Hospitality Assured & Tourism Presentation

Friday 20 November 2009

Riddell Graham, Director of Strategic Partnerships

Hospitality Assured Forum

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)

““

Tourism – 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.

“ “

Hospitality – what is it?

“

“

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)

Tourism in Scotland

• £4.2 billion to Scottish economy • 200,000 jobs

• 20,000 diverse businesses

• Opportunity for all – everywhere

• Sustainable

6

66

47

39

39

39

36

38

30

35

30

25

24

40

37

37

33

34

29

36

30

33

35

6

9

16

15

17

22

22

18

20

23

27

2

3

5

6

6

5

8

9

8

6

8

1

1

2

3

4

2

2

6

5

4

5

0 20 40 60 80 100

% of respondents

5 - Very important 4 3 2 1 - Not important

Important Factors When Choosing ScotlandAs A Holiday Destination (1)

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)

Scenery

The number of things to see and do

Ease of travel to the destination

Ease of travel around the area

Attitude of the locals

Culture and traditions

History

Quality of food

Nature and wildlife

Standard of accommodation

Customer service

4.5

4.3

4.1

4.0

4.0

4.0

3.9

3.8

3.8

3.8

3.7

Mean score

7

80

57

60

45

36

53

47

42

39

47

36

15

34

29

39

47

29

35

37

40

32

36

4

8

9

13

14

14

16

16

14

13

22

2

1

2

2

4

4

3

4

1

1

1

1

1

1

2

1

0 20 40 60 80 100

% of respondents

5 - Very satisfied 4 3 2 1 - Not satisfied

Scenery

The number of things to see and do

Attitude of locals

Ease of travel around the area

Customer service

History

Culture and traditions

Ease of travel to the destination

Standard of accommodation

Natural and wildlife

Opportunity to speak to locals

Satisfaction Levels With These Key Factors (1)

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)

4.8

4.5

4.5

4.2

4.2

4.3

4.3

4.2

4.1

4.2

4.0

Mean

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)

Exceeded Met Below

Hotel (192) 21 66 13

B&B / Guesthouse (196) 24 72 4

Hostel (29) 31 66 3

Camping (44) 23 75 2

Static caravan (8) 13 88 -

Rented / self catering (70) 21 64 14

9

Customer Service In Shops / Restaurants

Total

1

22

52

21

1

17

50

31

0

20

40

60

80

100

Didn't have time for you OK but not verywelcoming

Made to feel valued Valued nothing toomuch trouble

% o

f re

sp

on

de

nts

Expectation Experience

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)

Comparison With Expectations

Exceeded 18%Met 76%Below 6%

Our Profile

Employees - 800 Locations - Main offices, Edinburgh & Inverness, Regional offices – 8, Visitor information centres > 100Visitor customers

database – 4 millionInformation centre users - 5 millionWebsite - 12 million unique users

Business customersCommercial - 11,000 Quality Assured - 9,000

Strategic partners 32 local authorities129 MSPs40 Public agencies140 Key industry contacts

Budget 09/10 Overall

£72.2 m

VisitScotland’s Objectives

• Maximise the economic value of the brand• Inspire through information provision• Promote quality• Manage effectively• Generate income

VisitScotland & Hospitality Assured – why?

• Service and business excellence

• Customer perspective

• EFQM link

• Quality

• Leadership and management

• Staff morale

• P.R.

Customer-focussed Directorates

Book Travel Stay TellKeep in

touch

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

Impact

•Greater customer awareness

•One team approach

•Continuous improvement

•Pride – achievement

•The way we now do things

Issues and observations

• Assessment

• Advice

• Streamline

• Simplify

• Exam

• Momentum

Opportunities and challenges

• Networking

• HA Light

• HA Plus

• Name

• Value

• Participation

• IoH = HA

Thank you