The Purple Pound can you really afford to
- Slides: 24
The Purple Pound, can you really afford to ignore it? Ross Calladine, Head of Business Support 3. 12. 19 1
Visit. Britain/Visit. England As the National Tourism Agency: • Visit. Britain: Market the nations and regions of Britain overseas to drive growth in international leisure and business tourism. • Visit. England: A focus on building world-class products, supported by distribution and marketing. 2
Tourism Sector Deal Ambition Make the UK the most accessible tourism destination in Europe by 2025 3
1 in 5 of the UK population is disabled, which may affect where they chose to stay or visit 1 Family Resources Survey 2015/16, 21% (13. 3 million) 4
Only 9% of disabled people are wheelchair users 5
Most improvements are low or no cost 6
Improve customer satisfaction across many groups 7
Stay legal, make more money and feel good by doing the right thing 8
Lost business 52% of British adults with an impairment did not take a domestic trip in the last 12 months (compared to 36% of non-disabled people) 8% or 430, 000 British adults with an impairment did not take a domestic trip in the last 12 months due to the lack of accessibility provision If each one had taken a trip this would have created £ 116. 7 M in extra domestic tourism spending 9
Massive uplift in trips taken by over 55’s Trips (m) 2006 vs 2018 Domestic Holidays by Age 2006 -2018 25 20 +7% 15 +43% -10% 10 5 0 2006 2007 2008 2009 2010 2011 16 -34 Source: GB Tourism Survey 2012 35 -54 2013 2014 2015 2016 2017 2018 55+ 10
Age Agnostics • • • Baby boomers are the ‘forever young’ generation and are redefining ageing People are living longer and want to remain active Maintain an ageless attitude towards life Highest spending power among all age groups Key is products and services that are universally accessible An inclusive mind-set 11
Three Pillars of Accessible Tourism Information & Promotion Customer Service Physical Facilities 12
‘Access for All’ Section on Website • Clearly signpost from homepage, don’t hide in footer • All access info. in one place • Avoid using ‘disabled/disability/special needs’ in the title • Include photos/video of disabled people • Include link to Accessibility Guide 13
Publish Accessibility Guide Online • Description of facilities & services • Informed choice • Promotional tool • Use free on-line tool www. accessibilityguides. org • Add link onto your website “Your accessible web page is brilliant, in my party there are 2 people with different disabilities, it is great to see such detailed and appropriate information. ” 14
Accessibility Guides Video https: //vimeo. com/188300468 15
Disability Awareness Training • 43% say they do not know anyone who is disabled (Scope) • Increase knowledge & confidence of you and staff • Logo/badge/certificate to show commitment “Fear can override rational thoughts” Dave Kent, Guide Dogs “It opened my eyes and helped me understand about disabled guests” Harbour Hotels General Manager 16
National Trust – The Old Club House Before After 17
Other Top Tips (1) • • Name an Accessibility Champion Get input from access consultants and disabled people Improve your toilets; Changing Paces where possible Accommodation – use the National Accessible Scheme Provide a permanent or portable ramp (with signage) Create video and/or virtual tour Read Welcoming autistic people guide Read Dementia-friendly tourism guide 18
Other Top Tips (2) • • • Make interpretation & information easy to read – use our Universal Design Toolkit Use images of people with accessibility requirements in your marketing Provide information in alternative formats Provide a quiet space or sensory room Tactile interpretation for visually impaired Test your hearing loops Run dedicated sessions to engage disabled groups Read the Speak Up! guide Apply for an Inclusive Tourism Award 19
ROI - Bespoke White Horse Dorking • Over the past 12 months (01/07/2018 – 30/06/2019), the accessible rooms had an occupancy of 74% with an ARR of £ 94 vs standard rooms with 42. 5% occupancy and £ 84 ARR. • This resulted in the accessible rooms delivering £ 6, 900 additional revenue per rooms vs the standard rooms. 20
ROI – Rudding Park Hotel “Improving accessibility in our hotel has increased revenues by £ 250, 000 pa” Peter Banks, GM Rudding Park Hotel 21
Visit. England Business Advice Hub Free resources to help businesses to succeed and grow • • • Links to external resources Sustainability guidance Accessibility guidance Fire Risk Assessment Tool Digital Marketing Toolkit Visit. England Awards for Excellence • Pink Book of Legislation • Inbound Tourism Toolkit - NEW www. visitengland. org/businessadvice Friday, September 25, 2020 22
Accessible Accommodation “In the first full year The Dairy occupancy was 96%. After year one, 70% of guests are repeat. We are now repeatedly being asked if we could build another one! We are blown away. ” Diane Howarth, Cottage in the Dales 23
“Focus on what you CAN do” Ross Calladine Head of Business Support Tel: 020 7578 1427 E-mail: Ross. Calladine@Visit. England. org Website: www. Visit. England. org/businessadvice Twitter: @Visit. England. Biz @Ross. Calladine 24
Pound of fat vs pound of muscle
If you think you can you can poem
If you can imagine it you can achieve it
If you don't measure it it doesn't exist
If you can’t measure it, you can’t manage it
If you don't measure it you can't manage it
Vertikale bilanzkennzahlen
How do these screen objects afford
How do these screen objects afford
Close 3. hali
Nvcc afford
A marketer can really satisfy everyone in the
Tell us about a film you really like
It really burned me up when you yelled at me.
Heavenly father are you really there
Heavenly father are you really there
Name calling examples
What's the matter you look
Bart simpson tin foil hat
You can tell harris about it just ____(easily) as i can
You can tell harris about it just ____(easily) as i can
How to be more impressive 1+1=2
Nothing is impossible if you believe
You can't turn right here you turn left
So you think you can argue
