Providing Visit Wales with insight into the performance and outlook of Welsh tourism businesses

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Why the client needed the research
The survey enables Visit Wales to gain an insight into the experiences and concerns facing tourism businesses at key points across the year.  One important aspect of the project is its ability to provide quick turnaround insight, giving early indications as to business performance and outlook.  The research covers regular topics providing industry trend data as well as capturing views on topical issues e.g. fuel prices and the impact on trip taking.

Our approach
In order to reach tourism businesses across Wales quickly and efficiently Beaufort uses its in-house bilingual CATI (Computer Assisted Telephone Interview) Unit.

Owners or employees holding senior positions at a range of accommodation businesses and tourist attractions are telephoned and invited to take part in the survey.  Quotas are applied to business type and location in order to deliver a representative sample. 

Fieldwork takes two days and is scheduled immediately after a specified time in the tourism calendar (for example Easter, the Jubilee week etc) and results are turned around quickly to provide speedy feedback and maximum value to Visit Wales.

The outcome
This project is currently live, with the first wave completed and published.  In addition to measuring business performance over Easter and confidence for the coming summer season the research explored reaction to industry grading, the impact of ‘fuel shortage’ media reports and the use of discounting and incentives. 

What the client said
“Beaufort have undertaken one wave of the research to date which was delivered promptly and efficiently. Beaufort have also come forward with some useful ideas to include in forthcoming waves.” Ella Hastings, Senior Research Officer, Visit Wales