Switzerland contributes a great deal to the attractiveness of Europe as a destination for Chinese people. But the number of easily accessible destinations – e.g. due to the abolition of visas, visa facilitation, and better air links - is rapidly increasing for Chinese tourists worldwide. In the competition for their holiday budgets, Europe and … Continue reading Switzerland constitutes a very good reason for Chinese people to travel to Europe – but the competition is intense
Destination branding is one of the key instruments in destination marketing. The article shows that we should end the dance around this golden calf sooner than later. Only a few are claiming that branding is not one of the key instruments in destination marketing. A destination must be positioned in the market, and guests should … Continue reading Destination branding: It is time to surrender in dignity to the impossibility of this task!
Hotels, in particular, holiday hotels, are challenged by the dominance of global booking platforms. As shown in the following remarks, it is worthwhile to pause and take a look at the sales and distribution as a whole. Booking platforms have become a globally dominant sales channel within a very short time. Hardly any provider … Continue reading Local suppliers in the world of global sales platforms: David vs. Goliath?
Digitization is on everyone's lips. We are fascinated by all new possibilities and in joyful expectation about what the future may bring. However, and in relation to the data (big data), which we generate and leave behind from all our activities in Cyberspace, there is - and quite rightly - an ambivalent relationship. In times … Continue reading Digitization – What is really going on? A sober view of a fascinating phenomenon