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Business Review 2006 from
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V is for value
Paul Simmonds,
chief executive, Jersey War Tunnels
Once again it is unfortunate to note that last year's tourism season ended in a note of disappointment by detailing a continued decline in visitors to the Island.
There is no doubt that every effort has been made by accommodation providers, attractions and all others connected with the industry in 2005. This was supported, as ever, by Jersey Tourism working as hard as anyone to market the Island. Yet almost a decade has passed since visitor figures have shown an upward turn.
Leaving aside the debate about whether visitor numbers is the best way to measure performance, there is undoubtedly still a problem to address. We are individual businesses, but the issues facing our industry can only be solved through a collective response.
Jersey War Tunnels faces similar dilemmas to any other local tourism business in having to carefully allocate a limited budget each year for marketing. In doing so we analyse how our promotional activity will most effectively influence visitors.
We can have an influence on local market share. A higher advertising spend, and strong creative ideas, might influence leisure visitors on a short break to visit Jersey War Tunnels during their time in Jersey rather than another attraction. Our current statistics detail that one in three leisure visitors come to Jersey War Tunnels.
We are far more limited in our ability to influence Jersey's share of the global tourism market.
Airlines
Our public relations activity is targeted at promoting the site to those who might be interested in Jersey's Occupation; direct advertising would, we feel, be less effective. Those interested in visiting Jersey War Tunnels quite obviously have to get to Jersey in the first instance.
I am sure most will agree that convenience and cost of travel is our Island's Achilles heel. Air services from London are becoming increasingly restricted and expensive. Train tickets for the Gatwick Express have doubled in the past two years. There is increasing need to encourage a true low cost airline, such as EasyJet or Ryanair, to Jersey, even if this is initially at a cost, since the brand itself is now an attraction for many holidaymakers.
It is not fair though to just blame the airlines. Jersey's landing charges are now the most expensive in Europe - £17 per head, compared to £2 per head in Manchester. We must also guard against becoming too South-East-centric in our thinking.
New air routes from Coventry, Manchester and Doncaster were a great bonus for Jersey War Tunnels last year, with visitors spending significantly with us.
ABC1 individuals seeking short breaks may be Jersey's target market, but they want value just as much as any other visitor.
There is also much more potential to attract French visitors in 2006 with the opening of the TGV link from St Malo to Paris. However, to make the most of this Jersey must be able to offer regular, reliable and affordable ferry links without restrictive offers. That puts great pressure on Condor to act responsibly and not exploit its monopoly position (and, I am delighted the company has suggested that it will act in this way).
From this analysis it might be suggested that local hotels and attractions must continue to compete for the attention of an increasingly small number of visitors. In fact, it is precisely this situation which is holding the industry back.
I am extremely supportive of Jersey Tourism's new spring into summer initiative to cap landing fees. It would be even more encouraging see this and wider industry partnership become a plan for all seasons.
While individual businesses cannot influence Jersey's global market share, the industry as a collective can. It is only through the sum of our efforts that we can promote the Jersey experience in order to attain both repeat and new business.
Perception
Leisure visitors do not judge Jersey on any one part of their holiday. Their overall perception is based upon the total experience - the cost of travel, the taxi from the airport, service at the hotel, dining out and the attractions they visit.
As members of the tourism industry we must discard the blinkers and place the customer experience before individual short term profit. That means making it as simple as possible for people to visit Jersey and enjoy a great value experience from the moment they step off the plane or boat, to the moment they return.
We at Jersey War Tunnels aim to offer the visitor the best possible experience of Jersey not only through the facilities we have to offer but also by our staff providing well informed and objective information on what our beautiful Island has to offer. I see it as integral to our interests that our customers enjoy the rest of their holiday and also recognise that they need to visit Jersey on more than one occasion.
Our new tourism proposition should be based around value and customer service. If members of the industry commit to truly work together to make those attributes integral to the Jersey experience then all, including our customers, will benefit.
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