Dumfries & Galloway Accommodation Providers invited to share performance figures to help grow tourism
Accommodation providers in Dumfries & Galloway are invited to share their performance figures in a Council-backed initiative to boost visitor numbers in the region.
I am an accommodation provider in Dumfries & Galloway. What is this about?
Dumfries & Galloway Council has commissioned the Tourism Consumer Insights team (formerly LJ Research) to gather information about average monthly occupancy and rates from hotels, bed & breakfasts, guest houses, self-caterers, caravan sites and other accommodation providers in the area. We invite you to share your property’s figures using a simple system that has been set up.
What does the Council need the information for?
The Council is keen to increase the number of business and leisure tourists who come to the area. We are undertaking the Dumfries and Galloway Accommodation Study to help the Council meet this objective.
So what are you asking me for?
Simply, 2 figures each month: last month’s average occupancy – i.e. the average proportion of rooms / self-catering units / pitches that you’ve sold. And last month’s average rate (i.e. the average cost per night for the accommodation you sold during the month).
And how should I submit this?
We’ve set up a very simple system for you. Every month, you’ll be sent an email that contains a link to an online form. In this form, the 2 figures can be submitted securely and confidentially. Here is an example of what the form looks like.
Importantly, you can submit the form on the go through any device you wish.
Is the information I share with you safe?
Absolutely. We have set up and deliver similar systems in other destinations. We are currently working with more than 100 accommodation providers across the UK who submit similar information to us each month. We guarantee complete anonymity and that we will never disseminate information on an individual property’s performance data. The Council will be provided with accumulated and non-attributable results only.
Importantly, the Tourism Consumer Insights team abides by the Code of Conduct as laid down by the Market Research Society and the company is registered as an official Data Controller with the Information Commissioner’s Office. So, rest assured, your information is in safe hands. You can find out more about our data usage here.
And what’s in it for me?
Outputs from the Dumfries and Galloway Accommodation Study will assist the Council to drive tourism growth in the area. More visitors to the area will generate more bed nights for accommodation providers in the area. Therefore, by contributing you’ll be helping the Council and also helping your own business.
Also, as a token of our thanks for contributing your figures, we’ll provide you with an opportunity to compare your own performance with the accumulated results of your competitors. Say, for example, you own a B&B in Wigtownshire, depending on how many of your peers take part, we will tell you how your average occupancy and room rates compare to that of other B&Bs in your area. This is critical information that allows you to evaluate your performance against that of others.
Each month once the data collection is completed, we’ll send you an email with this simple report straight to your inbox.
That sounds good. Where can I sign up to the Dumfries and Galloway Accommodation Study?
You don’t need to sign up if you were sent an e-mail by us.
If you did not receive an e-mail from us, please complete this simple form and a colleague from the Tourism Consumer Insights team will shortly be in touch with more information.
You can also use this form to ask any questions you may have.
We very much look forward to hearing from you.