At long last...we have a marketing executive at the top of VisitScotland

Guinness Shadow
Originally uploaded by Steffe

From Guiness to VisitScotland - a good move at last by the country's tourist body. Malcom Roughbead, the marketing director has been promoted to Chief Executive.
The organisation has been in turmoil for a few years - there have been petitions to parliament about its website, questions asked about its strategy. Members have left in droves. We never belonged, thank goodness, but we benefit from the advertising operation. In return our one cottage alone produces about £100,000 a year for the Glencoe and Highland economy from visitors.
If you can run Guinness brands world-wide, as Malcolm Roughhead has done then you can run VisitScotland. I know Guiness, and I worked with them at senior level years ago. They have a good marketing operation everywhere around the world.
Already, the first move at VS has been to concentrate a lot of attention on the domestic market for visitors from England and the rest of the UK. Hoorah! That's where the money needs to go. Fish where the fish are, for heaven's sake. More than 80% of our visitors are from the UK, we must, must, must keep them sold.
Well done VS, Congratulations Mr. Roughhead. We don't know each other but since we are both Fellows of the Marketing Society, and of the Institute of Marketing we may well run across each other sometime. Doubt it, though. I can't be bothered to go to their shindigs each year, and I'll bet he doesn't either.
John

Information about the area in our Site map
About Fort William
Appin is gorgeous
B&Bs Oban to Fort William
October short breaks in Glencoe
Cottage holidays off peak Autumn, Winter, Spring
BEst way to find holiday cottages anywhere
Glencoe photographs
Walks around our cottage area in Glencoe
Hill walks in Glencoe
You can walk up Ben Nevis one day?
Munroes around Glencoe
Port Appin
Barcaldine
Accommodation in the area
Kentallen
Ballachulish
Onich
Short breaks in Scotland, Last minute cottage holidays Scotland, Autumn, Winter, Spring
Weather month by month Scotland summer
Weather month by month Scotland Autumn
Weather in Scotland Winter, month by month
Misunderstandings about Scotland's weather
Scotland's rain
Advice on driving in Scotland. Several Scotland driving pages are linked to this.
Honeymoon cottages in Scotland
Scotland for Christmas and New Year
The unofficial Scottish tourist Board
Cottages in Scotland permitting smoking
Cottages in Scotland welcoming pets

British people. The prime target market for Scotland's tourism

Bit by bit, VisitScotland, the quango which handles tourism for the country, is getting its act together under new management.

They’ve just released some data from market research which shows who visits Scotland on holiday from our own land. Now this is better than the stuff they usually concentrate on, getting Australians back, and attracting Americans.

The old VisitScotland management liked all the junkets in New York too much for my liking. No one said anything about the UK visitors a year ago. Yet the UK accounts for 80% of all the visitors to Scotland.

They have identified several market segments for visitors to Scotland. In the way it has been published it is almost impossible to do anything with the data. Additionally it is four years old!

Anyway, here is a short summary. Warm Affluent southerners, as they call the prime market segment. Mostly professionals, average age 49, they like outdoor activities, and have some kind of relationship with Scotland already, through family or University. They’ve got the most dosh to spend and they use Bed and breakfast and self catering.

Young domestic explorers is the next group, aged 25-45, either couples, singles, or young families. They book at short notice very often. They come from the North of England or Scotland. Rather low on disposable income but high on internet bookings.

Next are the Mature devotees. Often retired, they prefer hotels and Bed and Breakfast and go touring a lot. Usually from the North of England and Scotland, they look for offers but tend not to use the internet.

The 4th group is called Affluent active devotees, those people who are fairly energetic, in their middle years. They like the outdoors, good restaurants, and stay in hotels.

VisitScotland has also identified a couple of what they call “cold” market segments, not so good for Scotland.

These are; Southern travel Junkies, average age 45, who take most of their holidays abroad. They don’t like Scotland too much. The final group is Northern Sometimes. They keep fit, use gyms, are image conscious, not good for Scotland.

Our experience in Bayview cottage.

We have had about 200 families stay with us. All kinds, all shapes, all sizes they’ve been, and all nice bar two. We’ve made some very good friends.

Most of them, 80%, are British, with about of these 20% coming from Scotland, particularly for short breaks off season. Professional people have been very prominent, the biggest concentration of guests. They split into, families with youngsters in their teens, couples, young and middle aged, then families with little ones,

We know what they like to do on holiday, and we know how they find our cottage on the internet. We ask them, they tell us.

They do love the place, even if it rains. But they much prefer it if it is sunnier, obviously. They like the local facilities, the meals out and have no complaints about the amenities. I have not heard one complaint about a restaurant, for example. Well, I did have a couple about an expensive restaurant which closed down.

Our website receives a very large number of visitors each year, one of the biggest in the area. Many are looking for information about Glencoe not necessarily for accommodation.

We have only one cottage to let. So the visitors looking for accommodation are disappointed with us because either we are full up every week except the off peak season, or else they are looking for short term lets, on odd days of the week, and we cannot do that.

Sorry, folks, for late bookings, and short breaks in the peak season you need the big self catering complexes.

Some of these that I know of personally in the area are:
6 cottages above Onich, with wonderful views
A large complex of cottages and chalets on the shore at Onich
Loch Leven Chalets on the shore side
Different cottages owned by the Clachaig

John
Here are some other links
Different holiday cottages around Scotland in the Autumn, Winter, Spring
Bed and breakfast and hotels around our area Lochaber and Lorne
Find Holiday cottages anywhere
Wonderful photographs of Glencoe
Appin one of the glories of Scotland
Walks, 20 of them in Glencoe
Walking hills in Glencoe
Walk Ben Nevis one day?
Munroes mountains in Glencoe