VIS­ITSCOT­LAND — DLP WEBIN­AR INTER­NA­TION­AL MARKETS

12 May 2020 Judy Mar­iëns, Seni­or Mar­ket Man­ager UK & Europe Gwen Raez, Seni­or Mar­ket Man­ager Long Haul

AGENDA FOR TODAY • Sources of inform­a­tion • Vis­itScot­land mar­ket intel­li­gence • Insights team • Mar­ket recov­ery pri­or­it­isa­tion • Begin­ning of 2020 and ini­tial mar­ket pri­or­it­isa­tion • Sen­ti­ment from inter­na­tion­al mar­kets • Crit­ic­al factors for mar­ket pri­or­it­isa­tion • Mar­ket­ing activ­ity • Ongo­ing key account man­age­ment • First stages of mar­ket­ing activ­ity VISITSCOTLAND

BEFORE WE START Sup­ply Demand No crys­tal ball Sup­ply vs Demand VISITSCOTLAND

VS SOURCES INTEL­LI­GENCE GATHERING

SCOT­LAND SNOW

VIS­ITSCOT­LAND: MAR­KET INTEL­LI­GENCE SOURCES • Vari­ous track­ers, macro data web­sites and com­mis­sioned sur­veys • Net­work of con­tacts • Oth­er nation­al tour­ist boards • Tour oper­at­ors / agent con­sor­tia • OTAs eg Expe­dia, Trip Advisor • Sis­ter agen­cies (Vis­it­Bri­tain, SG/SDI in mar­ket) • Agen­cies — media, PR, social – in mar­ket • Owned chan­nel data – Brand watch,

web­site, search, vis​itscot​land​.com

OUT­PUT • Weekly Mar­ket intel report • Vis​itScot​land​.org • Webinars • Weekly e‑newsletter • Mal­colm Roughead Linked In VISITSCOTLAND

INSIGHTS TEAM CAN OFFER: • Advice to sec­tor groups / DMOS • Inform­a­tion on exist­ing insight that may assist • Advice on ques­tion­naire word­ing: • To facil­it­ate bench­mark­ing • To exped­ite ana­lys­is • Com­ple­ment­ary sur­veys that oth­er areas / groups may be con­duct­ing DOES NOT HAVE CAPA­CITY TO: • Design ques­tion­naires • Run sur­veys on your behalf • Carry out analysis

Most insights shared on Vis​itScot​land​.org Email research@​visitscotland.​com – 5 work­ing day SLA CHAN­NELS TO REQUEST INSIGHT DATA: STERG Sec­tor Groups eg. ASVA, ASSC DMOS Industry groups eg FSB Cham­bers of commerce

DIS­CUS­SION VISITSCOTLAND

MAR­KET RECOV­ERY PRIORITIES

SCOT­LAND SNOW

BY THE BEGIN­NING OF 2020 • Strong pre­dic­tion in vis­it­or num­bers for 2019 and begin­ning of 2020 • Increas­ing interest in Scot­land from Inter­na­tion­al travel trade with a num­ber of new products in pro­grammes • Bump­er Expo attend­ance fore­cast with more exhib­it­ors and highest buy­er num­bers for an Aber­deen show • New and innov­at­ive cam­paign activ­ity with stronger part­ner­ships, extend­ing reach and value • US: Mata­dor / REI part­ner­ship in US – paused 13 March • UK: South of Scot­land C4 & Expe­dia part­ner­ship in UK – paused 17 March (will be re-activ­ated) • Europe: European ​‘reas­sur­ance’ Tour­ing cam­paign and air­line activ­ity – paused 17 March • China: ​‘Embrace Scot­land’ cam­paign – hal­ted as it was due to com­mence, early Feb VISITSCOTLAND

