Transport for Wales (TfW) is exploring the development of a phased Travel Wales retail, marketplace and licensing ecosystem.
The ambition is to create a commercially sustainable proposition that generates non-farebox revenue, strengthens the Travel Wales brand, enhances customer engagement, and creates opportunities for Welsh businesses, tourism partners and other organisations.
The potential scope may include:
• customer research, proposition development and demand validation;
• retail strategy, product sourcing and product development;
• ecommerce platform provision, payment services and systems integration;
• retail operations, warehousing, fulfilment, delivery, returns and customer service;
• marketing, content, customer engagement and performance analytics;
• station, event and pop-up retail opportunities;
• tourism, destination and experience-led products and services;
• marketplace capability, seller onboarding and marketplace governance;
• strategic partnerships, brand collaborations and sponsorship opportunities;
• intellectual property management, licensing and royalty-based commercial opportunities.
Potential phased approach
Phase 1: Establish the Core Proposition
Development and operation of a managed retail, ecommerce and fulfilment service, with TfW retaining appropriate control of brand strategy, intellectual property, customer data and commercial governance.
Phase 2: Expand Participation
Subject to demand and operational maturity, introduce marketplace capability to enable Welsh suppliers, tourism businesses and selected third parties to participate in the Travel Wales ecosystem.
Phase 3: Commercialise the Brand
Subject to market viability, explore licensing, royalty opportunities and strategic commercial partnerships.
This phased approach is an initial hypothesis for market testing and does not represent TfW's final operating model, commercial strategy, procurement approach or contractual structure.
Areas for Market Feedback
TfW has not yet determined:
• the final customer proposition, target audiences, or initial product and service portfolio;
• likely demand, revenue potential or investment requirements;
• the preferred operating, commercial and technology model;
• the allocation of demand, inventory, investment and delivery risk;
• the timing, viability and structure of any marketplace or licensing capability; or
• whether delivery would be through a single partner, consortium, prime contractor model, specialist appointments or a phased approach.
The purpose of this preliminary market engagement is to test assumptions, obtain market evidence and gather feedback before determining whether and how TfW may proceed. Any future procurement, scope, delivery model, contract structure, value or timetable remains indicative and subject to change. TfW reserves the right not to proceed with any subsequent procurement.
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Mae Trafnidiaeth Cymru (TrC) yn archwilio'r posibiliad o ddatblygu ecosystem manwerthu, y farchnad a thrwyddedu Teithio Cymru fesul cam.
Yr uchelgais yw creu cynnig sy'n fasnachol gynaliadwy sy'n cynhyrchu refeniw nad yw'n deillio o elw o werthu tocynnau, yn cryfhau brand Teithio Cymru, yn gwella ymgysylltiad cwsmeriaid, ac yn creu cyfleoedd i fusnesau, partneriaid twristiaeth a sefydliadau eraill yng Nghymru.
Gall y posibiliadau gynnwys:
· cynnal ymchwil i gwsmeriaid, datblygu cynigion a dilysu galw;
· strategaeth adwerthu, cyrchu cynnyrch a datblygu cynnyrch;
· darparu platfform e-fasnach, gwasanaethau talu ac integreiddio systemau;
· gweithrediadau manwerthu, warysau, cyflawni, dosbarthu, ffurflenni a gwasanaeth cwsmeriaid;
· marchnata, cynnwys, ymgysylltu â chwsmeriaid a dadansoddi perfformiad;
· cyfleoedd ar gyfer manwerthu mewn gorsafoedd, digwyddiadau a stondinau codi;
· cynhyrchion a gwasanaethau a arweinir gan dwristiaeth, cyrchfannau a phrofiadau;
· gallu'r farchnad, rhoi gwerthwr ar ben ffordd a llywodraethu marchnad;
· partneriaethau strategol, cydweithredu â brandiau a chyfleoedd noddi;
· rheoli eiddo deallusol, trwyddedu a chreu cyfleoedd masnachol yn seiliedig ar freindaliadau.
Dull gweithredu graddol posibl
Cam 1: Sefydlu'r Cynnig Craidd Datblygu a gweithredu gwasanaeth manwerthu, e-fasnach a chyflawni a reolir, gyda TrC yn cadw rheolaeth briodol ar strategaeth brand, eiddo deallusol, data cwsmeriaid a llywodraethu masnachol.
Cam 2: Ehangu Cyfranogiad Yn amodol ar alw ac aeddfedrwydd gweithredol, cyflwyno gallu'r farchnad i alluogi cyflenwyr Cymru, busnesau twristiaeth a thrydydd parti a ddewisir i gymryd rhan yn ecosystem Teithio Cymru.
Cam 3: Masnacheiddio'r Brand Yn amodol ar hyfywedd y farchnad, archwilio trwyddedu, cyfleoedd breindal a phartneriaethau masnachol strategol.
Mae'r dull graddol hwn yn rhagdybiaeth gychwynnol ar gyfer profi'r farchnad ac nid yw'n cynrychioli model gweithredu terfynol TrC, strategaeth fasnachol, dull caffael na strwythur cytundebol.
Meysydd ar gyfer Adb
