The sky’s the limit: from functional to fantastic. Why delivering a world class visitor experience matters.

The sky’s the limit: from

functional to fantastic.

Why delivering a world class

visitor experience

matters

TOURISM IS:

a bedrock industry that won’t easily go offshore

the world’s “front window to New Zealand”

a fundamental contributor to New Zealand’s economy and way of life– $20.1 billion a year industry– 18.3% of New Zealand’s foreign exchange earnings– $50 million per day industry

an investment not a cost

a leading sector in New Zealand’s economic transformation

TOURISM’S TOP PRIORITIES

1. Recognising tourism as a bedrock of New Zealand’s economy

2. Marketing Destination New Zealand

3. Investing in vital infrastructure

4. Improving New Zealand’s environmental performance

5. Investing in training and work skills initiatives

6. Boosting the return from major events

Leadership series and symposiumfive main issues across the 10 regions:

1. Lack of international demand2. Lack of domestic demand3. Central government support for

tourism4. Local government support for

tourism5. Marketing

But let’s talk about SOLUTIONS...

“We still must deliver on the fundamentals: safety and security, economic vitality, customer service and environmental responsibility.”

“Travellers rank staff courtesy and friendliness, cleanliness, efficiency and ease of way finding as the most important factors.”

“Successful service delivery strategy also involves airport platform partners equally committed to a culture of service excellence.”

‘Challenges and Opportunities in Turbulent Times’(Angela Gittens – Director)

Airports Council International

New Zealand Tourism Strategy 2015

Four Outcomes

1/ NZ delivers a world-class visitor experience: (customer service?)

2/ NZ’s tourism sector is prosperous and attracts ongoing investment: (economic vitality?)3/ The tourism sector takes a leading role in protecting and enhancing the environment: (Environmental responsibility?)4/ The tourism sector and communities work together for mutual benefit: (?)

Two values underpinning NZ tourism:

Manaakitanga

Sharing exceptional and natural hospitality, knowledge and beliefs, on the basis of

mutual respect between host and visitor

Kaitiakitanga

The guardianship and sustainable management of natural, built and cultural

resources for the collective benefit of current and future generations

Leadership in Safety – Rule Compliance– Communication– Standard Operating Procedures– Rostering– Health and safety in Employment– Quality Assurance– Training– Checking– Hiring and Firing– Safety Reporting– efficiency– Company culture

NZ delivers a world-class visitor experience

…meaning

Experiences that:

1. Are consistent, of high-quality and provide value for money

2. Share and celebrate unique aspects of New Zealand and/or your region

3. Demonstrate our respect and care for the environment (Kaitiakitanga)

4. Are rich in quality interpretation with opportunities to learn and engage

Why does it matter!!??

To maximise the benefits of tourism to New Zealand

AndBecause ultimately, your success influences the success of the wider

industry

And The success of the wider industry has

a profound impact on your own success

The Tourism sector and communities work

together for mutual benefit (Some quotes from the Regional Tourism

Organisations):

• The airport introduces visitors to our region...

• Airports are a critical part of the visitor experience in our region. For many it’s the first and last impression...

• We would love to have more influence over the look and feel of the airport and the visitor information it holds...

A thriving airport needs a thriving region. We regard the airport as our most important tourism partner…

We have a fantastic relationship with our airport. We talk weekly and they regard us as their marketing arm – and contribute to it…

By working collectively with neighboring regions, we have added significantly to our offer. A wider scope of activities has led to more potential interest groups and ultimately more passengers through the airport…

We work closely with the airport and they have appreciated the visitor information that we provide as they put proposals together…

Our tourism industry enjoys many positives, but…

the potential of tourism nationally and regionally will only be realized by

working together

and

Consistently delivering a world-class visitor experience

Ok, so it’s May 2009 – where could I be putting my energy?

• Work with each other formally or informally

• Know what is available in your region and convince people to stay longer!

• Respond quickly and appropriately to visitor queries

• Ensure all relationships are actively maintained

• Seek to reduce fixed and variable costs

• Extend your marketing arm

• Maximise retail sales

• Revisit every ‘touch point’

• Establish and maintain a well thought through pricing strategy

• Ensure team members fully understand the gravity of the times, but gain confidence from your approach

• Lift the selling focus: and, and, and... • Start addressing ways now to attract

shoulder season (early Spring) visitors

• Work out ways to maximise operational efficiency before it gets busy again

• Maintain safety and quality standards at all costs

Workshop Question:

How well can you sell

your product

and

your region?

TOURISM INDUSTRY ASSOCIATION

Maximising Opportunities in Challenging Times

TIA presenterGeoff Ensor

Phone 04 496 [email protected]