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How to create attractive special offers to bring sales foward with Nicola Wilkinson

How to create attractive special offers to bring sales foward with Nicola Wilkinson

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How to create attractive special offers to bring sales foward with Nicola Wilkinson

  1. 1. NicolaWilkinson BSc,DipM BusinessDevelopmentManager Tourism,QualityandService How to create attractive special offers to bring sales forward
  2. 2. .. by a show of hands
  3. 3. What will be covered • Visitor trends • Packages and special offers • Upselling and cross-selling • Advertising • Any questions
  4. 4. Visitor Trends • Safer destinations • ‘Staycation’ - short-breaks close to home • Growth in Britons taking a holiday • Increase in domestic holidays
  5. 5. Visitor Trends - Booking Methods 0 10 20 30 40 50 60 70 80 Online Phone In person Someone else booked their holiday Booking Methods Over Past 12 Months
  6. 6. Visitor Trends - Booking Sources 51 44 23 45 42 47 0 10 20 30 40 50 60 Directly with Service Provider A General Holiday Booking Website Via A Travel Company Or Agent That Sells Holidays Abroad Uk Holidays
  7. 7. What is a Package? • Pre-arranged • Sold or offered at an inclusive price • Must last more than 24 hours or include an overnight stay • It must include at least 2 of the following: – Transport – Accommodation – Tourist Service or Activity
  8. 8. Creating a Package
  9. 9. Package Terms • What the Package includes • Cost of the package • When is the package valid to and from • Terms and conditions must be included within the description • How to redeem the package
  10. 10. What is a Special Offer? • Marketing term • Selling technique designed to acquire visitors with incentives • Unique opportunity – Save money through a reduced price or rate – Receive benefits, product or service
  11. 11. Why Visitors Book Packages and Special Offers? • Having everything taken care of • Best value option • Convenience • Desired all-inclusive option • Reputation of company • Financial protection
  12. 12. Visitisleofman.com 2650 3082 6753 7904 Nov-16 Dec-16 Jan-17 Feb-17 Special Offer Page Views
  13. 13. Creating a Special Offer • Identify gaps in your business calendar • Decide on your target market • Consider the ‘average length of stay’ • Create your special offer • Advertise your offer
  14. 14. Special Offer Terms • What the offer includes • Value of the offer • When is the offer valid to and from • Terms and conditions must be included within the description • How to redeem the offer
  15. 15. Advertising • Packages and Special Offers should be advertised in advance • Seasonal Special Offers • Vistisleofman.com website • Independent website • Social Media • Printed materials in your property • Email footer for all correspondence • Guest confirmations / receipts for repeat bookings • Word of mouth – local town, friends and family • Emails to previous guests
  16. 16. Upselling Upselling involves getting a customer to spend more on an existing purchase
  17. 17. Cross-selling Cross-selling involves selling ancillary products or services on top of the original purchase
  18. 18. Summary • Packages • Special Offers • Upselling • Cross-selling
  19. 19. Any questions?

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