Tourism is a vast sector, which has undergone radical transformation in the recent times. Interconnectedness to the other sectors reflects its enlarged scope and arena, which works towards the common goal of achieving customer satisfaction. This interconnectedness reflects the wide supply chain network, adding value to the hospitality services (Huertas and Marine-Roig 2016). In order to cover all the parameters, the report focuses on Berlin as a tourist destination. Within this, the main focus is on the market potential in terms of social media influences for increasing the trafficking of the audience towards the brand image. Within this, crisis and risk management gains a prominent position for shedding light on the aspect of gaining trust, loyalty and dependence from the customers.
Amidst all the transformations, Berlin achieves accolades and glory by persevering the traditional history and culture. After 20 years of the incident of the fall of the Berlin Wall, reunification strategies have beautified Berlin, making it a young, dynamic and cosmopolitan city for the natives and the visitors (Visitberlin.de 2019). Consistent innovations have increased the popularity of Berlin as one of the prominent choice for spending vacations. Splendid and mesmerizing scenic beauty along with emerging metropolitan life suffices the need for relaxation and escape from the drab monotony. Along with this, cultural diversity attracts the tourists across the world. Cost effectiveness is one of the other reasons, which Berlin tops the list of the preferred tourist destinations. News coverage addresses the queries of the customers regarding the feasibility of tourist destinations like Berlin in terms of planning vacations (Telegraph.co.uk 2019).
Tourists travelling with the families would have productive potential for Berlin. This is because since 2016, the overnight stays have increased to 33.2 million (Visitberlin.de 2019). Flexible pricing of the service would influence the head of the family to bear the expenses, fulfilling the needs of the family members without straining the budget. Introducing family tourism packages would be beneficial in terms of catering to the specific needs of all members. Typical example of these packages can be free passes to the amusement parks upon mobile app booking of the hotels. Along with this, the decision maker of the family can be benefitted with some points or credit value to the wallet, if he avails the schemes and offers on the tourism packages.
These aspects reflect the joint venture, which Berlin tourism needs to consider for serving to the tourists with families (Novy 2018). In order to indulge in partnerships, Berlin tourism needs to ensure that there is enough financial flexibility. Without this step, none of the measures would seem productive in terms of the entertainment needs of the tourists. Within this, one of an effective activity would be consulting the members of the trade union for gaining an insight into the latest revisions to the taxes. Along with this, it would also be assistance in terms of coping up with the instabilities of inflation and high exchange rates among others.
Berlin tourism industry can practice explorative tourism. This is in terms of exploring the unexplored realms regarding the services, which can strengthen the bondage between the family members. Within this, focus can be placed on the children, whose would be a prospective source of income for Berlin tourism industry (Novy 2016). Reasonability in Spoken English skills, in case of the children, would help the personnel to increase their sales revenue and profit margin through services like free movie tickets, meal boxes with the online bookings.
Rental cars have assisted the tourists to complete their sightseeing in the cities. However, strict parking rules and scarcity of parking lots around the hotels have compelled the rental car service companies to encounter customer switchovers to the train, boat and bus services, which are the quickest mode of transportation between the cities. Along with this, car rental services are expensive due to the high prices of gasoline (Sommer and Helbrecht 2017). High costs of the car insurances is also an issue, which compels the tourists to prefer train, bus and boat services to experience a hassle free sightseeing with the family members.
Not all of the rental cars are costly in Berlin. Hertz, Avis, Sixt and Europcar provide quality services at cheaper rates, which help the tourists to roam around in the countryside. In order to avail the benefits, the tourists need to make advanced booking. Mention can be made of the joint ventures with TripAdvisors, which solves the queries of the tourists regarding the transport services from the airports and railways. Selection of transport accommodation along with the bookings expands the supply chain network for Berlin tourism (Sanz-Blas, Buzova and Carvajal-Trujillo 2017). Online mode of doing this selection has increased the ease of the tourists, travelling with the family to just relax and enjoy the mesmerizing beauty of the landscape, once they reach the destination.
