A Visitor’s Welcome to Britain

1. A Visitor’s Welcome to Britain November 2007

2. Setting the Scene….. • Welcome is an important consideration - given the approach of ‘London 2012’ • A first class welcome raise impressions of Britain • Anholt-GMI Nation Brand Index Survey: the UK only achieved an overall ranking of 17 (out of 35) • Wanted to explore welcome in Britain and the interplay between expectations and reality

3. Objectives….. • Provide a realistic portrait of the experiences of people during their time in the UK, with particular reference to welcome touch points. • Specific objectives are to:- • Understand the context of the trip and any • expectations pre travel • Explore how experience is interpreted and influences memory • Assess overall impression of the UK and how this compares to expectations in other countries

4. Our Visitors….. USA Spain Italy India China Germany Russia

5. Methodology…. Pre Trip Expectations - WM • Previous travel experience • Media Trip -1 week The UK experience Initial Impressions Post trip rationalisation Lasting Impression • Memories • What they are telling friends Trip + 3 weeks

6. Dimensions of Welcome Positive personal interactions ‘Be Welcomed’ greet Feel included ‘Feel welcomed’ accept See and experience good infrastructure Feel safe and reassured regard Welcome is a complex phenomenon determined by personal interactions and the environment

7. Visitors have 3 expectations of Britain The British The Culture TheCountry

8. Welcome in Britain? Overall, welcome can be divided into 2 main areas Professional Expectations are high Expect good infrastructure eg. Airport, transport Personal Quite low Efficient at best But perhaps off hand and even arrogant eg. pubs, asking in the street, B&B Needs to live up to expectations of efficient modern society Personal welcome offers more scope for impact

9. Visitor Touch Points……. TransportSystem Port of Entry Hotel B&B Authorities Restaurant Pub Shops Info centre Market Events and festivals Attractions Personal Professional

10. The Customer Journey….. BORDERS TICs Friends/ Relations DCMS Borders & Immigration ATOC Tourism Alliance Transport TFL People 1st UKvisas VisitBritain HMRC Taxis Visit London Websites Tourism Packagers Buses FCO LONDON 2012 BAA British Council Tourism SE Travel Agents Media Media UKTI Regions Scotland British Ports TV Wales Tourism For All UKinbound N.Ireland Baggage Handling Forum for the Future Police Motorway Services Tour Reps Toilets Shopping / BAA IN-DESTINATION ENTRY

11. Essential Touch Points….. Port of Arrival Transport Professional welcome Accommodation Eating out Professional and personal welcome

12. Ports of Arrival….. Vast majority arrived at a London airport Experience tended to be efficient, but not overly welcoming Positives Well signed Few experienced long queuing Help/ information available Good amenities No baggage issues Suggestions Positive UK imagery Personal welcome from all employees? ‘Greeters’ to utilise queuing time and maximise welcome Ensure efficiency Negatives Generic appearance Can feel dated and a bit staid Long queues for some Lots of walking Little forthright welcome Arrival is a time of excitement, providing key first impression. There is potential to embrace this opportunity further.

13. Transport…. Tube Staff praised Available and helpful Unreliable Hot and crowded Expensive Stairs/ luggage access Transport Ideal • Good network coverage • Reliability • Frequent • Well mapped • Available help • Good signage • Good value Train Long distance more accommodating Unreliable Expensive Lack info / assistance Bus 24 / 7 service More cost effective Unreliable Unclear (on board) Difficult at night

14. Accommodation…. • This is possibly the most important touch point • Experience is very budget dependent Low End Very inconsistent Can impress High End Comfortable Needs attended too Friendly and helpful Knowledgeable Accommodating Concierge a particular positive But often… Size of rooms Cleanliness Unfriendly Unhelpful Bad food Poor value Middle can also disappoint

15. Food….. English food better than reputation Prominent ‘food’ culture Plenty of variety Multicultural influences Service generally ok Versatile for budget Indian and Italian restaurants are felt more welcoming than English Variable service Rigid eating times Expensive Attitude to children ‘There’s a big Indian and Pakistani population, so it’s a good opportunity to try a spicy hot curry” Achille, Italy More could be done to promote the changing reality of food in the UK – if not British Food

16. Optional Touch Points… Pubs Bars, Clubs and Live Music Sport Shopping and Markets Take part and feel included Tourist Attractions Information Centres Professional welcome via infrastructure

17. Lasting Impressions….. Good Variety of things to do UK independence and uniqueness People are friendlier Pubs, pints and market Food Multicultural feel Parks Rural UK Free museums ‘Attention to detail’ Tourist friendly Less Good Expense Travel with kids Airports Queuing (Exit) Tube Some accommodation Balance sheet is strong, but not entirely positive

18. Impressions… Mismatch between expectation and reality Britain is more welcoming than previous thought Britain Reality Cognitive Dissonance Product Britain Perception Brand

19. Influences….. Brand Media TV, news media, literature, film, Internet … travel guides Word of mouth Most personally impactful and motivating Product Positive UK Experience

20. Improving the product welcome….. Essential to have a product that delivers against expectations of a global, modern destination Areas for improvement include: • Meeting efficiency expectations (particularly transport) • Highlighting cost effective solutions (travel) • Accreditation – reliable and welcoming accommodation • Staff training – understand the tourist experience • Maximising personal greeting • Better provision for families and children All framed within a welcoming environment Small ‘surprises’ can make a big impact

21. Improving the Brand welcome….. Multicultural The Modern British Britain2007 Food Real Britain

22. Thank you