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The


NEW NORMAL
25    LESSONS TO HELP YOUR TOURISM ORGANIZATION
      THRIVE IN THE AGE OF THE DIGITAL CONSUMER.
@travel2dot0 • #HHC2013




@travel2dot0
@travel2dot0 • #HHC2013




#HHC2013
@travel2dot0 • #HHC2013




KICKING OFF
#HHC2013 W/ A
KEYNOTE FROM
@travel2dot0.
@travel2dot0 • #HHC2013




slideshare.net/
tthompson
@travel2dot0 • #HHC2013
@travel2dot0 • #HHC2013
@travel2dot0 • #HHC2013
@travel2dot0 • #HHC2013
@travel2dot0 • #HHC2013




THOUGHT
LEADER
@travel2dot0 • #HHC2013




ANNOYING
@travel2dot0 • #HHC2013




ONE OF THE
FOUR
HORSEMEN OF
THE DIGITAL
APOCALYPSE
@travel2dot0 • #HHC2013




A HANDSOME
DREW CAREY
@travel2dot0 • #HHC2013




Troy
@travel2dot0 • #HHC2013




Troy   Drew
@travel2dot0 • #HHC2013




The
      LESSONS
@travel2dot0 • #HHC2013




No. 1
        KNOW THE
        MARKETPLACE.
@travel2dot0 • #HHC2013




THE AVG. DMO
GETS ABOUT
22% OF WEB
TRAFFIC FROM
MOBILE.
       Source: Mark Research Report / How
       Travelers are Engaging with Destinations
       on the Mobile Web / December 2012
@travel2dot0 • #HHC2013




WEB VISITS
FROM TABLETS
GREW 10X
FASTER THAN
MOBILE.
       Source: Adobe® Digital Index Report /
       May 2012
@travel2dot0 • #HHC2013




AIRBNB IS
FILLING MORE
ROOM NIGHTS
THAN HILTON
HOTELS.
       Source: TechCrunch / December 2012
@travel2dot0 • #HHC2013




pewinternet.org
destinationanalysts.com
travel2dot0.com
@travel2dot0 • #HHC2013




        ASK YOUR
No. 2
        CUSTOMERS
        WHAT THEY
        THINK.
@travel2dot0 • #HHC2013




'consumer surveys'
@travel2dot0 • #HHC2013
@travel2dot0 • #HHC2013




No. 3
        STOP CALLING
        IT BRANDING.
@travel2dot0 • #HHC2013
@travel2dot0 • #HHC2013




STORY +
EXPERIENCE /
EXPECTATION =
BRAND
@travel2dot0 • #HHC2013




Gran Bahia Principe Punta Cana
@travel2dot0 • #HHC2013




Gran Bahia Principe Punta Cana
@travel2dot0 • #HHC2013




L'Enfant Plaza
@travel2dot0 • #HHC2013




L'Enfant Plaza
@travel2dot0 • #HHC2013




        UNDERSTAND
No. 4
        YOUR PLACE IN
        THE FUNNEL.
@travel2dot0 • #HHC2013




No. 6
        TIM ALLEN
        IS A JERK.
@travel2dot0 • #HHC2013
@travel2dot0 • #HHC2013




No. 6
        BE USEFUL
        + HELPFUL.
@travel2dot0 • #HHC2013




YOU BETTER BE
REALLY FUNNY
OR REALLY
USEFUL. START
W/ USEFUL.
@travel2dot0 • #HHC2013




        BRAND
No. 7
        LOYALTY
        HAS BEEN
        REPLACED.
@travel2dot0 • #HHC2013
@travel2dot0 • #HHC2013




        UTILITY IS
No. 8
        THE NEW
        LOYALTY.
@travel2dot0 • #HHC2013




        CUSTOMER
No. 9
        SERVICE IS
        SOCIAL.
@travel2dot0 • #HHC2013




YOUR SOCIAL
STRATEGY IS
GREAT
CUSTOMER
SERVICE.
@travel2dot0 • #HHC2013
@travel2dot0 • #HHC2013




         PASSION
No. 10
         MAKES IT
         EASIER.
@travel2dot0 • #HHC2013




or
@travel2dot0 • #HHC2013




or
@travel2dot0 • #HHC2013




or
@travel2dot0 • #HHC2013




WOULD YOU
GET A LOGO
TATTOOED ON
YOUR ASS?
@travel2dot0 • #HHC2013




Coca-Cola
@travel2dot0 • #HHC2013




Harley-Davidson
@travel2dot0 • #HHC2013




ET
@travel2dot0 • #HHC2013




Apple
@travel2dot0 • #HHC2013




Geek Squad
@travel2dot0 • #HHC2013




Google
@travel2dot0 • #HHC2013




ALF
@travel2dot0 • #HHC2013




Popeye's
@travel2dot0 • #HHC2013




Mitt Romney
@travel2dot0 • #HHC2013




Eli + Payton
@travel2dot0 • #HHC2013




CONSUMER
PASSION
MAKES SOCIAL
MEDIA EASIER.
@travel2dot0 • #HHC2013
@travel2dot0 • #HHC2013
@travel2dot0 • #HHC2013
@travel2dot0 • #HHC2013




