International Experiences in Transforming Train & Metro Stations into Tourism Attractions

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Tyrone Owens
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1 International Experiences in Transforming Train & Metro Stations into Tourism Attractions PAU L A N D E R S O N PA R T N E R H O R I Z O N S PA R T N E R S 3/31/2016 RIYADH 28 TH MARCH 1 ST APRIL

2 Agenda 1. Overview of the GCC rail network 2. The present and future KSA rail network 3. The development of Public Transit networks in KSA cities 4. Service design for the region and tourism 5. Case Study Bangkok Sky Train - Tourist development project 6. Discussion 3/31/2016 RIYADH 28 TH MARCH 1 ST APRIL

3 GCC Rail Network Overview Existing and Future rail network on the Saudi peninsula Source : IRJ March /31/2016 RIYADH 28 TH MARCH 1 ST APRIL

Kuwait City These are only a sample of the possible journeys that will be possible when the GCC network is

4 Long Distance Passenger Services Typical long distance Journeys Makkah Jeddah Madinah (High Speed max. 300kph) Riyadh Jordan Riyadh - Jeddah Riyadh UAE (Abu Dhabi and Dubai) Riyadh Muscat Riyadh Doha Riyadh Kuwait City These are only a sample of the possible journeys that will be possible when the GCC network is completed and the land bridge between Riyadh and Jeddah is constructed 3/31/2016 RIYADH 28 TH MARCH 1 ST APRIL

5 Typical Seating Arrangements First Class seats Business Class seats Economy Class seats 3/31/2016 RIYADH 28 TH MARCH 1 ST APRIL

Typical sleeping compartments for overnight

include bunk beds this is a nice way for

6 Typical sleeping compartments for overnight trips first class and business travellers First Class Sleeper Compartment In sleeping mode Private toilet and shower Other classes include bunk beds this is a nice way for families to travel 3/31/2016 RIYADH 28 TH MARCH 1 ST APRIL

7 The train is a big part of the holiday experience with stunning desert and mountain scenery 3/31/2016 RIYADH 28 TH MARCH 1 ST APRIL

8 Public Transit in KSA Cities RIYADH - JEDDAH - MAKKAH - MADINAH 3/31/2016 RIYADH 28 TH MARCH 1 ST APRIL

Riyadh Metro Key features Lines Km Stations

accessibility (mobility and visually impaired

time Implementation between 2018-2020 King Khalid

Stadium King Saud University Nationa l Guard

9 Riyadh Metro Key features Lines Km Stations State-of-the-art safety and security Full accessibility (mobility and visually impaired customers) The largest metro ever built at one time Implementation between King Khalid Airport Princess Noura University King Fahad Stadium King Saud University Nationa l Guard Diploma tic Quarter 2 nd Industrial City 3/31/2016 RIYADH 28 TH MARCH 1 ST APRIL

The train More than 400 cars in the fleet Latest in European driverless technology with full environmental features to save energy Three sections in the train

10 The train More than 400 cars in the fleet Latest in European driverless technology with full environmental features to save energy Three sections in the train First class Families Singles Trains will operate 365days from 5am to mid-night weekdays and from 6am on Fridays 3/31/2016 RIYADH 28 TH MARCH 1 ST APRIL

doors to keep the dust out Smart stations full Wifi and

11 Iconic Stations linking to major developments Fully air-conditioned stations and trains KAFD Station Platform doors to keep the dust out Smart stations full Wifi and mobile networks coverage 3/31/2016 RIYADH 28 TH MARCH 1 ST APRIL

12 Qasr Alhokum Station 3/31/2016 RIYADH 28 TH MARCH 1 ST APRIL

13 Typical Metro stations Iconic stations with all the latest facilities including: Safety, security and environmental IT enabled with journey planning to ensure efficient routing International standards for accessibility 3/31/2016 RIYADH 28 TH MARCH 1 ST APRIL

14 KING KHALID INTL. AIRPORT Granada Mall KAFD Kingdom Mall King Fahd Stadium Faisaliah Mall Railway Station National Museum Regional Bus Terminal Salam 3/31/2016 Park RIYADH 28 TH MARCH 1 ST APRIL 2016 King Abdullah Park 14

15 Riyadh Bus World Class King Khalid Airport Key features Lines Km Princess Noura University King Fahad Stadium stations Seamless integration with the metro Latest in IT and journey planning Airconditioned bus stops National Guard King Saud University Diplomati c Quarter 2nd Industrial City 3/31/2016 RIYADH 28 TH MARCH 1 ST APRIL

16 Jeddah Public Transit Network 3/31/2016 RIYADH 28 TH MARCH 1 ST APRIL

17 Makkah Metro A strategy to develop a metro and bus network in Makkah was announced August 2012 Makkah city will have four metro lines 3/31/2016 RIYADH 28 TH MARCH 1 ST APRIL

18 Service design for KSA and the region is a key success factor Service design for the region and tourism Special needs of tourists (Age of tourists, group tours) Multilingual requirements Family and women and children facilities On-board dinning, sleeping and prayer rooms 3/31/2016 RIYADH 28 TH MARCH 1 ST APRIL

19 Case Study Bangkok SkyTrain Tourist Project

20 BTS Skytrain Tourist Project What Can BTS Do to Support Tourism in Bangkok? Make it easy for Tourists to get around Bangkok Provide a comprehensive range of products and services for tourists New and Improved Information Systems Seamless Customer Service from business partners 3/31/2016 RIYADH 28 TH MARCH 1 ST APRIL

