Advertising, Marketing & PR

Winning International Customers

In the past five years,  North East England has seen a 30% increase in international visitors staying overnight (source: the International Passenger Survey), owing to a combination of better marketing, better transport links and joint initiatives between One North East Tourism (the regional tourism organisation) and the transport operators.  The top five origins of overnight international visitors (taken from the Regional Visitor Survey 2008) are:

1. Australia and New Zealand (flights directly into Newcastle International Airport)
2. USA/Canada (flights directly into Newcastle International Airport)
3. Germany (flights and sea ferry access)
4. The Netherlands (flights and sea ferry access)
5. Scandinavia (flights and sea ferry access)

In 2009 the weaker pound means that, for some international customers, particularly USA, Canadian and Euro-Zone visitors, visiting the UK is up to 25% cheaper than last year. 

So how can you maximise your share of these markets?  See our top ten list of ways to win (and keep) international visitors.

1. Research the markets
   Know what these customers want. For example, Dutch holiday makers like city breaks, German visitors like touring and Scandinavian customers enjoy outdoor pursuits.  Customers from Australia, New Zealand, USA and Canada may be exploring ancestral links and will certainly be used to travelling larger distances, so encourage them to explore the region fully.  Many overseas customers are keen on outdoor beauty, history, heritage, arts and culture (experiencing foreign culture is one of the main reasons why visitors travel overseas) and will really appreciate being helped to get the most of their stay especially in regard to things to see and do and regional food.  Many of these customers are used to a level of customer service at home where their accommodation provider helps them to find and book attractions and forward books further accommodation for them. Find out more in the Research section at VisitBritain’s trade site.
2. Access and transport
   Overseas visitors arrive by air and by sea and then either drive or are looking for transfers.  How is your business situated geographically?  The better your access, the more customers you are likely to win, but even those with poorer access can entice overseas customers with the right approach.  What can you do to fit with visitors’ travelling arrangements?  Check timetables and see if you can offer or organise transfers, provide information about public transport or tailor your offer to help fit arrival/departure times, eg early or late opening or meal service, packed meals to go and, for accommodation providers, early or late check in. Make directions easy and understandable, provide itinerary information and links/printed sheets of public transport information.
3. Your website
   Overseas customers research and book online and they are four times more likely to buy if the information is in their own language.  Translate a page at your website for each of the key markets.  Include plenty of information and pictures about your own establishment – facilities, services, directions, transport, opening, prices etc – but also provide lots of information about what can be done nearby and further afield.  Translation isn’t as expensive as you think and the Regional Language Network North East can supply you with translated symbols for your website and put you in touch with reliable, reasonable translators.
4. Booking process
   Investigate having your e-commerce process available in different languages.  Check with your Area Tourism Partnership to see what’s available through Desti.ne and Frontdesk.  At the very least make a translated enquiry form available and ask your translator to provide you with a template for replies.
5. Desti.ne entry
   It may be possible for you to have additional entries on Desti.ne in other languages.  You will have to supply the entry information, but you can use the material you’ve commissioned for your own site.  Check with your ATP to see what’s available for your area.
6. Work with the ATPs and ONE Tourism (Tourism Network North East)
   If you aren’t already registered with the Network do so immediately and get your details onto Desti.ne, the regional tourism database and e-commerce system.  This way your establishment’s detail (and in some cases availability) will get passed up to VisitBritain, England’s North Country and other distribution channels.  One North East Tourism draws from this database to power the international versions of www.visitnortheast.england.com and to develop their printed translated guides.  If you have something special or particular to offer overseas visitors, then get in touch with your ATP and ONE Tourism directly.  You should also consider offering a stay or visit to your establishment as a prize for overseas marketing and PR. Again, get in touch with ONE Tourism.
7. Welcome your visitors
   It is well worth investing a little language training for you and your front of house staff (ask staff first what language skills they already have – you may be surprised!).  Overseas visitors won’t expect you to be fluent but will be impressed and reassured by an initial welcome and a final goodbye.  Consider translated signage, welcome sheets and other materials – see below.  Again, the RLN can help you source courses and teachers, or provide you with basic cultural information.  Don’t forget to converse with foreign guests while they are here.  If their English is very limited they may not have a lot of contact with local people, so do your bit by asking them how their stay is going, exchanging a few words and making a few recommendations.  You may not have much common language, but you’ll be surprised how far you can get with some basic words, a ready smile and a bit of mime!
8. Information about your establishment
   As part of your welcome (or even pre-welcome) provide guests with key translated information about your establishment –  directions, public transport, opening times, meal times, menu options, prices, key facilities, services, emergency contacts and, for accommodation providers, check in/out procedures and information like doctors, hospitals, chemists etc.  Try to make this as warm and friendly as possible and, if you can, include a little about the history and/or ethos of your business, and any anecdotes or personal messages.  Get this made up as a PDF or other printable document, then print or email as necessary.Depending on your business type, especially museums, attractions etc, it may be worthwhile providing additional translated interpretation in written and even audio format.   Remember in all cases, the aim is to help your visitor maximise their time here and feel welcome.
9. Information about your region
   North East England is a fairly small region, and visitors here for any length of time can move quite freely around it.  Make up information packs about things to see and do both nearby and further afield, that help visitors explore the huge variety of things to see and do.  Put yourselves in their shoes. If you were here for ten days, what would be your top ten list of things to see and do?  Visit the Angel of the North, Lindisfarne, Alnwick Gardens, Bamburgh Castle?  Don’t forget any music, events or festivals and especially food – food plays a vital role in successful holidays, and visitors will be keen for a ‘taste’ of the region.  Don't forget to find out and bear in mind each particular visitor's interests and try to provide recommendations that fit with these.  You can get hold of translated regional taster guides in Dutch and German (and also a generic English version) for guests to borrow/use by emailing the ONE Tourism team international@onenortheast.co.uk .
10. Keep in touch
    Just because your visitors come from abroad it doesn’t mean they won’t come back, or that they won’t recommend you and the region to family and friends.  In fact some overseas visitors offer high levels of repeat business.  Consider a short email message in their own language to follow up their stay or visit with you, something along the lines of, “We hope you enjoyed your visit to [business name] and that you had a warm welcome in North East England.  We look forward to seeing you again soon.”   Then include them in any e-marketing, offers or e-Christmas cards etc as appropriate.  Consider tailoring offers just for overseas customers and sending out a marketing email in their own language.

The Regional Language Network North East

As a region we are exceptionally blessed with help for international trade. The Regional Language Network North East exists solely to help businesses improve their communication and cultural skills for both their international customers and staff, and to get the most from multicultural diversity. They have produced a set of factsheets for tourism businesses and their is packed full of information and tools to help you communicate effectively and profitably, and to be aware of the cultural differences that can give you a competitive edge.

Other help and guidance

www.welcometoexcellence.co.uk
These are a range of Welcome courses designed to give tourism businesses a quality, competitive edge.

www.uktradeinvest.gov.uk
This is the website for the government organisation designed to help UK businesses successfully trade abroad (and international businesses trade here).

The North East Regional Trade Team
The NE Regional Trade Team from UK trade and investment can help your business prosper.