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.

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…

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…

Antifreeze! Floating towards a less stressful existence

Are you enjoying yourself working hard, or have you taken a day off today? And are you fed up with another week of freezing weather? On my regular dog walk yesterday, the frost crystals crunching underfoot looked more like encrustations of coral. Today, more snow has covered up all the pretty ice formations and restricted transport on the roads of Kent once again. It’s easy to get tensed up with a feelings of enforced inactivity…  so let’s get positive, and think about relaxation, and how to achieve it. After all, it’s still the aim of many a holiday to escape the daily grind and recharge your mental batteries.

Did you hear what happened to Hannibal Helmurto?

The London circus performer accidentally hypnotised himself, using a mirror, while trying to learn how to relax in preparation for his sword swallowing routine; and had to be roused by his wife after spending 5 hours in a self induced trance.

Interviewed following the incident, he was reported by the Daily Mail to have enjoyed an experience so pleasant that his body was absolutely relaxed and floating, to the extent that he literally forgot the things around him.

I’m envious; but rather than going to down the  more extreme path chosen by Hannibal to help himself achieve a state of utter blissful relaxation, what can we do to help ourselves relax away from the office? And, if you’re involved in a tourism or hospitality business, what activities are likely to be the most effective, or indeed popular, to induce the desired effect for your guests.

Is hypnotism the answer?

Personally speaking, I’m very wary of getting involved in anything too alternative like hypnotism, let alone self hypnosis.  Like most people I guess I do like to retain control of my own mind and body, except when I’m asleep of course.

I’ve seen a live performance of hypnotism (on a summer holiday at the Coral Beach Hotel in Paphos, Cyprus). It looked pretty convincing; but no way would I have joined the volonteers and go up on stage to be hypnotised. Actually I think you have to believe that hypnotism is going to work on you in order for it to work on you.

Fun with safety

Don’t get me wrong, I don’t mind having a bit of fun, or even occasionally making a fool of myself while I’m away, as long as I stay safe. Indeed, many  years back I rushed up on stage at Universal Studios in California and successfully volonteered to be an extra in a reconstruction of a scene in one of those airport disaster movies. This involved being filmed jumping into a large tank of water fully clothed (luckily they did provide a change of clothes). Somehow I think those type of films would be seen as being in poor taste nowadays; and no doubt health and safety would ban the idea of jumping into a water tank as well anyway.

There are plenty of people who relax by enjoying themselves playing sport, or who welcome the adrenaline rush they get from the more extreme sports like kite surfing, zorbing, white water rafting,  canyoning, or bungee jumping.  Here incidentally, it’s absolutely vital that you entrust your life to a professional operator and check that you’re satisfied with their credentials.

Actually I’ve enjoyed the feeling of safe exhilaration you get from the less extreme roller coasters like Space Mountain at Magic Kingdom in Walt Disney World; (as long as they don’t go backwards or upside down).  Overall though, I’m not much of a risk taker, and I’m not good at sport. If you’re someone like me who tends to be competitive as well, none of this really adds up to a recipe for relaxation.

What I really dream of is achieving a state of mental relaxation when I’m away from home; so this week, I got thinking about activities that can help people like me, and probably other people too, to relax mentally.

Relaxing spa treatments

I’m extremely fortunate to live quite close to a great day spa, and I’m an avid fan of spa treatments in general, as an aid to mental relaxation following a hectic period at work. I’ve almost been through the menu of treatments at Kalmora Spa, and always come away feeling renewed and relaxed.

My particular favourites are twofold. One is a rejuvenating Aquablitz facial, which includes a mineral mud based face mask. In my experience this never fails to  calm down any sensitive skin breakouts. My other favourite is a full body hot stone massage. This latter treatment is available in many spas nowadays, and is well worth the investment of an hour and a half of your precious time. The stones used at Kalmora are ultra smooth rounded pebbles of Hawaiian basalt lava, heated to aid the relaxation process. They don’t feel in the least bit scratchy on the skin, and the masseuse uses them with slight pressure, and the moisture from a blend of essential oils, to knead away the knots in tense muscles.

I find massage more effective in inducing a feeling of relaxation if it’s preceded by a short session in a floatation tank beforehand.  Actually non competitive swimming is great for general relaxation, because of the way water supports the weight of your body. Take care that you’re not suffering from any minor custs and scratches if you try a floatation tank, since they’ll get irritated by the high strength saltwater solution used (or seal them up with a liberal slather of  mosturising lotion beforehand). There’s no need to worry about claustrophobia. The tank I’ve used is like a shallow swimming pool within an airy wet room environment. If you have any doubts ask to see the treatment room before you commit to go ahead with a booking.

