The long haul traveller’s wish list

Having recently returned from a trip to Australia, I feel I’ve greatly improved my understanding of actions that businesses can take to improve the service they provide to long distance travellers; and what sort of offerings attract these sorts of customers in the first place.

Having found myself on the client side of the fence for a change, I thought I’d take this opportunity to share some of the lessons I learned during the course of my recent solo travelling. It was quite an eye opener. With London 2012 only one year away, I believe it’s definitely something all businesses ought to start thinking about. After all websites, and online communications generally, know no boundaries, and global travel and trade is easier than ever before !

Seven simple steps to a friendlier world

1. Smile, it makes everything easier, and people always appreciate a few simple words of greeting. Show yourself or other people on your website
2. Encourage everyone to use their language skills with the aid of national flag lapel badges and symbols on websites.
3. Make good use of multi lingual or pictorial information  or symbols and/or menus. Sales benefit because people can order and purchase with confidence. You get your message across more effectively.
4. Everyone travelling alone should receive a special welcome.  In restaurants singles should automatically be offered a seat at a table they can share with others if they wish
5. Offering FREE wifi is a major attraction to people
6. Listening is a skill that should not be underestimated, or taken for granted
7. A tip can be appropriate for particularly good service, or a job well done. Otherwise take the time to write a glowing online testimonial about it.

A helping hand for the long haul traveller

Long haul air travel is defined as involving a non stop flight of six and a half hours or more.  If, like me, you’re travelling to a destination that involves flying for over 20 hours to get there; you simply can’t make an unplanned trip back home without great inconvenience and expense, so there’s a huge up front investment of time and money on the part of the traveller to get all the important details of the trip sorted out in advance. There’s more at stake; so I’d urge everyone serving travellers to play their part in helping to ensure that everyone takes home the happiest of memories.

Here are my 25 top tips for maximum enjoyment of long haul travel. If you’re marketing something likely to be of interest to long haul travellers, you might find something of interest here too!

1. Get a personal recommondation  for a really expert travel agent to help you sort out the logistics. Get details of the local representative in each destination. They can be your real friend in time of crisis.
2. Do as much pre research as you can to determine your preferred route, destination and acceptable standard of accommodation
3. Work at getting any upgrade you can qualify for
4. Join the loyalty programme of all airlines and hotel chains you patronise
5. Take out a comprehensive travel insurance policy, just in case the worst happens
6. Find out the procedure to follow in case you have to change or cancel a flight or hotel reservation
7. Look up all possible friends in the places you’re travelling to, and listen to their advice
8. Reconfirm every tour booking 48 hours or 2 working days in advance
9. Find out exactly what the weather will be like everywhere you’re visiting, so you take the right clothes
10. If you’re travelling to or from Australia or New Zealand, avoid jet lag after arrival by making a 2 night stopover in Asia or USA en route both ways.
11. Upgrade to premium economy (or higher) on the long haul flights if you can possibly afford it.
12. Avoid all one night stays as far as possible (except on escorted tours, where other people can worry and help with lost luggage)
13. Get a tough but colourful luggage tag, so your case stands out from the crowd
14. Avoid hotel restaurants except for breakfast; but get recommendations about places where you can enjoy the local vibe
15. Only accumulate or buy stuff you can take home; or pay extra to ship special large items you can’t live without. Find out about unaccompanied excess baggage shipping and how overseas visitors get a tax refund on large items. Here’s information about how overseas visitors can obtain tax refunds for items purchased in the UK. Here’s information about reclaiming tax on items purchased in Australia.
    
16. Try to buy souvenirs that are made locally. Read my posts about souvenirs and postcards.
17. Ask for recommendations about local experiences or interesting places to visit
18. Follow interesting sounding directional signs
19. Invest in some digital luggage scales to minimise the headache of keeping within the airline free baggage allowance. Try Balanzza.
20. Don’t take more than 3 pairs of shoes
21. Look out for restaurant special offers on chalk boards outside the premises
22. Sign up for alerts on restaurant offers with Facebook deals and Living Social
23. Get an international subscription to ‘Global Gossip’ or set up Skype on your smart phone
24. Dont buy preserves, food or drink to take home that falls foul of airline liquid restrictions.
25. Delete the  out of focus digital photos you’ve taken as you go along

Looking for more inside information about marketing?

Virtual Viv is part of the team at Manifold Associates, working in the UK and travelling the world independently to inform you with incisive commentary about things that matter in marketing.   Freelance assignments welcomed. We’re flexible and versatile. If you’d like to discuss how we might be able to help you, do get in touch. Until next time, resolve to get more adventurous.

Britain – you’re invited! Opportunities for all

Running rings round tradition!

With 2012 less than a year away, I can feel the beginnings of a buzz in the air. The UK government has just published its long awaited tourism strategy; and in one of the first publicly visible actions to commemorate London hosting the games next year, the ubiquitous multicoloured rings have been suspended across the ends of the platforms at London St Pancras International train station.

St Pancras is the departure point for the Javelin high speed trains that are already running to Stratford International, home of the London 2012 Olympic Park, and the new Westfield Stratford City shopping centre that opens there in September this year.

Incidentally, the Javelin high speed trains also already make the journey on from Stratford International to Ebbsfleet International, Ashford International and other attractive places to stay in the county of Kent, such as Canterbury, Faversham and Medway. Read my previous post on the subject.

Exciting times for UK tourism

It’s an exciting time for everyone involved in the British visitor economy. There are lots of new opportunities for everyone to derive lasting benefit from having the eyes of the world, (and, thanks to digital media, more of them than ever before) on Britain. More information about London 2012.

What’s more, if you run a business involved in the UK visitor economy, you can sign up for a travel trade trade newsletter , access some useful free marketing tools, and tell Visit Britain news about your plans for 2012 at the Tourism2012games website. Businesses can also register to tender for 2012 contracts on the Compete For website; and anyone can subscribe to daily news about London 2012 at insidethe games.com. You might even want to become a retailer of official 2012 merchandise, or other souvenirs offering something typically British, yourself.  Read my post on what makes a good souvenir.

London 2012: growing visibility ‘on the street’

A store selling official games merchandise is already up and running at London St Pancras International . The huge range, also available online, includes everything from fine jewellery and tea cups to pin badges, stationery, oven gloves, sportswear, steel athlete construction kits, and even a book of keep fit exercises. With prices starting at £5, there’s something for every budget, and it’s ideal for people looking out for something different to take as a gift for people overseas. Here are some more of my ideas for typically British gifts, from a list of English fragrances to ideas about where to buy English food products.

