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26/02/2015

Latest Tourism Intelligence – January 2015

January was a mixed month across key performance indicators, with an improved performance compared to January 2014 for hotels and attractions, use of the York Pass, sessions on www.visityork.org and city centre footfall, however, with a dip (Jan15 v Jan 14) in online bookings, conference enquiries and footfall through the Visit York Information Centre.

The hotels saw a growth in room occupancy of 7% vs the same month last year, to 60.7% of hotel rooms occupied in January, the first time a score higher than 60% has been achieved in any January since our survey began. Average room rates also grew, by 10% to £64.95.

There were 127,175 visits to York's large attractions and a further 14,904 to the smaller attractions. Of these visits, 2% were made with a York Pass. The total number of visits using a York Pass (2,434) was 3% higher than January 2014 and the total number of all visits to attractions was 1% higher.

Use of the www.visityork.org mobile site increased visits by 6% - to 176,992 sessions. Despite that, there were 100 fewer bookings through our website than in January 2014, although the trend for longer stays being booked is continuing, with an above average length of stay booked this month.

In other news from our market intelligence, the Visit York visitor survey for 2015/16 is in the process of being set up. As soon as the locations for interviewing are determined, we will be in touch to request permission from the relevant businesses.

The Annual Attractions Survey for 2014 from VisitEngland has recently been launched and attractions should receive their survey by the end of March. Results of this survey generate media interest and publicity and attractions participating also receive their own benchmarking report. If you’re an attraction and don’t receive a survey by the end of March, either by email or in the post, please contact Annualattractionssurvey@visitengland.org to arrange a survey to be sent to you.

To request an overview of tourism performance each month or to find out any more about our Research and Insights, contact Visit York’s Research Executive Zoe Rawson, Email: zr@visityork.org.