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04 June 2013 / Webinar Source Market Central Europe / Second Part / Page 1
Dres. Dingeldey Business Consultants / [email protected]
Webinar: Source Market Central Europe
Second part:
Tailor made products and marketing
04 June 2013 / Webinar Source Market Central Europe / Second Part / Page 2
Dres. Dingeldey Business Consultants / [email protected]
The Presenters
David Ruetz
Head of ITB
Dr. Alexander Dingeldey
Dres. Dingeldey Business Consultants
Strategy consultant Tourist Trade since 2002
Dr. Klaus Dingeldey
Dres. Dingeldey Business Consultants
Strategy consultant Tourist Trade since 1969
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Dres. Dingeldey Business Consultants / [email protected]
How We Work Together
Charts and webcast will be published on the website
Questions:
Box for your questions
General questions will be answered to all participants
Private questions directly to you
Questions will be answered after each module as far as possible
Open questions will be answered per email after the webinar
Feel free to ask personal questions after the webinar to:
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Dres. Dingeldey Business Consultants / [email protected]
Agenda
15th of May:
First part: Market information for strategic and profitable decisions
Module 1: Market environment – stakeholders, their interests and behaviours - understanding the
German market and profiting from it
Module 2: Tourism companies in Germany, Austria and Switzerland as business partners and
their potential to generate business
Today:
Second part: Tailor made products and marketing
Module 3: Travel needs and behaviour of German, Austrian and Swiss tourists and how Asian
tourism companies can profit from it
Module 4: What are German guests expecting form destinations and tourism companies in Asia
– Products and services with a high potential for demand
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Dres. Dingeldey Business Consultants / [email protected]
Webinar: Source Market Central Europe
Second part:
Tailor made products and marketing
Module 3:
Travel needs and behaviour of German, Austrian and Swiss tourists and how
Asian tourism companies can profit from it
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The Main Motivations have Different Weights for the European Source Markets
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Motivation for Traveling and Holidays: Tourists Want to Fulfil More and More Wishes Simultaneously during their Holiday
2%
12%
22%
32%
42%
52%
62%
Relaxing, resting, no stress
Getting away from everyday life
Being free, having time
Recharging batteries
Sun, warmth, good weather
Healthy climateHaving time for one another
(partners, friends, family)
Plenty of fun & entertainment, having
a good time, amusement
Experiencing nature (beautiful
scenery, pure air, clean water)
Indulging oneself, giving oneself a
treat, enjoyment
Getting competely new impressions,
learning about something completely
different
1973 2001 2009
Sources: 1973: Studienkreis für Tourismus e.V., Starnberg
2004: Urlaub + Reisen, Forschungsgemeinschaft F.U.R, Hamburg
Motivation of German tourists during main holiday travel: 1973, 2001 and 2009
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Tourists are Increasingly Multi-Optional in Their Behaviour
VACATION MADNESS
Say yes to stress
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Preference of European Tourists for Destinations in Asia – Volume and Share
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Destination Decides about the Kind of Holiday Preferred by the Guests
55
62
50
11 11
26
710
25
17
13
3
13
74
0
10
20
30
40
50
60
70
Domestic Europe Overseas
Sun and Beach
Tour + Sun and Beach
Tour only
Hiking
Wellness-/Health
Source: ADAC Travel Monitor 2013
Holiday type of German travellers 2012
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Approaches for Strengthening the Competitive Positioning on the Central European Market – Success Spiral of Target Group Orientation
etc.
More demand, less competition,
more profit
Thus stronger
USP
Adaptation of range, employees and company More demand, less
competition due to stronger unique position
Target group with
certain wishes
Fitting offer
More benefit for
target group
Greater appeal
More demand, more
customers, less
competition due to
unique position
Higher productivity
More profit
Skilled and motivated
staff
More appeal for guests
No company has unlimited financial and human resources!
