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Product development
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!
Destination Management vs
Destination Marketing
DM
DMK
• Negotiation
• Cooperation
• Legitimacy
• Product
• Promotion
• Selling
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
HOW: designing DMK strategy
Demand needs
Market trends
Competitors
Supply vision
Internal affairs
Individualism
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
Pineta Hotel
Social Media Strategy
Dolomiti Superski
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
Tourism Network
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
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)
Summer highlights
Sightseeing and “top of
tyrol”
Biking and hiking
Summer luge
Untouched mountain
adventure
Tourismus Verband Stubai
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
Product development: combining
diversity and integration
family club
transportation
cable cars
swimming pools
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
+
+
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”
ACTIONS
ROADSHOW/ STREET MARKETING
BRESCIA, 14 APRILE
600 CONTATTI
200 NUOVI CONTATTI
EMAIL
30 PAX PRENOTATI PER
WEEKEND A 12 EURO
31
ACTIONS
CONTEST “12 PRODOTTI PER 12 MESI”
14 APRIL- 31 DECEMBER
32
2. Piano di Comunicazione
ACTIONS
©4T2012
33
ACTIONS
VALLE DEL CHIESE 12 EURO
350 NEW GUESTS
2/3 JUNE
ACTIONS
SOCIAL EXPERIENCE “NOTTE IN MALGA 12”
30 JUNE/ 1 JULY
Visitflorida insiders
Thank you for your attention!
Fabio Sacco
[email protected]
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