UK Tourism Dynamics Seizing opportunities in your region - Barclays Corporate

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UK Tourism Dynamics Seizing opportunities in your region - Barclays Corporate
UK Tourism Dynamics
Seizing opportunities in your region
UK Tourism Dynamics Seizing opportunities in your region - Barclays Corporate
Contents
3      Section one: Introduction                                              8    Section two: Focusing on London
4      Emerging economies                                                     10   Domestic tourism spend on retail
5      Enjoying the ‘staycation’                                              11   Overseas tourism spend on retail
6      Total expenditure breakdown                                            12   Domestic tourism spend on hospitality and leisure
7      UK regional performance                                                13   Overseas tourism spend on hospitality and leisure
                                                                              14   Exploring London

                                                                              16 Section three: Considerations for success
                                                                              17   Case study: Corinthia Hotel London

                                                                              18 Section four: Key takeaways

This report has been produced by Conlumino for Barclays.
All content has been researched, developed and produced by Conlumino
at the request of Barclays for the purpose of this report. All charts, data
and statistics featured in this report are the product of this research.
All rights reserved. May 2014

Conlumino
www.conlumino.com
neil@conlumino.com
T: 020 7936 6655

                                                                                                      2 of 19
UK Tourism Dynamics Seizing opportunities in your region - Barclays Corporate
Section one: Introduction
The UK’s impressive heritage and enthusiasm for contemporary culture
make it an attractive destination for the world’s tourists. By 2017, total
expenditure by domestic and overseas tourists is expected to increase
by 27% to just over £135.5bn.

Overseas tourism spend is anticipated to rise at a faster        There is further evidence of optimism around the retail,       We hope that you will find this report insightful, and that
rate (33.6%) than domestic (25.3%) across the UK’s retail,       hospitality and leisure sectors, with increased investment     it will support you in considering how you can maximise
hospitality and leisure industries.                              in developments predicted in the coming years, including       the opportunities afforded through UK tourism.
                                                                 in typically less prosperous areas of the UK.
Expenditure on retail goods by overseas tourists is set
to rise 36.3% to over £9.3bn by 2017, while overseas
tourist spend on hospitality and leisure is set to rise by
33% to £14.7bn in the same period. Wealthy consumers
from emerging economies such as Asia and the Middle
East will largely drive this growth, as well as the increasing
disposable incomes of the middle classes from developing
                                                                 £135.5bn
                                                                 Anticipated total spend by domestic
markets and Eastern Europe.                                      and overseas tourists across the
By 2017, domestic tourist expenditure on hospitality and         UK by 2017
leisure is set to grow to almost £69bn, and domestic                                                                            Richard Lowe                    Mike Saul
                                                                 This report analyses how tourists are spending their money     Head of Retail                  Head of Hospitality
tourist spending on retail goods is set to reach £15.6bn.
                                                                 in the UK, across both retail and leisure destinations, with   & Wholesale                     & Leisure
Whilst online and mobile retail continues to pose a              an in-depth focus on your region. The report also proposes
threat to high-street profits, consumers have shown              strategies that retailers and leisure operators may want to
increasing willingness to spend on small indulgences,            consider when tailoring their services to ever-evolving
such as dining out and visiting leisure attractions.             domestic and overseas audiences.

                                                                                           3 of 19
Emerging economies
Growth in expenditure by overseas tourists in the UK is set to outperform
domestic tourist expenditure growth between 2013 and 2017. Total overseas
tourist expenditure will grow 33.6%, against a growth of domestic tourist
expenditure of 25.3%.

