TOURISM AWARD SUBMISSION TIPS

Transcription

1 TOURISM AWARD SUBMISSION TIPS by Matt Smith The Tourism Smith

2 Australian Tourism Awards Results + Judging 2012 Gold Indigenous Tourism, Gold Major Tour and/or Transport Operator 2013 Gold Business Tourism, Silver Indigenous Tourism, Bronze Major Tour and/or Transport Operator 2014 Gold Indigenous Tourism, Silver Business Tourism 2015 Gold Indigenous Tourism, Silver Tourism Restaurants, Silver Adventure Tourism, Bronze Tour and/or Transport Operator State Awards Results (2012 to 2015) + Judging 24 Gold Awards across Queensland, Northern Territory and NSW Tourism in a large range of categories WHY ME?

3 Use the support and tools provided - QTIC staff, Mentoring, Workshops, How To Guide, Accreditation Consider engaging assistance services range from an hour or two of Mentoring to complete Submission Writing & Site Visit Preparation services Get a team together internal staff, external providers (accountant etc), Mentor Read all Rules & Questions thoroughly, seek clarification if needed, read/use the Tips & allocate sections to team members WHERE TO START

4 Review all Plans, Policies, Procedures, Manuals, Accounts, Customer surveys & information develop any of these you don t have Develop a Checklist of where information is and who is responsible for updating, distilling or adapting it into submission answers Review, monitor and respond to TripAdvisor, Facebook & other rating & review platforms these need to be assets for the business & the submission Suggest first timers start an outline by using dot points under each Question. Previous entrants should start by including last year s feedback after existing answers & adding notes/dot points WHERE TO START

5 Q1a Set the scene & demonstrate eligibility, use creative language to excite the Judges & hint at what s to come. Include all elements suggested in the Tips & reference your most significant innovations & results this year Q1b Detail the nuts & bolts of the business here, what you offer, how you offer it & the cost to guests. Don t forget the experience part of the Q, the essence of what you provide feelings, satisfying needs & wants, creating memories and the brag factor. Headings - Product, Services, Experiences Q1c How do you achieve excellence in the key areas of the business demonstrate to the Judges what excellence means in the business and how it is achieved in practice and what tools are used Q1d Demonstrate how you are involved in the tourism industry network & why. What you contribute ($ s, time, expertise) & what you get out of it. Consider both formal and informal involvement at all levels QUESTION 1 TOURISM EXCELLENCE

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7 Q2a Follow the tips & include all business areas in your plan. Use a table (example to come). Include measurable outcomes for everything. Q2b Consider innovations across the business guest experiences/ services, assets/infrastructure, business systems, human resourcing, marketing, environmental, community related. Demonstrate investment & quantify how the guest experience improved. Q2c Quantify your Training investment man hours & budget. Briefly demonstrate the range of training conducted, who was involved & how it improved guest services/experiences. Use a table. Q2d Include how you identify risks (audits/assessments), what standard you use, what systems & procedures are in practice. Then list a good range of identified risks, rating of the risk, how it is mitigated, plus include an example from the year QUESTION 2 BUSINESS PLANNING

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9 Q3a Include geographic, demographic, psychographic & purchasing behaviour information for your clearly defined target markets (see the tips) Q3b Include internal & external research/data to demonstrate your products meet your guests needs/wants. Reference TEQ and RTO general research, particularly psychographic but key measures should be internal - growth in guest numbers, high satisfaction & solid repeat visitation numbers Q3c What sets you apart from your competition? What is your USP? How do you communicate (sell) these? Include examples. Q3d Think beyond brochures & basic advertising, consider engaging digital activity, promotions/stunts & other innovative marketing activity that cuts through. Ensure you include the results ie sales. QUESTION 3

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11 Q4a State your Customer Service Philosophy & Values. If you don t have these you need to develop them. Then explain how you imbed them in the business & how you ensure staff deliver them. Finally demonstrate how you assess success. Q4b Consider all specific needs, not just disabilities. These can be needs that don t arise regularly but you can meet them if/when they do. Include an example from the year if possible. Q4c This is a two-part question measuring customer satisfaction & identifying improvements. Consider internal and external measurements/sources of feedback. Include an example from the year if possible. Q4d How do you gather/receive & deal with customer complaints? Outline the process involved in communicating with the guest & how you find a resolution. Include an example if possible. QUESTION 4 CUSTOMER SERVICE

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13 Q5a Consider all local/regional economic impacts as per the Tips. Quantify all direct expenditure, every dollar. Find a tourism multiplier for your region or state & use it to demonstrate indirect impacts if you can Q5b Define your local community here & demonstrate that you understand it s values, then show how you engage & contribute to these (outside economic impacts already listed). Read the Tip. Q5c Show that you measure all environmental impacts ie water, electricity, gas, fuel, waste (recycled v landfill), transport costs, pant/asset manufacturing etc. Demonstrate how you reduce each, quantify where you can. Consider how you educate staff & guests, how you advocate environmental best practice in the industry & how you contribute to environmental causes in the community outside your business QUESTION 5 SUSTAINABILITY

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