Final Trade Survey 2010

Business Trade Survey 2010
Report of Study Findings
For
South West Wales Tourism Partnership
Tourism Trade Associations of South West Wales
Local Authorities of South West Wales
November 2010
Opinion Research Services The Strand, Swansea SA1 1AF
Vicki James, Thomas Norton, Michael Davies, Hannah Champion
enquiries 01792 535300 · info@ors.org.uk · www.ors.org.uk
© Copyright November 2010
Alison Belton, Pembrokeshire Tourism, 55 Main Street, Pembroke, Pembrokeshire

SA71 4DA phone: 01646 622228; e-mail: admin@pembrokeshire-tourism.net
Page 2
Contents
Chapter 1: Introduction .......................................................................................................................... 7

The Survey .............................................................................................................................................7
Respondent Profile ................................................................................................................................8
Interpretation of the Data ...................................................................................................................13
Graphics ...............................................................................................................................................14
Verbatim Comments ...........................................................................................................................14
Acknowledgements .............................................................................................................................14
Chapter 2: Key Findings ........................................................................................................................ 15

Business Trends ...................................................................................................................................15
Business Outlook .................................................................................................................................15
Visitor Markets ....................................................................................................................................16
Visitor Behaviours and Motivations ....................................................................................................16
Travel and Transport ...........................................................................................................................16
Websites and e-Marketing ..................................................................................................................16
Other Marketing Activity .....................................................................................................................16
Staff Training .......................................................................................................................................17
Local Food............................................................................................................................................17
Greening your Business .......................................................................................................................17
Chapter 3: Business Trends and Outlook ............................................................................................... 19

Recent Business Trends and Practice ..................................................................................................19
Chapter 4: Visitor Trends and Characteristics ........................................................................................ 31

Visitor Markets ....................................................................................................................................31
UK Visitors ...........................................................................................................................................31
Overseas Visitors .................................................................................................................................33
Chapter 5: Travel and Transport............................................................................................................ 39

Main Mode of Travel ...........................................................................................................................39
Public Transport ..................................................................................................................................40
Cycling .................................................................................................................................................40
Page 3
Chapter 6: Marketing ........................................................................................................................... 42
Chapter 7: Staff Training and Development ........................................................................................... 47
Chapter 8: Local Food ........................................................................................................................... 51
Chapter 9: Greening Your Business ....................................................................................................... 53
Chapter 10: Pembrokeshire - Summary ................................................................................................. 57

Visitor Markets ....................................................................................................................................63
Staff Training and Development .........................................................................................................74
Local Food............................................................................................................................................78
Greening your Business .......................................................................................................................79
Chapter 11: Carmarthenshire -Summary ............................................................................................... 83

Visitor Markets ....................................................................................................................................89
Staff Training and Development .........................................................................................................99
Local Food..........................................................................................................................................101
Greening your Business .....................................................................................................................103
Chapter 12: Swansea/Neath Port Talbot - Summary ............................................................................ 107

A Note of Caution ..............................................................................................................................107
Recent Business Trends and Practice ................................................................................................107
Business Outlook ...............................................................................................................................111
Visitor Markets ..................................................................................................................................113
Visitor Behaviours and Motivations ..................................................................................................117
Page 4
Contents
Travel and Transport .........................................................................................................................119

Websites and e-Marketing ................................................................................................................121
Staff Training and Development .......................................................................................................124
Local Food..........................................................................................................................................128
Greening your Business .....................................................................................................................129
Appendix - Questionnaire ................................................................................................................... 133
Page 5
Chapter 1: Introduction
The Survey
1.1
Opinion Research Services (ORS) was commissioned by South West Wales Tourism Partnership
(SWWTP) to undertake a survey of Trade Operator opinion in the counties of the region –
Carmarthenshire, Neath Port Talbot, Pembrokeshire and Swansea. The three Tourism Trade
Organisations (TTOs) – Carmarthenshire Tourist Association, Pembrokeshire Tourism and Tourism
Swansea Bay – worked in partnership with the following organisations to define the survey objectives
and to design the questionnaire:
 Carmarthenshire County Council

 City and County of Swansea
 Gallu
 Neath Port Talbot County Borough Council
 Pembrokeshire Coast National Park Authority
 Pembrokeshire County Council
1.2
The online survey was similar in content and approach to the survey undertaken in 2009. The survey
was hosted by ORS and available for trade operators to complete online between 27 September and 19
October 2010 and was promoted to TTO members and other tourism trade operators via a range of
methods: press and radio coverage; at events and roadshows and via direct mail and email to TTO
members. In total, 329 questionnaires were completed of which 72 were only partially completed,
leaving 257 full responses.
1.3
This report presents the findings from this survey under the following main headings:
 Business Trends and Practice

 Business Outlook
 Visitor Trends and Characteristics
 Travel and Transport
 Marketing
 Staff Training and Development
 Local Food
 Greening Your Business
Page 7
Respondent Profile
1.4
The following figures show the profile of survey respondents in relation to a range of characteristics.
Each figure includes details about the number and percentage of respondents interviewed in each
category. Please note that numbers may not always sum to 100% due to slight rounding errors.
Location of Business
1.5
By far the highest proportion of the response is represented by businesses in Pembrokeshire (68%)
compared with 8% in Swansea; 18% in Carmarthenshire and 3% in Neath Port Talbot.
1.6
We have combined the results for Swansea and Neath Port Talbot to provide a more viable level of
response for comparison purposes. It should be noted, however, that with only 36 responses, these
findings should be treated with caution.
Figure a
Local Authority in which business is located by all respondents (number of respondents in brackets)
80%
70%
68%
60%
% of response
50%
40%
30%
20%
18%
10%
8%
3% 3%
0%
Other areas in which respondents’ businesses are located: All Wales, Bridgend, Ceredigion (5), Surrey
Page 8
Trade Association Membership
1.7
Most businesses taking part in the survey are members of their local TA (75%).
1.8
A significantly higher proportion of respondents with larger businesses – over 11 employees – are TTO
members (93%).
Figure b
Membership of Tourism Trade Organisations by Local Authority Area (number of respondents in brackets)
100%
90% 86% 86%

% of respondents who are members of TTOs
80% 75%
72%
70%
60%
50%
40%
28%
30% 25%
20% 14% 14%
10%
0%
Members Non-Members
Base: All Respondents (329)
1.9
Nearly seven in ten respondents who are members of a TTO are members of Pembrokeshire Tourism
(69%); under a quarter of respondents are members of Carmarthenshire Tourist Association (22%) and
14% belong to Tourism Swansea Bay. 11 respondents are members of more than one TTO.
Page 9
Figure c
Tourism Trade Organisation by respondents who are members of Tourism Trade Associations (number of respondents in brackets)
80%
69%
70%
% of respondents who are members of TTOs
60%
50%
40%
30%
22%
20%
14%
10%
0%
Base: Members of TTAs only: 246 respondents; 257 responses
Business Type
1.10
Respondents were asked to identify their business by selecting up to three main categories of business
activity from a list and by ranking them from 1 to 3 where 1 is the key activity.
1.11
Figure d shows that the most respondents are in the accommodation sector.
1.12
‘Other’ businesses responded as follows:
TIC (4) Craftsperson
Printer (3) Caterer
Supplier/Wholesale (3) Radio Station
Education (2) Contract cleaners
Marketing/Branding (2) Manufacture
Business Consultancy
Food producer
Page 10
Figure d
Which best describes your business?
31
Self Catering Accommodation (134) 9
1
31
Serviced Accommodation (118) 4
1
8
Visitor Attraction (46) 5
1
5
Restaurant, Pub, Cafe (44) 5
3
6 Ist choice
Activity Provider (41) 3
3
2nd choice
5
Retail (30) 2 3rd choice
2
6
Caravan and Camping (26) 2
0
2
Event Organiser (26) 4
2
7
Other (38) 2
3
0 5 10 15 20 25 30 35
% Response
Base: All respondents (329) Figures in brackets above are the number of mentions for each operator category
1.13
These findings were then weighted such that categories ranked 1 were given a weight of 1; those
ranked 2 were multiplied by 2 and those ranked 3 were multiplied by 3. This produced a total score
which was averaged out by dividing by the number of responses for each category. This analysis by rank
more accurately represents the size and range of business response.
1.14
Figure e (overleaf) shows the result of the rank analysis; that self-catering accommodation is the most
prominent sector amongst respondents and events organiser the least.
Page 11
Figure e
Which best describes your business?
Business Category Rank Order
Self-Catering Accommodation 1
Serviced Accommodation 2
Visitor Attraction 3
Restaurant, Pub, Cafe 4
Activity Provider 5
Other 6
Caravan and Camping 7
Retail 8
Event Organiser 9
Grading System
1.15
Two thirds of respondents overall are in a grading system; a significantly higher percentage of
Carmarthenshire respondents have a graded business (75%).
Figure f
Is your business currently in a grading system?
Overall (329)
66
Carmarthenshire (59)
75
Pembrokeshire (225)
66
Swansea/NPT (36)
56
0 10 20 30 40 50 60 70 80
% of respondents
Base: All Respondents (number of respondents shown in brackets)
Page 12
1.16
Nearly all of the graded businesses have a Visit Wales grading.
Figure g
If YES, which one(s)
Base: All Respondents whose businesses are graded (217)
Size of Business
1.17
The overwhelming majority of operators (82%) employ 10 or fewer staff with self-catering operators
significantly more likely to fall within this size category (95%). Businesses who witnessed a lower level
of business compared with 2009 are also significantly more likely to employ 10 or fewer staff (90%).
1.18
Non-accommodation businesses are significantly more likely to fall within the 11-25 size band (17%)
whilst members of Tourism Swansea Bay are more likely to fall within the largest size category of 51+
staff (21%).
Figure h
How many people including yourself does your business employ?
Interpretation of the Data

1.19
Where possible comparisons are made between the results for this year and for 2009. These
comparisons are possible in the Chapters which present the overall response (Chapters 2 to 9) and for
questions that were repeated. Year on year comparisons are not made in the area chapters (10 – 12)
because this year’s results are presented for local authority areas (Carmarthenshire, Pembrokeshire
and Swansea/Neath Port Talbot) rather than by the Tourism Associations as in last year’s report.
1.20
This chapter is followed by a summary of the key findings (Chapter 2). Chapters 3 to 9 present the
overall survey findings under main headings. These chapters are followed by three separate area
reports.
Page 13
1.21
It should be remembered that a sample, and not all tourism operators in South West Wales, have
responded to the survey. In consequence, all results are subject to sampling tolerances, which means
that not all differences are statistically significant. Differences between groups within the response
have been analysed using appropriate statistical methods to check for statistical significance (i.e. not
happened ‘by chance’). Only results which are significantly different are highlighted in the text – other
differences are considered to be indicative only. Statistical significance is at a 95% level of confidence.
1.22
Caution should be exercised when interpreting the results for Carmarthenshire and Swansea/Neath
Port Talbot. The achieved response in both of these areas is small and, therefore, it cannot be assumed
that the views in this report are representative of all tourism operators in these areas.
1.23
Where percentages do not sum to 100, this may be due to computer rounding, the exclusion of ‘don’t
know’ answers, or multiple answers.
Graphics
1.24
Graphics are used extensively in this report to make it as user-friendly as possible. The pie charts and
other graphics show the proportions (percentages) of respondents making relevant responses. Where
possible the colours used in the charts have been standardised with a ‘traffic light’ system – in which:
 Green shades represent positive responses

