product action group - visit jersey

Product Action GroupWednesday, 24 January 2018

Keith BeechamCEO, Visit Jersey

Agenda

10.30 – 10.40 Introduction

Keith Beecham, CEO, Visit Jersey

10.40 – 10.50 Overview - Product Strategy

Meryl Le Feuvre, Head of Product, Visit Jersey

10.50 – 11.10 Trends for Tourism

Sandra Matthews-Marsh MBE, Visit Kent

11.10 – 11.30 Visitor Experience & Product Audit, Key Findings

David Edwards, Head of Research & Insights, Visit Jersey

11.30 – 11.40 Review of the proposed Product Action Group Terms of Reference

11.40 – 12.20 What do the findings mean for Jersey?

Priorities for the island break

12.20 – 12.30 Closing

Meryl Le FeuvreHead of Product, Visit Jersey

Agree to plan togetherIncrease competitiveness. Enhance productivity.

• Tap into the emotional motivation.

• Develop world-class bookable experiences.

• Respond to visitor motivations.

• Inform, educate & work alongside partners.

• Deliver lasting memories.

Better distribute the brand promise.

Signature ExperiencesProduct focus

A tourism product is

what you buy,

an experience is what

you remember

Sandra Matthews-Marsh MBECEO, Visit Kent

Trends for Tourism

SANDRA MATTHEWS-MARSH

CHIEF EXECUTIVE

© Explore Kent

A VisitEngland report, produced by Foresight Factory

1. The Changing Demographic

Landscape

The Ageless Traveller

• Ageing society

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Ratio of population aged 65+ per 100 population aged 15-64

Source: United Nations, Department of Economic and Social Affairs, Population

Division’s World Population Prospects: The 2015 Revision, 2015

• Changing consumer trends

1. The Changing Demographic

Landscape

• Gradually moving away from age segmentation towards interests segmentation

2. Filter Bubble

2. Filter Bubble

“How interested would you be in a service that suggested a holiday and itinerary of

activities based on your interests and budget” | % who are very interested or quite

interested

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FF Online Research | Base: 1000-5000 online respondents per country aged 16-64 (Indonesia & S. Africa 16-54), 2016 February

2. Filter Bubble

how to burst the bubble

VisitDenmark draws attention

to attractions by using the on-

trend #hygge hashtag

Helsinki Secret Residence invites influencers on a experiential trip to the Finnish capital

3. Performative perfection

Future travellers are social media conscious and will have a strong preference for tourism products that are: -

1) contributing to their social capital/worth sharing; 2) easily shareable.

3. Performative perfection

“I wish I could be more like the person I describe myself as on social media” | %

who agree or strongly agree

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FF Online Research | Base: 1000-5000 online respondents per country aged 16-64 (Indonesia & S.

Africa 16-54), 2016 February

“When I go on holiday, the most important thing for me is to experience the

authentic culture of a place” | % who agree strongly or agree

4. Pursuit of Real

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FF Online Research | Base: 1000-5000 online respondents per country aged 16-64

(Indonesia & S. Africa 16-54), 2016 February

4. Pursuit of Real

5. The Leisure Upgrade

Skill-seeking future travellers will prefer tourism products that combine fun and an opportunity for learning or self-improvement.

Credit: British Tourist Authority

Thank You

Sources: • Visit England 2017, The Future Travel Journey. The full report is available

online here.• Discover England: summary insights on overseas visitors to England’s

regions: Understanding participation in activities. • Eurostat, Tourism trends and ageing. Available here.

David EdwardsHead of Research & Insights, Visit Jersey

January 2018

Visitor Experience & Product AuditKey Findings

• Total visits Jan-Nov +5%

• Visitor spend Jan-Sep +4%

• Growth aided by buoyant market for holidays lasting at least one

night

• Areas of weakness include day-trip market and all market

segments ex-Guernsey

Latest tourism statistics

• Significant capacity growth expected to lead to substantial

rebound in German market

• Day-trip market would benefit considerably from an inter-island

ferry connection

• Exchange rate likely to remain favourable

• New entrant to accommodation sector in form of Premier Inn

• Currently we forecast volume growth of around 2% but with

Holiday segment expected to grow at c4%

Outlook for 2018

Accommodation sector performance

Attractions sector performance

• There are many alternative destinations our potential visitors can

choose, or indeed they can choose not to take a holiday / short-

break

• Competitor destinations recognise the need to invest and adjust

their offer to consumers’ needs

Tourism is highly competitive

Competitor Action

• Conducted by independent agencies, Kantar TNS

• Both took place during 2017

Visitor Experience & Product Audit Research

• Jersey has a strong product offering that to a large extent meets

the needs of current visitors

• However, competitors not standing still and Jersey has greater

access challenges (at least perceptually) than many of these

destinations

• Therefore Jersey’s offer needs to be exceptional to ensure future

growth

Overarching findings

Visitor Experience - Touchpoints

Visitor Experience – Strengths & Weaknesses

• Limited space for development in Jersey and competing demand

for it means it is important to align tourism development with

other aspects of island life

• Relative lack of self-catering accommodation is a handicap but

an opportunity for AirBnB

• Potential for more locally managed hotels that are part of a

recognised brand

• Wellness was identified as an area of strength that can be further

exploited

Product Audit (1)

• The report indicated an opportunity to develop St Helier to

include a quarter that offered a distinctive, independent, retail

offer, plenty of places to eat and drink and a vibrant atmosphere

• Thought should be given to finding ways of ensuring the visitor

gets a sense of ‘being in Jersey’

• The absence of a dedicated conference venue offering state-of-

the-art facilities was noted

Product Audit (2)

Next steps…

1. Do you agree with the challenges & opportunities identified?

2. Determine a priorities list and agree how we move forward.

3. Are there any barriers to preventing success and how can they be overcome?

4. Are there any quick wins?

Discuss