This increase in overseas tourist expenditure growth will be      Top ten overseas nationalities by proportion of tourism expenditure in the UK
driven primarily by tourists from emerging countries. While
                                                                                                                                      2013                       2017
the USA, France and Germany will continue to represent the
three highest spending countries in 2017, the key growth           12.3%                                                      USA                        USA                                                           10.8%
                                                                  £2,497m                                                                                                                                               £2,926m
sources will be the UAE, China and Russia.
                                                                                      7.6%                                    France                     France                                           6.6%
London remains the destination of choice for visitors from                        £1,543m                                                                                                                 £1,798m
emerging economies. Even those that plan to extend their                                  6.4%                                                                                                          6.2%
                                                                                                                              Germany                    Germany
travels further afield, across the UK and even mainland                               £1,290m                                                                                                           £1,668m
Europe, tend to view the city as an ideal base – reflecting its                                 5.3%                                                                                                 5.0%
                                                                                                                              Australia                  Australia
distinct appeal and convenient travel infrastructure.                                     £1,074m                                                                                                    £1,356m

                                                                                                  3.8%                        Irish Republic             China                                   3.7%
                                                                                                 £773m                                                                                           £1,011m

                                                                                                   3.7%                       Spain                      Irish Republic                       2.9%
                                                                                                  £754m                                                                                       £774m

                                                                                                   3.7%                       Italy                      UAE                                  2.8%
                                                                                                  £744m                                                                                       £756m

                                                                                                       3.0%                   Netherlands                Italy                                2.8%
                                                                                                   £611m                                                                                      £753m

                                                                                                       2.9%                   Canada                     Spain                                2.8%
                                                                                                    £577m                                                                                     £750m

                                                                                                       2.7%                   China                      Russia                               2.8%
                                                                                                       £549m                                                                                  £750m

                                                                  The right-hand side of the chart displays the projected figures for 2017. The dark blue numbers represent that country’s percentage of the total UK overseas
                                                                  tourist expenditure.
                                                                  Source: ONS, Visit Britain.

                                                                                                    4 of 19
Enjoying the ‘staycation’
London remains the top tourist destination in the UK, as a result of its heritage
sites, vibrant nightlife, strong dining scene, and almost unrivalled retail offering.
However, an uplift in domestic tourism is helping other UK regions to gain
popularity amongst native daytrippers and vacationers alike.

Across the UK, domestic tourist expenditure is set to          Total tourist expenditure (£m) in the UK and growth
grow by an impressive 25.3% to over £108bn by 2017.            between 2013-2017

The domestic market has certainly benefited from the
trend towards ‘staycations’, with financially pressured UK
consumers opting for domestic holiday opportunities over                                   £20,260m
travelling abroad.                                                                                                     +33.6%
While the nation’s improving economic outlook will lead
                                                                                                 £27,065m
to a gradual rise in the number of consumers looking to              Overseas
holiday abroad again, it is unlikely to precipitate a return
to the holidaying habits that preceded the economic
downturn.
                                                                                                                                                              £86,539m
                                                                                                                                                                                                +25.3%
                                                                                                                                                                                    £108,474m
                                                                     Domestic

                                                                  2013        2017

                                                               Please note that overseas expenditure excludes airline costs. Domestic expenditure includes both overnight stays and daytrips.

                                                                                                5 of 19
Total expenditure breakdown
Tourism is set to generate increased revenue for both retail and
leisure operators by 2017.

When looking at the breakdown of spend on retail,              Breakdown of overseas tourist spend
overseas tourists are expected to increase their
expenditure on both fashion and home goods by
approximately 38%, whereas sales of electrical are
anticipated to fall by 29%. This boost in fashion and
home sales may be supported by the continuing
popularity of ‘Brand Britain’, as well as the cheaper cost     33.8%                                                54.6%           34.5%                                                54.4%
                                                                                              2013                                                               2017
of some premium fashion items, in comparison to their          £6,857m                                              £11,064m        £9,346m                                               £14,713m
international pricing in a number of countries. Overall
domestic expenditure on retail will also rise, as a number                                                                                                                                   Hospitality and leisure
                                                                                                                                                                                             Retail
of UK residents travel in-country for shopping
                                                                                                                                                                                             Other
opportunities.

