20 Simple Steps to Developing
your GB Action Plan
In order to develop a competitive action plan, you will need to
spend some time researching the GB consumer so you have an
understanding of the best segments for your business. All the
information and resources you will need to can be easily found
on The latest research and information
is presented in a user friendly format and facilitates ‘dipping
in and out of the various sections as your schedule permits.
The workbook is interactive, you can save your work to your
computer as you go along. We would strongly encourage you
to take the time to enhance your GB consumer knowledge and
develop your action plan. It will open your mind to new ways
of thinking about the GB consumers and how you offer your
product to them.
This workbook reflects a change in how we think about marketing
Ireland to the GB market – from not only selling products but to
selling experiences. We want you to put yourself in the shoes of
a young person from Manchester, a 50 years of age couple from
Sussex and a mid-thirties couple both working in Leeds with or
without young children.
What can your product offer to appeal to all, some or one of
the target market segments which have been identified as best
prospects for Ireland? Overleaf is a summary of their profiles
to start you thinking!
So go on… get your GB Action Plan started today... we all know
the rewards of the early bird!!
Tourism is a global industry and new tourism
destinations are constantly being developed.
Due to the highly competitive nature of the
industry, tourism enterprises must not only be
sales orientated and commercially driven but
must also create and manage experiences. Future
tourism growth for Ireland will come from the
overseas markets. While many overseas markets
remain lucrative, Great Britain is the largest single
source market for visitors to the island of Ireland
and represents a significant opportunity for
Irish Tourism.
Sales Connect GB which can be accessed at www. is an industry focussed suite of
interactive business supports developed to enable
you to better understand, target and grow your
business from Great Britain (GB), whether you are
trying to break into the market for the first time or
seeking to grow your existing business
Developing your action-plan for targeting the
GB market takes time but it is essential to your
business growth. The Sales Connect GB Workbook
‘20 Simple Steps to Developing your GB Plan’ has
been designed to help you quickly and efficiently
create an action plan. This workbook provides a
wealth of information and useful tips on important
areas to focus on when developing your plan. It
also poses questions which will get you thinking
about the right approach to tailoring your on
and off-line marketing efforts to appeal to the
GB consumer. A supporting GB Tutorial Video
is available on as well as a
full range of other business supports to help you
enhance your knowledge and grow your business
from GB.
Note: Great Britain covers England, Scotland and
Wales and will be referred to as the GB market
from here on in this document.
Sales Connect GB and this
workbook will help you;
• Understandthetarget
potential for your business.
• Understandthestepsthe
• Gaininsightsforyourbusiness
• Developpartnershipswith
• Establishyourreadinesstotarget
• Engagewithmediaand
Peace and quiet is off the agenda. As Social Energisers, Rob and Sharon want to get back home revitalised not rested.
Social Energisers are young – 15 to 34 – and like to holiday in groups or as couples. A good example would be a group of 28year-olds
on a long weekend in Dublin, Cork or Belfast. They’re friends or colleagues, looking for a cool, exciting trip somewhere new
and vibrant.
Rob and Sharon are Social Energisers. They really like having a laugh and sharing the adventure with their friends. They love new
experiences and exploring new places – the more out of-the-ordinary, the more exciting, the better. It’s great if there is lots to
do in a relatively small area, so they don’t have to plan too far ahead. They’re up for being spontaneous, as this often leads to
even more fun and laughter and a really great break.
As Social Energisers, Rob and Sharon want to be at the heart of it all – wherever’s social, wherever it’s happening. But their
definition of a good time is wider than just partying.
They’re also looking for interesting events, fun activities, gigs; and old pubs with good food, music sessions and conversation
with the locals. Always ready to try new things – exploring the city by day for its vibrancy and unique atmosphere, as well as
enjoying the nightlife – Social Energisers will go for something unusual as long as it has the ‘wow’ factor theyre looking for.
Enjoying the latest energetic, popular activities. Theyre hungry for experience so they’re likely to be seen packing everything
in. At night this will include soaking up the lively atmosphere in a pub, checking out festivals, and enjoying entertainment with
a great vibe – whether on the street or in a club. During the day, Rob and Sharon will be out discovering the ‘in’ places to shop,
cool places to eat, and the best sightseeing opportunities.
They’ll be visiting attractions where fun is part of the deal and there are great things to see.
As Social Energisers, Rob and Sharon will most likely stay in a hotel close to the action. Some of them stay in B&BS and
guesthouses, as long as there’s a lot going on around them thats new and different.
This is the most likely group to go to European cities and even further afield, in search of these kinds of experiences. They are
also more likely to take a shorter break of two or three nights than the average holiday-taker in the UK and Ireland.
Simon and Catherine are interested in all that a place has to offer and they want it to be authentic. They won’t
choose a brand or visit a place just to follow the herd. This is their own exploration and they really want to cover
everything, to ‘do’ a place.
