Switzerland Tourism & Swiss Tourism. Introduction for students at HTW Chur – 13 October 2014

Programme.

§ 08.45 Intro ST & Swiss Tourism

§ 09.30 Split group / Transfer to A2.02

§ 09.40 Interactive „Speed-Pricing“ Workshop

§ 11.00 Break / Transfer to Aula

§ 11.20 Q&A, Feedback

§ 11.45 End of programme

Programme.

§ 13.45 Intro ST & Swiss Tourism

§ 14.30 Split group / Transfer to A2.02

§ 14.40 Interactive „Speed-Pricing“ Workshop

§ 16.00 Break / Transfer to Aula

§ 16.20 Q&A, Feedback

§ 16.45 End of programme

Tourism.

Tourism – key figures (I).

§  Overnight stays 69.3 million1) Hotels 35.6 million2) Supplementary accommodation 33.7 million1)

§  Tourism turnover CHF 28.5 billion3) of which domestic tourism CHF 16.0 billion3)

1)  ST estimate (based on accommodation statistics (FSO) 2013 and supplementary accommodation

statistics 2003 (FSO))

2)  Accommodation statistics (FSO) 2013

3)  ST estimate (based on Tourism Satellite Account (FSO) and annual indicators for the Tourism Satellite Account)

Tourism – key figures (II).

§  GDP 4%1) ≙ CHF 22 billion

§  Export share of tourism 4.8%2) ≙ CHF 15 billion

§  Tourism as top exporting industry Rank 42, 3)

§  Employed in tourism 175’0004)

1)  ≙ Direct and indirect value added of tourism. ST estimate (direct value added: TSA (FSO); indirect value added: ST estimate)

2)  National Accounts (FSO) 2012

3)  Rank 1: Chemical industry: CHF 80.9 billion; Rank 2: Metal and machine industry: CHF 60.0 billion; Rank 3: Watchmaking industry: CHF 21.8 billion; Rank 4: Tourism: CHF 15.6 billion) 2013

4)  ST estimate (based on annual TSA indicators for the Tourism Satellite Account (FSO) and Employment Statistics (BESTA) (FSO))

Tourism means emotions.

§  Tourism is not a transaction.

§  Trigger, foster and create emotions.

§  Tourism as a dream factory.

Switzerland Tourism.

Task.

§  Mission of Swiss government: „Develop Switzerland as a holiday-, travel- & congress destination“.

§  Worldwide marketing for the destination Switzerland.

§  Financed by the Swiss government, tourism- & corporate partners.

Impact measurement 2013.

§  33.6 million distributed brochures

§  71’780 MySwitzerland visitors/day

§  2045 Participants at media trips

§  141 TV-crews

§  1.9 million App downloads

§  16.7% influenced overnight stays by ST*

*impact measurement 2010

Visitor source markets 2013 in hotels.

Germany 13%

UK 4%

USA/Canada 5%

France 4%

Italy 3% The Netherlands

2% Belgium

2% China

3% Russia 2% Gulf states

2% Japan 1%

Switzerland 44%

Rest 15%

Source: Accommodation statistics (FSO).

Switzerland needs Switzerland.

§  Home market bonus is passé.

§  ST needs to play a central role in accessing the home market in the long-term.

§  In 2013, 44.3% or CHF 16 billion of a total income of CHF 36.1 billion were generated by domestic tourism.

Strategy.

Product Interest Desire Offer Close Loyalty

Productdevelopment Enjoy Switzerland Q Theme-setting Hotel groups Ratings

Market research

Service providerSales partner

Promotion.TV spots/advertisements/flyer/print supplements/events

Key media management.Media work/media events

eMarketing.Banners/campaigns

Key account management.

Trade shows

Media conferences

MySwitzerland/eBrochures/tablets/apps/social media/ search engine optimisation

Brochures/Contact centre

Offer flyer/Contact centre

Reader trips

eOffers/eNewsletters

Tour operatorsSales intermediariesMeeting planners

Attention

Markets.

International ST network 2013.

Priority markets 2013.

§  Germany, France, Italy, Netherlands, Switzerland, UK/Ireland, USA

§  Share of total overnights 75.2%

§  Share of total budget 61.1%

§  1 mio+ overnights/year in hotels

Active markets 2013.

§  Australia, Belgium/Luxemburg, Japan, Canada, Korea, Nordic countries, Austria/Hungary, Czech Republic, Spain, Southeast Asia

§  Share of total overnights 11.0%

§  Share of total budget 15.6%

Strategic growth markets 2013.

§  Brasil, China, Gulf States, India, Poland, Russia

§  Share of total overnights 8.5%

§  Share of total budget 22.1%

§  Potential: 500’000 overnights

Development markets 2013.

§  Israel

§  Share of total overnights 0.5%

§  Share of total budget 0.5%

Marketing.

Product portfolio.

Interest groups

Quality commitment(Q, hotel rating, classification)

Sustainable travel across the country (public transport)

WellnessHotels

Summer Winter Cities Meetings Theme products

Kids-Hotels

SwissHistoricHotels

Design &LifestyleHotels

Typically Swiss Hotels

SwissDeluxeHotels

Non-hotel accommo-

dation

Inspiring Meeting Hotels

Marketing model.

