IMPORTANT DATES – NSW TOURISM AWARDS

Nominations Open 20th March

Nominations Close 3rd August

Submissions Open 3rd August

Closing date for submissions 31st August

Announcement of finalists 14th October

Awards Presentation Night 26th November

REGIONAL AWARDS

North Coast Tourism Awards

Submissions Open – 20th April

Submissions Close – 13th July

Awards Ceremony – 15th August

The NSW Tourism Awards offer entrants recognition for outstanding achievements, an increased profile and valuable networking opportunities. Including;

• Be recognised as an outstanding tourism operator

• Determine the full potential of your business

• Benchmark your business against peers and competitors.

• Gain exposure to influential and valuable networks

• Use the awards to increase brand awareness and generate marketing opportunities.

• Use your submission as a benchmark to improve your bottom line.

• Review business goals and record achievements

• Encourages and motivates your staff.

• Receive feedback from industry leaders, giving you a competitive edge

• Use the awards logo to highlight to visitors that you are a professional, and trusted.

• Celebrate and network with industry peers and colleagues at the Gala Awards Ceremony

• Automatic entry to Australian Tourism Awards for Gold Winners in categories 1 – 27

WHY ENTER?

CHANGES FOR 2015

A national review of the Tourism Awards was undertaken in 2014.

As a result, substantial changes how been made to categories and

criteria.

Take note of all the changes!

Make sure you are using the 2015 category descriptors and questions!

NSW Tourism Awards Categories

16 Tourism Wineries, Distilleries and Breweries

17 Caravan & Holiday Parks

18 Hosted Accommodation

19 Unique Accommodation

20 Self-contained Accommodation

21 Standard Accommodation

22 Deluxe Accommodation

23 Luxury Accommodation

24 New Tourism Development

25 Excellence in Food Tourism

26 Qantas Award for Excellence in Sustainable Tourism

27 Outstanding Contribution by an Individual to NSW*

28 Tourism, Education & Training*

1 Major Tourist Attractions

2 Tourist Attractions

3 Major Festivals and Events

4 Festivals and Events

5 Ecotourism

6 Cultural Tourism

7 Aboriginal & Torres Strait Islander Tourism

8 Specialised Tourism Services

9 Visitor Information and Services

10 Business Events Venues

11 Major Tour and/or Transport Operators

12 Tour and/or Transport Operators

13 Adventure Tourism

14 Destination Marketing

15 Tourism Restaurants and Catering Services

* Categories not offered as direct entries to the Qantas Australian Tourism Awards

CATEGORY CHANGES

2014 Categories 2015 Categories

Heritage & Cultural Tourism Cultural Tourism

Indigenous Tourism Aboriginal & Torres Straight Islander Tourism

Visitor Information & Services Visitor Information Services

Business Tourism Business Event Venues

Major Tour and/ Transport Operators Major Tour & Transport Operators

Tour and/or Transport Operators Tour & Transport Operators

Tourist & Caravan Parks Caravan & Holiday Parks

New Tourism Development New Tourism Business

Category Names

A number of category descriptors have changed – make sure you read the new ones before selecting your category!

CATEGORY CHANGESNew Category – Self Contained AccommodationAccommodation providers that offer quality self-contained accommodation including cabins, lodges and houses, excluding serviced apartments & resorts.

New Tourism Business • Now only open to new business, that commenced operations

during the qualifying period

• Business that have launched a new product or opened new infrastructure need to enter another applicable category

QUESTION CHANGES2014 Question Area 2015 Question Area

Question 1 Product Tourism Excellence

Question 2 Business Planning Business Planning

Question 3 Marketing Marketing

Question 4 Customer Service and Professional Development

Customer Service

Question 5 Responsible Tourism Sustainability

Sub questions have also changed – make sure you are working from the 2015 Criteria for your category.

You’ll find the criteria for each category at:

NSW Awards - www.nswtourismawards.com/Entry/Categories

NEW SECTION

Business Profile

• Introduced to provide judges with a snapshot of each business

• It will provide context for judges when they assess submission

Business Profile

 

 

 

 

 

 

 

BUSINESS PROFILE

How long has your business been operating?

Years =Months =

How many staff do you employee

Full time=Part time =Casual =Volunteers =

VISITOR NUMBERS Current Financial Year Previous Financial Year

Total Visitor Numbers

• Complete on a separate page• Business Profile will not be counted as a page in the formal submission

NEW FOCUS

Innovation“changing or creating more effective processes, products and ideas”

“implementing new ideas, creating dynamic products or improving your existing services”

2015 Questions

1. Tourism Excellence

This question sets the tone for the submission - give the judges a great first impression!

