Top tourism facts and figures in the UK

Visit Britain regularly measure the UK performance in terms of key trends such as number of visits, journey purpose and the different modes of transport visitors use. Visit Britain has forecast in 2017, visits will grow by 4.0% to 38.1 million. This represents a faster rate of growth than their projection for 2016. Here are the latest tourism insights.

UK tourism facts and figures

UK tourism facts and figures

UK tourism facts and figures

1. International tourism – for January to September 2016, international tourism arrivals were up 3.7% year on year. Visits to Europe overall were up 1.6% and the EU up 4.1%.

2. UK inbound arrivals – these were up 1% compared to the same period (July to September 2016) in 2015, this equates to 10,655,000 arrivals and their spending was up by 3%.

3. EU referendum – since the EU referendum the value of GBP has fallen significantly meaning that the UK is now much more affordable for many visitors, in fact visit numbers from Turkey were up in Q3, contributing to a strong year to date and record breaking figures for the 12 month period at 207,000.

4. Reason to visit – visits to friends and family (VFR) have seen large growth in the last four quarters, up 8% and a new 12 month record and business visits were up 4% which set a new 12 month record, however spend has decreased by 4%.

5. How they travel – travel via air continues to increase, the most recent 12 month period set a new record at 27.07 million visits, yet visits via the tunnel or sea remain more stable, with tunnel visits growth at 1% in the past 12 months, and sea visits were flat.

6. Where they visit – growth in visits for the Rest of England is currently outpacing growth in London and visits to Wales grew 9% in July to September 2016 and set a new record for the year to date.

7. International markets – many countries experienced a decline in visits in July to September 2016, although USA visits increased 7% to 1.2 million and Irish Republic visits increased up 20% to 846,000 setting a new quarterly visit record.

8. European visits – visitors and spend are both up for Netherlands, with the most recent 12 month period setting a new record at 2.1 million visits and visits from Austria were up 12% in the last 12 months, visit numbers from Spain have increased sharply over the last two years, and continue to grow.

9. Long-haul visits – the USA is one of the UK’s biggest inbound markets, it saw strong growth in July to September 2016 boosting the 12 month period by 6% to 3.4 million visits. Visits from New Zealand were up in Q3, and the last year has seen growth of 14%.

10. Asia and Gulf – India continues to generate high volumes of visits, Visits from Malaysia continue to grow and Bahrain and Oman show an increase in visits too.

Visit Britain assume that there will be no unforeseen major events that will significantly disrupt travel to Britain, e.g. related to security, health scares or natural disasters. View the full Inbound Tourism Trends Q3 2016.

alexandrapatrick provides original, cost-effective strategic marketing services in Kent, UK. alexandrapatrick has particular experience and expertise in digital marketing, copywriting, marketing consultancy and location/destination marketing.

If you’d like to find out more about how we could support your local business needs, email info@alexandrapatrick.co.uk or contact via Twitter.

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How is the UK ageing population transforming?

It might be comforting to think that we will all ‘live long and prosper’. But the impact of the ageing population may lead to increased health and social care costs or the growing number of older people may create new economic and social opportunities.

The UK population has continued to grow since 1975 and currently sits at 65.5 million in 2017. Factors that have contributed to this rise are net migration, births exceeding deaths and women of child bearing age have rising fertility.

People’s ideas of ‘later life’ are changing, as there are now more people in the UK aged 60 and above than there are under 18. But it could be argued an older UK population has the potential to continue to do well and thrive and transform the norms of previous generations.

ageing population

ageing population

Ageing Population Trends

1. Growing old – by 2040, nearly one in seven Britons will be over 75, according to a report by the Resolution foundation thinktank.

2. Living to 100 – almost a third of people born today can expect to live to 100; the number of UK residents aged 90 and over has almost tripled since the early 1980s,

3. Working longer – 2017 will see the ratio of non-workers to workers start to rise for the first time since the early 1980s, in addition a report by the Resolution Foundation thinktank report the state pension age could be forced up to 70 by the late 2030s.

4. Life expectancy – it is claimed we have vastly improved life expectancy, which is growing by five hours a day an there is the capacity of longer life in more families.

