Brussels-Meeting 4/4/2006. EU-Eco-label for tourist accommodation services Marketing activities

Transcription

1 Brussels-Meeting 4/4/2006 EU-Eco-label for tourist accommodation services Marketing activities Contract Ernst Leitner ENERGON

2 The team Our team consists of Ernst Leitner, G&L Vienna (Coord., AT), Rainer Stifter, Energon Vienna (AT)- Cevedale (IT) Dagmar Diwok, ACTA in Milan (IT) Stella Alexopoulou, Speed, Athens (GR)

3 The Project & approach Give assist to active CB s to increase the number of eco-labelled tour. acc. in AT, IT, GR, GE Give basic assistance in the application process (eco-checks, motto first five free ) Active participation in relevant fairs such as ITB Berlin, BIT Milan, XENIA Athens, meetings or conferences in tourism Starting pilot acquisition with identified countries (starting an implementation process) Initiate a sustainable marketing process & develop best practice examples

4 Marketing tools Infoposter, brochures Fact sheets Media service

5 Acquisition results - Italy Promising situation: 5 TAs will achieve the ELTAS in Trentino will achieve the ELTAS mid TAs near completion in Sicily, 4 on the way Fruitful co-op with CB (regional representatives of ARPA) Follow-up: offering support and consultancy to TAs and focus on regional activities, national marketing! Several presentations (BIT Milan, regional meetings) Key elements: regional co-ooperations

6 Acquisition results - Austria Promising situation: Harmonisation process with national label Target areas: Commitment with Styria Carinthia (co-op with Chamber of Commerce) Salzburg (commitment for coming activities) Integration of ELTAS in support programmes 1 already achieved the ELTAS, 2 in pipeline Event at Ferienmesse 2005 with Day of Sustainable Tourism (first time), several meetings Fruitful co-op with CB (Federal Ministry of Env.) Key elements: regional co-ooperations, harmon. Support programmes

7 Acquisition results - Greece Difficult situation: Main target areas: Crete, Peloponnes Many hotels informed, but no hotel at present in the application process Started with 25 hotels in Crete 492 main hotels in Greece informed 37 meetings have been taken place (Tour operators, hotels, chains, stakeholders) Strong event at XENIA with fruitful presentation Good co-op with CB Key elements: regional co-operations, Support programmes

8 Extensive communication activities > 10 big presentations! (GE 2, AT 3, IT 3, GR 2) 152 meetings (face-to-face with TAs, media, tour operators etc.)

9 EU Eco-label at Fairs 2005 XENIA, Athens, January 2005 Co-operation with The Tourism magazine report Presentation workshop on 31 st Jan. with Mrs. Katsou (Greek CB), Mr. Gonos (Dir. Sunwing, Rhodos);

10 EU Eco-label at Fairs 2005 Ferienmesse, January 2005 Co-operation with Austrian Eco-label for tourism (stand 28 m 2 ) Presentation talk-show on 20 th Jan. with Mr. Büchele (Austrian CB)

11 EU Eco-label at Fairs 2005 BIT Milan, February 2005 Co-operation with Region Lombardia Many meetings Seminar on 14 th February

12 EU Eco-label at Fairs 2005 ITB Berlin, th March 2005 Info-Presentation with quiz-game Stand 8m 2 in the eco-tourism hall 55 meetings (hoteliers, tour operators )

13 Press relations Press releases: At the beginning of the project (2004) At XENIA in Greece (Jan. 2005) At Ferienmesse Vienna (Jan. 2005) BIT Milan (Feb.2005) ITB Berlin (March 2005) Articles in Articles for the Eco-label newsletter Co-operations with official press offices (tourism) Large releases: difficult to get feedback for published articles Important: PR for award ceremonies, best practice

14 Needed: Marketing for labelled accommodation service Successful marketing for awarded hotels needs annual promotions at important tourism fairs Co-operations with tour operators EU-wide and national marketing Furthter support with marketing tools (flyers, flags, etc.) Long-term objective Enterprises use the EU Eco-label in their own marketing

15 Tour operators Tour operatos are major key players! Strong impact on supply and demand Contact with My Travel North strong strategy towards EU Eco-label TUI strong player with own scheme Contact with LTU, Forum Anders Reisen Tour Link project Supply chain Management

16 Hotel chains Several activities to win hotel chains We identified suitable chains (in protected areas, with green philosophies etc.) Example: Landal Green Parc group with emphasis on environment and nature Result: also negotiations with Milieubarometer Problems to match criteria (mandatory) In summary high fee for entire group Meanwhile stopped the activities