The document discusses how Amsterdam has been affected by economic crises and recessions in the past. It summarizes that:
1) Amsterdam saw an 8% drop in visitors last year due to the global economic crisis, and expects another 10% drop in 2009.
2) Analyzing past crises shows they negatively impacted visitor numbers, but Amsterdam was able to adjust marketing campaigns and attract more European visitors during the Gulf War in 1991.
3) The current campaign "Give Me a Break" offering 1001 free hotel nights was very successful in attracting visitors despite the recession, showing consumers will still travel for the right opportunities.
Through this presentation the current trends which are impacting over the UK travel and tourism sector has been evaluated and illustrated. Statistics are used in order to show proper data analysis.
To build a tourism strategy that lasts and that works for all, you have to be realistic in analysing what works and what doesn’t. In the first of this ‘uncovered’ series of reports, experts at TOPOSOPHY share their views on the tourism resurgence in Greece and the top priorities for government and business in Greece today.
Cruise lines are queuing up to bring visitors to Greek shores, airlines of all colours and origins are returning to Greek airports and hotels are yet again filling with guests eager to enjoy Greek hospitality. But after some difficult years, is the picture really this rosy? A closer look reveals a range of concerns as big and small players across Greece struggle to keep up with their European competitors and understand how to capitalise on growth from the emerging markets. discover TOPOSOPHY’s take on the current state of Greek Tourism in this candid report that aims to provide much food for thought to tourism industry professionals in Greece and beyond.
Sharing Economy & Hotels: HOTREC Policy Paper on Sharing EconomyTOPOSOPHY
Understanding the phenomenon of Short-Term Private
Accommodation Rentals (STR) available through peer to
peer platforms (P2P) and the various issues which surround
its expansion next to the global sector of hotels is the goal
of this policy paper together with developing a suitable
regulatory environment to level the playing field.
DESTINATIONS AND COVID-19: HOW TO BUILD A SUSTAINABLE PATH TO RECOVERYTOPOSOPHY
Last week we published the Covid-19 DMMO Continuity Checklist, a practical resource to guide destinations everywhere on their Covid-19 response, and help them towards a sustainable recovery
When compiling the Checklist, in partnership with European Cities Marketing, we looked, as we usually do, beyond the travel and tourism sector to get the big picture. This helped us to assess some of the broader shifts and trends in the economy and society that were already occurring before storm corona hit at the beginning of this year. Sounds interesting, right? However there’s little point about observing these trends without considering what they could mean for us in practical terms, and at TOPOSOPHY we are all about turning insights into practical solutions! We’ve condensed our trend analysis into five areas:
1. The Place
2. Citizens’ Expectations
3. The Industry Approach
4.Contextual Challenges, and finally what all this means for...
5. The Purpose and Vision of DMMOs
The record-high rate of store closures that rocked the retail industry last year has continued into 2018, with more than 3,800 closures expected this year, according to an analysis by Business Insider.
Through this presentation the current trends which are impacting over the UK travel and tourism sector has been evaluated and illustrated. Statistics are used in order to show proper data analysis.
To build a tourism strategy that lasts and that works for all, you have to be realistic in analysing what works and what doesn’t. In the first of this ‘uncovered’ series of reports, experts at TOPOSOPHY share their views on the tourism resurgence in Greece and the top priorities for government and business in Greece today.
Cruise lines are queuing up to bring visitors to Greek shores, airlines of all colours and origins are returning to Greek airports and hotels are yet again filling with guests eager to enjoy Greek hospitality. But after some difficult years, is the picture really this rosy? A closer look reveals a range of concerns as big and small players across Greece struggle to keep up with their European competitors and understand how to capitalise on growth from the emerging markets. discover TOPOSOPHY’s take on the current state of Greek Tourism in this candid report that aims to provide much food for thought to tourism industry professionals in Greece and beyond.
Sharing Economy & Hotels: HOTREC Policy Paper on Sharing EconomyTOPOSOPHY
Understanding the phenomenon of Short-Term Private
Accommodation Rentals (STR) available through peer to
peer platforms (P2P) and the various issues which surround
its expansion next to the global sector of hotels is the goal
of this policy paper together with developing a suitable
regulatory environment to level the playing field.