5. Inequalities – these are greater in the aged 50 to 74 than any other, they’re either depicted as rich and successful, even powerful; on the flipside there are those living in poverty, with difficulties maintaining and heating houses, suffering from malnutrition, needing help and care and being unable to find it.

6. Average age growing – in 2014, the average age in the UK exceeded 40 for the first time, it’s predicted to rise to 42.9 by 2039; this will present greater demands on healthcare and pensions in the future.

7. Community minded – on average 23.9% of the elderly participate in volunteering and they contribute financially through volunteering, which has a hidden value of £10 billion per annum, most volunteer in more than one business.

8. Spending power – older people have spending power of £76 billion, set to rise to £127 billion by 2030 which is a growth of 68%.

9. All alone – Kings Fund suggest a high proportion of older people in the future will be living on their own and are therefore likely to require formal care; currently 3.5 million 65+ live alone and nearly 70% of these are women.

10. Social care – Kings Fund further state the number of older people with care needs is expected to rise by more than 60% in the next 20 years.

The UK population is both increasing and ageing. Current projections show this pattern is set to continue with an anticipated 74.3 million projected by 2039, where one in 12 people will be aged over 80. Yet if people can stay healthy for longer, they will remain engaged members of society.

alexandrapatrick provides original, cost-effective strategic marketing services in Kent, UK. alexandrapatrick has particular experience and expertise in digital marketing, copywriting, public relations, location/destination marketing, healthcare marketing and marketing consultancy.

If you’d like to find out more about how we could support your research needs in 2017, email info@alexandrapatrick.co.uk or contact via Twitter.

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What are the smart digital marketing trends for 2017?

It’s that time of year when the thought leaders put forward their take on what will be trending in 2017. These always make for interesting reading, but remember to consider them in context of how realistically they can boost business for you in 2017.

Smart Insights are a reliable source of what digital trends are the ones to watch particularly as they they crowdsource and canvass opinion widely to ascertain the true importance of these techniques. Here’s a short summary of their results for the year ahead.

Smart Insights Digital Trends

Smart Insights Digital Trends

Top 10 digital marketing trends for 2017

1. Content marketing – more businesses are employing a strategic approach to content marketing, there are more examples of rich content with interactive marketing apps feeding into personalised data that can be dynamically responsive to a visitor’s profile.

2. Big Data – is about market and customer insight and predictive analytics; Big Data presents an opportunity to increase sales through personalisation on a website and clever email marketing that’s driven by predicative analytics.

3. Marketing automation – a top trend in recent years, yet still has potential to be improved by using more applications of a CRM or capabilities of automated web personalisation – ensure you know the knowledge gaps to get the best results.

4. Mobile marketing – this embodies mobile advertising, site development and mobile apps; despite the increased adoption of mobile responsive websites the conversion rates are still low on smartphones, so brands need a better mobile strategy to make the most of the different mobile touchpoints.

5. Social media marketing – this shows continued growth for 2017 but some networks like Twitter and Facebook are becoming less popular yet Snapchat, Instagram and Pinterest are still growing; for example there have been some innovative, interactive campaigns on Snapchat in 2016 that have reached wider audiences.

6. Conversion Rate Optimisation (CRO) – this is really about making more of a data-driven approach by improving website experiences to increase leads and so generate sales, this can be achieved through more extensive testing, ignore it at your peril.

7. Internet of Things (IoT) – given that there is said to be 75 billion connected devices by 2020 with an enormous potential to share data; this certainly has the most relevance to device makers and retailers.

8. Search Engine Optimisation (SEO or organic search) – Smart Insights predict Mobile Marketing SEO will be particularly significant in 2017. Note Google can search on your mobile device Accelerated Mobile Pages (AMP) – the technology allows you to make pages on your website load more quickly, currently targeted at publishers.

9. Wearables (e.g. Apple Watch, activity trackers, augmented reality) – these are without doubt innovative consumer commodities and will continue to become more mainstream as prices go down, more people will embrace wearables.

10. Paid search marketing – Google AdWords will be the most important type of Pay Per Click in 2017 and making these mobile first is important, brands should follow up on this in the year ahead, particularly as mobile traffic has overtaken desktop for internet usage.

