EU Eco-label for tourist accommodation services ITB Berlin, March 11-15, 2005 Report March 25, 2005 Ernst Leitner G&L Werbe und Verlags GmbH On behalf of the European Commission ENERGON - 1 -
Tasks and goals Within the project Development and implementation of a marketing and communication strategy for the European Eco-label on countries with eco-labelled hotels (EU Eco-label and national labels) the contractors were present at the ITB in Berlin. ITB is the most important tourist fair in Europe. It addresses to trade (hotels and hotel groups, accommodations, tourist organisations, associations, tour operators, travel agencies, organisers, tourist magazines) and private visitors. The presentation of the European Eco-label on tourist accommodation services had following tasks: Active presentation to relevant stakeholders in tourism (tourist regions, hotel groups, journalists etc.) Raise the level of recognition among decision makers in tourism Find interested tourist businesses to apply for the European Eco-label Meet relevant tour operators to position this environmental award and achieve support Distribute information leaf-lets among visitors, especially the new Where-to-stay-guide As target area we focused on following countries: Germany Mediterranean countries (Italy, Greece, Spain) Moreover we tried to identify potential partners in the Northern European Countries, especially in those countries where already EU Eco-labelled hotels are existing, e.g. The Netherlands, Denmark, Norway New Member States (Poland, Slovenia, Hungary) - 2 -
Result 1. Stand We organised an exhibition stand (8 m 2 ) with sufficient room for presentations to trade and private visitors. In order to reduce costs we co-operated with the Austrian Federal Ministry of Environment (representing the Austrian Eco-label and Competent Body for the EU Eco-label) and the City of Vienna, Department of Environment. The stand was hosted every day either by Mr. Leitner or Mr. Tauchhammer. Our stand, Nr. 206, was located in hall 1.1.a, Ecotourism. Activities Duration Marketing Team Prearrangements, Vienna (planning, organisation of the stand, the presentation, etc.) 2,5 days Mrs. Schlaffer, Mr. Ernst Leitner Journey to Berlin by car (transportation of stand equipment) March 10, 10 a.m. to 6 p.m. One day Mr. Ernst Leitner, Build up stand in the evening 10.3., 6-10 p.m. Four hours Mr. Ernst Leitner, First day, 11.3., 10 a.m.-6 p.m. One day Mr. Ernst Leitner Second day, 12.3., 10 a.m.-6 p.m. One day Mr. Ernst Leitner Third day, 13.3., 10 a.m.-6 p.m. One day Mr. Ernst Leitner 13 March, 11.45-13 o clock, presentation at event arena hall 1.1 1,15 hours Mr. Ernst Leitner Mr. Rainer Stifter Fourth day, 14.3., 10 a.m.-6 p.m. One day Mr. Ernst Leitner Mrs. Dagmar Diwok Fifth day, 15.3., 10 a.m.-6 p.m. One day Mr. Ernst Leitner Disassambling 15.3., 5-6 p.m. Two hours Mr. Ernst Leitner Return journey by car 6.p.m. to 3 a.m. Mr. Ernst Leitner Stefan Tauchhammer - 3 -
2. Consumable materials We distributed following materials approx. 500 brochures with the Where-to-stay-guide in German, English and Italian language approx. 500 folder Towards an environmentally sound future in German language approx. 100 folder Towards an environmentally sound future in English approx. 20 items in Greek, 25 in Italian, 25 in Spanish approx. 50 fact sheet Eco-label tourism in German and English language approx. 50 eco-label newsletter (provided by the EU commission) pins for interested hoteliers and stakeholders give-aways: ball-pens, post-its, cotton bags, balloons To decorate the stand we used several posters (format 70 x 100 cm), covered by plexi glass boards. Important: The Where-to-stay-guide proved as the right marketing instrument both at the stakeholders and at the private visitors! 3. Advertising effects Dates Eye-contacts (estimated) Personal contacts Visitors (at stand, at presentation) Public days 11.-13.3. 10,000 approx. 1,000 Presentation at the event arena In hall 1.1 Trade visitors days (tourist experts) 13.3. 150 Approx. 50-75 14.-15.3. 500-1,000 approx. 80-100 Conclusion: ITB is Europes most important trade fair and reaches a wide audience of international tourist experts (e.g. representatives of tourist regions, tour operators, tourist associations) and decision-makers. At the trade visitors days, 14.-15.3. estimated 80-100 visitors visited the exhibition stand in 1.1 (with inquiries regarding the EU Eco-label). Approximately 500 and more persons passed the stand with eye-contact. At the public days (primarily with people looking for attractive holiday offers), 11.-13.3., estimated 10,000 people passed the stand (with eye-contact). The EU Eco-label was presented at the stand permanently from one person (Mr. Tauchhammer or Mr. Leitner). The other person was alternatively at meetings and talks with stakeholders. - 4 -
