Welcome to the Heart of the Catalan Pyrenees

A while back we already started with all the preparations. We were going to market the Catalan Pyrenees and the region of Lleida. The destination clearly has a lot of potential. You can choose to have an active holiday. But there is just as much culture, gastronomy and lifestyle on offer. We went on a trip with Katja Retsin, a Flemish TV personality. Together we discovered this Catalan destination.

The corona pandemic threw a spanner in the works, but soon we will push the start button. 3 video stories will zoom in on some specific segments. Each one a good reason to head for the Catalan Pyrenees. You can preview them here.

Adventure in the Heart of the Catalan Pyreneens

Culture in the Heart of the Catalan Pyrenees

A taste of life in the Heart of the Catalan Pyrenees

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Tenerife No Limits and Tenerife Select Videomarketing campaign

That Tenerife is so much more than just sun, sea and sand should become clear by now. The destination is increasingly focusing on many unique experiences. There is also a wide range of options for those who want to explore during their holiday.

The Tourism Board has developed two brands that zoom in on many local experiences. Tenerife Select highlights everything for them who love comfort and luxury. Tenerife No Limits showcases the wide range of options for the more active traveller.

To put the story of both brands better in the picture, we decided to launch a video storytelling campaign. With the team of our own TripTelling brand, we went to the destination. We teamed up with YouTuber and actress Laura Ponticorvo for the Netherlands and with radio DJ and presenter Nasrien Cnops for Belgium. Their experiences shaped two fun video stories.

Through programmatic buying and a social media campaign, we achieved a reach of over 3 million impressions, 80,000 views and more than 3,000 clicks. But we are not stopping there. The videos will continue to be used in various campaigns in the coming period. Below you can discover them for yourself.

Tenerife No Limits

Tenerife Select

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Belgians want to travel in 2021

Research by ABTO (Association of Belgian Tour Operators) and the GFK study agency clearly shows that the Belgian holidaymaker is planning to go on holiday again. Three out of four want to do so this year, and more than half of them still this summer. There is clearly potential for destinations or travel companies. After all, 64% has not booked yet and when the Belgians are going to travel, they will also spend a higher budget.

3 in 4 Belgians want to travel in 2021

Every month, the GFK study agency asks Belgians about their travel behaviour. Several times a year, they also survey their intention to travel. From the last survey in February, it appears that 73% of Belgians want to go on holiday this year. 1 in 4 want to travel in July. Another 25% plans on traveling in August or September. 

The travel budget is increasing

The average budget per person is rising considerably. Belgians will spend about 16% more than before Corona. For package holidays (plane + stay), the planned budget goes from 1,051 Euros (before Corona) to 1,290 Euros per person (+23%). 

Last year, Belgians saved a record amount. In total, there are about 300 billion Euros on their savings books. Travel is at the top of future spending after the crisis. 

Especially abroad but also staying in Belgium

France is strengthening its position as the number one holiday destination for Belgians (all modes of transport): 1 in 4 intend to go to ‘la douce France’ this year (before Corona, this was only 15%). 12,8% prefer to stay in their own country (before Corona 9,7%). Spain, Italy and Greece complete the top 5 of favourite destinations. It is also noteworthy that more than half of those who would leave by plane want to go on holiday outside of Europe (including Turkey and North Africa), destinations where there are currently very few travel opportunities. 

A lot of opportunities

So, there are still many opportunities for travel companies, tourist attractions, accommodation or tourist destinations. It was just announced in the press that the Belgian government would lift the travel ban as of the 19th of April. It will be important to prepare things for a restart in the coming weeks. Belgians want to travel, plan to do so this year and want to spend a little extra on it. 

Do you want more details? Are you looking for support in reaching the Belgian who wants to go on holiday soon? Then don’t hesitate to contact us. 

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War Heritage Institute, positioning and promotion

The War Heritage Institute has an important mission. Remember the conflicts of the past. And that is important. Belgium was often at the crossroads of historical conflicts and you can relive them in many places. The WHI groups six of these sites: the Royal Military Museum in Brussels, the Fort of Breendonk in Willebroek, the Trench of Death in Diksmuide, the Command Bunker Kemmel, Bastogne Barracks in Bastogne and Gunfire in Brasschaat.

