International Markets and Marketing in Cycle-Tourism Trends and key challenges for successful development

Transcription

1 International Markets and Marketing in Cycle-Tourism Trends and key challenges for successful development Mag. Ernst Miglbauer Invent-Büro OÖ (Austria) Lapland Travel Parliament Lapland Hotel Olos 6-7 October, 2016

2 Ernst Miglbauer I invent Büro OÖ (Austria) Consulting in cycle-tourism since the late eighties Projects I expertises I studies (Austria, Germany, Belgium, France, Italy) Key-competencies Strategies Product development Markets Communication Economic impact of cycling Quality management Presentations, lectures and workshops in many European Countries; Publications: travel magazines as scientific literature Passionate cyclist: experience of many countries in Europe (Finland Karelia)

3 JCB Balance Trends in Cycling 2016 Bicycle and Cycling have become an obvious element of lifestyle Matching of emotions, aesthetics and values Modern design of bicycles and bikes Trigger for the boom of e-bikes Boom of (high performance-)e-bikes Widely accepted, must-have -position Metropoles and cities - areas of cycle-boost Decline of car-owning, increasing preference for cycling short ways; Conviviality through cycling Leisure trips with friends, meet locals, experience regions; Health and Environment (climate change) Important, but not a trigger for cycling of touristic relevance BMW

4 Trends and Patterns in Cycle Tourism 2016 Extending variety of routes- and cycling-patterns... Loops from/back to the accomodation, bus-trips + cycling, caravaning & cycling, recreational bike events, retro-events etc. but long-distance-routes are their main protagonist Development of main routes (e.g. Danube) along prominent rivers, borders, linking well-known cities etc. Experience of nature, landscapes and wilderness on trails Cross-over-routes, singletrails etc. Offers and products with convenience Hotels and cottages with flair, culinariy experiences etc. Pittoresque sites and places Castles, medieval places etc. Digital Planing and Navigation Digital Plattforms, GPS, Apps;

5 Different Cycle Tourists Different Settings of Basic Motivations (Germany) Source: Study Was bewegt Deutschland? (2015, Germany, motor presse stuttgart, sample: 8.696) Eifel Tourismus Road bike Cycling Mountain-Biking 1. freedom nature nature 2. nature relaxation freedom 3. balance landscapes fun 4. zone out freedom balance 5. relaxation health zone out Source: Study Was bewegt Deutschland? (2015, Germany, motor presse Stuttgart, sample: 8.696) 5

6 Cycle Tourism in Finnish Lapland Assessement at a first glance By view on inportant markets (Finland, Germany, Uk etc.) Strenghts Nature, wilderness, crystal lakes, clean air, magical forrests etc. Seasons: midnight sun, ruska ; weather suprisingly temperate; Quality of roads and forrest roads, gently driving; Challenges Developing cycling destination Perception as a destination beyond skiing, husky- /reindeer rides and Santa Claus Trust in sufficient coverage with services Providing transport services (train, plane, bus) Making one s mark among & cooperation with the Lappland neighbours (features, storys)

7 Assessment Product-Market-Combinations (1) A) Long distance cyclists (A > B) Dominant mind pattern - fulfilment of desires on healthy environment, pure nature, water, clean air etc; Building up a mental map of main routes with prominent landmarks; securing shops, accommodation, transport services etc; markets: Finland, Germany, Netherlands, Uk etc. B) Circular routes (A > A) cottages, hotels etc. Laurel Robbins Regional/local day-loops linked with (A), well fitting the offers of cottages and hotels; range of cycle routes - incentive for longer stays; Active tourism business, certification with quality label; active communication (website); bike rental (e-bikes); markets: as above;

8 Assessment Product-Market-Combinations (2) C) Trail cycling (single trails) Strong trend, very suitable to the nature of Lapland ; High nature-quality of trails; linking with virtual communities (blogs etc.); markets: Finland, Uk, Germany, Eastern European Countries; D) Caraving & cycling Regional/local loups Tours in relevant portals; markets: Netherlands, Belgium etc. visitfinland

9 Infrastructure Core Qualities and Recommendations Perceptibilty mental map experience of quality Cycling safe off fast driving routes, without barriers; Waymarking and navigation (GPS, Apps) Experience of nature, landscape, authentical culture; Focus on high-quality routes and trails (network), cross-border routes; local loops; Staging routes landmarks, view points, exceptional places and sites (brand Lapland) Offer prepared proposals (stages, loops) monkeysandmountains.com Sustainable maintenance of routes and trails

10 Services Core Qualities and Recommendations Perceptibilty Experience of Quality - Confidence Active tourism business, cyclefriendly hotels, hostels and cottages with flair; website - cycling proposals; Easy modes of transportation bicycles Rental services Certified bikefriendly hotels, cottages etc. booking in advance; Greentravellerguides.com Authentic accommondations & culinary art Secure transport of bikes (rail, planes, shuttles), transnational cooperation; Top rental services (e-bikes, fatbikes etc.)

11 Marketing and Communication Core Qualities and Recommendations Perceptibilty Experience of quality - Confidence High performing websites (first source for planing cycle holidays) Communication competence of stakeholders Offering concrete proposals/products with storys Competente face to face communication on demand Navigation by smartphones (apps) Networking with market partners (cyle tourism fairs etc.) Social media and monitoring Laurel Robbins

12 Paljon kiitoksia huomiostanne ja vieraanvaraisuudestanne! Translation: Esko Letho, Joensuu Kiitos!