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01/09/2015

Tourism Intelligence – August


August is always a busy month in York, when annual peaks are reported in visits to attractions, city centre footfall and customers through the Visit York Information Centre, as well as in hotel rooms occupied over the summer months.


Whilst still the best month we’ve seen this year, this summer as a whole, has not reached the record highs that we have seen in the last couple of years, resulting in a year-on-year decline for several measures and resulting in a more typically ‘average’ year.
Despite a fall in hotel room occupancy rates of 4%, down to 84.2%, the revenue per available room was maintained at the same level as last year (£74.41) as a result of a 4% growth in average room rates to £88.23, which is a record monthly high for York’s hotels. A typical August would see 85.6% of rooms occupied (2% above the occupancy rate achieved in August this year) and room rates of £82.86 (6% below the rate reached this year).


There were 425,721 visits to York’s attractions in August, 5.5% fewer than in August 2014. The percentage dip was very similar for both large and small attractions vs last year, but on a par with the average number of visits made to attractions in August in recent years. There were 11,195 visits to attractions made using a York Pass, or 2.6% of all visits to attractions.


The number of enquiries received by the VisitYork4Meetings team continued to grow, reaching 36 enquiries and 14 confirmations, 33% more enquiries and 75% more confirmations than in August 2014.


We reported a drop in sessions on www.visityork.org and online bookings again this month. There were 139,979 sessions on visityork.org (both the desktop and mobile websites), resulting in 165 bookings. The number of sessions was 28% lower than in August 2014 and the number of bookings 37% lower.
Footfall, both in the city centre and through the Visit York Information Centre, declined in August 2015 when compared to August 2014, by 17% and 10% respectively.


Summary for August 2015
• 84.2% of hotel rooms occupied
• £88.23 average hotel room rate, a record high
• 36 conference and event enquiries came in to the VisitYork4Meetings conference desk
• 425,721 visits to attractions
• 11,195 visits to attractions using a York Pass
• 139,979 sessions on www.visityork.org (including on the mobile site)
• 165 accommodation bookings made through www.visityork.org
• 56,048 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