Issue 55 November/December 2013 £2.75

Historic sites‘top priority’for visitorsBy Christina Eccles

VISITS to castles, stately homes andfamous buildings, such as those fea-tured on the likes of Downton Abbeyand the Harry Potter films, are now atop priority for overseas visitors toBritain, with research showing that8.9m visits a year involve a trip tothis kind of property.

According to VisitBritain, nearly 30per cent of all visits to Britaininclude a visit to built heritage sites,with the amount spent by those whodo so amounting to £6.5b over theentirety of their trip.

In a poll of 15,000 respondents,47 per cent recognised “interestingbuilt heritage” as a top holidayattribute associated with Britain – a10 per cent increase on pre-Olympic perceptions.

Britain’s “interesting built heritage”was also ranked second against thatof France, the USA, Australia andItaly – higher than its previous thirdplace ranking prior to the London2012 Games and subsequentGREAT marketing campaign launch.

Marketing director at VisitBritainJoss Croft said: “With our rich histo-ry and culture, Britain has some ofthe most iconic buildings in theworld that visitors want to come andsee.

“As an all year round location weknow that people are drawn here bythe chance to see castles like thoseat Alnwick, Conwy, Edinburgh andWindsor.

“Alongside that, adaptations ofclassic novels by Jane Austen andthe Brontë sisters – as well as thegrowing success of period dramassuch as Downton Abbey – are help-ing to increase interest in visitingstately homes across the UK.

“Britain’s built heritage is a fantas-tic asset and one of the keystrengths of our visitor experience.As we look to entice 40m overseasvisitors a year by 2020, we will beincreasing our promotional activityin key markets around the world byusing images that highlight the mys-tical charm of castles and romanticappeal of historic houses.”

Marketing director at EnglishHeritage Luke Whitcomb added:“This August a record number of vis-itors, over 1,066,000, enjoyed thecastles, abbeys and historic homesin our care.

“From the Battle of Hastings toCharles Darwin's home, it appearsthat more than ever visitors – fromhome and abroad – want to standon the spots where history wasmade.”

THE industry has welcomedthe news that Best of Britainand Ireland is to widen its traditional travel leisure offering to include the meet-ings sector.

The two-day event takesplace from March 12-132014 at the NEC and hasalso received support fromhotel groups who have andcontinue to exhibit at theshow.

Director Live andConferences NEC AdrianEvans said: “NEC is delightedto support the Best of Britain and Ireland plan toextend the show’s reach tothe meetings sector.

“The move is good for themeetings sector, good forBirmingham and particularlygood for meeting plannersand organisers who work andoperate within the Midlands,the North and West ofEngland, Wales andScotland.

“Many within the industrydo not realise that the NEChosts over 400 conferencesand live events every year on top of the exhibitions werun, so it is a fantasticopportunity for us to showcase all that the NEChas to offer.”

Popular venue the SSE Hydro inGlasgow has played host to the 2013MOBO Awards, delivered by LogistikGroup for the eighth consecutive year.The star-studded televised awardsincluded performances from chart toppers Rudimental, Iggy Azalea, TinieTempah (pictured) and Laura Mvulaand was hosted by BBC Radio 1Xtrapresenter Sarah-Jane Crawford and DJand presenter, Trevor Nelson. Picture: 2013 MOBO Organisation Ltd

Show setto includemeetingssector

01 31/10/13 14:37 Page 1

02 jersey boys 31/10/13 14:37 Page 1

EDITORIALJudith Halkerston group editor 01226 734639 jh@scriptmedia.co.ukChristina Eccles reporter 01226 734463ce@scriptmedia.co.ukDominic Musgrave reporter 01226 734407dm@scriptmedia.co.uk

PRODUCTIONStewart Holt – studio manager –sth@scriptmedia.co.ukLaura Blackburn – graphic designerlb@scriptmedia.co.uk

ADVERTISINGSiu Lon Wongproduct manager01226 734482Tony Barrysales and marketing director01226 734605

CIRCULATIONKelly Tarff01226 734695 kt@scriptmedia.co.ukWeb: www.destination.uk.com

DESTINATIONNEWS

3

Contacts

The Aston MartinDB5 whichappeared in JamesBond’s Skyfall isnow on display atthe Heritage MotorCentre until spring2014.The model ondisplay is theactual car, whichwas used for mostof the drivingsequences in thefilm, which starsDaniel Craig as007.

Record figures for YorkBy Christina Eccles

RECORD tourism figures have beenannounced at Visit York’s annualTourism Conference where 200businesses gathered to listen to anexpert panel of speakers, hosted byBBC Radio York presenter AdamTomlinson and sponsored bySantander.

So far in 2013, visits toattractions are up by a record 16per cent (January-August 2013 vJanuary-August 2012).

Over 311,000 people have visitedthe Information Centre at 1Museum Street since the beginningof the year and a record-breaking

1.3m people have visited theflagship centre since it opened inMay 2010.

Hotel room occupancy for the yearso far is on a par with last year at77.2 per cent, higher than thenational average (excludingLondon), and room rates are up bytwo per cent to £76.54.

Visits to the Visitor informationCentre over the summer months ofJune, July and August were also up9.2 per cent year on year.

And the addition of new attractionsand events such as the NationalRailway Museum’s Mallard 75,interest in Richard III at theYorkshire Museum, the new

attraction Revealing York Minster,good weather over the summer andincreased marketing activity have allhad a strong impact.

Chief executive of Visit York GillianCruddas said: “York has put onmore quality events, festivals andexhibitions than ever before. Ourlatest tourism figures demonstratethat visitors appreciate the hugevariety of things to see and do here.

“I hope that the conference andour expert line-up of speakers givesdelegates valuable insights into thecurrent tourism climate, inspiringthem to ensure York’s tourismindustry continues to flourish as wehead into 2014.”

03 31/10/13 14:38 Page 1

DESTINATIONCOLWYN BAY

4

The fortunes of a North Wales coastal town have been transformed thanks to a multi-million pound redevelopment. Dominic Musgrave visited Colwyn Bay to find out more.

Pulling in musicand sports fansTHE centrepiece of the project isthe new 6,500-capacity EiriasStadium, which cost £6.5m tobuild.

It was created to provide top-quality coaching, analysis andconditioning for young Welshrugby players as the WRU soughtto tap into the potential talentfrom the one million peopleliving in the area.

But as well as hosting toprugby international matches andproviding a training camp for thecountry's rugby and footballteams, the stadium has alsoseen pop stars including PixieLott, Olly Murs and Little Mixplay to sell-out crowds as part ofa summer festival.

And an adjoining indoortraining centre, which is alsoused by several local schoolteams, can be transformedquickly into a marquee forweddings, conferences,exhibitions and sporting events.

Heading up the facility is WRUgeneral manager of developmentRupert Moon, who played morethan 20 times for Wales.

He said: “The challenge for usin Colwyn Bay was how do weget people here, and through thestadium and other facilities thatwe have developed we hope to

have enhanced the town’sreputation and that people leavehere with a smile on their facefeeling positive, be it afterattending a sports event or oneof the pop concerts.

“The indoor arena is a flexible,multi-purpose venue that can beused by a school for training oneday and then as a 3,000 seatarena for a major dartstournament the next.

“It is cost effective and meansthat here we can cater for eitheroutdoor or indoor events, smallor large. We want the stadium tobe a centre of excellence forsport.”

The statistics speak forthemselves. On numerousoccasions the stadium hasbroken the attendance record forand age-grade rugby game inWales, while more than 1,000people turned up to watch theCardiff Blues host a two-dayopen training session.

And 8,000 people watchedLittle Mix as the stadium wastransformed into a two-daysummer festival venue forAccess All Eirias.

All of this has led to a majorboost in tourism for the resort,which has seen more than£50m investment being spenton a range of projects as part ofthe Bay Life+ programme.

The scheme includes a recentlyopened seafront watersportscentre, Porth Eirias, withcelebrity chef Bryn Williamsopening a bistro in thedevelopment shortly – his firstoutside of London.

The rest of the money hasbeen spent on revamping thecountry's oldest cinema TheatrColwyn and improving the towncentre's streetscape. And a newfamily beach, which has beencreated to improve the town'ssea defences, hopes to bringholidaymakers back to the town.

Rupert Moon

HALF a million tonnes of sand werepumped on to the Colwyn Bay coast-line to create the new dry family beach.

And this opening, as well as othernew facilities for the town, have led toa five per cent rise in footfall.

Climate change meant that £11mneeded to be spent to protect thetown from coastal erosion but, insteadof building a large beach wall, thecouncil opted for the beach option.

Rupert said: “The new beach wasborne out of the need to protect thecoast and promenade, and a visionthat we could go that bit further thanjust building a wall. We knew it wouldhave an impact on visitor levels toColwyn Bay, but even we werepleasantly surprised at how quicklylocal businesses have seen theresults.

“Creating the beach became apivotal part of the regenerationprogramme, and was a key venue forthe successful Forties’ Festival andProm Xtra events that we held in thesummer. We now want to re-lay thepromenade path and paint the safetyfencing to make it look a lot tidier andfresher. People can now walk or cycleall around the Welsh coast down toNewport.”

Plans are also now being worked onto restore the town’s Victorian Pier toits former glory as an arts, culture andcommunity facility. The HeritageLottery Fund has awarded, in principle,£5m to the project.

Rupert added: “The council here isvery forward-thinking and recogniseswhat it has got and works with it. Itaffects the things that it can, and

those that youcannot it leavesalone to a laterdate. The pier willbe a multi-millionpound project butwe need to workout how we aregoing to make itsustainable.”

New beachbrings risein footfall

04 4/11/13 15:15 Page 1

DESTINATIONNEWS

5

FATHER Christmas, elves and reindeer bring a sleigh full of Christmas spirit to the Eden Project this winter.

Visitors will be greeted byelves on arrival where they’llreceive a special letter fromFather Christmas with achallenge to help him collectall of the food needed fromacross the globe to create themagical food that makes thereindeer fly.

After exploring Eden andvisiting the reindeer, visitorscan then snuggle up insideFather Christmas’s cosy tentand listen to magical firesidestories.

Each child will then receive akeepsake to look after untilChristmas Eve.

Father Christmas will be at Eden every Friday, Saturday and Sunday fromNovember 23 until December23.

Christmas spirit aboundsat Eden Project this winter

Premier clubsnet customercare awardsFOUR Barclays Premier League clubsare to receive awards for the qualityof their customer care as part of anational scheme that is improvingstandards of fan experience atfootball stadia.

A panel of industry experts fromthe tourism, football and customerservice industries voted ManchesterUnited the VisitFootball Club of theYear for their “stand-out customerexperience”.

Liverpool received the Best FanInnovation for their Family Park andFulham’s staff won the WarmestWelcome award.

The fourth award, Unsung Hero,went to steward Jo Roberts ofWigan Athletic for her dedicatedwork with disabled supporters.

VisitFootball, a joint venturebetween the Premier League andthe national tourism boardVisitEngland, has been assessingthe care that customers receive atfootball grounds since August 2010and gives out annual awards forthose who deliver outstandingcustomer service.

Premier League chief executiveRichard Scudamore said: “PremierLeague clubs are working harderthan ever to ensure that whensupporters come to a match theyreceive excellent service. Lastseason Premier League groundswere 95.3 per cent full and we saw

record adult and junior seasonticket sales. That was down to somegreat deals but also because clubsare being more welcoming andlistening to what fans want fromtheir matchday.

“The passion and commitment ofthe fans is an integral part of thePremier League’s success andEnglish football culture. TheVisitFootball Awards won byManchester United, Liverpool,Fulham, and Wigan Athleticdemonstrate that not only do ourclubs take looking after their fansvery seriously but they are extremelygood at it.”

VisitEngland chief executive JamesBerresford added: “The PremierLeague has already been playing itspart over the last three years toimprove its football welcome andthey should be congratulated fortaking this so seriously and theprogress made so far.

“It's also important that footballclubs continue to build on theseimprovements and we have certainlyseen that Manchester United,Liverpool, Fulham and WiganAthletic. If we want to show thecommitment both the sporting andtourism industries have to providingfans with a high quality, highlymemorable experience, then thePremier League VisitFootball isexactly the right signal.”

The Best Western Plus Castle Green Hotel in Kendal has scoopedtwo awards at the fourth Westmorland Gazette Business andTourism Awards. The hotel was crowned Hotel of the Year and Teamof the Year at a glittering awards dinner attended by over 200people.

CHICKEN, chorizo and the greatYorkshire cream tea were amongthe foods celebrated at a glitteringDeliciouslyorkshire Awardsceremony, which saw 20businesses across the countyscoop prizes for their food anddrinks.

The ceremony included adazzling drinks reception, canapésand a sumptuous banquet thatfeatured many of the shortlistedfoods – including Smoked Trout

and Horseradish on Dill Sconesfrom Best Fish winner StaalSmokehouse; Yorkshire Salamibruschetta from Best PreparedMeat winners The British PremiumSausage Company; and ice-creamfrom Best Dairy Yummy YorkshireIce-cream.

It was hosted by seasoned foodaward judge and BBC broadcasterNigel Barden, who brought hiswealth of foodie expertise to theevent.

Success on a plate in Yorkshire

05 31/10/13 14:39 Page 1

DESTINATIONLONDON

6

Boris Johnson and Michael Bloomberg

Boris renews tourismalliance with Big AppleBy Christina Eccles

THE mayors of London and NewYork have renewed theircommitment to boosting tourismand business by encouraging visitortravel between the two cities.

The agreement between theMayor of London Boris Johnsonand Mayor of New York MichaelBloomberg recognises theimportance of the leisure andhospitality sectors in both citiesand the positive impact thetourism industry has on economicdevelopment.

The mayor’s official promotionalorganisation London and Partners,and its counterpart, New York Cityand Company will exchange mediaadvertising space for promotionsin both cities and share bestmarketing and tourism practice.

The year-long partnership followsa previous agreement signed bythe two cities in 2009. A keyprogramme will be aimed atdriving up visitor numbers at largeand small cultural venues in eachcity and encourage even greatercooperation between culturalinstitutions.

Mayor of London Boris Johnsonsaid: “As great world cities forculture, London and New Yorkoffer the visitor an extraordinarynumber of attractions, so I amdelighted to be renewing thisimportant partnership. Let’s shoutit out loud: London loves NewYork and New York loves Londonand as big, bold cities, tourismhas a vital part to play in theprosperity of each. As the globaleconomy emerges from thiseconomic downturn, our goal is tobuild on the mighty reputations ofeach as pre-eminent destinationsfor culture hungry visitors.”

Best touristnumbersin historyA RECORD 7.9m tourists visitedLondon in the first six months of2013, the best ever first half yeartourism numbers in history.

The figures from the latestInternational Passenger Survey showa 7.7 per cent boost on the sameperiod last year.

Tourist spending over the sameperiod was £4.9b, a 12.4 per centincrease compared with the first halfof last year. Spending in London’stourism sector has increased everyquarter for the last two years.

Mayor of London Boris Johnsonsaid: “Last summer the palpablebuzz of this great city was beamedacross the globe.

“Since then London’s draw hasgone from strength to strength withbillions of pounds of internationalinvestment and huge regenerationprojects continuing apace.

“These fantastic tourism figuresnot only support new jobs andgrowth in London’s economy but areyet another testament to theOlympic legacy.”

SPEND by Chinese visitors toLondon’s Luxury Quarter of Mayfair,Piccadilly and St James’s topped£262m in 2012, an annual increaseof 31 per cent.

Figures show Chinese travellersspend on average £1,656 pertransaction in the London LuxuryQuarter, 122 per cent more thananywhere else in the UK.

This shows the importance ofChinese retail tourism and how itcontinues to play an integral role inmaintaining a buoyant retaileconomy in London’s West End.

Managing director of Bond StreetBeverley Aspinall said: “The Chineseultra high net worth traveller is aknowledgeable and sophisticatedshopper.

“They are deeply interested inknowing every detail of an itembefore they purchase and they havea huge amount of respect for thehistory, design and engineering ofthe product.”

GREENWICH has expanded itsoffering for groups, with newexperiences, moreaccommodation and a host ofexhibitions opening over thecoming months.

Highlights to watch out forinclude new exhibition – Turnerand the Sea – which will be onview at the National MaritimeMuseum and group bookings onCity Cruises’ new ThamesJetRIB.

KENWOOD House in London is toreopen at the end of November,following the completion of amajor Heritage Lottery Fundsupported repair and conservationprogramme.

English Heritage’s Caring forKenwood project includesrestoring Robert Adam’s originaldecorative scheme in theentrance hall, the staircase, theantechamber and the library andrepainting and restoring theexterior to its 18th centuryappearance.

Chief executive of EnglishHeritage Simon Thurley said:“Kenwood House is one of thewonders of the Capital. Ourrestoration will reveal it again inits fullest glory – we really lookforward to opening its doorsagain at the end of November.”

Chinese spend is up by 31% Doors to openon ‘wonderof the capital’

Greenwichoffering grows

06 31/10/13 14:39 Page 1

DESTINATIONEXCURSIONS 2014

7

CELEBRATING its 10th anniversary at AlexandraPalace on January 26, Excursions 2014 will bebigger and better than ever before with a moveinto the Great Hall, allowing more exhibitors,plus an exciting array of offers and benefits forvisitors.

Joey, the life-sized puppet star of theNational Theatre production War Horse, willofficially open the dynamic exhibition.

Visitors can combine their visit to Excursionswith a weekend away by taking advantage ofSuperbreak’s exclusive show offer, which gives10 per cent off their London theatre andaccommodation packages, or book a place onExcursions’ familiarisation weekends inOxfordshire and Surrey.

Group organisers invited to the show by theircoach operators will be treated to a VIPwelcome and a Longleat Resort afternoon teaexperience before their return journey.

The successful programme of free coachtransfer services for visitors is being extendedto over 50 pick-up points, while the servicecalling at six central London mainline railwaystations has been reinstated.

Excursions is organised by Tourism SouthEast and Group Travel Organiser magazine, andworks in partnership with Visit England andLondon and Partners.

WarHorselife-sizedpuppetstar toofficiallyopendynamicevent

Anniversaryexhibitionto be ‘biggerand better’

07 31/10/13 14:40 Page 1

DESTINATIONSCOTLAND

8

A LUXURY accommodation provider inthe Highlands has received threeprestigious accreditations – just weeksafter opening.

In the hills between Glen Affric andGlen Strathfarrar in the ScottishHighlands, Eagle Brae provides self-catering accommodation in sevenCanadian-style log cabins poweredentirely by renewable energy.

Upon welcoming its first guests at thestart of September, the developmentattained gold status from the GreenTourism Business Scheme.

Shortly afterwards, owners Mike andPawana Spencer-Nairn picked upanother award, this time from theScottish Council for research andinnovation, followed by achieving a five

star rating from the Scottish TouristBoard.

Mike said: “We came to theHighlands with the ambition of creatingsomething unique.

“There are plenty of chalet-type self-catering lodges, but Eagle Brae isunlike anything else available in the UKtourism market.

“Our commitment to environmentalsustainability makes it one of thegreenest holiday destinations inEurope.

“These three awards are the icing onthe cake for us. It has taken almosteight years of hard work, planning anddevelopment to get here.

“We are very proud of the finishedresult.”

Three awards are ‘icing on the cake’

Russell Beveridge of the Thistle Aberdeen Altens hotel launches new tourism awards atDunnottar Castle on behalf of the Aberdeen City and Shire Hotels’ Association

New tourism awardsfor the Granite CityTHE vital role played by tourism inthe local economy will berecognised through a new awardsscheme, launched by AberdeenCity and Shire Hotels’ Associationto recognise operators who deliveran outstanding experience tobusiness and leisure travellers.

Aberdeen City and Shire TourismAwards have been created by the

association as part of its drive toraise the bar even higher on thequality of the region’s tourismbusinesses, which contribute£340m a year to the localeconomy.

There are 12 categories andorganisers want to secure entriesfrom a wide range of hotels,restaurants and visitor attractions,

as well as key individuals workingin the hospitality sector. Nomin-ations can be made until 30November through the website –www.acsta.co.uk – where there isalso further information about therequirements for each category.

Winners will be revealed at aceremony at the Mercure ArdoeHouse Hotel on March 28 2014.

Top awardfor Scottishtourism unitA VISITSCOTLAND team, which hashelped generate £1.9b for theScottish economy, is celebrating asignificant industry award win.

The VisitScotland Business TourismUnit was named Best UKConference and IncentiveDestination Marketing Team at theConference and Incentive TravelAwards in London.

The VisitScotland submissionshowcased the team’s work inpromoting Scotland as a destinationfor business, focusing on eventsincluding Scotland Means Business, Scotland on Tour and on-going activities in the past year.

Head of VisitScotland’s businesstourism unit Neil Brownlee said:“This award puts us in an excellentposition leading into 2014 andbeyond.

“It provides further evidence of theconsistent high quality of marketingactivity that we deliver, not only toprofessional conference and eventorganisers, but to Scottish industrypartners.

“There is a constant drive from theBusiness Tourism Team to provide awide-ranging programme of eventsto suit the varied needs andbudgets of Scottish suppliers.Feedback received shows consistentexcellence in event delivery andVisitScotland’s commitment toshowcase the best that Scotlandhas to offer to this demanding anddiscerning audience.”

A NEW online programme is beingdeveloped to support Glasgow’stourism industry ahead of the 2014Commonwealth Games, to helpreinforce the city’s reputation as atop tourist destination.

The successful Glasgow Welcomescourse, which is currently availableas a one-day workshop, is movingonline to enable the city’s 40,000

tourism and hospitality workers toeasily access customer servicetraining in advance of Glasgow2014.

The course costs £5 and takesabout two hours to complete. Userswill take a test at the end of theprogramme and they will receive acertificate and a Glasgow Welcomeslapel badge upon completion.

The online programme has beendeveloped by Flow Training for theGlasgow Tourism Service Initiative,an industry-led project to helpimprove the customer experiencethrough training and developmentfor the tourism sector.

The training will help staff to learnmore about Glasgow’s attractionsand major events taking place in

the city, including the 2014Commonwealth Games. A key aimis to help tourism industry staff offerup-to-date advice on what there isto see and do in the city.

The online training module isfunded by Scottish Enterprise withadditional funding from SkillDevelopment Scotland and GlasgowCity Council.

Online support launched for Glasgow tourism industry

08 31/10/13 14:40 Page 1

DESTINATIONSOUTH EAST TRAVEL SHOW

9

VISITOR registration is now open forthe two Beautiful South Group TravelFairs taking place across South EastEngland in 2014.

The first will be held at KewGardens in Surrey on SaturdayFebruary 15, followed by De VereVenues Heythrop Park Hotel (withshuttles to Broughton Castle) inOxfordshire on Saturday March 1.

Entry into the travel fairs is free ofcharge and each will have about 50exhibitors from across South EastEngland showcasing their groupoffer, including both well-knownpopular attractions and those littlehidden gems.

Visitors to previous travel fairshave valued “the ease and theamount of information” as well asthe “opportunity to talk face-to-face

with exhibitors”. They leave with a host of new and

inspiring ideas for day trips andshort breaks as well as useful newgroup travel contacts.

Travel trade manager Elaine Colleysaid: “With so many group travelexhibitions entering the market inrecent years, Tourism South Easthas consolidated its programme oftravel fairs from three to two withthe emphasis on quality overquantity.”

After the fairs. visitors arewelcome to look around the hostvenues and take advantage of theguided tours and/or talks availableto book on the day.

Visitors to Kew Gardens, pictured,can explore the world famousglasshouses, landscapes and 250years of history at London’s only300 acre UNESCO World HeritageSite and much more.

De Vere Venues Heythrop Park is ahistoric 18th century mansion

house set in 440 acres ofOxfordshire countryside. Visitors canenjoy a traditional English cream teaserved in the Wedgewood Roomoverlooking the Italian Garden forjust £5pp (usually £8.95pp).

Complimentary transfer coachesare also running to BroughtonCastle for an exclusive taster tour ofthis medieval manor house steepedin history dating back to 1300, butpre-booking is advisable as placesare limited.

Travel fairorganisersopting forqualityoverquantity

09 31/10/13 14:42 Page 1

DESTINATIONNEWS

10

By Christina Eccles

TRAVEL agents and tour operatorsare at serious risk of losing businessby leaving customers hanging on thetelephone for almost 30 seconds ata time, new research has revealed.

A survey of 3,630 UK companiesby audio branding specialist PHMedia Group discovered they leavecustomers on hold for an average of27.34 seconds per call.

