switzerland tourism presentation 13.10.2014
DESCRIPTION
HTW Chur Tourism Block Days 2014 Monika Knöpfel and Tiziano Pelli 13.10.2014 in Chur Thanks to Switzerland TourismTRANSCRIPT
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Switzerland Tourism & Swiss Tourism. Introduction for students at HTW Chur – 13 October 2014
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Programme.
§ 08.45 Intro ST & Swiss Tourism
§ 09.30 Split group / Transfer to A2.02
§ 09.40 Interactive „Speed-Pricing“ Workshop
§ 11.00 Break / Transfer to Aula
§ 11.20 Q&A, Feedback
§ 11.45 End of programme
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Programme.
§ 13.45 Intro ST & Swiss Tourism
§ 14.30 Split group / Transfer to A2.02
§ 14.40 Interactive „Speed-Pricing“ Workshop
§ 16.00 Break / Transfer to Aula
§ 16.20 Q&A, Feedback
§ 16.45 End of programme
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Tourism.
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Tourism – key figures (I).
§ Overnight stays 69.3 million1) Hotels 35.6 million2) Supplementary accommodation 33.7 million1)
§ Tourism turnover CHF 28.5 billion3) of which domestic tourism CHF 16.0 billion3)
1) ST estimate (based on accommodation statistics (FSO) 2013 and supplementary accommodation
statistics 2003 (FSO))
2) Accommodation statistics (FSO) 2013
3) ST estimate (based on Tourism Satellite Account (FSO) and annual indicators for the Tourism Satellite Account)
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Tourism – key figures (II).
§ GDP 4%1) ≙ CHF 22 billion
§ Export share of tourism 4.8%2) ≙ CHF 15 billion
§ Tourism as top exporting industry Rank 42, 3)
§ Employed in tourism 175’0004)
1) ≙ Direct and indirect value added of tourism. ST estimate (direct value added: TSA (FSO); indirect value added: ST estimate)
2) National Accounts (FSO) 2012
3) Rank 1: Chemical industry: CHF 80.9 billion; Rank 2: Metal and machine industry: CHF 60.0 billion; Rank 3: Watchmaking industry: CHF 21.8 billion; Rank 4: Tourism: CHF 15.6 billion) 2013
4) ST estimate (based on annual TSA indicators for the Tourism Satellite Account (FSO) and Employment Statistics (BESTA) (FSO))
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Tourism means emotions.
§ Tourism is not a transaction.
§ Trigger, foster and create emotions.
§ Tourism as a dream factory.
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Switzerland Tourism.
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Task.
§ Mission of Swiss government: „Develop Switzerland as a holiday-, travel- & congress destination“.
§ Worldwide marketing for the destination Switzerland.
§ Financed by the Swiss government, tourism- & corporate partners.
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Impact measurement 2013.
§ 33.6 million distributed brochures
§ 71’780 MySwitzerland visitors/day
§ 2045 Participants at media trips
§ 141 TV-crews
§ 1.9 million App downloads
§ 16.7% influenced overnight stays by ST*
*impact measurement 2010
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Visitor source markets 2013 in hotels.
Germany 13%
UK 4%
USA/Canada 5%
France 4%
Italy 3% The Netherlands
2% Belgium
2% China
3% Russia 2% Gulf states
2% Japan 1%
Switzerland 44%
Rest 15%
Source: Accommodation statistics (FSO).
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Switzerland needs Switzerland.
§ Home market bonus is passé.
§ ST needs to play a central role in accessing the home market in the long-term.
§ In 2013, 44.3% or CHF 16 billion of a total income of CHF 36.1 billion were generated by domestic tourism.
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Strategy.
Product Interest Desire Offer Close Loyalty
Productdevelopment Enjoy Switzerland Q Theme-setting Hotel groups Ratings
Market research
Service providerSales partner
Promotion.TV spots/advertisements/flyer/print supplements/events
Key media management.Media work/media events
eMarketing.Banners/campaigns
Key account management.