The digital marketing world continues to innovate faster than businesses can adapt. So consider a few of these insights and make them work for your brand in 2017. Make content more informative and engaging.

alexandrapatrick provides original, cost-effective strategic marketing services in Kent, UK. alexandrapatrick has particular experience and expertise in digital marketing, copywriting, public relations, location/destination marketing, healthcare marketing and marketing consultancy.

If you’d like to find out more about how we could support your business ambitions for 2017, email info@alexandrapatrick.co.uk or contact via Twitter.

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What’s the big deal about big data in healthcare?

There are lots of data gathered within healthcare organisations, but this is not always shared across the marketing and IT departments. The focus should be about being patient-centric in digitised world.

In healthcare marketing, we’re keen to capture the right data to create personas that will give an insight into patient preferences, searches, concerns and social media behaviour. Combined, this is a big bundle of data.

Healthcare Connect IT has gathered some interesting facts and figures that sheds light on the usefulness of big data in healthcare.

big data in healthcare

big data in healthcare

Top 10 insights into big data in healthcare

1. 90% of the world’s data was created in the last two years; in 2017 there will be increasing digitization of healthcare.

2. Big data can support and empower patients to self-care and improve the continuity of their wellness journey.

3. A study the McKinsey Global Institute found that if big data was applied effectively, the US healthcare sector could make $300 billion in savings every year.

4. The clever use of big data can help increase awareness of utilising new prevention technologies to help improve patient outcomes and cutting costs.

5. 80% of patient information is unstructured, so for example data from a doctor’s dictation after a patient meeting, it is not formally structured, chunked or categorised.

6. A stronger emphasis to transform big data into meaningful information can help improve patient communication and efficiency of patient care.

7. In 2017, providers should focus on developing new user-friendly support systems to interpret data which would save time and money and in turn improve patient outcomes.

8. If data is pooled and applied to specific treatments like breast cancer it can help improve medical practices throughout the whole patient pathway.

9. Pharma companies can potentially use data analytics to curtail the rise of clinical trials by integrating patient data that sits in operational silos, such as in HR and finance.

10. By 2020, 50 billion smart devices will be connected which will contribute to the global supply of data to more than double every two years.

There are big challenges ahead for data yet big opportunities too. Consider how much you could save with additional data insights to achieve additional revenue!

alexandrapatrick provides original, cost-effective strategic marketing services in Kent, UK. alexandrapatrick has particular experience and expertise in digital marketing, copywriting, public relations, location/destination marketing, healthcare marketing and marketing consultancy.

If you’d like to find out more about how we could support creating big data strategies for your business, email info@alexandrapatrick.co.uk or contact via Twitter.

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McKinsey on Digital Personalisation – top 10 marketing insights

McKinsey recently published a feature on digital personalisation. It summises that personalisation is about providing relevant information that satisfies a customer quickly. If you use digital tools to make a customer feel exclusive, you have an open opportunity to increase engagement and loyalty.

So, digital personalisation is about creating relevant online messages about your services that are based on customer experience and their online search behaviour.

But how can digital personalisation benefit you as a business and your customers? According to McKinsey, the key challenge is to transform your business processes to achieve the full potential of personalisation.

Quite simply by remembering and presenting relevant offers to customers will increase conversions and win more customers.

digital personalisation

digital personalisation

10 McKinsey insights on Digital Personalisation

1. Behavioural data – personalisation is rooted in acting on customer behavioural data, so group customers by similar behaviour and needs and segment them according to your service offer – customers rapidly get frustrated when they are fed content has nothing to do with them.

2. Customer journey – unpack the series of interacations with your brand from the customer’s initial information gathering to purchase and use; this data can be powerful if integrated from your website, instore purchases or phone enquiries.

3. Customer signals – be in tune with your target customer activities by monitoring their purchases, online browsing, and even social media posts, your brand in turn should respond to these signals with a relevant, timely message or ‘trigger’ – trigger messages must dynamically match the customer signals.

4. Messages – customers can decide in a matter of seconds if a trigger message is relevant, trigger types include images, copy, headline titles and offers that directly relate to their behaviour, this must be monitored and refined to capture its full value.

5. Dedicated teams – empower a team to search and identify for target customer signals that have the highest potential value and develop iterations of both personalised and localised messages that achieve results.

