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Hospitality Assured Forum Hospitality Assured & Tourism Presentation Friday 20 November 2009 Riddell Graham, Director of Strategic Partnerships Tourism – what is it? “

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Hospitality Assured Forum

Hospitality Assured & Tourism Presentation

Friday 20 November 2009

Riddell Graham, Director of Strategic Partnerships

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Tourism – what is it?

The activities of persons travelling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes not related to the exercise of an activity remunerated from within the place visited.


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Hospitality – what is it?

The very essence of tourism, involving the consumption of food, drink and accommodation in an environment away from the normal home base.

(S.J. Page 2009)

Care and kindness in welcoming strangers and guests.

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Importance of tourism (the visitor economy) to Britain (2007)

  • £52 billion (3.7% of GDP) direct contribution

  • 1.36 million jobs supported

  • £114 billion indirect economic impact (8.2% of GDP)

  • (Deloitte 2008)

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Tourism in Scotland

  • £4.2 billion to Scottish economy

  • 200,000 jobs

  • 20,000 diverse businesses

  • Opportunity for all – everywhere

  • Sustainable

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Important Factors When Choosing ScotlandAs A Holiday Destination (1)

Mean score

Q11: I would now like you to tell me on a scale of 1 to 5 where 1 is not important and 5 is very important, how important the following factors were to you personally when you chose Scotland as a holiday / short break destination?

Base: All respondents (651)

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Satisfaction Levels With These Key Factors (1)


Q12: I would now like you to tell me on a scale of 1 to 5 where 1 is not satisfied and 5 is very satisfied, how satisfied were you with the following factors?

Base: All respondents (651)

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Customer Service In Accommodation Total

Q19a: How did you expect to be treated at your accommodation?

Q19b: And how did you actually find it?

Base: All who stayed in ‘paid for’ accommodation and gave expectation and perception (499)

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Customer Service In Shops / Restaurants Total

Comparison With Expectations



Below 6%

Q36a: How did you expect to be treated and made to feel in shops, restaurants and other attraction prior to this visit?

Q36b: And how did you actually find it?

Base: All respondents (651)

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Our Profile

  • Employees- 800

  • Locations- Main offices, Edinburgh & Inverness, Regional offices – 8, Visitor information centres > 100

  • Visitor customers

    • database– 4 million

    • Information centre users- 5 million

    • Website- 12 million unique users

  • Business customers

    • Commercial- 11,000

    • Quality Assured- 9,000

  • Strategic partners

    • 32 local authorities

    • 129 MSPs

    • 40 Public agencies

    • 140 Key industry contacts

  • Budget 09/10

    Overall £72.2 m

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    VisitScotland’s Objectives

    • Maximise the economic value of the brand

    • Inspire through information provision

    • Promote quality

    • Manage effectively

    • Generate income

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    VisitScotland & Hospitality Assured – why?

    Service and business excellence

    Customer perspective

    EFQM link


    Leadership and management

    Staff morale


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    Customer-focussed Directorates

    Keep in touch






    Visitor Engagement

    Joining visitors with experiences

    Business Engagement

    Joining businesses with visitors

    Strategic Partners

    Making tourism everyone’s business

    Corporate Services

    Meeting the needs of internal customers

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    Greater customer awareness

    One team approach

    Continuous improvement

    Pride – achievement

    The way we now do things

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    Issues and observations

    • Assessment

    • Advice

    • Streamline

    • Simplify

    • Exam

    • Momentum

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    Opportunities and challenges

    • Networking

    • HA Light

    • HA Plus

    • Name

    • Value

    • Participation

    • IoH = HA

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    Thank you

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