Trade shows
Media conferences
MySwitzerland/eBrochures/tablets/apps/social media/ search engine optimisation
Brochures/Contact centre
Offer flyer/Contact centre
Reader trips
eOffers/eNewsletters
Tour operatorsSales intermediariesMeeting planners
Attention
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Markets.
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International ST network 2013.
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Priority markets 2013.
§ Germany, France, Italy, Netherlands, Switzerland, UK/Ireland, USA
§ Share of total overnights 75.2%
§ Share of total budget 61.1%
§ 1 mio+ overnights/year in hotels
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Active markets 2013.
§ Australia, Belgium/Luxemburg, Japan, Canada, Korea, Nordic countries, Austria/Hungary, Czech Republic, Spain, Southeast Asia
§ Share of total overnights 11.0%
§ Share of total budget 15.6%
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Strategic growth markets 2013.
§ Brasil, China, Gulf States, India, Poland, Russia
§ Share of total overnights 8.5%
§ Share of total budget 22.1%
§ Potential: 500’000 overnights
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Development markets 2013.
§ Israel
§ Share of total overnights 0.5%
§ Share of total budget 0.5%
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Marketing.
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Product portfolio.
Interest groups
Quality commitment(Q, hotel rating, classification)
Sustainable travel across the country (public transport)
WellnessHotels
Summer Winter Cities Meetings Theme products
Kids-Hotels
SwissHistoricHotels
Design &LifestyleHotels
Typically Swiss Hotels
SwissDeluxeHotels
Non-hotel accommo-
dation
Inspiring Meeting Hotels
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Marketing model.
Theme products
Display
advertising
Em
ail and social m
edia marketing
Content
distribution
Search engine
marketing
Search engine
optimisation
Radio
Internet
TV
Key AccountManagement
Key MediaManagement
Clubs/associations
Travel agency
Companies
eMarketing
Visitor
Promotion mixEvents – Advertising – Brochures – Internet – Promotion – Direct marketing – Call Centres
MeetingsCities
Hotel products and non-hotel sector
WinterSummer
KMMKAMMeeting planners
Touroperators
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Cooperation.
2012 § Members 696* § Participating partners 908** § Web-cooperations 68
2013 695* 993** 68
§ Marketing revenue partners CHF 24.79 million § Income strategic partners 9.6 million
27.22 million 9.0 million
* An updated list of all members is available on www.stnet.ch/members
** incl. hotel cooperation and STM
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Marketing results – KPIs. (measurement four-wheel drive)
2012 eMarketing § Web visitors/year* 26.39 million** Promotion § Advertising and marketing contacts § Distributed brochures § Customer responses
4.93 billion 34.53 million 2.43 million
2013
26.23 million**
5.90 billion 34.13 million 3.37 million
* certified WEMF
** incl. impuls programme (until April 2013)
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Marketing results – KPIs. (measurement four-wheel drive)
2012 Tour operators (KAM) § Influenced overnights stays with KAM
Tourism turnover in CHF*
4.27 million 1.08 billion
Key Media Management (KMM) § Media contacts § Media articles influenced § Participants on media trips § TV-crews § Media conferences
10.53 billion 12’776 1988 120 87
2013
4.61 million 1.20 billion 10.28 billion 13’790 2045 141 93
* Influenced overnight stays with KAM, multiplied by the daily expenses per country
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Winter.
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Winter 2013/2014.
§ Budget CHF 18.4 million
§ Markets worldwide
§ Participants ST media trips 640
§ Media contacts 3.3 billion
§ Distributed brochures 19.0 million
§ Web visitors* 13.2 million
§ Influenced overnight stays with KAM 1.3 million
* incl. content city campaign
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Summer.
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Summer 2013.
§ Budget CHF 36.8 million
§ Markets worldwide
§ Participants ST media trips 896
§ Media contacts 3.9 billion
§ Distributed brochures 23 million
§ Web visitors* 13.0 million
§ Influenced overnights with KAM 2.9 million
* incl. content city campaign
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Swiss Cities.
