Presentation of DTTT Italia Lab at Digital Tourism Innovation Campus, Barcelona, Nov 21th 2014. Our vision on Italian DMOs and future challenges for the travel industry in our country.

1. DTTT ITALIA LAB
HOLISTIC STRATEGY
Luca D’Angelo and Fabio Sacco
Headline Partner
#DTIC2014 #DTTTItalia

2. Luca D’Angelo
Valsugana Tourism Board
Fabio Sacco
Budoni Welcome
@dangelo_luca @fabiosacco81

3. 3 ys (and now) destination manager
@Valsugana Tourism Board (Trentino)
expertise in destination marketing research,
wine&food tourism, sport tourism
experience seekers, self made chef, running dad
believes you can achieve great results only in team
3 ys destination manager in Valle del Chiese(Trentino)
now DMO start-upper in Budoni (Sardinia)
co-founder at Natourism Ltd
wine&food lover, travel addicted
believes people come first
Luca D’Angelo
Fabio Sacco

4. ITALY DIGITAL
TIMELINE
Highlights on the Digital Tourism Agenda
#DTIC2014 #DTTTItalia

5. A LITTLE BIT OF CONFUSION?
MANY logos NO brand
Until 2005
2006 - 2008
2009 - 2011
From 2012

6. Great experience…
Country Brand Index

7. Country Brand Index
… but decreasing competitiveness

8. Over 50 millions € overall
expenditure

9. HOTELS AND DESTINATIONS
Are we digital?

10. TDLAB
Laboratory for Digital Tourism
Objective: define and promote the
implementation of a digital strategy for Italian
tourism, also considering the large digital divide
that hinders public and private tourism operators
Recommendations on three topics:
• Interoperability and big data
• Digital development of tourism sector
• Promotion, marketing and sales

11. ITALIAN ONLINE
TOURISM MARKET 2014
TOTAL VALUE
8,76 billion €
18% of total Italian
tourism market
Osservatori.net 2014
Politecnico di Milano
46% Domestic
34% Outgoing
20% Incoming
MARKET SECTORS
14%
Accomodation
74%
Transport
14%
Travel Packages
MACRO
PURCHASING
CHANNELS
78%
DIRECT
(hotel website,
airlines,TO)
Source:
22%
NON-DIRECT
(OTA, Aggregator)

12. ITALIAN TOURISM
ONLINE EXPENDITURE
11%
Accomodation
77%
Transport
12%
Travel Packages
WHAT ITALIANS
BUY ONLINE
MOBILE
COMMERCE IS
STILL LOW
5%
Mobile
95%
Desktop
TO STAY OR
TO GO?
43%
Outgoing
57%
Domestic
Source:
Osservatori.net 2014
Politecnico di Milano

13. Email Hotel WebSite Concierge (es.
phone)
Social
Network, App
Other digital
channels
HOSPITALITY…
Do you digital??
ONLINE VS OFFLINE
PROMOTION
(acquisition of new clients)
71%
29%
Digital
Channels
Other
Channels
PURCHASING
CHANNELS IMPACT
ON INCOME
44%
Direct
20%
TO, Travel
Agency
25%
OTA
6%
5%
Hotel
Chain
Other
21%
9%
3%
1%
10%
Source:
Osservatori.net 2014
Politecnico di Milano

14. CASE HISTORY
Interesting cases of digital innovation
in Italian DMOs
#DTIC2014 #DTTTItalia

15. OUR PERSONAL PLAYLIST
Innovation in Italian DMOs
• Strategy: #valledelchiese12
• Social Media: @Matera2019
• Stakeholders empowerment:
Valsugana
Experience Jukebox
• Mobile Network: Visit Trentino Apps
• Storytelling: Südtirol ‘Storie da Vivere’

16. #valledelchiese12
from PRODUCT DEVELOPMENT to a
CREATIVE CAMPAIGN to launch a
new destination on the market
Roadshow
Contest
Low-cost
Weekend

17. Social Contest
6.045 participants

18. LIVE ROADSHOW
1.000 people, 400 engaged,
160 bookings, 250 kg of polenta

19. LOW-COST WEEKEND
350 bookings
10%redemption

20. Matera 2019 European Capital of Culture
Together ToGeTher(e)

21. #mt2019 Social Media Team
UGC-based campaign

22. ®
EXPERIENCE
JukeBox
An AUTOMATIC EXPERIENCE DISPENSER
www.livelovevalsugana.it

23. MAIN GOAL
Boost the local expert role of the hotel’s
owner, distributing quality contents
through their personal channel
Present a rich, personalized and
intuitive experience program
«just a fingertip away»
answer to a classic question:
«what could I do during my holiday»?
Stimulate tourist to share their
experience on social network

