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01/11/2016

Tourism Intelligence - September 2016

There have been key campaigns for York over the past few months – York the Original City Adventure, Yorkie the Travelogue Dog and the York Selfie Trail all created a social media buzz about York.

These campaigns have driven traffic to www.visityork.org, with 7% growth to the website and 9% growth for the third quarter of the year (July to September).

York’s hotels reported growth again in September, with 7% more rooms occupied than in September 2015 (up from 82.4% last year to 88.3% this year), taking room occupancy for the third quarter to 7% above 2015, at 87.8%. Average room rates saw even greater increases, up 12% in September to £100.34 and up 10% for the summer quarter overall, at £102.93.

In September the spotlight shone on York’s attractions, with both the Castle Museum and the National Railway Museum being named in TripAdvisor’s Top Ten UK Museums. Not only did these two attractions see more visitors than in September last year, but overall visits to all attractions were 4% higher for the month. (Provisional results).

The York Pass has flown off the shelves over the summer months, with uses of the York Pass up by 16% in September and 17% higher across the whole of the third quarter, when compared to the same period in 2015. There has been greater interest in the York Pass this summer following the introduction of the City Sightseeing bus tours to the list of participating attractions. This has increased sales and driven visits to a variety of attractions in and around York.

September was a quieter month for the VisitYork4Meetings team, with enquiries 14% lower than in September 2015. Despite this, overall enquiries into the conference desk remain the best performing measure, with a 24% increase in enquiries over the summer months.

Footfall in the city centre and through the Visit York Information Centre were both lower than in September 2015, with city centre footfall down 4% vs last year and the Visit York Information Centre footfall down by 13%. The opening of the information desk at the railway station in July has resulted in increased combined income from both sites over the summer months.

Summary for September 2016:

• 88.3% of hotel rooms occupied
• £100.34 average hotel room rate
• 217,509 visits to attractions (provisional)
• 6,720 visits to attractions using a York Pass
• 146,403 sessions on www.visityork.org, including on the mobile site
• 68 accommodation bookings made through www.visityork.org
• 38 enquiries generated by the VisitYork4Meetings conference desk
• 37,184 customers through the Visit York Information Centre
Summary for quarter 3 2016 – July to September 2016:
• 87.8% of hotel rooms occupied
• £102.93 average hotel room rate
• 848,477 visits to attractions (provisional)
• 29,137 visits to attractions using a York Pass
• 438,597 sessions on www.visityork.org, including on the mobile site
• 214 accommodation bookings made through www.visityork.org
• 145 enquiries generated by the VisitYork4Meetings conference desk
• 125,064 customers through the Visit York Information Centre

To request an overview of tourism performance each month or to find out any more about our Research and Insights, contact Make It York’s Research Executive Zoe Rawson: Email: zoe.rawson@makeityork.com