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Tourism Intelligence – November 2017

The October dashboard showed that the late half term resulted in a drop in many of the key performance indicators in October vs 2016. However October’s loss is November’s gain, and the balance has tipped back with the attractions, in particular, benefitting in November.

Overall visits to York’s attractions were an impressive 15% higher than in November 2016, with more than 170,000 visits made. York Pass growth was even stronger in its record year, with the share of visits made with a Pass 1½ times greater than this time last year (2.4% of all visits, vs 1.7% in 2016).

City centre footfall grew in November by 3%, compared to the same month last year. Footfall through the Information Centre didn’t increase, but from mid-November a chalet was also open in the Christmas market, with many additional customers there.

Hotel occupancy saw a small dip of 2%, to 80%, vs November 2016 – the fifth consecutive month with a small drop, although occupancy rates still remain above the average for the city. Despite the drop in hotel room occupancy, rates remain above average throughout 2017 and the figure for the year to date (January to November) is up by 2% vs the same period in 2016. Average room rates in November grew by 3% and so revenue per available room also grew, up 2%.

There is an ongoing focus on the launch of the new website, which will address the decline in sessions and sales on the current website. Conference enquiries were also lower, after two strong years, with a 39% decline vs November 2016.

Summary of November tourism performance indicators:
• 80% of hotel rooms occupied
• £105.04 average hotel room rate
• 172,366 visits to attractions (provisional)
• 4,060 visits to attractions using a York Pass
• 28 conference and event enquiries generated by the VisitYork4Meetings conference desk
• 184,770 sessions on (including on the mobile site) and 36 accommodation bookings made through
• 28,914 customers through the Visit York Information Centre

To find out any more about our Research and Insights or for specific tourism intelligence enquiries, contact Make It York’s Senior Research and Insight Executive, Zoe Rawson Email: