Destination Management & DMO Stories. A focus on commercial strategies.

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Lesson for the Master in Tourism Management of IULM University about Destination Management Organization, a special focus on e-commerce technologies and strategies.

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Destination Management & DMO Stories. A focus on commercial strategies.

  1. 1. DestinationManagement &DMO StoriesMatteo CiccalèMilano 22.04.20131 Il turismo in rete. Semplicemente
  2. 2. The Group: Opera212 Il turismo in rete. SemplicementeEconomics & HC 2011Turnover 63 MIEmployees 700The BranchesEconomic Figures Clients2011>1000
  3. 3. Opera21 Tourism References3 Il turismo in rete. Semplicemente
  4. 4. Programme Introduction Destination Management Organization Destination Management System New Distribution Challenge Destination 2 Distribution The role of the DMOs in the Value Chain International Case Studies Italian Case Studies4 Il turismo in rete. Semplicemente
  5. 5. Introduction In a highly competitive market such as the current one, the tourists are becoming moredemanding, requiring attractive information in terms of completeness and accuracy,conveyed through a variety of channels. They pretend to choose a destination, to select a particular product and buy it, and allthrough a single on-line automated process. In this sense, the tourists experience the destination "in their mind" well before arriving atthe chosen destination, in other words, they experience "virtual" emotions before the realone and absolutely this cannot be underestimated by those who work in the tourismpromotion.5 Il turismo in rete. Semplicemente
  6. 6. The Tourism Product The tourism product is a complex product, composed of local attractions andservices, which complement each other. In the creation‟s phase of the product, inthe sense of a global phenomenon, two components contribute to the process: the Public the Private The tourism industry for its particular nature should thus be seen as a TourismCommunity.6 Il turismo in rete. Semplicemente
  7. 7. The Tourism Community The Tourism Industry is made of a number of multi-dimensional businesses,caractherized by completely different attributes, business model, technology leveland culture. This kind of community makes very difficoult to organize activities which concerncommunication, cooperation and collaboration between actors. The Tourism Community includes: A number of government departments Other official bodies Residents, whether they are employed in tourism or not Businesses – from the smallest owner-managed business to the largestcorporations, and including the carriers and the intermediaries (such as agents,tour operators, conference organizers, etc); and their trade representative bodies.And… CUSTOMERS! whether leisure visitors or business tourism clients.7 Il turismo in rete. Semplicemente
  8. 8. .8 Il turismo in rete. SemplicementeOrganizzazioniTuristiche NazionaliOrganizzazioniTuristiche LocaliOrganizzazioniTuristiche RegionaliLinee AereeAutonoleggiBus / Ferrovie / NaviAgenzie di viaggioIncoming AgentsTour OperatorCRS di gruppi /consorziGlob. Distr. Syst. /Comp. Reserv. Syst.Ricettività Ristorazione AttrazioniShopping eserviziServizi di supportoal turistaAgricoltura edenogastronomiaArtigianato eprodotti localiCultura etradizioniNatura eambienteServizi di supportoalle personeOrganizzazionisportiveTURISTIPOPOLAZIONE LOCALESTAKEHOLDEREINFLUENZATORIAutorità pubbliche /DMOIntermediari TrasportiFornitori PrimariFornitori SecondariThe Tourism Community
  9. 9. Destination Management Organization9 Il turismo in rete. Semplicemente
  10. 10. Destination Management Organization The World Tourism Organization (2004)defines DMOs as the organizations responsiblefor the management and/or marketing ofdestinations. Tourism is a rapidly evolving industry that hasbecome increasingly competitive in the globalmarketplace and, as a sector, is facing a stateof transition. The role of the Destination MarketingOrganizations (DMOs) world-wide is changingfrom that of a supplier of information to anenabler of e-business. For DMOs, this transition means becoming aDestination Management Organizationinstead of just a Destination MarketingOrganization.10 Il turismo in rete. Semplicemente
  11. 11. DMO Today11 Il turismo in rete. Semplicemente Destination Management Organizations (DMOs) are increasingly faced with theprospect of diminished levels of government funding, with the requirement tooffset this through capitalizing on commercial opportunities arising from anevolving e-business environment. The objective for the DMO is to be the facilitator of Destination teamwork, sothat the interdependent elements of tourism are drawing up and working to acommon agenda, supporting each other, and avoiding duplication. DMOs are moving away from using technology purely for its functionality and arerequired to provide a significant level of strategic thinking to address theircommercial role.
