This page will be developed to provide a comprehensive resource for online marketers, to help spread knowledge of new media and its benefits, and to establish new ways of increasing the volume and value of tourism to Wales.
You will need Adobe Acrobat Reader to view the PDF documents. Click here to download it.
1. Background
Annecdotal evidence in 2005 suggests that over 90% of accommodation enquiries now originate from the Internet with more and more customers undertaking their own holiday research and booking direct. This has called for a ground-breaking new approach to holiday marketing - what experts have called a paradigm shift in information supply, communications and bookability.
With nothing like the resources of the large multiples to do this alone, independent small businesses are increasingly working together in groups or 'clusters' to share communication costs and to create micro destinations based on their own towns, villages and even hamlets - gaining worlwide exposure for their products on the Internet by linking with country and regional brands. 2. Marketing Clusters
Marketing clusters are simply groups of businesses with common interests who pool resources to attract a bigger share of the market for themselves. Unlike groups whose common interest is based on a theme (Welsh Rarebits Independent Hotels of Distinction for example), marketing clusters are formed around geographic points of interest such as towns and villages and embrace all that might be of interest to visitors in the area.
The emergence of GIS (Geographic Information Systems) as a powerful new marketing tool for tourism has enabled marketing clusters to be 'assembled' and packaged for marketing worldwide. This Week Wales has worked on this concept from the mid 1990s, establishing StayingInWales.com in 2003 and then Wales.info in 2005 to put all that's been learned into practice. 3. Information
Information is more crucial to the success of tourism businesses than to most any other business. Travel purchases are made on the basis of promises where goods cannot be tried and tested first and buyers rely largely on the accuracy and availability of published information. This is needed just in time to help increasingly last-moment decision making. Whilst the Internet provides a perfect solution to this, it has given rise to a flood of inaccurate, out-of-date information that can leave people guessing. Trusted information brands like StayingInWales.com and Wales.info have emerged as antidotes to this guesswork.
Information quality is not only about accuracy, availability and trust, however, it's about added value too. It's impossible to paint a full picture of a hotel, for example, without giving information on its location, things of interest in the surrounding area, and the ease by which they can be accessed by visitors. Describing products in terms of the interesting things that surround them gives huge added value and it's here where GIS, marketing clusters and information brands really score. 4. Datasets
GIS works by storing different sets of information (datasets) together so they can be displayed in relation to one another. This makes it possible to pick out and describe all the hotels and guest houses, for example, within a mile (say) of Conwy Castle, Tenby Beach, or on either side of the road from Rhayader to Builth Wells. StayingInWales.com has amassed 146 such datasets containing over 23,000 placenames and 3,800 products throughout Wales. 5. Mapping
Datasets also enable the production of dedicated mapping to show the location of specific products or sets of products in relation to others. This location mapping is available to all Staying in Wales members for use in conjunction with their own websites. 6. Search Engine Marketing
The role of major search engines such as Google, Yahoo! and Microsoft Network in tourism marketing today cannot be overemphasised. Covered at length in Members Bulletins to date, search engine marketing (SEM) has led to the establishment of Wales.info to respond to over 2m searches made on the worldwide web each year that contain the word 'Wales'. All tourism-related searches will be filtered to StayingInWales.com for the benefit of members. 7. Accommodation Booking
An announcement will be made in Autumn 2005 about other aggregated services due to come on stream including a shared, all-Wales accommodation booking service that members can take advantage of if they wish to do so. 8. Members Bulletins
All Staying in Wales members receive regular copies of the Staying in Wales Members Bulletin containing campaign news and useful advice to help Members improve the performance of their own websites. You can view a copy of the most recent issue by clicking here. 2007 May Content Welcome to All New Members Free Trial Offer More Pictures New 'Visit Our Website' Link April Performance Internet Marketing Campaigns PayPal Marketing Campaign Enquiry Tracking Archive Next Bulletin
10. News Flashes No.1; 25th March 2005
New Search by Category; including numbers slept for Self-Catering 11. Holiday Calendar
Staying in Wales helps maintain WalesCalendar.com, which supplies events data in turn to StayingInWales.com and Wales.info. Members also use the calendar to help their guest plan days out. 12. Internet Marketing Campaigns
Staying in Wales develop online worldwide internet marketing campaigns for Subscription Members, which are also mailed to a growing database of 10,000 opt-in consumers representing over 25,000 holidaymakers. Please note that the campaigns with red asterisks (*) beside them run all year round from date of launch and can be joined any time of year. 12.1Current 2007 Campaigns
2001 Campaigns Christmas Autumn 13. Marketing Research
Staying in Wales has a considerable amount of research information on file and an Online Consumer Panel that can be called on for focus group work. Here are some examples of information available to members. Please click on the headings in the index below for lists of documents and brief notes on their content. Click then on the green titles or 'Read On' to view or to download the full document.
