TCI Research aims to help tourism stakeholders improve their performance and competitiveness through a better understanding of traveler’s opinions and expectations. TCI Research collects comparable international data -combining advantages of traditional and digital approaches- to provide independent and professional analysis with a special focus on the competitive environment of its clients.
Under the deal, TCI Research will provide ECM member cities with accurate and timely data highlighting city competitiveness issues based on city brand experience, with a different and special focus covered in each report. Research will cover specific sectors (Accommodation, Transportation, Shopping, Tourist Info Centers … ), special motivations and segments (MICE, Spa/wellness, Gastronomy, Culture, VFR) and specific markets or topics (sustainability, accessibility, digital hospitality, value for money… ).
In welcoming the new partnership, the President of European Cities Marketing, Dieter Hardt-Stremayr, commented: “In the past few years, the need for data has intensified and ECM progressively extends the range and quality of its market intelligence tools incorporating data on the visitors’ experience. Thanks to TCI Research, we can now further improve our research and benchmarking activities, with regular ‘barometer’ type readings – both for individual cities and for city tourism hospitality in Europe as a whole.”
Commenting on the partnership agreement, TCI Research CEO Olivier Henry-Biabaud added: "We are delighted to partner with ECM for measuring a key dimension of European cities' competitiveness: the visitors' experience. Today 40% of first time visitors choose a destination based on friends & relatives recommendation, it has become essential to measure and benchmark brand experience for improving CTO/CVB marketing and management while worldwide competition is getting increasingly intense.”
The topic of hospitality will also be covered in ECM next annual conference to be held in Copenhagen on June 5-8, 2013. In a truly competitive environment great hospitality is much more than just a smile. It is the key to competiveness as it can be the factor that can ‘make’ or ‘break’ your business.