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Hospitality Assured & Tourism Presentation
Friday 20 November 2009
Riddell Graham, Director of Strategic Partnerships
Hospitality Assured Forum
The activities of persons travelling to and staying in places outside their
usual environment for not more than one consecutive year for leisure, business and other purposes not
related to the exercise of an activity remunerated from within the place
visited. (wto)
““
Tourism – what is it?
The very essence of tourism, involving the consumption of
food, drink and accommodation in an environment away from
the normal home base.(S.J. Page 2009)
Care and kindness in welcoming strangers and guests.
“ “
Hospitality – what is it?
“
“
Importance of tourism (the visitor economy) to Britain (2007)
• £52 billion (3.7% of GDP) direct contribution
• 1.36 million jobs supported
• £114 billion indirect economic impact (8.2% of GDP)
(Deloitte 2008)
Tourism in Scotland
• £4.2 billion to Scottish economy • 200,000 jobs
• 20,000 diverse businesses
• Opportunity for all – everywhere
• Sustainable
6
66
47
39
39
39
36
38
30
35
30
25
24
40
37
37
33
34
29
36
30
33
35
6
9
16
15
17
22
22
18
20
23
27
2
3
5
6
6
5
8
9
8
6
8
1
1
2
3
4
2
2
6
5
4
5
0 20 40 60 80 100
% of respondents
5 - Very important 4 3 2 1 - Not important
Important Factors When Choosing ScotlandAs A Holiday Destination (1)
Q11: I would now like you to tell me on a scale of 1 to 5 where 1 is not important and 5 is very important, how important the following factors were to you personally when you chose Scotland as a holiday / short break
destination? Base: All respondents (651)
Scenery
The number of things to see and do
Ease of travel to the destination
Ease of travel around the area
Attitude of the locals
Culture and traditions
History
Quality of food
Nature and wildlife
Standard of accommodation
Customer service
4.5
4.3
4.1
4.0
4.0
4.0
3.9
3.8
3.8
3.8
3.7
Mean score
7
80
57
60
45
36
53
47
42
39
47
36
15
34
29
39
47
29
35
37
40
32
36
4
8
9
13
14
14
16
16
14
13
22
2
1
2
2
4
4
3
4
1
1
1
1
1
1
2
1
0 20 40 60 80 100
% of respondents
5 - Very satisfied 4 3 2 1 - Not satisfied
Scenery
The number of things to see and do
Attitude of locals
Ease of travel around the area
Customer service
History
Culture and traditions
Ease of travel to the destination
Standard of accommodation
Natural and wildlife
Opportunity to speak to locals
Satisfaction Levels With These Key Factors (1)
Q12: I would now like you to tell me on a scale of 1 to 5 where 1 is not satisfied and 5 is very satisfied, how satisfied were you with the following factors?
Base: All respondents (651)
4.8
4.5
4.5
4.2
4.2
4.3
4.3
4.2
4.1
4.2
4.0
Mean
8
Customer Service In Accommodation Total
Q19a: How did you expect to be treated at your accommodation?Q19b: And how did you actually find it?
Base: All who stayed in ‘paid for’ accommodation and gave expectation and perception (499)
Exceeded Met Below
Hotel (192) 21 66 13
B&B / Guesthouse (196) 24 72 4
Hostel (29) 31 66 3
Camping (44) 23 75 2
Static caravan (8) 13 88 -
Rented / self catering (70) 21 64 14
9
Customer Service In Shops / Restaurants
Total
1
22
52
21
1
17
50
31
0
20
40
60
80
100
Didn't have time for you OK but not verywelcoming
Made to feel valued Valued nothing toomuch trouble
% o
f re
sp
on
de
nts
Expectation Experience
Q36a: How did you expect to be treated and made to feel in shops, restaurants and other attraction prior to this visit?
Q36b: And how did you actually find it?Base: All respondents (651)
Comparison With Expectations
Exceeded 18%Met 76%Below 6%
Our Profile
Employees - 800 Locations - Main offices, Edinburgh & Inverness, Regional offices – 8, Visitor information centres > 100Visitor customers
database – 4 millionInformation centre users - 5 millionWebsite - 12 million unique users
Business customersCommercial - 11,000 Quality Assured - 9,000
Strategic partners 32 local authorities129 MSPs40 Public agencies140 Key industry contacts
Budget 09/10 Overall
£72.2 m
VisitScotland’s Objectives
• Maximise the economic value of the brand• Inspire through information provision• Promote quality• Manage effectively• Generate income
VisitScotland & Hospitality Assured – why?
• Service and business excellence
• Customer perspective
• EFQM link
• Quality
• Leadership and management
• Staff morale
• P.R.
Customer-focussed Directorates
Book Travel Stay TellKeep in
touch
Look
Visitor Engagement
Joining visitors with experiences
Business Engagement
Joining businesses with visitors
Strategic Partners
Making tourism everyone’s business
Corporate Services
Meeting the needs of internal customers
Impact
•Greater customer awareness
•One team approach
•Continuous improvement
•Pride – achievement
•The way we now do things
Opportunities and challenges
• Networking
• HA Light
• HA Plus
• Name
• Value
• Participation
• IoH = HA
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