 Beige represents neither positive nor negative responses
 Red shades represent negative responses
 The bolder shades are used to highlight responses at the ‘extremes’ – for example, very
satisfied or dissatisfied.
Verbatim Comments
1.25
Many of the questions in the survey are open-ended. These responses are presented as verbatim
comments in the separate ‘Results’ report dated 27 October 2010.
Acknowledgements
1.26
ORS would like to thank Alison Belton of Pembrokeshire Tourism and Lucy von Weber of South West
Wales Tourism Partnership for their help and assistance in developing the project. We would also like
to thank the 329 tourism operators who took part in the survey, without whose valuable input the
research would not have been possible.
Page 14
Chapter 2: Key Findings
2.1
When looking at the findings from this survey, caution should be exercised when interpreting
comparisons between the 2009 and 2010 results, due the difference in sample size between the two
years.
Business Trends
2.2
When asked to estimate how the high season (June to September) this year compared with the same
time last year, just over two in five respondents (41%) reported increased levels of business in 2010.
This is significantly fewer than in the 2009 survey (51%). A quarter of all respondents (24%) experienced
business increases of 10% or more in this survey compared with a third in 2009. The proportion
experiencing business decreases grew from 23% in 2009 to 30% in this survey.
2.3
The main reason given for increased business is improved promotional activity, whilst the main reason
given for decreased business was recession.
2.4
A majority of operators overall - over three quarters (79%) - reported no change in staff levels, whilst
10% took on more staff and 11% decreased their workforce.
2.5
Over two fifths of respondents (43%) said that they had changed their business pricing structure in the
2009 high season.
2.6
Just over 3 in 5 respondents who are accommodation operators offered short breaks in 2010.
2.7
Over half of the respondents reported that most of their bookings take place between 2 days and 1
month before arrival (52%).
Business Outlook
2.8
Tourism operators in South West Wales are significantly less optimistic about their business prospects
than in the 2009 survey. Whilst 46% feel the same about their prospects this year as last, a third (32%)
are feeling more optimistic. This compares with 41% in the 2009 survey. Nearly a fifth of respondents
feel less optimistic compared with only a tenth in 2009. Inevitably, operators who experienced a good
2010 season are significantly more likely to feel optimistic about their business prospects.
2.9
Under half of respondents (45%) are planning capital improvements to their businesses and 47% are
planning revenue improvements. Just under a quarter of respondents (24%) are planning both revenue
and capital improvements.
2.10
The most popular capital improvements are equipment, infrastructure and new build/construction. The
most popular revenue improvements are additional marketing activity and upgrade to website.
Page 15
Visitor Markets
2.11
According to survey respondents, the most important UK markets for visitors to South West Wales are
the Midlands, South Wales and the South East and London. The most important international visitor
markets are Germany, Ireland and the Netherlands.
2.12
Just under a third of respondents (30%), saw an increase in overseas guests in 2010, whilst 26% saw a
decrease and 37% saw about the same this year as last.
Visitor Behaviours and Motivations

2.13
Respondents were asked to identify what mainly attracts people to visit their area of Wales. The
natural landscape is considered to be the main draw with scenery, landscape and countryside being
ranked first and coast/beaches/seaside ranked second overall.
2.14
Just over half the respondents agree that events, shows and festivals are of benefit to their businesses
and only 13% disagree.
Travel and Transport

2.15
The overwhelming majority of visitors (92%) arrive at operators’ businesses via their own motor
vehicles.
2.16
Once in the area, a majority of operators (65%) try to encourage their customers to use public
transport (e.g. Gower Explorer, Haven Water Taxi, Puffin Shuttles, Heart of Wales Line).
2.17
Nearly 7 respondents in 10 promote cycling to their customers.
Websites and e-Marketing

2.18
Nearly all of the operators who responded to the survey (95%) have business websites.
2.19
Respondents were asked about online facilities. Whilst over half (56%) have email booking forms and
over two in five have online availability information (44%) relatively few provide online payment
facilities (under 20%).
2.20
Just over two respondents in five (44%) buy and sell goods and services over the internet for business
purposes.
2.21
Over half the respondents (51%) have search engine optimisation and nearly two in five use social
media sites (38%). Relatively few use Paid search/Pay per click or Blog (23% and 17% respectively).
2.22
46% of respondents said that they monitor what people say about their business on TripAdvisor.
Other Marketing Activity

2.23
When invited to identify the main methods (excepting their own websites/online marketing) that they
find most effective for promoting their businesses, respondents most frequently mentioned their own
publications/leaflets (51%) and involvement with local authority promotion (46%), followed by Tourist
Information Centres (28%).
Page 16
Staff Training
2.24
When asked how important it is that ‘you and your staff develop through training’, 71% said that it is
very or fairly important and only 9% said it is unimportant.
2.25
Over a half of respondents (56%) said that someone from their business had attended a course during
the previous 12 months.
2.26
The most frequently attended courses are An introduction to Social Media and using it within your
business (32%) and Developing a sense of place (21%).
2.27
All courses attended were considered by a high majority of respondents to have been helpful.
2.28
When asked to identify courses that would benefit their business, the most popular options were:
Attracting customers throughout the year (48%) and Selling your service successfully (37%).
Local Food
2.29
Just over two respondents in five order food to sell in their business (43%) and nearly all of them use
local produce (96%).
2.30
Just over a quarter (28%) were receptive to the idea of an online forum for sourcing local produce,
talking to local chefs and producers and finding recipes.
Greening your Business

2.31
A very high proportion of respondents actively recycle to reduce waste (87%) and actively save energy
(82%). However, relatively few promote sustainable transport (28%) or use renewable energy (18%).
2.32
When asked to rate the importance to their business of a number of environmentally sustainable
practices, respondents scored recycling and actively saving energy very highly (90% and 89% agree). Of
least importance are reducing car use (52%) and using renewable energy (59%).
2.33
Most respondents (81%) have no green certificate for their business. For the remaining 19%, the Green
Dragon Award is the most popular (with 17% of respondents).
2.34
When presented with a list of possible courses, the following were identified as of most interest to
respondents: encouraging wildlife/biodiversity (36%), energy saving (36%), Sense of Place (28%) and
Renewable energy (27%). Nearly three in ten expressed no interest in any of the courses and only a few
are interested in Encouraging visitors to minimise car use (12%) or Preparing for climate change (15%).
2.35
By far the most popular source of information, advice and support for respondents on green issues for
business are online information and toolkits (48%).
Page 17
Chapter 3: Business Trends and Outlook
Recent Business Trends and Practice

3.1
The current economic climate presents tourism operators with challenges and opportunities. This
survey aims to understand how tourism operators in South West Wales are adapting to these changing
circumstances.
Turnover
3.2
When asked to estimate how the high seasons (June to September) differed from the previous year,
significantly fewer than in 2009 said that business levels had increased (41% v 47%) with a dramatic
drop in the number saying that there had been a rise of 10% or more (24% v 36%).
3.3
Carmarthenshire Tourist Association members are significantly more likely to say that their businesses
increased by 10% or more (38%) and members of Tourism Swansea Bay are more likely to say that
theirs increased by less than 10% (40%).
Figure 1
How would you rate the volume of business that you experienced in June to September compared with the same period last year?
2010 2009
Decreased Don't know Increased Decreased Don't know

by 10% or 2% by 10% or by 10% or 5%
more more more
17% 24% 12% Increased
by 10% or
more
Decreased
36%
Decreased by less than
by less than 10%
10% 11%
13%
Increased
by less than
10%
17% Stayed the Increased
Stayed the same by less than
same 25% 10%
27% 11%
Base: All Respondents (329) Base: All Respondents (346)
Page 19
3.4
According to respondents, the main factor that has led to increasing business is improved promotional
activity (60%), followed by weather (32%). A significantly higher proportion of self-catering operators
explained the increase by improved promotional activity (83% v 60%).
3.5
The most frequently cited ‘Other’ reasons are:
 More staycations/recession (9 respondents)

 Business is now more established (6)
 Repeat custom (3)
 Website/internet (3)
 Investment in the business (3)
 Recommendations (3)
Figure 2
What factors do you feel led to this increase?
Base: Respondents experiencing an increase in business (125)
3.6
Respondents identified the main factor leading to a decrease in business as the recession (90%)
followed by the weather (42%).
Figure 3
What factors do you feel led to this decrease?
Base: Respondents experiencing a business decrease (93)
Page 20
Staff Levels
3.7
Almost four respondents in five (79%) reported no change in staff levels over the preceding 12 months,
whilst a tenth took on more staff and 11% decreased their workforce.
3.8
A higher proportion of respondents in 2010 than in 2009 said that they have a lower number of
employees although this difference is not statistically significant.
3.9
As might be expected, operators experiencing more business in 2010 are significantly more likely to
have increased the number of people employed in their business. So too are those who are more
optimistic about their business prospects.
Figure 4
Compared with 12 months ago is the number of people now employed in your business ... ?
2010 2009
Page 21
Pricing Structure
3.10
Over two fifths of respondents (43%) said that they had changed their business pricing structure in the
2010 high season.
3.11
This proportion was significantly higher for larger businesses of 11+ staff (57%).
3.12
The actions taken by those who made changes are presented in the ‘Results’ report.
Figure 5
Did you change your business pricing structure this season (e.g. added value/discounts/offers)?
Short Breaks
3.13
Accommodation operators were asked if they offered short breaks (of one to three nights) in 2010.
Significantly fewer offered short breaks in 2010 than in 2009 (63% v 72%).
3.14
The proportion offering short breaks was significantly higher for larger businesses of 11+ staff (80% v
63%). Operators that witnessed a decrease in business in June to September 2010 compared with the
same period in 2009 were also more likely to offer short breaks (80%).
Figure 6
Did you offer short breaks (1 to 3 nights) between June and mid-September?
2010 2009
Base: Accommodation operators (231) Base: Accommodation operators (228)
Page 22
3.15
Of those offering short breaks, more than half (55%) reported that less than a quarter of their business
is accounted for by short breaks.
3.16
Self-catering operators are significantly more likely to say that less than 10% of their business comes
from short breaks (61% v 37%).
3.17
Three in ten of those offering short breaks say that over 50% of their business comes from short breaks
– a 5% point increase over 2009 (not statistically significant).
3.18
Significantly higher proportions of business are attributed to short breaks by serviced accommodation
operators (55% v 30%).
Figure 7
Approximately what proportion of your business was accounted for by short breaks (1 to 3 nights) between June and mid-September?
2010 2009
Base: All Respondents (142) All Respondents (164)
Page 23
Accommodation Bookings
3.19
Figure 8 shows that most bookings take place from 2 days to 1 month before arrival (52%).
3.20
Serviced accommodation visitors are significantly more likely to book their accommodation up to two
weeks before arrival, whereas visitors to self-catering providers typically have a longer lead time of up
to six months before arrival.
Figure 8
Do most of your bookings take place...?
Page 24
Business Outlook
3.21
Tourism operators in South West Wales are significantly less optimistic about their business prospects
than in the 2009 survey. In 2010 19% said that they are less optimistic than last year – a significant
increase of 8% points.
3.22
Inevitably, operators who experienced an increase in business in 2010 are significantly more likely to
feel optimistic about their business prospects (58% saying they are more optimistic v 32% average).
Figure 9
How do you feel about your business prospects now compared with this time last year?
2010 2009
Don't know Less Don't know

Less optimistic
2% 3%
optimistic 11%
19% More
optimistic
32% More
optimistic
41%
About the
same
About the 46%
same
46%
Plans for Business Expansion or Improvements

3.23
45% of respondents are planning capital improvements to their businesses and 47% are planning
revenue improvements. Operators who are planning both capital and revenue improvements represent
24% of the response.
Figure 10
Do you have any plans for expansion or improvements to your business in 2011?
Page 25
3.24
The most popular capital improvements are equipment, infrastructure and new build/construction.
Figure 11
What sort of capital improvements do you plan to carry out?
Base: Respondents who have undertaken capital improvements (118) Responses 183
3.25
The most popular revenue improvements are additional marketing activity and upgrade to website.
Figure 12
What sort of revenue improvements do you intend to make?
Base: Respondents who have undertaken revenue improvements (209) Responses 417
Page 26
3.26
Figures 13 and 14 present improvement type by size and category of business. The significant findings
are that:

Larger operators (over 11 staff) are more likely to have plans for both capital and revenue
improvements.

Non-accommodation operators are significantly more likely to have plans for revenue
improvements.

Serviced accommodation operators are significantly less likely to be planning revenue
improvements.

