Getting to Know Your Revenue Streams: Who Are Your Customers Really?

Getting to know your revenue streams: who are your customers really?

A tourism and hospitality masterclass

12:00 – 12:45 Tuesday 17 November 2020 Webinar programme

Strategic The P’s Customer Customer leadership & trends journey: off-site journey: on-site Oct 6 Oct 13 Oct 20 Nov 10

Customer

profiling People, team & Market My people Gen Z mapping Nov 19 & revenues Nov 24 Nov 26 Nov 17 Customers: Who are they really?

Example Case Study - Casino Our customers

Who are the casino’s:

Primary customers?

Secondary customers?

4 4 Casino’s target customers

Primary

Terry Mr Young Transactional Highspender Mr Kong The Yungs Owen Online The A Listers Indian/Asians Young Arabs Secondary

The Friends The Lads The Girls The Tourists Weekenders The Dinkies Corporates The Office Do

5 2021 revenue : Primary versus secondary

60% Revenue 40% Primary Secondary

6 Our primary customers want:

• Choice and availability of gambling options • A professional gambling experience • Recognition • Discrete but VIP service • Like-minded people • Seamless on/offline experience

7 7 Terry Transactional – 40 “See you tomorrow evening”

Lives: 4 bed detached, Crouch End Works: Estate Agent Watches: Dave, Sky Sports, Million Dollar Drop, C4 Horseracing Shops: Ted Baker, Next, Debenhams Eats/drinks: Takeaways, Curries, Ready meals, Pubs

Attitude to casinos today: “My second home, nothing better than the roll of the dice, show me the money”

Ideal Casino 2022: “I don’t know where to play first – the range of products is awesome. Might even bring the missus next time and try the restaurant”

8 Mr Highspender (20k-50k) “I’ll meet you at my club”

Lives: House, Chelsea - 2nd home, South of France Works: Entrepreneur Watches: News 24, the markets, interest rates, Racing UK Shops: Bond Street, Jermyn Street, Harrods Eats/drinks: Private club, Michelin Star restaurants, fine wines

Attitude to casinos today: “Let’s get down to business, may the game commence”

Ideal Casino 2022 : “This is what professional gaming is all about – it doesn’t get any better than this.”

9 Mr Kong – 52 “A tenner each way”

Lives: Flat, Camberwell Works: Chinese restaurant, Lisle Street Watches: Horseracing, screens in Ladbrokes Shops: Chinatown, Peckham Rye market Eats/drinks: Chinatown, home cooking

Attitude to casinos today: “Can’t get enough of it, never miss a chance to gamble – it’s a way of life”

Ideal Casino 2022 : “This is the business. It feels lucky. It’s Chinatown’s social club”

10 Owen Online – 32 “No need to leave the house”

Lives: One bed apartment, Ealing Works: Digital publishing Watches: BBCiPlayer, Celebrity Come Dine With Me, latest movies Shops: All online. i-tunes, ebay, Amazon, Tesco.com Eats/drinks: Wagamama, Pizza Express, Starbucks, Takeaways

Attitude to casinos today: “Never crosses my mind – broadband is all I need”

Ideal Casino 2022 : “It’s the best gambling site in the world and I get VIP access at Leicester Square for the big events”

11 Our secondary customers want:

• More than a casino – food, drink & entertainment • A great, fun night/day out • An aspirational experience • Accessibility on/offline • A chance to flutter • Gambling demystified • Safety and security

12 12 The Girls – 25-35 “Have you been to that new place?”

Lives: Clapham Works: Professional/mid management/reasonable earnings Watches: Sex & the City/Friends/Footballer’s Wives – no soaps/exercise & healthy Shops: Selfridges/Harvey Nics/Less main stream – more label conscious Eats/drinks: Pizza, pasta, salads, sushi, fish / Wine, champagne, cocktails

Attitude to casinos today: Not for them, frowned upon, losers, traditional Online: secret gamer (from work PC!)

Ideal Casino 2022 : “Entertainment, fun night out aspirational, cutting edge” Online: “I do it on my i-phone”

13 The Tourists “We did all the sights”

Lives: Europe, USA Works: All year round to save for holidays Watches: Reality shows, movies, drama CSI, sport Shops: Covent Garden, Regent Street, Harrods Eats/drinks: Guide book recommendations

Attitude to casinos today: “Boring, transactional, elitist. Not as good as Las Vegas”

Ideal Casino 2022 “One of the best sights of London. Entertaining, exciting. Great atmosphere,” Online: “My favourite site. I use it at home”

14 The Weekenders “We’re going down to London for the weekend”

Lives: Up North Works: Own small company Watches: Dramas, Sky, Sports, Theatre Shops: Debenhams, Oxford Street Eats/drinks: Good Chinese, Wolseley, Caprice Group

Attitude to casinos today: Been to casino abroad but suspicious of UK casinos No online experience

Ideal Casino 2022 : “Look forward to going to London for weekend to go to the Hippodrome” “We’re members online and enjoy a flutter”

15 The Dinkies – 25-35 “Have you been to that new place?”

Attitude to casinos today: Not for them, frowned upon, losers, traditional Online: secret gamer (from work PC!)

Ideal Casino 2022 : “Entertainment, fun night out aspirational, cutting edge” “Online: I do it on my i-phone”

16 Customer profiling: Who are yours? 1. The Festival Goers 2. The Business Traveller 3. The Film & TV Tourists 4. The Dog Owners 5. The Foodies 6. The International Tourist 7. The Students 8. The Weekenders 9. The National Trusters 10. The Purple Pound 11. The Retirees 12. The Suburban Family – Teenage Kids 13. The Suburban Family – Young Kids 14. The MICE attendees (Meetings, Incentives, Conferences and Exhibitions) 15. The Urban Dinkies (Dual Income, No Kids) 16. The Outdoors Types 17. The Wedding Guests 18. The Coach Tours Business Profiles

36 Mapping your customer revenue Target Customers PRIMARY SECONDARY

38 Revenue Planner

Case study

Iain White-Duncan Owner, One Drake Road Devon

LOCKDOWN OBJECTIVES

• Brand identity refresh - logo, collateral, social media • Update the website and user experience journey • Redecorate the bedrooms, more depth and character • New professional photography - internal, external and hosts TRANSFORMATION GOALS

• Confidently increase the room rate by £10 per night • New rate model - Breakfast available at £10pp extra • Attract the more discerning customer • To stand out from the competition Brand Identity Refresh

Old logo New logo Brand Identity Refresh

Old logo New logo Hero Photography Hero Photography Hero Photography Hero Photography

Webinar programme

Strategic The P’s Customer Customer leadership & trends journey: off-site journey: on-site Oct 6 Oct 13 Oct 20 Nov 10

Customer People, team & Market profiling & My people Gen Z mapping revenues Nov 24 Nov 26 Nov 17 Nov 19 Joins us next time for: My business. My people. My responsibility.

A tourism and hospitality masterclass

12:00 – 12:45 Thursday 19 November 2020