6. Respond quickly – encourage your team to revise copy, produce inspired content that can be mixed and matched to create a number of personalised variations to help deliver triggers more efficiently.

7. Conversion – if you need a good reason to invest personalisation, it can drive conversions, and increase sales for use of pre-filled purchase forms, offering relevant deals saving them time hunting for them or even pre-loaded landing pages with bespoke customer information.

8. Cost efficiencies – MicKinsey maintains personalisation can reduce customer acquisition costs by as much as 50 percent and lift revenues by 5 to 15 percent.

9. Relationship building – personalisation can allow you to develop meaningful relationship with your customers that become special by gathering more and more data on their habits and preferences to make it feel truly personal.

10. Wider campaigns – email campaigns can benefit from personalised messages which focus on quality, rather than quantity, this in turn can help reap better open and click rates than content stuffed one-size fits all emails.

In summary, digital personalisation can help improve your marketing efforts, it can help marketing become more predictive and position what the customer wants before they even request it.

alexandrapatrick provides original, cost-effective strategic marketing services in Kent, UK. alexandrapatrick has particular experience and expertise in digital marketing, copywriting, public relations, location/destination marketing, healthcare marketing and marketing consultancy.

If you’d like to find out more about how we could help introduce digital personalisation to support your business, email info@alexandrapatrick.co.uk or contact via Twitter.

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Top 10 tips to create a Website Audit Checklist

If you think your website could be performing better but your’e not sure where to start making changes, why not consider a conducting a quick Website Audit Checklist.

An essential starting point before you embark on the Website Audit Checklist is to identify who visits your website, what are they looking for and track if they are doing what you want them to do.

These tips are aimed at helping you to carefully review your website, so you can conduct a website audit by yourself and can track changes where they need to be made and fixed.

website audit checklist

website audit checklist

10 tips to create a Website Audit Checklist

1. On-brand – ensure that your website has a cohesive colour palette or colour scheme to accurately reflect your organisation’s brand and that your typography and tone of voice is consistent across all content and ensure additional online resources and downloads are on-brand too.

2. Design – check that you have a format for navigation, headers, typography and hyperlinks, plus check you have a structured layout that ensures important content can be accessed/viewed easily this can be achieved by use of ample white space.

3. Coding – you may not be developer, but try and identify your sue of H1 headers and ensuing sub headers, minimise your images to ensure your load speed is optimised and ensure your coding is SEO friendly.

4. Ease of use – help your visitor to find information easily so ensure there is a header, a distinct body of content, sidebars for calls to action, a clear navigation bar with minimal drop downs to encourage users to easily read and digest content, equally pepper content with bullets and hyperlinks.

5. Quality content – research potential page content to make it relevant and topical to each audience category and ensure that it is continually refreshed so it remains engaging to give visitors a reason to revisit and in turn pass on and share sources and links that can stimulate a deeper user engagement.

6. Unique content – it is important that you publish unique credible content (not copied word for word from somewhere else online) as search engines will filter this out and penalise your ‘findability’ ultiamtely copied content undermines the user experience

7. Keywords – consider words and phrases that your target audience would search for and build this in to your headings and content by mapping out which pages they should appear on, however avoid over filing your pages with keywords and phrases.

8. SEO – to take full advantage of your on-page SEO, make sure each page has a clear title and the page URL has SEO value, in the Content Management System (CMS) you should add full meta descriptions and keyword rich titles.

9. Social Media – this needs to be fully integrated into your site, visible links to follow and provide social share opportunity to generate organic search opportunities. this must be supported by regular active social media interactions and engagement to encourage new website visits.

10. Mobile-friendly – it’s essential that your website is mobile responsive to make it easier for your visitors to view, use and share; indeed if you have a large website you could consider having a dedicated mobile site that is personalised.

So take one step at a time and work your way through this suggested Website Audit Checklist, there may well be elements outside your technical comfort zone but don’t be phased if you think there might be more to do than you anticipated. And remember, promote your website on wider offline/print collateral and keep up to date with analysing web traffic.

alexandrapatrick provides original, cost-effective strategic marketing services in Kent, UK. alexandrapatrick has particular experience and expertise in digital marketing, copywriting, public relations, location/destination marketing, healthcare marketing and marketing consultancy.