DESTINATIONS AND COVID-19: HOW TO BUILD A SUSTAINABLE PATH TO RECOVERYTOPOSOPHY
Last week we published the Covid-19 DMMO Continuity Checklist, a practical resource to guide destinations everywhere on their Covid-19 response, and help them towards a sustainable recovery
When compiling the Checklist, in partnership with European Cities Marketing, we looked, as we usually do, beyond the travel and tourism sector to get the big picture. This helped us to assess some of the broader shifts and trends in the economy and society that were already occurring before storm corona hit at the beginning of this year. Sounds interesting, right? However there’s little point about observing these trends without considering what they could mean for us in practical terms, and at TOPOSOPHY we are all about turning insights into practical solutions! We’ve condensed our trend analysis into five areas:
1. The Place
2. Citizens’ Expectations
3. The Industry Approach
4.Contextual Challenges, and finally what all this means for...
5. The Purpose and Vision of DMMOs
The record-high rate of store closures that rocked the retail industry last year has continued into 2018, with more than 3,800 closures expected this year, according to an analysis by Business Insider.
Luxury and Cosmetics Market and Consumer Trends Chris Cadden
"Increase the digital effort — Luxury companies are behind in an increasingly digital world. New technology has changed the way companies do business, providing new communication channels, with buying behaviors evolving and the emergence of a new segment, the “millennials.” Immediacy is key, so there is a constant need to innovate within the digital world, which seems to contrast with the exclusivity known for its pole position at the core of the luxury market. Luxury brands have to manage dual aspects; namely to maintain their heritage and create long-term value while responding to consumers’ expectations and trying to offer instant gratification. Without innovation companies are risking losing ground to more dynamic, digitally savvy players." -Roberto Bonacina
arvato accompagne les entreprises dans leur expansion en Europearvato France
L’accès à un nouveau marché étranger est toujours un challenge pour les entreprises. Même lorsque le produit est convaincant, de nombreux obstacles sont à franchir pour réussir une expansion internationale. Afin d’aider les entreprises à surmonter ces difficultés, arvato vient de publier le livre blanc GlobeX en collaboration avec l’entreprise de conseil SVG Partners. Le guide s’adresse notamment aux entreprises technologiques américaines qui prévoient une expansion sur les marchés européens.
Businesses should have in depth knowledge about their target consumers in order to sustain. It has been found that in the modern era consumers buy certain products cheaper and is willing to pay premium price for certain services and products. This has become a paradox for the business that wishes to understand the target consumer base. Businesses need to understand how consumer is influenced by various stimuli. Consumer behavior is influenced by cultural, emerging social needs and personal expectations. According to the theory proposed by Kotler and Armstrong the modern day consumers are influenced by both micro and macro environmental factors (Kotler & Armstrong, 2008). Based on the stimuli they make judgments based on their individual characteristic self. It has been observed from analyzing consumer behavior there is an emergence of a new hybrid consumer. Hybrid consumers who are willing to pay high price for certain products and use digital tools for certain products. They also ensure that that they make choices by using conventional mediums in order to purchase certain services. There is a need to analyze consumer behavior patterns in order to deduce the ways by which services can be maneuvered in order to meet customer demands
To gauge business performance on England’s coast we commissioned a three-part survey earlier this year to collect the views from accommodation and attraction providers on their past performance and future prospects to paint a national and regional picture.
https://coastaltourismacademy.co.uk/resource-hub/resource/coastal-tourism-monitor
To build a tourism strategy that lasts and that works for all, you have to be realistic in analysing what works and what doesn’t. In the second of this ‘‘Uncovered’’ series of reports, experts at TOPOSOPHY lift the lid on tourism trends in Mexico and make an honest, frank assessment of the top priorities for government and business in the
country today.
Domestic and international tourism in Mexico is continuously growing. The tourism industry growth continues to ride higher than the average national GDP growth and investment in the tourism sector is pouring into the country as the main source market, the United States, recovers from the global financial crisis. Nevertheless image remains the main concern as incidents relating to organised crime continue to affect parts of the country and Mexican citizens have mobilized to demand more security as mid-term elections approach (Summer 2015).
As this report will explain, the media often reports a distorted view of the reality of daily life in Mexico. Furthermore, Mexicans’ views of their own country can often be subject to an inferiority complex or over-influenced by current events. Discover TOPOSOPHY’s take on the current state of Mexican Tourism in this candid report that aims to provide an external view and an independent perspective on how a tourism industry with high potential can deliver for the country in the future.
