http___hotspots.net.hr_2015_01_projekt-elitnog-turizma-kako-privuci-goste-dubljeg-dzepa__1.xml
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What exactly are guests with “deeper pockets” looking for? The elite tourism project in Croatia Although Croatia undoubtedly has a huge potential for tourism, the offer for elite guests should be more elaborated. True, there are many agencies in our country that offer luxury, personalized service, but elite tourism potentials are, unfortunately, insufficiently used. But what would the tourist terminology actually mean in the context of the quality service of luxury tourism, and what exactly are guests with “deeper pockets” looking for? Does luxury offer necessarily imply attributes such as luxury accommodation facilities with “golden taps”, glazed villas and luxury shops (Gucci, Prada) right next to the promenade? What is in this case with a large number of tourists who visit unusual places every year – such as Antarctica or Greenland, or take overnight trips to various holy sites at which flourishes all but luxury? Rich tourists are happy to travel to Laos, Cambodia, Vietnam, to freeze on the Russian steppes, to climb on Tibet, to rush to the end of the world to see Easter Island who branded local archaeological sites up to the maximum, they enjoy olive picking in Tuscany and in our Istria… in short, they participate in the life of the site they have visited. What is the secret? Tourists who can afford such trips primarily go in search of experience offered by their unusual destination. Let us mention the example of famous actress Penelope Cruz who on the set of “Venuto al mondo”, has chosen a small picturesque village of Prigradica on Korcula instead of a luxury hotel for her haven, enjoying secluded walks and solitude of the fishing village in a beautiful, small stone villa. There are many renters who have noticed that a number of wealthy guests seeks harmonious islands and ancient stone houses in a secluded place, immersed in greenery and near the sea, but this is not a requirement – to them, privacy is much more important. They also seek small indigenous taverns in which one can eat excellent local food, and in any case they want to experience what they cannot experience at home – the authentic Mediterranean ambience, excellent cuisine, getting to know local customs and to interact with local people. One should bear in mind that wealthy guest on vacation escapes from his hectic environment in which luxury benefits of modern technology, with lavish shopping offer, are available to him 24/7. Therefore, we don’t have to wonder why is he bitterly disappointed when he arrives in our country: illegal constructions, crowded stalls with souvenirs „made in China“, and a lookout made of concrete villas competing to be as efficient as possible to block eachothers’ view! We forget that our guest escaped precisely from a similar environment. To such a guest profile, a classic concept of luxury doesn’t play a key role – it is the experience of a destination to which he decided to dedicate his week off that matters! When it comes to somewhat demanding guests, or those seeking luxury and experience in a single package, the key to success is the constant availability, efficiency, speed, and highly individualized approach. Wealthy guests highly appreciate quick and comfortable transfer from one place to another, so in choosing a destination important role will be played by its transport accessibility. Proximity to major airports is very important, although extravagant demands like renting a helicopter for personal use, are no rarity. Luxury vessels such as yacht are being rented, and as an atypical form of accommodation, elegant villas or even the entire castles! All of the above should be included in the set of services that communicates tourism offer to such profile of guests, with essential representation of the authentic local story, good and quality guidance, and constant availability to the guest who paid a large sum of money for his stay, and what is most important – he knows what he pays for. Furthermore, wealthy guests typically want to experience an eventful stay in every aspect, which means that they want to get familiar with the desired destination as soon as possible. They are interested in visiting the cities and exclusive destinations, and if it comes to celebrity, often the tour takes place under the watchful eye of a bodyguard. While the engagement of a personal chef and a regular delivery of fresh groceries are usual accompanying requirements, they also hire wellness therapists and personal trainers, and if necessary, hair stylists and makeup artists. In the Croatian territory there are several travel agencies and spa & lifestyle clubs that can successfully cope with the demands of guests with high purchasing power – from luxury tours that include a visit to several most attractive domestic destinations within just a few days, to the spa centers that are able to, together with staff and all the necessary requisites, briefly “move” in someone’s