COLLABOR8 Merthyr Tydfil Tourism Sector Diagnostic Review Findings.

COLLABOR8

Merthyr Tydfil Tourism Sector Diagnostic Review Findings

COLLABOR8

Rationale Behind The Exercise

COLLABOR8MTCBC had no real ‘in-depth’ knowledge of the ‘Hospitality Sector’ in the area.

No mechanism in place to monitor and evaluate progress within individual businesses and the sector as a whole – Benchmarking exercise.

Opportunity to asses the need of all relevant businesses in Merthyr Tydfil.

Email Address

All of the businesses questioned had an email address, however, some are not

used on a regular basis.

Website

78% of the businesses have an established website to enhance their

marketability and accessibility.

Grading

72% of the enterprises interviewed were graded with the majority utilising the

services of Visit Wales.

Of all the graded accommodation providers within Merthyr Tydfil the

average grade was 2.9 Stars.

Online Booking System

71% of businesses have an online booking system incorporated within

their websites.

Map

72% of the businesses interviewed had some form of a map (digital or paper).

Of all the enterprises that have a website 93% have a digital map on their

website.

Customer Internet Access

Just 50% of all the businesses in Merthyr ensure that customers have access to

the Internet / email.

Within the 50% of these enterprises 78% provide WiFi access to customers.

Usage Evaluation System

In Merthyr Tydfil 69% of businesses have some sort of system that records

usage.

Record Visitor Origins / Email Addresses

53% of Hospitality Sector Businesses in Merthyr Tydfil record where their

visitors come from whether in electrical or paper format.

Only 33% of businesses keep some kind of record of visitor email addresses.

Perception of the Merthyr Tydfil Tourist Information Centre

65% of all the businesses utilise the services of the TIC – with the remaining 35% of

businesses either currently not graded or just choosing not to use it.

When asked to give a personal rating of the TIC (1 being bad – 5 being superb) the average

rating was 1.5

Staff / Extending of Workforce / Utilising Job Match

The average amount of staff employed by the tourism businesses within Merthyr Tydfil is 16 people – with the

highest business employment being 60 and lowest being 1.

Considering that 60% of these businesses are looking to extend their current workforce in the near future (most of whom will do if they expand via grant funding and

seasonally).

Out of all the enterprises questioned 53% would be willing to consider JobMatch when needed.

Reason For Visit

Out of all the business involved in this questionnaire it was determined that 48% of people staying at

tourism accommodation in Merthyr Tydfil were there for leisure with the other 52% there for business

purposes.

If we just consider the graded accommodation then the percentage visiting for leisure increases to 53%

(a 5% increase).

Grants

60% of businesses stated that they would be interested in obtaining some kind of grant

assistance (LIF, RDP etc).

With regards to the businesses rationale about what they wish to spend the money on examples include: new roof, websites, access points, extension of business,

re-development of premises etc.

Training

Substantially, 93% of Hospitality Sector Businesses wish to undertake certain

elements of training to complement their current work and increase productivity.

Most prominent requests were Web Development, IT, Marketing & Advertising,

First Aid and Food Hygiene.

Eco Accreditation

Of all the businesses questioned only 6% had some kind of eco accredited status with a further 6% that would possibly

consider it.

New Technology

We have an opportunity within COLLABOR8 to share and exploit ‘New Technology’ and expertise (including

new media).

Utilise the Mobile Technology Laboratory which will visit Merthyr during the

Project. (The Fab Lab)

COLLABOR8

NEXT STEPS - “2010 AND BEYOND”

•Business Development Plan over 1-3-5 year period lead to ‘individual sustained business’ growth.

•WAG keen to work with the findings of COLLABOR8 to aligned ‘National Programmes’ – FS4B (Sectorial Account Managers).

•Example… Business accessing the WAG’s Single / Local Investment Plans.

COLLABOR8

QUESTIONS