FairBookingUK The best deal for you & a better deal for locals

A revolution in ethical direct bookings

Sue Clarke, Cumbria Tourism & FairBookingUK

Tourism in Cumbria• Tourism valued at £2.44 bn

• 41.5 million visitors in 2014 (35.5m day trippers, 6m overnighters)

• Tourism supports 58,327 jobs (est. 20% of jobs in Cumbria, 33,920 FTE)

• Between 2013 & 2014 there was an increase of 5.1% in tourist days, 4.7% in tourist numbers & 9.1% in tourism revenue

• Staying visitors account for 12% of trips and 45% of revenue

• £547m spent by visitors on food and drink in 2014 – almost a fifth of all tourism revenue, and more than on accommodation

About Cumbria Tourism• CT is the only organisation dedicated to improving the tourism

industry in the county and promoting Cumbria and the Lake District as a place to visit

• Not for profit membership organisation – private company limited by guarantee

• 2,600 members, 23 staff (inc 10 P/T) and 18 Executive Board Members

• £5.5 million t/o (2008/2009) to £1.25m (2014/2015)

Issues facing Cumbrian businesses• Catastrophic weather events including infrastructure issues• Increasing costs• OTA Commissions• Parking problems for visitors• Having to offer price reductions• People spending less was cited as a negative factor affecting

business, although less so before the end of 2015• Reduction in public sector investment• Staff recruitment/skills• Destination competition

• FairBooking – EU Trademark• Build on growing awareness and success

(Nantes, France)• UK destinations working together to help businesses

get the message across• How and why do you get involved?

FairBooking UK

the best deal for you and a better deal for Locals

• Builds on long standing good practice…• Good practice to develop ‘repeat’ customers and

retain customers… for yourself or for the destination • Good practice to acknowledge loyalty and add value• Good practice to buy local and retain as much as

wealth as possible in the local economy

– Book direct and get the best deal– Book via a ‘fair booking’ destination website or

business and support local tourism– Book and keep money in the local area– Book and will help good causes

• Use our existing customer contact and marketing - use our databases, websites, social media and properties to get the messages across

Why should visitors book with a FairBooking business

A great deal!

Donations for good

causes

the “best deal for you” pledge…

…will be delivered by offering the same price for the accommodation, on a room-only basis, with direct bookers receiving one or more of the following extras:

Guarantee of the best room available/upgrade where possible

Early check-in/late check-outComplimentary or upgraded breakfastFlowers, tea/coffee on arrival, chocolates, Gingerbread, etc.Discounts on other services such as spas, leisure facilitiesAny other ideas?

The ‘better deal for locals’ pledge will be delivered by…

– Savings on booking/commission fees when customers book direct= businesses giving a donation to good causes

– Businesses making better profits to enable reinvestment thus supporting the local economy.= opportunity to educate customers in the ‘fair-trade’ practice in our sector

how do you get involved?

• Sign up through your destination if they are part of FairBookingUK.OR• Sign up online through FairBookingUk.com if you are Guestlink or NewMind user (if not you can integrate

with most interfaces easily).

• Commit to your good cause – currently St Johns Ambulance or RSPB nationally. (Destinations pick their own local good causes)

• Utilise the FairBooking marque/logos, web banner advert, click-through to visitor information etc

• Some destinations will have printed collateral - ie window stickers, room cards, door hangers, note pads etc

• Spread the word to your guests!

• Spread the word to the world and collaborate with national campaign through social media/the good causes/PR

Spread the Word

• Spread the word about ‘book direct’

• Use your property to get the message across by using the to digital collateral provided on your websites, brochures, customer mailings, confirmations, emails, social media receipts etc

• Window sticker and tent cards, door hangers, and branded note pads for your bedrooms or for your reception desk from certain destinations

FairBookingUK

• Website is live with Cumbria New Forest Cornwall & Wales on as full destinations

• Area pages and key changes are due to go live asap

• Currently talking to other destinations• Further website development planned• Linked social media campaign on-going• Attraction involvement?

FairBookingUK.com

How it works on the ground/testimonials

Businesses are seeing results