Other official London 2012 shops can already be found at Paddington station, John Lewis Oxford Street 5th floor and Terminal 5 airside at London Heathrow Airport. In addition, Adidas is the official sportswear partner, and Next is the official clothing and homeware supplier for London 2012 (both have their own ranges; but note that not all stores carry the range yet, so check out the respective websites for details). More information about the official merchandise range.

More visible games related branding and outlets selling merchandise will no doubt follow, as London, and games venues in other parts of the country, start to get dressed up in anticipation. Britain is already getting into celebratory mood this year, starting with the Royal wedding, that will take place at Westminster Abbey on Friday 29th April, now a public holiday. Prince William’s fiance, Kate Middleton’s parents business Party Pieces is already selling commemorative accessories with a union jack theme , if you’re planning a party.

Get your games tickets sorted – pronto!

Now is also the time to apply for games tickets. They start at just £20 each, and all the information you need can be found at www.tickets.london2012.com

2012 logistics

I recently attended an industry workshop concerned with London 2012 at Windsor Racecourse, and was amazed and hugely impressed at the sheer scale of the logistical organisation already well in hand within the Royal Borough of Windsor and Maidenhead in preparation for the London 2012 rowing events taking place there at Dorney Lake, part of Eton School . No doubt it’s the same at other locations. I know the sailing facilities at Weymouth are already fully operational and the White Water rafting centre is opening imminently at Waltham Cross.

There’s a lot to think about when organising any major international event let alone these games, from obvious things like security for participants, officials and spectators, to parking and traffic management, through to the less obvious considerations such as finding ways to ensure that daily life for local residents is disrupted as little as possible, while all the while encouraging local businesses to gear up to receive, and indeed welcome, increased call volumes, footfall and media interest.

The Windsor tourism team is already looking at working with social media, and is planning a smartphone app. I think there’s going to be a big opportunity for savvy businesses to harness social media channels to capture incremental business and passing trade, for example with the aid of smart phone apps and websites from providers such as Urban Spoon, Top Table, Groupon, Facebook Deals and Living Social. To preview the potential check out what Alton Towers theme park are already doing with social media.

Accomodation inclusive packages

There will also shortly be accommodation inclusive London 2012 ticket packages available from branches of Thomas Cook in Britain. More information.

Looking for insider information?

Virtual Viv is part of the team at Manifold Associates, working in the UK and travelling the world independently to inform you with incisive commentary about things that matter in marketing and the international visitor economy. Freelance assignments welcomed. We’re flexible and versatile. If you’d like to discuss how we might be able to help you, do get in touch.

Signs of the times: good practice that avoids pitfalls

Why signage in public places can be an issue

Signage can be difficult to get right, irrespective of which industry you’re in. If I was to pick out common factors from those that I consider to be the most successful practitioners, I believe that the best examples offer a combination of clarity, visibility, consistency and common sense. So where do you find them, and what are the signage pitfalls in public places that must be avoided at all costs?

Why is signage important? The reasons are various, but the key points are that without the aid of physical signage, people can potentially get lost, be put to considerable inconvenience, or even get themselves into a potentially unsafe or vulnerable situation from a security point of view. No-one  wants that to happen to anyone at business premises, and that’s why it’s so important for businesses of all sizes to get right.

Who can demonstrate good practice?

In my initial ignorance about the subject, I didn’t fully appreciate that informational signage and way finding was such a big business, or that as a country we’re among the world leaders in this fiield. Then I visited the Liverpool waterfront last year, and saw the results of the wayfinding and signage project completed there in and around Albert Dock by Holmes-Wood, who describe themselves as ‘one of Britain’s leading companies working in direction, information and identity design’. Yes, that’s right, there are specialist signage consultancies out there, that can help you spend millions on ensuring that your signage is tailored to meet your precise business needs, and looks good as well.

However, even the smallest business can learn from good practice undertaken, not only in places where new signage was necessary as a result of major re-branding and urban regeneration projects, as in the case of Liverpool; but also from the signage displayed in other high traffic public places such as airports, shopping malls, and on the motorway network. The directional signage and branding developed initially for the  UK motorway network, and then the entire national road network of Britain by Jock Kinneir and Margaret Calvert between 1957 and 1967, is now a recognised design classic, that has become a model for motorway and road signage internationally. It’s a mark of its success, that it’s still in use today.

Clarity is vital when it comnes to signage. Wherever possible it makes sense to make use of internationally recognised systems of symbolism, such as those used for hazardous chemicals, and health and safety signs. It becomes vital that warning signs can be understood at a glance, even when people don’t speak the  language, and can’t read written text. That’s why international signage conventions have developed, such as the use of the lower case letter ‘ i ‘ which is used as visual shorthand to designate tourist information centres worldwide.

Mistakes to avoid

On occasion signage can be percieved as patronising, irrelevant, or worse, can be seen as treating grown adults like naughty children. From time to time I come across such signs. Where signs are used inappropriately they have the potential to provoke a negative reaction, disappointment, confusion, fear or even annoyance, all emotions that are not good for business from a marketing point of view.

In general signs should be used only to communicate simple unambiguous messages that are relevant to everyone who sees them. Unless there is danger, or a possible threat to life or limb, any complicated scenarios, applicable to the minority of the people passing by, is probably best communicated by a different method, and ideally during the course of personal communication.

When things get complicated..

In hotels, where there is a plethora of information that needs to be communicated, and people have an expectation that they’ll receive guidance appropriate to their individual needs, it can be particularly challenging to ensure that guests receive all the information and reassurance they might need, at the same time as being politely encouraged to act on it. In this instance it’s sensible practice to offer an information folder in all guest rooms, and to serve up the answers to frequently asked questions in advance of guest arrival on websites; but that’s not usually enough.

Signs can act as a catch all to help businesses communicate information; but they should not always be relied on or used alone. Some instructions, for example about responsible energy use,  can cause resentment or negative attitude on the part of the paying customer.

With businesses increasingly looking to give their business a ‘green edge’ and promote responsible tourism, it can be hard to find the right tone of voice, and form of words to encourage responsible attitudes to such issues as noise, energy use and contentious areas such as daily replacement of towels and bedding, with signage alone.

