visit.brussels experience day 25 June 2018

Transcription

1 visit.brussels experience day 25 June 2018

2 experience /ɪkˈspɪə.ri.əns/ Something that happens to you that affects how you feel Cambridge Dictionary

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4 Focus on product Focus on experience Focus on functions Focus on emotions Focus on attributes Focus on narrative Focus on company Focus on customers

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7 4-8% Companies that excel at customer experience grow revenues 4-8% above their market

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10 Today, brands are actually collections of experiences. We re not in an era where people remember logos or ads CEO of MetLife s Customer Experience

11 places Today, brands are actually collections of experiences. We re not in an era where people remember logos or ads CEO of MetLife s Customer Experience

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17 Bridges global and local culture Relates to a unique story Builds a whole trip experience

18 Americans mention positive brand experience to about 9 people, but mention a poor one to 16 people It takes 12 positive experiences to repair the damage caused by 1 unresolved negative experience

19 Survey description Oriented to MICE travellers focus on complete experience Potential travellers: place image People traveling abroad at least once a year for professional reasons 710 interviews in total Brussels visitors: place experience Past 12 months business visitors in Brussels 656 interview in total National and international visitors (7 countries)

20 54,4% Professional reasons Leisure 45,6%

21 Potential travellers Measure brand awareness and attractivity Potential travellers: image of Brussels People traveling abroad at least once a year for professional reasons 710 interviews in total Brussels visitors: place experience Past 12 months business visitors in Brussels 656 interview in total Competitive set: Amsterdam, London, Paris, Vienna, Copenhagen, Barcelona

22 Brand strength Brussels is well known but not very appealing

23 Brand attributes Brussels is mainly related to professional attributes

24 Brand reputation Brussels cultural activities have a good reputation

25 Effective travellers Measure experience satisfaction Potential Brussels visitors: travellers: experience image of Brussels of Brussels People traveling abroad at least once a year for professional reasons 710 Past interviews 12 months in business total visitors in Brussels 656 interview in total Potential travellers: place image People traveling abroad at least once a year for professional reasons 710 interviews in total Competitive set: Amsterdam, London, Paris, Vienna, Copenhagen, Barcelona

26 Effective activities Effective activities differ from brand reputation

27 Business to leisure conversion Many visitors extended their stay and/or plan to come back to Brussels 52% 41% prolonged their stay in Brussels to make the most of the city as tourists say their business trip definitely made them want to come back to visit the city as tourists

28 Rating explanation A global scale to rate experience satisfaction Exceptional Unique experience level High Experience exceeds expecations Acceptable Meeting (but not exceeding) expectations 0 Low Problems of consistency in the quality provided and/or non fullfilment of expectations

29 Brussels experience rating Tourists show that their expectations were met in all dimensions Public transportation & taxi 106 Transportation infrastructure 118 Venue quality & hospitality 144 Accommodation experience 125 Food experience 127 Shopping experience 132 Cultural & leisure activities 136 Local hospitality & safety feeling 115 Environment 110

30 Benchmarking with European champions Brussels is still behind the top European destinations - Public transportation & taxi Accommodation experience Cultural & leisure activities 136 Transportation infrastructure Copenhague, Amsterdam Food experience Vienne Local hospitality & safety feeling 115 Venue quality & hospitality Copenhague Shopping experience Londres Environment Paris 153 Copenhague 183 Vienne

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37 Satisfaction is above expectation but still below competition Accommodation Food Transportation Cultural & leisure Brussels Others 50 Brussels Others 50 Brussels Others 50 Brussels Others Heritage & museums Shopping Visitors information Public transport / taxi Brussels 212 Others Brussels 159 Others Brussels 149 Others Brussels 158 Others Environment Hospitality & satefty Brussels Others 50 Brussels Others

38 Brussels Quality Academy Visitors Satisfaction Monthly reports Training Sessions 28 general sessions ~ 350 answers 13 experts sessions

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40 Extra questions:

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44 leisure Amsterdam London Paris Vienna Prague Copenhaguen Stockholm Rome Barcelona Madrid Berlin

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