Covid-19 - Online Consumer Sentiment Survey - Prepared by: thedms.co.uk
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Covid-19 – Online Consumer Sentiment Survey Prepared by: On behalf of:
Covid-19 – Online Consumer Sentiment Survey Contents Methodology and approach About the respondents About the COVID-19 pandemic Future trip intent – Choice of destination (Norfolk / Suffolk – Rest of UK) General activities and willingness to travel About Norfolk and Suffolk Information and support March 2021
Covid-19 – Online Consumer Sentiment Survey Introduction and Methodology and approach Destination research was commissioned to conduct a consumer survey to understand the impact of COVID-19 on their behaviour and plans for holidays or breaks to Norfolk and Suffolk, the rest of the UK and abroad in the months and years to come, with particular focus around the current barriers and concerns around travel and how these will evolve over time. Methodology The results are based on an online survey to consumers registered to receive information from Visit East of England, Visit Norfolk, Visit Suffolk and the local DMOs. The results are based on a ‘have your say’ online platform style survey using a structured questionnaire, with invitations to participate sent via email newsletters as well as being promoted on social media. The survey was fully managed in-house by Destination Research using Typeform software package, which offers full online and mobile functionalities. The results of the survey are being used and distributed by Visit East of England. The survey was incentivised with a free prize draw to win one of five £100 high street vouchers. This report is based on a sample of 7,589 responses. Please note, as not all questions in the survey were mandatory, sample sizes for certain questions may differ.
Covid-19 – Online Consumer Sentiment Survey Research Outputs – About the respondents • Please indicate your age • Please indicate your gender • Please tell us your home location • What is your occupation? • Have you any health conditions or impairments?
Covid-19 – Online Consumer Sentiment Survey
Research Outputs – About the respondents
The response base is dominated by females aged 45 and over. Seven in ten respondents were female and eight in ten were aged 45 and over.
Just under a quarter (23%) report having some form or health condition or impairment.
Gender Age groups Health conditions or impairments
55-64 32%
Yes
Male 65-74 29% 23%
28%
45-54 19%
35-44 10%
Prefer not to say
4%
Prefer not to say 75+ 5%
1%
Female 25-34 3%
71% No
Prefer not to say 1% 73%
18-24 0%
Q: Please indicate your age (Sample:6777) - Q:Please indicate your gender (Sample: 6956)
Q: Have you any health conditions or impairments? (Sample: 7013)
Covid-19 – Online Consumer Sentiment Survey
Research Outputs – About the respondents
Two in five are retired. This is to be expected, given the high proportion of respondents Home location
falling within the 55-64 and 65+ age groups.
South East 16%
East Midlands 15%
South East, East Midlands and East Anglia (Cambridgeshire, Essex, Suffolk and Norfolk)
Essex 10%
account for two thirds of the sample. This would suggest that the biggest markets by
volume consist of residents within a two hour drive-time. We could assume that many of Norfolk 9%
the South East residents are more likely to be based in Kent and Sussex. Suffolk 8%
Yorkshire & Humber 7%
What is your occupation? London 7%
Retired 42% Other 7%
Professional role 31%
Cambridgeshire 6%
Self-employed or business owner 9%
West Midlands 6%
Not working 5%
Vocational role 4% North West England 5%
Other 3%
Home Counties 4%
Prefer not to say 3%
North East England 2%
Caring for others at home 3%
Q: Please tell us your home location (Sample: 6753) Q: What is your occupation? (Sample: 6917)
Covid-19 – Online Consumer Sentiment Survey Research Outputs – About the COVID-19 pandemic • How would you rate, between 0 and 10, your mood today? • Has COVID-19 impacted negatively on your personal finances? • What’s your current opinion on the pandemic? • When do you think things will return to normal?
Covid-19 – Online Consumer Sentiment Survey
Research Outputs – About the COVID-19 pandemic
The average mood of respondents is 6.6 out of 10. Interestingly, this is almost exactly the same (6.5 out of 10) as the average mood of U.K.
adults from the latest wave VisitBritain’s COVID-19 Consumer Tracker*
About three in ten feel COVID-19 has affected their finances. They are potentially less likely to take a short break or holiday in the near future.
6.6/10 Rate your mood COVID-19 impacted negatively on your personal
finances?
