Attractive Cultural Experiences for International Visitors ...d7995b08-d8a2-48f3-9a9d-92b2613b… · • Marketing Focus on Top10 ( according to visitor survey) • Growth due to

Attractive Cultural Experiences for International Visitors Schönbrunn Palace Vienna

Dr. Franz Sattlecker Director Schloß Schönbrunn Kultur- und BetriebsgesmbH

Austria-Russia Tourism Year 2017 - January 13, 2017

UNESCO World Heritage Sites: Historic Centre of Vienna & Palace and Gardens of Schönbrunn

Corporate Mission

Schloß Schönbrunn Kultur- u. Betriebsges.m.b.H. 4

TO MARKET TO MAINTAIN and RENOVATE

The preservation and restoration of Schönbrunn as a World Heritage Site

Creation of the economic basis to secure the future of Schönbrunn

Development of the business fields and improvement of service quality

Strategic Positioning

Unique Selling Proposition Diverse Culture, Tourism and Leisure offerings presented in authentic atmosphere in a UNESCO world cultural heritage site.

Unique Selling Proposition Insight in the personal life of Franz Joseph, Elisabeth, Table culture of the Habsburg family, Museum of myth and life of Sisi

Unique Selling Proposition Furniture Museum for interior design culture, art history of the Habsburgs, Austrian furniture design, Development of international furniture design displayed at special exhibitions

Unique Selling Proposition Prince Eugene and other courtly themes Three-fold attraction (Palace, Garden, Manor Farm) Diverse cultural and leisure space

Economic Value Aim: − Tourism Attraction #1 in AUT − Children Museum, Schloß

Schönbrunn Meetings & Events important additional offerings

Market Leader Imperial Austria

Destination for design and art lovers

Market Leader Sisi

Economic Value Aim: − Must-see for tourists − Top tourism attraction in

Austria

Economic Value Aim: − Popular special exhibitions − Important additional offer of

the SKB for locals

Regional leader for tourism and excursions

Economic Value Aim: − Sustainable sound economic

results − TOP 3 tourism attraction in

Lower Austria

Balanced Scorecard Model at Schönbrunn Palace Vienna

Schloß Schönbrunn Kultur- u. Betriebsges.m.b.H. 6

MISSION

normative management

VISION

STRATEGY

What are our steps to achieve our vision?

Where will we be in 3-5 years?

strategic management

ANNUAL PLANNING operational management

What ist the task

of the organisation?

What is our schedule in the coming year?

BSC

Figures Financial

Perspective

Figures Business Process

Figures Customer

Perspective

Figures Learning and

Growth

The Balanced Scorecard connects

strategy und operation!

Development of visitor numbers (in 1.000 €)

Schloß Schönbrunn Kultur- u. Betriebsges.m.b.H. 7

9 44 27 29 26 32 33 49 33 48 55 44 57 48 49 54 55 52 0

500

1.000

1.500

2.000

2.500

3.000

3.500

4.000

in ts

d.

Schönbrunn Hofburg Hofmobiliendepot

Income categories (SKB)

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Entrance fees 60%

Shop 22%

Rent 15%

Events 1%

Others 2%

Global Markets

1. Germany

2. USA

3. Italy

4. China

5. Austria

6. South Korea

7. France

8. Japan

9. Spain

10. Poland

Schloß Schönbrunn Kultur- u. Betriebsges.m.b.H. 9

• Marketing Focus on Top10 (according to visitor survey)

• Growth due to general city tourism boom

• Schönbrunn & Hofburg: 95% international visitors • Hofmobiliendepot: 43% international visitors • Schloss Hof: 15% international visitors

• Increase: USA, China, South Korea and other Asia

• Decrease: Russian Federation, Japan

Visitor and Service Orientation

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• Optimization of visitor experience: - New Welcome Area with Bus Terminal - New Audioguide and Group Guide System - Reservation Department for all locations • Multi-language offers and Intercultural Competence: - Information material and Audioguides (16 languages) - International staff with many language skills • Permanent Quality Management: - Visitor Survey - Customer Journey Analyse - ECHOCAST-Program: Staff training for high quality service • Cooperation with international trade partners (incoming agencies, guides,

touroperators)

• Security Measures (risk management, crisis concept, security staff & activities)

Digitalization

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• Imperial Austria ticket-platform

• Relaunch of all websites (responsive)

• Digital archive, scans and plans of objects

• World of the Habsburgs – online education tool

• App for audioguide download

• Social Media communication

• Museum Sign Language Guide

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Example: World of the Habsburgs

Virtual exhibition about the history of the Habsburgs: www.habsburger.net An internationally awarded cooperation-project with the University of Vienna.

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Example: Ticketing platform for historic attractions in Austria

Buying online-tickets helps to avoid lines at the entrance: www.imperial-austria.at

Example: Google Art Project

• Virtual tour of the palace

• Gigapixel image of Martin van Meytens „Diner bei der Hochzeit Joseph II.“

allows you to explore details online

• http://www.google.com/culturalinstitute/collection/schloss-schoenbrunn Schloß Schönbrunn Kultur- u. Betriebsges.m.b.H. 14