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Visitor Attractions - UK - October 2012

INTRODUCTION
Definition
Market sizing methodology
Abbreviations
EXECUTIVE SUMMARY
Staycation trend and overseas tourist boom benefit attractions market
Figure 1: Visitor attractions market size and forecast, 2007-17
Market factors
Figure 2: Indexed trend in numbers of domestic vs overseas trips taken, 2007-11
Figure 3: Indexed trends in number of visits to the UK by overseas residents, by purpose of visit, 2007-11
Companies, products and innovation
Figure 4: Leading operators and organisations in UK visitor attractions market, by number of visits, 2011
The consumer
Figure 5: Types of attraction visited in past 12 months, August 2012
Venues offering free admission prosper in recession
Figure 6: Attitudes towards visitor attractions, August 2012
Attraction visitors are very deal-driven
Figure 7: First place looked for discount voucher, deal or offer, August 2012
Digital deal-searching emphasises SEO importance
What we think
ISSUES IN THE MARKET
How can operators harness technology to grow revenues?
Will the staycation trend continue to boost UK attractions?
How should operators respond to a potential decline in overseas visitor numbers?
How can attractions capitalise on consumers’ increasing need for value?
How can attractions seek to counter adverse weather conditions?
TREND APPLICATION
Trend: Nouveau Poor
Trend: Snack Society
2015 Inspire Trend: Brand Intervention
MARKET DRIVERS
Key points
Domestic holidays boost UK visitor attractions
Figure 8: Trends in numbers of domestic* vs overseas trips taken, 2007-11
Rising fuel costs could deter visitors from travelling long distances
Figure 9: UK average petrol prices, January 2009-August 2012
Overseas visits continue to grow as well
Figure 10: Number of visits to the UK by overseas residents, by purpose of visit, 2007-11
Figure 11: Sterling exchange rates, 2007-12
Figure 12: Trends in numbers of overseas holiday visitors to the UK, by area of residence, 2007-11
Visa headwinds?
The wettest summer on record?
Figure 13: UK rainfall trends, 2007-11
Rich history and culture draws overseas visitors to the UK
Figure 14: Ten most popular attributes overseas visitors associate with the UK, 2012
Figure 15: Activities undertaken by overseas visitors to the UK, 2011
England the main focus for overseas tourism
Figure 16: Holiday visits to the UK, by region, 2010 and 2011
London is the hub for overseas visitors
Figure 17: Top ten holiday destinations for overseas visitors to the UK, 2011
Funding issues
Museum funding
Heritage funding
Daylight Saving Bill hopes dashed
VisitBritain funding aims to capitalise on 2012
UK economy flat-lines
Figure 18: GDP, PDI, consumer expenditure and savings, at constant 2012 prices, 2007-17
Rising prices and flat earnings squeeze incomes
Figure 19: Trends in inflation and average weekly earnings, 2008-12
Digital device ownership growth offers opportunities
Figure 20: Trends in device ownership levels, January and July 2012
WHO’S INNOVATING?
Key points
Digital directions
New attractions
Sink or swim for Titanic attraction
Football museum hits the back of the net
Mary Rose Museum delayed
New features at attractions
Behind the scenes
MARKET SIZE AND FORECAST
Key points
Market benefits from staycation trend and overseas tourist numbers
Figure 21: Trends in visits to visitor attractions*, 2007-17
Forecast
Figure 22: Volume forecast of visits to UK visitor attractions, 2007-17
SEGMENT PERFORMANCE
Key points
Historic properties outperform the market
Figure 23: Trends in visits to visitor attractions*, by type, 2007-11
Museums growth slows in 2011
Leisure/theme parks stable
Gardening renaissance boosts visits to gardens
Free vs paid
Domestic vs overseas
MARKET SHARE
Key points
Paid-for attractions dominated by London venues
Figure 24: Top ten* pay-for-entry attractions in England, by visitor numbers, 2010 and 2011
National museums monopolise free rankings
Figure 25: Top ten free visitor attractions in England, by visitor numbers, 2010 and 2011
Merlin dominates theme parks market
Figure 26: Turnover of leading UK theme parks, 2009-11
Figure 27: Visitor numbers for leading UK theme parks, 2009-11
VISITOR ATTRACTION OPERATORS AND ORGANISATIONS
Key points
National Trusts leads market in terms of visits
Figure 28: Leading attraction operators and organisations, by visitor numbers, 2011/12
Cadw
English Heritage
Figure 29: Top five English Heritage pay-for-entry sites, by annual visitors, 2010 and 2011
Figure 30: English Heritage visitor statistics, 2008-12
Figure 31: Financial performance of English Heritage, 2008-12
Figure 32: Breakdown of total incoming resources of English Heritage, 2011 and 2012
Figure 33: Breakdown of earned income of English Heritage, 2011 and 2012
Historic Houses Association
Figure 34: Trends in number of Historic Houses Association members, by type, 2008-11
Figure 35: Financial performance of Historic Houses Association, 2007-11
Figure 36: Breakdown of total incoming resources of Historic Houses Association, 2008-11
Historic Royal Palaces
Figure 37: Historic Royal Palaces visitor statistics, 2011 and 2012
Figure 38: Financial performance of Historic Royal Palaces, 2008-12
Figure 39: Breakdown of total incoming resources of Historic Royal Palaces, 2011 and 2012
Historic Scotland
Figure 40: Historic Scotland visitor statistics for top ten sites, 2009/10 and 2010/11
Figure 41: Financial performance of Historic Scotland, 2007-11
Figure 42: Breakdown of total incoming resources for Historic Scotland, 2008-11
Merlin Entertainments Sàrl
Figure 43: Merlin Entertainments global attractions, by division, 2010 and 2011
Figure 44: Merlin Entertainments total global visitors, by division, 2010 and 2011