Average
score
Yes
29%
23% 22%
14% 15% No
2% 7% 71%
0% 1% 5% 5% 5%
Lowest 1 2 3 4 Average 6 7 8 9 Excellent
mood mood mood
*VisitBritain’s COVID-19 Consumer Tracker - Wave 25 Fieldwork Period: 8 – 12 February.
Q: How would you rate, between 0 and 10, your mood today? (Sample: 7544)
Q:Has COVID-19 impacted negatively on your personal finances? (Sample: 7531)
Covid-19 – Online Consumer Sentiment Survey
Research Outputs – About the COVID-19 pandemic
Perceptions of the situation in relation to COVID-19 show that 45% consider that ‘the worst has passed’. However, an equal proportion feel
that ‘things will only be normal when everyone is vaccinated’.
Just over half or all respondents (52%) anticipate life will return to something ‘close to normal’ between summer (26%) and autumn (26%). A
third (34%) don’t expect ‘normality’ to return until 2022.
Current opinion on the pandemic When will things return to normal?
The worst has passed, It will get better from
45%
now on
Things will only be normal when everyone is
45%
vaccinated
34%
Things are going to stay the same 9% 26% 26%
5% 2%
4% 4%
The worst is still to come 2%
Into 2022 Summer Autumn Later than Never Winter Spring
2022
Q: What’s your current opinion on the pandemic? (Sample: 7555)
Q:When do you think things will return to normal? )Sample: 7565)
Covid-19 – Online Consumer Sentiment Survey Research Outputs – Future trip intent – Choice of destination • Holiday abroad in 2022 • Planning a staying visit to Norfolk or Suffolk by the end of 2021? • About next staying visit to Norfolk or Suffolk • About next staying visit elsewhere in the UK
Covid-19 – Online Consumer Sentiment Survey
Research Outputs – Future trip intent – Choice of destination
Three out of five respondents (58%) anticipate taking a holiday abroad when allowed.
Almost 8 out of 10 respondents plan to take an overnight stay in Norfolk or Suffolk during 2021.
Will you take a holiday abroad? Will stay overnight in Norfolk or Suffolk by end of 2021
No
21%
No
42%
Yes
58%
Yes
79%
Q: When allowed, will you take a holiday abroad? (Sample: 7569)
Q: When allowed, do you intend having a staying visit to Norfolk or Suffolk by the end of 2021? (Sample: 7565)Covid-19 – Online Consumer Sentiment Survey
Research Outputs – Future trip intent – Choice of destination
16% claim to have already planned and 19% already booked their next overnight trip to Norfolk or Suffolk.
39% will do so sometime between now and June, while 31% state they intend to plan their next trip sometime between July and September
Almost half (48%) intend to visit this summer (July to September) and a further 17% will visit in October onwards.
When will you plan and book your trip and when will you visit?
48%
31%
21%
19% 19%
16% 16% 17%
15%
12% 12%
10% 9% 10%
7% 8% 7% 9% 6%
3% 4% 3%
0%
July to September Already planned / Not sure yet May June October onwards April March
Booked
Plan Book Visit
Q: If you are planning to visit Norfolk or Suffolk by the end of 2021… When will
you plan / book / take your trip? (Sample: 5969/5989/5989)Covid-19 – Online Consumer Sentiment Survey
Research Outputs – Future trip intent – Trips to Norfolk and Suffolk
‘Traditional coastal/seaside town’ is the lead destination type for trips to Where will you stay?
Norfolk or Suffolk, followed by ‘rural coastline’.
North Norfolk Coast 37%
The Suffolk Coast 20%
Almost 6 in 10 are likely to visit the Norfolk coast, including the Cromer and
Great Yarmouth area 10%
Great Yarmouth areas, while 20% are likely stay within the Suffolk coast.
Cromer area 10%
Norfolk Broads 9%
Norwich 4%
What type of destination are you looking for?
