Accommodation welcome schemes
In this guide:
- Quality grading for tourism businesses
- Tourism five-star rating system
- Advantages of quality grading for tourism businesses
- Tourist Accommodation Quality Grading Scheme
- Tourism visitor experience quality grading scheme
- Quality grading of caravan and camping parks
- Accommodation welcome schemes
- Green Tourism Certification
Tourism five-star rating system
Tourism NI’s five star rating system indicates the quality and standards of various types of tourism business including accommodation and visitor experiences.
Tourism NI uses a one to five-star rating system for tourism businesses. The star ratings show the standard of customer care and the quality of services and facilities.
How does star-grading work?
The number of stars awarded shows the levels of quality customers can expect from the assessed business:
- five star - an exceptional, world-class standard
- four star - an excellent standard
- three star - a very good standard
- two star - good overall standard
- one star - a fair and acceptable standard
Star gradings cover accommodation and tourism experiences, including:
- serviced, self-catering and hostel accommodation
- visitor experiences such as tours, activities centres and museums etc
- caravan and camping parks
The awards focus on the standard of the welcome, hospitality and services provided. They also assess the presentation and condition of facilities.
Developed withActionsAlso on this siteContent category
Source URL
/content/tourism-five-star-rating-system
Links
Advantages of quality grading for tourism businesses
Being quality graded by Tourism NI can bring a number of benefits to your business, including improving your reputation and giving you a competitive advantage.
Being associated with a well-known recognition scheme, such as the Tourism NI's Quality Grading Scheme, can make a big difference to how customers view your business.
As well as letting your customers know that what you offer is of nationally recognised standard, the benefits of being quality graded also include:
- improve your reputation and be seen as a credible business
- assure you customers about the quality of services and facilities you provide
- increase customer satisfaction and the chance of repeat business
- give you a competitive advantage over non-accredited businesses
Being quality graded also gives you the chance to promote your business in a number of ways:
- use approved and recognised plaques, logos and signage to highlight and promote your star-rating
- get access to Tourism NI's marketing and social media opportunities, and presence in a range of marketing and promotional campaigns
- join Tourism NI's specialised Welcome Schemes which are free to all accommodation scheme members
Finally taking part in quality grading schemes will provide you with access to expert advice, training and ongoing support from the Tourism NI Quality Assessors. The Quality Assessors will assess your business once a year and advise you on how to make the most of your business.
Developed withActionsAlso on this siteContent category
Source URL
/content/advantages-quality-grading-tourism-businesses
Links
Tourist Accommodation Quality Grading Scheme
The entry requirements and assessment process for tourist accommodation businesses to get a star rating from Tourism NI as part of the Quality Grading Scheme.
In Northern Ireland, all tourist accommodation must be certified by Tourism NI to ensure minimum standards of service and quality are met. For more information, see tourist accommodation certification.
However, participating in the Tourist Accommodation Quality Grading Scheme is voluntary.
Tourism NI’s Quality Grading Scheme is the same common standards scheme that is used by the AA and other national tourist boards in Scotland, England and Wales.The scheme uses a five-star rating system and is designed to give visitors a clear idea of the standards they can expect for:
- hospitality
- service
- cleanliness
- comfort
- food
For details on what each star rating means, see Tourism Quality Grading Scheme and five-star rating system.
Entry requirements
To receive your star rating you must meet nationally recognised standards of customer care and quality.
The assessment criteria will be different for different types of accommodation. Entry requirements for hostels will vary greatly from entry requirements for B&Bs and hotels.
Assessment process
Your star rating will depend on the quality scores you receive in your Quality Grading Assessment. The assessment will be carried out by the Tourism NI Quality Assessors. You will be awarded a rating between one to five stars.
The assessment will focus on the quality of your premises and the visitor experience you provide. The assessment is separate from the statutory certification inspection.
For serviced accommodation premises there will be an initial mystery overnight stay. The assessor will not tell you they are an assessor. You will find this out the next morning when the assessor will take you through the assessment process and criteria.
The assessor will give you their notes and advice on possible improvement during the initial consultation. An assessment report and a Quality Grading Certificate and plaque will follow by post.
When you apply to be assessed under the Quality Grading Scheme, you will incur an assessment fee appropriate to your accommodation category.
Developed withActionsAlso on this siteContent category
Source URL
/content/tourist-accommodation-quality-grading-scheme
Links
Tourism visitor experience quality grading scheme
The types of tourism business and attractions eligible for the Tourism NI visitor experience quality grading scheme, and the process to become quality graded.
Tourism businesses that offer a quality visitor experience to tourists are eligible to become members of the Visitor Experience Quality Grading Scheme.
Visitor experiences include:
- museums
- castles
- historic houses
- art venues
- gardens
- tours
- wildlife experiences
- garden centres
Visitors experiences are assessed by standard core criteria, and include pre-arrival and arrival experiences. Specific criteria, such as catering, retail and toilets, are tailored to reflect differences between types of experiences. These criteria are only included in the assessment if they are a part of the overall experience.
Assessment
To take part in the scheme, visitor experiences need to apply to Tourism NI for assessment. Assessment visits are carried out 'incognito', ie without prior notice. This allows the assessors to experience an authentic customer journey.
During the visit, the assessor will look at the condition and standard of facilities and services, and then give feedback on the findings. They will also provide advice on other sources of business support.
If your visitor experience achieves an award, Tourism NI will provide a range of benefits, including:
- a plaque
- a web logo
- written report
- award certificate
The annual subscription fee for businesses on Tourism NI's Visitor Experience Quality Grading Scheme is £150.
See an example of a local visitor experience participating in the Tourism NI Quality Grading Scheme.
Developed withAlso on this siteContent category
Source URL
/content/tourism-visitor-experience-quality-grading-scheme
Links
Quality grading of caravan and camping parks
Tourism NI’s voluntary five star rating quality grading scheme for caravan and camping parks and the facilities that are assessed.
Holiday, touring and camping parks and pitches can also apply for quality grading.
Under the UK-wide British Graded Holiday Parks Scheme, parks are inspected and given a star-rating to reflect overall quality standards of the services and facilities provided.
The highest rating of five stars is for parks of exceptional quality, whereas one star rating is for parks of acceptable quality.
The inspector will assess:
- cleanliness
- reception and efficiency of service
- general maintenance, layout and landscaping
- park facilities, such as shops, clubs and restaurants,
- recreation, sport and leisure
- park grounds and facilities, such as lighting, signage and refuse disposal
- toilet and washing facilities
- pitches, including layout, spacing and service connections
To obtain and maintain their star-rating, parks have to undergo annual assessments usually in a form of unannounced day visits.
Developed withAlso on this siteContent category
Source URL
/content/quality-grading-caravan-and-camping-parks
Links
Accommodation welcome schemes
Tourism NI welcome schemes for accommodation providers to recognise businesses that cater for specific groups such as families, cyclists, film crews and more.
Tourism NI Welcome Schemes are designed for serviced, self-catering and hostel accommodation providers who are members of the Quality Grading Scheme.
The Welcome Schemes help direct visitors to suitable establishments that pay particular attention to their various needs. They recognise the special effort made by businesses to provide services that welcome visitors' particular need - be it walking, cycling, angling or simply holidaying with family.
The Welcome Schemes currently in operation in Northern Ireland are:
- Anglers Welcome
- Cyclists Welcome
- Dogs Welcome
- Families Welcome
- Golfers Welcome
- Walkers Welcome
- Groups Welcome
- Film Crew Welcome
- Bikers Welcome
- Mountain Bikers Welcome
The Welcome Schemes are free to all members of the Tourism NI Accommodation Quality Grading Scheme. If you wish to apply for one of the Welcome Schemes, your Quality Advisor will verify that the required facilities are available when they visit.
Developed withAlso on this siteContent category
Source URL
/content/accommodation-welcome-schemes
Links
Green Tourism Certification
Certification for tourism businesses who meet certain environmental performance criteria including wastes management and biodiversity: bronze, silver or gold.
Green Tourism certification is open to:
- all types of tourist accommodation
- visitor centres
- activity providers
- businesses that service the tourism industry.
Every two years each of the Green Tourism Members are visited and assessed by a qualified professional a set of environmental performance criteria, such as:
- energy and water efficiency
- waste management
- biodiversity
- procurement
- community involvement
Following the assessment, businesses will acheive receive a bronze, silver, or gold award.
Developed withAlso on this siteContent category
Source URL
/content/green-tourism-certification
Links
Quality grading of caravan and camping parks
In this guide:
- Quality grading for tourism businesses
- Tourism five-star rating system
- Advantages of quality grading for tourism businesses
- Tourist Accommodation Quality Grading Scheme
- Tourism visitor experience quality grading scheme
- Quality grading of caravan and camping parks
- Accommodation welcome schemes
- Green Tourism Certification
Tourism five-star rating system
Tourism NI’s five star rating system indicates the quality and standards of various types of tourism business including accommodation and visitor experiences.
Tourism NI uses a one to five-star rating system for tourism businesses. The star ratings show the standard of customer care and the quality of services and facilities.
How does star-grading work?
The number of stars awarded shows the levels of quality customers can expect from the assessed business:
- five star - an exceptional, world-class standard
- four star - an excellent standard
- three star - a very good standard
- two star - good overall standard
- one star - a fair and acceptable standard
Star gradings cover accommodation and tourism experiences, including:
- serviced, self-catering and hostel accommodation
- visitor experiences such as tours, activities centres and museums etc
- caravan and camping parks
The awards focus on the standard of the welcome, hospitality and services provided. They also assess the presentation and condition of facilities.
Developed withActionsAlso on this siteContent category
Source URL
/content/tourism-five-star-rating-system
Links
Advantages of quality grading for tourism businesses
Being quality graded by Tourism NI can bring a number of benefits to your business, including improving your reputation and giving you a competitive advantage.
Being associated with a well-known recognition scheme, such as the Tourism NI's Quality Grading Scheme, can make a big difference to how customers view your business.
