How to create innovative marketing concepts for wellness tourism

How to create innovative
marketing concepts for
wellness tourism
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Before
???
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After.
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Hannes Haller | haller@gfb.at
MARKETING SERVICES
GFB stands for successful
tourism marketing.
>
Hannes Haller: born1963
>
Education:
Vienna University of Economics
Bavarian Academy of Advertising Munich
>
Professional Experience:
1985 - 1990
Austrian National Tourist Office
Marketing Manager in Paris, Munich, Frankfurt, Vienna
1991
HC Andresen Advertising Agency Berlin
since 1991
General Manager and Shareholder
GFB & Partner Marketing Services
Munich, Zell am See, Velden, Innsbruck, Linz, Salzburg
since 2005
Shareholder in haller – The Alpine Wellness Hotel
copyright©2009 | www.gfb.at | München · Zell am See · Velden am Wörthersee · Innsbruck · Salzburg
GFB_Profile
January 2009
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GFB_Marketing Services
MARKETING SERVICES
GFB are professionals
of tourism
> Leading tourism agency: based in Munich and focusing on the
German-speaking markets (A, D, CH ... NL)
> Locations: Munich, Zell am See, Velden, Innsbruck, Linz, Salzburg
> Network: Prodinger & Partner financial advisors
> 40 employees
> Turnover: 10 million EUR budget, 2.2 million Euro agency fee
Linz
Vienna
Velden
copyright©2009 | www.gfb.at | München · Zell am See · Velden am Wörthersee · Innsbruck · Salzburg
GFB_Profile
January 2009
5
GFB_Referenzen
MARKETING SERVICES
GFB is responsible for many
renowned brands in tourism
> Tourist destinations
Tyrol advertising, Carinthia advertising, Villach - Faaker See – Ossiacher
See, Wörthersee, Bad Kleinkirchheim, Tyrol Zugspitzarena, Zell am See,
Hochkönig, Bavaria tourism, Bavarian Forest, Dorf Tirol, Naturns
Bad Füssing, Sölden
> Cable cars
5 Glaciers in Tyrol, Fellhorn - Nebelhorn, Katschberg, Kitzsteinhorn,
Zauchensee, Hochkönig, Dachstein-West, Ski lifts Lech am Arlberg
> Hotel industry, hotel groups
Multi Tennis Austria, Hotel Schloss Seefels, Hotel Gut Brandlhof,
Wolf Hotels, AlpenMedHotel Lamm, Designhotel Mavida,
Kinderhotel Hagleitner, Hotel Latini ..... approx. 50 hotels
> Wellness, health
Hotel Hochschober, Wellnesshotel Hubertus, Sybillenbad,
Vitality World, Alpentherme Gastein, Health Centre Ottenschlag,
AlpenMedHotel Lamm, Hochschober, WellVital Bayern, Bad Blumau
Aqua Dome Hotel, SPA, Therme
> Sport
Salomon Station, Intersport Bründl / Mathoy, Intersport Frühstückl
copyright©2009 | www.gfb.at | München · Zell am See · Velden am Wörthersee · Innsbruck · Salzburg
GFB_Profile
January 2009
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Austrians largest spa hotel.
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Austrians best mountain offers.
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Tirol: Heart of the alps.
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What makes the small Alpine
Wellness Hotel Haller
successful?
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Nature is our greatest asset.
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Salzburg - Helsinki: 1.600 km
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CZ
D
A
Munich 160 km
Salzburg 80 km
Vienna 380 km
HU
CH
I
Location and accessibility
SLO
HR
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Tradition.
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Customs.
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Water is life.
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High mountain peaks.
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Salzburg.
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Winter in Maria Alm.
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Ski Amadé and Hochkönig
> Ski Amadé: the largest ski resort in Austria
5 regions with 270 cable cars + lifts
> Hochkönig / Maria Alm: 3 Valley Ski Swing
with 34 lifts and150 km of pistes
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Two minutes to the lift.
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Dreamy landscapes.
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Success factors
The tourism region.
> 5,000 guest beds.
> 1 million overnight stays per year.
> Ski amadé: Austria’s largest ski region.
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Success factors
The tourism region.
> 250 km of walking paths.
> 5 golf courses.
> 150 km of mountain biking trails.
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What was the starting point?
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Situation in 2004.
> Food and textiles business since 1960.
> 1970: guesthouse with 40 beds + restaurant.
> Good level of profitability up to 1990.
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2 years of intricate
planning work.
> Different from the others.
> A reduction to the maximum.
> Small yet refined wellness offers.
> Contemporary architecture.
> Budget: max. 3 million EUR.
> Involvement of professionals.
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Potenzial: 8 mio wellness guests.
64 million trips
19 % wellness
D
= 12 mio
6h
7 million trips
21 % wellness
CH
=1.5 mio
4h
2h
6.5 million trips
17 % wellness
A
= 1.1 mio
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Success factors
Quality brand: Alpine wellness
Nutrition
Exercise
Mental
stimulation
Beauty
Relaxation & treatments
Harmony
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Clear positioning
Reduction to the Maximum.
