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Product Action GroupWednesday, 24 January 2018
Keith BeechamCEO, Visit Jersey
Agenda
10.30 – 10.40 Introduction
Keith Beecham, CEO, Visit Jersey
10.40 – 10.50 Overview - Product Strategy
Meryl Le Feuvre, Head of Product, Visit Jersey
10.50 – 11.10 Trends for Tourism
Sandra Matthews-Marsh MBE, Visit Kent
11.10 – 11.30 Visitor Experience & Product Audit, Key Findings
David Edwards, Head of Research & Insights, Visit Jersey
11.30 – 11.40 Review of the proposed Product Action Group Terms of Reference
11.40 – 12.20 What do the findings mean for Jersey?
Priorities for the island break
12.20 – 12.30 Closing
Meryl Le FeuvreHead of Product, Visit Jersey
Agree to plan togetherIncrease competitiveness. Enhance productivity.
• Tap into the emotional motivation.
• Develop world-class bookable experiences.
• Respond to visitor motivations.
• Inform, educate & work alongside partners.
• Deliver lasting memories.
Better distribute the brand promise.
Signature ExperiencesProduct focus
A tourism product is
what you buy,
an experience is what
you remember
Sandra Matthews-Marsh MBECEO, Visit Kent
Trends for Tourism
SANDRA MATTHEWS-MARSH
CHIEF EXECUTIVE
© Explore Kent
A VisitEngland report, produced by Foresight Factory
1. The Changing Demographic
Landscape
The Ageless Traveller
• Ageing society
0
20
40
60
80
100
USA
Au
stra
lia
Jap
an
Can
ada
Sou
th K
ore
a
Swed
en UK
Den
mar
k
Ge
rman
y
Ital
y
Fran
ce
Hu
nga
ry
Spai
n
Cze
ch R
ep
Ne
the
rlan
ds
Po
lan
d
Ru
ssia
Ch
ina
Turk
ey
Ind
ia
Bra
zil
Sou
th A
fric
a
1985 2020 (f) 2045 (f)
Ratio of population aged 65+ per 100 population aged 15-64
Source: United Nations, Department of Economic and Social Affairs, Population
Division’s World Population Prospects: The 2015 Revision, 2015
• Changing consumer trends
1. The Changing Demographic
Landscape
• Gradually moving away from age segmentation towards interests segmentation
2. Filter Bubble
2. Filter Bubble
“How interested would you be in a service that suggested a holiday and itinerary of
activities based on your interests and budget” | % who are very interested or quite
interested
0%
20%
40%
60%
80%
100%
Ca
nad
a
US
A
South
Kore
a
Austr
alia
Japa
n
Spain
Fra
nce
Fin
land
De
nm
ark
Ita
ly
Irela
nd
Sw
ede
n
Pola
nd
Ne
therl
and
s
Germ
any
GB
Czech R
ep
Ma
laysia
Ru
ssia
Me
xic
o
Tha
iland
Bra
zil
Turk
ey
South
Afr
ica
Ch
ina
India
Indon
esia
FF Online Research | Base: 1000-5000 online respondents per country aged 16-64 (Indonesia & S. Africa 16-54), 2016 February
2. Filter Bubble
how to burst the bubble
VisitDenmark draws attention
to attractions by using the on-
trend #hygge hashtag
Helsinki Secret Residence invites influencers on a experiential trip to the Finnish capital
3. Performative perfection
Future travellers are social media conscious and will have a strong preference for tourism products that are: -
1) contributing to their social capital/worth sharing; 2) easily shareable.
3. Performative perfection
“I wish I could be more like the person I describe myself as on social media” | %
who agree or strongly agree
0%
20%
40%
60%
80%
100%
Japa
n
US
A
Austr
alia
Ca
nad
a
South
Kore
a
Pola
nd
Sw
ede
n
GB
Fra
nce
Ita
ly
Spain
Fin
land
Germ
any
Irela
nd
De
nm
ark
Czech R
ep
Ne
therl
and
s
Ch
ina
Ru
ssia
Indon
esia
Turk
ey
India
Tha
iland
Ma
laysia
Bra
zil
Me
xic
o
South
Afr
ica
FF Online Research | Base: 1000-5000 online respondents per country aged 16-64 (Indonesia & S.
