VisitScotland BTU
Customer Satisfaction
January 2007

Background & Objectives
• An update of the study conducted in 2005 and 2004 providing comparative data
• This presentation focuses on the 2006 findings, drawing comparisons with 2005 and 2004
data where relevant
• To track customer satisfaction levels by measuring;
Overall satisfaction
•
Satisfaction with specific aspects
•
Current perceptions of Scotland as a destination
•
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Method & Sample
• 250 x 12-20 minute telephone interviews between November and December 2006
• Interviewing conducting by BDRC Group’s telephone unit, Perspective MR
• Questionnaire similar to 2005, with modifications to reflect VSBTU’s current needs
NUMBER OF INTERVIEWS
Direct Intermediary Total
2006 2005 2004 2006 2005 2004 2006 2005 2004
Bookers 35 35 47 40 41 46 75 76 93
Enquirers 97 109 101 78 64 88 175 173 189
Total 132 144 150 118 105 134 250 249 284
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Methodological Issues
• Sample sourced from VSBTU’s database.
• In all, interviews were completed with:
169 organisations who had contacted the BTU
•
81 organisations which had been contacted by the BTU
•
• Results are sufficiently similar to allow us to present a composite view of all 250
respondents. Those who contacted the BTU were generally more positive in their views
and more likely to recommend/book events in Scotland.
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Profile Comparisons
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Profile Comparison: Overview
2006 2005 2004
%
Direct 53 58 53 Lower proportion of
Direct vs 2005
Intermediary 47 42 47
Total Bookers 30 31 33 Similar proportions
vs 2005
Total Enquirers 70 69 67
Direct Bookers 14 14 17 Constant
vs 2005
Intermediary Bookers 16 16 16
Direct Enquirers 39 44 36 Lower proportion of
Direct Enquirers vs 2005
Intermediary Enquirers 31 26 31
Base: All respondents 2006 (n = 250), 2005 (n = 249), 2004 (n = 284)
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Profile Comparison: Gender
FEMALE FEMALE
% Male Female 2005 2004
Total 29 71 68 70
(n = 250)
Direct 78 74
24 76
(n = 132)
Intermediary 35 65 55 66
(n = 118)
Bookers 33 67 64 73
(n = 75)
Enquirers 27 73 70 68
(n = 175)
•• Skew towards females in the sample stable and consistent with the
Skew towards females in the sample stable and consistent with the
industry environment
industry environment
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Profile Comparison: Number of business events planned each
year
MEAN MEAN
MEAN NUMBER OF EVENTS COMPANY PLAN ANNUALLY 2005 2004
=
Total 86 67
85
(n = 250)
Direct 56 47
47
(n = 132)
Intermediary = 126 89
125
(n = 118)
108 86
Bookers 95
(n = 75)
Enquirers 81 76 58
(n = 175)
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Profile Comparison: Number of business events planned each
year
MEAN NUMBER OF EVENTS PERSONALLY PLAN ANNUALLY
Total 59
(n = 250)
Direct 33
(n = 132)
Intermediary 89
(n = 118)
Bookers 78
(n = 75)
Enquirers 51
(n = 175)
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Profile Comparison: Number of delegates on last
enquiry
MEAN MEAN
MEAN NUMBER OF DELEGATES 2005 2004
Total 137 151
154
(n = 250)
Direct = 151 167
158
(n = 132)
Intermediary 118 132
150
(n = 118)
Bookers 128 188
173
(n = 75)
Enquirers = 141 130
144
(n = 175)
•• Mean numbers of events has remained stable, but …
Mean numbers of events has remained stable, but …
•• Mean number of delegates has increased year-on-year
Mean number of delegates has increased year-on-year
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Current Usage of BTU
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Length of Relationship with BTU: 2006 vs 2005
2005
%
26
Less than 1 yr 27 28
25
16
From 1 & up to 2 yrs 11 30
18
16
From 2 & up to 3 yrs 10
11
19
5
From 3 & up to 4 yrs 6
4
5
7
From 4 & up to 5 yrs 7
10
6
15
Over 5 yrs 10
6
20
15
9
Don’t know 31
7
All BTU contacted client All client contacted BTU
Composite Sample
•• Organisations that contacted BTU have aalonger relationship than those
Organisations that contacted BTU have longer relationship than those
contacted by the BTU
contacted by the BTU
Base: All those who were contacted by BTU 2006 (n = 81)
All those who contacted BTU 2006 (n = 169)
