Developing Your International Tourism Markets Workshop 3 5 th December
DevelopingYourInternationalTourismMarketsWorkshop35th December
Today9.30– 9.40 Welcome– FergusWatson
9.40– 10.15 OutlinefortheDayGoingSocialRecapofSecondWorkshopResearchingyourtargetaudience
10.15– 10.45 LesleyMcIvor,SocialMediaManager,VisitScotland
10.45– 11.00 CoffeeBreak
11.00– 11.30 GordonBlack,DigitalTourismScotland
11.30– 11.45 DevelopingaDigitalStrategy
11.45– 12.00 YourInternationalTourismActionPlan
12.00- 12.15 NextStepsandNextWorkshop
GoingSocial
RecapfromFirstWorkshop
1• KnowYourTargetMarket
2• Carryoutyourresearchbeforeyouundertakeanyactivity.
3• Tailoryourproductoffering,yourmessaging,yourdeliveryetc.tothenuancesofeachmarket
4• Lookafteryourcustomers,bothtradepartnersandvisitors
5• Alwaysfocusonbuildinglong-termrelationships
The more you know, the better prepared you will be to maximise your
opportunities in the inbound market
WebSiteReviews
THETRAVELTRADE
WHYWORKWITHTHETRAVELTRADE?• Aneffectivewayinreachinglargernumbersofpotentialtravellersofatargetmarket.• Helpaccessnewmarketsandbroadenyourcustomerbase.• Aneffectiveroutetomarkettoreachyourtargetcustomers.
MEMBERSOFTHETRAVELTRADE• TOUROPERATORS:Packages,Individuals,Groups,On- and Offline• TRAVELAGENTS:Provide travel and tourism services onbehalfof package tour
operators,airlines,hotels etc.• WHOLESALERS:Develop and/or market inclusivetours usually to other memebers of
the travel trade,some onlineplatforms alsomarket directly to the consumer.• INCOMINGOPERATORSANDLOCALGROUNDHANDLERS:Managethe visitor‘s
experience while they are inthe country.
HOWTOMEETTHETRAVELTRADE• TRADEFAIRS:Meet,network,build relationships with targeted clients.• SALESMISSIONS:Organised visits to key market where agroup of suppliers meet with
operators and agents.• FAM-TRIPS:Enable members of the travel trade to experience your product firsthand in
destination.
THESTRUCTUREOFTHEGERMANTRAVELTRADE
MATUREMARKETWITHTRADITIONALSTRUCTURE. SOURCE:DRVGERMANTRAVELASSOCIATION2016.
GERMANTRAVELTRADE:TOUROPERATORS
1.AFEWBIGOPERATORSDOMINATETHEMARKET(59.5%OFTOTALTOUROPERATORREVENUE)
• MAINLYFITPACKAGES(HOTEL/FLIGHT/SELF-DRIVE)
• ANNUALPRINTBROCHURES
• LITTLEFLEXIBILITY
• 90%OFPROGRAMMESOLDVIATRAVELAGENTS
• MAINLYWORKWITHLOCALGROUNDHANDLERS
SOURCE:DRVGERMANTRAVELASSOCIATION2016.
GERMANTRAVELTRADE:TOUROPERATORS
2.SPECIALISTTOUROPERATORS
• UK/SCOTLANDORACTIVITYSPECIALISTS(WALKING/HIKIING,CYCLING,CULTURALTRIPS,…)
• LESSPRINTMOREONLINEBROCHURES
• MAINLYCONTRACTDIRECTLY
• SELLDIRECTLYTOTHECONSUMER
• LITTLEFLEXIBILITY
• 90%OFPROGRAMMESOLDVIATRAVELAGENTS
• MAINLYWORKWITHLOCALGROUNDHANDLERS
SOURCE:DRVGERMANTRAVELASSOCIATION2016.
GERMANTRAVELTRADE:TRAVELAGENTS
• 90%OFBIGTOUROPERATORPROGRAMMEISSOLDVIATRAVELAGENTS
• COMMISSION
• BIGIMPACTONCUSTOMERDECISION
• FAMTRIPSANDPRODCUTTRAINING
SOURCE:DRVGERMANTRAVELASSOCIATION2016.
GERMANTRAVELTRADE:WHOLESALERS
• GROUPCOACHTOURSAREINCREASINGLYPOPULAR
• OLDERCUSTOMERGROUP
• DIRECTCONTRACTING/LOCALGROUNDHANDLERS
• RDAGROUPTRAVELEXPOCOLOGNE(JULY2018)
1.GROUPTOURWHOLESALERS
2.ONLINESIGHTSEEING/ACTIVITY/ATTRACTIONPLATFORM
• PREBOOKEDTOURSANDACIVITIESVIA(E-)VOUCHEREXCHANGEFORINDIVIDUALTRAVELLERS
• INTERNATIONALEXPOSURE,TRANSLATIONANDSEODONEBYPLATFORM
• THEBIGPLATFORMSRE-SELLTOB2B-NETWORK(TRAVELAGENTS,AIRLINES,HOTELS,..)
• EASYCONTRACTINGPROCESS,MINIMUMCOMMISSION,SELF-LOADINGOFPRODUCT
• MOSTGERMANCUSTOMERSUSE‘GETYOURGUIDE’
GERMANTRAVELTRADE:ONLINEVSOFFLINEBOOKINGS
• GERMANSPREFERUSINGTHEINTERNETFORPLANNINGANDINFORMATIONPURPOSES(CONTENT!),BUTLESSFORACTUALBOOKINGOFHOLIDAYS.
• THEMORECOMPLEXAHOLIDAY,THELESSLIKELYAGERMANWILLBOOKITONLINE.