• Answer this question last!• Clearly show your products, services & experiences• Focus on ‘tourism excellence’

1. Tourism Excellence a) Demonstrate your eligibility for this category as related to the descriptor above and provide a brief overview on the nature and history of the business. (6)

• Make sure you enter the most appropriate category for your business!• Include the history of your business; why did it start, who operates it, how

long of your been operating, how has your business developed• Give an overview of the type of business• Where are you located – include a map (don’t assume the judges know

where you are!)• Include a hero image/s of your business

1. Tourism Excellence

b) What tourism products, experiences and services do you offer visitors? (6)

• This question is about the actual products & services you provide

• The focus is on tourism!

1. Tourism Excellence

c) Describe your commitment to tourism excellence. (4)

• Explain your business values & philosophy

• What is you commitment to excellence - what makes you stand out.

• Include details of accreditation and recognition in award programs.

1. Tourism Excellence

d) Describe your involvement in the tourism industry. (4)

• How are involved in the tourism industry locally, regionally and nationally

• How does it benefit your business

• How does it benefit the industry

2. Business Planning

Show that you are a well managed, innovative business that has clear goals

• Answer this question first!• Keep your answers succinct – layout is important for

this question• Show measurable outcomes

2. Business Planning

a) Provide an overview of the key features of your business plan including goals, strategies and outcomes. (6)

• Introduce this section with your mission and/or vision statement & an overview of your planning process

• Use measurable goals and outcomes

• Include 5 -7 key goals

• Your answer here should flow through the rest of the submission

Goal: Financial ViabilityDemonstrate continued financial viability through achieving 5% revenue growth to $50,000 in 14/15.

Strategies Outcomes

•Increase repeat client rates•Increase the average spend per guest•Control expenditure through account management, cash flow analysis, debtor control.

•Repeat visitation represents $10,000 in revenue and 20% of overall business in 14/15.•The average spend increased by 8% to $95 pp in 14/15.•Expenditure maintained at $25,000 or 50% of gross revenue.

2. Business Planning

b) Describe any innovations that have taken place during the qualifying period to improve your tourism business and demonstrate how these innovations enhance your tourism experiences/services. (6)

• This is a 2-part question make sure you answer both parts!

• What new things have you implemented to improve your business?

• What has the impact been?

2. Business Planning

c) What investment has been made in staff training and development and how has this improved the services provided to your visitors? (4)

• Another 2 part question!

• What is your commitment to training?

• Investment does not need to be financial

• How did training benefit for your business?

2. Business Planning

d) Describe the main risks for your tourism business and the risk mitigation measures you have implemented. (4)

• Provide an introduction about how you identify risks

• Consider all aspects of business risk not just workplace health and safety

• Case studies can be useful here

Consider all risks

THINK

P E S T L EPOLITICAL ENVIRONMENTAL SOCIAL TECHNOLOGY LEGAL ETHICAL

RISK RANKING IMPACT / EFFECT MITIGATION STRATEGY

Marketing risks – Increased competition with new operator

High Reduced visitationWith competitor in the marketplace in same area

•Conduct regular competitor analysis •Partner with like operators to package and market together.•Secure contracts with key wholesalers and inbound operators•Review product offering, deciphering from competition

Loss of permit to operate in National Park

High Tours cancelled Reputation damagedJob losses

•Guides complete training•Permit conditions respected and adhered to•Business licences are all relevant and current

3. Marketing

• Review your answer to Q2a and expand on your marketing goals – be careful not to contradict yourself!

Show that you understand who your customers are & that you tailor your marketing to them

3. Marketing

a) Who are your target markets? (4)

• Show that you understand who you aim your marketing towards; who they are, where they are from, how old they are, how do they purchase travel, what motivates and inspires them and how your product meets their expectations.

3. Marketing

b) How do you know your product/service meets the needs of your target markets? (4)

• What research have you conducted or used to determine your target markets?

• How do you know the target markets you identified in Q 3 a) are right for you?

3. Marketing

c) What are your unique selling points and demonstrate how you communicate these to your target markets? (6)

• Make sure you answer both parts of the question!

• What makes you different from your competitors?

• Consider including a competitor analysis

• How do you communicate theses difference to your customers (link back to target markets in 3a )

3. Marketing

d) Describe the innovative marketing strategies you have implemented to encourage new and/or repeat business and demonstrate the success of these initiatives. (6)

• What have you done differently to attract your customers?

• Focus on new marketing strategies – online, social media, bloggers or how you have used traditional channels in a different way

• Show measurable outcomes!

