Update of Censydiam (Segmentation Surveys for marketing of Norway as a holiday destination)

Description

Innovation Norway will contribute to increased value creation in the tourism industry within a sustainable framework and work on profiling Norway as a year-round travel destination. We work towards the tourism industry with network building, expertise, advice and financing. Working with the Norway brand is an important part of this. In the work to market Norway as a holiday country and develop the Norwegian tourism product, it is crucial to have a good understanding of the target group. After two years of the pandemic and climate change being in the spotlight, it is important for us to update the existing insights. What changes have occurred in the market since last we set our goals? Lot 1: Innovation Norway will contribute to increased value creation in the tourism industry within a sustainable framework and work on profiling Norway as a year-round travel destination. We work towards the tourism industry with network building, expertise, advice and financing. Working with the Norway brand is an important part of this. In the work to market Norway as a holiday country and develop the Norwegian tourism product, it is crucial to have a good understanding of the target group. After two years of the pandemic and climate change being in the spotlight, it is important for us to update the existing insights. What changes have occurred in the market since last we set our goals? Have the sizes of the motivation segments changed? What is Norway's position and what does the competitive situation look like? What attitudes do people have towards a holiday abroad, what hygiene factors must a destination have and what barriers are there to travelling? To what extent are consumers concerned with making sustainable choices when they travel and are there other consumer trends that we need to take into account? Previous segmentation surveys have been very useful for understanding tourists' needs and Norway's position, both in relation to competitors and tourists' perceptions of Norway. Therefore, it is absolutely essential that the chosen Tenderer has the same methodological approach, so that results can be compared with previous results. Meanwhile, we are coming out of two years of pandemic, there is a war and it is likely that several European markets are heading into a recession. Innovation Norway's own Travel Barometer in six European markets has shown us that interest in travelling for a holiday abroad changes in line with changes in the environment. Therefore, it is important to try to isolate "temporary noise", even though uncertainty and economic downturn may be the new normal. The objective of this contest is to find a tenderer who can carry out segmentation surveys in the central markets to give us answers to these questions. Markets The previous survey was carried out in Denmark, Sweden, the Netherlands, Germany, France, Italy, Spain, Great Britain, the USA and China. As of now, it is a bit uncertain which and how many markets we will enter this time, and the Contracting Authority is not making any commitments, but there is a high probability that it will now be carried out in Denmark, Sweden, Great Britain, Germany, the Netherlands and France. Other European markets may also be included. Reporting The results will be widely used. Both internally and by the industry, consultancy and advertising environments, so it is crucial that the results are made available in a satisfactory way. Each of the markets in which the survey is conducted must have its own national report in addition to a main report that covers the main findings across the board. It is also desirable that the Supplier makes the results available digitally (and possibly contributes to them), so that the user can easily navigate between different motive segments and what characterises them, together with Norway's position, competitive situation, etc. It is difficult to estimate the value of the procurement, but based on figures from experience, the anticipated nominal value is NOK 6-10 million. However, this is not binding for the contracting authority. The maximum value of the contract is NOK 11 million. The framework agreement will have exhausted its effect when the framework agreement's total value has been reached. Subject to budget changes and that the company’s priorities can influence the competition implementation and the contract terms. A different provider can be engaged if the contracting authority requires this. See the previous surveys here: Målgruppeinnsikt (visitnorway.com)