How to create innovative marketing concepts for wellness tourism

How to create innovative
marketing concepts for
wellness tourism
1
Before
???
2
After.
3
Hannes Haller | [email protected]
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
4
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
6
Austrians largest spa hotel.
7
Austrians best mountain offers.
8
Tirol: Heart of the alps.
9
What makes the small Alpine
Wellness Hotel Haller
successful?
10
Nature is our greatest asset.
11
Salzburg - Helsinki: 1.600 km
12
CZ
D
A
Munich 160 km
Salzburg 80 km
Vienna 380 km
HU
CH
I
Location and accessibility
SLO
HR
13
Tradition.
14
Customs.
15
Water is life.
16
High mountain peaks.
17
Salzburg.
18
Winter in Maria Alm.
19
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
20
Two minutes to the lift.
21
Dreamy landscapes.
22
Success factors
The tourism region.
> 5,000 guest beds.
> 1 million overnight stays per year.
> Ski amadé: Austria’s largest ski region.
23
Success factors
The tourism region.
> 250 km of walking paths.
> 5 golf courses.
> 150 km of mountain biking trails.
24
What was the starting point?
25
Situation in 2004.
> Food and textiles business since 1960.
> 1970: guesthouse with 40 beds + restaurant.
> Good level of profitability up to 1990.
26
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.
27
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
28
Success factors
Quality brand: Alpine wellness
Nutrition
Exercise
Mental
stimulation
Beauty
Relaxation & treatments
Harmony
29
Clear positioning
Reduction to the Maximum.
> innovative living.
> healthy exercise.
> heavenly bathing.
> devilish delights.
> power training.
30
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.
31
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.
32
Architecture competition.
innovative living
33
Winning design.
innovative living
34
Success factors
Architecture
innovative living
35
Success factors
Interior design.
> Top interior design.
> Clear brief.
> Reduced colour concept.
> Little decoration.
> Materials: wood, stone, glass, leather, fabrics.
innovative living
36
innovative living
37
innovative living
38
innovative living
39
innovative living
40
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
42
devilish delights
43
Alpine Wellness dishes.
devilish delights
44
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
46
Snow shoe walking.
healthy exercise
47
Walking.
healthy exercise
48
Alpine golf.
healthy exercise
49
Herb walks.
healthy exercise
50
Success factors
Daily exercise programme.
healthy exercise
51
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
53
Legs
Legs
Back
Chest
Torso
Torso
power training
54
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.
56
Success factors
Outdoor
Wellness
Heavenly
bathing.
Project:
Outdoor
Pool
Indoor Wellness
Kieser
Training
Selection
57
Entrance to the ‘heavenly bathing’ area.
heavenly bathing
58
Cosy corner.
heavenly bathing
59
Saunas with outdoor views.
heavenly bathing
60
Pinzgauer Schwitzstube 90 °C.
heavenly bathing
61
Organic herb sauna 50 °C.
heavenly bathing
62
Cosy corner.
heavenly bathing
63
Relaxation room.
heavenly bathing
64
Hot Pot 40 °C.
heavenly bathing
65
Cool Pot 5 °C.
heavenly bathing
66
Sky Bar.
heavenly bathing
67
Beauty.
heavenly bathing
68
Massage.
heavenly bathing
69
Success factors
Selected treatments.
> 5 baths.
> 5 massages.
> 5 beauty treatments.
> 5 combined well-being packages.
heavenly bathing
70
Success factors
Simple pricing structure.
> 3 categories: Basic, Basic Plus, Apartment.
> Winter: 3 tarifs, 5 packages.
> Summer: 1 tarif, 5 packages.
71
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
72
Examples.
Print
PR
broschures
direct-mails
Website
monthly
newsletter
73
Success factors
Photography.
74
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 %
75
Motivated team.
76
Challenge.
> Profitability with over 100 beds.
> Plots available.
> Lack of capital resources.
77
New: 16 serviced hotel apartments.
2
1
78
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.
79
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 %.
80
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.
81
Contact:
Hannes Haller
GFB & Partner Marketing Services
[email protected], www.gfb.at
Tel +49 / 89 / 46.23.72-0
haller - The Alpine Wellness Hotel
www.hotel-haller.at, Tel +43 / 6584 / 2100
82