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Length of Relationship with BTU: Bookers vs Enquirers
%
2006 2005
4
8 9 12
15 18
16
10 8
19 Don’t know
15 7 6
9
14
5
Over 5 yrs 6
5
8
7 5 10
8 10
5 From 4 & up to 5 yrs
5 11
16 11 From 3 & up to 4 yrs
28 26
30
From 2 & up to 3 yrs
16
16 39
16 From 1 & up to 2 yrs
35
Less than 1 yr
29 28
26
19
13
Total Bookers Enquirers Total Bookers Enquirers
(n = 250) (n = 75) (n = 175) (n = 249) (n = 76) (n = 173)
•• The 2006 sample have aamore established relationship with BTU than those in the
The 2006 sample have more established relationship with BTU than those in the
2005 sample
2005 sample
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Frequency of Use in last 12 months: Bookers vs
Enquirers
2005
2006
%
MEAN 2006 3.4 4.2 2.9 MEAN 2004
3.5 4.2 3.2 3.4 4.9 2.7 MEAN 2005
13 13 13 16
24 28
3
4 5
9
11 13
16 5
Don’t know 1
4
14 6 11
15
10
10+ times 12
17
17
6-10 times
35 30
34 4-5 times 31
33
2-3 times 33
Once
27 27
24 22
15 11
Total Bookers Enquirers Total Bookers Enquirers
(n = 250) (n = 75) (n = 175) (n = 249) (n = 76) (n = 173)
•• Mix of one-off enquiries and more regular contact
Mix of one-off enquiries and more regular contact
•• Bookers have more regular contact with the BTU than Enquirers
Bookers have more regular contact with the BTU than Enquirers
•• Overall frequency of use has remained stable since 2004
Overall frequency of use has remained stable since 2004
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Length of Relationship with BTU: Direct vs Intermediary
%
2006 2005
3
9
10
12 14
15
15
10
6
19 Don’t know
19 8
15 7 6
3
6 9
Over 5 yrs 5
8
7 7 10
2
5 8 From 4 & up to 5 yrs 17
14
16 36
From 3 & up to 4 yrs
19 30
13 22
From 2 & up to 3 yrs
16
19 From 1 & up to 2 yrs
33 29
28 27
26 Less than 1 yr
17
Total Direct Intermediary Total Direct Intermediary
(n = 250) (n = 132) (n = 118) (n = 249) (n = 144) (n = 105)
•• Length of relationship with BTU among Direct customers more polarised than
Length of relationship with BTU among Direct customers more polarised than
among Intermediaries
among Intermediaries
•• 2006 Direct sample more polarised in length of relationship compared to 2005
2006 Direct sample more polarised in length of relationship compared to 2005
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Frequency of Use in last 12 months: Direct vs Intermediary
2005
2006
%
3.4 2.8 4.0
MEAN 2006 MEAN 2004
3.5 3.0 4.0 3.4 3.1 3.7 MEAN 2005
12
13 13
14
24
4 2 5 32 7
8
11 14 10
5
Don’t know
14 6 3
15 3 13
10+ times
16 12
12
6-10 times
31
34 4-5 times 35
31 28
38
2-3 times
Once
32
24 22 22 22
14
Total Direct Intermediary Total Direct Intermediary
(n = 250) (n = 132) (n = 118) (n = 249) (n = 144) (n = 105)
•• Mix of one-off enquiries and more regular contact
Mix of one-off enquiries and more regular contact
•• Overall frequency of use has remained stable since 2004
Overall frequency of use has remained stable since 2004
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Events booked following contact with BTU
%
Composite Sample 30 70
Not
(n = 250)
Contacted BTU Booked Booked
2006
All BTU contact client 7 Once 16 35
93
(n = 81)
2-5 times 49 44
All client contacted BTU 5+ times 23 13
41 59
(n = 169)
Not
Booked Booked
Once 11 27
2005
All client contacted BTU 2-5 times 50 40
31 69
(n = 249)
5+ times 24 5
Not
Booked Booked
All client contacted BTU
2004
33 67 Once 19 36
(n = 284)
2-5 times 50 48
Event booked Event not booked 5+ times 22 9
•• Customers with more regular contact showed higher propensity to book
Customers with more regular contact showed higher propensity to book
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Frequency of Booking Business Events in last 12
months
2006 2005
%
5.0 4.1 5.9 MEAN 2004
MEAN 2006 4.1 1.8 6.2 4.3 3.3 5.1 MEAN 2005
7
10
13 13 14
20
6 22
16
12 3
9
Don’t know
22
9 5
10 6 5
11 6
10+ times
12 15
14
17
6-10 times 24
18
19
29
4-5 times
69
2-3 times 43
25
35 32
22
Once
6
Total Direct Intermediary Total Direct Intermediary
(n = 68) (n = 32) (n = 36) (n = 76) (n = 35) (n = 41)
•• On average four events were booked in the last year, consistent with that recorded in 2005
On average four events were booked in the last year, consistent with that recorded in 2005
•• On average 85 events are planned aayear with Scotland only having an average 44events, thus huge potential
On average 85 events are planned year with Scotland only having an average events, thus huge potential
