1. AGROTRAVEL CONFERENCE Kielce, 20th-April-2012 Quality and Sustainability Keys for the future of Rural Tourism Klaus Ehrlich General Secretary EuroGites

2. AGROTRAVEL CONFERENCE Kielce, 20th-April-2012 Klaus Ehrlich MA Economics / Business Administration Co-founder of the Andalusian Rural Tourism entrepreneur organisation RAAR General Secretary of EuroGîtes – European Federation of Rural Tourism Independent consultant klaus.ehrlich@raar.es

3. AGROTRAVEL CONFERENCE Kielce, 20th-April-2012 What is “EuroGites”? European Federation of representative provider organisations in Rural Tourism in geographical Europe 100.000 organised services / 400.000+ total estimate 3,6 – 4 million guest beds 15% of accommodation capacity of Europe

4. AGROTRAVEL CONFERENCE Kielce, 20th-April-2012 38 organisations from 28 countries: Austria Belarus Belgium (3) Bosnia-Herzegovina Bulgaria Croatia (2) Cyprus Czech Republic France Estonia Georgia Germany Greece Hungary Israel Italy (2) Latvia Lithuania Luxemburg Norway Poland Portugal Romania Serbia (2) Slovenia Slovakia Spain (2) Switzerland (2) United Kingdom

5. AGROTRAVEL CONFERENCE Kielce, 20th-April-2012

6. AGROTRAVEL CONFERENCE Kielce, 20th-April-2012 Kielce 2003: “The vision”

7. AGROTRAVEL CONFERENCE Kielce, 20th-April-2012 Rural Tourism 2012 100.000+ associated accommodation units in Europe 27 Level of association 20-25%  total offer between 400-500.000 units 20% “Agro”-tourism (working farms) 80% self-catering 15% of accommodation capacity in Europe Diversification of target markets Trend product based on rural assets

8. AGROTRAVEL CONFERENCE Kielce, 20th-April-2012 Client-based Expectation + Satisfaction = Quality

9. AGROTRAVEL CONFERENCE Kielce, 20th-April-2012 Trends 2012+ “LOHAS” customers: already more than 40%“LOHAS” Domestic market prevails (> 85-90%), but high growth potential for international demand Changes of consumer behaviour: core services, price sensitive Individual packaging with high quality guarantee versus “All-Inclusive” Virtual Trust – Social Media substitute mouth-to-ear Internet shifts the power from travel trade to the client Mobile Internet + GPS Experience Economy: “tell a story”

10. AGROTRAVEL CONFERENCE Kielce, 20th-April-2012 The important factors SatisfactionDeception

11. AGROTRAVEL CONFERENCE Kielce, 20th-April-2012 Satisfaction Personal treat Equipment level Ambience / style Clean Meals / food Surroundings Decoration Price-quality Activities offered Deception Personal treat False information Equipment Bad management Clean Meals / food Too little information Activities badly managed Ambience Price-quality

12. AGROTRAVEL CONFERENCE Kielce, 20th-April-2012

13. AGROTRAVEL CONFERENCE Kielce, 20th-April-2012 Factors for success Positive Holiday product Recognized destination Clear-cut image and brand Proactive promotion Extra-regional markets Good Price-Quality relation Segmentation / spezialisation Effective commercial channels Negative (only) Weekend or short-break Only generic “rural” image Atomized individual promotion Lack of reliable standards Unflexible pricing Isolated services without bounding to territory Individual sales Evaluation of EuroGites cuatrimestral surveys 2009-2012

14. AGROTRAVEL CONFERENCE Kielce, 20th-April-2012

15. AGROTRAVEL CONFERENCE Kielce, 20th-April-2012 The future of Rural Tourism?

16. AGROTRAVEL CONFERENCE Kielce, 20th-April-2012 Relevant for Rural Tourism “The client buys dreams, not just a room” “The client buys dreams, not just a room” Value orientation = price-quality-relation The experience or activity comes first, place on the globe is second Many niche products: specialize on strong assets Internet is the most important source of information, evaluation and contribution from other travellers is important Visibility is essential - and easy for niche products through SEO Authenticity of the holiday (!) experience Competition is world-wide

17. AGROTRAVEL CONFERENCE Kielce, 20th-April-2012 Strategies Satisfaction and visibility depend on the whole DESTINATION -- individual services are invisible from distance Clear image based on real (!) USP Reliable Quality – less is more Holistic approach: Accommodation is a complement, NOT (usually) the product Be sustainable … and COMMUNICATE it! Anticipate mainstream aspects (demographic and value changes, … ) “Hear the grass grow” – know your client before he knows you Innovation in ICT and special segments Improve qualification -> training

18. AGROTRAVEL CONFERENCE Kielce, 20th-April-2012 Vision for 2020: be AMBITIOUS Occupy the mind of customers: we stand for “green”, “healthy”, and “feel good” >20% of EU vacational overnights >30% international visitors Visibility through clear transnational brand Consumer-based quality and product development E-community driven, tailor-made holiday experiences Maintaining lively rural communities

19. AGROTRAVEL CONFERENCE Kielce, 20th-April-2012 Virtual trust – deliver what we promise Reflect CLIENT needs Transparent and reliable Umbrella system Consumer feedback Continuous adaptation and improvement

20. AGROTRAVEL CONFERENCE Kielce, 20th-April-2012 Situated in the countryside, in a village, or in a small town Rural surrounding, characteristic of traditional farming, agriculture, or high nature values Tourism is not the main activity or source of income in the closer area Good conservation of environment, quiet and "peaceful" setting, no noise or pollution Authenticity of the accommodation and ambience Hospitality = Personal attention by the host Small-scale capacity of the accommodation unit Social and environmental sustainability in the context of a multi-functional activity Connection with the local community and culture Local products and gastronomy Product Profile

21. AGROTRAVEL CONFERENCE Kielce, 20th-April-2012 List of specified criteria: –Equipments (19) –Surroundings (8) –Services (8) –Personal attention, “experience” (7) –Security and safety (9) Two levels of parameters: –Absolute minimums for any rural service –Requirements for access to international marketing “Umbrella” structure - member organisations are responsible Allow for deviation by X% but must be compensated Assessment Standards

22. AGROTRAVEL CONFERENCE Kielce, 20th-April-2012 Qualitool Online information and training tool for providers Self-evaluation Prepares inspection and certification Certification process and rules

23. AGROTRAVEL CONFERENCE Kielce, 20th-April-2012 Believe in ourselves “We live where others only can make a holiday” “The tourism image of our country is based on the heritage that we preserve.”

24. AGROTRAVEL CONFERENCE Kielce, 20th-April-2012 Thank you for your attention