Britain (especially London) might look like a shoo-in as the hot destination for 2012; but the latest forecasts are showing that around half of the benefit in terms of increased visitor spend is expected to come in the 5 years after the games. A likely legacy of the saturation global media coverage is expected to mean higher numbers of international visitors in subsequent years, especially from the emerging markets of Brazil, Russia, India and China.

Current outlook

At the Visitor Economy Forum I attended last month, forecasters were cautious about the business outlook for 2012.  STR Global indicated that the majority of UK hotels are being affected to some extent by slowdown in demand, with major chains reporting evidence of people downgrading their grade of accommodation , and others deciding not to make a trip at all.

On the positive side:

• London has seen a 12% increase in available accommodation for visitors, with almost no adverse effect on occupancy levels – indicating increasing demand and prices holding firm.
• Budget accommodation is more in demand than ever, and site shortage has resulted in the likes of Travelodge expanding into spaces above high footfall retail premises such as supermarkets, particularly in outer areas of the capital.
• Budget operators are scouring the most attractive protected landscapes and national parks in the English countryside for suitable premises to take over and expand into.
• A new Premier Inn has recently sprouted on the rooftop level of the new Westfield shopping centre at Stratford International
• Unconventional online lettings agencies are springing up to promote apartments and homestays with easy access to London; but quality could be an issue. Look out for user generated reviews to counter this risk.

Business Opportunities

• Keep an eye out for  pop up shops and retailers – or even consider starting one yourself.  Taste of London pop up restaurant festival will be in Regents Park June 21-24. Presale tickets available online now.
• London 2012 merchandise is now on sale at John Lewis, Next, Adidas, The Post Office and official shops at St Pancras, Heathrow and Stratford City. Get yourself, your staff and your business dressed up for the Olympic torch relay when it passes by. No one in the UK should be more than 10 miles from the route, according to the organsiers.
• Obviously attractive popular official 2012 merchandise, like posters and pin badges are already on sale and may sell out nearer the time – so buy them now.
• Shop now for Union Jack accessories, window dressing and get thinking on how to celebrate the games with customers and staff.
• Editorial teams in the media are already out there looking for stories about places and happenings in Britain in 2012. If you’ve got anything  new, unusual or eccentric coming up, or if you win an award for something in your business – this is the year to share it with the world – and issue a series of news releases.  Dont forget to post them onto your website.
• This is likely to be a year of innovative and opportunistic developments like no other.
• New businesses may find it hard to get established unless eye catching promotions or discounts are offered. Social media makes it possible for a small business to make a big noise though.
• Don’t forget it’s the Queen’s Golden Jubilee (with an extra long weekend holiday in June to boot).
• Yet more opportunities await those businessses able to capitalise on the bicentenary of the birth of the novelist Charles Dickens, who enjoys a global network of fans. He travelled all over the UK, with many hostelries  he patronised still in business as hotels and restaurants. Visitor attractions in many towns and cities where he lived worked or set his novels (Portsmouth, London, Rochester, Broadstairs, all spring instantly to mind) are in line for a welcome windfall as well.

Regional winners and losers

Again, according to STR Global

• Of all UK cities outside London, Manchester, Birmingham, Glasgow and Leeds are all prospering most.
• Brighton and York are also likely to do well thanks to strong demand boosted by steady year round visitors attending meetings conferences and business events.
• Edinburgh willl continue to suffer from remedial repair works to crumbling tarmac along the controversial Princes Street tram route (laid along  in the very heart of the city in 2009); and although work was suspended over Christmas and New Year, word has spread on social media of unsightly hoardings and traffic disruption. I saw it myself in the autumn, and it’s likely to discourage or disappoint some visitors until it completes in July.

Leisure trends

Olive Insight, reporting further on their ongoing research for Visit Britain, both during and in the aftermath of the last recession, have found

• More people are now ( 61%) worried about the economic outlook in Britain than they were during the recession in June 2009 (when the figure was 40%).
• Earlier research showed that there was a tendency for consumers to ring fence their spending on holidays; but somewhat worryingly, this appears to no longer be the case.
• More people than ever are now looking to stretch their budget by taking advantage of deals and special offers.
• Businesses take note! Propositions offering service upgrades, added value, an inspiration you may not have thought of for yourself, or an opportunity to enjoy a bit of self indulgence, work best.

Will Brits still go abroad?