> innovative living.
> healthy exercise.
> heavenly bathing.
> devilish delights.
> power training.
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Success factors
5 pillar concept · clear positioning
innovative living
healthy exercise
heavenly bathing devilish delights
Design-oriented regional
mix of styles using
wood, stone, glass,
leather and fabrics. 22
rooms and suites, 4
apartments. 60 beds
Summer: 250 km of
footpaths, Nordic
Walking routes, 18hole golf course. Daily
exercise programme.
Winter: Alpine skiing
directly from hotel, 36
lifts & 150 km of
pistes, snow shoe and
cross-country ski
tours.
Alpine Wellness and a
sophisticated bathing
area over 400 m² on the
top floor with
360°panoramic views of
the Steinerne Meer and
Hochkönig mountains.
Gourmet restaurant with
special designer
atmosphere,serving
Alpine Wellness cuisine
and regional specialities.
power training
Health-oriented power
training in this 1st Kieser
Training Selection Hotel
in the Alps. Preopening
since December 2007.
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innovative living.
innovative living
healthy exercise
heavenly bathing devilish delights
Design-oriented regional
mix of styles using
wood, stone, glass,
leather and fabrics. 22
rooms and suites, 4
apartments.
Summer: 250 km of
footpaths, Nordic
Walking routes, 18hole golf course. Daily
exercise programme.
Winter: Alpine skiing
directly from hotel, 36
lifts & 150 km of
pistes, snow shoe and
cross-country ski
tours.
Alpine Wellness and a
sophisticated bathing
area over 400 m² on the
top floor with
360°panoramic views of
the Steinerne Meer and
Hochkönig mountains.
Gourmet restaurant with
special designer
atmosphere,serving
Alpine Wellness cuisine
and regional specialities.
power training
Health-oriented power
training in this 1st Kieser
Training Selection Hotel
in the Alps. Preopening
from December 2007.
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Architecture competition.
innovative living
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Winning design.
innovative living
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Success factors
Architecture
innovative living
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Success factors
Interior design.
> Top interior design.
> Clear brief.
> Reduced colour concept.
> Little decoration.
> Materials: wood, stone, glass, leather, fabrics.
innovative living
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innovative living
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innovative living
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innovative living
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innovative living
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Success factors
devilish delights.
innovative living
healthy exercise
heavenly bathing devilish delights
Design-oriented regional
mix of styles using
wood, stone, glass,
leather and fabrics. 22
rooms and suites, 4
apartments.
Summer: 250 km of
footpaths, Nordic
Walking routes, 18hole golf course. Daily
exercise programme.
Winter: Alpine skiing
directly from hotel, 36
lifts & 150 km of
pistes, snow shoe and
cross-country ski
tours.
Alpine Wellness and a
sophisticated bathing
area over 400 m² on the
top floor with
360°panoramic views of
the Steinerne Meer and
Hochkönig mountains.
Gourmet restaurant with
special designer
atmosphere,serving
Alpine Wellness cuisine
and regional specialities.
power training
Health-oriented power
training in this 1st Kieser
Training Selection Hotel
in the Alps. Preopening
from December 2007.
41
devilish delights
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devilish delights
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Alpine Wellness dishes.
devilish delights
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healthy exercise.
innovative living
healthy exercise
heavenly bathing devilish delights
Design-oriented regional
mix of styles using
wood, stone, glass,
leather and fabrics. 22
rooms and suites, 4
apartments.
Summer: 250 km of
footpaths, Nordic
Walking routes, 18hole golf course. Daily
exercise programme.
Winter: Alpine skiing
directly from hotel, 36
lifts & 150 km of
pistes, snow shoe and
cross-country ski
tours.
Alpine Wellness and a
sophisticated bathing
area over 400 m² on the
top floor with
360°panoramic views of
the Steinerne Meer and
Hochkönig mountains.
Gourmet restaurant with
special designer
atmosphere,serving
Alpine Wellness cuisine
and regional specialities.
power training
Health-oriented power
training in this 1st Kieser
Training Selection Hotel
in the Alps. Preopening
from December 2007.
45
Alpine skiing.
healthy exercise
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Snow shoe walking.
healthy exercise
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Walking.
healthy exercise
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Alpine golf.
healthy exercise
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Herb walks.
healthy exercise
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Success factors
Daily exercise programme.
healthy exercise
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power training.
innovative living
healthy exercise
heavenly bathing devilish delights
Design-oriented regional
mix of styles using
wood, stone, glass,
leather and fabrics. 22
rooms and suites, 4
apartments.
Summer: 250 km of
footpaths, Nordic
Walking routes, 18hole golf course. Daily
exercise programme.
Winter: Alpine skiing
directly from hotel, 36
lifts & 150 km of
pistes, snow shoe and
cross-country ski
tours.
