Präsentation austria tourism forum atb sales 2014
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Impulsstatement Gregor Kadanka, Geschäftsführer von Mondial, zu den veränderten Rahmenbedingungen bei Gästen und Märkten.
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Präsentation austria tourism forum atb sales 2014
- 1. Atb sales 2014 Austria Tourism Forum „know where – know how. How to offer experience instead of rooms” Gregor Kadanka – Mondial Erik Riegler – Österreich Werbung 27/01/14 1
- 2. Where do guests come from? Regular guests: from Germany? Data in Mio. Nr. of 5+ day trips First-time visitors from Germany to Austria Repeat visitors from Germany to Austria Deutsche Reiseanalyse 2013 27/01/14 2
- 3. Changing markets – Where does growth come from? Increase in arrivals 2002-2012 Statistik Austria 27/01/14 3
- 4. Changing markets – Where does growth come from? Increase in arrivals 2002-2012 (in thousand and %) Statistik Austria 27/01/14 4
- 5. Changing markets – Where does growth come from? Increase in arrivals 2002-2012 (in thousand and %) Statistik Austria 27/01/14 5
- 6. Do tourists even know where we are? 27/01/14 6
- 7. Do tourists even know where we are? 27/01/14 7
- 8. Booking engines • What should tourists type in if they don’t know where Austria is located? http://www.travelsupermarket.com/ c/holidays/last-minute/ http://www.kayak.com/ 27/01/14 8
- 10. Tourists' decision criteria Top 10 decision criteria in the summer Landscape and nature 63% Mountains 51% Privacy 48% Hospitality 45% Fresh air / Healthy climate 37% Quality of hotel / accommodation 34% Townscape / Cityscape / Architecture Hiking trails / Bicycle paths / Mountain bike routes 32% 30% Lakes 30% Good experience in the past 29% T-MONA Gästebefragung Sommer 2011 27/01/14 10
- 11. Tourists' decision criteria Top 10 decision criteria in the winter Mountains 69% Attractiveness of the ski-region 56% Good snow conditions 42% Landscape and nature 39% Sport offers 37% Quality of hotel / accommodation 36% Privacy 35% Hospitality 32% Good experience in the past 29% Good accessibility / Closeness 28% T-MONA Gästebefragung Winter 2011/2012 27/01/14 11
- 12. Which reasons make a destination worth visiting? 27/01/14 12
- 13. Demands are individual and market-specific Japan Czech Republic Summer / Winter 35% / 65% 65% / 35% 4/5* Hotels 78% 20% Daily expenditures EUR 322,- EUR 89,- Bookings 51% package, 40% FIT 69% directly (25% internet, 44% accommodation directly) Main travel motives Nature, winter, hiking ?? Culture, classical music ?? Ratio of travels abroad 5% 57% Important aspects in guest treatment Special gastronomy (small portions, low in fat/salt/sugar), outstanding courtesy Individual recommendations and services, active programs 27/01/14 13
- 14. How can I make a destination more attractive? Product example: Baden for Russian tourists • • • • • • • 7 days Local Russian assistance Casino entrance Spa entrance Russian television in the hotel Book of Russian history of Baden in Russian language Russian shopping guide 27/01/14 14
- 15. 06/05/13 15
- 16. Thank you for your attention! 27/01/14 16