Presentation on theme: "Travel 2.0 new marketing for tourism operators Fabio Sacco Tourism Marketing Consultant."— Presentation transcript:
Travel 2.0 new marketing for tourism operators Fabio Sacco Tourism Marketing Consultant
We have to focus on our clients, pointing out their needs and expectations to build new tourism products and market them.
Agenda 1.WHO: description of main functions and activities of Destination Management Organization 2.WHAT: definition of the “ultimate aim” of destination marketing 3.HOW: designing and implemeting DM strategy in a destination 4.CASE HISTORY
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!
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
Help destination SHs to pursuit a common goal… Increase tourism flows Raise competitiveness Reduce negative impacts
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
Mass vs Niche Mass product Niche product
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
Social Media Strategy
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
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.
Stubai Valley One valley, four ski resorts.. and one city nearby
Ski areas 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) Top ski from October till late May (100 km)
Summer highlights Biking and hiking Summer luge Untouched mountain adventure Sightseeing and “top of tyrol”
Two years of work and a special direction to manage integration 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
Product development: combining diversity and integration
transportation cable cars swimming pools family club
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
Communication Strategy Concept “ Bringing the destination to our clients” 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
31 ACTIONS ROADSHOW/ STREET MARKETING BRESCIA, 14 APRILE 600 CONTATTI 200 NUOVI CONTATTI 30 PAX PRENOTATI PER WEEKEND A 12 EURO
32 CONTEST “12 PRODOTTI PER 12 MESI” ACTIONS 14 APRIL- 31 DECEMBER