exists
exists
•• To maximise this potential, Scotland needs to be kept top of mind with constant reminders
To maximise this potential, Scotland needs to be kept top of mind with constant reminders
•• Intermediaries book more events in Scotland than direct contacts, as seen previously…
Intermediaries book more events in Scotland than direct contacts, as seen previously…
•• And the frequency with which Intermediaries booked events in the last 12 months is higher than that recorded in
And the frequency with which Intermediaries booked events in the last 12 months is higher than that recorded in
2005 and 2004, whilst Direct bookings in the last 12 months has fallen year-on-year
2005 and 2004, whilst Direct bookings in the last 12 months has fallen year-on-year
Base: All those who have booked an event 2006 (n = 75); 7 not asked question
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Overall influence of BTU in decision to book: 2006
%
NOTE: Low base size (n == 49)
NOTE: Low base size (n 49)
24 31 45 5.8
TOTAL
Very influential Quite influential Not Very/Not at all influential
•• Approximately aaquarter (24%) of bookers felt that the BTU were very influential in their decision to
Approximately quarter (24%) of bookers felt that the BTU were very influential in their decision to
book
book
•• Decision to book likely to be owing to aamultitude of factors e.g. budget, capacity, availability, BTU
Decision to book likely to be owing to multitude of factors e.g. budget, capacity, availability, BTU
needs to ensure wherever possible that ititis able to communicate and meet the requirements of
needs to ensure wherever possible that is able to communicate and meet the requirements of
potential bookers in each of these key areas
potential bookers in each of these key areas
Base: All those who have booked a business event in Scotland, excluding don’t know ratings (n = 49)
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Satisfaction
with
Events Held in Scotland
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Satisfaction with Transportation
NOTE: Low base size (n == 37)
NOTE: Low base size (n 37)
%
7.5
Ease of
getting to 7.6
Scotland
8.2
7.3
Ease of getting
7.3
around Scotland
7.9
Mean 2006 Mean 2005 Mean 2004
•• Ease of getting to and travelling around Scotland scores well, peace of mind for
Ease of getting to and travelling around Scotland scores well, peace of mind for
VisitScotland since this is an aspect over which they have little control
VisitScotland since this is an aspect over which they have little control
•• Promotion of Scotland as an accessible area needs to be translated into actual
Promotion of Scotland as an accessible area needs to be translated into actual
experience so as not to fall short of expectations
experience so as not to fall short of expectations
Base: All those whose event has already taken place 2006 (n = 37)
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Satisfaction with Accommodation
NOTE: Low base size (n == 37)
NOTE: Low base size (n 37)
%
7.6
Quality of
8.1
accommodation
8.2
7.4
Capacity of
8.1
accommodation
8.1
7.3
Catering at
8.0
accommodation
8.2
7.5
Helpfulness of
8.3
staff at hotels
8.1
Mean 2006 Mean 2005 Mean 2004
•• Lower mean scores for each aspect of accommodation compared to 2005 and 2004
Lower mean scores for each aspect of accommodation compared to 2005 and 2004
•• High expectations surrounding accommodation, potential for this to be the ‘make or mar’
High expectations surrounding accommodation, potential for this to be the ‘make or mar’
of the experience
of the experience
Base: All those whose event has already taken place 2006 (n = 37)
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Satisfaction with Venues
NOTE: Low base size (n == 37)
NOTE: Low base size (n 37)
%
7.6
Quality of
8.2
venues
8.2
7.5
Capacity of
8.0
venues
8.2
7.5
Catering at
8.1
venues
7.7
7.8
Helpfulness of
8.4
staff at venues
8.2
Technical 7.4
support at 7.6
venues 7.4
Mean 2006 Mean 2005 Mean 2004
•• Lower mean scores for each aspect of the venues rating compared to 2005 and 2004
Lower mean scores for each aspect of the venues rating compared to 2005 and 2004
•• Again there will be high expectations surrounding the venue itself, important that the
