are appealing most
  to Habituals
• Lancaster is most likely to appeal to
  Traditionals
• The rural parts of Lancashire (including the
  Forest of Bowland and the Ribble Valley) are most
  likely to appeal to Cosmopolitans, Traditionals
  and Functionals

12
Blackpool is a NW key brand second only to the
Lakes.
13
particularly among Style Hounds.
14
Blackpool is also competitive among other resorts
of those tested only Bournemouth was higher in
appeal.
From this set of destinations, Scarborough is its
main competitor. Among respondents that had
visited Lancashire it was the second highest
rated 61 would consider it cf 82 for
Blackpool. Scarborough, however, had less appeal
to Style Hounds but had stronger appeal to
Traditionals and Habituals.
15
Lancaster is not in the premier league of
heritage towns.
16
...but, like other heritage towns, it has more
appeal to Traditionals and Functionals.
17
Rural Lancashire, like Lancaster, has a weaker
appeal than its peers. Like other rural
destinations, it has a stronger appeal among
Cosmopolitans and Traditionals.
18
Leisure Visitors Staying and Day
19
Introduction

• This section provides an overview of the
  characteristics of leisure visitors, both day and
  staying.
• Data for this section is sourced from the
  Northwest Staying Visitor Survey 2007-2008 and
  from the Northwest Day Visitor Survey 2007.
• The research was conducted using an online
  questionnaire sent to a consumer panel in the UK.
• For the day visitor survey, the sample was drawn
  from residents living within 90 minutes drive of
  Penrith and within 90 minutes of the mid-point
  between Liverpool and Manchester.
• The staying visitor survey achieved a sample of
  5931 respondents.
• The day visitor survey achieved a sample of 2,115
  respondents.
• Data is provided on a number of destinations in
  Lancashire.
• For staying visitors, this represents the
  location in which they stayed during a trip in
  the last two years. Locations included in this
  analysis are Lancaster, Blackpool and rural
  Lancashire.
• For day visitors, it is a destination visited in
  the last four weeks the sample was only
  sufficient to allow an analysis of Blackpool.

20
Blackpool is attracting significantly higher
proportions of staying visitors (more than twice
the regional average). However, they are
relatively low spend.

• Day visitors to Blackpool spend more per day than
  staying visitors
• Average spend across all of Lancashire for
  staying visitors is below the regional average -
  Lancaster is close to it.

• NB due to different destination categorisation
  between the day and staying surveys it is not
  possible to provide a comparable analysis for
  rural Lancashire.

21
Different destinations within Lancashire are
appealing to different ARK segments.

• For all of Lancashire and Blackpool the largest
  markets (for both staying and day visitors) are
  Cosmopolitans and High Streets this is the same
  as the Northwest pattern (and reflects the UK
  population).
• Among staying and day visitors Blackpool is
  attracting a higher proportion of Style Hounds.
  In day visitor markets it is also attracting high
  proportion of Cosmpolitans.
• Lancaster is attracting even higher proportions
  of Cosmopolitans and High Streets. The Rural area
  is attracting Traditionals.

22
There is differential age appeal among
Lancashires destinations.

• The age profile of Lancashire is broadly similar
  to that of the region.
• Lancaster has a higher proportion of older
  staying visitors (55). Rural Lancashire is
  attracting middle aged visitors (45-64).
• Blackpools appeal cuts across all age ranges but
  it is attracting a greater proportions of younger
  age groups (of family age see next tables).

23
In the NW and Lancashire, families are more
likely to take day trips than staying
trips.Blackpool is attracting more young
families Lancaster empty nesters.
For day visitors, these age categories are
slightly different. They are 35-45, no children
and over 55, no children
24
Staying visitors are typically coming as couples
but there are differences across Lancashires
destinations.

• Blackpool (reflecting previous tables) is
  attracting family groups but also wider friends
  /family groups (with no kids).
• Lancaster is attracting couples.
• Rural Lancashire is more likely to attract
  visitors travelling alone and tour groups.

25
Couples are also the main day visitor group.
Among day visitors, Blackpool is tending to
attract parties with children.
26
The NW is a core market for Lancashire for both
day and staying visitors. So, too, are Yorkshire
(both), and the East Midlands and South East
(staying).

• Staying visitors in Lancaster are more likely
  than average to be from within the North West and
  from the South East.
• Blackpool is more likely to attract day visitors
  from outside the region - with higher proportions
  from Yorkshire and the NE.

27
Use of Guesthouse / BB is more common in
Lancashire this is a Blackpool phenomena.

• Within Lancashire there is higher than average
  proportion of visitors who stay in BB /
  guesthouse accommodation - this will be driven by
  Blackpool where 43 are staying in BB /
  guesthouse accommodation. A high proportion of
  Blackpool visitors also staying in lower end
  independent hotels.
• A core question is what is driving this pattern
  supply (of accommodation) or (consumer) demand?
  Or both?
• Lancaster and Rural Lancashire show a different
  pattern more typically other branded budget
  and friends and relatives (although the latter is
  comparable to regional figures).