NB Document formats and approximate download times on a 56k dial-up connection are shown in italics.
13.1 1999/2000 This Week Reader Survey Full Survey PDF format, 1.6Mb, 3min.
Useful information for Wales tourism researchers alongside results of an independent survey carried out amongst This Week® Wales readers by economic analyst Rachel Papworth. Commissioned by North Wales Tourism, the evaluation was one of a number carried out by the company in relation to tourism marketing campaigns supported by European structural funding...Read On The Way Forward PDF format, 87Kb, 1min.
A sub-section of the survey that looked at the future based on achievements to 2001...Read On Y Ffordd Ymlaen PDF format, 87Kb, 1min. Welsh-Language version of the above...Read On A Snapshot from the Middle of a Revolution PDF format, 76Kb, 40sec. A special article based on research into the effectiveness of Destination Management Systems and what the future might hold for them. The article provides a useful introduction that traces the historic patterns of information-gathering by visitors...Read On 13.2 National Government Strategies Integrated Food Tourism Action Plan for Wales; Consultation
PDF format, 20Kb, 10sec.
A long-awaited sign of co-operation on a food tourism strategy for Wales between Visit Wales within the Department of Enterprise, Innovation and Networks (DEIN) and the Food Division within the Department of Environment, Planning and Countryside (DEPC)...Read On Staying in Wales Response to the Integrated Food Tourism Action Plan for Wales; Consultation
PDF format, 166Kb, 20sec.
Our response as the organisation that inherited and built on the Taste of WalesBlas ar Gymru membership when the scheme was closed down by the Welsh Development Agency's Food Directorate in 2003...Read On Welsh Coastal Tourism Strategy, Final Draft Document January 2007; Consultation
PDF format, 379Kb, 1min.
A wide-ranging consultation called for in the Wales Spatial Plan in 2004...Read On Staying in Wales Response to the Welsh Coastal Tourism Strategy, Final Draft Document January 2007; Consultation
PDF format, 231Kb, 30sec.
