UKinbound and working with the Travel Trade Andrew Macnair Business Development Manager, Scotland
What we will cover today • Who UKinbound is and what we do • What do we mean by Travel Trade and why is it important ? • Scotland from the perspective of the Travel Trade • How can you work successfully with the Travel Trade?
UKinbound in Scotland • Trade association representing interests of inbound tourism – 2.75 million visits worth more than £1.9 billion to the Scottish economy in 2016 • Almost 400 members across the UK – e.g. inbound tour operators, accommodation providers, attractions, transport companies, destinations • Permanent presence in Scotland since 2014 – growing membership here • Scotland is important for members based in rUK – over 25 % state that more than half their inbound business is to Scotland
What we do - business development opportunities
What we do - lobbying
Travel Trade – a definition • Intermediaries that resell tourism product on to end customers • Within the inbound tourism industry, these people and companies are known as ‘inbound tour operators’ • They in turn work with operators/agents across the world sell on to many of the visitors coming to Scotland, including Mid Lothian and the Borders • Can sell individual products e.g. hotels or ‘packaged’ products • About 150 of UKinbound members define themselves as inbound tour operators
Why work with inbound tour operators ?
Why work with inbound tour operators ? • They bring individuals as well as groups • They bring visitors from all international markets • They bring business throughout the year, not just at peak times • Many are looking for, and receptive to new ideas, destinations and products • They are a cost effective distribution channel • Through their overseas contacts provide free promotion and marketing of products and destinations
Why work with inbound tour operators?
Scotland the Destination - a quick SWOT analysis
Stengths and Opportunities The good stuff • We have a very strong, separate identity distinct from the rest of the UK • Scenery, history, food and drink second to none • (Short term) better value due to weak Sterling • Outlander! • We are seen to be welcoming and are friendly people! (more so than the rUK) • We are seen to be safe • Scotland is becoming more accessible viz. more European flights into Inverness and Aberdeen, long haul flights into Glasgow and Edinburgh
What’s the perception of Scotland ? Weaknesses and Threats • Lack of good quality accommodation in certain areas of the country and availability of accommodation generally at peak times • Need for more joined up provision of visitor experience • The shortness of the tourism season overall • Tendency for visitors (and overseas agents) to focus on the honey pot destinations only • Lack of knowledge about product and destinations – Scotland is not just Edinburgh, Skye and Loch Ness
What’s the perception of Scotland ? Weaknesses and Threats
How do we work successfully with inbound tour operators ? • Play to our strengths – capitalise on icons and themes that are popular and will act as ‘hooks’ of focus rather than necessarily the destination
How do we work successfully with inbound tour operators ? • Play to our strengths – capitalise on icons and themes that are popular and will act as ‘hooks’ of focus rather than necessarily the destination…
How do we work successfully with inbound tour operators ? • Present the sum total of the parts – accommodation, what there is to see and do, consider practical issues e.g. coach parking, journey times • Provide sample itineraries • Work together across boundaries – both physical and metaphorical • Focus on the markets most appropriate for your destination in terms of product offer and accessibility
What do we all need to do together better or differently ? • Recognise areas where we need to make improvement in Scotland in terms of product offer and service and take action accordingly to address issues e.g training, getting necessary investment in infrastructure, tackling issues re accommodation, supporting SMEs • Keep pushing at local, regional and national level to ensure that we get the support for tourism it deserves • Working together at all levels as one ‘team Scotland’!
What we will cover today
And finally…..
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