Summer tourism development in ski resorts

post by : renaud.lugon



As time goes on and all the news about the subject, we cannot deny that the climate is changing. Global warming is hitting the globe all over the world and inevitably also here in Switzerland. With winters passing by, we can see that snow is often missing at crucial periods like school holidays (Christmas, February and even Easter) and this has a direct impact on ski resorts. As they mainly depend on these periods to earn money, when there isn’t enough snow to open every slopes or even open the resort at all, it causes a huge deficit at the end of the season, not only for the resort but also for the village itself and all the tourism activity that goes with it.

But still, in the years to come, there is few chances that the situation will get better, therefor, resorts need to renew their offer in order to keep running. One solution would be to develop summer tourism in order to make their lift more profitable as they can’t count on only winter season anymore and this represent a huge part of their spending.

A good example to show how the transition is going in Switzerland is Verbier. Verbier is one of the Switzerland’s most visited ski resort. It is considered worldwide, as one of the best places to freeride. In the first place, Verbier was only active during winter. People used to come here to ski. Nowadays, the resort has changed its horizons. Of course, during winter it is always possible to ski, but to avoid losing money, they had to imagine some activities for summer. That’s why they put activities in place, such as mountain biking, hiking, scooter riding, yoga at altitude or many others.You can also enjoy more and more festivals in Verbier during summer (as E-Bike festival, Verbier festival Open Air concert).

Due to these activities, people started coming during summer. It was not just a place to ski anymore. All of this had a great impact on the turnover of the resort. They earned more money so they could pay the fees of the resort. More people stayed overnight during summer and it was also a good thing for the stores of Verbier, simply because they had more customers.

In order to get ideal representation of where swiss resort should head in the next years, we analyze the case of Whistler, Canada. Whistler is known as a world-class mountain resort and has hosted the 2010 Winter Olympic games and has also been the first ski resort to open a mountain bike resort, as an alternative revenue during summer.

The resort is incredibly well developed not only for the activities but also for its infrastructures. Whistler do have a village with plenty of shops and restaurants, arts and culture scenes, health and wellness infrastructures. From the resort, you can enjoy many hiking and biking tracks, have fun during an activity such as zip lining or else do some golfing. Whistler has been able to exploit every inch of the field it possesses in order to maximise the number of entertainments it can offer to the client and make sure that everyone, regardless of his age, can have fun during his stay at Whistlers. Nowadays, Whistler is working financially as well during winter than during summer.

Of course, the resort has been able to put all these features into place thanks to its successful revenue and, if we compare Whistler to Verbier it would not be a fair comparison since the North American resorts is known all over the world.  But Verbier has also made some progresses regarding summer activities to keep a revenue during the summer. For instance, they keep themselves up to date by offering mountain bike and hiking activities, as well as yoga classes and school outings.

To conclude, we can see that there are alternatives and it can be worth the investment now to anticipate the future seasons to come if we want to keep Wallis attractive for tourists. Developing new activities in summer will gather new customers and may create a trend is summer sports that will gather even more people. Therefore, resorts would depend much less on winter seasons, which could lead in a terrible disaster in case of a winter without snow.

 

 

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Yverdon-les-Bains Région : 365 jours d’activités ressourçantes

post by : Lucie Götz



  1. Introduction

Yverdon-les-Bains Région (YlBR) est une région touristique se situant dans le Nord vaudois. Elle regroupe sept offices de tourisme, qui se trouvent à Grandson, Orbe, Romainmôtier, Sainte-Croix, Vallorbe, Yverdon-les-Bains et Yvonand. La collaboration entre ces régions offre un soutien important dans les activités quotidiennes des sept offices de tourisme, depuis 2009. Les projets touristiques bénéficient de synergies mises en place localement et régionalement. La coordination entre les OT est ainsi centralisée de façon harmonieuse, et permet une meilleure organisation des activités et des événements de la région tout au long de l’année.

  1. Activités et évènements déjà existants

Comme cité, la région offre un panel d’activités et d’événements pendant 365 jours. Un équilibre entre les saisons estivales et hivernales permet de proposer une offre complète.