Here’s a  round up of current thinking:

• Demand for domestic holidays in 2012 is likely to strengthen because of the economic situation
• Our current near-recession makes our  offering more competitive as a destination to visit.
• Research from  TUI claims that outbound demand from Brits is holding up for traditional summer destinations such as mainland Spain and the Balearics, for those who want to get away from the fuss this summer.
• I suspect that other southern European Eurozone countries with economic issues, such as Greece, and even Italy, may not be so lucky in the current economic climate.
• In my neck of the woods in Kent, people are feeling cautious about leaving the country; mainly because they don’t want to miss out in this year of a lifetime.

Can we help you?
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 in words and pictures about news that matters. We want to help businesses  maximise the benefits of the forthcoming exciting months.

Our recent projects have included researching and authenticating, on behalf of Visit Kent, locations still recognisable today, that have associations with Charles Dickens in advance of the bicentenary of his birth. We welcome freelance photo journalism assignments and writing commissions. Vivienne Boucher has recently been comissioned to write a feature article about The Kent of Dickens, which has been published in the January 2012 issue of BBC Countryfile magazine.

Maybe you’re a business looking to capitalise on the opportunities that 2012 might bring to you. If so, please get in touch.

Harvest, oil on canvas by David Cook. One of the works selected for a forthcoming exhibition at Kinblethmont. Photographed with kind permission from the artist.

Earlier this month our family took time out from our busy schedule and made a trip to meet newly discovered Scottish relations, and stayed at the delightful private estate of Kinblethmont, in the Scottish county of Angus.
I discovered to my delight, that not only is this great Victorian house, set amid 2,000 acres near Arbroath, occasionally made available for country house parties and weddings, with self catering cottages available to accommodate more guests for holiday lets in the grounds; but it is also now home to a gallery of contemporary art.

St Marks Venice, mixed media by Susan Winton. Photographed by kind permission from the artist.

Penny Ramsay spends a lot of her time at Kinblethmont researching and planning exhibitions of work by contemporary and local Scottish artists including David Cook and Susan Winton. Exhibitions are held in spring and autumn, four times a year. Prices for original work can range from the lower hundreds up to several thousand depending on the artist and the medium used. More information about art exhibitions at Kinblethmont.

Buying art during times of austerity
Visiting Kinblethmont set me thinking about contemporary art. When times are tough, can it really be true that people are still spending, on something that could be seen, by some, as pure indulgence?
Speaking to Penny, (who, with permission of the artists, kindly allowed me to preview the works pictured above, scheduled for forthcoming exhibitions), reminded me of the remark by William Morris to ‘have nothing in your home that you do not know to be useful and believe to be beautiful.’ It’s a favourite precept of mine.

Whilst I acknowledge that the purchase of a work of art by an individual or a business could be perceived as the ultimate item of discretionary spending, and something perhaps that people might say that you could easily do without; how much the poorer our homes would be without some original forms of decoration, inside or out, or both.

Art need not be expensive; and there’s no doubt in my mind that if a work of art manages to make us smile every time we set eyes on it, or brings a splash of colour into otherwise dull lives, (especially during what sounds like could be a hard winter), the expenditure can deliver real value, surely something well worth paying for, when times are hard, as they surely are.

Know what you like
The key thing as far as I’m concerned when buying original art, whether it’s featured on a simple hand-made greetings card, comes in the form of a limited edition print, or comes as an original work in its own right, irrespective of the medium, is to know what you like. It’s still free to visit many galleries, large and small, throughout Britain, and, after a while, you should soon be able to start to decide what you do and don’t like.

Don’t all rush; but you could make an immediate start this month in visiting galleries where the work exhibited is for sale. Who knows, you might get chatting to the artist, and you might, eventually, be tempted to buy something. This week sees the start of the Frieze International Art Fair in London’s Regents Park, which attracts big time international collectors; or you could try the lower key Affordable Art Fairs in Hampstead or Battersea. Both events offer paid for opportunities to look at the contemporary art scene in Britain  under one roof.

Personally speaking I prefer to visit individual galleries outside cities, or even restaurants or tourist offices where the work exhibited on the walls is for sale; because you can often find an oppportunity to get chatting with the proprietor or exhibiting artists, and they can get to know you, and what you like. Prices are keener, and there’s rarely any hard sell; because buying art is a matter of deciding what you like and it’s a process that can’t be rushed. It really is up to you to decide whether to make a purchase.

