Präsentation zum Thema: "Farm holidays in Austria The brand"— Präsentation transkript:
1 Farm holidays in Austria The brand Presentation at the Eurogites-Workshop-Seminar „International Branding and Marketing of Rural Tourism“Brigg, North Lincolnshire (UK), Nov. 16, 2009.Hans EmbacherAustrian Farm Holidays Association Gabelsbergerstraße 19 A Salzburg
2 basis: category „private + appartements on farm“, bednights countries of originbasis: category „private + appartements on farm“, bednights
3 Farm Holidays in Austria The organisation 3,000 members38,000 tourist beds50 % repeat businessØ business size = 12.5 guest bedsØ advertising expenditure per bed /year app. € 83,--Ø price per overnight stay for b&b € 24,20. Per appartement (4 persons) € 61,90Load-factor: summer-season 63,6 days/bed/year winter: 45,5 days/bed/year
4 Organization & Partners task: development and trainingtarget: providerstask: marketingtarget: visitorAustrian NationalTourist OfficeHolidays on theFarmAustrian Chamber ofAgriculture / ministry9 provincialtourism organization8 prov. asso. Holidayson the farm8 Provincial Chambersof agriculturetown and regionaltourism organizationtown and regional poolsof rentersregional chambersof agricultureHotels,inns,room renters,B&B`s and othersHoliday Farms(all) farms
5 VISION = imagination of a positive future development product price Brand „Holidays on the farm“QualitycategorizationAttractiveProducts for spec.target groupsUsing common strengthsPromotion channelNew markets accessibleVISION= imagination of a positive future developmentproductpricedistribution placepromotion
7 Holidays on the Farm: basic brand message (Internal) brand valuesFarm holidays in Austria stand for …authentic & honestvaluable & good value for moneydiverse & uniquenatural & lively(External) positioning with the simple claim „real holidays“This claim is easy to keep and the answer to the question „what does REAL HOLIDAYS stand for?“ ist simple: „REAL HOLIDAYS“ are holidays with real people and in real nature, nothing artificial, nothing acted, simply real holidays where everything around is real.
8 The brand Holidays on the farm Picture styleAll used motives must have a direct link to life on a farm and stand for farming life.Authentc, emotional, personal moments (pleasure, enjoyment, life, work, taste, …)Touched and touching in interesting details (of the motive)Community (families, young & old, farmers and guests, …)Nature and animalsFarming produce (Handicraft) and foodText styleHere we are telling stories:About everything related to daily life on a farm (house, farm, stable, barn, herbal garden, fields, wood, …)Meadow, field, home-made-products … from farmer and farmer‘s wifeWith love in details – with emotionIn order to enable looking, hearing, smelling, tasting and feeling.
18 Farm Holidays in Austria The quality Classification since 1993: emphasis on facilities (hardware): emphasis on services (software): equal emphasis on three areas * farm quality * facilities quality * service quality
44 Farm Holidays in Austria The development 1991-1999-2208 Ø Turnover/bed in €Ø Price in €Occupancy rate (bednights)2590172010710011799024,2017,2013,10+31%+85%+11%+19%+46%+120%1991 / 1999 / 2008Verbraucherpreisindex (Basis: 1986): 1991 – 113,1 / 1999 – 134,5 / 2008 – 162,8 (Quelle: Statistik Austria)
45 Branding for Farm holidays – what can the farm holidays association achieve? (as cooperation plattform of the 8 provincial associations and their member farms)* To realize ONE branding-strategy for Austria and thus … optimizing the use of the (limited) marketing resources making Farm Holidays „noticeable at the market“ steering the marketing activities* „prepare the ground“ für marketing activities on enterprise level* optimize the F.H.-presence at the tourism market (esp. on internet)* creating image – „Farm holidays are in trend!“* reaching a limited number of customers in particular