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…
Do you know who your customers are?Understanding 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.
Get 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
Do 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
VisitScotland Visitor Research
The latest visitor research from VisitScotland, including perceptions, attitudes and experiences.
How: Online resource
Provided by:VisitScotland
Listening 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).
Understanding 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.
VisitScotland Quality Assurance
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.
How: Accreditation
Provided by: VisitScotland
Tourism 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
Online 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
VisitScotland 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: Online resources .
Provided by: VisitScotland
Future-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
Latest 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
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.
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.