People planning a holiday are much more likely to take their holidays at quieter times of the year, and closer to their homes, research commissioned by Visit Cornwall has revealed today.

Visit Cornwall have released a report, developed with the South West Research Company, which looks at how holidaymakers feel about holidaying in Cornwall and their intentions while they are in the county. It also looks at the consumer behaviour of our local residents, and examines the plans of people who do not intend to travel to Cornwall in the next two years.

The South West Research Company developed an online survey which was issued shortly after businesses started to open their doors again to visitors to help provide vital information on visitor intentions, barriers to visiting and also to collect crucial timely feedback from those that had visited post lockdown to gauge how the ‘new normal’ was impacting on their visitor experience.

The survey was designed as a monthly survey to provide destinations with key statistics and anecdotal feedback to use in their marketing messages and to assist with developing their visitor experience. Data was gathered using consumer email databases and from promoting the survey links on social media channels

It is worth noting that 52% of respondents had already visited, booked a holiday/s or planned to visit Cornwall for a holiday or leisure day out during 2020.

Here are some of the key findings from the COVID-19 Visitor Intentions Survey July 2020 for Cornwall.

Consumers are changing their habits. People are looking for a quieter destination outside of peak season, and their health is of far more importance than ever before

I'm likely to seek quieter destinations for my holidays: +62%
Personal safety from Coronavirus doesn't really concern me when planning a holiday: -58%
I'm likely to holiday closer to home: +14%
I'm likely to holiday at a quieter time of the year: +45%
I don't envisage my holiday taking habits will change: -17%
I'm reluctant to plan any trips at present with so much uncertainty: +40%
The economy and personal finances will be the key factor in planning any holidays: +21%

We should look at targeting our own South West region when encouraging holidaymakers outside of peak season

46% of Devon respondents and 30% of Dorset respondents would be likely to visit Cornwall for a staying holiday before the end of 2021.

Cornwall residents are worried about how busy the county is in peak season, and are delaying enjoying their leisure activities until things become quieter

-51% change in residents leisure visits
89% are concerned there will be too many visitors here
82% are waiting for things to be quieter away from the main season
67% are waiting to see how things develop and if there is a second wave of Coronavirus
42% happy to welcome visitors
28% not happy to welcome visitors

The visiting public have appreciate the changes businesses have made to ensure their health and well being.

Respondents to the survey particularly noted the following areas as being reassuring and well-received:

Booking in advance
Clear instructions in all communications
Hand sanitiser being provided around site
Restricting numbers and reducing capacity.
Social distancing being observed and helpful signs around site
Cleanliness being a key and obvious priority
One way systems and traffic management systems in tourist hotspots
Friendly and welcoming staff

Worries about overcrowding and reduced access to facilities have caused concern for many holidymakers

Key areas for concern were mentioned as being:

Public toilets and other facilities being closed
Crowds and crowded beaches, as well as crowds on narrow streets
Car park restrictions or long queues to park
Reserving tables in advance at restaurants meant it could be harder to find somewhere to eat
Queues
Negative attitudes of some people, both locals and tourists.
Lack of social distancing being observed by some people

The feedback from visitors who were in Cornwall during lockdown was overwhelmingly positive.

92% were staying visitors
90% of day visitors visited a familiar location
90% of staying visitors stayed at a familiar destination
56% of staying visitors stayed at familiar accommodation
96% were made to feel welcome
96% were happy with measures taken to protect them from coronavirus
Recommendation score +68%

Of those people who haven’t yet visited the county in 2020, but are planning to come - over a quarter of them have booked since the end of lockdown

18% were already booked
27% booked earlier this year before lockdown started
17% booked during lockdown
27% booked post lockdown
29% booked last year
10% intending to book –we estimate that 50% of these will actually go onto book
12% will only be visiting for a leisure day out

The pandemic is naturally making people more hesitant when booking their domestic holiday

45% of respondents who have not yet booked a 2020 holiday to Cornwall (but are planning to do so) are waiting to see how things developed with the coronavirus restrictions.

When are people thinking about visiting Cornwall?

The respondents to the survey during July answered as follows

38% intend to visit July to Sept 2020
25% intend to visit Oct to Dec 2020
11% intend to visit Jan to Mar 2021
40% intend to visit Apr to Jun 2021
34% intend to visit July to Sept 2021

This information comes directly from the report COVID-19 Visitor Intentions Survey July 2020 -Cornwall, produced for Visit Cornwall by The South West Research Company Ltd. and shared with colleagues in Cornish tourism.

If you would like more insights into consumer behaviour around tourism, you can download the full report below. We’re happy to discuss how you can use these insights more fully in your marketing strategy and campaign planning moving forward - get in touch with us to continue this conversation.

Holidaymakers are looking for quieter destinations, new research reveals