As well as letting your customers know that what you offer is of nationally recognised standard, the benefits of being quality graded also include:
- improve your reputation and be seen as a credible business
- assure you customers about the quality of services and facilities you provide
- increase customer satisfaction and the chance of repeat business
- give you a competitive advantage over non-accredited businesses
Being quality graded also gives you the chance to promote your business in a number of ways:
- use approved and recognised plaques, logos and signage to highlight and promote your star-rating
- get access to Tourism NI's marketing and social media opportunities, and presence in a range of marketing and promotional campaigns
- join Tourism NI's specialised Welcome Schemes which are free to all accommodation scheme members
Finally taking part in quality grading schemes will provide you with access to expert advice, training and ongoing support from the Tourism NI Quality Assessors. The Quality Assessors will assess your business once a year and advise you on how to make the most of your business.
Developed withActionsAlso on this siteContent category
Source URL
/content/advantages-quality-grading-tourism-businesses
Links
Tourist Accommodation Quality Grading Scheme
The entry requirements and assessment process for tourist accommodation businesses to get a star rating from Tourism NI as part of the Quality Grading Scheme.
In Northern Ireland, all tourist accommodation must be certified by Tourism NI to ensure minimum standards of service and quality are met. For more information, see tourist accommodation certification.
However, participating in the Tourist Accommodation Quality Grading Scheme is voluntary.
Tourism NI’s Quality Grading Scheme is the same common standards scheme that is used by the AA and other national tourist boards in Scotland, England and Wales.The scheme uses a five-star rating system and is designed to give visitors a clear idea of the standards they can expect for:
- hospitality
- service
- cleanliness
- comfort
- food
For details on what each star rating means, see Tourism Quality Grading Scheme and five-star rating system.
Entry requirements
To receive your star rating you must meet nationally recognised standards of customer care and quality.
The assessment criteria will be different for different types of accommodation. Entry requirements for hostels will vary greatly from entry requirements for B&Bs and hotels.
Assessment process
Your star rating will depend on the quality scores you receive in your Quality Grading Assessment. The assessment will be carried out by the Tourism NI Quality Assessors. You will be awarded a rating between one to five stars.
The assessment will focus on the quality of your premises and the visitor experience you provide. The assessment is separate from the statutory certification inspection.
For serviced accommodation premises there will be an initial mystery overnight stay. The assessor will not tell you they are an assessor. You will find this out the next morning when the assessor will take you through the assessment process and criteria.
The assessor will give you their notes and advice on possible improvement during the initial consultation. An assessment report and a Quality Grading Certificate and plaque will follow by post.
When you apply to be assessed under the Quality Grading Scheme, you will incur an assessment fee appropriate to your accommodation category.
Developed withActionsAlso on this siteContent category
Source URL
/content/tourist-accommodation-quality-grading-scheme
Links
Tourism visitor experience quality grading scheme
The types of tourism business and attractions eligible for the Tourism NI visitor experience quality grading scheme, and the process to become quality graded.
Tourism businesses that offer a quality visitor experience to tourists are eligible to become members of the Visitor Experience Quality Grading Scheme.
Visitor experiences include:
- museums
- castles
- historic houses
- art venues
- gardens
- tours
- wildlife experiences
- garden centres
Visitors experiences are assessed by standard core criteria, and include pre-arrival and arrival experiences. Specific criteria, such as catering, retail and toilets, are tailored to reflect differences between types of experiences. These criteria are only included in the assessment if they are a part of the overall experience.
Assessment
To take part in the scheme, visitor experiences need to apply to Tourism NI for assessment. Assessment visits are carried out 'incognito', ie without prior notice. This allows the assessors to experience an authentic customer journey.
During the visit, the assessor will look at the condition and standard of facilities and services, and then give feedback on the findings. They will also provide advice on other sources of business support.
If your visitor experience achieves an award, Tourism NI will provide a range of benefits, including:
- a plaque
- a web logo
- written report
- award certificate
The annual subscription fee for businesses on Tourism NI's Visitor Experience Quality Grading Scheme is £150.
See an example of a local visitor experience participating in the Tourism NI Quality Grading Scheme.
Developed withAlso on this siteContent category
Source URL
/content/tourism-visitor-experience-quality-grading-scheme
Links
Quality grading of caravan and camping parks
Tourism NI’s voluntary five star rating quality grading scheme for caravan and camping parks and the facilities that are assessed.
Holiday, touring and camping parks and pitches can also apply for quality grading.
Under the UK-wide British Graded Holiday Parks Scheme, parks are inspected and given a star-rating to reflect overall quality standards of the services and facilities provided.
The highest rating of five stars is for parks of exceptional quality, whereas one star rating is for parks of acceptable quality.
The inspector will assess:
- cleanliness
- reception and efficiency of service
- general maintenance, layout and landscaping
- park facilities, such as shops, clubs and restaurants,
- recreation, sport and leisure
- park grounds and facilities, such as lighting, signage and refuse disposal
- toilet and washing facilities
- pitches, including layout, spacing and service connections
To obtain and maintain their star-rating, parks have to undergo annual assessments usually in a form of unannounced day visits.
Developed withAlso on this siteContent category
Source URL
/content/quality-grading-caravan-and-camping-parks
Links
Accommodation welcome schemes
Tourism NI welcome schemes for accommodation providers to recognise businesses that cater for specific groups such as families, cyclists, film crews and more.
Tourism NI Welcome Schemes are designed for serviced, self-catering and hostel accommodation providers who are members of the Quality Grading Scheme.
The Welcome Schemes help direct visitors to suitable establishments that pay particular attention to their various needs. They recognise the special effort made by businesses to provide services that welcome visitors' particular need - be it walking, cycling, angling or simply holidaying with family.
The Welcome Schemes currently in operation in Northern Ireland are:
- Anglers Welcome
- Cyclists Welcome
- Dogs Welcome
- Families Welcome
- Golfers Welcome
- Walkers Welcome
- Groups Welcome
- Film Crew Welcome
- Bikers Welcome
- Mountain Bikers Welcome
The Welcome Schemes are free to all members of the Tourism NI Accommodation Quality Grading Scheme. If you wish to apply for one of the Welcome Schemes, your Quality Advisor will verify that the required facilities are available when they visit.
Developed withAlso on this siteContent category
Source URL
/content/accommodation-welcome-schemes
Links
Green Tourism Certification
Certification for tourism businesses who meet certain environmental performance criteria including wastes management and biodiversity: bronze, silver or gold.
Green Tourism certification is open to:
- all types of tourist accommodation
- visitor centres
- activity providers
- businesses that service the tourism industry.
Every two years each of the Green Tourism Members are visited and assessed by a qualified professional a set of environmental performance criteria, such as:
- energy and water efficiency
- waste management
- biodiversity
- procurement
- community involvement
Following the assessment, businesses will acheive receive a bronze, silver, or gold award.
Developed withAlso on this siteContent category
Source URL
/content/green-tourism-certification
Links
Tourism visitor experience quality grading scheme
In this guide:
- Quality grading for tourism businesses
- Tourism five-star rating system
- Advantages of quality grading for tourism businesses
- Tourist Accommodation Quality Grading Scheme
- Tourism visitor experience quality grading scheme
- Quality grading of caravan and camping parks
- Accommodation welcome schemes
- Green Tourism Certification
Tourism five-star rating system
Tourism NI’s five star rating system indicates the quality and standards of various types of tourism business including accommodation and visitor experiences.
Tourism NI uses a one to five-star rating system for tourism businesses. The star ratings show the standard of customer care and the quality of services and facilities.
How does star-grading work?
The number of stars awarded shows the levels of quality customers can expect from the assessed business:
- five star - an exceptional, world-class standard
- four star - an excellent standard
- three star - a very good standard
- two star - good overall standard
- one star - a fair and acceptable standard
Star gradings cover accommodation and tourism experiences, including:
- serviced, self-catering and hostel accommodation
- visitor experiences such as tours, activities centres and museums etc
- caravan and camping parks
The awards focus on the standard of the welcome, hospitality and services provided. They also assess the presentation and condition of facilities.
Developed withActionsAlso on this siteContent category
Source URL
/content/tourism-five-star-rating-system
Links
Advantages of quality grading for tourism businesses
Being quality graded by Tourism NI can bring a number of benefits to your business, including improving your reputation and giving you a competitive advantage.
Being associated with a well-known recognition scheme, such as the Tourism NI's Quality Grading Scheme, can make a big difference to how customers view your business.
As well as letting your customers know that what you offer is of nationally recognised standard, the benefits of being quality graded also include:
- improve your reputation and be seen as a credible business
- assure you customers about the quality of services and facilities you provide
- increase customer satisfaction and the chance of repeat business
- give you a competitive advantage over non-accredited businesses
Being quality graded also gives you the chance to promote your business in a number of ways:
- use approved and recognised plaques, logos and signage to highlight and promote your star-rating
- get access to Tourism NI's marketing and social media opportunities, and presence in a range of marketing and promotional campaigns
- join Tourism NI's specialised Welcome Schemes which are free to all accommodation scheme members
Finally taking part in quality grading schemes will provide you with access to expert advice, training and ongoing support from the Tourism NI Quality Assessors. The Quality Assessors will assess your business once a year and advise you on how to make the most of your business.
Developed withActionsAlso on this siteContent category
Source URL
/content/advantages-quality-grading-tourism-businesses
Links
Tourist Accommodation Quality Grading Scheme
The entry requirements and assessment process for tourist accommodation businesses to get a star rating from Tourism NI as part of the Quality Grading Scheme.
In Northern Ireland, all tourist accommodation must be certified by Tourism NI to ensure minimum standards of service and quality are met. For more information, see tourist accommodation certification.
However, participating in the Tourist Accommodation Quality Grading Scheme is voluntary.
