Auchrannie is located on the Island of Arran and over the years has grown from a 16 bedroom guest house to a world class holiday destination.
In order to grow the Auchrannie customer base and secure a larger proportion of the overseas market, general manager Richard Small participated in a two day Preparing to Export course in Inveraray run by Highlands and Islands Enterprise (HIE).
At the course, Richard discussed which markets were most applicable to Auchrannie and how he could sell the resort to different regions. He explained: “I gathered valuable intelligence about tourism trends, the best times to do business in different markets, cultural differences to be aware of and how to contact overseas buyers. I left with a clear action plan in place.”
We have since achieved an 8% growth in overseas customers, helping us to increase turnover noticeably as overseas customers generally stay with us longer and in turn, have a higher spend. We have also upgraded our booking and billing systems to be much more user-friendly for overseas customers.
The Preparing to Export Introductory course is delivered by an experienced international trade specialist and typically involves between eight and ten participants. Free to attend, the course is a beginner’s guide to internationalising which details how to explore opportunities for specific businesses in international markets. It provides companies with the skills and confidence to succeed overseas and helps participants develop an international trade plan for their company which includes key actions to take forward.