Business Plan 2016/17. TSE is in a unique position to support the visitor economy not only in the South East but also across the nation..

Transcription

1 Business Plan 2016/17 TSE is in a unique position to support the visitor economy not only in the South East but also across the nation.. Revised October 2016

2 TOURISM SOUTH EAST BUSINESS PLAN 2016/17 OUR MISSION To provide services and specialist expertise that support the performance and growth of tourism businesses and partner destinations. INTRODUCTION At national level the tourism structure saw significant changes in 2015/16. The new Government announced a 5 Point Plan for Tourism, millions of pounds were made available for the North and the South West for overseas marketing and a new Challenge Fund was launched nationally. In November, VisitEngland and VisitBritain were merged and a new 40 million Discover England Fund was revealed for a 3 year period starting April As a result VisitEngland s role in a number of areas was either depleted or withdrawn. TSE, however, strengthened its position launching new training schemes, developing a new relationship with London & Partners and exploiting new opportunities in international marketing and group travel promotions. Other core services such as research and visitor information also over performed.hence, for 2016/17, TSE is in a unique position to support the visitor economy not only in the South East but also across the nation. Our General Approach We will remain a not-for-profit membership organisation reinvesting any surplus for the benefit of the tourism industry. We are owned by our commercial members and destination partners and our activities will focus on their needs. Although our foundations are in the South and South East, we will look beyond to develop partnerships and deliver services and programmes. We will seek to partner with organisations in a way that avoids duplication and pools limited resources. We know that further change in the operating environment is inevitable. Flexibility, responsiveness and a customer focus will remain our guiding principles.

3 OUR KEY PRIORITIES FOR 2016/17 We will be working hard throughout 2016/17 and beyond to help members and partners to fulfil their potential and continue to spearhead economic growth. We will be offering a wide range of support services and programmes. These will include:- Working with partners and members to maximise the potential to secure external funding opportunities Providing a range of consumer and travel trade, domestic and international marketing campaigns. Implementing a PR programme to generate local, regional, national and international media coverage for our destination partners. Delivering the nationally renowned Welcome to Excellence training programme and other courses in response to industry needs. Collating and disseminating market intelligence derived from national and local tourism surveys and the application of our specialist research expertise to contracts of all kinds. Supporting and providing visitor information services to improve the quality of experience of visitors to key destinations. Staging events for members and partners to share learning and showcase excellence. Being an advocate on behalf of our destination partners and member businesses to lobby for the due recognition of the tourism industry at national, regional and local level. You all do such a great job in supporting & promoting everyone. We would like to say "Thank You" to all the team for all your kind & continued support & assistance over this year. You re all Stars. Two Hoots, Hampshire

4 OUR PROGRAMMES AND SERVICES FOR 2016/17 WORKING HARD FOR OUR COMMERCIAL MEMBERS We support over 800 commercial members. The majority are attractions and accommodation providers ranging from well known chains and world class attractions to national institutions and micro businesses. With our destination partners they provide us with our mandate. Strengthening the membership base by continuing to add to the benefits package and offering services that appeal to all sizes and types of business will continue to be a priority. Improve the package of benefits for our commercial members to help them grow and extend our services to a larger number of businesses. Organise an Annual Tourism Conference with support from a new sponsor for members and destination partners. Deliver a series of local events and workshops to engage and inform members and encourage networking. Ensure our membership team remain closely in touch with member s changing needs. Build and improve the content on the B2B website with exclusive access for members. Work with other agencies such as the Tourism Alliance and British Hospitality Association to lobby against unnecessary red-tape and disseminate related information/guidance. Commercial Membership Contact: As a small hospitality business, I chose to become a Tourism South East member for a number of reasons. High up on the list however, is the favorable rates afforded to TSE members by Barclaycard. Swan House, Hastings Georgina Coleman gcoleman@tourismse.com