A strong performance for the leisure industry
                                                               Breakdown of domestic tourist spend
The hospitality and leisure sector is also positioned to see
the positive effects of overseas tourism, with spending on
accommodation growing by 32.8%, dining out by 33.5%
and leisure attractions by 32.2%. In addition, spending on
hospitality and leisure by domestic tourists is expected to
rise over the same period.                                                                                                                                                                63.6%
                                                               14.6%                          2013                  63.2%           14.4%                        2017
                                                               £12,624m                                             £54,674m        £15,579m                                              £68,964m
The sector is expected to see a 26.1% increase in total
domestic expenditure, with the leisure attractions                                                                                                                                           Hospitality and leisure
sub-sector forecast to see the most growth (27.1%).                                                                                                                                          Retail
                                                                                                                                                                                             Other

                                                               These charts show the proportion of total overseas and domestic tourist spend in the UK that is made on hospitality and leisure, retail and other,
                                                               for 2013-2017. ‘Other’ includes spends such as on transport services.
                                                               Sources: ONS, Visit Britain.

                                                                                                6 of 19
UK regional performance
Aside from London, UK regions that boast strong, differentiated attractions
and focused marketing are outperforming other areas that are yet to develop
targeted tourist strategies.

Scotland, for example, is set for a spectacular 39.8%         Wales is also predicted to experience a high expenditure                         Planet, who named Wales’ Coastal Path as the number
growth in expenditure by international tourists by 2017,      growth rate by 2017, perhaps as a result of its recent                           one destination in their “Best in Travel 2012”, ahead of
taking total overseas tourist spending for the country to     investment in its retail and leisure offering. Interest from                     exotic locations such as Borneo and La Ruta Maya.*
nearly £2.3bn. Investment by Visit Scotland in European       overseas visitors has also been encouraged by Lonely
markets has ensured that the country maintains a high
number of visitors from the EU, with Scotland receiving       Regional proportions of total overseas tourist expenditure (£m)
international recognition for its natural scenery, abundant
                                                                                                                             2013                            2017
wildlife and a thriving cultural scene.
                                                                 54.9%                                             London                           London                                                     56.0%
                                                              £11,132m                                                                                                                                         £15,144m
Conversely, the North East has struggled to effectively
                                                                                             10.3%                 South East                       South East                            9.7%
market its strengths around natural scenery and cultural                                    £2,088m                                                                                       £2,628m
heritage and consequently has found it difficult to get its                                    8.1%                                                                                      8.5%
                                                                                             £1,636m               Scotland                         Scotland
voice heard above more high-profile neighbours, such as                                                                                                                                  £2,288m
Yorkshire and Scotland.                                                                          5.4%              South West                       South West                          5.3%
                                                                                              £1,102m                                                                                  £1,447m
The benefits of effective marketing and investment                                               5.2%                                                                                   4.9%
                                                                                                                   Midlands                         Midlands                           £1,320m
                                                                                              £1,044m
Northern Ireland ranks last in share of both overseas and                                         4.8%             North West                       North West                         4.6%
domestic expenditure amongst the regions. This may                                              £976m                                                                                  £1,232m
be because tourists are more likely to daytrip within                                             4.3%             East of England
                                                                                                                                                                                       4.3%
                                                                                                                                                    East of England                    £1,161m
                                                                                                £874m
mainland UK. Although share of total expenditure will
                                                                                                  3.9%             Yorkshire & North East           Yorkshire & North East             3.6%
remain steady, spending within Northern Ireland is actually                                      £792m                                                                                 £987m
increasing at one of the fastest rates across the UK,                                               1.9%                                                                              2.0%
                                                                                                                   Wales                            Wales
potentially as a result of improvements in the region’s                                           £381m                                                                               £544m
marketing to tourists and recently unveiled attractions.                                            1.2%           Northern Ireland                 Northern Ireland                 1.2%
                                                                                                   £236m                                                                             £314m

                                                              The left-hand side of the chart shows the ranking of regions by overseas tourist expenditure in 2013, with dark blue numbers displaying the proportion of
                                                              total overseas tourist expenditure in the UK that these regions represent. The charts on the right display these figures for 2017.
*Lonely Planet’s Best in Travel: top regions for 2012.        Source: ONS, Visit Britain.

                                                                                               7 of 19
Section two: Focusing on London
London remains the destination of choice for both domestic and overseas
tourists to the UK. Overseas tourist spend is set to increase by 36%, and
domestic tourism spend should increase by 24.7% by 2017.