Breckland, and Thetford Forest 2%
Traditional coastal, seaside town 39% West Norfolk 2%
Bury St Edmunds and Wool Towns 2%
Rural coastline 26%
Constable Country 2%
Countryside or village 19%
Ipswich area 1%
Don’t know / Not sure 11%
Newmarket area 0.4%
City or large town 3% Shotley Peninsula 0.4%
Stour Valley 0.4%
None of these 2%
Q: If you are planning to visit Norfolk or Suffolk by the end of 2021… What type of
destination are you looking for? (Sample: 5994) Q: Where will you stay? (Sample: 5992)Covid-19 – Online Consumer Sentiment Survey
Research Outputs – Future trip intent – Trips to Norfolk and Suffolk
About two in five plan to visit with their partner only and a further 19% will travel with children. Other visiting parties include travelling with
other members of the family, including parents and grandchildren.
Overall, longer breaks of 4+ nights make up the majority of intended trips, while a third of respondents plan a short break (1-3 nights).
Visiting party
Your partner 44%
Your children 19%
Other members of your family 9%
Friends / Colleagues 8%
Your grandchildren 7%
Pets 5%
Your parents or your partner’s parents 4%
On my own 3%
Members of an organised trip 1%
Other 0%
Q: How long do you intend to stay? (Sample: 5990)
Q: With whom are you likely to be spending your break or holiday? (Sample: 7492)Covid-19 – Online Consumer Sentiment Survey
Research Outputs – Future trip intent – Trips to Norfolk and Suffolk
Self catering (holiday homes, cottages, flats, apartments, etc.) is the most popular What type of accommodation will you stay in?
accommodation type for the forthcoming overnight trips. This is likely to be due
Self-catering – holiday home, cottage, etc. 37%
partly to the existing restrictions on other types of accommodation but also due Hotel 14%
to hygiene and social distancing reasons. B&B, guesthouse 8%
Holiday park 7%
Booking directly with an accommodation provider is the leading method of Self-catering – flat, apartment 6%
confirming accommodation. An online travel website is the next most preferred Don’t know 5%
booking channel. Static caravan 4%
Campervan, motorhome 4%
How did you/will you book accommodation?
Holiday lodge 3%
Direct with provider 50%
Touring caravan 3%
Online travel website 22%
Tourism website (Visit Norfolk, Visit Suffolk,… 11% Home of friends, relatives 3%
Homestay website 5% Tent 2%
Website of a traditional travel agent 4% Pub or inn 2%
Other 3%
Boat 1%
Traditional travel agent 2%
Tourist Information Centre 1% Airbnb 1%
I will just turn up 1% Second home, timeshare 1%
Transport provider website (e.g. Greater… 1% Glamping 1%
Q: What type of accommodation will you stay in? (Sample: 5986)
Q: How did you/will you book accommodation? (Sample: 7407)Covid-19 – Online Consumer Sentiment Survey
Research Outputs – Future trip intent – Transport usage
‘Own car’ is the lead as the primary mode of transport with 86% anticipating using Transport mode - To / at destination
their car for travelling to an overnight destination and 78% will use it to travel once 86%
Car – own, friend’s, family, company car
they have arrived at their destination. 78%
0%
Walking
47%
‘Train’ is the second most likely mode of travel to an overnight destination while 10%
Train
7%
walking is the second most likely way to move around the destination. Car – hired, rented, taxi
7%
10%
6%
Plane
Can find/has information about other means of transport 0%
4%
Motorhome, campervan
No 3%
3%
Public bus, coach
13%
2%
Private coach, bus
2%
1%
Motorbike
1%
1%
Bicycle
7%
0%
Other
0%
Yes
84%
Travel to destination Travel at destination
Q: How will you travel to your holiday destination? (Sample: 7484) Q: How will you travel once you have arrived at your destination?
(Sample: 7473) Q: Do you know where to find /have enough information about other means of transport? (Sample: 7485)Covid-19 – Online Consumer Sentiment Survey
Research Outputs – Future trip intent – Trips to other parts of the UK
‘Traditional coastal/seaside town’ is the lead destination type for trips away from Norfolk or Where in the UK are you planning to visit?
Suffolk, followed by ‘countryside or village’.
Yorkshire 20%
Cornwall 16%
A majority of respondents (47%) not planning to visit Norfolk or Suffolk are likely to choose other
Lake District 15%
destinations in the north of England (Yorkshire, Lake District, Northumberland). This is likely to be
Devon 14%
particularly relevant to respondents based in the Est Midlands.