ACT­IVI-TIES FOCUS WHY AREAS OBJ. & DIR­EC­TION MAR­KET PRI­OR­IT­ISA­TION 2020 – BEFORE COV­ID Need for focus on our activ­ity and inter­ven­tions to deliv­er the greatest return for the vis­it­or eco­nomy through region­al and sea­son­al spread Con­trib­ute to Nation­al Perf. Frame­work incl. Eco­nomy, Health & Well­being, Com­munity, Envir­on­ment & Cul­ture GROWTH USA Growth poten­tial & strong con­nectiv­ity Respons­ible Travel CORE UK, Ger­many, France Estab­lished mar­kets with room for growth. Will come more than once & will travel DEVEL­OP­MENT Aus­tralia, Canada, China, South Europe, Neth­er­lands & Nor­dics Long term growth poten­tial / evid­ence of grow­ing demand for Scot­land Con­tin­ue to build aware­ness and propensity to vis­it PR integ­ra­tion across Max­im­ise con­ver­sion and pro­mote longer stays and repeat vis­its Con­tin­ue to build a mar­ket­ing frame­work that will deliv­er vis­it­ors of future will travel direct/​stay longer Always-on story-telling con­nect­ing nar­rat­ive to industry product. Amp­li­fic­a­tion via social-led strategy. Inter­me­di­ary activ­it­ies incl. B2B2C via inter­me­di­ary mix & owned chan­nel activ­ity mar­kets & activities

APPROACH TO RECOV­ERY — TIMELINE JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN Response Reset Π Restart i Recov­ery: Inter­na­tion­al Recov­ery: Domest­ic Ini­tial draft of recov­ery Strategies per mar­ket Crit­ic­al Factors work to facil­it­ate mar­ket pri­or­it­isa­tion Informed decision on mar­ket activ­ity Domest­ic cam­paign activ­ity • Day trips • Overnight stays Tar­geted cam­paign activ­ity in key to recov­ery mar­kets (inter­na­tion­al) based on crit­ic­al factors work VISITSCOTLAND

• • • • • • European mar­kets Increas­ing demand for exper­i­en­tial and remote travel, low expect­a­tion for vis­its to tour­ist hot spots Increas­ing appet­ite from national/​transport part­ners to col­lab­or­ate after COV­ID Optim­ism from tour oper­at­ors for book­ings out-of- sea­son (autumn/​winter breaks 2020), fair share of oper­at­ors still hope­ful for end of sum­mer travel, many are pro­mot­ing 2021 sea­son early Expect­a­tion for FIT to recov­er faster than group travel Ger­many, Italy & recently France most act­ive mar­kets, increas­ingly more demand for prac­tic­al info Dream now, Travel Later mes­saging res­on­at­ing well, need to focus • • • • • US & oth­er long haul mar­kets Largest inter­na­tion­al mar­ket in terms of volume and value More resi­li­ent that 10 – 15 years ago, and optimistic

about return to travel

Inde­pend­ent atti­tude to drive recov­ery – busi­nesses imple­ment­ing meas­ures without wait­ing for Fed­er­al / State instruc­tion Look­ing for exper­i­en­tial, ​‘phys­ic­ally dis­tanced’ travel some increased enquir­ies around exclus­ive use Like Europe – expect­a­tion for FIT to recov­er faster than group travel – travel agents and tour oper­at­ors (FIT) may increase mar­ket share in short term • Mon­it­or­ing closely oth­er long haul markets

CRIT­IC­AL INDIC­AT­ORS TO FACIL­IT­ATE MAR­KET PRI­OR­IT­ISA­TION Like­li­hood of mar­kets return­ing to Scot­land in 2021 Leg­al Propensity to Travel Vis­it­or Per­cep­tions Per­ceived fear factor Eco­nom­ic & Fin­an­cial Afford­ab­il­ity Com­pet­it­or Ana­lys­is Vis­it­or Pref­er­ences VISITSCOTLAND

DIS­CUS­SION VISITSCOTLAND

MAR­KET­ING ACTIVITY

SCOT­LAND SNOW

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN Response Reset Restart Recov­ery: Inter­na­tion­al Recov­ery: Domest­ic INFORMED DECISION ON MAR­KET PRI­OR­IT­ISA­TION Owned chan­nels — always-on story-telling con­nect­ing nar­rat­ive to industry product Ongo­ing des­tin­a­tion train­ing and product devel­op­ment dis­cus­sions Ongo­ing Long Lead PR activ­ity Mar­ket­ing Auto­ma­tion (Lead-gen ads, You­Tube Lift & Con­tent Mar­ket­ing cam­paign) Part­ner­ship activ­ity & PR integ­ra­tion Scot­land & UK Part­ner­ship activ­ity & PR integ­ra­tion Key to recov­ery inter­na­tion­al mar­kets Sup­port dir­ect route activ­ity Devel­op­ment inter­na­tion­al markets