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Swiss Cities 2013.
§ Budget CHF 8.5 million
§ Markets BE, CH, DE, ES, FR, IT, RU, UK, US (incl. CA)
§ Participants ST media trips 332
§ Media conferences 26
§ Media contacts 2.13 billion
§ Distributed brochures 5.9 million
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Meetings.
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Meetings 2013.
§ Budget CHF 6.5 million
§ Number of quotation requests 1388
§ Meetings, events & conferences 714
§ Influenced overnight stays 167’830
§ Tourism turnover CHF 56 million
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Hotel products.
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Brand Positioning.
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get natural.
8 9
1. Priority markets
75.2 % of overnights in the Swiss hotel sector
Germany, France, Italy, the Netherlands, Switzerland, USA, UK (with Ireland)
2. Active markets
11 % of overnights in the Swiss hotel sector
Australia (with New Zealand and Oceania), Belgium and Luxembourg, Japan, Canada, South Korea, the Nordic countries (Denmark, Finland, Norway, Sweden), Austria and Hungary, Spain, Southeast Asia (Indonesia, Malaysia, Singapore, Thailand), Czech Republic
4. Developing market
0.5 % of overnights in the Swiss hotel sector
Israel
3. Strategic growth markets
8.5 % of overnights in the Swiss hotel sector
Brazil, China, Gulf states, India, Poland, Russia
Switzerland Tourism in brief.
Switzerland Tourism promotes Switzerland worldwide as a holiday destination, under its slogan “Switzerland. get natural.” – alongside a clearly defined contemporary concept of Swissness.
The marketing organisation Switzerland Tourism (ST) has a long history. By federal mandate it has been promoting Switzerland at home and abroad as a holiday, travel and conference destination for more than 90 years. ST positions Switzerland as a tourism brand standing for quality, naturalness, authenticity, sustainability and modernity, under the overall concept of “Swissness”. To do so, ST develops a systematic marketing programme that it implements creatively with its partners through a full range of promotional and sales techniques. ST is a public corporation. Its board comprises 13 representatives from tourism, business and
industry associations. ST’s president is Jean- François Roth, while Jürg Schmid is responsible for operational management. Headquartered in Zürich, ST has a presence in 27 countries, employing 242 staff.
Facts and figures.
Positioning of the holiday destination Switzerland.
Regional representations
Headquarters in Switzerland
Staff – of whom trainees
Spending – of which regular federal funding
CHF m CHF m
Spending abroad
CHF m
Degree of self-financing %
Marketing budget/ marketing staff
CHF
Marketing organisation.
ST holds two trump cards. In addition to a variety of sublime natural landscapes – the main draw for most of our visitors – Switzerland offers an exceptional first-hand experience of authentic, living tradition. This combination is highlighted by ST’s slogan “get natural.” – a promise, as well as an invitation. In this way Switzerland sets itself apart from the competition, emphasising above all the experience it offers.
Nature Authenticity
The Swiss experience slogan: “get natural.”
8
27
1
242 21
95.44 52.18
71.70
45.13
305,900
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eMarketing.
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MySwitzerland.com facts 2013.
1. Visitors 26.23 million
2. Ø visitors/day 71’900
3. Top 3 search items Zermatt, Interlaken, Zurich
4. Top 3 markets Switzerland, Germany, Italy
5. N ewsletter subscriber 685’000
6. Downloads mobile Apps 1.91 million
7. Languages 15
8. Partner websites 68
9. eCRM partners 27
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Our 5 eMarketing tools.
MySwitzerland.com 26.2 mio. visits, 80.3 mio. page impressions (PI), 4:53 min/visit, 3.1 PI/visit
Sea
rch
Eng
ine
Opt
imis
atio
n
49% 3.0 PI/visit 4:44 min.
