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37th Day of Coach Tourism – Speaker Line-Up

The 37th Day of Coach Tourism will take place on Monday, 7th January 2019 in the beautiful Steintor-Varieté, Halle/Saale (Germany’s oldest variety theatre – see photo) with an informal B2B networking...


EACT Meeting in Moscow

Upon invitation of Sergej Shpilko, President of the Russian Union of Travel Industry (Rossijskij Sojus Turindustrii RST), and Vice-President Olga Sanaeva, the European Alliance for Coach Tourism...


Carlo Bergerhoff R.I.P.

It was with great sadness that RDA members and staff learnt of the recent death of Carlo Bergerhoff (81 years) after a short illness. Carlo served as protocol chef to RDA Presidents Norbert Grein,...

37th Day of Coach Tourism on 7th January 2019 in Halle/Saale

37th Day of Coach Tourism on 7th January 2019: Up-trading is well worth it

From cheap via price-conscious to premium offers. In declining markets one has to adjust prices. This does not promise much revenue growth with strong competetion by similar providers and stagnant numbers of customers. Does up-trading, upgrading of offers, mean the withdrawal from the price spiral? As premium brands promise better returns.

The numbers speak for themselves: Price-oriented tourists spend 24 % more than low-budget tourists. Quality-oriented customers spend 47 % more than the price-conscious customers and when it comes to study trips even 100 % more! (RA2018 face-to-face). Here we go: Charging offers with quality characteristics will make the cash registers ring. Unfortunately, it is not as easy. Surface marketing does not upgrade to premium class. Additional turnover has to be generated by more customers or price increases.

Experts will analyse the role of quality in the tourism industry and potentials of up-trading at the "Day of Coach Tourism". This also includes strong competition within the coach charter business. It is about the ambivalent interaction betweend preference and price policy as well as brand development and image.

  • Quality characteristics: Quality with or without seal?
  • Characteristics of specific types of buyers: Why do quality-oriented buyers pay reasonable prices for good quality?
  • Needs assessment of travel dreams: Every third price-oriented customer books quality-oriented in the end.
  • Preference formation creates pricing policy activity radius. It is based on concrete quality differences. Mere value propositions do not suffice. How to develop and communicate a brand image in local, regional and target group markets.
  • How do customers consciously perceive and appreciate expensive quality?
  • So that high-quality offers with adequate prices will find customers.
  • Qualified tour guiding: Product core of the hogh-quality group travel
  • Emotionality and unique experiences enhance high-quality coaches, first-class hotels, luxury cabins and boxes at premieres.
  • Commission on expensive quality tours - Argument for travel agency distribution.
  • Enforcing quality policy in the coach charter market? Target group oriented preference formation - a key to profitable business with associations.
  • USP: How to create uniqueness among many competitors with similar production factors and destinations
  • Benchmarks and international best practices of the hotel industry etc.

These and further interesting issues and theses will be discussed at the 37th Day of Coach Tourism on 7th January 2019 in Halle (Saale). The Stadtmarketing Halle (Saale) GmbH is hosting the kick-off event starting into the new year. The event will take place in an exciting and attractive location offering excellent opportunities for discussions with colleagues and exchange of experiences with the speakers - before, during and after the Day of Coach Tourism.

Get in the mood at the traditional get-together on the eve of the event!

Further information is available at


Dieter Gauf
Tel.: +49 221 6201221
Fax: +49 221 6201389
E-mail: dieter.gauf @gauf-germany .de

Logo Tag der Bustouristik

The 37th Day of Coach Tourism is going to take place on January 7th,  2019 in Halle (Saale)!

The flyer of the 37th Day of Coach Tourism is available here (in German only)