1 best practice for preparing & operating fam trips & site inspections
TRANSCRIPT
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Best Practice for Preparing & Operating
Fam Trips & Site Inspections
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Site Inspection
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Business Tourism V Leisure
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Choice & Motivation
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How do you influence this choice?
• Advertising• Print … newspaper, magazine, special journal• Radio, TV, Film• Online & Social Media• Direct Sales• Exhibitions• Experiences
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THE CORRECT AUDIENCE
What is the single most important factor in any or all of these
channels?
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What is the single most effective way of converting this audience?
EXPERIENCE THE PRODUCT / SERVICE
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VISIT THE DESINTATION / HOTEL
What is the single most effective way of experiencing
the product / service ?
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Site Inspection
RFI RFP
Responses
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Familiarisation/Educational Trip
• Speculative• Initiated by destinations / venue
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Site Inspection
• Specific• Initiated by customer
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Site InspectionSales call on steroids
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The conference attendee is …
• Paying their own bill• Most interested in content of conference• May book hotel in or outside of block• Travelling alone• Have potential to extend for holiday• Choses to attend or not attend the
conference• Required CPD points
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The event attendee is …
• Paying their own expenses• Choses to attend event• Consumer outlook• Younger • Travelling with friends• Once off attendee• Seeking experiences
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The exhibition attendee is …
• Not paying their own expenses• Business mindset• Sales and technical personnel• Has potential to extend stay• Travels alone• Likely to book own accommodation• Repeat attendee
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The meeting attendee is …
• Not paying their own bill• Travelling alone• Coming form same company / culture• Has potential to extend stay• Did not chose hotel / destination• Business mindset
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The incentive traveler is …
• Sophisticated & well travelled• Accustomed to 5 star & beyond• Not slow to compare with other
experiences• Usually with their spouse or partner• Not paying the bill • In a hotel they did not personally choose• High disposable income
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Focus on Possibilities
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It’s The Details That Deliver
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Delivering the Experience
• A whole range of players will be involved in this process
• Airlines/cruise ships/coaches • Taxis/ground transportation• Hotels & accommodations• Restaurants/shops/attractions• Hotels will be a key element
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INCENTIVE TRAVEL
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HOTEL
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The Site Definition of Incentive Travel
• “Incentive travel is a global management tool that uses an exceptional travel experience to motivate and/or recognise participants for increased levels of performance in support of organisational goals”
• Understanding the chain of events that leads to the arrival of these guests is the key to a hotel’s successful delivery of the exceptional travel experience
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Hotels & Incentive Quality
• Having five stars on your hotel wall does not guarantee incentive quality
• It takes an understanding of the product and an ability to deliver beyond the promise
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What do Incentive Planners Expect From a Hotel
• Everything that is in the contract ….and more • Good location & access in the destination• Concise dialogue with the hotel staff designated• Daily review meetings on site• Honesty re delivery capabilities
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More Planner Expectations
• The willingness of the hotel to work with other than regular partners within the destination
• That the hotel will accept that events in the programme will be held “off property”
• The need for the group to explore the destination• Hotels should be aware of activities/experiences
outside of hotel (e.g. golf tee times)• Caution core business v partnership
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Incentive Planners are Perfectionists
• They pay great attention to all of the details• It is their reputation that is on the line• They are always aware of their clients
competition• They expect senior hotel management to look in
on group activities within the property• Recognise their clients VIP status
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Incentive Quality Hotels are partners in the Planning Process
• They have creative ideas to assist the planner
• They recommend other players in the destination
• They respond to short notice briefs• They have rich media / collateral
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More ways the Hotel can Help• Involve senior management in the hotel site
inspections• Identify all local taxes applicable• Create new theme events …. utilise the
local community• Make the hotel an ally of the planner …
serving a common client• Involve the chef & catering staff• Extra porterage for check in / out
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Hotel Themed Dinners / Events
• Creativity & imagination• Deliver with flair• Meet the high expectations• Do not use tired themes & props• Key moment in programme
• Hotel staff must find out about– group demographics– previous experiences– Incentive Travel Programme Theme– budget levels for this event
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Creative Planning by the Hotel
• How long will the group be in the destination
• Entertainment styles required/expected• Banquet or buffet • Sparkling wine or champagne• These events offer the hotel staff great
opportunities to showcase the property, its capabilities and its staff
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Hotels are an Integral Part of the Incentive Trip Experience
• They are part of the destinations appeal• Their creativity can help produce the most
memorable and motivational moments of the trip• Just as people remember hotels ….so hotels
must remember their guests
UNDER PROMISE – OVER DELIVER
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Brand Value Proposition
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Unique Experiences
? ?
