destination present
TRANSCRIPT
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
• PLAN.
THE PRACTICAL THINGS
• PERSISTENCE
THE PRACTICAL THINGS
• PERSISTENCE, if needed diversify
ONE PERSON AT A TIME
• Passion• Plan• Persistence