PH Media group sales andmarketing director Mark Williamsonsaid: “These results represent asignificant challenge for travelagents and could pose a threat toprofitability.

“Callers are simply unwilling towait on the end of the line whilesubjected to silence, poor qualitymusic or beeps so firms are puttingthemselves at serious risk of losingbusiness.

“Good call handling is oftenoverlooked as a key sales andmarketing tool but the telephonestill acts as an important touchpointand first impressions count. If eachcaller enjoys a positive experience,

customer service standards will gothrough the roof.”

Of all callers placed on hold, 34per cent were subjected to silence.A further 26 per cent were made tolisten to music, while 26 per centheard beeps.

But hold time isn’t the onlyconsideration for businesseswanting to make a good firstimpression on callers.

As part of the study, PH MediaGroup also audited each company,giving them a score out of 100based on overall call handlingpractice. Travel agents and touroperators averaged just 31,

compared to an average of 33.Elements including the time taken

to answer a call, the number of tiersa caller experiences before reachingthe necessary department, use ofconsistent voice and music,professional and personalisedvoicemail and out-of-hoursmessaging were weighted to reflecttheir importance.

Mark added: “Good customerservice is paramount for anybusiness so it is important toevaluate all aspects of call handlingto ensure calls are dealt withappropriately.

“Inevitably, not every call will beanswered within a matter ofseconds, so when callers do needto be placed on hold for any lengthof time, informative and entertainingaudio messages can help tomaintain their attention anddecrease perceived waiting time.

“Brand congruent voice and musicare also vital in order to presentcustomers with a consistent imageof the company, reinforcing brandvalues and establishing areassuring, coherent presence.”

Mark Williamson

Lost call ‘danger’for travel agents

Off-roadfirm teamsup withtop hotelsAN off-road adventure companyhas teamed up with some ofCumbria's top hotels to providetransfers with a difference.

Ordinary transfers are set for aradical change thanks toKankku, a Lake District-basedfirm specialising in 4x4experiences.

People who book a Kankkutransfer will be met by theirguide where they will receive afull briefing and be providedwith their transfer vehicle – asturdy ex-Army Land Rovercomplete with maps, pre-programmed satellite GPS and aroad book direction systemderived from the World RallyChampionship.

Guests staying at venuesincluding the Langdale Hoteland Spa, Brimstone Hotel,Lakeside Hotel, the DrunkenDuck, the Masons Arms and thePunchbowl can then experiencethe off-road adventure en-routeto their accommodation.

The year-round service isavailable seven days a weekand vehicles can carry up to sixpassengers.

10 31/10/13 14:43 Page 1

11 War Horse 31/10/13 14:43 Page 1

DESTINATIONCENTRESTAGE

12

AS we approach 2014, thecentenary of the start of World WarI, the National Theatre’s multi-award winning production of WarHorse, based on the award-winningnovel, continues to go fromstrength to strength.

This stunning production, with acast of over 38, a stirringorchestral score by Adrian Suttonand folk music arranged by JohnTams, has been described by theSunday Times as ‘the theatreevent of the decade’. It isrenowned for its ground-breakingpuppetry work by South Africa’sHandspring Puppet Company whichbrings breathing, galloping,charging life-size horses to life onstage set against a magnificent setdesigned by Rae Smith.

It has now been seen by over 4m

people worldwide and is currentlycelebrating its sixth successful yearin London’s West End. Whilstcontinuing its run at the NewLondon Theatre, the show issimultaneously on tour in the UKand Ireland – playing to packedhouses in Birmingham, Salford,Edinburgh, Southampton, Dublin, Sunderland, Bradford andCardiff.

War Horse tells the powerful storyof a young boy called Albert andhis beloved horse, Joey, who hasbeen requisitioned to fight for theBritish in World War I. Soon caughtup in enemy fire, Joey serves onboth sides before finding himselfalone in No Man’s Land. But Albert cannot forget him and, still not old enough to enlist,embarks on a treacherous

mission to find Joey and bring himhome.

War Horse won six Tony Awardsduring its recent Broadway run,and is currently on a major tour ofNorth America which continuesthroughout 2013/14 and a newGerman language production

entitled Gefährten has just openedin Berlin.

To book call 0871 221 4444 orvisit www.superbreak.com

If you do not already have anagency agreement or want todiscuss development ideas call01904 436 000.

War Horsegoes fromstrengthto strength

Royal guest meets her show favouriteTHE National Theatre’s hit productionWar Horse received a very specialvisitor recently.

To celebrate the National Theatre’s50th anniversary, Her Majesty TheQueen unveiled a plaque at thetheatre and met her favourite fromthe show, Horse Joey.

The play, which has recentlyreleased over a quarter of a millionmore tickets, is now booking untilOctober 2014. It continues to be akey seller for Superbreak and isproving hugely popular with a widerange of customer types.

War Horse tells the powerful storyof a young boy called Albert and hisbeloved horse, Joey, who has beenrequisitioned to fight for the Englishin World War I. Caught in enemycrossfire, Joey ends up serving onboth sides during the war beforelanding in no man’s land, whileAlbert, not old enough to enlist,embarks on a treacherous mission

to find his horse and bring himhome. War Horse is a remarkabletale of courage, loyalty andfriendship. War Horse has beenseen by over 4m people worldwidesince its premiere at the NationalTheatre in 2007 and continues itshugely successful run at the NewLondon Theatre in the West End(now in its sixth year in London).

Guests on a Superbreak War HorseLondon theatre break will witnessthe breathtaking production of theplay with its life-sized puppets whichare brought to life on stage by theamazing Hangspring PuppetCompany.

War Horse has now begun a tourof the UK and Ireland – ensuringthat agents all around the UK havethe chance to promote this popularshow to venues within theircatchment.

Superbreak are delighted to offertheatre breaks featuring the War

Horse tour in the following keydestination cities: Cardiff, Dublin,Edinburgh and Sunderland.

National sales manager atSuperbreak Graham Balmforth said:“War Horse is hugely captivatingand it appeals to all age ranges,including families. Agents shouldwork hard to promote this show andof course, look at the regionalvenues and see if any of them arewithin a two-hour catchment of theirlocation. We know that short breakcustomers tend to travel up to twohours from home and this could bea great way to see the show withouthaving to venture to London.”

