HISTORIC HOTELS OF EUROPE

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1 HISTORIC HOTELS OF EUROPE CULTURAL ROUTES BARBARA AVDIS VICE CHAIRMAN HISTORIC HOTELS OF EUROPE

2 The Historic Hotels of Europe organisation The most prestigious hotel network in Europe representing the finest hotels operating in historical buildings Preservation and Promotion of the Authentic historical destinations for the next generations A non for profit organisation that guarantees the quality of the properties and the safeguarding of the core values of the organisation

3 The Historic Hotels of Europe organisation Our Common Mission: To preserve and promote the Cultural Diversity of Europe through the most elegant selected historic hotels with authenticity and caring service. All the Historic Hotels of Europe are united in their commitment to maximise the benefits to cultural heritage, to provide social and ecomomic benefits to the local community, to protect the environment by providing distinctive hospitality in tranquil and peaceful surroundings.

4 HISTORIC HOTELS OF EUROPE * 19 united National Hotel Groups * 18 Countries * 19 Different Spoken Languages * 19 Different Cultures * 19 Country Histories Grouped Together Over 600 Hotels in castles, manors, monasteries, country houses and restaurants in breath-taking locations offering a unique experience and a taste of each country s traditional hospitality.

5 Historic Hotels: A different approach No single asset may have more marketing value to a historic hotel than its history and its commitment to preservation. The historic hotels consistently register occupancy levels slightly above the occupancy performance of the entire market. * 81% of travelers who take a trip away from home include at least one cultural, arts, historic, or heritage activity during their trip. * * Source: HHA

6 Historic Hotels: A different approach History, Cultural Heritage and Tradition is increasingly ranked as a key incentive for travelling. Travelling requires a planned tourism development of the region, thus creating the economic growth that in return will contribute to the funding of the heritage preservation.

7 Historic Hotels: ensuring sustainable economic growth to the local community Building a strong relationship between tourism and culture at its broader approach and at all levels. Both partners being mutually beneficial can ensure the integrated development of the attractiveness and the competitiveness of a destination.

8 Tourism and Culture: A reciprocal Approach Shift in the nature of travel demand: Experiential Travellers Shift in the main drivers of tourism demand: Rise of individual trips compared to packaged holidays. Catalysts: ü Internet & the Social Media (distribution and booking process) ü Health consciousness growth - gastronomy ü Environmental ethics growth ü Growing population: Younger pensioners with more time and money to spend

9 Cultural Routes: A natural development for HHE Historic Religious and Rural tourism are interlinked with the cultural heritage creating authentic destinations: Product innovation through history Uniqueness and authenticity Community participation Exploring Cultural Routes: An Exciting Story to Tell! History is better understood through memories

10 Why HHE Cultural Routes: What, Where, How ü HHE Hotels are living heritage sites ü HHE Hotels represent the architectural heritage ü HHE Hotels involve local stakeholders ü National and Transnational routes ü HHE Hotels ensure the route connectivity ü Hotels ensure the route longevity

11 Themed HHE Cultural Routes Example: The Mozart Route: National and Transnational: Austria, France, Germany, Switzerland 4 Routes: Alpine Route Habsburg Empire Route Italia Grande Route Major German River s Route More than different 20 destinations

12 Example: The Alpine Route, theme Mozart Countries: Austria, France, Germany, Switzerland Stages: 8 Salzburg Austria St. Gilgen, Austria Bad Reichenhall, Germany Munich, Germany Augsburg, Germany Neuburg, Germany Strasbourg, France Zurich, Switzerland

13 Example: The Alpine Route, theme Mozart Salzburg The city of Salzburg was W.A. Mozart's birthplace and home for over two third of his life. Here he composed his first works when he was about six years old and, at the age of 11, his first opera Apollo et Hyacinthus. The princes archbishops of Salzburg offered him steady employment and allowed him to travel. About half of his many compositions originated in Salzburg.

14 Example: The Alpine Route, theme Mozart Zurich The Mozarts arrived in Zurich on September , and lodged in the most acclaimed inn of the town, enjoying one of the best outlooks on Limmat and old Zurich houses. They stayed for one week and were guests of the poet and painter Salomon Gessner at the house ZUM SCHWANEN. On October 7 and 9 the children played concerts at the Collegium Musicum. Their departure took place on October 12

15 Other HHE Cultural Routes Monasteries Route: National: Ireland Gardens Route National: Ireland

16 Marketing activities: ü HHE website ü HHE social media ü Implementation of local stakeholders: museums, galleries, parks, local authorities, food producers, local festivals, etc ü Advertisement ü Press Releases

17 The impact of Cultural Routes to the Hotels and the Local communities: ü More occupancy levels -> Increased Visitor numbers, non related to seasonality ü Increased local community business sales ü Hotel Brand Awareness, repeating clients ü Location Brand Awareness local community ü Creation of new products for the local business community ü Creation of potential new business agreements: TOs, Airlines, artists, etc ü Active involvement of local authorities

18 Thank you! BARBARA AVDIS