Innovation in Rural Tourism

Andy WoodwardChief ExecutiveFarm Stay UK

10 June, 2010Islande Hotel, Riga, Latvia

THE TREND: -

Socially led increase in interest for countryside

Media reflecting trend with major TV scheduling, including BBC Countryfile, Jamie Oliver, Jimmy’s Farm,Great British Menu, Coast, Three in a BedReflected in TV advertising – Muller Yoghurt, Waitrose with less food miles

Glamping – Glamorous camping getting good media hype

Innovation in Rural Tourism

THE REALITY: -

Major International recession

Euro as low as £1 = E1.10US Dollar as low as £1 = $1.45Non Euro / US$ destinations performing well such as

Turkey and EgyptCamping and Caravanning doing exceptional well in UK

2010 UK Election / World Cup affects sales

Much research but late late late bookings

Innovation in Rural Tourism

THE STATISTICS: - (Visit England UKTS Dec 09)

2009 UK trips up by 7% overall and 17% for “Pure Holiday” category

Self Catering Holidays Up 26% – serviced accommodation up only 6%

UK residents made 15% less overseas trips in 2009 and spend 13% less

Seaside holidays +19.6% trips, +21.7% bednights, +16.0% expenditure

Countryside / Village holidays +11.3% trips, +11.2% bednights, +12.4% expenditure

Self –catering +30.1% trips, +28.7% bednights, +26.3% expenditure

Camping / Caravanning +27.0% trips, +24.9% bednights, +3.8% expenditure

Bed & Breakfast -0.9% trips, +4.9% bednights, +5.3% expenditure

New Accommodation Ideas

The Straw Bale Caravan

The Straw Bale Cottage

www.homegrownhome.co.uk

New Accommodation Ideas

Yurts, Wigwams and Tipi’s

www.cotswoldyurts.co.uk

New Marketing Partners

Muller Yoghurt Promotion- Mainstream yoghurt brand in supermarkets- Summer promotion 2009- 13,000,000 six packsDaily Prize £1,000 from 1 July – 30 September Each prize 5 x £200 tokens, valid until Dec 2010

ResultsBrand awareness increase for Farm Stay UK with

both consumer and industry£93,000 of tokens circulating during difficult yearSecond biggest referral site after google

www.farmstay.co.uk

New Marketing Partners

Muller Yoghurt Promotion

www.farmstay.co.uk

New Funding Streams

www.wakeuptotheheartofthecountryside.co.uk

RDPE: Rural Development Programme for England- European funding- Regionally managed via RDA’s Regional Development Agency

- £200,000 over three years- improve farm interpretation- marketing campaign- shows and events- kids initiative- food programme to deliver local produce to self-catering properties

- Target to increase room nights on farms

New Funding Streams

www.wakeuptotheheartofthecountryside.co.uk

New Experience

Traditional Farm Buildings

www.farmstay.co.uk

- new market- exceptional quality- happy customers