Tried and tested strategies

However you look at it, signs have a tendency to lecture because you can’t ignore them. One alternative approach is to draw people’s attention to where they can find information available (but not try to compel them to take notice); and you can invite people to be responsible about their energy usage for rational reasons, rather than posting signage that seems to demand compliance. A self catering opearator I know leaves a copy of the paperback book ‘One Planet Living’ in her cottages, and offers copies for sale to those who express interest. She’s found that this works well.

Offering a reward for compliant behaviour is a further strategy that can be adopted to persuade people to change their habits or encourage reponsible behaviour. I’ve come across hotels that reward guests who leave their car in the car park all day when they go out, with free tea and cakes when they return. Another goes out of her way to explain how to reach local attractions by public transport.  There’s no doubt though, that it can be a challenge to get people to do things the way you want. One thing is for sure, although signage can help, I certainly don’t think it will ever be the only answer.

What do you think? Marketing is about everything that helps a business to identify and satisfy customer needs profitably.  Contact Manifold Associates if you’re a business having difficulty in identifying the most appropriate form of  words and images to explain your business philosophy in your marketing communications. We also help businesses through the process of rationalising and communicating the reasons for people to do business with them; and deliver training on marketing your green credentials.

Until next time…

What price convenience – at the airport?

Whether you’re marketing an airport hotel, marketing accommodation to air travellers at a nearby airport, or simply trying to decide which is the best choice out of a number of aiport overnighting options, I thought it might be helpful for me to share my experience about what I think makes a good airport hotel. I can certainly speak from experience, having tried out everything from on site full service 5 star hotels, through Japanese inspired capsules, to a variety of chain hotels beyond the perimeter.

Why do people stay at an airport hotel?

In my experience, it’s always force of circumstance ( a combination of necessity and convenience ) that leads me to spend money on an airport hotel, and I’m not alone. I live about an hour away from London Gatwick, an hour and a half away from Heathrow and a good two hours away from Stansted -  if the traffic  flows freely – which it frequently doesn’t!

Ever since I nearly missed a flight from Heathrow as a result of early morning fog causing traffic chaos on the M25 motorway at 5am in the morning, I try and stay at or near the airport when I’m booked on an early flight.  As you probably know, when you’re booked on a cheap ticket, especially if it’s on a no frills airline, you get short shrift if you’re late, and you have to pay all over again, probably at a higher fare, to get on the next available flight. That’s quite apart from the inconvenience you suffer, and the probable cancellation penalty you’ll recieve from the hotel you’ve got booked at the other end of your journey. By comparison with what’s at stake, the cost of an airport hotel is worth it, for peace of mind alone.

The other times I find myself booking an airport hotel include occasions when my long haul flight  arrives in a destination and I feel like it’s my bed time back home, because I haven’t adjusted to local time. There’s an opportunity for airport hoteliers to offer guests arriving in the early morning (local time) to offer immediate occupancy for a shower and a quick sleep if they’re prepared to pay for the room to be reserved from the previous evening.

Wherever I’m going I always make a point of always checking the time of sunrise and sunset (check out the almanac section of destination forecasts at www.uk.weather.com). This is particularly the case if it’s dark and there’s a long drive involved after arrival, especially if there’s a big time difference as well. If that’s the case I frequently prefer to stay at an airport hotel, or close by, on arrival. That way I’ll be fresh and ready to set off early next day, and benefit from a full day at my destination, something that can save money when compared to a night at an expensive resort hotel. Few people want to drive immediately after they arrive if they’re out of their usual comfort zone, stressed out, tired, fearful of the dark, in an unfamiliar country, jet lagged, or all of these!

All hotels need to explain the answer to the question ‘what’s in it for me if I stay in this hotel’, perhaps even alluding to the rationale for patronising them, as well as explaining the benefits of their location and facilities in the text and pictures on their website. So why don’t more of them list those reasons, and in some cases illustrate  them, on their website, if they want to increase the effectiveness of their marketing?

Location, Location, Location

Say you’re a hotel  near an airport, that wants to attract air travellers, or even the friends and relations who act as meeters and greeters; I’d say the most important thing to emphasise is the convenience of your location in realtion to the airport terminals. It’s absolutely crucial. I wouldn’t even consider booking an airport hotel that doesn’t have a proper map, or a link to a decent one, on its website. Otherwise I’ll soon find out why the location is not featured prominently, by checking it out from the postcode on any number of mapping sites, although it’s fair to say that I may not feel determined enough to get that far.

So airport hoteliers, make it easy for travellers to find your property, including by the various public transport options. As an added service to prospective guests, I’d suggest featuring links to transport company web sites, so people can book tickets. And explain how long it takes to drive, or go by public transport, from the hotel to the airport terminal, and vice versa, not forgetting to give specific instructions about where people can pick up transport back to the hotel if they’re arriving at the airport terminal, as well.

Hotels on site at airports have a big advantage because of the convenience they offer. The zen-like calm of the magnificent Sofitel at London Heathrow Terminal 5 has triple glazing to ensure almost silent guest rooms  and supremely comfortable beds. Although prices at on site hotels are usually on the high side, the comfort and convenience are definitely worth it. Just check out the reviews on Trip Advisor! On the other hand, I’m also a fan of the Yotel inside Gatwick South Terminal if you’re looking for a budget option. At Yotel Gatwick, spotless ensuite cabins for twin occupancy, as shown above, are priced at £80 per night, even if you are faced with a basement location and a machine based check in (although human assistance is available If you require assistance). Yotel can also be found also inside London Heathrow Terminal 4, and at Amsterdam Schipol; and in 2011 will open outside an airport for the first time. Yotel Times Square will be located at 10th Avenue and 42nd Street in Mahattan, NYC.

Parking
I’d guess that many people travel to airports by car, and, for them, parking is not only a major consideration, it can be a major expense as well. So airport hotels can often do well by offering some sort of ‘park and fly’ package, with on site storage an option to consider too, if space permits. If that’s not an option, at the very least, hotels should link their website to the airport operator’s parking information.

Facilities

Airport hotels are not usually thought to be places to linger longer than you have to! I don’t know about you, but I tend to anticipate not having a good night of sleep, so I almost certainly don’t arrive in the best frame of mind to enjoy one. This is the one circumstance when hoteliers can justifiably talk about the benefits of soundproofing and comfortable beds, as well as their spa facilities, computer facilities for online check in and printing of boarding passes ( sometimes forgotten in the last minute rush) and dining options. All are things that could encourage guests to arrive earlier and possibly spend more.

