small andmedium mountain resorts - an austrian …...luxury golf & spa resort near krasnodar,...

Small and Medium Mountain Resorts -

an Austrian Case Study

Christopher Hinteregger, 9th October 2013

1st Euro-Asian Ski Resorts Conference, Almaty

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Content

1. About Kohl & Partner

2. Austrian Mountain Resorts

3. Important factors for Small and Medium Mountain Resorts

4. Success stories

3

Kohl & Partner is a reliable partner for tourism development

projects

About Kohl & Partner


• Independent and internationally operating

consulting company specialized in the hotel and

tourism industry

• Leading tourism consultancy in Austria with more

than 30 years of experience

Kohl & Partner

means

“Quality in Tourism”

Modern company management

Development according to the EFQM model

Austrian Quality Award

Winner of the AQA for SMEs

Affiliate Member UNWTO

Member of the World Tourism Organization

• 12 offices in nine countries (Austria, Germany,

Switzerland, Italy, Hungary, Romania, Bulgaria, Macedonia and Albania)

• International team with more than 40 tourism experts

4

Kohl & Partner offers consulting services in three business

units

Tourism Infrastructure


Tourism DestinationsHospitality Industry

Main services

• Feasibility Studies

• Hotel Valuations

• Operator Selections

• Strategy & Positioning

Concepts

• Business Plans

• Asset Management

• Marketing Plans

Main services

• Tourism Master Plans /

Tourism Development

Programs (local,

regional and national)

• Hotel Master Plans for

destinations

• Quality Improvement

Programs

• Marketing Plans

Main services

Preparation of Feasibility

Studies, Development

Concepts and Marketing

Plans for

• Aqua Parks

• Cable Cars

• Golf Courses

• Tourism Attractions

• Theme Parks

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Kohl & Partner supported numerous tourism development

projects in CEE (and beyond)

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Russia and CIS

Tourism Destinations

• Tourism Development Plan for

Kavkazkiye Mineralnye Vody, Russia

• Tourism Master Plan for

Bashkortostan Republic, Russia

• Tourism Master Plan for South

Kazakhstan, Kazakhstan

• Tourism Development Plan for the

Mountain Resort Shahdag, Azerbaijan

• Development Strategy for tourism in

Azerbaijan

• Market Analysis & Potential Analysis

for tourism development in

Krasnoyarsk Krai, Russia

• Destination Audit for Yamalo-Nenets

Autonomous Okrug, Russia

Hospitality Industry

• Feasibility Studies for three planned

hotels in the Mountain Resort

Shahdag, Azerbaijan

• Feasibility Study for a hotel as part of

a mixed use development in

Shymkent, Kazakhstan

• Concept and Pre-Feasibility for a

luxury Golf & Spa Resort near

Krasnodar, Russia

Tourism Infrastructure

• Pre-Feasibility Study for a Water Park

in Moscow, Russia

• Demand Analysis and Concept

Optimization for a sport & leisure

facility in Minsk, Belarus


7

Kohl & Partner has supported the following Mountain Resorts

on their way to professionally develop tourism

Outside the German-speaking markets:

• Shahdag – Greenfield Mountain

Resort project in Azerbaijan

• Kopaonik – biggest Mountain Resort

in Serbia

• Jahorina – biggest Mountain Resort in

Bosnia-Hercegovina

• Arieseni – Greenfield Mountain

Resort project in Romania

• Klekovaca – Greenfield Mountain

Resort project in Bosnia-Hercegovina

• Bansko – biggest Mountain Resort in

Bulgaria


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Content




4. Success stories

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There are more than 360 Mountain Resorts in Austria – so it is

a very competitive environment

Austrian Mountain Resorts

10

In total the Austrian Mountain Resorts have more than 3.000

vertical transportation facilities


Number of lifts

3.034

Austrian Skiing Resorts

Amount of skiing slopes

22.900 ha

Winter revenue (ropeways only)

EUR 1,16

billion

Skier days

50,7

million

Source: Austrian ropeway association

11

More than 80 % of the Austrian Mountain Resorts have less

than 50 kilometers of slopes


Structure of Austrian Mountain Resorts

Source: Austrian ropeway association, www.bergfex.at

Ropeway companies (classified by annual revenue)

81

98

34 34

0

30

60

90

120

Less thanEUR 750'