Help with making a purchase
A scheme called Own Art exists to make it easier for people to afford the purchase of original art and many contemporary galleries in England and Scotland already participate. More information.

More information about Kinblethmont

Kinblethmont in the Scottish county of Angus is home to a gallery showcasing contemporary and Scottish artists

You can hop onto the Flybe service from London City Airport to Dundee, and from there you can hire a car to get to Kinblethmont. During your stay, if you are very lucky and ask extremely nicely, Penny may show you some of the other treasures of the estate, which include a great stone said to have magical powers and which is inscribed with ancient Pictish carvings; or the lovingly conserved jacket once worn by Bonnie Prince Charlie.

Detail from a jacket once worn by Bonnie Prince Charlie

More information about the Kinblethmont estate.

My top 5 books on colour and design

If you’re considering buying or commissioning original creative work, here’s my choice from key movers and shakers about colour and good taste in interior and exterior design:
• Tricia Guild on Colour, Conran Octopus ISBN 1-85029-399-6
• Christopher Lloyd, Colour for adventurous gardeners BBC Books ISBN 978-0-56352-171-6
• Kevin McCloud, Choosing colours Quadrille Publishing ISBN 978-1-84400-440-9
• Vivian Russell, Planting schemes from Monet’s garden ISBN
• David Linley, Design and detail in the home ISBN 0-316-85480-8

Can we help you?
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 in words and pictures about marketing things that matter. Among our recent projects we have researched and created a contemporary art and craft trail in Rochester and Chatham on behalf of Medway Council in Kent. Freelance photo journalism and writing commissions are welcomed.

Maybe you’re a business looking to capitalise on the opportunities that 2012 might bring to you. I’m a key part of a flexible and versatile freelance writing team, so if you’d like to discuss how I might be able to help you, please get in touch.

'I have discovered that the seven miles between Maidstone and Rochester is one of the most beautiful walks in all England' wrote Charles Dickens to his friend and biographer Forster in a letter dated 27th September 1857

I want to show you how well chosen pictures can help you communicate a really powertful message. They really can save you a thousand words.

My shot of the  river Medway, that appears above, shows it flowing through the gap, (now known as the Valley of Visions), that it has cut through the chalk of the Kent Downs, near Medway. See how Dickens’s words add to the power of the image when set alongside as a caption.

The words of the greatest writers can be used for marketing purposes, although you must still take care that the context of their use is entirely appropriate, and be prepared to seek permission from the author’s descendants. Naturally, it’s an advanatege when the text is out of copyright, as in the case of Dickens, because no royalty is payable; but acknowledgement of the source is still a pre-requisite. Great words can help you tell a story that makes a real impression on the mind, or teaches you something that will always be remembered.

I've been amazed by the lack of crowds in August in a region designated as an Area of Outstanding Natural Beauty. Dickens accompanied his father on long walks here in the Medway Valley during his childhood, before returning in later life.

I’m sharing some of the photos I’ve been taking while walking in the local countryside of Kent this summer. See how, when the words of one of our greatest writers about the places pictured are added, the images take on an entirely  new life and significance. It all supports my belief that the Dickens connection willl encourage tourism to the countryside of Kent as well as towns and cities in 2012, which will mark the bicentenary of his birth. Read more about Dickens 2012.

Dickens actually grew up in the nearby Medway town of Chatham, and chose to live out his final years at Gad’s Hill Place, overlooking the same part of the Medway valley, above the village of Cuxton, which is shown in the picture below. I’m starting to understand why.

Dickens's last home at Gads Hill Place in Higham, which enjoys fine views over the Medway valley, is located near the crest of the Kent Downs above the village of Cuxton

Dickens knew Kent well, and loved it so deeply that he chose to honeymoon in the county, spent many holidays along its coastline, and  featured it in many of his best loved novels, including ‘ Great Expectations’ and ‘David Copperfield’.

Can anything beat a walk on a sunny summer day in our own green and pleasant land? Dickens enjoyed the solitude of walks from Dover while he was writing Bleak House. He particularly appreciated the break from noise, which disturbed his concentration.

What has really amazed me as I’ve shot these images of beautiful countryside, is how empty some parts of the landscape still are. They must be pretty much unchanged since Dickens came this way. He spent many holidays writing in Dover Folkestone and Broadstairs.

