Travel Shows Signs of Muted Growth
January 26, 2010
Brussels — The European Travel Commission has just published its fourth quarterly report on European Tourism 2009 – Trends & Prospects.
Travel demand trends in the last three months of 2009 confirmed that the recovery was underway, although the growth was in large part due to comparisons with the low levels in late 2008. And the improvement, which benefited Europe less than most other regions of the world, came too late to make much difference to the final full-year results. In summary, for the travel and tourism industry, 2009 was undoubtedly a year to forget.
The outlook for growth in 2010 is more positive that it was three month ago – with more ‘risk’ to the upside. Europe’s tourism performance in the first half of 2010 will of course be aided by comparison with the depths of the recession in 2009. However, some significant downside risks remain, including security concerns and the possibility (although now deemed less likely) of a more virulent A(H1N1) pandemic.
Tourism Economics’ forecast remains muted for 2010 – in contrast to the situation in some previous recoveries, is does not expect a strong rebound.
For the full report, please click here.
The European Travel Commission is an association of National Tourism Organisations (NTOs). It was created in 1948 to promote Europe as a tourism destination to the long-haul markets outside Europe, originally in the USA and later in Canada, Latin America and Asia. It currently has 39 member NTOs, including 12 from outside the European Union. ETC is an independent body which is financed entirely by annual membership contributions and partnership funding. For further information, see ETC’s corporate website: www.etc-corporate.org
Germany’s Online Travel Market Gains Significant Ground
January 22, 2010
Sherman, Conn. USA — In a year when global travel markets struggled under the weight of recession, Germany’s online travel market held up to the pressure. Travel industry research authority, PhoCusWright Inc., reveals that the online travel market in Germany grew by 10.4% in 2009 even while overall revenues declined in its recent publication, PhoCusWright’s German Online Travel Overview Fifth Edition.
Online travel agencies (OTAs) have a recognizable competitive advantage in this strained economy because they enable consumers to find affordable options and build their own dynamic packages. As dynamic packaging drives growth—and demand for customized holidays remains high—German OTAs will continue to benefit.
The German travel market underwent a less severe fall in demand in comparison to other major European markets in 2009. Online channels experienced a countercyclical lift that we often see in markets that are
soft, but not suffering major declines.
Currency exchange rates may have led Germany to usurp the top spot from the U.K. as the largest of Europe’s travel markets in 2009, but deeply-ingrained cultural appreciation for travel is also helping to support German demand as other European markets falter. Germany is the third largest European online travel market, but it is expected to overtake France in the next several years as its share jumps from 17% in 2008 to 20% by 2011.
Learn more with PhoCusWright’s German Online Travel Overview Fifth Edition. The report is a subset of PhoCusWright’s European Online Travel Overview Fifth Edition. Electronic market data and individual market reports are also available (France, Italy, Scandinavia, Spain, and the U.K.).
Expert analysts will forecast the U.S., Europe and Asia Pacific (APAC) share of the global online travel market through 2011 in the February 3, 2010 Online Event, PhoCusWright’s Global Online Travel Overview.
About PhoCusWright Inc.
PhoCusWright is the travel industry research authority on how travelers, suppliers and intermediaries connect. Independent, rigorous and unbiased. PhoCusWright delivers qualitative and quantitative research on the evolving dynamics that influence travel, tourism and hospitality distribution. The company is headquartered in the United States with Asia Pacific operations based in India and local analysts on five continents.
Discover France Adventures Becomes One of only Four Officially Licensed Tour Operators for the Tour de France
January 14, 2010
Scottsdale, AZ—Discover France Adventures, an award winning specialist in journeys to France, recently announced that it is one of only four tour operators worldwide that are officially licensed to sell Tour de France tours in 2010. As officially licensed tour operators for the Tour de France, Discover France Adventures will offer trips that provide cycling enthusiasts with exclusive and elite access to all major Tour de France events.
Guests on Discover France’s VIP Tour de France itineraries will be granted access to the Tour Village before the start of each day’s stage as well as special access to the team and press areas after each stage finishes. This access is usually only reserved for race officials, pro athletes and other VIP’s, but Discover France’s guests will be able to mix and mingle with the pros. In addition, VIP guests will have the opportunity to cycle our along the route of the Tour on the same day as the pro stage and just ahead of the pro riders themselves. Guests will be able to access the final kilometers of the race and ride to the finish line and then access the famous podium for pictures.
