VIENNA AS AN INNOVATIVE &

SUCCESSFUL CORPORATE MEETING CITY

Gerald Goldgruber

RESEARCH QUESTION

Vienna has to innovate to stay competitive with other world cities to get its fair share of the mid - upscale corporate meeting market.

Which types of projects in infrastructure, economy, and environment can provide opportunities to achieve this goal?

PERSONAL GUIDING QUESTIONS FOR THE PROJECT

What can convince clients to hold their event in Vienna?

What new marketing activities can be developed to make the city more attractive?

Source: ICCA Statistic Report

PROBLEM DEFINITION

Rapidly growing and expanding industry

High competition with other destinations

The corporate industry is a very unbilled industry

WHY VIENNA ?

Source: (Vienna Convention Bureau, 2017a, p. 2)

GOOD TO KNOW…

RESEARCH & FINDINGS

VIENNA CONVENTION BUREAU

FUTURE OUTLOOK

“For the EMEA region, the GBTA/CWT forecasts that mid-scale hotels are likely to lead meetings and event bookings in the year ahead, due to strict company guidelines, reduced budgets, and

increasing industry regulations“(Reed Travel Exhibitions, Trend Watch Report, 2016, pp. 25)

CRITERIAS OF CHOOSING A DESTINATION

FIRST POINT OF TOUCH

GEOGRAPHICAL LOCATION

STRENGTHS OF VIENNA

„Safety“„Good organization“

„Green City“„Most liveable city in Europe“

“Professional convention bureau” “Good offer of Hotels - Price Level”

“Traditional but modern rich culture”

WEAKNESSES OF VIENNA“Price”

“Not the biggest city in Europe”“Less headquarters compared to other

cities”“Sometimes a dusty reputation”

„Not enough big hotel venues“„Lack of international reputation as

international business hub“

• Good positioned• Variety of locations• Long time oriented

• Highest Quality of living

• Missing big conference hotels• More international

headquartes• Appearance being conservative

• Losing business to Eastern cities• Losing business to the main

competitor Barcelona

• Appear as a modern city• 3rd runway at the airport• Establish image of being

number one meeting destination

S W

O T

BRAINSTORMING

SUGGESTIONS

Selling the city as a whole

Connecting the Danube

Hotels cross sell Vienna

Third Runway

Current Trend: Everything under one roof

More Hotel flexibility towards the traditional meetings

USING THE USP VIENNA AS A MUSEUM…

LET ME INTRODUCE YOU…

CREATE AN OWN INDIVIDUAL EXPERIENCE FOR THE CUSTOMER

MAKE THE CUSTOMER FEEL & EXPERIENCE THE CITY

CUSTOMER EXPERIENCE JOURNEY BEGINS ALREADY AT HOME

„SERVUS IN VIENNA“ Welcome Box

PERSONALIZED WELCOME LETTER

FACTSHEETS & INFORMATION MAPS

INDIVIDUALLY DESIGNED SITE INSPECTION AGENDA SUGGESTION

PERSONALIZED GIFT

PERSONALIZED LOG IN CODE

USAGE OF APPLICATION

DON´T FORGET…

SourcesReed Travel Exhibitions, Trend Watch Report, 2016, pp. 25Retrieved 25th January 2018:Reed Travel Exhibitions | ibtm world Trends Watch Report 2016

Vienna Convention Bureau. (2017a). B2B - Service für die Tourismusbranche.Retrieved April 28th, 2017, from Neue Broschüre: Meeting in Vienna:https://b2b.wien.info/media/files-b2b/meeting-in-vienna-de.pdf

Vienna Experts Club. (2016). Vienna Experts Club-Bericht 2016. Retrieved January25th, 2018, from Jahresbericht 2016: https://vec.wien.info/media/filesvec/vec-jahresbericht-2016.pdf

Vienna Convention Bureau. (2017d). Vienna Meetings Industry Report 2016.Vienna: Vienna Convention Bureau. Retrieved 28th of December 2017:https://www.vienna.convention.at/de/meeting-destination/statistik

Vienna Convention Bureau. (2016b, November 8th). Next Level: Kooperation vonMaritz Global Events und Vienna Convention Bureau. Retrieved January 20th,2018, from https://www.vienna.convention.at/de/news/2016/kooperationmaritz-global-vcb

Vienna Tourist Board. (2017, March 22nd). Retrieved February 6th, 2o18, fromhttps://www.vienna.convention.at/en/news/2017/2016-vienna-meetingsindustry-statistics