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Your Customers

q Do you want to understand more about your customers?

Did you know...

  • 53% of travellers said they wouldn’t book a hotel that didn’t have reviews, with the majority reading between 6-12 before making a decision. [Ref]
  • Millennials (born between 1980 – 2000) now represent 22% of all travellers. They seek, buy, and experience travel differently to previous generations[Ref].

Our customers have to be at the centre of every tourism business. We often think that we know what our customers want, but do we really? There is an increasing number of ways we can listen to our customers think - online or in person - and by listening we can adapt our businesses to their needs. It is also important that we look to the future. 

Change comes quickly in tourism. Are we ready to make the most of new opportunities and people from different areas of the world choose to come and explore our amazing country?

Here are some smaller questions and lots of links to help you get you started...

blankDo you know who your customer are?

blankbig 5 b purple button smUnderstanding the Digital Tourist

Online article and resources to help you make the most of new digital opportunities. Continue exploring the site after you've read the article to learn more about how to use digital technologies to provide a personalised experience for your visitors.

How: Online

Provided by: Digital Tourism Scotland (partnership of Scottish Enterprise, Highlands and Islands Enterprise, VisitScotland, Skills Development Scotland, Scottish Tourism Alliance, Business Gateway and Scottish Government.

 

blankbig 5 b purple button smGet To Know Your Customers - Guide

Useful page with weblinks to the latest VisitScotland UK and international visitor research to help you better understand your own customers.

How: Online resource

Provided by: VisitScotland

 

blankbig 5 b purple button smDo you need to be 'China-Ready'?

The Chinese market is currently small in Scotland, however it is growing quickly. Visitors from China come from a very different culture and whereas they are keen to experience Scotland there are things we can do to make them feel more welcome and at home. Find out how with this handy guide.

How: Online resource

Provided by: Edinburgh Tourism Action Group

 

c4big 5 b purple button smVisitScotland Visitor Research

The latest visitor research from VisitScotland, including perceptions, attitudes and experiences.

How: Online resource

Provided by: VisitScotland

 

blankDo you know what your customers think?

blankbig 5 b purple button smListening to your Visitors & Managing Feedback

This masterclass aims to provide you with the most effective and up-to-date methods of gathering feedback and, most importantly, how to use feedback within your business.

How: Workshop

Provided by: Digital Tourism Scotland (partnership of Scottish Enterprise, Highlands and Islands Enterprise, VisitScotland, Skills Development Scotland, Scottish Tourism Alliance, Business Gateway and Scottish Government)

 

blankbig 5 b purple button smUnderstanding the Digital Tourist

Online article with case studies and videos with tips on how to make sure that your online presence matches the expectations of your customers. Continue exploring the site afterwards to find hands-on workshops and other online resources.

How: Online resources

Provided by: Digital Tourism Scotland (partnership of Scottish Enterprise, Highlands and Islands Enterprise, VisitScotland, Skills Development Scotland, Scottish Tourism Alliance, Business Gateway and Scottish Government.

 

blankbig 5 b purple button smVisitScotland Quality Assurance

Type: Accreditation

Description: Information about this long-established and internationally regarded quality mark which helps your guests know what to expect and you to know what to provide.

Eligibility: No restrictions

Who: VisitScotland

 

blankbig 5 b purple button smTourism Business Improvement Academy

Exciting new 11-day programme aimed at ambitious and growing businesses that recognise the need for sustainable continuous improvement. It combines tools and techniques to highlight areas where efficiencies can be made and incorporate these with cultural and behavioural change. Available to everyone. There is a charge of £450 + VAT per person.

How: Workshops & one-to-one support.

Provided by: Scottish Enterprise

 

blankbig 5 b purple button smOnline Review: TrustYou and VisitScotland

VisitScotland is working with TrustYou - a company which provides online reputation management tools - to display verified guest reviews on accommodation provider’s web listings on VisitScotland.com.Open to Quality Assurance businesses only.

How: find out online

Provided by: VisitScotland

 

blankbig 5 b purple button smVisitScotland Information Partner Programme

Help visitors in your area discover more by joining the accredited iKnow Scotland programme and provide local information on a range of key topics. You will receive the ‘iKnow Scotland’ branding to display at your property.Open to Quality Assured businesses and community groups and social enterprises.

How: Onilne resources .

Provided by: VisitScotland

 

blankDo you know what tomorrow's customer looks like?

blankbig 5 b purple button smFuture-proofing and Tourism Trends Webinar

Hear from three industry experts on how to make sure you know what lies ahead online.

How: Online

Provided by: Highlands & Islands Enterprise

 

blankbig 5 b purple button smLatest Tourism Trends and Insights from VisitScotland

Keep up to speed with the latest industry statistics and trends with VisitScotland's monthly trends publications. 

How: Online resources

Provided by: VisitScotland


 

blankbig 5 b purple button smThe Future of Travel

In 2024 we'll be holidaying in a completely different way. Skyscanner's Future of Travel report series reveals how.

How: Online resource

Provided by: Skyscanner

 


Case Studies 

The Lovat Hotel, Loch Ness

The more you engage with customers online, the better. But first you need to understand the whole customer journey, and adapt your approach to fit. Watch the leaders of two tourism businesses discuss their experience in this webinar. 

Caroline Gregory runs The Lovat, in Fort Augustus, at the southern tip of Loch Ness. The four-star, three-rosette hotel has a broad clientele – offering spa and beauty treatments, exceptional food, and a cosy base for Highland adventurers. She’s taken a new approach to customer engagement – moving away from advertising campaigns to favour interaction on social media instead.

Click here to view video

Your future customer

How will your customers behave in the future and how can you stay connected and deliver future expectations? Hear from three industry experts on how to make sure you know what lies ahead online. 

Click here to view video

Understanding the digital tourist

Sixty-five percent of all tourists under the age of 35 view their smart phone as an essential travel companion but how are they using technology to plan, experience and review their trip. What do they need to see to keep them interested and engaged and what can you do to give them this? 

Click here to view video