tourism destination perspective. best practices of zermatt - matterhorn
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Tourism destination perspective
Best practices of Zermatt - Matterhorn
Pascal Gebert
Zermatt Tourism, Switzerland
www.zermatt.ch
ENTER 2015 Swiss day
2.1 Mio overnights
2.4 Mio unique visitorson zermatt.ch
3.2 Mio CHF marketing budget
Zermatt – Matterhorn: Facts 2014
Main challenges in online marketing
2013 2015
Challenge bookings: direct vs. commissions/OTAs
Importance of social media
Branding & SEO
Learnings
Bookings
Manpower
55‘500
7‘500
450
420
From wire to mobile
January 2014 2015 Difference
Desktop 67% 57% -9%
Mobile 17% 23% +44%
Tablet 16% 20% +33%
Best practice: Destination Meta-Search
Something like… but for a destination
Best practice: Destination Meta-Search
Why ?
Market share DMO in 2013: 2.5%
Why not a Destination Managment System?
(Best) availability
participation of localstakeholders
Best practice: Destination Meta-Search
Advantage
• Best availabilty
• Independence from DMS System and booking engines
Challenge
• Technology and interfaces
• Quality of data
Bookings - turnover difference 2013/2014
-60%
-40%
-20%
0%
20%
40%
60%
80%
100%
120%
140%
160%
May June July August September October November December
Best practice: Destination Meta-Search
Q & A
Best practice: Email Marketing
Email Marketing: eCRM
Best practice: Email Marketing
Q & A