With some of the world’s busiest airports and railway                        Although growing steadily in terms of expenditure,
networks, it is perhaps unsurprising that London’s tourist                   London’s share of domestic tourism is expected to
trade is set to go from strength to strength between now                     decrease within the total UK market by 2017. This may be
and 2017. Iconic locations, impressive marketing and a                       a result of increasing prices in the city, or perhaps more
multicultural community all add to the global depiction                      positively, it may depict the impact of increased efforts
of London as one of the world’s most vibrant cities,                         amongst the UK’s regions to attract tourists away from
encouraging an array of international and UK-based visitors.                 the capital city.

Overall tourist spending: 2013-17                                            Overseas tourist spending: 2013-17                                             Domestic tourist spending: 2013-17
   2013                                                                         Growth 2013-17                                                                 Growth 2013-17
   2017                                                                         Percentage of total overseas tourist spending in the UK                        Percentage of total domestic tourist spending in the UK

                  +36.0%                        +24.7%                                                        +36.0%                                                                        +24.7%

                                                     £17,535m                                                                             £15,144m                                                        £16,833m       £17,535m
                                                                                                                           £13,932m                                                        £15,871m
                       £15,144m                                                                              £12,876m                                                         £14,916m
                                         £14,058m                                                                                                               £14,058m
                                                                                               £11,889m
                                                                                 £11,132m
            £11,132m
                                                                                                               55.25%        55.66%        55.96%
                                                                                  54.95%         54.80%

                                                                                                                                                                  16.24%        16.22%       16.28%        16.31%         16.16%

                 Overseas                      Domestic                            2013          2014          2015          2016          2017                   2013          2014          2015          2016          2017
Overseas expenditure excludes airline costs. Domestic expenditure includes   Percentages show the proportion of total UK overseas and domestic tourist spend in £m made in this region. Please note that domestic spend includes both
both overnight stays and daytrips.                                           overnight stays and daytrips.

                                                                                                              8 of 19
Focusing on London
In 2017, overseas tourists are expected to spend £15.1bn in London,
representing 56% of total overseas tourist spend in the UK. One factor driving
this trend is growth in the middle classes in emerging economies, with many
of these affluent individuals expected to visit London.

The easing of visa requirements for visitors from the          Top ten overseas nationalities visiting London, by expenditure
UAE, Oman and Qatar in early 2014, and the expected
                                                                                                                                    2013                         2017
extension to Kuwaiti nationals in 2015, should provide a
major boost to the UK’s tourist industry, particularly in        13.7%                                                      USA                         USA                                                           11.9%
                                                               £1,527m                                                                                                                                                 £1,795m
London. Visitors from these nations have some of the
highest expenditure per visitor. Tourists from the UAE are                           6.3%                                   France                      France                                         5.3%
                                                                                 £1,696m                                                                                                               £798m
expected to spend £448m in London in 2017 – an increase
of 73% compared to 2013.                                                                     4.5%                           Australia                   Australia                                   4.2%
                                                                                        £505m                                                                                                       £635m
Competition from other European and Asian destinations
                                                                                             4.3%                           Germany                     Germany                                    3.7%
and the effects of the recession resulted in a decline of US                                 £478m                                                                                                £567m
tourists; however, the 2012 London Olympics encouraged
                                                                                              4.0%                          Italy                       China                                    3.5%
these numbers to rise again. Americans were the highest                                      £447m                                                                                               £525m
spenders of all international tourists in London in 2013,
                                                                                               3.2%                         Spain                       Russia                                   3.3%
boosting the local economy by over £1.5bn.                                                     £360m                                                                                             £502m

                                                                                                    2.7%                    Switzerland                 Italy                                  3.0%
                                                                                                £300m                                                                                          £459m

                                                                                                    2.5%                    Canada                      UAE                                    3.0%
                                                                                                £283m                                                                                          £448m

                                                                                                     2.5%                   China                       Brazil                               2.6%
                                                                                                    £280m                                                                                    £393m

                                                                                                     2.3%                   UAE                         Spain                               2.4%
                                                                                                    £259m                                                                                   £363m

                                                               The right-hand side of the chart displays the projected figures for 2017. The dark blue numbers represent that country’s percentage of this region’s total
                                                               overseas tourist expenditure.
                                                               Source: ONS, Visit Britain.

