The Grand Tour and Spotify

post by : jeanne.clerc



The Grand Tour, 1600km long, go through whole Switzerland and runs along or meets 22 lakes, crosses over 5 alpine passes and allows you to discover 12 UNESCO World Heritage sites. The Grand Tour will soon celebrate its 5th anniversary and MySwitzerland has set up an original project last August to offer a Spotify playlist for each section. A competition on 16 national radio stations was set up to choose the different songs of the 11 playlists. This contest helped raising awareness of the Grand Tour’s existence. They were therefore looking for a way to make this tour more popular in Switzerland for the Swiss citizen. This route is known in neighbouring countries because it is the only official road trip in the Alps.

We will compare the association of MySwitzerland and The Grand Tour with the New Orleans Tourism Marketing Corporation (NOTMC) that made a playlist on Spotify called “Side A”. Both playlists were created based on people’s listening habits. However, NOTMC’s playlist only has regional songs. MySwitzerland created the playlist in order to make the Grand Tour known by Swiss people meanwhile NOTMC created it to present their city through its rich music and to bring forward local artists. In addition, NOTMC were the 1st ones to turn a Spotify playlist into a live concert and later, a full-length film.

The Grand Tour webpage should highlight the fact that these playlists exist. They could launch an advertising video to promote the Spotify playlists. Another possible improvement could be to add more traditional Swiss songs or international songs performed by Swiss talents. The idea of a QR code on the Grand Tour signs could also increase the attraction of younger people. Finally, electric cars with charging electric station, or carpooling would certainly be a big improvement in terms of sustainability. One idea could be to create an online platform to help single people find teammates.

Highlighting the existence of these playlists could motivate people to get to know more about the Grand Tour and maybe take part in it. It would also give the Swiss citizen an opportunity to learn more about the local music, and therefore these artists would gain more importance. MySwitzerland should take advantage of this project to get this beautiful Tour known and try to attract all generations.

 

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Cycle tourisme in Switzerland (focus on Valais)

post by : angeliqu.bise



What is cycle tourism?

“A participant or spectator in a cycling related activity that included an overnight stay or a day trip which is more than 50 kms outside their usual place of residence.” (http://www.beecoswebengine.org)

 

In Switzerland

On myswitzerland.com you can look up “national routes” and find 9 different cycling routes which go through the entire country. Wherever you live in Switzerland you’ll be able to reach at least one trail.

 

In Valais

It appears that many things have already been put into place in Valais such as rental bikes, bike hotel, cycle guides and public transports. There are already 52 itineraries registered by Valais-Wallis Promotion and 7 by SwissMobile (2 new itineraries in 2019).

 

Comparison with Dolomites

Dolomites is an attractive region for cycle tourism, located in the Station of Alta Badia in Italy. It is known as a cycle tourism destination due to its international cycling event: The Dolomites’ Marathon. The strategy of Alta Badia was to create public events, develop infrastructures and call up partners. They also tried to keep the local culture and a warm atmosphere. Valais has today already a lot of cycling events, like Grand Raid, Verbier E-bike Festival, VTT World Championship and Cycling World Championship in 2020. These competitions are becoming more and more well-known. The strategy of Valais is to find emblematic routes and twin stations with foreign ones. The Canton of Valais is trying to help the development of cycle tourism but there are still some improvements to make. Valais is on the same model as the Dolomites’ one and is on a good way.

 

Our recommendations

  • More promotion around the idea of cycle tourism
  • Improvement of the security (cycling paths, alerting people about the increase of cyclists on the road)
  • Development of trails for every kind of tourists in Valais
  • New event: Greedy stroll by bike

 

Conclusion

Cycle tourism could be a great opportunity for the Canton of Valais (as well as for Switzerland) in terms of attractiveness and sustainability. It is getting better and better but there are still things to improve.

 

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Switzerland: Destination Wedding

post by : masha.fux



A Destination Wedding is a wedding held in an exciting or unusual place in a foreign country where all the people who travel to the wedding can have a holiday or a vacation. Although there is a big interest in Destination Wedding, it has not received a lot of attention from researchers and reporters.

 

The big Indian wedding which took place in St-Moritz in the beginning of this year shows us that this type of tourism - wedding and honeymoon tourism - has a big potential. Roberto Rivola, head of corporate communication of St-Moritz’s tourism office, told us: “The guests' social media activities have a value that we would never achieve with our marketing budget. And not only in India: the wedding guests from all over the world also served as multipliers. We can also assume that one or the other guest has discovered St. Moritz for the first time and that this type of wedding will become a recurring event.” 