There are no significant differences between the local authorities.
Figure 13
Do you have any plans for expansion or improvements to your business in 2011? – Capital improvements by accommodation type, business
size and Local Authority
Other (86) 49
Accommodation Type
1-10 employees (199) 47
Business Size
Over 11 employees (43) 58
Local Authority
Pembrokeshire (166)
Swansea/Neath Port Talbot (26)
0 10 20 30 40 50 60 70
% of response
Base: Number of respondents in brackets
Figure 14
Do you have any plans for expansion or improvements to your business in 2011? – Revenue improvements by accommodation type,
business size and Local Authority
Other (86) 65
Accommodation Type
1-10 employees (199) 48 Business Size
Over 11 employees (43) 60 Local Authority
Pembrokeshire (166)
Swansea/Neath Port Talbot (26)
0 10 20 30 40 50 60 70
% of response
Base: Number of respondents in brackets
Page 27
3.27
Respondents were invited to outline their plans for business expansion or improvement and these
comments are included in full in the Results Report.
Page 29
Chapter 4: Visitor Trends and Characteristics
Visitor Markets
UK Visitors
4.1
Respondents were asked to identify their main UK markets by selecting up to three main categories
from a list and ranking them from 1 to 3 where 1 is the key activity. Figure 15 presents the results from
this exercise and shows that The Midlands, the South East and London and South Wales are the most
frequently mentioned UK markets by respondents to this survey.
Figure 15
In the main, where have your UK visitors come from this year?
24
The Midlands (214) 27
16
28
South East and London (192) 13
20
34
South Wales (171) 13
8
8
South West England (98) 12
10
3 Ist choice
Northern England (71) 8
11
2nd choice
2
Mid Wales (36) 4 3rd choice
5
1
North Wales (36) 5
5
0
Northern Ireland (9) 0
2
0
Scotland (4) 1
1
0 5 10 15 20 25 30 35 40
% Response
Base: All respondents (329) Figures in brackets above are the number of mentions for each visitor origin
4.2
These findings were then weighted such that origins ranked 1 were given a weight of 1; those ranked 2
were multiplied by 2 and those ranked 3 were multiplied by 3. This produced a total score which was
averaged out by dividing by the number of responses for each category. This analysis by rank more
accurately represents UK visitor origins as given by respondents to the survey.
4.3
Figure 15 presents the results of this rank analysis, showing that The Midlands is the largest source of
UK visitors for respondents to this survey; Scotland and Northern Ireland are the smallest.
Page 31
Figure 16
UK Markets Rank Order
The Midlands 1
South Wales 2
South East and London 3
South West England 4
Northern England 5
Mid Wales 6
North Wales 7
Northern Ireland 8
Scotland 9
4.4
The following operator types are significantly more likely to say that their UK visitors mainly come from
South Wales (ranked 1):
 Tourism Swansea Bay (52% v 34% for all operators)

 Non-accommodation (63%)
 11+ staff (59%)
4.5
Self-catering operators are more likely to say that their UK visitors are from the Midlands (36% of them
ranked the Midlands ‘1’ compared with 24% of all operators).
Page 32
Overseas Visitors
4.6
Respondents were asked to identify their main overseas markets by selecting up to three main
categories from a list and ranking them from 1 to 3 where 1 is the key activity. Figure 15 shows that
Germany, Netherlands and Ireland were the most frequently mentioned overseas visitor origins.
Figure 17
From which international destinations do your visitors mainly come?
19
Germany (129) 12
11
14
Netherlands (93) 11
6
19
Ireland (83) 6
3
9
USA (72) 6
8
4
France (56) 5
8
7
Australia (53) 5
6 Ist choice
3 2nd choice
Canada (25) 3
2
3rd choice
4
Belgium (22) 5
3
0
New Zealand (20) 3
3
2
Italy (12) 1
1
1
Far East (8) 3
2
1
Scandinavia (6) 1
1
0 5 10 15 20
% response
Base: All respondents (329) Figures in brackets above are the number of mentions for each visitor origin
4.7
The findings were weighted such that overseas markets ranked 1 were given a weight of 1; those
more accurately represents overseas visitor origins as given by respondents to the survey.
4.8
Figure 18 (overleaf) presents the result of this rank analysis, showing that Germany is the largest source
of overseas visitors for respondents to this survey and the Far East and Scandinavia are the smallest.
Page 33
Figure 18
Overseas Markets Rank Order
Germany 1
Ireland 2
Netherlands 3
USA 4
Australia 5
France 6
Canada 7
Belgium 8
New Zealand 9
Italy 10
Scandinavia 11
Far East 12
4.9
The following operator types are significantly more likely to say that their overseas visitors mainly come
from Ireland (ranked 1):
 Non-accommodation operators (30% v 19% for all operators)

 11+ staff (42%)
4.10
Serviced accommodation operators have a significantly higher than average proportion of main visitors
from Australia (ranked 1) (17% v 7% all operators). Self-catering operators are significantly more likely
than average to say that they have no overseas visitors (29% v 15%).
Page 34
4.11
Just under a third of respondents (30%) saw an increase in overseas guests in 2010.
Figure 19
Compared with this time last year, can you identify any difference in the volume of overseas visitors?
Base: All Respondents who receive international visitors (249)
Page 35
4.12
Respondents were asked to identify what mainly attracts people to visit their areas of Wales by
selecting up to three main categories from a list and by ranking them from 1 to 3 where 1 is the key
activity.
Figure 20
To the best of your knowledge what, in the main, attracts people to visit your area of South West Wales?
39
Scenery, landscape and countryside (210) 21
9
40
Coast/beaches/seaside (203) 19
8
3
Walking, hiking (137) 21
18
1
Attractions/sightseeing (55) 5
11
1
Visiting friends and relatives (46) 4
9
2
Heritage/history (42) 5
5
2
Wildlife/bird watching (26) 2
5
2
Other outdoor activities (30) 2
6
3 Ist choice
Gardens (16) 1
1
2nd choice
0
Historic sites (15) 1
4 3rd choice
1
Attend specific event (14) 1
3
2
Business (14) 1
1
Cycling (7) 0
2
1
Easy to get to (6) 0
1
0
Golf (5)
2
0
Mountain Biking (5) 1
0
1
Other (9) 0
1
0 5 10 15 20 25 30 35 40 45
% response
Base: All respondents (329) Figures in brackets above are the number of mentions for each motivation type
Page 36
4.13
These findings were then weighted such that motivations ranked 1 were given a weight of 1; those
more accurately represents visitor motivations as given by respondents to the survey.
Figure 21
Visitor Motivations Rank Order
Scenery, landscape and countryside 1
Coast/beaches/seaside 2
Walking, hiking 3
Attractions/sightseeing 4
Heritage/history 5
Visiting friends and relatives 6
Other outdoor activities 7
Wildlife/bird-watching 8
Gardens 9
Business 10
Attend specific events 11
Historic sites 12
Other 13
Easy to get to 14
Cycling 15
Mountain biking 15
Golf 17
Fishing 18
Page 37
4.14
Just over half the respondents agree that events, shows and festivals are of benefit to their businesses
(51%) and only 13% disagree. Over a third of respondents answered in the neutral, neither agree nor
disagree. There are no statistically significant differences between local authority areas.
Figure 22
To what extent do you agree or disagree that local events, shows and festivals benefit your business?
4.15
Respondents were asked to name the local events, shows and festivals which they feel have provided
benefit to their businesses. In all three main areas (Carmarthenshire, Pembrokeshire and Swansea and
Neath Port Talbot), a very wide and diverse range of events, shows and festivals were highlighted, a full
list of which are included in the ‘Results’ Report.
4.16
The most frequently mentioned events/shows/festivals in each area are as follows:
Carmarthenshire County and local fairs and agricultural shows

Food festivals and markets
Royal Welsh Show
Ffos Las
GB Rally
Pembrokeshire Various music festivals (Abjazz, St Davids, folk, blues)

County and agricultural shows
Food festivals
Swansea and NPT Various music festivals (Proms, Gower festivals etc)
GB Rally
Ryder Cup
Sporting events (Rugby, Gower Run, 10k)
4.17
Those who disagree that local events, shows and festivals benefit their business give the following main
reasons:
 Visitors do not book for events – attracted to area for other reasons
 Local/inadequate marketing of events
 Events take place on change-over day
 Visitors are not interested in events
 No events nearby
Page 38
Chapter 5: Travel and Transport
Main Mode of Travel

5.1
vehicles.
Figure 23
How do most of your visitors arrive at your business?
Other
Organised 2%
Don't
coach trip On foot know/NA
1% 2% 2%
Bus
1%
Own motor
vehicle
92%
Page 39
Public Transport
5.2
Once in the area, a majority of operators (65%) try to encourage their customers to use public
transport (e.g. Gower Explorer, Haven Water Taxi, Puffin Shuttles, Heart of Wales Line). Operators in
Pembrokeshire are significantly more likely to say that they promote public transport to their
customers than those in Carmarthenshire. These findings are probably explained by the variety of
public transport services available within Pembrokeshire as compared to Carmarthenshire rather than
by any reluctance on the part of operators in Carmarthenshire to promote public transport.
Figure 24
Do you promote the use of public transport to your customers? (e.g. Gower Explorer, Puffin Shuttles, Heart of Wales Line)
5.3
Respondents who do not promote public transport to their customers were asked for their reasons.
These are given in full in the accompanying Results Report but in summary the main reasons given are:
 Public transport is poor/unreliable/infrequent (28 respondents)

 Access to our operation is difficult by public transport/rural location (17)
 Visitors arrive in their own transport (9)
Cycling
5.4
Nearly 7 in 10 respondents promote cycling to their customers. A significantly higher proportion of
Carmarthenshire than Pembrokeshire respondents say they do this.
Figure 25
Do you promote cycling to your customers (e.g. local cycle hire, national cycle network route proximity, cycling trail leaflets)?
Page 40
5.5
Respondents who do not promote cycling to their customers were asked for their reasons. These are
given in full in the accompanying Results Report but in summary the main reasons given are:
 Inappropriate to customer base (13 respondents)

 Roads are not safe for cyclists (7)
 No evident demand (7)
 Poor cycle routes and facilities (6)
 Poor/lack of information (6)
 Difficult topography for cyclists (5)
Page 41
Chapter 6: Marketing

6.1
Nearly all the operators who responded to the survey (95%) have websites for their businesses.
Figure 26
Do you have a website for your business?
Page 42
6.2
Respondents were asked about online facilities. Whilst over half (56%) have email booking forms and
over two in five have online availability information (44%), relatively few provide online payment or
reservation facilities.
6.3
Self-catering operations are more likely than other businesses to have online availability of dates and
email booking forms. Larger operators of 11 or more staff are more likely to have online payment
through their own websites and serviced operators are more likely to have online reservations through
a third party.
Figure 27
Which of the following website facilities do you have?
6.4
Just over two respondents in five (44%) buy and sell goods and services over the internet for business
purposes.
Figure 28
Does your business undertake e-commerce - that is buying and selling goods and services over the internet for business purposes?
Page 43
6.5
When asked about online marketing presence and activity, over half the respondents (51%) said that
they have search engine optimisation and nearly two in five use social media sites (38%). Relatively few
use Paid search /Pay per click or Blog.
6.6
Respondents most likely to have social media presence are:
 based in Swansea/NPT
 non-accommodation sector
 11+ employees
 experienced increase in business this year over last
6.7
Those most likely to blog are:
 non accommodation operators