Some more ways to relax

Take time out to lie flat on the floor and bend your legs, keeping them and your knees and feet hip distance apart, with the soles of your feet also flat on the floor. This is great for your spine after a day of hectic sightseeing or shopping.

Here are a few other ideas:

• Take up Pilates  and learn how to pull up your pelvic floor and improve posture.
• Join a yoga class. Hotels and places like Club Med often run them outdoors.
• Enjoy the view from the top of a hill or mountain. Breathe deeply.
• Go on a boat trip. Salty sea air and breezes are particularly relaxing. For me being a passenger on a sailing boat in a gentle breeze offers the ultimate in relaxation
• Learn how to fish. I once had a driving instructor who swore that this was the best way to relax after a stressful day.
• Try committing to regular meditation. To see if  it might work for you, start by staring towards a naked candle flame for a couple of minutes.
• Visit an art gallery and decide for yourself your favourites amongst the works on display
• Enjoy the natural fragrance of flowers in a garden.

Until next time…

Announcing the inaugural ‘Viv Awards’

What are the ‘Viv Awards’

Since this is the last post of 2009, and indeed, of the decade, I wanted to take a look back at what helped make it special for me.

In my work I meet lots of interesting people, representing many different types of organisation involved in tourism, and I felt that I’d like to do my bit to acknowledge some of the fantastic efforts being put into marketing Britain to both domestic and international visitors, and commend good practice and innovation generally, irrespective of location.

Although I’ve only been in existence since August, I’ve already noticed loads of new marketing ideas that I think deserve wider recognition.

So here I present to you the first ever ‘VivAwards’ for innovation and excellence in tourism marketing.

The inaugural ‘Viv Award’ Winners 2009:

Greenway, Devon  -  award for  green tourism

The National Trust now administers Agatha Christie’s former summer home, which enjoys  glorious views over the lower reaches of the river Dart. The award acknowledges the Trust’s efforts to prevent the narrow country lanes that surround Greenway becoming clogged with traffic.

This has been successfully achieved by limiting car parking, which is available by prior reservation only; and actively encouraging visitors to park and arrive by ferry, either from across the river at Dittisham (the route I chose when I visited Greenway this summer) or from Dartmouth. Entrance is by timed ticket, which helps prevent a crush, and the whole experience of visiting the house is greatly enhanced by an absence of roped off areas, which the family stipulated as a condition of allowing public access.  More information about Greenway.

Hampton Court, Middlesex – award for living history interpretation

As already recorded in my 28 October post, I had been previously slightly cynical about the educational value of living history interpretation; but changed my mind as a result of recent experiences. I believe it should no longer  be viewed simply as entertainment, since, when well done, as at Hampton Court, it offers a genuine opportunity to understand more about what it would have been like to live and work in a bygone era. More information about Hampton Court

Quba, Salcombe – award for innovation in retailing

As recorded in my 2nd October post, I was impressed by the attention to detail and branding at casual fashion retailer Quba, where each sales receipt is presented in the form of a passport, which not only thanks you for your custom, but directs you to more information and the possibility of online purchase at the Quba website.

This is an idea with potential for further development, perhaps for building a database, or launching some sort of loyalty scheme for customers reaching cumulative purchase value targets.

Waveney River Centre, Norfolk Broads – award for most original blog

It was during my most recent work in the East of England Tourism region, that I first came across ‘A fish called Eddie‘ . Blogs assist search engine optimisation of websites; but need topicality and an ability to serve up news, as well as offering an interesting or unusual angle on the business or interest that they represent.

Eddie is written from the viewpoint of a pikefish living in the marina at Waveney River Centre, writing entertainingly about about environmental matters. The subject is vitally important in such a fragile ecosystem as the Broads. It’s not something which ordinarily gets much attention, and deserves more, so it’s worth watching. More information about Waveney River Centre

Thermae Bath Spa – award for contribution to well being

I visited the state of the art spa complex which uses the water from Britain’s only natural hot thermal springs during my summer staycation. I wrote about my experiences in my post dated 20 September. It’s well worth making a special trip to Bath to enjoy such a world class experience. More information about Thermae Bath Spa.

Shakespeare House, Grendon Underwood – award for hospitality

I travel all over the country in the course of my work, so I really apppreciate somewhere where I instantly feel welcome and at home. In fact I enjoyed my first stay so much (see my post dated 4 September) that I returned on another occasion with my family! If you’re looking for a boutique bed and breakfast conveniently located as a base for visits to Oxford, Stratford Upon Avon or the Bicester Village factory outlet centre, this makes a great choice. It has a 5 star rating and a Gold Award service accolade. More information about Shakespeare House.