If you’d like to find out more about how we could support you to create a Website Audit Checklist for your business, email info@alexandrapatrick.co.uk or contact via Twitter.

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New NHS Twitter storytelling from patients and staff

You may have seen recently that NHS England launched a new Twitter account to showcase patient and staff stories. It’s particularly compelling as it is planned that a new individual will take over the account every week.

This pioneering new initiative aims to lift the lid on the NHS through the voices of the people on its frontline. The NHS is rich with experience, with over 1.9 million A&E attendances last month and an estimated 300 million GP visits each year, so there’s plenty of content to discuss and share.

NHS Twitter

NHS Twitter

How the new NHS Twitter storytelling campaign is working

1. Project – the three-month pilot project was launched on 17 October in a video posted on Twitter featuring Dan Smith, a consultant paramedic at North West Ambulance Service.

2. Curators in control – various ‘curators’ will spend a week in control of the Twitter account, “holding a magnifying glass up to the system” in an effort to improve the way care is delivered by the NHS.

3. Campaign reach – to ensure maximum reach for the campaign, Twitter is promoting the NHS account to its 18 million UK users giving first hand experiences of Britain’s health service.

4. Patients – Richard Orchard was the first patient to take over this voluntary scheme, in future weeks patients will be sharing their journey with others for the week – with all its highs and lows of their condition and treatments.

5. Empathy – from patients to paramedics, the people taking control of the account will be sharing powerful stories and experiences that others will be able to relate to and empathise with, it can be lonely for some patients so this type of digital engagement can offer some meaningful relief.

6. Consistent introductions – tweeting will be done via the handle @NHS, and using the hashtag #NHScurator each person will be known by their own unique hashtag and start the conversation by simply using #HelloMyNameIs

7. Video features – the video featuring paramedic Dan Smith was its first tweet, his profile is also cohesively integrated and visible on the NHS website.

8. Educating experiences – patients share the details of what can be life threatening conditions, this engagement is further deepened by callouts to encourage people to tweet questions in advance in the case of Dan it was using #Team999 and he answered them the following day via video.

9. National projects – the NHS storytelling account is similar to national projects that are already run in Sweden and Ireland, so far it’s been well received in England, even heart-warming.

10. Healthcare insights – in Dan’s story he tweeted about his clinical role and the types of advice and support he provides, this really does help the wider community to fully appreciate the healthcare professionals daily working lives.

There’s no doubt it is captivating following someone’s story as they live-tweet their healthcare experience of the NHS particularly when they can equally engage with anyone on Twitter. You can follow Follow @NHS and give your support.

alexandrapatrick provides original, cost-effective strategic marketing services in Kent, UK. alexandrapatrick has particular experience and expertise in digital marketing, copywriting, public relations, location/destination marketing, healthcare marketing and marketing consultancy.

If you’d like to find out more about how we could support improve your healthcare marketing needs, email info@alexandrapatrick.co.uk or contact via Twitter.

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What are the top 10 CoolBrands in 2016?

Did you know there is an annual barometer of Britain’s coolest brands? The CoolBrands are chosen by an independent panel and 2,500 British consumers. Quite simply, a CoolBrand needs to be honest and uncomplicated.

2016 marks the 15th annual survey of the brands that are keeping cool. Here are the top 10 that made the cut. Voters considered the brands in termds of four factors: authenticity, desirability, innovation and originality.

For sure there is a strong digital media presence in the top 10 and there are seem serious challengers that are starting to grow like GREY GOOSE and Aspall Cyder in the Drinks category and Jimmy Choo and Wolford in Fashion.

CoolBrand - Apple

CoolBrand – Apple

Top 10 CoolBrands 2016

1. Apple -kick-started the personal computer revolution in the 1970s and since then spearheaded the digital media revolution. Its success in reinventing the mobile phone with the iPhone and App store is evidence alone to keep them at the cutting edge, along with their latest updated MacBook, the thinnest and lightest to date.

2. Glastonbury – the Worthy Farm festival is the hippest festival in Britain and to be number two in the CoolBands listing is impressive considering it’s a few 100,000 people camping out in the mud and rain. Glastonbury has been going 45 years but keeps being innovative and original and this is a huge part of the festival’s success.

