An exhaustive market
This particular project, however, could be the exception to the rule. Besides the fact that government quarters found the report excellent in its entirety, authors of the study strongly urge the participation of Greece`s private tourism sector, which has been asking for such a chance for years now.
According to the study, private sector representatives would work with the tourism organization`s soon-to-be appointed product managers to help fund and promote each specific tourism product encouraged by the study.
(Instead of offering everything, the study says Greece must concentrate 90% of its sales efforts on the few core products that guarantee 90% of turnover. For the organization itself, the study says it should become an independent marketing organization with expertise in advertising, PR and sales promotion, complete with a product manager responsible for the sales of each core product.)
The study suggests the creation of private sector marketing clubs. Through these -one for each core tourism product (culture/sightseeing club, sun/beach club, beach/culture club, etc.)- the private sector would work directly with the newly-established product managers of the tourism organization to sell that core product.
This new sales unit, the organization`s product director and the private sector marketing club, would sell the core product via the organization`s infrastructure abroad in the priority markets listed in the study by importance: Germany, Britain, USA, Sweden, Switzerland, Austria, France, Italy, Japan, Russia, Czech Republic.
As well, the consultants recommend the tourism organization`s political efforts concentrate on creating the right climate and conditions in order to let the private sector do its business. Creating opportunities should be the main task instead of regimentation and bureaucracy, says the report, and the result will be a much better environment for doing dynamic private business.
Promotional funds suggested should concentrate on mass media (85%), public relations (10%) and an Internet site (5%), and concentrate on six main Greek destinations and their `satellite` destinations. As an example, the study used the Attica area with Athens as its center and satellite destinations such as Sounio and Marathon, etc.
Promotion, says the study, should be aimed at the 35-55-year-old age group in priority markets. The advertising logo, to be created by a highly professional firm after an international competition, should remain for a very long term, while the slogan could be changed every three to five years provided it contains the same basic message: A unique harmony of sun, sea and culture.
Consultants urged that advertising firms be selected from each distinct priority destination and not use one group to handle all destinations as done in the past.
While the study`s findings were a surprise to most in the organization, especially the need to concentrate almost entirely on core products, and the list of priority markets, one area that may upset the apple cart at the organization concerns the hotel sector. As the organization puts the final touches on a plan to change Greek hotels to a star category system, the study added a suggestion that since future hotel category listings will be only three – economy, comfort, grand comfort – Greece should adopt and apply this system.
The study, according to one participant, is one of the best ever carried out by a private group. Greece paid 154 million drachmas for the completed two-phase study, which took more than a year to complete, but the group paid out almost 77 million drachmas to outside research groups alone and includes more than 12 thick volumes of data. These groups` data were based on more than 200,000 interviews with travelers throughout the world.
…
An exhaustive market
This particular project, however, could be the exception to the rule. Besides the fact that government quarters found the report excellent in its entirety, authors of the study strongly urge the participation of Greece`s private tourism sector, which has been asking for such a chance for years now.
According to the study, private sector representatives would work with the tourism organization`s soon-to-be appointed product managers to help fund and promote each specific tourism product encouraged by the study.
(Instead of offering everything, the study says Greece must concentrate 90% of its sales efforts on the few core products that guarantee 90% of turnover. For the organization itself, the study says it should become an independent marketing organization with expertise in advertising, PR and sales promotion, complete with a product manager responsible for the sales of each core product.)
The study suggests the creation of private sector marketing clubs. Through these -one for each core tourism product (culture/sightseeing club, sun/beach club, beach/culture club, etc.)- the private sector would work directly with the newly-established product managers of the tourism organization to sell that core product.
This new sales unit, the organization`s product director and the private sector marketing club, would sell the core product via the organization`s infrastructure abroad in the priority markets listed in the study by importance: Germany, Britain, USA, Sweden, Switzerland, Austria, France, Italy, Japan, Russia, Czech Republic.
As well, the consultants recommend the tourism organization`s political efforts concentrate on creating the right climate and conditions in order to let the private sector do its business. Creating opportunities should be the main task instead of regimentation and bureaucracy, says the report, and the result will be a much better environment for doing dynamic private business.
Promotional funds suggested should concentrate on mass media (85%), public relations (10%) and an Internet site (5%), and concentrate on six main Greek destinations and their `satellite` destinations. As an example, the study used the Attica area with Athens as its center and satellite destinations such as Sounio and Marathon, etc.
Promotion, says the study, should be aimed at the 35-55-year-old age group in priority markets. The advertising logo, to be created by a highly professional firm after an international competition, should remain for a very long term, while the slogan could be changed every three to five years provided it contains the same basic message: A unique harmony of sun, sea and culture.
Consultants urged that advertising firms be selected from each distinct priority destination and not use one group to handle all destinations as done in the past.
While the study`s findings were a surprise to most in the organization, especially the need to concentrate almost entirely on core products, and the list of priority markets, one area that may upset the apple cart at the organization concerns the hotel sector. As the organization puts the final touches on a plan to change Greek hotels to a star category system, the study added a suggestion that since future hotel category listings will be only three – economy, comfort, grand comfort – Greece should adopt and apply this system.
The study, according to one participant, is one of the best ever carried out by a private group. Greece paid 154 million drachmas for the completed two-phase study, which took more than a year to complete, but the group paid out almost 77 million drachmas to outside research groups alone and includes more than 12 thick volumes of data. These groups` data were based on more than 200,000 interviews with travelers throughout the world.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
