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RAISING STANDARDS

RAISING STANDARDS. RAISING STANDARDS: OVERSEAS PRE-TRIP. EFL. Public Diplomacy Partners. Social media. TV & Film. Friends. Airlines. Travel Agents. Welcome to Britain- Overseas pre-trip. Touch Points Overseas. VisitBritain, UKTI, FCO, UKBA, British Council, Tourism Alliance.

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RAISING STANDARDS

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  1. RAISING STANDARDS

  2. RAISING STANDARDS: OVERSEAS PRE-TRIP

  3. EFL Public Diplomacy Partners Social media TV & Film Friends Airlines Travel Agents Welcome to Britain- Overseas pre-trip Touch Points Overseas VisitBritain, UKTI, FCO, UKBA, British Council, Tourism Alliance

  4. Welcome to Britain - overseas pre-trip • Align & communicate “welcome” messages in marketing communications • Dial up “welcome” & emphasis people in communications • Share images, collateral and events programme • Produce ‘key messages sheet’ and roll out across public & commercial touch points overseas • Improve websites cross-links • Print to carry welcome message • Best practice visa servicing

  5. Welcome to Britain - overseas pre-trip • Work with key intermediaries • Overseas travel trade • Agents Sales Training Programme…… • Engage with social media • Joint marketing

  6. Sarah BarrettHead of Customer Experience • 100%

  7. WELCOME CUSTOMER EXPERIENCE In country Ports of Entry and Exit Overseas pre-trip Connect with… Industry, Governments, VB, England, Scotland, Wales, NI, London

  8. ‘By 2014, both the perception and the reality of a visitor’s experience of Britain will be the benchmark of a truly welcoming destination’.

  9. One day training course Comprehensive post-learning training manual Customised Z-card Promotion in Visit London collateral The Start of Something GreatBuild and Expand 2012

  10. Programme Output Welcome Toolkit • Collateral for all ports focussed on ‘welcome’. • Key Messages • Short/Snappy • Relevant • GB wide ‘welcome’ road shows. • Free Stuff!! • Education • Skills • Information • PR • Profile for W2B • Stamp of approval – Audits! • Awards Ceremony. • Incentives

  11. DfT Go skills UKBA World Class Training Tourist board info centres In country group People First Overseas group Ports of entry and exit Welcome Training Channels Delivery Channels

  12. Executive Summary • Tourist Boards and CEO’s – Shoulder to Shoulder. Active… ambassadors of front end tourist standards across the country. Influencing… the market and introducing simple welcome messages and behaviours. ‘Beefing up Recognition’… celebrating the achievements of individuals and organisations. Starting with British Tourism Week.

  13. Welcome:when they are here

  14. Brian Wisdom chief executive officer

  15. 2005 - 2007 Background • Largest ever labour market research for the hospitality, leisure, travel and tourism sector. Over 5,000 companies participated Findings • Major skills gaps in management and leadership, customer service and craft skills • Failure to retain and develop staff = significant drain on productivity • £500 million of public money invested • But 98.5% of small employers have never accessed it • Only 3% of training by employers results in a transferable skill recognised by a qualification • Perceptions of customer service in the UK remains low

  16. 2007 - 2010 • National Skills Strategy for the hospitality, leisure, travel and tourism “Raising the Bar” launched • Established the themes and a 10 Point Plan to raise the bar to equip the industry to realise the legacy benefits • Progress to-date: • A single communications channel established uksp.co.uk • Qualification reform well under way, culled from over 500 to 200 today • New entry routes established through new apprenticeships and school diplomas • National Skills Academy for Hospitality established • Best practice customer service researched and new qualifications put in place • Reform of chef training in place • Up-weighted industry investment in training • People 1st State of the Nation Report 2010 to reflect the new recessionary business environment and the challenges ahead

  17. 2010 - 2015 • 26 January 2010 publishing: “Building the legacy” The National Skills Strategy for hospitality, leisure, travel and tourism refreshed • It lays out what has been achieved to-date and what remains to be done

  18. 2010 - 2015 • The strategy is designed to: • Ensure that the tourism industry derives a legacy from the series of world class events that hit these shores in the decade between 2010 and 2020 • The legacy can be defined as: • Improved visitor perceptions of customer service in this country • Improved retention and development of our people, leading to a more professional work force • Better engagement of businesses in the sector by providing a focus that all tourism agencies and enterprises can work towards together • The outcome will be better business performance and productivity”

  19. Next steps • Hard copies available today • Further information available at:people1st.co.uk/researchpeople1st.co.uk/nations-and-skills-strategiesuksp.co.uk • Further practical steps will be announced as part of VisitEngland’s emerging strategy during British Tourism Week

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