Exploring the Cotswolds: Bespoke Experiences for Nordic, Spanish, and Italian Travel Markets

2. Itineraries, which showcase theCotswolds to the Nordic,Spanish and Italian Travel Trade

3. A Discover England Fund project In November 2015, the Government announced a £40 Million Discover England Fund; an unprecedented Opportunity for English tourism. The Fund aims to deliver world-class bookable tourism products joined up across Geographies and/or themes to provide an end-to-end customer experience. (Visit Britain)

4. Project update • To develop 12 new core itineraries and trails targeting the Nordic, • Spanish and Italian Travel Trade • Showcase 90 experiences • Build a brand new travel trade website • Attendance at least 2 travel trade exhibitions to promote the products • Host 3 fam visits with tour operators & provide a training module • Assist tourism businesses to become travel trade ready and help them • develop new product through training and support. • We now have over 70 experiences in place ready to take to the • next stage……….

5. Creating the collection Developing new and exciting experiences in places that are magical, breathtaking and unique.

6. Experiential tourism

7. Experiential tourism… …is a form of tourism in which people focus on experiencing a country, city or particular place by connecting to its history, people and culture.

9. The rise of experiences

10. According to Trekksoft: “The best travel brands are puttingexperiences and the joy we receivefrom them at the forefront of theirmarketing” (Trekksoft Travel Trends Report 2018)

11. Experiences in the spotlight 100+ EXPERIENCES Surfing Experiences Catch a wave with world Surf Leagueexperience hosted by pro surfersfrom around the world. 60+ CONCERTS Introducing Airbnb Concerts Discover a new way to experiencelive music, with intimate showsin unique spaces. 200+ EXPERIENCES Social Impact Experiences Try something new while supportinga cause. 100% of what you pay goesto the nonprofit.

14. Developingan experience

15. When developing an experience there are several factors you need to consider: Your target market Their desires Price (including commissionable rates for the trade) Terms and conditions Working collaboratively with others

16. Your target market • Will your experience appeal to both the internationaland domestic market? • Which nationality of tourists are more likely to visit your area? • Which segment is your offer most likely to appeal to? • Are there new markets that your product would appeal to? • Visit Britain is a great source of informationwww.trade.visitbritain.com/research-and-insights/england-research • Your DMO may also have some relevant local insights

17. Buzz seekers Young independent travellers Looking for adventure, buzz and Immersive experiences.

18. Outdoor enthusiasts Nature lovers who love to getclose to nature on active breakswith the family. Discovery andlearning are an integral part oftheir holidays, given their keeninterest in local heritage andcultures as well as spending timein the great outdoors. Mangrove Market Opportunity Guidance, 2017

19. Our research • Our research has shown that our international marketsof Nordic Countries, Spain and Italy are key markets forthe Cotswolds because: • More likely to travel outside of London • High spenders • Sophisticated travellers who will enjoy whatthe countryside and rural life have to offer • Looking for active immersive experiences

20. Spain: Inbound tourism overview 1     * Source: International Passenger Survey (IPS) ** Visit friends and /or relatives *** Source: Apex (direct flights only)

21. Spain: Inbound tourism overview 2     * Source: International Passenger Survey (IPS) ** Visit friends and /or relatives *** Source: Apex (direct flights only)

22. Spain: Visitor profile 1     * Source: International Passenger Survey (IPS) ** VisitBritain/Ipsos ‘Decisions and Influences’ research (Applicable to people who visited Britain) *** Arnholt-GfK Nation Brands Index

23. Spain: Visitor profile 2     * Source: International Passenger Survey (IPS) ** VisitBritain/Ipsos ‘Decisions and Influences’ research (Applicable to people who visited Britain) *** Arnholt-GfK Nation Brands Index

24. Key factors when developingyour experience • Have a strong story – people are more likely to want toexperience something when intrigued by the story,when the story is linked to a place it is most likelyto resonate with audiences • Be hands on – people now no longer just want to see; theywant to do, touch, feel, make. Make sure your experienceis as hands on as possible and not resembling a school trip • Sell yourself! People book experiences as they feel they willbe getting more than if they just did them themselves –show the value of having local knowledge and insights,what can you give them that they can’t do themselves?

25. Considerations… • Can you add any elements which will add valueto the experience? • Can you work collaboratively with other businessesto enhance your offer? • Is there a way you can adapt your experience so thatpeople of other languages can enjoy the experience? • How accessible is it? What physical ability is neededfor the experience?

