Creative Transformation
“Winter Tourism Reloaded”
Winter tourism in Austria in figures
We take a look at the heart of
winter tourism in Austria.
From November 2022 to April 2023, we recorded a total of 69.29 million overnight stays in Austria, of which 53.46 million guests came from abroad.
Overnight guests spent an average of € 238 in this country and 83 percent of them are regular guests. A promising figure that puts a lot of responsibility in the hands of the regions and the businesses there.
Use of energy and resources
Sustainability
is gaining in importance15
The 3 pressure points of change
Experiential, authentic and sustainable winter tourism
Winter tourism in Austria is changing. Tourism regions are already showing more transparently how they influence the environment and contribute to climate protection. These aspects must be further strengthened.
Digital experiences before, during and after your winter vacation
Ski tourism in Austria needs to change and is already doing so. New, attractive offers are needed to bridge the shorter winter/snow season. Service innovations and digital mountain experiences are needed to appeal to new target groups.
“Employer branding” – attracting employees in the tourism industry
Recruiting staff is a major challenge for tourism regions and companies, which had already intensified before the coronavirus pandemic.
Actively initiate change in your own environment together with creative experts
Companies need to pay attention to the entire environment of innovation and change. It influences their success more than ever before.
Tips from the creative experts for successful winter tourism
In 2030, Austrian winter tourism businesses are pioneers in climate neutrality because they share knowledge, collaborate and innovate.
In 2030, an appreciative and resource-conserving approach to nature will be extremely important in winter tourism. By then, entrepreneurs should have already developed sustainable strategies through further training and collaboration in the surrounding area. The creative industries support this green transformation. Political objectives must create the environment for businesses to ensure a long-term strategy and cooperation in sustainable change. Awareness of change and common goals are important. It is important to engage intensively with sustainability, learn from others and proactively exchange ideas with them. The green transformation requires cooperation. External expertise helps to make it successful.
Empowering entrepreneurs for sustainable change: practical tips for climate neutrality
It is important for companies to proactively adapt to new regulations and requirements relating to climate impact. That’s easy to say! To achieve the climate goals, especially in winter tourism, we all need to work hard together and plan for the long term. It is important that each of us understands that we all have a role to play in positive change and that (if we pool our skills and determination) we can solve the problems together. When companies and service providers are more connected and set themselves small, achievable goals, they are on the right track to do their part to combat climate change. This requires leaders who set a good example. You have the task of inspiring others around you to make positive changes. They show that change is possible and makes sense. Dealing only with the effects of climate change for much longer is only 30 percent of the way; we need to work together to implement significantly better, more innovative forms of business through innovation and change. Because honestly, wasting resources (of whatever kind) makes no sense from any perspective. It therefore requires a positive forward-looking approach with smarter investment in the right projects to point the way to steady, but above all sustainable growth.
The path to climate neutrality is a very emotional one. It is therefore important to resist the urge to shift responsibility onto others. Self-reflection and cooperation are the key to real change.
Each of us bears a share of the (joint) responsibility and there are already many commendable examples from which we can learn on a daily basis. It is precisely these examples that we should share much more with each other in order to demonstrate the positive effects.
Educate yourself: immerse yourself in the facets of sustainability for your company, attend training courses and actively seek out knowledge. If you become aware of the connections, you will recognize your role in this process.
Rely on team power and involve your team: Initiate discussions about why sustainability is important for your company and your team. Promote a shared, positive and motivating understanding of the importance of sustainability and a climate for new ideas.
Join forces with like-minded entrepreneurs: Exchange ideas with other entrepreneurs and pioneers. Learn from their experiences and work on ideas together. This is how sustainability can be implemented in your town, your region and your company. Be courageous – it’s worth it!
Use collective knowledge: Enter into partnerships to shape the future of your company together. Don’t hesitate to seek external expertise and explore collaborations. The green transformation thrives in an environment of shared knowledge and plans.
By taking these proactive measures, you are not really alone on the road to a sustainable future! Together you can bring about meaningful change and make a lasting impact on your business, your community and the environment. Seize the opportunity!
