A marketing survey undertaken by the Islands’ Partnership earlier this year has revealed that more than 4 out of 5 (81%) of our visitors chose to check out our website first and foremost to access information about the Isles of Scilly. Their second port of call – highlighted by 51% of respondents – was the website of their selected accommodation. 29% of respondents said they also referred to the new Isles of Scilly brochure for information and of those, 73% viewed it online. Nearly half of the respondents (48%) were regular Facebook users.
Articles read in newspapers and magazines, and coverage on TV programmes also proved persuasive, whilst the reputation of the Isles of Scilly and/or previous visits were the biggest influencers to those looking to come to Scilly.
In terms of what stood out in our marketing efforts, many respondents referred to the photographs demonstrating the beauty of the islands as the best overall promotional tool!
When asked how we could try to do things better, amongst the many comments, cheaper and more accessible travel options came out as a high priority as did the need for online accommodation availability and booking, more dog-friendly accommodation, and a wish not to change Scilly too much!
The survey was activated in February. The Islands’ Partnership asked accommodation sector members to email the survey to people who had confirmed bookings for this year, ensuring that the results were influenced by current marketing initiatives. There were 232 respondents in total, enticed by the prospect of winning £250 – a prize fund of £500 was put up by the Star Castle Hotel. The two winners were selected last week: Jane Luxton from Exeter and Karen Cox from Derbyshire.
“This survey came about because we wanted to understand better our visitors’ journey from when they thought about coming to Scilly to the point of making a booking,” says Amanda Pender, Tourism Coordinator, Islands’ Partnership. “Whilst the sample size is not great, the data is indicative of what we are hearing ‘on the street’ and there is also a great value in the free-ranging comments that were offered at the end of the survey. The new Visit Isles of Scilly website is fast becoming the bedrock of our marketing efforts, making it an invaluable tool for all businesses on Scilly, supplemented by our social media and PR efforts. The new brochure has also proven to be appreciated not just as a vehicle to book a holiday but also as a guide for people whilst here on the islands and as a souvenir of their stay. We are grateful to the accommodation providers who worked with us to gain this data,” she adds.
The full set of data from the marketing survey is available in the members’ only section >Industry Reports & Business Matters > Surveys > Marketing Survey