                                                                                                    9 of 19
London: Domestic tourism spend on retail
Total domestic tourist expenditure on retail goods in London is predicted to
increase to £2.8bn by 2017.

By 2017, the proportion of domestic tourist expenditure          Domestic tourist spending: retail
on retail goods within London will remain reasonably flat
on 2013, despite an actual increase in the total value                                                 15.9%                                           16.0%
                                                                                                        £2,334m                                        £2,806m
of spending.

The recent economic downturn led to consumers moving
away from the mid-market and opting for either value
                                                                                   2013                                            2017
goods or premium items. The predicted increase in actual
expenditure could indicate that retail’s mid-market will
continue to shrink in the coming years.

It is not surprising that electrical retail sales are expected
to decrease on the high street, given the level of online
price competition surrounding the industry.                         Retail and wholesale         Other domestic tourist spending

Other retail sales are set to increase, including rising sales   The above charts show the proportion of total domestic tourist spend in the region that is made on retail, for 2013 and 2017.

of luxury food and drink – with London benefiting from
popular food retail destinations such as Fortnum & Mason
                                                                 Total domestic tourist spending (£m) and growth on retail goods, by category
and the food halls at Harrods, John Lewis and Selfridges.

                                                                 Fashion                                                                                       774                  1,017        +31.3%
                                                                 retail

                                                                 Home                                         278          403     +45.1%
                                                                 retail

                                                                 Electricals                       158     212      -25.7%
                                                                 retail

                                                                 Other                                                                                                             970                    1,227   +26.6%

                                                                    2013        2017

                                                                                                 10 of 19
London: Overseas tourism spend on retail
By 2017, total overseas tourist expenditure on retail goods in London is
predicted to reach £5.83bn.

This anticipated increase in expenditure from overseas         Overseas tourist spending: retail
tourists highlights that London will continue to be a top
retail destination for international visitors.                                                        37.7%                                          38.5%
                                                                                                      £4,202m                                        £5,830m

Given that some premium goods remain at particularly high
prices in countries such as Brazil, China and the Middle
East, London’s high-value retailers may reap the benefits
                                                                                 2013                                             2017
of wealthy overseas visitors enjoying the UK’s lower prices.

The home retail sector may also profit from the rise in
‘Brand Britain’, with British-made homeware remaining
popular amongst overseas tourists. As such, retailers could
start to think about how best to advertise their home retail
products for maximum effect in the coming years.                  Retail and wholesale          Other overseas tourist spending

                                                               The above charts show the proportion of total overseas tourist spend in the region that is made on retail, for 2013 and 2017.

                                                               Total overseas tourist spending (£m) and growth on retail goods, by category

                                                               Fashion                                                                                                   2,697                 3,786   +40.4%
                                                               retail

                                                               Home                                        511    712     +39.4%
                                                               retail

                                                               Electricals                 45    67 -32.7%
                                                               retail

                                                               Other                                                  926      1,287     +39.0%

                                                                  2013        2017

                                                                                                11 of 19
London: Domestic tourism spend on hospitality and leisure
Total expenditure on hospitality and leisure by domestic tourists in London
is set to rise to £11.2bn by 2017.

Domestic tourist spend will continue to be highest on       Domestic tourist spending: hospitality and leisure
leisure attractions and eating out. Lower growth in
                                                                                                  63.8%                                           64.0%
expenditure on accommodation could be due to the
                                                                                                   £8,965m                                        £11,222m
number of domestic tourists visiting London on day trips.

As the UK’s rail and airline infrastructure improves, to
and from London, the city may expect to see reduced
                                                                              2013                                            2017
spending on accommodation from domestic tourists.
As such, accommodation providers may want to consider
how they are marketing their hotels to residents outside
of the UK for maximum effect.

                                                               Hospitality and leisure       Other domestic tourist spending

                                                            The above charts show the proportion of total domestic tourist spend in the region that is made on hospitality and leisure, for 2013 and 2017.

