Eurail Group GIE: Marketing Rail Travel in Europe
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Case Details:
Case Code : MKTG158
Case Length : 14 Pages
Period : 2001-2006
Pub Date : 2007
Teaching Note :Not Available
Organization : Eurail Group GIE
Industry : Travel and Tourism
Countries : Worldwide
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Excerpts Contd...
Promoting Eurail
Individual companies in the Eurail community
advertised their rail networks through authorized sales agencies.
Eurail Passes were extensively advertised on the websites of major
and minor travel agents. One such ad said - "All of Europe is at
your fingertips when you're a Eurailpass ticket holder." Each year,
Eurail and its agents spent US$ 5-6 million on marketing and
advertising the Eurail Passes and Eurailtickets (See Exhibit VIII
for online advertisements of Eurail Passes)...
Challenges for Eurail
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It was generally believed that Eurail Passes were a better option only on
railway lines in Western Europe. This was because much of the railway network in
Eastern Europe was old and, therefore, considered unsafe. The trains on these
networks were not always punctual either. A travel blog had this to say - "Some
of the regional services (in Eastern Europe) can be quite bad. I encountered old
beat-up diesel trains that chugged loudly down the tracks and offered bumpy
rides without air conditioning. Timeliness was not a guarantee." Also, the
point-to-point ticket costs were quite low on these railways, making the
purchase of any rail pass unnecessary...
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The Track Ahead
Europe's trains were perceived to be virtually inseparable from European
culture and were just as much a part of the travel experience as sightseeing
and dining. On May 22, 2006, Eurail reported a positive 9% growth in sales
for the first quarter of 2006 over the corresponding quarter of the previous
year...
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Exhibits
Exhibit I: Other Rail Passes in Europe
Exhibit II: Eurail Logo
Exhibit III: Eurail Network Map
Exhibit IV: Share of Modes of Travel (Inbound World Tourism in 2004)
Exhibit V: The Eurail Network
Exhibit VI: A Photo of the Inter City Express (ICE)
Exhibit VII: The Dining Facilities on a Eurail (Renfe-Operated) Train in
Spain
Exhibit VIII: Online Advertisements for Eurail Pass
Exhibit IX: The Interior of a Eurail (Sbb-Operated) Train in Switzerland
Exhibit X: International Tourist Arrivals in Europe
Exhibit XI: Evolution of International Eurail Travellers by Month |
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