Tourism NI’s Quality Grading Scheme is the same common standards scheme that is used by the AA and other national tourist boards in Scotland, England and Wales.The scheme uses a five-star rating system and is designed to give visitors a clear idea of the standards they can expect for:
- hospitality
- service
- cleanliness
- comfort
- food
For details on what each star rating means, see Tourism Quality Grading Scheme and five-star rating system.
Entry requirements
To receive your star rating you must meet nationally recognised standards of customer care and quality.
The assessment criteria will be different for different types of accommodation. Entry requirements for hostels will vary greatly from entry requirements for B&Bs and hotels.
Assessment process
Your star rating will depend on the quality scores you receive in your Quality Grading Assessment. The assessment will be carried out by the Tourism NI Quality Assessors. You will be awarded a rating between one to five stars.
The assessment will focus on the quality of your premises and the visitor experience you provide. The assessment is separate from the statutory certification inspection.
For serviced accommodation premises there will be an initial mystery overnight stay. The assessor will not tell you they are an assessor. You will find this out the next morning when the assessor will take you through the assessment process and criteria.
The assessor will give you their notes and advice on possible improvement during the initial consultation. An assessment report and a Quality Grading Certificate and plaque will follow by post.
When you apply to be assessed under the Quality Grading Scheme, you will incur an assessment fee appropriate to your accommodation category.
Developed withActionsAlso on this siteContent category
Source URL
/content/tourist-accommodation-quality-grading-scheme
Links
Tourism visitor experience quality grading scheme
The types of tourism business and attractions eligible for the Tourism NI visitor experience quality grading scheme, and the process to become quality graded.
Tourism businesses that offer a quality visitor experience to tourists are eligible to become members of the Visitor Experience Quality Grading Scheme.
Visitor experiences include:
- museums
- castles
- historic houses
- art venues
- gardens
- tours
- wildlife experiences
- garden centres
Visitors experiences are assessed by standard core criteria, and include pre-arrival and arrival experiences. Specific criteria, such as catering, retail and toilets, are tailored to reflect differences between types of experiences. These criteria are only included in the assessment if they are a part of the overall experience.
Assessment
To take part in the scheme, visitor experiences need to apply to Tourism NI for assessment. Assessment visits are carried out 'incognito', ie without prior notice. This allows the assessors to experience an authentic customer journey.
During the visit, the assessor will look at the condition and standard of facilities and services, and then give feedback on the findings. They will also provide advice on other sources of business support.
If your visitor experience achieves an award, Tourism NI will provide a range of benefits, including:
- a plaque
- a web logo
- written report
- award certificate
The annual subscription fee for businesses on Tourism NI's Visitor Experience Quality Grading Scheme is £150.
See an example of a local visitor experience participating in the Tourism NI Quality Grading Scheme.
Developed withAlso on this siteContent category
Source URL
/content/tourism-visitor-experience-quality-grading-scheme
Links
Quality grading of caravan and camping parks
Tourism NI’s voluntary five star rating quality grading scheme for caravan and camping parks and the facilities that are assessed.
Holiday, touring and camping parks and pitches can also apply for quality grading.
Under the UK-wide British Graded Holiday Parks Scheme, parks are inspected and given a star-rating to reflect overall quality standards of the services and facilities provided.
The highest rating of five stars is for parks of exceptional quality, whereas one star rating is for parks of acceptable quality.
The inspector will assess:
- cleanliness
- reception and efficiency of service
- general maintenance, layout and landscaping
- park facilities, such as shops, clubs and restaurants,
- recreation, sport and leisure
- park grounds and facilities, such as lighting, signage and refuse disposal
- toilet and washing facilities
- pitches, including layout, spacing and service connections
To obtain and maintain their star-rating, parks have to undergo annual assessments usually in a form of unannounced day visits.
Developed withAlso on this siteContent category
Source URL
/content/quality-grading-caravan-and-camping-parks
Links
Accommodation welcome schemes
Tourism NI welcome schemes for accommodation providers to recognise businesses that cater for specific groups such as families, cyclists, film crews and more.
Tourism NI Welcome Schemes are designed for serviced, self-catering and hostel accommodation providers who are members of the Quality Grading Scheme.
The Welcome Schemes help direct visitors to suitable establishments that pay particular attention to their various needs. They recognise the special effort made by businesses to provide services that welcome visitors' particular need - be it walking, cycling, angling or simply holidaying with family.
The Welcome Schemes currently in operation in Northern Ireland are:
- Anglers Welcome
- Cyclists Welcome
- Dogs Welcome
- Families Welcome
- Golfers Welcome
- Walkers Welcome
- Groups Welcome
- Film Crew Welcome
- Bikers Welcome
- Mountain Bikers Welcome
The Welcome Schemes are free to all members of the Tourism NI Accommodation Quality Grading Scheme. If you wish to apply for one of the Welcome Schemes, your Quality Advisor will verify that the required facilities are available when they visit.
Developed withAlso on this siteContent category
Source URL
/content/accommodation-welcome-schemes
Links
Green Tourism Certification
Certification for tourism businesses who meet certain environmental performance criteria including wastes management and biodiversity: bronze, silver or gold.
Green Tourism certification is open to:
- all types of tourist accommodation
- visitor centres
- activity providers
- businesses that service the tourism industry.
Every two years each of the Green Tourism Members are visited and assessed by a qualified professional a set of environmental performance criteria, such as:
- energy and water efficiency
- waste management
- biodiversity
- procurement
- community involvement
Following the assessment, businesses will acheive receive a bronze, silver, or gold award.
Developed withAlso on this siteContent category
Source URL
/content/green-tourism-certification
Links
Tourist Accommodation Quality Grading Scheme
In this guide:
- Quality grading for tourism businesses
- Tourism five-star rating system
- Advantages of quality grading for tourism businesses
- Tourist Accommodation Quality Grading Scheme
- Tourism visitor experience quality grading scheme
- Quality grading of caravan and camping parks
- Accommodation welcome schemes
- Green Tourism Certification
Tourism five-star rating system
Tourism NI’s five star rating system indicates the quality and standards of various types of tourism business including accommodation and visitor experiences.
Tourism NI uses a one to five-star rating system for tourism businesses. The star ratings show the standard of customer care and the quality of services and facilities.
How does star-grading work?
The number of stars awarded shows the levels of quality customers can expect from the assessed business:
- five star - an exceptional, world-class standard
- four star - an excellent standard
- three star - a very good standard
- two star - good overall standard
- one star - a fair and acceptable standard
Star gradings cover accommodation and tourism experiences, including:
- serviced, self-catering and hostel accommodation
- visitor experiences such as tours, activities centres and museums etc
- caravan and camping parks
The awards focus on the standard of the welcome, hospitality and services provided. They also assess the presentation and condition of facilities.
Developed withActionsAlso on this siteContent category
Source URL
/content/tourism-five-star-rating-system
Links
Advantages of quality grading for tourism businesses
Being quality graded by Tourism NI can bring a number of benefits to your business, including improving your reputation and giving you a competitive advantage.
Being associated with a well-known recognition scheme, such as the Tourism NI's Quality Grading Scheme, can make a big difference to how customers view your business.
As well as letting your customers know that what you offer is of nationally recognised standard, the benefits of being quality graded also include:
- improve your reputation and be seen as a credible business
- assure you customers about the quality of services and facilities you provide
- increase customer satisfaction and the chance of repeat business
- give you a competitive advantage over non-accredited businesses
Being quality graded also gives you the chance to promote your business in a number of ways:
- use approved and recognised plaques, logos and signage to highlight and promote your star-rating
- get access to Tourism NI's marketing and social media opportunities, and presence in a range of marketing and promotional campaigns
- join Tourism NI's specialised Welcome Schemes which are free to all accommodation scheme members
Finally taking part in quality grading schemes will provide you with access to expert advice, training and ongoing support from the Tourism NI Quality Assessors. The Quality Assessors will assess your business once a year and advise you on how to make the most of your business.
Developed withActionsAlso on this siteContent category
Source URL
/content/advantages-quality-grading-tourism-businesses
Links
Tourist Accommodation Quality Grading Scheme
The entry requirements and assessment process for tourist accommodation businesses to get a star rating from Tourism NI as part of the Quality Grading Scheme.
In Northern Ireland, all tourist accommodation must be certified by Tourism NI to ensure minimum standards of service and quality are met. For more information, see tourist accommodation certification.
However, participating in the Tourist Accommodation Quality Grading Scheme is voluntary.
Tourism NI’s Quality Grading Scheme is the same common standards scheme that is used by the AA and other national tourist boards in Scotland, England and Wales.The scheme uses a five-star rating system and is designed to give visitors a clear idea of the standards they can expect for:
- hospitality
- service
- cleanliness
- comfort
- food
For details on what each star rating means, see Tourism Quality Grading Scheme and five-star rating system.
Entry requirements
To receive your star rating you must meet nationally recognised standards of customer care and quality.
The assessment criteria will be different for different types of accommodation. Entry requirements for hostels will vary greatly from entry requirements for B&Bs and hotels.
Assessment process
Your star rating will depend on the quality scores you receive in your Quality Grading Assessment. The assessment will be carried out by the Tourism NI Quality Assessors. You will be awarded a rating between one to five stars.
The assessment will focus on the quality of your premises and the visitor experience you provide. The assessment is separate from the statutory certification inspection.
For serviced accommodation premises there will be an initial mystery overnight stay. The assessor will not tell you they are an assessor. You will find this out the next morning when the assessor will take you through the assessment process and criteria.
The assessor will give you their notes and advice on possible improvement during the initial consultation. An assessment report and a Quality Grading Certificate and plaque will follow by post.
When you apply to be assessed under the Quality Grading Scheme, you will incur an assessment fee appropriate to your accommodation category.
Developed withActionsAlso on this siteContent category
Source URL
/content/tourist-accommodation-quality-grading-scheme
Links
Tourism visitor experience quality grading scheme
The types of tourism business and attractions eligible for the Tourism NI visitor experience quality grading scheme, and the process to become quality graded.