mansion, boat, yacht… It is well-known that elite guests „can afford anything“, and it is up to us to provide them with adequate facilities. The tourism sector should develop a special “sensibility” for this, the most desirable type of guests, and the local „guestbook“ already includes such VIP names as Beyonce and Jay-Z, Roman Abramovič… We hope that in future they will be frequent visitors of our country, and since a good word travels fast, also the best promoters of local tourism! In any case it is a very complex subject and the realization of these goals should involve the local community and the top people of any destination that aspires to be a luxury one. The comparative advantages of Croatia through its cuisine, cultural tourism, preserved untouched nature and beautiful islands, should be integrated in an unique offer that will represent a comprehensive strategy with an adequate marketing promotion. If the approach is based on a well-thought out and quality strategy, which includes the whole community and is not “cobbled together” in a hurry, the results should follow soon. However, tourism strategies require some time and effort, because for a long time now the key to success in tourism hasn’t been based on chance or divine geographical features. We realize this from year to year and this summer, lesson was pretty painful. “Zimmerfrei” renters and stands with grilled pilchards and kebabs along with local singers slowly become a thing of the past. The planning of high quality tourism must include architects, marketing experts, extremely well-trained accommodation owners who are fluent in foreign languages and modern technologies, digital experts – and tourism professionals with rich experience. And finally, one more interesting fact. Aforementioned Antarctica that doesn’t boast luxurious swimming pools, shining sun or a crystal blue sea, nor a widely acclaimed gastronomic offer, and its nature nature is fairly uniform unless you are a passionate fan of snow/ice, has arrangements that are sold out for $ 45,000 in a week! But we’ve got plenty of attributes on basis of which a superb experience can be build – almost every part of our country has special features which many visitors would not resist. Developing of such deals with the targeted promotion of the particularities of each region, and the development of complex products for each of our destinations – should be part of the strategy of each municipality and community that wants to improve its offer and keep up with global competition. Fotografije: Hotspots.net.hr arhiva, Sunčani Hvar i arhiv turističkih zajednica
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Projekt elitnog turizma – kako privući goste dubljeg džepa? Iako Hrvatska nedvojbeno posjeduje ogroman turistički potencijal, ponuda elitnog turizma još je u fazi početka. Istina, postoje mnoge agencije kod nas koje nude luksuznu, personaliziranu uslugu, ali potencijali elitnog turizma su, nažalost, nedovoljno iskorišteni. No što bi prema turističkoj terminologiji zapravo značila kvalitetna usluga u kontektsu luksuznog turizma i što točno traže gosti dubljeg džepa? Da li luksuzna ponuda nužno podrazumijeva atribute u vidu luksuznih kapaciteta sa “zlatnim pipama”ostakljenim vilama, luksuznim nastambama, i raskošnim dućanima (Gucci, Prada) tik uz šetnicu? Što je u tom slučaju s hordama turista koji svake godine obilaze neobična mjesta poput Antartike ili Grenlanda? Foto:www.hurtigruten.comIli zašto poduzimaju višednevna putovanja do raznih svetih mjesta na kojima caruje sve osim luksuza? Bogati turisti danas rado putuju u Laos, Kambodiju, Vijetnam, srmzavaju se po ruskim stepama,penju se po Tibetu, odlaze na kraj svijeta vidjeti Uskršnje otoke koji su do maksimuma izbrendirali svoje arheološka nalazišta, oduševljavaju se branjem maslina po Toscani i našoj Istri – ukratko sudjeluju u životu destinacije koju su posjetili. U čemu je tajna? Turisti koji si mogu priuštiti takva putovanja su također dubljeg džepa. Neobične destinacije prilično koštaju, no oni ne traže luksuz u klasičnom smislu. Ključ tajne je potraga za doživljajem kojeg im neobična destinacija pruža. Spomenimo primjer medjunarodno poznate glumice Penelope Cruz koja je za svoje utočište na snimanju filma Venuto al mondo”, odabrala malo pitoreskno naselje Prigradica na Korčuli umjesto luksuznog hotela, uživajući kako je sama priznala u osamljenim šetnjama po Prigradici i osami otočkog ribarskog naselja, smještena u prelijepoj kamenoj maloj vili. Mnogo je iznajmljivača primjetilo kako određeni broj imućnih gostiju na otocima traži skladne i starinske kamene kuće uronjene u zelenilo sa osamom i blizinom mora no ista nije uvjet – privatnost im je puno važnija. Traže i male autohtone konobe u kojima se može pojesti kvalitetna domaća hrana, te u svakom slučaju žele iskusiti ono što kod kuće ne mogu – a to je iskustvo autentičnog mediteranskog ambijenta, vrhunska gastronomska ponuda i upoznavanje lokalnih običaja te interakcija s domaćim ljudima. Treba imati na umu da dobro situirani gost na odmoru bježi iz svog hektičnog