visit.brussels experience day 25 June 2018
experience /ɪkˈspɪə.ri.əns/ Something that happens to you that affects how you feel Cambridge Dictionary
Focus on product Focus on experience Focus on functions Focus on emotions Focus on attributes Focus on narrative Focus on company Focus on customers
4-8% Companies that excel at customer experience grow revenues 4-8% above their market
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
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
Bridges global and local culture Relates to a unique story Builds a whole trip experience
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
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)
54,4% Professional reasons Leisure 45,6%
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
Brand strength Brussels is well known but not very appealing
Brand attributes Brussels is mainly related to professional attributes
Brand reputation Brussels cultural activities have a good reputation
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
Effective activities Effective activities differ from brand reputation
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
Rating explanation A global scale to rate experience satisfaction 250 150 100 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
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
Benchmarking with European champions Brussels is still behind the top European destinations - Public transportation & taxi 106 123 - Accommodation experience 125 157 Cultural & leisure activities 136 Transportation infrastructure 118 143 Copenhague, Amsterdam Food experience 127 134 Vienne Local hospitality & safety feeling 115 Venue quality & hospitality 144 190 Copenhague Shopping experience 132 137 Londres Environment 110 189 Paris 153 Copenhague 183 Vienne
Satisfaction is above expectation but still below competition Accommodation Food Transportation Cultural & leisure 250 200 150 195 180 250 200 150 149 160 250 200 150 115 140 250 200 150 144 178 100 100 100 100 50 Brussels Others 50 Brussels Others 50 Brussels Others 50 Brussels Others Heritage & museums Shopping Visitors information Public transport / taxi 250 200 150 100 50 158 Brussels 212 Others 250 200 150 100 50 0 130 Brussels 159 Others 250 200 150 100 50 0 111 Brussels 149 Others 250 200 150 100 50 131 Brussels 158 Others 250 200 150 100 Environment 129 217 Hospitality & satefty 250 200 186 146 150 100 50 Brussels Others 50 Brussels Others
Brussels Quality Academy Visitors Satisfaction Monthly reports Training Sessions 28 general sessions ~ 350 answers 13 experts sessions
Extra questions: s.detemmerman@visit.brussels
leisure Amsterdam London Paris Vienna Prague Copenhaguen Stockholm Rome Barcelona Madrid Berlin