Panel II Travelling by Train in the Alpine Area

Transcription

1 Panel II Travelling by Train in the Alpine Area Rail Away (Switzerland) René Kamer Fahrtziel Natur (Germany) Kathrin Bürglen Rail Tours Touristik (Austria) Eva Buzzi Luggage Transport Scuol Samnaun Val Münstair (Switzerland) Niculin Meyer Moderation: Ulrich Seewer

2 Panel II Travelling by Train in the Alpine Area Rail Away (Switzerland) René Kamer

3 Company. RailAway AG. We were founded as a subsidiary company of Swiss Federal Railways (SBB) in 1999 and have around 65 employees. Our head office is in Lucerne and we have other branches in Lausanne and Lugano. Besides SBB (86%) we are supported by the following 8 shareholders (14%): 3

4 Vision: we inspire with our leisure ideas, thereby promoting the use of public transport.

5 Mission. Mission statements. We supply our end customers with leisure ideas and discounted services for them to enjoy in their free time. We market leisure on behalf of and in the interests of public transport and thereby make a contribution to increasing traffic revenue and modal split. We deploy the adverts created in the leisure field appropriately for the benefit of public transport. We help service partners* win new customers by providing them with access to attractive national sales and advertising platforms. We support our service partners* with different services / products in the fields of marketing and mobility. We support our cooperation partners in their customer loyalty programmes with public transport and leisure products. We offer mobility solutions for groups for their leisure activities. * from the tourism and event market

6 RailAway network. Public transport partners Service partners Tourism, events and institutions RailAway Purchasing Contracting Marketing Cooperation partners from business, tourism and media

7 Positioning. Strategic positioning. We are the no. 1 leisure marketer, with the largest network for tourism and events in Switzerland and the neighbouring countries, and we offer our end clients and partners access to leisure with public transport.

8 Market segmentation. RailAway market segmentation. Segmentation is an important basis for marketing planning, for thanks to this not only are customer requirements and behaviour better understood, but measures and resources can also be made more efficient. RailAway market segmentation consists of the following eight market segments: Discover nature and attractions. Enjoy peace and relaxation. Experience family excursions. Enjoy an active summer. Experience an active winter. Keep up traditions. Enjoy entertainment. Discover art and culture. 8

9 Danke! Merci! Grazie! Hvala! Thank you!

10 Project title: (SBB RailAway, the no. 1 leisure provider in Switzerland) Location: (Lucerne, Switzerland) Supply: (National marketing company, cooperating with around 700 partners in the field of tourism and events; a combination of public transport and leisure service)

11 Target group(s): (leisure, individual and group customers) Statistics: (see next slide)

12 Key figures. RailAway AG in figures. 74 million turnover generated, excluding groups (50 million) in million customers travelled with us in Around 25 million customers since Primary market Switzerland and neighbouring countries. Around 700 partners work in conjunction with us. 12

13 Panel II Travelling by Train in the Alpine Area Fahrtziel Natur (Germany) Kathrin Bürglen

14 fahrtziel-natur.ch fahrtziel-natur.de

15 Germany founded in 2001 by Germany s top three environmental associations BUND, NABU, VCD and Deutsche Bahn 16 years of successful cooperation for climate protection 22 Fahrtziel Natur areas, national parks, biosphere reserves and natural preserves in Germany, Austria and Switzerland Local steering groups working on the aim of shifting touristic traffic within environmentally sensitive areas from private vehicles towards public transport. Fahrtziel Natur helps cut CO 2 emissions and actively support climate protection as well as biological diversity. Youtube: Further information under

16 Switzerland Goal: Promoting the discovery of Swiss Parks by public transport Since 2016 as a pilot project in the Canton of Grisons Aim to expand the project to the whole of Switzerland until Parks in Grisons: Swiss National Park, Biosfera Val Müstair, Parc Ela, Beverin Nature Park, UNESCO World Heritage Swiss Tectonic Arena Sardona 5 promoters: The Swiss Parks Network, Grisons Bird Protection, Swiss Association for Transport, PostBus and Rhaetian Railway Special offers with public transport and many cultural and natural offers within the Parks. Further information under Bündner Vogelschutz BVS

17 Thank you for your attention! Dr. Kathrin Bürglen DB Vertrieb GmbH Projektleiterin Fahrtziel Natur Tel.: +49 (0) Tina Müller Netzwerk Schweizer Pärke Stv. Geschäftsleitung, Bereichsleitung Tourismus Tel.: +41 (0)

18 Panel II Travelling by Train in the Alpine Area Rail Tours Touristik (Austria) Eva Buzzi

19 Project-title: ÖBB Kombitickets Location: all over Austria Supply: ÖBB Rail Tours offers a variety of Rail Travels combined with additional touristic services such as ski-passes, museum-entries, boat trips and/or exibition tickets for a reduced package price.

20 Target group/s: We focus as well the local population (Kombiticket Wintersports) and tourists (Kombiticket Wachau) Statistics: Tickets per year ( 70% tourists, 30% locals)

21 ALPENWEITER TOURISMUS-MOBILITÄTSTAG JOURNÉE ALPINE DU TOURISME ET DE LA MOBILITÉ GIORNATA ALPINA DEL TURISMO E DELLA MOBILITÀ ALPSKO DAN TURIZEM IN MOBILNOST Danke! Merci! Grazie! Hvala!

22 Panel II Travelling by Train in the Alpine Area Luggage Transport Scuol Samnaun Val Münstair (Switzerland) Niculin Meyer

23 «Allegra e bainvgnüts» Scuol Samnaun Val Müstair Niculin Meyer, Leiter Medien, Marke & Content n.meyer@engadin.com, Xing, fb, Twitter

24 Project-title: «domicil da vacanzas» Location: Whole destination «Engadin Scuol Samnaun Val Müstair» (Graubünden, CH) 20 villages, 3 valleys, 993 square km 1 operating train station as a hub Supply: luggage transport to the very last destination and back appartment, hotel, holiday home

25 Accessibility first no matter the way of travelling. Ferien ohne Auto, VCS-Rating «mobil&ökologisch», luggage service «domicil da vacanzas», goldener Verkehrsknotenpunkt FLUX and more Goal: enhance modal split

26 Seite 26

27 comprehensive engagement 1 4 Beispiele Comfortable arrival 2. Improve regional schedule 3. Cross border public transportation network 4. Enhance packages and offers 5. International offers and visions 5

28 Project-title: «domicil da vacanzas» Location: Whole destination «Engadin Scuol Samnaun Val Müstair» (Graubünden, CH) 20 villages, 3 valleys, 993 square km 1 operating train station as a hub Supply: luggage transport to the very last destination and back appartment, hotel, holiday home

29 Foto einfügen

30 Target group: Swiss guests (50 90%) Statistics: Launched 2012, Award nomination pieces per year, 33% of the luggage is DDV Plus 4,2% arrivals using public transportation Conclusion: No last mile - no transfer effect. Challenge: secure financiation or find alternatives

31 ALPENWEITER TOURISMUS-MOBILITÄTSTAG JOURNÉE ALPINE DU TOURISME ET DE LA MOBILITÉ GIORNATA ALPINA DEL TURISMO E DELLA MOBILITÀ ALPSKO DAN TURIZEM IN MOBILNOST Danke! Merci! Grazie! Hvala!

32 Panel II Travelling by Train in the Alpine Area Rail Away (Switzerland) René Kamer Fahrtziel Natur (Germany) Kathrin Bürglen Rail Tours Touristik (Austria) Eva Buzzi Luggage Transport Scuol Samnaun Val Münstair (Switzerland) Niculin Meyer Moderation: Ulrich Seewer