Encountering the real thing
Development of tourism strategy
The longing for authentic encounters is a key driver for travellers today and is changing tourism.
More and more people do not want to be perceived as tourists, but as travellers. Tourists are excluded from authentic everyday life on site and enclosed in a hermetically sealed world of the tourism industry. Travellers, on the other hand, discover the other, living, real life in a foreign country and enter into resonance with it.
Destinations are therefore confronted with key questions:
- How can our destination remain on course for success and at the same time become fit for the future?
- How can the quality of life for the population and guests be maintained?
- How can the destination align itself sustainably?
- Which stakeholders and service providers need to be involved in the future development of the destination and at what point in time?
- What is the significance of the effects of social change on the needs of tomorrow’s guests?
- What will tourism of the future look like?
Thinking is wonderful, but the experience is even more wonderful.
— OSCAR WILDE —
Quant is able to provide answers to these central questions. Through a structured strategy process, we show which potentials exist within a destination and develop innovative and creative solutions for its valorisation. Within the framework of strategy development for tourism destinations, we pursue an overarching objective:
- Definition of guard rails for the orientation of activities and compass function for foreseeable, goal-oriented and uniform behaviour in all tourism business areas
- Identifying profitable and loss-making business and development activities as part of integrated destination development
- Creating certainty and increasing the effectiveness of often limited resources
- Clear focus and prioritisation of projects with the greatest impact
- Concentration of strengths and resources within a destination
- Establishment of a coordinated, rolling strategic planning process
- Ensuring the transfer of know-how at all levels
Trend Canvas – the in-depth look inside.
Quant uses Trend Canvas for the development of a tourism strategy. The big picture of the Trend Canvas shows the human longing for connection as the key to a need for resonance, which is currently breaking through in a change of values in society. Getting to know and meeting each other as a normative of Generation Global focuses on deep experience instead of superficial experience. As a result, the resonance market is growing, whereby resonance is to be understood and treated as a principle and not as a product. Inward-looking hospitality thinking, a meaning-oriented corporate culture and work-life blending are important building blocks in the organisation to enable resonance and retain professionals in the long term. Customer Centricity, building networks and eliminating breaks by means of optimised interfaces between individual partners are important aspects for the processes to design travel as resonance spaces.
Tourism trends – first approaches for the development of the destination of the future
Third Places.
Modern man is unsteady. Always on the move, always on the go. This also applies to the times when we could actually relax from the mobility constraints of our jobs and everyday lives: during our leisure time. Holiday wishes will continue to diversify in the future. Slow and leisure travel will open up just as much potential as authentic cultural or creative individualisation offers.
Sharing Economy.
According to the idea of the sharing economy, it is no longer a matter of making something one’s own, but of using, inhabiting and managing it temporarily. The focus is on collaborative consumption.
Digitised guest experiences.
Hardly any other industry associates digitalisation with pleasure and innovation as much as tourism. Digital orientation does not consist of imitating foreign models, but of reflecting on one’s own potential. These must be cleverly exploited in order to make guest experiences even more attractive in the future.
Experience Economy.
What really counts in today’s society are outstanding customer experiences. Tracking the customer experience across all points of interaction and deriving the right conclusions from it forms the basis of successful destination design.
Source: Zukunftsinstitut GmbH