A response that looks at beaches, harbours, marinas and ports as the focus of everything else of interest to visitors clustered around them; and national footpaths as corridors of interesting things to do for walkers besides just walking...Read On Achieving our Potential; A Tourism Strategy for Wales (Excerpts) PDF format, 9Kb, 20sec. Excerpts from the Wales Tourist Boards current strategy that serve to remind us what we should be doing...Read On Better Wales Strategic Plan PDF format, 365Kb, 2min. A key Welsh Assembly Government document that presents a framework for sustainable development...Read On Cymru Arlein PDF format, 323Kb, 2min. A key Welsh Assembly Government document that presents proposals for an 'Online Wales'... Read On Rural Development Plan for Wales 2003 - 2006 (Excerpts) PDF format, 9Kb, 20sec. A key Welsh Assembly Government document that provides a comprehensive analysis of rural Wales. It recognises that tourism, far from being a separate industry to agriculture, is an integral part of it and holds much more for the future than is popularly thought. The plan helps to destroy some of the myths in this respect...Read On Winning Wales PDF format, 621Kb, 2min. A key Welsh Assembly Government document that presents an action plan for sustainable development through self determination...Read On Wales Transport Strategy–Making the Connections PDF format, 6.4Mb, 2min. Improving Wales' transport system is critical to raising the quality of life for people across Wales. Transport acts as the lifeblood of the economy by enabling people and goods to move freely...Read On Sustainable Transport for Tourism Wales (STTW) Response to Wales Transport Strategy Consultation PDF format, 212Kb, 30sec. STTW's response to the Wales Transport Strategy is based on STTW's Draft Phase 3 Strategy completed in September 2006, available at http://sttw.wales.info/consultation_response.asp, and the different needs of visitors in using public transporty...Read On Towards E-Wales; A Consultation on Exploiting the Power of ICT in Wales PDF format, 1.2Mb, 1min. A July 2006 consultation on how Wales can exploit information and communication technology to achieve goals for economic success...Read On Staying in Wales Response to the E-Wales Strategy Consultation PDF format, 56Kb, 10sec. The E-Wales consultation is long overdue and Staying in wales is delighted to furnish this response. Implementation of an E-Wales strategy is more likely to succeed now the process of integration is almost complete...Read On 13.3 Online Consumer Panel 01; March 2001 Questionnaire HTML Pages. The first four questions asked of an online panel of over 2,000 consumers drawn from ThisWeek.co.uk registered users and the Wales Tourist Board's UK Domestic Marketing Database...Read On 01; March 2001 Report PDF format, 178Kb, 1min. Extraordinary results from an analysis of the questionnaires returned electronically within 10 days by 867 respondents to the March 2001 questionnaire. The extent of the interest in cultural tourism from respondents, 87% of whom were aged 36 years and over, was surprising to all concerned. Useful comments too from 153 of the respondents...Read On 13.4 Public Transport Information Needs of Visitors Concerning the Use of Public Transport PDF format, 24Kb, 30sec. A paper that unravels the different needs of visitors from those of domestic users of public transport and calls for a different marketing approach. See also Reports & Papers...Read On Wales Transport Strategy–Making the Connections PDF format, 6.4Mb, 2min. Improving Wales' transport system is critical to raising the quality of life for people across Wales. Transport acts as the lifeblood of the economy by enabling people and goods to move freely...Read On Sustainable Transport for Tourism Wales (STTW) Response to Wales Transport Strategy Consultation PDF format, 212Kb, 30sec. STTW's response to the Wales Transport Strategy is based on STTW's Draft Phase 3 Strategy completed in September 2006, available at http://sttw.wales.info/consultation_response.asp, and the different needs of visitors in using public transporty...Read On Achieving Our Potential; A Tourism Strategy for Wales: Public Transport PDF format, 16.5Kb, 20sec. Strategic targets (overall) to 2010; overall strategic objectives, and specific actions under these objectives relating directly / indirectly to public transport provision...Read On Infostructure; Sustainable Transport and Tourism PDF format, 20Kb, 30sec. A unique report that makes the case for treating information as a commodity that rises and falls in value in much the same way as any other