  12. 12. DMO e-Business The DMO has a particular responsibility totourism suppliers – to act as the integrator ofthe many elements of the destination productand present them to the marketplace under theumbrella of the destination brand. E-business provides an ideal way of doing thismore effectively.12 Il turismo in rete. Semplicemente E-business has been defined as: “improving business through connectivity”(1) and “theuse of Internet technologies to improve and transform key business processes” (2)Source:(1)PriceWaterhouseCoopers; (2)IBM
  13. 13. DMO e-Business A key focus of e-business is transformation of the value chain linking the tourism supplier(or service provider) to the customer. This brings in: e-marketing exploits the Internet and other forms of electronic communication tocommunicate in the most cost-effective ways with target markets and to enablejoint working with partner organisations, with whom there is a common interest; e-commerce is the sales activity undertaken through electronic distributionchannels; e-distribution is the incremental market access achieved by distributing tourismsupplier information to customers through multiple electronic routes to market.13 Il turismo in rete. Semplicemente
  14. 14. E- Commerce penetration14 Il turismo in rete. Semplicemente
  15. 15. Destination Management System15 Il turismo in rete. Semplicemente
  16. 16. Destination Management System Moving along the transitional path towards an e-enabled environment makes clear theneed to transform organizational functions, enabling DMOs to work in a fullyintegrated way, through the use of common systems.“Destination Management Systems are systems that consolidate and distribute acomprehensive range of tourism products through a variety of channels and platforms,generally catering for a specific region, and supporting the activities of a destinationmanagement organization within that region. DMS attempt to utilize a customer centricapproach in order to manage and market the destination as a holistic entity, typicallyproviding strong destination related information, real-time reservations, destinationmanagement tools and paying particular attention to supporting small and independenttourism suppliers.”Destination Website Effectiveness – A Delphi Study-based eMetric Approach, Proceedings of the Hospitality InformationTechnology Association Conference, Frew, A.J. and Horan, P (2007), HITA 07, Orlando, USA16 Il turismo in rete. Semplicemente
  17. 17. Destination Management System Destination Management Systems have been designed to assist DMO, CVBs andTourist Offices in capitalizing on their own reservation potential, thus generating moreincome for tourism promotion for their region. It handles information and reservations between tourist boards, service providers andconsumers. DMS should provide multi-product reservation capabilities such asaccommodation, packages, excursions, transfers and other products on a “pay perbooking basis”. This services can be updated at any time through an extranet. The system should enable the Destination Management Organization to sell itsproducts through it‟s own call-and information centers and online on the Internet for endcustomers or professional travel agents. All should be done from one system.17 Il turismo in rete. Semplicemente
  18. 18. Destination Management System: Hotel Availability The focus in the first instance is on providing hotel booking transactions:Each accommodation provider has direct access to the Availability Extranet, allowingthem to manually update their room allocation as required and therefore building up arepository of available stock. The provider can indicate if this is a guaranteed or indicativeallocation. The guaranteed method means that the rooms can be sold directly to thepublic through the site, without any interventions. The indicative method requires the provider to confirm availability beforethe room can be sold, and offers a flexible approach for establishments whostill wish to take advantage of this sales channel without having to commitguaranteed stock.18 Il turismo in rete. Semplicemente
  19. 19. 19 Il turismo in rete. SemplicementeDestination Management System: Hotel Availability In both of these methods, the provider simply logs into the extranet and canthen update number of units, cost and basis against each of their room types forthe current week. This information can then be copied simply from one week to thenext, so the updating process is made simpler.