Talking of extra expense, I do think there’s an expectation that there will be a hospitality tray in all hotel guest rooms at airports; so that guests can make a decent cup of tea or coffee at a time that suits them, without additional cost. Nowadays when it’s even possible to puchase sachets of instant Cappucino or Latte, and caffeine free Redbush tea, I’m always a bit disappointed that, in my experience, more exotic or healthy choices of beverage never (yet) seem to be on offer. Can anyone tell me why? In desperation I’ve started to take my own sachets of redbush tea and cappucino when I travel. Perhaps I’m alone on this?

Are you a business or organisation that needs help to boost accommodation sales, or secure more media coverage to improve awareness amongst prospective guests? Manifold Associates could help you by coming up with compelling ideas to encourage the world to beat a path to your door, or help people find you on the world wide web.

Visit our website for more information about what we have to offer, including what customers think about our services.

Until next time…

Ahoy there! Summer fun afloat in Maidstone (and southern England)

Cowes Week

According to the British Marine Federation only 2.73% of the UK population own some sort of boat, which makes it a somewhat minority interest. However, half the country’s population live within five miles of a canal or river, 11 million people regularly visit  inland waterways every year, and there are more than 32,000 registered boats on the water. Even if you’re a’ landlubber’ this is the best week of the entire summer for the casual visitor to get (albeit temporarily) interested in boating,  and heading for the waterfront  somewhere, whether it’s the coast, or a navigable river.

This week is Cowes Week on the Isle of Wight, just off the south coast of England in Hampshire. More information about Cowes Week. The Isle of Wight is one of my favourite places, although I have to admit I prefer to go there out of season when it’s less busy. Cowes Week is the highlight of peak season. More information about visiting the Isle of Wight.

Maidstone River Festival

In Britain you’re never very far from a river or the coast, and this year for the first time I decided to take the opportunity to visit this year’s Maidstone River Festival, to find out if this annual nautical carnival has anything to offer the casual visitor, as opposed to the convinced ‘yachtie’ type who owns their own boat.  Although it’s on an inland river, and on a much smaller scale than Cowes, as a landlubber myself, I still found it good fun. The serious yachties moor up days in advance, and die hard fans who sail  up the Medway to Maidstone in their own boats, decorate them in line with an annual theme – which this year was the commemoration of the 70th anniversary of the WW2 Dunkirk evacuation (masterminded from Dover Castle in Kent, by Vice Admiral Bertram Ramsay, a  distant family relation).

I’d been tipped off that the highlight of the entire Maidstone River Festival weekend is always the Saturday afternoon raft race, and that’s what drew me to visit. I watched as teams of amateurs in fancy dress first contest a competition for best turned out raft, and then race on their home made craft, against the current, upstream from Whatmans Park to old Maidstone bridge, next to the county town’s law courts.  Having completed the race, which was won this year by Maidstone Canoe Club in ‘HMS Thrust’, competitors take turns to try and sink each others craft with flour bombs and jets of water, as they turn and drift back downstream to the start, to the evident delight and amusement of spectators lining the banks, and looking down from the bridges spanning the course (the best vantage point for taking photos).

The event co-incides with a funfair at Lockmeadow; and all along the town centre towpath, and in the car park near All Saints Church, are stalls selling fast food, raffle tickets and other trinkets, and stages with live musical entertainment. It was a lovely sunny day, and I also made another interesting discovery a new waterside restaurant, ‘The Barge,’ moored up adjacent to The Archbishops Palace, which looked like a nice place for riverside dining with a bit more style, inside and out. I plan to give it a try before the summer’s out, although it says on the website that it’s open year round!

There are a couple of other nautical diversions on offer in summer in Maidstone that are likely to be of particular interest to the casual visitor. These include one hour cruises downriver from central Maidstone to Kent Life heritage farm and museum of rural life, on the paddle steamer Allington Belle, which also operates two hour summer evening cruises from the Malta Inn Beefeater and adjacent Premier Inn at Sandling on Wednesdays and Friday evenings at 7.30 pm (booking essential). Motor cruiser Kentish Lady is a family business also operating trips to Kent Life, and they also offer 3 hour trips up the Medway to Teston Lock and back. I’ve walked along the towpath in this area, and can recommend the rural scenery you’ll encounter. For dates and times check the website.

More summer fun afloat in Dorset
Back on the south coast, if you’re looking for something a bit different, the summer barbecue cruise on Saturday nights at 7pm from Tuckton Bridge on the lower reaches of the rivers Stour and Avon in Christchurch, is an interesting propostion on a warm evening, with a one hour trip on the river followed by a barbecue and New Forest Ice cream. More information or phone for details on 01202 429119. A riverside table at the Captains Club Hotel on the river Stour might be a safer (but more expensive) bet if the weather looks a bit iffy.  For those game enough for a more nautical adventure, how about a boat trip out across Christchurch Harbour for a ‘Safari supper’ at the Beach House Cafe on Hengistbury Head. The next one is scheduled for August 13th, but you can also get out to this idyllic location the long way round, via the land train that operates from the main car park at Hengistbury Head, as well as by ferry from Mudeford Quay. Whenever the weather is fine, they put flags up to show from a distance that they’re open.

Expect the weather to play an important part in the success of such ventures as these. Experience suggests that there’s often a last minute flood of bookings in fine weather; but advance booking is vital to be sure of a place whenever such trips do go ahead. My advice is always to enquire well in advance, and, if you’re ever in a position to make recommendations about boat trips, include a caveat about watching the weather forecast, as safety is always paramount, and trips can get cancelled at short notice.

Looking for inspiration or help with marketing ?

If you seek nautical adventure, boat sales or hire for yourself or your customers in your local area, the definitive guides to navigable inland waterways in Britain, including the ‘River Thames and southern waterways’ edition, are published by Collins/Nicholson and available online from retailers such as Amazon.

If you’re a tourism business looking for new marketing ideas, Virtual Viv could help you. We can inspire you by sharing case studies, and can teach you basic DIY marketing skills. Contact us for more information.

Until next time…

A snapshot of English summer – on the beach

The coast of England, and many of its towns, popularly known as ‘seaside resorts’ are undergoing something of a renaissance; and I saw more evidence for myself on a vist to Dorset earlier this week.

