How the National Trust for Scotland Create Memorable Customer Experiences

The Trust had been working with the travel trade for some time and although for them it was a well-established market, Raeanne explained how the pandemic really pushed them to look at things differently.

“We knew we had to diversify what we offered, both to have good news stories to share whilst tourism businesses were closed, and to be in a strong position when things reopened. That led to a big product development project, which is still ongoing as we continue to spot new opportunities.”

Creating the right products for different markets

“We have developed products right across the travel trade spectrum, from group travel to fully independent travellers, and into the high end and exclusive market. But this is not just about growth for growth’s sake. We are focused on wise growth." 

For the Trust this meant:

• having the right business, at the right property
• supporting regional spread and encouraging visitors to explore more of Scotland

“The most obvious benefit has been increased income. While standard group admission as part of tour series still makes up the core of our business, these more unique, tailored experiences sit at a higher price point and now represent a growing share of our overall offer.

“Creating these products has opened the door for us to be more creative and has given teams the freedom to try new things and think differently about how we connect with visitors.”

Raeanne explained how it has also made a real difference in how they share their organisation’s wider purpose.

“We are here for the long-term care of these amazing places, and through these experiences we can tell that story much more clearly, whether it is about conservation, sustainability or community involvement. It gives people a better understanding of what goes on behind the scenes and helps them connect to what we are doing.”