Free Business Coaching Program
MRBTA in partnership with MRWA are helping wineries create a unique opportunity to start them on the journey of developing compelling wine tourism experiences that reinforces the region’s position as one of the great wine-producing destination’s in the world. The program will assist you to:
• Take a visitor approach to help you design your experience.
• Assist with articulating your Unique Value Proposition – what is going to differentiate your product from your competitors.
• Offer advice on facilitating a connection between you, as the experience provider and the visitors.
• Digital audit – MRBTA, ATDW, MRWA, Google.
• Provide advice on booking software.
• Provide digital coaching to increase online presence that will be instantly shareable.
The circumstances of COVID has meant that most wineries have now made, or are making, the transition from free tastings to paid tastings and bookable experiences. Research also shows that visitors are looking to have a greater connection with people and place, and they are seeking new experiences which are even more important now with a strong repeat domestic visitation for months to come. Across Australia, winery competitors are elevating their profile by creating new bookable experiences and we want the Margaret River Wine Region to continue to be the most aspirational wine region in Australia, and the world.
Why broaden your offering from wine sales to wine tourism?
The big question for wineries is how do you grow your revenue streams? Wine tourism increases the opportunity to build relationships with customers and build mutual value. Wine tourism is a marketing tool. It enables wineries to go beyond the cellar door, to tell the stories and share the history. Wine tourism is about selling the story and taking people beyond the standard cellar door tasting experience elevating the brand experience and building brand loyalty.
To succeed, your Wine Tourism Experience, or “product” must be bookable. Reservation platforms provide the ideal way to easily promote your products and experiences online directly to consumers. Travel agents can also use the platform to make direct bookings on behalf of their clients. Once consumers and trade partners know about your “product” and have been motivated by your offer and your unique value proposition, they will want to secure their participation. This means having more than just an email contact or a telephone contact listed on your website. Customers expect instant booking options with instant confirmations and a range of payment options.
Tourism and selling wine go hand-in-hand. It is an integral part of winery businesses that has changed considerably over the course of the past three or so years. Cellar doors across the world are moving from wine tasting to wine experiences.
Program design
Given the vast range of wine producers and tour and transport operators – in term of size, offering, and their current level of offering – tailored one-to-one business assistance is being offered by Pip Close – Tourism Business and Product Development Specialist to offer her services, and guide and assist in creating the experience and developing and launching a bookable product.
Pip will take you through the opportunities to grow your business but also highlight examples of best practice across other destinations and why it is becoming increasingly important to develop new bookable experiences and get these online.
Advanced businesses will be referred to Lisa Fletcher under the existing WTPDBCP who wish to market with international tourism trade.