MV Isle of Mull Midlothian and Borders Tourism Action Group Presentation by Ian M Fox Commercial Customer Sales Manager CalMac Ferries Ltd
Who Are We ? • We were founded in 1851 by David MacBrayne • We are owned by the Scottish Government • We serve the island and peninsula communities of the West Coast of Scotland • We operate the largest fleet of vessels in the UK Merchant Navy • We employ 1500 permanent staff
What do we do?
Who Are Our Customers? A diverse customer base covering a very wide spectrum: • Islanders from Arran attending hospital appointments in Glasgow • Crofters from Mull taking their livestock to market in Oban • The Royal Mail van delivering post to Gigha • Families going on holiday to spend a week in a holiday cottage in Colonsay • Commercial Vehicles taking spirit from Islay to bonded warehouses in Central Belt • Coaches full of Germans, Dutch, Americans, Italians, Spanish and of course British making a day trip from Oban to Iona • Courier delivery company vans delivering goods bought on line to Lewis • Domestic and International FIT’s ‘hop scotching’ around the islands exploring the stunning scenery that the West Coast has to offer • Barra and Islay based shellfish processors exporting their produce to Spain, Italy and France
Travel Trade Fully Independent Travellers ( FIT’s ) • FIT’s travel solo, in couples or in small groups of friends and family • They range anywhere in age from millenials to retirees but generally have above-average incomes to allow for independent travel which often is more expensive than travelling with an organised group • What all FIT’s share, by definition, is a desire to avoid mass tourism in favour of an individualised, independent approach. • FIT’s want to explore their chosen destinations on their own and at their own pace with an emphasis on enjoying the local food, architecture, history, and culture.
Travel Trade FIT’s sometimes use Travel Agents! • There are now agencies that specialise in customised trips for individuals and small groups who want to choose their destinations and plan their own itineraries • An agent who specialises in FIT travel can help plan custom sightseeing with a private tour guide, arrange a private cookery class or a whisky- tasting tour and even hook up with knowledgeable local representatives • An agent will help plan a personalised travel experience based on input provides by the FIT • An agent can often arrange to have someone meet the FIT at their destination and take the FIT to their hotel • Travel professionals are especially helpful in finding non-traditional or out- of-the-way accommodations that do not advertise on the Internet such as crofts, farmhouses and family-run bed and breakfasts e.g. McKinlay Kidd + Dertour
Travel Trade Group Travel Organised travel for a group undertaken by a number of providers • Coach Tour Operators (as opposed to coach operators) such as Lochs and Glens, Shearings, Highland Heritage, OAD and CIE • Wholesalers such as Albatross, Action Tours, Service Reisen and Behringer Touristik • UK Inbound Specialists such as Abbey and JAC
Marketing and Selling to Travel Trade! Know your market! CFL’s customer base is as follows: • UK Domestic = circa 70% • International = circa 30% North American ( US + Canada ) = 21% German = 13% France = 6% Poland = 5% Australia = 5% Netherlands = 4% Italy = 4% The rest of the world = 1 – 3% 58% of the International Market is represented by 8 countries! Think about ROI ! – International marketing isn’t cheap!!
