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Best Practice for Preparing & Operating

Fam Trips & Site Inspections

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Site Inspection

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Business Tourism V Leisure

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Choice & Motivation

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How do you influence this choice?

• Advertising• Print … newspaper, magazine, special journal• Radio, TV, Film• Online & Social Media• Direct Sales• Exhibitions• Experiences

THE CORRECT AUDIENCE

What is the single most important factor in any or all of these

channels?

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What is the single most effective way of converting this audience?

EXPERIENCE THE PRODUCT / SERVICE

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VISIT THE DESINTATION / HOTEL

What is the single most effective way of experiencing

the product / service ?

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Site Inspection

RFI RFP

Responses

Familiarisation/Educational Trip

• Speculative• Initiated by destinations / venue

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Site Inspection

• Specific• Initiated by customer

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Site InspectionSales call on steroids

The conference attendee is …

• Paying their own bill• Most interested in content of conference• May book hotel in or outside of block• Travelling alone• Have potential to extend for holiday• Choses to attend or not attend the

conference• Required CPD points

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The event attendee is …

• Paying their own expenses• Choses to attend event• Consumer outlook• Younger • Travelling with friends• Once off attendee• Seeking experiences

14

The exhibition attendee is …

• Not paying their own expenses• Business mindset• Sales and technical personnel• Has potential to extend stay• Travels alone• Likely to book own accommodation• Repeat attendee

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The meeting attendee is …

• Not paying their own bill• Travelling alone• Coming form same company / culture• Has potential to extend stay• Did not chose hotel / destination• Business mindset

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The incentive traveler is …

• Sophisticated & well travelled• Accustomed to 5 star & beyond• Not slow to compare with other

experiences• Usually with their spouse or partner• Not paying the bill • In a hotel they did not personally choose• High disposable income

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Focus on Possibilities

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It’s The Details That Deliver

Delivering the Experience

• A whole range of players will be involved in this process

• Airlines/cruise ships/coaches • Taxis/ground transportation• Hotels & accommodations• Restaurants/shops/attractions• Hotels will be a key element

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INCENTIVE TRAVEL

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HOTEL

The Site Definition of Incentive Travel

• “Incentive travel is a global management tool that uses an exceptional travel experience to motivate and/or recognise participants for increased levels of performance in support of organisational goals”

• Understanding the chain of events that leads to the arrival of these guests is the key to a hotel’s successful delivery of the exceptional travel experience

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Hotels & Incentive Quality

• Having five stars on your hotel wall does not guarantee incentive quality

• It takes an understanding of the product and an ability to deliver beyond the promise

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What do Incentive Planners Expect From a Hotel

• Everything that is in the contract ….and more • Good location & access in the destination• Concise dialogue with the hotel staff designated• Daily review meetings on site• Honesty re delivery capabilities

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More Planner Expectations

• The willingness of the hotel to work with other than regular partners within the destination

• That the hotel will accept that events in the programme will be held “off property”

• The need for the group to explore the destination• Hotels should be aware of activities/experiences

outside of hotel (e.g. golf tee times)• Caution core business v partnership

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Incentive Planners are Perfectionists

• They pay great attention to all of the details• It is their reputation that is on the line• They are always aware of their clients

competition• They expect senior hotel management to look in

on group activities within the property• Recognise their clients VIP status

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Incentive Quality Hotels are partners in the Planning Process

• They have creative ideas to assist the planner

• They recommend other players in the destination

• They respond to short notice briefs• They have rich media / collateral

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More ways the Hotel can Help• Involve senior management in the hotel site

inspections• Identify all local taxes applicable• Create new theme events …. utilise the

local community• Make the hotel an ally of the planner …

serving a common client• Involve the chef & catering staff• Extra porterage for check in / out

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Hotel Themed Dinners / Events

• Creativity & imagination• Deliver with flair• Meet the high expectations• Do not use tired themes & props• Key moment in programme

• Hotel staff must find out about– group demographics– previous experiences– Incentive Travel Programme Theme– budget levels for this event

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Creative Planning by the Hotel

• How long will the group be in the destination

• Entertainment styles required/expected• Banquet or buffet • Sparkling wine or champagne• These events offer the hotel staff great

opportunities to showcase the property, its capabilities and its staff

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Hotels are an Integral Part of the Incentive Trip Experience

• They are part of the destinations appeal• Their creativity can help produce the most

memorable and motivational moments of the trip• Just as people remember hotels ….so hotels

must remember their guests

UNDER PROMISE – OVER DELIVER

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Brand Value Proposition

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Unique Experiences

? ?