Alpine Wellness and a
sophisticated bathing
area over 400 m² on the
top floor with
360°panoramic views of
the Steinerne Meer and
Hochkönig mountains.
Gourmet restaurant with
special designer
atmosphere,serving
Alpine Wellness cuisine
and regional specialities.
power training
Health-oriented power
training in this 1st Kieser
Training Selection Hotel
in the Alps. Preopening
from December 2007.
52
Training with mountain views.
power training
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Legs
Legs
Back
Chest
Torso
Torso
power training
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heavenly bathing.
innovative living
healthy exercise
heavenly bathing devilish delights
Design-oriented regional
mix of styles using
wood, stone, glass,
leather and fabrics. 22
rooms and suites, 4
apartments.
Summer: 250 km of
footpaths, Nordic
Walking routes, 18hole golf course. Daily
exercise programme.
Winter: Alpine skiing
directly from hotel, 36
lifts & 150 km of
pistes, snow shoe and
cross-country ski
tours.
Alpine Wellness and a
sophisticated bathing
area over 400 m² on the
top floor with
360°panoramic views of
the Steinerne Meer and
Hochkönig mountains.
Gourmet restaurant with
special designer
atmosphere, serving
Alpine Wellness cuisine
and regional specialities.
power training
Health-oriented power
training in this 1st Kieser
Training Selection Hotel
in the Alps. Preopening
from December 2007.
55
heavenly bathing.
> 400 m2 on top floor.
> Indoor SPA: 4 saunas and steam baths,
marble couches, relaxation room, sky bar.
> Beauty and massage.
> Outdoor SPA: HotPot and CoolPot.
> Fitness: Kieser Training Selection.
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Success factors
Outdoor
Wellness
Heavenly
bathing.
Project:
Outdoor
Pool
Indoor Wellness
Kieser
Training
Selection
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Entrance to the ‘heavenly bathing’ area.
heavenly bathing
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Cosy corner.
heavenly bathing
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Saunas with outdoor views.
heavenly bathing
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Pinzgauer Schwitzstube 90 °C.
heavenly bathing
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Organic herb sauna 50 °C.
heavenly bathing
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Cosy corner.
heavenly bathing
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Relaxation room.
heavenly bathing
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Hot Pot 40 °C.
heavenly bathing
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Cool Pot 5 °C.
heavenly bathing
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Sky Bar.
heavenly bathing
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Beauty.
heavenly bathing
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Massage.
heavenly bathing
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Success factors
Selected treatments.
> 5 baths.
> 5 massages.
> 5 beauty treatments.
> 5 combined well-being packages.
heavenly bathing
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Success factors
Simple pricing structure.
> 3 categories: Basic, Basic Plus, Apartment.
> Winter: 3 tarifs, 5 packages.
> Summer: 1 tarif, 5 packages.
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Success factors
Strong advertising.
> Forms of advertising: simple, reduced
> Direct mailings: 3 - 4 x per year, approx.
5,000 addresses
> Internet: SEO, SEM, e-campaigns
> Newsletter: monthly newsletter, 40,000
addresses
> Print: media cooperative agreements
> PR: approx. 100 articles in 2 years
> Photography: arousing emotion
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Examples.
Print
PR
broschures
direct-mails
Website
monthly
newsletter
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Success factors
Photography.
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Results after 2 years.
Business year 1.5.2007 to 30.4.2008
> 26 units, 60 beds
> 14,700 overnight stays
> 245 days fully booked
> Revenue per overnight stay: Ø 72 Euro
> Room revenue: 1,058,000 Euro
> Wellness revenue per overnight stay: 9.50 €
> Wellness revenue: 140,000 €
> Cash flow with self-financing: 46 %
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Motivated team.
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Challenge.
> Profitability with over 100 beds.
> Plots available.
> Lack of capital resources.
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New: 16 serviced hotel apartments.
2
1
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Investor concept.
> 16 apartments.
> Acquisition of property.
> 6 weeks of owner occupation.
> Rented by hotel.
> 40 % of revenue to owner.
> Approx. 5 % return per year.
> Service contract - 15 years.
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Goal for 2010_11.
> 40 units, 140 beds.
> 31,500 overnight stays.
> 225 days fully booked (excluding owner
occupancy).
> Revenue per overnight stay : Ø 70 Euro.
> Room revenue excluding 40 % owner
share: 1,950,000 Euro.
> Cash flow with self-financing: 58 %.
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Reduce to the max.
1
2
3
4
Clear positioning: Alpine Wellness.
Contemporary architecture.
5-pillar product concept.
Innovative ‘Heavenly bathing’ above the
rooftops of Maria Alm.
5 Simple pricing structure.
6 Strong advertising.
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Contact:
Hannes Haller
GFB & Partner Marketing Services
haller@gfb.at, www.gfb.at
Tel +49 / 89 / 46.23.72-0
haller - The Alpine Wellness Hotel
www.hotel-haller.at, Tel +43 / 6584 / 2100
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