Since remembering those conflicts of the past is so important, they started looking for a partner to develop, position and promote the WHI and the sites so that the memory does not get lost. Together with CityD-WES and Arrowminded, KonsulTra will work to market the sites in a strong but also credible way. 

In the past we have already collaborated on various other projects. As complementary partners, we have already dealt with numerous issues concerning heritage (Flanders Heritage Venues – Tourism Flanders and re-use Brewery Verhaeghe) and culture and experience (DIVA, Het Steen Antwerp, ICC Ghent and the Wintertuin / Ursulineninstituut). But we also master city marketing (references Hoogstraten and Zemst) and tourist communication (NBTC Netherlands, Westtoer, Tenerife, etc.).

Together we will develop the sites of the WHI – and overarching the War Heritage Institute itself – into the reference point in the field of history and memory of (international) conflicts on Belgian territory or in which Belgians were involved abroad. In this way we will do our part to keep remembering the past so that we never make the same mistakes in the future.

Do you also wish to look for the right way to position your destination, tourist attraction or travel company? Would you like to know the possibilities to build in extra experience and storytelling during the visit or in your communication? Would you like to translate that into DNA, identity and storylines? Do not hesitate to contact us.

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The Netherlands host country in new Gault & Millau Culinary Guide book

We were able to spoil our taste buds a little less this year, but the online alternative as launch of the new Gault & Millau was surely appealing to us. It was an ideal moment to kick off our Culinary Netherlands campaign. Thanks to a powerful video message, it became immediately clear. The Netherlands innovates. The Netherlands is at a high gastronomic level. And as a lover of culinary holidays, you will be able to discover that for yourself soon. Curious about what the destination and five of its partners have to offer? Surf to www.holland.com/culinair-nederland

Over the coming year, we will launch numerous actions to further underline this message. This video brings the perfect preview.

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Supporting Hungary with their Benelux development

In the coming weeks and months, KonsulTra will support the Tourist Board of Hungary with their market development. Last summer, Belgium suddenly turned out to be at the top of the incoming markets. The signal for the Hungarian Tourist Office to make market development in Belgium a priority.

We will help them organise webinars, send out B2B newsletters and press releases and establish contacts with the right tourism players. For 2021, we will look together at how we can maximise their tourism potential.

About Hungary

Hungary is at the heart of Europe. The River Danube flows through the bustling capital Budapest towards the south of the country, which is characterised by endless forests and a wide variety of thermal baths. In addition, a gastronomic revolution has taken place in Hungary in recent years. Restaurants, bistros and street food stalls can be found on almost every street corner of the capital, while in the countryside, too, the best local wines can be enjoyed all year round. Whether it’s a visit to the sophisticated university town of Szeged, a trip to one of no less than eight UNESCO World Heritage Sites (including the ancient town of Hollókö and Buda Castle), experiencing one of the many festivals or taking a dip in Lake Balaton, Hungary has a unique experience for everyone.

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A new identity and storylines for the region of Scheldeland

The Scheldeland is a region in full development. There are a lot of investment going on in tourism, recreation and nature development. The region of Scheldeland therefore undoubtedly has a great deal of tourist and recreational potential. An ambitious plan has been worked out for the promotion of the region. In order to fully succeed in this, it was decided to look for an agency that could guide them in their search for a new brand identity, DNA and storylines that would connect all stakeholders. Above all, the result had to be immediately hands-on for all holidaymakers with practical tools for product development and communication.

KonsulTra was appointed as a partner in the elaboration of a participatory process. Together with our partners CityD-WES and Shtick, we are looking for the right positioning and vision for the future and we will be translating the result into a brand guide book and a manual for all stakeholders.

In the coming months, we will be plunging into this region, which covers a large part of the provinces of East Flanders and Antwerp. You can expect the outcome of this exercise just before the summer of 2021.

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Travel promotion during the current crisis. How to create new opportunities?

2020 will be a year that we will not soon forget. The travel sector has been hit hard. Yet there were also opportunities. Holidays in our own country were rediscovered, just like the splendour of our own region during cycling or walking tours. People spent more time in nature. The interest in active holidays is on the rise. And nearby destinations will flourish.

Moreover, during the summer months, more than 3 million Belgians went on holiday. They did not loose their travel appetite. Also in 2021 there will be opportunities with tourists looking for new experiences.