Sea
rch
Eng
ine
Mar
ketin
g
10% 3.4 PI/visit 5:22 min.
Dis
play
A
dver
tisin
g 3%
1.7 PI/visit 2:10 min.
eMai
l & S
ocia
l M
edia
Mar
ketin
g
3% 3.2 PI/visit 5:00 min.
Con
tent
D
istri
butio
n
16% 2.9 PI/visit 04:35 min.
Source: Netmetrix / WEMF / Google Analytics, Difference: direct entry MySwitzerland.com
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0!
5,000,000!
10,000,000!
15,000,000!
20,000,000!
25,000,000!
30,000,000!
2002!2003!
2004!2005!
2006!2007!
2008!2009!
2010!2011!
2012!2013!
Visitors’ development MySwitzerland.com.
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Quality.
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Enjoy Switzerland. Product Development in Swiss Tourism
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A good product is the best marketing.
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What does Enjoy Switzerland offer? § Centre of competence for innovative product design in
Swiss Tourism § International experience of markets and marketing § Versatile "backpack" of methods § Knowledge exchange and networking
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Partners.
Who can take part in the Enjoy programme? a. Destinations b. Interest groupings/alliances (combining several
providers of tourism services) c. Organisations related to tourism (e.g. UNESCO sites,
nature parks, etc.)
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Project.
§ Enjoy Switzerland coaches destinations that already have specific ideas about a project related to product development.
"It's not the customers' job to know which product they want."
Steve Jobs, 1955-2011.
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Testimonials.
"It was through Enjoy Switzerland that our 'AlpKultur' brand and
positioning were developed. Lenk-Simmental Tourism attained the
milestone for this in 2011." Albert Krucker, Director of Lenk-Simmental Tourism
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Sustainability.
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Green is chic. § Sustainability is turning into lifestyle
§ Experiencing nature without sacrifice is in demand
§ LOHAS: Lifestyle of Health and Sustainability
§ LOVOS: Lifestyle of Voluntary Simplicity
§ The new yearning for nature (Neo-Nature*) § Neo-Nature is a lifestyle, not a consumer trend.
§ Close to nature in comfort is the new vacation paradigm.
§ Enjoying food without regret (from organic burgers to regional haute cuisine).
* Study “Neo-Nature, Der grosse Sehnsuchtsmarkt Natur”, Zukunftsinstitut 2008
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We actively practice “get natural.”
§ Nature travel / Outdoor. Swiss made.
§ Swiss Parks
§ Typically Swiss Hotels
§ SwitzerlandMobility
§ Agrotourism and Agritourism
§ Enjoy Swiss Mountain Aid
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Eco-friendly Switzerland.
§ Yale University assesses a list of nations every 2 years by means of the Environmental Performance Index (EPI), based on environment, air pollution, water quality, and climate change. Ranking for Switzerland: 2008: 1 / 2010: 2 / 2012: 1.
§ In the international Mercer quality of living study 2012, 3 Swiss cities rank among the first 10 (Zurich, Geneva, Berne).
§ In the 2011 & 2013 Global Tourism Competitiveness Report by the World Economic Forum (WEF), Switzerland ranks number 1.
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Swiss Travel System.
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This is Swiss Travel System (I).
§ Swiss Pass – All in One Ticket: 26,000 kilometers limitless by rail, bus and ship.
§ Panoramic trains (Glacier Express, Bernina Express, GoldenPass Line, Wilhelm Tell Express).
§ Free travel on public transport in 75 towns and cities as well as free admission to more than 470 museums.
§ 50% discount off most mountain railways.
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This is Swiss Travel System (II).
§ Many other bonus benefits (discount off tours and excursions, hotels etc.).
§ Children under age 16 travel free of charge when accompanied by at least one parent holding a Swiss Family Card.
§ Travel carefree thanks to luggage transport.
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Strategic Premium Partners.
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Switzerland. Powered by regions. MySwitzerland.com
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Thank you.