Background briefing
I bet you didn’t know that Scarborough in Yorkshire was established as the first English seaside resort as early as 1626, when a Mrs Elizabeth Farrow discovered a stream of acidic water running from one of the cliffs south of the town, giving birth to Scarborough Spa, which soon began attracting many visitors to take the waters there. In addition  medical experts including Richard Russell  in 1750 cottoned on to the idea of recommending the health benefits of bathing in Brighton salt water.

Ironically  the health benefits of bathing in salt and mineral rich water in places like Thermae Bath Spa (which I wrote about in September last year) is once again being recognised today -  illustrated by the successful marketing, and efficacy of  natural salt and mineral products sourced from places like the Dead Sea, years after consumers began to sneer at luridly coloured bath salts and bath cubes (remember them!) marketed in  1960s and 70s Britain, and poor sales plummeted the concept into temporary oblivion.

People were only able to travel long distances from urban and industrial concentrations of population to English seaside resorts in large numbers following the arrival of the railways, (which first came to Scarborough in 1845); although a few other easily accessible southern coastal towns such as Bognor Regis, Margate, and Brighton and other more northerly centres such as Morecambe and Skegness had begun to develop an initially local following amongst gentry and royalty. Only the wealthy could afford the expense of travelto the coast by stage coach or carriage, and later, paddle steamer, to escape the stifling and stinking summers suffered in great conurbations like Manchester and London, during the industrial revolution.

Bournemouth, where I found myself last week, is 200 years old this year. The heyday of English seaside resorts, when people came in their droves to enjoy the beaches, amusements and nightlife, ran roughly from the coming of the railway in the mid Victorian era, to the advent of package holidays in the 1970s. Then even the most well established and up market English resorts, including places like Bournemouth, and Torquay in Devon, began to notice the family market for long summer holiday breaks suffering a noticeable decline. The   visitor economy of coastal towns was forced to become more reliant on income from day visitors and people travelling on short breaks  by car as well as train, as the masses increasingly started jetting off to roast on the beach under virtually guaranteed Mediterranean sun.

From the early 1970s, holiday packages at affordable prices were provided by operators such as Thomson, Horizon and Clarksons, and the market for them literally took off, to the detriment of English seaside resorts. It soon necessitated the most seriously affected local authorities in English resorts trying to identify ways and means of regenerating themselves and appealing to new markets. The consequence was a process of re-invention which continues to this day.

The inside track on the rejuvenation of Bournemouth

I saw first hand what happened in Bournemouth in the 1970s, as I was living there as a student at the time. Undoubtedly it was one of the luckier English coastal towns, being blessed with a superb location, on a sweeping bay of golden sand sheltered by low cliffs, punctuated by narrow pathways called ‘chines’. These features allow direct pedestrian access to the beach from the town, which is dotted attractively with pine trees and public gardens.

It also helps that the coast around here enjoys spectacular views, with the protective chalk downlands of Purbeck along the western horizon, the Isle of Wight to the south east, and the New Forest National Park on its eastern fringe, which come together to make Bournemouth a great touring base.

The problem has always been that in England it can rain, even in summer. In the 1970s people who’d grown up used to wet weeks in the English west country, wanted a summer holiday with uninterrupted sunshine, something that seems to have far less importance nowadays. In fact what we now appreciate is that occasional rain has the benefit of keeping the surrounding English countryside relatively green in summer, compared to Mediterranean countries!

For a while, in 1970s Bournemouth, as in other coastal towns, misfits, substance abusers and social outcasts started to move in to vacant accommodation in the more run down area around the Lansdowne and Boscombe. In Bournemouth it was initially the success of English language schools, such as Anglo Continental in Wimborne Road; and later the new University campus at Wallisdown, that helped to turn things around, bringing in large numbers of  students, many coming initially to learn the language; and incidentally taking advantage of the inexpensive accommodation on offer (then). Many enjoyed their time in the town so much that they stayed on after their studies to work in the area, adding to the cosmopolitan atmosphere, and helping to secure Bournemouth’s  future success.

The Bournemouth International Centre then opened in 1984 to replace the ageing  Winter Gardens on the West Cliff, and The Pavilion (which has now been restored) in the centre of town, as a conference venue. This helped bring in more year-round business, and prevented the defection of valuable regular business from political party conferences and other organised groups, as well as providing a new venue for concerts by the Bournemouth Symphony Orchestra, contemporary musicians and other events and productions.

It’s undoubtedly helped that Bournemouth has had a lot of great PR for high profile seafront housing development, especially in Branksome and the Sandbanks Peninsula; but also for the regenerated Boscombe area and its controversial surf beach, which I wrote about in November last year. Although coverage received by this latter project has been more mixed, from the evidence of my recent visits I still think it’s likely to be destined for long term success, assuming that the surf reef’s remaining teething problems can be successfully ironed out. The town has also helped put itself on the map with regular open air continental markets held in The central Square, and The Bournemouth Balloon, a tethered installation which ascends to a height of over 150 metres, and allows spectacular views up to 20 miles distant from its base in the Lower Gardens.

Similar spectacular coastal view experiences are also available at Portsmouth’s Spinnaker Tower at Gunwharf Quays and Brighton is planning a new tower, i360 at West Pier.

Summer 2010 highlights

If you’re looking to hire a surf pod at Boscombe surf beach or a beach hut on your visit to Bournemouth this summer you can book online subject to availability on the Visit Bournemouth website.

You’ll also find some great beachfront cafes strung out along Bournemouth Bay. When I visited the excellent Bistro on the Beach at Southbourne for lunch on a cloudy Wednesday last week, there were no window tables left by 12.45, so if you want one make sure you get there early! They also open for breakfast and for dinner on Fridays and Saturdays, and a new takeaway kiosk has opened for the first time there this year. There’s another well located beachfront cafe at Branksome, and the exclusive Cafe Shore at Sandbanks looks great, but I haven’t actually tried either personally, as yet.

If you want an adrenaline rush and a ‘guaranteed bad hair day’ during your visit, it’s on offer on high speed powerboat trips around Bournemouth Bay and further afield, at Adventure cruises of Christchurch, based at nearby Mudeford Quay. Bournemouth Air Festival, an annual event in August offers a more exciting land based spectacle.

I understand that day trips to Bournemouth, and Weymouth, location of the sailing events for the London 2012 games, by steam train from London are available on limited dates this summer. More information. I have no experience of this operator, so my mention of this service cannot constitute a recommendation.