životnog okoliša u kome mu je 24/7 dostupan luksuz i blagodati moderne tehnologije, uz raskošnu shopping ponudu te se ne moramo čuditi da se dolaskom kod nas pokatkada gorko razočara divljom gradnjom, nagruvanim štandovima s kineskom ponudom suvenira i vizurom zastrašujućih betonskih vila ili apartamanskih katakombi koje se nadmeću koja će što efikasnije jedna drugoj zagraditi pogled. Kod takvog profila gosta klasična pojam luksuza ne igra ključnu ulogu već iskustvo i doživljaj destinacije kojoj je odlučio pokloniti svoj slobodan tjedan. Kod profila nešto zahtjevnijih gostiju, odnosno onih koji traže luksuz i doživljaj u paketu, ključ uspjeha je stalna dostupnost, efikasnost i brzina, te visoko individualiziran pristup gostu. Imućnim gostima izuzetno je važan brz i udoban transfer s jednog mjesta na drugo, pa će tako u odabiru destinacije važnu ulogu odigrati njena prometna dostupnost. Poželjna je blizina velikih zračnih luka, mada ni ekstravagantni zahtjevi poput iznajmljivanja helikoptera za osobne potrebe, nisu nikakva rijetkost. Iznajmljuju se također i luksuzna plovila poput jahti, a kao atipičan vid smještaja, otmjene vile ili čak čitavi dvorci! Sve od navedenog bi trebalo uključiti u set usluga kojima se komunicira ponuda takvom profilu gostiju. Uz neizostavan prikaz autentične domaće priče, dobro i kvalitetno vodstvo i stalnu dostupnost gostu koji boravak skupo plaća i što je najvažnije –svijestan je zašto toliko plaća. Nadalje imućni gosti u pravilu žele iskusiti sadržajan boravak u svakom pogledu što znači da u što kraćem vremenu želi upoznati željenu destinaciju. Zainteresirani su za posjete gradovima i obilazak ekskluzivnih odredišta, a ukoliko je u pitanju slavna osoba, često se razgledavanje odvija pod budnim okom tjelohranitelja. Dok su angažman osobnog kuhara i redovita dostava svježih namirnica uobičajeni popratni zahtjevi, traže se i wellness terapeuti te osobni treneri, a po potrebi i frizeri i vizažisti. Na području Hrvatske postoji više putničkih agencija te spa&lifestyle klubova koji se mogu uspješno nositi sa zahtjevima gostiju visoke platežne moći – od luksuznih paket-aranžmana koji uključuju posjet nekolicini najatraktivnijih domaćih odredišta unutar svega nekoliko dana, pa do spa centara koji su se u mogućnosti zajedno s osobljem i svim potrebnim rekvizitima nakratko „preseliti“ u nečiju vilu, brod, jahtu…Poznato je da elitni gosti „sve mogu platiti“, a na nama je da im omogućimo adekvatne sadržaje. Turistički sektor trebao bi razviti poseban „sluh“ za ovu, najpoželjniju vrstu gostiju, a u domaću „knjigu posjeta“ već su se upisala i svjetski poznata lica poput Romana Abramoviča ili pjevačkog para Beyonce i Jay Z-a. Nadamo se da će i u budućnosti oni biti česti posjetitelji naše zemlje, a kako se dobar glas daleko čuje, ujedno i najbolji mogući promoteri domaćeg turizma! U svakom slučaju radi se o vrlo kompleksnoj temi i ciljevima u čiju realizaciju bi se morala uključiti lokalna zajednica i čelni ljudi svake destinacije koja pretendira biti luksuzno odredište. Komparativne prednosti Hrvatske kroz njenu gastronomiju, kulturni turizam, očuvane netaknute prirode i prekrasnih otoka, treba objediniti u jedinstvenu ponudu koja će predstavljati cjelovitu strategiju uz adekvatnu marketinšku promociju. Ukoliko se pristup temelji na osmišljenoj kvalitetnoj strategiji u koju se uključila cijela lokalna zajednica a ne na brzinu “sklepanom” aranžmanu, rezultati ne bi smjeli izostati. Na strategijama se međutim mora ipak neko vrijeme raditi, jer ključ uspjeha u turizmu već dugo ne počiva na slučajnim ili bogomdanim geografskim zadatostima. Spoznajemo to iz godine u godine a prošlo ljeto je lekcija bila prilično bolna. Zimmerfrai iznajmljivači i štandovi s ponudom sardela i čevapa na kupu uz lokalne sintejsajzer pjevače lagano postaju relikt prošlosti. Samo vrhunski segment smještaja i gastronomije te dodatne proširene ponude destinacije može takvog gosta navesti na ponovni povratak. Kvalitetan turizam mora u svoje planiranje uključiti; arhitekte, urbaniste, marketinške stručnjake, iznimno dobro educirane iznajmljivače koji vladaju jezicima i modernim tehnologijama,digitalne eksperte i dizajnere – te vrhunske turističke djelatnike. I za kraj jedna zanimljivost. Gore spomenuta Antartika koja nema u posjedu ni luksuzne bazene, ni blještavo sunce, ni kristalno plavo more, niti nadaleko hvaljenu gastro ponudu a priroda joj je prilično jednolična ukoliko niste pasionirani ljubitelj snijega/leda – ima poprilično skupe aranžmane koji se izvrsno prodaju. Mi pak imamo obilje atributa na kojima se može izgraditi također vrhunski doživljaj – gotovo svaki dio naše zemlje nudi posebnosti kojima mnogi posjetitelji ne bi odoljeli. Razvijanje takve ponude uz stalno ciljano promoviranje posebnosti pojedinog kraja, i razvijanje kompleksnog proizvoda za svaku od naših destinacija – trebalo bi biti dio strategije svake općine grada i zajednice u cjelini koja želi unaprijediti svoju ponudu i ići ukorak sa svjetskom konkurencijom. Fotografije: Hotspots.net.hr arhiva, Sunčani Hvar i arhiv turističkih zajednica