WHAT IS MADE IN GERMANY REALLY WORTH_LOVE ALUDOLove Aludo
Thinking business growth? Sustainable Development, or value for your money? Ever heard of Industry 4.0? What is their Management Style in Germany? Who are the Hidden Champions? German products are generally known for high quality, excellence, especially engineering precision, and with the increasing climate challenges, Germany is fast meeting milestones on its renewable and clean energy road map for the environment. But what goes into a German product? And what can your country or business learn from the German stereotype?
Luxury and Cosmetics Market and Consumer Trends Chris Cadden
"Increase the digital effort — Luxury companies are behind in an increasingly digital world. New technology has changed the way companies do business, providing new communication channels, with buying behaviors evolving and the emergence of a new segment, the “millennials.” Immediacy is key, so there is a constant need to innovate within the digital world, which seems to contrast with the exclusivity known for its pole position at the core of the luxury market. Luxury brands have to manage dual aspects; namely to maintain their heritage and create long-term value while responding to consumers’ expectations and trying to offer instant gratification. Without innovation companies are risking losing ground to more dynamic, digitally savvy players." -Roberto Bonacina
arvato accompagne les entreprises dans leur expansion en Europearvato France
L’accès à un nouveau marché étranger est toujours un challenge pour les entreprises. Même lorsque le produit est convaincant, de nombreux obstacles sont à franchir pour réussir une expansion internationale. Afin d’aider les entreprises à surmonter ces difficultés, arvato vient de publier le livre blanc GlobeX en collaboration avec l’entreprise de conseil SVG Partners. Le guide s’adresse notamment aux entreprises technologiques américaines qui prévoient une expansion sur les marchés européens.
Businesses should have in depth knowledge about their target consumers in order to sustain. It has been found that in the modern era consumers buy certain products cheaper and is willing to pay premium price for certain services and products. This has become a paradox for the business that wishes to understand the target consumer base. Businesses need to understand how consumer is influenced by various stimuli. Consumer behavior is influenced by cultural, emerging social needs and personal expectations. According to the theory proposed by Kotler and Armstrong the modern day consumers are influenced by both micro and macro environmental factors (Kotler & Armstrong, 2008). Based on the stimuli they make judgments based on their individual characteristic self. It has been observed from analyzing consumer behavior there is an emergence of a new hybrid consumer. Hybrid consumers who are willing to pay high price for certain products and use digital tools for certain products. They also ensure that that they make choices by using conventional mediums in order to purchase certain services. There is a need to analyze consumer behavior patterns in order to deduce the ways by which services can be maneuvered in order to meet customer demands
To gauge business performance on England’s coast we commissioned a three-part survey earlier this year to collect the views from accommodation and attraction providers on their past performance and future prospects to paint a national and regional picture.
https://coastaltourismacademy.co.uk/resource-hub/resource/coastal-tourism-monitor
To build a tourism strategy that lasts and that works for all, you have to be realistic in analysing what works and what doesn’t. In the second of this ‘‘Uncovered’’ series of reports, experts at TOPOSOPHY lift the lid on tourism trends in Mexico and make an honest, frank assessment of the top priorities for government and business in the
country today.
Domestic and international tourism in Mexico is continuously growing. The tourism industry growth continues to ride higher than the average national GDP growth and investment in the tourism sector is pouring into the country as the main source market, the United States, recovers from the global financial crisis. Nevertheless image remains the main concern as incidents relating to organised crime continue to affect parts of the country and Mexican citizens have mobilized to demand more security as mid-term elections approach (Summer 2015).
As this report will explain, the media often reports a distorted view of the reality of daily life in Mexico. Furthermore, Mexicans’ views of their own country can often be subject to an inferiority complex or over-influenced by current events. Discover TOPOSOPHY’s take on the current state of Mexican Tourism in this candid report that aims to provide an external view and an independent perspective on how a tourism industry with high potential can deliver for the country in the future.
WHAT IS MADE IN GERMANY REALLY WORTH_LOVE ALUDOLove Aludo
Thinking business growth? Sustainable Development, or value for your money? Ever heard of Industry 4.0? What is their Management Style in Germany? Who are the Hidden Champions? German products are generally known for high quality, excellence, especially engineering precision, and with the increasing climate challenges, Germany is fast meeting milestones on its renewable and clean energy road map for the environment. But what goes into a German product? And what can your country or business learn from the German stereotype?
Managing tourism growth in europe | the ECM toolboxTOPOSOPHY
TOPOSOPHY is pleased to launch the Toolbox for Managing Tourism Growth in Europe, a guide prepared for European Cities Marketing which puts all the approaches to navigating the challenges of tourism growth in one place.
