Vision, mission and strategy
Great goals for the Lenzerheide holiday region
- Varied nature and holiday experiences.
- A comprehensive sports infrastructure for professional training as well as for simply enjoying the sporting experience.
- The possibility for spontaneous excursions to Lenzerheide due to the easy and quick accessibility.
- A variety of events in a good atmosphere.
LMS AG therefore recognises its mission in the ...
Promote demand for the holiday region of Lenzerheide and Arosa Lenzerheide.
Positioning the service providers and their products and services in the market.
Providing impetus in the further development of products and services and in driving the destination forward together with its partners.
Orienting guests in the diverse holiday region of Lenzerheide and creating holiday experiences that suit them.
Support and in the communication of tourist events.
Strategic business areas
«Alpine snow sports» is the main business of the Lenzerheide holiday region. This business field is handled in close cooperation with LBB AG as the central service provider and Arosa Tourism as a partner within the Arosa Lenzerheide brand hierarchy.
Next to hiking, «Bike» is the biggest summer product of the Lenzerheide holiday region and holds an excellent position in the Swiss competition. In terms of communication, Arosa Lenzerheide is positioned and promoted as the Bike Kingdom under the lead of LMS AG.
«Nordic» complements the main winter business in Lenzerheide. Cross-country skiing and biathlon products are actively marketed in close cooperation with Roland Arena AG as the central service provider and other regional partners. Product development and strategic further development are the responsibility of LMS AG.
«Families» form the largest guest segment in the Lenzerheide holiday region. In close cooperation with the service providers as product developers, interesting family offers are launched and brought to the forefront of communication.
To reinforce the promotion, regular events with a strong, supra-regional communication effect are organized for the three sports business segments Alpine Snow Sports, Nordic, and Bike.
The proactive marketing of the Lenzerheide holiday region by LMS AG takes place primarily in the Swiss market. For marketing in other European countries and in the long-distance markets, LMS AG relies on cooperations and alliances with LBB AG, the hotel industry, Graubünden Ferien and Switzerland Tourism.
Lenzerheide: sporty, dynamic, innovative
The Lenzerheide holiday region has been working in four strategic business areas for over ten years: Alpine Snow Sports, Bike, Nordic, and Families. A separate marketing concept is developed, budgeted and implemented for all four business areas each financial year. This also includes the requirement to hold regular events with a strong communication effect. It is therefore no coincidence that Lenzerheide is still the only holiday region in Switzerland that regularly organizes major international events in three (alpine skiing, cross-country skiing, mountain biking) and soon four (biathlon) sports.
The guest structure is correspondingly sporty: Lenzerheide guests ski in winter and go cross-country skiing, in summer they can be found on the mountain on foot or by bike.
Institute of Brand Logic, ein führendes Unternehmen zur Beratung von Destinationsentwicklung, hat im Frühjahr 2023 bei der lokalen Bevölkerung und bei Leistungsträgern eine Umfrage über die Zukunftsfähigkeit der Destination durchgeführt. Das Ergebnis: Die Ferienregion Lenzerheide hat eine gute Basis, um sich zukunftsorientiert, innovativ und nachhaltig zu entwickeln.
The marketing strategy of LMS AG follows and supports the destination development strategy. This enables LMS AG to reflect the constantly changing framework conditions and the needs of the service providers in its marketing activities.
As early as 2007, Lenzerheide Tourism and the destination communities drew up a 7-point programme in the sense of a forward strategy to strengthen tourism in Lenzerheide, with clear priorities:
Increased snow reliability → 63% of the piste area of the Arosa Lenzerheide ski area covered with snow
New service dimension through the Arosa Lenzerheide connection → Arosa Lenzerheide ski area connection since winter 2013/14
Improving the range of warm beds → New construction of PRIVÀ Alpine Lodge, Revier, Hotel Lai
New traffic concept and visitor logistics (portal strategy) → New construction of Churwalden portal, parking guidance system
Optimization of marketing → Foundation of LMS AG
Improved sports infrastructures on the mountain (winter and summer) → New construction of bike park and various railway facilities
Attractiveness of the non-sporting experience → H2Lai sports centre, various themed trails, expansion of Gastronomy offer.
As part of a new destination development strategy, the positioning and development projects of the holiday region for the next few years are to be defined and communicated in a cross-tourism committee by the end of 2022. A major event strategy is to be drawn up somewhat earlier to define which major events are to be held in Lenzerheide in the future and under what conditions.
Destination plan 2030
- The destination plan provides an overview of the projects currently under discussion and the jointly defined strategies of the Lenzerheide destination.
- The plan serves to ensure that these projects are examined and implemented step by step over the next 5 to 10 years.
- The plan also shows the strategies and considerations with which Destination Lenzerheide wants to move into the future and the goals that all the players (communities, tourism organization, service providers) want to and should align themselves with in order to be able to pull together.
- The plan includes a variety of projects that require investment. The release of these funds is done on a project-by-project basis at the time of implementation and is subject to the availability of funds and the approval of the funding parties.
- The progress of the project development is continuously reviewed under the leadership of the LMS and evaluated with the communities and service providers.
Brand World Lenzerheide
The two holiday regions of Arosa and Lenzerheide as well as the Arosa Lenzerheide ski area have been using the joint Arosa Lenzerheide brand since the ski area connection in 2014. In the course of a new brand strategy, three new brand worlds for Arosa, Lenzerheide and the Arosa Lenzerheide ski area were created in autumn 2021. The aim of the new brand architecture is differentiation and clear positioning, which nevertheless has a common thread and reflects the connection between Arosa and Lenzerheide.
Arosa and Lenzerheide have different guest structures, offers, and marketing focuses. By creating three new brand worlds, one for Arosa, one for Lenzerheide and one for the Arosa Lenzerheide ski area, the three different players can position themselves more clearly and differentiate themselves from each other. In saturated markets, it is all the more important to be able to position oneself clearly and thus differentiate oneself. Those who deviate positively and strikingly from the usual manage to be noticed and remembered by guests. The new brands create trust and increase recognition. Nevertheless, the brand worlds are coordinated with each other and harmonize as a whole from a single mould.
The Lenzerheide holiday region has been a partner of the «graubünden» brand since 2006. As a brand user, we carry the Capricorn not only in our hearts, but also on our means of communication. The further developed design of the «graubünden» brand offers Lenzerheide new scope for development and at the same time ensures that it belongs to the regional brand. The new appearance was therefore developed in close coordination with the «graubünden» brand.
In the holiday region of Lenzerheide, we value personal and uncomplicated interaction. As part of the new brand strategy, we have therefore changed the way we address our guests.
In addition, we define gender-equitable language not only by the equality of men and women in language use, but by the equality of all forms of gender, both biological and social. We therefore strive for gender-inclusive language