Destination E-marketing: Trends, Opportunities and priorities

Anna Pollock, DestiCorp Presentation, Tromso, June 4 th , 2008 Destination E-marketing: Trends, Opportunities and Priorities 06/09/09

Scope ,[object Object],[object Object],[object Object],[object Object],[object Object],06/09/09

The Complex Value Chain 06/09/09

The IN-BOUND Tourism System ,[object Object],Destination Community 06/09/09

What are they trying to achieve? ,[object Object],[object Object],[object Object],[object Object],06/09/09

Characteristics of the Tourism System ,[object Object],[object Object],[object Object],[object Object],[object Object],06/09/09

Characteristics of the Tourism System ,[object Object],[object Object],[object Object],[object Object],06/09/09

Characteristics of the Tourism System ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],06/09/09

US Data – Source Terry Jones, Reardon USA 06/09/09

Automate the Value Chain! 06/09/09

And Reduce Friction or Pain! ,[object Object],06/09/09

50% of UK buyers find holiday bookings stressful! What pain exists in the system? 06/09/09

Consumers have less time to do more complex tasks 06/09/09

How Does She Get Information? 06/09/09

What pain exists for Guests? ,[object Object],[object Object],[object Object],[object Object],[object Object],06/09/09

Before During and After Her Visit? 06/09/09 2/3rds of the tourist experience is virtual – in their heads

The Guest’s Purchase Cycle – in theory 06/09/09

How Does the Supplier Reach Her? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],06/09/09 When…..

When the Customer Has Less Trust 76% of consumers don’t trust brands (Yankelovich) 80% of US shoppers place more trust in brands that offer ratings and reviews than those that don’t 75% of shoppers stated that it was extremely or very important to read customer reviews. Peer reviews are preferred over expert reviews by a 6 to 1 margin. Source: FutureLab Consumers are turning their backs or worse…… 06/09/09

Or When She Pays Less Attention? ,[object Object],[object Object],[object Object],Source: FutureLab 06/09/09

Or is simply overloaded? 06/09/09

What pain exists for the HOST? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],06/09/09

More Traditional Channels * Before digital radio and podcasting, Not counting blogs, face book and myspace pages 06/09/09 1960 2003 * Radio Stations 4,400 13,500 Magazine Titles 8,400 17,300 Channels per home 5.7 82.4

200,000,000 blogs 1.8 million residents >100,000,000 videos (65,000/day) www.ebay.com 21 Nov 2006 14,463,346 auctions Almost 4,000,000 articles (10 languages) 33,347,000 profiles 60 million members More New Channels 7 billion page views in Dec 2006 06/09/09

And there’s more! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],06/09/09

Introducing the DMS Puzzle! 06/09/09 A Destination Management System is a technology platform that comprises: 1. Content (creation, aggregation and distribution) 2. Processes (transactions and metrics) 3. Community (users and relationships) in order to attract and support guests; help tourism providers find and serve customers; and increase the net benefits of tourism to the host community

1A. Content Creation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],06/09/09

1B. Content Aggregation ,[object Object],[object Object],[object Object],[object Object],06/09/09

1C. Content Distribution (Publishing) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],06/09/09

2A. Processes - Transactions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],06/09/09

2B. Processes - Metrics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],06/09/09

3. Community ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],06/09/09

TIPS FOR AND ABOUT THE FUTURE ,[object Object],[object Object],[object Object],[object Object],06/09/09

One web site is not enough 06/09/09

TIPS FOR AND ABOUT THE FUTURE ,[object Object],[object Object],[object Object],[object Object],[object Object],06/09/09

Let the Locals Do the Talking 06/09/09

http://www.communityofsweden.com/Pages/Start/StartPage.aspx 06/09/09

http://www.newzealand.com/travel/USA/ 06/09/09

http://www.classicbritain.no / 06/09/09

http://www.fallstv.ca/ 06/09/09

Thank You! ,[object Object],[object Object],[object Object],06/09/09

Destination E-marketing: Trends, Opportunities and priorities

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Destination E-marketing: Trends, Opportunities and priorities