Future of travel An initial perspective Richard Hammond Founder and Chief Ex...Future Agenda
An initial perspective on the future of travel by Richard Hammond Founder and Chief Executive Greentraveller. This is the starting point for the global future agenda discussions taking place through 2015 as part of the futureagenda2.0 programme. www.futureagenda.org
"Shopping for Growth": Cómo puede el retail impulsar el crecimiento y el empl...ANGED
Eurocommerce ha lanzado el informe "Shopping for growth", un manifiesto dirigido al Parlamento y la Comisión Europea que desarrolla ideas para que el comercio siga siendo un sector clave en el crecimiento y la generación del empleo en la UE.
Discover the wonders of the Wenatchee River with a variety of river tours in Monitor, WA. Whether you're seeking thrilling whitewater rafting, peaceful kayaking, family-friendly float trips, or scenic sunset cruises, there's something for everyone. Enjoy fishing, wildlife spotting, bird watching, and more in this beautiful natural setting, perfect for outdoor enthusiasts and families alike.
During the coldest months, Italy transforms into a winter wonderland, providing visitors with a very unique experience. From the Settimana Bianca ski event to the lively Carnevale celebrations, Italy's winter festivities provide something for everyone. Enjoy hot cocoa, eat hearty comfort foods, and buy during winter deals. Explore the country's rich cultural past by participating in Settimana Bianca, and Carnevale, sipping hot chocolate, shopping during winter deals, and indulging in winter comfort foods. Visit our website https://timeforsicily.com/ for more information.
BTW UK Visa Application Process, Uk Visa complete guide, Uk Visa fees, requirements and application process. Know all about uk visa and best way to apply for the uk visa. Get to know about the requirements that allows you for the faster visa appliaction. BTW UK Visa Application Process, Uk Visa complete guide, Uk Visa fees, requirements and application process. Know all about uk visa and best way to apply for the uk visa. Get to know about the requirements that allows you for the faster visa appliaction. BTW UK Visa Application Process, Uk Visa complete guide, Uk Visa fees, requirements and application process. Know all about uk visa and best way to apply for the uk visa. Get to know about the requirements that allows you for the faster visa appliaction. BTW UK Visa Application Process, Uk Visa complete guide, Uk Visa fees, requirements and application process. Know all about uk visa and best way to apply for the uk visa. Get to know about the requirements that allows you for the faster visa appliaction. BTW UK Visa Application Process, Uk Visa complete guide, Uk Visa fees, requirements and application process. Know all about uk visa and best way to apply for the uk visa. Get to know about the requirements that allows you for the faster visa appliaction. BTW UK Visa Application Process, Uk Visa complete guide, Uk Visa fees, requirements and application process. Know all about uk visa and best way to apply for the uk visa. Get to know about the requirements that allows you for the faster visa appliaction. BTW UK Visa Application Process, Uk Visa complete guide, Uk Visa fees, requirements and application process. Know all about uk visa and best way to apply for the uk visa. Get to know about the requirements that allows you for the faster visa appliaction. BTW UK Visa Application Process, Uk Visa complete guide, Uk Visa fees, requirements and application process. Know all about uk visa and best way to apply for the uk visa. Get to know about the requirements that allows you for the faster visa appliaction. Get information in this PDF and simplyfy your visa process.
How To Talk To a Live Person at American Airlinesflyn goo
This page by FlynGoo can become your ultimate guide to connecting with a live person at American Airlines. Have you ever felt lost in the automated maze of customer service menus? FlynGoo is here to rescue you from endless phone trees and automated responses. With just a click or a call to a specific number, we ensure you get the human touch you deserve. No more frustration, no more waiting on hold - we simplify the process, making your travel experience smoother and more enjoyable.
London Country Tours, the foremost travel partner offers customized Stonehenge tours from London coming with private tour guides and direct access to the inner circles. Visit: https://www.londoncountrytours.co.uk/tour/tours-to-stonehenge-oxford/
The Power of a Glamping Go-To-Market Accelerator Plan.pptxRezStream
Unlock the secrets to success with our comprehensive 8-Step Glamping Accelerator Go-To-Market Plan! Watch our FREE webinar, where you'll receive expert guidance and invaluable insights on every aspect of launching and growing your glamping business.
Its running cost is among the diverse vital aspects you must consider before buying an electric scooter. Calculate the cost of getting e-scooter charge for your regular usage to calculate its economic efficiency, similar to people who investigate the mileage of petrol or diesel-driven scooters.