4. Info-Presentation at the Event arena In co-operation with Mr. Christian Löwe, Umweltbundesamt Berlin (German Competent Body), a presentation of the EU Eco-label was organised as follows: Europäisches Umweltzeichen für Tourismus Moderation: Mr. Rainer Stifter, Energon, Austria Participants: Mr. Christian Löwe, Umweltbundesamt Berlin, Germany Mr. Udo Bachmaier, Hotel Jardim Atlantico, Portugal Mr. Ernst Leitner, G&L Austria The objective of the presentation was to show how easy it is to get the EU Eco-label in Europe and how the hotel owners can benefit from it. It also showed the benefits for guests of these hotels. The topics were: The European Eco-label for tourist accommodation service Enjoying your holiday in an eco-friendly hotel, presented by Rainer Stifter, Energon plc The certified accommodation service from the application to the award, presented by Christian Löwe, Environmental Ministry Berlin Eco-label pioneers Udo Bachmeier, owner of Hotel Jardim Atlantico, reported on his experiences with the Eco-label and presented his hotel. The information presentation was well announced (leaflets, posters etc.). Especially the leaflet was distributed at several places (press-room, other halls). 5. Quiz-game A quiz game was following the presentation of the EU Eco-label. Five participants (among 65 interested people) had to answer questions on environmentally sustainable tourism. The winners received free weekends in EU Eco-labelled hotels high luxury King s hotel, Hotel Jardim Atlantico and Biolandhaus Arche. The Quiz-game was moderated by Mr. Leitner. - 5 -
The winner are: 3 days free weekend for two persons at Hotel Atlantico Jardim, Madeira/Portugal for Gisela Kittel, 14199 Berlin, Reichenhaller Str. 51, Germany 3 days free weekend for two persons at 4-star Kings Hotel, Munic City for Michaela Widnig, Millstätterstr. 17, 9523 Landskron in Carinthia, Austria 3 days free weekend for two persons at Biolandhausarche in Carinthia for Maike Grieshaber, Paulinstr. 26, 54292 Trier, Germany Prize four and five was each one high quality wine (1 l bottle) donated by G&L. 6. Acquisition One of the major objective was to look for potential companies to apply for the EU Eco- Label. Another aspect was to discuss with representatives of certified hotels about their experiences and impressions about the EU Eco-label for tourist accommodation services. Our strategy was as follows: Identify potential regions and hotel groups with a context to nature and environment Find partners for the promotion of the EU Eco-Label (e.g. tourist provinces and tour operators) Find potential companies to apply for the EU Eco-label (hotels, hotel chains) The list of contacts plus results please see below in detail. Result in brief: Germany: no support from tourist provinces (because of the political situation in Germany with high preference for the national Eco-label VIA BONO, in Germany exists political pressure from the Federal Minister for Environment, Mr. Jürgen Trittin, to ensure the survival of VIA BONO, the EU Eco-label is therefore more or less excluded) Austria: high interest in general from hoteliers and tourist provinces, three interested hotels identified (partially with support of TUI)!!! Italy: two potential applicants identified Greece: several general contacts Spain: excellent contact to the Isle of Balears Portugal: identified one potential applicant at the coast of Algarve (with support of TUI) Hotel-chains with at least one certified hotel, e.g. Landal Green Parks, NH (both in The Netherlands), Kolping (Hungary) Tour operators: excellent co-operation with TUI (Mr. Iwand, Mr. Koch), acquisition contact with Forum Anders Reisen and Studiosus. New Member States: low level of recognition, but interest (tourist provinces), - 6 -
All the important contacts will be followed up from the EU Eco-label marketing team! The acquisition team: Mr. Ernst Leitner, 11-15/3/2005 Mr. Rainer Stifter, 13/3/2005 Mrs. Dagmar Diwok, 14/3/2005 7. Press relations One standard press release was placed at the press corner. The release covered the main messages of the activities of the EU Eco-label at the ITB (stand activities), information concerning criteria, benefit and application process. 8. Contacts The eco-label marketing team was very busy to meet as many relevant decision-makers in tourism as possible. The objective was primarily: Present the EU Eco-label (raise the level of recognition at stakeholders) Find partners for the promotion of the EU Eco-Label (e.g. tourist provinces) Find commitments with tour operators Find potential companies to apply for the EU Eco-label (hotels, hotel chains) In total we had 55 meetings with relevant persons (the talks took approx. 15 min to one hour each). Tour operators, other stakeholders: 13 Hotels, hotel chains: 26 Tourist provinces: 7 Other: 9 Results in summary: 55 personal contacts 1 info-presentation press release (at press corner) 5 days at stand - 7 -
8. Photogallery Info-meeting with Mrs. and Mr. Bachmeier, Hotel Atlantico Jardim, Madeira, Portugal Many people visited the stand. Busy at the stand The EU Eco-label quiz-wheel at the stand Mr. Rainer Stifter started the presentation of the EU Eco-label Mr. Christian Löwe, Umweltbundesamt Berlin, explaining the application procedure - 8 -
Mr. Leitner explains the rules of the EU Eco-label quiz-game A winner with the voucher for a free weekend in an EU Eco-label hotel Interviewing a finalist Mr. Stifter congratulates to the weekend at Madeira. The team at ITB: Ernst Leitner / Rainer Stifter Dagmar Diwok / Stefan Tauchhammer Vienna, March 2005-9 -