Liverpool – destination award

I’d only been to Liverpool once before,  over two decades ago, and that wasn’t a particularly memorable occasion; but my, how I noticed the changes when I visted this autumn! Its impressive new waterfront developments include Albert Dock and Tate Liverpool gallery, the Echo Arena and a new Museum that will open in 2011; added to the heritage of it’s glory year as European Capital of Culture in 2008.

I’ve seen for myself how the the city has become a world class tourist destination that’s starting to bear comparison with the best of them on the international circuit. It’s particular USPs are its maritime and musical heritage, including it’s role as birthplace of The Beatles. The Cavern Club is not to be missed, and already there are amphibious tours of the waterfront by ‘The Yellow Duckmarine‘. I plan to return. More information about Liverpool.

Chelsea Tower, Dubai – award for best marketing slogan

Although my awards are generally UK focused, for the obvious reason that I’m UK based most of the time,  I’m always on the lookout for great examples of innovation in tourism marketing from organisations and destinations anywhere in the world.

l found the best example of a marketing slogan this year, from a hotel in Dubai, in the somewhat unlikely surroundings of a staircase display about it at the Quality Hotel Heathrow.  It was featured on one of those self supporting promotional stands of the type seen frequently at travel trade exhibitions, promoting the Chelsea Tower Dubai. The award goes to them for their slogan ‘Come as a guest, leave as family’. I like the sentiment.

Each of the award winners will receive a certificate of recognition in due course.

Until next year!

What’s in it for me ? marketing in tough times

The effects of recession on consumer spending

Here in the UK the current recession has been declared a record breaker. Through force of circumstance, or simply concern over what the future holds, according to research commissioned by our national tourist agency Visit Britain, over three quarters of the population have reined in their spending and become a lot more careful about what they spend their money on. Even the minority who still have plentiful financial resources (and around 13% of the UK population fall into this category), are taking advantage of the situation, and driving a hard bargain on major purchases.

Inevitably the downturn has moved the goalposts for businesses involved in the visitor economy too.  A BBC Radio 4 report recently announced that the ratio of savings to earnings had risen to it’s highest level for some years, after plummeting towards negativity during boom times. when credit fuelled spending had almost outstripped earnings. Looking into the future, The Banking Times this week reported on consumer research from KDB, which showed over half (56%) of Britons intending to cut their borrowing. and almost half (45%) intending to bolster their savings, (with the young particularly in favour of saving), in the coming months.

Consequences for UK tourism

The consequence of all this is that discretionary spending is likely to shrink further, and as a result, like other sectors competing for consumer spending, businesses involved in hospitality tourism and leisure in the UK are all going to have to continue to fight hard to maintain ‘share of wallet’ not just this winter, but into the New Year as well. It’s a good time to be bargain hunting!

The latest bulletin from Visit Britain, looking at the outlook for UK tourism,  makes fairly gloomy reading for the industry in the short term. Earlier in the year, their research (with Olive Insight) into UK consumer behaviour during the recession,  examined the extent to which people have been cutting back on different types of expenditure over the past year, taking snapshots every few months to monitor the evolving situation, and specifically its effect on trips and travel away from home.

It found that although expenditure on holidays and breaks from daily routine is relatively resiliant as a category of consumer spending, almost half of the UK population are cutting back on the amount they’re  spending, although few are sacrificing holidays and breaks altogether.

What remains clear, is that irrespective of whether the recession affects you personally or not, is that the people who are spending are looking out for a deal, and getting into price comparison in a big way. Haven’t you noticed all the TV ads for price comparison websites recently?

Reasons why people are still spending

Here are some of the reasons why people are spending on  trips and breaks away from home:

• it can be a necessity
• show off to friends
• escape from stress
• a treat to reward yourself for hard work
• celebrate a special occasion
• spend time with family
• enjoy the comfort of the familar
• make the trip of a lifetime

Why busnesses are ‘going the extra mile’

There’s often a lot at stake when people are planning a trip. The interests of many different people may need to be satisfied, so there can be a lot of planning and emotional commitment involved in getting it right before money can change hands.

People often start by researching their options online. Any business serious about marketing in the current economic environment, needs to put some thought into dangling a choice of propositions in front of every customer or prospect. Speaking for myself,  I know it’s a lot more difficult to turn down everything when presented with an attractive choice of  options at various price points, than it is to make a simple yes or no decision on one item. Market traders the world over take full advantage!

Incidentally, leather gloves in a wonderful choice of colours similar to the ones shown in my picture above, can be found at Sermoneta, 51 Burlington Arcade, just off Piccadilly, near the Royal Academy in the West End of London.

