Business Trade Survey 2011

Key Findings

January 2012

Chapter 1: Introduction
The Survey
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Opinion Research Services (ORS) was commissioned by South West Wales Tourism Partnership (SWWTP) to undertake a survey of Trade Operator opinion in the counties of the region Carmarthenshire, Neath Port Talbot, Pembrokeshire and Swansea. This survey was also undertaken by ORS in 2010 and 2009. The three Tourism Trade Organisations (TTOs) Carmarthenshire Tourist Association, Pembrokeshire Tourism and Tourism Swansea Bay worked in partnership with the following organisations to define the survey objectives and to design the questionnaire: Carmarthenshire County Council City and County of Swansea Gallu Neath Port Talbot County Borough Council Pembrokeshire Coast National Park Authority Pembrokeshire County Council

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This report represents the results for the online survey administered by ORS in November 2011. The online survey was made available for trade operators to complete online between 2 nd and 22nd November 2011 and was promoted to TTO members and other tourism trade operators.

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Survey Contents
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This report presents the findings from this survey under the following main headings: Business Trends and Outlook Your Visitors Marketing Your Business Training, Development and Motivating You and Your Staff Local Produce

Survey Response
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In total, 256 surveys were completed online.

Chapter 2: Key Findings

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The following paragraphs selectively highlight some key issues, but readers are referred to the detailed graphics for the full story. The suite of ORS reports also includes full cross tabulations.

Business Trends
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Almost two fifths of respondents feel that the volume of business they experienced between April and September 2011 compared to the same period last year has increased (38%), whereas a slightly lower proportion have seen a decrease (35%). Just over a quarter reported that it has stayed the same (27%). The main reason given for an increase in the volume of business is better targeted marketing activity (61%), whilst the main reason given for decreased business is the economic climate (91%). Over two fifths of respondents (44%) said that they had changed their business pricing structure between April and September 2011. Three quarters of respondents (75%) said that their business offered short breaks this season (April to September 2011). Of these respondents, 40% said that short breaks account for small proportion of their business, whereas lower proportions stated that they account for a fair (32%) and large (27%) proportion.

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Business Outlook
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When asked about their business prospects now compared to last year, almost half feel about the same (47%). Just under 1 in 3 feel more optimistic (28%) and a quarter feel less optimistic. 57% of respondents are planning capital improvements to their business and 43% are planning revenue improvements, whereas 28% have no plans for improvements.

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Visitor Markets
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A rank analysis shows that England is the largest source of UK visitors for respondents and Northern Ireland is the smallest. Around 9 in 10 respondents reported that their business has international visitors (91%). When these respondents were asked to identify their main overseas markets, a rank analysis shows that Western Europe is the largest source of overseas visitors and the Far East is the smallest. Compared to this time last year, over two fifths of respondents reported that their business has received the same amount of overseas visitors (44%), whereas around a third reported that they received more (34%) and only around a fifth said that they have received less (22%).

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Visitor Behaviours and Motivations

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Under half of respondents feel that general and sporting events, shows and festivals are of benefit to their businesses (46%).

Websites
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Nearly all the respondents (97%) have a website for their business. Whilst over 7 in 10 reported that their website has the facility to make a booking (71%), a high proportion said that their website does NOT have the facility to search for real time/live availability (53%) nor to confirm and take payment for a booking/reservation (64%). Around half of respondents reported that their business website displays business reviews (49%). However, only around 3 in 10 have a website which displays reviews delivered via a third party site (29%). Only around two fifths of respondents reported that their business works through third party sites (39%). The main reason given by respondents for their business not working through third party sites is that it is not required (42%).

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Other Marketing Activity

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The main online marketing activities that respondents undertake are Search Engine Optimism (50%) and social media activity (50%). Half of respondents or more reported that their business has a Google Places listing that they manage (53%) and a Facebook page (50%), whereas over a quarter said that their business has a Twitter account (31%) and a TripAdvisor Owner Centre listing (26%).

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Online Reviews
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A high proportion of respondents do not use 5 out of the 7 methods listed in Figure 29 to monitor online and reviews and comments. However, around three fifths reported that they use TripAdvisor (62%) and social networks (59%) for this purpose. Around two thirds of respondents always or sometimes respond to negative reviews (67%), of which over half said always (53%), whereas slightly fewer respond always or sometimes to positive reviews (63%).

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Staff Training
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When asked about the importance of staff development through training, around four fifths feel that it is important (81%), with half saying that is very important. Only 7% feel that it is unimportant. Just under three fifths of respondents (57%) said that someone from their business had been on a course over the last 12 months.

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The main reason given by respondents for no one from their business attending any courses within the last 12 months is that they are of no value to their organisation (42%). The types of courses that have been most frequently attended in the last 12 months are: marketing/advertising (45%), social/digital media (43%) and food (34%). When asked who they have received training from in last 12 months, the highest proportion of respondents said the Tourist Association (54%). Almost all respondents said that they intend to continue training in the next year (97%). The top three courses selected as being of most benefit to their business by respondents are marketing/advertising (60%), social/digital media (51%) and I.T. (40%).

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Local Produce
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When asked where their businesss food and drink is sourced, the majority of respondents said a local supplier (56%). Nearly 9 in 10 respondents who buy food and drink for their business use local produce (87%). Of these respondents, the majority said that the owner is responsible for ordering it (73%). The main reason given by respondents for not using local produce in their business is an other reason not listed in Figure 42 (65%), whereas a quarter said it is due to cost (25%). Over 7 in 10 respondents reported that the best way for SWWTP to communicate with the person who orders their local produce is through email (73%).

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