Tourism businesses that offer a quality visitor experience to tourists are eligible to become members of the Visitor Experience Quality Grading Scheme.
Visitor experiences include:
- museums
- castles
- historic houses
- art venues
- gardens
- tours
- wildlife experiences
- garden centres
Visitors experiences are assessed by standard core criteria, and include pre-arrival and arrival experiences. Specific criteria, such as catering, retail and toilets, are tailored to reflect differences between types of experiences. These criteria are only included in the assessment if they are a part of the overall experience.
Assessment
To take part in the scheme, visitor experiences need to apply to Tourism NI for assessment. Assessment visits are carried out 'incognito', ie without prior notice. This allows the assessors to experience an authentic customer journey.
During the visit, the assessor will look at the condition and standard of facilities and services, and then give feedback on the findings. They will also provide advice on other sources of business support.
If your visitor experience achieves an award, Tourism NI will provide a range of benefits, including:
- a plaque
- a web logo
- written report
- award certificate
The annual subscription fee for businesses on Tourism NI's Visitor Experience Quality Grading Scheme is £150.
See an example of a local visitor experience participating in the Tourism NI Quality Grading Scheme.
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Source URL
/content/tourism-visitor-experience-quality-grading-scheme
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Quality grading of caravan and camping parks
Tourism NI’s voluntary five star rating quality grading scheme for caravan and camping parks and the facilities that are assessed.
Holiday, touring and camping parks and pitches can also apply for quality grading.
Under the UK-wide British Graded Holiday Parks Scheme, parks are inspected and given a star-rating to reflect overall quality standards of the services and facilities provided.
The highest rating of five stars is for parks of exceptional quality, whereas one star rating is for parks of acceptable quality.
The inspector will assess:
- cleanliness
- reception and efficiency of service
- general maintenance, layout and landscaping
- park facilities, such as shops, clubs and restaurants,
- recreation, sport and leisure
- park grounds and facilities, such as lighting, signage and refuse disposal
- toilet and washing facilities
- pitches, including layout, spacing and service connections
To obtain and maintain their star-rating, parks have to undergo annual assessments usually in a form of unannounced day visits.
Developed withAlso on this siteContent category
Source URL
/content/quality-grading-caravan-and-camping-parks
Links
Accommodation welcome schemes
Tourism NI welcome schemes for accommodation providers to recognise businesses that cater for specific groups such as families, cyclists, film crews and more.
Tourism NI Welcome Schemes are designed for serviced, self-catering and hostel accommodation providers who are members of the Quality Grading Scheme.
The Welcome Schemes help direct visitors to suitable establishments that pay particular attention to their various needs. They recognise the special effort made by businesses to provide services that welcome visitors' particular need - be it walking, cycling, angling or simply holidaying with family.
The Welcome Schemes currently in operation in Northern Ireland are:
- Anglers Welcome
- Cyclists Welcome
- Dogs Welcome
- Families Welcome
- Golfers Welcome
- Walkers Welcome
- Groups Welcome
- Film Crew Welcome
- Bikers Welcome
- Mountain Bikers Welcome
The Welcome Schemes are free to all members of the Tourism NI Accommodation Quality Grading Scheme. If you wish to apply for one of the Welcome Schemes, your Quality Advisor will verify that the required facilities are available when they visit.
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Source URL
/content/accommodation-welcome-schemes
Links
Green Tourism Certification
Certification for tourism businesses who meet certain environmental performance criteria including wastes management and biodiversity: bronze, silver or gold.
Green Tourism certification is open to:
- all types of tourist accommodation
- visitor centres
- activity providers
- businesses that service the tourism industry.
Every two years each of the Green Tourism Members are visited and assessed by a qualified professional a set of environmental performance criteria, such as:
- energy and water efficiency
- waste management
- biodiversity
- procurement
- community involvement
Following the assessment, businesses will acheive receive a bronze, silver, or gold award.
Developed withAlso on this siteContent category
Source URL
/content/green-tourism-certification
Links
Advantages of quality grading for tourism businesses
In this guide:
- Quality grading for tourism businesses
- Tourism five-star rating system
- Advantages of quality grading for tourism businesses
- Tourist Accommodation Quality Grading Scheme
- Tourism visitor experience quality grading scheme
- Quality grading of caravan and camping parks
- Accommodation welcome schemes
- Green Tourism Certification
Tourism five-star rating system
Tourism NI’s five star rating system indicates the quality and standards of various types of tourism business including accommodation and visitor experiences.
Tourism NI uses a one to five-star rating system for tourism businesses. The star ratings show the standard of customer care and the quality of services and facilities.
How does star-grading work?
The number of stars awarded shows the levels of quality customers can expect from the assessed business:
- five star - an exceptional, world-class standard
- four star - an excellent standard
- three star - a very good standard
- two star - good overall standard
- one star - a fair and acceptable standard
Star gradings cover accommodation and tourism experiences, including:
- serviced, self-catering and hostel accommodation
- visitor experiences such as tours, activities centres and museums etc
- caravan and camping parks
The awards focus on the standard of the welcome, hospitality and services provided. They also assess the presentation and condition of facilities.
Developed withActionsAlso on this siteContent category
Source URL
/content/tourism-five-star-rating-system
Links
Advantages of quality grading for tourism businesses
Being quality graded by Tourism NI can bring a number of benefits to your business, including improving your reputation and giving you a competitive advantage.
Being associated with a well-known recognition scheme, such as the Tourism NI's Quality Grading Scheme, can make a big difference to how customers view your business.
As well as letting your customers know that what you offer is of nationally recognised standard, the benefits of being quality graded also include:
- improve your reputation and be seen as a credible business
- assure you customers about the quality of services and facilities you provide
- increase customer satisfaction and the chance of repeat business
- give you a competitive advantage over non-accredited businesses
Being quality graded also gives you the chance to promote your business in a number of ways:
- use approved and recognised plaques, logos and signage to highlight and promote your star-rating
- get access to Tourism NI's marketing and social media opportunities, and presence in a range of marketing and promotional campaigns
- join Tourism NI's specialised Welcome Schemes which are free to all accommodation scheme members
Finally taking part in quality grading schemes will provide you with access to expert advice, training and ongoing support from the Tourism NI Quality Assessors. The Quality Assessors will assess your business once a year and advise you on how to make the most of your business.
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Source URL
/content/advantages-quality-grading-tourism-businesses
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Tourist Accommodation Quality Grading Scheme
The entry requirements and assessment process for tourist accommodation businesses to get a star rating from Tourism NI as part of the Quality Grading Scheme.
In Northern Ireland, all tourist accommodation must be certified by Tourism NI to ensure minimum standards of service and quality are met. For more information, see tourist accommodation certification.
However, participating in the Tourist Accommodation Quality Grading Scheme is voluntary.
Tourism NI’s Quality Grading Scheme is the same common standards scheme that is used by the AA and other national tourist boards in Scotland, England and Wales.The scheme uses a five-star rating system and is designed to give visitors a clear idea of the standards they can expect for:
- hospitality
- service
- cleanliness
- comfort
- food
For details on what each star rating means, see Tourism Quality Grading Scheme and five-star rating system.
Entry requirements
To receive your star rating you must meet nationally recognised standards of customer care and quality.
The assessment criteria will be different for different types of accommodation. Entry requirements for hostels will vary greatly from entry requirements for B&Bs and hotels.
Assessment process
Your star rating will depend on the quality scores you receive in your Quality Grading Assessment. The assessment will be carried out by the Tourism NI Quality Assessors. You will be awarded a rating between one to five stars.
The assessment will focus on the quality of your premises and the visitor experience you provide. The assessment is separate from the statutory certification inspection.
For serviced accommodation premises there will be an initial mystery overnight stay. The assessor will not tell you they are an assessor. You will find this out the next morning when the assessor will take you through the assessment process and criteria.
The assessor will give you their notes and advice on possible improvement during the initial consultation. An assessment report and a Quality Grading Certificate and plaque will follow by post.
When you apply to be assessed under the Quality Grading Scheme, you will incur an assessment fee appropriate to your accommodation category.
Developed withActionsAlso on this siteContent category
Source URL
/content/tourist-accommodation-quality-grading-scheme
Links
Tourism visitor experience quality grading scheme
The types of tourism business and attractions eligible for the Tourism NI visitor experience quality grading scheme, and the process to become quality graded.
Tourism businesses that offer a quality visitor experience to tourists are eligible to become members of the Visitor Experience Quality Grading Scheme.
Visitor experiences include:
- museums
- castles
- historic houses
- art venues
- gardens
- tours
- wildlife experiences
- garden centres
Visitors experiences are assessed by standard core criteria, and include pre-arrival and arrival experiences. Specific criteria, such as catering, retail and toilets, are tailored to reflect differences between types of experiences. These criteria are only included in the assessment if they are a part of the overall experience.
Assessment
To take part in the scheme, visitor experiences need to apply to Tourism NI for assessment. Assessment visits are carried out 'incognito', ie without prior notice. This allows the assessors to experience an authentic customer journey.
During the visit, the assessor will look at the condition and standard of facilities and services, and then give feedback on the findings. They will also provide advice on other sources of business support.
If your visitor experience achieves an award, Tourism NI will provide a range of benefits, including:
- a plaque
- a web logo
- written report
- award certificate
The annual subscription fee for businesses on Tourism NI's Visitor Experience Quality Grading Scheme is £150.
See an example of a local visitor experience participating in the Tourism NI Quality Grading Scheme.
Developed withAlso on this siteContent category
Source URL
/content/tourism-visitor-experience-quality-grading-scheme
Links
Quality grading of caravan and camping parks
Tourism NI’s voluntary five star rating quality grading scheme for caravan and camping parks and the facilities that are assessed.
Holiday, touring and camping parks and pitches can also apply for quality grading.
Under the UK-wide British Graded Holiday Parks Scheme, parks are inspected and given a star-rating to reflect overall quality standards of the services and facilities provided.
