Outdoor Guernsey

Outdoor Guernsey is now are now entering its 4^th year of operation and we are starting to get a good feel for our market and some of the trends. I thought it may be useful to pass on some of our findings and thoughts.  We have collected data in the form of booking records and feedback forms and also invested time and effort in our web presence, the analysis is giving us interesting feedback.

Our core business is in the provision of recreational adventure experiences. Short 2 hour kayaking and coasteering trips make up the bulk of what we do. They are aimed at people with little or no experience and designed to show off the Island environment as well as the give an introduction to the activity itself.  They have proved popular with both locals and visitors.  Many locals use our trips to show off their Island to visiting family and friends during the annual holiday visit.

Our other main and expanding business are our corporate teambuilding events the benefits of which are well known within most industries and can be very cost effective and beneficial to businesses particularly in a tough financial climate where spending on ‘perks’ is curtailed.  Providing Sports and Social clubs activities is also a significant part of the rest.

The split between locals and visitors using our service is roughly 50%, the website visits show roughly the same split. An analysis of our records for 2009 show that 54% of our business was built up from word of mouth or repeat bookings. Adverts and  leaflets (traditional) account for 21% and our web presence  22%

We are working hard with a local company Purple Coffee Interactive on a number of projects to enhance the influence of our internet activity.  Study of our analytics give us good information which we are able to use to target advertising and develop activities. Whilst the bulk of our UK searches seem to come from urban conurbations near travel links coming to the island for short breaks.  In 2010 we have seen a significant increase in advance bookings of activities where the client has chosen the destination (Guernsey or Herm) based purely on the services we offer and then the location. This is giving us the first indications that Guernsey doesn’t just sell itself by being Guernsey. We should have a quality product to attract the attention and then use it’s obvious charms to clinch the deal. People are searching for activities or team building and choosing Guernsey as the place to do it. This proactive approach is seeing Outdoor Guernsey being rewarded with significantly increased group bookings from both private individuals and corporate clients in the UK looking to entertain or team build in our unique environment.  Feedback from these bookings is incredibly positive with repeat bookings and, significantly for Guernsey, return visits promised in many cases.

The age range of our customers may be worthy of note.  At holiday times family units tend to be main users but at all other times, regular sessions (other than pre-booked groups) the 30 to 50 age group are dominant with many customers in the upper age ranges.  The feedback  from these groups is consistently telling us that our alternative to the traditional walks, tea shops and museums is very welcome.  European visitors are also noticeable in this group.

We are seeing a very big growth in certain sectors of our market which we will continue to develop. The internet and local partnerships with other key businesses are vital as well as close monitoring of trends. We also believe the marketing of Guernsey as a destination, tourism or corporate, could benefit from a significant change in  direction and investment in support for complimentary businesses such as ours. The television marketing of the Isle of Man, Wales and even Jersey was very high profile over the winter and showed them as interesting, active and attractive vital places.   We have a location and environment to rival them all, people just need a reason to come here.

If we are able to sell ourselves, Guernsey will sell itself.