Here’s what he wrote about his coastal walks  in south east Kent when he was writing for his magazine Household Words in Folkestone in 1851

Our situation is delightful, our air is delicious, and our breezy hills and downs, carpeted with wild thyme, and decorated with millions of wild flowers, are, on the faith of a pedestrian, perfect.

Wild flowers above the white cliffs of Kent, where Dickens enjoyed 'going for a blow'

Britain is actually a pretty crowded island.  Southern England has an average population density of around 658 people per square kilometre (which is greater than the average for the Netherlands) and yet it’s still possible, indeed I’d even say easy, to get away from it all, if you know where to go and are prepared to walk – like Dickens did – even on summer weekends, as my pictures illustrate.

This magificent view looking west from the cliffs above South Foreland towards Dover harbour is likely to have been on the route of one of Dickens's 20 mile walks from Dover.

Writers sometimes get stressed out and find themselves in need of a break. Dickens was no exception. Here he is again, writing to fellow author Wilkie Collins about taking a break from working on Little Dorritt in Folkestone in 1855:

‘You know my state of mind as well as I do. How I work, how I walk, how I shut myself up, how I roll down hills and climb up cliffs; how the new story is everywhere, heaving on the sea, flying with the clouds, blowing in the wind; how I settle to nothing’.

Dickens’s writing reaches across the years as only the greatest can. In another letter, written to his actor friend Macready the same year, Dickens wrote that he was constantly tempted  ‘to run out on the breezy downs here, tear up the hills, slide down the same and conduct myself in a frenzied manner, for the relief that only exercise gives me.’ I understand  the feeling: working hard makes me feel I need to take a trip to the gym myself to unwind.

Follow in Dickens's footsteps on a round trip walk to St Margaret's Bay starting from the National Trust White Cliffs Visitor Centre, just east of Dover Castle.

In a letter to his wife dated May 1856, Dickens told her that he ‘did nothing at Dover (except for Household Words), and have not begun Little Dorrit no. 8 yet (his novels were written and published in instalments). But I took twenty- mile walks in the fresh air and perhaps in the long run did better than if I had been at work’. It could almost have been written yesterday.

Until next time…

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 in words and pictures about things that matter in marketing.   Freelance assignments welcomed. Maybe you’re a business looking to capitalise on the opportunities that London 2012 or Dickens 2012 might bring to you. We’re flexible and versatile. If you’d like to discuss how we might be able to help you, please get in touch.

The Boundary London, voted best new hotel in London by Conde Nast Traveller in their 2010 hot list, is a member of Design Hotels. Conveniently located for the Olympic Park, but it has only 12 Conran designed rooms and suites. So perhaps it's to be expected that the accommodation is already closed out during July and August 2012.

Are you among those who were successful in obtaining tickets for London 2012? Well I’m afraid that you’ve now got another challenge  on your hands if you’re planning a visit to London during the games! If you’re travelling a fair distance to get to the Olympic Park, or any of the other venues in  London or elsewhere, you’d better get thinking about your strategy for finding accommodation.

In this post I’ve tried to take a realistic view about alternative strategies that I feel could have a realistic chance of success. Accommodation providers should already be making efforts to market their accommodation  availability during both games periods next year. In an unscientific straw poll I found that at this stage much already appears to be sold out .

You might want to consider planning how you (or your guests) are going to get to the games venues by public transport or otherwise, and find out whether a day trip is feasible. No doubt you can also appreciate why it’s already very much in the interest of all accommodation providers to research and publish information online and offline for visitors about likely journey times, the convenience of their location,and how to get to  2012 games venues by public transport.

If you need to stay over, here’s Visit London’s official accommodation finder for London 2012

Many of the evening sessions at The Olympic Park in London finish late – around 10pm, and it already looks as if most events will be sold out, so you can be almost sure that it’s going to be a battle to find accommodation, unless that is, you’ve already booked an official package available through Thomas Cook which guarantees you accommodation linked to tickets.

Favoured locations to stay in the London area
Given an unlimited budget and a free choice, in London I’d recommend looking to stay towards the east of London, or Docklands, and choosing The City, rather than the centre of the West End, in the months of July, August and September, when the weather in London generrally tends to be both hot and humid. Hotels in these areas should already be emphasising the benefits of their location in their marketing materials, and illustrating it in images.

As part of the deal for games ticket holders at London venues, those lucky people  will all get free travel on London public transport for the day of the event they hold tickets for, making location slightly less of a consideration, although they’ll still need to consider traffic and travel time to the venue involved. Here’s information about the area of London covered by a Games Travelcard on the day, which might allow people to widen their search area.

