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Georg Hana - Trysilkonferansen 2012
 

Georg Hana - Trysilkonferansen 2012

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Hva forventer og krever de ulike markedene? Georg Hana, reiselivssjef, Innovasjon Norge Tyskland.

Hva forventer og krever de ulike markedene? Georg Hana, reiselivssjef, Innovasjon Norge Tyskland.

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    Georg Hana - Trysilkonferansen 2012 Georg Hana - Trysilkonferansen 2012 Presentation Transcript

    • Hva forventer deinternasjonale gjestene ?Trysil 7. juni 2012Georg B. Hana
    • Hva forventer de internasjonale gjestene?• En ny flyplass gir i seg selv ingen trafikk av betydning, men manglende transportmuligheter kan hindre trafikk. 2
    • Hva forventer de internasjonale gjestene?• Oppdraget: Foredraget kan i hovedsak omhandle vintermarkedet, men gjerne inkludere interesser relatert til sommeraktiviteter for å gi input på hva som kan være muligheter. 3
    • To get inside the consumer’s mind we need to go deeper20%Conscious80% Sub-Conscious“80% of human behaviour is explainedbythe sub-conscious” arvard Business School: H Mind, Body, Behaviour Initiative
    • A framework to guide our thinking about humanneeds and motivation LIBERATION SHARING EXPLORATION GOOD TIMES People first - all decisions are made with fundamental LUXURY TOGETHERNESS consumer needs at the heart Precise – granularity of description opens up those BROADENING MY HARMONY HORIZON needs not yet identified ROUTINE Universal – comparison possible across markets
    • Hva forventer de internasjonale gjestene?•Hvorfor har Trysil lykkes, også i vinter?•Leverer «noe» markedet etterspør. Møter behov / ønsker imarkedet.•Til en pris som er konkurransedyktig.•Har god tilgjengelighet.•Er tilstede i markedet (tilrettelagt for salg) 6
    • Marketing under pressure3 strong drivers of change New technologyConsumer today enables consumers toare more take control of themarketing savvy & Consumer Digi- relationship with themore self-reliant; Autonomy THE normalisation brands (e.g. pricethey trust more than check app, blogs,ever on their own EMPOWERED CONSUMER twitter, etc.)judgement Competition is fiercer Intensified competitive than ever with new retail landscape formats, online shopping, global access, etc. giving the consumer more choice
    • Segment share - All destinations – all types of holiday n: 6239Total all markets 14 % 15 % 23 % 4% 5% 23 % 1% 15 % n: 2417 Netherlands 20 % 6% 26 % 2%6% 23 % 0% 18 % Russia 12 % 21 % 17 % 7% 6% 25 % 2% 9% n: 1880 Germany 5% 22 % 24 % 6% 5% 21 % 2% 16 % n: 1942 0% 10 % 20 % 30 % 40 % 50 % 60 % 70 % 80 % 90 % 100 % Liberation Sharing Good Times Togetherness Harmony Routine Broadening your horizon Luxury Exploration n = visits abroad
    • Segment volume** – Germany 3% 24% 15% *5% *16% *22% 3% *2% *24% 37% *21% *6% *5% 15% 0% 3%Visits in Norway. n = 68* All travels/all destinations ** Share of overnight stays
    • Ski holiday – Dutch tourists 5W profilingEMOTIONAL BENEFITS PERSONALITY•Allows me to share good times with others •Active•Helps me escape from my hectic daily life •Sociable•Makes me feel full of energy •Cozy•Helps me enjoy life to the fullest •Friendly•Creates precious moments of togetherness •OutgoingPRODUCT ACTIVITIESCHARACTERISTICS •Alpine skiing/snowboarding•Has attractive mountain areas •Experience mountains•Allows me to be physical active •Taste local food and drink•Is safe •Visit restaurants•Has friendly people •Observe beauty of nature•Has beautiful nature Note: Core items, bold = differentiating
    • Holiday to experience nature 5W profilingEMOTIONAL BENEFITS•Allows me to discover new and interesting places PERSONALITY•Helps me escape for my hectic daily life•Gives me rich experiences •Friendly•Creates precious moments of togetherness •Relaxed•Allows me to broaden my horizon •Harmonious •Peaceful •ActivePRODUCTCHARACTERISTICS ACTIVITIES•Has beautiful nature•Has friendly people •Observe beauty of nature•Has nature that offers opportunities for •Visit the country sidediscovery •Taste local food and drink•Is easy to travel around •Relaxation•Has interesting sights •Discover local culture and lifestyle•Has unspoiled nature Note: Core items, bold = differentiating
    • Why do people go on a Holiday toexperience nature? WHY Nature Nature Nature Nature Global (global) (NL) (RU) (GE)CONCLUSION:“Exploration” is the dominant segment, “Broadening your horizon” isthe other important segment.
    • The core:Holidays abroad must always help you escape from your day to day life! New and Escapism interesting Being together places
    • Norway is the best rated Scandinavian destination in Germany Using the scale below, 0% 20% 40% 60% 80% 100% please rate your overall Canada 90% opinion of each countryNew Zealand Scotland 87% as a holiday destination. 82% Norway 78% USA 78% Scale: 1= Extremely poor, Spain 10= Excellent. Graph shows 77% top box share (8-10) Italy 77% Sweden 77% Austria 77% Regional differences on Norway Denmark 70% 0% 20% 40% 60% 80% 100% Finland 70% France 70% Total 78%Switzerland 69% North 73% Greece 69% Croatia 69% East 88% Turkey 66% West 75% China 60% South 78%
    • Norway as a travel destination for Germans5W profiling WHO WHERE DEMOGRAPHICS ACCOMODATION •A bit more male (54%) than female (46%) 0% 10% 20% 30% 40% •40-49 in age (34%) •Tourists above 40 years constitutes 60% of the Rented or borrowed … 34% sample N=68 Hotel (medium… 16% Hotel (high standard) 15% WHEN Owned cabin / holiday… 15% Caravan / camper van 10% Tent 7% 25% 19% 20% 16% 16% Guest house / Bed &… 4% 15% 13% 9% With friends /… 4% 10% 6% 7% 4% 4% 3% 5% 1% Hostel 3% 0% 0% Hotel (budget) 1% JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Camping cabin 1% N=68 With family 1% N=68 Average length of stay: 12 days
    • Germantourists to Norway5W profiling HOW TRAVEL TO DESTINATION TRAVEL AT DESTINATION Mostly car (56%) followed by •Mostly ferry/boat/cruise (46%), own car ferry/boat/cruise (49%) and scheduled (43%) and bus(21%) plane (19%) N=68 N=68 WITH WHOM ORGANISATION Spouse/partner 56% Mostly organized individually (66%), Friends 29% also some organized group travel Children 7-14 years 15% (26%). Other family/relatives 15% Children 0-6 years 13% Alone 9% Other people 4% Children 15 years and… 3% N=68 N=68
    • German tourists5W profiling TYPE OF HOLIDAY TYPE OF HOLIDAY - SUTABILITY OF Visiting friends and… 16% Summer holiday/main… 12% NORWAY AS A Sightseeing/round trip 12% DESTINATION Sun and beach holiday 11% Ski holiday 8% •Holiday to experience Hiking holiday 8% nature scenery and wildlife Cottage holiday… 8% Holiday to experience… 6% (69%) City trip/city break 6% •Fishing holiday (65%) Short trips/extended… 4% •Cottage holiday (59%) Active holiday… 3% •Hiking holiday (58%) Camping holiday 2% •Backpacking (50%) go abroad Many people told us that when they Cruise holiday 2% on these kinds of holidays, some holiday Backpacking 1% destinations might be more relevant than Fishing holiday 1% others. Below you can find a list of kinds of holidays. Can you please tick what holiday destinations are suitable for each of the kinds of holidays.
    • Andelen eldre som reiser øker 21
    • Interesse for ulike ferieformer 22
    • Hvilken informasjon om ferien letertyskerne etter på nett? 23
    • Hvilke typer websider besøker defor å informere segKilde: RA online 11/2010 24
    • Bruk av internett 25
    • 26
    • Booking 27
    • 28
    • Hva forventer de internasjonalegjestene?• Må treffe behov i markedet• Må være til stede i markedet• Må være konkurransedyktig på pris• Må være tilgjengelig 29