New: Area performance data

Heart of London Business Alliance now offers its members new monthly data and insights reports that take a granular look at the changing visitor trends and audience demographics in our area.

Supplied by Colliers, the reports include demographics of domestic and international visitors in the area, including age profiling, visitor behaviour, occupations, gender split as well as visitor frequency and dwell time.

What to expect:

  • Visitor profile and demographic reports will be shared each month
  • User data supplied by TfL will be shared weekly
  • Regular briefings will be held to assist businesses in making the most of the data

Heart of London Business Alliance have chosen to partner with Colliers Retail Strategy as a leading provider of data analytics and insights to ensure our members have the best-in-class insights available to them, to maintain the growth and competitiveness of the West End.

Ros Morgan, Chief Executive, Heart of London Business Alliance:

“Data and insights are fundamental to the monitoring of our area but are also vital to the strategic planning of our recovery. Over the last two years, London’s West End has faced, what is arguably, the most challenging period in its history, so we must look to stringently monitor the change in footfall and demographic patterns. We are already seeing some key differences in consumer behaviour and look forward to working with our members to put these insights to use and prepare for the future.”

Report summary:

In the lead up to the festive season, it is projected that there will be a regular increase in footfall. The year-on-year comparison reveals that there was a spike in footfall in October 2021 followed by a reduction over the festive period as a result of anxiety surrounding the Omicron variant. The Heart of London patch continues to perform better than the Core West End. Most notably, the international data from our latest report highlights an 11% increase month-on-month with the Leicester Square and Piccadilly Circus footfall districts increasing by 25% and 27%.

How to access:

The reports are only available to Heart of London Business Alliance members. To register to access the data, click here.
Sign up to our newsletter.
Or head straight to the Data and Insights page.
If you have any immediate data needs or have any questions, please email