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Plenumsforedrag ved Paul Easto 2. dag under konferansen "Fjord 2.0: Tematurisme for fremtiden".

Plenumsforedrag ved Paul Easto 2. dag under konferansen "Fjord 2.0: Tematurisme for fremtiden".

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  • Would enjoy learning more about the kinds of wilderness experiences Scotland has to offer.

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  • 1. CompanyLOGO 1
  • 2. 2
  • 3. 3
  • 4. 4
  • 5. 5
  • 6. 6
  • 7. Wilderness  Scotland  –  The  Essen3als   • Founded  in  2001   • Adventure  Travel  Company   • 1500  clients  in  2010;  average  stay  =  7  days   • Market  Posi3oning   7 • Opera3ng  in  the  Highlands  and  Islands  
  • 8. 8
  • 9. 9
  • 10. Product  Type  by  Revenue   7% 6% Group  Trips 10% 37% International Partner  Programmes Corporate 16% Tailor  Made 24% Self  Guided www.wildernessscotland.com 10
  • 11. Customer  Origin  by  Revenue   10% 3% 12% UK Europe North  America Rest  of  World 75% www.wildernessscotland.com 11
  • 12. Key  Success  Factors  &  Learnings   12
  • 13. 1.  Redefining  Scotland  as  a  Des3na3on   13
  • 14. 2.  The  Customer  Experience  is  Everything   14
  • 15. 3.  The  customer  knows  what  they  want          (most  of  the  3me…)   15
  • 16. 4.  Holis3c  &  Authen3c  Experiences   16
  • 17. 5.  Accessible  to  a  wide  range  of  customers   17
  • 18. 6.  Partnership  &  Collabora3on   18
  • 19. 7. Sustainability  and  Responsibility   19
  • 20. Challenges  &  Dilemmas  1.  Realising that most of your adventure is office based2.  Retaining Focus and Position3.  Seasonality4.  Managing the public/private interface5.  Competing in a highly fragmented industry 20
  • 21. Contact: paul@wildernessscotland.com 21