A Marketeer`s Dream - hebridean

Report
The Hebridean
Way
A MARKETEER’S DREAM
Anne Martin
Marketing Officer

The Kintyre Way was established in 2006

Long Distance Walking Route in Argyll

87 fully waymarked miles

Runs from Tarbert in the north of the Kintyre peninsula to the Mull of
Kintyre in the south.

2 year CCF Funding – route extension to 100 miles

Finishing point in main town of Campbeltown from April 2014

Our project is running until April 2015
A new market for you to target.

Visit Scotland planners estimate that by 2015 Walking Tourism is likely to
contribute up to 22% of the overall UK tourism revenue in Scotland.

That’s almost ¼ of all revenue and over 4 million trips.

The Hebridean Way will be able to capitalise on this growing market
opportunity.
The Facts

Walkers made 20 million day trips within Scotland in 2011

In 2011, UK based walkers made 4.8 million trips to Scotland and
spent 23 million bed nights in the country.

The total spent by walkers on day visits to Scotland in 2011 was £1.3
billion.

Walking is the most popular nature-based activity for UK residents
holidaying in Scotland

** Source Visit Scotland
Who are they and where will they
come from?
4 types of walkers

Committed Explorers (23%)

Part Time Explorers (18%)

Committed Wanderers (7%)

Part Time Wanderers( 33%)

Mixed group 19% with attributes of all 4 types
What do they want?
Type Of Walker

Committed Explorer

Part Time Explorer

Committed Wanderer

Part Time Wanderer
Like to stay

Campsites,bothies,functional
places

B&B/guest- houses, like to have
the whole Scottish experience.

B&B/guest-houses, less concerned
about specifics.

Hotels/guest-houses and B&B’s.
Like warmth and comfort
Why walk in Scotland?

The natural environment

Diversity of available walks throughout Scotland

The quality of the walks

Walking in Scotland lets people experience the culture, history and
people that we have in abundance
Why walk the Hebridean Way?

The natural environment

Diversity of available walks throughout the islands

The quality of the walks

Walking in The Hebrides lets people experience the culture, history
and people that you have in abundance.
Trends

Walkers most likely to be in the 45 -65 age group

UK demographic projections – by 2012 the over 50’s will make up
50% of the population.

High disposable income

They will use the internet to search and book.

77% of the adult population walk at least once a month for pleasure
Importance of walking to the trip
Main reason – 39%
 One of the reasons – 40%
 Minor reason – 18%
 Not planned – 3%


Walkers are also looking to do other things on their trip.
Other activities
other
golf
camping
visit friends/relatives
outdoor activities
visit distilleries
view wildlife
visit cities/towns
Visit castles/interest
0%
10%
20%
30%
40%
50%
60%
70%
The Hebridean Way is a walkers
paradise.
It
can offer walkers
the complete
package.
The Hebridean Way
The complete package
Landscapes
Heritage& Culture
Themes
Stunning Beaches
Steeped in tradition
Iconic
Big Skies
Gaelic
Remote
Wildlife/sealife/birdlife
Warm hospitality
Unique
Amazing views
Food and Drink
Challenge
Music
Achievement
Archaeology
The Journey
Arts and Crafts
Exploring
Fishing
Life Changing
Crofting
Clean environment
The island attraction
What the Hebridean Way offers
your business.

Exposure to new markets

Increased visitor numbers

An alternative market

New types of customers

Extensions to the season

Ability to package offers – short breaks/themed breaks

New business opportunities

International visitors
Types of businesses who directly
benefit

Accommodation providers at all levels

Food and drink

Taxi/Tours/ Transport

Baggage Handling

Campsites

Shops

Outdoor activities /equipment suppliers
Dispelling the myths

Walkers are just as likely to be found in a 4 star hotel or a remote
bothy it just depends on the type of experience they want.
Target the market
Identify the type of walker who would be interested in staying in your accommodation
and target that group.

Dunultach B&B
“The Kintyre Way is one of the best
things to have happened to Kintyre it
has put us on the map both
nationally and internationally”.
4 star B&B and Self Catering
Village location

Elizabeth Ball
On the Kintyre Way
Walkers make a difference

Dunultach B&B
Walking Companies links
Elizabeth’s “Top Tips”

Clachan
McDonald Taxi
Service
Operating since 2007

“I only advertise on the Kintyre Way
website”

Mairi Graham
Baggage Handling
Initially approached by a walking
company
All co-ordinated by e mail
Personal service
Cyclists and Walkers
Keen to “Island Hop”
90% Foreign walkers
Increasing year on year

Machrihanish Dunes
“The Kintyre Way has enabled us to
tap into a totally new market which
we had previously not thought
about”.
5 star hotel
American owned
Stuart Ellis
Focussing on the golfing market
Revenue Manager
Approached by a walking company
Now offering specialist packages to
walkers
What you can do to attract walkers

Develop relationships with walking companies who will offer
packages on the Hebridean Way

Offer themed packages – wildlife, archaeology, birdwatching

Get your website ready

Work with nearby attractions – create joint packages

Acquaint yourself with the route

Flexible meal times

Drying areas

Read the main walking publications – “get into their mindset!”
Develop relationships with walking
companies
Top Tips

Identify which type of walkers would
be interested in staying with you and
target them

Walkers want to book on the internet
– make sure you are there and
appeal to your targets

Offer pick-ups for those without their
own transport

Be enthusiastic about the other
activities and attractions available in
the area.

Be knowledgeable about the walk,
it’s terrain and nearby facilities and
attractions.

Link to the Hebridean Way website
Kintyre Way promotion this year
How we are promoting our route

Website – www.kintyreway.com

Twitter and Facebook

Ad Campaign – The Great Outdoors (print and digital)

Cal Mac – Go Explore

Visit Scotland – Walk in Scotland

National leaflet distribution

BBC Landward programme

Glasgow City Sightseeing Bus Backs

Adopt a Waymarker sponsorship

Photographic competition

Journalist visits

BBC “Out of Doors”

Local Radio – weather sponsorship

Calendar
All marketing activity drives
potential customers to our
website.
All of our Business members and the Kintyre community will benefit through
higher visitor numbers and increased spend.
Kintyre Way – average walker expenditure
Accommodation
Food and Drink
Gifts
Travel
£0
£50
£100
£150
£200
£250
£300
£350
£400
£450
£500
We estimate that between 1500
and 2000 walkers walk the route
each year bringing
in over £1million to
the Kintyre economy.
The next steps for marketing the
Hebridean Way

Website

Links to other walking sites

Links to other LDWR

Rucksack Readers/Footsteps Map

Business Membership

Contact with Walking Companies

Links with local & national media

Community involvement

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