                                                            Total domestic tourist spending (£m) and growth in hospitality and leisure, by category

                                                            Eating out                                                                                                        4,913                   6,172   +25.6%

                                                            Accommodation                                      1,537 1,859       +20.9%

                                                            Leisure                                                              2,515         3,191     +26.9%
                                                            attractions

                                                               2013        2017

                                                                                            12 of 19
London: Overseas tourism spend on hospitality and leisure
Overseas tourism spending across the hospitality and leisure sector in
London is anticipated to rise to over £7.8bn by 2017.

As a renowned tourist destination of choice, for both             Overseas tourist spending: hospitality and leisure
overseas and domestic visitors, it is no surprise that
                                                                                                        52.2%                                           51.8%
spending across London’s hospitality and leisure sector
                                                                                                        £5,813m                                         £7,845m
is predicted to increase.

Although hospitality and leisure attractions are expected to
maintain the majority share of overseas tourist spend in 2017,
                                                                                    2013                                             2017
it is interesting that the proportion of total overseas tourist
spend on the sector is due to dip by 0.4%. This could indicate
that overseas tourists are visiting London for good-value
shopping opportunities, as well as a chance to see the sights.

London holds a very strong position on the world’s stage,
and has undeniably benefited from the recent London                  Hospitality and leisure       Other overseas tourist spending
Olympic Games, which brought global attention to the
                                                                  The above charts show the proportion of total overseas tourist spend in the region that is made on hospitality and leisure, for 2013 and 2017.
city’s hospitality and leisure offerings. In a competitive
marketplace, operators in the sector must ensure that
they are marketing their services appropriately to keep
attracting new and repeat visitors.                               Total overseas tourist spending (£m) and growth in hospitality and leisure, by category

                                                                  Eating out                                                                                    2,214                    2,999      +35.4%

                                                                  Accommodation                                                                                               2,616                         3,544   +35.5%

                                                                  Leisure                                                 983     1,302     +32.5%
                                                                  attractions

                                                                     2013        2017

                                                                                                  13 of 19
Exploring London
London is home to world-class museums and galleries, a vibrant nightlife,
an extensive and varied dining scene with 65 Michelin-starred restaurants,
and some of Europe’s top sporting and entertainment venues.

                                                                                           The pinnacle of the UK’s tourist industry
Population:                       c. 8.2 million*
                                                                                           From quirky independent shops and markets, to the
Overseas visitors:                c. 15.5 million**
                                                                                           giant Westfield Centres in Shepherd’s Bush and Stratford,
Key attractions:                  Tower of London                                          and the world-renowned West End destinations of Oxford
                                  Museums and galleries                                    Street, Regent Street, Knightsbridge and Bond Street,
                                  The London Eye                                           London is also one of the world’s premier retail
                                  The Houses of Parliament                                 destinations.
                                  Covent Garden
                                                                                           Significant retail and leisure investments
                                  Harrods
                                                                                           to support growth
                                  Buckingham Palace
                                                                                           London has always been a magnet for investment and
                                                                                           the coming years are set to be no exception. For example,
                                                                                           in South London, Westfield and Hammerson are preparing
                                                                                           for the £1bn regeneration of the Whitgift Centre. Expected
                                                                                           to be completed in 2018, the development is set to
                                                                                           include 1.5 million square feet of retail space, as well as
                                                                                           restaurants, a bowling alley and a multi-screen cinema.

                                                                                           In Battersea, proposals for the long-awaited redevelopment
                                                                                           of Battersea Power Station are in discussion. The £8bn
                                                                                           project is envisaged to feature new homes, shops, a library
                                                                                           and a hotel and leisure centre, while a Northern Line
                                                                                           extension is set to improve the area’s transport links to
                                                                                           the city.
 *2011 census
**2012 figure
  http://www.visitbritain.org/insightsandstatistics/inboundvisitorstatistics/
  regions/towns.aspx

                                                                                14 of 19
London’s pre-eminence is set to become more
ingrained

The scale of investment in London’s retail and leisure
scene dwarfs that of any other region of the UK. Stratford,
previously seen as an area in decline, has undergone
significant regeneration as a result of the 2012 London
Olympics, and plans for Battersea and Croydon should
help to boost levels of tourism in the south of London.

The capital city is also likely to be the main beneficiary of
eased visa requirements for a number of countries, including
Brazil and members of the Gulf Co-operation Council.

