Q a n ta s l i n k C ra d l e C o a st Re g i o n a l To u r i s m Fo r u m
10 Points for you to consider... Where to go fishing?
Fishing from the Fish Shop
Guidance and research tools for the tourism industry and your tourism business
1.
What do wholesalers do to save you time and money? a) produce high quality brochures b) employ sales staff to service the travel agency network; c) manage a 24 hour reservation systems d) make reservations on your behalf, pay the agencies, arrange itineraries, and reconcile payments to suppliers; e) OK – if they are doing all that, they need some margins to pay for it – commissions.
1.
Keeping up to date with industry performance and trends, for example, market update reports and subscribing to e-newsletters.
2.
Do you know the types of travellers that are visiting Tasmania, and the Cradle Coast region?
3.
Do you have this level of understanding of your own customers? Develop a ‘dashboard’ of visitor measures that are most relevant for your business, for example:
2.
Wholesalers can develop new and different markets, building relationships with retailers around Australia and the world – their reach may be bigger than yours.
- Where they come from (Sydney, USA, etc), - activities they undertake, - age group, - type of travel party (young family, mid-life couple), - And how did they find and book your tourism product?
3.
What is the cost of acquisition? Establishing the costs of being in a program and then the commissions that are set will establish what the cost per sale is. Important / vital for renegotiation of contracts
4.
There are still innumerable opportunities worldwide for travel agent sales for Australia – the question is how do you get into that network? – Who will sell your product and keep your inventory?
5.
Who are the people who will sell you on the net? Wotif, expedia / tripadvisor, stayz, ozhotels, viatours, tourstogo etc – What commissions will they take to sell your product and can they make a difference to your business? In fact – does it matter if they only take a transaction fee and no upfront participation fees? Should you list with lots of distributors?
6.
Have you got a market mix established for your business? What % of your business is transacted with commissions, on your own website or with third parties involved? Can you easily work out the average commissions across all your sales?
4.
Marketing and Advertising Planning: Do you know the type of Media your customers are more likely to respond to, and that could produce the best return on investment for your business? Market research can assist you in targeting your advertising, and more importantly, may stop you wasting resources on unsuccessful programs.
5.
Are there Activities or Interests your customers have that can be incorporated into your tourism experience? Are there any growing special interest or niche markets?
6.
Do you know who your High Yield customers are, and your customers’ Trip Expenditure levels?
7.
7.
Customer Segmentation: there are innumerable ways to segment markets. Can you develop a number of key segments or “customer types” to direct your marketing and product development?
Using a number of different distribution channels may well smooth out some seasonality issues, but may reduce your profit per room – look back at Theme 3 about whether it’s worth “fishing in the winter” – actively study Yield Management principles.
8.
8.
Do you know your customers’ Holiday Types and AƩitudes, for example:
Talk to some friends in the industry who use wholesalers and get their independent feedback and advice.
9.
There are Tasmanian experts also – talk to Innkeepers about their business model, and give TasVacations a call.
- “Touring around by car and discovering things at my own pace” - “A family holiday where I can relax and the kids are occupied” - “A very active holiday where I can pursue physically challenging activities” - “I’d like to holiday where I can experience the local culture” - “I avoid staying at accommodation that does not have genuine environmental policies” 9.
10. Have you heard of In Bound Operators? They service the international market exclusively with Australian product. Get a list from Tourism Tasmania and start to call them – if the international pre booked market is for you. Build in a healthy commission structure though – as these guys have a number of links in their distribution chain.
Market research that is available to you: - Roy Morgan Research market profiles, the Roy Morgan Online Store www.roymorganonlinestore.com/Browse/Australia/ Tourism.aspx, or for database purchases, data enquires, or tailored reports, contact the team at tourism@roymorgan.com - Tourism Tasmania Webreporter – www.tourism.tas.gov.au/research
10. Is it possible for your business to do in-house research? Even a simple 5 – 10 question survey for your customers to fill-out upon arrival or departure, or recording their contact details, can give you a wealth of information to draw insights from.
There are still innumerable opportunities worldwide for travel agent sales for Australia.
Net or On-Line
Is it worth fishing in winter?
1.