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Get off on the most luxurious Tokyo itinerary from Singapore. Experience Tokyo’s sophisticated modernism and rich tradition with first-class travel, sumptuous lodging, fine food, and special tours. Savor the finest that this energetic city has to offer for an experience that will never be forgotten.
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4 DAYS MASAI MARA WILDEBEEST MIGRATION SAFARI TOUR PACKAGE KENYABush Troop Safari
Join our 4-day Masai Mara Wildebeest Migration Safari in Kenya. Witness the incredible wildebeest migration, enjoy exciting game drives, and stay in comfortable lodges. Get up close and personal with one of nature's most amazing exhibits! Book Your Safari Today at - https://bushtroop-safaris.com/
The Cherry Blossom season in Hunza begins in the second week of March and lasts until the end of April, varying with altitude. During this enchanting period, tourists from around the world flock to Hunza Valley to witness its transformation into a vibrant tapestry of white, pink, and green. The valley comes alive with cherry blossoms, creating a picturesque and mesmerizing landscape that captivates visitors.
About the Company:
The Cherry Blossom season in Hunza starts in the second week of March and extends until the end of April, depending on the altitude. During this enchanting period, tourists from around the globe travel to Hunza Valley to witness its transformation into a vibrant tapestry of white, pink, and green. The valley comes alive with cherry blossoms, creating a picturesque and mesmerizing landscape that captivates all who visit. For the best experience, join Hunza Adventure Tours, the top tour company in Pakistan, and immerse yourself in this breathtaking seasonal spectacle.
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How to change name on Volaris ticket? This is one of the most common questions asked by travelers flying with Volaris Airlines. The mentioned details can help you with your name rectification on the airline ticket. If you are still facing difficulties call the consolidation desk at +1-800-865-1848.
Discover Palmer, Puerto Rico, through an immersive cultural tour that unveils its rich history and vibrant traditions. Experience lively festivals, savor authentic cuisine, and explore local markets. Visit historical landmarks, museums, and stunning colonial architecture. Engage with friendly locals, enjoy live music, and hike scenic nature trails, all while participating in cultural workshops and discovering unique artisan crafts.
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Montreal boasts a vibrant artistic heritage, showcased in its top art galleries and museums. From the expansive collections at the Montreal Museum of Fine Arts to the cutting-edge exhibits at the Musée d'art contemporain, discover the city's rich cultural landscape. Experience dynamic street art, indigenous works, and contemporary pieces, reflecting Montreal's diverse and innovative art scene.
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In this presentation, we delve into the captivating realm of Antarctica, Earth's southernmost continent. This icy wilderness stands as a testament to extremes, with record-breaking cold temperatures and vast expanses of pristine ice. Antarctica's landscape is dominated by towering glaciers, colossal icebergs, and expansive ice shelves. Yet, amidst this frozen expanse, a rich tapestry of unique wildlife thrives, including penguins, seals, and seabirds, all finely attuned to survive in this harsh environment. Beyond its natural wonders, Antarctica also serves as a vital hub for scientific exploration, providing invaluable insights into climate change and the Earth's history
1. Abstract Summit Turismo 2009
Il caso Amsterdam – crisis as opportunity
Hans Dominicus – Director Marketing & Development
Introduction
Amsterdam ahs a leading position in international city tourism and conferences in Europe. Tourism is
considered as an important economic factor, one of the six economic pillars of the city. Counted in
foreign bed nights, Amsterdam hold a position in the Top Ten of Europe, has a 9th position in UIA
congresses and reached recently the 7th position in the ICCA list. Visitors in the city generate over € 5
billion euro direct spend. This stands for around 50.000 jobs (fte) generated by visitor spending.
Although visitors to Amsterdam were in general increasing for the last 20 years, the city suffer an
8 % fall back last year and is expecting for another -10% in 2009. This is due to the economic crisis in
the world. It is effecting tourism and business travel in Amsterdam and other European cities. And
together with that visitor flows to museums and attractions are down as well. This negative trend is
influencing entrepreneurs and their perception towards the future.
But one can also discover opportunities in the current situation. If one compares some cities in
Europe, one can register overall growth over 2008 as well in some destinations, beyond the
recessions of visitors flows in several cities. A recent held survey among over 100 experts in City
Tourism Organizations , set up by the European cities Marketing association, learned that the
expectations are in majority negative, but that there are some growth perspectives. Mainly in the
home market of the respective cities (30% expected growth there), but also in some foreign markets.
