After a branding process for the three brands Ötztal, Sölden and Gurgl, the associated destination websites now also convey their characteristic identities. In addition to compact, contemporary information and visually appealing presentation via high-quality images, dynamic videos and emotional storytelling, the focus is on sales promotion. “The primary project goal was to make the booking platform more visible and user-friendly,” says Roland Grüner, Chief Digital Officer at Ötztal Tourismus.
Websites as a sales tool
This path has been pursued since 2019. In 2024, the association’s web portals will generate sales of 65 million euros through accommodation bookings as well as sales of ski tickets and activities in the adventure shop. “This corresponds to our goal of establishing an effective sales and distribution platform online. “Both in the interests of our customers as well as our member companies and service partners such as the local mountain railways,” adds Grüner. More than 1,200 accommodation providers in Tyrol’s longest side valley can currently be booked online. Members of Ötztal Tourismus do not pay any commissions for this. Potential holidaymakers benefit from verified accommodations as well as free cancellation and rebooking options. With the dynamic pricing ticket shops of the Sölden, Gurgl and Hochoetz mountain railways, the booking experience via the online platform becomes even more attractive. The adventure shop brings together a variety of activities in the areas of sports, wellness, culture, cuisine and events all year round.
Connect data treasures
The new digital booking and experience platform also shows its strengths in the background. A uniform design system allows for creative diversity and reduces technical complexity. The corporate design of Ötztal, Gurgl and Sölden is used in the booking process for the accommodations. For customers, this means real-time availability, transparent prices and flexible payment options. At the same time, it was possible to establish a structured database for relevant information such as opening times of slopes and cable cars, snow depths and weather. These validated sources are integrated into the Ötztal Tourismus websites and transmitted via interfaces to well-known platforms such as Bergfex.at or Schneehoehen.de. For the upcoming follow-up projects, especially the planned apps, the company will also rely on its own development. The 420,000 recorded online customer contacts prove to be a valuable asset, covering interests such as skiing, biking, hiking and much more. targeted with relevant information.
Award in digital competition
Ötztal Tourismus recently received an award for the exemplary implementation of a seamless, contemporary digital travel experience. The Annual Multimedia Award, which has been held since 1996, puts lighthouse projects from the German-speaking digital scene (Germany, Austria and Switzerland) in the spotlight. In the “Website & Microsite” category, Tyrol’s largest tourism association won a gold “medal” for its project.
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