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Wilderness  Scotland  –  The  Essen3als  

• Founded  in  2001  • Adventure  Travel  Company  

• 1500  clients  in  2010;  average  stay  =  7  days  • Market  Posi3oning  

• Opera3ng  in  the  Highlands  and  Islands  

 

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37%

24%

16%

10%7% 6% Group  Trips

InternationalPartner  ProgrammesCorporateTailor  MadeSelf  Guided

Product  Type  by  Revenue  

www.wildernessscotland.com

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Customer  Origin  by  Revenue  

www.wildernessscotland.com

75%

12%

10% 3%

UKEuropeNorth  AmericaRest  of  World

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Key  Success  Factors  &  Learnings  

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1.  Redefining  Scotland  as  a  Des3na3on  

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2.  The  Customer  Experience  is  Everything  

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3.  The  customer  knows  what  they  want  

       (most  of  the  3me…)  

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4.  Holis3c  &  Authen3c  Experiences  

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5.  Accessible  to  a  wide  range  of  customers  

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6.  Partnership  &  Collabora3on  

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7. Sustainability  and  Responsibility  

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Challenges  &  Dilemmas  

1.  Realising that most of your adventure is ‘office based’

2.  Retaining Focus and Position

3.  Seasonality

4.  Managing the public/private interface

5.  Competing in a highly fragmented industry

21 Contact: paul@wildernessscotland.com