Rear View – Forward View of ATDW @ Enter 2014 - Dublin

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  • This is a Mooloolaba
  • Mention the various external and internal reviews that have been undertaken over the years
  • Mention the various external and internal reviews that have been undertaken over the years
  • Green Arrow: Connection to indexRed Arrow: distribution Purple: Cross-sell/share
  • Rear View – Forward View of ATDW @ Enter 2014 - Dublin

    1. 1. Rear View – Forward View of ATDW @ Enter 2014 - Dublin
    2. 2. Two key stories to share  A contemplation on what has worked and what hasn’t in establishing and evolving the ATDW  A future view on what could be possible to continue its success 2
    3. 3. 3
    4. 4. Tourism is a key contributor to the Australian economy  $98 billion in total visitor expenditure,  Nearly 5% of the Australian workforce  6% of Australia’s export value  Australia ranked #11 out of 140 countries when measuring the nation's overall competitiveness (travel and tourism) against other countries  Australia ranked #2 out of 140 countries when measuring the performance of our natural resources (in terms of competitiveness)  Australia ranked #137 out of 140 countries when measuring price competitiveness in the travel and tourism industry  Despite the continuing high value of the Australian $ and the increased number of emerging destinations becoming active in tourism, international visitors to Australia grew at 5% in 2012–13 to reach a new record of 6.3 million visitors 4
    5. 5. 5
    6. 6. 12 Year Partnership  Joint initiative of Tourism Australia and all Australian State and Territory Government Tourism Organisations  Identified need to establish a national database to market a comprehensive range of Australian tourism products  Achieves a high quality national database, data standards, technology to aid content sharing 6
    7. 7. Picture of our product categories / icons / numbers 7
    8. 8. As of 30 Jul 2013 8
    9. 9. 9
    10. 10. 10
    11. 11. 13
    12. 12. Value to Industry…Leads 14
    13. 13. Platform Evolution 2002 ATDW 2008 TXA booking exchange 2004 STOs’ Local ATDWs 2010 New data standard 2008 Tourism e-kit 2013 Booking Widget 2012 Geoweb Webservice 2011 myATDW data management application 2013 Chinese translation 2014 Content Widgets 2014 Contribution API 2015 New ATDW Platform
    14. 14.  Over 60 tutorials  Online | Print | Video  Relevant up-to-date content  Simple and easy to follow Over 300,000 downloads
    15. 15. Platform Evolution 2002 ATDW 2008 TXA booking exchange 2004 STOs’ Local ATDWs 2010 New data standard 2008 Tourism e-kit 2013 Booking Widget 2012 Geoweb Webservice 2011 myATDW data management application 2013 Chinese translation 2014 Content Widgets 2014 Contribution API 2015 New ATDW Platform
    16. 16. 18
    17. 17. Strategic Metrics  Content quality  Content growth  Distribution growth  Demand from distributors  Demand from industry 19
    18. 18. Success Factors  DMO ownership model  Flexibility in servicing DMOs  Customer service culture  Commitment to quality  Continual evolution 20
    19. 19. Weak Spots  DMO ownership model  Making content bookable (sellable) in a DMO centric model 21
    20. 20. Learnings Effort and Support of DMOs Relationships vs Technology Importance of Measurement Research and Adaptation 22
    21. 21. What if? 23
    22. 22. Centralised – Content Stored by ATDW Operator Operator Operator Operator ATDW Database Distributor Distributor Distributor Distributor 24
    23. 23. Decentralised – Content Stored by Industry Operator node Operator node Operator node 3rd Party node Operator node 3rd Party node ATDW Index Distributor Distributor Distributor Distributor 25
    24. 24. The future? 26
    25. 25. Core proposition = Trusted Content 27
    26. 26. Research and Adaptation Reporting Evolution Dynamic DMO Roles Review Education 28
    27. 27. 29
    28. 28. Thank you

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