Deirdre Twomey, Kilkenny Ormonde Hotels with Fáilte Ireland and Tourism Ireland at workshop
Fáilte Ireland workshops to help tourism providers grow international & domestic sales
Key members of the tourism industry in Kilkenny and Carlow, this week attended a workshop on ‘Driving Growth Through Segmentation’, in the Newpark Hotel, organised by Fáilte Ireland. In a determined effort to drive growth and increase sales, Fáilte Ireland and Tourism Ireland are jointly implementing a new evidence based consumer global segmentation model. The workshop forms one of a suite of sales capability supports for the Irish tourism industry to aid in better targeting and more effective selling into the right channels to grow international sales.
Among the attendees at the Kilkenny workshop were: the Lyrath Estate Hotel, Spa; Griffin Hotels Group; Kilkenny Ormonde Hotel; Rothe House and Gardens; the Newpark Hotel; Lanigan’s Bar & Tourist Hostel; Mount Juliet; Heritage Island; Dundrum House Hotel; St Canice’s Cathedral; Kilkenny Borough Council; Michael Kelleher Self Catering; Castlecomer Discovery Park; and Talbot Hotel Carlow.
In 2013 Irish tourism saw significant and well deserved growth in overseas numbers with an overall growth of 7.2%. To secure this growth Ireland must win additional market share in the four main markets of Great Britain, US, Germany and France who between them deliver 70% of overseas visitors.
Fáilte Ireland’s Gary Breen, said:
“At today’s event in Kilkenny, we presented our new domestic and international segmentation models - based on extensive market research - to the tourism industry in the South East. Before we set about developing and marketing Irish experiences we must first understand the needs and motivations of our potential customers. Having such insights is imperative to stay ahead of the competition.”
The morning session was interactive and explored the experiences that visitors from these markets are looking for, the most effective ways to reach them and how to sell Kilkenny more effectively.”
ENDS
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For further information please contact:
Catherine Whelan
087 6449572/01 8847181
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