M a y 1 4 t h , 2 0 2 0

Sales Planning S h i f t in g , Ad a p t in g , I n n o v a t in g

HOUSEKEEPING

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The webinar

recording will be

available within 24h.

Slides will be

available for

download within 24h.

Q & A chat is

available during

this webinar.

A brief survey will be available

on your screen after

today’s webinar.

If Handouts are available, they will be listed in the Handouts

pane

Program Outline

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• Short term focus • Understanding the demand –

shifting gears to work with local drive markets

• Options to attract more local/regional travellers

• Putting a short-term consumer focussed marketing strategy in place (action steps for any size business)

• Local and Regional group business

• Planning for 2021 & beyond Prioritizing your approach

• Putting steps into place now

Take Aways

• Deck will be available after the workshop

• As we go through the webinar consider one immediate thing you will need to do once we have gone through the webinar

• Consider one longer term initiative you will have to undertake (coming months & coming year)

Call to action

In the chat box please comment on skills and attributes you will need as you work through business planning, re-opening and operating.

Please comment in Q&A function and we will share the responses.

i.e. flexibility

Participant Poll: Skills & Attributes you

will need as your businesses re-open

Flexibility

Strong, effective

communication

skills

Visionary – Big

Picture Thinker

Innovation

Creativity

Ideas

Structure,

policy and

processes

Knowledge

Collaboration

Empathy

AgilityTrainer,

Teacher,

Mentor, Guide

Strategic

thinking

Skills and Attributes for

Leading through Difficult

Times/Crisis

Quote on Leadership

S E C T I O N 0 1

“ T h e b e s t l e a d e r s d o n ’ t k n o w j u s t o n e s t y l e o f l e a d e r s h i p — t h e y ’ r e s k i l l e d a t s e v e r a l , a n d h a v e t h e f l e x i b i l i t y t o s w i t c h b e t w e e n s t y l e s a s t h e c i r c u m s t a n c e s d i c t a t e . ” – D a n i e l G o l e m a n

Where were your customers coming from – Summer 2020?

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The Plan

S E C T I O N 0 1

• Gradual re-opening

• Many dates still unknown

• Need to stay on top of quickly

changing information

Who could likely be restricted from coming?

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Consider which bookings/reservations may not materialize due to border situations and flights not operating. Reach out now and discuss plan B.

Focus on Local and Regional First

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Call to action

Participant Poll: Based on 2020 bookings -What percentage of your customers were coming from US or International markets?

1. Less than 10%2. 11% - 35%3. 36% - 60%4. 61% - 80%5. More than

80%

ExistingBookings (that will likely materialize)

Customer Potential 2020

S E C T I O N 0 1

New customers Past Guests who could return

Flexibility Definition

Flexibility

(ABLE TO CHANGE). B2. the ability to change or be changed easily according to the situation:.

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Definition

The power of moving quickly and easily; nimbleness: exercises demanding agility. the ability to think and draw conclusions quickly; intellectual acuity.

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Agility & Flexibility in Crisis

S E C T I O N 0 1

• “Organisational agility – the ability to rapidly adapt while delivering innovation and customer-centric strategies – is increasingly recognised as key to enduring success. Agility goes beyond being flexible.

• A flexible business is able to make changes within the current organisational system when a predicted event occurs. Agile businesses are able to change the overall system completely in response to an unpredictable external force.”

Source Linda Holbeche, AUGUST 15, 2018 HR

What you know?

S E C T I O N 0 1

• Flights are still very limited

• Many businesses still need to be closed – exact opening date TBA

• US Border closed

• International inbound travellers way down – limited due to ….flights, legislation, fear, economy, uncertainty….

• 14-day self isolation for travellers coming into Canada (including residents)

• Distancing required – 2 meters

• Increased hygiene and health safety protocols required

• Cleaning practices may impact business operations

• Distancing practices may impact space available/inventory – restaurant seats, attraction and experience capacity

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Photo Credit – Aiden

Mahoney

Photo Credit – Aiden

Mahoney

People will want to get out of the house

Immediate focus will be on the VFR market

Next – leisure getaway - local drive market

Short haul longer drive market – Ontario and Canada will respond quickest

Long haul Canada – months away

US market – will be months away or not at all in 2020

International market – likely 2021

What we could assume and anticipate

What We Might Anticipate

• Air travellers will likely take longer to rebound

• Travellers will consider driving longer distances than usual (as with post SARS and 911)

• Focus on local and regional travel

• Ontario residents that had overseas and US plan for this summer will likely consider a local holiday

• Some activities will open sooner than others and inspire travel - i.e. golf, parks, etc. 19

Photo credit – McKenzie

River Lodge

Creating your Flexible Strategy & Plan

1. What you know?2. What you don’t know and are waiting for information.3. What you might anticipate4. Various scenarios that could play out.5.Triggers and benchmarks to move from one plan or approach to another option.

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Call to action

Who has started to reach out to guests/customers who frequented your business within the last three years and invite them back for summer 2020 (with careful messaging about changing times)?

• Yes

• Not Yet

Participant Poll: Preparing for Changes

Run scenarios

Decide on the criteria to move into action

S E C T I O N 0 1

i.e. all inbound travellers must continue to self-isolate for 14 day until x date

Planning with Dates Unknown

S E C T I O N 0 1

• Consider milestone dates – when x does not happen by “this date” what action steps would you implement

• Be ready with ideas and plans when you meet your deadlines

PositiveSituationsthat would trigger a reaction/planned move

S E C T I O N 0 1

• Increased flights into the North

• US border opens

• More businesses can open

• Group size increase

If A happens what action steps (Sales & Marketing) would it trigger

S E C T I O N 0 1

A. US border opens

Possible actions:• Reconfirmation of all upcoming

bookings from US• Marketing to existing US

database – invite guests back• Marketing efforts in key US

markets – new customer focus

Scenario Ai.e. Worst Case

S E C T I O N 0 1

• Consider what a plausible/worst case for your business might look like

• Consider – customers, staff or other factors

A. i.e. US travel no rebounding until late summer or early fall or later

B. i.e. Staff afraid to come to work

C. i.e. supply chain or product issues

D. i.e. delay of business reopening

E. i.e social distancing and group size numbers don’t shift

If Scenario A became a reality –what does that mean for the business

• Who would be the customer – i.e. domestic versus US or international

• What changes do you need to make in relation to product offering (different experiences, services & amenities)?