The highest rating of five stars is for parks of exceptional quality, whereas one star rating is for parks of acceptable quality.
The inspector will assess:
- cleanliness
- reception and efficiency of service
- general maintenance, layout and landscaping
- park facilities, such as shops, clubs and restaurants,
- recreation, sport and leisure
- park grounds and facilities, such as lighting, signage and refuse disposal
- toilet and washing facilities
- pitches, including layout, spacing and service connections
To obtain and maintain their star-rating, parks have to undergo annual assessments usually in a form of unannounced day visits.
Developed withAlso on this siteContent category
Source URL
/content/quality-grading-caravan-and-camping-parks
Links
Accommodation welcome schemes
Tourism NI welcome schemes for accommodation providers to recognise businesses that cater for specific groups such as families, cyclists, film crews and more.
Tourism NI Welcome Schemes are designed for serviced, self-catering and hostel accommodation providers who are members of the Quality Grading Scheme.
The Welcome Schemes help direct visitors to suitable establishments that pay particular attention to their various needs. They recognise the special effort made by businesses to provide services that welcome visitors' particular need - be it walking, cycling, angling or simply holidaying with family.
The Welcome Schemes currently in operation in Northern Ireland are:
- Anglers Welcome
- Cyclists Welcome
- Dogs Welcome
- Families Welcome
- Golfers Welcome
- Walkers Welcome
- Groups Welcome
- Film Crew Welcome
- Bikers Welcome
- Mountain Bikers Welcome
The Welcome Schemes are free to all members of the Tourism NI Accommodation Quality Grading Scheme. If you wish to apply for one of the Welcome Schemes, your Quality Advisor will verify that the required facilities are available when they visit.
Developed withAlso on this siteContent category
Source URL
/content/accommodation-welcome-schemes
Links
Green Tourism Certification
Certification for tourism businesses who meet certain environmental performance criteria including wastes management and biodiversity: bronze, silver or gold.
Green Tourism certification is open to:
- all types of tourist accommodation
- visitor centres
- activity providers
- businesses that service the tourism industry.
Every two years each of the Green Tourism Members are visited and assessed by a qualified professional a set of environmental performance criteria, such as:
- energy and water efficiency
- waste management
- biodiversity
- procurement
- community involvement
Following the assessment, businesses will acheive receive a bronze, silver, or gold award.
Developed withAlso on this siteContent category
Source URL
/content/green-tourism-certification
Links
Tourism five-star rating system
In this guide:
- Quality grading for tourism businesses
- Tourism five-star rating system
- Advantages of quality grading for tourism businesses
- Tourist Accommodation Quality Grading Scheme
- Tourism visitor experience quality grading scheme
- Quality grading of caravan and camping parks
- Accommodation welcome schemes
- Green Tourism Certification
Tourism five-star rating system
Tourism NI’s five star rating system indicates the quality and standards of various types of tourism business including accommodation and visitor experiences.
Tourism NI uses a one to five-star rating system for tourism businesses. The star ratings show the standard of customer care and the quality of services and facilities.
How does star-grading work?
The number of stars awarded shows the levels of quality customers can expect from the assessed business:
- five star - an exceptional, world-class standard
- four star - an excellent standard
- three star - a very good standard
- two star - good overall standard
- one star - a fair and acceptable standard
Star gradings cover accommodation and tourism experiences, including:
- serviced, self-catering and hostel accommodation
- visitor experiences such as tours, activities centres and museums etc
- caravan and camping parks
The awards focus on the standard of the welcome, hospitality and services provided. They also assess the presentation and condition of facilities.
Developed withActionsAlso on this siteContent category
Source URL
/content/tourism-five-star-rating-system
Links
Advantages of quality grading for tourism businesses
Being quality graded by Tourism NI can bring a number of benefits to your business, including improving your reputation and giving you a competitive advantage.
Being associated with a well-known recognition scheme, such as the Tourism NI's Quality Grading Scheme, can make a big difference to how customers view your business.
As well as letting your customers know that what you offer is of nationally recognised standard, the benefits of being quality graded also include:
- improve your reputation and be seen as a credible business
- assure you customers about the quality of services and facilities you provide
- increase customer satisfaction and the chance of repeat business
- give you a competitive advantage over non-accredited businesses
Being quality graded also gives you the chance to promote your business in a number of ways:
- use approved and recognised plaques, logos and signage to highlight and promote your star-rating
- get access to Tourism NI's marketing and social media opportunities, and presence in a range of marketing and promotional campaigns
- join Tourism NI's specialised Welcome Schemes which are free to all accommodation scheme members
Finally taking part in quality grading schemes will provide you with access to expert advice, training and ongoing support from the Tourism NI Quality Assessors. The Quality Assessors will assess your business once a year and advise you on how to make the most of your business.
Developed withActionsAlso on this siteContent category
Source URL
/content/advantages-quality-grading-tourism-businesses
Links
Tourist Accommodation Quality Grading Scheme
The entry requirements and assessment process for tourist accommodation businesses to get a star rating from Tourism NI as part of the Quality Grading Scheme.
In Northern Ireland, all tourist accommodation must be certified by Tourism NI to ensure minimum standards of service and quality are met. For more information, see tourist accommodation certification.
However, participating in the Tourist Accommodation Quality Grading Scheme is voluntary.
Tourism NI’s Quality Grading Scheme is the same common standards scheme that is used by the AA and other national tourist boards in Scotland, England and Wales.The scheme uses a five-star rating system and is designed to give visitors a clear idea of the standards they can expect for:
- hospitality
- service
- cleanliness
- comfort
- food
For details on what each star rating means, see Tourism Quality Grading Scheme and five-star rating system.
Entry requirements
To receive your star rating you must meet nationally recognised standards of customer care and quality.
The assessment criteria will be different for different types of accommodation. Entry requirements for hostels will vary greatly from entry requirements for B&Bs and hotels.
Assessment process
Your star rating will depend on the quality scores you receive in your Quality Grading Assessment. The assessment will be carried out by the Tourism NI Quality Assessors. You will be awarded a rating between one to five stars.
The assessment will focus on the quality of your premises and the visitor experience you provide. The assessment is separate from the statutory certification inspection.
For serviced accommodation premises there will be an initial mystery overnight stay. The assessor will not tell you they are an assessor. You will find this out the next morning when the assessor will take you through the assessment process and criteria.
The assessor will give you their notes and advice on possible improvement during the initial consultation. An assessment report and a Quality Grading Certificate and plaque will follow by post.
When you apply to be assessed under the Quality Grading Scheme, you will incur an assessment fee appropriate to your accommodation category.
Developed withActionsAlso on this siteContent category
Source URL
/content/tourist-accommodation-quality-grading-scheme
Links
Tourism visitor experience quality grading scheme
The types of tourism business and attractions eligible for the Tourism NI visitor experience quality grading scheme, and the process to become quality graded.
Tourism businesses that offer a quality visitor experience to tourists are eligible to become members of the Visitor Experience Quality Grading Scheme.
Visitor experiences include:
- museums
- castles
- historic houses
- art venues
- gardens
- tours
- wildlife experiences
- garden centres
Visitors experiences are assessed by standard core criteria, and include pre-arrival and arrival experiences. Specific criteria, such as catering, retail and toilets, are tailored to reflect differences between types of experiences. These criteria are only included in the assessment if they are a part of the overall experience.
Assessment
To take part in the scheme, visitor experiences need to apply to Tourism NI for assessment. Assessment visits are carried out 'incognito', ie without prior notice. This allows the assessors to experience an authentic customer journey.
During the visit, the assessor will look at the condition and standard of facilities and services, and then give feedback on the findings. They will also provide advice on other sources of business support.
If your visitor experience achieves an award, Tourism NI will provide a range of benefits, including:
- a plaque
- a web logo
- written report
- award certificate
The annual subscription fee for businesses on Tourism NI's Visitor Experience Quality Grading Scheme is £150.
See an example of a local visitor experience participating in the Tourism NI Quality Grading Scheme.
Developed withAlso on this siteContent category
Source URL
/content/tourism-visitor-experience-quality-grading-scheme
Links
Quality grading of caravan and camping parks
Tourism NI’s voluntary five star rating quality grading scheme for caravan and camping parks and the facilities that are assessed.
Holiday, touring and camping parks and pitches can also apply for quality grading.
Under the UK-wide British Graded Holiday Parks Scheme, parks are inspected and given a star-rating to reflect overall quality standards of the services and facilities provided.
The highest rating of five stars is for parks of exceptional quality, whereas one star rating is for parks of acceptable quality.
The inspector will assess:
- cleanliness
- reception and efficiency of service
- general maintenance, layout and landscaping
- park facilities, such as shops, clubs and restaurants,
- recreation, sport and leisure
- park grounds and facilities, such as lighting, signage and refuse disposal
- toilet and washing facilities
- pitches, including layout, spacing and service connections
To obtain and maintain their star-rating, parks have to undergo annual assessments usually in a form of unannounced day visits.
Developed withAlso on this siteContent category
Source URL
/content/quality-grading-caravan-and-camping-parks
Links
Accommodation welcome schemes
Tourism NI welcome schemes for accommodation providers to recognise businesses that cater for specific groups such as families, cyclists, film crews and more.
Tourism NI Welcome Schemes are designed for serviced, self-catering and hostel accommodation providers who are members of the Quality Grading Scheme.
The Welcome Schemes help direct visitors to suitable establishments that pay particular attention to their various needs. They recognise the special effort made by businesses to provide services that welcome visitors' particular need - be it walking, cycling, angling or simply holidaying with family.
The Welcome Schemes currently in operation in Northern Ireland are:
- Anglers Welcome
- Cyclists Welcome
- Dogs Welcome
- Families Welcome
- Golfers Welcome
- Walkers Welcome
- Groups Welcome
- Film Crew Welcome
- Bikers Welcome
- Mountain Bikers Welcome
The Welcome Schemes are free to all members of the Tourism NI Accommodation Quality Grading Scheme. If you wish to apply for one of the Welcome Schemes, your Quality Advisor will verify that the required facilities are available when they visit.
