Midlothian and Borders Tourism Action Group. Presentation by Ian M Fox. Commercial Customer Sales Manager. CalMac Ferries Ltd

Transcription

1 MV Isle of Mull Midlothian and Borders Tourism Action Group Presentation by Ian M Fox Commercial Customer Sales Manager CalMac Ferries Ltd

2 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

3 What do we do?

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5 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

6 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.

7 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 whiskytasting 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 outof-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

8 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

9 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!!

10 How Does CFL Market? Know your market! Domestic Market ( Travel Trade ) Website 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

11 How Do We Influence? Coach carrying s number over 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

12 Travel Trade Product Planner How Do We Influence? 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

13 Tour CASTLES Tour Rates 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 Rates are based on a 12.8M coach operating with 35 passengers. (The fare quoted is an estimated amount based on Transport Scotland s RET ferry fares formula and will be subject to final approval by the Scottish Government) MOUNT STUART Tour to the Isle of Bute Tour Route For coach/tour operators based in the Central Belt of Scotland Truly a house of firsts, Mount Stuart is believed to be the first home in the world to have a heated indoor swimming pool and the first in Scotland to be purpose built with electric light, central heating, a telephone system and a Victorian passenger lift. Most of which are, quite remarkably, today still in use. Mount Stuart is one of Scotland s most spectacular Victorian Gothic mansions and one of the world s great houses. Stunning architecture and fantastic interiors reflect the 3rd Marquess of Bute s interests, passions and vivid imagination. This circular tour from the Central Belt encompasses some of the most to offer along the Bonnie Banks of outstanding Loch scenery that Scotland has Lomond and through the Arrochar Alps to the shores of Loch Fyne. The Isle of Bute is accessed by the short ferry crossing from Colintraive to Rhubodach. Return to Central Belt is from the picturesque seaside town of Rothesay via the Caledonian MacBrayne ferry to Wemyss Bay. Onboard, all tour customers will receive a complimentary cup of tea/coffee and slice of cake. hubodach 15 Mount Stuart 15 Strachu r Colintraive Tarber t

14 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 Rates are based on a 12.8M coach operating with 35 passengers. (The fare quoted is an estimated amount based on Transport Scotland s RET ferry fares formula and will be subject to final approval by the Scottish Government) DUART CASTLE Tour to the Isle of Mull Forcoach/tour operators based in Oban, Ballachulish and Fort William Duart Castle or Caisteal Dhubhairt in Scottish Gaelic is the main castle on the Isle of Mull. The castle dates back to the 13th century and is the seat of Clan MacLean. The castle stands on a crag at the end of the peninsular jutting out into the Sound of Mull at the intersection of the sound of Mull, Loch Linnhe and the Firth of Lorne and within view of the neighbouring castles of Dunstaffnage, Dunollie, Aros and Ardtornish, part of a chain of castles up the Sound of Mull to Mingary Castle. This circular tour, which can be operated from any point on the route e.g. Oban, Fort William, and Ballachulish - incorporates some of the most spectacular panoramas on the West Coast of Scotland - including the wild ruggedness of Morvern, the benign shoreline of Loch Linnhe and the majestic seascapes around the Firth of Lorne. Return to the mainland is via the Caledonian MacBrayne ferry either at Fishnish (if travelling in the direction of Fort William) or Craignure (if travelling in the direction of Oban). e Tour Route Lochalin Fishnish Craignur e Morver n Duart Castl e Corran Ferry

15 Tour Rates Tour CASTLES The promotional rate for each passenger, including all ferry fares and entrance to Eilean Donan Castle is Rates are based on a 12.8M coach operating with 35 passengers (The fare rquoted is an estimated amount based on Transport Scotland s RET ferry fares formula and will be subject to final approval by the Scottish Government) Tour Route EILEAN DONAN Tour to the Isle of Skye For coach/tour operators based in Ballachulish, Fort William and Mallaig As one of the most iconic images of Scotland, Eilean Donan is recognised all around the world. Situated on an island at the point where three great sea lochs meet, and surrounded by some majestic scenery, it is little wonder that the castle is now one of the most visited and important attractions in the Scottish highlands. Partially destroyed in a Jacobite uprising in 1719, Eilean Donan lay in ruins for the best part of 200 years until Lieutenant Colonel John MacRae-Gilstrap bought the island in 1911 and proceeded to restore the castle to its former glory completing the project in The twentieth-century reconstruction of the ruin was eventually opened to the public in This circular tour of the West Highlands travels up the stunning A830 The Road to the Isles passing and the spotglenfinnan near Arisaig where Bonnie Prince Charlie landed on the Scottish mainland in July Sailing over the sea to Skye with Caledonian MacBrayne from Mallaig Armadale the tour makes its way along the the garden of Skye to the village of Broadford. After visiting Broadford the tour returns to the Scottish mainland via the Skye Bridge. Eilean Donan Castle is located near the village of Dornie approximately 9 miles from Kyle of Lochalsh. Skye Bridge Broadfor Castle d Eilean Donan

16 How Does CFL Market? Know your market! International Market ( Travel Trade ) Website Annual Travel Trade Product Planner Attendance at Travel Trade exhibitions and conferences Explore GB, ITB Berlin, Visit Expo and World Travel Market Partner with International Market specialists Visit Scotland, Visit Britain, UK Inbound Appoint a country agent to represent your Company if appropriate Direct Sales and Marketing missions

17 How Does CFL Market? Know when to Market! Travel Trade - FIT Travel Agents 6 9 months prior to the intended visit of the FIT Travel Trade Coach Tour Operators, Wholesalers and UK Inbound Specialists months prior to the intended visit of the Group

18 How Does CFL Market Case Study German Market UK National Average 13% of all international tourists. All of Scotland is probably higher. Due improved air links to Edinburgh, Glasgow and Aberdeen ( Lufthansa, German Wings, Easy Jet, Ryanair) Due easy access to the North of the UK via the DFDS ferry route Amsterdam Newcastle and the P+O ferry route Rotterdam Hull Known strong demand for the West Coast of Scotland - evidenced by a high volume of German registered vehicles on the roads and a relatively high incidence of German groups using CFL services

19 How Does CFL Market? Case Study German Market Marketing methods as shown in previous slides with the additional use of a German agent Agent Benefits Provides an in depth knowledge of the German market Understands German behaviours (e.g. FIT s are averse to booking on line and will use a German Travel Agent to make their bookings. There are a Travel Agents in Germany!) Is widely respected and known in the German Travel Trade Industry Knows when to Market ( early New Year to the Wholesalers June/July to the Travel Agents) Facilitates direct Sales Missions when influencing opportunities are at their greatest Provides feedback from the German Travel Trade on Company products and services Hosts a table at ITB Berlin and provides introductions to potential buyers

20 In CFL s opinion, exhibiting at Visit Scotland s Expo is a suppliers most powerful tool to market, influence and to sell to the 600+buyers that attend each year

21 ANY QUESTIONS? THANK YOU