Bath is never far from the top of many discerning travellers’ must-visit list of destinations. Yet attracting these people in the first place, then getting them to boost tourist revenue by spending more, are major challenges in the current economic climate.
Who better to ask for advice than veteran travel writer Simon Calder. Bath Business News Travel Editor Anne Gorringe threw down the gauntlet to him when he visited Bath last week.
Here in a Bath Business News exclusive, Simon gives his responses to 10 key challenges for tourism in the city.
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Keeping tourists happy by increasing entry charges to popular tourist attractions and making red traffic lights heart-shaped – just two of the intriguing ideas that travel industry expert and travel editor of The Independent newspaper, Simon Calder, has suggested for Bath.
Both could work. For instance, Bath Rugby has already introduced three different category price tickets depending on the importance and predicted popularity of a match.
And the red traffic lights have been successful elsewhere.
Simon was in Bath last week as one of the key speakers at a special forum staged by Bath Tourism Plus (BTP).
He’s been a regular visitor to Bath since 1975 and says the city has a “world-class product” with lots of great locations and lots of strengths, including being “way ahead in terms of environmental tourism”.
As someone who “spends his life on holiday pretending to work,” as he puts it, he’s in a brilliant position to cast an expert eye over Bath’s tourist offering and suggest ways it can better compete in the toughest market for a generation.
We put 10 challenges to Simon – and his suggestions were nothing short of imaginative .
Challenge 1. How can we deal with traffic congestion, particularly in the peak summer season?
Simon says:
• We have the park-and-ride bus scheme – how about a park-and-float scheme? Park your car and take a boat into the city centre. What a futuristic opportunity and it would put Bath on the map. Bath should just try it for a few weekends and see. Or, with all the cycle paths on offer in Bath, how about a park-and-peddle scheme?
• To take the sting out of sitting at red traffic lights, why not transform the red traffic light into a red heart, as one city did.
Challenge 2. One key domestic market is London. But, cheap airfares and fast train links mean that we are, in effect, competing with European destinations.
Simon says:
It’s an 85 minutes train journey from London to Bath. Alternatively, in the same time, Londoners could go to Lille in France.
• Put a complete competitive package together. A train ticket, overnight stay and a meal at an unbeatable price of say £99?
• Lille is difficult to do in a day but a Bath mid-week break with a train ticket, the Roman Baths and meal might be attractive.
Challenge 3. The travel industry seems certain that this summer’s London Olympics will bring a massive boost in tourist numbers. Is that right?
Simon says:
Experience from Sydney (2000) and Athens (2004) suggests this will not be the case. VisitBritain has predicted tourist number this year will be the same as 2011. I hope I’m wrong.
• Bath hoteliers should keep track now of advanced summer bookings and consider reducing room rates to attract trade. It’s better to have full rooms and make some profit than have empty ones.
• Think what Bath can do to screen Olympic events. Many tourists will be interested. The same goes for the Royal Jubilee – public screens may be an added attraction. Or put together a package – and include a meal of Coronation Chicken!
Challenge 4. Negative information on websites giving the perception at Bath is expensive
Simon says:
For example, on hotels.com the comment is that London is really expensive but that Bath is even more so! That’s because the website tends to reflect only a certain range of hotels. B&Bs, which a lot of people use, aren’t represented.
• Get involved in social media and keep your profiles current. Update photographs, react quickly to any less than favourable comments. Deal with potential problems, improve things, then feed this back to your customers.
• Encourage your happy customers to make remarks on sites like Trip Advisor and create a company Facebook page. If wi-fi reception is really bad in your area, say so, then customers know what to expect and won’t be disappointed. Oh, and increase the availability of wi-fi in Bath cafes. Tourists expect to be able to stay connected.
Challenge 5. Exchange rates
Simon says:
Nobody knows what’s going to happen with the economic situation and the issue of Greece is going to have profound effects.
• With Bristol Airport on our doorstep, look at attracting those tourists flying direct to the South West. With Helvetic Airways’ new scheduled service from Zurich and the strong Swiss franc, Bath is a great place for the Swiss to visit.
• Exchange rates for Australians are also good – so advertise the fact that they can get so much for their money these days in Bath.
Challenge 6.Which countries does Bath target?
Simon says:
Emerging markets include China although awkward visa laws are a problem.
• Targeting Russia is probably a better option. They have the same sort of visa problems – but they’re addressing it.
• For tourists from strong currency countries coming to Bath hotel prices have effectively halved. Tell them they’re getting two nights for the price of one!
Challenge 7. Some top attractions are so popular at peak times they’re turning tourists away.
Simon says:
The Thermae Bath Spa, for example, has long waiting lists at weekends. Some tourist haven’t got the time to wait and so simply can’t get in.
• Try price management. Charge a premium at really busy times and introduce special prices at others. If a tourist is ONLY in town on a packed-out Saturday, they could be given the option of paying extra to guarantee a slot. But, if Monday mornings are generally quiet, offer a special price to tourists staying longer.
Challenge 8. Hoteliers are concerned about possible competition from budget hotels in the city
Simon says:
• From an outsiders view – what you need is more competition. There are areas that don’t need more hotels – Ireland for example. I can understand B&Bs being concerned about the increase in competition but I have never come across another city where it’s been a problem.
• If people can get £19 rooms in Bath it’s up to the rest of you to up your game.
Challenge 9. Bath has some wonderful niche shops – it also had quite a few of the big names you see on every high street.
Simon says:
Relying on shops to bring in tourists, while a good idea, should be backed up by other attractions.
• All over the country there are high streets that are empty as shopping trends have changed – but places like the American Museum will never be available on the internet.
• Flag up interesting events – the Fashion Museum’s current fascinating Sport and Fashion show features the catsuit that Olympic gold medalist Amy Williams wore at the Vancouver Winter Olympics in 2010.
Challenge 10. Any other advice to keep Bath tourism alive and kicking?
Simon says:
Think about adding value. How about linking up with other cities for a really different weekend? Tourists could have a ‘Bath PLUS…’ trip…. Bath, plus a visit to Cardiff, or Bath PLUS Weymouth – a short extra train ride to the seaside.
For a list of events in the area, go to Bath’s Tourist website www.visitbath.co.uk
