Your pre-travel brand marketing has worked and the clients have booked. Nevertheless, whilst on vacation or travelling, your clients will still want reassuring that they are connected to your brand at every “touch point”.
In your customer correspondence and social media there will be examples that evidence disconnect between even the most robust brand policy guidelines and the reality on the ground. Brand auditing at destination is a pro-active service that identifies improvements that can optimise and leverage your travel brand before clients write and tell you or broadcast their views on blogs.
Brand auditing at destination adds value to travel businesses because it:
Working within the framework of your brand guidelines and policies, NDC provides an independent, personal and tailored brand audit and report service that identifies ways of cost effectively leveraging both the visibility of your brand and how it is portrayed by representatives at all customer touch points at destinations. NDC’s service can also include liaison with ground handlers, DMCs, excursion providers, and accommodation partners on how to implement the recommendations.Our approach
As a champion of your brand, if you subscribe to the belief that there is always room for improvement, let’s arrange a meeting to explore the potential of piloting brand auditing at destination for your company.Get in touch today
An initial meeting is an essential first step in understanding your company’s core brand values, current brand guideline policies and where customer feedback has perhaps flagged up a particular location where a pilot audit could optimise how clients connect with your brand. Typically this first meeting may well include your company’s Head of Operations and Head of Marketing.
Pilot brand audits give you the opportunity to trial and evaluate NDC’s service at a sample destination before potentially rolling out the concept at other locations as and when required
Based on the information gathered at the first meeting, NDC will submit a proposal quotation to pilot a brand audit of the customer touch points relevant to your business at a specific agreed destination – including the duration of the audit visit and the agreed evaluation metrics to be applied.
Typically, brand audits at destination evaluate two key aspects at customer touch points:
Unlike Mystery Client initiatives, brand audits are not undercover. Service contractors, employees and representatives are usually made aware in advance of a visit and know that it is your company’s objective to work together to improve how the brand experience can be delivered more effectively and consistently. For example, the meet and greet service at gateways such as airports will be observed on multiple occasions during the same visit in order to provide a better evaluation spread.Customer touch point audits
Following the brand audit visit, NDC will provide a detailed report that includes:
The first brand touch point that a client is most likely to have is at travel gateways such as airports, ports, train and bus stations and will often set the tone for the holiday experience. Audits can also include chauffer transfer services. Meet & Greet brand auditing can be tailored to your needs but typically would include evaluations of:
Most tour and cruise operators outsource their excursion and activity programmes to third party DMCs, ground handlers or hire car companies. Because these service providers are likely to be working for a number of travel companies, they may not always fully appreciate or represent your brand as you would expect. Typically and where relevant, brand audits would include evaluations of:
Holiday accommodation is often shared by competing travel operators. Are your partner accommodation providers really rewarding your business with improved opportunities to prioritise your brand onsite? NDC can audit not only how your brand is contractually represented at resort hotels, lodges or campsites but will also aim to identify new opportunities to maximise the profile of your brand.
Many surface transport companies have their own booking and check-in facilities at public coach and train stations and ferry ports. NDC can audit the process of selling tickets and check-in and can recommend practical and affordable ideas to maximise the brand profile in shared public areas.
Nick’s expertise, enthusiasm and commitment to achieving results is invaluable in helping our organisation to strengthen the continuity and profile of the Eurolines brand - Europe’s leading scheduled coach operator. One of Nick’s key talents is his uncomplicated, logical and cost effective approach to identifying solutions that maximise brand profile.John Gilbert President, Eurolines Organisation
Nick’s travel and transport industry knowledge combined with his branding, marketing and commercial experience is proving invaluable in “fast tracking” the progress of the Eurolines brand.Jan Velleman General Secretary, Eurolines Organisation
Our experience with Nick’s consultancy has been excellent and thanks to his recommendations we have seen significant progress in strengthening the brand image across our Group and continue to retain his advisory servicesAntonio Berruezo Operations Director, Eurolines Spain
Nick is great to work with in partnership. He is not frightened to challenge the established as he seeks to add value in everything he does.Mike Tait Group Leisure Manager, Port of Jersey
I am extremely impressed with the highly innovative and yet pragmatic ideas Nick has for generating sales.Terry Arnold Head of Business Development, Nexus Group
Nick has tremendous enthusiasm, intellect and energy. His knowledge and insight means that he is always able to focus on the big picture whilst retaining an eye for detail.Jonathan Godson Sales Manager, Condor Ferries
Nick always enjoyed a significant level of respect from me and the members of our team for his ideas, his enthusiasm and for delivery of agreed projects.David de Carteret Director, Jersey Tourism
I was always impressed by the continuous stream of new ideas and business opportunities he developed.David Norman Operations Director, Condor Ferries
Nick is an extremely talented business professional who brings a wealth of knowledge and ability to any enterprise he is involved with.Tony King Managing Director, Think Furniture
Nick is a results focused decision maker who has great intuition and analytical skills.Hugo Faria Sales & Marketing Manager, Eurolines Benelux
It was always a pleasure to work with Nick - he is well connected, innovative, accomplished and results driven.Denise Cheir General Manager PR, Crown Perth