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Providing a Seamless Visitor Experience

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

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Providing a Seamless Visitor Experience

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  1. Providing a Seamless Visitor Experience Tim Manson and Toni Frost Marketing Birmingham 9th October 2008

  2. 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

  3. 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

  4. The start of the journey • Pre-arrival • In destination • Post visit

  5. Pre-arrival • Web • Call centre • Bookability • Market Segmentation • E-newsletters • Community Info • VFR Market

  6. Housing Bureau – ConferenceBookings DEMOS Packaging – Citybreaks Business Tourism Conference Registration Offer – Citybreaks Leisure Tourism CRM & CMS Venue Finding – Chaser Restaurant Booking – Livebookings Corporate Website Partner Web/ CRS/3rd Parties Consumer Website MIS

  7. Online

  8. Online – Business Tourism

  9. Online – Leisure Tourism

  10. Visit Campaign

  11. Live & Learn Campaign

  12. In destination New Media • Wifi network • Fiz • Visitor info • Things to do • Accommodation • Car parking • Travel

  13. In destination Traditional • TICs (650,000 visits) • Call centre • Hotels & other visitor Venues • Customer facing staff • Street wardens (27,228 interactions with the public)

  14. Housing Bureau – ConferenceBookings DEMOS Packaging – Citybreaks Business Tourism Conference Registration Offer – Citybreaks Leisure Tourism CRM & CMS Venue Finding – Chaser Restaurant Booking – Livebookings Corporate Website Partner Web/ CRS/3rd Parties Consumer Website MIS

  15. Team Birmingham

  16. Post trip • Costumer satisfaction surveys • e-newsletters • Online feedback

  17. Housing Bureau – ConferenceBookings DEMOS Packaging – Citybreaks Business Tourism Conference Registration Offer – Citybreaks Leisure Tourism CRM & CMS Venue Finding – Chaser Restaurant Booking – Livebookings Corporate Website Partner Web/ CRS/3rd Parties Consumer Website MIS

  18. 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

  19. Achievements

  20. Reputation Management TNS Perception Survey Results 2005 - 2008

  21. 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

  22. Next Steps Cont’d • Post trip • Online Product ratings/reviews • Online • 3rd party applications • Bookability to partners through ‘iframes’ • Collaboration with districts

  23. Providing a Seamless Visitor Experience Tim Manson and Toni Frost Marketing Birmingham 9th October 2008

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