Theme products

Display

advertising

Em

ail and social m

edia marketing

Content

distribution

Search engine

marketing

Search engine

optimisation

Radio

Internet

TV

Print

Key AccountManagement

Key MediaManagement

Clubs/associations

Travel agency

Companies

eMarketing

Visitor

Promotion mixEvents – Advertising – Brochures – Internet – Promotion – Direct marketing – Call Centres

MeetingsCities

Hotel products and non-hotel sector

WinterSummer

KMMKAMMeeting planners

Touroperators

Cooperation.

2012 §  Members 696* §  Participating partners 908** §  Web-cooperations 68

2013 695* 993** 68

§  Marketing revenue partners CHF 24.79 million §  Income strategic partners 9.6 million

27.22 million 9.0 million

* An updated list of all members is available on www.stnet.ch/members

** incl. hotel cooperation and STM

Marketing results – KPIs. (measurement four-wheel drive)

2012 eMarketing §  Web visitors/year* 26.39 million** Promotion §  Advertising and marketing contacts §  Distributed brochures §  Customer responses

4.93 billion 34.53 million 2.43 million

2013

26.23 million**

5.90 billion 34.13 million 3.37 million

* certified WEMF

** incl. impuls programme (until April 2013)

Marketing results – KPIs. (measurement four-wheel drive)

2012 Tour operators (KAM) §  Influenced overnights stays with KAM

Tourism turnover in CHF*

4.27 million 1.08 billion

Key Media Management (KMM) §  Media contacts §  Media articles influenced §  Participants on media trips §  TV-crews §  Media conferences

10.53 billion 12’776 1988 120 87

2013

4.61 million 1.20 billion 10.28 billion 13’790 2045 141 93

* Influenced overnight stays with KAM, multiplied by the daily expenses per country

Winter.

Winter 2013/2014.

§  Budget CHF 18.4 million

§  Markets worldwide

§  Participants ST media trips 640

§  Media contacts 3.3 billion

§  Distributed brochures 19.0 million

§  Web visitors* 13.2 million

§  Influenced overnight stays with KAM 1.3 million

* incl. content city campaign

Summer.

Summer 2013.

§  Budget CHF 36.8 million

§  Markets worldwide

§  Participants ST media trips 896

§  Media contacts 3.9 billion

§  Distributed brochures 23 million

§  Web visitors* 13.0 million

§  Influenced overnights with KAM 2.9 million

* incl. content city campaign

Swiss Cities.

Swiss Cities 2013.

§  Budget CHF 8.5 million

§  Markets BE, CH, DE, ES, FR, IT, RU, UK, US (incl. CA)

§  Participants ST media trips 332

§  Media conferences 26

§  Media contacts 2.13 billion

§  Distributed brochures 5.9 million

Meetings.

Meetings 2013.

§  Budget CHF 6.5 million

§  Number of quotation requests 1388

§  Meetings, events & conferences 714

§  Influenced overnight stays 167’830

§  Tourism turnover CHF 56 million

Hotel products.

Brand Positioning.

get natural.

8 9

1. Priority markets

75.2 % of overnights in the Swiss hotel sector

Germany, France, Italy, the Netherlands, Switzerland, USA, UK (with Ireland)

2. Active markets

11 % of overnights in the Swiss hotel sector

Australia (with New Zealand and Oceania), Belgium and Luxembourg, Japan, Canada, South Korea, the Nordic countries (Denmark, Finland, Norway, Sweden), Austria and Hungary, Spain, Southeast Asia (Indonesia, Malaysia, Singapore, Thailand), Czech Republic

4. Developing market

0.5 % of overnights in the Swiss hotel sector

Israel

3. Strategic growth markets

8.5 % of overnights in the Swiss hotel sector

Brazil, China, Gulf states, India, Poland, Russia

Switzerland Tourism in brief.

Switzerland Tourism promotes Switzerland worldwide as a holiday destination, under its slogan “Switzerland. get natural.” – alongside a clearly defined contemporary concept of Swissness.

The marketing organisation Switzerland Tourism (ST) has a long history. By federal mandate it has been promoting Switzerland at home and abroad as a holiday, travel and conference destination for more than 90 years. ST positions Switzerland as a tourism brand standing for quality, naturalness, authenticity, sustainability and modernity, under the overall concept of “Swissness”. To do so, ST develops a systematic marketing programme that it implements creatively with its partners through a full range of promotional and sales techniques. ST is a public corporation. Its board comprises 13 representatives from tourism, business and

industry associations. ST’s president is Jean- François Roth, while Jürg Schmid is responsible for operational management. Headquartered in Zürich, ST has a presence in 27 countries, employing 242 staff.

Facts and figures.

Positioning of the holiday destination Switzerland.

Regional representations

Headquarters in Switzerland

Staff – of whom trainees

Spending – of which regular federal funding

CHF m CHF m

Spending abroad

CHF m

Degree of self-financing %

Marketing budget/ marketing staff

CHF

Marketing organisation.