 11+ employees
6.8
Respondents most likely to have search engine optimisation are:
 Based in Swansea/NPT
 11+ employees
Figure 29
What, if any, online marketing presence and activity do you have in place?
Page 44
6.9
46% of respondents currently monitor what people say about their business on TripAdvisor. Serviced
accommodation operators are significantly more likely to do this.
Figure 30
Do you currently monitor what people say about your business on Trip Advisor?
Page 45
6.10
Respondents were asked to identify up to three main marketing methods they find the most effective
(other than website and online marketing). The most popular choices were own publications/leaflets
(51%) and Involvement with Local Authority promotions (46%).
6.11
Respondents in Swansea/NPT are more likely to say they are involved in local authority promotion as a
marketing partner. Third party booking sites are more likely to be used by serviced accommodation
providers. Non accommodation operators are more likely to use their own publications/leaflets and
newspaper/magazines advertisements. Larger operators (11+ staff) are also more likely to advertise in
newspapers and magazines. Self-catering operators are more likely to use Trade Association activities.
Figure 31
Which main methods (other than your website if you have one or online marketing) do you find the most effective for promoting your
business? (Please select the top three methods only).
Page 46
Chapter 7: Staff Training and Development
7.1
When asked how important it is that ‘you and your staff develop through training’, seven in ten (71%)
said that it is very or fairly important and only 9% said it is unimportant. A fifth gave the neutral, neither
important nor unimportant response.
7.2
Respondents who are members of Tourism Swansea Bay are significantly more likely to say that
training is very important along with larger businesses (11 or more staff) and non-accommodation
operators.
Figure 32
How important is it to you that yourself and your staff develop through training?
7.3
Over half the respondents (56%) said that someone from their business had been on a course over the
last 12 months.
7.4
Significantly more likely to say this are operators in Swansea/Neath Port Talbot, those with non-
accommodation businesses and larger operators (11+ staff).
Figure 33
Has anyone from your business been on a course in the last 12 months?
Page 47
7.5
The most frequently attended courses are An introduction to Social Media and using it within your
business (32%), and Developing a sense of place (21%).
7.6
The most frequently mentioned ‘other’ courses are First Aid (by 16 respondents), Food Hygiene (14),
Fire Safety and Risk Assessments (8), IT (6) and Marketing/Promotion (6).
Figure 34
Which course(s) have been attended in the last 12 months?
Page 48
7.7
All courses listed in Figure 34 on the previous page were considered by a high majority of respondents
to be helpful.
Figure 35
How helpful or unhelpful was/were the course(s)?
Page 49
7.8
Respondents were presented a list of courses and asked to identify which would benefit their
businesses if run in the next 12 months. The most popular courses were Attracting Customers
throughout the Year (48%) and Selling your Service Successfully (37%).
Figure 36
Which of the following courses would you find of benefit to your business, if run in the next 12 months?
Base: All Respondents (265) Number of responses - 659
Page 50
Chapter 8: Local Food
8.1
Just over two respondents in five order food to sell in their business. Unsurprisingly, serviced
accommodation operators are significantly more likely than average to order food for their businesses
along with larger businesses employing 11+ staff.
Figure 37
Do you order food to sell in your business?
8.2
Nearly all respondents who buy food for their business use local produce (96%).
8.3
Just over a quarter (28%) of respondents would use an online forum to source local produce, talk to
chefs and producers and learn new recipes. Serviced accommodation operators are the most likely to
say they would use this service (40%) and self-catering operators the least likely (16%).
Figure 38
How likely or unlikely would you be to use an online forum to source local produce, talk to chefs and producers and learn new recipes?
Page 51
Chapter 9: Greening Your Business
9.1
A very high proportion of respondents actively recycle to reduce waste (87%) and actively save energy
(82%). However, relatively few promote sustainable transport (28%), reduce car use (25%) or use
renewable energy schemes/tariffs (18%).
9.2
Serviced accommodation businesses and those located in Carmarthenshire are significantly more likely
to say they save energy and water, whilst businesses more likely to promote Welsh culture and a sense
of place are in Swansea or employ more than 11 staff. Local or ethical products are more likely to be
purchased by serviced accommodation operators.
Figure 39
Which of the following do you practice in the operation of your business?
Page 53
9.3
When asked to rate the importance to their business of a number of environmentally sustainable
practices, respondents scored recycling and actively saving energy very highly (90% and 89% agree).
They also gave high scores to actively saving water and purchasing local/ethical products (80% and
79%). Of least importance, however, is reducing car use (52%), along with using renewable energy
(59%) and promoting sustainable transport (60%).
Figure 40
How much do you agree or disagree that these are important to your business?
9.4
Most respondents have no green certificate for their business (81%). The Green Dragon award is the
most popular for those who are certificated (17% of all respondents). Larger businesses with more than
11 staff are significantly more likely to have a Green Dragon Award (28%).
Figure 41
Has your business been awarded a green certificate by any of the following schemes?
Page 54
9.5
Respondents were presented with a list of courses about greening their businesses and asked to
identify which are of interest to them. Nearly three in ten expressed no interest in any of the courses
and only a few are interested in Encouraging visitors to minimise car use (12%) and Preparing for
climate change (15%). On the other hand, over a third of respondents are interested in Encouraging
wildlife/biodiversity and in Energy saving (36% each).
9.6
There are no clear differences by respondent profile in regard to this question.
Figure 42
Would you be interested in learning more about any of the following?
Page 55
9.7
Respondents identified their favourite source of information, advice and support on green issues for
business as online information/toolkits (48%). Also popular are training on their own premises (22%)
and printed toolkits (20%). Least popular sources are targeted support (8%) and telephone/email
support (12%).
9.8
Larger businesses with 11 staff or more are significantly more likely to say that they prefer training on
their own premises (44% v 22% average).
Figure 43
Which of the following would you choose to access information, advice and support on green issues for your business?
Page 56
Chapter 10: Pembrokeshire - Summary
Turnover
10.1
When asked to estimate how the high seasons (June to September) of 2010 and 2009 differed, almost
two fifths (37%) reported increased levels of business in 2010 – and over a fifth of all respondents
(22%) experienced business increases of 10% or more. On the other hand, over a third (35%)
experienced decreasing business levels in 2010 compared with the previous year and over a quarter
(28%) reported similar levels of business between the two high seasons.
Figure 44
How would you rate the volume of business that you experienced in June to September 2010 compared with the same period in 2009? In 2010
the volume of our business ...
Base: Pembrokeshire respondents (214)
Page 57
10.2
When respondents who reported increased levels of business in 2010 were asked what factors they felt
led to this increase, over half (52%) reported improved promotional activity, whilst over a third (36%)
reported the weather. Two fifths felt that their increase in business was due to other factors.
Figure 45
Base: Pembrokeshire respondents whose volume of business increased in 2010 (77)
10.3
The vast majority of respondents (92%) who reported decreased levels of business in 2010 feel that this
was due to the recession, whilst over two fifths (42%) believe that it was due to the weather. Fewer
respondents reported that the decrease was because of reduced promotional activity (9%) and other
factors (14%).
Figure 46
Base: Pembrokeshire respondents whose volume of business decreased in 2010 (74)
Page 58
Staff Levels
10.4
A majority of operators from Pembrokeshire – over three quarters (77%) - reported no change in staff
levels compared to 12 months ago, whilst 11% have increased their number of employees and 12%
have decreased their workforce (Figure 47).
Figure 47
Short Breaks
10.5
Over a half the accommodation operators in Pembrokeshire responding to the survey (54%) reported
that less than 25% of their business was accounted for by short breaks, whereas 46% reported that 25%
or more of their business was accounted for by short breaks (June to September 2010).
Figure 48
Approximately what proportion of your business was accounted for by short breaks (1 to 3 nights) between June and mid-September 2010?
Base: Pembrokeshire respondents who offered short breaks between June and mid-September 2010 (106)
Page 59
10.6
Over two fifths (43%) of tourism operators in Pembrokeshire changed their business pricing structure
this season, whereas just under three fifths (57%) did not.
Figure 49
10.7
Accommodation operators were asked to provide information about bookings; Figure 50 shows that
most bookings take place up to three months before (29%), followed by up to a month before (26%)
and up to 2 weeks before (18%).
Figure 50
Page 60
Business Outlook
10.8
Tourism operators in Pembrokeshire are, on the whole, fairly optimistic about their business prospects.
Whilst 46% feel the same about their prospects this year as last, just under a third (32%) are feeling
more optimistic than in 2009 (Figure 51 below). However, over a fifth (22%) of respondents feel less
optimistic.
Figure 51

10.9
Around a fifth of respondents are planning capital (20%) or revenue improvements (21%) only to their
business and a quarter (25%) are planning both capital and revenue improvements (Figure 52). 26%
have no plans for expansion or improvement.
Figure 52
Page 61
10.10
Of those who have plans for capital expansion, over half (56%) will be carrying out improvements to
equipment, 42% are planning improvements to infrastructure and nearly a third (31%) are planning a
new build/conversion.
Figure 53
Base: Pembrokeshire respondents who have plans for capital improvements (81)
10.11
Of those who have plans for revenue expansion, around two fifths (39%) are intending to carry out
additional marketing activity, whilst over a quarter have plans for continual upgrade (30%),
refurbishment (27%) and upgrades to their website (26%).
Figure 54
Base: Pembrokeshire respondents who have plans for revenue improvements (142)
Page 62
Visitor Markets
10.12
this exercise and shows that The Midlands, the South East and London and South Wales are the most
frequently mentioned UK markets by respondents from Pembrokeshire to this survey.
Figure 55
26
The Midlands (155) 30
19
26
24
33
South Wales (127) 19
9
7
10
4 Ist choice
12
2nd choice
1
North Wales (27) 6 3rd choice
6
2
Mid Wales (23) 3
5
Northern Ireland (4) 0.5

1
Scotland (1)
0.5
0 5 10 15 20 25 30 35
% Response
Base: All Pembrokeshire respondents (206). Figures in brackets above are the number of mentions for each visitor market
10.13
These findings were then weighted such that markets ranked 1 were given a weight of 1; those ranked
2 were multiplied by 2 and those ranked 3 were multiplied by 3. This produced a total score which was
accurately represents UK visitor origins as given by Pembrokeshire respondents.
Page 63
10.14
Figure 56 presents the results of this rank analysis, showing that The Midlands is the largest source of
UK visitors for tourism operators in Pembrokeshire who responded to this survey; Scotland and
Northern Ireland are the smallest.
Figure 56
The Midlands 1
South Wales 2
Northern England 5
North Wales 6
Mid Wales 7
Northern Ireland 8
Scotland 9
Page 64
10.15
Germany, Netherlands and Ireland were the most frequently mentioned overseas visitor markets by
Pembrokeshire operators.
Figure 57
26
Germany (99) 18
16
19
Netherlands (70) 14
8
21
Ireland (56) 9
11
11
USA (52) 9
11
5
France (38) 7
11
7
Australia (35) 6
8 Ist choice
3 2nd choice
Belgium (16) 5
2
3rd choice
New Zealand (15) 4
5
2
Canada (14) 3
4
2
Italy (7) 2
1
Far East (5)
2
Scandinavia (2) 1
0 5 10 15 20 25 30
% response
Base: All Pembrokeshire respondents who receive overseas visitors (196). Figures in brackets above are the number of mentions for each
market
10.16
more accurately represents overseas visitor markets as given by respondents to the survey.
10.17
Figure 58 (overleaf) presents the result of this rank analysis, showing that Germany is the largest source
of overseas visitors for Pembrokeshire respondents to this survey and the Far East and Scandinavia are
the smallest.
Page 65
Figure 58
Germany 1
Netherlands 2
Ireland 3
USA 4
Australia 5
France 6
Belgium 7
Canada 8
New Zealand 9
Italy 10
Far East 11
Scandinavia 12
10.18
Compared with last year, the highest proportion of tourist operators in Pembrokeshire reported that
the volume of overseas visitors has stayed the same (40%); however, just under a third reported a
decrease (31%) or increase (29%) since last year.
Figure 59
Page 66
10.19
Tourism operators from Pembrokeshire were asked to identify what mainly attracts people to visit their
area of Wales by selecting up to three main categories from a list and by ranking them from 1 to 3
where 1 is the key reason.
Figure 60
36
11
36
11
4
24
12
2
8
1
8
1
8
3
6
Historic sites (10) 1 Ist choice
5
2
Business (7) 1 2nd choice
1
1 3rd choice
Attend specific event (4) 1
1
Gardens (4) 1
2
Golf (3)
2
1
Easy to get to (2)
1
Fishing (2) 1
1
Cycling (1)
1
Moutian biking (0)
1
Other (5) 1
1
0 5 10 15 20 25 30 35 40
% response
Base: All Pembrokeshire respondents (197). Figures in brackets above are the number of mentions for each motivation type
10.20
more accurately represents visitor motivations as given by respondents to the survey.
10.21
Figure 61 (overleaf) shows that coast/beaches/seaside are the main attraction to people who visit
Pembrokeshire.
Page 67
Figure 61
Walking/hiking 3
Heritage/History 4
Wildlife/bird watching 6
Business 9
Historic sites 10
Other 11
Attend specific event 12
Gardens 13
Easy to get to 14
Golf 15
Fishing 15
Cycling 17
Mountain biking 18
Page 68
10.22
Just under half of the respondents (48%) agree that local events, shows and festivals are of benefit to
their businesses and only 14% disagree. Just under two fifths (39%) of respondents answered in the
neutral, neither agree nor disagree.
Figure 62

