Small and Medium Mountain Resorts - an Austrian Case Study Christopher Hinteregger, 9 th October 2013 1 st Euro-Asian Ski Resorts Conference, Almaty
Content 1. About Kohl & Partner 2. Austrian Mountain Resorts 3. Important factors for Small and Medium Mountain Resorts 4. Success stories 2
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
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
About Kohl & Partner Kohl & Partner supported numerous tourism development projects in CEE (and beyond) 5
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
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
Content 1. About Kohl & Partner 2. Austrian Mountain Resorts 3. Important factors for Small and Medium Mountain Resorts 4. Success stories 8
Austrian Mountain Resorts There are more than 360 Mountain Resorts in Austria so it is a very competitive environment 9
Austrian Mountain Resorts In total the Austrian Mountain Resorts have more than 3.000 vertical transportation facilities Austrian Skiing Resorts Number of lifts Winter revenue (ropeways only) 3.034 EUR 1,16 billion Amount of skiing slopes Skier days 22.900 ha 50,7 million Source: Austrian ropeway association 10
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) 120 90 81 98 200 150 161 141 60 30 34 34 100 50 20 44 0 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 10-50 km 51-100 km More than 100 km Source: Austrian ropeway association, www.bergfex.at 11
Content 1. About Kohl & Partner 2. Austrian Mountain Resorts 3. Important factors for Small and Medium Mountain Resorts 4. Success stories 12
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
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
Important Factors C atchmentarea Example: Mountain Resort Kleinarl People living within 60 min. 550.000 People living within 90 min. 1.450.000 Kleinarl 60 min. 90 min. 15
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
Important Factors E vents Music concerts in Ischgl Glacier show in Sölden Snowboard worldcup in Kreischberg Polo tournament in Kitzbühel 17
Important Factors U niqueness& Specialization In order to differentiate a clear and distinctive positioning and a powerful brand strategy need to be defined 18
Important Factors C apacities Slope Capacity Lift Capacity vs. Accommodation Capacity Parking Capacity Gastronomy Capacity Transportation Capacity 19
Content 1. About Kohl & Partner 2. Austrian Mountain Resorts 3. Important factors for Small and Medium Mountain Resorts 4. Success stories 20
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 13 3.400 thousand 80 60 40 20 0 +2,8 %* 43 +3,5 %* 34 27 20 Winter Summer 2003 2012 2003 2012 thousand 400 320 240 160 80 0 +0,9 %* 206 224 +2,4 %* 131 105 Winter Summer 2003 2012 2003 2012 * Compound Annual Growth Rate 21
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 13 2.300 thousand 60 45 30 15 0 +3,9 %* 34 +2,2 %* 24 19 16 Winter Summer 2003 2012 2003 2012 thousand 300 240 180 120 60 0 +3,6 %* 159 +3,8 %* 116 99 71 Winter Summer 2003 2012 2003 2012 * Compound Annual Growth Rate 22
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 11 3.600 thousand 100 75 50 25 0 500 +3,5 %* +8,8 %* +2,5 %* 63 375 +6,5 %* 61 286 47 229 248 250 28 141 125 0 Winter Summer Winter Summer 2003 2012 2003 2012 2003 2012 2003 2012 thousand * Compound Annual Growth Rate 23
S teady development S ales & Marketing E vents S ummer attractions C atchment Area C apacities U niqueness& specialization 24
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
www.kohl-int.com VILLACH VIENNA INNSBRUCK SOUTH TYROL MUNICH STUTTGART ZURICH BUCHAREST SOFIA BUDAPEST SKOPJE TIRANA 26