Discover France Adventures will offer both “Challenging” and “Moderate” VIP and “Domestique” cycling tours for the 2010 Tour de France:
VIP Trips (includes access to “pros” areas)
* Challenging VIP Alpes Trip – 7 nights trip
* Challenging VIP Pyrenees Trip – 4 or 3 or 7 Night trip options
These trips will offer the VIP access to the Village, ride on closed roads, travel by deluxe motor coach, accommodation in deluxe hotels and be cared for by professional French/English speaking guides.
* Moderate VIP Cycling Tour – 7 night trip in Provence/Languedoc region
This trip will offer the VIP access to the Village, ride on closed roads, travel by deluxe motor coach, accommodation in deluxe hotels and be cared for by professional French/English speaking guides. This trip will also incorporate cultural visits, wine & gastronomy, and heritage sites.
Domestique Trips (no access to “pros” areas)
* Challenging Guided Alpes Domestique – 7 Nights
* Challenging Guided Pyrenees Domestique– 7 Nights
* Challenging Alpes + Pyrenees Domestique – last 2 weeks of the Tour de France to the finish in Paris
* Moderate Provence/Languedoc/Bordeaux Wine Country Tour – 7 nights Best of Southern France
* Self Guided Tours with GPS; Alpes – 4 and 7 Night Options; Pyrenees – 4 & 7 Night Options
Groups will vary in size from 16 to 25 persons with a professional guide ratio of 1 per 8. To ensure a place on these exclusive Tour de France tours, pre-book now at http://www.discoverfrance.com/tour-de-france.html or contact Loren Siekman at 480-905-1235. Guests who have pre-booked can cancel without penalty until December. For more information about the Tour de France, visit www.letour.fr .
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Five Online Travel Predictions for Europe in 2010
December 22, 2009
Sherman, Conn. USA — Europe may still be experiencing the effects of the recession, but online travel continues its upward march across the continent’s diverse and complex markets, according to travel industry research authority, PhoCusWright Inc. Changes in the economy and the travel industry have driven significant shifts in how consumers shop for and purchase travel. PhoCusWright’s European Online Travel Overview Fifth Edition analyzes the dynamics of online and offline travel distribution across Europe’s major travel markets.
Here are five predictions for the European online travel market in 2010 from the new report:
1. Online travel will account for more than one-third of the total European travel market.
While the total European travel market experiences a double-digit decline, online leisure and unmanaged business travel will in fact grow slightly in 2009. As effects of the recession linger into next year, consumers are increasingly shopping online for better deals. Online penetration will surge from 28% in 2008 to 34% by 2010.
2. Priceline could become the largest pan-European online travel agency (OTA).
Long in last place among the big four global OTAs (Expedia, Orbitz and Travelocity being the other three), Priceline has gained ground dramatically since the onset of the recession and especially through the success of its main European acquisition, Booking.com. Amid Orbitz’ stumbles and Expedia’s catch-up play with Venere, Priceline is poised to become the number two OTA globally and quite possibly the largest OTA in Europe (although Expedia may have something to say about that…).
3. Metasearch will make it in Europe—finally.
The highly fragmented European online travel shopping landscape—among OTAs and suppliers—could prove fertile ground for metasearch. Uptake of meta in Europe has lagged behind the U.S., but the growing incidence of online shopping is driving more consumers to visit metasearch sites when they plan their travel.
4. Germany gains ground amid the recession.
The lumbering giant of Europe’s online travel market is picking up plenty of regional market share. The country’s strong cultural affinity for travel is helping prop up demand as other European markets falter. Germany’s share of the European online travel market will jump from 17% in 2008 to 20% by 2011. Gute Reise!
5. As larger markets mature, all eyes turn south—and east.
The largest European travel market, the U.K., has over 40% online penetration. France and Germany are catching up. Now that the low-hanging fruit is gone, the online travel industry is looking to opportunities in less penetrated Southern and Eastern European markets. Emerging markets like Poland offer perhaps the most promising opportunities for growth.