115 RTs   1,370 RTs   16,000 RTs
@travel2dot0 • #HHC2013
@travel2dot0 • #HHC2013




         THE GOAL IS
No. 11
         GOALS, NOT
         FANS.
@travel2dot0 • #HHC2013




78k


           Passion Ceiling




      7k
@travel2dot0 • #HHC2013




4. SALES
@travel2dot0 • #HHC2013




3. LOYALTY
4. SALES
@travel2dot0 • #HHC2013




2. POSITIONING
3. LOYALTY
4. SALES
@travel2dot0 • #HHC2013




1. SERVICE
2. POSITIONING
3. LOYALTY
4. SALES
@travel2dot0 • #HHC2013




YOU NEED A
LAUNCH,
COMM. + EXIT
PLAN FOR EACH
CHANNEL.
@travel2dot0 • #HHC2013




No. 12
         ENCOURAGE
         YOUR FANS.
@travel2dot0 • #HHC2013
@travel2dot0 • #HHC2013




         EXPECT THE
No. 13
         SHIT TO HIT
         THE FAN.
@travel2dot0 • #HHC2013
@travel2dot0 • #HHC2013
@travel2dot0 • #HHC2013
@travel2dot0 • #HHC2013




No. 14
         BE PREPARED
         TO RESPOND.
@travel2dot0 • #HHC2013




SOCIAL CRISIS
PLAN SHOULD
INCD. STAFF
OUTSIDE OF
SOCIAL DEPT.
@travel2dot0 • #HHC2013
@travel2dot0 • #HHC2013




         DON'T
No. 15
         RESTRICT YOUR
         EMPLOYEES.
@travel2dot0 • #HHC2013




PRETEND YOU
ARE SHARING
THIS WITH
YOUR MOTHER.
@travel2dot0 • #HHC2013




4. MONITOR
@travel2dot0 • #HHC2013




3. NO MOBILE
4. MONITOR
@travel2dot0 • #HHC2013




2. PERSONAL
3. NO MOBILE
4. MONITOR
@travel2dot0 • #HHC2013




1. TRUST
2. PERSONAL
3. NO MOBILE
4. MONITOR
@travel2dot0 • #HHC2013




         STOP
No. 16
         LISTENING TO
         GURUS.
         AND NINJAS.
@travel2dot0 • #HHC2013




EVERY
FACEBOOK
'GURU' HAS A
MAX OF 7 YRS.
EXPERIENCE.
@travel2dot0 • #HHC2013




No. 17
         DON'T
         BUY FRIENDS.
@travel2dot0 • #HHC2013




3. TWEETS
@travel2dot0 • #HHC2013




2. FB FANS
3. TWEETS
@travel2dot0 • #HHC2013




1. EMAILS
2. FB FANS
3. TWEETS
@travel2dot0 • #HHC2013
@travel2dot0 • #HHC2013




         DON'T ASSUME
No. 18
         YOU NEED AN
         APP.
@travel2dot0 • #HHC2013
@travel2dot0 • #HHC2013




getlisted.org
@travel2dot0 • #HHC2013




         UNDERSTAND +
No. 19
         ACCEPT YOUR
         LIMITATIONS.
@travel2dot0 • #HHC2013




PEOPLE WANT
TO TALK W/
PEOPLE, NOT
BRANDS.
@travel2dot0 • #HHC2013




         DON'T GET
No. 20
         TRICKED BY
         TECHNOLOGY.
@travel2dot0 • #HHC2013




         DON'T
No. 21
         OVERTHINK
         THIS SHIT.
@travel2dot0 • #HHC2013




No. 22
         BE
         TRANSPARENT.
@travel2dot0 • #HHC2013




No. 23
         FOCUS ON THE
         CORE.
@travel2dot0 • #HHC2013
@travel2dot0 • #HHC2013




No. 24
         SAY 'NO' MORE
         OFTEN.
@travel2dot0 • #HHC2013




No. 25
         ENJOY YOUR
         JOB.
@travel2dot0 • #HHC2013




THANKS
@travel2dot0 • #HHC2013




troy@travel2dot0.com
720-515-6010

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