Hospitality Assured Forum

1. Hospitality Assured Forum Hospitality Assured & Tourism Presentation Friday 20 November 2009 Riddell Graham, Director of Strategic Partnerships

2. 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) “

3. 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. “ “ “

4. 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)

5. Tourism in Scotland • £4.2 billion to Scottish economy • 200,000 jobs • 20,000 diverse businesses • Opportunity for all – everywhere • Sustainable

6. Important Factors When Choosing ScotlandAs A Holiday Destination (1) Mean score 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)

7. Satisfaction Levels With These Key Factors (1) Mean 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)

8. Customer Service In Accommodation Total 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)

9. Customer Service In Shops / Restaurants Total Comparison With Expectations Exceeded 18% Met 76% Below 6% 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)

11. 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

12. VisitScotland’s Objectives • Maximise the economic value of the brand • Inspire through information provision • Promote quality • Manage effectively • Generate income

13. VisitScotland & Hospitality Assured – why? Service and business excellence Customer perspective EFQM link Quality Leadership and management Staff morale P.R.

15. Customer-focussed Directorates Keep in touch Book Travel Stay Tell Look 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

16. Impact Greater customer awareness One team approach Continuous improvement Pride – achievement The way we now do things

17. Issues and observations • Assessment • Advice • Streamline • Simplify • Exam • Momentum

18. Opportunities and challenges • Networking • HA Light • HA Plus • Name • Value • Participation • IoH = HA

19. Thank you