England’s Seaside: What are the opportunities?
England’s Seaside: What are the opportunities? squeezes eight of the national tourist board’s primary
research findings into one manageable paper, expressly addressing issues
affecting coastal resorts.
What makes seaside different from
other holiday destinations?
domestic trips to the coast accounted for
31% (14.4m) of the total domestic
holiday trips in 2012. Almost half take place between July and September.
40% of all domestic seaside trips involving an overnight stay.
taken by lower social grades,
42% made by C2Des
62% four nights or more
Emerging trends in overnight coastal
coastal trips rocketed by a quarter in 2009 but are now slowing down
booking of coastal trips continues to rise
social grades make the most overnight seaside trips, but trips by higher
socio-economic groups are growing
seaside trips are booked for longer than trips overall and are still typically
booked for four nights+
What are the attitudes of the public
tend to split coastal destinations into three themes:
seaside towns: much maligned
coastaline: visually appealing but
confusion over activities and destinations
towns and nearby coast: a good base from which to explore
vary by life stage
little awareness of coastal destinations beyond the South West
Open to less traditional towns if there are activities
- Empty Nesters: seek rural escape, a base to explore from
seaside destinations are perceived as low cost, but offering good value for
money with deals and discounts on offer.
A break to the coast is seen as more than simply the beach – a place to relax
38%), to sightsee on foot (38%), to go for a walk (30%)
believe they attract visitors by investing in their product.
What are the trends affecting us all?
is strong evidence that coastal businesses with the ability and confidence to
invest are reaping the rewards
the digital revolution is key:
booking facilities are essential
via mobile devices is now the norm
is often the first port of call
have an ageing population which is staying active for longer
families and singles’ travel is growing
Y travellers expect a personal, tailored experience and book late
To read the
full report, click here