 

Switzerland has the power to become one of the top Destination Wedding place thanks to its qualities; it provides everything newlyweds desire:

  • High quality tourism products
  • Excellent transportation and accommodation
  • Friendliness of locals and employees
  • Beautiful landscapes during all four seasons
  • Cultural and natural attractions
  • Security
  • Trilingualism
  • Etc.

 

Switzerland now has to start promoting those aspects. Our recommendations would be to start putting advertisements on foreign websites and get in contact with foreign wedding planner agencies, create attractive packages to make the wedding planning more convenient. Hotels, restaurants, transportation and other facilities should cooperate better in order to create unforgettable experiences for the newlyweds. Since Switzerland receives a lot of visits from celebrities all year long, tourism organisations should take the opportunity to run a campaign in order to attract newlyweds and tourists in general.

 

As we see, in promoting Switzerland as a Destination Wedding, the country could increase its profits in the whole tourism industry.

 
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Mining customer knowledge for tourism new product development and customer relationship management

post by : leonie.biba



Tourism is now one of the fastest growing sectors of the world economy. It contributes to regional and national economic development. For this reason, it is important for marketers to stay close to their customers and keep them as clients. The aim of studying new product development (NPD) and customer relationship management (CRM) is to improve the ability to anticipate and understand buying behaviour by staying focused on the customers’ needs and wants. Customer purchases have profiles and patterns and understanding these is a way for businesses to get closer to the buyer, and therefore develop long-term relationships with them in the tourism industry. For this purpose, the customer must be the focal point of the organisation.

In order to give the customer all the attention, we need to know what it is that they want: we need to collect data. The process of discovering this sort of information, such as patterns and associations, is called data mining. Market knowledge can then be extracted from the analysis of the data.

In this article, a study was done on tourists in Taiwan, to find out what their preferences and purchase behaviour were, and to understand their market segmentation. The results showed that the main factors considered by customers on inbound travel were security, travel agency reputation, travel style and acceptable price. The travel agency where the data was from was then able to think about developing new tourism products, according to the results they found.

 

Keywords:tourism management, new product development, data mining, customer relationship management

Source:Liao, S. H., Chen, Y. J., & Deng, M. Y. (2010). Mining customer knowledge for tourism new product development and customer relationship management. Expert Systems with Applications37(6), 4212-4223. 

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The Concierge. Tradition, Obsolescence and Innovation in Tourism

post by : oriane.gachet



 

In this summary, we will see how a role figure of the hotel industry, the concierge, is evolving.

First, what is a concierge? A concierge is a traditional key role in the hotel industry. He can be described as “the most outstanding interpreter of luxury service in hospitality”. His role is to provide services, information and advice to the hotel customers but also take restaurant, concert and other reservations for them. The concierge has also other qualities such as empathy and communication skills, as he is in direct contact with the customers.

More and more, the role of concierge is being replaced by various persons or by technology. In less luxurious hotels, the receptionist will often play the role of a concierge. Sometimes, hotels also hire concierge from specialised firms. These private concierges are not part of the hotel staff and therefore have no “memory” of the guests. They can’t build lasting relationships with frequent hotel customers. An example of a private concierge company would be John Paul, founded in Paris in 2008.
Nowadays with the democratisation of internet, more and more customers find information directly on the net. The concierge is only there to confirming and reassuring the guest on the information they already found. They are also expected to give personal advices which cannot be found on internet. More extreme situations occur when technology completely takes the role of the concierge. In Vancouver, the Opus hotel provides an example of a virtual concierge. Customers have a virtual contact with this concierge by answering questions on the internet. Based on their answers, the Hotel provides specific recommendations to the different customer micro-segments.
Robots are also being implemented in hotels’ hall to greet customers, answer their questions and take their reservations. The Connie robot introduced in Hilton hotels is a good example of this new concierge type.

As concierges are traditionally very important in the hospitality field, there is a big controversy around the fact of the concierges being replaced by robots. Virtual concierges are reducing costs and offer very effective customer satisfaction, but an interview shows that customers were still in need of human contact, especially for more specific services.  
 