“The topic of climate neutrality is a highly emotional and complex one. I always observe how it is easiest to see and place responsibility on others. If we want to drive real change, we first need to look inwards, at our own area and share ideas with others in order to learn from and with them. We all have a responsibility. And there are already good examples, we just need to share them more.”
In 2030, Austrian winter tourism businesses will be telling positive and authentic stories about their sustainability successes, thus constantly attracting guests to the regions.
In 2030, winter tourism companies will actively communicate their respectful and resource-conserving approach to the outside world. Cooperative projects and stories promote an ecologically and economically sustainable image in the regions. Long-term strategies, innovations and targeted communication are crucial. Genuine” environmental and climate protection brings great unique selling points and thus corresponds to the importance that guests attach to the topic. The joint positioning of companies and municipalities offers opportunities for the future of winter tourism. The use of a “map of sustainable guest experiences” helps to better understand guest needs on the one hand and to implement sustainable improvements on the other. Companies would do well to communicate their sustainable efforts authentically in their positioning and to coordinate with the orientation of the regions. Good communication that uses stories to demonstrate positive change inspires guests.
Inspiring measures for visionary business leaders in winter tourism
It is time for companies in the winter tourism sector to redefine their place in their environment. From the regions to the individual companies, a clear positioning is essential. This requires an honest journey of self-awareness as an entrepreneur to find and tell your unique path. There are already so many positive, remarkable stories of sustainable winter tourism just waiting to be shared and told – including in your business. Why is this important? Only together can we make positive change visible and tangible. And this is the only way to create a shared image of a truly sustainable “winter wonderland”. For those who already have great ideas and strategies in mind or are already implementing them, continuous communication is the key to long-term success. Because if you can explain the “why” to your partners, guests and employees and demonstrate the effects of your own catalog of measures, the “fire of change” is created in each individual. Honesty and authenticity are important here. Let real, effective activities be the “backbone” of your stories.
In the future, it will no longer be enough to present a picturesque winter landscape. As an entrepreneur, you have the opportunity to inspire through bold positioning. Emphasize the special qualities of your company or region in terms of nature, appreciation and climate protection – this will raise your profile. Environmental and climate initiatives in winter tourism can be a unique selling point, as every region has different conditions and requirements. This is your chance to stand out from the competition.
Show that sustainability is no longer a niche topic, but is becoming increasingly important for a broad customer group. Therefore, focus on what you offer and will offer your environmentally conscious guests.
Anchor your implementations and ideas for more sustainability in your corporate brand. This will enable your customers to associate you with the values that are important to you and your team. Involve them in conversations about these aspects.
Actively focus on special experiences: What unforgettable experiences do you want to offer your customers or guests? Put your customers at the center of your considerations. Also focus on areas such as environmental sustainability, diversity and inclusion… and actively seek feedback from your customers and guests to further improve your offering.
Think outside the box: don’t forget that you are an important part of a larger environment. Pay attention to the direction in which your region is developing or consciously try to set yourself apart and – most importantly – communicate these decisions.
You can’t not communicate: Even if storytelling is perhaps not your strong point, there are stories in your company that your customers and guests would like to hear. Communication is important as it allows people to find out more about your services and ambitions. Share stories with your customers and inspire them. If you need help to package and convey emotions correctly, turn to creative storytelling experts.
“It’s important to me that we don’t forget the ecosystem – the businesses are embedded in a vacation region and these regions often already have an orientation. As a company, you can consciously be in line with this orientation or set yourself apart from it – it just needs to be clear and communicated.”
In 2030, Austrian winter tourism businesses will provide relevant experiences that digitally take care of guests long before they actually arrive and beyond their vacation.
In 2030, the regions and players in winter tourism will work closely together, sharing relevant data and creating seamless, individualized digital and real offers for guests. Targeted digitalization will offer tailor-made solutions for different groups of guests and new opportunities. All of this will also turn a winter stay in Austria into an experience. Digitalization enables access to new groups of guests. It significantly expands the offer beyond snow days and locations. The focus remains on human interaction and unforgettable experiences on site. Cooperation and plan-centered thinking are the key to a successful transformation in the tourism industry. The methods that help to better understand the needs of guests are diverse and can be optimally supported by creative experts.
