Farm holidays in Austria The brand

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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 Embacher Austrian Farm Holidays Association Gabelsbergerstraße 19 A Salzburg

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

3 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

4 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

5 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

6 Farm Holidays in Austria
The brand

7 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.

8 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.

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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

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23 The result

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26 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

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28 Farm Holidays in Austria
The target groups

29 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

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32 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

33 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 % 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

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

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41 Print-Ads Schaltplan Printanzeige:
Süddeutsche Zeitung Magazin / Welt am Sonntag Icon / Welt am Sonntag Icon / Zeit-Magazin LEBEN / Handelsblatt / Reichweite: ca. 32 Millionen Leser

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44 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)

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

46 Farm Holidays in Austria
The future Strategy

47 Farm Holidays in Austria
Where does the way lead?

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50 Thank you for your attention!