The future of concierges in hospitality is slowly disappearing but good news, post internet concierges are likely  reorient themselves in other places like malls, apartment buildings, companies, etc. They might also cover new services like babysitting, grocery delivery, health care and so on to help people have a better balance between their professional and personal life.

 

Source: Bellini, N., & Convert, L. (2017). The Concierge. Tradition, Obsolescence and Innovation in Tourism. Symphonya. Emerging Issues in Management, (2), 17-25. http://symphonya.unimib.it/article/view/12561

 

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In What condition is a price increase perceived as fair? An empirical investigation in the cable car industry

post by : anthony.vollenwe



This research has been done by the University of Wollongong, Australia, in collaboration with researcher from the University of St. Gallen. They conducted a survey in order to understand the customer’s perceived price fairness in function of different price increase conditions. Because of the fierce national and international competition but also to protect their image and loyal customer, Swiss firms seem reluctant to change their price compared to other countries which made it a good subject for this study: only 38% did it between 2016/17 and increase of only 17% compared to around 35% for the other alpine countries (Vanat, 2017).

Four claims have been advanced, tested, and confirmed by this study (Bieger, Engeler, Laesser, 2010):

  1. A price increase based on an increase in a firm’s cost is perceived as more fair than a price increase due to excess demand.
  2. A price increase indicating an increase in customer’s perceived value is perceived as more fair than a price increase with no indication on an augmented perceived value.
  3. A price increase based on an external and uncontrollable cost-based reason is perceived as more fair than a price increase due to internal and controllable cost based reasons.
  4. A price increase with a reason provided is perceived as more fair than a price increase without a reason, even if the reason provided is unfavourable for the firm.

It is important to be aware of the customer’s view, of the customer’s behavior. By doing this, we understand that communication about a price change is probably the most important action. The change will be better accepted than by trying to hide it. Furthermore, the customer is more likely to accept a price change if there is an added value (Bieger, Engeler, Laesser, 2010), if he thinks that he will make himself better off, so revenue management is an important part of setting prices and how we justify it. If I develop more my personal thinking by using an element we have seen during the course; by justifying the reason of the different rates, the customer will understand why at that moment it is cheaper or more expensive and will take the responsibility about not having made the purchase at the right moment. We can say that the company transfers the responsibility of the level of the rates to the customers.

Key words: Price increase, perceived price fairness, accepted change

References:

Bieger, T., Engeler, I. & Laesser, C. (2010). In what condition is a price increase perceived as fair? an empirical investigation in the cable car industry. 20th Annual CAUTHE 2010 Conference (pp. 1-12). Hobart, Tasmania: School of Management, University of Tasmania

Vanat, L. (2017). Bilan de la saison 2016 / 17 Fréquentation des domaines skiables. Bern : Remontées Mécanique Suisses

 

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Survival Tourism, a Fashionable Adventure

post by : Anthony Vollenweider



Would you go out into the wild with the strict minimum for a couple of days or an entire week? Hunting and gathering your own food and water while managing to find and build yourself a shelter? This is the new trend called “Wilderness Survival” which is spreading around the word thank to TV shows like “Koh-Lonta” or “Wild” which often features celebrities like Mike Horn or former president Barack Obama.  The fact to reconnect with our primary instinct and the wilderness, leave the comfort of our every-day life and challenge our limits is what motivates the 8000 people who attended the first European meeting of Survivalism in Paris in 2018.

 

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Panorama Tourismustrends – wo führt das hin?

post by : dan.wahlen



Dieser Blogpost behandelt Themen welche im Tourismus im Wandel sind und auch in Zukunft beschäftigen werden. Er zeigt mögliche Trends und neue Ideen auf.

Veränderungen der Mobilität

Die Ausgestaltung der künftigen integrierten Transportkette ist eine der grossen Herausforderungen der kommenden Jahre. Die Fernbusse drängen mittlerweile definitiv in den Markt. Politisch gibt es zwei Lager. Während die Gegner behaupten, dass die Fernverkehrsbusse zu einer Verstopfung der Strassen und Gefährdung des Taktfahrplans führe, lassen die Befürworter verlauten, dass der Fernbussverkehr nachhaltiger sei als individueller Autoverkehr und gerade für abgelegene Bergregionen sinnvoll wäre.

