"Digital Transformation for European Tourism: How the future will be shaped" - Giuseppe Taranto

Giuseppe Taranto
Hotel General Manager #wmday
Digital Transformation for European
Tourism:
How the future will be shaped.

What does mean “Digital
Transformation”?
Digital Transformation (DT or DX[1]) is the adoption of digital technology to
transform services or businesses, through replacing non-digital or manual processes
with digital processes or replacing older digital technology with newer digital
technology. Digital solutions may enable – in addition to efficiency via automation –
new types of innovation and creativity, rather than simply enhancing and supporting
traditional methods.
Source: Wikipedia.

What about
“Digital Transformation” in Tourism?
“Digital Tourism” means the use of all the most varied Digital Tools to:
- Prepare (choose Destination, plan duration,define budget);
- Organize and Manage (Booking Flights, Accommodation, Excursions, Defining
Itineraries);
- Enjoy (Living Trip);
- Share (Sharing Trip with Friends, Relatives, etc.)
a Trip.

What about
Just a step back
The Web becomes Dynamic: multiple online
applications allow real-time interaction
between the user and websites, such as
content sharing platforms and Social
Networks.
Tourism 2.0
(Users/Customers as goal)

What about
Just a step back
The Web through Social Networks influences
the purchasing process and therefore the
choice of Destination.
Tourism 2.0 3.0

What about
Just a step forward
Huge quantities of data collected by a large
number of travelers are processed to create a
unique, personalized Travel Experience.
Tourism 3.0 4.0

What about
Technology is Everywhere
Tourism evolves as Technology evolves =
Tourism Demand Evolves

What about

What about
Internet, Mobile, Social Media, etc. have:
- Radically Modified Tourism Demand;
- Influenced Decisional Process in purchasing phase;
- Affected the Reputation of Destinations, Services,
etc.;
- Replaced traditional Communication Channels;
- Modified Travel Experience.

What about
Tourist 3.0
- Millennial (born between 1981 and
1994/6);
- Thinks that confrontation is essential to
make decisions (collects information
through Social Networks, Metasearch,
World of Mouth and etc.);
- After choosing Destination, being worried
about convenience factor, search for the
best deals and tends to short stays;
- Communicates using E-mail or Mobile
Phone (WhatsApp, Social Networks)
requiring almost a real-time reply;

What about
Tourist 3.0
- Needs a Free (Working Good) WIFI;
- Only uses the Smartphone as Camera,
Guide, Translator;
- Checks reviews (that will influence
choices) before entering a Restaurant,
making an excursions, etc.;
- Wants to live unique and unforgettable
experiences to share in real-time;
- 1 on 2 will write a Review.

What about
Web Reputation
Web Reputation reflects the opinion of People based on
online reviews, comments, etc. about a place, a product or a
service.

What about
Not only Web Reputation but also

What about
E-Word of Mouth
Word of Mouth is empowered by Social Media and still
remains the most effective instrument of Marketing.

What about

What about
Most important technological solutions
- Mobile Technology;
- Virtual Reality (VR);
- Internet of Things (IoT);
- Virtual Assistants;
- Big Data;
- Blockchain;
- 5G.

What about
Mobile Technology
The Smartphone is undoubtedly the protagonist of the new way of
traveling. It has become a guide, an own travel agency, an efficient
restaurant locator, alwyas the right "map" to find your way, a great
camera for collecting memories and much, much more.

What about
Virtual Reality & Augmented-Reality
Virtual Reality allows to teleport from own sofa to every corner of the
World. More and more Companies are using it to show users the
experience they are going to have.
Augmented-Reality enriches human sensorial perception thanks to
information not perceptible through five senses.

What about
Internet of Things (IoT)
The Internet of things (IoT) describes the network of physical objects
—“things”—that are embedded with sensors, software, and other
technologies for the purpose of connecting and exchanging data with
other devices and systems over the Internet. (e.g. Apps for Self Check-
in, Apps for customizing in-room lights, etc.).

What about
Virtual Assistants
Siri or Alexa are well known as Virtual Assistants of Apple and Amazon
replying to all our requests or cuoriosities; this type of "Assistance" is
starting to be enlisted in Hospitality with dedicated projects.

What about
Big Data
Data is going to play a huge part in the new era of Tourism; it allows to
accurately predict tourist demand and offering a very customized Travel
Experience thanks to crossing Guests' preferences data. A great
competitive advantage!

What about
Blockchain
A Blockchain is a growing list of records, called blocks, that are linked
using cryptography and so resistant to modification of its data, that
cannot be altered retroactively. Although it is mainly associated with
the finance world, it could be used to identify passengers at the airport,
ensure transparency in the opinions given by tourists or for easy and
secure payments.

What about
5G
5G grants networks 20 times faster than before, allowing Travel
Technology to discover new potential and using at best technological
instruments. This Technology will allow the born of “Smart Cities”.

What about
Digital Themes

What about
Riding Experiential Cycle

What about
Riding Experiential Cycle – Pre Experience
It's time to Relationship Marketing, trasforming business
communication in relationship with Customers.
Cross Media Marketing defines the publication of contents in various
forms on different channels to reach in a capillary way potential
Customers.