3. Netflix – Netflix is the world’s leading streaming media service, serving over 83 million users in more than 190 countries worldwide. It’s a young brand showing momentum and  its branding is more than a logo, Netflix offers a huge product range that remains unified to everything thematically and visually so it stays cohesive.

4. Aston Martin – is an iconic car marque that shot to fame due to its association with James Bond films, first appearing in Goldfinger in 1964. It’s sophisticated, British built, high quality and hand finished – so young or old, male or female Aston Martin is truly a cool British brand.

5. Nike – is undoubtedly a cool shoe/footwear brand and with a cool brand slogan: ‘Just do it’, its positioning is indicative of  the trend in fitness and wellbeing over fashion. Nike has stayed true to their founding principle by continually to create quality products for athletes with a focus on making them better.

6. Instagram – Instagram was created in 2010 and bought be Facebook in 2012; it’s not just a social network for selfies, it has 500 million users that can an edit and post mages and short videos (up to 15 seconds); it can visually represent leading brands to keep up with their 100.000’s or for some millions of followers every single day.

7. Spotify – Swedish firm Spotify is a disruptive brand, a rising star that is retaining a positive reputation; their mantra is it’s easy to find the right music for every moment – on your phone, your computer, your tablet and much more. Consumers can access millions of tunes and browse through music collections of friends, artists and celebrities.

8. adidas – adidas has a confidence and credibility to continue to be the greatest running franchise ever, the Ultra Boost. adidas has reinvented its football franchises – Ace & X – to be the best in class. They also continue to dominate in streetwear and fashion with iconic footwear franchises such as Superstar and Stan Smith.

9. PlayStation – the original PlayStation, released in 1994 in Japan became the first video game console to sell 120 million units. The PlayStation Network is an online service with over 110 million users worldwide. It continues to innovate when in late 2016 The PlayStation’s virtual reality headset is making its way into gamers’ homes.

10. YouTube – the smart YouTube co-founders met while they were working at PayPal and since their humble start YouTube has accumulated over a billion users — almost one-third of all people on the Internet and on mobile, the average viewing session is now more than 40 minutes. It’s amazing to contemplate that 400 hours of video was uploaded to the site per minute.

Brands that keep cool deliver a brilliant product that performs and has the ability to continually build trust. And often it’s the talent in marketing that can position brands precisely to meet the needs of the ever changing audiences.

alexandrapatrick provides original, cost-effective strategic marketing services in Kent, UK. alexandrapatrick has particular experience and expertise in digital marketing, copywriting, public relations, location/destination marketing, healthcare marketing and marketing consultancy.

If you’d like to find out more about how we could support creating your cool brand, email info@alexandrapatrick.co.uk or contact via Twitter.

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Top 10 tips to create a compelling tourism website

When considering content and design for a tourism website, focus on the visitor or user experience. 148.3 million travel bookings are made online each year, so you need to make sure that your tourism website has above all easy bookable forms and is mobile friendly.

To create original, compelling content for a tourism website can be a challenge, so here are some tips and advice to help make it a key digital channel to increase visits to your destination.

Tourism website

Tourism website

10 tips to create a tourism website

1. Audience – research your audience so you can make sure your content is useful and relevant on every page. Whether it’s content for a family, retired couples or young adventurers, ensure for example they can access weather information, search for accommodation, find up and coming local events relevant to their travel needs.

2. Design – to keep design simple and captivating isn’t always easy; ensure that every page is consistently branded; remember too that people like to find things easily on the home page. So they should be able to select forthcoming events, search for accommodation from the home page.

3. Imagery – must be appealing, inspiring and distinctive, people will connect more visually with a beautiful shot of a location or property and where possible ensure images are captioned and have accompanying relevant content and searchable key words.

4. Mobile friendly – if hotels, airlines, and online travel sites optimize their websites for mobile bookings people will find it a simpler and easier path to purchase and book their trips instantly on the go.

5. Call to action – write engaging, visible calls to action, like ‘make a booking’, ‘download a brochure’ so visitors can easily book a room, schedule a trip or purchase an event ticket. Provide useful downloads based on visitor requests and ensure that they can be printed easily and or viewed on a mobile

6. Video – images can be complemented by video, video can create an emotive story to show where you can walk, stay, visit; when people spend 50% more time a month watching YouTube videos every year , it indicates that there is a huge growth and demand potential to use video on your tourism website.