Digitalisierung

Es wird erwartet, dass die aktuell 350 Tourismusbüros in der Schweiz in den nächsten Jahren zum grossen Teil verschwinden werden. Durch die Digitalisierung geht man von anderen Arten von Arbeit aus, auch in der Gastronomie und an Hotelempfängen. Es wird aber auch in Zukunft noch Spezialisten vor Ort in den Tourismusgebieten brauchen.

Overtourism

Jährlich steigt die Anzahl Touristen an. Dies führt in der Regel zu wirtschaftlichem Aufschwung. Orte welche von Touristen allerdings überflutet werden, tragen teils auch negative Auswirkungen davon. Doch was kann man dagegen tun?

Santorini beispielsweise begrenzt die Besucherzahl welche von Kreuzschiffen auf die Insel darf. Die Region Cinque Terre führt ein Ticketing System ein, welches maximal 1.5 Mio Touristen auf einmal Zugang in das Gebiet genehmigt.

Innovativ sticht vorallem Amsterdam hervor, welche nach einer Analyse mittels Einfügen eines Chips in die city card, die Besucherströme nachvollziehen können. Dabei wurde festgestellt, dass eine Mehrheit der Kunden morgens das Van Gogh Museum besucht und am Nachmittag eine Kanalfahrt macht. Um dem grossen Ansturm entgegenzuwirken, führten sie Videoübertragungen ein der Warteschlange, kreierten eine App welche Push-Benachrichtgungen versendet, dass man lange anstehen muss und schafften neue touristische Ziele wie beispielsweise den Amsterdam Beach, 14 Kilometer ausserhalb von Amsterdam.

Upgrade your Winter – allgemeine Trends / Herausforderungen

Die KOF prognostiziert einen Anstieg der Logiernächte für die anstehende Wintersaison von 3.7 % in den alpinen Regionen. Um diesen Aufwärtstrend zu bestärken hat sich Schweiz Tourismus (ST) mit der Kampagne «Upgrade your Winter» welche 1112 Marketing Aktivitäten in 22 Märkten beinhaltet, stark gemacht. Das Ziel ist es authentische Erlebnisse mit bleibender Erinnerung zu produzieren.

Mit dem Angebot «First Ski Experience» beispielsweise, können Neulinge einen halben Tag auf den Skiern verbringen. Die Ausrüstung, das Skiticket sowie ein Skilehrer sind dabei inbegriffen. Es wird erwartet, dass dies vorallem für die Fernmärkte interessant sein kann. Zudem geht man davon aus, dass Leute wie in der Schweiz lebende Expats ein solches Angebot nutzen würden.

ST erwartet eine Renaissance der Nähe – sprich – dass Schweizer und Europäer in Zukunft allgemein wieder vermehrt in ihrer gewohnten Umgebung Ferien machen.

Herausforderungen:

  • Winter wird durch Klimawandel kürzer (Vergleich zu 1970 beginnt er 12 Tage später und endet 25 Tage früher)
  • Aufenthaltsdauer wird kürzer
  • Zahl der Skifahrer stagniert

Bergbahnen: Pricing im Skitourismus

Saas-Fee

Durch das Crowdfunding sollten 99'999 Personen gefunden werden, die ein Saisonabonnement in der Destination Saas-Fee kaufen. Für einen Preis von 222 Franken, das früher für 1050 Franken verkauft wurde. In dieser Saison wurde neu das Abonnement Gold verkauft, das weitere Vorteile für den Touristen hat.

  • Gratis Vollmond Skifahren¨
  • Gratis Nightevents
  • Bis zu 50% auf Ski- und Snowboardmiete
  • Gratis Gepäcktransport
  • 50 % auf Autoverlad Lötschberg

Crans-Montana Magic Pass

Beim Magic Pass machen 25 Skigebiete mit. Die zusammen mehr als 1'000 Pistenkilometer haben. Der Magic Pass ist für 359 Franken erhältlich. Die Zusammenarbeit ist nach dem Angebot von Saas-Fee gekommen.

Blatten-Belalp

Bei den Belalp Bahnen bestimmt das Wetter den Preis der Tageskarte. Grundlage dafür ist bei den Belalp Bahnen die Wettervorhersage für das „Hohbiel", die SRF Meteo acht Tage im Voraus prognostiziert. Diese Wetterprognose bestimmt den Preis der Tageskarte. Durch diese Prognose wird je nach Wetter eine Reduktion gewährt. Die Reduktionen belaufen sich bis zu 50 Prozent. Je höher die Reduktion desto schlechteres Wetter ist vorhergesagt. Ist nun beim Tag X schönes Wetter, obwohl die Prognose für diesen Tag schlecht war, muss der Kunde nicht einen Aufschlag bezahlen. Die Buchung diese Tickets läuft nur übers Internet. Es ist nicht möglich, dieses Ticket am Schalter zu erwerben.