Marketing Mix – Traditional or new media? What a new marketing plan should include. (throw a net or drop a line)
1.
2.
What makes a great web page? (so you have gone to the effort of decking out a boat but you forgot your rig)
Discounting and seasonality a. Don’t discount for seasonality b. Discount to attract customers c. Make your venue/facility/location season proof d. Discount for a proportion, not the whole
3.
Can you be found, are you search engine optimised? (throwing in some berley)
2.
4.
Social Media – why bother (ask your mates)
5.
How do I get to your place – Maps (charts)
Yield management a. Price to attract b. Bundle to create an experience c. Focus on increasing average spend per customer d. Create categories to cover costs
6.
Who cares what other people think – Trip Adviser (fishing shop, local guru)
3.
7.
Managing your online reputation (keeping an eye on the weather)
8.
Generating content (different lines)
Costs a. Understand your fixed and variable costs b. Smooth your fixed costs and price for variable costs c. What is your break-even for remaining open or closed? d. Extend peak season period beyond summer
9.
Can your business be booked on line now – whilst you are in this forum (reeling them in)
4.
Distribution channels and different offers a. Online b. Call centre c. Location d. Group discounts e. Regularly discounted special offers to cater for particular demographic groups f. Word of mouth g. Social media to create a buzz (Face book, Twitter, YouTube, travel sites/blogs)
5.
Know your audience Three types of customers: a. Past customers (may visit again or never again) b. Current customers (need to give them a reason to come back) c. Potential customers (need to give them an experience)
6.
Make sure you bait the right way a. Targeted direct marketing b. Online and demographic targeting c. Return travellers d. Promotions e. Advertising f. Visiting Journalist Program g. Measure what you are doing
7.
Where are your bookings coming from? a. Metrics allows you to choose your rod, line and bait b. Benefits of having value added services
8.
Loyalty programs a. Virtual tour b. Blogs c. Events, regions, attractions, accommodation, useful links d. Travel guide e. Entice fish through the right bait
9.
Understand the importance of social media a. Facebook b. Twitter c. New followers and ‘likes’ d. Demographics; specifically age, gender and location e. Daily activity among followers f. Top content viewed and responded to g. Mobile visitation h. Attract a new species of fish travelling
10. Who is on to your site, analytics (taking your bait)
Dolphins Hunt in Packs 1.
Watch where Tourism Tasmania is marketing
2.
Use Tourism Tasmania’s Insights and research – it’s all free and published on their site
3.
Try to align their key brand characteristics (strengths) to your own
4.
Tasmania “owns” the brand strengths of wilderness, nature and heritage
5.
Therefore its probably better not to accentuate brand strengths that mirror Sea World, or shopping – if your market segments relate to Tasmania’s strengths
6.
Tasmania is a recognised icon – its name as an Island makes it invaluable – use it.
7.
Talk to the Brand Council – they have some expert advice on hand
8.
Don’t be afraid to use Tasmania in your marketing message – but make sure you deliver on the Tasmanian promise.
9.
Watch other Brand Partners and see if there is something in their message that you can use.
10. Create your own Dolphin pack – work with businesses whose product/experience compliments yours.
Tasmania is a recognised icon – its name as an Island makes it invaluable – use it.
10. Brand awareness and association a. Value for money b. Can’t buy ‘experience’ c. Target a big catch or a small catch
Fishing With Friends 1.
Form a fishing club – LTA
2.
Having a plan of action
3.
Realistic objectives – why impose bag limits
4.
Make friends with other clubs – RTA , industry sector organisations, TVINs
5.
Collaboration/cooperation vs. competition
6.
Sharing secrets with your friends – local research and trends
7.
Communicating with your friends
8.
Fishing smarter – Enhancing your skill base
9.
Welcoming visitors to your pond
How Often Should I Go Fishing 1.
If all you do is work – then the product can become tired – you become tired and the experience becomes tarnished
2.
You don’t go the extra mile – you don’t exceed expectations, you just do what is required. No race is won by doing the minimum to succeed, horse races and millions are won by a nose – its that extra nose that makes the difference. Successful experiences always have the extra edge – and coming second is a very poor feeling when you know you could have won!
3.