Pour vous donner quelques exemples, en janvier vous pourrez vous rendre au Novajazz festival d’Yverdon, de mars à novembre allez visiter les grottes de Vallorbe, pendant l’été laissez-vous tenter par la plage de sable d’Yvonand, finalement profitez des bains thermaux à Yverdon pendant la saison d’hiver.

  1. Nos innovations créatives et adaptées

Afin de compléter l’offre actuelle et de la rendre encore plus attractive, nous avons imaginé des prestations touristiques supplémentaires :

  • Un téléski nautique sur la plage de Grandson ou d’Yvonand, pour promouvoir l’activité sportive et le lac.
  • Un bateau-bar qui deviendrait un the-room pendant l’hiver, afin de pouvoir y accueillir des clients durant toute l’année.

Ces innovations sont dans la continuité de la politique 4 saisons de la région et permettront de dynamiser les possibilités touristiques du nord vaudois.

Yverdon-les-Bains et régions, dont le potentiel touristique est déjà élevé, a selon nous de belles perspectives pour l’avenir, et possède une diversité d’activité qui continuera à plaire.

 

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Thyon-Région

post by : emily.galley



Thyon-Région

La société de développement Thyon-Région est une association fondée en 2001 dont le siège se trouve à Vex, dans le canton du Valais. Elle compte 5 employés et son rayon d’activité comprend Thyon 2000, Les Collons et Les Masses. Cette destination se vend sous trois appellations différentes : Thyon 4 Vallées, Thyon Val d’Hérens et Télé-Thyon.

La station met particulièrement en avant son accès au domaine skiable des 4 Vallées, qui est le plus grand domaine 100% suisse. De plus, celui-ci comprend diverses installations très appréciées des touristes, telles qu’un snowpark de renom, la possibilité de faire du ski-nocturne et l’organisation d’une descente des pistes en flambeau. Thyon jouit également d’un magnifique panorama 360 degrés sur les Alpes suisses, en été comme en hiver. Par ailleurs, le Grand Raid et la course pédestre Thyon-Dixence sont deux manifestations sportives très populaires dans la région.

Thyon a su séduire autant les Suisses que la clientèle étrangère. Les touristes allemands représentent un quart de la clientèle totale. La majeure partie des nuitées de la station se font dans des appartements, qui est un type d’hébergement particulièrement apprécié en Suisse. L’ouverture prochaine d’un complexe de bains thermaux avec hôtel, appartements et chalets aux Masses ajoutera à la station un nouvel atout non négligeable.

 

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REENGINEERING DESTINATION MARKETING ORGANISATIONS - THE CASE OF SWITZERLAND

post by : jasmin.hirsbrun



REENGINEERING DESTINATION MARKETING ORGANISATIONS - THE CASE OF SWITZERLAND Prof. Dr. Thomas Bieger, St. Gallen (Schweiz) 

 

The article explains how ongoing globalization changed traditional success factors in tourism in Switzerland, focused on alpine tourism, and proposes approaches for adaption to these changes.

In the last 30 years we have experienced a dramatic change in tourism demand. Cheap airline transport and information technologies such as the internet make travelling available for everybody. Modern tourists are experienced travelers, they have become critical regarding prices and quality and visitdestinations all over the world, depending on the specific travel motivation. Therefore, customer loyalty is decreasing. The today’s traveler asks for experiences and authenticity as a contrast to a more and more artificial world. 

Tourism organizations have to assure the competitiveness of their destinations. 

 

A concept for new structures in alpine tourism marketing has been worked out by an expert group, outlined as follows: 

-      The offer within a destination should include all the necessary facilities such as eg. entertainment, lodging and transportation

-      The destination should have at least one independent brand, which tourists can link the area to and then start creating new brands as eg. sights, attractions, local specialties

-      Qualified personnel plays an important role, therefore front personnel training should be organized in order to remain high standards 

-      Reservation facilities (eg. Expedia, Booking.com) enable to serve as many points of sale as possible

-      Big events should be organized in cooperationwith other destinations and different partners in tourism

-      Sale of marketable products 

-      Provision of information desk and complaint office

 

Marketing plays a crucial role in the alpine destinations:

-      By selecting segments and focusing on specific markets in other continents we reach the right customers 

-      Conducting market research provides the knowledge of needs and wants of targeted customers 

-      Developing a marketing strategy 

-      Tourism destinations need to merge in order to become more powerful and needing less funds 

 

References:

Prof. Dr. Thomas Bieger, (1998) "Reengineering destination marketing organisations: The case of Switzerland", The Tourist Review, Vol. 53 Issue: 3, pp.4-17, https://doi.org/10.1108/eb058277

 

Suggested articles:

Daniela Soldić Frleta. 2018. SHIFTS IN TOURISTS’ ATTITUDES TOWARDS THE DESTINATION OFFERING. Tourism and hospitality management 24:2. 

 

Francesca Iandolo, Irene Fulco, Luca Carrubbo, Stefano Armenia. 2018. Destination mobility management in the light of service research: the "good practices" of south Tyrol. ESPERIENZE D'IMPRESA :2, 39-63. 

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development of mountain destination

post by : robin.wenger



 

Innovation, sustainable tourism and environments in mountain destination development: a comparative analysis of Austria, Slovenia and Switzerland

 

The article talks about different factors that can influence the development of a mountain destination such as the different environments (economic, technological, natural and socio-cultural) and the innovation level.

 

Mountains destinations are very susceptible to the negative impacts that humans cause and need to be protected through sustainable development to preserve their way of life and tourism play a key role in the conservation of mountain destinations.

 

To successfully carry out and measure the concept of sustainable development in mountain destinations, a variety of indicators should be used for the assessment of a destination’s development.

Figure1

A comparison between 3 mountain destinations (Switzerland, Austria and Slovenia)

This research can show that the destinations in Switzerland and in Austria outperform in almost every point the destination in Slovenia however the Slovenian destinations have a great potential for development. Even though, Switzerland and Austria cannot be differentiated in terms of the most successful tourism development, they have still few differences between them such as environmental sustainability and transportation which are a bit more convenient in Switzerland.

 

 

 

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Pop-up Hotels

post by : celine.matthijs



A pop-up hotel is a hotel which is temporary, being at a location for a short time before being moved. Such hotels may be built from pre-fabricated modules which are plugged together on site or from collapsible structures such as tents or they may be fully mobile, being built on a large vehicle. They offer guests extraordinary experiences. 

The expense of creating and personalizing pop-up hotels, getting all the amenities that these rooms require and making sure that the rooms are up to brand standards, is very costly.

This summer, Switzerland Tourism (ST) has launched pop-up hotels in 11 major cities throughout Switzerland as part of its city campaign “Swiss urban feeling”.

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The climate pays for our discount flight tickets

post by : miriam.fux



The climate pays for our discount flight tickets

Flying is one of the biggest contributors to CO2 emission. For example, if you consider an environmentally conscious vegetarian, who only travels by bicycle, is just causing 3,3 tons of CO2 per year (footprint). However, after taking one short or long flight, the footprint increases to 8 tons.

In the last 20 years the number of passengers have doubled worldwide. Considering only the airports in Switzerland, they counted 54,9 million passengers in 2017. This is 73% more than in 2005.

A reason why so many people are flying, are the discount tickets. For instance, a flight from Zürich to New York incl. the return flight only costs CHF 585.50.-. No wonder everybody is in travel fever. However, why are the flight tickets so cheap? 

The aviation industry benefits from special privileges for decades and these are still legal. In fact these privileges were made to boost the economy in the 1950s. The aviation industry do not have to pay any CO2 tax, furthermore in the flight tickets is no VAT included and by international flights, kerosene is completely tax free

If we would add all these taxes and fees, the flight ticket would cost in total CHF 1228.90.- (from Zürich to New York). That means, that this long distance flight from Zürich to New York should be 2.1x more expensive.

On this account the UN aviation organisation ICAO (International Civil Aviation) decided to introduce the global CO2 compensations system CORSIA (Carbon Offsetting and Reduction Scheme for International Aviation) for protecting the climate.