Other considerations

Another possible option for games ticket holders might be to narrow down their accommodation choice to a particular area that they favour, and then walk the streets on their next visit to London (well before the games), to try and find likely looking prospective accommodation. Accommodation providers may therefore find walk-ins by prospective guests enquiring about London 2012 will increase, and need to consider how to handle them.

Being near any sort of waterfront is clearly a good option for accomodation, but it is only likely to be available at a premium cost.Most people’s first choice is likely to be anything on or near any part of the River Thames, a canal, or a green space. Proximity to Hyde Park and all the games venues will probably cost people a premium, as will a position on or near water or any of the garden squares dotted about in Kensington, Pimlico or Belgravia. But you’ll be lucky to find any accommodation at all in London at the moment; because huge allocations have already been snapped up by the games organisers for officials, sponsors and competitors; and the balance is probably being held by tour operators for their regular clients on scheduled tours.

At this stage, the situation is likely to be the same in and around other games venues such as Weymouth (sailing), and Windsor (rowing). With football tickets so far proving less popular, you might be luckier in those cities where matches are being played – at the moment – but even there I wouldn’t wait too long!

Possible strategies

If a prospective guest is prepared to pay upfront, they might just get lucky by being persistant with the hotel(s) of their choice by contacting them direct, as soon as their date of stay is known.

The alternative is for them to hold their nerve, register  interest on any accommodation web sites or written waiting lists they can find, that will accept their expressions of interest; and be prepared to take a chance later, immediatelywhen contacted, if an opportunity should arise. You can bet that some unsold rooms are likely released from allocations nearer the time; but the chances are that rates will remain high, and only the less attractive locations, and probably only the lowest category rooms within each property, will have availability at the very last minute.

I’m not sure I’d rate my chances for rooms during the games being available on Late Rooms or Last Minute.com; but they too could be worth trying nearer the time, as could multiple chains such as Best Western, Holiday Inn Express, Premier Inn and Travelodge in locations with good rail connections into the capital.

Alternatives to hotels during London 2012

1. Stay with friends or relations near a games venue (offer to pay)
   
2. Consider a home exchange
3. Look at apartments
4. Contact property management companies offering rentals
5. Dip your toe into the waters of alternative accommodation providers that I’ve picked up from the media. These all come with a ‘health warning’ because I haven’t used any of them personally:
   Camp in my Garden ; Air Band B; self catering and camping in Lee Valley Parks ; Silver Door; Go Native; Glamping; http://www.bedandfed.co.uk/;

Good luck!

Can we help you with 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. Maybe you’re a business looking to capitalise on the opportunities that London 2012 might bring to you. We’re flexible and versatile. If you’d like to discuss how we might be able to help you with marketing, please get in touch.

PS To access a list of all my posts about the games, click on the words ‘London 2012′ under the heading ‘Tags’ on the right.

More information about The Boundary restaurant with rooms  in Shoreditch

Airline baggage restrictions mean that long haul travellers look for compact lightweight purchases such as tea towels, fridge magnets, maps, postcards, stickers, soft toys, costume jewellery and photos saved on CD or memory stick

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.

In the run up to 2012, increasing numbers of UK visitors are going to be looking for souvenirs to take home; but in addition, people who live in Britain are already on the lookout for attractive gift items to take to friends and relations overseas.

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.

The first Queensland floods, associated with Cyclone Tasha, swept down river valleys near Toowoomba, west of Brisbane, on 27th December 2010, when this picture was taken. Photo: Emma Cabot

Just one day later the same land was dry again; but, since this picture was taken, far worse flooding has hit the region around Toowomba once again, and reached the Queensland state capital of Brisbane, with events in both cities making front page headlines and leading stories on news bulletins around the world. Photo: Emma Cabot

The recent inland flash floods that have hit the Australian state of Queensland during the 2010/11 cyclone seasonhave emphasised the scale of the inundation to have affected ‘an area larger than France and Germany combined’.

Even the first floods immediately after Christmas (pictured above) were bad enough to be described by Queensland state Treasurer Andrew Fraser as a “disaster of biblical proportions”.

Last week, first Toowoomba,  the state capital of Brisbane, and many other communities in the centre and south east of the state have been hit by further major flooding events almost surpassing landmark 1974 floods.