No one ever gets enthused from listening to a person who appears tired – worse, bored. Successful sports coaches are animated and full of energy.
4.
If all you do is work – you leave the chores that can wait until tomorrow – picking up the butts at the front door, putting out the proper signage, weeding the path, wiping the fingerprints off the doorhandle, replacing the flowers, replacing the bulb that’s blown in the hallway, or cleaning the kayaks. What does that do for the presentation?
5.
Ensure you and your team are well rested – energetic and full of boundless enthusiasm. Greet people with enthusiasm. Its contagious.
6.
If its not fun – then don’t do it. Fun is also contagious. Sadly, so is tiredness and boredom. You can hear a smile on the telephone.
7.
If you haven’t been fishing recently, (or been out to the pictures, dinner, watched sport, read a novel ) then its highly likely you have been working all the time. How can you expect to have a pleasant and interesting conversation with a guest/visitor if all you can talk about is your work and they are probably not interested anyway! Get a life. Go fishing. Take the kids along and connect. Take your loved one out for a surprise.
8.
Winning teams always rest their best players – that why we have an interchange bench. Make time to go fishing
9.
Have you noticed when life is all work and no play that your tether gets shorter? Your fuse becomes very quick and the smallest things irk you? Wouldn’t you like to have the patience and tolerance of other people? Work and life balance can definitely help in that
10. Having fun
Reviewing Your Tackle 1.
Your people – set the right example and choose the right staff
2.
Appearance of your business – attention to detail
3.
Cleanliness – there is only one standard that is acceptable
4.
Senses – don’t forget that we have five senses
5.
Competitors – what are they doing and what are you doing about it?
6.
Consistency – produce your best all the time
7.
Refurbishment – plan ahead and invest all the time
8.
Maintenance – have a plan and anticipate problems
9.
Living up to your promise – under promise and over deliver
10. You are not your customer – bend your mind around this fact
10. Plan your work. (then work the plan) Why not work 8 full months and have 4 off? Why not work 10 days on and 4 days off to make the break a complete and valuable break? Why not travel and gain new experiences and develop new ideas for the business? Why not reconnect with your partner somewhere else rather than just in the business and lead a balanced life? Close on Mondays – be bold but get the life balance right. We are here for a very short time – lets make it a wonderful and thoroughly enjoyable time.
Be bold but get the life balance right. We are here for a very short time – lets make it a wonderful and thoroughly enjoyable time.
Catch and Release 1.
Passionate fishermen enjoy the preparation, the journey, the fishing and the return home. They live for it – they thrive on it and they catch as many as possible – often returning the vast majority back into the waters for the fish to live another day – only keeping what they could eat for a meal.
2.
Passion is reflected in every component of your business – often before anyone gets to you – through your imagery, marketing and sales, the look and feel of the website, the interaction, the live feeds of weather, the connections with others around you
3.
Passion is essential (and contagious) for exceeding expectations. Passion is evident on the phone, in the handshake, in the smile and in the development of empathy with the client. Even a hotel room can be sold with passion.
4.
Passion after a client has experienced your product can be in the Customer Relationship Management system – keeping in touch, developing loyalty programs , thanking them for their business, calling up a week after the event to follow up, passion can also be following up a quote, a business lead.
5.
Dispassionate people tend not to be leaders. There are very few dispassionate, successful sports coaches!
6.
Never be shy of leƩing the world know how passionate you are about the things that matter in business.
7.
It is said that passionate people never let up – they have a will to succeed that outscores dispassionate people. They go the extra mile, they attend to the little details, they are nearly always early, they say Thank You, they acknowledge their staff, their family and their success and nine times out of ten they share everything.
8.
List the five best elements of the last holiday you enjoyed. Do any of those elements exist in your business – if not – can you replicate any of them?
9.
Get involved. Join the local tourism committee, become a passionate tourism leader, host a trade journalist with colleagues, put your region on the map – the more success in the region, the more profile for your business
10. Work with Tourism Tasmania – put on as many famils as you can afford, expose your product and the region. Raise the profile of the business and the area – become the lightning rod for anything tourism in your area.
Passion is evident on the phone, in the handshake, in the smile and in the development of empathy with the client.
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