Tourism industry inspired to thrive during challenging times
Scottish Enterprise’s chief executive Jack Perry opened the event describing Scotland as a global player in the conference marketplace. “Our basic product – Scotland – is fantastic,” he said.
Overviews of each presentation are detailed below.
Download a podcast of the interviews with speakers (MP3 file plays on Media Player 10 or above)
Speakers and workshops sessions were well received by delegates, who were inspired to put focused and practical tips they’d learned into practice.
Download a podcast of feedback from delegates (MP3 file plays on Media Player 10 or above)
Ten Strategies for Surviving and Thriving in the Current Market
Peter Fisk from the Genius Works consultancy gave ten tips on how to thrive in the harsh economic climate.
“Times of turbulence provoke the greatest ideas and opportunities,” he said as he reminded delegates how the computer company Apple launched the iPod during tough times for the IT sector. “By being bold, brave and different, you can achieve extraordinary results.”
His top tips to survive the downturn are as follows:
- Focus on the profitable areas
- Champion your customers
- Distinguish your experience (like the bank that doesn’t look like a bank)
- Connect through networks
- Improve your flexibility (and be totally responsive)
- Learn from other places/people
- Disrupt the conventions (and break the rules)
- Innovate how you work
- Seize new opportunities (and see where the new sectors are) and
- Thrive – don’t just survive.
The State of Play – the UK Economy, the outlook and implications for the business tourism industry
Dominic Swords, from the Henley Business School, followed on, saying this wasn’t the time to be complacent or ignore customers. “If you stand back and hope for the best, how are they (your customers) going to realise the amazing things you can do for them?”
Winning Business in a Competitive Environment
Andrew Stembridge, of the Chewton Glen Hotel and Spa in Hampshire, agreed that caring for customers, and being responsive to their needs was important, and that the route to this was through investing in the happiness of your staff. “Exceptional staff differentiates you to customers,” he said, as he described delivering exceptional service and giving an excellent product as the keys to success and ensuring customer loyalty.
Jonathan Byrne of the QEII Conference Centre in central London talked of the importance of good partnerships in delivering exceptional service, outsourcing to save conference businesses serious money and using PR to get the message out – urging delegates to remain positive and focus on the long-term.
Trends and Opportunities in the UK Association Market
Sally Greenhill of The Right Solution described professional bodies within the UK association market, focusing on how they plan events and conferences well in advance, making them less likely to cancel bookings compared to corporate clients. Sally highlighted the location of events, price and quality of service as the key drivers for this market.
An International Perspective
Anne Rodven, of VisitOslo, explained how the Norwegian city was climbing up the international convention ladder. “People will still want to meet,” she said. Like many other speakers she encouraged delegates to get to know clients and respond to their needs.