PhoCusWright’s European Online Travel Overview Fifth Edition and individual market reports for France, Germany, Italy, Scandinavia, Spain, and the U.K. provide data and analysis essential to understanding the dynamics of your market and forecasting the performance of your business. These reports are also included in PhoCusWright’s European Edition, an annual subscription-based research service providing travel industry data and analysis for Europe.
About PhoCusWright Inc.
PhoCusWright is the travel industry research authority on how travelers, suppliers and intermediaries connect. Independent, rigorous and unbiased, PhoCusWright fosters smart strategic planning and tactical decision-making.
PhoCusWright delivers qualitative and quantitative research on the evolving dynamics that influence travel, tourism and hospitality distribution. Our marketplace intelligence is the industry standard for segmentation, sizing, forecasting, trends, analysis and consumer travel planning behavior. Every day around the world, senior executives, marketers, strategists and research professionals from all segments of the industry value chain use PhoCusWright research for competitive advantage.
To complement its primary research in North and Latin America, Europe and Asia, PhoCusWright produces several high-profile conferences and trade shows in the U.S. and Germany, and partners with conferences in Canada, China and Singapore. Industry leaders and company analysts bring this intelligence to life by debating issues, sharing ideas and defining the ever-evolving reality of travel commerce.
The company is headquartered in the United States with Asia Pacific operations based in India and local analysts on five continents.
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National Geographic CSD Partners With Hurtigruten In Geotourism
November 23, 2009
New York, NY – National Geographic’s Center for Sustainable Destinations (CSD) and Norwegian coastal liner Hurtigruten have signed a cooperation agreement to safeguard and enhance Hurtigruten’s unique destinations along the Norwegian coast — known as some of best destinations in the world.
“Hurtigruten is unique in the world. With Hurtigruten you are really a part of Norway, part of a Norwegian tradition — the crew is Norwegian, the food and experience is Norwegian. Hurtigruten is uniquely identified with the country in which it operates. That’s not true with conventional cruiseliners,” says Jonathan Tourtellot, National Geographic CSD Director.
The cooperation agreement has been established with the intent to help Hurtigruten to become even better — following a code of good practices. Hurtigruten has served the passengers, the ports and the Norwegian coast since 1893 bringing freight and passengers between 34 daily ports of call year round. This history of service gives the coastal voyager an insight beyond a travel product; and in many ways already fulfills much of National Geographic geotourism principles: to sustain or enhance a place’s geographical character by maintaining the destination’s distinctiveness – its nature, culture, history and the well-being of its residents.
“National Geographic pinpoints what we understand is the unique character of Hurtigruten. In many ways Hurtigruten has a mission besides presenting the beautiful Norwegian coast to tourists. This mission is exercised in cooperation with our environment – with our destinations as our local partners. Hurtigruten supports and depends on strong and sustainable destinations and wants to improve our skills and performance on this field. By doing this we will enhance what makes Hurtigruten unique in the world”, states Hurtigruten CEO Olav Fjell.
National Geographic CSD, with their knowledge of sustainable destinations and geotourism, is a recognized leader in one of the world`s largest industries — tourism. For Hurtigruten this cooperation is seen as a confirmation of good practice and but also as a possibility to improve skills within a field that is becoming more and more important for future tourism.
“This cooperation will strengthen and clarify Hurtigruten’s unique position as the original coastal voyager. The Norwegian fjords have already won several prizes as the world`s best travel destinations. This happens partly because Norway as a nation has the wisdom to manage our nature and our culture with sense and in a sustainable way. After almost 120 years in service it’s vital that Hurtigruten operate in accordance with sustainable principles related to both nature and our destinations along the coast,” says Christian Bue Nordahl, Global Brand Manager, Hurtigruten ASA.
ATTA Lends Adventure Travel Industry Voice, Perspectives at Events Worldwide
April 20, 2009
ATTA’s leadership, advisors and strategic partners are playing active roles in the industry and getting out and about. This synopsis of where the ATTA is representing the industry’s voice is the start of what we hope will become regular updates within AdventureTravelNews.com. Our intention is to give ATN readers insights as to where ATTA team members are throughout the year. If you’ll be in the region where we’re headed and you’re interested in connecting with us, please write to info@adventuretravel.biz.
