Euro Leisure & ThailandReisgids.nl - case study
Information = selling your destination…
A case study….Thailand
Objective of this presentation
“To explain the importance of information providing on destination development”
Euro Leisure & ThailandReisgids.nl - case study
Topics Introduction Euro Leisure & ThailandReisgids Influences on destination development Tourism Masterplan & Thailand From plan to action TAT to ThailandReisgids Campaigns TRG – informing = selling Future…?
Euro Leisure & ThailandReisgids.nl - case study
Introduction Euro LeisureEuro Leisure: Tourism Management & Consultancy company.Core business: development of tourism
Euro Leisure & ThailandReisgids.nl - case study
MICROHotels, resortsHoliday parksTheme parks
MACRONational Master planNat. marketing plan
Regional policy plans
Introduction ThailandReisgids.nl
100% online Largest Thailand portal of
Benelux From information site to travel
seller. Now: also Thailand
travel specialist.
Selling tailor made tours, tickets, hotels, maps etc.
Euro Leisure & ThailandReisgids.nl - case study
Influences Destination development
Euro Leisure & ThailandReisgids.nl - case study
Destination
Influences Destination development
Euro Leisure & ThailandReisgids.nl - case study
Destination
Market developm.
Economy
Politics
Tour operators
Accessibility
Attractive-nessAccommo
dations
YOU!!! (consumer behaviour)
Tourism Master PlanObjective: To attract more European tourists to Thailand
2 things to do: 1.Develop/ improve tourism inside the country – Development strategy2.Approach potential tourists actively – Marketing strategy
Euro Leisure & ThailandReisgids.nl - case study
T. Master Plan - recommendations
Development strategy: Get pressure of existing tourist centers Locate new development areas Clean beaches Involve local people in development process
Euro Leisure & ThailandReisgids.nl - case study
TMP - recommendationsMarketing strategy:
Eye opener 1: Europe is not the same. Eye opener 2: tourists coming in low season are not the same as in high season
New target groups: Niche markets (spa, golf etc.) Main promotion channels: friends & relatives & Upcoming internet (1999)!!
Euro Leisure & ThailandReisgids.nl - case study
Influences Destination development
Euro Leisure & ThailandReisgids.nl - case study
Destination
Market developm.
Economy
Politics
Tour operators
Accessibility
Attractive-nessAccommo
dations
YOU!!! (consumer behaviour)
=to be “manipulated” by internet
From plan to action!Internet is booming and will turn the travel world upside down.Informing = sellingAction: Establish Dutch TAT website
Euro Leisure & ThailandReisgids.nl - case study
TAT website: informing = selling2000 TAT website established by Euro Leisure
Basic information about practical matters (money, visa, communication etc.)
Basic destination information and to see and to do No commercial purposes
Euro Leisure & ThailandReisgids.nl - case study
TAT website to TRG2004 TAT to Brouwer Betist – website handed overEuro Leisure has knowledge and informationCould be commercialized
2006 Thailandreisgids online!Objective: to become the largest Thailand information portal of the BeneluxOver 350 pages of Thailand informationNew development: get direct in contact with supplier in Thailand.
Euro Leisure & ThailandReisgids.nl - case study
TRG - now
Problem so new strategy needed:Too little income and many requests for travel
products. Why not selling Thailand tours/ trips?
New strategy: by providing Thailand information selling the destination
Euro Leisure & ThailandReisgids.nl - case study
Informing = selling: TRG campaigns
Austrian Airlines campaign
Euro Leisure & ThailandReisgids.nl - case study
Examples Viral Marketing: Jump mee naar Thailand
Euro Leisure & ThailandReisgids.nl - case study
The future…?
Online marketing communication - ThailandReisgids.nl - case study
Microsoft
Thank you!
Euro Leisure & ThailandReisgids.nl - case study