The Hebridean WayA MARKETEER’S DREAM

Anne MartinMarketing Officer

The Kintyre Way was established in 2006

Long Distance Walking Route in Argyll

87 fully waymarked miles

Runs from Tarbert in the north of the Kintyre peninsula to the Mull of Kintyre in the south.

2 year CCF Funding – route extension to 100 miles

Finishing point in main town of Campbeltown from April 2014

Our project is running until April 2015

A new market for you to target.

Visit Scotland planners estimate that by 2015 Walking Tourism is likely to contribute up to 22% of the overall UK tourism revenue in Scotland.

That’s almost ¼ of all revenue and over 4 million trips.

The Hebridean Way will be able to capitalise on this growing market opportunity.

The Facts

Walkers made 20 million day trips within Scotland in 2011

In 2011, UK based walkers made 4.8 million trips to Scotland and spent 23 million bed nights in the country.

The total spent by walkers on day visits to Scotland in 2011 was £1.3 billion.

Walking is the most popular nature-based activity for UK residents holidaying in Scotland

** Source Visit Scotland

Who are they and where will they come from?

4 types of walkers

Committed Explorers (23%)

Part Time Explorers (18%)

Committed Wanderers (7%)

Part Time Wanderers( 33%)

Mixed group 19% with attributes of all 4 types

What do they want?

Type Of Walker Committed Explorer

Part Time Explorer

Committed Wanderer

Part Time Wanderer

Like to stay Campsites,bothies,functional

places

B&B/guest- houses, like to have the whole Scottish experience.

B&B/guest-houses, less concerned about specifics.

Hotels/guest-houses and B&B’s. Like warmth and comfort

Why walk in Scotland?

The natural environment

Diversity of available walks throughout Scotland

The quality of the walks

Walking in Scotland lets people experience the culture, history and people that we have in abundance

Why walk the Hebridean Way?

The natural environment

Diversity of available walks throughout the islands

The quality of the walks

Walking in The Hebrides lets people experience the culture, history and people that you have in abundance.

Trends

Walkers most likely to be in the 45 -65 age group

UK demographic projections – by 2012 the over 50’s will make up 50% of the population.

High disposable income

They will use the internet to search and book.

77% of the adult population walk at least once a month for pleasure

Importance of walking to the trip

Main reason – 39%

One of the reasons – 40%

Minor reason – 18%

Not planned – 3%

Walkers are also looking to do other things on their trip.

Other activities

Visit castles/interest

visit cities/towns

view wildlife

visit distilleries

outdoor activities

visit friends/relatives

camping

golf

other

0% 10% 20% 30% 40% 50% 60% 70%

The Hebridean Way is a walkers paradise.

It can offer walkers the complete package.

The Hebridean WayThe complete package

LandscapesStunning Beaches

Big Skies

Wildlife/sealife/birdlife

Amazing views

Heritage& CultureSteeped in tradition

Gaelic

Warm hospitality

Food and Drink

Music

Archaeology

Arts and Crafts

Fishing

Crofting

ThemesIconic

Remote

Unique

Challenge

Achievement

The Journey

Exploring

Life Changing

Clean environment

The island attraction

What the Hebridean Way offers your business.

Exposure to new markets

Increased visitor numbers

An alternative market

New types of customers

Extensions to the season

Ability to package offers – short breaks/themed breaks

New business opportunities

International visitors

Types of businesses who directly benefit

Accommodation providers at all levels

Food and drink

Taxi/Tours/ Transport

Baggage Handling

Campsites

Shops

Outdoor activities /equipment suppliers

Dispelling the myths

Walkers are just as likely to be found in a 4 star hotel or a remote bothy it just depends on the type of experience they want.

Target the marketIdentify the type of walker who would be interested in staying in your accommodation and target that group.

Dunultach B&B

“The Kintyre Way is one of the best things to have happened to Kintyre it has put us on the map both nationally and internationally”.

Elizabeth Ball

Dunultach B&B

Clachan

4 star B&B and Self Catering

Village location

On the Kintyre Way

Walkers make a difference

Walking Companies links

Elizabeth’s “Top Tips”

McDonald Taxi Service

“I only advertise on the Kintyre Way website”

Mairi Graham

Operating since 2007

Baggage Handling

Initially approached by a walking company

All co-ordinated by e mail

Personal service

Cyclists and Walkers

Keen to “Island Hop”

90% Foreign walkers

Increasing year on year

“The Kintyre Way has enabled us to tap into a totally new market which we had previously not thought about”.

Stuart Ellis

Revenue Manager

Machrihanish Dunes

5 star hotel

American owned

Focussing on the golfing market

Approached by a walking company

Now offering specialist packages to walkers

What you can do to attract walkers

Develop relationships with walking companies who will offer packages on the Hebridean Way

Offer themed packages – wildlife, archaeology, birdwatching

Get your website ready

Work with nearby attractions – create joint packages

Acquaint yourself with the route

Flexible meal times

Drying areas

Read the main walking publications – “get into their mindset!”

Develop relationships with walking companies

Top Tips

Identify which type of walkers would be interested in staying with you and target them

Walkers want to book on the internet – make sure you are there and appeal to your targets

Offer pick-ups for those without their own transport

Be enthusiastic about the other activities and attractions available in the area.

Be knowledgeable about the walk, it’s terrain and nearby facilities and attractions.

Link to the Hebridean Way website

Kintyre Way promotion this year

How we are promoting our route

Website – www.kintyreway.com

Twitter and Facebook

Ad Campaign – The Great Outdoors (print and digital)

Cal Mac – Go Explore

Visit Scotland – Walk in Scotland

National leaflet distribution

BBC Landward programme

Glasgow City Sightseeing Bus Backs

Adopt a Waymarker sponsorship

Photographic competition

Journalist visits

BBC “Out of Doors”

Local Radio – weather sponsorship

Calendar

All marketing activity drives potential customers to our website.

All of our Business members and the Kintyre community will benefit through higher visitor numbers and increased spend.

Travel

Gifts

Food and Drink

Accommodation

£0 £50 £100 £150 £200 £250 £300 £350 £400 £450 £500

Kintyre Way – average walker expenditure

We estimate that between 1500 and 2000 walkers walk the route each year bringing in over £1million tothe Kintyre economy.

The next steps for marketing the Hebridean Way

Website

Links to other walking sites

Links to other LDWR

Rucksack Readers/Footsteps Map

Business Membership

Contact with Walking Companies

Links with local & national media

Community involvement