Northumberland 12%
Other 10%
Two in five (39%) are planning to travel to the South West region (Cornwall, Devon and Dorset). South East Coast (e.g. Kent, Brighton) 10%
Dorset 9%
What type of UK destination are you looking for? Where in the UK are you planning to visit? London 7%
Traditional coastal, seaside town 24% Peak District 7%
Undecided Lincolnshire 5%
Don’t know / Not sure 22% 27%
Somerset 5%
Countryside or village 19% Cotswolds 5%
Rural coastline 12% Isle of Wight 5%
New Forest 4%
None of these 11%
Essex 2%
Mountains or hills 6%
Cambridgeshire 2%
City or large town 6%
Q: If you are not planning to visit Norfolk or Suffolk but you are planning to travel in the UK, what type of destination are
you looking for? (Sample: 1543) Q: If you are not planning to visit Norfolk or Suffolk but you are planning to travel in the
UK, where are you planning to visit? (Sample: 1403)Covid-19 – Online Consumer Sentiment Survey
Research Outputs – General activities and willingness to travel
• Confidence about taking holidays or short breaks in the UK,
during 2021?
• Reasons for not feeling confidence about taking holidays or
short breaks in the UK, during 2021?
• Will you be comfortable doing...
• What might restrict a future visit?
• Essential conditions required to use paid accommodation /
attractions?
• Activities less likely to do when allowed to travelCovid-19 – Online Consumer Sentiment Survey
Research Outputs – General activities and willingness to travel
Over half are ‘confident’ or ‘very confident’ about taking holidays or short breaks in the UK, during 2021. This gives an average confidence
score of 7.2 out of 10.
‘Restrictions on travel from government’ and ‘concerns about catching COVID-19’ are the two primary reasons people do not feel confident
about taking an overnight trip.
Confidence about taking holidays or short breaks Main reasons for not feeling confidence about taking holidays or short breaks
in the UK, during 2021 in the UK, during 2021
Restrictions on travel from government (national or devolved) 48%
7.2/10 I have concerns about catching COVID-19
It's not responsible to travel in this period
I have a general unease about travelling 34%
36%
47%
Average Fewer opportunities to eat/drink out 32%
score Restrictions on opportunities to socialise 29%
Fewer things to do/places to visit 27%
Personal finances 16%
28% 31%
25% Local residents may be unwelcoming 15%
5%
11%
Limited available annual leave 2%
Not confident Not very Unsure (3) Confident (4) Very confident Other 2%
at all (1) confident (2) (5)
Q: How confident are you about taking holidays or short breaks in the UK, during 2021?(Sample: 7512)
Q: What are they main reasons for not feeling confidence about taking holidays or short breaks in the UK,
during 2021? (Sample: 1162)Covid-19 – Online Consumer Sentiment Survey
Research Outputs – General activities and willingness to travel
Following on from the previous section, those who will end up going on holiday are concerned that there may be fewer things to do, places to
visit and fewer opportunities to eat and drink out.
What might restrict a future visit?
65%
34% 33%
23% 22% 16% 16% 14% 12% 1%
6%
Restrictions on Fewer things to do, Few opportunities Restrictions on I have concerns Personal finances Local residents may It’s not responsible I am uneasy about Need to return to Other
travel from places to visit to eat and drink out opportunities to about catching be unwelcoming to travel travelling work, limited
Government socialize COVID-19 annual leave
Q: Thinking about your next holiday, what might restrict your trip? (Sample: 7420)Covid-19 – Online Consumer Sentiment Survey
Research Outputs – General activities and willingness to travel
Outdoor walking and cycling activities are most likely to attract more visitors/engagement than normal, while respondents are least
comfortable using public transport, probably due to health and safety concerns.
