1. Developing sources of competitive advange in the norwegian travel industry
Per Morten Vigtel
Biotour startup meeting,
15. September 2016

2. REISEPOL
15.1 MNOK from the Research Council 4.5 MNOK in cash from partners 4.5 MNOK in dedicated time from partners 24.1 MNOK in total budget

3. 20 partner companies involved in the project
Thon Hotels
Rica Hotels
Rezidor Hotel Group
Scandic Hotels
Choice Hotels Scandinavia
SAS
Norwegian
Color Line
Hurtigruten Group ASA
NSB
Visit Oslo AS
Alpinanleggenes landsforening LO
Skistar Norge
Fjord Norge
NCE Tourism
Arena USUS (74 tourism, cultural and creative companies) co VisitSørlandet
NHO
NHO Reiseliv
Avinor

4. REISEPOL research team
Anniken Enger
WP1 Scenario
Erik Jakobsen
WP2 Productivity
Kirsti Hjemdahl
WP2 Competence
Tor Helge Aas
WP3 Innovation
Marit Engeset
WP4 Digital
packaging
Kåre Sandvik
Head PL &
WP5 Return on
Marketing

5. Main objectives
New and relevant research evidence the companies in the tourism industry can use to improve their competitive advantage in the international tourist markets (to gain international market shares!).
To become a research based platform for growth oriented public policy for the travel industry

6. WP4 Competitive packages
The Project Ambitions
WP2 Tourism Management
WP3 Innovation
WP4 Competitive packages
WP5 Return on Marketing
Norwegian tourism best on labour productivtity
Norway becomes a high quality destination and recognized for at least 5 vacation categories
Norway becomes leading in digital packaging
Norway best on «Return on Marketing»
WP1 Scenarios 2025

7. Two premisses for user driven research
It is important to distinguish between to «do research on» vs to «do research for».  User driven research implies that the users define topics and research questions that the research address in their research
This presupposes a genuine commitment from the companies and their top management. Important that they contribute with facts, data and formulate their knowledge and research needs

8. Organizing for effective user driven managment
The establishment of a research secretariat the consists of a partner companies representative (i.e., the secretariat leder of Forum for Reiseliv) and leaders of the research project. Meetings at least twice a month.
The establishment of project groups of both researches and partner companies representatives.
REISEPOL has been a central topic on every board meetings in Forum for Reiseliv. REISEPOL’s head of research has participated at all board meetings.

9. Project Structure User-Driven Management Research Deliveries
Steering Committee
Research Team Scenario
WP1 Scenario
Research Team Tourism Management og Open Innovation
WP2 Tourism Managment
WP3 Open Innovation
Research Team Packaging and International sales and marketing
WP4 Digital Travel Packages
WP5 International Sales and Marketing
Research secretariat
PMV/KS
User-Driven Management
Research Deliveries

10. Conclusion
The REISEPOL discussions in the board meetings have been the most effective ones. This has been the arena for Norway’s 15 largest travel companies and organizations in travel and tourism.
The two first years were dominated by multiple meetings in project groups for each of the working packages (WPs). Middle managers met in these meetings together with the researchers.
The experience shows the importance that decision makers are present and participate in discussions
It can be concluded that REISEPOL and the dialogue among researchers and travel industry executives have had of great value, both commercially and for public policy.