Does your business know which international markets look the most promising when it comes to attracting customers?
VisitBritain’s new interactive tool can help you determine which international markets might find your product most appealing – whether you operate accommodation, a pub or a restaurant, manage an attraction or even offer transport services . By specifying 3 categories using the online tool – business type, region/post code and popular area activities or offerings – the tool calculates which markets look promising.The basis for the Market Selector tool’s outcomes are derived from VisitBritain’s valuable inbound international tourism data alongside their in-house market intelligence. Once you’ve input the 3 categories, VisitBritain’s tool provides you with the top markets for your business or region, based on volume and value. It couldn’t be easier!
For example, a pub in Dorking, Surrey – an area popular with walkers, cyclists and music festival attendees – would have particular appeal to the following international tourists:
In addition to identifying the best potential markets, there is a further link to ‘More Market Insights’ for each one of the identified markets. This detailed data can be particularly insightful about a new market. For example, Belgian visitors are primarily from Brussels, make their travel plans online and prefer 3* and 4* accommodation along with good food.
To identify new custom or to better understand your current customers, use VisitBritain’s new tool and Market Insights at: Market Selector tool
Reliable statistical data is worth its weight in gold for researchers, academics and business practitioners.
If you’re undertaking research, the World Tourism Organization (UNWTO) creates quality reports using data gathered from countries around the globe and makes these reports available in the UNWTO’s Elibrary. The eLibrary’s subject areas reflect important themes in the tourism sector, e.g. ecotourism, sustainable development, finance and investment, risk and crisis management, market research, tourism statistics and poverty alleviation. The format of the UNWTO Elibrary materials range from books and journals to statistical reports by country.
The UNWTO’s materials have a broad coverage of tourism and related subject areas. Although much of the UNWTO’s information is available to “Member States, Affiliate Members and Subscribers” there are some items available free to the public. Tourism Highlights 2015 is one such report.
For even broader coverage of hospitality, tourism and business management topics, the Institute of Hospitality offers its members FREE access to an online library containing publications from the best hospitality and business publishers. The eResources Collection contains hospitality and business-focused titles including over 500 ebooks and approximately 2000 ejournals. Members can also “borrow” from a selection of digital audiobooks and listen to some of the greatest management thinkers discussing leadership, business management and personal development.
The Institute’s resources are a round-the-clock collection of online resources that help hospitality managers hone their skills, find answers to sticky questions and learn how to be the best hospitality manager they can be.
A new website is available to help hospitality and tourism managers make the most of their businesses. The resources offered on VisitEngland’s new business site will be of particular interest to small and medium enterprises (SMEs) and can assist them in refining their offer, targeting the right consumer market, understanding important legislation around the operation of accommodation services and much more!
If you do one thing, make yourself aware of the contents of the popular Pink Book Online which explains what accommodation businesses must do to stay on the right side of the law.
Some of the further topics covered include:
Growing your Business
Understanding your Markets
Developing your Offer
Quality Assessment for your Accommodation
Quality Assessment for your Attraction
Providing Access for All
Maximising your Sustainability
Promoting your Business
Developing you and your Team
Managing your Finances
Tourism Planning Guidance
You don’t even have to be operating in England to find some of these hospitality resources applicable to improving your operations. Using VisitEngland’s excellent tools alongside the Institute of Hospitality’s extensive ebooks and online publications – which cover everything from operations and HR to sustainability and tourism – you’ll find you have everything you need to run a successful hospitality or tourism business at your fingertips!
Wondering what your customers want when it comes to technology and convenience? Here’s a report from the hospitality researchers at the Cornell School of Hotel Administration explaining the results of a survey of 745 US travellers and their tech ‘wish list’. It confirms when technology is being used, the favoured devices (tablets, smart phones or PCs) and where technology may be disappointing consumers.
This report can provide forward-thinking hospitality businesses with ideas about how to appeal to tech-savvy customers, whether it is in the research, booking or travel stage of the selection and purchase process.
In 2014 “Europe attracted 22 million more international tourists than it did in 2013” making it a record-breaking year for some hoteliers. So what do 2015 and 2016 have in store for the industry? PwC’s hospitality experts weigh in with the 4th edition of a 58 page report called, promisingly, Room for Growth.
The report examines the economic backdrop for the hospitality industry in 20 of Europe’s major cities, from Amsterdam and Belfast to Porto and Zurich. It answers important questions such as:
What is the effect of emerging markets on Europe?
How have falling oil prices affected consumer spending?
How will Greece’s uncertain future in the Eurozone and regional instability further afield (i.e. Russia, the Middle East) impact economic growth?
Which cities will experience more challenging conditions, why and what can they do?
What can London expect in 2015-16?
Adaptive strategies for 2015 and beyond are discussed including the use of artificial intelligence (AI), how a global climate change deal may affect consumer behaviour, the all-important US economy, engaging with mobile technology and sub-Saharan Africa’s industry potential.
Room for Growth is a balanced industry report that recognises the many ongoing geopolitical issues and uncertainties, but also foresees growth as recovery from the recent financial crisis is replaced by prosperity and globalisation.
Members and non-members of the Institute will appreciate the advanced search option on publisher Science Direct‘s website. It allows searchers to narrow their results to open access, i.e. free, journal articles on hospitality and tourism topics. Look for the limiters, such as year and open access, to help you limit your search results. (see image below)
However, as every good researcher knows – particularly if a product is free – the articles must be carefully evaluated to determine the quality of the publication and its authors, their education level and the affiliated institution, etc, before relying on the articles’ content.
Institute members who want to ensure access to the best quality peer-reviewed and trade association ejournals should use the Institute’s carefully managed hospitality and tourism eResources Collection, which can be found on the Institute’s website under ‘Info Services’. The eResources Collection is a popular members-only benefit offering FREE access to top quality ebooks and ejournals from globally-recognised publishers and authors.
Deloitte has produced a new report on the global hospitality industry entitled Hospitality 2015: Game changers or spectators. As the name suggests, the economic roller coaster experienced since 2008 has had a significant impact on how global businesses operate. Hospitality 2015 looks at how the hospitality and tourism landscape has changed during and following the recession. Whether you are an owner, a manager, an academic or a student, this report – along with the Institute’s own Hospitality Digest 2014 – is a document worth reading.
Find a current overview of the global industry and opinion on topics such as brand, sustainability, technology and OTAs. Chapters explain how to make the most of ‘human capital – A post-recessionary strategy for talent’ or read about the impact of aviation in ‘Flying high after the recession – How aviation trends will shape hospitality’. One of our favourites? ‘Hotels and online travel agents – From confrontation to collaboration’.
This free 88 page report is a worth a look and will appeal to anyone with an interest in hospitality and tourism. Find it at: Hospitality 2015.