For April and May, here’s where the ATTA will be represented:
Belize (April)
Shannon Stowell will be a guest keynote speaker in Belize City at the Belize Tourism Board’s annual industry event on Wednesday, April 22nd, 2009. It is one of the Board’s signature events and has an attendance of approximately 350 tourism stakeholders. It provides the public sector arm of the tourism industry an opportunity to share with their tourism partners a review of the Board’s efforts over the past year as well as future development plans that will impact tourism growth and market development. Shannon’s presentation will focus on the state of the Adventure Travel Industry, and how Belize and its tourism businesses might increase their market share in a competitive and challenging environment. Shannon will join the Belize Minister of Tourism, the Director of Tourism and the CEO of the Belize Tourism Board in this event.
Mexico (April)
Shannon Stowell, Christina Heyniger (long time ATTA partner and President of Xola Consulting) and Antonio del Rosal, ATTA Executive Director-Mexico, have been invited to speak during the 34th edition of the Tianguis Turístico in Acapulco Mexico, which will be held from the 26th to the 29th of April. During their intervention, ATTA and Xola members will explain the strategic importance adventure travel holds with regard to the development of Mexico’s Tourism Industry, and the crucial role ATTA will be playing in its growth. ATTA and Xola are collaborating with Mexico’s Secretary of Tourism to develop a National Adventure Travel Assessment. This assessment is expected to allow the ATTA, SECTUR and the Mexican Tourism Promotion Board (CPTM) to assist the government in developing a market positioning plan for the Country. With the opening of ATTA representation in Mexico, the ATTA hopes to become a strategic ally for the Mexican Government and for local operators who wish access to: best practices worldwide, strategic media, top tier specialized tour operators and travel agents, and position Mexico as a world class adventure travel destination.
During Tianguis, the ATTA will sign a strategic alliance with AMTAVE, the Mexican Adventure and Ecotourism Travel Association and two-year ATTA Association Partner, through which the benefits of ATTA membership will be more readily available to AMTAVE’s nearly 100 members. Witnesses of honor to this signature will be: The Mexican Tourism Promotion Board, represented by Marketing Director Steve Austin, the Federal Ministry of Tourism, represented by Monica Vejar, Director of Alternative Tourism and the Secretary of Tourism for Mexico City, Alejandro Rojas.
Scotland (April)
For the week of April 20th, ATTA Business Development Director Paula Mendes is on a trade mission to Scotland to size up its adventure travel market and to meet with its tourism officials and tour operators, and to participate in on-the-ground adventures there. For possible appointments there, contact Paula at paula@adventuretravel.biz.
Vancouver, Canada (May)
ATTA’s Shannon Stowell and Paula Mendes will co-host an ATTA Vancouver, B.C., Canada, Regional Meeting on May 5th.
South Africa (May)
ATTA’s Vice President of Business Development Chris Chesak will attend INDABA and will be available for appointments. Email cchesak@adventuretravel.biz
New York (May)
ATTA Vice President Chris Doyle will host an ATTA NYC Regional Meeting on May 13th.
Sweden (May)
Chris Doyle will work from Gothenburg, Sweden, May 15-28 to develop closer ties to the region’s adventure tourism industry. For appointments during his time in Sweden, please email cdoyle@adventuretravel.biz.
S7 AIRLINES, AIR BERLIN AND NIKI ANNOUNCE NEW INTERNATIONAL PARTNERSHIP
November 15, 2008
S7 Airlines, Russia’s largest domestic carrier, today announced a major expansion of its European network through code-share agreements with Air Berlin, one of Europe’s fastest growing airlines, and Austria’s NIKI, the airline of former Formula 1 driver Niki Lauda.
Air Berlin, Germany’s second largest carrier, and its partner NIKI, signed the agreement in Moscow today (October 16, 2008). It provides for the sharing of existing services, subject to official approval, on the following routes: Moscow-Frankfurt-am-Main (1), Moscow-Düsseldorf (2), Moscow-Munich (3), Moscow-Hanover (4) and Moscow-Vienna (5).
The agreements will allow all three airlines to significantly expand the services they offer their passengers.
The three carriers plan to offer unrestricted sales of tickets for each other’s flights. For instance, S7 Airlines and Air Berlin will be able to offer up to seven flights to Germany a day depending on the destination. S7 Airlines’ passengers will be able to book tickets directly with S7 to many cities in the flight network of Air Berlin and NIKI airlines.
