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BTO2017 | TEN - Peter de Wilde - European Travel Commission

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Veröffentlicht am

Day TWO BTO2017 | TEN
Giovedì 30 novembre
SERENDIPITY Hall

See Europe as a whole destination

http://www.buytourismonline.com

Keynote Speaker
Peter De Wilde European Travel Commission

Moderator
Emma Taveri BTO2017 | TEN

Talkbacker
Aljosa Ota Ente Sloveno del Turismo in Italia

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BTO2017 | TEN - Peter de Wilde - European Travel Commission

  1. 1. TO BOLDLY GO WHERE DESTINATION EUROPE HAS NEVER GONE BEFORE
  2. 2. HORIZON 2022 / EUROPEAN TRAVEL COMMISSION 1. We all will benefit from and contribute to a stronger value proposition for Europe. 2. We can not create value for visitors if it does not equally create value for residents. 3. We need to take sustainability seriously as a third-party in every action we do. 4. We are all connected by digital communication: geographical borders lose their relevance on the internet. 5. Members of the European Travel Commission (ETC) that have to reach out to other partners. Conclusion: we are bound for more collaboration and co-creation than ever before A declaration of interdependence HORIZON 2022
  3. 3. Five road signs Based on existing research, we have detected five indicators that will guide this strategy. WHAT’S THE CHALLENGE ? HORIZON 2022 / EUROPEAN TRAVEL COMMISSION
  4. 4. The paradox of long-haul WHAT’S THE CHALLENGE ? HORIZON 2022 / EUROPEAN TRAVEL COMMISSION
  5. 5. Europe’s appeal is too generic WHAT’S THE CHALLENGE ? HORIZON 2022 / EUROPEAN TRAVEL COMMISSION
  6. 6. The threat of mass tourism WHAT’S THE CHALLENGE ? HORIZON 2022 / EUROPEAN TRAVEL COMMISSION
  7. 7. Our competitors have more impact WHAT’S THE CHALLENGE ? NTO STOs Total US $164M (100% intl) $847M $1011M Australia $158M (100% intl) $575M $728M Canada $95M (100% intl) $392M $487M Europe* €0.5M €492M €492M (€80M intl) Including States / Countries HORIZON 2022 / EUROPEAN TRAVEL COMMISSION
  8. 8. The loss of relevance WHAT’S THE CHALLENGE ? HORIZON 2022 / EUROPEAN TRAVEL COMMISSION
  9. 9. Five strategic objectives Based on the road signs, we have developed five strategic objectives that will guide this new direction. STRATEGIC OBJECTIVES HORIZON 2022 / EUROPEAN TRAVEL COMMISSION
  10. 10. New marketing approach STRATEGIC OBJECTIVES WHAT Market A Market B Market C Niche/Theme Niche/Theme Niche/Theme Niche/Theme Niche/Theme Europe From vertical to horizontal HORIZON 2022 / EUROPEAN TRAVEL COMMISSION
  11. 11. Demographic targeting isdead Transition frompredominantly demographic to behavioural andattidudinal. Demographics Age, Gender, Location Psychographics Behaviours, Interests and Attitudes New market segmentation STRATEGIC OBJECTIVES HORIZON 2022 / EUROPEAN TRAVEL COMMISSION
  12. 12. DNA alignment Transnational Market sizeMaturity Opportunity New passion research STRATEGIC OBJECTIVES Niche Experience
  13. 13. New partnerships Horizon platform European theme (eg. Art Europe) States Cities Operators Trade Media STRATEGIC OBJECTIVES HORIZON 2022 / EUROPEAN TRAVEL COMMISSION
  14. 14. THEMES Art Europe ETC NTO DMO Industry Theme Art Europe Niche(s) Niche(s) Experience Clusters Experience Clusters Experience Clusters Experience Clusters Delivery Delivery Delivery Delivery
  15. 15. HORIZON 2022 / DESTINATION THINK! / EUROPEAN TRAVEL COMMISSION Europe’s horizon 2022 Themes Time Appeal OUR MISSION Brand Europe
  16. 16. Thank You! Peter De Wilde President, ETC

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