Newfoundland and Labrador Product Development Strategy

- 186 -Section 11Strategies for Market ReadinessUpgrading and Enhancing The Market Readiness Of TourismProducts and ServicesEnhancing the market readiness of the tourism industry in Newfoundland and Labrador hasbeen identified as a key need for almost all sectors of the industry. Here is a summary ofwhat’s involved for a tourism business in being ‘market ready’:1. Product standards:o Quality facilities, service and guest experienceso Participation in Canada Select for accommodations, Camping Select forcampgroundso Standards for other types of facilitieso Trained staff, certified staff, guideso Professional development and training programs for both management and staff –online, workshops, mentoring, etc.2. Hospitality standards:o Front line staff trained in customer service (e.g. participate in HNL CustomerService training programs)o Guarantees of customer satisfaction3. Products that match markets;o Understand/identify the target markets for the business, and have products,facilities, services and packages to respond to/match with the market(s) that havebeen identifiedo For traveller service businesses, have ‘experiential’ packages that can growdemand and yield in all seasonso For experiential businesses, have value-added packages that can grow demand inshoulder and off-peak periodso A mix of products and markets to maximize demand and revenues on a seasonalbasis4. Marketing strategy and plan in place, that is responsive to market opportunities havingprofit potential5. Marketing Tools in place – they will vary by type of business:o Websiteo 1-800 number – manned all yearo Information and reservation systemo Data base of customers and enquiriesTHE ECONOMIC PLANNING GROUP of Canada Newfoundland & Labrador Tourism Product DevelopmentD. W. Knight Associates Strategy and Accommodation Needs Study