Innovation in Rural Tourism
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Transcript of Innovation in Rural Tourism
Innovation in Rural Tourism
Andy WoodwardChief ExecutiveFarm Stay UK
10 June, 2010Islande Hotel, Riga, Latvia
THE TREND: -
Socially led increase in interest for countryside
Media reflecting trend with major TV scheduling, including BBC Countryfile, Jamie Oliver, Jimmy’s Farm,Great British Menu, Coast, Three in a BedReflected in TV advertising – Muller Yoghurt, Waitrose with less food miles
Glamping – Glamorous camping getting good media hype
Innovation in Rural Tourism
THE REALITY: -
Major International recession
Euro as low as £1 = E1.10US Dollar as low as £1 = $1.45Non Euro / US$ destinations performing well such as
Turkey and EgyptCamping and Caravanning doing exceptional well in UK
2010 UK Election / World Cup affects sales
Much research but late late late bookings
Innovation in Rural Tourism
THE STATISTICS: - (Visit England UKTS Dec 09)
2009 UK trips up by 7% overall and 17% for “Pure Holiday” category
Self Catering Holidays Up 26% – serviced accommodation up only 6%
UK residents made 15% less overseas trips in 2009 and spend 13% less
Seaside holidays +19.6% trips, +21.7% bednights, +16.0% expenditure
Countryside / Village holidays +11.3% trips, +11.2% bednights, +12.4% expenditure
Self –catering +30.1% trips, +28.7% bednights, +26.3% expenditure
Camping / Caravanning +27.0% trips, +24.9% bednights, +3.8% expenditure
Bed & Breakfast -0.9% trips, +4.9% bednights, +5.3% expenditure
New Accommodation Ideas
The Straw Bale Caravan
The Straw Bale Cottage
www.homegrownhome.co.uk
New Accommodation Ideas
Yurts, Wigwams and Tipi’s
www.cotswoldyurts.co.uk
New Marketing Partners
Muller Yoghurt Promotion- Mainstream yoghurt brand in supermarkets- Summer promotion 2009- 13,000,000 six packsDaily Prize £1,000 from 1 July – 30 September Each prize 5 x £200 tokens, valid until Dec 2010
ResultsBrand awareness increase for Farm Stay UK with
both consumer and industry£93,000 of tokens circulating during difficult yearSecond biggest referral site after google
www.farmstay.co.uk
New Marketing Partners
Muller Yoghurt Promotion
www.farmstay.co.uk
New Funding Streams
www.wakeuptotheheartofthecountryside.co.uk
RDPE: Rural Development Programme for England- European funding- Regionally managed via RDA’s Regional Development Agency
- £200,000 over three years- improve farm interpretation- marketing campaign- shows and events- kids initiative- food programme to deliver local produce to self-catering properties
- Target to increase room nights on farms
New Funding Streams
www.wakeuptotheheartofthecountryside.co.uk
New Experience
Traditional Farm Buildings
www.farmstay.co.uk
- new market- exceptional quality- happy customers