Figure 45: Key financial highlights of Merlin Entertainments Sàrl, 2010 and 2011
The National Trust
Figure 46: Trends in visitors at National Trust pay-for-entry properties, 2007-12
Figure 47: Top ten National Trust sites, by annual visits, 2011 and 2012
Figure 48: Financial performance of the National Trust, 2008-12
Figure 49: Breakdown of total income for the National Trust, 2011 and 2012
Figure 50: Breakdown of direct property income for the National Trust, 2011 and 2012
Figure 51: Breakdown of the income of the National Trust (Enterprises), 2011 and 2012
The National Trust for Scotland
Figure 52: Trends in members and visitors at National Trust for Scotland sites, 2009-12
Figure 53: Financial performance of the National Trust for Scotland, 2008-12
Figure 54: Breakdown of total incoming resources for the National Trust for Scotland, 2011 and 2012
Figure 55: Breakdown of turnover, by commercial activities for the National Trust for Scotland, 2011 and 2012
Northern Ireland Environment Agency
Figure 56: Financial performance of NIEA, 2008-12
Figure 57: Breakdown of total incoming resources for NIEA, 2011 and 2012
St Paul’s
Figure 58: Financial performance of St Paul’s Cathedral, 2007-11
Figure 59: Breakdown of total incoming resources for St Paul’s Cathedral, 2010 and 2011
Tate
Figure 60: The Tate visitor statistics, 2011 and 2012
Figure 61: Financial performance of Tate, 2008-12
Figure 62: Self-generated income breakdown for Tate, 2011 and 2012
BRAND COMMUNICATION AND PROMOTION
Key points
Merlin and National Trust leading visitor attraction advertisers
Figure 63: Main media advertising spend, by leading UK visitor attraction operators and organisations, 2008-11
Media used vary considerably by attraction type
Figure 64: Types of media used by leading UK visitor attraction operators and organisations, 2011
National Trusts leaps ahead in the digital race
Figure 65: Trends in monthly unique visitors to leading visitor attraction operator/organisations’ websites, July 2011-July 2012
TYPES OF ATTRACTION VISITED
Key points
Categories with high proportion of free sites attract the most visitors
Figure 66: Types of attraction visited in past 12 months, July 2011 and August 2012
Culture vultures
Family fun
Affluence and education rule
Strong correlation between visitors to different types of attraction
ATTITUDES TOWARDS VISITOR ATTRACTIONS
Key points
Discount danger?
Figure 67: Attitudes towards visitor attractions, August 2012
Strength in numbers
Main cutbacks to secondary spending?
Bartering potential?
Money no object
London 2012’s painful legacy for capital’s attractions
Staycation boost
Chain branding unimportant to consumers
Season ticket offers mutual benefits?
DEAL DISCOVERY
Key points
Internet dominates deal discovery process
Figure 68: First place looked for discount voucher, deal or offer, August 2012
APPENDIX – MARKET SIZE FORECAST SCENARIOS
Figure 69: Trends in visits to visitor attractions, market size forecast scenarios, 2012-17
APPENDIX – BRAND COMMUNICATION AND PROMOTION
Figure 70: Types of media used by leading UK visitor attraction operators and organisations, 2011
APPENDIX – TYPES OF ATTRACTION VISITED
Figure 71: Types of attraction visited in past 12 months, August 2012
Figure 72: Most popular types of attraction visited in past 12 months, by demographics, August 2012
Figure 73: Next most popular types of attraction visited in past 12 months, by demographics, August 2012
Figure 74: Other types of attraction visited in past 12 months, by demographics, August 2012
Figure 75: Types of attraction visited in past 12 months, by most popular types of attraction visited in past 12 months, August 2012
Figure 76: Types of attraction visited in past 12 months, by next most popular types of attraction visited in past 12 months, August 2012
Figure 77: Types of attraction visited in past 12 months, by other types of attraction visited in past 12 months, August 2012
Repertoire
Figure 78: Repertoire of types of attraction visited in past 12 months, August 2012
Figure 79: Types of attraction visited in past 12 months, by repertoire of types of attraction visited in past 12 months, August 2012
Figure 80: Repertoire for types of attraction visited in past 12 months, by demographics, August 2012
APPENDIX – ATTITUDES TOWARDS VISITOR ATTRACTIONS
Figure 81: Most popular attitudes towards visitors attractions, by demographics, August 2012
Figure 82: Next most popular attitudes towards visitors attractions, by demographics, August 2012
Figure 83: Attitudes towards visitor attractions, by most popular types of attraction visited in past 12 months, August 2012
Figure 84: Attitudes towards visitor attractions, by next most popular types of attraction visited in past 12 months, August 2012
Figure 85: Attitudes towards visitor attractions, by most popular attitudes towards visitor attractions, August 2012
Figure 86: Attitudes towards visitor attractions, by next most popular attitudes towards visitor attractions, August 2012
APPENDIX – DEAL DISCOVERY
Figure 87: First place looked for discount voucher, deal or offer, by demographics, August 2012
Figure 88: First place looked for discount voucher, deal or offer, by most popular types of attraction visited in past 12 months, August 2012
Figure 89: First place looked for discount voucher, deal or offer, by next most popular types of attraction visited in past 12 months, August 2012
Figure 90: First place looked for discount voucher, deal or offer, by most popular attitudes towards visitor attractions, August 2012
Figure 91: First place looked for discount voucher, deal or offer, by next most popular attitudes towards visitor attractions, August 2012

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