Andermatt-Sedrun

Im Skigebiet Andermatt-Sedrun bestimmt neu das Angebot und die Nachfrage die Preise für die Tageskarte. Die Faktoren sind:

  • Hauptsaison oder Nebensaison
  • Wochentag
  • Wetter

Je tiefer die Nachfrage desto billiger die Tageskarte. Erwachsene fahren pro Tag ab 37 Fr. Ski, Senioren ab 34 Fr. Für Kinder und Jugendliche unter 25 Jahren fahren ab 13 Fr. mit.

Fusion

Die Fusion der Bergbahnen Riederalp, Bettmeralp und Fiescheralp. Die neu unter der Name Aletsch Arena vermarktet wird. Durch die Fusion entstehen Synergieeffekte. Die Bahnen müssen nur eine Destination vermarkten und können so mehr Leute auf die Aletsch Arena locken. Der Umsatz der Bahnen wird sich steigern und dies kann gut für die Reinvestition gebraucht werden oder für den Bau von Beschneiungsanlagen.

Kooperation

Für das Projekt des Magic Passes arbeiten 25 Bergbahnen zusammen, um konkurrenzfähig zu bleiben. Durch das Angebot von Saas-Fee wurden viele Bergbahnen unter Druck gesetzt. Durch die Kooperationen mehrerer Bergbahnen kann ein besseres Angebot für den Kunden generiert werden.

Zudem kooperieren auch die Bergbahnen Lenk mit Gstaad oder Adelboden und Kandersteg.

Tripping.com

Die Gründerin und auch CEO von Tripping.com, Jen O’Neil, hat sich zur Aufgabe gemacht eine Buchungsplattform für Ferienunterkünfte zu entwickeln, welche das Buchen vereinfacht. Auf Tripping.com werden alle top-Buchungsportale, wie Booking.com, vereint. Zuvor haben die Leute auf durchschnittlich 5 verschiedenen Webseiten gesucht, bevor sie sich für eine Unterkunft entschieden haben. Auf Tripping.com werden alle Angebote der verschiedenen Anbieter angezeigt, dabei ist auch gleich der beste Preis ersichtlich. Das mobile Buchen hat immer mehr zugenommen, dadurch öffnet sich der Markt auch für die «Millenials», welchen das unkomplizierte Buchen sehr wichtig ist.

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Travel without children, a growing market

post by : carmen.rothenbu



Nowadays, more and more people are seeking for a peaceful holiday. It does not only concern couples but also groups of friends, elderly and younger people. We could think that these people dislike children but this is not the case; most of them are parents or grand-parents and just need a break. Therefore, this market has become very popular mainly in Europe. Hotels, restaurants, airlines and cruises started to instore an age limit for their customers. The main cause of this trend is the aging population.

Up to now, there are over 700 Adults-Only hotels, the majority in Europe. Each of these establishment has its own age limit. As instance, the Iberostar Hotel chain set the age limit to 14 to some of their hotels. In Valais, the hotel Royal de Riederalp is the only hotel in Switzerland that forbids children under 12 years old. Other tourism companies follow this trend. Malaysia Airlines bans children under 2 years old from the first class.

Is this trend really ethical? The opinions are divided. Obviously, if you spent a large amount on an airline ticket, you expect not being disturbed by a crying baby. On the other hand, children have the same rights than adults. This is why this trend got a lot of media attention around the discriminatory aspect of the situation. In order to avoid negative publicity, certain establishments do not officially forbid children but they do it in an implicit way. For example, restaurants stop offering Kids Menus, baby chairs or drawing pens.

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Les Grottos de la région de Lugano

post by : natacham.bullot



Un grotto est un restaurant de spécialités locales que l’on trouve dans la partie italienne de Suisse. Ce sont des restaurants typiques du à leur rusticité. On en trouve plus d’une cinquantaine dans les environs de Lugano. Ils ont tous gardé leur même aspect d’origine et le même esprit qu’auparavant, puisque qu’ils ont en moyenne environ 200 ans. C’est la raison pour laquelle on peut les reconnaître avec facilité.

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