If you like what I write
If you’re part of an organisation looking to outsource PR or marketing services, or want help with your digital content strategy, my company Manifold Associates could provide the solution you’re looking for.  We’re happy to work with existing suppliers in a collaborative environment, and can work with your team to identify and brief new types of specialist service providers you might need, such as professional photographers. Contact us for more information.

Until next time…

How to get to London 2012

This week, as the official games mascots Wenlock and Mandeville were launched to the world, I had the opportunity to visit East London to see for myself the progress being made on the Olympic Park.

An unpromising start…

For those wondering if there’s anything interesting for members of the public to see yet, the answer has to be a resounding yes. In fact walking tours of the main site, such as the one I joined, led by an official blue badge guide, are now available.

The tours start from Bromley By Bow station(one of the stops on the District Line going towards Upminster). You might think on arrival that you’ve come to the wrong place, as you emerge from the station onto a dual carriageway, and believe me, the traffic noise is pretty horrendous, and the fragile looking skeleton of the Olympic stadium is only just visible in the middle distance.

Worry not. Hang on in there, and seemingly in a flash the guide leads you down a flight of steps below the road level. You then cross under the road, and pass down the side of a Tesco superstore occupying land reclaimed from former use as a chemical factory. This unlikely start then takes you over a bridge into a new side of East London, starting with The Three Mills, a conservation area and home of a restored tidal water mill on the River Lea, called House Mill. Incidentally the river Lea has been the beneficiary of a huge clean up operation, and is now part of a network of restored navigable waterways that are adding to the area’s emerging attractiveness.  Also nearby is a large park and the Three Mills film studios, Londons largest, but least well known.

Of the original three mills (one of which is now demolished),  House Mill has  recently been restored and converted into a visitor attraction, with the ground floor of the Millers House turned into a pleasant waterfront cafe.   Plans are afoot and money is being raised to convert the mill to generate hydro electricity in the future. It’s one of the  earliest known tidal mills in England, and was one of several providing flour for the bakers of Stratford-atte-Bow, who supplied bread to the City of London.

A surprising discovery in a watery grave

Our guide explained that the original plan had been to use the recently restored waterway network around the Olympic Park to transport visitors to the games; but this plan has not been actioned because of security fears.

Continuing along an adjacent waterway, we were astounded to hear about recent plans to  rescue the original Euston Arch, which was discovered dumped in a watery resting place here,  in Prescott Channel (NOT named incidentally, after a certain former UK deputy Prime Minister of the last government).

The Euston Arch originally stood  outside the London railway station of the same name, but was demolished in 1961 following the failure of a campaign to save it led by the late Sir John Betjeman. The campaign to rescue the arch and restore it to a position outside the current Euston station, is being led by historian Dan Cruickshank, who located the remains after some persistent detective work. Read about his campaign. You can support the campaign to re-erect the arch by contributing to the blog, or join the Facebook group.

The green way to Stratford

On our tour we also heard about the Greenway to the Olympic Park, a flat walking route for pedestrians to access it,  which will run all the way from Beckton on the north bank of the Thames in East London.  Our guide told us that the route is not yet fully complete as I write. However it seems that it could be a good move for Londoners in 2012 to get to the Olympic Park by taking the District or Hammersmith and City line tube to West Ham, one of the three designated Olympic gateway stations, from where the Greenway will be well signposted.

Another option for locals and visitors will be to take the tube to Stratford at the end of the Jubilee line, particularly convenient for the new Westfield shopping centre which is scheduled to open at the Olympic Park at the end of 2011; but I bet that’s going to experience a huge volume of passengers! Incidentally, having seen what it’s like at the moment, my advice is to not bother going to Stratford for shopping until Westfield opens.

Coming from Kent, it already seems to be obvious that the best way to get to the Olympic Park from there will be to leave the car at home, and take a Javelin high speed train to Stratford International, which links in to the other end of the Westfield complex from the Jubilee line station. Read my post about the high speed Javelin service.

At the Park site
The closest station to the stadium construction site at the moment is Pudding Mill Lane on the Docklands light railway; but that particular station will be closed for the duration of the games, because it will be unable to handle the large volume of visitors that would otherwise be experienced.

To view the Olympic Park construction site, including the stadium and the Aquatic Centre, already dubbed ‘The Pringle’ (owing to the shape of its curved roof like the eponymous potato crisp brand), a viewing platform, visitor interpretation centre and small cafe has been set up, called the View Tube, which can be booked for group visits.

In conclusion, a walking tour is probably the best option at the moment to find your way around the Olympic Park and receive informed commentary about the games.

News and information about London 2012. Or visit Inside the Games.

Can I help you?

Are you looking for insider information and informed comment about destinations or tourism in Britain? You could commission me as a freelance photo journalist, to undertake desk research or market intelligence  work. For more information contact me at Manifold Associates.

Until next time…

In praise of the English market town

My personal favourites

In my most recent travels in the UK, I’ve had the pleasure of visiting, working in and indeed staying overnight in some very special places. What Midhurst in West Sussex, New Alresford in Hampshire, and Cranbrook, near where I live in Kent, all have in common are that they are all typically English market towns, where markets are in fact actually still held.

Indeed I’d actually go as far as to say that they are amongst my very favourite places in England. None of them have the international fame enjoyed by such towns as Stratford Upon Avon, or Ludlow, yet for me they typify all that’s great in Britain. Visitors love them.

What market towns offer the visitor

What each of these towns all have in common are what’s uncharmingly called a ‘high quality built environment’. This means they all have a wealth of charming listed buildings, set amid an attractive network of streets, lovingly protected from inappropriate eyesores by benevolent but eagle eyed planning authorities who are proud of the effectiveness with which they police  the official central ‘conservation area’, which often consists of an ancient high street and central marketplace.

The first thing I notice and appreciate is how  a majority of the shops are unique to the local area, and are independently owned and run. In fact there’s a noticeable dearth of branded chain stores. This also helps to make each of them all a paradise for the amateur photographer. Here neon signs are anathema. Tasteful chalk boards and rustic hanging signs advertising ancient hostelleries are in, and local property prices are usually  on the rise.

The trio of towns I’ve mentioned, are also all slightly off the beaten track; yet located sufficiently close to major communication networks  to be easy for visitors to reach. That’s only if they know about them, however, since none of them are any longer on the way to anywhere in particular.

