destination present

Your South West Nova Scotia Business in the New Economy

Please note: no word “tourism” included

WHAT HAPPENED?

WHAT HAPPENED?

• Your consumer has changed.

WHAT HAPPENED?

1970’s………..

WHAT HAPPENED?

1990’s………..

WHAT HAPPENED?

2010’s………..

WHAT HAPPENED?Fixed Room Accommodation

2000 2011

Occupancy Rate % Occupancy Rate % Occupancy Rate %

Motel 55 43

B&B 32 22

Cottages/Cabins/Vacation Homes

45 36

Resorts 58 39

Inns/ B&B Inns 50 39

WHERE TO FROM HERE?

• Take advantage of information and marketing:– Your country– Your province– Your association• Ask your association to compile the top 3 markets

identified by Canada and the province• Ask your association to share with you the top 3

marketing strategies being done.

• What are the consistent messages?

WHERE TO FROM HERE?

• Canada’s info:• Tourism Intelligence Bulletins• Global Marketing and Sales Plan 2011

WHERE TO FROM HERE?

30%

18%29%

23%

Nova Scotia Overseas Visitor Markets 2010

UK

Germany

Other Overseas

Other Europe

WJERE O FROM HERE:WHY and WHERE?

• Overseas Visitors to NS Staying in Accommodations (%) compared to American Visitors, by Type

• NS Tourism Strategy and Partnership Booklet

WHERE TO FROM HERE?

• Conclusion, • there are loads of statistics being gathered for

you from all levels of government.• There is promotion being made to wave the

“notice us” flag.• IT IS ALL UP TO YOU. One person at a time.

KNOW THYSELF

• Do you keep your own statistics month by month, year over year?

• Do you REALLY know your customer?– Have you taken that registration information and

put it in a format that allows you to look at the big picture?

KNOW THYSELF

• Have you taken advantage of the province’s marketing questionnaire?

• Province NS Market Readiness- Know Your Customers

LOOKING FORWARD

• Consumer Trends– John Gerzema, Post Crisis Consumerism– Forbes 2013 Consumer trends– Business Insider

Current Consumer Trends

Home Bound

BACK TO BASICS

• 2012 Certificate of Excellence, Trip Advisor

HEALTH

SMARTPHONES

WHERE TO FROM HERE?

• IT’S ALL UP TO YOU.

Specifically….

GOOD, OLD FASHIONED……

SERVILE

Turning your business into a lifestyle servant focused on catering to the needs, desires and

whims of your customers, wherever and whenever they are.

SERVILE

• ON DEMAND

SERVILE

• TIME COMPRESSION

SERVILE

• EQUALS

SERVILE is

Letting customers try things first

SERVILE is

Helping customers understand everything real-time

SERVILE is

Being there when customers truly need you, even if they didn't realize it yet

SERVILE is

Making things more seamless for customers

THE PRACTICAL THINGS

• PASSION. Genuine.

THE PRACTICAL THINGS

• PLAN.

THE PRACTICAL THINGS

• PERSISTENCE

THE PRACTICAL THINGS

• PERSISTENCE, if needed diversify

ONE PERSON AT A TIME

• Passion• Plan• Persistence