How Does CFL Market? Know your market! Domestic Market ( Travel Trade ) • Website – www.calmac.co.uk/traveltrade • Annual Travel Trade Product Planner • Membership of Travel Trade Associations (CTA, UK Inbound, CPT – all of whom hold Networking events) • Attendance at Travel Trade exhibitions and conferences – CTA Coach Holiday Conference, BTTS ,VS Expo • Travel Trade Award Entries • Direct Sales and Marketing missions • Social Media – Facebook, Twitter • Dedicated Travel Trade Team
How Do We Influence? Coach carrying’s number over 11000 per annum. The most popular coach destinations are the islands of Arran, Cumbrae, Bute, Mull and Skye; however, there is growing interest from the market to explore the stunning and beautiful Outer Hebridean archipelago Recognising that coaches and coach groups are an integral part of the business; the Company has recently increased its resources dedicated to the coach market by: • Appointing a senior manager - that uniquely has both coach and ferry operating experience – in order that coach customers could be prioritised • Increasing the number of permanent employees in the Travel Trade team so that a more efficient and friendly booking service can be provided
How Do We Influence? Travel Trade Product Planner In order to influence coach operators and tour planners, the Company creates a suite of new itineraries in anticipation of the forthcoming season. The brochure is called – Travel Trade Product Planning with CalMac and includes: • A network route map to overcome any operators’ barriers to the west coast geography with useful route suggestions integrated with sailing information • Coach Fares for the year ahead • Details of onboard hospitality • A suite of inspiring innovative day tour destinations that includes all ferry journeys, entrance to a third party visitor attraction and in some instances afternoon tea onboard a vessel
Tour Rates Tour CASTLES The promotional rate for each passenger, including all ferry fares, entrance to Mount Stuart House and Gardens and afternoon tea on the ferry back to Wemyss Bay is £14.15 Rates are based on a 12.8M coach operating with 35 passengers. (The fare quoted is an estimated amount based on Transport Scotland ’ s RETferry fares formula and will be subject to final approval by the Scottish Government) Tour Route MOUNT STUART | Tour to the Isle of Bute For coach/tour operators based Mount Stuart is one of Scotland ’s most Lomond and through the Arrochar Alps Tarber 15 t in the Central Belt of Scotland spectacular Victorian Gothic mansions to the shores of Loch Fyne. The Isle of and one of the world ’s great houses. Bute is accessed by the short ferry Strachu Truly a house of firsts, Mount Stuart is r Stunning architecture and fantastic crossing from Colintraive to Rhubodach. believed to be the first home in the world 15 interiors reflect the 3rd Marquess of Return to Central Belt is from the to have a heated indoor swimming pool Bute ’ s interests, passions and vivid picturesque seaside town of Rothesay via Colintraive and the first in Scotland to be purpose imagination. the Caledonian MacBrayne ferry to built with electric light, central heating, a hubodach This circular tour from the Central Wemyss Bay. Onboard, all tour customers telephone system and a Victorian Belt encompasses some of the will receive a complimentary cup of Mount passenger lift. Most of which are, quite Stuart most tea/coffee remarkably, still in use to offer along the Bonnie Banks of and slice of today outstanding scenery that Scotland has Loch cake. .
Tour Rates The promotional rate for each passenger, inclusive of all ferry fares (including the Highland Council ferry at Corran) and entrance to Duart Castle is £14.15 Rates are based on a 12.8M coach operating with 35 passengers. (The fare quoted is an estimated amount based on Transport Scotland ’ s RETferry fares formula and will be subject to final approval by the Scottish Government) DUART CASTLE | Tour to the Isle of Mull Tour Route For coach/tour operators based in Mull, Loch Linnhe and the Firth of on the West Coast of Scotland - including Oban, Ballachulish and Fort Lorne and within view of the the wild ruggedness of Morvern, the Corran William neighbouring benign shoreline of Loch Linnhe and the Ferry castles of Dunstaffnage, Dunollie, Aros majestic seascapes around the Firth of Duart Castle or Caisteal Dhubhairt in and Ardtornish, part of a chain of castles Lorne. Scottish Gaelic is the main castle on the up the Sound of Mull to Mingary Castle. Morver Isle of Mull. The castle dates back to the Return to the mainland is via the Lochalin n 13th century and is the seat of Clan This circular tour, which can be operated Caledonian MacBrayne ferry either at e MacLean. from any point on the route e.g. Oban, Fishnish (if travelling in the direction of Fishnish Duart Castl Fort William, and Ballachulish - Fort William) or Craignure (if travelling in Craignur e The castle stands on a crag at the end e incorporates some of the most the direction of Oban). of the peninsular jutting out into the spectacular panoramas Sound of Mull at the intersection of the sound of
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