We have developed a series of reports to provide a deeper understanding of visitor behaviour as it relates to product development, including regional profiling, information sources, decision-making and activities undertaken.
Re-Analysis of IPS and other data
These reports bring together data from the International Passenger Survey (IPS) and findings from other research carried out in recent years to give insights into a series of topic areas
1. A summary of insights on overseas visitors to England's regions.
This report looks at the volume, value, profile and travel motivations for key international markets, with results shown for each of the nine regions of England.
2. Understanding participation in leisure activities.
This report provides information about motivations for travel, and interest and participation in different types of leisure activities
3. England’s Gateways
This report looks at international traveller profiles and behaviour based on where and how they departed from the country, with information provided by English region, mode of transport and for individual airports and for Eurostar.
4. Age groups and Lifestages
This report looks at international traveller profiles and behaviour amongst different age groups.
5. Multi-Destination Trips
This report looks at the profile of inbound visits which include two or more destinations, both "London plus" trips and trips involving multiple destinations outside the capital.
6. Destination Types
This report looks at the profile of inbound visits who stay in England's different types of cities and towns.
New Research – Decisions and Influences
In spring 2016, VisitBritain commissioned new research in 20 markets to understand the holiday decision-making process. Results from this research are available for three topic areas
Britain and Competitors – a report looking at knowledge of, and interest in Britain compared to its competitive set
Download the Britain and Competitors report here PDF (1343KB)
Researching and Planning a Holiday – a report providing information about motivations, information sources, and timings for the planning process
Download the Researching and Planning report here PDF (1643KB)
Booking a Holiday – this report provides information about booking channels and websites, and also about which trip elements are booked in advance of travel.
Download the Booking a Holiday report here PDF (1392KB)
Full Report – download the full report, with results for all three topic areas here PDF (3796KB)