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Tourism Events and Excellence July 2013 An Integrated Digital Strategy
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Tourism Events and Excellence July 2013 An Integrated Digital Strategy

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Why it is important for tourism operators to have a comprehensive integrated digital strategy

Why it is important for tourism operators to have a comprehensive integrated digital strategy


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  • Developed in 2001 to:Create a national content databaseEstablish a national standard for online contentFurther secure Australia's position in the global tourism marketplaceNo other country has this
  • Drivers of change
  • Together - Alone
  • Transcript

    • 1. TEE OPERATOR WORKSHOPS www.atdw.com.au
    • 2. Today’s Outcomes Morning:  Introduction to the ATDW  Tourism E-Kit – How it can benefit you  Consider the elements that make up a Integrated Digital Strategy and why it’s important  Social Media channels for Tourism Afternoon:  Online Bookings  The China market 2
    • 3. Long Term Partnership Between Government and Industry 3
    • 4. What is ATDW?  The Australian Tourism Data Warehouse (ATDW) is a central content and distribution platform for the Australian tourism industry  ATDW benefits Tour Operators by providing a cost effective solution to increasing their digital distribution and online exposure, and provides Travel Distributers with rich, flexible content in a central database to easily populate their websites 4
    • 5. Content and Distribution Network 33,000 33, 000 The database is made up of over 33,000 tourism product listings which are available across ATDW's multi-channel distribution network 5
    • 6. National ATDW Distributors As of 14 Jan 2013
    • 7. One listing… lots of exposure 7
    • 8. ATDW extends its digital content solution further with a range of other digital services, including:    8 Industry Education Online Bookings Hosting & Development
    • 9. Empowering the Tourism Industry  Increase knowledge in online marketing  Add value and growth to individual businesses  Raise the online standards of the industry 9
    • 10.  Over 60 tutorials  Online | Print | Video  Relevant up-to-date content Over 300,000 downloads 10  Simple and easy to follow
    • 11. 11
    • 12. Topics covered In the Tourism E-Kit:      The Basics Website Image SEO E-marketing Online Bookings 12     Analysis and Statistics Online Distribution Social Media Working Digitally in China
    • 13. New Tutorials & Videos just Released  Tutorial 7A - Online Etiquette  Tutorial 17A - Mobile Technology for   Tourism: Advanced Tutorial 17C - Responsive Design for Web and Mobile Tutorial 54 - Online in China – Next Steps 13
    • 14. Call to Action  To Download the E-Kit: Available to Australian tourism operators only. To register go to: www.atdw.com.au → e kit → Member → Register as a Member (sign up and download) 14
    • 15. 15
    • 16. Call to Action  To Download the E-Kit: Available to Australian tourism operators only. To register go to: www.atdw.com.au → e kit → Member → Register as a Member (sign up and download)  E-kit is completely free and can be downloaded in print or video format. (You can download each tutorial individually or the entire e kit as a single file)  Printed and bound copies of the e kit can be purchased online at a reasonable price on the TAFE SA website  Contact the ATDW – Wendy.Smith@atdw.com.au 16
    • 17. Integrated Digital Strategy 17
    • 18. Why an Integrated Digital Strategy  The growing size and complexity of the digital marketing landscape necessitates an integrated approach  Marketing and communications processes must be re-worked; and continue to adapt  The pace of change is relentless 18
    • 19. 19
    • 20. To respond to the higher sophistication and expectation levels of the hyper-connected consumer, businesses need integrated digital marketing 20
    • 21. Getting Social  Travel is social  Social media revolution going on and it’s happening on mobile  90% of travel decisions are made online 21
    • 22. 22
    • 23. Why is it so important?   Businesses with higher levels of digital engagement have an average of 20% increase in annual revenue. Median revenue for businesses with low digital engagement is $87,500 / employee, compared with $187,500 per employee for businesses with a high level of digital engagement. Source: Deloitte’s Connect Small Business: How Australian small businesses are growing in the digital economy: 2013 23
    • 24. Challenges Challenges of delivering a coordinated digital strategy  Complexity of digital channels  Technical difficulties  Working out where digital fits in and what channels will suit you best  Fast pace of change – there is a lot to consider 24
    • 25. 25
    • 26. Industry’s Digital Sophistication Recent survey conducted by Tourism Research Australia to measure level of uptake of various digital technologies & digital distribution capabilities of businesses in tourism www.tra.gov.au → Publications → Publications List → Operators Digital Uptake Benchmark Survey 2013 Research Report Four areas surveyed:  Online Presence  Website Adoption and Management  Online booking and Distribution  Social and Mobile Presence 26
    • 27. Tourism Operators Digital Uptake Comparing 2013 to 2010
    • 28. Online Booking Barriers  A lack of understanding or knowledge of options available  The perception that booking systems are too complex and time consuming  The need for flexibility to personalise or customise the system to their customer and business needs  The perception that booking systems are too expensive in implementation, running costs and commissions  Some regional areas made reference to instances of poor internet connection and technology barriers  Themes common across all sectors of the industry, more prevalent in businesses managed by people over 56 years of age 28
    • 29. Developing Your Digital Strategy  Consider how Digital can support the Business goals  Look at strategy holistically, before looking at “Channels”    Understand your competitors  Consider the strengths of each Channel – how do they relate to your strategy and objectives (some may combine multiple platforms )   Determine content for desktop, mobile & tablet Prioritise components of your Digital strategy Prioritse channels that are important for your business Determine how you are going to measure success of digital strategy (Measure, analyse, optimise) 29
    • 30. The Role of Content in Tourism Take full advantage of the digital communication offerings by:  Targeting content to specific market segments  Increasing interactivity – be active on social channels  Making better use of storytelling and video  Making content shareable  Adapting content to emerging markets and different cultures 30
    • 31. The Role of Content in Tourism How does ATDW support your integrated Digital Strategy?  High quality content, national database, making it easily useable by relevant distribution channels 31
    • 32. In Conclusion  No longer nice to have – now critical to have an integrated digital strategy  As consumers further realise the benefits of social platforms and mobile devices, they’ll come to demand ever-more personalised content and purchase options  Operators will have to oblige by creating sharable and relevant content that speaks to the wants and needs of each segment of their target audience  Its time to Get Social! 32
    • 33. Thank you for your time www.atdw.com.au Liz.Ward@atdw.com.au 33