Developing Your International Tourism Markets Workshop 3 5 ... · 10.45 –11.00 Coffee Break 11.00 –11.30 Gordon Black, Digital Tourism Scotland 11.30 –11.45 Developing a Digital

DevelopingYourInternationalTourismMarketsWorkshop35th December

Today9.30– 9.40 Welcome– FergusWatson

9.40– 10.15 OutlinefortheDayGoingSocialRecapofSecondWorkshopResearchingyourtargetaudience

10.15– 10.45 LesleyMcIvor,SocialMediaManager,VisitScotland

10.45– 11.00 CoffeeBreak

11.00– 11.30 GordonBlack,DigitalTourismScotland

11.30– 11.45 DevelopingaDigitalStrategy

11.45– 12.00 YourInternationalTourismActionPlan

12.00- 12.15 NextStepsandNextWorkshop

GoingSocial

RecapfromFirstWorkshop

1• KnowYourTargetMarket

2• Carryoutyourresearchbeforeyouundertakeanyactivity.

3• Tailoryourproductoffering,yourmessaging,yourdeliveryetc.tothenuancesofeachmarket

4• Lookafteryourcustomers,bothtradepartnersandvisitors

5• Alwaysfocusonbuildinglong-termrelationships

The more you know, the better prepared you will be to maximise your

opportunities in the inbound market

WebSiteReviews

THETRAVELTRADE

WHYWORKWITHTHETRAVELTRADE?• Aneffectivewayinreachinglargernumbersofpotentialtravellersofatargetmarket.• Helpaccessnewmarketsandbroadenyourcustomerbase.• Aneffectiveroutetomarkettoreachyourtargetcustomers.

MEMBERSOFTHETRAVELTRADE• TOUROPERATORS:Packages,Individuals,Groups,On- and Offline• TRAVELAGENTS:Provide travel and tourism services onbehalfof package tour

operators,airlines,hotels etc.• WHOLESALERS:Develop and/or market inclusivetours usually to other memebers of

the travel trade,some onlineplatforms alsomarket directly to the consumer.• INCOMINGOPERATORSANDLOCALGROUNDHANDLERS:Managethe visitor‘s

experience while they are inthe country.

HOWTOMEETTHETRAVELTRADE• TRADEFAIRS:Meet,network,build relationships with targeted clients.• SALESMISSIONS:Organised visits to key market where agroup of suppliers meet with

operators and agents.• FAM-TRIPS:Enable members of the travel trade to experience your product firsthand in

destination.

THESTRUCTUREOFTHEGERMANTRAVELTRADE

MATUREMARKETWITHTRADITIONALSTRUCTURE. SOURCE:DRVGERMANTRAVELASSOCIATION2016.

GERMANTRAVELTRADE:TOUROPERATORS

1.AFEWBIGOPERATORSDOMINATETHEMARKET(59.5%OFTOTALTOUROPERATORREVENUE)

• MAINLYFITPACKAGES(HOTEL/FLIGHT/SELF-DRIVE)

• ANNUALPRINTBROCHURES

• LITTLEFLEXIBILITY

• 90%OFPROGRAMMESOLDVIATRAVELAGENTS

• MAINLYWORKWITHLOCALGROUNDHANDLERS

SOURCE:DRVGERMANTRAVELASSOCIATION2016.

GERMANTRAVELTRADE:TOUROPERATORS

2.SPECIALISTTOUROPERATORS

• UK/SCOTLANDORACTIVITYSPECIALISTS(WALKING/HIKIING,CYCLING,CULTURALTRIPS,…)

• LESSPRINTMOREONLINEBROCHURES

• MAINLYCONTRACTDIRECTLY

• SELLDIRECTLYTOTHECONSUMER

• LITTLEFLEXIBILITY

• 90%OFPROGRAMMESOLDVIATRAVELAGENTS

• MAINLYWORKWITHLOCALGROUNDHANDLERS


GERMANTRAVELTRADE:TRAVELAGENTS

• 90%OFBIGTOUROPERATORPROGRAMMEISSOLDVIATRAVELAGENTS

• COMMISSION

• BIGIMPACTONCUSTOMERDECISION

• FAMTRIPSANDPRODCUTTRAINING


GERMANTRAVELTRADE:WHOLESALERS

• GROUPCOACHTOURSAREINCREASINGLYPOPULAR

• OLDERCUSTOMERGROUP

• DIRECTCONTRACTING/LOCALGROUNDHANDLERS

• RDAGROUPTRAVELEXPOCOLOGNE(JULY2018)

1.GROUPTOURWHOLESALERS

2.ONLINESIGHTSEEING/ACTIVITY/ATTRACTIONPLATFORM

• PREBOOKEDTOURSANDACIVITIESVIA(E-)VOUCHEREXCHANGEFORINDIVIDUALTRAVELLERS

• INTERNATIONALEXPOSURE,TRANSLATIONANDSEODONEBYPLATFORM

• THEBIGPLATFORMSRE-SELLTOB2B-NETWORK(TRAVELAGENTS,AIRLINES,HOTELS,..)

• EASYCONTRACTINGPROCESS,MINIMUMCOMMISSION,SELF-LOADINGOFPRODUCT

• MOSTGERMANCUSTOMERSUSE‘GETYOURGUIDE’

GERMANTRAVELTRADE:ONLINEVSOFFLINEBOOKINGS

• GERMANSPREFERUSINGTHEINTERNETFORPLANNINGANDINFORMATIONPURPOSES(CONTENT!),BUTLESSFORACTUALBOOKINGOFHOLIDAYS.

• THEMORECOMPLEXAHOLIDAY,THELESSLIKELYAGERMANWILLBOOKITONLINE.

• ONLY40%OFGERMANSOWNACREDITCARD!

