Tourism South East’s latest newsletter shares their 5 Top Tips for Visitor Attractions, and unsurprisingly, The No. 1 Tip is:
‘Get the most out of your staff – the way that your frontline staff interact with you visitors will be a major influence on their experience. Make sure your staff care about your business as much as you do and have the skills they need to ensure the best possible experience’
What this shows us is that the Tourism Industry recognises the need for staff training in order to optimise staff and visitor interaction. This is also shown by the increased demand we are seeing for our Voice & Engagement workshops for companies with tour guides and other frontline staff.
You can view all 5 Top Tips for Visitor Attractions from Tourism South East here: http://www.tourismsoutheast.com/assets/pdf/attractions%20tips.pdf
In addition to this, Visit England’s Tourism Business Monitor Visitor Attractions Report states:
‘…we are seeing a proactive approach to 2013 with significant plans for increased investment in:
•Facilities and fittings (41%)
•Special events and exhibitions (36%) – especially popular amongst seaside resorts
•Marketing investment (32%)
•Staff training (24%) – higher amongst VAQAS members
•Deals and discounts (19%) – higher amongst attractions based in towns/ cities who charge admission’
(VAQAS is the Visitor Attraction Quality Assurance Scheme, managed by Visit England. The scheme acts as a management tool by assessing participating attractions and giving advice on how to improve their customer journey. If an attraction is a VAQAS member, this means it has passed its assessment.)
As this graph from Visit England shows, investing in staff training looks set to be more popular in 2013 than investing in Deals and Discounts, perhaps indicating that discounts are seen to be less important than well-trained staff; after all, who wants a discount to an unenjoyable attraction?
This next graph from Visit England shows types of attractions and how much their investment in staff training is increasing or decreasing.
Paid attractions and those in large towns or cities will likely be investing the most; and we can also see that VAQAS members are the most likely to increase their staff training investment.
So why is this information important? Well, it shows us that attractions who are regularly monitored because they are dedicated to creating the best possible experience for their visitors, are in turn more interested in increasing their staff training. This all supports the Number One tip from Tourism South East – get the most out of your staff.