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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 Forum

Hospitality Assured & Tourism Presentation

Friday 20 November 2009

Riddell Graham, Director of Strategic Partnerships

tourism what is it
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.


hospitality what is it
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.

importance of tourism the visitor economy to britain 2007
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)
tourism in scotland
Tourism in Scotland
  • £4.2 billion to Scottish economy
  • 200,000 jobs
  • 20,000 diverse businesses
  • Opportunity for all – everywhere
  • Sustainable
important factors when choosing scotland as a holiday destination 1
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)

satisfaction levels with these key factors 1
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)

customer service in accommodation total
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)

customer service in shops restaurants total
Customer Service In Shops / Restaurants Total

Comparison With Expectations

Exceeded 18%

Met 76%

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)

our profile
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

visitscotland s objectives
VisitScotland’s Objectives
  • Maximise the economic value of the brand
  • Inspire through information provision
  • Promote quality
  • Manage effectively
  • Generate income
visitscotland hospitality assured why
VisitScotland & Hospitality Assured – why?

Service and business excellence

Customer perspective

EFQM link


Leadership and management

Staff morale


customer focussed directorates
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


Greater customer awareness

One team approach

Continuous improvement

Pride – achievement

The way we now do things

issues and observations
Issues and observations
  • Assessment
  • Advice
  • Streamline
  • Simplify
  • Exam
  • Momentum
opportunities and challenges
Opportunities and challenges
  • Networking
  • HA Light
  • HA Plus
  • Name
  • Value
  • Participation
  • IoH = HA