28
Car is the overwhelming form of transport used by
day visitors in terms of public transport,
Blackpool visitors favour bus / coach over train.
29
Staying trips to Lancashire are most commonly two
nights except Lancaster, where it is typically
one night.
30
Scenery and familiarity are key factors in
destination choice across the region.
The following table shows average scores for
different factors. These are based on a three
point scale where 1 no influence, 2- some
influence, 3 major influence. So, the larger the
score, the more it was an influence. Subsequent
slides look at destinations and themes in more
detail.
31
Eating out, exploration and walking were the main
local activities for staying visitors but there
were significant variations.

• There are some notable variations between the
  regional averages and those of Lancashire (for
  example, visitors to Lancashire are more likely
  than average to visit other attractions, to visit
  clubs / bars and to attend a show, and to visit a
  theme park, but less likely to walk or visit
  historical / heritage attractions).
• Blackpool has several activities which are
  popular (eating out, general exploration,
  shopping, visiting other attractions, visiting
  clubs / bars, attending a show and visiting a
  theme park).
• Lancasters main draw is visiting historical /
  heritage attractions, confirming its position as
  a heritage destination.

32
Regional activities (i.e. activities outside the
area a visitor was staying) showed a similar
pattern but levels of activity were significantly
lower.
33
VFR and general days out are the main day visitor
activities.

• Of note, is the higher proportion of VFR visitors
  to Lancashire than the average for the region.
• Not surprisingly, the main activity of day
  visitors to Blackpool is to visit a tourist /
  visitor attraction.

34
and eating / drinking and going for a walk are
the main secondary activities.

• Again, the results for secondary activities of
  day visitors shows the importance of Blackpool as
  a tourist / visitor attraction.

35
Lancashire destination motivations and
activities
This matrix summarises factors in destination
choice and activities undertaken at destination.
The left hand summarises the most and least
important factors / activities i.e. those cited
by the most / least visitors. The right hand side
looks at relatives i.e. factors /activities that
are more or less likely to be cited by visitors
in comparison to NW averages. Fun elements
(theme parks, nightlife, entertainment are
stronger elements in Lancashire. So too are
convenience and familiarity. This reflects
Blackpool, where these patterns are also evident
but more strongly so.
36
Blackpool destination motivations and activities
37
Lancaster destination motivations and activities
38
Rural Lancashire destination motivations and
activities
39
Themes

• Lancashire and Blackpool Tourist Board has
  identified a number of themes for marketing
  activity these include
• Coastal Contrasts
• Taste Lancashire
• Country Escapes
• Living Legends
• Family Fun
• Some key points arising from the day and staying
  research in relation to this include
• Countryside
• Countryside is not necessarily a strong
  motivating or positioning theme for Lancashire.
• Rural Lancashire and its constituents do not rate
  well among peers, and scenery is a relatively
  weak motivating factor for visitors to the
  county.

Taste Lancashire Eating out is a core activity
especially in Blackpool (less so in Lancaster /
Rural Lancashire) among both day and staying
visitors. However it is a relatively weak
motivating factor for both groups . This
suggests that it will be more of a hygiene
issue than a strong theme for market development.
Living Legends (Heritage Theme) Across the
totality of the sub-region, visiting heritage
attractions is not a primary activity and is less
important than at the regional level. However,
this is primarily a Blackpool phenomena and
interest in heritage activities is significantly
higher among visitors to Lancaster and rural
Lancashire.

40
Business Visitors
41
Introduction

• Data in this section is concerned with Business
  Tourism. This is drawn from a report undertaken
  by LTO and Arkenford (completed July 2009).
• The research was undertaken using an internet
  panel it was conducted continuously over a 12
  month period from November 2007 to November 2008.
• The survey classified a business tourism trip as
• Any business trip to the Northwest that involved
  travel to a destination outside a respondents
  usual environment, lasting for less than 12
  months and not remunerated by a person or
  organisation within the region.
• Samples for data used in the following section
  area as follows
• Given the Blackpool sample, results for Blackpool
  should be treated as indicative.

42
Blackpool is generating significantly higher
numbers of business trips per capita than the
regional average.

• In absolute terms, there were an annual estimated
  21.4 million business trips to the Northwest of
  these 3.5m (16) were to the Lancashire and
  Blackpool sub-region. Trips per capita were below
  the regional average.
• There were 1.5m business trips (7 of the
  regional total) to Blackpool a substantially
  higher proportion per capita than other areas.

43
Spend per trip is higher than average in
Blackpool a function of length of stay.

• TThe higher than average spend per trip in
  Blackpool is largely a function of higher average
  length of stay. When this is factored in, spend
  is slightly below average.