£8bn
Envisaged for the redevelopment
of Battersea Power Station

Improved infrastructure to strengthen London’s
tourist market

Initiatives such as Crossrail will connect East and West
London like never before. Together with the Thames
Clipper, the widening of the DLR and Overground networks,
as well as proposed 24-hour underground services,
London’s infrastructure will be a key driver in the city’s
ever-growing tourist industry. These transport links are also
expected to encourage the general bustle of visitors – often
found in the West End’s theatre and shopping districts – to
consider visiting the contemporary, fashionable emerging
areas of East London, as well as lesser known parts of
South London.

                                                                15 of 19
Section three: Considerations for success
There are a number of strategies that retail, hospitality and leisure operators
could consider in order to attract a higher volume of tourists.

                                                           Common strategies
                                                           Know your audience
       Hospitality & Leisure                               •   Talk to your audience in the channels they use, whether
                                                               it is social media, advertising, or television and radio
       Selling tickets                                     •   Tailor your social media and online services to different
       •   Attractions requiring tickets should                international audiences, considering multiple languages
           consider how visitors are able to purchase          and cultural interests
           in advance, which may be a simple way to        •   Proactively monitor foreign exchange rates, to ensure
           secure footfall.                                    that campaigns are launched at optimal times, when
                                                               particular overseas visitors are more likely to come to     Retail & Wholesale
       Brochures and marketing communications                  the UK.
       •   Brochures aimed at overseas tourists                                                                            Ease of purchase
           should consider local tastes, preferences and   Strategic marketing                                             •   Appropriate payment options are a key
           requirements – this could mean producing        •   Consider location-based advertising, such as in                 consideration. For example, Union Pay
           a number of subtly different campaigns              airports, train stations or nearby ports                        is particularly important to Chinese consumers
           for a variety of nationalities.                 •   Actively manage your media relations strategy                   and is something companies could offer if they
                                                           •   Work with local tourist offices                                 wish to maximise potential spending.
                                                           •   Engage with in-flight publications or hotel lobbies.
                                                                                                                           ‘Brand Britain’
                                                           Working in partnership                                          •   British-made goods remain popular amongst
                                                           •   Retailers and leisure operators may find collaboration          overseas consumers. Retailers may want to
                                                               mutually beneficial. For example, hoteliers may look to         consider how they are marketing their
                                                               advertise nearby shopping areas and restaurants, or             products to an audience eager for
                                                               even use local products throughout the building.                ‘Brand Britain’.

                                                                           16 of 19
Case study: Corinthia Hotel London
Corinthia Hotel London has grown from strength to strength since its
opening in 2011, and owes its success to understanding its customer base,
as well as celebrating its local surroundings.

As a five-star hotel in London with just under 300             Dynamic marketing                                            Dixon admits that the hotel’s nascent UK brand has allowed
bedrooms, Corinthia Hotel London might be mistaken                                                                          it to be more flexible and bespoke when attracting attention
for a company with a long-established brand image and          Marketing is key in successfully targeting Corinthia’s       from customers and the media. Building the brand from a
history within the capital. Matthew Dixon, the hotel’s         different audiences. In the USA, the hotel advertises in     low awareness has allowed Corinthia to be slightly bolder
General Manager, explains how the somewhat unknown             specific leisure publications, and deploys more innovative   than some of its more established competitors, helping it
leisure business has, within the last three years, developed   approaches, such as screening small-scale 3D movies in       to stand out in the busy London market.
effective business strategies to build its brand and ensure    Hollywood, which take viewers on a virtual tour of their
success in a crowded market.                                   London building.                                             Making the most of your location