The death toll has already reached 20; but many more are still missing, so the final toll is expected to rise futher.

Queensland Flood Disaster appeal

The Queensland Government has launched an appeal to help people affected by the central and south east Queensland floods. With many communities devastated and some families losing everything, everyone can help make a difference by donating to the official  Flood Relief Appeal

SCAMwatch is warning consumers to thoroughly check the legitimacy of charities when donating to help flood victims in  Queensland. I was impressed to find information about the SCAMwatch service in Australia, and its work to help prevent unscrupulous fraudsters from cashing in when they see an opportunity to rip people off, especially in such unfortunate circumstances. Other countries take note!

Bringing reality home

There are several aspects to the story of disaster that I want to explore; but firstly I have to declare a personal interest, because we have family in the area, so I’ve obtained permission to use some of their photos, and can quote from personal testimony. I’ll be travelling to Queensland myself later in the year, so although I’ll be able to see the reality for myself in due course, I’m talking now about my perceptions of the situation, as seen from afar.

Reading about the unfolding situation, first in increasingly worrying emails from relations, and then seeing the reality in their photos and watching newsreel videos in the media, has helped bring the full horror of natural disaster into our living rooms and onto computer screens far way, my own included.

As I worked on the draft of this post, I’ve found myself re- writing it almost daily over several  weeks as the story unfolded. Hindsight is a wonderful thing.

As a family we’ve watched ghastly footage of people stranded on car and house roofs; and seen live action of cars, boats, furniture  and trees being tossed about and crushed in raging flood water like mere toys. We’ve  watched desperate and dramatic rescues, and heart rending interviews with people who’ve lost everything, and seen horrific sights; but at least are alive.

Not everyone has been so lucky. One can only imagine the reality and horror of actually being there and experiencing it in person. Only this morning we heard from some relations that ‘it’s been horrible’, that they were ‘intact’; but that ‘that is a lot more than can be said for lots of other poor people, and lots and lots of animals of all kinds, wild, commercial and domestic.’

Suffering in such circumstances extends far beyond human beings, something that this disaster has really brought home to me personally. What’s really impressed me and everyone I know is the amazing resiliance and stoicism shown by the people of Queensland in coping with their exceptional recent circumstances.

How news editors interpret disaster

While it’s the job of news editors to make sure the news stories they cover provide accurate and reliable information to accompany arresting images that make people sit up and take notice, it’s quite another matter when you consider what individuals and business people think about being the focus of high profile international media coverage that has an immediate impact on their life or livelihood.

It’s a commonly used device by the media to explain the scale of a disaster with the aid of an analogy,  illustrating the size by comparing it to an equivalent more familiar to the audience. In the case of Queensland flooding the BBC in the UK talked about  ‘an area the size of France and Germany combined’ being affected.

While this may be useful for the authorities to help people understand the scale, it can potentially be misleading because, certainly in the case of flooding,  the worst damage is rarely evenly spread over a landscape. In Queensland this was the case. So in disaster situations, authorities might take more care over selecting apparently convenient soundbites about broadscale damage. With hindsight exaggeration can prove to  be particularly unwise,  especially when effects are  localised, and many areas escape unscathed.

From aerial views I’ve seen, although the worst of the Queensland flooding in the south east of the state was confined to river valleys, an additional problem was that the flow resulting from extremely heavy rainfall brought additional hazards by carrying many objects not secured in advance down intervening slopes from higher ground in uncontrollable torrents, that took the quickest route downhill irrespective of what was in their path, and areas previously thought safe suffered significant damage. See aerial views of Brisbane at the height of the flooding contrasted with the same view before the floods struck.

I fear that the general impression that the majority of television viewers took away from recent news coverage in the UK though, is that the entire state of Queensland was similarly affected to the places shown on screen.  This is because the majority of people haven’t made a study of hydrology, and don’t have a detailed knowledge of the geography of places on the other side of the world from the UK, such Queensland, Australia.

The effects of natural disaster on tourism
There’s no denying that tourism in Queensland has taken a severe battering this year, and I’m sure that it will take a very long time indeed for the worst affected places, and people, to recover, especially in places like Rockhampton, Ipswich, and Grantham, as well as in Toowoomba and Brisbane.

However it’s pleasing to see the upbeat approach on the home page of the official Queensland tourism website, which acknowledges the flooding with links to up to date factual information , but doesn’t make a huge issue of it.