Africa 16-54), 2016 February
“When I go on holiday, the most important thing for me is to experience the
authentic culture of a place” | % who agree strongly or agree
4. Pursuit of Real
0%
20%
40%
60%
80%
100%
Austr
alia
South
Kore
a
Ca
nad
a
US
A
Fra
nce
Pola
nd
Spain
De
nm
ark
Irela
nd
Ita
ly
Fin
land
Czech R
ep
Sw
ede
n
Ne
therl
and
s
Germ
any
Hu
nga
ry
GB
Ch
ina
Turk
ey
India
Me
xic
o
Indon
esia
Bra
zil
South
Afr
ica
Ru
ssia
FF Online Research | Base: 1000-5000 online respondents per country aged 16-64
(Indonesia & S. Africa 16-54), 2016 February
4. Pursuit of Real
5. The Leisure Upgrade
Skill-seeking future travellers will prefer tourism products that combine fun and an opportunity for learning or self-improvement.
Credit: British Tourist Authority
Thank You
Sources: • Visit England 2017, The Future Travel Journey. The full report is available
online here.• Discover England: summary insights on overseas visitors to England’s
regions: Understanding participation in activities. • Eurostat, Tourism trends and ageing. Available here.
David EdwardsHead of Research & Insights, Visit Jersey
January 2018
Visitor Experience & Product AuditKey Findings
• Total visits Jan-Nov +5%
• Visitor spend Jan-Sep +4%
• Growth aided by buoyant market for holidays lasting at least one
night
• Areas of weakness include day-trip market and all market
segments ex-Guernsey
Latest tourism statistics
• Significant capacity growth expected to lead to substantial
rebound in German market
• Day-trip market would benefit considerably from an inter-island
ferry connection
• Exchange rate likely to remain favourable
• New entrant to accommodation sector in form of Premier Inn
• Currently we forecast volume growth of around 2% but with
Holiday segment expected to grow at c4%
Outlook for 2018
Accommodation sector performance
Attractions sector performance
• There are many alternative destinations our potential visitors can
choose, or indeed they can choose not to take a holiday / short-
break
• Competitor destinations recognise the need to invest and adjust
their offer to consumers’ needs
Tourism is highly competitive
Competitor Action
• Conducted by independent agencies, Kantar TNS
• Both took place during 2017
Visitor Experience & Product Audit Research
• Jersey has a strong product offering that to a large extent meets
the needs of current visitors
• However, competitors not standing still and Jersey has greater
access challenges (at least perceptually) than many of these
destinations
• Therefore Jersey’s offer needs to be exceptional to ensure future
growth
Overarching findings
Visitor Experience - Touchpoints
Visitor Experience – Strengths & Weaknesses
• Limited space for development in Jersey and competing demand
for it means it is important to align tourism development with
other aspects of island life
• Relative lack of self-catering accommodation is a handicap but
an opportunity for AirBnB
• Potential for more locally managed hotels that are part of a
recognised brand
• Wellness was identified as an area of strength that can be further
exploited
Product Audit (1)
• The report indicated an opportunity to develop St Helier to
include a quarter that offered a distinctive, independent, retail
offer, plenty of places to eat and drink and a vibrant atmosphere
• Thought should be given to finding ways of ensuring the visitor
gets a sense of ‘being in Jersey’
• The absence of a dedicated conference venue offering state-of-
the-art facilities was noted
Product Audit (2)
Next steps…
1. Do you agree with the challenges & opportunities identified?
2. Determine a priorities list and agree how we move forward.
3. Are there any barriers to preventing success and how can they be overcome?
4. Are there any quick wins?
Discuss