Completely new services and experiences are made possible by new thinking
How great winter tourism will be if there is seamless cooperation between regions and all stakeholders. Learning from shared data can be a start. Analyses and the conclusions drawn from them help to create new digital and real experiences for customers and guests. Of course, this requires strategic decisions on which processes or services to digitalize. This opens up new opportunities for winter stays in Austria and helps you to create unforgettable experiences. Digitalization not only expands access to new guest groups, but also the scope of your offers and services – far beyond snow days and locations. Partnerships are important to successfully manage such a change. And an important focus should be on conserving resources.
Above all, focus on the human connection and the experiences/moments on site. The digital transformation and the elimination of tedious routines through digitalized processes will create more space for this. Service design methods such as personas (i.e. prototypes of your customers or guests) and customer journey mapping (which touchpoints offer which communication or experiences) are invaluable here. They help you in all your considerations when it comes to understanding the needs, motivations and digital behavior of guests and customers.
Winter tourism is undergoing a radical change that requires a radical repositioning.
Collaboration and sustainable design: It is important to reconnect with people and nature. Nature should always be included as a factor in your business decision-making.
Deep understanding of guests: Organize for yourself and your team deep insights into the needs, motivations and digital behavior of customers and guests. Service design tools such as personas (i.e. exemplary customer or guest descriptions that you describe by characteristics such as activity/work role, marital status, age, goals, wishes, education/knowledge, computer skills, attitude towards the product, attitude towards the product’s technology, hobbies, expectations, limitations) and customer journey planning (which touchpoints customers have with your company during communication or experiences) are invaluable.
Focus on the customer journey: Despite all your love for digitalization, keep a human-centric approach in mind. Use “customer journeys” to discover important points of contact (such as newsletters, invoice printouts, order forms, etc.) between customers and guests and your company and check how emotionally, clearly and well you communicate at these points. If you are missing something or statements are not understood or misunderstood, improve these communication points. Create the desire in your team to continuously communicate better and become more unique in the process.
Make it easier for new employees to get started; How do you promote understanding and entry into a new job? Encourage discoveries in your company. Talk to your team about what can be improved and what role the team can also play, e.g. as a mentor.
“Players in winter tourism need a deep understanding of their guests; they need to know what their needs, wishes, motives and pain points are and also how guests actually move in the digital world. The methods and mindsets of service design are very helpful here; personas or customer journeys (before, during and after the vacation) can help, for example.”
In 2030, Austrian winter tourism will offer digital services at the highest technological level that are cross-sectoral, convenient and people-centered.
In 2030, digital technologies such as AI, VR and AR will enable new and improved experiences for guests in winter tourism. The use of data and various technologies makes it easier for businesses to run efficient processes and improve communication with guests. New AR and VR technologies can create fascinating, enhanced nature experiences. Artificial intelligence can help with bookings and personalized offers. The data obtained enables analyses that regulate peak times, adjust prices or optimize the service itself. Companies can learn from digital examples in other sectors. Collaboration and data-driven approaches and analyses significantly reduce investment costs and create new opportunities and background information. However, the focus must always be on improving the guest experience. The use of new technologies is a great opportunity for entrepreneurial development.
Using new technologies to improve internal processes is a great advantage.
Optimize your processes through technology: this will free up more time for personal customer service. However, it is important to set clear priorities. As the saying goes: “If you digitize a bad process, you have a bad digital process”, loosely based on Thorsten Dirks, former CEO of Teléfonica Germany. Therefore, make sure that the effort you invest is in good proportion to the desired results. Feedback from your employees is helpful for this. Thanks to this, you can quickly find processes or areas that could be improved. Creative experts can support you in the selection of optimal digital “helpers”.
