wilderness scotland
DESCRIPTION
Plenumsforedrag ved Paul Easto 2. dag under konferansen "Fjord 2.0: Tematurisme for fremtiden".TRANSCRIPT
Company
LOGO
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Wilderness Scotland – The Essen3als
• Founded in 2001 • Adventure Travel Company
• 1500 clients in 2010; average stay = 7 days • Market Posi3oning
• Opera3ng in the Highlands and Islands
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37%
24%
16%
10%7% 6% Group Trips
InternationalPartner ProgrammesCorporateTailor MadeSelf Guided
Product Type by Revenue
www.wildernessscotland.com
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Customer Origin by Revenue
www.wildernessscotland.com
75%
12%
10% 3%
UKEuropeNorth AmericaRest of World
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Key Success Factors & Learnings
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1. Redefining Scotland as a Des3na3on
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2. The Customer Experience is Everything
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3. The customer knows what they want
(most of the 3me…)
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4. Holis3c & Authen3c Experiences
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5. Accessible to a wide range of customers
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6. Partnership & Collabora3on
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7. Sustainability and Responsibility
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Challenges & Dilemmas
1. Realising that most of your adventure is ‘office based’
2. Retaining Focus and Position
3. Seasonality
4. Managing the public/private interface
5. Competing in a highly fragmented industry
21 Contact: [email protected]