SELLING IRELAND AND ADVENTURE EXPERIENCES ON THE INTERNATIONAL STAGE. - Keith McDonnell, Extreme Ireland - Cathy Wolfe, Connemara Wild Escapes
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1 SELLING IRELAND AND ADVENTURE EXPERIENCES ON THE INTERNATIONAL STAGE. - Keith McDonnell, Extreme Ireland - Cathy Wolfe, Connemara Wild Escapes
2 ...this is a story about a guy
3 ...who was addicted to the outdoors...yes this is Ireland
4 ...so he had a GREAT idea
5 ...he turned his PASSION into a BUSINESS
6 ...and has gone from here Started Hiking Tours in 2007 on part-time basis Diversified in 2010 to offer Day Tours to The Cliffs Of Moher and the Giants Causeway on a year round basis
7 ...to here ADVENTURE HIKING ALL Ireland INERNATIONAL Coach Tours 2 TOURISM OFFICES TRANSPORT ACCOMMODATION ACTIVITIES MEALS GUIDES
8 ...and now, where can we go? Top of the world!
9 Expensive to translate my Who can HELP? website Marketing
10 Expensive to translate my Who can HELP? website MaRKeting
11 me US you Selling Ireland as a destination... Partner with complimentary local product offerings It can only benefit you both!!
12 me US you Selling Ireland as a destination... Get out there... Talk to everyone... Continuously!!
13 World s leading online travel company Largest tour operator in Germany Proud to have +21,000 bookings every day Working with +2,000 travel agents & sales points
14 1. Difficult to get seen online OTAs have large $$$ budgets we can only dream of OTAs sell to millions of international tourists 2. Expensive to translate & create a multi-lingual website OTAs translate free of charge 3. International competition RESULTS OTAs sell by destination 30% of Extreme Ireland s bookings come from OTAs
15 You put in a lot of hard work & recognition comes down the line Ambassadorfor Ireland
16 Ambassadorfor Ireland
17 Ambassadorfor Ireland Same Issues Globally
18 Ambassadorfor Ireland
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22 Connemara Wild Escapes is a destination management / tour operator offering activity safari packages to the West of Ireland :- Walking Cycling Angling Adventure Leisure (History, heritage & culture, festivals, gardens, cruises, wellness, golf, equestrian, islands, wildlife, food, creative arts & crafts)
23 Background of both businesses, where they have come from, where they are at today Connemara Wild Escapes background Entrepreneurial background in strategy, marketing, advertising & sales Started as online tour operator selling multi day angling packages to Connemara Info deficit on activity packaged holidays wanted to make it easy to buy online Formed 2011, set up, website fail in 2011, redo of website plus expansion of product offering to include walking, cycling, leisure & adventure packages, First season Added 1 day packages. Destination management company Destination management tour operator selling west of Ireland. Focus on set up, sales & travel trade + Strategic alliances to consumer markets Defining channels-market, products and packages Targeting consumer market next Expanding to sell broader west of Ireland SELL, SELL, SELL! - Define correct buyers
24 Selling Ireland as an Adventure Destination on the International stage Define word Adventure = Soft adventure approx 70% of EXPERIENCES ATTA-Adventure experience=engagement with activity, landscape and local peoples Position and promote the Island of Ireland first Own destination and product offering second Suggestions on how best to sell Ireland: Ireland is on everyone s bucket list...!!! Know what other destinations offer and how to position your Ireland product USPs against the competition eg: Scotland Find out needs & expectations, then position your product accordingly, action the lead/sale or past the lead on!
25 Networking - Its importance nationally & internationally SME s have to learn to work with businesses that sell internationally Networking is so CRITICAL If you don t know how LEARN HOW effectively Referral is everything - both nationally and internationally. Know who you need to market to, research, attend & engage with both the national and international networking opportunities on offer. Opportunities arise in the strangest of places, certainly when you least expect it! Be prepared Be true to yourself, your product, your offering Know your product, your competition, trends, latest research, keep up to date & innovate
26 Being an Adventure Ambassador Learnings & the ATTA Summits Being an Adventure Ambassador is a huge privilege & opportunity:- Offers much opportunity to accredit your company & offerings, both nationally and internationally. Connemara Wild Escapes is also a Wild Atlantic Way (WAW) Ambassador ATTA Summit Switzerland 2012 (my 1 st ) Opportunity to learn and network with other Irish ambassadors Met like minded international tour operators, media who were interested in my destination within Ireland They understood more fully my various offerings Best sales lead opportunities so far Best networking opportunities so far
27 Being an Adventure Ambassador Learnings & the ATTA Summits ATTA Summit Switzerland 2013:- Work on existing networking contacts and leads developed from 2012 Targeting new leads and media opportunities Learnings and insights from the conference presentations Networking to build more relationships within the tribe of operators
28 Adventure travel, which represents 26% of global tourism is experiencing 17% annualised growth. Source ATTA We as adventure travel operators and suppliers have huge opportunity ahead! Make sure you are on board! Keep learning! Thank you
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