5 SUPPORTING OUR DESTINATION PARTNERS Destination partners, including local authorities and destination management and marketing organisations, are principal players in the landscape of tourism support. They are also important partners and customers for TSE s programmes of support and services - from collaborative marketing campaigns and PR opportunities to networking events and specialist expertise/support for visitor information services. Increasingly, as partner budgets come under pressure, we recognise the importance of tailoring our support packages to address their particular needs and priorities. Destination Partner Contact: Elaine Colley ecolley@tourismse.com Offer tailored packages of support based on the particular priorities and buy-in levels of our destination partners. Deliver a programme of PR support for Destination Partners (see PR section). Provide a range of exclusive and heavily discounted participation opportunities in other PR, marketing and website activities and access to specialist digital expertise/support. Develop and maintain content on the destination partner area and Local to You sections of the B2B website. Ensure regular contact and dissemination of information that might support destination partners in their roles including updates on national affairs, funding opportunities and other matters of interest. Organise a Destination Managers Forum, Business Tourism Forum and offer the opportunity to attend various other events such as the Annual Tourism Conference and occasional topical workshops. Work exclusively with destination partners when any new opportunity or funding source arises.

6 GROWING OVERSEAS MARKETS In 2016/17, we will be working with our members and partners to reach the European, North American and selected Asia Pacific markets. Campaigns targeting trade and consumers will be delivered in association with London & Partners and VisitBritain. The staging of Explore GB in Brighton in 2017 will present particular opportunities. We will look to build on the success of previous campaigns and continue to provide a lead where we have specialist expertise and contacts. The further development of our relationship with London and Partners will be a prioirity. In addition, we will seek to build collaboration through new kinds of partnerships that will provide the basis for bids to the new Discover England Fund. VisitBritain s GREAT China Welcome Chartermark International Marketing Contact: Zeenat Turner zturner@tourismse.com Work with London and Partners, VisitBritain and others, to encourage London visitors to explore the South East and where practical, extend their stays. Work with businesses, destinations and transport operators to stimulate international media coverage. Organise a strong SE presence at overseas trade/consumer exhibitions and sales missions including Vakantiebeurs, Meet the Media events and Explore GB. Produce compelling collateral, newsletters and website content in support of international campaigns. Build our campaign activities targeting the Nr Europe, Scandanavian and North American markets. Build on the momentum of the China campaign with VisitBritain and our partners and agent, China Holidays. Consult with destination partners and members to identify new overseas marketing activity. We ve been participating in TSE s overseas marketing activity for many years and find it an invaluable service. By joining forces with TSE and sharing the cost with other partners we ve been able to take advantage of highly targeted travel trade and press activity in our core markets in Nr Europe and China. Julia White Royal Borough of Windsor.

7 REACHING MARKETS ON-LINE AND OTHER NEW MEDIA We will exploit the opportunities presented by rapidly developing digital technologies and the social web to showcase the South East. We will also provide digital services tailored to the needs of our partners and members, in communicating with their existing and potential customers. These will build on the strengths of our consumer website, visitsoutheastengland.com and extend to social media services, workshops and advice. We will also use our collective marketing role to develop new campaigns and initiatives with partners including for business tourism. Inspire travelers to visit and explore the South East through digital means Support our commercial members and destination partners though advice and formal training to maximize their online presence, traffic and bookings. Build TSE s consumer and trade databases and offer access to these to members and partners via enewsletters and social media. Take steps to further build traffic to the website, visitsoutheastengland.com by focusing on social media, video, partner links and regularly refreshed content with a target of over 1.5m visits in 2016/17. Encourage use of the booking functionality though polling as a means of adding value to accommodation members featured on our consumer website. Deliver specific data steward and digital support for destination partners on a paid-for basis. Digital Marketing Contact: Jon Sharkey jsharkey@tourismse.com

8 MAKING THE MOST OF PR OPPORTUNITIES Generating media coverage is one of the most productive and cost effective ways TSE can showcase the South East to potential visitor markets. In 2015/16 there was significant coverage achieved in both traditional and online media for our destination partners and members. This included both domestic and overseas coverage. We worked closely with Southampton Airport and VisitBritain in bringing in overseas media. The Annual Media Party in London was one of the best ever attended and we extended our PR activity into group trade and business tourism markets. Destination PR Contact: Karen Roebuck Identify with our destination partners compelling themes on which to focus proactive PR activities, working with partner PR agencies where relevant. Look for opportunities to engage with both domestic and international media and collaborate to stimulate press trips and coverage specifically for partner destinations. Organise the annual Media Party in London in February 2017and offer partner destinations opportunities to contribute to the success of the event. Work closely with Visit England s and VisitBritain s PR Teams, attending various Meet the Media events armed with compelling stories, themes and information. Organise press trips with destination partners and members wherever possible Continue to subscribe to TravMedia as a source of leads and intelligence. kroebuck@tourismse.com Thanks again for organising a fantastic event we have lots of excellent journalists to follow up with. Jo Dyson, National Trust.

