Hoteis historicos Europa

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PRESERVING CULTURAL HERITAGE SITES 
EXPLORING CULTURAL ROUTES 
HISTORIC HOTELS OF EUROPE 
 
CULTURAL ROUTES 
BARBARA AVDIS 
VICE CHAIRMAN 
HISTORIC HOTELS OF EUROPE 
The Historic Hotels of Europe organisation	
  
The most prestigious hotel network in Europe representing the 
finest hotels operating in historical buildings 
 
Preservation and Promotion of the Authentic historical 
destinations for the next generations 
	
  
A non for profit organisation that guarantees the quality of the 
properties and the safeguarding of the core values of the 
organisation 
 
	
  
PRESERVING CULTURAL HERITAGE SITES 
EXPLORING CULTURAL ROUTES 
The Historic Hotels of Europe organisation	
  
Our Common Mission: To preserve and promote the Cultural 
Diversity of Europe through the most elegant selected historic 
hotels with authenticity and caring service. 
 
All the Historic Hotels of Europe are united in their 
commitment to maximise the benefits to cultural heritage, to 
provide social and ecomomic benefits to the local community, 
to protect the environment by providing distinctive hospitality 
in tranquil and peaceful surroundings.	
  
PRESERVING CULTURAL HERITAGE SITES 
EXPLORING CULTURAL ROUTES 
* 19 united National Hotel Groups 
* 18 Countries 
* 19 Different Spoken Languages 
* 19 Different Cultures 
* 19 Country Histories Grouped 
Together 
 
Over 600 Hotels in castles, manors, 
monasteries, country houses and 
restaurants in breath-taking locations 
offering a unique experience and a 
taste of each country’s traditional 
hospitality.	
  
PRESERVING CULTURAL HERITAGE SITES 
EXPLORING CULTURAL ROUTES 
HISTORIC HOTELS OF EUROPE 
Historic Hotels: A different approach	
  
No single asset may have more marketing value to a historic 
hotel than its history and its commitment to preservation. 
 
The historic hotels consistently register occupancy levels slightly 
above the occupancy performance of the entire market. * 
 
81% of travelers who take a trip away from home include at 
least one cultural, arts, historic, or heritage activity during their 
trip. * 
 
* Source: HHA	
  
PRESERVING CULTURAL HERITAGE SITES 
EXPLORING CULTURAL ROUTES 
Historic Hotels: A different approach	
  
History, Cultural Heritage and Tradition is increasingly ranked as a 
key incentive for travelling. 
 
Travelling requires a planned tourism development of the region, 
thus creating the economic growth that in return will contribute to the 
funding of the heritage preservation.	
  
PRESERVING CULTURAL HERITAGE SITES 
EXPLORING CULTURAL ROUTES 
Historic Hotels: ensuring sustainable economic growth to 
the local community	
  
Building a strong relationship between tourism and culture at its 
broader approach and at all levels. 
 
Both partners being mutually beneficial can ensure the 
integrated development of the attractiveness and the 
competitiveness of a destination.	
  
PRESERVING CULTURAL HERITAGE SITES 
EXPLORING CULTURAL ROUTES 
Tourism and Culture: A reciprocal Approach	
  
Catalysts: 
ü  Internet & the Social Media (distribution and booking process) 
ü  Health consciousness growth - gastronomy 
ü  Environmental ethics growth 
ü  Growing population: Younger pensioners with more time and money 
to spend 
Shift in the nature of travel demand: Experiential Travellers 
 
Shift in the main drivers of tourism demand: Rise of individual trips 
compared to packaged holidays. 
 
PRESERVING CULTURAL HERITAGE SITES 
EXPLORING CULTURAL ROUTES 
Cultural Routes: A natural development for HHE	
  
Historic Religious and Rural tourism are interlinked with the cultural 
heritage creating authentic destinations: 
 
Product innovation through history 
Uniqueness and authenticity 
Community participation 
Exploring Cultural Routes: An Exciting Story to Tell! 
 
