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DANTE transnational German-Dutch Project Workshop 2, 4. July 2012 Landsichten.de – An innovative marketing tool for medium- sized hosts in rural areasInken GarbeFederal Labour Society for farm holiday and tourism in rural areas ofGermany e.V.firstname.lastname@example.org, Tel. 030 / 28 44 41 19-0
Structure► Starting point ► Farm holiday one current trend ► Situation for hosts► Development of Landsichten ► Starting point ► Reasons for a new system► How does Landsichten work? ► Advantages for hosts ► Advantages for guests
Farm holiday one of the current trends- An analysis of travel business by BMELV 2011 (May 2010-May 2011)► 6% of all domestic travels are farm holidays (in a broader sense)► 4,5 million guests with 5,1 million farm holidays in Germany► About 24,4 million overnight stays► Every second farm holiday is a short stay (max. 4 days)► Average payment for bed and board 33,50 Euro per person and day
Farm holiday one of the current trends- An analysis of travel business by BMELV 2011 (May 2010-May 2011)► The average guest of farm holiday: ► 41 years old ► Has Abitur and university graduation ► Net income of 2.666 Euro► Farm holiday-makers (especially of short holidays) are compared to the total population often male (61 %)► 1/3 of farm holidays with children; seniors have the longest stays (average stay of 7,1 days)► Federal state of origin: most are from North Rhine-Westphalia, Bavaria or Baden-Württemberg► Some are from Brandenburg and Schleswig- Holstein (travel in their own federal state?)
Growth potential and special wishes of the guests Activities:► 1. Animals (cows, cowshed, pigs,…) Family holiday 2. Enjoy regional specialities► Relaxation holiday 3. Walking► Beach holiday 4. Shopping in farm stores► Natural holiday 5. Swimming in lakes/ sea► 6. Natural attractions Health holiday 7. Cycling 8. Barbecue, campfire 9. Sauna 10. Health offers 11. Driving tractors, doing farm work 12. Sledging 13. Beauty/ Wellness 14. Cultural and historic sights 15. Organized meetings with locals 16. Festivals and other happenings (rifle club festival, farmer`s market)
Situation of the hosts► Federal Labour Society for farm holiday and tourism in rural areas of Germany e.V. holds a seasonal survey every year to analyze the level of the farm accommodation`s occupancy and the contentedness of the hosts
Average occupancy of the holiday flats and cottages Belegungstage► Half of all farms had a occupancy of more than 160 days per year. Clear growth in high occupancy segments
Average occupancy compared to last year► 44 % of all farms are running better or much better to capacity, 44% have a stable capacity.
Development of the average days of occupancy (mean values) Holiday flats/ cottages guestrooms► The average days of occupancy show a positive development since starting the survey.
Seasonal occupancy of 2006 to 2011 Easter Whitsuntide Summer Autumn Intermediate Christmas, Winter holiday holiday holiday season New Year`s holiday Eve► Especially the travel periods at Easter and Whitsuntide show the positively developed occupancy and the constant increase
Starting point► Federal Labour Society as the holding association with 12 federal state associations► 5.000 characteristic hosts in rural areas (holiday farms, wine-grower farms, riding farms, hay inns, country hotels)► Well linked in rural areas by sponsor members
Starting point► Marketing of hosts only by federal state associations (online and offline) ► 12 different catalogues ► 12 independent databases and internet portals (different technical standards)► the Federal Labour Society concentrates on: ► Linking to internet portals of the federal state associations ► Passing on the requests of catalogues (online/ offline)► Little synergy in the cooperation of the federal state associations
Pressure of acting► High pressure of innovation in online marketing► High need for investment in professional databases and internet solutions (independent of the number of hosts)► Heterogeneous stucure of hosts and commitment to members► Marketing of tourism in rural areas has to be refered to a topic; destination is (more or less) second-rate; federal state often unimportant for guests ► Perceptible from catalogue requests ► Consequence: purely federal state specific marketing of land tourism leaves high potentials unused
Catalogue requests (example: North Germany) Distribution of combination of incoming requests „Sea or Lower Saxony mountain“60% search fordestinations bythemes (throughoutall federal states!) Only 40 % determined to „Sea“ one federal state Mecklenburg- West „Baltic Sea“ „North Sea“ Pomerania
Decision in 2009/10► Time for online marketing initiative throughout the whole of Germany instead of ealier work on federal state level ► Carried together by all federal state associations ► common database, common technology ► Clear allocation of tasks: federal state associations remain only contact partner for members ► Make a search for accommodation throughout all federal states possible and save regional identity of the hosts as well as of the federal state associations ► Let (hopefully all) hosts be able to use the most modern technologies (online marketing, host management)
The project Landsichten► 2010 founding of Landtourismus Marketing GmbH for the development and the running of the homepage www.landsichten.de► Together with the German farmer`s association as the 2. shareholder► Online-start in June 2011► Now: about 2650 hosts!
How does landsichten work?1 Federal Republic of Germany and 12 federal statehomepages
Principle of the Landsichten network► Host gets one firm contact partner of his federal state association for all technical questions, incl. consultation and education► The host is marketed on Germany- and his federal state homepage of Landsichten.de► On request also marketing in more distribution channels (federal marketing organization, regional platforms, commercial holiday flat portals – bestfewo.de, Casamundo.de) – without extra data management!
Principle of the Landsichten network► Subdivision of the Landsichten homepage into topics and natural landscapes (also throughout all federal states)► Broad search possibilities based on a detailed data base (about 500 features)► Host not only gets a marketing platform, but also a solution of organization especially for small and medium-sized firms, that gives additional benefit and makes daily work easier .
Service for all hosts► Optimal presentation on the internet (basic pay scale) ► independent data management in password-saved login rooms ► Pictures, texts, calendar of occupancy, prices, features, location,... ► On request: online-booking and and use of more distribution channels without extra data care► Additional option: „free of care- packet“ (premium pay scale) ► Guest administration software ► Newsletter-dispatch ► Homepage- construction set ► Calendar of occupancy linked on own homepage► Consultation, education, manual, ...
Search for host with special features possible► Every firm is in categories of different features (all together 500 features in the database)► Creterions can be filtered – flexible hit list for each input► example: Type of farms, living units, catering, classification, location, furnishings, attractions for children, service for guests…► Special creterions for main topics: children, riding, wine…
Outview – future challenges► Perception of daily offers, popular destinations, farm cafés, direct sellers, tours etc. possibility of a total planning of the holiday for the guest► Increase synergies, avoid doubled work improve internal structures► Competition with federal marketing organizations political lobbyism► Decrease of public development funds reaching for financial stability► Structural change in agriculture and rural areas qualification, develop new target groups