“Scenario funnel” for innovative solutions: Sounds complicated, but it’s not! Use the “scenario funnel“, a tool from trend research. It helps you to identify potential challenges in good time and develop innovative approaches. Think together with your team about future options and developments (e.g. climate change, changing travel preferences and new technologies…). This proactive approach helps you to look at problems from different angles and prepare for the future.
Rely on new technologies for your growth: technologies such as VR, AR and AI offer opportunities for your business success. Of course, they also bring challenges, but it’s best to work with your team to see where there is potential for your company. Motivate your employees to understand how these technologies can improve their work. In particular, involve those who enjoy new technologies and want to use them.
“Internal processes can be optimized through the use of new technologies. This creates more time for your employees to personally look after your customers/guests, and that’s exactly what the future should be about. As everything becomes more and more digital, the human factor will regain importance as a counterbalance. You can use digital tools to optimize your back office and free yourself up. Together with your employees, think about which processes you want to optimize in your company. Experts can then help you choose the right tools.”
In 2030, winter tourism is an attractive employer because companies have clearly defined values and guidelines that are appreciated by employees.
Regions have collectively positioned themselves as attractive places to work, resulting in lower staff turnover and significantly higher employee satisfaction. However, companies continue to face strong competition. They therefore need a clear set of values and a good corporate culture that lives these values. This is the only way to attract employees. Employer branding plays an important role in this. It strengthens identification with the company and helps to emotionally communicate the special advantages of being an employer. The involvement of current employees and the use of new, digital technologies support the search for and subsequent retention of suitable applicants.
Creating a unique employer brand: the key to attracting top talent
Nowadays, it’s not just about what a company does, but above all about the values and the environment it creates. Employees are not just looking for a job, but a balance between work and private life and a deeper meaning in what they do – for themselves, their interests and for society. All of this should be united in your company in a culture of appreciation. If you want to be sought after as an employer, it is important not only to have these values, but also to live them consciously and visibly, which often requires honest self-reflection, both at company level and in relation to your region. What makes an employer attractive in the long term? Why should someone want to work for you? Look for answers to these questions, as they form the basis for innovative offers on the job market. And this results in a convincing employer brand. Just like when communicating with your customers and guests, it is also crucial in employer branding to convey what you stand for to potential employees. Therefore, work with your team to derive clear visions and goals. They are points of reference that people can identify with. This creates a deeper connection with your team and potential new talent and sets you apart from other companies.
They provide an orientation framework for employees and new employees.
Positioning as an employer:in: Develop a clear employer positioning. This is easy to say, but at its core it is about making it clear what makes your company an attractive place to work. To do this, it will be essential that you communicate your values and guidelines. Remain honest with yourself throughout the process, as this is an opportunity for you to stand out clearly and distinctly from others in your environment or industry. Honest self-reflection is important for this!
Sharpen your image of the ideal candidate: Create a “candidate persona” – in a way, this is the ideal image of an employee in your company. This image helps you to keep track of all the impressions and experiences that applicants have of your company during the application process. In this way, you can plan and shape the approach of new team members to your company in a targeted manner.
Integrate your existing employees: Actively involve your team in your considerations. Ask them why they chose your company and why they are staying. This feedback will be invaluable in shaping your compelling employer positioning. Together, you can create a working environment that not only inspires, but also retains employees in the long term.
“We work with a “candidate persona” to describe the characteristics that new employees should have, i.e. we describe the desired applicants as precisely as possible in order to put ourselves in their shoes as best as possible. This also allows us to find out how we need to approach the desired applicants, where the right points of contact are and which communication channels they use. – This allows us to reach them better.”
In 2030, winter tourism regions and their businesses will be long-term partners for employees and offer attractive working conditions.
In the near future, employees will receive further training in line with their interests and potential, enjoy flexibility and interesting jobs that will keep them in the region. It is possible to move between employers within the region or internationally. The regions offer good accommodation, support in finding accommodation, childcare and an appreciative, open welcoming culture. Investment in networking between locals and employees, further training, flexible working hours and adequate future and career prospects are necessary for this. The team culture must be proactively shaped, and less noticed aspects should be emphasized much more in communication in order to attract and retain employees. Cooperation in the region is good and helpful for this.
