Nicola Wilkinson BSc, DipMBusiness Development Manager Tourism, Quality and Service
How to create attractive special offers to bring sales forward
.. by a show of hands
What will be covered
• Visitor trends• Packages and special offers• Upselling and cross-selling • Advertising• Any questions
Visitor Trends • Safer destinations • ‘Staycation’ - short-breaks close to home• Growth in Britons taking a holiday • Increase in domestic holidays
Visitor Trends - Booking Methods
Online
Phone
In person
Someone else booked their holiday
0 10 20 30 40 50 60 70 80
Booking Methods Over Past 12 Months
Visitor Trends - Booking Sources
Directly with Service Provider
A General Holiday Booking Website
Via A Travel Company Or Agent That Sells Holidays
0 10 20 30 40 50 6051
44
23
45
42
47
Abroad Uk Holidays
What is a Package?• Pre-arranged • Sold or offered at an inclusive price • Must last more than 24 hours or include an overnight
stay • It must include at least 2 of the following: – Transport – Accommodation – Tourist Service or Activity
Creating a Package
Package Terms • What the Package includes • Cost of the package• When is the package valid to and from • Terms and conditions must be included within
the description • How to redeem the package
What is a Special Offer? • Marketing term • Selling technique designed to acquire visitors with
incentives • Unique opportunity – Save money through a reduced price or rate– Receive benefits, product or service
Why Visitors Book Packages and Special Offers?
• Having everything taken care of • Best value option • Convenience • Desired all-inclusive option • Reputation of company • Financial protection
Visitisleofman.com
Nov-16 Dec-16 Jan-17 Feb-17
2650 3082
67537904
Special Offer Page Views
Creating a Special Offer • Identify gaps in your business calendar• Decide on your target market • Consider the ‘average length of stay’• Create your special offer • Advertise your offer
Special Offer Terms• What the offer includes • Value of the offer• When is the offer valid to and from • Terms and conditions must be included within the
description • How to redeem the offer
Advertising • Packages and Special Offers should be advertised in advance • Seasonal Special Offers
• Vistisleofman.com website • Independent website • Social Media • Printed materials in your property• Email footer for all correspondence • Guest confirmations / receipts for repeat bookings • Word of mouth – local town, friends and family • Emails to previous guests
Upselling
Upselling involves getting a customer to spend more on an existing purchase
Cross-selling
Cross-selling involves selling ancillary products or services on top of the original purchase
Summary • Packages• Special Offers • Upselling • Cross-selling
Any questions?