RESPOND RESET ALL NON ESSEN­TIAL TRAVEL PRO­HIB­ITED Object­ive: Keep your­self and Scot­land safe Mes­saging: Dream now, travel later Object­ive: Keep Scot­land top of mind, build advocacy & trust Mes­saging: ​‘Only in Scot­land’ Dream now, travel later RESTART SOME EAS­ING Object­ive: Recon­nect­ing Scots with Scot­land Mes­saging: ​‘Only in Scot­land’ Scot­land: Day trips UK: Start plan­ning trip Intl: Inspir­a­tion RECOV­ERY DOMEST­IC MOVE­MENT Object­ive: Increase demand for short notice Scot­land hol­i­days Mes­saging: ​‘Only in Scot­land’ UK: Book your trip Inti: Start plan­ning your Scot­land trip INTER­NA­TION­AL MOVE­MENT Object­ive: Increase demand for 2021 Scot­land hol­i­days Mes­saging: ​‘Only in Scot­land’ Book your trip to Scot­land Mar­ket pri­or­it­isa­tion Activ­ity: All paid and social activ­ity paused Mes­sages of sup­port to inter­me­di­ar­ies Industry sup­port pri­or­ity ‑new pages on Vis​itScot​land​.org Activ­ity: Absence video/​social Arm­chair travel — vir­tu­al tours on Vis​itScot​land​.com Activ­ity to engage/​inspire Intel­li­gence gath­er­ing Vis​itScot​land​.org exten­ded Market/​audience insight webinars for industry Activ­ity: Domest­ic day trip inspir­a­tion Inter­me­di­ary des­tin­a­tion train­ing & con­tent shar­ing PR inspir­a­tion Video dis­tri­bu­tion via You­Tube (UK) Activ­ity: UK & Intl inspir­a­tion Vir­tu­al inter­me­di­ary workshops/​webinars PR inspir­a­tion Video dis­tri­bu­tion via You­Tube (UK/EU) UK cam­paign Con­tent part­ner­ships Activ­ity: Vir­tu­al inter­me­di­ary workshops/​webinars Des­tin­a­tion train­ing events Media fam trips/​PR Video dis­tri­bu­tion (YT) Cam­paign activ­ity Con­tent part­ner­ships ONGO­ING KEY ACCOUNT MAN­AGE­MENT PRODUCT DEVEL­OP­MENT • Des­tin­a­tion train­ing and webinars for inter­me­di­ar­ies across mar­kets • Stand­ard and tail­or-made ver­sions depend­ing on require­ment inter­me­di­ary CON­TENT SHAR­ING • Cre­ation of Scot­land inspir­a­tion toolkit for every recov­ery phase. • Shared with media and stra­tegic part­ners. VIS​ITSCOT​LAND​.COM Nation­al Tour­ism Organ­isa­tion Scot­land inspir­a­tion dur­ing Cov­id-19 Wel­come to our Mar­ket­ing Inspir­a­tion Toolkit dur­ing Cov­id-19 on all things Scot­land. Although we may not be able to explore all that Scot­land has to offer in per­son, it doesn’t mean we can’t enjoy them from the com­fort of our home. We hope this toolkit will bring back good memor­ies of Scot­land for you and your con­tacts. Read on for more cre­at­ive con­tent and inspir­ing ideas… Wish­ing you an enjoy­able read, from Your Vis­itScot­land Team ​“Best read with a wee cup of tea in hand and some Scot­tish tunes on in the back­ground! Scot­land Inspir­a­tion toolkit 1 – Respond/​Reset VISITSCOTLAND

f Nur­ture Use insights and beha­vi­our­al response to secure lead gen­er­a­tion Per­son­al­ised nur­tur­ing through email and social activ­ity Dir­ect response refer­rals & book­ings Inspire Tar­get based on search, video, web beha­viour Serve rel­ev­ant inspir­a­tion­al videos Meas­ure uplift in des­tin­a­tion ​‘con­sid­er­a­tion’ Regional/​product per­form­ance Eas­ily switched on and off depend­ing on restric­tions VIS­ITSCOT­LAND MAR­KET AUTOMATION

