Travel 2.

0
new marketing for tourism operators
Fabio Sacco
Tourism Marketing Consultant

We have to focus
on our clients,
pointing out their
needs and
expectations to
build new tourism
products and

Agenda
1. WHO: description of main functions and
activities of Destination Management
Organization
2. WHAT: definition of the ultimate aim of
destination marketing
3. HOW: designing and implemeting DM strategy
in a destination
4. CASE HISTORY

WHO: Destination Management Organization

To guarantee unique decision making process
and unique strategy
To bring know-how and innovation in the
destination
To manage the marketing mix
To create inbound flows

All of that without owning the

resources!

Destination Management vs
Destination Marketing

DM

Negotiation
Cooperation
Legitimacy

DM
K

Product
Promotion
Selling

WHAT: definition of the ultimate aim of

destination marketing

Pre booking (and booking)

Product development (supply chain, dynamic packaging)
Editing of commercial brochures and catalogues
Relationship with trade sector: tour operators and travel
agencies
Web marketing
PR and media engagement
Event management

Help destination SHs to pursuit a common goal

Increase tourism flows

Raise competitiveness
Reduce negative impacts

HOW: designing DMK

strategy
Demand needs
Market trends
Competitors

Supply vision
Internal affairs
Individualism

CREATING
ASSENT
OR
REDUCING
DISSENT?

Give value to your streghts!

Standard mass products are easily remakable, need huge
investments in communication and are threatened by price
competition
Unique high-quality products are distinctive, because they are
able to combine uniqueness of the destination together with its
history and culture
From a marketing perspective they address specific targets and
markets
They are not easy to imitate and guarantee authentic
experiences and emotions
They generate spontaneous communication and word of mouth

Mass vs Niche
Mass product

Niche product

Case History
Pineta Hotel: hotel new marketing
Dolomiti Superski: cooperation among
tourism operators to increase competitiveness
Valle del Chiese, Trentino: innovation of
product and marketing strategy
Stubai Valley, Tyrol:
Visitflorida: story-telling and web 2.0

Pineta Hotel

Social Media Strategy

Dolomiti Superski

Cooperation among
operators

End of XIX century, first skiers in Cortina dAmpezzo

1912, first turnaround of Sella Group with ski
End of sixties: first consortium to organise unique ski
offer: Val Gardena, Alta Badia, Plan de Corones,
Cortina
1974: Dolomiti Superski was born, 6 valleys with 250
lifts and 740km of slopes
1975 2000: 1200 km of slopes and 450 lifts, 120
companies

Tourism Network

Key factors for success

Resources: Dolomites, climate conditions (8 days of sun
on 10), good accessability
Valorisation: through the creation of one attraction, the
widest ski resort in the world, it is possible to ski for a
whole day without taking the same lift
Product development: unique management, DS is a sum
of single initiatives and services, income is shared with a
dedicated algoritm. Competition on quality and not on
price, promotion&selling in cooperation with 17 DMOs in 12
valleys. Distant markets: cooperation with regional DMOs.

Stubai Valley
One valley, four ski resorts.. and one city
nearby

Ski areas

Top ski from October

till late May (100 km)

Slopes for families close

to town (25 km)
Beginners and
starting point for ski
tours (8 km)
The companionable ski
area, with 10 huts and
aprs-ski (18 km)

Summer highlights

Sightseeing and top

of tyrol
Biking and hiking

Summer luge

Untouched mountain
adventure

Tourismus Verband Stubai

Two years of work and a special direction to
manage integration

Tourismus Verband Stubai

DMO of Stubaital
Founded 2004
Represent public administration, ski-lift
company, hotel-owners, restaurants,
retail and home owners
Private sector is obliged by tyrolian law to
be member of the Tourism Board

Product development: combining diversity and

integration

Product development: combining diversity and

integration

family club
transportation
cable cars
swimming
pools

Promotion and selling

Creation of DMOs travel agency

Reservation centre
Direct negotiation with hotel-owners and tour operators
Special packages and holiday deals
High presence of the destination on OLTA and
traditional tour operators
Strong partnership with biggest Austrian incoming
travel operator

BRAND
Valle del Chiese: take time for yourself!

CONCEPT
Rural Experience becomes a product development strategy and the
basis for communication plan
Communication Strategy Concept

Bringing the destination to our clients

ACTIONS

ROADSHOW/ STREET MARKETING

BRESCIA, 14 APRILE

600 CONTATTI

200 NUOVI CONTATTI

EMAIL

30 PAX PRENOTATI PER

WEEKEND A 12 EURO

31

ACTIONS

CONTEST 12 PRODOTTI PER 12 MESI

14 APRIL- 31 DECEMBER

32

2. Piano di Comunicazione

ACTIONS

4T2012

33

ACTIONS

VALLE DEL CHIESE 12 EURO

l
Hote

un
12

ken
Wee

n
r co
d pe

os c e

rci !

350 NEW GUESTS

2/3 JUNE

ACTIONS

SOCIAL EXPERIENCE NOTTE IN MALGA 12

30 JUNE/ 1 JULY

Visitflorida insiders

Thank you for your

attention!
Fabio Sacco
fabio.sacco@visitchiese.it