21 Safety & Security Metro safety and security is paramount and fundamental to developing a strong business 3/31/2016 RIYADH 28 TH MARCH 1 ST APRIL

22 Start by identifying where tourists want to go 3/31/2016 RIYADH 28 TH MARCH 1 ST APRIL

23 Providing customized products for Tourist SKYTRAIN TOURIST PACKAGE BTS 1 Day Pass FREE!... BTS Tourist Map Only Baht 100 (about $3USD) 3/31/2016 RIYADH 28 TH MARCH 1 ST APRIL

24 TOURIST INFORMATION CENTER Tourist Information Centers at prime tourist stations : Siam, Saphan Taksin and Nana 3/31/2016 RIYADH 28 TH MARCH 1 ST APRIL

25 Speed, Reliability & Comfort Proven technology; designed by Porsche Design & built by Siemens Austria Air conditioned trains 3/31/2016 RIYADH 28 TH MARCH 1 ST APRIL

26 Speed, Reliability & Comfort Up to 10 times faster than road traffic 3/31/2016 RIYADH 28 TH MARCH 1 ST APRIL

staff are trained to communicate in English and other

27 Selection and training of front-line staff is critical to success Special Tourist Information Officers and front line staff are trained to communicate in English and other languages with tourists 3/31/2016 RIYADH 28 TH MARCH 1 ST APRIL

28 Better signage and access Improved Station Area Maps and Signage More Skybridges connecting offices, department stores and hotels. More escalator from street level to stations 3/31/2016 RIYADH 28 TH MARCH 1 ST APRIL

29 Improved Signage and Information 3/31/2016 RIYADH 28 TH MARCH 1 ST APRIL

30 BTS s Business Partners Hotels Convention Centers Shopping Centers and Shops Office and Commercial Buildings Tour Agencies Tourist Authority of Thailand Bangkok Tourist Bureau Chao Phraya Express Boat Co.,LTD. Micro Bus 3/31/2016 RIYADH 28 TH MARCH 1 ST APRIL

31 Tourism Objectives B2B To establish a long term business relationship. To provide a channel for management to communicate such that customers needs are fully met and problems that may occur are resolved quickly. To jointly explore ways that Hotel and Metro operator can work together to serve guests and increase business revenues. To jointly to promote the connections to the metro 3/31/2016 RIYADH 28 TH MARCH 1 ST APRIL

32 Sky Bridge At Chidlom Station 3/31/2016 RIYADH 28 TH MARCH 1 ST APRIL

33 Le Royal Meridien Branding on BTSC Tickets and Materials 3/31/2016 RIYADH 28 TH MARCH 1 ST APRIL

34 Le Royal Meridien Branding on BTS Tickets A number of branding Options exist on BTS tickets, ticket jackets and passes, they are: Ticket Branding : as shown below the Le Royal Meridien can brand either one day or three day passes on the front of the ticket. Minimum order of 5,000 tickets which can be used over a 1 year period. Allow a minimum of 10 weeks for production. 3/31/2016 RIYADH 28 TH MARCH 1 ST APRIL

outer jacket of the pass with Le Royal Meridien branding, as show below.

35 Le Royal Meridien Branding on BTS Guide Book BTS Guide Book The BTS Guide Book, map and ticket come as a set for both the one day and three day pass, it is possible to print the outer jacket of the pass with Le Royal Meridien branding, as show below. The minimum order is 1,000 pieces and the time for delivery 2-3 weeks. 3/31/2016 RIYADH 28 TH MARCH 1 ST APRIL

36 Sell the hotel s package including BTS ticket 1 or 3 day pass to provide a very unique holiday experience in Bangkok. 3/31/2016 RIYADH 28 TH MARCH 1 ST APRIL

37 Promote Ticket in Hotel Rooms and at Concierge Desk or Reception Counter 3/31/2016 RIYADH 28 TH MARCH 1 ST APRIL

38 Marketing Support and Benefit for Hotel Partner 3/31/2016 RIYADH 28 TH MARCH 1 ST APRIL

39 3/31/2016 RIYADH 28 TH MARCH 1 ST APRIL

40 3/31/2016 RIYADH 28 TH MARCH 1 ST APRIL

41 Promotion of Hotel Partners on BTS website Add it to directory and map in website 3/31/2016 RIYADH 28 TH MARCH 1 ST APRIL

42 Add Hotel s Name in BTS Official Map 100,000 issued each month 3/31/2016 RIYADH 28 TH MARCH 1 ST APRIL

43 To install Hotel landmark signage on BTS Station To show direction to reach the Le Royal Meridien. 3/31/2016 RIYADH 28 TH MARCH 1 ST APRIL

44 Monthly Pass with Discounts for Hotel Staff 30 Day-Adult Pass 30 Day-Student Pass 3/31/2016 RIYADH 28 TH MARCH 1 ST APRIL

45 The end 3/31/2016 RIYADH 28 TH MARCH 1 ST APRIL

Advertising and Sponsorship Opportunities 2012 SAUDI ARABIAN AIRLINES

Advertising and Sponsorship Opportunities 2012 SAUDI ARABIAN AIRLINES Why In Flight Media Entertaining Captive Audience Minimum Distraction Cost effective compared to other mass media (Cost Per Thousand)