10.23
vehicles.
Figure 63
Page 69
10.24
Just over 7 in 10 tourism operators in Pembrokeshire promote the use of public transport to their
customers (71%), whilst just under 3 in 10 do not (29%).
Figure 64
10.25
Two thirds of respondents promote cycling to their customers (66%), whilst around a third (34%) do
not.
Figure 65
Page 70
10.26
The vast majority of tourism operators in Pembrokeshire have a website for their business (95%).
Figure 66
10.27
Respondents who have a business website were asked what website facilities they have. Three fifths
(60%) have email booking forms and over two fifths (45%) have an online availability of dates through
their own or third party website. Over a quarter have online reservation facilities through their own
website (29%) and/or a third party website (28%). However, over four fifths reported that they do not
have an online payment facility through their own website (83%) or through a third party website
(81%).
Figure 67
Base: Pembrokeshire respondents who have a website for their business (number of respondents shown in brackets)
Page 71
10.28
46% of Pembrokeshire respondents say that they currently monitor what people say about their
business on Trip Advisor.
Figure 68
Page 72
10.29
(other than website and online marketing). The most popular choices for tourism operators in
Pembrokeshire were: own publications/leaflets (51%) and involvement with Local Authority
promotions (45%).
Figure 69
Which main methods (other than your website if you have one or online marketing) do you find the most effective for promoting your business?
(Please select the top three methods only).
Page 73
Staff Training and Development
When asked how important it is that ‘you and your staff develop through training’, around 7 in 10
respondents (69%) said that it is very or fairly important whilst only 11% said it is unimportant. 20%, gave
the neutral, neither important nor unimportant response.
Figure 70
10.30
Just over half (52%) of the respondents reported that someone from their business has been on a course
in the last 12 months.
Figure 71
10.31
Nearly a third (31%) of respondents said that someone from their business had attended a course on An
introduction to Social Media (31%), whereas a smaller proportion said that someone had attended
courses on Developing a sense of place within your business (15%), E communications (14%) and Using
Googles’s free tools for your business (14%).
Page 74
Figure 72
Base: Pembrokeshire respondents who reported that someone from their business has been on a course in the last 12 months (95)
10.32
All respondents who said that someone from their business has attended an Advanced Social Media
course and/or a Through the Keyhole Accommodation Tour reported that the course was helpful.
Furthermore, over 90% found courses on Developing a Sense of Place within your Business (93%), Using
Google’s Free Tools for your Business (92%) and E Communications (93%) helpful. However, a fifth
reported that the Quick and Easy Meals course was unhelpful. This is illustrated in Figure 73 overleaf.
Page 75
Figure 73
Base: Pembrokeshire respondents who reported that someone from their business has been on a course in the last 12 months (number of
respondents shown in brackets)
Page 76
10.33
A quarter or more of respondents reported that the following courses would be beneficial to their
business: Attracting Customers throughout the Year (45%), Selling your Service Successfully (34%) and An
Introduction to Facebook, Twitter and Trip Advisor (25%).
Figure 74
Page 77
Local Food
10.34
Over two fifths of tourism operators in Pembrokeshire (43%) order food to sell in their business,
whereas almost three fifths (57%) do not.
Figure 75
10.35
Almost all (99%) of the respondents who order food to sell in their business use local produce.
Figure 76
Do you use local produce in your business?
Base: Pembrokeshire respondents who order food to sell in their business (78)
Page 78
10.36
A quarter of respondents said that they would be likely to use an online forum to source local produce,
talk to chefs and producers and learn new recipes, whilst almost three fifths (58%) said that they would
be unlikely to do so.
Figure 77

10.37
When asked about ways in which they keep their business green, four fifths or more of respondents
said they actively reduce waste (89%) and actively save energy (80%). A lower proportion reported that
they purchase local/ethical products (57%) and actively save water (47%). However, only 14% said that
they use renewable energy schemes.
Figure 78
Page 79
10.38
Over four fifths of respondents agree that actively reducing waste/recycling (91%), saving energy (89%)
and saving water (83%) are important to their business. Furthermore, over three fifths agree that
purchasing local/ethical products (77%), promoting Welsh culture and language (64%) and promoting
sustainable transport (62%) are also important. Almost two fifths (38%) neither agree nor disagree that
reducing car use and using renewable energy schemes are important to their business.
Figure 79
Base: Pembrokeshire respondents (number of respondents shown in brackets)
10.39
Almost a fifth (19%) of the respondents have been awarded a green certificate by the Green Dragon
scheme. However, the majority (79%) of respondents have not been awarded a green certificate.
Figure 80
Base: Respondents whose Local Authority is Pembrokeshire (182)
Page 80
10.40
Just under two fifths of respondents said that they would be interested in learning more about energy
saving (39%) and encouraging wildlife/biodiversity (38%). Furthermore, over a quarter would like to
learn more about water saving (28%), Sense of Place (28%) and renewable energy (27%).
Figure 81
Page 81
10.41
Around half the respondents (49%) would choose to access information, advice and support on green
issues for their business through online information/toolkits, whilst over a fifth would choose to use
printed toolkits (21%) and/or training on their own premise (21%).
Figure 82
Page 82
Chapter 11: Carmarthenshire -Summary
Turnover
11.1
When asked to estimate how the high seasons (June to September) of 2010 and 2009 differed, over
half of the respondents (56%) reported increased levels of business in 2010 – and over a third of all
respondents (35%) experienced business increases of 10% or more. On the other hand, around a
quarter (24%) experienced decreasing business levels in 2010 compared with the previous year and just
over a fifth (21%) reported similar levels of business between the two high seasons.
Figure 83:
How would you rate the volume of business that you experienced in June to September 2010 compared with the same period in 2009? In 2010
Base: Carmarthenshire respondents (52)
Page 83
11.2
More than 7 in 10 respondents (72%) who reported increased levels of business in 2010 felt that this
was due to improved promotional activity, whilst around a quarter felt that added value offers (24%)
and/or the weather (24%) led to this increase. Almost a third (31%) felt that the increase in business
was due to other factors.
Figure 84
Base: Carmarthenshire respondents whose volume of business increased in 2010 (29)
11.3
The largest proportion of respondents who reported decreased levels of business in 2010 felt that this
was due to the recession (83%), whereas over two fifths (42%) felt that it was due to the. This is
illustrated in Figure 85 below.
Figure 85
Base: Carmarthenshire respondents whose volume of business has decreased in 2010 (12)
Page 84
Staff levels
11.4
The majority of Carmarthenshire accommodation operators responding to the survey (83%) reported
that there has been no change in staff levels compared to 12 months ago, whilst 8% have increased or
decreased the number of people now employed in their business.
Figure 86
Short Breaks
11.5
Around two fifths (65%) of accommodation operators in Carmarthenshire reported that less than 25%
of their business is accounted for by short breaks, whilst over a third (35%) reported that 25% or more
of their business is accounted for by short breaks.
Figure 87
Base: Carmarthenshire respondents who offered short breaks between June and September 2010 (23)
Page 85
11.6
The majority (64%) of Carmarthenshire respondents have not changed their pricing structure this
season, whereas over a third have (36%).
Figure 88
11.7
Respondents reported that most of their bookings take place up to month before (33%), closely
followed by up to 3 months before (31%) and up to 2 weeks before (26%).
Figure 89
Base: Respondents whose Local Authority is Carmarthenshire (39)
Page 86
Business Outlook
11.8
Compared to this time last year, almost half the tourism operators (48%) feel the same about their
business prospects, whereas around a third (32%) feel more optimistic and a fifth (20%) feel less
optimistic.
Figure 90:

11.9
Around a quarter of respondents (24%) are planning capital improvements to their businesses, 31% are
planning revenue improvements and a fifth of respondents (20%) are planning both revenue and
capital improvements. 22% have no plans for expansion or improvement.
Figure 91
Base: Carmarthenshire respondents whose Local Authority is (44)
Page 87
11.10
Over half of the respondents (55%) who are going to make capital improvements are planning a new
build/conversion, whilst over a third are planning improvements to equipment and infrastructure
(35%).
Figure 92
Base: Carmarthenshire respondents who have plans for capital improvements (20)
11.11
Over two fifths of those with plans for revenue expansion are intending to carry out upgrades to their
website (45%) and additional marketing activity (42%). Over a quarter are planning on carrying out a
refurbishment (29%) and/or a continual upgrade (26%).
Figure 93
Base: Carmarthenshire respondents who have plans for revenue improvements (38)
Page 88
Visitor Markets
11.12
this exercise and shows that the South East and London, the Midlands and South Wales are the most
frequently mentioned UK markets by respondents from Carmarthenshire to this survey.
Figure 94
30
17
23
Midlands (33) 25
15
3
South Wales (25) 6
11
9
13
2
15
4
Mid Wales (8) 8
4
2
North Wales (7) 6
6
Scotland (2) 2
2
Northern Ireland (0)
0 5 10 15 20 25 30 35
% Response
Base: All Carmarthenshire respondents (53). Figures in brackets above are the number of mentions for each visitor origin
11.13
These findings were then weighted such that markets ranked 1 were given a weight of 1; those ranked
2 were multiplied by 2 and those ranked 3 were multiplied by 3. This produced a total score which was
accurately represents UK visitor origins as given by respondents from Carmarthenshire to the survey.
11.14
Figure 95 overleaf presents the results of this rank analysis, showing that the South East and London is
the largest source of UK visitors for Carmarthenshire respondents to this survey; Scotland and Northern
Ireland are the smallest.
Page 89
Figure 95
Midlands 2
South Wales 3
Northern England 5
Mid Wales 6
North Wales 7
Scotland 8
Northern Ireland 9
Page 90
11.15
categories from a list and ranking them from 1 to 3 where 1 is the key activity. Figure 96 overleaf shows
that Netherlands, Germany and Ireland were the most frequently mentioned overseas visitor origins for
Carmarthenshire respondents.
Figure 96
10
Netherlands (17) 25
8
10
Germany (17) 25
8
30
Ireland (15) 5
3
3
France (12) 13
15
13
Australia (11) 8
8
10
USA (10) 5
10 Ist choice
3 2nd choice
Italy (4)
8
3rd choice
3
Belgium (4) 5
3
Canada (3) 8
3
New Zealand (2) 3
3
Scandinavia (1)
Far East (1)

3
0 5 10 15 20 25 30 35
% response
Base: All Carmarthenshire respondents (53). Figures in brackets above are the number of mentions for each visitor origin
11.16
more accurately represents overseas visitor markets as given by respondents to the survey.
11.17
Figure 97 (overleaf) presents the result of this rank analysis, showing that Ireland is the largest source
of overseas visitors for Carmarthenshire respondents to this survey and the Far East and Scandinavia
are the smallest.
Page 91
Figure 97
Ireland 1
Netherlands 2
Germany 3
Australia 4
USA 5
France 6
Belgium 7
Italy 8
Canada 9
New Zealand 9
Scandinavia 11
Far East 12
11.18
Positively, just over two fifths of tourist operators in Carmarthenshire reported that the volume of
overseas visitors compared with last year has increased (41%), whilst a slightly lower proportion said
that the volume had stayed the same (37%). Just over a fifth (22%) said that the volume of overseas
visitors had decreased since last year.
Figure 98
Page 92
11.19
Tourism operators from Carmarthenshire were asked to identify what mainly attracts people to visit
their area of Wales by selecting up to three main categories from a list and by ranking them from 1 to 3
where 1 is the key reason.
Figure 99
54
2
13
6
13
2
19
4
15
17
Gardens (12) 6
2
2
Attend specific events (5) 2
8
6 Ist choice
2
Cycling (4) 2 2nd choice
4
2 3rd choice
Historic sites (4)
6
2
4
Easy to get to (1)
2
Moutain biking (1) 2
Business (0)
Fishing (0)
Golf (0)
4
Other (3)
1
0 5 10 15 20 25 30 35 40 45 50 55 60
% response
Base: All Carmarthenshire respondents (53). Figures in brackets above are the number of mentions for each motivation type
11.20
more accurately represents visitor motivations as given by respondents to the survey. Figure 100 shows
that scenery, landscape ad countryside is the main attraction to people who visit Carmarthenshire.
Page 93
Figure 100
Gardens 3
Walking, hiking 4
Heritage/history 7
Cycling 8
Other 8
Historic sites 12
Attend specific event 12
Mountain Biking 14
Easy to get to 15
Golf 16
Fishing 16
Business 16
Page 94
11.21
Over half of the respondents (55%) agree that local events, shows and festivals benefit their business,
whilst only 18% disagree. Over a quarter (27%) of respondents answered in the neutral, neither agree
nor disagree.
Figure 101