Within the scope of the code-share agreement, the airlines have therefore agreed pro rata agreements on many routes. For example, passengers can now travel from Moscow via Munich to Palma de Majorca on just a single ticket.
This agreement is a significant stage in the development of all three airlines – S7 Airlines, Air Berlin and NIKI. All three airlines intend to deepen their relationship in other areas in the future.
Vladislav Filev, General Director S7 Airlines, said: “S7 Airlines has been looking for ways of efficient international development for a long time. Competition is high on international routes, and opening new international destinations for S7 is limited by bilateral agreements. Code-share cooperation with large international airlines yields a lot of opportunities for S7 Airlines in Europe. We have the most extensive domestic flights network in Russia and we are also ready to cooperate efficiently in Western Europe.”
“This partnership allows us to strengthen our Russian operations considerably and to offer our passengers a greater choice of routes and more frequent flights to and from Russia. S7 Airlines is a Russian carrier of high quality and with strong growth,” commented Air Berlin’s CEO Joachim Hunold.
“We are delighted that in S7 Airlines we have acquired one of the major international Russian airlines as a strong partner for our flights to and from Russia,” was the verdict of Niki Lauda, President of NIKI Luftfahrt GmbH.
Previously S7 Airlines and Air Berlin have agreed an interline agreement, allowing for seamless ticketing arrangements for passengers on both airlines.
(1) The flights are operated by S7 Airlines
(2) The flights are operated by S7 Airlines and Air Berlin
(3) The flights are operated by S7 Airlines and Air Berlin
(4) The flights are operated by S7 Airlines
(5) The flights are operated by NIKI
About S7 Airlines:
S7 Airlines (www.s7.ru) has the largest domestic flight network in Russia thus being one of the world’s 50 biggest domestic airlines. In 2007 the company successfully underwent the new IOSA (IATA Operational Safety Audit), and became the second air carrier in Russia conforming to the strictest international requirements. S7 Airlines is one the most progressive airlines in Russia giving passengers new standards of service, based on the use of modern technology and proactively developing its business. S7 Airlines is the winner of the annual national award “People’s mark / Brand No 1 in Russia” in 2007.
About Air Berlin:
Air Berlin is the second largest German airline and the fourth largest airline in Europe. It was founded in 1978. Its route network includes major international cities and holiday destinations, as well as domestic flights within Germany. The attractive price-performance ratio appeals equally to those traveling on business and for pleasure. The airline has already won several awards on account of its high standard of service. Last year Air Berlin welcomed approximately 28 million passengers on board and achieved a turnover of 2.54 billion euros. The Air Berlin Group includes not only Air Berlin, but also the Austrian airline NIKI (24 %), the Swiss airline Belair (49 %), the Munich-based airline dba (100 %), and since March 2007 also the Düsseldorf-based airline LTU (100 %). The Air Berlin Group currently operates 128 aircraft and has more than 8,500 employees.
About NIKI:
Since NIKI was established in November 2003 the fleet of Airbus aircraft and the number of destinations have been steadily increasing. Air Berlin has had a 24% share of NIKI Luftfahrt
GmbH since the start of 2004 – the cooperation between Air Berlin and NIKI marked the first European low-cost airliner alliance. 2007 saw NIKI Luftfahrt making profit for the fourth time in succession – in fact, it was more than twice as high as the profit recorded in 2006. NIKI Luftfahrt GmbH has 350 employees. It carried around 1.7 million passengers in 2007. One Airbus A321 (212-seater), six Airbus of the type A320 (180-seaters) and two Airbus of the type A319 (150-seaters) currently fly for NIKI.
