Yorkshire Tourist Board Website

On behalf of Whitbread, YTB Market Intelligence were asked to investigate demand for a proposed new hotel development in York City Centre. Whitbread, under the Premier Inn brand, were looking to develop a site near the railway station, which had historically been used as offices. YTB Market Intelligence were commissioned to assess the feasibility of the site as a hotel and to demonstrate the potential economic benefits such a development could bring. The research was used to support a planning application submitted by developers to the local council.

As part of a major re-branding exercise by Thompson on behalf of Symphony, YTB were asked to conduct the research element of the project to improve consumer understanding and help the ‘Gallery’ brand succeed against its competitors. A combination of focus groups, questionnaires and depth interviews were used to identify both consumer and retailer needs and the information was used to help inform marketing strategy and contributing towards the development of a creative concept for an updated brand identity.

Kirklees Council commissioned YTB Market Intelligence to undertake an investigation into the perceptions, motivations, attitudes, levels of satisfactions and experience of visitors to the market towns of Holmfirth and Marsden, and in addition benchmark this performance against other key competitors to inform future marketing strategies.

With the desire to maximise revenue, Newby Hall saw an opportunity to utilise YTB’s Consumer Profiling Tool, offering the ability to establish exactly who their customers are and thus identify the best way forward in terms of marketing the attraction to new visitors.

After speaking with Phil Bustard, Marketing Manager for NYMR, about potential research opportunities to help develop the NYMR brand, YTB Market Intelligence suggested a visitor profiling exercise and economic impact evaluation to illustrate the value of the attraction to the local tourism economy.

On behalf of Turley Associates Planning Consultants, YTB Market Intelligence were asked to investigate demand for a proposed Entertainment Complex development incorporating a Casino and hotel, on the grounds of Bramall Lane, home to Sheffield United Football club.