Investor Presentaiton
RARE: GROUP - VIVID / ISLE OF MAN - UK MARKET
Key insights
CONSIDERATION OF THE ISLE OF MAN IS LOW, AND HAS FALLEN
Consideration of all holiday/short break destinations in the British Isles has dropped compared to phase 2, possibly due to
reopening of travel abroad. However islands have been hit worst; consideration of the Channel Islands fell from 45% to 28%,
and the Isle of Man dipped from 42% to 29%- the lowest level of consideration among all the areas tracked. This could be
linked to uncertainty about how border and quarantine rules may differ. The Isle of Man remains low at 2% in unprompted
awareness of British Isle holiday destinations, while Scotland and Devon saw big gains over phase 2.
KEY BARRIERS ARE COSTS AND BORDER/QUARANTINE CONCERNS
The top barriers to visiting are concerns about the perceived costs of travel (41%) and accommodation (34%). However
travel fears related to COVID-19 are also an issue for 23%, while 28% are concerned about borders being open. 18% of
respondents wrongly think they would need to quarantine before and after visiting the Isle of Man while a further 35% are not
sure if they would need to- these combined figures were the second highest after Ireland and the Channel Islands- both of
which actually do have testing and quarantine regulations in place.
CONSIDERATION AMONG MILLENNIALS HAS DROPPED SIGNIFICANTLY
Millennials previously showed higher levels of consideration of the Isle of Man for holidays in phase 2, making them a key
target group. However consideration among them has slipped sharply; for example the 26-30 age group dropped from 57%
to 41%, and 31-35 group fell from 60% to 38%. This could be due to travel restrictions on foreign travel lifting; this cohort are
possibly especially likely to take advantage of that as many have young families and are at lower risk of serious effects of
contracting COVID-19.
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VIVID Rare: [consulting]View entire presentation