Transcript ID Sample Presentation - Institute of Hospitality

Hospitality Assured Forum
Hospitality Assured & Tourism Presentation
Friday 20 November 2009
Riddell Graham, Director of Strategic Partnerships
Tourism – what is it?
“
“
The activities of persons travelling to
and staying in places outside their
usual environment for not more than
one consecutive year for leisure,
business and other purposes not
related to the exercise of an activity
remunerated from within the place
visited.
(wto)
Hospitality – what is it?
“
The very essence of tourism,
involving the consumption of
food, drink and accommodation
in an environment away from
the normal home base.
“
(S.J. Page 2009)
“
“
Care and kindness in
welcoming strangers and
guests.
Importance of tourism (the visitor economy) to
Britain (2007)
• £52 billion (3.7% of GDP) direct contribution
• 1.36 million jobs supported
• £114 billion indirect economic impact (8.2%
of GDP)
(Deloitte 2008)
Tourism in Scotland
• £4.2 billion to Scottish economy
• 200,000 jobs
• 20,000 diverse businesses
• Opportunity for all – everywhere
• Sustainable
Important Factors When Choosing Scotland
As A Holiday Destination (1)
5 - Very important
Scenery
4
3
2
66
The number of things to see and
do
Mean score
1 - Not important
24
47
6 21
40
9
31
4.5
4.3
Ease of travel to the destination
39
37
16
5 2
4.1
Ease of travel around the area
39
37
15
6 3
4.0
Attitude of the locals
39
33
36
Culture and traditions
34
38
History
29
30
Quality of food
30
30
Standard of accommodation
33
25
Customer service
0
35
20
40
6 4
4.0
22
5 2
4.0
8 2
3.9
22
36
35
Nature and wildlife
17
18
9
6
3.8
20
8
5
3.8
23
6 4
27
60
8
80
3.8
5
3.7
100
% of respondents
Q11: I would now like you to tell me on a scale of 1 to 5 where 1 is not important and 5 is very important, how important the following
factors were to you personally when you chose Scotland as a holiday / short break destination?
Base: All respondents (651)
6
Satisfaction Levels With These Key Factors (1)
5 - Very satisfied
Scenery
4
3
2
80
The number of things to see and do
15
57
Attitude of locals
60
Ease of travel around the area
45
Customer service
53
0
13
21
4.2
14
11
4.2
14
21
4.3
16
2
4.3
41
4.2
16
20
14
32
36
Opportunity to speak to locals
4.5
40
47
Natural and wildlife
9 1
37
39
Standard of accommodation
29
35
42
Ease of travel to the destination
4.5
29
47
Culture and traditions
8
47
History
36
40
13
22
60
4.8
4
34
39
36
Mean
1 - Not satisfied
80
41
4.1
4.2
32
41
4.0
100
% of respondents
Q12: I would now like you to tell me on a scale of 1 to 5 where 1 is not satisfied and 5 is very satisfied, how satisfied were
you with the following factors?
Base: All respondents (651)
7
Customer Service In Accommodation
Total
Exceeded
Met
Below
Hotel (192)
21
66
13
B&B / Guesthouse (196)
24
72
4
Hostel (29)
31
66
3
Camping (44)
23
75
2
Static caravan (8)
13
88
-
Rented / self catering (70)
21
64
14
Q19a: How did you expect to be treated at your accommodation?
Q19b: And how did you actually find it?
Base: All who stayed in ‘paid for’ accommodation and gave expectation and perception (499)
8
Customer Service In Shops / Restaurants
Total
Expectation
100
Comparison With
Expectations
Exceeded
18%
Met
76%
Below
6%
Experience
% of respondents
80
60
52
50
40
31
22
21
17
20
1
1
0
Didn't have time for you
OK but not very
welcoming
Made to feel valued
Valued nothing too
much trouble
Q36a: How did you expect to be treated and made to feel in shops, restaurants and other attraction prior to this visit?
Q36b: And how did you actually find it?
Base: All respondents (651)
9
Our Profile
Employees - 800
Locations - Main offices, Edinburgh & Inverness, Regional offices – 8, Visitor
information centres > 100
Visitor customers
database – 4 million
Information centre users - 5 million
Website - 12 million unique users
Business customers
Commercial - 11,000
Quality Assured - 9,000
Strategic partners
32 local authorities
129 MSPs
40 Public agencies
140 Key industry contacts
Budget 09/10
Overall £72.2 m
VisitScotland’s Objectives
•
•
•
•
•
Maximise the economic value of the brand
Inspire through information provision
Promote quality
Manage effectively
Generate income
VisitScotland & Hospitality Assured – why?
• Service and business excellence
• Customer perspective
• EFQM link
• Quality
• Leadership and management
• Staff morale
• P.R.
Customer-focussed Directorates
Look
Book
Travel
Stay
Visitor Engagement
Joining visitors with experiences
Business Engagement
Joining businesses with visitors
Strategic Partners
Making tourism everyone’s business
Corporate Services
Meeting the needs of internal customers
Tell
Keep in
touch
Impact
• Greater customer awareness
• One team approach
• Continuous improvement
• Pride – achievement
• The way we now do things
Issues and observations
• Assessment
• Advice
• Streamline
• Simplify
• Exam
• Momentum
Opportunities and challenges
• Networking
• HA Light
• HA Plus
• Name
• Value
• Participation
• IoH = HA
Thank you