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 h.embacher@farmholidays.com

basis: category „private + appartements on farm“, bednights countries of origin basis: category „private + appartements on farm“, bednights

Farm Holidays in Austria The organisation 3,000 members 38,000 tourist beds 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

Organization & Partners task: development and training target: providers task: marketing target: visitor Austrian National Tourist Office Holidays on the Farm Austrian Chamber of Agriculture / ministry 9 provincial tourism organization 8 prov. asso. Holidays on the farm 8 Provincial Chambers of agriculture town and regional tourism organization town and regional pools of renters regional chambers of agriculture Hotels,inns,room renters, B&B`s and others Holiday Farms (all) farms

VISION = imagination of a positive future development product price Brand „Holidays on the farm“ Quality categorization Attractive Products for spec. target groups Using common strengths Promotion channel New markets accessible VISION = imagination of a positive future development product price distribution place promotion

Farm Holidays in Austria The brand

Holidays on the Farm: basic brand message (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.

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 farmer‘s wife With love in details – with emotion In order to enable looking, hearing, smelling, tasting and feeling.

Farm Holidays in Austria The quality 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

The result

families with children Special-interest – products handicapped people seminars handicraft Special-interest – products wine organic farms / health horse riding 2 flowers 3 flowers 4 flowers

Farm Holidays in Austria The target groups

Farm H. Affinity Top High Middle Dominant Sinus Milieus Basis: total enquiries Holidays on the farm (Austria) 1 Oberschicht/ Obere Mittelschicht Sinus B1 Etablierte Sinus C12 Moderne Performer Sinus B12 Postmaterielle Sinus A12 Konservative 2 Mittlere Mittelschicht Sinus B2 Bürgerliche Mitte Sinus C2 Experimentalisten Sinus AA Ländliche Sinus A23 Traditionellen Farm H. Affinity Top High Middle Sinus BC3 Hedonisten 3 Untere Mittelschicht / Unterschicht Sinus B3 Konsumorientierte Arbeiter © Sinus Sociovision 2004 Soziale Lage A: Traditionelle Werte Pflichterfüllung, Ordnung B: Modernisierung I Individualisierung, Genuss, Selbstverwirklichung C: Modernisierung II Experimentier- freude Grund- orientierung

Farm H. Affinity Top High Middle Dominant Sinus Milieus Target Group 30 – 50, travel without children 1 Oberschicht/ Obere Mittelschicht Sinus B1 Etablierte Sinus C12 Moderne Performer Sinus B12 Postmaterielle Sinus A12 Konservative 2 Mittlere Mittelschicht Sinus B2 Bürgerliche Mitte Sinus C2 Experimentalisten Farm H. Affinity Top High Middle Sinus AA Ländliche Sinus A23 Traditionellen Sinus BC3 Hedonisten 3 Untere Mittelschicht / Unterschicht Sinus B3 Konsumorientierte Arbeiter © Sinus Sociovision 2004 Soziale Lage A: Traditionelle Werte Pflichterfüllung, Ordnung B: Modernisierung I Individualisierung, Genuss, Selbstverwirklichung C: Modernisierung II Experimentier- freude Grund- orientierung

Examples Heavy User - Internet Affinity high middle low Etablierte 1 Oberschicht/ Obere Mittelschicht Sinus B1 Etablierte 10% Sinus C12 Moderne Performer 8% Sinus A12 Konservative 6% Sinus B12 Postmaterielle 9% 2 Mittlere Mittelschicht Sinus B2 Bürgerliche Mitte 19% Sinus C2 Experimentalisten 5% Sinus AA Ländliche 7% Affinity high middle low Sinus A23 Traditionellen 14% Sinus BC3 Hedonisten 12% 3 Untere Mittelschicht / Unterschicht Sinus B3 Konsumorientierte Arbeiter 10% © Sinus Sociovision 2004 Soziale Lage A: Traditionelle Werte Pflichterfüllung, Ordnung B: Modernisierung I Individualisierung, Genuss, Selbstverwirklichung C: Modernisierung II Experimentier- freude Grund- orientierung

Farm Holidays in Austria The business cooperations März 05 1.000.000 Einleger in Eierschachteln + Gewinnspiel Zeitpunkt: Auflage: Aktion: Toni´s Freilandeier (Toni‘s free range eggs)

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

Farm Holidays in Austria The development 1991-1999-2208 Ø Turnover/bed in € Ø Price in € Occupancy rate (bednights) 2590 1720 107 100 1179 90 24,20 17,20 13,10 +31% +85% +11% +19% +46% +120% 1991 / 1999 / 2008 Verbraucherpreisindex (Basis: 1986): 1991 – 113,1 / 1999 – 134,5 / 2008 – 162,8 (Quelle: Statistik Austria)

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 * „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

Farm Holidays in Austria The future Strategy 2011-2020

Farm Holidays in Austria Where does the way lead?

Thank you for your attention!