Target Market: Fishing Enthusiasts

Strategy Activities Outcomes

•Grow midweek business from by 5%

•Targeted fishing bloggers •Enhanced Website – added BOOK NOW button•Developed mobile responsive website•Increased use of Facebook to engage with previous clients and attract new ones

•7 media groups resulting in $197,000 publicity•5 group bookings •23% bookings online •Facebook fans – 3,500

– 28% increase from 11/12

– 55% previous customers

– 45% potential customers

4. Customer Service

• Explain your customer service philosophy, how do you surprise & delight your customers (link to target markets in Q3a)

• Have you introduced any new customer service initiatives?

How do you want to make your customers feel?

How do you achieve this?

4. Customer Service

a) Describe your customer service philosophy/values. (5)

• Link to values described in Q1c

• Consider the systems and procedures you have in place to deliver outstanding service.

• How do you make an effort to understand visitor needs, welcome them, respect them, thank them and do business with them?

4. Customer Service

b) Explain how you provide for visitors with specific needs. (5)

• Demonstrate how you consider visitors’ special and specific needs.

• What are the specific requirements of your target markets? What do you do to accommodate them?

4. Customer Service

c) Describe how you measure customer satisfaction and identify areas for improvement. (5)

• What processes do you have in place to understand how your customer feels about your product/service?

• What do you do with guest feedback?

• Consider providing a case study/example where you have implemented a change based on customer feedback.

• Make sure you answer both parts of the question!

4. Customer Service

d) What processes do you have in place to respond to customer complaints? (5)

Is there a complaints handling procedure?

Who is responsible?

Consider all avenues for feedback – in person, phone, email, social media, TripAdvisor. How do you respond to each channel.

5. Sustainability

What is your commitment to ensuring that your business & the environment, community and economy you

operate in will continue to grow and prosper.

• Do you have a sustainability policy• Focus on innovative new activities• Use testimonials, case studies & measurement data

5. Sustainability

a) Demonstrate how your business contributes to the local economy. (6)

• How do you contribute to the local economy?

• Use actual dollar figures where possible eg; how much do you pay in wages to local staff, how much do you spend with the local butcher etc

• How many visitors do you attract to the region each year? How much do they spend across the region during their stay?

5. Sustainability

b) Demonstrate how your business engages with and brings benefits to the local community. (7)

• How do you support your community?

• Think about all the social benefits you provide; employing local staff, supporting local businesses, product packaging/ bundling, engaging community groups, donations, working with local Aboriginal and Torres Strait Islander people etc.

• Link activities to benefits for the community & your business

5. Sustainability

c) Describe how your business cares for the local environment. (7)

• What is your commitment to environmental sustainability?

• Detail your activities in relation to conserving and measuring water, waste management and energy, showing measurements where possible

• Have you introduced any new environmental initiatives – big or small.

Preparing your

submission

GET A PLAN!

Decide on the submission team

• Elect a project coordinator• Who are the knowledge holders?• Who can contribute and to what sections?• Take up mentoring assistance

• Who will answer what questions?• Allow yourself time to pull together – establish a time line• Allow time for others to critique it for you

Read the question

Identify key areas

Brainstorm Responses

Arrange your ideas

Brainstorm again

Gather evidence and Complete

Draft

Sleep on itRead and edit

Have it critiqued

Review and finalise

response to whole question

WHAT ARE JUDGES LOOKING FOR?

• Financially, well managed sound business• Evidence of a strategic approach• Demonstrated flair and innovation• Awareness of your marketplace & industry• Measurable goals, outcomes with quantifiable results• Passion, enthusiasm • Sense of humour• Structured and easy to read submission• A business deserving of being recognised• A good example for others

LAYOUT

• Keep it clean & simple• Use tables where appropriate• Consider where you can include graphs & charts • Include good quality images that help to tell your

story• Be creative• All portrait is easier for the judges to read• Use the points allocated as a guide to length for each

answer

Use your 30 pages wisely!

There is no right or wrong way to present your submission - be

innovative (but stick to the rules)

RULES FOR ENTRYCover Page - The cover page must be included and clearly marked with:

- The name of the business being entered;

- The category entered;

- The state/territory tourism awards entered including the year; (e.g. 2015 NSW Tourism Awards)

An image of the product entered.

(Failure to comply – deduct 1 point)

Font - All font within your submission must be 12 point Times New Roman, Calibri, Tahoma or Arial with the exception of:

- Image captions

- Testimonial quotes

which must be a minimum of 8 points. No variation, such as narrow or condensed font styles, is acceptable. There is no margin requirement.

(Failure to comply – deduct 1 point)

RULES FOR ENTRYText - All text must be 1½ line spacing (Microsoft Word) with the exception of:

- Text contained within a table

- Question text

- Image captions

- Testimonials

which can be single lined spaced.

(Failure to comply – deduct 1 point)

Format - Newspaper column format will not be accepted. Text must be presented in portrait with the exception of:

- Tables

- Graphs

which will be accepted in landscape.

