Below is a notice issued to members by MRBTA Chair Stuart Hicks on 2 September 2024:
On behalf of the MRBTA Board, thank you to all members who participated in the MRBTA Member Satisfaction Survey this year.
The Board has reviewed the results of the survey, which has been most helpful in furthering our understanding of the value offered by MRBTA in the eyes of our members.
We would like to take this opportunity to share with you some of the insights we gathered.
Overall Member Satisfaction Levels
The survey data shows a positive outcome when it comes to member satisfaction. The Net Promoter Score (NPS) is +31. This means that when asked whether members would recommend MRBTA membership, 80% of respondents rated the MRBTA at least 7 out of 10.
Those of you who are familiar with the NPS measure will know that a score in the 30s is a pretty impressive achievement.
Our NPS has improved compared with last year, and substantially in comparison to the pre-Covid 2019 result.
This positive NPS score, together with a membership base exceeding 700 and a membership retention rate of over 90% for 2024, encourages the Board to conclude that members continue to highly value their relationship with MRBTA.
Services Most Appreciated by Members
When asked which areas of MRBTA’s work are most valued by our members, common feedback falls into four key themes:
1. Destination Marketing & Consumer Exposure: Members largely value the exposure to visitors through access to MRBTA’s strong destination marketing channels including margaretriver.com and, in particular, the regional map. There was an increase in mentions about the value of referrals and recommendations through the visitor centres, and a decrease in reference to direct bookings, which reflect our strategy to drive bookings and enquiries direct to member channels.
2. Tourism Community & Networking Opportunities: The regional tourism community and networking opportunities provided through membership were frequently mentioned in survey responses. Members appreciate the opportunities the MRBTA network provides to connect with other local operators, and to feel part of contributing collaboratively to a strong and positive tourism industry.
3. Industry & Business Support: Many responses referred to strong value in the timely and efficient support provided by MRBTA’s professional and helpful staff and to the insights provided through our member communications and training.
4. MRBTA Strategic Leadership & Industry Advocacy: Members also recognise MRBTA’s professionalism and strategic and holistic leadership and advocacy to support and develop the region’s tourism industry.
Areas for Improvement
Members responding to the survey have assisted us to identify key areas for improvement. These include:
1. Industry Engagement: Members would like MRBTA to communicate directly to advise on opportunities for their business and increase their understanding of how to work with MRBTA. Some responses focused on the need for increased product knowledge for MRBTA staff and the region’s frontline staff.
2. Destination Marketing: There were a number of responses that referred to a need for more comprehensive marketing of specific elements of the region’s tourism offering. Suggestions included dedicated wine/food/family-friendly maps, more promotion of the arts, and of individual destinations within the region, for example.
3. Packaging & Cross-Promotion: There is some interest in MRBTA working with members to develop packages and promotions to increase sales/bookings.
The team will respond to this feedback as they shape industry initiatives and marketing activity in the coming months. One such development is a series of online training sessions for all members on how to work with MRBTA industry, marketing and visitor servicing teams. The first of these will take place this month, and you will receive an invitation via your weekly eDM.
Alongside member-specific services, the survey also shows that awareness of the work of our Capes Foundation Division remains limited among many members. This work will be better articulated through the launch of a new Capes Foundation website this financial year. I also encourage members to take up our offer of two free tickets per year to each of the Capes Foundation experiences – Ngilgi, Lake, Mammoth and Jewel Caves; Cape Naturaliste and Cape Leeuwin Lighthouses; Capes Raptor Centre and Forest Adventures. Please contact [email protected] to get your tickets.
Meet with the MRBTA Team
All members who completed the survey and provided their name have been contacted by the Industry Development team, who have been out visiting businesses to discuss the issues raised. These meetings can be extremely beneficial in helping you to get the most from your membership, and I encourage all members wishing to meet with the team to get in touch via the Member Hotline at 08 9780 5959/[email protected].
In acknowledging with pride the work our fantastic team does on behalf of you, our members, the Board and I know that we deserve your ongoing support when we make ongoing improvements.
I thank you once again for the time you took to complete this survey. Your input is invaluable in helping us enhance our services and better serve you.
Stuart Hicks
MRBTA Chair