Recently in conferences Category
Online Development Consultant, James Page, spoke about the role of the web with regards to the travel industry.
One of the first issues James addressed was that of the travel agent. More and more travel agents are closing down because an increasing number of people are booking their holidays directly, rising from 45% of people in 1998 to 72% of people in 2007.
Furthermore, in 1998 people were looking at package holidays abroad, rather than in the UK and this was down to the travel agents not promoting the UK as a top destination. However now, the majority of people use the media as well as 'media wee' which are comments from the public that are published on the internet. Therefore in order to keep the group travel industry successful, people must adopt the use of the internet to reach greater numbers of people.
Alun Williams, Head of Partnership at 'Wiltshire Tourism Partnership', spoke about different partnerships for different markets. He discussed the issue of the fastly dwindling group travel market and how this could be rectified.
Key ideas addressed included the need for new attractions, new ideas and more promotions to keep the group travel industry booming. Without developments, the industry will suffer.
Further to this, Alun suggested that more, new, package-trips should be available because they provide an opportunity for the media to discuss something new and of interest. This increases the amount of publicity the attraction receives and the publicity will result in a greater amount of business.
The editor for 'British Tourism: A Guide for the Travel Trade', Tom Evans, delivered a presentation about new organisations, across the UK, that have formed since funding of the regional tourism bodies switched to the 'Regional Development Agencies'. The presentation provided brief examples of the organisations across the UK and how they operated.
Sub-regional bodies were discussed and the different formats that these bodies take. One body discussed is 'East Midlands Tourism' who has five destination member partnerships which set about to increase tourism through bespoke marketing campaigns. Other organisations are set up in areas with already existing tourism, such as in the Peak District.
London, on the other hand, consists of a Development Agency that is divided up into five sub-regional development managers, covering the North, East, South, West and Central parts of London.
Gini Wilde and Emma Bodly from 'Bonner and Hindley Communications' are Senior Account Manager and Marketing Executive respectively. At the seminar, the pair discussed the 'Yorkshire Attractions Group' to demonstrate how large attractions can benefit one another.
Established in 1999 with 6 members, the 'Yorkshire Attractions Group' aimed to bring together attractions with the same views, values and audiences to make a big attraction, bigger. The core members consisted of the National Railway Museum in York, The Deep in Hull, as well as Eureka! in Halifax, to name a few. The group grew from the idea that working together achieves more results than working against one-another. Costs could be shared, better value for customers would be achieved and Yorkshire would be promoted as an excellent destination for visitors.
The company is funded through members' subscriptions and an annual budget of £90,000 is set to pay for overheads such as advertising, leaflets, exhibitions and vouchers.
In the afternoon, Wilde and Bodley came back to discuss further benefits of collaborative working explaining that by joining with key partners, maximum success will be achieved because resources and costs can be shared, as well as ideas.
They used the Leeds Hotels Association as an example. Consisting of 28 hotels in Leeds, promotions, press releases and websites were created to raise the profile of the hotels. Such advertising would have never been possible if the hotels worked by themselves and as a consequence, the hotels will benefit from extra business.
Caroline Edmunds, Director of 'Pennington Public Relations', discussed the 'Seven Wonders of the Weald', which are a collection of seven varying attractions across the Weald of Kent, as well as how these attractions came together to appeal to more visitors.
A major new road layout was responsible for associating seven attractions with one another and it was decided that these attractions could work together to increase tourism to the area. The venues, which include vineyards, gardens and castles, are said to offer history, sport, culture and fun.
In order to promote the 'Seven Wonders of the Weald', the company increased the amount of advertising by producing press releases, while also embracing any television or radio opportunities. However, although the company is self-funding now, original funding came from a selection of organisations, including SEEDA, Tunbridge Wells Borough Council and Interreg.
Pennington PR are able to keep this relationship between the attractions healthy and valuable by meeting regularly, implementing regular change and encouraging support from tourism bodies.
Valentina Diamanti-Fox, Marketing and Events Manager for 'Better Bankside', was the second person to speak at the seminar and discussed 'Business Improvement Developments', otherwise referred to at 'BIDs'.
The idea behind a BID is that a given place, in an up-and-coming area, will be improved upon to make it more appealing to visitors and local residents. A BID is established by ballot and once voted in, a compulsory levy charge is implemented for all businesses in that area in order to fund the project. This charge would be around 1-2% of their revenue, therefore further funding would also need to be acquired, often via fundraising or voluntary contributions from landowners.
'Better Bankside' is an example of a BID between Blackfriars and London Bridge, in South London, which promotes attractions and services to visitors. Plans are discussed and implemented by the 'Better Bankside Board' which is a collaboration of people from associated businesses as well as council members. Developments vary from more lights under bridges to extra cycle paths.
Catherine Anderson, 'Marketing Manager of East of England Tourism', was the first to speak at the London seminar, 'Working Together to Attract More Visitors', on 3rd April 2008.
'East of England Tourism' brought together a total of 50 partners from local authorities, attractions and a transport operator, to create an on-going homogeneous relationship. Called the 'Let's Go!' programme, it's aim is to increase the number of off-peak, day visitors to the East of England and also raise awareness of the benefits of taking short breaks to the area.
The company also aims to increase the number of people that use trains as a mode of transport, joining with transport operators such as National Express to achieve this. Discounted entries to attractions, two-for-one tickets, as well as packages that cover the train costs and entry to an attraction, are all offered to promote tourism to the area.
Further information can be seen at the website: www.visiteastofengland.com
We are organizing our first event on
Thursday 3rd April, at Shakespeare s Globe, Bankside, London. Which will be on the topic of "Sharing experiences about locally led tourism initiatives and partnership working!" It will be organised by Landor Travel Publications, publishers of British Tourism: A Guide for the Travel Trade, and supported by Group Travel Organiser magazine which has enabled us to bring a wealth of inside contacts and knowledge to this event from key buyers and suppliers of UK tourism. The event is kindly hosted by Shakespeare's Globe Theatre with spectacular views over the Thames, and itself part of a London tourism 'cluster'.
This event will address how public agencies, local authorities, destinations and suppliers can work together to get more business. During the day you will hear how combinations of attractions, venues, destinations, accommodation providers, tour operators, transport operators and local and regional tourism bodies can work together to increase the overall visitor offer. The seminar will examine how these organisations can take the lead in bringing tourism businesses together, and hear from successful practioners on how they got it right.
The seminar will also examine what are the desirable outputs from collaboration and how they can be supported and achieved. Two workshops will look at what public bodies can do and some low cost marketing options for smaller venues. Another practical session will examine how jointly marketed venues can meaningfully and cost effectively promote themselves at exhibitions.
You will have the opportunity to put questions to speakers and discuss the issues raised. After the seminar there will be an informal networking drinks reception during which you can meet speakers and colleagues in the UK domestic tourism industry informally.
Who Should Attend
• Local Authority and other tourism agencies
• Marketing Managers
• Local Attractions and Venues
• Attraction Owners and Managers
• Economic Development Officers
• Tourism Consultants
• Tourist and County Information Officers
• Accommodation Suppliers
• Local Strategic Partnerships
• Tour Operators
• Town Centre Managers
• Advertising Agencies and Consultants
• Tourism Professionals who want to meet other high level practioners
Book online at www.landortravelpublications.net
Prices
Early Bird Rate - ends 14th March 2008 £110 +vat
Standard Rate - from 15th March 2008 £125 +vat
There is a 10% discount for 2nd and susequent delegates
Prices include refreshments, a three course lunch, conference documentation and a free copy of British Tourism: A Guide for the Travel Trade - published on 11th March at £29.