Countering objections

It’s perfectly reasonable for people considering spending a significant amount to have genuine doubts about whether a purchase is right for them. Busineses can tackle this by anticipating  and countering objections, and being ready to serve up a simple list of answers to ‘frequently asked questions’ during live encounters or online. It’s not in anyone’s interest, however, for people to feel that they’re being put under pressure.

A picture can speak a thousand words. Photography can help bring an experience alive, and can help bring a business a wider audience when published on photo sharing sites such as Flickr, which can link back to the originating website. I also believe there’s a good case for accommodation providers and visitor attractions to start thinking about other ways of making the most of digital technology. This can be in the form of 360 degree views of guest rooms, videos good enough to become popular on You Tube, audio podcasts, blog publishing, or soliciting user generated reviews.

Ordinarily a business might find it a simple  matter to persuade people to book and pay full price, by providing information about location, facilities, prices, and how to book. However when times are tough, many people are looking out for ‘deals’.  So what types of deal are most effective in securing incremental business? Visit Britain’s research has identified four types of proposition offering maximum appeal, and I have to admit that they work with me!

The top 4 propositions

1. Enhancing offer. Covers added value propositions of all description, such as treating a guests to a room upgrade, or offering an annual pass for the price of a full price day ticket to a visitor attraction.
2. Enabling offer. This puts something attractive within reach,  allowing people to purchase something at a value for money price, that they feel couldn’t otherwise afford.  Examples include 2 for 1, 3 for 2, and similar offers of all description. Often combined with psycholological price points (£9.99; £99; £999 etc.)
3. Stimulating offer. This is usually wrapped up around special events, and may offer privileged access, VIP treatment etc. These types of offer are not usually possible for people to organise themselves, so price comparison is made impossible.
4. Self Justifying offer. Appeals to people celebrating special occasions, or living life in the fast lane, who seek pampering,  or a reward for hard work when they take time off or time out. Propositions of this type usually involve indulgence and luxury, and can vary from private dining to spa days, retreats, or unique activities offering an adrenaline rush.

Promoting offers

Businesses  dictate  where their offers are promoted. Most are sensibly ring fenced  with an expiry date, and fair and reasonable terms and conditions, such as validity dates, to prevent abuse or over redemption.

Online media can provide an inexpensive choice of distribution channel, and many businesses choose to publicise their best offers only on their own website. If you’re someone on the  look out  for offers, individual business websites are a good place to look; but in addition many destination websites feature an ‘offers’ section for consumers. If  a wide choice of propositions and a range of price points are what you’re looking for, destination websites can be a convenient place to find your way to offer originators, so it makes sense for businesses to use this as an additional promotional channel. Local district tourism officers can usually provide information to businesses about the marketing options available on websites they’re involved with.

Many destination sites are highly ranked by search engines, with those offering intuitive navigation and search functions, allied to clickable links through to business websites where people can check things out in more detail, usually have the highest traffic volumes. Many also showcase selected businesses with the aid of paid for ‘enhanced listings’ and image galleries, which further encourage click throughs to individual websites.  Inspected and graded businesses that publish availability and offer booking online can also  find their offers picked up and publicised regionally, and even nationally on  premier sites like Enjoy England and Visit Britain.

You may have heard about the EU Package Travel Directive, which helps provide security for consumers. It defines the responsibilities of operators in relation to pre-arranged ‘packages’ offered at an inclusive price, involving a combination of two or more of the following elements: transport, accommodation, or other services, that account for a significant proportion of the package. This shouldn’t put businesses off from submitting offers. There’s a summary of the regulations on the website of the Association of British Travel Agents, and the website of the European Tour Operators Association also carries information. However if in any doubt about regulatory matters, businesses should always seek professional legal advice. Business Link is a useful source of free advice and support for  businesses in the UK

I’m looking forward to the marketing challenges that the New Year is going to bring!

Until next time..

In pursuit of hedonism

The Romans would have appreciated Chelsea Physic Garden, which I visited for the first time this week. I whiled away a glorious late summer afternoon in this fragrant four acre oasis, hidden away from bustling London streets. At the end of a fascinating guided tour my companions and I sipped tea in the dappled shade of the restaurant terrace, splitting lavender scones and spreading them with clotted cream and golden mirabelle conserve. It was a veritable feast for the senses.

A Roman favourite

The Romans were great fans of hedonistic pursuits as an antidote to the stresses of urban life. I’m certain they were particularly delighted when they discovered a place in Britain, one of the chillier outposts of their empire, that had natural hot springs, heated to almost 45 degrees Centigrade/113 Fahrenheit,  similar to those found back where they came from in Italy.