EUR 750' -4,5 m

EUR 4,5 -7,5 m

More thanEUR 7,5 m

Mountain Resorts (classified by length of slopes)

161141

2044

0

50

100

150

200

Less than10 km

10 - 50 km 51 - 100 km More than100 km

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Content




4. Success stories

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Important Factors

S ummer Attractions

Tree-top path Flying fox Golf course

Toboggan run Mountain bike park High ropes course

Theme path Viewing platform Nature playground

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Important Factors

S teady development

Snowboard park Ski beginner park

Competition tracks

Testing days

Winter tubing

Tracks for sledding

Ice skating rink

Spa center

Ski tournaments

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Important Factors

C atchment Area

Example: Mountain Resort Kleinarl

90 min.60 min.Kleinarl

550.000

People living within 60 min.

1.450.000

People living within 90 min.

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Important Factors

S ales & Marketing

Destination

Management

Company

Professional

Website

Facebook

Account

Twitter

AccountYoutube

ChannelPrinting

Material

Cooperations Integrative

Logo

Festivals &

Events

Advertising TV and radio spots

Road shows

Endorsements

Fairs

Sales

Missions

Info

PointsFamiliarization

Trips

Sponsorship

Press

Trips

Infomercials

TV seriesNewsletter

Market

Research

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Important Factors

E vents

Music concerts in Ischgl

Snowboard worldcup in Kreischberg

Glacier show in Sölden

Polo tournament in Kitzbühel

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Important Factors

U niqueness & Specialization

In order to differentiate a clear and distinctive positioning and a powerful brand

strategy need to be defined

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Important Factors

C apacities

vs.

Lift Capacity

SlopeCapacity

Acco-mmoda-

tionCapacity

ParkingCapacity

Tran-sport-ation

Capacity

Gastro-nomy

Capacity

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Content




4. Success stories

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Success Stories

Turracher Höhe

Most important success factors

• Development of various summer attractions

• One of the most successful and innovative Austrian

hotels (operated by a family)

• Innovative tourism product development and high service

quality orientation (wow-effects)

• Strong cooperation between the different touristic

stakeholders (public and private)

The figures

34

20

43

27

0

20

40

60

80

Winter Summer

thousand

Arrivals

2003 2012 2003 2012

* Compound Annual Growth Rate

206

105

224

131

0

80

160

240

320

400

Winter Summerth

ousand

Overnights

2003 2012 2003 2012

+2,8 %*

+3,5 %*

+0,9 %*

+2,4 %*

Slopes

Lifts

Beds

38 km

13

3.400

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Success Stories

Kreischberg


Strong focus on one specific target group: snowboarders

• Europe’s biggest half pipe and a large snowboard fun

park

• Snowboard tournaments including the World

Championships (2003 and 2015)

• Several annual events and a very attractive apre-ski and

nightlife

The figures

24

16

34

19

0

15

30

45

60

Winter Summer

thousand

Arrivals

2003 2012 2003 2012


116

71

159

99

0

60

120

180

240

300

Winter Summerth

ousand

Overnights

2003 2012 2003 2012

+3,9 %*

+2,2 %*

+3,6 %*

+3,8 %*

Slopes

Lifts

Beds

40 km

13

2.300

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Success Stories

Leogang


• Direct lift connection to two other skiing resorts (with a

total length of around 200 kilometres of slopes)

• Very ambitious and successful entrepreneurs owning and

operating the best hotels in Leogang

• Strong focus on mountain bikers (one of the most

attractive mountain bike parks in Europe)

• Several innovative tourism products (e.g. Flying Fox XXL)

The figures

47

28

63 61

0

25

50

75

100

Winter Summer

thousand

Arrivals

2003 2012 2003 2012


229

141

286248

0

125

250

375

500

Winter Summerth

ousand

Overnights

2003 2012 2003 2012

+3,5 %* +8,8 %* +2,5 %*+6,5 %*

Slopes

Lifts

Beds

15 km

11

3.600

24

S teady development

S ummer attractions

S ales & Marketing

C atchment Area

C apacities

E vents

U niqueness & specialization

25

S teady development

S ummer attractions

C atchment Area

C apacities

E vents

U niqueness & specialization

S U C C E S S

S ales & Marketing

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small andmedium mountain resorts - an austrian …...luxury golf & spa resort near krasnodar,...

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