? ?
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The Pre Planning Process
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6Principles of
PlanningP, P, P, P, P,
P
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HOWAs a Job Interview
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Questions?
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Assumptions / Assessment
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Site Inspection Participant ???
• Single/ Partner• Qualified• Track record• Titles and Responsibilities
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WHO • Single / Partner• Gender sensitive• Qualified• Track record• Titles and Responsibilities
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WHEN • When it suits the customer• Dress code• Payment policy
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WHAT • As the participant will
experience it• Special experiences• With care• Dietary/Religious
preferences
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Exercise
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Feature Benefit
Quantity of rich media available
Internationally certified/trained staff
Reduced theming costs
Business owns coaches & limousines
Grant support available from DMO
24 hour access for queries
Large cohort of trained guides
Multilingual staff
Ability to give extra value rates over weekend
No ‘in house’ contracted suppliers
Award winning programmes
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Feature Benefit
Swimming pool / Gym
Private cinema
No waiting for room service
24 room service
Award winning chef
Optional dining locations
Sister hotel in close proximity
Private art collection
Sophisticated floral arrangements
No min F&B requirements
Owner managed
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Sell the Destination
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Build a destination’s reputation by connecting the genius of its
people to the needs of the global marketplace
- Simon Anholt
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The Content
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THE CONTENT• Briefing Document
• General /Gap Presentations
• Active Participation
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• Free / Down Time• Shopping• Competitive Show Around• Surprise with care• Participation, Participation,
Participation
THE CONTENT
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Hotel / Venue
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Arrival• Airport• Signage• People • Spelling• Transportation- make of
vehicle
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Hotel• Signage• People – ’’clap in’’• Rooms ready • Letters of welcome• Room gift• Native language
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Elevator Pitch
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Elevator Pitch
Write down your company’s unique selling proposition in a single, pithy statement of no more than half a
minute in length
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Elevator Pitch 4 Key Elements
• Make an irrefutable statement• Establish Credibility• List 2 or 3 Benefits (Not Features)• End with a Call to Action or a Question
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THE SHOW AROUND
4 Principles
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Know your Product
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Know your Audience
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Know your Competition
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Know the Expectations
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• GM• Duty Manager• Receptionist• Technician• Sales Manager• BE EARLY/ RIGHT ATTIDTUDE
WHO
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THE PRODUCT• Weddings are Us• Meetings are Us• Rooms are Us• Benefits Features• Level of Experience of Buyer
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• Worst room / best room• Suites• Operating and Physical
Standards• Portfolio of photos/ rich media
of relevant events
THE PRODUCT
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• Pricing euros /dollars / sterling
• Net / Rack• Terms / Conditions• Discounts • Commissions
THE OFFERING
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• Customised • Creative• Beware of Surprises
THE OFFERING
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TRAPS• Dirty corridors• Occupied rooms• Room Location• Capacities• Wake Up• Breakfast• Luggage
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SITE INSPECTION POLICY
• Number• Inclusions/Exclusions• Participants• F & B• No surprises
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FOLLOW UP
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• Conversion- now / future• CRM• Positive Memory Builder• Digital Camera etc
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Follow Up
• Wedding brochure• Local Language collateral• Post back• Mass Mailing/personalize• Phantom participant
• Wedding brochure• Local Language collateral• Post back• Mass Mailing / Personalize• Phantom participant
FOLLOW UP
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SUCCESS
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Go The Extra Mile to Win
• Be flexible
• Be creative
• Involve the local community
• Share the business leads
• Understand the Incentive industry
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YOU HAVE TO BE IN IT TO WIN IT
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Pre-Planning
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Right People
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Customisation & Creativity
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Relevant
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Sell the Destination
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Cooperation
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Follow Up