Internet marketing helps East Midlands’ tourism businesses capitalise on ‘staycations’
Greater online marketing has helped tourism businesses in the East Midlands to capitalise on the ongoing ‘staycation’ phenomenon this summer, according to a survey conducted by East Midlands Tourism, East Midlands Development Agency’s (emda’s) tourism arm.
As the trend for last minute bookings continues in 2010, businesses that are making good use of the internet to reach customers are reaping the benefits. The hotel sector saw a 39% increase in business over the summer season compared to the same time last year, with online promotions and discounts helping to bolster business. And smaller accommodation providers that are tapping into larger booking sites such as booking.com are also benefiting from the wider exposure.
The survey, which looks at business confidence in the visitor economy, found that one in three of the region’s tourism businesses surveyed reported an increase in visitor numbers over the summer compared to the same time last year. And 57% are fairly confident about the autumn and winter period despite advance bookings being down. With people continuing to look for cheaper ways of holidaying, camping and caravan sites remained a popular choice this summer with business in this sector reporting a 45% increase on the same period last year. The region’s visitor attractions also saw a similar increase, although many businesses reported spend on arrival being down as people look to manage their money more carefully once at an attraction. Many smaller businesses also benefited from repeat business, reflecting the importance of delivering a quality product and experience.
Ruth Hyde, emda’s tourism director said: “This research shows that the ongoing shift towards more people holidaying at home is benefiting tourism businesses in the East Midlands. However, businesses, no matter what their size, need to make sure they are putting themselves in the best position to capitalise on this. They need to ensure visitors can access their product easily and that when they arrive in the region the experience lives up to expectation. Whilst value for money continues to be a strong theme in the research people also want a memorable holiday, which means businesses have to work harder than ever to try and offer something more without compromising on the quality.”
Posted by: Northamptonshire Chamber