11.22
All visitors are reported to arrive at operators’ businesses in Carmarthenshire via their own motor
vehicles.
Figure 102
Base: Carmarthenshire respondents
Page 95
11.23
Just over half the tourism operators in Carmarthenshire responding to this survey promote the use of
public transport to their customers; however, a similar proportion (48%) do not.
Figure 103
11.24
The majority of respondents (79%) promote cycling to their customers.
Figure 104
Page 96
11.25
Almost all (95%) Carmarthenshire respondents have a website for their business.
Figure 105
11.26
Over half the Carmarthenshire respondents do not have the website facilities listed in Figure 106
below; in particular, over three quarters do not have an online payment facility through a third party
(84%) and/or their own website (76%). However, over two fifths do have an online availability of dates
(49%) and email booking forms (44%).
Figure 106
Base: Carmarthenshire respondents who have a website for their business (number of respondents shown in brackets)
Page 97
11.27
Under half (45%) of Carmarthenshire respondents monitor what people say about their business on
Trip Advisor.
Figure 107

11.28
(other than website and online marketing). The most popular choices for operators in Carmarthenshire
were: own publications/leaflets (50%) and involvement with Local Authority promotions (39%).
Figure 108
Page 98
11.29
When asked about the importance of training, over three quarters (78%) of respondents said that it is
important that they and their staff develop through training, whilst only 4% said it is unimportant.
Figure 109
11.30
Three fifths (60%) of respondents stated that someone from their business has been on a course in the
last 12 months.
Figure 110
11.31
Around a third of business operators in Carmarthenshire reported that the following courses had been
attended in the last 12 months: Developing a sense of place within your business (33%), An introduction
to Social Media and using it within your business (30%) and Through the keyhole accommodation tour.
Page 99
Figure 111
11.32
All respondents said that courses attended on An introduction to Social Media, Through the keyhole
accommodation tour, Using Google’s free tools for your business, Quick and easy meals to serve to
your guests and developing supervisors to be leaders were helpful.
Figure 112
Base: Carmarthenshire respondents (number of respondents shown in brackets)
Page 100
11.33
Over three fifths (62%) said that a course on Attracting Customers throughout the Year would be
beneficial to their business if run in the next 12 months. Around two fifths would find Selling your
Service Successfully (43%) and Introduction to Facebook, Twitter and Trip Advisor (40%) courses
beneficial.
Figure 113
Which of the following courses would you find of benefit to your business if run in the next 12 months?
Local Food
11.34
Just under a third (31%) of tourism operators in Carmarthenshire order food to sell in their business.
Figure 114
Page 101
11.35
A large proportion of respondents (93%) who order food to sell in their business use local produce in
their business, whereas only 7% do not/
Figure 115
Base: Carmarthenshire respondents who order food to sell in their business (14)
11.36
Over a third of respondents (36%) said that they would be likely to use an online forum to source local
produce, talk to chefs and producers and learn new recipes, whilst almost half (48%) said that would be
unlikely.
Figure 116
Page 102
11.37
Over 90% of respondents said they actively save energy (93%) and actively reduce waste/recycle (91%).
Furthermore, over two thirds of businesses reported that they actively save water and purchase
local/ethical products (71%).
Figure 117
Page 103
11.38
More than 9 in 10 respondents agree that actively saving energy (93%) and actively reducing
waste/recycling (91%) are important to their business. In addition, four fifths or more agree that
purchasing local/ethical products (87%) and actively saving water (80%) are also important. However,
over 10% of respondents disagree that reducing car use (16%) and promoting Welsh culture and
language (11%) are important.
Figure 118
Base: Carmarthenshire respondents (number of respondents shown in brackets)
11.39
16% of respondents have been awarded a green certificate by the Green Dragon scheme; however, the
majority (84%) have not been awarded a green certificate of any kind.
Figure 119
Page 104
11.40
Figure 120 shows that business operators in Carmarthenshire are most interested in learning more
about encouraging wildlife/biodiversity (40%), followed by renewable energy (31%), energy saving
(29%) and local sourcing – food and products (29%).
Figure 120
Page 105
Just under half the respondents (47%) would choose to access information, advice and support on green
issues for their business through online information/toolkits, whilst over a quarter would choose to use
forums, clusters, networks and events (29%) and/or off site training courses (27%).
Figure 121
Page 106
Chapter 12: Swansea/Neath Port Talbot - Summary
A Note of Caution
12.1
Only 36 tourism operators from Swansea (26) and Neath Port Talbot (10) responded to the survey at
least in part. The results in this section should, therefore, be treated as indicative only. It is not possible
to say that they represent the majority view owing to the low level of response.
Turnover
12.2
When asked to estimate how the high seasons (June to September) of 2010 and 2009 differed, more
than half of the respondents (56%) reported increased levels of business in 2010 – and more than a
fifth of all respondents (23%) experienced business increases of 10% or more. On the other hand, a fifth
(20%) experienced decreasing business levels in 2010 compared with the previous year and just less
than a quarter (23%) reported similar levels of business between the two high seasons.
Figure 122
How would you rate the volume of business that you experienced in June to September 2010 compared with the same period in 2009?In 2010
Base: Swansea/Neath Port Talbot respondents (30)
Page 107
12.3
Improved promotional activity explained most of the increase in business (82%), whilst around a
quarter of respondents (24%) felt that added value offers and the weather were contributory factors (4
operators for each of these factors).
Figure 123
Base: Swansea/Neath Port Talbot respondents whose volume of business has increased in 2010 (17)
12.4
Five out of the six respondents who experienced a decrease in business attributed this to the recession
and three of them said that the weather played its part.
Figure 124
Base: Swansea/Neath Port Talbot respondents whose volume of business has decreased in 2010 (6)
Page 108
Staff Levels
12.5
A majority of operators in Swansea/Neath Port Talbot– over four fifths (83%) reported no change in
staff levels compared to 12 months ago, whilst 11% have increased their number of employees and 6%
have decreased their workforce.
Figure 125
Short Breaks
12.6
Six of the 11 accommodation operators in Swansea/Neath Port Talbot responding to the survey (54%)
reported that less than 25% of their business is accounted for by short breaks, whereas 5 (45%)
reported that 25% or more of their business is accounted for by short breaks.
Figure 126
Base: Swansea/Neath Port Talbot respondents who offered short breaks between June and mid-September 2010 (11)
Page 109
12.7
Almost half (48%) of the Swansea/Neath Port Talbot respondents changed their business pricing
structure this season.
Figure 127
12.8
Accommodation operators were asked to provide information about bookings; Figure 128 shows that
about 3 in 10 respondents report that their bookings mainly take place up to three months in advance
(29%). The same proportion of respondents (24% - 4 respondents) reported that most of their bookings
take place up to 2 weeks before, 2-3 days before and up to a month before.
Figure 128
Base: Swansea/Neath Port Talbot respondents who run accommodation businesses (17)
Page 110
Business Outlook
12.9
Tourism operators in Swansea/Neath Port Talbot on the whole, feel the same about their prospects
this year as last (61%). Positively, around a third (10 respondents) feel more optimistic now compared
to last year and only 6% (2 respondents) feel less optimistic.
Figure 129
12.10
Around a fifth of respondents are planning capital (19%) or revenue improvements (19%) to their
businesses and around a quarter (26%) are planning both capital and revenue improvements.
Figure 130
Page 111
12.11
Almost two thirds of the 14 respondents who are planning capital expansion (9 respondents) reported
that they will be carrying out improvements to equipment, whilst a third of the respondents (5
operators) plan to carry out infrastructure improvements (36%). Four respondents are planning an
extension and/or a new build/conversion.
Figure 131
Base: Swansea/Neath Port Talbot respondents who have plans for capital improvements (14)
12.12
Plans for revenue improvements by business operators in Swansea/Neath Port Talbot included:
upgrades to their website (38%), additional marketing activity (33%) and development/training of staff
(29%).
Figure 132
Base: Swansea/Neath Port Talbot respondents who have plans for revenue improvements (24)
Page 112
Visitor Markets
12.13
from a list and ranking them from 1 to 3 where 1 is the key activity. Figure 133 presents the results
from this exercise and shows that The Midlands, South Wales and the South East and London are the
most frequently mentioned UK markets by Swansea/Neath Port Talbot respondents.
Figure 133
11
Midlands (20) 31
14
46
South Wales (19) 6
3
31
14
6
14
3
9
Mid Wales (5) 9

6
Northern Ireland (3)

9
3
North Wales (1)
Scotland (0)
0 5 10 15 20 25 30 35 40 45 50
% Response
Base: Swansea/Neath Port Talbot respondents (35). Figures in brackets above are the number of mentions for each visitor origin
12.14
These findings were then weighted such that origins ranked 1 were given a weight of 1; those ranked 2
were multiplied by 2 and those ranked 3 were multiplied by 3. This produced a total score which was
accurately represents UK visitor origins as given by respondents from Swansea/Neath Port Talbot to the
survey.
12.15
Figure 134 overleaf presents the results of this rank analysis, showing that South Wales is the largest
source of UK visitors for tourism operators in Swansea/Neath Port Talbot to this survey; North Wales
and Scotland are the smallest.
Page 113
Figure 134
South Wales 1
The Midlands 3
Northern England 5
Mid Wales 6
Northern Ireland 7
North Wales 7
Scotland 9
Page 114
12.16
Ireland, USA and Germany were the most frequently mentioned overseas visitor markets.
Figure 135
28
Ireland (11) 12
4
16
USA (10) 8
16
12
Germany (9) 20
4
12
Canada (7) 12
4
8
Australia (6) 8
8
8
France (5) 8 Ist choice
4
8 2nd choice
Netherlands (4) 4
4 3rd choice
New Zealand (2)

4
4
Far East (2)
4
Scandinavia (2)
8
Belgium (1) 4
Italy (0)
0 5 10 15 20 25 30
% response
Base: Swansea/Neath Port Talbot respondents (35). Figures in brackets above are the number of mentions for each visitor market
12.17
which was averaged out by dividing by the number of responses for each category. This analysis by
rank more accurately represents overseas visitor markets as given by Swansea/Neath Port Talbot
respondents to the survey.
12.18
Figure 136 (overleaf) presents the result of this rank analysis, showing that Ireland is the largest source
of overseas visitors for Swansea/Neath Port Talbot respondents to this survey and Belgium and Italy
are the smallest.
Page 115
Figure 136
Ireland 1
USA 2
Germany 2
Canada 4
Australia 5
France 6
Netherlands 7
Far East 8
New Zealand 9
Scandinavia 10
Belgium 10
Italy 12
12.19
The same proportion of tourism operators from Swansea/Neath Port Talbot (40%) said that the volume
of overseas visitors has either increased or stayed the same since last year, whilst a fifth said that the
volume has decreased.
Figure 137
Base: Swansea/Neath Port Talbot respondents who receive overseas visitors (20)
Page 116
12.20
Tourism operators from Swansea/Neath Port Talbot were asked to identify what mainly attracts people
to visit their area of Wales by selecting up to three main categories from a list and by ranking them
from 1 to 3 where 1 is the key reason.
Figure 138
36
15
30
12
3
9
9
9
Business (7) 9
3
3
6
6
Attend specific events (5)
9
3
3
3
Moutain biking (4) 6 Ist choice
3
6 2nd choice
Other outdoor activities (3)
3
Golf (2) 3rd choice
6
Cycling (2)
6
Easy to get to (2) 3
3
Wildlife/bird watching (1)
3
Gardens (0)
Fishing (0)
Historic sites (0)
Other (1)
3
0 5 10 15 20 25 30 35 40
% response
Base: Swansea/Neath Port Talbot respondents (35). Figures in brackets above are the number of mentions for each motivation type
12.21
more accurately represents visitor motivations as given by respondents to the survey. Figure 139 shows
that scenery, landscape and countryside is the main attraction mentioned by Swansea/Neath Port
Talbot respondents.
Page 117
Figure 139
Business 4
Walking/hiking 5
Attend specific events 7
Heritage/history 8
Mountain biking 8
Easy to get to 11
Golf 12
Cycling 12
Other 14
Gardens 16
Historic sites 16
Fishing 16
Page 118
12.22
Over two thirds of Swansea/Neath Port Talbot respondents (67%) agree that local events, shows and
festivals benefit their business, whilst only 6% disagree and over a quarter (26%) said that they neither
agree nor disagree.
Figure 140

