THE FUTURE OF WINTER TRAVELLING -...
Transcript of THE FUTURE OF WINTER TRAVELLING -...
THE FUTURE OF WINTER TRAVELLING Hubert J. Siller
INTERSKI FACHTAGUNG 2017
WINTER SPORTS – A GLOBAL PERSPECTIVE
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Hubert J. Siller | MCI Tourismus
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Evolution of skier visits in millions (Quelle: Vanat, 2017)
Future Mountain International (FMI)
STRATEGIC CHALLENGESTHE FUTURE OF WINTER TRAVELLING
Future Mountain International (FMI)
Sources:Screening of Literature, 35 resultsExpert survey (Delphi), 29 experts
What do you spontaneously associate with winter holidays in the mountains?(n = 4464)
Skiing, Snow-
boarding
28.0 % Snow,Winter
Atmosphere
13.6%
Fun,Entertain-
ment, Apres Ski
11.2%
Activities, Winter Sports6.2%
Mountains, Landscape
3.6 %
MCI Tourismus_Hubert Siller Urlaub in den Bergen 2014
What is especially positive aboutwinter holidays in the mountains? (n = 2231)
Snow,Winter
Atmosphere
18.5 %
Activities, Winter Sports
13.8%
Skiing, Snow-
boarding
12.6%
Mountains, Nature,
Landscape
9.7%Good Air,
Air Quality5.6 %
MCI Tourismus_Hubert Siller Urlaub in den Bergen 2014
Cold, Climate, Weather
22.1 %
TooExpensive
20.8 %
TooCrowded,
MassTourism
15.0 %
UnreliableSnowfall, Artificial
Snow
8.2 %
Arrival, Traffic
Congestion
8.1 %
What is especially negative aboutwinter holidays in the mountains? (n = 1218)
Skiing/Alpine
SnowboardingSkiing/Nordic
Ice Skating
Winter hiking
Skitouring
SleddingSnow playgrounds
Winterbiking
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2
3
4
512345
Impo
rtan
ce 2
030
(MV
2,73
)
Importance today (MV 3,10)
Importance of active-sports facilities for winter travelling in the Alps 2030, results Delphi 2nd round
33.1%
13.3%
34.8%
13.1%
22.0%
24.7%
60.5%
30.0%
16.4%
26.1%
15.2%
18.4%
10.4%
13.0%
16.3%
24.0%
15.2%
24.5%
21.0%
17.5%
10.4%
5.9%
10.7%
6,5%
10.9%
8.3%
6.0%
2.2%
14.7%
35.6%
17.4%
36.3%
30.4%
41.4%
13.9%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Sledding/Tobogganing (n= 1683)
Ski Touring (n= 1622)
Winter Hiking (n= 1722)
Ice Skating (n= 1626)
Cross-Country Skiing (n= 1700)
Snowboarding (n= 1627)
Skiing (n= 1766)
very important important neither/nor unimportant very unimportant
How important are the following activities when deciding on winter holidays in the mountains?
Associations and importance of travel motives forwinter tourism in the mountains
Adventure
Action
Activities
Authenticity
Relaxation
FreedomCoziness
Indulgence
Health
ComfortCulture
Experiencing Nature and Landscape
Distinct Way of Life
Meeting People
Prestige
Romance
Tranquility
Fun
Sports
Tradition
-10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
11,522,533,54
Impo
rtan
ceof
Trav
el M
otiv
es
Association with Winter Holidays in the Mountains
High ImportanceWeak Association
High ImportanceStrong Association
Low ImportanceWeak Association
Low ImportanceStrong Association
Adventure ActionActivities
Authenticity
RelaxationFreedom
Coziness Indulgence
HealthComfort
Culture
Experiencing Nature and Landscape
Distinct Way of Life
Meeting People
Prestige
Romance
Tranquility
FunSports
Tradition
-10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
11,522,533,54
Impo
rtan
ceof
Trav
el M
otiv
es
Association with Winter Holidays / Generation Y
High ImportanceWeak Association
High ImportanceStrong Association
Low ImportanceWeak Association
Low ImportanceStrong Association
Associations and importance of travel motives forwinter tourism in the mountains (Generation Y)
AdventureAction
Activities
Authenticity
Relaxation
FreedomCoziness
IndulgenceHealth
ComfortCulture
Experiencing Nature and Landscape
Distinct Way of Life
Meeting PeoplePrestige
Romance
Tranquility
Fun
Sports
Tradition
