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Accommodation providers in Dumfries & Galloway are invited to share their performance figures in an initiative that intends to boost visitor numbers in the region.
From February, LJ Research – an Edinburgh based market research firm – will collect information from Dumfries & Galloway-based hotels, bed & breakfasts, guest houses, self-catering establishments, caravan sites and other accommodation providers. The information will be used to evaluate patterns of demand in areas and across sectors of the region.
Alan Rankin, managing director of Coigach Consulting who is working closely with LJ Research on delivering the research says: “Tourism is vital to the Dumfries & Galloway economy and around 9% of the total workforce is working in the local accommodation and food services industry. The new information gathered, looking at existing data and listening to local knowledge will help build an improved strategy that is based around opportunities for growth. ”
To gather market data, LJ Research has set up a simple three question web-based form that allows accommodation providers to submit occupancy and average rate figures every month. The aggregated results will be used to target business support where it’s needed most.
In return for sharing these figures, accommodation providers will be sent a simple report that compares their own performance with the anonymous results of others in the area.
Sean Morgan, managing director of LJ Research said: “We appreciate that by asking for occupancy and rate figures we are asking for commercially sensitive information. However, rest assured, participant information will be used and disseminated completely confidentially and anonymously.
“We also appreciate that accommodation providers are busy people and so we’ve ensured that the system to provide data is intuitive and will take less than a few minutes per month. We are very much looking forward to working with the sector throughout 2015 to undertake this vitally important work for Dumfries & Galloway Council.”
Accommodation providers can sign up to the initiative on LJ Research’s website where more background information on the project as well the technical procedures can be found here.
About LJ Research
LJ Research is a leading provider of key data and specialised insight to the tourism, travel and hospitality industry. The company works with more than 100 accommodation providers across the UK to produce comprehensive accommodation occupancy and rate reports, providing accommodation operators and destination tourism professionals with an up-to-date picture of accommodation trends and performance.
About Coigach Consulting
Coigach Consulting Ltd is led by Alan Rankin who was CEO at the Scottish Tourism Forum and latterly the Cairngorms Business Partnership (DMO and Chamber of Commerce). Alan has a broad experience of rural tourism development and engagement with business groups, community groups and Business Improvement Districts.