The summer holidays are nearly at an end, and the frenzy of last
minute back to school shopping is reaching fever pitch. This year has
seen one of the best summer periods from a weather point of view in a
good couple of years, much to the relief of many in business in the
tourism trade, and of course to holiday makers!
Coastal
areas in particular have seen a significant upturn in fortunes, as have
the larger attractions such as Oakwood Theme Park, Folly Farm Adventure
Park and Zoo, Heatherton World of Adventures and Anna's Welsh Zoo (Manor
House Wildlife Park) to name but a few. Whilst there may have been many
day trippers in the area, there have of course also been those staying
in the county as well, and so hotels, guest houses, B&B
establishments and of course pubs, restuarants and shops will have all
seen some boost as well. The self catering sector has been a little
different in that predicting bookings has been more challenging, as the
trend towards last minute booking continues to grow, but again, those
who have invested in marketing and online booking facilities will have
seen a healthy flow of visitors through the doors.
But how
can we maximise the opportunities presented by a good season?
Obviously, people who have visited and had a good time, nice weather and
received good service are going to be feeling quite favourable towards
the place, and more likely to consider returning in future. So, whilst
they have that warm glow from a good time, what can we do to perpetuate
that and secure that repeat business?
Many businesses hold
customer data in the form of mailing addresses or email addresses, but
then do nothing with it. This, and failing to collect the data in the first place, is possibly one of the biggest missed
opportunities we see. With freely available software like MailChimp
enabling you to create e-newsletters, target them towards specific
groups and monitor the responses, it is remarkably straightforward to
keep in touch with your customer, and send them newsy updates, and
special offers to entice them back through your door. Equally a simple
postcard or printed newsletter, whilst more costly, can also encourage
your visitor to remember you fondly, and feel that little bit 'special'
given that you've taken the time to get in touch.
Whether
you offer a simple 'book by x date to secure your break at 2013 prices'
or an additional night, a bottle of wine with dinner or a discount on a second stay in the same season, small gestures such as these, when
delivered with a distinctly personal touch can really make a huge
difference in terms of obtaining repeat business.
Whilst
we cannot guarantee the weather, a good experience this year, will
undoubtedly promote a positive response in the mind of the visitor. So
even if the weather next year isn't quite as warm, by being well
prepared with information about the 'all weather' attractions and
options for different groups of visitor, you can continue to add to the
positives that the visitor experiences. It really isn't rocket science!
Smiles, providing appropriate information, taking the time to listen and
sharing your good experiences with your visitors, all of which cost
next to nothing, can reap huge rewards in terms of the bookings diary
and end of season bank balance. What are you waiting for?!
Watch the BBC Wales News report on the summer season here.
Oakwood Theme Park
Folly Farm Adventure Park and Zoo
Heatherton World of Adventures
Anna's Welsh Zoo
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