Präsentation zum Thema: "Farm holidays in Austria The brand"— Präsentation transkript:
1Farm 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
2basis: category „private + appartements on farm“, bednights countries of originbasis: category „private + appartements on farm“, bednights
3Farm 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
4Organization & 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
5VISION = 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
7Holidays 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.
8The 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.
18Farm 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
44Farm 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)
45Branding 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