What about
Riding Experiential Cycle – Pre Experience
Cross Media Marketing aimes to:
- Promote proposed contents;
- Engaging potential Customers;
- Build loyalty with potential Customers.
Main Cross Media Marketing channels are:
- Web Marketing;
- Mobile Marketing;
- Social Media Marketing.

What about
Riding Experiential Cycle – In Experience
A Territorial Strategy should foresee:
- Responsive Web Site and Social Media Profiles where potential Tourist
can easy find information (right and updated information);
- Implementation of local service (e.g. Transport) on providers as Google
Maps to facilitate movement on site;
- Positioning of Interactive Totems or Intelligent Kiosks in a capillary way
on territory allow Tourist to access information by the way;
- Usage of APP or Innovative Technologies (Augmented-Reality, QR
code, etc.) to improve Travel Experience with mobile devices.

What about
Interactive Totems or
Intelligent Kiosks allow to
follow itineraries and have
easy access to all
information concerning
attractions on site.

What about
Virtual Reality and Augmented-Reality allow to live cities as they were
centuries ago and having information to follow own interests on site
(Sport, Culture, Hobbies, etc.).

What about
Wearable Technology can
support experience
simplifying procedure and
keep health under control.
Local Storytellers can lead
visits thanks to words, pics,
sounds enriching Travel
Experience.

What about
Riding Experiential Cycle – Post Experience
Travel Experiences are fragmented between MetaSearch Channels and
Social Networks; Storytelling allows to spread Stories, that are
illustrative, easily memorable and allow Destinations to create stronger
emotional bonds with potential Tourists.

What about
Videos as constantly Emerging Trend

What about
Digital Marketing
Digital Marketing is the set of
marketing activities that use
web channels to develop their
commercial network, analyze
market trends, predict their
progress and create offers on
the target customer profile.

What about
Digital Marketing Mix

What about
Digital Marketing

What about
Tools of Digital Marketing
- SEO (Search Engine
Optimization);
- SEM (Search Engine Marketing);
- Display Advertising;
- Content marketing;
- DEM – Direct E-mail Marketing;
- Social Media Marketing (SMM);
- Web Analytics.

What about
SEO (Search Engine Optimization)
SEO is the set of strategies and practices aimed at increasing the
visibility of a website by improving its position in search engine
rankings, in unpaid results, called "pure" or "organic" results.

What about
SEM (Search Engine Marketing)
SEM identifies a broader scope of
SEO, which includes SEO itself but
also SEA. The latter is the acronym
for "Search Engine Advertising"
and is the discipline that includes
all the strategies and techniques
aimed at increasing the visibility
of a website by improving the
positioning of the site among the
paid search engine results.

What about
Display Advertising
This is a technique that involves the use of paid spaces within sites that
are of interest to the user to promote a product or service (e.g.
Banners, Popups).

What about
Content Marketing
Content Marketing deals with drafting texts that encourage user
involvement. Its purpose is to increase the brand identity, the web
reputation - perhaps through a multi-channel sharing strategy - and
finally to promote monetization from the web itself.

What about
DEM – Direct E-mail Marketing
DEM is the set of strategies and
tactics that promote a product,
service or an event through the
distribution of e-mail
communications. The goal is to
implement relationships between
brand and audience or to send
information and updates of a
promotional nature.

What about
Social Media Marketing (SMM)
SMM is that set of multipurpose strategies, tailor-made for social
platforms, through which companies and brands aim to promote their
products or services, reach new customers or engage current customers
more and better and last but not least, to build and spread its image
and values.

What about
Web Analytics
It is the measurement of data as it relates to an Internet site, including
the behavior of visitors, the amount of traffic, the conversion rates, web
server performance, user experience, and other information in order to
understand and proof of results and continually improve the results of a
site towards a set of objectives.

What about
Creation of New Model of Businesses
Technological Innovation and Sharing Economy new sustainable Model of Businesses:
–Carsharing, ridesharing, carpooling;
–Bike sharing;
–Boat sharing;
–Home sharing;
–Couchsurfing;
–Mealsharing;
–Garden sharing.

What about
Here We Have a Smart Destination!

What about
Top 10 Growing Smart Cities
- Singapore: Its Smart Nation vision aims to digitally collect information from throughout
the city using sensors linked to aggregation boxes;
- Dubai: Dubai is working to digitize all government services and building a hyperloop;
- Oslo: Oslo is building a sustainable city on 260 acres from the ground up, powered only
with renewable energy;
- Copenhagen: Copenhagen’s system monitors and analyzes traffic and other data in
real time;
- Boston: Boston wants to implement “participatory urbanism” through citizen
participation;

What about
Top 10 Growing Smart Cities
- Amsterdam: Amsterdam has an open data base with 12,000 datasets from every
district;
- New York: New York is installing online kiosks for people to stay online;
- London: London emphasizes 5G connectivity;
- Barcelona: Barcelona was one of the first cities to embrace smart systems;
- Hong Kong: Hong Kong launched more than 70 smart city initiatives.
Source: www.asme.org

What about
And Now What? Is “Digital Trasformation”
blocked?

What about
Absolutely not!

What about
And Now What?

Digital Transformation for European
Tourism:
How the future will be shaped.
Giuseppe Taranto
Hotel General Manager
g.tarantojob@gmail.com

"Digital Transformation for European Tourism: How the future will be shaped" - Giuseppe Taranto

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"Digital Transformation for European Tourism: How the future will be shaped" - Giuseppe Taranto