Again there will be high expectations surrounding the venue itself, important that the
venues in Scotland meet the standards seen elsewhere in the UK
venues in Scotland meet the standards seen elsewhere in the UK
Base: All those whose event has already taken place 2006 (n = 37)
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Satisfaction with Other Features
NOTE: Low base size (n == 37)
NOTE: Low base size (n 37)
%
8.2
Incentive
7.8
programme
activities
8.3
8.1
Quality team 7.8
building activities
8.3
8.6
Service provided by
8.9
Scottish-based PCO
or DMC
8.6
7.7
7.7
Value for money
7.6
Mean 2006 Mean 2005 Mean 2004
Base: All those whose event has already taken place 2006 (n = 37)
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Overall Satisfaction with Event
NOTE: Low base size (n == 37)
NOTE: Low base size (n 37)
% MEAN
2006 8.1
76 19 5
TOTAL 2005 75 21 8.3
4
2004 82 18 8.4
7.8
71 24 6
2006
71 29 8.2
DIRECT 2005
86 14 8.6
2004
80 15 5
2006 8.4
INTERMEDIARY 79 14
2005 7 8.4
75 25
2004 8.2
Very satisfied Quite satisfied Not Very/Not at all satisfied Don’t know
•• Satisfaction levels are very high and have been maintained year-on-year, although
Satisfaction levels are very high and have been maintained year-on-year, although
the proportion overall very satisfied remains below those recorded in 2004
the proportion overall very satisfied remains below those recorded in 2004
Base: All those whose event has already taken place 2006 (n = 37)
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Facilities, Services & Entertainment: Suggested Improvements
%
Be varied, at the moment
we have made a booking
for people who want a
No improvements needed/satisfied 8 country house instead of a
with what they are doing
hotel, so if they could have
Getting to and from
a wide selection of options
Improve staff/better Scotland from more remote
3
staff training areas of the UK is quite
difficult in some cases
Improve
3
catering
Wider selection of venues 3 Always provide us with
(size and type)
well trained professional
staff in every venue
Improve access
3
to Scotland
Provide bigger hotels and
Other 14
bigger venues, because if
you have a big group it can
be very difficult
Don’t
65
Know
Base: All those whose event has already taken place 2006 (n = 37)
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Likelihood to Re-use
Likelihood to Recommend
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Likelihood of Considering Scotland: Bookers vs
Enquirers
MEAN
LIKELIHOOD OF CONSIDERING WHEN PLANNING FUTURE EVENTS
%
TOTAL 2006 55 18 17 7.6
9
8.5
2006 65 17 7 11
BOOKERS
ENQUIRERS 2006 52 18 22 9 7.3
Extremely likely Quite likely Unlikely/not at all likely Don’t know
•• 73% were likely to consider Scotland when planning business events in the future, with 88
73% were likely to consider Scotland when planning business events in the future, with
out of 10 bookers likely to do so
out of 10 bookers likely to do so
•• 22 in 10 enquirers were unlikely to consider Scotland ~~ exploring why could further
in 10 enquirers were unlikely to consider Scotland exploring why could further
understanding of barriers
understanding of barriers
Base: Total 2006 (n = 250): Bookers (n = 75); Enquirers (n = 175)
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Likelihood of Considering Scotland: Direct vs Intermediary
LIKELIHOOD OF CONSIDERING WHEN PLANNING FUTURE EVENTS
% MEAN
TOTAL 2006 55 18 17 9 7.6
48 20 23 7.1
2006 9
DIRECT
INTERMEDIARY 2006 65 14 11 8.3
9
Extremely likely Quite likely Unlikely/not at all likely Don’t know
•• Intermediaries demonstrate greater likelihood of considering Scotland in the future than
Intermediaries demonstrate greater likelihood of considering Scotland in the future than
Direct BTU users
Direct BTU users
Base: Total 2006 (n = 250): Direct (n = 132); Intermediary (n = 118)
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Likelihood of Booking Events in Scotland: Bookers vs Enquirers
% LIKELIHOOD OF BOOKING BUSINESS EVENTS IN MEAN
SCOTLAND IN NEXT 12 MONTHS
TOTAL 2006 48 8 33 12 6.7
67 7 17 8.1
2006 9
BOOKERS
ENQUIRERS 2006 39 8 40 6.0
13
Extremely likely Quite likely Unlikely/not at all likely Don’t know
•• Bookers more likely to book business events in Scotland in the next 12 months
Bookers more likely to book business events in Scotland in the next 12 months
~~suggestion of loyalty to brand?