As Culturally Curious, Simon and Catherine love to discover the history of a place, the art, the bookshops, the
museums. They and always find ways of getting real insight. Independent, ‘active’ sightseers, they are looking to
encounter new places and experiences that are out of the ordinary.
Simon and Catherine like to feel that they have not only broadened their mind but also immersed themselves in a
place, giving their senses a holiday too – the sights, the sounds, the smells, the tastes.
They enjoy connecting with nature and getting off the beaten track. They like people to show an interest and educate
them – to feel they’ve connected. They really appreciate personal guides.
To party, to see things they’ve seen before, to do packaged or ‘laid on’ activities.
• Visitlocalfestivalsandevents
• Thoroughlyexploreaplace
• Enjoybreathtakinglandscapes
• Soakupstimulating,interestingnewplacesandculturalinformation
• Enjoygoodfoodandwine,particularlylocalspecialties
• Visitavarietyofattractionswithinterestinghistories:castles,gardens,museums,countryhouses
As Culturally Curious, Simon and Catherine are most likely to stay in a hotel, self-catering accommodation, or a B&B as long
as there’s a lot to see. They will usually choose somewhere with access to scenery and good walks.
Simon and Catherine take more short breaks than average, mixing short breaks in England with overseas travel. They are three
times more likely than the average holidaymaker to stay longer. However, they need to feel that a destination is truly diverse
otherwise they are unlikely to return for a while once they’ve been, preferring to move on to new discoveries.
The Culturally Curious are older – most are over 45 and more than a quarter are over 65. They travel as couples or
on their own. If they had children, they have grown up or left home. Typical Culturally Curious travellers would be
55 years old, taking a holiday with their partner.
Simon and Catherine are Culturally Curious. Their goal is to broaden their minds and expand their experience by
exploring new landscapes, history and culture. They are curious about everything and are delighted to discover the
world for themselves once again.
To make connections with others on the holiday – locals or other tourists. They don’t need to, they’re there to be with each other.
Great Escapers tend to be younger, around thirty. They are often couples, some with babies or quite young children. Most are in
serious need of time out from busy lives and careers. So they are specifically interested in rural holidays and travel very much
as a couple or family.
Peter and Tessa are Great Escapers. Great Escapers are on holiday for a break, to get physical with nature, and to reconnect
with their partner.
Peter and Tessa want to connect with the landscape, to feel the earth beneath their feet, to soak up the beauty of it all. They
want to experience a sense of history, discover their place in the vastness of nature – they want to feel part of it. Against this
kind of backdrop Peter and Tessa can spend real quality time with their family, bonding with their partner and children. They
can rebalance themselves and take stock of their lives, concentrating on what’s important in life. They appreciate peace and
quiet between activities, even if those activities are themselves low-key: a visit to a castle or landmark, enjoying a relaxed
meal at a local restaurant… The point is the trip itself. It’s ‘down time’, it’s being off the beaten track, and its a Great Escape.
But it’s important that getting away from it all is easy enough – they want to get the ‘wow’ moment without too much effort.
Most importantly, as Great Escapers, Peter and Tessa want to come home refreshed and revitalised, their batteries recharged.
As Great Escapers, Peter and Tessa are more likely to take short breaks than the average traveller. They are more likely to stay
in England and less likely to go to Europe or further afield on holiday. Ireland doesn’t really appear on their radar right now,
though it offers plenty of what they are looking for.
Target Segments
Ask yourself does your tourism product appeal to Social Energisers, Culturally Curious or
Great Escapers? Having read the research, who do you think are the best target segments
for you?
For more information on the Target Segments
• Standenvelopedineachother’scompanyonthetopofamountainorcliff.
• Reallywantto‘getawayfromitall’.
• Gooffthebeatentrack,whichisthepointoftheholiday.
• Beoutinthelandscapeactivelyexploringmoreremoteandexcitingplaces.
Does your tourism product really focus on what the target segments want to hear and offer
them a ‘Wow’ or unique experience?
Are you currently promoting your product by offering it as part of an experience?
What kind of unique experiences can you offer to help grow your GB market share?
The people here are genuine. The beauty of Ireland is natural. And the experiences we have to offer are personal and uncontrived.
The Social Energiser enjoying the local pub scene, the Culturally Curious enjoying a bowl of mussels straight from the sea or the
Great Escapers freewheeling on the Great Western Greenway - all of these experiences and more are waiting to be discovered and
communicated to the consumer by you.
Experiences in Ireland make people feel more alive and more connected to each other and the world around them. Experiences in
Ireland are fun, historical, and modern with a twist and can last a lifetime.
