tourism review 2016 with angela byrne and richard slee
TRANSCRIPT
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A review of 2016
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Schedule0900 Welcome and presentations in Broadway Cinema Lounge• Review of the DMP• 2016/17 Destination Marketing Strategy• Online booking trends• Panel Q&A
Prom 1:• 1055 – 1130 Building your business profile on social media, in particular, on Facebook, Instagram and Twitter. • 1135 – 1210 Utilising Facebook advertising to meet your business and marketing objectives. • 1215 – 1250 Blogging, vlogging and the use of interactive content to reach your audience on social media.
Prom 2:• 1055 – 1130
1135 – 1210 1215 – 1250
• ‘Accommodating All’ Disability Discrimination Act with Annette Burgess, Quality in Tourism (QiT). This talk will explain how the Disability Discrimination Act 2006 will need to be considered and adopted within the day-to-day operation of the tourism and hospitality industry and the opportunities it presents attract a demographic of people this Act champions.
Prom 3: • 1055 – 1130 How to create attractive special offers to bring sales forward all seasons with Nicola Wilkinson, Isle of Man Tourism. • 1135 – 1210 Digital Trends for Tourism SMEs with Richard Veal, New Minds tellUs. • 1215 – 1250 Convey Your Message Visually with Liam Gilman Photography and adventure sports coach Keirron Tastagh.
1300 – 1330 Speed Networking with Paragon
1330 Close• Flo tea, coffee and cold juices will be available throughout the morning in the Colonnade Suite where you can talk to DED Grants & Assistance, DEFA and New Minds to
find out about funding options and business solutions to suit you. The Paragon Recruitment Team will also be on hand to provide advice on attracting, employing and retaining talent for your business on the Isle of Man.
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Visitor Statistics
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Visitor economy performance 2016• Total visitors increased by 1.7% to 292,328– Staying visitors in paid accommodation
Remained same as 2015 with 134,674• All marketing efforts are currently aimed at this group of visitors• Excludes Friends and Relatives
– Staying Business Visitors up by 9% to 58,155– Visiting Friends and Relatives down by 0.2% to
97,048– Visitor spend down by 2% to £106.6 million- £363
per visitor
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Visitor economy performance 2016
2007 2008 2009 2010 2011 2012 2013 2014 2015 20160
50
100
150
200
250
300
350
DVBVVFRPVPA
NU
mbe
r of
VIs
itors
('0
00)
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Visitors by Air (by type)
Visitor Type 2008 2009 2010 2011 2012 2013 2014 2015 2016
PVPA 24.7 26.6 23.0 26.1 27.5 35.3 42.3 56.4 55.5
VFR 46.2 44.3 46.9 55.2 58.9 60.3 52.9 52.5 58.4
BV 56.9 61.0 54.6 54.2 53.4 53.6 41.2 44.5 49.3
DV 0.8 0.8 2.3 3.0 3.5 3.6 1.7 2.6 2.3
Total 128.7 132.7 126.7 138.7 143.3 152.7 138.2 155.9 165.4
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Visitors by Sea (by Type)
Visitor Type 2008 2009 2010 2011 2012 2013 2014 2015 2016
PVPA 72.2 76.0 80.0 78.6 78.8 76.7 84.7 78.2 79.2
VFR 57.6 58.4 62.5 63.5 57.5 47.4 44.8 44.8 38.7
BV 15.8 17.5 15.8 14.4 12.1 12.7 8.9 8.2 8.9
DV 1.0 2.6 2.9 4.6 2.6 1.2 0.9 0.3 0.1
Total 146.5 154.5 161.11 161.1 151.1 138.0 138.7 131.6 126.9
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Visitor Expenditure (£million) 2016
Travel to/ from the Island Accommodation Other Total
All Visitors Air 17.3 13.8 24.9 56.0
Sea 14.1 15.0 21.6 50.6
Total 31.4 28.8 46.4 106.6
of which: PVPA Air 6.1 8.7 11.4 26.2
Sea 8.9 13.2 16.1 38.1
Total 15.0 21.9 27.4 64.3
VFR Air 6.1 0.0 8.2 14.3
Sea 3.5 0.0 4.4 7.9
Total 9.7 - 12.6 22.3
BV Air 4.8 5.1 5.2 15.1
Sea 1.7 1.8 1.1 4.6
Total 6.5 6.9 6.3 19.7
DV Air 0.2 0.0 0.1 0.3
Sea 0.0 0.0 0.0 0.0
Total 0.2 0.0 0.1 0.3
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Product DevelopmentTarget New Growth Markets
UK Family Market• Encouraging Industry Stakeholders to create
packages attractive to the family market.• Creating itineraries specifically for families,
including wet weather activities.• Programme of children’s entertainment and
activity across the Island.• Developing walks with a family focus and
encouraging children to act as the “guide” for their families adventures.
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Product DevelopmentTarget New Growth Markets
UK Family Market• Working with DEFA, DOI and Industry
Stakeholders to create Mountain Bike and Walking Routes suitable for the Family Market.
• Identifying gaps in the family accommodation sector.
• Promotion of “Families Welcome” Schemes.
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Target New Growth Markets
UK Family Market• Creation of a variety of blogs to tie in with
key school holidays. E.g. Hop tu na, Christmas, February Half Term and Easter.
• Carry out further research into this new market to identify how best to reach this sector.
Product Development
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Product DevelopmentTarget New Growth Markets
Short Break Market• Encouraging Industry Stakeholders to create
packages attractive to the short break market.• Develop the offer to appeal to all audience
profiles and activities.• Continue to improve active market offer.• Work with Industry Stakeholders to improve
the offer of local food produce and quality places to eat.