• ONLY40%OFGERMANSOWNACREDITCARD!
• PREFERREDPAYMENTMETHODSAREINVOICEANDBANKTRANSFER– THEFAXMACHINEISSTILLWIDELYUSED!
SOURCE:DRVGERMANTRAVELASSOCIATION2016.
WORKINGWITHTHEGERMANTRAVELTRADEGENERALADVICE:
• PERSISTENCE.
• DOYOURRESEARCH.
• SETCLEARGOALSANDBEPREPAREDBEFOREACALLORMEETING.
• TAILORYOURPRESENTATIONTONEEDSANDINTERESTSOFYOURAUDIENCE.
• FORTRADESHOWS:HANDOUTUSB-STICKSANDSUMMARYLEAFLETSFORINFORMATIONANDFOLLOW-UPWITHMOREMATERIALBYPOST.
KEYFORESTABLISHINGASUCCESSFULBUSINESSRELATIONSHIPWITHAGERMANBUSINESSPARTNER:
RELIABILITY!
MAINTRADESHOWSFORMEETINGTHEGERMANTRAVELTRADE:ITB,VISITSCOTLANDEXPO,EXPLOREGB,RDAGROUPEXPO
VisitScotlandGermanyMarket“Personas”
CulturalExplorer– over40• Veronikalivesjustoutside
Colognewithherhusband.Theybothworkinthecity,andcommuteineveryday.Theyhaveagrown-updaughterwhomovedtoBerlinafewyearsagoforuniversityandcomeshomeafewtimesayeartovisit
CulturalExplorer– under30• Florianisagraphicdesigner
workingandlivinginthehipKreuzbergquarterofBerlin.Shegraduatedfromuniversityafewyearsagoandisenjoyinghavingherweekendstoherselfwithherstudiesbehindher.Shespendsherfreetimewithherfriends,socialising,goingtoseebands,goingtothemanyartexhibitionsacrossBerlinandtravelling.
ImplementingyourDigitalStrategy
• Whereareyouknow?
• Wheredoyouwanttobe?
• Whatareyougoingtodotogetthere?
ImplementingyourDigitalStrategy
• Whatisyourcurrentreach?– whereareyouknow?
• Findyourtargetaudience– Whoisyourtargetcustomer?(No,it’snoteveryone)
• What’suniqueaboutyourproduct/service?– Whydoyourcurrentcustomersbuyfromyou?– Whatarethebenefitsofyourproduct/service?– ArepeopletalkingaboutyouonFacebook/Twitteretc?– Whatsortofthingsdotheysay?– What’syourgeographicreach?– What’syourdemographic?Gender,age,incomelevel,interests,
lifestyle
Nowyouknowwhoyou’relookingfor…
• Youcanmoreaccuratelytargetyourefforts• Now:
• Dosomemoreresearch• Findoutwhereyourcompetitorsare• Monitorconversations.Findoutwhatpeopleareactuallytalking
about.• Lookforrelevanthashtags andpages– seewhat’shappeningwith
them• Youshouldnowbegettingaclearerpictureofwhereyourtarget
markethangout• Lookforopportunities
– Whattrendsaredeveloping?Canyouhookintothem?• IdentifyandListyourresources• Setobjectivesandtimescales
Measureandreview
Keeptrackofyourobjectivesandtheresultstodateandrevisityourstrategy– it’snotsetintabletsofstone!
Remember,it’snotjustaboutposting…
• Shareotherpeople’scontent
• Re-tweetandcommentonotherpeople’sposts
• Answerquestionsandgenerallybehelpful
You’veonlygotafiniteamountoftime!
• Spendsometimeeachweekplanningwhatyou’regoingtotalkabout
• Don’ttakeonmoresocialmediachannelsthanyoucancomfortablymanage– doonewellratherthantwobadly!
Whatareyourtryingtoachieve?
• Setclearobjectivesforwhatyouwanttogetfromsocialmedia
• Defineyoursuccessmeasures
• Remember,it’syourbottomlinethatcounts,notthenumberoffollowersyouhaveonTwitter
ProposedSales Activities DetailedDescription TargetSegment
DetailedEstimatedExpenditure
Timeframefor Activity
Keyperformanceindicators(KPIs)
Follow up&measurement
GetinvolvedinVisitScotlandcollaborativemarketingopportunitiesMeetwithMidlothianTourismForumtokeepabreastoflocalmarketopportunitiesParticipateinamediafamtripin2018(hereisanexample)
Host5Germanactivityjournalists
Germanoutdoorenthusiasts
£xxxx 2018 PressCoverage
Trackcustomerenquiriestoseehowinfluentialthepresscoveragewas.Keepincontactwiththejournalistswithinterestingnewsoverthefollowingyear
AttendITBinMarchJanuary2018Optimisepresenceonwww.visitscotland.comSocialmediacampaigntoincludeFacebookadvertisingthatpromotesaspecificspecialofferi.e.seasonaloroffseason,distincteventlocally
InboundFAMTripforTourOperators
When: Sunday– TuesdayMarch2018Suggesteddates:4th,5th &6th Marchor11th,12th &13th March
NEXTSTEPS:
Oncewehaveconfirmationthatyouareallavailable,onboardandabletoofferthis,wewillbecreatingtheinvitationtogoouttothetouroperators.
WewouldrequireconfirmationofyourresponsesandofferingsandwhatyoucanofferforthegroupbyFriday8th December.Confirmingthedatesandtimesaresuitableaboveandwhatyouasabusinesscanoffertothistrip.
Theweekcommencingthe11th theinvitationwillbedesignedandfinalised.Itwillthenbeputouttocirculationonthe15th December.