Developed withAlso on this siteContent category
Source URL
/content/accommodation-welcome-schemes
Links
Green Tourism Certification
Certification for tourism businesses who meet certain environmental performance criteria including wastes management and biodiversity: bronze, silver or gold.
Green Tourism certification is open to:
- all types of tourist accommodation
- visitor centres
- activity providers
- businesses that service the tourism industry.
Every two years each of the Green Tourism Members are visited and assessed by a qualified professional a set of environmental performance criteria, such as:
- energy and water efficiency
- waste management
- biodiversity
- procurement
- community involvement
Following the assessment, businesses will acheive receive a bronze, silver, or gold award.
Developed withAlso on this siteContent category
Source URL
/content/green-tourism-certification
Links
Digital marketing for tourism businesses
In this guide:
- Grow a tourism business
- Planning to grow a tourism business
- Funding support for growing a tourism business
- Tourism industry events and awards
- Training for the tourism sector
- Digital marketing for tourism businesses
- Branding for tourism businesses
- Growing our tourism business - Galgorm Resort and Spa (video)
Planning to grow a tourism business
Plan to grow your tourism business by creating a strategic plan, assessing your current performance and conducting market research and write a marketing plan.
Planning is key to the success of your tourism business' growth. There are many ways that your business can grow. Research and planning will help you choose the right strategy.
Create a strategic plan
When growing your business you will need to make many decisions on how you want to expand your operations. Creating a strategic plan is a vital part of planning for growth. It is important to set clear, realistic, measurable goals. You should use decisions-making tools such as a business plan to help achieve your goals.
See the following guides for more information:
- assess your options for business growth
- strategic planning for business growth
- prepare a business plan for growth
Assess your performance
One of the first steps in growing a tourism business is to assess your current business performance. This will help you identify your strengths, weaknesses and the things you need to improve. Key performance indicators (KPIs) for tourist accommodation businesses could include average annual occupancy rates, average annual room rates and revenues. These KPIs can be compared with business targets and industry averages. See measure performance and set targets.
Conduct market research
Market research and market reports can help you gain knowledge about your marketplace and your customers. There are a number of ways of working out what are the best opportunities for your business. A SWOT analysis will help you identify the strengths and weaknesses of your business, and the opportunities and risks it faces. See a SWOT analysis example.
Finding your unique selling point can help you highlight the aspects of your product or service that will make it stand out from the competition. See find new business opportunities.
Free market research guidance is available from Invest NI's Business Information Centre. Here you can access company databases and worldwide business directories.
Tourism research intelligence findings can help you identify opportunities for your business.
Write a marketing plan
Developing a marketing plan will help you grow your business and work out the best strategy to do so. The plan will help you identify where you are now, where you want to be and how you will get there. See how to write a marketing plan.
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Funding support for growing a tourism business
Organisations that offer funding and support initiatives for growing a tourism business in Northern Ireland, such as Tourism NI, Invest NI and others.
If you're seeking to grow a tourism business in Northern Ireland, there may be funding options available to help you.
Tourism Northern Ireland
Tourism NI offers various funding options for tourism businesses.
Invest Northern Ireland support
Invest NI offers specialist support for the tourism industry.
If you are a tourist accommodation business Invest NI may be able to offer both capability and capital support. Non-accommodation tourist businesses may qualify for capability support.
Other funding bodies
As well as considering funding support options available from Tourism NI and Invest NI, you should also consider the range of other development bodies and departments that may offer funding schemes.
Northern Ireland business support finder
The Northern Ireland business support finder is a searchable database that can help you find publicly-funded sources of assistance. Support may be available in a number of forms, including financial assistance and free or subsidised advice services.
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Tourism industry events and awards
The range of tourism industry events and awards in Northern Ireland that can help you grow your business by improving your skills and raising your profile
Attending events and winning awards are two effective ways of growing a business. Attending events can help you learn new skills that will allow you to improve your business performance or target customers more effectively, eg attending a social media masterclass. Awards raise the profile of your business and can distinguish you from your competitors.
Tourism events in Northern Ireland
Tourism NI regularly run events designed to help the tourist industry grow and develop. Events will range from improving the skills of your workforce to advice on how to make the most of upcoming opportunities. See their upcoming events.
The Northern Ireland Hotels Federation also run industry development events such as the annual Hospitality Exchange. See their upcoming events.
Use the nibusinessinfo.co.uk Events Finder to search for a wide range of business events. The events are for many sectors, not just tourism. They cover topics like social media, equality and business growth.
Tourism awards in Northern Ireland
Winning awards is a good way of seeking recognition for your tourism business. Winning an award can set your business apart from your competitors. You can also benefit from the publicity you receive from winning the award. Some awards come with marks or standards.
Tourism NI holds the Northern Ireland Giant Sprit Awards.
Your local council will probably hold an annual awards ceremony so check for a suitable category for your business to enter - customer service or perhaps a tourism specific award. See local council contact details in Northern Ireland.
The Northern Ireland Hotels Federation run awards for the hotels sector, such as housekeeping and receptionist of the year. Check their latest news for information on upcoming awards.
Local restaurants can enter the Irish Restaurant Awards, which include a range of categories recognising excellence across the island of Ireland.
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Training for the tourism sector
Boost your employees’ skills to grow your business – find training for the tourism and hospitality sector including WorldHost customer service training
If Northern Ireland is to position itself as a world class tourism destination then visitors will have expectations of world class customer care. Providing customers with a good customer service experience can position your business above your competitors. There are a number of sources of advice and support:
- A tailored customer service training programme have been developed by Tourism NI and People 1st in conjunction with WorldHost.
- Tourism NI regularly run events designed to help the tourism industry grow and develop.
- The Northern Ireland Hotels Federation occasionally run training events for their members on topics such as digital marketing and housekeeping. Check their upcoming events.
- Hospitality Ulster offer support and advice to their members on topics such as marketing, licensing, recruitment and staff training.
- You can search the Events Finder for business events in Northern Ireland, including courses, seminars and workshops to improve various skills.
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Digital marketing for tourism businesses
How your tourism business can take advantage of digital marketing tactics like social media and CRM to promote your offering and drive repeat custom.
Done well, online marketing can provide an effective, accountable and cost effective way of promoting your tourism business. Tourism NI has a guide to online marketing.
Browse more information on digital marketing and social media.
Digital marketing tools
There are a range of online tactics that tourism businesses can use to grow:
- Social media can be particularly useful for tourism businesses who can share images of experiences and landscapes. Platforms such as Facebook, Instagram and Snapchat are ideal for this. It is important to develop a strategy for using social media to connect with your audience. See social media best practice for business.
- Tourism businesses often have some form of booking system through which they capture customer details. This information can be used to develop a Customer Relationship Management (CRM) database. CRM can help you learn more about your customers' needs, trends and preferences.
- Email marketing can be used to inform your customers about new services and special offers. It can help to drive repeat custom.
- Creating a website for your business is important part of your digital marketing strategy. Using search engine optimisation (SEO) can drive visitors to your site, where they can book using your own booking engine.
- External booking engines can also increase sales as they receive high audience numbers. However they will also charge you a commission when can reduce profit margins. See selling through online travel agents.
It is important to take a strategic approach to digital marketing and use the channels that work best for your business. See develop a digital marketing plan.
User generated content
Word-of-mouth can be very influential in the tourism sector. Visitors often make decisions based on online reviews on social media, review sites such as TripAdvisor and booking websites.
There are a number of benefits to managing your online review reputation:
- learn what is being said about your business online, and pinpoint areas for improvement
- respond to reviews to provide good customer service and resolve any issues
- be seen as a business that cares about its customers
- learn more about your customers' wants and needs
Encourage your customers to leave online reviews. Read and respond to reviews of your business each week. Take note of recurring themes in the reviews and make changes to improve your business.
Look out for other user generated content about your business on social media. This may include images, videos, blog posts and 'check-ins'. This is an opportunity to engage with a customer online to build a relationship. You can also share this type of content with your audience. It can be more convincing than your own marketing because it's impartial.
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Branding for tourism businesses
Advice on how tourism businesses can use branding to set themselves apart from competitors and deliver unique visitor experiences.
Your brand should communicate what is unique about your business. This is what will set you apart from competitors. Branding is particularly important for tourism businesses.
Understand your customer
It is important to create a brand that is line with your customers' wants and needs. The first step is to define your target market. Consider which groups are your potential customers, for example:
- young people
- families
- European visitors
- Chinese visitors
- golfers
- food enthusiasts
The next stage is to consider what your customers are looking for in a tourism experience. This goes beyond the basics of a bed for the night or a meal. Think about what they want to experience and take away from their trip. For example:
- learning a new skill
- relaxation
- overcoming a challenge
- self-discovery
- engaging with local culture
Use market research and market reports to understand your customers' needs.
Your brand promise
Once you know what your customers are looking for, create a brand promise that fulfils that need. Make sure that your business offering is unique and adds value. You should aim to create memorable experiences for visitors. For example you could aim to provide an authentic Northern Ireland food experience or the ultimate relaxation experience.
Everything in your business should help to communicate the brand promise - from your website to your menus and staff uniforms.
It is particularly important that your staff are aware of your brand promise and are committed to delivering it. See training for the tourism sector.
Also on this siteContent category
Source URL
/content/branding-tourism-businesses
Links
Grow a tourism business
Growing our tourism business - Galgorm Resort and Spa (video)
How Galgorm Resort and Spa their tourism business from a small country hotel to large resort through market research, customer feedback and staff recruitment and training
Galgorm Resort and Spa in Ballymena offers over 100 bedrooms and a range of spa facilities. The business has grown from a small country hotel with 24 bedrooms to a full resort destination, including multiple on-site restaurants.
