TIC Network Update

Wednesday 18th September 2013

Brenda Murphy

Jayne O’Neile

Overview:

• Network performance update• VIP Achievements• VIP 2015 Goals• Next steps (6 month focus)• Areas for review / update• Q & A – discussion groups

Network Performance:

Recap on Priorities for Action:

4 Themes:People Establishes how NITB will work with the people of NI to

develop a unique visitor experience. Places Establishes how investment will be encouraged in places

making them better for residents and visitors.Promotions Highlight the opportunities to represent the product to

the priority markets.Partnership Establishes the roles and responsibilities of all agencies.

Recap:

Sense Check:

• Have we responded?• Are we more proactive?• Has Network embraced VIP vision?

Partnership working New approachesNew ways of working

• What are the targets going forward?• How do we measure success?

VIP Achievements:

• Robust Mystery Shopper Programme• Reading the Customer and tailored training

Assessment Type

Summer 2011

Spring 2012

Summer 2012

Spring 2013

Summer 2013

Visit 78 79 85 82 85

Email 55 67 83 82 82

Phone 72 63 79 80 77

VIP Achievements:

• Operational standards & services revised• Categorisation of network in line with audience• Corporate Branding

VIC Category Numbers

Gateway 5Destination 13Local 13

VIP Achievements:

• Frontline Fams

2010-11 2011-12 2012-13

Number of FLF’s supported

8 10 7

Funding Awarded

£8k £10k £5.5k

VIP Achievements:

• VIC uptake of What’s On Tool

Sense Check:

• Yes, achievements noted but more work to be done.

• Time is critical.• What additional support is required?• Who needs to be consulted in your

organisation?• What is NITB’s ask?

Opportunities:

• Local information hubs disseminating information and promoting visitor welcome to other partners / outlets in their area.

• Engage with and co-ordinate training on visitors needs with local partners.

• Increase role in destination marketing via customer data collection and customer relationship marketing.

• Engage with new media – become guardians of destination “brand”, especially on UGC websites and use social networking to interact with potential visitors.

• Be the “Custodians of Content” – collate accurate and appropriate data and disseminate to traditional and online outlets including mobile devices.

• TIC staff natural communicators – visitors can engage with the stories of NI.

• BE PROACTIVE……need closer alignment to marketing activity.

Challenges:

• Sustaining the networkDevelop cluster and promote tourism products, facilities

and attractions in partnership with private sector to provide a complete tourism experience.

• New ways of working identify options for data management and develop co-

ordinated approach to engaging local businesses. • Partnership and coordinating the network

ensure a co-ordinated approach taken to development of new IT systems and information services provided by tourism bodies.

Current Councils / VIC’s

RPA Councils / TIC’s

2015 Goals:

• Proactive network – welcoming, taking info to the visitor & read the customer.

• Greeter programme plan in place to support events in key locations.

• Common services & standards in place for information points outside of network.

• Print and distribution reviewed.

6 month focus: self assessment

• Self assessment against new Minimum standards / VIP.• Template will be circulated week commencing 23rd

September to TDO’s & Supervisors.• Complete honest review of working practices, identify

what changes you have made in line with VIP / new standards requirements.

• Return by Friday 18th October.• Business Planning workshop Thur 14th Nov.• Guidelines for all information providers (quality).• Print & distribution working group to review NI Visitor

Guide usage and future.

Next steps - 6 month focus:

• VIC Self Assessment – return date 18th Oct• Workshop – 14th Nov (Supervisors and TDO’s)• Business Planning• Series of review groups• Guidelines for visitor info providers in NI

Questions:

• Have we responded?• Are we more proactive?• Has Network embraced VIP vision?

Partnership working New approachesNew ways of working

• What are the targets going forward?• How do we measure success?• Is engagement at the right level?• How do the challenges feel to network?

Operational Update

TIC webpage

6 Month Focus :– TIC webpage

AccommodationBest Practice Findings:

• New T&C’s issued for manual bookings• Best practice findings

Region: Commission Booking Fee

England 10% No

Scotland 10% £4

Wales 10% £2

ROI 10% No

NI 10% Manual5% (B&B Ireland)

£3£3

Accommodation Booking

• B&B Ireland Affiliate system – 15 network members• 157 B&B providers online and bookable to date• NISCA / Super Control / NITB meeting early Oct

€51398.06 worth of bookings for Northern Ireland (excludes full NI members.)

Total Live: June September +/-

Antrim 64 62 -2

Derry/Londonderry 31 36 +5

Down 24 28 +4

Fermanagh 13 15 +2

Tyrone 10 12 +2

Armagh 2 4 +2

Total 144 157 +13

Review Groups:

• Retendering requirements:Network UniformsMystery Shopper Training Contract

• Working groups: Information provision beyond Network Literature Racking Policy Frontline Fams