Georg Hana - Trysilkonferansen 2012

Hva forventer de internasjonale gjestene ?

Trysil 7. juni 2012

Georg B. Hana

Hva forventer de internasjonale gjestene?

• En ny flyplass gir i seg selv ingen trafikk av betydning,

men manglende transportmuligheter kan hindre trafikk.

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• Oppdraget: Foredraget kan i hovedsak omhandle

vintermarkedet, men gjerne inkludere interesser relatert

til sommeraktiviteter for å gi input på hva som kan være

muligheter.

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To get inside the consumer’s mind we need to go deeper

Conscious20%

80%Sub-Conscious

“80% of human behaviour is explained by the sub-conscious”Harvard Business School:

Mind, Body, Behaviour Initiative

A framework to guide our thinking about human needs and motivation

People first - all decisions are

made with fundamental

consumer needs at the heart

Precise – granularity of

description opens up those

needs not yet identified

Universal – comparison possible

across markets

HARMONY

TOGETHERNESS

SHARINGGOODTIMES

LIBERATION

EXPLORATION

LUXURY

BROADENING MY

HORIZON

ROUTINE


•Hvorfor har Trysil lykkes, også i vinter?

•Leverer «noe» markedet etterspør. Møter behov / ønsker i

markedet.

•Til en pris som er konkurransedyktig.•Har god tilgjengelighet.•Er tilstede i markedet (tilrettelagt for salg)

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Marketing under pressure3 strong drivers of change

Digi-normalisation

Consumer Autonomy

Intensified competitive landscape

THE EMPOWERED CONSUMER

Consumer today are more marketing savvy & more self-reliant; they trust more than ever on their own judgement

New technology enables consumers to take control of the relationship with the brands (e.g. price check app, blogs, twitter, etc.)

Competition is fiercer than ever with new retail formats, online shopping, global access, etc. giving the consumer more choice

Segment share - All destinations – all types of holiday

14 %

12 %

5 %

15 %

6 %

21 %

22 %

23 %

26 %

17 %

24 %

4 %

2 %

7 %

6 %

5 %

6 %

6 %

5 %

23 %

25 %

21 %

1 %

0 %

2 %

2 %

15 %

18 %

9 %

16 %

20 %

23 %

0 % 10 % 20 % 30 % 40 % 50 % 60 % 70 % 80 % 90 % 100 %

Total all markets

Netherlands

Russia

Germany

Liberation Sharing Good Times Togetherness Harmony

Routine Broadening your horizon Luxury Exploration

n: 6239

n: 2417

n: 1880

n: 1942

n = visits abroad

Segment volume** – Germany

37%

0%

3%

24%3%

15%

3%

15%

** Share of overnight staysVisits in Norway. n = 68* All travels/all destinations

*16%*5%

*22%

*24%

*6%

*5%

*21%

*2%

EMOTIONAL BENEFITS

• Allows me to share good times with others

• Helps me escape from my hectic daily life• Makes me feel full of energy• Helps me enjoy life to the fullest• Creates precious moments of togetherness

PERSONALITY

• Active• Sociable• Cozy• Friendly• Outgoing

PRODUCT CHARACTERISTICS

• Has attractive mountain areas • Allows me to be physical active• Is safe• Has friendly people• Has beautiful nature

ACTIVITIES

• Alpine skiing/snowboarding• Experience mountains• Taste local food and drink• Visit restaurants• Observe beauty of nature

Note: Core items, bold = differentiating

Ski holiday – Dutch tourists5W profiling

Holiday to experience nature5W profiling

EMOTIONAL BENEFITS

• Allows me to discover new and interesting places• Helps me escape for my hectic daily life• Gives me rich experiences• Creates precious moments of togetherness• Allows me to broaden my horizon

PERSONALITY

• Friendly• Relaxed• Harmonious• Peaceful• Active

PRODUCT CHARACTERISTICS

• Has beautiful nature• Has friendly people• Has nature that offers opportunities for

discovery• Is easy to travel around• Has interesting sights• Has unspoiled nature

ACTIVITIES

• Observe beauty of nature• Visit the country side• Taste local food and drink• Relaxation• Discover local culture and lifestyle

Note: Core items, bold = differentiating

Why do people go on a Holiday to experience nature?