Both Midhurst and Cranbrook used to be linked to the railway network, but are no longer, whereas Alresford has its very own steam drawn heritage railway, the Watercress Line. Midhurst is bypassed by the A3 near Petersfield, Alresford is bypassed by the A31 and the M3; and as for Cranbrook, well that’s bypassed too, by the A21 to Hastings.

My accommodation picks

In Alresford, I like to stay at The Bell. Now under French ownership, it’s really more of a restaurant with rooms rather than a pub, or a full service hotel. You’ll pay around £30 for a top notch 3 course dinner with a glass of wine; and from £60 for overnight accommodation.  If you stay more than one night I recommend taking a trip out to the nearby Bush Inn at Ovington, It’s quite hard to find but well worth the journey for its lovely location on the banks of the crystal clear river Itchen.

In Midhurst the lovely centrally located Spread Eagle is usually over my budget, (if you’re very lucky you might just pick up a room midweek for £90, but expect to pay more). However there are compensations – the food’s absolutely top quality, and it’s always a pleasure to run a meeting there.

I usually stay at the Halfway Bridge Inn, out on the A 272 Petworth Road, beyond the Cowdray Park  golf club and Benbow Pond, where I used to enjoy childhood picnics many years ago.  Comfortable contemporary rooms here start at £75 for bed and breakfast, and are housed in the converted Cowdray Barns featuring gorgeous French bath potions brimming with essential oils. The food is excellent, and a cooked to order dinner followed by full English breakfast the next day will really set you up for a busy day ahead.

Cranbrook is near home, so I haven’t actually stayed at The George, but it has a cosy bar and dining room, and if you feel like pushing the boat out you might be able to secure a table at Michelin starred Apicius, a few doors down Stone Street. Booking well in advance here is essential.

Do you know an English market town and can recommend a place where you can stay and enjoy a meal? Do let me know about your favourite places.

Why not commission Virtual Viv to write about and photograph about your local area or business. I can create or write anything from website content or advertorials to news releases  – and I’ll take real pride in doing a great job for you. Contact me at Manifold Associates

Until next time…

Dress Code: a way to win friends, or influence people?

Do dress codes make sense?

This week’s news that people dressed in pyjamas have been banned from Tesco in South Wales, set me thinking about the value, or otherwise, to hospitality businesses of publicising dress codes. We live in a much less formal society in the 21st century.

Personally speaking I wouldn’t dream of visiting the supermarket or anywhere outside my home dressed in pyjamas. It appears however, that a small minority of people have no idea that the way you dress can cause offence, and that  a small minority of people don’t care about the effect of their bare torso, or the slogan on their t shirt, on the sensibilities of their fellow human beings.

Whatever happened to the old adage  ‘when in Rome, do as the Romans do‘.  Experience suggests that when abroad, or when faced with people from other cultural traditions, one must take care, and this is usually a safe strategy.

I’m not sure if there’s been an effect on the standard of dress by patrons of Tesco in Wales following their announcement. Although I realise it could be controversial, offering guidance on dress code  is something that I think can be helpful for patrons of hotels, restaurants, places of entertainment, or attendees of important social occasions. It applies   particularly when fine dining restaurants are involved; and it’s especially important for people hosting functions, banquets or other special events in premises where other members of the public are in evidence, to be upfront in communicating what’s expected.

Consequences of ignorance

If a business is prepared to bear the cost of security staff, to back up enforcement of dress code, people who in many instances have paid hansomely for entrance, can  get turned away. It famously seems to be reported in the media every year at events such as the Henley Royal Regatta (Stewards Enclosure) , or Royal Ascot (Royal Enclosure), where the dress codes are both specific and prescriptive concerning what’s permitted. Incidentally I’m sure it’s far better from a PR point of view, if those affected are quietly helped behind the scenes to make the necessary adjustments or changes to their appearance, rather than being excluded; and I’m sure that that’s what usually happens in the majority of cases.  Without enforcement, however, it’s always possible that some people could get offended.

In such circumstances confrontation might be a consequence of inappropriate dress.  So it’s often helpful if hosts, or event organisers, offer proactive written ‘guidance’ about what’s expected; because it helps guests avoid being embarrassed in company by their outfit, or getting offended by that of a fellow guest. Sometimes pictures on websites and in advertisements, illustrate the point, support the message, and are all that’s necessary. Good photography can be particularly helpful in this regard.

In general most people, especially overseas visitors,  like to conform to what they perceive to be ‘the norm‘, as was proved by John Sergeant’s experience, when presenting his recent Channel 4 series ‘On the Tourist Trail’ .  In one episode he took a party of female American visitors to be his guest at Royal Ascot. They had a lot of fun dressing up in the style of  ‘My Fair Lady’ (check out ‘Ascot Gavotte’ on You Tube),  and ‘playing at being posh’ ; but the programme showed them feeling uncomfortable and somewhat let down, when they spotted a small minority of racegoers in the grandstand not sporting similarly high sartorial standards. It’s always going to be important to manage peoples’ expectations carefully. It can be an uncomfortable, even embarrassing experience for people (and hosts) who have parted with a lot of cash and made a big effort to comply with dress code, only to see a minority visibly flouting the guidance with seeming impunity.

An invitation to participate in a formal event or a specialist active sport,  need not be a cause of grief to invitees due to the expense involved, either. I believe that it either is, or should be, easy and convenient for the hosts and/or organisers of events to volonteer to provide guidance and offer to make an introduction if necessary. (both for men and women) to suppliers who can hire out whatever’s necessary, from hats and dresses, to a sari or a black tie outfit, morning dress, or active sportswear, such as riding kit or wet suits.

Case study

Graham Grose, Managing Director of  the Thurlestone Hotel, south Devon, understands the issue better than most. Writing in the autumn newsletter, while admitting that it needs ‘careful management’ in view of the increasing trend towards last minute bookings, he refers to the  enforcement of dress code in the hotel’s fine dining restaurant as being ‘one of the trickiest problems we have to deal with’.

The management team at Thurlestone have been working on procedures to try and ensure that even late booking clients are made aware of this particular restaurant’ s strict ‘jacket and tie policy at dinner: ‘ We request that gentlemen wear a jacket, although the majority choose to wear a tie as well. Some guests, however prefer to dress more informally, and a theme … (running through online comment about Thurlestone) is that this dress code somehow makes us ‘old fashioned’ and ‘fuddy duddy’. On the other hand our feedback … is that this is a minority view and that most of you consider dinner in the Margaret Amelia restaurant to be a traditional ‘fine dining’ experience with appropriate attire an integral part of the experience. It is a matter of courtesy toward fellow diners, especially the ladies, and, unlike some other hotels we have no intention of relaxing our dress code’.