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Product DevelopmentCruise Business
• Continue to attract increasing numbers of cruise ships to the Isle of Man.
• Increase passenger spend with improved retail offer and stakeholder engagement.
• Increase cruise ship value to the economy by encouraging commercially competitive.
• Work on the concept of a Deep Water Berth Facility and the opportunity it could bring to the Island.
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Product Development Team
Target New Growth Markets – Active Market
• Continue to work with other Government Depts and local authorities to improve our offer.
• Improve signage at active market sites including walking routes, cycling and mountain bike trails
• Work with DOI and DEFA to maintain promoted routes and facilities.
• Improve on Island travel options for visiting cyclists to allow them to travel between multiple cycling trails.
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Tourism EventsTourist events support the Destination Management Plan by delivering:
• Over 10,000 events visitors• 33,000 bed-nights • Over £3 million in visitor spend
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Tourist Events- Some 2017 highlights
• Isle of Man Darts Festival – March • CAMRA Real Ale Festival – April • Re-launched Walking Festival - May• British National Cycling Championships – June • Isle of Man Festival of Choirs – October • Isle of Man International Chess - October
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2018 Event Development
• Manx International Road Cycling Festival • Isle of Man Scooter Rally • A second major darts festival• Vintage and classic car club tours
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Business Development
• 463 registered visitor accommodation properties with almost 5,589 bed spaces (excluding camp sites and hostels).
• 138 ‘Gold’ or ‘Silver’ Awards; 31 ‘Breakfast Awards’.• 330 properties (2,707 bed spaces) with 4 or 5 star rating,
which equates to 71% of all accommodation.
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Taste IOM
24 Highest Quality Assured 25 Quality Assured 18 Harvest Award
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Welcome Schemes
• 43 Dogs Welcome• 98 Stargazers Welcome• 132 Walkers Welcome• 112 Bikers Welcome• 117 Cyclists Welcome
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National Accessibility Schemes (NAS)
42 properties have requested an NAS rating for 2017 -2018
17 visitor accommodation properties advertised a rating in 2016 -2017
• M1 – 6• M1 & M2 – 6• M3a – 2• M3i – 2• M3ie - 1
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Challenges• Brexit • Tourism is the most competitive
sector • Reliance on a small number of
carriers• Perceived cost of travel• Competitors increasing
marketing spend
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Addressing the Challenges• We work with Chamber Commerce Visitor
Economy Committee, IOM Self Catering Owners Association, Govt Depts, Local Authorities as well as volunteer groups.
• Increased communications, including industry networking event and business courses
• Residents becoming Ambassadors • Maximising the use of Technology
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Work Permits – Hospitality Exemption• Applies to genuine seasonal employment only– 1st March to 31st October
• Advance registration to the Department– Requesting details of exemptions required– Confirmation that IoM workers not available
• Consideration and approval within 3 days• Notification of workers details on recruitment• Employer must maintain full records
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How you can help us
• Let us know about any of the following:– New developments, new products– Special interest breaks– Events– Special offers– Packages– Seasonal packages (Christmas, Easter, Bank holidays, School
holidays etc)• Statistics
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Marketing update
Marketing
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Q & A Panel• Robin Bischert, Director of Tourism & Visitor
Economy• Richard Slee, Marketing Manager, DED• Richard Veal, MD New Mind Tell Us• Andy Stewart, DED Employment and Skills
Group Manager• Bernard Warden, DEFA Biosphere Isle of Man
Project
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Marketing update
2016/2017 Marketing Update
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Marketing strategy
Increase visitor spend•Tourist Information Centres
•Website•Literature
Retention Strategy•E-newsletters•Special offers•Social media
Grow visitor numbers•Website
•Social media•Digital campaigns
•Visitor Guide•E-newsletters
Acquisition Strategy•Advertising
•Public relations•Partnership marketing
•Exhibitions•Social media
Build awareness and interest in the Isle of Man
Create the desire to book a visit
Visit the Isle of ManPost visit to the Isle of Man
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Target Visitor Profiles
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Marketing Activities 2016/2017
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Visitisleofman.com• New Visit Isle of Man website
launched October 2016• Key new features:
– Online booking– TripAdvisor & social media channels – Individual product pages for
tourism businesses– Events submission– Internal Customer Relationship
Management System
Source: Hubspot.com
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Digital
• Visitisleofman.com• Page views up 44% • Younger demographic in 2016
• Email newsletters• 525,421 total emails to 88,000 contacts
• Social media• 43,000 followers across channels
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Digital Advertising
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Video
• Increasingly using video to highlight the fantastic array of activities on offer in the Island
• Quality of content ensures longer time on our website
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• Destinations, London• Consumer show
42,000 visitors (+3k)1,500 Visitor Guides (+500)1,084 Digital Contacts (+97)
Trade Events
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Public Relations
PR programme generated £2.36million of coverage in 2016
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Exploiting the unexpected: “SHARK!”
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PR campaigns: Ray Mears Press Trip and Blog
Press Trip – August 2016 with journalists from the Guardian and MadeForMums
2 Journalists Attended
37 Pieces of Coverage
£320,000 AVE
3,500,000+ Reach
Positioned IOM as an ideal holiday destination for families.
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Isle of Man on TV
BBC1 “Countryfile” ITV“Britain’s Best Walks”
BBC1 Inside Out
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Advertising: Print• Advertorials - e.g. Coast and
Countryfile• Press adverts – e.g. Metro and
The Guardian
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Advertising: Outdoor
Digital poster presence in major UK railway stations:• Manchester• Liverpool • Birmingham • London
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Advertising: TV
• 30 sec ads in Granada and Border regions• Tracking postcodes, website visits and brochure requests
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2017 Visitor Guide
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Tourism Literature