Provision of tour guide maps at rail stations, airports and bus terminus saves the tourists from getting lost in unknown place. One of the positive points is the presence of police station numbers in the maps, which the tourists can avail in case they face any kind of difficult or emergency situation. Reference can also be cited of the commercial and freight transport, which contributes largely to the economic growth and development of Berlin. Tests and experiments regarding air quality, climate, noise and traffic levels ensure safety of the tourists (Schmiz and Kitzmann 2017).
Berlin hotels accounts for 8% increase in the sales revenue. Reduction in the operational costs per rooms has mounted the profit margin to 29%. Consistency in research and innovation has provided A class accommodation experience to the visitors with families and guests coming for business purpose. According to HotStats, growth revenue per room in March encountered an escalation of 7%. The major drive behind this is the presence of more franchises and operators, which have assisted in achieving infrastructural development (Hotstats.com 2019). However, investments in the residential markets have obstructed the productivity of the hotel business in Berlin. As a result of this, customers are thinking of settlement rather than coming for vacations. Demands for new units are constantly increasing, which has aggravated the complexities towards sustaining the hotel business.
Some of the hotels like Estrel is away from making wrong investments. Estrel achieves accolades and glory by being the city’s tallest and largest hotel with 1939 rooms. Adequacy in the number of rooms is assistance for catering to the accommodation needs of all kinds of guests. Overnight stays have enabled Berlin hotels to achieve tremendous growth in the sales revenue. Along with this, RevPAR also increased by 3.4% in addition to the 1.9% growth in GDP. According to the needs of the guests, the number of rooms was increased. Mention can be made of Accor Hotels, which emerged as market leader, offering 14% of the branded guestrooms to the visitors (Hotstats.com 2019).
Joint venture with Airbnb expands the supply chain network of the hotels. However, its contribution is merely 10%, which does not hold any significance in terms of unique selling proposition. Consistency in research and innovation has digitalized the business of hotels and the flight service providers like Airbnb. Typical evidence of this lies in the online bookings, which the tourists can avail through mobile apps (Stylos et al. 2017).
According to the reports, there are still some traces of skinheads in East Berlin. These people are bearing the legacy of the Berlin wall. Dealing with these people during the trip can have dire consequences for the tourist, as they can be violent. The situation can turn worse into the extent of racial harassments. The government has taken effective rehabilitation facilities for the skinheads. It has acted as a community development, ensuring the safety of the tourists travelling with families. Mention can be made of the Budapest square, where scammers deceive the people for gaining money for buying drugs (Safearound.com 2019). Government initiatives have resulted in proper upgradation of their standards of living. Watch towers are effective during the rush hours for ensuring the safety of the locals and the tourists.
Animal attacks are common due to the presence of bear statues. Some of the wild boars are aggressive and can cause harm to the visitors. These boars roam freely in the streets of Gruenwald. The sight owners hire skilled and experienced people, who catch the animal and hand it over to the forest officials. Along with this, the visitors are warned not to feed anything to the animals, as it can have dire consequences.
Terrorist attacks awarded 78% safety index to Berlin as a tourist destination in terms of preference among the tourists (Safearound.com 2019). Typical evidence of this is the terrorist attack which took place in Christmas market. Such issues raise the concerns of the tourists travelling with families regarding security and safety. However, prior warnings on websites help the tourists to plan their sightseeing programs accordingly. Moreover, information centres are easily approachable, which solves the queries of the tourists about the sights, which they can enjoy safely. Police station numbers are printed in all of the tourist guide maps, information and websites for enhancing the safety and security of the tourists. Mobile apps are an effective option in this direction (Luo 2018).
Social media had revolutionized the business of all the companies and organizations including Berlin tourism industry. As a matter of specification, it has addressed the queries and concerns of the tourists regarding the services, which they can avail for cherishing the memories of stay during the vacation. The tourism industry has a wide supply chain network, operating on Facebook, Twitter, and Instagram among others. Uploading the current tourism trends on these social networking sites is an initiative towards increasing the trafficking of the audience towards the brand image (Iannolino and Ruggieri 2017). YouTube and Snapchat are the other communication channels through which the clients and the customers are acquainted with the current hospitality and tourism issues. The industry maintains stable relation with the media agencies, which conveys the important information to the audience. Adhering to the legislations strengthen the public relations (Marasco et al. 2018).