44
Most business trips are for only the day
Blackpool is attracting significantly higher
proportions of staying trips.
45
Blackpool is more popular for conferences,
company outings and other business trips, but
there is less demand for seminars and training.
46
Trip timing Blackpool more popular at end of
week.
47
Significant proportions of business visitors are
generated within the NW itself.
While Lancashire as a whole is more likely to be
hosting regionally generated business trips,
Blackpool is more likely to draw from out of
region notably Yorkshire and the West Midlands.
48
While business visitors are most likely to be
managers and senior officials, Blackpool is also
attracting professionals, and high levels of
personal service occupations.
This group includes healthcare and childcare
professionals, and leisure and travel service
occupations these groups are likely to be
strongly associated with Blackpools leisure
tourism industry.
49
The main forms of transport are private vehicle,
followed by train. Coach is slightly more
important in Blackpool. Accommodation is
typically a hotel, although guesthouse is also
common in Blackpool.
NB Sample for Blackpool is small 35 respondents
only.
50
Both Lancashire and Blackpool attract a larger
party size than average for the Northwest.
Blackpool, in particular, attracts larger groups
with more non-business visitors in parties.
51
Visitors to Blackpool are more likely to extend
their trip for leisure purposes and are more
likely to plan a return visit for leisure
purposes.
The average length of stay for a leisure
extension was about 1.6 nights across all
Lancashire and 1.4 nights for Blackpool.
52
Summary and Conclusions
53

• Lancashire
• Lancashire has a diverse appeal, with different
  destinations within the sub-region appealing to
  different markets. The key crosscutting Ark
  segments for the whole area are Cosmopolitans and
  High Streets.
• Families are most likely to visit for day trips,
  with staying visitors tending to be couples.
• Familiarity is important to visitors choosing
  Lancashire and Blackpool as a destination. While
  this affirms the importance of repeat visitors
  and a loyal audience (a good thing), the
  corollary highlights the potential challenge of
  developing new markets.
• Lancashires tourism offer and market position is
  dominated by Blackpool.
• Approximately a third of the regions
  accommodation establishments are located in
  Blackpool.

54

• Blackpool
• The economic importance of tourism to Blackpool
  is clear, with a high spend per capita and a
  relatively high proportion of employment.
• Blackpool, as a destination, is competitive among
  its peers, and, in terms of appeal, is second
  only to the Lake District among NW destinations.
• Fun related activities and motivations are key.
  The nightlife and evening entertainment are
  strong factors in destination choice. Particular
  events (and these could include stag / hen
  parties) are also important in destination
  choice. Theme parks are a key activity.
• Familiarity and convenience factors are also key.
• This suggests that the market development
  strategy should be predicated on the premise that
  generating additional visits from existing
  visitors will likely to be more productive than
  trying to open up new markets.
• It also suggests that, while Blackpool has
  widespread appeal, its positioning is more among
  the left hand side Ark segments i.e. mass
  markets particularly Style Hounds.
• However, lifestage is also important and
  Blackpool is more strongly positioned as a
  younger persons destination , particularly among
  young families but also among groups (as opposed
  to couples) with no children.
• While it is a key brand / destination within the
  Northwest and Lancashire, its ability to act as a
  destination to attract and then disperse visitors
  to other parts of Lancashire is more
  questionable. The research indicates that there
  is limited synergy in motivations and activities
  with visitors staying in other areas of
  Lancashire particularly Lancaster and the rural
  areas.
• Blackpool also has a relatively strong business
  tourism offer. While this is partly conference
  related , there is evidence it is also
  associated with Blackpools leisure offer not
  least in terms of company outings but also in
  terms of people working in or around the margins
  of the tourism industry (i.e in personal service
  occupations).

55

• Lancaster
• NB the sample for the Lancaster analysis was
  relatively small and, as such, conclusions should
  be treated with a degree of caution.
• Lancaster lacks profile and appeal in relation to
  its peers both other Lancashire destinations
  and other heritage towns. Lancasters aspiration
  to develop as a key historic city, may yet to be
  realised but the profile of the city needs to
  be raised if this is to happen.
• Length of stay is below average typically one
  night, with a high proportion of visitors
  generated from within the NW region itself,
  though there is relatively high visitor spend.
• It strongly appeals to Traditionals and
  Functionals but also attracts Cosmopolitans and
  High Streets. Visitors are typically older empty
  nesters.
• In terms of motivations, both familiarity and a
  new destination are important. Heritage is key
  but pampering and well-being were more important
  than in other destinations. Friends and relatives
  were also important possibly associated with
  the universities.
• The evidence suggests that Lancaster is not going
  to be competitive as a standalone proposition in
  the wider market place.
• Development strategies need to focus on
  concentrating on day visitor and regional staying
  markets, and / or working in conjunction with a
  wider destination offering allied with seeking to
  add further product depth (possibly in the spa
  and wellness sector).

56

• Rural Lancashire
•  
• The Rural Lancashire analysis, like Lancaster, is
  based on a relatively small sample size. Some
  caution should be exercised in relation to the
  conclusions.
• Rural Lancashire, as an offer, also lacks profile
  and appeal in relation to its peers both other
  Lancashire destinations and other countryside
  destinations.
• It has, like other rural destinations, stronger
  appeal among Cosmopolitans and Traditionals.
• Current visitors are typically middle aged and
  relatively long stay.
• An important motivation is that it is a new
  location.
• In terms of activities, walking (perhaps
  surprisingly) is not a strong activity watching
  wildlife, cycling and photography are, however,
  more important than in other destinations.
• These activities, allied to the potential novelty
  of the destination, could provide a more
  competitive positioning for Rural Lancashire.