Sources of information about etiquette and dress code

For further information abou etiquette and dress code on important social occasions and events in Britain, Debretts is one of the  definitive sources. They even have a blog ‘Miss Debrett’ on the subject. For guidance and information about the meaning of the plethora of different dress codes, many of American origin, that now appear on invitations from ‘contemporary business casual’  and ‘creative black tie’  to  ‘smart casual’  simply Google ‘dress code’, and you’ll soon find the answer on a number of websites that appear in the results. No-one is ever offended if you ask what’s appropriate.

Let me know what you think about the subject!

Until next week…

Fragrance: the hidden persuader

The power of fragrance

I bet you’d instantly recognise the smell of neroli, or, come to that, the all pevasive smell of kerosene that you can’t avoid in the open at an airport on a warm day!

Returning to the more pleasant fragrance of neroli,  take a trip to your nearest stockist of essential oil (try chemists, health food shops  or a hebalist such as Culpeper) and try a quick spritz from the the tester for orange flower water, or neroli essential oil.  Now close your eyes and ask yourself how you feel.

Just a whiff is enough to send me back to my trip last spring to  Seville, a deligtful Andalusian city where the streets are planted with orange trees. They happened to be in full bloom when I visited in March, so the very air was fragrent with the distinctive scent. However, somewhat more suprisingly, if I close my eyes, the fragrance sends me back to a certain childhood journey from Palma airport to a Majorcan hotel on the other side of the island, in an antiquated charabang with linen antimacassars. It also reminds me of innumerable non air conditioned waiting rooms, and trains in hot Mediterranean countries, during my student days.

It’s all because neroli engenders feeling of coolness, calm and relaxation. I guess that’s why the fragrance remains popular in warm countries, and is used to offset a stressful environment, even if nowadays it gets pumped out via air conditioning units or ionisers.

In my mind, there’s no doubt that certain fragrances have a powerful effect on the emotions. Neroli and kerosene are just two of many.

‘Fragrance branding’: the business view

Have you noticed the pungent smell that surrounds every Lush store in the UK. They sell  ‘fresh handmade cosmetics’. They seem to have a presence on many of the High Streets I frequent, including Bluewater, or Regent Street in London.  ‘A lot of people don’t like the smell’ admitted Mark Constantine, who heads up the firm, in a recent interview for The Sunday Times. However, it’s a fact that you simply can’t ignore it. For example I’m aware of the brand simply because of the smell. Personally I’m  not keen on strong smells; but I certainly know where the nearest branches are, should anyone ask!

Lush may be the most unsubtle proponent of ‘fragrance branding’ in the UK, but it’s actually a key part of their marketing strategy to create a more fragrant high street, with Constantine freely admitting that he deliberately allows a third of his soap product to evaporate – something he calls it ‘the angels share’.

” What I love in my business is creating an effect without you necessarily knowing how I’ve done it, so there’s a touch of magic.

People are used to words and poetry, so you have to work like nobody’s business to get an effect with them. It’s the same thing with music. But perfume! Nobody has a barrier for that, they haven’t a clue what I’m doing – I can nip in there, grab part of your brain and your emotions and you don’t even know what I’ve done. I can get to people’s emotions, it’s a great privilege.”

How and why does fragrance branding work?

Companies who use fragrance branding are rarely as open as Lush, because they are wary of being accused of being manipulative; but if you stop and think I bet you could name quite a few retailers and other businesses who already use it, such as Abercrombie and Fitch. I would guess that places with high indoor footfall and a captive audience have the greatest potential. Retailers of fragrance are obviously likely to try it,  as are airlines and hotels.

So it’s no co-incidence that so many British supermarkets have in store bakeries; or that estate agents and ‘home stagers’ who advise vendors on sellling homes continue to recommend use of scented candles, home baked bread, or the aroma of fresh coffee to impress prospective buyers.

I believe that the concept works because if, as a business, or retailer, you offer up the right sort of subtly fragranced environment, it’s likely to provoke a feeling of well being, and that people who feel happy and relaxed are likely to be in the mood to spend! Fragrance may provoke strong emotions, but a pleasant fragrance can be used as a marketing tool!

There are fashions in fragrance as in anything else. Haven’t you noticed how leading retail brands such as Marks and Spencer, Waitrose and Method, have all developed a line of lavender scented liquid soaps, dishwashing liquid and cleaners recently.

I definitely find synthetic food or pot pourri fragrances can be a turn off; and I always notice if a strong smell is trying to mask an underlying less pleasant niff, so this is a strategy is unlikely to succeed. It can definitely backfire if any smell is over the top and too strong. Lush might be an exception. Generally I think that fragrance needs to be carefully matched to the tastes of the target audience, and that’s a job for experts.

Where to learn more

If you want to learn more about fragrance and perfume and how it’s made, simply fly off to Nice in the south of France, and travel inland to Grasse, or visit the websites of the perfume manufacteres there.

Grasse is one of the world’s major centres of fragrance blending and manufacture, using essential oils from locally grown flowers. The factories of major firms, such as Fragonard or Molinard, are open to the public to visit. You can even get a personalised fragrance created just for you.

Frangrances that conjure up England
Personally speaking, although I think it suits a warm and humid climate,  I don’t think that a fragrance based on pure neroli creates an ambience appropriate for places in England.   Since the country is internationally known for gardens, a more subtle floral based fragrance blend could be the answer; but, since it tends to be a very individual thing to find something right, I thought I’d list a few fragrance houses that capitalise on their English heritage, so that you can pursue your own investigations. You’ll find some hold the warrant to supply the royal household. Many of the websites give information about stockists, including retail outlets and department stores across the country:

• Bronnley
• Crabtree and Evelyn
• Floris
• Jo Malone
• Liz Earle
• Molton Brown
• Penhaligons
• Woods of Windsor
• Yardley

Here are just a few other pleasant natural fragrances that somehow seem appropriate, and that most people would be happy to encounter :

• fresh mown grass
• new leather
• vanilla
• chocolate
• caramel
• salty sea air
• log fires
• freshly starched cotton or linen

If you have any more ideas to add to the list, or if you’ve dabbled in fragrance branding yourself, I’d love to hear about it.

Until next time…