9 TARGETTING THE GROUP TRAVEL TRADE TSE has over two decades of experience of working with the Group Travel market and has an impressive reputation in this field. Our dedicated team offers destination partners and members a range of opportunities targeting group travel organisers across the UK. These include trade exhibitions, an annual group travel guide, a strong presence on visitsoutheastengland.com, direct mail campaigns and various forms of e-marketing. Inspire the travel trade to include venues and accommodation from the South East in their day, trip, short break and holiday itineraries. Continue to build on the scale of Excursions as the UKs premier one day Group Travel Show. Organise a South East presence with partners and members at relevant shows such as Great for Groups, Group Leisure and BTTS. Continue to expand our travel trade contact database and increase opportunities for a programme of themed travel trade e-newsletters. Refresh the travel trade section on the consumer website. Develop new relationships with trade media, tour operators and key coach operators to extend the scope and influence of the campaign and open up new opportunities especially for fam trips and networking events in partner destinations. Produce an annual South East group travel guide for dissemination to coach and tour group operators in the UK and Near Europe. Excursions is a must for all group travel organisers - in just a few hours all the inspiration you need for future visits is there for the asking Peggy Maloney - Chadwell Heath Historical Society Travel Trade Contact: Anna Wilson-Barnes awilsonbarnes@tourismse.com

10 A FOCUS ON BUSINESS TOURISM Prompted by growing interest by destination partners and members TSE undertook a number of initiatives to promote destinations and members to conference, meetings, incentive, conference and events (MICE) buyers under a MeetBeyond London umbrella concept. These included exhibitions, PR and database mailings. A small group of partners are actively engaged in a Business Tourism Forum in advising TSE on how best to approach the market. Some LEPs in the region also see business tourism as a priority for investment. Business Tourism Contact: Elaine Colley ecolley@tourismse.com Arrange a Business Tourism Forum to establish commitment to a programme of activity targeting the domestic and international business tourism market. Invest in database building and offer marketing opportunities to key destinations, conference bureaux and businesses. This includes both digital and postal communications. Explore opportunities for a co-ordinated MeetBeyond London presence at key exhibitions. To generate PR activity in the meetings industry trade press and in liaison with VisitEngland/ViistBritain To build relationships with relevant agencies to secure funds to develop this area.

11 TOURISM EXPERTISE FOR MEMBERS AND PARTNERS Our expertise and ability to create economies of scale is available to help partners and members achieve their own programmes on a paid-for basis. This can be a highly cost effective way of securing marketing, administration and other specialist expertise without the obligations associated with employing and managing staff a potentially attractive option when faced with increasingly limited resources. Funding applications particularly for small businesses can sometimes seem overly complex and time consuming TSE has a wealth of experience in such areas and can provide advice and support. Planning applications for new developments can on occasion benefit from an expert view or within a wider context. This can be both from the planning authority point of view or the applicant. This area of activity is very much in line with TSE s role as a provider of bespoke tourism services. Provide an efficient support service to partner destinations, members and others that wish to outsource marketing and coordination work. Contracts Contact: Zeenat Turner Provide administrative support to partner and joint membership schemes. Offer new areas of expertise on a contract basis including travel trade and web support within the South East and beyond. Offer advice and perspectives on planning and development proposals zturner@tourismse.com

