Tourisme - Tourismus

Best strategy through Marketing Alliances for Switzerland Tourism North America

Bourquin, Charlotte ; Holleran, James (Dir.)

Mémoire de bachelor : Haute Ecole de Gestion & Tourisme, 2013.

Having partnerships with Marketing Alliances has been proved to be an effective way for Switzerland Tourism North America to push the Destination promotion and sales as well as increase the awareness of Switzerland with the network. The two existing partnerships are with Virtuoso and Signature Travel Network, both luxury/leisure focused companies. Particularly successful results have been... More

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    Summary
    Having partnerships with Marketing Alliances has been proved to be an effective way for Switzerland Tourism North America to push the Destination promotion and sales as well as increase the awareness of Switzerland with the network. The two existing partnerships are with Virtuoso and Signature Travel Network, both luxury/leisure focused companies. Particularly successful results have been observed with Virtuoso. The process of choosing the right partnership has to be carefully defined regarding the needs of the Company. Switzerland Tourism North America wants to reallocate one part of the Virtuoso’s budget and invests either more in Signature Travel Network or a new company. Switzerland Tourism’s needs for the partnership are: potential for European Destinations, a fair amount of opportunities to educate and train the Travel Agents on Switzerland throughout the year and a good mix of Travel Agents and Consumer marketing activities. After scaling down a first list of 19 potential candidates by waiving the non-relevant cases for the study, five remain and their offers are analyzed regarding the performance criteria defined by internal stakeholders’ interviews and the observation of Virtuoso’s successful results. They are benchmarked and ranked from the better to the least adapted Marketing Alliance for Switzerland Tourism. The first position is occupied by Travel Leaders, a franchise network of 1,100 agency members with a broad target audience. After comparison, the results show that Signature Travel Network would be a better deal for Switzerland Tourism mainly because of their Education/Training strategy announced at their 2013 Annual Conference in addition to Switzerland Tourism’s acquaintance with the network and past qualitative activities.