12.23
The majority of visitors (88%) arrive at respondents’ businesses via their own motor vehicles, whilst 6%
arrive via bus and 3% arrive via an organised coach trip.
Figure 141
Page 119
12.24
Six in 10 Swansea/Neath Port Talbot respondents promote the use of public transport to their
customers.
Figure 142
12.25
Over two thirds of the respondents promote cycling to their customers (69%).
Figure 143
Page 120
12.26
Almost all Swansea/Neath Port Talbot respondents have a website for their business (97%).
Figure 144
Base: Swansea/Neath Port Talbot respondents whose Local Authority is (34)
12.27
When asked about the website facilities they have, nearly half of the Swansea/Neath Port Talbot
respondents have email booking forms (47%) and just over a third have online reservations through
their own website (34%) and/or third party website (34%). Only 16% have an online payment facility
through a third party.
Figure 145
Base: Swansea/Neath Port Talbot respondents who have a website for their business (number of respondents shown in brackets)
Page 121
12.28
24 operators in Swansea/Neath Port Talbot answered the question, ‘Do you currently monitor what
people say about your business on Trip Advisor?’. Of these, half (50%) answered that they do monitor
these comments.
Figure 146
Page 122
12.29
(other than website and online marketing). The most popular choices for Swansea/Neath Port Talbot
respondents were: involvement with Local Authority promotions (68%) and publications/leaflets (55%).
Figure 147
Page 123
12.30
When asked how important it is that ‘you and your staff develop through training’, over four fifths of
respondents (84%) said that it is very or fairly important whilst only 6% said it is unimportant. 10%,
gave the neutral, neither important nor unimportant response.
Figure 148
12.31
Around four fifths (81%) of respondents reported that someone from their business has been on a
course in the last 12 months.
Figure 149
Page 124
12.32
Over a third of respondents said that someone from their business had attended a course on An
introduction to Social Media (40%), Using Googles’s free tools for your business (36%) and/or
Developing a sense of place within your business (36%) in the last 12 months. A fifth said that courses
were attended on E-Communications and Developing supervisors to be leaders.
Figure 150
Base: Swansea/Neath Port Talbot respondents where someone from their business has attended a course in the last 12 months (25).
Page 125
12.33
Positively, all respondents who attended the following courses found them helpful: An introduction to
Social Media, Through the Keyhole accommodation tour, Using Google’s free tools for your business,
Quick and easy meals and Developing supervisors to be leaders.
Figure 151
Base: Swansea/Neath Port Talbot respondents (number of respondents shown in brackets)
Page 126
12.34
More than a third of respondents reported that the following courses would be beneficial to their
business: Attracting customers throughout the year (42%), selling your service successfully (39%) and
advanced social media (35%). Around a fifth said that they would find courses on ‘introduction to
Facebook, Twitter and Trip Advisor’ and/or ‘meeting customer expectations’ beneficial.
Figure 152
Base: Respondents whose Local Authority is Swansea/Neath Port Talbot (31)
Page 127
Local Food
12.35
Around 3 in 5 Swansea/Neath Port Talbot respondents (58%) order food to sell in their business.
Figure 153
12.36
A high proportion of respondents who order food to sell use local produce in their business (89%).
Figure 154
Base: Swansea/Neath Port Talbot respondents who order food to sell in their business (18)
Page 128
12.37
Over a third of respondents said that they would be likely to use an online forum to source local
produce, talk to chefs and producers and learn new recipes (36%), whilst a slightly lower proportion
(32%) said that they would be unlikely and neither likely nor unlikely (32%).
Figure 155
Base: Swansea/Neath Port Talbot respondents whose Local Authority is (31)

12.38
When asked about practices carried out to keep their business green, over 70% of respondents said
they actively save energy (81%), actively reduce waste/recycle (74%) and promote Welsh culture and
language (71%). Just under three fifths (58%) of respondents purchase local/ethical products and
services and actively save water in their business.
Figure 156
Page 129
12.39
Over four fifths or more of respondents agree that actively reducing waste/recycling (91%), saving
energy (83%) and promoting Welsh culture and language (81%) are important to their business.
Furthermore, more than 74% agree that actively saving water and purchasing local/ethical products are
important. Around a third or more neither agree nor disagree that reducing car use (32%) and
promoting sustainable transport (35%) are important to their business.
Figure 157
Base: Swansea/Neath Port Talbot respondents (number of respondents shown in brackets)
12.40
Just over 1 in 10 respondents (13%) have been awarded a green certificate by the Green Dragon
scheme and 3% by the Green Tourism Business Scheme. However, the majority of respondents have
not been awarded either of these awards (84%).
Figure 158
Page 130
12.41
Over a quarter of respondents said that they would be interested in learning more about energy saving
(32%) and sense of place – preserving and promoting our Welsh culture, language and natural heritage
(29%). Around a fifth said that they would be interested in learning more about greening their business
(23%), water saving (19%) and renewable energy (19%).
Figure 159
Page 131
12.42
Figure 160 shows that just over two fifths of respondents (42%) would choose to access information,
advice and support on green issues for their business through online information/toolkits, whilst over a
quarter would choose training on their own premises (29%) and over 1 in 10 would choose to use
printed toolkits (16%).
Figure 160
Page 132
Appendix - Questionnaire
Page 133
TOURISM BUSINESS SURVEY 2010
Please spare 15 to 20 minutes to complete this important Business Survey.
It will help us to help you!
Last year, nearly 350 tourism businesses in south west Wales completed the survey to
give a significant insight into:
* trading conditions
* visitor patterns
* business challenges
* training needs
The information helped to guide all stakeholders who develop and deliver tourism policies
and strategies to benefit the region’s £1billion visitor economy.
We are mainly looking for information based on the 2010 season, but also looking forward
to 2011, and there are plenty of opportunities for you to leave detailed comments.
We really value your input, as ongoing benchmarking and feedback gives us a true
business picture to support communications and raise issues with the Welsh Assembly
Government, as well as other organisations and the press.
IT IS VITAL THAT AS MANY BUSINESSES AS POSSIBLE PARTICIPATE,

IN ORDER TO GAIN REPRESENTATIVE AND UP-TO-DATE FEEDBACK
Over 50 per cent of operators who completed last year’s survey reported an increase in
business over the previous year (2008); 23 per cent said their performance was
comparable to the previous 12 months.
Some 95 per cent of operators said they have business websites and these - together with
other online activity and local authority campaigns - were most frequently mentioned as
their main marketing channels. Full details of the 2009 survey can be read by clicking the
link below
http://www.swwtp.co.uk/media/files/trade_survey_2009.pdf
The survey is being hosted by an independent research company, Opinion Research

Services and all information gathered will be treated in the strictest confidence. No person
or business will be identified in any published information unless they give their express
permission.
Page 134
If you are unable to complete the questionnaire in one sitting, please save what you have
done and return to it later. Please remember to do this using the ‘Resume Later’ button at
bottom left to avoid time-out (which will wipe out your completed responses).
If you have any queries please contact your Tourism Trade Association:
info@visitcarmarthenshire.co.uk <mailto:info@visitcarmarthenshire.co.uk>
www.carmarthenshiretourism.co.uk <http://www.carmarthenshiretourism.co.uk/>
admin@pembrokeshire-tourism.net <mailto:admin@pembrokeshire-tourism.net>
www.pembrokeshire-tourism.net <http://www.pembrokeshire-tourism.net/>
info@tourismswanseabay.co.uk <mailto:info@tourismswanseabay.co.uk>
www.tourismswanseabay.co.uk <http://www.tourismswanseabay.co.uk/>
TO ACCESS THE SURVEY, CLICK HERE (link follows)

There is an option to complete the survey in Welsh (live link) as well as English
Please move forward or back by using the buttons below rather than the back arrow on
your task bar above.
At the base of each question:

Remember- if something urgent comes up while you're filling this in, just press the 'Resume later' button and come back to it when
you have a few minutes spare.
Background Information
1 In which local authority area is your main business located? One answer
 Carmarthenshire County Council
 Neath Port Talbot County Borough Council
 Pembrokeshire County Council
 City and County of Swansea
 Other Please specify Text box
2 Are you a member of any of the three Tourism Trade Associations in South West
Wales? ( i.e. Carmarthenshire Tourist Association, Pembrokeshire Tourism, Tourism
Swansea Bay) One answer
Yes – (Route to question 3)
No – (Route to this message: You can request information on how to become a member at
the end of the survey and then route to 4.)
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3 Route from YES at Q2 To which Association(s) do you belong? (Please select all that apply)
Multi response
 Carmarthenshire Tourist Association

 Pembrokeshire Tourism
 Tourism Swansea Bay
Your Business
4 What best describes your business? Please select up to three main categories from the list
below and rank them from 1 to 3 where 1 is your key business. Force at least one answer
1. Serviced Accommodation
2. Self-Catering Accommodation
3. Caravan and Camping
4. Visitor Attraction
5. Activity Provider
6. Event Organiser
7. Restaurant, Pub, Cafe
8. Retail
9. Other
4b You selected ‘Other’ for the last question. Please specify Text box
5 Is your business currently in a grading system? One answer
YES (Route to question 6)
NO (Route to question 7)
6 Route from Yes at 5 If YES, which one(s): Multi response
AA
Visit Wales
Other (e.g. VAQAS)
7 How many people including yourself does your business employ? One answer
1-10
11-25
26-51
Over 51
8 Compared with 12 months ago is the number of people now employed in your business
... ? One answer
Higher
About the same
Lower
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9 How would you rate the volume of business that you experienced in June to September
2010 compared with the same period in 2009? One answer
In 2010 the volume of our business ...
Increased by 10% or more – route to 10

Increased by less than 10% - route to 10
Stayed the same – route to 12
Decreased by less than 10% - route to 11
Decreased by 10% or more – route to 11
Don’t know – route to 12
Not applicable – route to 12
10 (Route from increased in 9) What factors do you feel led to this increase? Multi response
Improved promotional activity

Weather
Change of pricing structure
Added Value offers
Other Please specify Text box
11 (Route from decreased in 9) What factors do you feel led to this decrease? Multi response
Reduced promotional activity

Weather
Recession
12 Did you change your business pricing structure this season (e.g. added
value/discounts/offers)? One answer
YES – route to 13
NO – route to 14
Not applicable – route to 14
13 (Route from yes in 12) Please describe what actions you took.
...............................................................................................................................
..............................................................................................................................
For those who selected options 1, 2 and 3 at question 4, route to questions 14, 15 and 16. For all
others, skip these questions.
14 Did you offer short breaks (1 to 3 nights) between June and mid-September 2010? One
answer
YES – route to 15
NO - route to 16
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15 Approximately what proportion of your business was accounted for by short breaks (1
to 3 nights) between June and mid-September 2010? One answer
Less than 10%

10% but less than 25%
25% but less than 50%
50% and over
Don’t know
16 Do most of your bookings take place … ? One answer
On arrival
Day before arrival
2-3 days before
Up to 2 weeks before
Up to a month before
Up to 3 months before
More than 12 months before

17 How do most of your visitors arrive at your business? One answer
Own/hire motor vehicle

Train
Bus
Organised coach trip
Cycle
On foot
Don’t know
18 Do you promote the use of public transport to your customers? (e.g. Gower Explorer,
Puffin Shuttles, Heart of Wales Line) One answer
Yes Route to 20
No Route to 19
19 Route from No at 18 Why don’t you promote public transport to your customers? Please
write in. Text box - don’t force.
…………………………………………………………………………………
20 Do you promote cycling to your customers (e.g. local cycle hire, national cycle network
route proximity, cycling trail leaflets)? One answer
Yes – Route to 22
No – Route to 21
Page 138
21 Route from No at 20 Why don’t you promote cycling to your customers? Please write in.
Text box - don’t force
……………………………………….
Your Visitors
22 In the main, where have your UK visitors come from this year?
(Please select up to three from the list below and rank them from 1 to 3, where 1 is the top
region). Multi response – restrict to 3 answers – force ranking from 1 to 3.
South Wales
Mid Wales
North Wales
The Midlands
South East and London
South West England
Northern England
Scotland
Northern Ireland
23 From which international destinations do your visitors mainly come? (Please select up to
three from the list below and rank them from 1 to 3, where 1 is the top destination). Multi
response – restrict to 3 answers – force ranking from 1 to 3.
Ireland
USA
Canada
New Zealand
Australia
Netherlands
Belgium
Germany
France
Italy
Scandinavia
Far East
Other
No international visitors
Don’t know
24 Compared with this time last year, can you identify any difference in the volume of
overseas visitors? One answer
More than this time last year

Same as this time last year
Fewer than this time last year
Don’t know
Not applicable
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25 To the best of your knowledge what, in the main, attracts people to visit your area of
South West Wales? (Please select your top three reasons below and rank them from 1 to 3,
where 1 is the top reason). Multi response – restrict to 3 answers – force ranking from 1 to 3.
Scenery, landscape and countryside