The German market is in the eyes of 25% of the managers a growing one, whereas from France,
Spain and Italy the managers expect in 10% o f the cases a growth and in 30% a status quo.
Looking at the visitor segments, the leisure market is the most prosperous in the current
circumstances, followed by the MICE non corporate market. The most negative expectations are in
the field of individual business travel and corporate meetings – which is logical.
Analyzing the crisis – now and in the past
The marketing analysts of Amsterdam Tourism & Convention Board looked at the different crisis,
which have affected visitor flows, in the past 18 years. The first one was the Gulf War, followed by
others like the Yugoslavian Wars, the 1993 economic crisis, the 2001 Food & Mouth disease, the
2. attack on 9 September 2001, the 2002 Sars en the current one. All these had an effect on visitor
flows in general and those to Amsterdam more specifically.
The development of visitor flows is compared by the analysts with the Dow Jones index. There is a
clear correlation between visitors arrivals and this index, being a perception by the public of the
economic situation. And the Dow Jones reacts to the different crisis in the world.
This does not mean that there is nothing to change.
Analyzing the effects of the Gulf War (1991)
Due to the situation in the Gulf , and the media exposure, combined with a limited geographical
knowledge of the consumer, a lot of consumers saw their regular destinations as unsafe or
unreachable. Therefore they were –forced by the situation - looking to other destinations. Mainly
more North.
This created new opportunities for Amsterdam, so the CTO introduced an surprising Amsterdam
campaign targeting the consumer in the nearby European countries. This campaign had effect. There
was a smaller fall back than in other –competing – cities, who did not adjust their marketing.
The city also registered less decline in arrivals from European visitors and saw positive effects from
nearby countries and the –relatively small- home market. Since then the CTO added the ‘spread of
risks’ to their strategy. This means marketing in several markets, spread over long haul, mid range
and nearby markets.
Other crisis had similar effects on visitor flows. This means that models for changing patterns can be
developed on an empirical analysis.
The current situation for Amsterdam show a decline in arrivals from the USA and the United
Kingdom, but visitor arrivals form for Amsterdam nearby markets as Germany and Belgium show
(considerable) growth in 2008.
New marketing & promotion
This pattern as described before was expected and assumed in creating new –ad hoc - marketing
campaigns. Amsterdam’s CTO just launched on the 15th of April a campaign under the name of ‘Give
me a break’. This campaign was developed in a couple of weeks together with the Dutch NTO. The
launch of 1001 nights for free, bookable via internet, resulted in a load of free publicity in
newspapers and on social networks. The effect was huge. Numerous consumers went to the site for
the free rooms, which were all gone after 9 days. This communication campaign was so successful as
there were no hidden tricks in the offer. This is the case with a lot of –apparent- similar offers in
Europe. More actions are to come, based on the principle that nearby markets will be prosperous in
the current situation, although this first campaign registered also results from the USA.
Unpredictable consumer?
In times of recession, a raise of spending is not assumed. But the situation in this crisis is different.
Consumers still want to spend money if the settings are right. The extreme good snowy winter gave
3. Austria’s Tyrol a plus in turn-over. The Art Fair in Amsterdam attracted 57% more visitors and more
sales. Ryanair booked 5% plus in air traffic in March 2009.
So there are changes enough, if one react in the right way to the current situation.
How to react in the current situation?
Swiss Tourist Board went recently with a viral campaign on the internet for a cute, humoristic way of
showing their aim for quality. The viral was seen by over 100.000 consumers within 3 weeks.
But first we look at the reasons behind travel:
- Give me a break - I want to relax now.
- Or - I like to forget everything and go active.
- Also the need for education remains: one want to learn something or to visit an outstanding
and unique exhibition.
Unique experiences will trigger people more than ever to act or in this case to go somewhere. Events
can stimulate this effect, if one can create a reason to go there.
Visiting family and friends is a sustainable reason for travel as well.
I can frame the theory for acting in the current situation in three steps:
1) Know your customer. You need to know what drives the consumer, what are the interests of
your consumer/the one your targeting at.
2) Organize or adjust the product accordingly. If the consumer wants a special experience, give
it to him/her.
3) Organize your communication to the changed patterns. Consumers are postponing decisions,
and are deciding later. Make your communication remarkable, amusing or cute. Create a
sense of urgency, giving the consumer no reason for postponement.
If you are able to organize the right product and the right communication: the result will in most
cases be less decline and even growth in some cases. It are unique experiences that nowadays
attract visitors to Amsterdam. It is not about the hardware, but about the software.