Presentation on theme: "Travel 2.0 new marketing for tourism operators Fabio Sacco"— Presentation transcript:
1Travel 2.0 new marketing for tourism operators Fabio Sacco Tourism Marketing Consultant
2We have to focus on our clients, pointing out their needs and expectations to build new tourism products and market them.
3AgendaWHO: description of main functions and activities of Destination Management OrganizationWHAT: definition of the “ultimate aim” of destination marketingHOW: designing and implemeting DM strategy in a destinationCASE HISTORY
4WHO: Destination Management Organization To guarantee unique decision – making process and unique strategyTo bring know-how and innovation in the destinationTo manage the marketing – mixTo create inbound flowsAll of that without owning the resources!
5Destination Management vs Destination Marketing NegotiationCooperationLegitimacyDMProductPromotionSellingDMK
6WHAT: definition of the “ultimate aim” of destination marketing Pre – booking (and booking)Product development (supply chain, dynamic packaging)Editing of commercial brochures and cataloguesRelationship with trade sector: tour operators and travel agenciesWeb marketingPR and media engagementEvent management
7Help destination SHs to pursuit a common goal… Increase tourism flowsRaise competitivenessReduce negative impacts
9Give value to your streghts! Standard mass products are easily remakable, need huge investments in communication and are threatened by price competitionUnique high-quality products are distinctive, because they are able to combine uniqueness of the destination together with its history and cultureFrom a marketing perspective they address specific targets and marketsThey are not easy to imitate and guarantee authentic experiences and emotionsThey generate spontaneous communication and word of mouth
11Case History Pineta Hotel: hotel new marketing Dolomiti Superski: cooperation among tourism operators to increase competitivenessValle del Chiese, Trentino: innovation of product and marketing strategyStubai Valley, Tyrol:Visitflorida: story-telling and web 2.0
15Cooperation among operators End of XIX century, first skiers in Cortina d’Ampezzo1912, first turnaround of Sella Group with skiEnd of sixties: first consortium to organise unique ski offer: Val Gardena, Alta Badia, Plan de Corones, Cortina1974: Dolomiti Superski was born, 6 valleys with 250 lifts and 740km of slopes1975 – 2000: 1200 km of slopes and 450 lifts, 120 companies
17Key factors for success Resources: Dolomites, climate conditions (8 days of sun on 10), good accessabilityValorisation: 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 liftProduct 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.
18Stubai Valley One valley, four ski resorts.. and one city nearby
19Ski 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)
20Summer highlights Sightseeing and “top of tyrol” Biking and hiking Summer lugeUntouched mountain adventure
21Tourismus Verband Stubai Two years of work and a special direction to manage integration
22Tourismus Verband Stubai DMO of StubaitalFounded 2004Represent public administration, ski-lift company, hotel-owners, restaurants, retail and home ownersPrivate sector is obliged by tyrolian law to be member of the Tourism Board
23Product development: combining diversity and integration
24Product development: combining diversity and integration family clubtransportationcable carsswimming pools
25Promotion and selling Creation of DMO’s travel agency Reservation centreDirect negotiation with hotel-owners and tour operatorsSpecial packages and holiday dealsHigh presence of the destination on OLTA and traditional tour operatorsStrong partnership with biggest Austrian incoming travel operator
29CAMPAIGN: Valle del Chiese 12 BRAND“Valle del Chiese: take time for yourself!”CONCEPTRural Experience becomes a product development strategy and the basis for communication planCAMPAIGN: Valle del Chiese 12Communication Strategy Concept“ Bringing the destination to our clients”