The Romans took over and expanded a local settlement which had already grown up around the springs, naming it Aquae Sulis after the Celtic water goddess Sul, for whom they cunningly claimed an honorary association with Minerva, their goddess of wisdom and healing. They were the first in a long line of people to exploit the springs commercially, when they built public baths on the site, which was presided over by an impressive bronze staue of Minerva, unearthed by excavations in 1727.

Today we simply call the city  Bath. The entire city was declared a World Heritage site in 1987. Of course people still visit the Roman Baths; but they are not allowed to bathe, although you can drink the hot thermal water from a fountain in the Pump Room. It contains 43 minerals and has a rather unusual taste.

To enjoy an authentic Roman spa and bathing experience in Bath today, you simply must visit the city’s Thermae Bath Spa. It’s unique in Britain, being the country’s  only natural thermal water spa. Although the city’s larger hotels  offer spa facilities, they cannot replicate the thermal mineral water experience on offer at Thermae.

The Thermae experience

Spa sessions in the New Royal Bath at Thermae can’t be pre-booked unless you come in a group of 8 or more. Prices start at £22 for a two hour session, which we found perfectly adequate. The cost of a towel, robe and slippers are not included in the price, so you can save money by bringing your own; but you definitely can’t manage without – you wouldn’t want to miss the rooftop pool which enjoys a fabulous panorama of the city! If you want to enjoy any treatments in addition to bathing,  you must pre-book them, at additional cost. The time taken up by treatments is added on to your spa session.

When you arrive at Thermae you’re given a wrist band which records your entry time. There are clocks that enable you to keep an eye on the time, but beware if you overstay, you’ll be charged extra when you exit. All the pools are 1.35 metres deep and children under 16 are not permitted.

Over 1 million litres of mineral rich water flow from the Hetling and Cross thermal springs that feed the Thermae complex each day. The pleasantly warm water, heated naturally at a depth of around 2km below the city, is pumped around the modern multistorey spa building in the centre of town, and is served up under varying degrees of pressure and aeration. The water from the springs is believed to have originally fallen as rain 10,000 years ago, which gradually percolated down to be heated by the hot rocks deep below, which forced it back to the surface!

I recommend starting with a soak in Thermae’s panoramic rooftop  pool, which has fountains and underwater jets. One floor down is a suite of 3 steam rooms (where you can steam relax amid scents of either lavender, frankinsense or  euclyptus/mint respectively), a huge central shower  pre programmed with varying pressure phases, and a set of foot spas into which you dangle your feet from a marble relaxation area.

There’s a restaurant floor (which gets busy at lunchtime), but if you patronise it, you get an extra 45 minutes loaded onto on your wristband. Finally there’s a large indoor  pool with a maelstrom style whirlpool to one side, and some poolside fountains that offer a great shoulder massage if you get your timing right.

My conclusion? Even if you don’t book any extra treatments it’s a world class relaxation experience that shouldn’t be missed. I noticed that my skin felt really soft for a couple of days afterwards. For more information visit the website

Staying, shopping and dining in Bath

It was a good choice for us to stay at the McDonald Bath Spa Hotel. We were able to park our car there free of charge, and we found it a pleasant 10 minute walk into the city across Pulteney Bridge. We booked half board and dined nightly in the hotel’s elegant Vellore restaurant, so didn’t try anywhere else; although I heard that Hugh Fearnley Whittingstall has recently opened up in the city. If you want to push the boat out even more try the Relais and Chateaux Royal Crescent Hotel. For self catering accommodation, an increasingly popular option in cities, especially for families, try Saco Bath apartments or Fountain House .

There’s a shop at both Thermae Bath Spa and the Roman Baths; but for more hedonistic retail therapy dont miss Culpeper, a Bath based herbalist which sells their own brand of essential oils, potions and fragrances. You’ll find them at 28 Milsom Street.

You’ll probably be interested to learn that there’s a free daily walking tour of Bath available for visitors.  Jane Austen fans might enjoy the tour by a costumed guide that operates at weekends and bank holidays. Alternatively   you might like to go on a treasure hunt in Bath: in which all the clues can be solved by observation.  More information about Bath

Further background reading

Much of Jane Austen’s novel ‘Northanger Abbey’ is set in Bath; and it’s a location visited by Mr Pickwick in Charles Dickens’s novel ‘The Pick wick Papers’. Read ‘The Apothecaries Garden’ by Sue Minter for more information about the history of The Chelsea Physic Garden, or visit their website

Until next time…