Overall prices for a War HorseLondon short break lead in at£117pp including one night’s threestar b/b accommodation and a toppriced ticket to the show.

For more information and bookingscall Superbreak 0871 221 4444 orvisit www.superbreak.com/agents

New Yeartheatre price cuts THEATRES across London willwelcome in the New Year byoffering cut-price deals aspart of Get Into LondonTheatre, the annual ticketscheme that allows thepublic to see top shows for afraction of the normal cost.

From January 1 to February13 2014, participatingproductions including BillyElliot the Musical, TheCurious Incident of the Dogin the Night-Time, Disney’sThe Lion King, Mamma Mia!,The Phantom of the Opera,The Wind In The Willows,Wicked and many more willoffer discount ticketsranging from £10-£40.

I CAN’T SING! – The X Factor Musicalwill open at The London Palladium onMarch 26 2014, with previews fromFebruary 27 2014. The musical comedy, written by HarryHill and Steve Brown, will star OlivierAward-winner Nigel Harman asSimon Cowell with The Color Purple’sCynthia Erivo and Alan Morrissey aslovestruck hopefuls Chenice andMax.Superbreak already has packagesavailable, which include show ticketsand accommodation.

12 4/11/13 15:15 Page 1

13 Charlie and the chocolate 31/10/13 14:44 Page 1

14 & 15 you're invited 31/10/13 14:45 Page 1

14 & 15 you're invited 31/10/13 14:45 Page 2

DESTINATIONCENTRESTAGE

16

THE National Theatre opened its doors in 1963at the Old Vic under Laurence Olivier.

800 productions later, the venue is markingits half-century with a short season celebratingthe remarkable people and plays that made theNT one of the most cherished and creative ofgreat British institutions: on screen, on stageand online.

Highlights will include National Theatre Liveencore screenings of some of the National’smost acclaimed recent productions at venuesthroughout the country, as well as exhibitionssuch as Chris Arthur: Scenes from National life,which includes unseen portraits of the likes ofAnthony Hopkins, Maggie Smith and LaurenceOlivier.

Curated by theatre specialists using the richesof the NT Archive, exhibits will be madeavailable online through the Google CulturalInstitute.

The first exhibition will explore Greek theatreat the NT, with a further five exhibits plannedover the next two years.

A National Theatre pop-up shop will alsoappear on the South Bank this autumn forunique items created for the anniversary, alsoavailable to buy online.

Iconic designers Michael Craig-Martin, JamieReid, Paula Scher, David Carson and GraphicThought Facility have created signed, limitededition prints, while Daniel Rosenthal’s bookThe National Theatre Story is also scheduled forpublication later this year.

NT marks its half-century

Fifty years: The National Theatre Picture by Philip Vile

By David ThomasWELCOME to the third edition of theDestination UK West End Chronicle.

Hotfoot from The Hackney Empire,the home of London pantomime, tothe Press Gallery Bar of the Housesof Parliament (no relation) to jointhe cast and writers of ‘The DuckHouse’ the hilarious new play thathas its roots in the infamous MPs’expenses’ scandal (where oneMember of Parliament famouslyclaimed £1,650 for a floating housefor his ducks).

I had last met Ben Miller at achurch in Islington, where he wasrehearsing the role of a ruthlessEastern European assassin with amorbid fear of little old ladies forThe Ladykillers (a fantasticperformance in a terrific comedy).

I congratulated Ben on hismeteoric rise from Hit-Man to MP(transferable skills no doubt) andthen watched through tears oflaughter as Ben and the cast gaveus a taste of what's in store at TheDuck House.

Since last I wrote, both RoddyDoyle’s The Commitments and TimRice’s From Here To Eternity haveboth opened in London’s West Endand Andrew Lloyd Webber haslaunched his forthcoming newmusical, Stephen Ward, a story ofthe infamous sixties’ scandal that

brought down the Government. The phenomenal Alexander Hanson

takes the title role as thefashionable physiotherapist at thecentre of The Profumo Affair (anyonewho has seen the arena tour ofJesus Christ Superstar is not likelyto forget Alexander Hanson’s icilydispassionate Pilate).

Performing alongside Alexander willbe one of the West End’s leadingdivas, the two-time Olivier Awardwinner Joanna Riding with the roleof Christine Keeler being played byCharlotte Spencer.

By huge contrast Richard Eyre, thedirector of Stephen Ward, alsodirected Charlotte in her first role inthe West End, playing the eldest ofBanks children, Jane, in MaryPoppins at the Prince EdwardTheatre.

Richard Eyre had been the directorof the National Theatre from 1988to 1997, and last Thursday eveningI joined a celebrity audienceincluding Amanda Holden, BernardCribbins, Jill Halfpenny and NigelHarman (soon to play Simon Cowellin “I Can’t Sing, The X-FactorMusical”) to see The NationalTheatre's One Man Two Guvnors as itbecame the longest runningproduction in the 200 year history ofthe Theatre Royal Haymarket

And what a great way to celebratethe 50th Birthday of The NationalTheatre, in the week that its biggestever hit, War Horse, opened inBirmingham and Berlin and RufusNorris was confirmed as the veryworthy successor to the inspirationalNick Hytner. A huge Happy Birthdayto the National Theatre – here’s toanother half century ofmasterpieces, magic and mayhem.

News from aroundthe theatres ...

David Thomas

A new comedy is opening at theVaudeville Theatre on December10, running until March 292014.The Duck House is anoutrageous new comedy set in aworld of dodgy receipts, dodgierdeceit and pure Parliamentarypanic. Ben Miller leads an all star castincluding X Factor semi-finalistDiana Vickers, Olivier Awardwinning Nancy Carroll andJames Musgrave.

16 4/11/13 15:14 Page 1

DESTINATIONNEWS

17

Catch somecrickethistory ...COME to Lord’s and take a tourbehind the scenes at The Home ofCricket.

Guided by an expert guide thetours take in the Pavilion, thelegendary Long Room, and thedressing rooms.

Housing the famous ‘honoursboards’, you will have the chance tosit on the seats usually occupied bythe England team.

In the MCC Museum, home to theAshes Urn and over 400 years ofcricket history, we explore thetreasure house of Lord’s.

Following on from 2013, the MCCMuseum will launch a new exhibitionin 2014 in partnership with J PMorgan, entitled Cricket’s CrownJewels. Part Two will highlight theliterary gems within the collection.

