Präsentation zum Thema: "Farm holidays in Austria The brand Presentation at the Eurogites-Workshop-Seminar International Branding and Marketing of Rural Tourism Brigg, North Lincolnshire."— Präsentation transkript:
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 Embacher Austrian Farm Holidays Association Gabelsbergerstraße 19 A-5020 Salzburg email@example.com
countries of origin basis: category private + appartements on farm, bednights
50 % repeat business Ø business size = 12.5 guest beds Ø advertising expenditure per bed /year app. 83,-- Ø price per overnight stay for b&b 24,20. Per appartement (4 persons) 61,90 Load-factor: summer-season 63,6 days/bed/year winter: 45,5 days/bed/year 3,000 members 38,000 tourist beds Farm Holidays in Austria The organisation
Austrian Chamber of Agriculture / ministry 8 Provincial Chambers of agriculture regional chambers of agriculture (all) farms Holidays on the Farm 8 prov. asso. Holidays on the farm town and regional pools of renters Holiday Farms Austrian National Tourist Office 9 provincial tourism organization town and regional tourism organization Hotels,inns,room renters, B&B`s and others Organization & Partners task: marketing target: visitor task: development and training target: providers
Quality categorization Attractive Products for spec. target groups VISION = imagination of a positive future development product price distribution place promotion Brand Holidays on the farm Using common strengths Promotion channel New markets accessible
(Internal) brand values Farm holidays in Austria stand for … authentic & honest valuable & good value for money diverse & unique natural & 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. Holidays on the Farm: basic brand message
The brand Holidays on the farm Picture style All 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 animals Farming produce (Handicraft) and food Text style Here 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 farmers wife With love in details – with emotion In order to enable looking, hearing, smelling, tasting and feeling.
Classification since 1993 1993-96: emphasis on facilities (hardware) 1997-2000: emphasis on services (software) 2001- : equal emphasis on three areas * farm quality * facilities quality * service quality Farm Holidays in Austria The quality
Print-Ads Schaltplan Printanzeige: Süddeutsche Zeitung Magazin / 5.6.2009 Welt am Sonntag Icon / 29.3.2009 Welt am Sonntag Icon / 26.7.2009 Zeit-Magazin LEBEN / 6.8.2009 Handelsblatt / 15.5.2009 Reichweite: ca. 32 Millionen Leser
1991 / 1999 / 2008 Ø Price in Occupancy rate (bednights) Ø Turnover/bed in 24,20 17,20 13,10 +31% +85% 107 100 90 +11% +19% 2590 1720 1179 +46% +120% Verbraucherpreisindex (Basis: 1986): 1991 – 113,1 / 1999 – 134,5 / 2008 – 162,8 (Quelle: Statistik Austria) Farm Holidays in Austria The development 1991-1999-2208
Branding for Farm holidays – what can the farm holidays association achieve? (as cooperation plattform of the 8 provincial associations and their 3.000 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 * creating image – Farm holidays are in trend! * optimize the F.H.-presence at the tourism market (esp. on internet) * prepare the ground für marketing activities on enterprise level * reaching a limited number of customers in particular
Strategy 2011-2020 Farm Holidays in Austria The future
Farm Holidays in Austria Where does the way lead?