Colin Johnston, General Manager, explains how the business grew and continues to expand. He outlines how focusing on market research, customer feedback and staff training have helped to grow the business. Colin also highlights how taking part in awards and tourism events has been an important part of their growth strategy.
Case StudyColin JohnstonContent category
Source URL
/content/growing-our-tourism-business-galgorm-resort-and-spa-video
Links
Training for the tourism sector
In this guide:
- Grow a tourism business
- Planning to grow a tourism business
- Funding support for growing a tourism business
- Tourism industry events and awards
- Training for the tourism sector
- Digital marketing for tourism businesses
- Branding for tourism businesses
- Growing our tourism business - Galgorm Resort and Spa (video)
Planning to grow a tourism business
Plan to grow your tourism business by creating a strategic plan, assessing your current performance and conducting market research and write a marketing plan.
Planning is key to the success of your tourism business' growth. There are many ways that your business can grow. Research and planning will help you choose the right strategy.
Create a strategic plan
When growing your business you will need to make many decisions on how you want to expand your operations. Creating a strategic plan is a vital part of planning for growth. It is important to set clear, realistic, measurable goals. You should use decisions-making tools such as a business plan to help achieve your goals.
See the following guides for more information:
- assess your options for business growth
- strategic planning for business growth
- prepare a business plan for growth
Assess your performance
One of the first steps in growing a tourism business is to assess your current business performance. This will help you identify your strengths, weaknesses and the things you need to improve. Key performance indicators (KPIs) for tourist accommodation businesses could include average annual occupancy rates, average annual room rates and revenues. These KPIs can be compared with business targets and industry averages. See measure performance and set targets.
Conduct market research
Market research and market reports can help you gain knowledge about your marketplace and your customers. There are a number of ways of working out what are the best opportunities for your business. A SWOT analysis will help you identify the strengths and weaknesses of your business, and the opportunities and risks it faces. See a SWOT analysis example.
Finding your unique selling point can help you highlight the aspects of your product or service that will make it stand out from the competition. See find new business opportunities.
Free market research guidance is available from Invest NI's Business Information Centre. Here you can access company databases and worldwide business directories.
Tourism research intelligence findings can help you identify opportunities for your business.
Write a marketing plan
Developing a marketing plan will help you grow your business and work out the best strategy to do so. The plan will help you identify where you are now, where you want to be and how you will get there. See how to write a marketing plan.
HelpAlso on this siteContent category
Source URL
/content/planning-grow-tourism-business
Links
Funding support for growing a tourism business
Organisations that offer funding and support initiatives for growing a tourism business in Northern Ireland, such as Tourism NI, Invest NI and others.
If you're seeking to grow a tourism business in Northern Ireland, there may be funding options available to help you.
Tourism Northern Ireland
Tourism NI offers various funding options for tourism businesses.
Invest Northern Ireland support
Invest NI offers specialist support for the tourism industry.
If you are a tourist accommodation business Invest NI may be able to offer both capability and capital support. Non-accommodation tourist businesses may qualify for capability support.
Other funding bodies
As well as considering funding support options available from Tourism NI and Invest NI, you should also consider the range of other development bodies and departments that may offer funding schemes.
Northern Ireland business support finder
The Northern Ireland business support finder is a searchable database that can help you find publicly-funded sources of assistance. Support may be available in a number of forms, including financial assistance and free or subsidised advice services.
Developed withContent category
Source URL
/content/funding-support-growing-tourism-business
Links
Tourism industry events and awards
The range of tourism industry events and awards in Northern Ireland that can help you grow your business by improving your skills and raising your profile
Attending events and winning awards are two effective ways of growing a business. Attending events can help you learn new skills that will allow you to improve your business performance or target customers more effectively, eg attending a social media masterclass. Awards raise the profile of your business and can distinguish you from your competitors.
Tourism events in Northern Ireland
Tourism NI regularly run events designed to help the tourist industry grow and develop. Events will range from improving the skills of your workforce to advice on how to make the most of upcoming opportunities. See their upcoming events.
The Northern Ireland Hotels Federation also run industry development events such as the annual Hospitality Exchange. See their upcoming events.
Use the nibusinessinfo.co.uk Events Finder to search for a wide range of business events. The events are for many sectors, not just tourism. They cover topics like social media, equality and business growth.
Tourism awards in Northern Ireland
Winning awards is a good way of seeking recognition for your tourism business. Winning an award can set your business apart from your competitors. You can also benefit from the publicity you receive from winning the award. Some awards come with marks or standards.
Tourism NI holds the Northern Ireland Giant Sprit Awards.
Your local council will probably hold an annual awards ceremony so check for a suitable category for your business to enter - customer service or perhaps a tourism specific award. See local council contact details in Northern Ireland.
The Northern Ireland Hotels Federation run awards for the hotels sector, such as housekeeping and receptionist of the year. Check their latest news for information on upcoming awards.
Local restaurants can enter the Irish Restaurant Awards, which include a range of categories recognising excellence across the island of Ireland.
Developed withContent category
Source URL
/content/tourism-industry-events-and-awards
Links
Training for the tourism sector
Boost your employees’ skills to grow your business – find training for the tourism and hospitality sector including WorldHost customer service training
If Northern Ireland is to position itself as a world class tourism destination then visitors will have expectations of world class customer care. Providing customers with a good customer service experience can position your business above your competitors. There are a number of sources of advice and support:
- A tailored customer service training programme have been developed by Tourism NI and People 1st in conjunction with WorldHost.
- Tourism NI regularly run events designed to help the tourism industry grow and develop.
- The Northern Ireland Hotels Federation occasionally run training events for their members on topics such as digital marketing and housekeeping. Check their upcoming events.
- Hospitality Ulster offer support and advice to their members on topics such as marketing, licensing, recruitment and staff training.
- You can search the Events Finder for business events in Northern Ireland, including courses, seminars and workshops to improve various skills.
Developed withAlso on this siteContent category
Source URL
/content/training-tourism-sector
Links
Digital marketing for tourism businesses
How your tourism business can take advantage of digital marketing tactics like social media and CRM to promote your offering and drive repeat custom.
Done well, online marketing can provide an effective, accountable and cost effective way of promoting your tourism business. Tourism NI has a guide to online marketing.
Browse more information on digital marketing and social media.
Digital marketing tools
There are a range of online tactics that tourism businesses can use to grow:
- Social media can be particularly useful for tourism businesses who can share images of experiences and landscapes. Platforms such as Facebook, Instagram and Snapchat are ideal for this. It is important to develop a strategy for using social media to connect with your audience. See social media best practice for business.
- Tourism businesses often have some form of booking system through which they capture customer details. This information can be used to develop a Customer Relationship Management (CRM) database. CRM can help you learn more about your customers' needs, trends and preferences.
- Email marketing can be used to inform your customers about new services and special offers. It can help to drive repeat custom.
- Creating a website for your business is important part of your digital marketing strategy. Using search engine optimisation (SEO) can drive visitors to your site, where they can book using your own booking engine.
- External booking engines can also increase sales as they receive high audience numbers. However they will also charge you a commission when can reduce profit margins. See selling through online travel agents.
It is important to take a strategic approach to digital marketing and use the channels that work best for your business. See develop a digital marketing plan.
User generated content
Word-of-mouth can be very influential in the tourism sector. Visitors often make decisions based on online reviews on social media, review sites such as TripAdvisor and booking websites.
There are a number of benefits to managing your online review reputation:
- learn what is being said about your business online, and pinpoint areas for improvement
- respond to reviews to provide good customer service and resolve any issues
- be seen as a business that cares about its customers
- learn more about your customers' wants and needs
Encourage your customers to leave online reviews. Read and respond to reviews of your business each week. Take note of recurring themes in the reviews and make changes to improve your business.
Look out for other user generated content about your business on social media. This may include images, videos, blog posts and 'check-ins'. This is an opportunity to engage with a customer online to build a relationship. You can also share this type of content with your audience. It can be more convincing than your own marketing because it's impartial.
Developed withAlso on this siteContent category
Source URL
/content/digital-marketing-tourism-businesses
Links
Branding for tourism businesses
Advice on how tourism businesses can use branding to set themselves apart from competitors and deliver unique visitor experiences.
Your brand should communicate what is unique about your business. This is what will set you apart from competitors. Branding is particularly important for tourism businesses.
Understand your customer
It is important to create a brand that is line with your customers' wants and needs. The first step is to define your target market. Consider which groups are your potential customers, for example:
- young people
- families
- European visitors
- Chinese visitors
- golfers
- food enthusiasts
The next stage is to consider what your customers are looking for in a tourism experience. This goes beyond the basics of a bed for the night or a meal. Think about what they want to experience and take away from their trip. For example:
- learning a new skill
- relaxation
- overcoming a challenge
- self-discovery
- engaging with local culture
Use market research and market reports to understand your customers' needs.
Your brand promise
Once you know what your customers are looking for, create a brand promise that fulfils that need. Make sure that your business offering is unique and adds value. You should aim to create memorable experiences for visitors. For example you could aim to provide an authentic Northern Ireland food experience or the ultimate relaxation experience.
Everything in your business should help to communicate the brand promise - from your website to your menus and staff uniforms.
It is particularly important that your staff are aware of your brand promise and are committed to delivering it. See training for the tourism sector.
Also on this siteContent category
Source URL
/content/branding-tourism-businesses
Links
Grow a tourism business
Growing our tourism business - Galgorm Resort and Spa (video)
How Galgorm Resort and Spa their tourism business from a small country hotel to large resort through market research, customer feedback and staff recruitment and training
Galgorm Resort and Spa in Ballymena offers over 100 bedrooms and a range of spa facilities. The business has grown from a small country hotel with 24 bedrooms to a full resort destination, including multiple on-site restaurants.
Colin Johnston, General Manager, explains how the business grew and continues to expand. He outlines how focusing on market research, customer feedback and staff training have helped to grow the business. Colin also highlights how taking part in awards and tourism events has been an important part of their growth strategy.
