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Travel 2.0 new marketing for tourism operators Fabio Sacco

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Presentation on theme: "Travel 2.0 new marketing for tourism operators Fabio Sacco"— Presentation transcript:

1 Travel 2.0 new marketing for tourism operators Fabio Sacco
Tourism Marketing Consultant

2 We have to focus on our clients, pointing out their needs and expectations to build new tourism products and market them.

3 Agenda WHO: description of main functions and activities of Destination Management Organization WHAT: definition of the “ultimate aim” of destination marketing HOW: designing and implemeting DM strategy in a destination CASE HISTORY

4 WHO: Destination Management Organization
To guarantee unique decision – making process and unique strategy To bring know-how and innovation in the destination To manage the marketing – mix To create inbound flows All of that without owning the resources!

5 Destination Management vs Destination Marketing
Negotiation Cooperation Legitimacy DM Product Promotion Selling DMK

6 WHAT: definition of the “ultimate aim” of destination marketing
Pre – booking (and booking) Product development (supply chain, dynamic packaging) Editing of commercial brochures and catalogues Relationship with trade sector: tour operators and travel agencies Web marketing PR and media engagement Event management

7 Help destination SHs to pursuit a common goal…
Increase tourism flows Raise competitiveness Reduce negative impacts

8 HOW: designing DMK strategy
Demand needs Market trends Competitors Supply vision Internal affairs Individualism CREATING ASSENT OR REDUCING DISSENT?

9 Give value to your streghts!
Standard mass products are easily remakable, need huge investments in communication and are threatened by price competition Unique high-quality products are distinctive, because they are able to combine uniqueness of the destination together with its history and culture From a marketing perspective they address specific targets and markets They are not easy to imitate and guarantee authentic experiences and emotions They generate spontaneous communication and word of mouth

10 Mass vs Niche Mass product Niche product

11 Case History Pineta Hotel: hotel new marketing
Dolomiti Superski: cooperation among tourism operators to increase competitiveness Valle del Chiese, Trentino: innovation of product and marketing strategy Stubai Valley, Tyrol: Visitflorida: story-telling and web 2.0

12 Pineta Hotel

13 Social Media Strategy

14 Dolomiti Superski

15 Cooperation among operators
End of XIX century, first skiers in Cortina d’Ampezzo 1912, first turnaround of Sella Group with ski End of sixties: first consortium to organise unique ski offer: Val Gardena, Alta Badia, Plan de Corones, Cortina 1974: Dolomiti Superski was born, 6 valleys with 250 lifts and 740km of slopes 1975 – 2000: 1200 km of slopes and 450 lifts, 120 companies

16 Tourism Network

17 Key factors for success
Resources: Dolomites, climate conditions (8 days of sun on 10), good accessability Valorisation: through the creation of one attraction, the widest ski resort in the world, it is possible to ski for a whole day without taking the same lift Product development: unique management, DS is a sum of single initiatives and services, income is shared with a dedicated algoritm. Competition on quality and not on price, promotion&selling in cooperation with 17 DMOs in 12 valleys. Distant markets: cooperation with regional DMOs.

18 Stubai Valley One valley, four ski resorts.. and one city nearby

19 Ski areas Top ski from October till late May (100 km)
Slopes for families close to town (25 km) Beginners and starting point for ski tours (8 km) The companionable ski area, with 10 huts and aprés-ski (18 km)

20 Summer highlights Sightseeing and “top of tyrol” Biking and hiking
Summer luge Untouched mountain adventure

21 Tourismus Verband Stubai
Two years of work and a special direction to manage integration

22 Tourismus Verband Stubai
DMO of Stubaital Founded 2004 Represent public administration, ski-lift company, hotel-owners, restaurants, retail and home owners Private sector is obliged by tyrolian law to be member of the Tourism Board

23 Product development: combining diversity and integration

24 Product development: combining diversity and integration
family club transportation cable cars swimming pools

25 Promotion and selling Creation of DMO’s travel agency
Reservation centre Direct negotiation with hotel-owners and tour operators Special packages and holiday deals High presence of the destination on OLTA and traditional tour operators Strong partnership with biggest Austrian incoming travel operator

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29 CAMPAIGN: Valle del Chiese 12
BRAND “Valle del Chiese: take time for yourself!” CONCEPT Rural Experience becomes a product development strategy and the basis for communication plan CAMPAIGN: Valle del Chiese 12 Communication Strategy Concept “ Bringing the destination to our clients”

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31 BRESCIA, 14 APRILE ACTIONS 600 CONTATTI 200 NUOVI CONTATTI EMAIL
ROADSHOW/ STREET MARKETING BRESCIA, 14 APRILE 600 CONTATTI 200 NUOVI CONTATTI 30 PAX PRENOTATI PER WEEKEND A 12 EURO

32 ACTIONS CONTEST “12 PRODOTTI PER 12 MESI” 14 APRIL- 31 DECEMBER

33 2. Piano di Comunicazione
ACTIONS ©4T2012

34 Hotel a 12€ un Weekend per conoscerci !
ACTIONS VALLE DEL CHIESE 12 EURO Hotel a 12€ un Weekend per conoscerci ! 350 NEW GUESTS 2/3 JUNE

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36 ACTIONS SOCIAL EXPERIENCE “NOTTE IN MALGA 12” 30 JUNE/ 1 JULY

37 Visitflorida insiders

38 Thank you for your attention!
Fabio Sacco


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