There’s a lot at stake for the Queensland tourism industry which is an important contributor to the state economy. Read more about the effects of 2010/11 flooding events on tourism in Queensland.

With many people planning holidays in Queensland looking at dates a long time in advance, it’s important to present a positive face to the outside world. I like the idea that, in a new initiative, there are now live webcams on the official Cairns tourism website, in the almost unaffected tropical north of the state. Just bear in mind the time difference when tuning in, as they don’t all work when it’s dark!

Even in adversity, it’s important to try and look on the brighter side of things. Now lots more people in the world have heard about Queensland, perhaps for the first time(even if for the wrong reasons), or at least have been reminded about it: their curiosity may have been piqued. There really is a window of opportunity available for proactive PRs, to start beavering away to change back any negative perceptions, and remind people about the usually more favourable weather that can be expected in ‘the sunshine state’ of Australia at other times of year.

One of my favourite media relations tips is to never be afraid to tell the truth; but also to keep in mind this quote from Oscar Wilde, about the importance being selective:
‘the pure and simple truth is rarely pure and never simple’

Disaster recovery for accommodation providers

I have no wish to re-invent the wheel. In a recent article on the Hospitality Trends website about recovery from floods, fire and earthquake, Ken Burgin provides a range of practical tips about disaster recovery and contingency planning.. I dont want to sound trite in the context of Queensland floods,  but it provides food for thought, perhaps!

Can we help you?
Are you a business or organisation involved in the visitor economy that needs PR ideas to raise your profile, or improve perceptions, and secure media coverage to reach new prospective visitors or guests?

Manifold Associates could help you come up with compelling ideas, words and images that will encourage the world to beat a path to your door (as soon as it’s practicable) , or search for your business on the world wide web. If you run a small business we can also teach you the skills you need to manage your own PR and media relations campaigns in a professional manner.

Visit our website for more information about what we have to offer, including what customers think about our services as a UK based marketing consultancy.

The latest guest information from Best Western uses informal language and an engaging style. One thing's for sure - signage should always make a valid point, and be there for a good reason.

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…

Is there a point to crazy offers?

Tourism businesses sometimes need to take a risk and get innovative with their promotional ideas if they want to attract the more adventurous prospective customers. Here’s a selection of hotel offers at the more extreme end of the spectrum that take some beating.

While I don’t think that hoteliers expect many bookings from their crazier promotions; there’s no doubt that it gets them talked about, both online, and in the media generally! After all, the first stage in influencing a prospective customer favourably on behalf of a busness, is to create awareness that the business exists in the first place. Publicity stunts are designed to  attract media attention, and are frequently associated with photo or video opportunities, so perhaps they’re not quite such a crazy idea after all!

Publicity stunts that deserve attention

Air Portugal found it worked for them when they executed a well planned flash mob event at Lisbon Airport Christmas 2009 which helped put a smile of the face of their customers, and other weary air passengers. Look at their faces. Naturally, the event was filmed for posterity and the professionally edited results were posted onto You Tube, the video sharing web site. Meanwhile, in Belgium, flash mobs have been out ambushing rail passengers at Brussels and Antwerp train stations. Note how these events have also been posted onto You Tube too.  On You Tube visitors to the site rate the films they watch, and forward the best on to their friends, talk about them on Twitter,  insert links to them on their Facebook page, or recommend them on sites such as Digg.com. That’s how social media works. It’s what used to be called ‘word of mouth marketing’ – it just works a bit quicker and with much bigger numbers.

Just look at the number of views! As you can see from these examples, it’s not a bad idea if you’ve got a creative streak, to produce a video that illustrates your customers, or staff, or both, really enjoying themselves, even if they do need a bit of support from professional or enthusuiastic amateur actors, musicians or dancers. If the results are truly original and entertaining the results can spread online just like a virus; and that’s why such films are called viral videos.

Do you need help?

Are you a business or organisation involved in the visitor economy that needs help to boost awareness and is looking to secure more media coverage to reach prospective visitors or guests? Manifold Associates could help you come up with compelling ideas to encourage the world to beat a path to your door, or search for your business on the world wide web. We can also introduce you to our network of professonals, who make a living creating promotional video, if you don’t feel up to taking a DIY approach.

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

Sit on the bed and look in the mirror. This is what you see in a cabin set up as a twin, at Yotel Gatwick Airport, South Terminal.

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…