For additional information please refer to:
S7 Airlines
Phone: +7 (495) 926 47 70
Fax: +7 (495) 926 47 93
Email: presscenter@s7.ru, info@s7.ru
Internet website: www.s7.ru
Air Berlin
Phone: +49 30 34 34 15 00
Fax: +49 30 34 34 1509
Email: abpresse@airberlin.com
Internet website: www.airberlin.com
NIKI Luftfahrt GmbH
Phone: +43 170 126 445
Fax: +43 170 126 480
Email: presse@flyniki.com
Internet website: www.flyniki.com
SwitzerlandMobility Launches World’s Largest Active Travel Trails Network – Stunning Progress, Potential
May 12, 2008
Murten, Fribourg region, Switzerland…
With the April 25th inauguration of SwitzerlandMobility, a project spearheaded by The SwitzerlandMobility Foundation and Switzerland Tourism – on the deck of a solar powered Hobie Cat in Murten – Switzerland Tourism is once again pushing the envelope by launching SwissMobility, a seemingly improbable active travel effort that expects to turn promise and hope into hard cash, especially during its slower summer tourism season.
After four years of persistence, a CHF 25 million investment (US $24 million), and the collaboration and agreement of 26 cantons, as well as the Principality of Liechtenstein, eight federal agencies and the support of more than 1,100 tourism, transport and sport partners, the SwitzerlandMobility Foundation and Switzerland Tourism on April 25, 2008, inaugurated the world’s largest national network of non-motorized transport routes ever created.
In a country where efficient transport is nearly trademarked, Switzerland has again raised the stakes, introducing a whole new pedigree of trail system.
Unique worldwide, Switzerland now boasts a standardized signposting program for its human-powered national and regional recreational trails. This integrated trail system, which is fully supported by specific and especially detailed route guides for active travelers (presently available in French and German, with English versions expected in 2009), features more than 100,000 signposts, 20,000 kilometers of interconnected hiking, cycling, inline skating, canoeing and mountain bike trails, and accessibility from more than 18,000 different stops on Switzerland’s public transport network.
Further, a range of services is available along the routes including accommodation (ranging from luxury to beds of straw on farms), luggage transportation, sports equipment rental (e.g., bicycles, mountain bikes, electric FLYER bikes, etc.) and discounted travel on public transport.
“SwitzerlandMoblity is one of the most important tourism projects in Switzerland in the past fifty years,” said Jürg Schmid, Director of Switzerland Tourism.
A chancy investment? Hardly. Proof of concept was delivered throughout the last several years with a hard review of its precursor: the highly-regarded “Cycling in Switzerland” project introduced in 1998. Cycling in Switzerland was created as a cycling trailing network about seven years ago and is reported to have generated tourism income of CHF 155 million (US $149 million) in 2007 alone. Based on its predecessor’s success, SwitzerlandMobility calculates the new trail system will yield between CHF 300 and 500 million (US $291 to 479 million) per year in new tourism currency.
SwissMobility is expected to be a boon to the Swiss travel and leisure. Tourism officials there call out “active travel” as a “mega-trend” and suggest the timing is ideal for the project’s launch. Plus, representatives from Switzerland’s public works, planning and the environment field note that the project makes a substantial contribution to the Switzerland’s policies regarding health and the environment. Further, and here’s where time will tell, the project is believed to figure significantly in improving the lives of local residents within reach of the trail system and helping to reduce negative impacts to the environment.
The morning after the project’s April 25th press conference, Murten hosted a “slow-down” day where more than 70,000 people – men, women, children, elderly, etc. – participated in human-powered trail activities, testimony to the power of quality trail systems and the interest among local residents.
First hand observations during the project’s launch are that the completely networked system truly does usher in a whole new level of potential – and reality – for human transport within the alpine country’s borders. During a three-day cycle tour to experience the new trail system, local Swiss far outnumbered the guest travelers. And, surely increased visitor use of the trails will bring new revenues into small villages and farming communities along the way. Travelers may easily purchase local foods, arts, crafts, wine and more from villages along the way that ordinarily might be passed by “ordinary” tourism routes. What was missing during the launch? High quality local guides who could help to enrich the traveling experience. SwitzerlandMobility suggests that the guide component is on its way.
Progressive Public-Private Partnership Model
Put together a non-profit foundation, the Swiss Confederation, 26 cantons, the Principality of Lichtenstein, private communities and local organizations, public and private transportation organizations (includes railways, buses, aerial cableways, shipping, etc.), and a ground tour operator and what do you get?
A potential stalemate – unless of course, you’re in Switzerland where collaboration is an essential factor of life, and seeking acceptable solutions are the expectation. Four arduous years of collaborating, facing all probable obstacles, the group persisted and worked the solutions from the ground up. And this result, from organizations and institutions that until this time had largely worked highly independently.
