VisitScotland garners £48m from its relationship marketing initiative

VisitScotland has shared that its analysis of the travel behaviour and patterns of UK and Irish tourists has boosted revenue in the Scottish tourism industry by £48 million in a single year.

According to sundayherald.com, the national tourism agency, via its relationship marketing programme, processes data garnered from tourist feedback to allow the agency to target information and promotional material to potential visitors as per their known preferences. 

Independent market research has calculated the value of trips by visitors who claim that they would not have visited without prompting by the marketers at £48m, added the report. The agency has a database of more than 1.5 million consumers, collected over the past four years. Among these are 80,000 names of regular visitors, while others on the “loyalty ladder” are 260,000 tourists counted as occasional visitors. 

Gwen Raez, VisitScotland’s group product manager, said the initiative in essence is a highly tailored direct marketing system that allows the agency to focus its communication towards consumers whose preferences best match a particular area of Scotland or offer. The level of marketing investment spent on an individual depends upon their position on the loyalty ladder. It also includes a wide variety of seasonal offers and discounts, with the content and commercial offers. 

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