• PREFERREDPAYMENTMETHODSAREINVOICEANDBANKTRANSFER– THEFAXMACHINEISSTILLWIDELYUSED!


WORKINGWITHTHEGERMANTRAVELTRADEGENERALADVICE:

• PERSISTENCE.

• DOYOURRESEARCH.

• SETCLEARGOALSANDBEPREPAREDBEFOREACALLORMEETING.

• TAILORYOURPRESENTATIONTONEEDSANDINTERESTSOFYOURAUDIENCE.

• FORTRADESHOWS:HANDOUTUSB-STICKSANDSUMMARYLEAFLETSFORINFORMATIONANDFOLLOW-UPWITHMOREMATERIALBYPOST.

KEYFORESTABLISHINGASUCCESSFULBUSINESSRELATIONSHIPWITHAGERMANBUSINESSPARTNER:

RELIABILITY!

MAINTRADESHOWSFORMEETINGTHEGERMANTRAVELTRADE:ITB,VISITSCOTLANDEXPO,EXPLOREGB,RDAGROUPEXPO

VisitScotlandGermanyMarket“Personas”

CulturalExplorer– over40• Veronikalivesjustoutside

Colognewithherhusband.Theybothworkinthecity,andcommuteineveryday.Theyhaveagrown-updaughterwhomovedtoBerlinafewyearsagoforuniversityandcomeshomeafewtimesayeartovisit

CulturalExplorer– under30• Florianisagraphicdesigner

workingandlivinginthehipKreuzbergquarterofBerlin.Shegraduatedfromuniversityafewyearsagoandisenjoyinghavingherweekendstoherselfwithherstudiesbehindher.Shespendsherfreetimewithherfriends,socialising,goingtoseebands,goingtothemanyartexhibitionsacrossBerlinandtravelling.

ImplementingyourDigitalStrategy

• Whereareyouknow?

• Wheredoyouwanttobe?

• Whatareyougoingtodotogetthere?

ImplementingyourDigitalStrategy

• Whatisyourcurrentreach?– whereareyouknow?

• Findyourtargetaudience– Whoisyourtargetcustomer?(No,it’snoteveryone)

• What’suniqueaboutyourproduct/service?– Whydoyourcurrentcustomersbuyfromyou?– Whatarethebenefitsofyourproduct/service?– ArepeopletalkingaboutyouonFacebook/Twitteretc?– Whatsortofthingsdotheysay?– What’syourgeographicreach?– What’syourdemographic?Gender,age,incomelevel,interests,

lifestyle

Nowyouknowwhoyou’relookingfor…

• Youcanmoreaccuratelytargetyourefforts• Now:

• Dosomemoreresearch• Findoutwhereyourcompetitorsare• Monitorconversations.Findoutwhatpeopleareactuallytalking

about.• Lookforrelevanthashtags andpages– seewhat’shappeningwith

them• Youshouldnowbegettingaclearerpictureofwhereyourtarget

markethangout• Lookforopportunities

– Whattrendsaredeveloping?Canyouhookintothem?• IdentifyandListyourresources• Setobjectivesandtimescales

Measureandreview

Keeptrackofyourobjectivesandtheresultstodateandrevisityourstrategy– it’snotsetintabletsofstone!

Remember,it’snotjustaboutposting…

• Shareotherpeople’scontent

• Re-tweetandcommentonotherpeople’sposts

• Answerquestionsandgenerallybehelpful

You’veonlygotafiniteamountoftime!

• Spendsometimeeachweekplanningwhatyou’regoingtotalkabout

• Don’ttakeonmoresocialmediachannelsthanyoucancomfortablymanage– doonewellratherthantwobadly!

Whatareyourtryingtoachieve?

• Setclearobjectivesforwhatyouwanttogetfromsocialmedia

• Defineyoursuccessmeasures

• Remember,it’syourbottomlinethatcounts,notthenumberoffollowersyouhaveonTwitter

ProposedSales Activities DetailedDescription TargetSegment

DetailedEstimatedExpenditure

Timeframefor Activity

Keyperformanceindicators(KPIs)

Follow up&measurement

GetinvolvedinVisitScotlandcollaborativemarketingopportunitiesMeetwithMidlothianTourismForumtokeepabreastoflocalmarketopportunitiesParticipateinamediafamtripin2018(hereisanexample)

Host5Germanactivityjournalists

Germanoutdoorenthusiasts

£xxxx 2018 PressCoverage

Trackcustomerenquiriestoseehowinfluentialthepresscoveragewas.Keepincontactwiththejournalistswithinterestingnewsoverthefollowingyear

AttendITBinMarchJanuary2018Optimisepresenceonwww.visitscotland.comSocialmediacampaigntoincludeFacebookadvertisingthatpromotesaspecificspecialofferi.e.seasonaloroffseason,distincteventlocally

InboundFAMTripforTourOperators

When: Sunday– TuesdayMarch2018Suggesteddates:4th,5th &6th Marchor11th,12th &13th March

NEXTSTEPS:

Oncewehaveconfirmationthatyouareallavailable,onboardandabletoofferthis,wewillbecreatingtheinvitationtogoouttothetouroperators.

WewouldrequireconfirmationofyourresponsesandofferingsandwhatyoucanofferforthegroupbyFriday8th December.Confirmingthedatesandtimesaresuitableaboveandwhatyouasabusinesscanoffertothistrip.

Theweekcommencingthe11th theinvitationwillbedesignedandfinalised.Itwillthenbeputouttocirculationonthe15th December.

Documents

Developing Your International Tourism Markets Workshop 3 5 ... · 10.45 –11.00 Coffee Break 11.00 –11.30 Gordon Black, Digital Tourism Scotland 11.30 –11.45 Developing a Digital