Case StudyColin JohnstonContent category
Source URL
/content/growing-our-tourism-business-galgorm-resort-and-spa-video
Links
Tourism industry events and awards
In this guide:
- Grow a tourism business
- Planning to grow a tourism business
- Funding support for growing a tourism business
- Tourism industry events and awards
- Training for the tourism sector
- Digital marketing for tourism businesses
- Branding for tourism businesses
- Growing our tourism business - Galgorm Resort and Spa (video)
Planning to grow a tourism business
Plan to grow your tourism business by creating a strategic plan, assessing your current performance and conducting market research and write a marketing plan.
Planning is key to the success of your tourism business' growth. There are many ways that your business can grow. Research and planning will help you choose the right strategy.
Create a strategic plan
When growing your business you will need to make many decisions on how you want to expand your operations. Creating a strategic plan is a vital part of planning for growth. It is important to set clear, realistic, measurable goals. You should use decisions-making tools such as a business plan to help achieve your goals.
See the following guides for more information:
- assess your options for business growth
- strategic planning for business growth
- prepare a business plan for growth
Assess your performance
One of the first steps in growing a tourism business is to assess your current business performance. This will help you identify your strengths, weaknesses and the things you need to improve. Key performance indicators (KPIs) for tourist accommodation businesses could include average annual occupancy rates, average annual room rates and revenues. These KPIs can be compared with business targets and industry averages. See measure performance and set targets.
Conduct market research
Market research and market reports can help you gain knowledge about your marketplace and your customers. There are a number of ways of working out what are the best opportunities for your business. A SWOT analysis will help you identify the strengths and weaknesses of your business, and the opportunities and risks it faces. See a SWOT analysis example.
Finding your unique selling point can help you highlight the aspects of your product or service that will make it stand out from the competition. See find new business opportunities.
Free market research guidance is available from Invest NI's Business Information Centre. Here you can access company databases and worldwide business directories.
Tourism research intelligence findings can help you identify opportunities for your business.
Write a marketing plan
Developing a marketing plan will help you grow your business and work out the best strategy to do so. The plan will help you identify where you are now, where you want to be and how you will get there. See how to write a marketing plan.
HelpAlso on this siteContent category
Source URL
/content/planning-grow-tourism-business
Links
Funding support for growing a tourism business
Organisations that offer funding and support initiatives for growing a tourism business in Northern Ireland, such as Tourism NI, Invest NI and others.
If you're seeking to grow a tourism business in Northern Ireland, there may be funding options available to help you.
Tourism Northern Ireland
Tourism NI offers various funding options for tourism businesses.
Invest Northern Ireland support
Invest NI offers specialist support for the tourism industry.
If you are a tourist accommodation business Invest NI may be able to offer both capability and capital support. Non-accommodation tourist businesses may qualify for capability support.
Other funding bodies
As well as considering funding support options available from Tourism NI and Invest NI, you should also consider the range of other development bodies and departments that may offer funding schemes.
Northern Ireland business support finder
The Northern Ireland business support finder is a searchable database that can help you find publicly-funded sources of assistance. Support may be available in a number of forms, including financial assistance and free or subsidised advice services.
Developed withContent category
Source URL
/content/funding-support-growing-tourism-business
Links
Tourism industry events and awards
The range of tourism industry events and awards in Northern Ireland that can help you grow your business by improving your skills and raising your profile
Attending events and winning awards are two effective ways of growing a business. Attending events can help you learn new skills that will allow you to improve your business performance or target customers more effectively, eg attending a social media masterclass. Awards raise the profile of your business and can distinguish you from your competitors.
Tourism events in Northern Ireland
Tourism NI regularly run events designed to help the tourist industry grow and develop. Events will range from improving the skills of your workforce to advice on how to make the most of upcoming opportunities. See their upcoming events.
The Northern Ireland Hotels Federation also run industry development events such as the annual Hospitality Exchange. See their upcoming events.
Use the nibusinessinfo.co.uk Events Finder to search for a wide range of business events. The events are for many sectors, not just tourism. They cover topics like social media, equality and business growth.
Tourism awards in Northern Ireland
Winning awards is a good way of seeking recognition for your tourism business. Winning an award can set your business apart from your competitors. You can also benefit from the publicity you receive from winning the award. Some awards come with marks or standards.
Tourism NI holds the Northern Ireland Giant Sprit Awards.
Your local council will probably hold an annual awards ceremony so check for a suitable category for your business to enter - customer service or perhaps a tourism specific award. See local council contact details in Northern Ireland.
The Northern Ireland Hotels Federation run awards for the hotels sector, such as housekeeping and receptionist of the year. Check their latest news for information on upcoming awards.
Local restaurants can enter the Irish Restaurant Awards, which include a range of categories recognising excellence across the island of Ireland.
Developed withContent category
Source URL
/content/tourism-industry-events-and-awards
Links
Training for the tourism sector
Boost your employees’ skills to grow your business – find training for the tourism and hospitality sector including WorldHost customer service training
If Northern Ireland is to position itself as a world class tourism destination then visitors will have expectations of world class customer care. Providing customers with a good customer service experience can position your business above your competitors. There are a number of sources of advice and support:
- A tailored customer service training programme have been developed by Tourism NI and People 1st in conjunction with WorldHost.
- Tourism NI regularly run events designed to help the tourism industry grow and develop.
- The Northern Ireland Hotels Federation occasionally run training events for their members on topics such as digital marketing and housekeeping. Check their upcoming events.
- Hospitality Ulster offer support and advice to their members on topics such as marketing, licensing, recruitment and staff training.
- You can search the Events Finder for business events in Northern Ireland, including courses, seminars and workshops to improve various skills.
Developed withAlso on this siteContent category
Source URL
/content/training-tourism-sector
Links
Digital marketing for tourism businesses
How your tourism business can take advantage of digital marketing tactics like social media and CRM to promote your offering and drive repeat custom.
Done well, online marketing can provide an effective, accountable and cost effective way of promoting your tourism business. Tourism NI has a guide to online marketing.
Browse more information on digital marketing and social media.
Digital marketing tools
There are a range of online tactics that tourism businesses can use to grow:
- Social media can be particularly useful for tourism businesses who can share images of experiences and landscapes. Platforms such as Facebook, Instagram and Snapchat are ideal for this. It is important to develop a strategy for using social media to connect with your audience. See social media best practice for business.
- Tourism businesses often have some form of booking system through which they capture customer details. This information can be used to develop a Customer Relationship Management (CRM) database. CRM can help you learn more about your customers' needs, trends and preferences.
- Email marketing can be used to inform your customers about new services and special offers. It can help to drive repeat custom.
- Creating a website for your business is important part of your digital marketing strategy. Using search engine optimisation (SEO) can drive visitors to your site, where they can book using your own booking engine.
- External booking engines can also increase sales as they receive high audience numbers. However they will also charge you a commission when can reduce profit margins. See selling through online travel agents.
It is important to take a strategic approach to digital marketing and use the channels that work best for your business. See develop a digital marketing plan.
User generated content
Word-of-mouth can be very influential in the tourism sector. Visitors often make decisions based on online reviews on social media, review sites such as TripAdvisor and booking websites.
There are a number of benefits to managing your online review reputation:
- learn what is being said about your business online, and pinpoint areas for improvement
- respond to reviews to provide good customer service and resolve any issues
- be seen as a business that cares about its customers
- learn more about your customers' wants and needs
Encourage your customers to leave online reviews. Read and respond to reviews of your business each week. Take note of recurring themes in the reviews and make changes to improve your business.
Look out for other user generated content about your business on social media. This may include images, videos, blog posts and 'check-ins'. This is an opportunity to engage with a customer online to build a relationship. You can also share this type of content with your audience. It can be more convincing than your own marketing because it's impartial.
Developed withAlso on this siteContent category
Source URL
/content/digital-marketing-tourism-businesses
Links
Branding for tourism businesses
Advice on how tourism businesses can use branding to set themselves apart from competitors and deliver unique visitor experiences.
Your brand should communicate what is unique about your business. This is what will set you apart from competitors. Branding is particularly important for tourism businesses.
Understand your customer
It is important to create a brand that is line with your customers' wants and needs. The first step is to define your target market. Consider which groups are your potential customers, for example:
- young people
- families
- European visitors
- Chinese visitors
- golfers
- food enthusiasts
The next stage is to consider what your customers are looking for in a tourism experience. This goes beyond the basics of a bed for the night or a meal. Think about what they want to experience and take away from their trip. For example:
- learning a new skill
- relaxation
- overcoming a challenge
- self-discovery
- engaging with local culture
Use market research and market reports to understand your customers' needs.
Your brand promise
Once you know what your customers are looking for, create a brand promise that fulfils that need. Make sure that your business offering is unique and adds value. You should aim to create memorable experiences for visitors. For example you could aim to provide an authentic Northern Ireland food experience or the ultimate relaxation experience.
Everything in your business should help to communicate the brand promise - from your website to your menus and staff uniforms.
It is particularly important that your staff are aware of your brand promise and are committed to delivering it. See training for the tourism sector.
Also on this siteContent category
Source URL
/content/branding-tourism-businesses
Links
Grow a tourism business
Growing our tourism business - Galgorm Resort and Spa (video)
How Galgorm Resort and Spa their tourism business from a small country hotel to large resort through market research, customer feedback and staff recruitment and training
Galgorm Resort and Spa in Ballymena offers over 100 bedrooms and a range of spa facilities. The business has grown from a small country hotel with 24 bedrooms to a full resort destination, including multiple on-site restaurants.
Colin Johnston, General Manager, explains how the business grew and continues to expand. He outlines how focusing on market research, customer feedback and staff training have helped to grow the business. Colin also highlights how taking part in awards and tourism events has been an important part of their growth strategy.
Case StudyColin JohnstonContent category
Source URL
/content/growing-our-tourism-business-galgorm-resort-and-spa-video
Links