Around the ground, we take inthe magical atmosphere of Lord’sand the award winning architectureof the J.P. Morgan media centre.Here you will see where Sky Sports,Test Match Special and the writtenpress report on the game.

Almost 40,000 rooms ‘closed in past decade’ALMOST 40,000 UK hotel roomshave closed over the past decade,research conducted by Melvin GoldConsulting has revealed.

According to figures, the majorityare small, unbranded, independentproperties in coastal areas such asCornwall, Blackpool and Torbay, aswell as those in key Londonboroughs such as Westminster,Kensington and Chelsea.

Hotel industry consultant MelvinGold said: “The hotel industry in theBritish Isles is rapidly changing andit is very exciting to be part of sucha dynamic sector that is adapting to

its future. “The transition of the UK hotel

industry that is in progress is furtherevidenced by our research.

“We have found hotels changinguse to residential accommodation,care homes, and studentaccommodation or beingdemolished to facilitate newdevelopment. It is important to notethat it does not herald the end ofthe independent hotel, providedthey are well-invested and marketfocused.

“I still expect them to comprise upto 40 per cent of the future UK

hotel market, but the majority of UKhotels will be branded within thenext decade.

“This process of change reflectsthe requirements of the 21stcentury consumer and also createsincreased employment opportunitiesas the supply-base moves towardslarger, branded hotels.

“From 2003 to the end of 2013,103,612 new hotel rooms haveopened in the UK. Even takingaccount of closures I expectcontinued growth and the UK hotelindustry to have more than850,000 rooms by 2030.”

REGISTER now and book a freecoach place to visit the South WestGroup Travel Show, which will be heldon Saturday February 8 2014(10am-2pm) at the popular WinterGardens on Weston-Super-Mare’sseafront.

Now in its third year, this leadingregional exhibition has quicklybecome established as a must seeevent in the travel trade calendar.

The number of free coach transferservices for visitors to the show hasbeen increased and now includespick-ups from Cheltenham,Gloucester, Swindon, Chippenham,Bath, Torquay, Newton Abbot,Exeter, Cullompton, Taunton andBristol. Coach operators are alsobeing encouraged to bring keyclients, who will receive fast trackentry and enjoy a VIP welcome.

A five day, four night familiarisationtrip spanning East and South Devonand Cornwall is also being organisedalongside the show. Starting from

Tuesday February 4 with the finalday spent at the exhibition. Thepacked itinerary costs £110pp andincludes coach transfers to nineattractions; pre-arranged lunchesand accommodation on a dinner

B&B basis at the Devonshire Hotelin Torquay for the duration of thetrip plus evening entertainment. Afull itinerary can be found on thewebsite. Organised by TourismSouth East and Group Travel

Organiser magazine, the free entryshow will provide new inspiration forplaces to visit and a chance tomeet exhibitors face-to-face, whileexploring fresh ideas for days outand short breaks.

‘A must see event in the travel trade calendar’

THREE historic and unique heritageattractions in Warwickshire havelaunched a combined tour for groupsat a special discounted rate.

The tour includes a visit toChedham’s Yard, the BBCrestoration winning site inWellesbourne and The LordLeycester Hospital and Hill CloseGardens in Warwick.

Heritage project officer atChedham’s Yard Deborah Hext said:“This is a wonderful opportunity forgroups to enjoy all three attractionson the same day. Not only does thetour represent excellent value formoney, but it also enables theorganiser to book this with just onesimple phone call.”

By Christina Eccles

A MUCH-loved theme park employeeis steaming into retirement afteryears of transporting children to meetSanta.

Neville Logan has worked atchildren's theme park Gulliver’sWarrington site for 17 years.

Working as the driver of the main

park train, Neville has spent the last10 years chauffeuring little ones tomeet Santa during the park's WinterWonderland-themed festive breaks.

Now, to wish Neville well as heembarks on his new journey, staffhave decided to commemorate hisreign over the railway by naming thetrain after him.

Managing director Julie Dalton

said: “Many children will recogniseNev as he's driven the traindelivering thousands of kids to meetSanta for the past decade.

“He's been a wonderful employeeover the years and we wish him allthe best for the future. Naming thetrain ‘Neville' after him is our way ofthanking him for years of fantasticservice with a smile.”

Neville steams into retirement

ThemeparkemployeeNevilleLogan whohas retiredafter 17years atGulliver’sWarringtonsite. Sites team up

17 31/10/13 14:46 Page 1

DESTINATIONNEWS

18

VISIT Belfast’s efforts to promotethe city as a leading destination forconferences and business eventshave been recognised with a topaward.

The organisation scooped thetrophy for Marketing Team of theYear at The Meeting IndustryMarketing Awards.

Organised by Meetings andIncentive Travel magazine, thepresentation took place atLondon’s Novotel West Hotel.

Chief executive at Visit BelfastGerry Lennon said: “I’m thoroughlythrilled that our efforts,commitment and hard work topromote Belfast as a modern,thriving and experienceddestination of choice has beenrecognised by such adistinguished judging panel at thiscrucially important event.”

Marketingtakes awardback to Belfast

Tourist board welcomescloser links with ChinaBy Christina Eccles

TOURIST board Visit Peak Districtand Derbyshire has welcomed newsthat the Government is to relax visarules for Chinese nationals comingto Britain in a bid to boost bothbusiness and tourism.

Chief executive David James saidhe is delighted that theGovernment is acting on asuggestion Visit Peak District andDerbyshire first made to the thenCulture Secretary Jeremy Huntduring his whistle-stop visit to thearea to discuss tourism policy inMarch 2011.

He explained: “We suggested to

Mr. Hunt at the time that visa rules for people representing one ofthe world’s largest economiesshould be relaxed to encouragemore Chinese visitors and inward investment – and we arevery pleased it is now happening.

“News that the visa applicationprocess is to be streamlined andsimplified is excellent, and shouldhelp to stimulate both tourism andtrade.

“It’s also encouraging to hear thatthe Beijing ConstructionEngineering Group is joining forceswith UK companies to develop the£800m ‘Airport City’ nearManchester Airport, which is

expected to create around 16,000jobs.

“Manchester Airport brings inmillions of visitors and businesspeople each year, and this can onlyreinforce its reputation as thenorthern UK’s key internationalgateway.