However, for now it is still optional for the airlines to participate in this program. Moreover the international aviation is enormous growing and will use kerosene for some time. The FOCA (Federal Office of Civil Aviation)-Speaker Urs Holderegger sais, that from 2021 the CORSIA-System will compensate the CO2 growth. In any case this system won’t slowdown the growth of flying.

To sum up, it is a positive approach from the aviation industry to address the environmental issues and to try to solve it globally. Moreover without any political actions, the number of passenger will still immensely increase.

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Airbnb

post by : doriane.burgat



Ende Juni 2017 wurden in der Schweiz 29'595 Airbnb-Objekte mit 80'227 Betten erfasst, was einem Durchschnitt von 2,7 Betten pro Objekt entspricht. Dies ist ein Zuwachs von 11’000 Objekten in nur einem Jahr.

In der Schweiz macht der Anteil der Airbnb-Betten heute 30% des Hotelangebots aus, was einem Anstieg von 5 Punkten in 6 Monaten entspricht. Der Anteil der Airbnb-Betten am Hotelangebot explodiert im Wallis von 57% auf 73% in nur 6 Monaten.

Im Vergleich zu den verfügbaren Hotelbetten nimmt der Anteil der auf Airbnb zur Verfügung gestellten Betten stetig zu. Dies ist natürlich hauptsächlich auf die Stagnation der Hotelbetten auf nationaler Ebene zurückzuführen. Von 8% im Jahr 2014 und 13% im Jahr 2015 ist dieser Anteil seitdem bis Anfang 2017 auf 25% und sechs Monate später sogar auf 30% gestiegen

Insgesamt werden die rund 30'000 Airbnb Objekte in der Schweiz von 20’040 unterschiedlichen Hosts verwaltet. 

Man sieht, dass Airbnb überall mehr Popülar wird und immer mehr Leute Airbnbs buchen. 

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Pop in the city

post by : ana.barradas



Since 2006, the city breaks (escapades urbaines) are in constant progression in Europe. They became popular with the cheap flights within the continent all year round. Those less than three days holidays are popular amongst couples and small groups of friends.

“Pop in the city” is French concept to visit cities differently and get in touch with locals. You are paired up with a teammate and during one day you follow your roadmap leading you to the different types of challenges: cultural, art, sport, extreme and solidarity. You also receive a city map elaborated and tested by the “pop in the city” team.

This new concept creates a new way to city break and widens the targeted people because these events are for women only and you can take part in them alone, you do not need to travel with your friends or family. It meets most of the characteristics of city breaks such as: urban environment, meeting locals, multi-cultural experience and special events to cite only a few. 

Regarding Swiss tourism, local tourism agencies could contact the event organisers and bring “pop in the city” in their town, like Lausanne, Bern, Zürich, Basel and many more cities that are not interested in promoting the place as a mass tourism destination but as a city break destination. 

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Le Diablerets

post by : joannafa.demaurex



Les Diablerets c’est l’authenticité villageoise au pied d’un des glaciers les plus modernes d’Europe. Station au cœur des Alpes Vaudoises, entièrement constituée de chalet ce qui lui donne du cachet. On peut y trouver des activités aussi bien hivernales qu’estivales, les Diablerets restent une destination phare. La proximité du glacier offre aux visiteurs la possibilité de combiner les activités sur les pistes aux autres activités proposés dans la station.  Des activités en allant de la luge d’été en passant par le Peak Walk, bon nombre d’activités attendent les visiteurs.

 

Les Diablerets vendent leur destination sous différente marque plus ou moins connue comme par exemple les mines de sel de Bex, un lieu unique dans le canton de Vaud caractérisé par son labyrinthe souterrain longs de plusieurs kilomètres. Autour de ce lieu d’exception s’articule des repas, brunchs mais aussi pour les plus courageux et les plus audacieux des visites dans les anciennes galeries hors de la visite traditionnelle.

 

En vue de l’office du tourisme du futur, nous souhaiterions proposer différentes offres dans le secteur de l’hébergement, de l’activité outdoor, des remontées mécaniques, et de la destination dans son ensemble. Pour cette dernière, par exemple, nous souhaiterions proposer des offres variées en été afin de compenser et de contrer d’éventuels impacts négatifs pouvant avoir lieu lors de la saison d’hiver.

 

 

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