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Atb sales 2014

Austria Tourism Forum

„know where – know how. How to offer

experience instead of rooms”

Gregor Kadanka – Mondial

Erik Riegler – Österreich Werbung

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2

Deutsche Reiseanalyse 2013

First-time visitors from Germany to Austria

Repeat visitors from Germany to Austria

Data in Mio. Nr. of 5+ day trips

Where do guests come from? Regular guests: from Germany?

Changing markets – Where does growth come from?

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Statistik Austria

Increase in arrivals 2002-2012

Changing markets – Where does growth come from?

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Statistik Austria

Increase in arrivals 2002-2012 (in thousand and %)

Changing markets – Where does growth come from?

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Statistik Austria

Increase in arrivals 2002-2012 (in thousand and %)

Do tourists even know where we are?

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Do tourists even know where we are?

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Booking engines

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• What should tourists type in if they don’t know where Austria is located?

http://www.travelsupermarket.com/c/holidays/last-minute/

http://www.kayak.com/

Decision process

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Tourists' decision criteria

Top 10 decision criteria in the summer

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T-MONA Gästebefragung Sommer 2011

63%

51%

48%

45%

37%

34%

32%

30%

30%

29%

Landscape and nature

Mountains

Privacy

Hospitality

Fresh air / Healthy climate

Quality of hotel / accommodation

Townscape / Cityscape /Architecture

Hiking trails / Bicycle paths /Mountain bike routes

Lakes

Good experience in the past

Tourists' decision criteria

Top 10 decision criteria in the winter

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T-MONA Gästebefragung Winter 2011/2012

69%

56%

42%

39%

37%

36%

35%

32%

29%

28%

Mountains

Attractiveness of the ski-region

Good snow conditions

Landscape and nature

Sport offers

Quality of hotel / accommodation

Privacy

Hospitality

Good experience in the past

Good accessibility / Closeness

Which reasons make a destination worth visiting?

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Demands are individual and market-specific

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Summer / Winter 35% / 65% 65% / 35%

4/5* Hotels 78% 20%

Daily expenditures EUR 322,- EUR 89,-

Bookings 51% package, 40% FIT 69% directly (25% internet, 44% accommodation directly)

Main travel motives Nature, winter, hiking ?? Culture, classical music ??

Ratio of travels abroad 5% 57%

Important aspects in guest treatment

Special gastronomy (small portions, low in fat/salt/sugar), outstanding courtesy

Individual recommendations and services, active programs

Japan Czech Republic

How can I make a destination more attractive? Product example: Baden for Russian tourists

• 7 days

• Local Russian assistance

• Casino entrance

• Spa entrance

• Russian television in the hotel

• Book of Russian history of Baden in Russian language

• Russian shopping guide

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06/05/13 15

Thank you for your attention!

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