-10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
11,522,533,54
Impo
rtan
ceof
Trav
el M
otiv
e
Association with Winter Holidays / Generation X
High ImportanceWeak Association
High ImportanceStrong Association
Low ImportanceWeak Association
Low ImportanceStrong Association
Associations and importance of travel motives forwinter tourism in the mountains (Generation X)
AdventureAction
Activities
Authenticity
Relaxation
Freedom
CozinessIndulgence
Health
Comfort
Culture
Experiencing Nature and Landscape
Distinct Way of Life
Meeting People
Prestige
Romance
Tranquility
Fun
Sports
Tradition
-10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
11,522,533,54
Impo
rtan
ceof
Trav
el M
otiv
e
Association with Winter Holidays / Baby Boomers
High ImportanceWeak Association
High ImportanceStrong Association
Low ImportanceWeak Association
Low ImportanceStrong Association
Associations and importance of travel motivesfor winter tourism in the mountains (Baby Boomers)
Future Mountain International (FMI)
Sources:Screening of Literature, 16 resultsExpert survey (Delphi), 14 experts
62,5%
29,7%
4,8% 1,6% 1,4%
sehrzufrieden
zufrieden weder/noch unzufrieden sehrunzufrieden
Wie zufrieden waren Sie mit Ihrem letzten Winterurlaub in den Bergen? (n = 1314)
62,5%
29,7%
4,8%1,6% 1,4%
sehr zufrieden zufrieden weder/noch unzufrieden sehr unzufrieden
Wie zufrieden waren Sie mit Ihrem letzten Winterurlaub in den Bergen? (n = 1314)
Guest Satisfaction – Winter holiday in the Alps
FUTURE STRENGHTSNatural beauty & uniqueness(Delphi FMI)
Easy to use
Future Mountain International (FMI)
Sources:Screening of Literature, 52 resultsExpert survey (Delphi), 19 experts
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GermanyAustria
Switzerland &Liechtenstein
Benelux (NLD, BEL, LUX)
Central Europe (CZE, POL,SVK, SVN, HUN)
France
Italy
United Kingdom (GBR)
Scandinavia (SWE, FIN,NOR)
Eastern Europe (RUS, UKR,ROU, BGR,...)China & TaiwanDenmark
Baltic States (EST, LVA,LTU)
North America (USA, CAN)
India
Japan & South Korea
Arab countries
Spain & Portugal
Central and South America(MEX, BRA,...)
Australia & New ZealandSouth Africa
Importance of source markets for winter travelling in the Alps 2030, results Delphi
Future Mountain International (FMI)
EURO-CORDEX Temperature, Alps
Smiatek, G., H. Kunstmann, and A. Senatore(2016), EURO-CORDEX regional climate model
analysis for the Greater Alpine Region: Performance and expected future change, J.
Geophys. Res. Atmos., 121, 7710–7728, doi:10.1002/2015JD024727.
Sources:Screening of Literature, 92 resultsExpert survey (Delphi), 28 experts
Kröll, 2014: Energie am Berg. DSV-Beirat für Umwelt und Skisportentwicklung
Sources:Screening of Literature, 18 resultsExpert survey (Delphi), 26 experts
Die Gesamtzahl an Skigebieten, Seilbahnen und Pistenkilometer im Alpenraum wird langfrisitigabnehmen. (<1% der Alpenfläche)
Investitionen in nachhaltiges Energie-, Wasser- und Flächen-Management sind wirtschaftlich und können zu einem erheblichen Wettbewerbsvorteil im internationalen Tourismus werden.
DER TOURISTISCHE FUßABDRUCK
Der touristische Klima-Fußabdruck wird im Wintertourismus überwiegend durch die Anreise und die Unterkunft bestimmt (> 80% aller CO2 Emmissionen).
CO2-Fußabdruck
Laax - Flims
Total
62%
57%
50%
12%
8%
Was glauben Sie, welcher positive Nutzen sich aus einem aktiven Urlaub ergibt?(Basis: alle Befragten, n = 1.013, Mehrfachnennungen möglich)
Verbesserte Leistungsfähigkeit
Verbesserte Stressresistenz
Schnellere Erholungsfähigkeit
Sonstiger positiver Nutzen
Ich erkenne keinen positiven NutzenSources:
Screening of Literature, 52 resultsExpert survey (Delphi), 19 experts
2 FINAL REMARKSTHE FUTURE OF WINTER TRAVELLING
MANY THANKS FOR YOUR ATTENTION!Hubert J. Siller