Visitor'sVoice - VisitBritain

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Visitor'sVoice - VisitBritain

Visitor’sVoiceIssue 3 Summer 2006Perceptions of England:German and Dutch MarketsEngland Marketing is currently conducting research amongstGerman and Dutch holidaymakers to examine their perceptionsof England as a holiday destination and how they view the EnjoyEngland brand. The research is also being used to guideproduction of Enjoy England marketing material aimed atencouraging German and Dutch holiday makers to visit England.Specific areas covered by the research include:• Positive and negative images of England as a holidaydestination when compared to competitors• The barriers and triggers to travel• Knowledge and perceptions of English regions• Perceptions of the Enjoy England brand• How marketing collateral can be designed to appealto the Dutch and German marketsEngland Marketing will be using the results from this study toguide the development of future marketing campaigns.Results from the German and Dutch International research willbe available in June 2006. For information about this researchplease contact: sam.harrison@visitbritain.orgJapanesebabyboomerstravel tosave theirmarriage!The baby boomer generation in Japan, knownas the ‘Dankai’, are making the most of theirlives after work by taking up new hobbies andinterests. With the trend for men to dedicatelong hours to their career, this is the first timein their married lives that many Dankai havehad so much time together. This is leading toincreased divorces among this age group, sofor many they are focused on activities theycan do together – such as travelling – in orderto improve their relationships!The Dankai segment mainly travel to ‘must see’destinations and like seeing with their own eyesfamous historic locations and world heritagespots that they have read about or seen ontelevision; galleries and museums, particularlyseeing famous artworks; trying authenticnational dishes and generally getting a feel forlocal lifestyle and culture.Although many respondents in the researchwere keen to travel to Britain, there are otherdestinations they would like to go to first.This seems to be driven by a general lack ofknowledge about Britain outside of London.They were unaware of famous British sites andhistoric locations and had the impression thatBritain has few museums and art galleries,beyond the British Museum. However, theinterests of the Dankai traveller fit closely withthe profile of Britain, suggesting that if they hadmore information it would move Britain furtherup the wish list of ‘must see’ destinations.The Dankai man will leave the majority of theplanning and organising of holidays to his wife,who is also the main decision-maker on wherethey travel. Although the wives are lessconfident internet users, and will often ask theirhusbands to do the online booking part!Contact: terri.mullholland@visitbritain.org5.www.visitbritain.com/research

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