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					 Det gode værtskab - Temakonferencen 06




Da Wales fik 65.000 værter
på skolebænken!
Adrienne Sweeney, Tourism, Leisure, & Hospitality
       A Warm Welsh Welcome
     Dr Adrienne Sweeney, Consultancy and Training
             Tourism, Leisure and Hospitality


Synopsis of presentation
• Quality of interpersonal skills
• Visitor experience
• Integrated Quality Management of Destinations
• National approach to Regional needs




  A.E.S Associates
       INTRODUCING WALES
• Population of Wales 2.9 million
• Capital Cardiff – population 300,000
• Languages English and Welsh


• 10% of workforce (100,000) people supported by tourism
• 12 million tourism trips to Wales
• Over £6 million a day to the Welsh Economy


• Main Tourism Markets:
 UK, US, Ireland, Netherlands, Germany, France
ORIGIN OF WELCOME HOST
• Wales Tourist Board first to launch scheme in Europe


• Based on Canadian ―Superhost‖ for World Expo 1986


• Wales Tourist Board holds UK franchise


• Total Number people accredited:
        - Wales 72,000
        - UK 250,000/275,00
          GETTING STARTED
• Core materials developed 1990/1991
            • Participant Guide
            • Trainer Manual


• Master Trainer and Welcome Host Trainers


• Trainer Training


• Marketing and Overall Operational Aspects
GETTING STARTED
• Logo


• Community Stakeholders
         Hoteliers       Travel Agents    Taxi Drivers
         B/B Operators   Tour Operators   Police
         Retail Staff    Tour Guides      Traffic Wardens
         Accommodation   TIC’s            Transport Staff
         Caravan Parks   Unemployed       Service Stations



• Programme Evaluation
  WELCOME HOST CLASSIC

Seminar sections included:


          • Getting to know you
          • Tourism in Wales
          • Making an impression
          • Communicating
          • Handling complaints
          • Guiding the visitor
WELCOME HOST MANAGER

Seminar sections included:


   • Who are our visitors?
   • Customer Satisfaction
   • The Quest for Quality
   • Leading a Team
   • Developing a Customer Orientated Business
  MAIN STRANDS IDENTIFIED

• Community Stakeholders
                        - Open courses


• Corporate Commercial Stakeholders
                        - In-house Cluster Groups


• Specific Industry Sectors
       - Schools, Colleges
       - Private Training Providers
       - Training for Work Schemes – package
  TRAINER TRAINING
                Master Trainers


• Community Trainers


• Corporate Commercial Stakeholders selected In-house trainers


• Education – Schools, Colleges, Private Training Providers


• Trainer Licensed for 2 years followed by Refresher
      WELCOME HOST CLASSIC
           UPDATED
Core programme 1 day seminar
Additions include:
• Setting and Maintaining Standards
• Boosting Business
• Action Plan to develop further skills
• New video specifically developed to deal with complaints
• Classic Workbook - Post course work


 Major change – Visitors with Disabilities section replaced
   MANAGING YOUR WELCOME
          UPDATED
Core programme 1 day seminar
Major changes to title and content:
• Delivering service excellence
• Analysing customers, competitors and service trends
• Developing customer focused systems
• Building a winning team
• Developing an Action Plan
• Pre-course exercise
• Post-course action planning
PROGRAMME DEVELOPMENT

Flexibility of core programmes to meet sector needs:


• Welcome Host Regional Modules - current
• Welcome to Health
• Welcome International – current core 1 day
• Welcome to the Arts Frontline – current core 1 day
• Welcome to the Arts Managing your Welcome current core 1 day
• Service for All – current core 1 day
     SPECIFICALLY FOCUSED
Further courses as requested by tourism businesses:


• Welcome Host Business Tourism – 1 day/6 hours
• Welcome to Hosting Events – 1 day
• Welcome Host Activity Tourism – 1 day
• Service for eCommerce – half day/4 hours
• Cultural Exchange – half day


• Welcome Host Taste of Wales
  WELCOME HOST LINKS WITH
     SPECIFIC PROJECTS
• Welcome to the Church – 1 day


• Welcome to Community Heritage – 1 day
         New December 2005
         Herian funded project


• ―Delivering a First Class Welcome‖ designed specifically
  for the National Assembly for Wales (January 2006)
MAJOR OPERATIONAL CHANGES

• Wales Tourist Board contracts out Welcome Host


• TO:     Welcome Host Wales


• Wales Tourist Board continues to oversee Scheme
         in conjunction with
• Tourism Training Forum for Wales (TTFW)
          QUALITY ASSURANCE
             MECHANISMS
• Participant feedback end of each session
• Trainer monitoring and evaluation annually
• Trainer Reviews annually


• MYSTERY SHOPPER SURVEY
     Welcome Host Staff 12% more welcoming
     They were 66% better providing unprompted information
     They were 76% better in communication skills
    Source: Associated Quality Services 2001-2002
    WELCOME HOST AWARDS
• Welcome Host Business Award Certificate
    GOLD       - 90% of staff trained
    SILVER     - 75% of staff trained
    BRONZE - 50% of staff trained


• Welcome Host of the Year Awards
    Tourism Business recognition for Best Practice
    Part of National Tourism Awards


• Welcome Host Wales Contractor Wins
    Recognition for promoting occupational skills
      FUTURE IMPACTS

• Funding implications


• Welcome Host – the way forward – to be approved
        Welcome Host Strategy
        Welcome Host Independent Quality Assurance


• Wales Tourist Board merger National Assembly for Wales


• Tourism Training Forum for Wales
              SUMMARY
         WELCOME HOST SCHEME
The Welcome Host Scheme needs to ensure:
• Efficient administration, records and registration procedures


• Operational aspects


• Quality Assurance Mechanisms in place
         To measure overall performance
         To ensure credibility of Welcome Host Brand


• Trainer adaptability and flexibility to targeted group
       SUMMARY
  WELCOME HOST SCHEME

The Welcome Host Scheme needs to ensure:
•Overall Control of operation, materials and quality assurance


• Long term funding crucial to sustain programmes


• Welcome Host suits all levels of personnel and tourism businesses


• Participants gained confidence, motivation, career prospects


• Marketing – identifying target markets, providing incentives
  HOSTING PROGRAMMES
          CONSULTANCY ROLE

• Resort Warden Programme


• Cardiff Bay Ambassador


• Cardiff City Centre Retail Sector


• Wales Tourist Board – Timeline for Events


        A.E.S Associates
   A WARM WELSH WELCOME TO WALES
BENEFITS

     W…ELCOME

           A….WARENESS OF COUNTRY

                 L…..ISTENING TO THE VISITOR

                        E….XPERIENCE HAPPY MEMORIES

                                S….MILE – VISITOR RETURN
           MY VISIT TO DENMARK


D— ENMARK - ―TAK‖ - THANK YOU TO ―VISIT DENMARK‖

 E---XCEEDED MY EXPECTATIONS

  N---EWCOMER /FIRST TIME VISITOR

   M---AGICAL

     A---MENITIES/ATTRACTIONS

       R---ELISHED DANISH FOOD

         K---IND HOSPITALITY

                                    THANK YOU


      A.E.S Associates