ST holds two trump cards. In addition to a variety of sublime natural landscapes – the main draw for most of our visitors – Switzerland offers an exceptional first-hand experience of authentic, living tradition. This combination is highlighted by ST’s slogan “get natural.” – a promise, as well as an invitation. In this way Switzerland sets itself apart from the competition, emphasising above all the experience it offers.

Nature Authenticity

The Swiss experience slogan: “get natural.”

8

27

1

242 21

95.44 52.18

71.70

45.13

305,900

eMarketing.

MySwitzerland.com facts 2013.

1. Visitors 26.23 million

2. Ø visitors/day 71’900

3. Top 3 search items Zermatt, Interlaken, Zurich

4. Top 3 markets Switzerland, Germany, Italy

5. N ewsletter subscriber 685’000

6. Downloads mobile Apps 1.91 million

7. Languages 15

8. Partner websites 68

9. eCRM partners 27

Our 5 eMarketing tools.

MySwitzerland.com 26.2 mio. visits, 80.3 mio. page impressions (PI), 4:53 min/visit, 3.1 PI/visit

Sea

rch

Eng

ine

Opt

imis

atio

n

49% 3.0 PI/visit 4:44 min.

Sea

rch

Eng

ine

Mar

ketin

g

10% 3.4 PI/visit 5:22 min.

Dis

play

A

dver

tisin

g 3%

1.7 PI/visit 2:10 min.

eMai

l & S

ocia

l M

edia

Mar

ketin

g

3% 3.2 PI/visit 5:00 min.

Con

tent

D

istri

butio

n

16% 2.9 PI/visit 04:35 min.

Source: Netmetrix / WEMF / Google Analytics, Difference: direct entry MySwitzerland.com

0!

5,000,000!

10,000,000!

15,000,000!

20,000,000!

25,000,000!

30,000,000!

2002!2003!

2004!2005!

2006!2007!

2008!2009!

2010!2011!

2012!2013!

Visitors’ development MySwitzerland.com.

Quality.

Enjoy Switzerland. Product Development in Swiss Tourism

A good product is the best marketing.

What does Enjoy Switzerland offer? § Centre of competence for innovative product design in

Swiss Tourism §  International experience of markets and marketing § Versatile "backpack" of methods § Knowledge exchange and networking

Partners.

Who can take part in the Enjoy programme? a.  Destinations b.  Interest groupings/alliances (combining several

providers of tourism services) c.  Organisations related to tourism (e.g. UNESCO sites,

nature parks, etc.)

Project.

§ Enjoy Switzerland coaches destinations that already have specific ideas about a project related to product development.

"It's not the customers' job to know which product they want."

Steve Jobs, 1955-2011.

Testimonials.

"It was through Enjoy Switzerland that our 'AlpKultur' brand and

positioning were developed. Lenk-Simmental Tourism attained the

milestone for this in 2011." Albert Krucker, Director of Lenk-Simmental Tourism

Sustainability.

Green is chic. §  Sustainability is turning into lifestyle

§  Experiencing nature without sacrifice is in demand

§  LOHAS: Lifestyle of Health and Sustainability

§  LOVOS: Lifestyle of Voluntary Simplicity

§  The new yearning for nature (Neo-Nature*) §  Neo-Nature is a lifestyle, not a consumer trend.

§  Close to nature in comfort is the new vacation paradigm.

§  Enjoying food without regret (from organic burgers to regional haute cuisine).

* Study “Neo-Nature, Der grosse Sehnsuchtsmarkt Natur”, Zukunftsinstitut 2008

We actively practice “get natural.”

§  Nature travel / Outdoor. Swiss made.

§  Swiss Parks

§  Typically Swiss Hotels

§  SwitzerlandMobility

§  Agrotourism and Agritourism

§  Enjoy Swiss Mountain Aid

Eco-friendly Switzerland.

§  Yale University assesses a list of nations every 2 years by means of the Environmental Performance Index (EPI), based on environment, air pollution, water quality, and climate change. Ranking for Switzerland: 2008: 1 / 2010: 2 / 2012: 1.

§  In the international Mercer quality of living study 2012, 3 Swiss cities rank among the first 10 (Zurich, Geneva, Berne).

§  In the 2011 & 2013 Global Tourism Competitiveness Report by the World Economic Forum (WEF), Switzerland ranks number 1.

Swiss Travel System.

This is Swiss Travel System (I).

§  Swiss Pass – All in One Ticket: 26,000 kilometers limitless by rail, bus and ship.

§  Panoramic trains (Glacier Express, Bernina Express, GoldenPass Line, Wilhelm Tell Express).

§  Free travel on public transport in 75 towns and cities as well as free admission to more than 470 museums.

§  50% discount off most mountain railways.

This is Swiss Travel System (II).

§  Many other bonus benefits (discount off tours and excursions, hotels etc.).

§  Children under age 16 travel free of charge when accompanied by at least one parent holding a Swiss Family Card.

§  Travel carefree thanks to luggage transport.

Strategic Premium Partners.

Switzerland. Powered by regions. MySwitzerland.com

Thank you.