? ?

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The Pre Planning Process

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6Principles of

PlanningP, P, P, P, P,

P

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HOWAs a Job Interview

Questions?

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Assumptions / Assessment

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Site Inspection Participant ???

• Single/ Partner• Qualified• Track record• Titles and Responsibilities

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WHO • Single / Partner• Gender sensitive• Qualified• Track record• Titles and Responsibilities

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WHEN • When it suits the customer• Dress code• Payment policy

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WHAT • As the participant will

experience it• Special experiences• With care• Dietary/Religious

preferences

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Exercise

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Feature Benefit

Quantity of rich media available

Internationally certified/trained staff

Reduced theming costs

Business owns coaches & limousines

Grant support available from DMO

24 hour access for queries

Large cohort of trained guides

Multilingual staff

Ability to give extra value rates over weekend

No ‘in house’ contracted suppliers

Award winning programmes

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Feature Benefit

Swimming pool / Gym

Private cinema

No waiting for room service

24 room service

Award winning chef

Optional dining locations

Sister hotel in close proximity

Private art collection

Sophisticated floral arrangements

No min F&B requirements

Owner managed

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Sell the Destination

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Build a destination’s reputation by connecting the genius of its

people to the needs of the global marketplace

- Simon Anholt

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The Content

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THE CONTENT• Briefing Document

• General /Gap Presentations

• Active Participation

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• Free / Down Time• Shopping• Competitive Show Around• Surprise with care• Participation, Participation,

Participation

THE CONTENT

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Hotel / Venue

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Arrival• Airport• Signage• People • Spelling• Transportation- make of

vehicle

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Hotel• Signage• People – ’’clap in’’• Rooms ready • Letters of welcome• Room gift• Native language

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Elevator Pitch

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Elevator Pitch

Write down your company’s unique selling proposition in a single, pithy statement of no more than half a

minute in length

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Elevator Pitch 4 Key Elements

• Make an irrefutable statement• Establish Credibility• List 2 or 3 Benefits (Not Features)• End with a Call to Action or a Question

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THE SHOW AROUND

4 Principles

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Know your Product

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Know your Audience

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Know your Competition

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Know the Expectations

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• GM• Duty Manager• Receptionist• Technician• Sales Manager• BE EARLY/ RIGHT ATTIDTUDE

WHO

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THE PRODUCT• Weddings are Us• Meetings are Us• Rooms are Us• Benefits Features• Level of Experience of Buyer

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• Worst room / best room• Suites• Operating and Physical

Standards• Portfolio of photos/ rich media

of relevant events

THE PRODUCT

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• Pricing euros /dollars / sterling

• Net / Rack• Terms / Conditions• Discounts • Commissions

THE OFFERING

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• Customised • Creative• Beware of Surprises

THE OFFERING

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TRAPS• Dirty corridors• Occupied rooms• Room Location• Capacities• Wake Up• Breakfast• Luggage

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SITE INSPECTION POLICY

• Number• Inclusions/Exclusions• Participants• F & B• No surprises

FOLLOW UP

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• Conversion- now / future• CRM• Positive Memory Builder• Digital Camera etc

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Follow Up

• Wedding brochure• Local Language collateral• Post back• Mass Mailing/personalize• Phantom participant

• Wedding brochure• Local Language collateral• Post back• Mass Mailing / Personalize• Phantom participant

FOLLOW UP

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SUCCESS

Go The Extra Mile to Win

• Be flexible

• Be creative

• Involve the local community

• Share the business leads

• Understand the Incentive industry

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YOU HAVE TO BE IN IT TO WIN IT

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Pre-Planning

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Right People

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Customisation & Creativity

75

Relevant

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Sell the Destination

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Cooperation

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Follow Up