Branding and quality in rural tourism - the key to success

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1 Branding and quality in rural tourism - the key to success Presentation at the National Congress on Rural Tourism Avila, Spain, June 6, Hans Embacher Austrian Farm Holidays Association Gabelsbergerstraße 19 A-5020 Salzburg h.embacher@farmholidays.com

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4 CAR 1 CAR 2 Air conditioning Air conditioning Leather equipment Reverse camera Navi-System + DVD

5 CAR 1 CAR 2 Air conditioning Air conditioning Leather equipment Reverse camera Navi-System + DVD

6 Real brands are in the head, and if they are not in the head, they are nowhere! Andre Heller (Austrian media artist)

7 Elements of a sucessful agritourism strategy Organisation and cooperation Training, consultancy and information Branding Quality Theming, special interest Marketing

8 Example 1: Rural tourism brands in Germany

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10 Example 2: Rural tourism brands in Austria

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12 In the long run you can only be successful, if you know the reasons for your success Rupert Lay Brands should know and communicate the reasons for their success

13 HoF Emotional images in the mind

14 HoF Emotional images in the mind 3. DIE MARKE URLAUB AM BAUERNHOF

15 HoF Emotional images in the mind 3. DIE MARKE URLAUB AM BAUERNHOF

16 HoF Emotional images in the mind 3. DIE MARKE URLAUB AM BAUERNHOF

17 HoF Emotional images in the mind

18 Do you really know who your target group is?

19 countries of origin basis: category private + appartements on farm, bednights Rest Austria 21% NL 5% Vienna 9% B/Lux/F 2% Italy 1% CH 1% other 5% Germany 56%

20 Decisive arguments for choosing a farm (from: guest survey) Entscheidungsgründe Welche Gründe waren ausschlaggebend, sich für Ihren Urlaubsbauernhof zu entscheiden? UaB Anfragestudie 2009 arco GmbH, Klagenfurt

21 Farm Holidays in Austria The target groups 2012 We reach well informed, highly educated, experienced travellers

22 Dominant Sinus Milieus 2012 Target Group Families with children (Basis: Farm Holidays (Basis: Farm Holidays-Enquiries) 1 Oberschicht/ Obere Mittelschicht Sinus A12 Konservative 106 Sinus B1 Etablierte 145 Sinus B12 Postmaterielle 117 Sinus C12 Moderne Performer Mittlere Mittelschicht 3 Untere Mittelschicht / Unterschicht Soziale Lage Grundorientierung Sinus AA Ländliche 90 Sinus A23 Traditionellen 81 A: Traditionelle Werte Pflichterfüllung, Ordnung Sinus B2 Bürgerliche Mitte 104 Sinus B3 Konsumorientierte Basis 75 B: Modernisierung I Individualisierung, Genuss, Selbstverwirklichung Sinus C2 Experimentalisten 86 Sinus BC3 Hedonisten 62 Sinus Sociovision C: Modernisierung II Experimentierfreude

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24 Brands should create clarity in the business (farm holidays: in the organisation) The brand Farm Holidays in Austria

25 task: marketing target: visitor Austrian National Tourist Office Organization & Partners Holidays on the Farm task: development and training target: providers Austrian Chamber of Agriculture / ministry 9 provincial tourism organization 8 prov. asso. Holidays on the farm 8 Provincial Chambers of agriculture town and regional tourism organization town and regional pools of renters regional chambers of agriculture Hotels,inns,room renters, B&B`s and others Holiday Farms (all) farms

26 Branding Organisationdevelopment

27 Brand communication points of contact Communication-strategy & regulations Brand Communication goals Communication patterns Arguments for the brand Product-specific communication Province/Region-specific communication Planning of action / marketing plan

28 Branding should be stable and long-term oriented on the core-values and strengths of the business

29 Strategic success-logic of holidays on the farm Ambassabor of the farming world Uncomplicated and fair Familiar Hospitality The specialist for holidays on the farm: The most attractive, quality proven holiday offer of farms from all regions of Austria THE specialist for holidays on the farm Happy holidays on the farms Country living

30 Brand-rules protect from deviations from the success pattern Objective with the guest: Recognition and trust

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35 Strong brands give security and stand for proven quality The brand energy comes from the service, from the performance, not from the slogan!

36 Farm holidays in Austria: Quality classification Classification since : emphasis on facilities (hardware) : emphasis on services (software) : equal emphasis on three areas * farm quality * facilities quality * service quality

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38 3. DIE MARKE URLAUB AM BAUERNHOF

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44 The result

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46 Brands create added value

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49 Branding in marketing campaigns Brochures Special interest Internet Cross marketing campaigns Advertisements Sales channels

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59 Business cooperaton super market chain: SPAR / Eurospar / Interspar Action: Kids cooking for kis (charity for SOS-Kinderdorf); Rezeptwettbewerb; Gewinnspiel; Ankündigung: Flugblätter (Aufl. 2,4 Mio.), Internet spar.at, Presseaussendung; Action: Promotion for super market-staff (1.270 Mitarbeiter); Ankündigung: Mitarbeiterfolder, Spar-Akademien; Action: Radio Ö3 Picknick (Wien, Linz, Salzburg), Hauptgewinn: 1 Woche Urlaub am Bauernhof; Ankündigung: Produktion Leporello (Aufl.), werden aufgelegt in allen österr. SPAR-Märkten (1.500), beim Picknick, Internet, Radio, etc.

60 Cooperation with Austrian NTO Schaltplan Printanzeige: Süddeutsche Zeitung Magazin / Welt am Sonntag Icon / Welt am Sonntag Icon / Zeit-Magazin LEBEN / Handelsblatt / Reichweite: ca. 32 Millionen Leser

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62 The brand has to come into life! (from the marketing-/advertising department)

63 The points of contact (example: holidays on the farm) Farm Products Host-family Events Press reports Reception Room/Appart. Correspondance Internet-Sites Fairs Brochures A brand meets its customers in many places. Only in these places of contact it shapes its profile!

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66 3. DIE MARKE URLAUB AM BAUERNHOF

67 Summary: Strong brands... give security facilitate decision making allow identification and self-presentation call learned images create familiarity are positive prejudices minimize the risk for disappointment stand for values - give orientation stand for controlled quality create trust in unknown products and services create repeat business

68 The outcome Results

69 Verbraucherpreisindex (Basis: 1986): ,1 / ,5 / ,8 (Source: Statistik Austria) Farm Holidays in Austria Result of a branding strategy ØPrice in Occupancy rate (bednights) Ø Turnover/ bed in 3315,60 13,10 17,20 30, % +134,3% +11% +20% +46% +181,2% 1991 / 1999 / / 1999 / / 1999 / 2012

70 Thank you for your attention!