“We’re confident that the PeakDistrict will benefit from both thevisa improvements and the plannedbusiness hub in Manchester, andwe’ll be playing our part bywelcoming more Chinese visitorsand business people to discoverour unique and easily accessibledestination whenever theopportunity arises.”

New head chef is appointedGRAHAM Campbell has beenappointed the new head chef atMacdonald Pittodrie House.

The renowned chef joins withresponsibility for leading thehotel's dining experience acrossthe award-winning Mither TapRestaurant and The Orangery –the hotel’s elegant privatedining venue.

Graham said: “MacdonaldPittodrie House is a fantasticvenue.

“I am delighted to get back towhat I love best – hotel dining –and bringing my expertise to thetable.

“The values held across thegroup are very much in line withmy own personal ethos of

working with fresh, qualityingredients, sourced bothresponsibly and with provenancein mind – all integral factors toproduce delicious food.

“The commitment of the team already here is evidentand I look forward to leadingthem forward as we strive toachieve a minimum of 2 AARosettes.”

18 31/10/13 14:47 Page 1

DESTINATIONTOURISM SOCIETY

19

By Neil McCollum MTS MTMI,President, TourismManagement Institute

NOSTALGIA is a funny thing when itcomes to destination management.

As much as we like to anticipatethe next challenge coming over thehorizon, we can’t help glancing overour shoulders and remembering,with a certain degree of fondness,where we have been and the eventsthat have led us to this point.

I had one of these sentimentalrewind moments just recently, aftertaking over as the president of theTourism Management Institute. Keycareer moments often give rise toperiods of self-reflection and thismonth was no exception as I lookedback to the early 1990s.

As part of a group of fresh-facedgraduates I was fortunate to be partof a large local authority-run tourismteam (more than 25 people) taskedwith changing the fortunes of acollection of coastal resorts in eastKent. While we had a sizeablebudget, a committed team andstrong political support, essentialingredients you would think for asuccessful outcome, this was sadlynot the case. We seemed tostumble from one crisis to the nextand even struggled to spend thebudget each year.

As I look back on what shouldhave been a Golden Age, it is clearto me now that the concept ofDestination Management had notreally hit home to us at that point.We knew we wanted more visitorsand where they might come from,but the idea of making a destinationwork effectively from a visitorperspective and developing the

partnerships that supported thataim were some years off for us.

We would all have done thingsdifferently if we knew then what weknow now – that’s just the processof learning. But of course, nothingstays the same, so we must beadept at transferring our experienceto new landscapes of tourism,different political and economicclimates, and developments wenever imagined.

In 2013 we find ourselves in avery different situation. The budgetsare much smaller, and so are theteams, the political support fortourism is less obvious and theproblems we face are probably evengreater. The challenge of spendingthe budget has been replaced withthe challenge of finding the budget.But still we have never had it sogood.

I can almost hear the coffee cupsbeing slammed down on desksaround the country, so let meexplain. Yes, we have had acontinuous squeeze on public sectorfunding, yes we have had theappearance, and thendisappearance, of the regional

Neil McCollum

Moving forward with thetimeless lessons learned

development agencies and yes wenow have the patchwork quilt ofacronyms and redefined bodies –DMOs, DMPs, Tourist Boards, LocalEnterprise Partnerships, BIDs, T-BIDs, TCPs and goodness knowswhat else. But within that patchworkquilt are a group of professionalswho are quietly going about theirbusiness, delivering high qualityaction plans, and marketingcampaigns, generating partnershipengagement activity and facilitatingbusiness development opportunities.

Looking back over the last 20years the degree of professionalismwithin Destination Management hasincreased 10-fold. Evidence of thiscan be found in destinations thelength and breadth of the country.Destination managers have becomeexperts at wringing every last ounceof benefit from their limitedbudgets, identifying the strategicopportunities and drawing in a rangeof commercial partners to helpdeliver them.

It is these same people that makeup the bulk of the membership withthe Tourism Management Instituteand indeed the Tourism Society. Like

Destination Management we havealso evolved but at our core remainsthe principle of providing help andguidance to our members throughdelivering professional development.

When I started out it was thesupport and encouragement that Ireceived from TMI members thatreally made the difference. We metup at regional meetings, or nationalevents and more often than not itwas that little nugget of advicepicked up during the coffee breakthat stuck with me and I carriedback to squeeze into a project oraction plan.

So, as the cliché goes, nostalgiaain’t what it used to be, it’simportant to hold on to what wasvaluable from the past whileadapting to a future that is bothexciting and uncertain. Enthusiasm,professionalism, commitment andmutual support are timelessqualities. And as for the fortunes ofthose once fading coastal resorts,many of them are doing very nicelythank you. � TMI is the DestinationManagement section of the TourismSociety.

The Kent coast at Broadstairs. Credit: Visit Kent

President's Debate 2013London, Tuesday December 3rd from 6.00pm

What are the pros and cons of the predicted continued rise ininternational visitors?

"In the first eight months of the year, international tourist arrivals grew

by 5% to reach a record 747 million worldwide, some 38 million morethan in the same period of 2012." - eTN Global Travel Industry News, 17th

October 2013

Last year the UNWTO celebrated one billion international arrivals. In2013 this number is predicted to increase by 4%, and domestic tourismaround the world is on the rise as well. This sounds like only good newsfor tourism businesses, but is there a downside as well? What is the casefor active management of numbers versus the free market? Chaired byTourism Society President Lord Thurso MP FTS, the expert panel willconsider four key areas – heritage, environment, infrastructure and theeconomy – before taking questions and comments from the audience.

To book your tickets visit bit.ly/178sUA2 or call 0207 269 9693

On the panel:Chair: Lord Thurso MP FTS, President of The Tourism SocietyHeritage - Loyd Grossman OBE, Chairman of The Heritage AllianceEconomy - Graham Pickett, Global Leader of Aviation & Travel,Deloitte UKEnvironment - Jim Dixon, Chief Executive of Peak District NationalParkInfrastructure - Giles Price, Director of Development, Heathrow Airport

Don’t miss this opportunity to contribute to the debate on therelative merits of an ever-growing world of tourists.

19 31/10/13 14:47 Page 1

20 lion king 31/10/13 14:48 Page 1