Beat the slowdown by getting your firm online

Jul 31 2008 by Chris Knox, The Journal

FIRMS in the North East’s tourism industry are missing out on hundreds of pounds of business by failing to take online bookings.

Regional development agency One NorthEast has warned that those businesses that rely on passing trade and word of mouth only risk being a victim of the ongoing economic slowdown that has seen tourism rates dwindle.

The agency says that 64% of the £20bn spent on European tourism each year is made through online bookings. It also says that the majority of North East firms that have recently established an online presence have seen their sales grow by 15%.

Every year sees nine million overnight tourists visit the North East, providing £3.5bn to its economy and helping to maintain the jobs of 70,000 people in attractions, hotels, bars and restaurants. However, factors such as cheap flights abroad, the rising cost of fuel and the credit crunch have ensured a slow first half for the industry.

Patricia Birley, director at the Vindolanda Trust, which operates Vindolanda Roman fort and the Roman Army Museum in Northumberland, said: “We’re experiencing what the whole of the North East tourism sector is experiencing. The combination of cheap flights to foreign countries, higher fuel bills and a staggered Easter period earlier this year definitely took their toll.

“That’s why it’s so important to be online. It’s a vital tool for any business, especially in the tourism sector, as many people want to plan ahead for their holidays or days out. Every firm, from bed and breakfasts to major attractions, need to invest in a site.” One NorthEast is currently giving the region’s tourism firms a helping hand with their online integration in the form of software Desti.ne Frontdesk.

The development agency has an agreement with IT group Eviivo to supply the front-desk software free of charge to firms that sign up with Tourism Network North East, which brings together tourism partnerships in Northumberland, Tyne and Wear, County Durham and Tees Valley. Louise Davis, head of tourism and culture at One NorthEast, said: “With increasing numbers of potential visitors searching online for holidays, anyone without an online presence risks missing out on a large slice of business.

“We recognise that this model doesn’t suit the very smallest businesses but it allows them to at least show their information on line and have a basic online presence.”