dealable commodity. See also Reports & Papers...Read On Integrated Transport Policy PDF format, 23Kb, 30sec. A key Welsh Assembly Government document influenced by the Sustainable Transport for Tourism Wales campaign as to the importance of integrated information provision...Read On Local Transport Plans PDF format, 25Kb, 30sec. A key Welsh Assembly Government document providing a blueprint for local public transport provision...Read On Public Transport Tourism Mapping HTML Pages. Transcript of a presentation on the importance of Geographic Information Systems (GIS) to sustainable tourism development...Read On Sustainable Transport for Tourism Wales Campaign Report Phase 2 1998 to 2001 (Second Edition 2003) PDF format, 3.32 Mb, 5min. Report on the second phase of a campaign with the twin objectives of achieving economic benefits through generating additional tourism trips to and within Wales, and promoting these trips by public transport to relieve the road-borne congestion that threatens to undermine the attraction of Wales as a holiday destination. The report includes a section on lessons learnt and the way forward in preparation for a third phase commencing Autumn 2003...Read On Cludiant Cynaladwy ar gyfer Twristiaeth Cymru Adroddiad am yr Ymgyrch Cam 2 1998 i 2001 (Agraffiad Ail 2003) PDF format, 3.30 Mb, 5min. Welsh language version...Read On Sustainable Transport for Tourism Wales; Campaign Background & Key Achievements HTML Pages. Keynote address made by Colin Speakman at a conference that launched the Sustainable Transport for Tourism Wales Campaign Report Phase 2 1998 to 2001...Read On Sustainable Transport for Tourism Wales; Phase 3 Draft Project Portfolio HTML Pages. Drawn from the Sustainable Transport for Tourism Wales Campaign Report Phase 2 1998 to 2001, this document records the recommendations made for a third phase of the campaign to embrace cultural sustainability without losing sight of the environmental and commercial imperatives...Read On 13.5 Marketing Reports & Papers Information Needs of Visitors Concerning the Use of Public Transport PDF format, 24Kb, 30sec. A paper that unravels the different needs of visitors from those of domestic users of public transport and calls for a different marketing approach. See also Public Transport...Read On Infostructure; Sustainable Transport and Tourism PDF format, 20Kb, 30sec. A unique report that makes the case for treating information as a commodity that rises and falls in value in much the same way as any other dealable commodity. See also Public Transport...Read On Marketing; Back to Basics PDF format, 21Kb, 30sec. The four Ps of marketing and three Ps more! The marketing mix explained, and it's the sizzle not the sausage when it comes to Promotion...Read On Marketing; Definition PDF format, 8Kb, 20sec. The four Ps of marketing and three Ps more. Stuart Riley of the Department of Marketing at the University of Lancaster puts more meat on the bone in his own inimitable style...Read On Marketing; Role of Advertising PDF format, 15Kb, 20sec. The prime purpose of advertising is to create awareness. Its ultimate purpose if to influence human behaviour to motivate and manipulate demand. Are you getting it right? ...Read On Marketing; Role of Research PDF format, 14.9Kb, 20sec. Market research is the way those involved in marketing find out about their customers' needs and wants. It's much easier for tourism businesses to do this than manufacturers of fish fingers! ...Read On Marketing; Tourist Attractions PDF format, 24Kb, 30sec. Marketing consortia have long been recognised as an effective means of promotion by achieving economies of scale and countering fragmentation in the Wales tourism industry. This is a summary and abstracts from a much-overlooked 1996 report from Kevin Jones, MSc Tourism Mangement, that is as fresh as it ever was...Read On Marketing; Travel & Tourism PDF format, 16Kb, 20sec. Marketing is a familiar word in everyday use, yet popular notions of marketing are a hindrance to those that wish to apply it correctly. This is a resumé of earlier papers that throw light on different aspects...Read On Marketing; Wales Tourism PDF format, 16Kb, 20sec. Future directions in marketing Wales tourism; a Canadian's personal opinion. Jim Embrey, Sales and Marketing Manager for This Week Wales for three years before joining the Wales Tourist Board early in 2002, came to Wales from Canada five months before producing this report. He sensed even then that Wales was on the verge of one of the most exciting times in its long and successful history, saying that this is a time of self-discovery and