7. Sort searches – this should be done for accommodation, events and attractions; for example sort accommodation by quality, price, distance from, if online booking is available, type (hotel, guest house, camping etc.) and available facilities.

8. Layout – keep the landing pages simple, you need to keep your visitors on the site and search to find out more, 65% same day hotel reservations made from a smartphone so make sure this type of page can be accessed quickly on a mobile.

9. Structured content – keep important content ‘above the fold’ so visitors don’t need to scroll too far down, use sub headings to help the user and search engines, use bulleted lists to make it easier digest. and add internal links to provide context to the website.

10. Social media – ensure you integrate your social media channels to widen the potential to funnel visitors to book and visit on your website, this is a useful channel too to capture feedback, encouraging people to leave comments, make recommendations and reviews.

Overall, regularly review your website content and continually identify areas for improvement. Keep your messaging consistent, promoting the unique selling points of your offering.

Whether it’s through striking imagery or captivating videos show the personality of your location or accommodation. Above all be open feedback, good or bad, so reach out and listen to your customers

alexandrapatrick provides original, cost-effective strategic marketing services in Kent, UK. alexandrapatrick has particular experience and expertise in digital marketing, copywriting, public relations, location/destination marketing, healthcare marketing and marketing consultancy.

If you’d like to find out more about how we could support you to create a tourism website for your business, email info@alexandrapatrick.co.uk or contact via Twitter.

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UK Tourism Action Plan – top ten insights

Recently the Government published their Tourism Action Plan and we’ve pulled out some of the key insights to share with you. Last year the UK tourism industry generated £22.1 billion in spending from inbound tourism to the UK and £19.6 billion from domestic tourism spend in England. However, many overseas visitors never venture beyond London, so over 50% of their spending is in the capital.

In essence, the Tourism Action Plan conveys the Government’s commitment to improve the UK’s competitive tourism offer.

uk tourism action plan

uk tourism action plan

Top UK tourism action plan insights

1. Improve transport network – international visitors can find it difficult to find the information they need, the plan aims to make it easier for visitors to explore by rail, bus and coach; for example by working to develop a new GREAT Rail offer and develop new partnerships between VisitBritain and online booking companies, like Expedia.

2. Improving quality skills – by introducing flexible apprenticeship schemes this will allows training to be completed over 16-18 months rather than 12, with breaks included; this addresses the seasonal nature of the tourism industry.

3. Common sense regulation – changing licensing to allow B&Bs to offer a welcome drink, and modifying vehicle licensing that will allow B&B owners to pick up visitors from train stations, plus the UK will make it easier for tourists to claim back VAT on eligible purchases.

4. Explore beyond London – visitor statistics are encouraging showing they venture beyond the capital, as the South East, South West, West Midlands and the North East saw international visits and spend grow at a faster rate than London in 2015.

5. Job creation – tourism is one of the UK’s most important industries with it directly responsible for 1.6 million jobs, employment in tourism growing at a faster rate than total UK employment and there is a #mytourism job campaign to encourage more young people to consider it as a career.

6. Latest visits – in the six months to June 2016, there were 17.3 million international visits to the UK and with campaigns like Defra’s Great British Food Campaign that will showcase British food and drink, UK visits looks set to increase in 2016.

7. Working together – UK tourism as a collective body aims to strengthen co-ordination and collaboration across providers by developing an overarching industrial strategy to grow tourism.

8. New funding – there’s a new £40 million Discover England fund to incentivise England’s destination organisations and businesses to join up to build world class tourism experiences and products.

9. Better informed – the roll-out of smart ticketing infrastructure and the development of route-planning apps like Rome2Rio aims to make it easier for passengers to make better decisions about their journeys.

10. Availability of information – UK tourism will improve the availability of visitor information through the UKVI website and in Visa Application Centres.

The UK Government pledges to ensure the continual growth of the industry and the Discover England fund is a good example of introducing people to new experiences such as proving the opportunity to walk a section of the new, 2,700 mile national coastal path.

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