Nicola Wilkinson BSc, DipMBusiness Development Manager Tourism, Quality and Service

How to create attractive special offers to bring sales forward

.. by a show of hands

What will be covered

• Visitor trends• Packages and special offers• Upselling and cross-selling • Advertising• Any questions

Visitor Trends • Safer destinations • ‘Staycation’ - short-breaks close to home• Growth in Britons taking a holiday • Increase in domestic holidays

Visitor Trends - Booking Methods

Online

Phone

In person

Someone else booked their holiday

0 10 20 30 40 50 60 70 80

Booking Methods Over Past 12 Months

Visitor Trends - Booking Sources

Directly with Service Provider

A General Holiday Booking Website

Via A Travel Company Or Agent That Sells Holidays

0 10 20 30 40 50 6051

44

23

45

42

47

Abroad Uk Holidays

What is a Package?• Pre-arranged • Sold or offered at an inclusive price • Must last more than 24 hours or include an overnight

stay • It must include at least 2 of the following: – Transport – Accommodation – Tourist Service or Activity

Creating a Package

Package Terms • What the Package includes • Cost of the package• When is the package valid to and from • Terms and conditions must be included within

the description • How to redeem the package

What is a Special Offer? • Marketing term • Selling technique designed to acquire visitors with

incentives • Unique opportunity – Save money through a reduced price or rate– Receive benefits, product or service

Why Visitors Book Packages and Special Offers?

• Having everything taken care of • Best value option • Convenience • Desired all-inclusive option • Reputation of company • Financial protection

Visitisleofman.com

Nov-16 Dec-16 Jan-17 Feb-17

2650 3082

67537904

Special Offer Page Views

Creating a Special Offer • Identify gaps in your business calendar• Decide on your target market • Consider the ‘average length of stay’• Create your special offer • Advertise your offer

Special Offer Terms• What the offer includes • Value of the offer• When is the offer valid to and from • Terms and conditions must be included within the

description • How to redeem the offer

Advertising • Packages and Special Offers should be advertised in advance • Seasonal Special Offers

• Vistisleofman.com website • Independent website • Social Media • Printed materials in your property• Email footer for all correspondence • Guest confirmations / receipts for repeat bookings • Word of mouth – local town, friends and family • Emails to previous guests

Upselling

Upselling involves getting a customer to spend more on an existing purchase

Cross-selling

Cross-selling involves selling ancillary products or services on top of the original purchase

Summary • Packages• Special Offers • Upselling • Cross-selling

Any questions?