Innovation in Rural Tourism Andy Woodward Chief Executive Farm Stay UK 10 June, 2010 Islande Hotel, Riga, Latvia
Feb 03, 2016
Innovation in Rural Tourism
Andy WoodwardChief ExecutiveFarm Stay UK
10 June, 2010Islande Hotel, Riga, Latvia
THE TREND: -
Socially led increase in interest for countryside
Media reflecting trend with major TV scheduling, including BBC Countryfile, Jamie Oliver, Jimmy’s Farm,Great British Menu, Coast, Three in a BedReflected in TV advertising – Muller Yoghurt, Waitrose with less food miles
Glamping – Glamorous camping getting good media hype
Innovation in Rural Tourism
THE REALITY: -
Major International recession
Euro as low as £1 = E1.10US Dollar as low as £1 = $1.45Non Euro / US$ destinations performing well such as
Turkey and EgyptCamping and Caravanning doing exceptional well in UK
2010 UK Election / World Cup affects sales
Much research but late late late bookings
Innovation in Rural Tourism
THE STATISTICS: - (Visit England UKTS Dec 09)
2009 UK trips up by 7% overall and 17% for “Pure Holiday” category
Self Catering Holidays Up 26% – serviced accommodation up only 6%
UK residents made 15% less overseas trips in 2009 and spend 13% less
Seaside holidays +19.6% trips, +21.7% bednights, +16.0% expenditure
Countryside / Village holidays +11.3% trips, +11.2% bednights, +12.4% expenditure
Self –catering +30.1% trips, +28.7% bednights, +26.3% expenditure
Camping / Caravanning +27.0% trips, +24.9% bednights, +3.8% expenditure
Bed & Breakfast -0.9% trips, +4.9% bednights, +5.3% expenditure
New Accommodation Ideas
The Straw Bale Caravan
The Straw Bale Cottage
www.homegrownhome.co.uk
New Accommodation Ideas
Yurts, Wigwams and Tipi’s
www.cotswoldyurts.co.uk
New Marketing Partners
Muller Yoghurt Promotion- Mainstream yoghurt brand in supermarkets- Summer promotion 2009- 13,000,000 six packsDaily Prize £1,000 from 1 July – 30 September Each prize 5 x £200 tokens, valid until Dec 2010
ResultsBrand awareness increase for Farm Stay UK with
both consumer and industry£93,000 of tokens circulating during difficult yearSecond biggest referral site after google
www.farmstay.co.uk
New Marketing Partners
Muller Yoghurt Promotion
www.farmstay.co.uk
New Funding Streams
www.wakeuptotheheartofthecountryside.co.uk
RDPE: Rural Development Programme for England- European funding- Regionally managed via RDA’s Regional Development Agency
- £200,000 over three years- improve farm interpretation- marketing campaign- shows and events- kids initiative- food programme to deliver local produce to self-catering properties
- Target to increase room nights on farms
New Funding Streams
www.wakeuptotheheartofthecountryside.co.uk
New Experience
Traditional Farm Buildings
www.farmstay.co.uk
- new market- exceptional quality- happy customers