But how do you make your location, accommodation, region, activity,… the most suitable for the Belgian tourist in 2021? What type of activities should you offer? And how do you take care of your travel promotion?

Konsultra and CityD-WES, two organisations with many years of experience in the tourism sector, join forces.

Together we offer insights in the current trends and we provide practical tools allowing you to take fully advantages of the existing opportunities.

Our solutions
3 levels

Level 1: Learning from existing studies

Here we look at existing studies, market trends and our own insights. KonsulTra and CityD-WES have a lot of reference work and our own studies on which we can rely. We map out research and insights from the past few months and translate them into the needs and scale of your location, accommodation, region or activity. We immediately do this translation hands-on, with practical tools and to-the-point recommendations.

Budget: 1.500 Euro

Level 2: Targeted additional research

With this solution we are going to supplement the available knowledge with some specific questions and objectives. We will take these into account in our existing tools and solutions such as the Consumeter, where we gauge consumer behaviour. A survey of relevant target groups, stakeholders and experts is also possible. Each time with the intention of being able to support your location, accommodation, region or activity in a more budget-friendly way.

Budget: 1.500 Euro + Supplements based on your wishes

Level 3: A tailor-made analysis

Together we look at the objectives and determine our approach and way of working composed entirely to your needs. The end result is an analysis with recommendations and concrete tips for your location, accommodation, region or activity. From positioning, through product development to action-oriented communication. We ensure that the information is usable and immediately applicable in practice.

Budget: tailor-made proposal

Interested?

Are you curious about the possibilities and would you like to receive more information? Send us an email to info@konsultra.be. We will be happy to schedule in a call so that we can look at the right option together.

Who is CityD-WES?

The CityD-WES Group has two branches (Bruges and Houthalen-Helchteren) and a team of experts in various fields. With two strong brand names, CityD and DataD, we assist the tourism sector in their projects.

DataD, dynamic research and strategy focuses on (market) research and strategic development for companies and social organisations in their search for repositioning, market opportunities, feasibility/potential or optimisation. CityD, dynamic city improvement stands for strategic research into the desirability and feasibility of urban facilities such as retail, tourism, leisure and housing.

More information: https://cityd-wes.be

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KonsulTra official representative agency of Tenerife

Well, actually it has been since February, but suddenly we were called to the order of the day very suddenly and very hard. We haven’t had a chance to make it official ever since. But here goes. KonsulTra will be promoting Tenerife on the Belgian and Luxembourg market for at least one year in collaboration with our partner Interface Tourism Netherlands. They will take care of the Netherlands within our Benelux representation for the Tourism Board of Tenerife.

In the coming months we will focus on the relaunch of tourism, but at the same time we will also look at the possibilities in the longer term. We want to work on the image of the destination. For example, we will focus on rejuvenating the profile of tourists coming from our region and demonstrate that the destination is much more than the popular South.

You can expect numerous online and B2C campaigns, video marketing and targeted promotions. We also analyze all options on the market, make adjustments where necessary and zoom in on specific product developments when see any opportunities. It will clearly be an intense collaboration.

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We will take you on the Route du Bonheur this summer

In recent months, many Belgians have rediscovered their own region. We walked or cycled through our country and discovered local products and nice places along the way. This summer there are new opportunities to convince Belgians to travel in their own country. 4 Relais & Châteaux hotels decided to join forces. They will take you on Route du Bonheur. A tour of historical centers, cultural cities, surprising boutiques, sunny terraces and beautiful nature reserves. A name that delivers on its promises. Because Belgium has everything for an unforgettable summer holiday.

KonsulTra was allowed to help shape the concept and communication. We present the four beautiful hotels but also zoom in on the strengths of the regions where they are located. A holidaymaker does not only choose where he or she stays overnight. The whole picture must be correct. The holiday experience must be right.

Based on a microsite in Dutch and French, tailor-made newsletters and a targeted social media campaign, we will encourage travelers to go on Route du Bonheur in the coming months. A luxurious tour through Belgium at exceptional rates.

We found this to be a great example on how you can join forces as accommodation suppliers and come up with new packages and a strong promotional campaign.

Curious? Would you also like to go on Route du Bonheur from Bruges to Lanaken? Or from Antwerp to Rochefort? Visit the website www.routedubonheur.be and discover all about it.

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