• What changes do you need to make in relation to staffing ?

• What changes do you need to make in relation to marketing?

• What changes do you need to make in relation to supply chain or purchasing?

• Financial outlook – Revenue. Expenses. Bottom line.

Now consider options should Scenario ABecome a reality

S E C T I O N 0 1

• For Example - Staff afraid to come to work

• Training, coaching and open communication and dialogue

• Brainstorm ideas with staff to ensure the safest environment for them and the guests

• Increase the personal protection equipment – masks, gloves, other

• Decrease the likelihood of contact and physical interaction

• Others?

If A happens what action steps (Sales & Marketing) would it trigger

S E C T I O N 0 1

A. US border closure extended

Possible actions:• Cancellation or rebooking of US travellers

planning to arrive within dates of border extension

• Shift to go after X market• Consider product/experience enhancements for

that market • Marketing initiative to the defined

market/customer

Scenario B & Ci.e. Likely Case and Best-Case Scenario

S E C T I O N 0 1

Based on situation and information and trends, what would the most likely case and best scenario look like. This again should consider customers, staff and business operations.

• Benchmarks

• Triggers

• Information needed

COVID-19’s Impact on

Canadian Tourism: Domestic

Travel March 23rd , 2020

Best and Worst Case

Scenarios

Use analytics and reports to

help guide your scenarios and

planning

Longer Term Approach

S E C T I O N 0 1

• 2020 has many unknowns

• The situation in 2021 should look different

• In order to ensure contracts and business for 2021 the groundwork needs to be laid now.

Results and Possible Actions

S E C T I O N 0 1• Likely shifts to what you have

“sold”

• Truer picture of capacity – once booking reviewed, shifted, changed

• Ability to forecast based on various models – difficult but possible

• Determine sales targets based on capacity

• Implement sales action plan based on targets – short term

• Consider product/experience changes to meet local market

• Consider longer haul markets a 2021 focus and begin to plan your approach

Your focus on business development

SECTION TWO

Marketing & Alignment

S E C T I O N 0 2

Provincial & Regional Initiatives

S E C T I O N 0 2Destination Canada Plan –

Sales & Marketing

Short-term – focus on Domestic

Market

Longer term – back into key

international markets

Aligning with Destination Ontario

• Destination Ontario is also planning for recovery although they have no released a formal strategyo DNO is aligning as much as possible with DO

as information comes out including using the following hashtags on social posts

▪ #DreamON▪ #ExploreCanada▪ #OntarioSpirit▪ #DiscoverON

Aligning with Regional Initiatives

• Destination Northern Ontario is working with marketing partners across the north to execute an awareness campaign that promotes inspiring content to target marketers

• We know that people are hungry for content, so we want to share inspiring stories about the north so when we do open for travel, Northern Ontario will be top of mind

• The campaign is called "Dream ON" and first quarter awareness stories focus on

• Northern Ontario is Worth Waiting For - the #DreamON message of hope

• Places we can't wait to return to - Iconic Northern Ontario destinations (visual focused)

• Inspiration: Triumphant Stories of perseverance during a crisis (focus on operators who have innovated and persevered during COVID-19)

Aligning with Regional Initiatives

• The DNO marketing strategy and plan is very fluid in order to stay flexible and agile as the situation changes. DNO has an additional two tentative phases that focus on gradual widening of target markets (local --> regional --> provincial --> national --> international)

• DNO will be working with partners to cluster products locally to develop new itineraries that will appeal to a more local/domestic market

“ W h a t i s m a l l e a b l e i s a l w a y s s u p e r i o r t o t h a t w h i c h i s

i m m o v a b l e . T h i s i s t h e p r i n c i p l e o f c o n t r o l l i n g t h i n g s b y g o i n g a l o n g

w i t h t h e m , o f m a s t e r y t h r o u g h a d a p t a t i o n . ” – L a o T z u

Change, Adaptability, Flexibility

Q U O T E

Call to action.

What i s your top t r igger event /announcement in the shor t te rm?

QUESTIONS?

T H A N K Y O U

Additional Resources

Province of Ontario – re-opening https://www.ontario.ca/page/reopening-ontario-after-covid-19

Tourism Industry Association of Ontariohttps://www.tiaontario.ca/cpages/covid19

Destination Canada https://www.destinationcanada.com/en/coronavirus-updates

Destination Northern Ontario – Marketing Infos.hopkin@destinationnorthernontario.ca

https://www.canada.ca/en/public-health/services/diseases/coronavirus-disease-covid-19.html

Canada Guidelines

Upcoming Workshops

Par où se lancer : Ressources,

initiatives et outils / Where to Start:

Resources, Initiatives and ToolsMay 20th, 2020 - 11:00 am EDT

Presented by Isabelle de Bruyn, Project Manager,Tourism / Gestionnaire en tourisme - Société économique de l'Ontario (SÉO and Marla Trembley, Destination Northern Ontario

Experience FishingMay 21st, 2020 - 11:00 am EDT

Presented by Karen Jones, CEO of Karen Jones

Consulting

UPCOMING WORKSHOPS