Strategy's and principles for successful 365 tourism Mats Svensson

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1 Strategy's and principles for successful 365 tourism Mats Svensson Friday, August 26, 2005

2 4 alternatives to go Lowering prizes Everybody 2. Create travel reason Man maid attractions Holiday Club Åre ICEHOTEL 365 Events 3. Change target group HC Finland Russia Thomas Cook Training tourism Long stay Vacation analyze China, Russia, Sweden 4. Change concept and image Strand Hotel Borgholm - Smmrstrnd

3 Lowering Prices» Min - 50 % seems to be needed to get significant response» Everybody is doing it» Topline goes directly to bottom line, if not change product or service offer. Ex Vemdalsskalets Högfjällshotell People have more money than time

4 Åre travel reason summer before HC

5 Holiday Club Åre» Open 2004» sqm» Initial investment 32 milj euro» Support 10 milj euro» Total investment 250 milj euro» 250 hotel rooms, bedds» 200 apartments bedds» Water Park» Gym» Bowling» Sauna World» Spa» Shop» Restaurants» etc

6 Åre travel reason today HC

7 Effect of investment No snow season Before HC After HC Open hotells 0 7 Open restaurants Open shops Events Open lifts summer 1 5 Tourist beds

8 Conditions for Holiday Club's establishment Åre» Invitation» Solid destinations strategy with broad commitment» Strong brand» Geographical location» Year around potential» Communications» AAA land» Partnership in financing the travel reason

9 ICEHOTEL OPEN YEAR ROUND

ABOUT US 50,000 guests from 80 countries. Founded 1989. The world s first hotel of ice and snow. One of Sweden s largest art exhibitions. The organization is located in Jukkasjärvi.

11 ABOUT US 50,000 guests from 80 countries. Founded The world s first hotel of ice and snow. One of Sweden s largest art exhibitions. The organization is located in Jukkasjärvi. Internationally awarded for guest experience, food and sustainability work. IN NUMBERS 4,000 ton ice in 10 seconds flow of Torne River. 700 million snow balls. 1,000 hand made crystals in the Main Hall s ice chandeliers 200 artist applications each year. Famous projects: Ice mountain for Chanel in Paris, model to James Bond: Die Another Day, Absolut/Versace 1990 s, ABSOLUTE ICEBAR In media: 5,000 articles in international media/year, to an estimated value of 60 million SEK. Kiss by Kestutis & Vytautas Musteikis. Photo AsafKliger.

24 Size & Capacity. Size: m² Rooms: 72 warm rooms and 55 cold Room categories (cold): Deluxe Suites, Art Suites and Ice Rooms. Main Hall, Ice church, Ice gallery, ICEBAR BY ICEHOTEL Jukkasjärvi

25 Åres event strategy

26 Event with 365 focus

27 Trail and error.. Reflektion: Varje event annonserades med repetition i regional press Jämtland samt Trondheimregion med promotion för support reseanledning.

Man Maid Attractions Hanging 1200 m over Colorado River Take 70 ton load

Ticket $40 / Adult App 3000 visitors/dag Next to horse shoe there is museum,

Canyon West, it s renewed interest in the Grand Canyon as a whole, said Sheri

28 Man Maid Attractions Hanging 1200 m over Colorado River Take 70 ton load Construction cost $40 milj. Ticket $40 / Adult App 3000 visitors/dag Next to horse shoe there is museum, cinema, restaurants etc the skywalk has not only brouht people to Grand Canyon West, it s renewed interest in the Grand Canyon as a whole, said Sheri Yellowhawk CEO of Grand Canyon Resort Corporation. It s great that people are discovering they have a choice of Grand Canyon destinations

Nigaria falls 12 milj visitors / year + 5.

29 Nigaria falls 12 milj visitors / year hotel rooms 125 kvm water park with fall view Hard Rock Café, MGM Studios, 7 kvm chokladbutik, Planet Hollywood mm Congresscenter, Spas, Casinos, Rock ledgends wax museum, Zoo.

30 The giant moose sqm floor area Front desk, restaurant, exhibits, conference, etc Investment cost 50 milj sek Stop? Detour? Travel reason?

31 Changing target group» Tomas Cook» Training tourism» Long stay» Holiday Club Voukatti Finland week 2» Only Russian bookings» From lowest occupancy to highest» From lowest prize to highest» 2 years

Changing target group Christmas and New Years 24 dec-jan New Year and Orthodox Christmas jan, 10 days Saint Tatania s day 25 jan, 2 weeks* National Unity 1 st week of November Chinese New Years mid

32 Changing target group Christmas and New Years 24 dec-jan New Year and Orthodox Christmas jan, 10 days Saint Tatania s day 25 jan, 2 weeks* National Unity 1 st week of November Chinese New Years mid jan/mid feb 9 days Sportlov 1 week okt/nov National day October 1 st 1 week Vacation over 12-month year CHINA RUSSIA SWEDEN Sportlov 1 week feb/mar Protestant Easter mar/apr Orthodox Easter apr/may Labour day may 1 st 1 week Schools break 1 jun-1 sept August most popular month for families jun-aug school break, summer holidays. jun-jul most popular workers day-victory day 1-9 may

33 Change concept and image Strand Hotell

34 Change concept and image Strand Hotell

35 Its possible to change travel patterns» Get the stake holders together» Set a barrier goal a game changer goal» Do the home work properly» Make un realistic calculations and back project» Attract investors» Did this people think NO, its not possible or shit lets try?» Las Vegas» Billbao» Wisconsin Dells

36 Creating 365 travel reason THE BIGGER INVESTMENT THE LOWER RISK!

January 2018 Air Traffic Activity Summary

January 2018 Air Traffic Activity Summary Jan-2018 Jan-2017 CY-2018 CY-2017 Passengers 528,947 505,421 4.7% 528,947 505,421 4.7% Passengers 537,332 515,787 4.2% 537,332 515,787 4.2% Passengers 1,066,279