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Market Segmentation and Target Groups
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How to Address Target Groups
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Webinar: Source Market Central Europe
Second part:
Tailor made products and marketing
Module 4:
What are guests from Central Europe expecting form destinations and
tourism companies in Asia –
Products and services with a high potential for demand
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English skills of Europeans
0
10
20
30
40
50
60
70
80
90
100
UK
Norway
Sweden
Malta
Denm
ark
Cyp
rus
Finla
nd
Austria
Slove
nia
Switz
erland
Belgiu
m
Germ
any
Estonia
Gre
eceIta
ly
France
Cro
atia
Latvia
Lithuania
Portugal
Czech
Republic
Spain
Slova
kia
Poland
Bulgaria
Rom
ania
Hungary
Source: Eurostat 2013
Share of English speaking population 2007:
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Main Activities of German Travellers During Holidays
695858
57
464140
3838
3528
20
1918
15
121
33
Making excursions in the surroundings
Enjoying typical local specialities
Bathing in the sea or lake
Looking at shops, shopping
Resting and sleeping a lot
Swimming in pool
Going on walks
Going to sights of natural beauty
Light sporting activities
Going to cultural sights
Making holiday friendships
Cycling
Playing with children
Wellness/Beauty
Going to theme parks/leisure parks
Health and spa facilities
Golf
Fishing
Diving
Source: 2011 FUR, holiday trips with 5 days and more
Items that are very important and important during the long holiday in %:
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The Perfect Hotel – Room Amenities
Room:
Double bed (2m x 1m) with German style quilt
Safe
Air condition – adjustable but still windows to open
Nice view (beach, city...)
Balcony or terrace
Blackout curtain
Bathroom:
Shower better than bathtub – shower screens and no curtain
Good ventilation
Plenty of shelf space
Cloth line
Separate toilet
Hair dryer
Separate mirror for makeup/shaving
Different target groups have different needs and wishes concerning accommodation
Lack of hardware can be compensated up to certain extent with excellence in service
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The Perfect Hotel – Food and Beverage
Breakfast – start of the day like home (7:00 to 10:00)
Must: bread, butter, jam, cold cuts of cheese ham and sausage
Bread: Croissants, toast, German bread (very hard to get)
Swiss muesli
Fresh fruit
Nice to have but not a must: Eggs, warm sausages
Coffee (preferable Italian Cappuccino), Tea
Water (with gas) and juice
Lunch (12:00 to 13:00) and Dinner (18:30 to 20:00)
Asian food – tasty but not too hot/spicy
Two courses are OK (main + desert) three courses are nice
One meal can be a cold meal (sandwiches, cold cuts)
Healthy/organic options
Restaurant: As the weather at home is usually not good Germans, Swiss and Austrians love to
sit outside – instead of an air-conditioned room. Even better if they have a nice view
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The Perfect Hotel – Facilities
Direct beach access for beach hotels
Swimming pool
Access to a doctor (preferably German or English speaking)
Luggage service
Small shop for everyday products and things forgotten at home – (sunscreen, toothbrush,…)
WLAN without additional costs
Children's facilities
Most facilities – size and quality – depend on the selected target groups of the Hotel
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Guest Relations
Asian smile and friendliness is a highly appreciate competitive advantage
European guests expect fulfilment of promised offer
In case of complaints:
Acceptance
Showing clear responsibility
Immediate remedy or compensation
Documentation
Thus avoids negative mouth to mouth advertising and reports in media
Monitor Social Media in the language of your guests.
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How to Improve Access to the Central European Source Markets from Asia
Follow the economic and travelling development in the European source markets
Target the interests and aspirations of potential guests
Social structure, possessions
Interests and behaviour
Have a clear definition of the source markets and the target groups for your product and any adaption
Deliver good online information about your product – even if it is usually booked via tour operators
Still see tour operators as a valuable partner for your product – the big all-rounders and the specialists
Packages
Modules
Set up dialog marketing to secure repeaters and recommendations
Hold contact to market experts knowing customers and players in the market to make your best
selection
Good ideas matter – not big budgets
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Please don‘t hesitate to send us even very individual questions
We would be interested how you judge the idea of a personal led one day seminar for more
and deeper information just before or after the ITB Asia
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Questions and Further Information:
Dres. Dingeldey Business Consultants:
Clermont-Ferrand-Allee 28
D-93049 Regensburg
Tel: +49 941 565911
Fax: +49 941 565912
Rohrer Str. 19
A-6280 Zell am Ziller
Tel: +43 5282 20555
ITB Academy
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