12 VISITOR INFORMATION SERVICES SUPPORT TSE is a recognised expert in the visitor information field and has provided support for the South East network of VICs/TICs for over 20 years. We operate four VICs/TICs on behalf of destinations and in some cases, as part of a broader visitor information service. We recognise that budget cuts are forcing local authorities to scrutinise VIC/TIC operations and we will help find solutions and offer options. We also run a discount purchasing service to keep the costs of wholesale merchandise to a minimum for our partners and other customers. Visitor Information Services Contact: Teresa O Kelly tokelly@tourismse.com Operate VICs/TICs on behalf of destination partners and look to maximise efficiencies, income streams and economies of scale that keep costs down and improve overall viability. Provide all destination partners with TICs/VICs who need support with the benefit of our expertise, networking and training support. Make time and resource available on a paid-for basis to those who need more intensive support. Look for specific contract opportunities such as mystery shopping of TICs/ VICs where we can use our expertise to the benefit of partners and generate income from information providers further afield. Seek to spread the benefits of the discount purchasing service by securing new discounts on publications and new customers. Councillors also wished to pass on their thanks to the staff who put in so much effort to ensure visitors to the town receive the welcome they deserve and go home with great memories of the town and surrounding area. Christopher Wayman MILCM Town Clerk Buckingham Town Council

13 DEVELOPING THE SKILLS OF BUSINESSES We have a national reputation for delivering effective, tailored and cost effective training courses including the Welcome to Excellence programme. In 2015/16, TSE launched two new courses with VisitEngland - Exceeding Visitor Expectations(EVE) for tourist attractions and Welcome Afloat for the leisure marine industry. The need for high quality, nationally accredited customer service training for businesses is greater than ever and applies across all sectors. We will build on the foundations of our existing suite of training products and look to develop and tailor them to meet demand. Maintain and strengthen the Welcome to Excellence suite of customer care courses and in particular EVE and Welcome Afloat. Support our franchise partners in delivering these courses across the country. Make a real difference to customer care standards in the South East by expanding our customer base, tailoring provision and working with our partner destinations and others to drive up participation. Work with City and Guilds/ILM on mapping relevant courses to suitable qualifications with the aim of raising skill levels in the service sector throughout the South East. Explore, develop and promote new markets and new types of provision including on-line customer service courses Be ready to respond to any opportunities that arise from funding programmes. Training Services Contact: Sue Gill sgill@tourismse.com "We set out to train staff right across the board, everyone from car park attendants to company directors. I was amazed and thrilled by the scale of the impact. The staff showed a huge improvement in motivation and our sales increased by up to 20% in the six months following the training. Welcome Host was definitely the biggest single factor in this achievement." Oswaldtwistle Mills Shopping Village

14 DELIVERING SPECIALIST RESEARCH SERVICES Specialist research services are particularly valued and used by our destination partners and members. We are keen to develop new research capabilities and expertise that are of interest to and provide benefits for, members and other commercial clients across the UK. There is also scope to extend our capabilities by partnering with other consultants and associates, research agencies and local universities. We will also continue to be a source of market intelligence that can inform the growth plans of our member businesses and partner destinations. This will continue to rely heavily on our access to national data from VisitEngland, VisitBritain and the ONS. TSE s research services are audited and accredited by the Market Research Society and our fieldwork is Interviewer Quality Control Scheme (IQCS) assessed. Research Services Contact: Paul Jackson pjackson@tourismse.com Look for ways to continually improve our competencies and the quality of the research services we provide. Explore commercial opportunities around our specialist knowledge of impact models. Continue to invest in new technology to improve survey efficiency and deliver quicker results. Explore new products which will appeal to businesses such as on-line methodologies and customer feedback services. Maintain market intelligence on the B2B website and within the e-newsletter and regularly disseminate updates on the national surveys. I find the service exemplary and the communication between our organisation and yours particularly has always been excellent Winchester City Council

15 BUILDING THE SUCCESS OF GREAT COUNTRY PUBS The success of the Great Country Pubs project is based on its focus on high quality rural pubs. Food, drink, ambience, location, accommodation all GCPs have to pass a strict assessment process in order to take part. The Great Country Pubs website has gone from strength to strength with hits rising to over 46,000 in some months but shared between 100 participating pubs. The unique relationship with TSE has also meant that GCPs gets coverage in many of its PR and overseas marketing activities. GCPs also became the sponsor of the Best Pub Award category of the Beautiful South Awards in It is still concentrated in the East and South East regions but the long term ambition remains to roll out the campaign nationwide. Continue to build the GCP brand and campaign domestically and internationally through sponsorship, features in overseas guides and leaflets, and PR including press visits, representation at meet the media events and regular features on website. To continue to build the number of pubs with accommodation on the website Ensure that the website content is optimized to increase the traffic at all times of the year. Make more of the links already established with VisitBritain s Pubs are Great Campaign. Explore funding opportunities to expand the scope and effectiveness of the initiative Great Country Pubs Contact: Jackie Staddon jstaddon@tourismse.com Belonging to Great Country Pubs and working with Jackie has been very useful for a single site pub, set in the middle of the countryside. We recently appeared in The Times, top 25 country pubs. Invaluable for the time of year. The Cat Inn, West Sussex

