Providing a Seamless Visitor Experience Tim Manson and Toni Frost Marketing Birmingham 9 th October 2008
World Class Visitor Experience 2005 restructured the business Developed a new three year business plan – E-commerce strategy – Re structured the Tourist Information Centres – Developed our call centre with CDM
Who are our Visitors Over 32 million visitors to the city – Business – Leisure – Visiting Friends and Relatives (VFR) * 56% of all visitors arrive by train this gives opportunities and challenges for a seamless journey
The start of the journey Pre-arrival In destination Post visit
Pre-arrival Web Call centre Bookability Market Segmentation E-newsletters Community Info – VFR Market
DEMOS CRM & CMS Leisure Tourism Consumer Website Partner Web/ CRS/3 rd Parties Business Tourism Packaging – Citybreaks Conference Registration Venue Finding – Chaser MIS Corporate Website Restaurant Booking – Livebookings Offer – Citybreaks Housing Bureau – ConferenceBookings
Online
Online – Business Tourism
Online – Leisure Tourism
Visit Campaign
Live & Learn Campaign
In destination New Media Wifi network Fiz – Visitor info – Things to do – Accommodation – Car parking – Travel
In destination Traditional TICs (650,000 visits) Call centre Hotels & other visitor Venues Customer facing staff Street wardens (27,228 interactions with the public)
DEMOS CRM & CMS Leisure Tourism Consumer Website Partner Web/ CRS/3 rd Parties Business Tourism Packaging – Citybreaks Conference Registration Venue Finding – Chaser MIS Corporate Website Restaurant Booking – Livebookings Offer – Citybreaks Housing Bureau – ConferenceBookings
Team Birmingham
Post trip Costumer satisfaction surveys e-newsletters Online feedback
DEMOS CRM & CMS Leisure Tourism Consumer Website Partner Web/ CRS/3 rd Parties Business Tourism Packaging – Citybreaks Conference Registration Venue Finding – Chaser MIS Corporate Website Restaurant Booking – Livebookings Offer – Citybreaks Housing Bureau – ConferenceBookings
Has it worked Over 32 million visitors to the city, a 5% increase Visitor spend of over £4.4 billion, a 11% increase Business Tourism worth £6.6 billion to the region City ranked best business environment in 2008
Achievements
Reputation Management TNS Perception Survey Results Year of survey Total % Increase Birmingham is …All respondents % All respondents Agree a leading European city % a city with world class arts & culture % a leading city for events and festivals % a city with vibrant nightlife % a great place for shopping % Birmingham as a place to visit % Birmingham as a place to do business %
Next Steps: Voice of Tourism In destination Work – Interconnect Gateways at Birmingham New Street and Birmingham International Airport Digital Signage and Way finding – Science City – NEC Partnership Programme – Conference Concierge Solution
Next Steps Cont’d Post trip – Online Product ratings/reviews Online – 3 rd party applications Bookability to partners through ‘iframes’ – Collaboration with districts
Providing a Seamless Visitor Experience Tim Manson and Toni Frost Marketing Birmingham 9 th October 2008