Newsletters are uploaded in the social networking sites, which acquaints the audience with the opinions of others regarding the tourism trends. These approaches give rise to various perceptions regarding availing the tourism services. Therefore, the newsletters are a means for influencing the purchase power and decision of the customers. Berlin tourism needs to be applauded for complying with the terms and conditions of Data Protection Act (1998), which helps in preserving the confidentiality in the opinions of the clients (Dinhopl and Gretzel 2016).
Indirect marketing through social media involves pay per click advertising for the tourism packages, which is assistance in terms of tracking the number of visitors to the brand. This advertising technique is a means for enhancing the financial flexibility, indicative of lucrative offers, discounts and schemes for the customers. Timely intimation to the customers regarding these offers is assistance towards retaining the clients. Apart from this, surveys and feedbacks are the means for gaining an insight into the specific needs, demands and requirements of the clients (Dickinger and Lalicic 2016).
According to the visitors’ experience, transportation of Berlin is convenient and well organized. Metro and walking are the easy modes of transports for travelling in between the cities. In order to attract more customers, taxis and rental cars service providers need to indulge in partnership with the members of trade union. This is in terms of coping up with the instabilities of the heavy tax obligations, high exchange rates and inflation (Marine-Roig and Clavé 2016). Activated welcome cards add to the convenience of the tourists regarding having a hassle free travelling experience in sightseeing. The mobile apps are assistance in terms of finding the way, if lost. Tourist guide maps and police station numbers assist the tourists to ensure their safety and security.
Mobile internet is one of an interesting thing, which solves every kind of query. ALDI shops are easily available. The visitor needs to buy a ALDITALK card, which would cost around 10-12 euros. On the purchase, a brochure would guide the visitor. Different sizes of the card are available, except for a nano one, for which advance booking needs to be done (Huang, Afsharifar and Veen 2016). The brochure is in German language, which would be difficult for the visitors belonging to different culture. However, following the links would make the process easier. Within this, choice of the surfer option helps in aligning with the affordability power.
Getting tickets for the seeing the museums are much easier. With these tickets, the visitors can get a tour around the sight in just three minutes. However, the visitors belonging to other cultures need efficient guides for understanding the historical significance of the sights. Skilled tour guides can be an effective option. Along with this, access to the website can also enrich their information about the culture, history and customs of Berlin. Talk shows and seminars can also be organized for enhancing the cultural diversity (Huertas and Marine-Roig 2016).
Conclusion
Berlin is one of the preferred destinations for the tourists travelling with families. Lucrative offers like free movie tickets and meal boxes with online bookings would lure the children. Buses and metro are the convenient modes of transport for the tourists. Partnership with the trade union members can help the rental car service providers to attract more clients and customers. Hotels have enhanced their sales revenue and profit margin; however, making investments in the residential marketing would stall the productivity. Joint venture with Estrel can be effective in terms of upgrading the standards and quality of the services according to the needs, demands and requirements of the guests.
Crisis like animal attacks, racial harassments and terrorism aggravates the complexities of the tourists towards selecting Berlin for spending vacation. However, governmental intervention through rehabilitation measures and community development has resulted in attaining trust of the clients and the customers. Informing the customers about the crisis and risks is assistance towards ensuring the safety and wellbeing of the visitors in their vacation phase. Adopting communication channels like Facebook, Twitter, Instagram, YouTube and Snapchat enhances the stability in the relationship between Berlin Tourism industry and the clients and customers.
Uploading the information of the schemes, discounts and offers, along with the visitors’ experience on the social media, is a means of practicing word of mouth advertising, promoting the trends and services. Mobile apps are a means of increasing the convenience of the visitors during their stay in an unknown place. Consistent research is being conducted in terms of providing quality tourism services to the customers. Website information contradicts the peer suggestions regarding the experiences. This is because of the authenticity developed through the presentation of statistical data. The option of contact would address the queries of the visitors regarding their vacation plans.
Appropriateness and adequacy is needed for the tourists in terms of getting the much needed relaxation from the drab monotony. Seeking help and assistance from the travel agencies reflects different kinds of customer behaviours related to the travel and tourism. As a sequential step, it is natural and obvious to seek suggestions from the relatives, who have already visited the place.
References
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