growth (for Wales), of gathering pride, and turning to the world and embracing it...Read On Visitor Information Gathering Behaviour PDF format, 34Kb, 40sec. This 1998 review of current academic research on information-gathering behaviour by visitors followed on from the Visitor Information Research and Visitor Information Survey noted below, and was to underpin a substantial investment in GIS technology two years later by This Week Wales. This review is for those in particular with a deep interest in the future of Wales tourism that have yet to catch up fully with the empowering nature of GIS technology...Read On Visitor Information Research PDF format, 33Kb, 40sec. Qualititive research carried out be MSS Marketing Research on behalf of the Wales Tourist Board in 1997, which followed on from the quantitive study conducted during the summer of 1996 (see below). The research explored a number of issues in depth with UK holiday, short-break and day-visit takers and served to underpin solutions provided earlier by This Week®...Read On Visitor Information Research; Newspapers Score Again PDF format, 22Kb, 30sec. Research carried out in 1996 and 1997 by MSS Marketing Research on behalf of the Wales Tourist Board served to underpin the rationale laid down by This Week Wales ten years earlier when introducing their first newspaper for visitors in 1998...Read On Visitor Information Survey PDF format, 36Kb, 40sec. A quantitive survey carried out by MSS Marketing Research on behalf of the Wales Tourist Board in the summer of 1996 to establish visitor information-gathering habits...Read On 13.6 Sustainable Tourism Cultural Tourism; Information Communication Technologies, Tourism, Culture, and Art PDF format, 7Kb, 20sec. Culture and tourism are interrelated concepts and new technologies, the Internet in particular, are bringing the world closer together. Result: cultural tourism is one of the fastest-growing sectors of the world travel market. Take a look at the benefits...Read On Sustainable Transport for Tourism Wales; Campaign Background & Key Achievements HTML Pages. Keynote address made by Colin Speakman at a conference that launched the Sustainable Transport for Tourism Wales Campaign Report Phase 2 1998 to 2001. See also Public Transport...Read On Sustainable Transport for Tourism Wales; Phase 3 Draft Project Portfolio HTML Pages. Drawn from the Sustainable Transport for Tourism Wales Campaign Report Phase 2 1998 to 2001, this document records the recommendations made for a third phase of the campaign to embrace cultural sustainability without losing sight of the environmental and commercial imperatives. See also Public Transport...Read On Tourism - Towards Sustainability PDF format, 24Kb, 30sec. Abstracts from the UK Department of Culture, Media and Sport's 1998 consultation document...Read On 13.7 Campaign Briefs First North Wales Events & Attractions; Interim Campaign Report, 12th September 2003 PDF format, 1.2 Mb, 2min.
Background to a successful Summer / Autumn 2003 marketing campaign...Read On 14. Marketing Team
The Staying in Wales/Aros yng Nghymru marketing team is committed to the interests of Wales' visitors and Staying in Wales members, and works year round to provide fast, accurate information to help visitors plan and book their holidays. The team is able to draw on a wide range of expertise to assist new developments on behalf of members:
- Dorothy Williams, Helpline Manager
- Terry Jackson, Project Co-ordinator
- Arvind Nehru, Network Manager
- Roger Thomas, Content Manager
- Alison Davies, Mapping
- Tony Davies, Mapping
- John Harrington, Cartography
- Harish Nehru, Software Development
- Richard Edwards, Software Design Consultant
- Tom Pollock, Graphic Design Consultant
- Phil Evans, Interactive Digital Television Consultant
Acknowledgments also to the Visit Wales Team led by Kim Colebrook, Head of Information and New Media at the Wales Tourist Board and Steven Potter, Marketing Director of London Marketing at LondonTown.com in Llundain. 15. Helplines Staying in Wales
Enquiries from members are welcome at the Staying in Wales Helpline on 01766 543011. The service is bilingual and operates 9am-5pm on weekdays. A bilingual voicemail service is available at all other times. Local call rates (up to 35 miles) are 4.2p/min 8am-6pm up to 35 miles; 4p all other times.
National call rates (35+ miles) are 6.7p/min 8am-6pm; 4p all other times. Visit Wales
Enquiries relating to Visit Wales are welcome on 08708 300 301. The service, which is bilingual, is open 9am-8pm weekdays and 9am-6pm weekends. The 6.7p/min national call rates applies at all times.