suggestion of loyalty to brand?
Base: Total 2006 (n = 250): Bookers (n = 75); Enquirers (n = 175)
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Likelihood of Booking Events in Scotland: Direct vs Intermediary
% LIKELIHOOD OF BOOKING BUSINESS EVENTS IN MEAN
SCOTLAND IN NEXT 12 MONTHS
TOTAL 2006 48 8 33 12 6.7
38 6 45 5.8
2006 11
DIRECT
INTERMEDIARY 2006 58 9 20 7.7
13
Extremely likely Quite likely Unlikely/not at all likely Don’t know
•• Intermediaries demonstrate greater likelihood of booking events in Scotland in the next 12
Intermediaries demonstrate greater likelihood of booking events in Scotland in the next 12
months than Direct BTU users
months than Direct BTU users
Base: Total 2006 (n = 250): Direct (n = 132); Intermediary (n = 118)
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Perceptions of Scotland
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Perceptions Of Scotland
MEAN MEAN
2005 2004
Scotland has dramatic landscapes 9.2 9.3
9.1
Scotland has warm & welcoming people 8.3 8.5
8.4
Scotland has unique venues 8.2 8.2 8.2
Scotland takes good care of its natural environment 7.9
Scotland has the best golf in the world 7.7 7.7 7.6
Scotland has a thriving economy & strong business community 7.2
Scotland is easy to get to 7.1 7.3 7.5
Scotland has a tradition of innovation 6.9 7.0
7.0
Scotland is at the leading edge of technology 6.4
•• Scotland is strongly associated with dramatic landscapes and welcoming people
Scotland is strongly associated with dramatic landscapes and welcoming people
•• ItItis also recognised as aaplace with unique venues ~~an important differentiator
is also recognised as place with unique venues an important differentiator
•• However, less evident is its innovation and technological capabilities
However, less evident is its innovation and technological capabilities
•• Scotland as aa place that is easy to get to also receives lower ratings, although this is
Scotland as place that is easy to get to also receives lower ratings, although this is
perception rather than experience. Promoting the range of fast/direct transport links to
perception rather than experience. Promoting the range of fast/direct transport links to
Scotland will help to address this perception
Scotland will help to address this perception
Base: All respondents 2006 (n = 250), 2005 ( n= 249), 2004 (n = 284)
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Perceptions Of Scotland: Bookers vs Enquirers; Direct vs Intermediary
Bookers vs Enquirers Direct vs Intermediary
9.1 9.2
Scotland has dramatic landscapes
9.2 9.1
8.5 8.3
Scotland has warm & welcoming people
8.3 8.5
8.4 8.1
Scotland has unique venues
8.1 8.3
Scotland takes good care 7.8 8.0
of its natural environment 8.0 7.8
7.6 7.7
Scotland has the best golf in the world
7.8 7.7
7.2 7.2
Scotland has a thriving economy
& strong business community 7.2 7.3
7.4 7.1
Scotland is easy to get to
6.9 7.0
7.3 6.9
Scotland has a tradition of innovation
6.9 7.1
6.7 6.4
Scotland is at the leading edge of technology
6.3 6.4
Bookers Enquirers Direct Intermediary
Base: Total 2006 (n = 250): Bookers (n = 75); Enquirers (n = 175); Direct (n = 132); Intermediary (n = 118)
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Drivers of Satisfaction
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Correlation analysis - Introduction (1)
• BDRC’s statistical consultants have calculated the correlation between each rating scale
on the survey and
Satisfaction with event in Scotland
•
Likelihood of using Scotland for future events
•
• These correlation factors measure importance of each rating scale
• The next charts show how closely these rating scales correlate with relevant KPIs
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Extent to Which Factors Drive Overall Satisfaction with
Event in Scotland
0.80
Quality of team-building activities
0.75
Helpfulness of staff at conference venues
0.74
Quality of conference venues
0.60
Technical support at conference venues
0.48
Value for Money
0.43
Capacity of accommodation
0.40
Quality of accommodation
0.38
Catering at conference venues