16 CELEBRATING AND SHOWCASING EXCELLENCE The Beautiful South Awards recognise and celebrate the very best tourism businesses and experiences in the South East. They stimulate higher standards and related media coverage helping to project a positive impression of the South East as a place to visit and valuable PR for participating businesses. Our destination partners play an important role in encouraging local businesses to enter. Award finalists have the opportunity to go on to the national Visit England Awards for Excellence. In 2016 there were a record number of Awards issued to South East businesses at the national event. Beautiful South Awards Contact: Peter Colling pcolling@tourismse.com Work in partnership with the agency engaged to organise the Awards to attract sponsorship and encourage participation. Encourage our destination partners to promote participation and consider related local events to celebrate finalists and winners. Provide information to local media to celebrate participant s success in their areas. Generate a minimum of 120 entries across the award categories. Deliver a spectacular Awards celebration event in November Provide support and encouragement to the winners to enter the national VE Awards. More South East businesses than ever made the finals of the VisitEngland Awards for Excellence this year, and we hope that our continued support for the Beautiful South Awards in 2016 will see that trend continue. Jonathan Neame CEO, Shepherd Neame

17 THE TSE TEAM Nigel Smith, Chief Executive Peter Colling, Tourism Services Director TRAINING AND SKILLS Sue Gill, Training and Skills Director Chris Murphy Training Projects Manager Jane Curtis Training Executive Abigail Herzberg Training Executive RESEARCH SERVICES Paul Jackson, Research Director Kerry Rayment Research Manager VISITOR SERVICES Teresa O Kelly, Head of Visitor Services tokelly@tourismse.com Graham Haynes Visitor Services Assistant COMMERCIAL MEMBERSHIP Georgina Coleman Membership Manager - gcoleman@tourismse.com Holly Austen Membership Sales and Support Executive Hampshire, IoW, Sussex, Surrey and Kent Jeanette Howse Business Development Executive Berks, Bucks and Oxon Julie Lewis Membership Co-ordinator DIGITAL SERVICES Jon Sharkey Digital Marketing Manager - jsharkey@tourismse.com Kieran James - Digital Assistant DESTINATION PARTNERSHIPS Elaine Colley - Destination Partnerships Manager ecolley@tourismse.com Karen Roebuck Destination PR kroebuck@tourismse.com INTERNATIONAL MARKETING AND CONTRACTS Zeenat Turner International Marketing Manager zturner@tourismse.com TBC Marketing Executive TRAVEL TRADE Anna Wilson-Barnes Marketing Manager - Travel Trade awilsonbarnes@tourismse.com Emma Holloway Marketing Executive - Travel Trade CORPORATE SERVICES Paul Oliver Company Secretary poliver@tourismse.com Lyn Lancefield Finance Manager Matthew Feldwick Finance Officer GREAT COUNTRY PUBS Jackie Staddon jstaddon@tourismse.com

18 THE TSE BOARD Ken Robinson CBE Chairman David Philip Vice-Chairman and Chairman of the TSE Audit Panel. Nigel Smith, TSE Chief Executive Alan Mellins (Sterling Travel) Tourism Council Vice Chair Kim Hallett (Waddesdon Manor) Tourism Council Representative Wendy Van Halderen- Moss (Aspinall Foundation) Tourism Council Representative Cllr Dan Humphries (Worthing Borough Council) Tourism Council Representative Sandra Barnes-Keywood Stephen Munn (Commercial Director, National Motor Museum, Beaulieu) Mark Smith (Director of Tourism, Bournemouth Borough Council) Andrew Bateman (Tourism Manager, Hampshire County Council) Louise Stewart (CEO Alexandra Palace) Cllr Howard Doe (Medway Borough Council) Tourism South East, 40 Chamberlayne Road, Eastleigh, Hampshire SO50 5JH Telephone: REVISED October 2016