The beauty and majesty of our landscapes (rural, urban, mountains) and the volume of activities here takes people’s breath away. The
Ring of Kerry, Slieve League, the Aran Islands are stunning and unique. The varied topographical and cultural landscapes of Ireland
will inspire and can deliver memorable experiences. Don’t forget to tell them!
Decide what your specific goals are, such as wanting to double your tourism revenue from GB within the next two years; draw more
families to visit your product etc. Measurement is important.
Stay abreast of travel trends, such as increasing interest in adventure travel, growing numbers of girlfriend getaways, changing
demographics etc. Be sure to check on for the latest market insights.
If you do not already have a database of previous GB guests, start your database now! You will have plenty of new experiences to
share with previous and new guests.
Create an area profile. Make a master list of the features your area offers including accommodation, restaurants, shops, attractions,
parks, pubs, visitor attractions, and other amenities that will appeal to visitors.
Choose marketing objectives for each market segment you have chosen. For instance if you are in an urban area list the activities that
will suit Social Energisers or if in an area with plenty of restaurants and places to visit, compile these to suit the Culturally Curious.
When it comes to the tourism industry seeing is believing. Videos and pictures enhance your marketing
programme by showing the potential visitor exactly what you can offer them. Take pictures of some of the
most beautiful sites and highlights from your property and region: the sunset, the mountains, the buzz of
the city, the wildlife, the water or the visitor attractions. Make sure your property is accurately portrayed
for your chosen market segment: cosy, party central, foodie, relaxing or family friendly. Upload these
pictures not only on your website but also using a photo sharing website such as Flickr. Create a ‘Board’ on
PInterest showcasing images/customer reviews/videos of your property – the majority of Pinterest users
are women – the key decision makers when it comes to choosing a holiday!
Does your photography accurately reflect the experiences you can offer?
Does it sell to the market segment you have identified as your target market, for example
Great Escapers?
If not, new imagery is essential. when do you plan to do this?
Check out for further information on uploading videos and photos onto
your website
Video marketing is a great, low cost way to promote your destination. You Tube is a very important
source of reference in the GB market. Don’t make a video that only advertises your product. Instead, show
your potential visitor what is great and different about the area youre located in. If you are in a location
which attracts surfers you can create a “how-to surf” video featuring the great waves. Find someone
whos planning to climb a nearby mountain peak and ask him/her to document his journey along the
way. Take a video camera on a visit to a local farm showing spring lambs; or film someone making Irish
coffee in your local pub, pouring a pint of Guinness etc. These types of videos will draw attention to your
product and destination and automatically make it more inspiring and tempting to visit.
Get the video camera out and be creative and remember you are creating experiences to attract visitors
to Ireland first, your destination second and your product third? Make a list of suggested experiences.
When will you film the video?
Have you uploaded a relevant video for the market segment you have identified from GB?
Is your video uploaded on YouTube?
Check out for further information on uploading video and photos
to your website.
Start blogging regularly about your destination or product. Tell your readers all about the different
things to do in your area and the history of the area. Include local myths, legends and ghost stories. Blog
on the best recipe for Irish stew, Christmas traditions in Ireland, family activities in your area or local
writers who were born in your hinterland. Utilise the photos and videos you made to enhance your blog
even further. Don’t forget about the Gathering in 2013 and blog on any Gathering related activities you
are engaged in.
Do you have a blogging facility on your website?
Do you know how to use Wordpress/other blogging software?
Is your first Blog written?
Is your first Blog loaded on your website?
Check out for further information on how to blog.
Social Media
Social Media sites are vital to marketing in GB. Start a Twitter and Facebook account for your product.
Follow other similar products, travel sites and travel writers and search by keyword for Twitter users
who are blogging about holiday experiences. Post interesting links, not just links back to your website.
Offer insider information about your destination. Place your Twitter and Facebook account information
on your blog so people can find you. You’ll be amazed at the number of people you can reach just by
using social media.
Have you set up a Twitter account?
Have you got your first Twitter followers?
Have you set up a Facebook Business Page?
Check out for further information on using Social Media.
Trip Advisor
Maintaining a positive Trip Advisor rating is imperative as there are 6 million users in GB. Ensure that
comments (especially negative ones!) are addressed in a timely manner.
Have you visited the Trip Advisor Management Centre ( to
avail of the useful resources there to promote your business?
Do you send an email to guests after they have stayed with you thanking them for their
visit and including the link to your Trip Advisor listing to encourage them to post a review
about your product?
Do you respond to negative comments about your product on Trip Advisor?
For tips and advice on working with Trip Advisor and other social media sites see
Do you have offline marketing materials available to promote your Trip Advisor listing eg
postcards in guests’ bedrooms which encourage them to post a review about your product
on Trip Advisor?
Check out for further information on managing your reputation on Trip Adviser.