Mastering change: strategies for entrepreneurial success
Today’s business owners hold the reins when it comes to a dynamic workforce culture. Investing in community building and training fosters their culture of shared growth and innovation. Flexibility and approaching new business areas have become important criteria for desirable jobs. Through digitalization and tailored services, companies can grow beyond seasonal limitations. This creates more stable employment prospects! Strategic partnerships with other companies or regions can further accelerate your growth. A transparent and high-performance team culture is essential. Clear standards and open communication attract the right people and improve the working environment. Tell your stories that highlight particular aspects of your vision and ideas and clearly differentiate your company from others. This reflects the changing preferences of customers and employees. A real recipe for success! Together, we are shaping a future characterized by growth, innovation and a strong community.
A strong team dynamic magically attracts other specialists!
Set priorities for guests and employees: Success in tourism begins with the appreciation of customers, guests and employees. Their enthusiasm creates positive experiences. Proudly emphasize the strengths and advantages of your company.
Invest in the development of your team: strengthen the cohesion within your crew. Team building is key. How about joint activities between companies in your community or region? This not only strengthens employee relationships, but also corporate networking. Together we create unforgettable experiences for our guests and shape a prosperous future for tourism.
Develop diverse employment opportunities: Don’t let winter tourism depend solely on seasonal workers. Work closely with your tourism association or regional marketing initiatives to reach and retain local talent and grow your business.
Strengthen regional cooperation: Joint work with other companies in the region helps to close staffing gaps and offers your employees flexibility as well as stability. Look for joint services in the off-season to create jobs all year round – for example, if the local bakery delivers breakfast for your hotel in the off-season.
Optimize processes for greater efficiency: Consider cooperating with wellness facilities, thermal baths, sports facilities and many other possible partners to pool resources and reduce your costs. This approach not only benefits your company, but ultimately strengthens the entire region. And you can always bring outside expertise into your team.
Together we are shaping a flourishing future for winter tourism in our region.
“The focus is on people – not only the guest, but also the employees are essential for value creation and should be given the same level of attention. At the same time, it is important to me that you as an entrepreneur do not fall into a supplicant attitude, but recognize and clearly communicate the strengths and advantages of your company.”
Creative services for the winter tourism ecosystem
Tips on positioning and storytelling
The individual parts of the winter tourism ecosystem, as well as the entire value chain and regions, must know their unique selling point, position themselves accordingly and differentiate themselves from the competition.
Your unique position must be conveyed to the target group with the right stories. Communication and marketing experts can help you identify your positioning and work with you to develop your story and reach new target groups.
Tips on green marketing
Experts from various creative disciplines who specialize in sustainability or the circular economy know how to develop a holistic concept that combines economic success with sustainable added value for all stakeholders and how to communicate this authentically to the outside world.
An important area here is, for example, green marketing or green events. Together with you, you can create awareness for more sustainability within the company and design and communicate your corporate strategy in a future-proof manner in terms of sustainability.
Tips on service and experience design
In order to meet changing customer needs and respond to pressure points in the ecosystem, it is necessary to develop promising new offerings.
Service designers can work with you to analyze your portfolio and develop new innovative and customer-oriented services and product bundles. New opportunities for cooperation and networks are taken into account. Your business model is developed further together and new ways of creating value are found.
Tips on digital services and offers
The digitalization of processes and the creation of digital services and offers can reduce costs and at the same time facilitate service-oriented support for customers.
Experts in the field of digital services and offerings can help you to identify potential, develop the right digital strategy for your company, select digital tools and implement them in your company in a meaningful way. This can open up new communication channels and streamline processes. At the same time, the customer relationship can be improved in the long term through greater efficiency.
Employer branding tips
In order to find the right employees and retain them in the long term, you need to stand out clearly and positively from other competitors in the labor market.
Employer branding experts support you in increasing employee satisfaction and positioning yourself authentically as an attractive employer, both internally and externally. They will also support you if you are considering creating comprehensive employee offers in your ecosystem.