26. Being authentic There is a lot of buzz around the word authentic, the adviceis not to use it when you talk about your experience butensure authentic is obvious… Learn – give guests the opportunityto learn something new Do – let guests be hands on Local – give the local connection to guests

27. Pricing • Your pricing should always be consistent, accurateand competitive! • Ensure you know your operating costs and break even point • Factor in commission when reaching new markets –the trade has greater marketing reach but you will needto factor in a commission for them to sell your experience! • Undertake a competitor analysis – locally, nationallyand internationally

28. Terms and conditions • Terms and conditions are incredibly important whendeveloping your experience. • You will need to think about things such as group sizes,cancellation policies, adverse weather • It’s a good idea to look at terms and conditions thatother businesses offer • We recommend seeking legal advice to ensure youand your business are protected

29. Working collaboratively with others You can strengthen your offer by working closelywith other businesses either to enhance yourexperience or help to become more visible topeople staying in the area.

31. Discussion • In small groups discuss the experience you offer/or an experience you have recently been on: • What are / were the highlights of the experience? • Is there anything you would like to improve? • Who are your target markets / which target marketsdo you think the experience is most likely to appeal to?Why? • Do you think it is / was value for money?

32. Top tips • Design your experience with peaks and troughs –vary the intensity of the activity • Try to incorporate local food and drink • Have an element of surprise • Give them local insight and connection • Work with other local businesses to enhance your offeror as another way to reach visitors to the Cotswolds

33. Becoming visible onlineand bookable

34. The marketplace • The tours and activities segment is the third largest in the travelindustry after accommodation and flights • (hospitalitynet.org/news/4083896.html) • The tours and activities segment drove approximately$135 billion (£126 billion) revenue in 2016 and couldreach as much as $183 billion (£140 billion) by 2020 • (www.webintravel.com/asia-tours-activities-platform-kkday-closes-10-5m-series-b-funding/)

35. However… • The activities and tours segment is still seen as immature • The market remains very fragmented and mostly offlineon the supply side • It is estimated that 55% of tour and activity suppliersdon’t use a third party booking system, and of those whodon’t 67% use items like calendar or email to manage bookings • (www.trekksoft.com/en/blog/65-travel-tourism-statistics-trends-for-2018#2) • An estimated 80% of bookings remain offline

36. Discussion Why do you think activity and tour businesses are reluctantto use booking systems and OTAs? What opportunities are there for your business to use an OTA?

37. To succeed in the internationalmarket it is vital that your productsare bookable, commissionableand available:

38. Bookable • The product is available to be easily booked in advance.It isn't just available to those customers who turn up on the day. • It can be built into an itinerary delivered and sold bya tour operator (Business to Business sales) • It could be sold directly to the customer(Business to consumer sales)

39. Commissionable Third parties with a large reach to relevantcustomers can sell your product on your behalffor a percentage fee between 10% and 30%

40. Available The activities are ready to book in real time onlineand/or the activities can booked directly byTour Operators in advance through direct contact

41. OTAs • Viator, Expedia, Get your Guide and AirBnB dominatethe tours/attractions scene in Europe • Commission levels vary • Europe has made the most progress in becomingbookable online, with 27,000 tours and activities offeredover the main OTA sites

42. Advantages of listing with an OTA • Reach • Marketing capability • Trust • Targeted marketing

43. Signing up • Register with each OTA – even if you are usinga channel manager • Get to know your account manager and how you canuse them best  • Understand what you are signing up to – OTAs termsand conditions and cancellation policies can vary • Public liability insurance

44. Commission rates Rates for OTAs are currently between 20-30%. You only paya commission when a booking is made. When you sign upwith an account manager for each service they will explainthe commission rate, you may be able to negotiate this. Remember that effectively your marketingcost is replaced by your commission rates.

45. Top tips • ‘Cut-off’ point- minimising your ‘cut-off’ pointto maximise bookings • Availability – try and add as many dates as possible • Sell yourself and your highlights • Keep an eye on reviews and comments • Keep minimum group sizes small

46. TripAdvisor • A very important tool and often part of thecustomer journey • Respond – whether good or bad in a polite,professional manner • Be aware of how TripAdvisor works –incorrect reviews can be taken down • Encourage guests to review!

47. Channel manager Allows you to manage and distributeyour availability and bookings

48. Examples of channel managers • Trekksoft – www.trekksoft.com • Rezdy – www.rezdy.com/ • Rezgo – www.rezgo.com/ • Bookingkit – bookingkit.net/ • (These systems are listed here for information;they are not endorsed by Cotswolds Tourism.Please do your own research before purchase)

49. What do they do?

50. Maintain a balanced sourceof bookings • Do not depend on just one source of bookings • Never depend on just one market for bookings • Maintain a mix of high and low commission rates • Don’t forget local and direct sales