WTM 2017 VisitGuernsey Seminar - Guernsey Trade Media

WTM 2017
VisitGuernsey
Seminar

Introduction
Welcome
Introduction to team

2017 overview
           2017 numbers to date
           2017 successes
           Guernsey in the press

Looking ahead to 2018
           What's new in 2018
           The Guernsey Literary & Potato
            Peel Pie Society
           Walking
           Heritage
           Food
           Cruise
Conclusion
Q&A

2017
overview

2017 numbers to date

                       • Visitors are up 6.4% YOY (Jan-Sept)

                       • This equates to 246,250 visitors

                       • Leisure visitors are up 9.3% YOY

                       • Business visitors are up 7.3% YOY

2017 successes
• Wellness
   • Natural assets make Guernsey ideal for escape
      and rejuvenation
   • Developed wellness product offering
   With activity and accommodation partners and off-
   island tour operators

• Short breaks market
    • 40% of our visitors prefer several short breaks
    • We’re shifting our model to support this change –
      higher rates, fewer nights

• Island hopping
     • Developing our island hopping product to make
       our islands more accessible
• Food
    • More restaurants and bars, new packages and a
      re-focused food festival

Guernsey in the press – 2017
 • We continue to amplify the profile of Guernsey in national and
   niche media
 • In 2017 we’ll have hosted 30 media – and we’re always looking
   for supportive partners

What’s new for 2018
  • Guernsey based blockbuster film
    hitting our screens in spring 2018!
     •   The Guernsey Literary & Potato Peel Pie
         Society
     •   A unique opportunity to tap into new
         audience groups and raise the profile of the
         islands

  • 2018 – Year of ‘Go Do’
     •   Aim to re-awaken the adventurer in all
         visitors
     •   Focus on key strategic themes – island-
         hopping, walking, heritage, food, wellness

The Guernsey Literary & Potato Peel Pie Society

  • Launch date confirmed for April 20 2018
  • Distributed by Studio Canal and directed
    by Mike Newell
  • Key focus for 2018 – represents a huge
    opportunity for all of us in the room
      • Expected 6-9% uplift in next two years

  • Additional budget secured to maximise
    this
      • Integrated marketing campaign – outdoor,
        television, digital, social
      • Collaborative marketing campaign with Studio
        Canal

The Guernsey Literary & Potato Peel Pie Society

             Campaign has already started with trade and agent focused
                           partnership with Travel GBI

How to get involved?

                       • Create dedicated packages and programmes
                       • Feature the film on your website and social
                         channels
                       • Hotels can devise themed dinners, guest
                         lecture talks and upsell on-island events
                         including guided walks
                       • Use the dedicated website to download
                         assets and information to use in your own
                         collateral / marketing
                       • We’re looking to tie up with you on consumer
                         promotions and competitions

2018 – Beaches and Island-Hopping

• 51% of our visitors state that they come for
  the beaches
• 45% state that the island-hopping offering is
  an influence
• We will maximise this with an all-year
  campaign with upweight in Q1 to help you
  generate bookings in your key sales period

2018 – Walking
•   Our scenery, cliff tops and bucolic inland make walking
    a popular pastime in Guernsey
•   64% of our visitors take self-guided walks during their
    visit
•   51% state it as being a big influence in visiting
•   We’re supporting and maximising this with product that
    represents a sales opportunity for you
     •    Spring Walking Festival 12-28 May
     •    Autumn Walking Festival 23 September – 8 October

2018 – Heritage
•   33% state that our unique history is
    a driver for them

•   Our Heritage Festival is a six-week
    opportunity to capitalise on this
    interest – 30 March – 10 May

•   2018’s festival will dovetail to the
    film

•   Our campaign to support this will
    run year round focusing on Q1 to
    secure all important early bookings

2018 – Food
•   Our food offering boosts the shoulder season with high-spend
    customers
•   New restaurants, artisan producers and the only hotel with its own
    gin distillery means Guernsey is now on the map as a food
    destination
•   Our food festival has gained traction in its three years
     •   Guernsey Food Festival – September
     •   Tennerfest – October / November

2018 – Cruise
                •   Award winning cruise destination -
                    Guernsey continues to be a desirable
                    port of call for those cruising the
                    British Isles
                •   Ongoing investment - developing
                    infrastructure for the cruise market
                •   Already 124 ships currently
                    scheduled for 2018
                •   This brings potential 133,000
                    passengers ashore
                •   Inaugural visits from 12 ships
                •   88 ships already booked for 2019
                •   Huge potential to convert cruise
                    passengers into repeat visitors

Conclusion

 • 2017 has been as strong year
 • April launch of film brings a unique opportunity for 2018
 • Increased budget will ensure this is maximised
 • Forward schedules for 2018 and 2019 means cruise will continue to be a key part of our
   growth strategy
 • Continued collaboration with you all is the key to success

Thank
 You!