The Hebridean Way A MARKETEER’S DREAM

Anne Martin Marketing Officer  The Kintyre Way was established in 2006  Long Distance Walking Route in Argyll  87 fully waymarked miles  Runs from Tarbert in the north of the Kintyre peninsula to the Mull of Kintyre in the south.  2 year CCF Funding – route extension to 100 miles  Finishing point in main town of Campbeltown from April 2014  Our project is running until April 2015

A new market for you to target.  Visit Scotland planners estimate that by 2015 Walking Tourism is likely to contribute up to 22% of the overall UK tourism revenue in Scotland.  That’s almost ¼ of all revenue and over 4 million trips.  The Hebridean Way will be able to capitalise on this growing market opportunity.

The Facts  Walkers made 20 million day trips within Scotland in 2011  In 2011, UK based walkers made 4.8 million trips to Scotland and spent 23 million bed nights in the country.  The total spent by walkers on day visits to Scotland in 2011 was £1.3 billion.  Walking is the most popular nature-based activity for UK residents holidaying in Scotland  ** Source Visit Scotland

Who are they and where will they come from?

4 types of walkers  Committed Explorers (23%)  Part Time Explorers (18%)  Committed Wanderers (7%)  Part Time Wanderers( 33%)  Mixed group 19% with attributes of all 4 types

What do they want? Type Of Walker  Committed Explorer  Part Time Explorer  Committed Wanderer  Part Time Wanderer Like to stay  Campsites,bothies,functional places  B&B/guest- houses, like to have the whole Scottish experience.  B&B/guest-houses, less concerned about specifics.  Hotels/guest-houses and B&B’s. Like warmth and comfort

Why walk in Scotland?  The natural environment  Diversity of available walks throughout Scotland  The quality of the walks  Walking in Scotland lets people experience the culture, history and people that we have in abundance

Why walk the Hebridean Way?  The natural environment  Diversity of available walks throughout the islands  The quality of the walks  Walking in The Hebrides lets people experience the culture, history and people that you have in abundance.

Trends  Walkers most likely to be in the age group  UK demographic projections – by 2012 the over 50’s will make up 50% of the population.  High disposable income  They will use the internet to search and book.  77% of the adult population walk at least once a month for pleasure

Importance of walking to the trip  Main reason – 39%  One of the reasons – 40%  Minor reason – 18%  Not planned – 3%  Walkers are also looking to do other things on their trip.

Other activities

The Hebridean Way is a walkers paradise.  It can offer walkers the complete package.

The Hebridean Way The complete package Landscapes Stunning Beaches Big Skies Wildlife/sealife/birdlife Amazing views Heritage& Culture Steeped in tradition Gaelic Warm hospitality Food and Drink Music Archaeology Arts and Crafts Fishing Crofting Themes Iconic Remote Unique Challenge Achievement The Journey Exploring Life Changing Clean environment The island attraction

What the Hebridean Way offers your business.  Exposure to new markets  Increased visitor numbers  An alternative market  New types of customers  Extensions to the season  Ability to package offers – short breaks/themed breaks  New business opportunities  International visitors

Types of businesses who directly benefit  Accommodation providers at all levels  Food and drink  Taxi/Tours/ Transport  Baggage Handling  Campsites  Shops  Outdoor activities /equipment suppliers

Dispelling the myths  Walkers are just as likely to be found in a 4 star hotel or a remote bothy it just depends on the type of experience they want.

Target the market Identify the type of walker who would be interested in staying in your accommodation and target that group.

Dunultach B&B  “The Kintyre Way is one of the best things to have happened to Kintyre it has put us on the map both nationally and internationally”.  Elizabeth Ball  Dunultach B&B  Clachan 4 star B&B and Self Catering Village location On the Kintyre Way Walkers make a difference Walking Companies links Elizabeth’s “Top Tips”

McDonald Taxi Service  “I only advertise on the Kintyre Way website”  Mairi Graham Operating since 2007 Baggage Handling Initially approached by a walking company All co-ordinated by e mail Personal service Cyclists and Walkers Keen to “Island Hop” 90% Foreign walkers Increasing year on year

 “The Kintyre Way has enabled us to tap into a totally new market which we had previously not thought about”. Stuart Ellis Revenue Manager Machrihanish Dunes 5 star hotel American owned Focussing on the golfing market Approached by a walking company Now offering specialist packages to walkers

What you can do to attract walkers  Develop relationships with walking companies who will offer packages on the Hebridean Way  Offer themed packages – wildlife, archaeology, birdwatching  Get your website ready  Work with nearby attractions – create joint packages  Acquaint yourself with the route  Flexible meal times  Drying areas  Read the main walking publications – “get into their mindset!”

Develop relationships with walking companies

Top Tips  Identify which type of walkers would be interested in staying with you and target them  Walkers want to book on the internet – make sure you are there and appeal to your targets  Offer pick-ups for those without their own transport  Be enthusiastic about the other activities and attractions available in the area.  Be knowledgeable about the walk, it’s terrain and nearby facilities and attractions.  Link to the Hebridean Way website

Kintyre Way promotion this year

How we are promoting our route  Website –  Twitter and Facebook  Ad Campaign – The Great Outdoors (print and digital)  Cal Mac – Go Explore  Visit Scotland – Walk in Scotland  National leaflet distribution  BBC Landward programme  Glasgow City Sightseeing Bus Backs  Adopt a Waymarker sponsorship  Photographic competition  Journalist visits  BBC “Out of Doors”  Local Radio – weather sponsorship  Calendar

All marketing activity drives potential customers to our website. All of our Business members and the Kintyre community will benefit through higher visitor numbers and increased spend.

We estimate that between 1500 and 2000 walkers walk the route each year bringing in over £1million to the Kintyre economy.

The next steps for marketing the Hebridean Way  Website  Links to other walking sites  Links to other LDWR  Rucksack Readers/Footsteps Map  Business Membership  Contact with Walking Companies  Links with local & national media  Community involvement