0.37
Quality of incentive programme activities
0.36
Catering at accommodation
0.35
Ease of travelling around Scotland
0.31
Helpfulness of staff at the hotel (s)
0.27
Ease of getting to Scotland
0.19
Capacity of conference venues
Service provided by PCO / DMC -0.03
•• Three of the top four focus on venues
Three of the top four focus on venues
•• Accommodation and activities are of middling importance
Accommodation and activities are of middling importance
•• Travel issues are far down the list
Travel issues are far down the list
Red bars are significant at 95%
Regression : Correlation Scores (max = 1)
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Extent to Which Factors Drive Likelihood of Using Scotland
for Future Events
0.52
Helpfulness of staff at conference venues
0.52
Quality of incentive programme activities
0.39
Quality of team-building activities
0.36
Ease of travelling around Scotland
0.34
Technical support at conference venues
0.34
Service provided by PCO / DMC
Helpfulness of staff at the hotel (s) 0.29
0.29
Value for Money
Quality of conference venues 0.21
Catering at accommodation 0.21
Catering at conference venues 0.19
Capacity of conference venues 0.11
Ease of getting to Scotland 0.03
Quality of accommodation -0.07
Capacity of accommodation -0.17
•• While there was some diversity of importance, none of the
While there was some diversity of importance, none of the
importance scores was significant, implying that there may be aa
importance scores was significant, implying that there may be
good degree of volatility in these responses.
good degree of volatility in these responses.
Red bars are significant at 95%
Regression : Correlation Scores (max = 1)
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Correlation analysis - Introduction (2)
• The scatter chart that follows plots the rating scores against the correlation factors (which
indicate importance).
• These charts indicate where management priorities may be set:
PRIME FOCUS where importance is high, but scores are low
1.
High scores and high importance are points where standards MUST NOT SLIP
2.
High scores and low importance can be given LOWER PRIORITY, invested in when
3.
all the more pressing needs have been addressed
Where both scores and importance are both low the management imperative is to
4.
AVOID “ACCIDENTS”
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Areas for Focus - Impact on Overall Satisfaction with
Event in Scotland
9
LOW IMPORTANCE, HIGH SCORE HIGH IMPORTANCE, HIGH SCORE
Service provided
Average score (out of 10)
by PCO/DMC
Quality of incentive
programme activities
Quality of
team-building
activities
8
Helpfulness of staff at
conference venues
Value for Quality of
Quality of
money conference
Ease of getting accommodation
venues
to Scotland
Capacity of Catering at
conference venues conference venues
Helpfulness of
Capacity of
staff at the Technical support
accommodation
hotel(s) at conference venues
Catering at
Ease of travelling
around Scotland accommodation
LOW IMPORTANCE, LOW SCORE HIGH IMPORTANCE, LOW SCORE
7
-0.4 -0.2 0 0.2 0.4 0.6 0.8
Derived (modelled) importance
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Summing Up
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Summing up
• The average number of events planned in 2006 is stable after a rise between 2004 and
2005.
The gap in number of events planned is closing as between bookers and enquirers
•
for events in Scotland, suggesting that there may be more competition in the market
as bookings spread through a wider range of firms.
• The mean number of delegates is rising…
…tentatively suggesting some renewed confidence among clients staging bigger
•
events or being more willing to allow attendance at association or commercial events.
• Bookers were more likely to consider Scotland than enquirers; Intermediaries were
more likely to consider Scotland than directs
• Events in Scotland were again rated as highly as in 2005, though there was no
return to the even higher levels of 2004.
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