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Ressort: Events, Tourismus, Wissenschaft, theALPS_E
Datum: 31.7.2014
Ort: Arosa / Graubünden

theALPS 2014 with an exclusive research study on the digital revolution in the Alpine region

“Alpine Customer Journeys – next generation channel and touchpoint management“ is the title of the theALPS Symposium that marks the opening of the over-arching Alpine event for specialists theALPS on September 16th and 17th 2014 in Arosa, in the Swiss Canton of Graubünden. Presentation of the finalists of the theALPS Awards 2014 will follow, including the prize-giving ceremony. The coveted award will be conferred this year for exceptional innovation in the field of digital marketing strategy. The theALPS Trading Room on September 17th is devoted to the 400 participants, who include knowledgeable Alpine business partners from all over the world and tourism suppliers from the Alpine partner regions, and the strengthening of their business networks and the conducting of their business.

The results of the exclusive research study “Erfolgreiches Channel- und Touchpoint Mangement für die Alpen" (successful Channel- and Touchpoint Management for the Alps) will be presented for the first time within the framework of the theALPS Symposium.  The study, commissioned by AlpNet, was conceived and implemented under the direction of Prof. Dr. Marcus Schögel of the Institute for Marketing at the University of St. Gallen.  Prof. Schögel will explain the most important findings from the most recent sector questionnaire and will outline the ways that Alpine guests will be able to obtain information and make reservations in the Alpine region in the future.  “Touchpoints“ refers to all situations in which the tourism suppliers are in contact with their guests – before, during and after the trip.  “Channels“ are all of the various means of information and sales channels that the potential guest has at his disposal for gathering information and making reservations.

The following podium discussion with selected representatives from the young alpine tourist scene, under the leadership of tourist expert Sybille Wiedenmann, will be focussed on future “Customer Journeys” from a practical perspective. This is taken to mean the path that guests take from their initial impulse through friends, through the booking stage, to their communication once they have returned home.

As the finale to the Symposium, Stefan Möhler, digital tourism expert from Netzvitame GmbH in Hamburg, will give valuable tips to the alpine tourism professionals on how they can better exploit the revolutionary changes in the digital world for themselves. “The future starts today – Digital Revolution in the Alps. Stimuli for entrepreneurial businesses from today and tomorrow” is the title of his stimulating paper.

theALPS Award 2014. “Innovative digital marketing strategies in alpine tourism” is this year’s motto.  For the fourth theALPS award, the best and most successful digital marketing strategies and campaigns along the Customer Journey will be recognised.  In fact, 26 submissions were listed and will be assessed by a jury session under the leadership of FH-Prof. Hubert Siller (MCI Tourismus Innsbruck). On Tuesday 16th September the winner of this year’s competition will be announced at theALPS Symposium in Arosa.

On Wednesday 17th September, alpine tourism providers from the AlpNet region and their international partners from all over the world will meet in the theALPS Trading Room in order to network with new contacts and to conclude business transactions.  About 400 participants are expected, of which approx. 130 are international business partners. They range from large providers like Hotelplan, interhome, expedia or Tiscover to mountain- and hiking-specialists like DAV Summit Club, Ski 2 freedom or Ramblers.  From the side of the alpine tourism providers, so far 260 registrations have been received, from across all eight AlpNet Partner Regions, including from internationally renowned destinations such as Kitzbühel, hamonix,  Madonna di Campiglio, Alta Badia, Seiser Alm, die Jungfrau Region, St. Moritz and of course from Arosa itself.  Above all the international business partners have the possibility to network with new contacts from the Hospitality and Incoming sectors in the Alps.  Hotel groups such as Steigenberger, Verbier Hotels, Tschuggen Hotel Group will be represented, as well as leisure providers such as Rhätische Bahn, cable car companies and natural parks.

Background information on theALPS 2014

Its origin was the development of the specialist tourist event theALPS in the Tyrol, at whose initiative - together with other leading alpine regions - theALPS Trading Room, theALPS Symposium and theALPS Award were held for the first time in 2011 in Innsbruck.   

In 2012 the sponsoring organisation AlpNet was founded, to which the tourist regions of Bern-Berner Oberland, Graubünden, Luzern-Vierwaldstättersee, Rhône-Alpes, Südtirol, Tirol, Trentino and Wallis currently belong.

In 2013 the AlpNet Partner ‘Rhône Alpes Tourisme’ took over the role of host, and then in 2014 the event moved for the first time to the Swiss Alps and was organised and held by Arosa Tourism, in close cooperation with Graubünden Ferien.

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Prof. Marcus Schögel of the Institute for Marketing at the University of St. Gallen will present gus study about „Alpine Customer Journeys – Next Generation Channel and Touchpoint Management“.

Foto: Marcus Schögel (reprinting free of charge)

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Stefan Möhler, digital tourism expert from Netzvitame GmbH in Hamburg, will give valuable tips to the alpine tourism professionals on how they can better exploit the revolutionary changes in the digital world for themselves.

Foto: Stefan Möhler (reprinting free of charge)

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This years' theALPS event takes palce from September 16 until 17 in the renowned tourist destination of Arosa in the partner region of Graubünden.

Foto: Arosa Tourismus (reprinting free of charge)

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