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13/01/2016

Latest Tourism Intelligence -  October 2015

In October we again saw a mixed month for tourism businesses, with some results better than others. The good news is that, for a couple of measures, we saw declining trends halted or reversing; including footfall through the Visit York Information Centre and sessions on www.visityork.org.


Following 7 months of falling footfall through the Visit York Information Centre, there was a 2% uplift in customers vs October 2014 taking customer numbers to 48,160, which is the highest ever number of customers recorded in any October since the Museum Street opening. This is against a fall in footfall of 7% across the city centre.


Similarly the dip in sessions on www.visityork.org is slowing, and although it remains lower than in October 2014 (by 12%) this a considerably smaller drop than was noted in previous months this year. More and more visits to our website are made on a mobile device, with mobile traffic a huge 162% higher than this time last year, which takes it share of website visits up from 5% to 14% in October this year. In November we launched our new, more user friendly mobile site and we await data on traffic.


As in the previous month, there were mixed results from the attractions – overall visits were 4% lower than in October 2014, although the smaller attractions had a more positive month with 1% growth in visitors. 2.6% of all visits to attractions in York were made with a York Pass with the total number of visits to attractions made with a York Pass.


Hotels reported continued growth in average room rates this year, with the average being £83.96; the highest ever figure recorded in October since our survey began and 2% higher than October 2013. Room rates held up despite a 3% dip in average room occupancy, to 80.6%, resulting in positive growth in revenue per available room of 3% (RevPAR).


The VisitYork4Meetings team continued to generate enquiries from a growing number of conference and event organisers. There were 61 enquiries made through VisitYork4Meetings in October; a third more than in the same month in 2014, and 14 confirmed bookings were taken.


Summary for October 2015

• 80.6% of hotel rooms occupied
• £83.96 average hotel room rate
• 61 conference and event enquiries to the VisitYork4Meetings conference desk
• 286,912 visits to attractions
• 7,526 visits to attractions using a York Pass
• 195,433 sessions on www.visityork.org (including on the mobile site)
• 169 accommodation bookings made through www.visityork.org
• 48,160 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

Latest Tourism Intelligence - November 2015

The new visityork.org mobile site was launched in November taking advantage stats showing increased demand for web content on a smartphone or tablet this year.


In the last 6 months (June to November), 12% of all sessions on visityork.org were through a mobile device, compared to half that amount in the same 6 month period in 2014. The value of accommodation bookings has more than tripled in the same period (to £4,900 from £1,600). The webstats for the new mobile site will be tracked in the coming months and we hope to see even more growth as a result of the improvements made to it.


The increased use of the mobile site, with sessions in the last 2 months (October and November) 85% higher than in the same 2 months in 2014, has gone some way to balancing out the declining trend in sessions on the desktop website. The dip in sessions on the website is now down to 12% in October and just 6% in November (both vs the same months last year).


Following 7 months of falling footfall through the Visit York Information Centre, there has been a 2% uplift in customers into the centre vs October 2014 taking customer numbers to 48,160, which is the highest ever number of customers recorded in any October since the Museum Street opening. This is against a fall in footfall of 7% across the city centre in October. However footfall dipped again in November, with customer numbers to the Visit York Information Centre down by 13% compared to November 2014 and city centre footfall down by 5%.


November was a challenging month for the attractions with a drop in visitor numbers of 20% vs November 2014, down to 145,184 visits across all of the small and large attractions. October was better, with visits to the big attractions down by just 4% and the small attractions showing a growth of 1%. Many attractions reported a very strong half term week, although this wasn’t enough to even out the dip at the start of the month.


Hotels reported continued growth in average room rates this year, with the average being £83.96, the highest ever figure recorded in October since our survey began and 2% higher than October 2014. In November there was a 1% drop in average room rates vs the same time last year, to £78.66. Despite this the average rate for the year to date is on course to be the highest ever (currently 3% above last year). Average room occupancy rates were 3% lower in October than last year (at 80.6%) and 1% lower in November (at 75.8%).


The VisitYork4Meetings team continued to generate enquiries from growing number of conference and event organisers. There were 61 enquiries made through VisitYork4Meetings in October and a further 50 in November, 40% more than in the same months last year, and 19 bookings confirmed.

Summary for November 2015

• 75.8% of hotel rooms occupied
• £78.66 average hotel room rate
• 50 conference and event enquiries came in to the VisitYork4Meetings conference desk
• 145,184 visits to attractions
• 2,508 visits to attractions using a York Pass
• 239,496 sessions on www.visityork.org (including on the mobile site)
• 112 accommodation bookings made through www.visityork.org
• 29,673 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