ENERGONENERGON

Brussels-Meeting 4/4/2006

EU-Eco-label fortourist accommodation services

Marketing activities

Contract 2004-2006

Ernst Leitner

The team

Our team consists of• Ernst Leitner, G&L Vienna (Coord., AT), • Rainer Stifter, Energon Vienna (AT)-

Cevedale (IT)• Dagmar Diwok, ACTA in Milan (IT)• Stella Alexopoulou, Speed, Athens (GR)

The Project & approach

• Give assist to active CB‘s to increase the number of eco-labelled tour. acc. in AT, IT, GR, GE

• Give basic assistance in the application process(eco-checks, motto „first five free“)

• Active participation in relevant fairs such as ITB Berlin, BIT Milan, XENIA Athens, meetings or conferences in tourism

• Starting pilot acquisition with identified countries(starting an implementation process)

• Initiate a sustainable marketing process & developbest practice examples

Marketing tools

• Infoposter, brochures• Fact sheets• www.eco-label-tourism.com• Media service

Acquisition results - Italy

Promising situation:• 5 TAs will achieve the ELTAS in Trentino 2006

4 will achieve the ELTAS mid 2006• 2 TAs near completion in Sicily, 4 on the way• Fruitful co-op with CB (regional representatives of

ARPA)• Follow-up: offering support and consultancy to TAs

and focus on regional activities, national marketing!• Several presentations (BIT Milan, regional meetings)• Key elements: regional co-ooperations

Acquisition results - Austria

Promising situation:• Harmonisation process with national label• Target areas: Commitment with Styria

Carinthia (co-op with Chamber of Commerce)Salzburg (commitment for coming activities)

• Integration of ELTAS in support programmes• 1 already achieved the ELTAS, 2 in pipeline• Event at Ferienmesse 2005 with Day of Sustainable

Tourism (first time), several meetings• Fruitful co-op with CB (Federal Ministry of Env.)• Key elements: regional co-ooperations, harmon.

Support programmes

Acquisition results - Greece

Difficult situation:• Main target areas: Crete, Peloponnes• Many hotels informed, but no hotel at present in the

application process• Started with 25 hotels in Crete• 492 main hotels in Greece informed• 37 meetings have been taken place

(Tour operators, hotels, chains, stakeholders)• Strong event at XENIA with fruitful presentation• Good co-op with CB • Key elements: regional co-operations,

Support programmes

Extensive communication activities

• > 10 big presentations! (GE 2, AT 3, IT 3, GR 2)

• 152 meetings (face-to-face with TAs, media, tour operators etc.)

EU Eco-label at Fairs 2005

XENIA, Athens, 28-31 January 2005• Co-operation with

“The Tourism magazine report”• Presentation workshop on 31st Jan.

with Mrs. Katsou (Greek CB), Mr. Gonos (Dir. Sunwing, Rhodos);

EU Eco-label at Fairs 2005

Ferienmesse, 20-23 January 2005• Co-operation with “Austrian Eco-label for

tourism” (stand 28 m2)• Presentation talk-show on 20th Jan.

with Mr. Büchele (Austrian CB)

EU Eco-label at Fairs 2005

BIT Milan, 12-15 February 2005• Co-operation with “Region Lombardia”• Many meetings • Seminar on 14th February

EU Eco-label at Fairs 2005

ITB Berlin, 11-15th March 2005• Info-Presentation with quiz-game• Stand 8m2 in the eco-tourism hall• 55 meetings (hoteliers, tour operators …)

Press relations

• Press releases:– At the beginning of the project (2004)– At XENIA in Greece (Jan. 2005)– At Ferienmesse Vienna (Jan. 2005)– BIT Milan (Feb.2005)– ITB Berlin (March 2005)

• Articles in www.eco-label-tourism.com• Articles for the Eco-label newsletter• Co-operations with official press offices (tourism)• Large releases: difficult to get feedback for published

articles• Important: PR for award ceremonies, best practice

Needed: Marketing forlabelled accommodation service

Successful marketing for awarded hotels needs• annual promotions at important tourism fairs• Co-operations with tour operators• EU-wide and national marketing• Furthter support with marketing tools

(flyers, flags, etc.)

Long-term objective• Enterprises use the EU Eco-label

in their own marketing

Tour operators

Tour operatos are major key players!• Strong impact on supply and demand• Contact with My Travel North

strong strategy towards EU Eco-label• TUI – strong player with own scheme• Contact with LTU, Forum Anders Reisen• Tour Link project

„Supply chainManagement“

Hotel chains

Several activities to win hotel chains• We identified suitable chains (in protected areas, with

green philosophies etc.)• Example: Landal Green Parc

group with emphasis on environment and nature– Result: also negotiations with Milieubarometer– Problems to match criteria (mandatory)– In summary high fee for entire group– Meanwhile stopped the activities