Tuesday, 19 September 2017 10:26

Tracking tourism – what to measure?

When we set up a new Acorn T-Stats system for a destination we say: if you have something you measure, or can measure, on a regular basis (usually monthly), and it has some relevance - no matter how tenuous - to the visitor economy, let’s put it into Acorn T-Stats!

Making sense of changes to the visitor economy in any destination is not straightforward. There are many causes and effects, and it is not always clear what causes are linked to what effects. For example, one month you may see visits to museums fall significantly, but visits to parks and gardens grow.

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You then ask yourself: why is this? Is it due to a different type of visitor coming to your destination? Is it due to the weather? Is it due to price changes in your attractions? Is it due to changes in transport options? It could be many, any or none of these. However without measuring all of these in a single database, it is impossible to make any sense of it at all.

That’s what Acorn T-Stats does and is all about. And it doesn’t matter what type of destination you are. Acorn T-Stats is currently being used by large cities (such as London and Newcastle), islands (such as the Isle of Man), rural areas (such as the Cotswolds) and heritage cities (such as York and Durham). We’ve put together a table of all the different measures that these destinations are tracking, and this grows all the time as destination management organisations think of new things to track.

If you want to track any of these, or anything else, in your destination, Acorn T-Stats could help make sense of it all for you.

Measurement Group

      Data Examples

Accommodation Utilisation
  • Room Occupancy Rate
  • Bed Occupancy Rate
  • Length of Stay
  • Average Guests/Room
  • RevPAR
  • Average Room Rate
  • Visitor Numbers
  • Expenditure
  • Yield (Profit ÷ Total Visitors)
Restaurants or Cafés
  • Average Check Value (Total Revenue ÷ No. of Covers)
  • Occupancy (Covers Sold ÷ Available Seats)
Tourism Information Centres
  • Footfall
  • Enquiries
  • Bookings
  • Turnover
Website and Social Media
  • Downloads (of brochures)
  • Google Analytics: Unique Visitors, Page Views, Visits by Country, Facebook Followers, etc
  • Facebook: Friends, Reach, Engaged, etc
  • Twitter: Followers, Impressions, etc
  • Average Maximum & Minimum Temperatures
  • Sunshine Hours & Rainfall (mm)
Volume and Value
  • STEAM Data
  • Cambridge Model Data
Car Parks
  • Number of Cars
  • Revenue
  • Attendance
Foreign Exchange Rates
  • US$, CAN$, Euro, Yen, etc...
High Street/Shopping Centres
  • Footfall
Retail Outlets
  • Capture Ratio (Sales ÷ No. of Visitors)
  • RPOLH (Total Revenue ÷ Labour House Used)
  • Passenger Arrivals (by origin)
  • Aircraft Movements
  • Passenger Arrivals (by ticket type)
  • Passes Sold
  • Passenger Movements
  • Passenger Movements

DMO Partners/Members

  • Number
  • Unemployment
  • Inflation (Consumer Price Index)
  • Interest Rates
  • Property Prices
Inbound Tourist Arrivals (to the UK – International Passenger Survey)
  • Tourist Arrivals
  • Expenditure
Domestic Tourism (in the UK – Great Britain Tourism Survey)
  • Tourist Trips
  • Nights
  • Expenditure
Day Visits (in the UK – Great Britain Day Visitor Survey)
  • Tourist Trips
  • Expenditure
Accommodation Occupancy (in the UK – England, Wales, Scotland and NI occupancy surveys)
  • Room Occupancy Rate
  • Average Room Rate
  • RevPAR