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This document discusses opportunities to grow tourism in the Pelion region of Greece through improved online presence and cooperation between local businesses. Key points include: - Tourism to Pelion is growing slowly but visitors on average spend less and occupancy rates are low except for two months. - Pelion's natural beauty and cultural attractions could appeal more to cultural and eco-tourists but it is difficult for potential visitors to find information and make bookings online. - By working together through a cooperative, local businesses could improve Pelion's online content and offerings, helping attract more visitors while also extending the tourism season and increasing visitor spending. - The proposed "Pelion Paradise" cooperative model would centralize online booking and packages while allowing
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Similar to 20161024 pitch pelion_def
20161024 pitch pelion_def
- 1. CONNECTING PELION The ExperienceEnterprise Cooperative Working together for success
- 2. Content 1. Market andissues 2. Market opportunities 3. Business area developments 4. The solution a. The new organisation model b. Product model c. Growth strategy d. Pricing model 2
- 3. This is thePelion we all know and love It will be loved by others as well (IFTHEY CAN FIND IT)
- 4. Tourism arrivals grows,expenditure drops 4
- 5. Magnesia welcomes mainlyGreeks, but Greek visitors become less … 5 Visitors to Magnesia, 2015 2015 … 2016 …
- 6. Occupancy rate lowmost of the year… 6
- 7. Lost commission in40% of cases 7 Traditional like travel agents and tour operatorsDirect via phone, email or own website Internet booking engine (IBE) on hotel website Via OTA’s Booking.com 73% ; Expedia;15% share
- 8.
- 9. 9 Growth of tourismand OnLine Use General market growth, plus…
- 10. Pelion has whatpeople want 10 Cultural tourism & Ecotourism. International Culture tourism searches
- 11.
- 12. Online content leadsto MORE sales 12
- 13. Growth Opportunity forPelion 2015 2020 13 Normal growth + active online content 5.4% per year 76.000 foreign visitors to Pelion growing to 100.000 in 5 years
- 14. 14 Travel Guides, travelguides and more travel guides… But where can we book?
- 15.
- 16. Opportunities Do whatpeopleTRUST • Tourism business keeps growing • Emerging destinations will profit at twice the rate of the advanced destinations BetterOnlineContent presence with lots of relevant content and communication possibilities 16 Summarizing Attention Points • Target market cannot find Pelion • Average expenditure goes down in Greece • The number of Greek visitors fall. Do foreigners fill the gap? • Low occupancy rate in Pelion and occupancy for only two months • On-Line presence is very much behind of the EU average • Loose commission in 40% of the cases Result • Total economic impact for the region • More to earn: + 24.ooo visitors & + €15 mln. receipts • Better spread over the year • And, better friends
- 17.
- 18. Digital Disruption everywhere 18 Disruptionhas the power to transform tourism, change consumer needs, shift market positions and even destroy companies.
- 19. What about travel? 19 MobileTravelbookings 45% of hotel guests travel with two devices and 40% with three or more (Tnooz, 2013)
- 20. Time spend searchingtravel online 20 YoY
- 21. Social Media isNo longer a trend 21 Always present and more and more used
- 22. Consumer quotes 22 What consumerslove What consumers look for and expect
- 23. Solution = addvalue
- 24. Sharing Memory ofExperience becomes the product 24
- 25. Use Massified Customization 25 Whoare my clients and what do they like? What have your friends done recently? Customized alerts How can I improve my processes and increase my sales?
- 26. Sharing of travelproducts 26
- 27. Sharing of businesssupplies 27
- 28. Eco-Tourism advantages 28 • Newwalk and Hike routes • NewTraditional house parks • Upgrade activities Pelion gets added to UNESCO's Geo Routes Jun, 30 2014
- 29. 29 Connecting through aCooperative
- 30. 30 What could werealize together: “Get an affordable, intense vacation Experience wherever you are, whenever you want.
- 31. Pelion Paradise =Active On-Line content 31 A gateway to a unique, affordable, personalised experience in the worlds best kept secret wherever you want, whenever you want and with al the care you need
- 32. Growth Strategy Think big,Start small 32 1. Text (Video) chat & telephone 2. Send automated emails 3. Omni-Channel 4. Pick up locations 5. iBeacon 6. E-booklets 7. Sell gift cards 8. BBQ, camera rental 9. Automate voucher redemption 10. Create Waiting Lists 1. Mobile booking 2. Accept payments anywhere 3. Build partnerships & increase revenue 4. Manage different distribution channels 5. Integrate with other marketplaces 6. Transfers –Transport & Car Hire 7. (E)Store 8. Mobile & Apps 9. Georeferencing information 10. Link to API’s 11. Wearables 12. Data privacy 13. Cloud 14. True personalisation. Big Data, Analytics 1. Local knowledge 2. Sustainable travel 3. Travel agencies 4. Coupon cards met chips 5. Bookings from Social Media 6. User generated content Professional reviews; own site and other 7. (Inter)nationalTourist organisations & catalogues 8. News, feature reports, news from the local owners they met 9. Presentation days Marketing & Distribution Customer Service Product development
- 33.
- 34. Business model 34 Net price Commission 10%-30% Minimumprice to cover all costs and make a profit. Mark-up on package for services – 15-30% Cooperation sells services at retail prices and packages at retail price + mark up Retail +10-15% Wholesale 20-25% OTA and ITO +30% Retail price Package price 1 Retail priceRetail priceRetail priceRetail price Retail price of all services that make up package 1 Profits stay in the Coop Commission / profit goes to seller If via Pelion Paradise