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M a y 1 4 t h , 2 0 2 0
Sales Planning S h i f t in g , Ad a p t in g , I n n o v a t in g
HOUSEKEEPING
2
The webinar
recording will be
available within 24h.
Slides will be
available for
download within 24h.
Q & A chat is
available during
this webinar.
A brief survey will be available
on your screen after
today’s webinar.
If Handouts are available, they will be listed in the Handouts
pane
Program Outline
3
• Short term focus • Understanding the demand –
shifting gears to work with local drive markets
• Options to attract more local/regional travellers
• Putting a short-term consumer focussed marketing strategy in place (action steps for any size business)
• Local and Regional group business
• Planning for 2021 & beyond Prioritizing your approach
• Putting steps into place now
Take Aways
• Deck will be available after the workshop
• As we go through the webinar consider one immediate thing you will need to do once we have gone through the webinar
• Consider one longer term initiative you will have to undertake (coming months & coming year)
Call to action
In the chat box please comment on skills and attributes you will need as you work through business planning, re-opening and operating.
Please comment in Q&A function and we will share the responses.
i.e. flexibility
Participant Poll: Skills & Attributes you
will need as your businesses re-open
Flexibility
Strong, effective
communication
skills
Visionary – Big
Picture Thinker
Innovation
Creativity
Ideas
Structure,
policy and
processes
Knowledge
Collaboration
Empathy
AgilityTrainer,
Teacher,
Mentor, Guide
Strategic
thinking
Skills and Attributes for
Leading through Difficult
Times/Crisis
Quote on Leadership
S E C T I O N 0 1
“ T h e b e s t l e a d e r s d o n ’ t k n o w j u s t o n e s t y l e o f l e a d e r s h i p — t h e y ’ r e s k i l l e d a t s e v e r a l , a n d h a v e t h e f l e x i b i l i t y t o s w i t c h b e t w e e n s t y l e s a s t h e c i r c u m s t a n c e s d i c t a t e . ” – D a n i e l G o l e m a n
Where were your customers coming from – Summer 2020?
8
The Plan
S E C T I O N 0 1
• Gradual re-opening
• Many dates still unknown
• Need to stay on top of quickly
changing information
Who could likely be restricted from coming?
10
Consider which bookings/reservations may not materialize due to border situations and flights not operating. Reach out now and discuss plan B.
Focus on Local and Regional First
11
Call to action
Participant Poll: Based on 2020 bookings -What percentage of your customers were coming from US or International markets?
1. Less than 10%2. 11% - 35%3. 36% - 60%4. 61% - 80%5. More than
80%
ExistingBookings (that will likely materialize)
Customer Potential 2020
S E C T I O N 0 1
New customers Past Guests who could return
Flexibility Definition
Flexibility
(ABLE TO CHANGE). B2. the ability to change or be changed easily according to the situation:.
14
Definition
The power of moving quickly and easily; nimbleness: exercises demanding agility. the ability to think and draw conclusions quickly; intellectual acuity.
15
Agility & Flexibility in Crisis
S E C T I O N 0 1
• “Organisational agility – the ability to rapidly adapt while delivering innovation and customer-centric strategies – is increasingly recognised as key to enduring success. Agility goes beyond being flexible.
• A flexible business is able to make changes within the current organisational system when a predicted event occurs. Agile businesses are able to change the overall system completely in response to an unpredictable external force.”
Source Linda Holbeche, AUGUST 15, 2018 HR
What you know?
S E C T I O N 0 1
• Flights are still very limited
• Many businesses still need to be closed – exact opening date TBA
• US Border closed
• International inbound travellers way down – limited due to ….flights, legislation, fear, economy, uncertainty….
• 14-day self isolation for travellers coming into Canada (including residents)
• Distancing required – 2 meters
• Increased hygiene and health safety protocols required
• Cleaning practices may impact business operations
• Distancing practices may impact space available/inventory – restaurant seats, attraction and experience capacity
18
Photo Credit – Aiden
Mahoney
Photo Credit – Aiden
Mahoney
People will want to get out of the house
Immediate focus will be on the VFR market
Next – leisure getaway - local drive market
Short haul longer drive market – Ontario and Canada will respond quickest
Long haul Canada – months away
US market – will be months away or not at all in 2020
International market – likely 2021
What we could assume and anticipate
What We Might Anticipate
• Air travellers will likely take longer to rebound
• Travellers will consider driving longer distances than usual (as with post SARS and 911)
• Focus on local and regional travel
• Ontario residents that had overseas and US plan for this summer will likely consider a local holiday
• Some activities will open sooner than others and inspire travel - i.e. golf, parks, etc. 19
Photo credit – McKenzie
River Lodge
Creating your Flexible Strategy & Plan
1. What you know?2. What you don’t know and are waiting for information.3. What you might anticipate4. Various scenarios that could play out.5.Triggers and benchmarks to move from one plan or approach to another option.
20
Call to action
Who has started to reach out to guests/customers who frequented your business within the last three years and invite them back for summer 2020 (with careful messaging about changing times)?