History is better understood through memories 
PRESERVING CULTURAL HERITAGE SITES 
EXPLORING CULTURAL ROUTES 
Why HHE Cultural Routes: What, Where, How	
  
ü  HHE Hotels are living heritage sites 
ü  National and Transnational routes 
ü  HHE Hotels represent the architectural heritage 
ü  HHE Hotels ensure the route connectivity 
ü  Hotels ensure the route longevity 
ü  HHE Hotels involve local stakeholders 
PRESERVING CULTURAL HERITAGE SITES 
EXPLORING CULTURAL ROUTES 
Themed HHE Cultural Routes 
Example: 	
  
The Mozart Route: 
 National and Transnational: Austria, France, Germany, Switzerland 
 4 Routes: 
 Alpine Route 
 Habsburg Empire Route 
 Italia Grande Route 
 Major German River’s Route 
 More than different 20 destinations 
PRESERVING CULTURAL HERITAGE SITES 
EXPLORING CULTURAL ROUTES 
Example: The Alpine Route, theme Mozart	
  
Countries: Austria, France, Germany, Switzerland 
 
Stages: 8 
 Salzburg Austria 
 St. Gilgen, Austria 
 Bad Reichenhall, Germany 
 Munich, Germany 
 Augsburg, Germany 
 Neuburg, Germany 
 Strasbourg, France 
 Zurich, Switzerland 
PRESERVING CULTURAL HERITAGE SITES 
EXPLORING CULTURAL ROUTES 
Example: The Alpine Route, theme Mozart	
  
Salzburg 
The city of Salzburg was W.A. Mozart's birthplace and home for over two third of 
his life. Here he composed his first works when he was about six years old and, at 
the age of 11, his first opera Apollo et Hyacinthus. The princes archbishops of 
Salzburg offered him steady employment and allowed him to travel. About half of 
his many compositions originated in Salzburg. 
PRESERVING CULTURAL HERITAGE SITES 
EXPLORING CULTURAL ROUTES 
Example: The Alpine Route, theme Mozart	
  
Zurich 
The Mozarts arrived in Zurich on September 28 1766, and lodged in the most acclaimed inn of the town, enjoying one of the best 
outlooks on Limmat and old Zurich houses. They stayed for one week and were guests of the poet and painter Salomon Gessner at the 
house ZUM SCHWANEN. On October 7 and 9 the children played concerts at the Collegium Musicum. Their departure took place on 
October 12 
PRESERVING CULTURAL HERITAGE SITES 
EXPLORING CULTURAL ROUTES 
Other HHE Cultural Routes	
  
Monasteries Route: 
 National: Ireland 
Gardens Route 
 National: Ireland 
PRESERVING CULTURAL HERITAGE SITES 
EXPLORING CULTURAL ROUTES 
Marketing activities:	
  
ü  HHE website 
ü  HHE social media 
ü  Implementation of local stakeholders: 
museums, galleries, parks, local 
authorities, food producers, local 
festivals, etc 
ü  Advertisement 
ü  Press Releases 
PRESERVING CULTURAL HERITAGE SITES 
EXPLORING CULTURAL ROUTES 
The impact of Cultural Routes to the Hotels and the Local 
communities:	
  
ü More occupancy levels -> Increased Visitor numbers, non related to 
seasonality 
ü  Increased local community business sales 
ü Hotel Brand Awareness, repeating clients 
ü Location Brand Awareness – local community 
ü Creation of new products for the local business community 
ü Creation of potential new business agreements: TOs, Airlines, artists, 
etc 
ü Active involvement of local authorities 
PRESERVING CULTURAL HERITAGE SITES 
EXPLORING CULTURAL ROUTES 
PRESERVING CULTURAL HERITAGE SITES 
EXPLORING CULTURAL ROUTES 
BARBARA AVDIS 
b.avdis@yadeshotels.gr 
Thank you!