Understanding your audience                                    Search engines and travel review websites allow everyday     Situated near Trafalgar Square, Corinthia Hotel London
                                                               consumers to rate the establishment, and as such the         does not share the Mayfair location of many of its five-star
“Understanding your client demographic is essential,”          hotel monitors online ratings with a dedicated social-       competitors; however, Dixon sees this as an opportunity.
states Dixon. “We track which particular nationalities are     media manager who attempts to respond to every online        “We currently engage with the Business Improvement
visiting our hotel on a regular basis, and identify how our    review, engaging with visitors on a more personal level.     District, which allows us to collaborate with local retail,
clients prefer to book with us.”                                                                                            infrastructure and leisure projects – ensuring that we make
                                                                                                                            the most of our local community and keep attracting
The hotel has identified the nationalities which make up                                                                    tourists from all areas, especially the local UK market.”
the bulk of its customer base, and targeting these various
audiences requires different techniques to encourage                                                                        Indeed, this collaboration ensures that consumers are
reservations: in North America, for example, three                                                                          aware of the array of facilities on the North Bank, as well
dedicated sales managers work in-country to profile the                                                                     as encouraging tourism and generally improving the local
brand with potential visitors. Matthew Dixon takes a                                                                        environment. By working with retailers and leisure
tailored approach to his interactions with the Middle East,                                                                 operators alike, Corinthia is able to reap the mutual
ensuring he personally attends networking events to                                                                         benefits of investing in its surroundings.
build word of mouth, whereas in China and Russia he
recognises more traditional consumer patterns, with                                                                         With an impressive location, luxurious facilities and an
travellers booking through UK-based agents.                                                                                 emerging brand, Corinthia is excited about what the next
                                                                                                                            decade will bring, and looks forward to getting to know its
                                                                                                                            developing client base even further.

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Section four: Key takeaways
•   By 2017, total expenditure by domestic and overseas tourists across the UK is expected to increase by
    27%, to just over £135.5bn

•   Domestic tourists continue to enjoy the ‘staycation’ across the UK, and competition for visitors is
    increasing between the regions

•   Mobile and online purchases continue to challenge high-street retailers; however, domestic tourists
    seem to be willing to spend in store on luxury items

•   Premium retail remains a key draw for some overseas visitors seeking the UK’s lower prices

•   Businesses should understand their audience to ensure that their service and marketing approach
    suit the needs of their most frequent visitors

•   Effective marketing, including the use of social media channels, is essential for a region’s success
    within the UK’s wider tourism market, but should also be a key consideration for individual businesses

•   When working together, both retailers and leisure operators can reap the benefits of tourist trade.

    To find out more about how Barclays can support your business,
    please call 0800 015 4242* or visit barclays.com/corporatebanking

*To maintain a high quality of service, your call may be monitored or recorded for training and security purposes. Calls to 0800 numbers are free of charge,
when calling from a UK landline. Charges may apply when using a mobile phone or when calling from abroad. Lines are open from 8am to 6pm Monday to Friday.

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About the authors
For further information and to find out how our sector
specialist teams can support your business, please
contact Richard Lowe, Head of Retail & Wholesale,
or Mike Saul, Head of Hospitality & Leisure.

                                  Richard Lowe
                                  Head of Retail & Wholesale
                                  T: +44 (0) 7775 540 802
                                  richard.lowe@barclays.com

                                  Mike Saul
                                  Head of Hospitality & Leisure
                                  T: +44 (0) 7775 540 800
                                  mike.saul@barclays.com

Please note: these are mobile phone numbers and calls will be charged in accordance with your mobile tariff.
No part of this publication may be reproduced or stored in a retrieval system, in any form or by any means, electrical, mechanical, photocopying or otherwise, without the prior consent of the publishers. The views and forecasts presented
in this report represent independent findings and conclusions drawn from a study by Conlumino. Conlumino can accept no responsibility for any investment decision made on the basis of this information or for any omissions or
inaccuracies that may be contained in this report. This report has been produced in good faith and independently of any operator or supplier to the industry. We trust that it will be of significant value to all readers.
The views expressed in this report are the views of third parties, and do not necessarily reflect the views of Barclays Bank PLC nor should they be taken as statements of policy or intent of Barclays Bank PLC. Barclays Bank PLC takes
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Barclays is a trading name of Barclays Bank PLC and its subsidiaries. Barclays Bank PLC is authorised by the Prudential Regulation Authority and regulated by the Financial Conduct Authority and the Prudential Regulation Authority
(Financial Services Register No. 122702). Registered in England. Registered number is 1026167 with registered office at 1 Churchill Place, London E14 5HP.
May 2014.

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