FÁILTE IRELAND BREXIT RESPONSE PROGRAMME

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1 As Brexit continues to be an evolving situation, the knock-on impact it is having on the Irish economy cannot be fully appreciated just yet. However Brexit is, unfortunately, a reality for businesses today. Fáilte Ireland s new Brexit Response provides the industry with the tools and the knowledge needed to manage the factors within their control, help them mitigate the worst effects of Brexit and assist them to trade, and grow, beyond the current uncertainty in the marketplace Fáilte Ireland s Brexit Response is based on four key pillars: Brexit readiness working with businesses to assess their exposure to market uncertainty and their current competitiveness; Battling for Britain assisting businesses to target best prospects in the UK and identify new opportunities; Spreading the risk working with businesses who are over-exposed to the British market to diversify their trade and win business in Europe, North America and new and growing markets such as China ; Fighting fit providing the training and skills supports for tourism professionals to succeed in a Brexit environment.

2 BREXIT READINESS Addressing Competitiveness Since the UK s decision to leave the EU in June 2016, there has been a steady weakening of Sterling versus Euro. The weakness of Sterling has had a negative impact on the cost of holidaying in Ireland by British tourists hence this has serious implications on the competitiveness of the tourism sector in Ireland. Pricing & Cost Management The Pricing and Cost Management will help businesses review the key functions of their overall operation and help them to trade more officially. Participants of the programme will be able to: - Enhance their hotel Revenue Management skills - Deliver stronger sales growth & room rates - Improve occupancy levels & Return On Investment Suite of Revenue Management s (4 different Levels) Capacity, Pricing & Revenue Management Visitor Attractions ecornell Advanced Hospitality Revenue Management Certificate This Suite of Revenue Management s offers four progressive levels of Revenue Management training that will ensure businesses can lead to stronger growth, better occupancy levels, improved rates and ROI for the business. A skills barometer will determine which Level is most suitable for each participant Introduce Visitor Attraction Managers to the benefits of effective revenue management for tourist attractions by: - Stressing the importance of measuring capacity in tourist attractions - Demonstrating how to set prices which will maximise profits - Supporting participants to incorporate both direct and indirect ticket bookings as part of their overall pricing strategy In as little as three months you could complete all five courses included in this certificate so that you can: - Build on the fundamental principles of pricing and revenue management - Equip participants with advanced tools and techniques to make strategic hotel pricing decisions - Drive additional profits and organisational performance.

3 SPREADING THE RISK - Market Diversification To protect businesses from being over exposed to the Great British market, Fáilte Ireland has developed a range of supports help them diversify their target markets and grow their sales further through the targeting of lucrative high potential markets and sectors such as golf, adventure & activities and luxury tourism. To successfully diversify into these new markets, business owners need to know what their target customers want and align specific needs with the services that your company can deliver. International Sales Development This new programme will enhance a business s ability to develop additional sales growth in target markets and achieve increased profits for the business. Participants will: - Understand how to achieve B2B (Business to Business) sales growth - Gain new insights from those working locally in the key markets with buyers or as buyers - How to optimise sales at In-Ireland Sales Platforms CRM & Database Management Upskill those responsible for managing the company s CRM system and support them to: - Achieve excellence in Customer Service Relationships - Implement and benefit from CRM integration into your business ecornell Services Marketing Certificate This certificate programme will ensure your business is prepared to achieve sales in new markets by preparing you to: - Complete a market analysis for a new target market - Develop a customer centric marketing & communications strategy for your brand - Understand how to deliver memorable experiences & exceed customer expectations in new markets Contracting New International Business To increase sales, Irish tourism businesses need to develop a multichannel presence to meet the requirements of International buyers. This will aid businesses to identify the key actions required to win new international business at In-market travel trade shows.

4 FIGHTING FIT For improved business performance Service Excellence is often the differentiator between a very good holiday experience and an excellent holiday experience. Do tourism businesses have the right skills, insights and people to provide visitors with such a memorable experience? Fáilte Ireland has added the following training programmes around achieving Service Excellence to their suite of support programmes: Service Excellence This programme aims to upskill your front line staff to provide excellent service across all activities of the business. SOP Management (to achieve Service Excellence) Enhancing Management & Supervisory Skills Upskill Supervisors/Managers in the area of developing, communicating and implementing Standards of Performance (SOP s) across an entire business to ensure that the business is proving a consistent Best in Class excellence service across the entire business. The programme focuses on how to upskill staff on the key principles and techniques needed to operate as an effective and efficient Supervisor /Manager. Executive Management Development (Developed by Fáilte Ireland in partnership with the IMI) Participants will be challenged throughout this to formulate a strategic vision and direction for their business and outline a plan for the implementation of that strategic vision.

5 BATTLING FOR BRITAIN - Great Britain & Northern Ireland Markets Despite the reduction of visitors from Great Britain to Ireland this year, the continued devaluation of sterling and the knock-on impact this has on Ireland s competitiveness as a destination, the Great Britain and Northern Ireland markets continue to be Ireland s largest tourist market. Consequently we must not turn our backs on these markets. Indeed, we must strive to nurture and maintain business with our current clients and try to identify new opportunities that have yet to be exploited in this market. Assess your Brexit Risk Fáilte Ireland s new interactive online assessment tool, which is available to all Irish tourism companies, can be used to self-assess each businesses exposure to Brexit. Based on the answers supplied, a tailored report will be generated and it will contain suggested actions and resources which will help tourism business owners to devise an appropriate action plan to help alleviate the risks and influence the opportunities which might arise from Brexit. Complete the Brexit Readiness Check at: Get Insider Tips Get expert advice from Fáilte Ireland suite of handy video tutorials. Get insider tips by watching interviews with the Great Britain Tourism Ireland Market Manager and Tour Operators servicing that market and gain insights on customer preferences from our largest overseas market which so that you can have a competitive advantage in our largest overseas market. Needs & Nuances of International Markets Win New Sales Understand what are the current opportunities to retain business from Great Britain and find new opportunities from Fáilte Ireland s Research and Insights which can be found at Better understand the various routes available to the British market and use our suite of templates and check-sheets to enable you to exploit the most appropriate distribution channel mix available for your business.