There was simply too much to gain.
By all measures, the level of coordination is surely unprecedented in the adventure travel industry. The online integration of all the partners involved is itself unique. The depth of partnership, diligent connectivity described during the press conference, etc. – it’s a visionary leap – and one that delivers real results to travelers.
Add to it major financial project sponsors, plus truly enthusiast drivers of the concept, whether for profit or more altruist purposes. Sponsors and media also figured into the process to help “sell” the project and raise awareness for it.
For this project to work, partners argued that it must contribute economically, must fit into and support both environmental and active lifestyle policies, and be fully integrated with existing public and human powered transport options. Turns out, it not only accomplished those elements, its goals match those of tourism, transport and environmental policies as well.
Responsibilities concerning the coordination and development of the overall project included the full integration of national and regional trail routes, signposting standardization, identifying information points, and integrating public transport solutions with the trail program. Further, development of the online presence, guidebooks and trail maps, garnering support of accommodations along established trail routes, bike rental coordination were no small undertaking.
So, how does it work and what does it mean for active travelers?
So, Switzerland has a new trail system. How does it work? Travelers are able to access information about the country’s integrated trail system ahead of time and create their own active holiday routes at www.switzerlandmobility.ch. The interactive, do-it-yourself Web site is the result of close collaboration between the SwitzerlandMobility Foundation, Switzerland Tourism and the rail operator, SBB. It’s a sophisticated multi-media site, yet intuitive and even features a film that offers background on the project. One truly can plan out a multi-week holiday in one sitting.
However, if you’re not a do-it-yourselfer…Want your luggage transferred from lodging to lodging daily to save your back? Want to ensure your lodging’s reserved before you arrive – and that prices are locked (FIXED prices throughout the summer, April through October season) regardless of when between you’re planning to travel?
Here’s where SwitzerlandMobility’s tour operator partner, SwissTrails (www.swisstrails.ch), comes into play. SwissTrails is responsible for bookings across all 22 national routes in all five areas of the SchweizMobil (as it’s referred to in Switzerland’s native tongue) project – cycling, walking, mountain biking, skating and canoeing. SwissTrails was set up in 2004 by Ruedi Jaisli, an author of several trail guide books and is a pioneer in adventure and experiences tourism in Europe and Switzerland (he set up the first long-distance cycle route in Switzerland with Eurotrek in 1993).
Jaisli’s vision with SwissTrails is to not only offers packages, but to offer travelers the chance to devise their own individual travel programs lasting as long as they wish. Made possible through an a la carte menu of support options (e.g., selecting type of lodging, whether or not to include meals, duration of stays, type of transport, etc.) along with the convenience of pre-booked accommodation and luggage transfer. SwissTrails’ program is supported by guidebooks, 57 of them in all, primarily in French and German, with only a few so far translated into English (all are expected to be available in English by 2009).
SwissTrails.ch also features an online booking engine (with more than 2,500 partners) with interactive, maps, hotels, public transport sites – the Web execution alone was a mammoth undertaking – and, all delivered in high quality Switzerland simplicity and efficiency. Few booking engines can make finding a place to spend the night in Switzerland along active travel routes easier. Between SwitzerlandMobility and SwissTrails, the new project caters to nearly all levels of ability and interests, and enables access to virtually all corners of the country.
Luggage transfer? In the case of this author who participated in a 3-day trial run of one of the new bicycling trails, all baggage arrived as promised and in the hotel room. Another journalist participating on the trip was not so lucky at one point, but once lost-luggage was reported (SwissTrails offers a 24/7 emergency hotline for any eventuality – bike failure, lost luggage, decide to switch accommodations, etc), the bags were promptly traced down and delivered properly.
Why does this matter to the adventure travel industry?
As far as “adventure” goes, Switzerland has extraordinary active and physical adventure potential, but difficult to access for most, it’s not. Sure, lengthier alpine expeditions or remote mountain bike adventures abound for the truly hardy souls. But, for the uninitiated international traveler, Switzerland’s an ideal place to new adventure travelers to get their feet wet in more active and specialized travel. Most people here speak English, the transport system easy and effective and security is very good.