Global Nature(global)

Nature(NL)

Nature(RU)

Nature(GE)

WHY

CONCLUSION:“Exploration” is the dominant segment, “Broadening your horizon” is the other important segment.

The core:Holidays abroad must always help you

escape from your day to day life!

EscapismNew and interesting places

Being together

Norway is the best rated Scandinavian destination in Germany

Using the scale below, please rate your overall opinion of each country as a holiday destination.

Scale: 1= Extremely poor, 10= Excellent. Graph shows top box share (8-10)

Canada

New Zealand

Scotland

Norway

USA

Spain

Italy

Sweden

Austria

Denmark

Finland

France

Switzerland

Greece

Croatia

Turkey

China

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

90%

87%

82%

78%

78%

77%

77%

77%

77%

70%

70%

70%

69%

69%

69%

66%

60%

Total

North

East

West

South

0% 10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

78%

73%

88%

75%

78%

Regional differences on Norway

ACCOMODATIONDEMOGRAPHICS

• A bit more male (54%) than female (46%)• 40-49 in age (34%)• Tourists above 40 years constitutes 60% of the

sample

WHO

WHEN

Average length of stay: 12 days

Norway as a travel destination for Germans5W profiling

WHERE

N=68

N=68

N=68

Rented or borrowed cabin / holiday home / flat

Hotel (medium standard)

Hotel (high standard)

Owned cabin / holiday home / flat

Caravan / camper van

Tent

Guest house / Bed & Breakfast

With friends / acquaintances

Hostel

Hotel (budget)

Camping cabin

With family

0% 10% 20% 30% 40%

34%

16%

15%

15%

10%

7%

4%

4%

3%

1%

1%

1%

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC0%

5%

10%

15%

20%

25%

6% 7%4% 4%

9%

16%19%

16%13%

0%3% 1%

TRAVEL TO DESTINATION

Mostly car (56%) followed by ferry/boat/cruise (49%) and scheduled plane (19%)

HOW

TRAVEL AT DESTINATION

• Mostly ferry/boat/cruise (46%), own car (43%) and bus(21%)

WITH WHOM ORGANISATION

Mostly organized individually (66%), also some organized group travel

(26%).

Germantourists to Norway5W profiling

N=68 N=68

N=68N=68

Spouse/partner

Friends

Children 7-14 years

Other family/relatives

Children 0-6 years

Alone

Other people

Children 15 years and older

56%

29%

15%

15%

13%

9%

4%

3%

TYPE OF HOLIDAYVisiting friends and relatives

Summer holiday/main holiday/annual leave

Sightseeing/round trip

Sun and beach holiday

Ski holiday

Hiking holiday

Cottage holiday (hired/own/borrowed cottage/holiday home)

Holiday to experience nature, scenery and wildlife

City trip/city break

Short trips/extended weekend trips

Active holiday (golf, rafting, biking etc)

Camping holiday

Cruise holiday

Backpacking

Fishing holiday

16%

12%

12%

11%

8%

8%

8%

6%

6%

4%

3%

2%

2%

1%

1%

German tourists5W profiling

TYPE OF HOLIDAY - SUTABILITY OF NORWAY AS A DESTINATION

• Holiday to experience nature scenery and wildlife (69%)

• Fishing holiday (65%)• Cottage holiday (59%)• Hiking holiday (58%)• Backpacking (50%)

Many people told us that when they go abroad on these kinds of holidays, some holiday destinations might be more relevant than others. Below you can find a list of kinds of holidays.

Can you please tick what holiday destinations are suitable for each of the kinds of holidays.

Andelen eldre som reiser øker

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Interesse for ulike ferieformer

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Hvilken informasjon om ferien leter tyskerne etter på nett?

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Hvilke typer websider besøker de for å informere seg

Kilde: RA online 11/201024

Bruk av internett

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Booking

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• Må treffe behov i markedet• Må være til stede i markedet• Må være konkurransedyktig på pris• Må være tilgjengelig

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Georg Hana - Trysilkonferansen 2012

Travel

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