Coopetition

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Coopetition
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• Co-operation
• Competition
• Coopetition

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Coopetition is Key

• Again, the clients are buying Serbia, not
  individual hotels or services at the bid stage.
• Sell Serbia successfully first Cooperation
• Once the congress is booked, sell your own
  service Competition
• Work together first - then get your share
  Coopetition
• Synergy gt Individual effort
• Coopetition will get you more than straight
  competition.

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No Coopetition, Limited Success

• Case Study A major Asian destination that
• shall remain nameless
• PCOs/DMCs dont want a convention bureau
• Because they are in the market and getting some
  business and dont want to have to share the
  business
• The destination is not performing well
• Those PCOs/DMCs have less business than they
  could if the destination was performing well
• Whats easier, being out in the international
  market as one business, or being part of a shared
  enterprise that many other businesses are helping
  to pay for?

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Destination Positioning

• All product is presented
• Meeting planners guides
• Website, etc.
• Everyone participates in destination sell
• Therefore, there is coopetition
• Without coopetition, there is no destination

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Realities of Coopetition

• PCOs/DMCs You may not always be the bidding
  partner
• Hotels/venues You may not always be on the
  familiarisation tour itinerary
• Service providers You may not always be involved
  in site inspection activities
• But, if Serbia wins the business you will get
  your share

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Core Needs of Coopetition

• Coordination Convention Visitor Bureaus
• Active support and involvement Serbias hotels,
  venues and service industry
• Shared vision - building Serbia as an
  international congress destination

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Coopetiton at Destination Level

• The meeting market is very competitive
• Association market - competitive BUT once you
  have got the meeting you wont have it again for
  maybe
• 10-20 years

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Information Network

• Develop your international network within ICCA or
  SITE, MPI etc.
• This will be your meetings intelligence source

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Lead Sharing

• Give information about meetings you already have
  won or had in your destination
• Get information about meetings you want from
  destinations who have already won or organised
  them

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Intelligence

• What kind of information?
• Decision makers
• Budgets
• Attendances
• Key arguments for selecting a destination
• Hotel occupancy
• Gossip

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BestCities

• Coopetition Case Study

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Coopetiton

• BestCities Case Study.ppt
• TO GET
• you have to be prepared
• TO GIVE

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Coopetition at the Local Level
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Keeping Business in Serbia

• If you hear from a group, and you cant handle it
  refer it to someone in Serbia who can.
• Develop partnerships with competitors

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Work as a Team

• Participate in destination sales activities
  organised by the bureau
• Trade shows
• Sales missions
• Cooperative lead development is coopetition

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Belgrade Sales Tools

• Participate in destination marketing programs
• Meeting Planners Guide
• Bid Book
• Website
• ..\Macau\Macau Listings Sample.pdf

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