(Failure to comply – deduct 1 point)

RULES FOR ENTRYPages - All pages are required to be numbered. The final submission must have no more than 31 pages including cover page and all text graphs and images.

Excellence in Food Tourism must have no more than 21 pages including cover page and all text graphs and images.

(Failure to comply – deduct 1 point)

Hyperlinks are not to be included within your submission

PDF Size - Your submission must be no more than 20MB when you upload.

The awards are competitive, penalty points can mean the difference between winning and not!

COMPLETING YOUR NOMINATION

• Nominate online at www.nswtourismawards.com

• Create a new account in the Awards ePortal

• Click ‘Nominate’ and follow the four steps to nominate for one category (if you are entering more then one category, you need to repeat the process)

• Contact details:• Submission contact, Awards Contact (who will accept when you win!), Site

Inspection Contact & Media Contact

• Nomination Details• Are you a member of the NSW Business Chamber• Are you large (over 20 full time employees) or small (less than 20 full time employees)• Business Name – enter it exactly as you wish it to be listed in promotional material &

on your trophy!• Select your category• Select your region• Enter a 100-word description - your introduction as you walk to the stage to accept

your award• Read the terms & conditions

• Select your preferred payment option & payment type

• You’re done – you’ll receive an email confirming your nomination

UPLOADING YOUR SUBMISSION

Once you have completed your submission, proof read it and saved as a PDF (that is smaller than 20MB):

• Log in to the Awards ePortal

• Go to your nomination list and click on ‘submit entry’

• Browse your computer to find your file & upload!

• Upload your 10 resolution images

• Yay – you are done!

COMMON E-AWARDS ISSUES1. Issue: No email notification received by the entrants upon creating an account or completing the submission.

Possible Cause: Email spam filters at the client end could have been set as high.

Let the coordinator know so they can chase an alternate copy

2. Issue: Uploading of files takes too long

Possible Cause: Could be uploading a very huge file size of submission/image or user’s internet connection is slow.

Survey the total size of files and if proven to be large, file needs to be reduces in size, as these are accessed by judges and they can not download ones that can not be uploaded.

3. Issue: Problem saving on the online forms

Possible Cause: Very old browser being used by client or drop out of internet connection.

Download newer versions ie Google Chrome or Firefox. Raise the matter to coordinator to ensure that is the problem.

What next?

SITE VERIFICATIONSSite visits apply to every category except:

•Destination Marketing

•Individual category

The purpose of site verifications is to:

• Verify business practices

• Sight documents not able to be included in submission

• Gain judges qualitative feedback on the business

A judge will be in touch to organise a suitable time for your site verification.

They will ask to see:

• Customer Service Policies

• WHS policies and Risk management procedures

• Human Resources Policies

• Sustainability Policies

• Marketing Plans

• Business Plans

Businesses are under no obligation to offer a free experience of their product.

SITE VERIFICATIONS

SITE VERIFICATIONSDo’s• Give clear directions• Treat the judge like a guest to your property• Give them a chance to “experience” your product where possible• Make sure you are available to spend time with them• Be prepared• Be enthusiastic• Make sure your website is current

Don’ts• Change times or dates at short notice• Don’t delegate the visit or “apologise”• Ask the judge for feedback on your competitor

SUBMISSION JUDGING

• Your submission will be judged by a panel of 3 judges

• Each will mark your submission independently

• Results are correlated by an Independent Auditor

• Judges come together to discuss scores and agree on the winner

• All judges sign confidentiality agreements & are required to declare any conflicts of interest

Webinars

• You are now eligible in participating in the mentoring program. • You will receive:

• receive a written feedback report from a tourism specialist who will review submissions and highlight opportunities for improvement.

• This can include a phone conversation and clarifying emails to maximise the benefits of this mentoring.

• Each entrant is allotted one free mentoring session, additional sessions can be negotiated at the Mentors discretion.

DAY / DATE TIME RSVP

16th July 12.00pm - 1.30pm 13th July

13th August 12.00pm - 1.30pm 10th August

Mentoring

ONGOING SUPPORT

MEMBERSHIP

Tourism Industry EssentialsTourism Industry Premium

Tourism Industry Corporate ConnectionsTourism Industry Corporate IR Advisor

WHERE TO FROM HERE?

www.nswtourismawards.comwww.facebook.com/NSWTourismAwards

www.twitter.com/NSWTourismAward

Diana BrcicPh: 02 9458 7790Email: admin@nswtourismawards.com

Naomi FarrellyTourism Awards ConsultantPh: 0409 267 174Email: naomi@lighthousetourism.com

Thank you & Good Luck!