Visitor Research into Short Breaks in Birmingham
Photo courtesy of Marketing Birmingham
Birmingham is one of the UK’s most visited cities. However, Birmingham is competing with many cities with stronger images and icon attractions. If it is to succeed, the City realises it must adopt the best possible methods of communicating with potential markets.
During 2006, we were called in by the City’s marketing partnership Marketing Birmingham to provide them with insights into the way city break-takers go about selecting and booking destinations. We looked at what existing research could tell Birmingham about the way people choose, book and plan UK short breaks. This covered the whole Visitor Journey - ie. the holiday process from inspiration right through to visit. We also organised a series of specially commissioned focus groups designed to provide further insights about how people choose and book city breaks. A telephone survey of a sample of Birmingham short break-takers and enquirers completed the wide-ranging research programme.
The findings of the secondary and primary research have proved useful, feeding into Marketing Birmingham’s operational marketing plans. The research findings have also provided a solid evidence base for a major overhaul of visitor information provision in the City.