Small and Medium Mountain Resorts - an Austrian Case Study. Christopher Hinteregger, 9 th October st Euro-Asian Ski Resorts Conference, Almaty
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1 Small and Medium Mountain Resorts - an Austrian Case Study Christopher Hinteregger, 9 th October st Euro-Asian Ski Resorts Conference, Almaty
2 Content 1. About Kohl & Partner 2. Austrian Mountain Resorts 3. Important factors for Small and Medium Mountain Resorts 4. Success stories 2
3 About Kohl & Partner 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 12 offices in nine countries (Austria, Germany, Switzerland, Italy, Hungary, Romania, Bulgaria, Macedonia and Albania) International team with more than 40 tourism experts 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 3
4 About Kohl & Partner Kohl & Partner offers consulting services in three business units Hospitality Industry Tourism Destinations Tourism Infrastructure 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 4
5 About Kohl & Partner Kohl & Partner supported numerous tourism development projects in CEE (and beyond) 5
6 About Kohl & Partner 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 6
7 About Kohl & Partner Kohl & Partner hassupportedthe followingmountain 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 7
8 Content 1. About Kohl & Partner 2. Austrian Mountain Resorts 3. Important factors for Small and Medium Mountain Resorts 4. Success stories 8
9 Austrian Mountain Resorts There are more than 360 Mountain Resorts in Austria so it is a very competitive environment 9
10 Austrian Mountain Resorts In total the Austrian Mountain Resorts have more than vertical transportation facilities Austrian Skiing Resorts Number of lifts Winter revenue (ropeways only) EUR 1,16 billion Amount of skiing slopes Skier days ha 50,7 million Source: Austrian ropeway association 10
11 Austrian Mountain Resorts More than 80 % of the Austrian Mountain Resorts have less than 50 kilometers of slopes Structure of Austrian Mountain Resorts Ropeway companies(classified by annual revenue) Mountain Resorts (classified by length of slopes) Less than EUR 750' EUR 750' - 4,5 m EUR 4,5-7,5 m More than EUR 7,5 m 0 Less than 10 km km km More than 100 km Source: Austrian ropeway association, 11
12 Content 1. About Kohl & Partner 2. Austrian Mountain Resorts 3. Important factors for Small and Medium Mountain Resorts 4. Success stories 12
13 Important Factors S ummerattractions Tree-top path Flying fox Golf course Toboggan run Mountain bike park High ropes course Theme path Viewing platform Nature playground 13
14 Important Factors S teadydevelopment Snowboard park Ski beginner park Winter tubing Competition tracks Ski tournaments Ice skating rink Testing days Tracks for sledding Spa center 14
15 Important Factors C atchmentarea Example: Mountain Resort Kleinarl People living within 60 min People living within 90 min Kleinarl 60 min. 90 min. 15
16 Important Factors S ales & Marketing Press Trips Familiarization Trips Road shows Newsletter Professional Website Info Points Printing Material Cooperations Endorsements Destination Management Company Integrative Logo Advertising TV and radio spots Facebook Account Fairs Youtube Channel Market Research Sponsorship Sales Missions Twitter Account Festivals & Events TV series Infomercials 16
17 Important Factors E vents Music concerts in Ischgl Glacier show in Sölden Snowboard worldcup in Kreischberg Polo tournament in Kitzbühel 17
18 Important Factors U niqueness& Specialization In order to differentiate a clear and distinctive positioning and a powerful brand strategy need to be defined 18
19 Important Factors C apacities Slope Capacity Lift Capacity vs. Accommodation Capacity Parking Capacity Gastronomy Capacity Transportation Capacity 19
20 Content 1. About Kohl & Partner 2. Austrian Mountain Resorts 3. Important factors for Small and Medium Mountain Resorts 4. Success stories 20
21 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 Arrivals Overnights Slopes Lifts Beds 38 km thousand ,8 %* 43 +3,5 %* Winter Summer thousand ,9 %* ,4 %* Winter Summer * Compound Annual Growth Rate 21
22 Success Stories Kreischberg Most important success factors 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 Arrivals Overnights Slopes Lifts Beds 40 km thousand ,9 %* 34 +2,2 %* Winter Summer thousand ,6 %* ,8 %* Winter Summer * Compound Annual Growth Rate 22
23 Success Stories Leogang Most important success factors 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 Arrivals Overnights Slopes Lifts Beds 15 km thousand ,5 %* +8,8 %* +2,5 %* ,5 %* Winter Summer Winter Summer thousand * Compound Annual Growth Rate 23
24 S teady development S ales & Marketing E vents S ummer attractions C atchment Area C apacities U niqueness& specialization 24
25 S teady development S ales & Marketing E vents S ummer attractions C atchment Area C apacities U niqueness& specialization S U C C E S S 25
26 VILLACH VIENNA INNSBRUCK SOUTH TYROL MUNICH STUTTGART ZURICH BUCHAREST SOFIA BUDAPEST SKOPJE TIRANA 26
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