• Yes
• Not Yet
Participant Poll: Preparing for Changes
Run scenarios
Decide on the criteria to move into action
S E C T I O N 0 1
i.e. all inbound travellers must continue to self-isolate for 14 day until x date
Planning with Dates Unknown
S E C T I O N 0 1
• Consider milestone dates – when x does not happen by “this date” what action steps would you implement
• Be ready with ideas and plans when you meet your deadlines
PositiveSituationsthat would trigger a reaction/planned move
S E C T I O N 0 1
• Increased flights into the North
• US border opens
• More businesses can open
• Group size increase
If A happens what action steps (Sales & Marketing) would it trigger
S E C T I O N 0 1
A. US border opens
Possible actions:• Reconfirmation of all upcoming
bookings from US• Marketing to existing US
database – invite guests back• Marketing efforts in key US
markets – new customer focus
Scenario Ai.e. Worst Case
S E C T I O N 0 1
• Consider what a plausible/worst case for your business might look like
• Consider – customers, staff or other factors
A. i.e. US travel no rebounding until late summer or early fall or later
B. i.e. Staff afraid to come to work
C. i.e. supply chain or product issues
D. i.e. delay of business reopening
E. i.e social distancing and group size numbers don’t shift
If Scenario A became a reality –what does that mean for the business
• Who would be the customer – i.e. domestic versus US or international
• What changes do you need to make in relation to product offering (different experiences, services & amenities)?
• What changes do you need to make in relation to staffing ?
• What changes do you need to make in relation to marketing?
• What changes do you need to make in relation to supply chain or purchasing?
• Financial outlook – Revenue. Expenses. Bottom line.
Now consider options should Scenario ABecome a reality
S E C T I O N 0 1
• For Example - Staff afraid to come to work
• Training, coaching and open communication and dialogue
• Brainstorm ideas with staff to ensure the safest environment for them and the guests
• Increase the personal protection equipment – masks, gloves, other
• Decrease the likelihood of contact and physical interaction
• Others?
If A happens what action steps (Sales & Marketing) would it trigger
S E C T I O N 0 1
A. US border closure extended
Possible actions:• Cancellation or rebooking of US travellers
planning to arrive within dates of border extension
• Shift to go after X market• Consider product/experience enhancements for
that market • Marketing initiative to the defined
market/customer
Scenario B & Ci.e. Likely Case and Best-Case Scenario
S E C T I O N 0 1
Based on situation and information and trends, what would the most likely case and best scenario look like. This again should consider customers, staff and business operations.
• Benchmarks
• Triggers
• Information needed
COVID-19’s Impact on
Canadian Tourism: Domestic
Travel March 23rd , 2020
Best and Worst Case
Scenarios
Use analytics and reports to
help guide your scenarios and
planning
Longer Term Approach
S E C T I O N 0 1
• 2020 has many unknowns
• The situation in 2021 should look different
• In order to ensure contracts and business for 2021 the groundwork needs to be laid now.
Results and Possible Actions
S E C T I O N 0 1• Likely shifts to what you have
“sold”
• Truer picture of capacity – once booking reviewed, shifted, changed
• Ability to forecast based on various models – difficult but possible
• Determine sales targets based on capacity
• Implement sales action plan based on targets – short term
• Consider product/experience changes to meet local market
• Consider longer haul markets a 2021 focus and begin to plan your approach
Your focus on business development
SECTION TWO
Marketing & Alignment
S E C T I O N 0 2
Provincial & Regional Initiatives
S E C T I O N 0 2Destination Canada Plan –
Sales & Marketing
Short-term – focus on Domestic
Market
Longer term – back into key
international markets
Aligning with Destination Ontario
• Destination Ontario is also planning for recovery although they have no released a formal strategyo DNO is aligning as much as possible with DO
as information comes out including using the following hashtags on social posts
▪ #DreamON▪ #ExploreCanada▪ #OntarioSpirit▪ #DiscoverON
Aligning with Regional Initiatives
• Destination Northern Ontario is working with marketing partners across the north to execute an awareness campaign that promotes inspiring content to target marketers
• We know that people are hungry for content, so we want to share inspiring stories about the north so when we do open for travel, Northern Ontario will be top of mind
• The campaign is called "Dream ON" and first quarter awareness stories focus on
• Northern Ontario is Worth Waiting For - the #DreamON message of hope
• Places we can't wait to return to - Iconic Northern Ontario destinations (visual focused)
• Inspiration: Triumphant Stories of perseverance during a crisis (focus on operators who have innovated and persevered during COVID-19)
Aligning with Regional Initiatives
• The DNO marketing strategy and plan is very fluid in order to stay flexible and agile as the situation changes. DNO has an additional two tentative phases that focus on gradual widening of target markets (local --> regional --> provincial --> national --> international)
• DNO will be working with partners to cluster products locally to develop new itineraries that will appeal to a more local/domestic market
“ W h a t i s m a l l e a b l e i s a l w a y s s u p e r i o r t o t h a t w h i c h i s
i m m o v a b l e . T h i s i s t h e p r i n c i p l e o f c o n t r o l l i n g t h i n g s b y g o i n g a l o n g
w i t h t h e m , o f m a s t e r y t h r o u g h a d a p t a t i o n . ” – L a o T z u
Change, Adaptability, Flexibility
Q U O T E
Call to action.
What i s your top t r igger event /announcement in the shor t te rm?
QUESTIONS?
T H A N K Y O U
Additional Resources
Province of Ontario – re-opening https://www.ontario.ca/page/reopening-ontario-after-covid-19
Tourism Industry Association of Ontariohttps://www.tiaontario.ca/cpages/covid19
Destination Canada https://www.destinationcanada.com/en/coronavirus-updates
Destination Northern Ontario – Marketing [email protected]
https://www.canada.ca/en/public-health/services/diseases/coronavirus-disease-covid-19.html
Canada Guidelines
Upcoming Workshops
Par où se lancer : Ressources,
initiatives et outils / Where to Start:
Resources, Initiatives and ToolsMay 20th, 2020 - 11:00 am EDT
Presented by Isabelle de Bruyn, Project Manager,Tourism / Gestionnaire en tourisme - Société économique de l'Ontario (SÉO and Marla Trembley, Destination Northern Ontario
Experience FishingMay 21st, 2020 - 11:00 am EDT
Presented by Karen Jones, CEO of Karen Jones
Consulting
UPCOMING WORKSHOPS