Hospitality Assured & Tourism Presentation Friday 20 November 2009 Riddell Graham, Director of Strategic Partnerships Hospitality Assured Forum

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. (wto) “ “ Tourism – 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. “ “ Hospitality – what is it? “ “

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 £4.2 billion to Scottish economy 200,000 jobs 20,000 diverse businesses Opportunity for all – everywhere Sustainable

6 Important Factors When Choosing Scotland As A Holiday Destination (1) 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) Scenery The number of things to see and do Ease of travel to the destination Ease of travel around the area Attitude of the locals Culture and traditions History Quality of food Nature and wildlife Standard of accommodation Customer service Mean score

7 Scenery The number of things to see and do Attitude of locals Ease of travel around the area Customer service History Culture and traditions Ease of travel to the destination Standard of accommodation Natural and wildlife Opportunity to speak to locals 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) Mean

8 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) ExceededMetBelow Hotel (192) B&B / Guesthouse (196)24724 Hostel (29)31663 Camping (44)23752 Static caravan (8)1388- Rented / self catering (70)216414

9 Customer Service In Shops / Restaurants Total 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) Comparison With Expectations Exceeded18% Met76% Below 6%

Our Profile Employees 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 Maximise the economic value of the brand Inspire through information provision Promote quality Manage effectively Generate income

VisitScotland & Hospitality Assured – why? Service and business excellence Customer perspective EFQM link Quality Leadership and management Staff morale P.R.

Customer-focussed Directorates BookTravelStayTell Keep in touch Loo k 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

Impact Greater customer awareness One team approach Continuous improvement Pride – achievement The way we now do things

Issues and observations Assessment Advice Streamline Simplify Exam Momentum

Opportunities and challenges Networking HA Light HA Plus Name Value Participation IoH = HA

Thank you