On behalf of Österreich Werbung, the Rheingold Institute ha presented a depth psychological study on the subject of skiing holidays in Austria in Corona times.
- ÖW study shows: desire for a “ski holiday in Austria” continues unabated
- Transparent communication is expected
- Clear security concepts are required
The qualitative study was carried out in Austria, Germany and the Netherlands and shows that the desire for vacation in Austria - and especially skiing vacation - remains high. However, uncertainties prevent a booking decision. "This winter 2020/2021 we have to communicate openly and honestly with our guests, develop clear and simple security concepts and insist on adhering to them," explains Petra Stolba, Managing Director of Österreich Werbung, on the occasion of the study presentation. People are currently in a kind of active wait and see. The mental preoccupation with winter vacation takes place. The booking is of course dependent on the level of travel restrictions or lockdown situations. The second central level for booking includes specific processes and measures for this winter.
Creating trust through transparency
Travelers consistently associate skiing with the feeling of freedom, control and self-determination. In contrast, there is the current feeling of powerlessness. How do I behave in a queue of skiers who are in front of the chairlift? How do I get hot tea and a yeast dumpling without having to get up close and personal with 20 people? And last but not least: How do I behave in the hotel? Is it good to go to the sauna? I want to line up at the buffet ...
“Writing off the Austrian winter season now is certainly a mistake. What we have found out, however, is that communication with our guests has to be very quick, aggressive and, above all, transparent. Anyone who can now clearly communicate on their webpage, in their newsletter or in a letter to their regular guests that the corona bottleneck has been neutralized and that it is clear at all times how the health situation in the region is, has a decisive advantage if it is is about booking rooms and selling lift tickets, ”says Petra Stolba.
Österreich Werbung has responded to the guests' need for information about the situation in the region by developing a new format, the “virtual house banker”. A very simple “script” explains how businesses can interact with their guests digitally in a very personal and cozy atmosphere.
Conclusion: Austria is more than ever an attractive holiday destination for skiing holidays. In the current situation, communication must be clear and transparent, and “crystal clear” security concepts are required. This is the key to tourist success in the face of Covid-19.