DIS­CUS­SION VISITSCOTLAND

HOW CAN YOU GET INVOLVED

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Vis­itScot­land assets Keep us up to date to help inform plan­ning (mail or VS sur­veys) Fol­low the Coronavir­us sec­tion on Ideas on what you need from us vis​itscot​land​.org VISITSCOTLAND

MORE INFORM­A­TION Mar­ket­ing assets • Vis­itScot­land You­Tube videos • Absence makes the heart grow fonder video • VisitScotland’s Digit­al Media Lib­rary – imagery and video for shar­ing • See Scot­land from home con­tent • Our suite of 100,000 Wel­comes pod­casts (6 dif­fer­ently themed epis­odes) Coronavir­us response on vis​itscot​land​.org • Home page • Weekly Mar­ket Intel­li­gence updates • VisitScotland’s mar­ket­ing response includ­ing Inter­me­di­ary response by key mar­ket • Advice on shar­ing con­tent for Scot­tish tour­ism industry • Examples of how Scot­tish tour­ism busi­nesses are keep­ing Scot­land front of mind Travel trade • www​.vis​itscot​landtravel​trade​.com • Itin­er­ar­ies • Product plan­ning e‑books • Email enquir­ies : traveltrade@​visitscotland.​com • • Get­ting in touch Con­tact busi­ness advice team: business.​advice@​visitscotland.​com Shar­ing vir­tu­al tours or web cams: content@​visitscotland.​com Inform­a­tion on new exper­i­ences you’re devel­op­ing: marketing@​visitscotland.​com Advice regard­ing insights: research@​visitscotland.​com • • • Mal­colm Roughead Linked In VISITSCOTLAND

INDUSTRY SUP­PORT & MAR­KET INTEL­LI­GENCE More busi­ness resources Find busi­ness sup­port in Scot­land findbusinesssupport.gov.scot /coronavir­us-advice Inform­a­tion on how to man­age your busi­ness dur­ing the impact of coronavir­us — includ­ing sources of fin­ance, busi­ness rates and fund­ing, HMRC, employ­ee advice and busi­ness con­tinu­ity. UK Gov­ern­ment fin­an­cial sup­port for busi­nesses gov​.uk/​g​o​v​e​r​n​m​e​n​t​/​c​o​l​l​ectio ns/fin­an­cial-sup­port Find out what fin­an­cial sup­port you can get for your busi­ness. Our latest report FSB guid­ance for employ­ers ACAS Webinars for Employ­ers fsb​.org​.uk/​c​a​m​p​a​i​g​n​/​c​o​vid19. html The Fed­er­a­tion of Small Busi­nesses has out­lined guid­ance on redu­cing the risks from the COV­ID-19 vir­us to you and your busi­ness, includ­ing key con­tacts and con­sid­er­a­tions for employ­ers. acas​.org​.uk/​w​e​b​inars Employ­ers can join a free ACAS webin­ar. The webin­ar provides prac­tic­al advice for employ­ers to help man­age the impact of coronavir­us in the work­place. PDF In this week’s edi­tion, we look at some inter­est­ing insights from Vis­it­Bri­tain track­ing research in terms of UK hol­i­day inten­tions, with Scot­land being cited as a top des­tin­a­tion being con­sidered and con­tin­ue to update you on insights from our key mar­kets. Mar­ket­ing Intel­li­gence: COV­ID-19 update 6 May 2020 Pub­lished: May 2020 Down­load (1,204Kb) ↓ GO TO VIS​ITSCOT​LAND​.ORG

THANK YOU Judy Mar­iëns, Seni­or Mar­ket Man­ager UK & Europe Gwen Raez, Seni­or Mar­ket Man­ager Long Haul