Comfortable doing the following...:
Outdoor walking / cycling 98% Outdoor
Eating at a Using a public Using public
Shopping walking /
restaurant toilet transport
cycling
Shopping 78%
Fairly comfortable 51% 56% 39% 80% 34%
Eating at a restaurant 76%
Very comfortable 25% 22% 30% 17% 32%
Not very comfortable 15% 17% 13% 1% 17%
Using a public toilet 70%
Not at all comfortable 4% 3% 12% 1% 8%
Don’t know 4% 2% 3% 0% 7%
Using public transport 66%
I wouldn’t do this regardless 1% 1% 2% 0% 2%
of the current situation
Q: Will you be comfortable... Eating at a restaurant / Shopping / Using a public toilet / Outdoor
walking or cycling / Travelling by public transport? (Sample: 7490 / 7491 / 7500 / 7503 / 7488)Covid-19 – Online Consumer Sentiment Survey
Research Outputs – General activities and willingness to travel
Cleanliness is the factor considered most essential for accommodation providers to have in place, driven primarily by the use of sanitizers and
contactless check-in and payments. Covid cancellation assurances are close behind, including money back policies.
Essential conditions required to use paid accommodation (when allowed to travel)
Cleanliness (E.g. use of sanitizers, contactless check-in and payments). 77%
Covid cancellation Assurances (e.g. money back policy). 73%
Booking incentives (E.g. free cancellation, transferable bookings). 59%
People control (E.g. management of communal areas, reduced capacity, social distancing, etc). 58%
Staff and guests health measures (E.g. health checks and face masks). 56%
Quality assurance (E.g. We’re Good To Go industry standard). 39%
Q: What are the essential conditions required to use paid accommodation when allowed to travel? (Sample: 7490)Covid-19 – Online Consumer Sentiment Survey
Research Outputs – General activities and willingness to travel
Cleanliness is also the factor considered most essential for paid attractions to have in place, driven primarily by the use of sanitizers and
contactless check-in and payments. People control (management of communal areas, reduced capacity and social distancing) are also
important considerations when deciding to visit a paid attraction.
Essential conditions required to use paid attractions (when allowed to travel)
Cleanliness (E.g. use of sanitizers, contactless check-in and payments). 82%
People control (E.g. management of communal areas, reduced capacity, social distancing, etc). 77%
Staff and guests health measures (E.g. health checks and face masks). 63%
Covid cancellation Assurances (e.g. money back policy). 56%
Booking incentives (E.g. free cancellation, transferable bookings). 47%
Quality assurance (E.g. We’re Good To Go industry standard). 39%
Q: What are the essential conditions required to use paid attractions when allowed to travel? (Sample: 7471)Covid-19 – Online Consumer Sentiment Survey
Research Outputs – General activities and willingness to travel
Indoor play areas and attractions, followed by exhibitions, festivals and shows in Activities less likely to do when allowed to travel
enclosed spaces are likely to attract fewer visitors or engagement than normal. Indoor play area, attraction 67%
Exhibition, festival or show in enclosed… 63%
Spa, beauty, health treatments 49%
There are mixed opinions about the willingness to pre-book attractions and activities,
Golf 48%
ranging from those who ‘Just want to turn up’ to those for whom ‘booking is a must’,
Aquarium 42%
giving an average score of 5.7 out of 10. Watersports (e.g. canoeing, sailing,… 40%
Dining with indoor seating 33%
Outdoor play area, attraction 30%
Zoo, farm attraction 24%
Historic house, museum, cathedral, gallery 22%
Heritage railway 20%
5.7/10 Willingness to pre-book attractions and activities Exhibition, festival or show in large… 17%
Wildlife, birdwatching 12%
Average Walking, cycling 7%
Dining with outdoor seating 7%
score Go to the beach 6%
Garden or country park 6%
16% 15%
12% 13%
10% 8% 7% 10% Unlikely to take part in any leisure activities 6%
5% 5%
Other 1%
1 2 3 4 5 6 7 8 9 10
Q: On a scale of 1-10, how prepared are you to pre-book attractions and activities? (Sample: 7487)
Q: Please select the activities that you are less likely to do when allowed to travel. (Sample: 6948)Covid-19 – Online Consumer Sentiment Survey Research Outputs – About Norfolk and Suffolk • When did you last visit Norfolk or Suffolk? • If never, reasons why Norfolk and Suffolk do not appeal to you? • If visited last year, what did you like that would make you return? • Likes most about Norfolk and Suffolk? • What does “Unexplored England” signify to you?
Covid-19 – Online Consumer Sentiment Survey
Research Outputs – About Norfolk and Suffolk
Two in five visited Norfolk or Suffolk last year. The main reasons for these recent visitors to visit again include the ‘good beaches’, the fact that
area is easy to get to and, again perhaps linked to health and safety concerns, the fact that there is ample space to avoid crowds.
