We’ve teamed up with Cumbria Tourism to conduct a national survey to better understand visitor attitudes towards travel, staycations, and Cumbria as a destination over the coming months.
It forms part of the vital support Cumbria Tourism is providing to hundreds of tourism businesses as they prepare to reopen. Businesses can use the findings to shape their reopening plans, and build a marketing strategy.
The research was carried-out via Cumbria Tourism’s visitor database and social media channels, with a combined reach of hundreds of thousands of people.
Questions ranged from the kind of measures visitors would like to see in-place during their trip, to the areas they would feel most at ease.
Staycations on the Rise
Over the next 12 months around 50% said they expect to take more day trips and overnight stays in the UK than usual. A further 54% said they expect to take fewer trips abroad, switching to a domestic break instead.
While confidence in Cumbria as a visitor destination remains high with 83% considering the county to be a safe place to visit, 44% of respondents said that while they do plan to visit in the future, they are going to wait a little longer before making any decisions.
There is encouraging news for the hospitality trade, with 70% saying they would feel safe in hotels, guesthouses and B&B accommodation, as well as at visitor attractions with both indoor and outdoor facilities.
The survey results show that visitors want to embrace responsible tourism, with 98% expecting to witness regular cleaning in operation. A further 92% would take comfort in seeing social distancing signage and rules, with overwhelming support for limits on visitor numbers and reserving places in advance at attractions. 78% of respondents also say they would be confident about visiting businesses which have signed up to a national accreditation scheme, to demonstrate their commitment to good hygiene and public safety measures.
How can hospitality and tourism businesses use the survey results to plan for reopening?
For a more detailed look at the findings, grab a brew and watch our Q&A video with MD of Cumbria Tourism Gill Haigh, and Research Manager Helen Tait.
Helping businesses to move forward
Managing Director of Cumbria Tourism, Gill Haigh, says:“This is all about safety for everyone, from our visitors to residents, staff and wider communities. When you consider what the country has been through over the last 12 weeks, it is clear that The Lake District, Cumbria is viewed as a perfect place to recharge and reconnect with loved-ones. Confidence in Cumbria’s responsible approach to tourism will continue, with the health and safety of our residents, visitors and workers absolutely paramount.
“These findings will prove very valuable to help meet the expectations of our visitors. We would like to thank the thousands of people who responded, all of whom have played a really important role in our ongoing work to help businesses recover from a very difficult start to the year. We can now use this information to inform local businesses of the best-practices they can adopt to meet the evolving needs of their visitors, as well being very useful to help businesses inform their own marketing campaigns.”
Grant Seaton from our Hospitality Lending Team says: “We are delighted that we have been able to support such a worthwhile and insightful survey which will help hospitality businesses to plan their reopening and offer the best possible experience to visitors. It is really encouraging to see that the results show that people do wish to return and that they are making considered decisions with everybody’s wellbeing in mind. It’s positive news for businesses, the communities they are based in and also for all of the visitors who want to enjoy Cumbria again.”
Want to know more?
A full copy of the survey results is available to Cumberland business customers (please ask your relationship manager, and they’ll email a copy to you), or to Cumbria Tourism members on the members area of their website.
Or view our Q&A video, with MD of Cumbria Tourism Gill Haigh, and Research Manager Helen Tait.
Cumbria Tourism are running regular webinars to help tourism and hospitality businesses to navigate through the challenges that the industry is facing.
'We're Good To Go' is the new national accreditation scheme, for businesses to demonstrate their commitment to maintaining cleanliness and social distancing.