Visitor characteristics and behaviour
As part of the Discover England Fund, we are delivering a programme of research to support product development in England.
We have developed a series of reports to provide a deeper understanding of visitor behaviour as it relates to product development, including regional profiling, information sources, decision-making and activities undertaken.
Re-Analysis of IPS and other data
These reports bring together data from the International Passenger Survey (IPS) and findings from other research carried out in recent years to give insights into a series of topic areas
This report looks at the volume, value, profile and travel motivations for key international markets, with results shown for each of the nine regions of England.
This report provides information about motivations for travel, and interest and participation in different types of leisure activities
This report looks at international traveller profiles and behaviour based on where and how they departed from the country, with information provided by English region, mode of transport and for individual airports and for Eurostar.
This report looks at international traveller profiles and behaviour amongst different age groups.
This report looks at the profile of inbound visits which include two or more destinations, both “London plus” trips and trips involving multiple destinations outside the capital.
New Research – Decisions and Influences
In spring 2016, VisitBritain commissioned new research in 20 markets to understand the holiday decision-making process. Results from this research are available for three topic areas
This report looks at the profile of inbound visits who stay in England’s different types of cities and towns.
This report looks at the profile of inbound holiday visitors who take day trips from England’s cities and towns
This report includes summaries on the top 20 holiday destinations in England.
Britain and Competitors – a report looking at knowledge of, and interest in Britain compared to its competitive set
Researching and Planning a Holiday – a report providing information about motivations, information sources, and timings for the planning process
Booking a Holiday – this report provides information about booking channels and websites, and also about which trip elements are booked in advance of travel.
Full Report – download the full report, with results for all three topic areas.