The good food and drink offer and the availability of good accommodation providers are other factors likely to generate return visits to Norfolk
and Suffolk.
When did you last visit Norfolk or Suffolk? What would make you return?
Good beaches 61%
Easy to get to 57%
Lots of space to avoid crowds 55%
Good food and drink 49%
Good accommodation 48%
I feel safe 37%
Good value for money 33%
Good weather 26%
42%
Social distancing was good 24%
25% 23%
Venues had good cleaning procedures 22%
8% 2% Good family attractions 18%
Last year Three or more Two years ago Never Other Other 2%
years ago
Q: When did you last visit Norfolk or Suffolk? (Sample: 7104)
Q: If you visited last year, what did you like that would make you return? (Sample: 2983)Covid-19 – Online Consumer Sentiment Survey
Research Outputs – About Norfolk and Suffolk
The ‘rural coast’, the countryside and seaside resorts are the top three assets people most like about Norfolk and Suffolk.
Norfolk and Suffolk promotes itself as Unexplored England. What this signifies to respondents at the moment relates to being ‘uncrowded’, the
availability of outdoor space and lots of space as well as the concept of being ‘off-the-beaten track’.
Most liked about Norfolk and Suffolk Unexplored England - What does this signify to you?
Rural coast 70% Uncrowded 66%
Countryside 59%
Outdoor space 59%
Seaside resorts 57%
Good walking and cycling landscape 45% Lots of space 55%
Heritage (e.g. castles, cathedrals, stately… 45% Off-the-beaten track 50%
Easy to get to 41%
Less travelled 46%
Local food and ingredients 37%
Broads National Park 29% Safe 22%
Norwich 20% Healthy 22%
Good family attractions 16%
Eco-friendly 10%
A long way from home 3%
Other 1% Nothing much to do 2%
Q: Generally speaking, what do you most like about Norfolk and Suffolk? (Sample: 6986)
Q: Norfolk and Suffolk promotes itself as Unexplored England. What does this signify to you? (Sample: 7007)Covid-19 – Online Consumer Sentiment Survey Research Outputs – Information and Support • Where do you go for travel information and inspiration? • Awareness of 'We’re Good to Go' industry standard • Awareness of ‘Know Before You Go’?
Covid-19 – Online Consumer Sentiment Survey
Research Outputs – About Norfolk and Suffolk
Respondents are most likely to use search engines to source travel information and inspiration as well as visiting official tourism websites such
as Visit Norfolk, Visit Suffolk and Visit East of England.
Where do you go for travel information and inspiration?
Search engine (e.g. Google) 70%
Official Tourism website (Visit Norfolk, Visit Suffolk, Visit East of… 66%
Online travel website (e.g. Booking.com) 36%
Trip Advisor 35%
Transport provider website (e.g. Greater Anglia) 10%
National magazine or its website 9%
National newspaper or its website 8%
Other 2%
Q: Where do you go for travel information and inspiration? (Sample: 7421)Covid-19 – Online Consumer Sentiment Survey
Research Outputs – About Norfolk and Suffolk
About two in five have heard about the 'We’re Good to Go' industry standard. Interestingly, about half of those who are aware of it said the
industry standard has influenced you decision making.
11% are familiar with the awareness campaign ‘Know Before You Go’.
Heard about the 'We’re Good to Go' industry standard? Influence - 'We’re Good to Go' Awareness - ‘Know Before You Go’
I don’t think I’ve see or heard of it 36% Yes
11%
I have definitely seen or heard of it 23%
Yes
No 48%
52%
I’ve probably seen or heard of it 22%
No
I have definitely not seen, heard of it 20% 89%
Q: Have you heard about the 'We’re Good to Go' industry standard? (Sample: 7458)
Q: If you know of 'We’re Good to Go', has it influenced you decision making? (Sample: 3254)
Q: Are you aware of the awareness campaign ‘Know Before You Go’? (Sample: 7424)Main contact:
Pete Waters
Executive Director
Visit East of England
pete@visiteastofengland.com
Research & methodology contact:
Sergi Jarques
Director
Produced by: Destination Research Ltd
info@destinationresearch.co.uk
www.destinationresearch.co.uk
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