Because it’s so well-thought out and easy to use, Switzerland’s new trail system project could signal a shift toward more self-directed travel in this country, which may seem to work against tour operators’ business. In this case, however, the project seems to have delivered an interesting hybrid between independent travel and the support tour operators might provide.
SwissTrails offers its a la carte options to individual travelers, but offers multiple services that takes much of the unknowns out of “adventure” travel. That then begs the question, can this be called adventure? For many, pedaling in a foreign country (no matter how easy it is to move about) with only route maps and trail signs, with the flexibility to go off-piste on a whim, remains adventurous.
North American tour operators interested in Switzerland as an adventure destination (soft or more difficult), may find in a SwissTrails a solid on-ground supplier, one that can make a inbound operator’s ground supply sourcing extremely efficient and high quality to boot. Inbound tour operators might find new product potential and/or add-ons to existing adventures leveraging the advanced private-public partnerships already developed between SwissTrails and the Swiss tourism board, local communities and transport companies. When the project introduces its network of high quality local guides, the opportunity will be even more compelling.
Bugs
There are few. First, not all train stations are fully up to speed on the program as yet. Since the effort’s just been launched, not all the train stations visited during the press tour were fully aware of how the program was to work. That said, all train stations knew of the project and that’s a solid start. It’s expected that time will cure this minor ailment. Processing sports equipment (e.g., bikes), coordinating their movement for the next tours, etc., is not yet perfected.
And, while the 100,000 signs would seem to make it seem impossible to get lost, several cyclists still did during the press tour. Thank goodness there’s still room for unexpected detours and the unknown!
Who Switzerland Tourism is targeting and how they’ll market it:
Best fit to the active European market, especially the Netherlands and Spain, but sights also are set on attracting the U.S. market. SwillMobility will be supported in its first year with a European summer marketing campaign. Ten million day trips are anticipated in its first season. Its first season is described by officials as the “Summer” season (non-snow activities), between April and October.
According to Schmid, Swiss tourism wants people to think of SwitzerlandMobility as being one of the top things visitors should do when they visit the country.
Expectations and Marketing Support
SwitzerlandMobility will have full presence in all Switzerland Tourism marketing campaigns, most of which will focus on neighboring countries to start, with special efforts geared toward Netherlands and Spain. Expectations for 2008?
- 10,000,000 day trips
- 300,000 to 500,000 multi-day trips
- 1 to 1.5 million overnights per year
- CHF 150-250 million (US $144 to 243 million) turnover on day trips
- CHF 150-250 million (US $144 to 243 million) turnover on multi-day trips
What’s next?
It seems the most important next step is improved awareness of the program among Swiss public transportation network to support the program. Additionally, ensuring the quality maintenance and improvement of the existing network. Plans are already underway for the gradual trail expansion, for further developing communication material and securing additional support from public and private sectors.
And, for 2009, SwissTrails is looking at the possibility of guided tours and the eventuality of an integrated guide-network to allow individual travelers and tour operators in 2009 connect with local guides to help travelers maximize the potential of the system. Details were sparse on this matter.
Switzerland Tourism also has planned for an Alpine summer event this year in Engadin, Graubünden, 3-5 September. It’s part of the overall SwitzerlandMobility launch, but also marks the (re)opening of the Swiss National Park Visitor Centre in Zernez and will help to call attention to its candidature for UNESCO World Heritage status for Rhaetian Railway’s Bernina-Albula line. For more information, contact Switzerland Tourism.
A new guide has been produced aiming to reduce damage to the rainforest caused by tourism, reports Mark Rowe.
March 31, 2008
Mainstream media continues to pay closer attention to sustainble travel practices: ATTA Member and partner Conservation International appears in the UK’s Telegraph (March 28, 2008) on the topic of good practices for tour operators operating in tropical rainforests
2008 Adventure Travel World Summit – Europe
March 25, 2008
October 21-25 (pre- and post-Summit adventure activities, FAM and press tours to be announced)
Aboard Hurtigruten’s MS Midnatsol, an expedition passenger ship, the 08 ATWS-E will make this networking conference one of the most innovative and productive that the adventure travel industry has experienced. Starting in Tromsø, the world’s “Polar Headquarters”, Summit delegates will enjoy a working (and playing) four day voyage, with several port stops and closing in Bergen.
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