Coast/beaches/seaside
Heritage/history
Walking, hiking
Gardens
Golf
Cycling
Mountain biking
Fishing
Other outdoor activities
Attractions/sightseeing
Historic sites
Wildlife/bird-watching
Attend specific event
Visiting friends and relatives
Business
Easy to get to
Other
Don’t know
26 To what extent do you agree or disagree that local events, shows and festivals benefit
your business? One answer
Strongly agree – Route to 27

Tend to agree – Route to 27
Neither agree nor disagree - Route to 29
Tend to disagree – Route to 28
Strongly disagree – Route to 28
Don’t know/Not applicable – Route to 29
27 (Routing - If agree / Tend to agree at 26) Please name the local events, shows and festivals
which you feel have provided benefit to your business. Text box - force
....................................................................................................................................
28 (Routing - If disagree / Tend to disagree at 26) Please explain why you disagree. Text box -
force
....................................................................................................................................
Marketing Your Business

29 Do you have a website for your business? One answer
YES Route to 30
NO Route to 31
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30 Route from YES at 29 Which of the following website facilities do you have? One answer
in each row
YES NO DON’T KNOW
On line reservations through your own website

Online payment through your own website
Online availability of dates through your own
or through third party website
E mail booking forms
Online reservations through a third party
Online payment through a third party
31 Does your business undertake e-commerce – that is buying and selling goods and
services over the internet for business purposes? One answer
Yes
No
Don’t know
32 What, if any, online marketing presence and activity do you have in place? Multi
response
YES NO DON’T KNOW

Social Media Presence and/or advertising
(e.g. Facebook, Twitter, Facebook Ads)
Blog
Search Engine Optimisation (SEO)
Paid search/Pay per Click (PPC) (e.g.Google Adwords)
Other
33 Do you currently monitor what people say about your business on Trip Advisor? One
answer
Yes
No
Not Applicable
34 Which main methods (other than your website if you have one and online marketing) do
you find the most effective for promoting your business? (Please select the top three
methods only) Multi response – restrict to 3
Involvement with Local Authority promotion as a marketing partner e.g. brochures and web
(visitpembrokeshire.com; visitswanseabay.com; discovercarmarthenshire.com)
Involvement with Visit Wales (campaigns/brand/brochures)
Third party booking sites (e.g. laterooms/hotels.com)
Own publications / leaflets
Newspaper / magazines ads (print)
Agency (e.g. self catering cottages etc)
Page 141
Trade Association activities (e.g. websites, trade days, networking etc.)
Training events (e.g. Gallu)
Tourist Information Centres
TV (e.g. adverts or coverage in programmes)
Radio (e.g. adverts or coverage in programmes)
Other (Please specify) Text box
Training, Developing and Motivating You and Your Staff

35 How important is it to you that yourself and your staff develop through training? One
answer
Very important
Fairly important
Neither important nor unimportant
Fairly unimportant
Very unimportant
Don’t know
36a Has anyone from your business been on a course in the last 12 months?
Yes – Route to 37a

No – Route to 36a
36b Route from No at 36a Please give your reasons for not attending any course(s) in the last
12 months. Text box
37a Route from Yes at 36a. Which course(s) have been attended in the last 12 months? Multi
response force one answer
An introduction to Social Media and using it within your business

Advanced Social Media
Writing Content to your Social Media Site
Through the Keyhole accommodation tour
Developing a sense of place within your business
Using Google’s free tools for your business
Quick and easy meals to serve your guests while incorporating local produce into your menus
Developing Supervisors to be Leaders
E Communications
Other (Please specify name of course and by whom delivered) Text box
37b If Yes at 36 How helpful or unhelpful was/were the course(s)? Select one answer in each
row
An introduction to Social Media and using it within your business

Writing Content to your Social Media Site
Through the Keyhole accommodation tour
Developing a sense of place within your business
Using Google’s free tools for your business
Page 142
Quick and easy meals to serve your guests while incorporating local produce into your menus
Developing Supervisors to be Leaders
E Communications
Other (Please specify name of course and by whom delivered)
Very helpful
Fairly helpful
Neither helpful nor unhelpful
Fairly unhelpful
Very unhelpful
38 All Which of the following courses would you find of benefit to your business, if run in
the next 12 months? Multi response – force one answer
Selling your Service Successfully

Introduction to Facebook, Twitter and Trip Advisor and setting up an account
Communications in the Workplace
Attracting Customers throughout the Year
Access Statement and Disability Awareness Workshop
Yield Management – Budgeting and Pricing Structures within your business
Meeting Customer Expectations
Microsoft Excel – Intermediate
Microsoft Access – basic / intermediate
Field to Fork and other menu/food related courses
None of the above
Local Food
39 Do you order food to sell in your business? One answer
Yes – Route to 40
No – Route to 43
40 Who is responsible for ordering the food for your business? Text box don’t force
………………………………………………………………………..
41 Do you use local produce in your business? One answer
Yes – Route to 43
No – Route to 42
Don’t know – Route to 43
42 Route from No at 41. Why don’t you use local produce in your business? Multi response
Inconsistent Quality
Cost
Inconsistent Supply
Sourcing
Delivery issues
Other reason (Please specify)
Page 143
43 How likely or unlikely would you be to use an online forum to source local produce, talk
to chefs and producers and learn new recipes? One answer
Very likely
Fairly likely
Neither likely nor unlikely
Fairly unlikely
Very unlikely

44a Which of the following do you practice in the operation of your business?
Multi response
Actively save energy

Actively save water
Use renewable energy schemes/tariffs
Actively reduce waste/Recycle
Purchase local/ethical products and services
Promote Welsh culture and language to create a ‘Sense of Place’
Reduce car use
Promote sustainable transport
None of the above
44b How much do you agree or disagree that these are important to your business? One
answer per statement
Actively save energy

Actively save water
Use renewable energy schemes/tariffs
Actively reduce waste/Recycle
Purchase local/ethical products and services
Promote Welsh culture and language to create a ‘Sense of Place’
Reduce car use
Promote sustainable transport
Strongly agree
Tend to agree
Neither agree nor disagree
Tend to disagree
Strongly disagree
45 Has your business been awarded a green certificate by any of the following schemes?
Multi response
Green Tourism Business Scheme

Green Leaf Award
Green Dragon
David Bellamy Conservation Awards
None of the above
Page 144
46 Would you be interested in learning more about any of the following? Multi response
An introduction to greening your business

Water saving
Waste reduction
Energy saving
Encouraging visitors to minimise car use
Local sourcing – food and products
Renewable energy
Marketing your green business
Preparing for climate change
Sense of Place – Preserving and promoting our Welsh culture, language and natural heritage
Encouraging wildlife/biodiversity
47 Which of the following would you choose to access information, advice and support on
green issues for your business? Multi response
Printed toolkits
Online information/toolkits
Forums, clusters, networks and events
An environmental audit of your business
Offsite training courses
Training on your own premises
Targeted support
Telephone/e mail support
Do not require support
None of the above
Business Outlook
48 How do you feel about your business prospects now compared with this time last year?
One answer
More optimistic
Less optimistic
About the same
Don’t know
49 Do you have any plans for expansion or improvements to your business in 2011? Multi
response
Yes – I have plans for capital improvements (e.g. in buildings, equipment, infrastructure etc.)
Route to 50
Yes – I have plans for revenue improvements (e.g. in staff, website development, advertising
etc.) Route to 51
No – I have no plans for expansion or improvement. Route to 52
Don’t know Route to 52
50 What sort of capital improvements do you plan to carry out? Multi response
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New build / Conversion
Extension
Equipment
Infrastructure
51 What sort of revenue improvements do you intend to make? Multi response
New website
Upgrade to website
Additional marketing activity
Development / training of staff
Refurbishment / upgrade to internal / external finishes
Improvements in landscaping
Continual upgrade
Improvements to energy efficiency
Final Section
52 Please add any additional comments that you would like to make. Text box
53 Would you be willing for us to contact you for quotes that we could publish? If you are
interested and would be willing to be contacted by the Trade Associations or their
representatives, please indicate below and fill in your full contact details at the end of
this survey. By providing this information, you will not affect the confidentiality of your
answers to the questionnaire. One answer
Yes, I am willing to be contacted by the Trade Associations for quotes

No, please don’t contact me for quotes
54 If you would like more information on any of the following, please select and then fill in
your email address at the end of the survey. By providing this contact information, you
will not affect the confidentiality of your answers to the questionnaire. Multi response
Joining a local tourism Trade Association

Training opportunities for your business specific to the tourism industry
Promoting public transport to your visitors
Business Advice (e.g. marketing, business planning)
Local Authority marketing partner opportunities
Visit Wales quality grading schemes
None of the above
55 Would you be interested in helping the Tourism Trade Associations with follow-up
research by attending a small group discussion? If you are interested and would be
willing to be contacted by the Trade Associations or their representatives, please
indicate below and fill in your full contact details at the end of the survey. By providing
this information, you will not affect the confidentiality of your answers to the
questionnaire. One answer
Yes, I am willing to be involved in a small discussion group
Page 146
No, I am not willing to be involved in a small discussion group
Contact Details
[Open Text  Not required]
If you require further information, are willing for us to contact you for quotes or are willing to
participate in a discussion group please leave your contact details ...
NAME OF BUSINESS
CONTACT NAME
JOB TITLE
ADDRESS
TELEPHONE
E MAIL
BUSINESS TRADE SURVEY 2010

Please click the forward button to complete the survey and register your answers
Complete – BUSINESS TRADE SURVEY 2010

STOP
Thank you for taking part in this survey.
Page 147
Opinion Research Services The Strand, Swansea SA1 1AF
enquiries 01792 535300 · info@ors.org.uk · www.ors.org.uk
© Copyright November 2010
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Final Trade Survey 2010

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Business Trade Survey 2010

Report of Study Findings

© Copyright November 2010

Alison Belton, Pembrokeshire Tourism, 55 Main Street, Pembroke, Pembrokeshire

Chapter 1: Introduction .......................................................................................................................... 7

Chapter 2: Key Findings ........................................................................................................................ 15

Chapter 3: Business Trends and Outlook ............................................................................................... 19

Chapter 4: Visitor Trends and Characteristics ........................................................................................ 31

Chapter 5: Travel and Transport............................................................................................................ 39

Chapter 7: Staff Training and Development ........................................................................................... 47

Chapter 8: Local Food ........................................................................................................................... 51

Chapter 9: Greening Your Business ....................................................................................................... 53

Chapter 10: Pembrokeshire - Summary ................................................................................................. 57

Chapter 11: Carmarthenshire -Summary ............................................................................................... 83

Chapter 12: Swansea/Neath Port Talbot - Summary ............................................................................ 107

Travel and Transport .........................................................................................................................119

Appendix - Questionnaire ................................................................................................................... 133

 Carmarthenshire County Council

 Business Trends and Practice

90% 86% 86%

Base: Members of TTAs only: 246 respondents; 257 responses

Business Category Rank Order

Restaurant, Pub, Cafe 4

Caravan and Camping 7

Base: All Respondents (number of respondents shown in brackets)

Base: All Respondents whose businesses are graded (217)

Base: All Respondents (329)

Interpretation of the Data

 Green shades represent positive responses

Visitor Behaviours and Motivations

Travel and Transport

Websites and e-Marketing

Other Marketing Activity

Greening your Business

Recent Business Trends and Practice

Decreased Don't know Increased Decreased Don't know

Base: All Respondents (329) Base: All Respondents (346)

 More staycations/recession (9 respondents)

Base: Respondents experiencing an increase in business (125)

Base: Respondents experiencing a business decrease (93)

Base: All Respondents (329) Base: All Respondents (346)

Base: All Respondents (329)

Base: Accommodation operators (231) Base: Accommodation operators (228)

Base: All Respondents (142) All Respondents (164)

Base: All Respondents (222)

Don't know Less Don't know

Base: All Respondents (261) Base: All Respondents (346)

Plans for Business Expansion or Improvements

Base: All Respondents (261)

Serviced Accommodation (74) 49

Self Catering Accommodation (82) 49

Base: Number of respondents in brackets

Serviced Accommodation (74) 38

Self Catering Accommodation (82) 46

Base: Number of respondents in brackets

UK Markets Rank Order

South East and London 3

South West England 4

 Tourism Swansea Bay (52% v 34% for all operators)