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2
Today…
• Education programme ‘Taking England to the World’
• Discover England Fund Platform
• Distribution Partnerships
• Trade Platforms
4
Tourism Education Programme – ‘Taking England to the World’
• Discover England Fund (DEF) objectives:
– To increase the competitiveness of England’s tourism offer, both internationally and
domestically
– To develop world-class bookable tourism products in line with market trends and in response
to consumer demands
• Through the DEF projects the challenge has been highlighted on how we educate DMO’s plus
small and medium-sized tourism businesses on practical & commercial information building their
expertise on becoming ‘International & Domestic Ready’
• Supporting both the DEF and the wider responsibility for product development and distribution,
we have taken a new approach
– Tourism Education Programme – ‘Taking England to the World’
5
Tourism Education Programme
Phase 1 – launched in October
Supporting DMOs and SMEs develop their
‘market ready’ propositions for both domestic
& international markets
Available to download online and in print:
https://trade.visitbritain.com
Search: ‘Taking England to the World’
6
Phase 2 – complete development & launch in Q4 2018
• To develop additional assets through e-learning modules & face to face delivery through
workshops to increase ‘international & domestic ready’ capability
• In-conjunction we are developing our partnership with Google Garage to join our
workshops with a bespoke programme to increase ‘digital skills’
• VE Training support team to be recruited
6
Tourism Education Programme – ‘Taking England to the World’
8
DEF Platform – strategic solution
What we are trying to achieve:
• One of the key success criteria’s of DEF is the creation of bookable product and
distribution in international markets
• Many of the DMO’s/Projects acknowledge that DEF has highlighted the need for
improved product development and distribution
• The requirements for the technical solution highlighted in the projects included:
– Itinerary building
– Content aggregation and distribution
– Web and app solutions
– Product bookability
– Product distribution
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A reminder Tourism Ecosystem – market failure
SuppliersAggregatorsSearch Agents
Inte
rnational T
ravelle
rs
Airlines
Chain Hotels
Car Rental
SME/Independent Accommodation
Rail
Local Transportation
Attractions and Events
GDS eg. Amadeus, Sabre,
Travelport, TravelSky
DMC / Wholesaler eg.
DMOs eg. Visit Manchester,
London & Partners
OTAs
Priceline, Expedia
Tour Operators
/ Specialists
TUI, Thomas Cook
Experience Aggregators eg.
Viator
Traditional Agents
Eg. American Express, Flight
Centre
Accommodation Aggregator
eg. Hotelbeds, AirBnB
Traditional Media eg Newspapers
Search Engine
eg. Google,
Bing
Meta eg. Kayak
(Priceline),
Trivago,
Skyscanner
Search Engine
Meta
Market Failure Gap
10
DEF Platform Business to Business – not competition but complimentary
Suppliers
Airlines
Chain Hotels
Car Rental
SME/Independent Accommodation
Rail
Local Transportation
Attractions and Events
AggregatorsSearch Agents
GDS
DMC / Wholesaler
OTAs
Tour Operators
/ Specialists
Experience Aggregators
Traditional Agents
Accommodation Aggregator
Press
Search Engine
Meta
Meta
DE
F P
latf
orm
Inte
rnatio
nal T
ravelle
rs
DMOs
Positioned as Business to Business only, not in
competition with commercial players:
● VE/VB No role in the commission or contract
negotiations
● Focus on enablement of the tourism suppliers and
role of the DMOs
● Integration capabilities for large or small suppliers
● Facilitating connectivity to global distributors
● Optimise existing VB partnership relationships
11
The DEF Platform – timeframes and supporting activity
May 2018
– Pilot platform completed with 4 DEF projects May 2018
August – September 2018
– Business case approval process completed and approval gained for the BETA phase platform
rollout
October – December 2018
– Platform procurement process
January 2019
– Contract to be awarded
– VE support team to be recruited
January – March 2019
– Q4 technical development delivery with DEF projects
– DEF platform information to be included in the Education programme ‘TETTW’
Q1 2019
- DEF projects trading through the platform
13
xxx
Discover England Fund Projects 2016 - 2019
• 56 projects led by DMO’s and including small businesses
and Commercial Partners
• Regionally spread across England
creating new itineraries, attractions
and experiences
• Distributed through Commercial Partners
and DMC’s
15
Commercial Partnerships - Destination Management Companies
• Launched in 2017/18 as part of the DEF distribution strategy
• Continues in 2018/19 and we are in the final procurement & planning
phase
Friday,
November 30,
2018
42 new itineraries produced
21 new training
programmes & 1336 agents
trained
Social media coverage.
65,000 impressions
Exposure at 23trade shows, local events.
Matched cash and MIK
Total value
£1.34 million
16,200pieces new
sales collateral
distributed
16
GREAT CORE
Passengers
to UK (Total
2017)
USA FRA DEU AUS GCC IND CHN UK ITA ESP NL NOR CAN ROW
Total
Distribution
x 6 DMC's
wholesalers
2,300,000 257,791 78,000 211,161 12,973 77,782 91,250 102,500 431,424 77,479 223,303 38,518 57,350 45,740 10,000
Reach & scale via Destination Management Companies & Bedbanks
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Trade Platforms
• Trade events
– Our programme of Domestic and International Trade
events
– ITB, ExploreGB, VIBE, WTM, Destination Britain Missions
• Trade website – www.trade.visitbritain.com
– One stop shop for Domestic and International Trade
• BritAgent - online training programme aimed at Domestic
and International trade
Footer Friday, November 30, 2018