Promotional Material for Visitors
Place promotional information with your nice fresh photography in areas where tourists stay. You can
create a reciprocal arrangement with the owners of Bed and Breakfasts, visitor attractions and local
tourist offices in your area. Start bundling your product and your neighbour’s products together- sell
the full destination experience, for maximum impact on the consumer, rather than just parts of it.
Is the imagery in my brochures and on my website etc. suitable to attract the target
segment I have identified as my target market?
Is it time to take action and think of some new images which will help me to sell my
product and destination?
Once you have your website and marketing tools ready and you are confident that your online presence
is compelling to attract the right market segments for you then there is a host of complementary
activity you can undertake.
Do you respond to positive comments about your product on Trip Advisor?
Have you optimised your website for search on mobile technology e.g. tablets
and smartphones?
Have you considered building any apps for mobile to promote your product?
Check out for further information on growing your business with mobile technology.
Air And Ferry Access on your website
Have you researched the access into your local airports and ferry ports and do you have
travel times clearly indicated on your website?
Who are the main carriers and destinations into your local airport or ferry port?
List them here:
Do you have links from your website to carrier websites?
Yes No
Make sure to monitor the access information on your website to ensure that it is up to date and accurate
at all times. Remember that this information can be subject to change on a regular basis.
Location Based Marketing
Are you using Google maps on your website to show the location of your product?
Are you listed on Google Places, Facebook Places or Foursquare?
Help the GB Consumer find you!
Do you have a GooglePlus account?
• ConsidersomePayperClickcampaignsforPCandSmartphone
• TheGBmarketismotivatedbygoodvalueonlinedeals
• Provideyourpricesinpoundssterlingorlinktoaconversiontool
• Makeiteasyforcustomerstondyouwith
• Identifypotentialgoodvalueadvertisingandpromotional
• GBvisitorsareanimalloversandcouldeasilybringtheir
Bus and Train information on your website
If it’s easy to get to your property by train or bus, have you
provided information on these services?
Yes No
Online Tour Operators (OTAs)
OTAs are an important channel for the internet-savvy GB consumer. A listing with an
OTA is a shop window opportunity for your business, helping you reach consumers you
might not be able to reach on your own. Some of the main OTAs are,
Expedia, Travelocity, and Late Rooms. GB Travellers research 21.6 sites
before they travel, it is important to have a presence on as many sites as possible in the
GB marketplace.
List the OTAs you wish to contact:
For tips and advice on working with OTAs see www. and check out our Booking Engine Comparator
to assess which OTAs are best for you.
Press Releases
Free Publicity: A great media article or blog post about Ireland and your business can help provide the
inspiration for someone to decide to take that trip to Ireland!
Have you written a Press Release?
Have you submitted it to the Media Room?
Yes No
As a Fáilte Ireland approved operator you have a free listing in the TCS (Tourism Content System):
The call to action for all campaigns in the GB market is where details
of your business can be found. Ensure that your listing on the Fáilte Ireland TCS is optimised by
including up to date photographs and list any new products, activities or items that will appeal to the
segments you are targeting.
Email for more details
Have you updated your listing and photgraphs on the TCS?
Yes No
News Stories and Bulletins
Send information on new products and developments or even new angles on existing products to Fáilte
Ireland ( and to Tourism Ireland ( opportunities)
for potential inclusion in press releases and press bulletins. A good newsworthy story will improve your
chances of getting media coverage for your product.
Have you a new story to tell?
Have you told Fáilte Ireland and Tourism about it?
Yes No
Media visits
Itineraries for media visits are organised by Fáilte Ireland. Send information on your business and new
products to Fáilte Ireland for inclusion in media itineraries, where appropriate.
Have you put together a sample itinerary of your area and your product? If not see tips
from on how to write a sample itinerary
Have you updated the Publicity Department in Fáilte Ireland
about your product?
Yes No
Details on media visits can be found in the Sales Connect GB Toolkit
Travel Guides
Research Travel Guides such as the Lonely Planet Guide are popular in GB.
Is your product mentioned?
List the Travel Guides you have researched?
Have you sent updated information on your product to them?
Yes No
If not when will you do so?
Tour Operators
Overseas fairs, workshops and events are an excellent opportunity for the Irish industry to meet face-
to-face with British tour operators, travel agents, consumers and travel media. Each year Tourism Ireland
participates in over 20 trade and consumer promotions in Britain. For details on these events register on
List the trade or consumer shows you feel are most suitable for your product and
target segments
Meitheal is the largest in-Ireland workshop. It is an annual event, usually taking place in April and gives
the Irish travel industry the opportunity to meet with approximately 240 overseas travel trade from 23
countries over a 2 day period.
British Tour Operators and Group Specialists come to Ireland to contract business with the Irish Industry
here. Other in-Ireland workshops are organised annually in different locations throughout Ireland.
Have you registered to receive more information
on promotional events and platforms?
Yes No
For further details on this and other in Ireland workshops, visit
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