24. HOW
Does it work?

25. for TOURISM STAKEHOLDERS
MAIN FEATURES
Personal area (via CMS) where
is possible to insert pictures,
logo and 5 different hotel
contents
Tailored links where private
company and destination
contents (experiences) found
space.
Different content are blended
to appear homogeneous
INNOVATION &
MARKETING
OPPORTUNITIES
Quality content distributed through the
hospitality channel
Hospitality can propose a complete
travel experience, not only
accommodation or ancillary services

26. Tailored link sended
by Valsugana
Information Office
Tailored link sended
by a Valsugana local
Hotel

27. for TOURIST

28. TRENTINO MOBILE
NETWORK
One guide, many guides
For Android, iPhone and iPad

29. SOME DATAs
Apps published in June 2012
150.000+
total downloads
(Network)
14 App
published both on
Itunes and Google Play
1 main
Trentino App
12 local
Destination App
1 Special
Project App

30. Regional
DMO
Local
DMO
Local
DMO
Local
DMO
App
Relationship

31. App(s) main
feature

32. POWER OF NETWORKING
DMO Benefits
REGIONAL DMO – TRENTINO
• Quality and detailed content in a
“multidestination” tourist area.
• Common template, customizable
layout
• Content for what to see, do, where
to eat and events can be provided
trough xml feed by each local DMO
sites, shaped in a standard
language format.
• Main project product development
and management. Local
destinations can focus on contents.

33. POWER OF NETWORKING
DMO Benefits
LOCAL DMO
• Give more visibility to local events
and service providers
• Keep its own identity, in a wider
unique brand frame.
• Manage and monitor marketing,
communication , app download and
performances.
• Save money and time developing a
«single» app .
• Adapt the platform for special
projects with small implementation .

34. ALTO ADIGE / SÜDTIROL
Storytelling for the
tourism market
WWW.STORIEDAVIVERE.IT

36. WWW.STORIEDAVIVERE.IT
Concept
• A communication platform used to spread
a clear concept:
Südtirol as a unique living space
• Different stories cluster in terms of shared
values:
nature, authenticity, sustainability and
originality

37. WWW.STORIEDAVIVERE.IT
Focus
• Locals
South Tyrolean people and concepts as an
examples of modern lifestyle approach
• Main Themes
Alpine expertise, sustainability, lifestyle and
architecture in a unique landscape

39. CHALLENGES
FOR THE FUTURE
Our Vision of the future DMO in Italy
#DTIC2014 #DTTTItalia

40. DMO’s WEAKNESSES
A severe, but true analysis
• DMOs have been overtaken and “shaked” by new players
in their mission (UGC, OTAs etc)
• The evaluation of the DMO performance is still made
through generic and old metrics (overnight stays?)
• Activities planned by DMOs are often for ALL the
stakeholders of a destination and not focused on specific
targets
• Competition in the market is getting harder and the relation
with the stakeholders becomes increasingly difficult
without the right tools to measure results

41. THE NEW DMO
Change is possible
• Can’t do (anymore) everything for everybody
• Focus (deeply) on tourist needs. DMO as an expert of the
overall Tourist Experience
• Will engage and support stakeholders in order to co-create
better products and contents and generates positive
referrals
• Must become platform builder instead of promoter;
promoting less, and attracting more.
• The functions of the various levels of DMO (provincial,
regional, community) will be rationalized

42. DTTT ITALIA LAB
Our team
#DTIC2014 #DTTTItalia

43. Holistic Strategy
360° view on tourism and DMO
Andrea Gelsomino – TurismOK
Destination Branding & Outdoor Tourism
Alessandro Bazzanella – Trentino School of Management
Urban Marketing & Product Design
Paolo Grigolli – Trentino School of Management
Destination Governance
Sabrina Pesarini – Senior Consultant
Digital Marketing
Sergio Lucci – Senior Consultant
Responsible Tourism & Shopping Tourism

44. Working for a #DMOrevolution!
The DMO is not dead.
But it does need to change.
The future DMO is less
marketing and more R&D.
Troy Thompson, Travel 2.0

45. THANK YOU!
Luca D’Angelo and Fabio Sacco
Headline Partner
#DTIC2014 #DTTTItalia
CREDITS
The Noun Projects, Shopping cart, euro by Gerald Wildmoser, Package by Hakan Yalcin , Society by Thibault Geffroy,Travel by Elliot Verhaeren, Sleep by DonBLC 123,
iPhone by Oleg Frolov , Features list by Filip Malinowski, Campaign by Paul Souders , Pie Chart by Alex AS, Download by Edward Boatman, Severe Thunderstorm by SuperAtic
LABS
Sources: ApT Basilicata e Comitato Matera 2019, Trentino Marketing, Alto Adige Marketing, Valsugana Tourism Board, Valle del Chiese
Tourism Board ,Osservatori.net Politecnico di Milano, TDLab, FutureBrand, DestiCorc UK, Travel2.0