  20. 20. Destination Management System Values A key driver of change in the commercial sector is the need to demonstrate and addvalue to the distribution value chain. In general, the commercial sector – particularly the airlines and major hotel groups –has made heavy use of information technology, whilst technology implementationacross the DMO value chain has been relatively limited. Commercial hotel groups have been strong on transactions and weak ondestination information. With the DMO value chain, it has been the reverse.Generally, there has been little or no interaction between these two sets of valuechains. The situation is now changing; thanks to the DMS it is now realistic for any player withinthe system to communicate electronically with any other. Thus, at a general level, theopportunity exists for greatly increased business-to-business (B2B) communicationand for increased direct selling to consumers.20 Il turismo in rete. Semplicemente
  21. 21. DMS – Consumer Side Added Value On the consumer side, now DMOs can optimize their position as holders of significantcontent and brand equity, differentiating themselves from direct competitors. They can add value to consumers positioning the destination brand as the referencepoint for travel research and booking. In practice, this means providing: Unbiased, comprehensive, high quality information to increase consumerconfidence; A safe and secure transaction environment; Exclusivity based on price, local knowledge, customized packages and offers.21 Il turismo in rete. Semplicemente
  22. 22. DMS – Supplier Side Added Value22 Il turismo in rete. Semplicemente On the supply side, DMOs have an opportunity to add value in the form of incrementalsupport, services and third party affiliations from one source that the supplier wouldotherwise not easily get access to. Supporting and building the destination „brand‟ umbrella under which suppliers canextend their marketing reach Developing a central resource on the complete range of products within thedestination Maximizing distribution either direct to consumers or through onward distributionvia third parties that would be difficult or impossible for the supplier to achieve onhis/her own Providing the ability to conduct secure, automated transactions Provision of a suite of business services and distribution choices
  23. 23. Destination Management System23 Il turismo in rete. SemplicementeDMOBooking• Dynamic packaging• On-line Booking• Channel Manager• Management SystemWeb Site• SEO/SEM• Social MKTG &Reputation• Mobile Application• Affiliate• Call centerMultichanneldistribution• GDS• Retail Chain• GDO• New Actors2.0Contentaggregation• Accomodations• Events• Itinerary• FocusBusinessintelligence• Reputation Analysis• Customer Profiling• CRM
  24. 24. Destination Management System - Modules24 Il turismo in rete. Semplicemente Product ManagementAt the heart of the DMS is the Tourism Product Database. This database holdsinformation about all accommodation, places to visit, events and tourist facilitiesthat are likely to be of interest to visitors planning a holiday in your destination Enquiry ManagementPrimarily this module is used by the Call Centres and Tourist InformationCentres (TICs) to manage the full range of calls, bookings and brochurerequests that are received. Visitor CRMto manage all the consumer information that is accumulated from the TourismOffices, Call Centre and Web Site activity on a day-to-day basis. For alldepartments it will also act as a Customer Relationship Management toolproviding the user with the usual audit trail of communications with each andevery prospective visitor to the region. Business CRMCustomer Relationship Management tool
  25. 25. Destination Management System - Modules..25 Il turismo in rete. Semplicemente ReportingThe Management Reporting module provides reporting tools across the wholespectrum of activity of the system and covers all the Key Performance Indicators ofa Destination Management Organization (DMO). Availability Management and On-line BookingsAn important goal of any DMO is to facilitate real-time online bookings for itsproviders and the key to this is up-to-date information about room availability. Accomodation On-line Booking: A key part of being able to sellaccommodation stock through a destination site is being able to access provideravailability. The DMS offers an availability extranet for providers to facilitate thegathering of this information. It also offers the possibility to connect directly to theproperty management system. Payment and Settlement The DMS is typically integrated with a 3rd Partypayment provider for the processing of credit card transactions. The systemtakes the card and payment details at the time of booking and stores them in anencrypted format ready to be verified and processed.
  26. 26. DMS Operation Management Key Feature26 Il turismo in rete. SemplicementeProduct Management Key Feature Enquiry Management Key Feature Types of Accommodation, Events, Attractions, Eating and drinking Conferences and Weddings Venues, Activities, Entertainment, Facilities, Retail, Transport, Towns and Villages Beaches etc. Managing the Enquiry Queue Brochure Requests Book a Bed Ahead Over the Counter Booking Telephone Booking Enquiry Web Booking Post Processing Information Requests (e.g. What to Do?) Fullfilment
  27. 27. DMS CRM Key Feature27 Il turismo in rete. SemplicementeVisitor CRM Key Feature Business CRM Key Feature Quick Add Wizard enables a DMS user toquickly create a new consumer record,simultaneously checking for an existing recordto prevent duplicate data. Lifestyle Interests of each consumer History of all conversation details Demographic Profiling Booking History Brochure Request and Fullfilment History Market Source Preferred method of Communication Opt-In/Data Protection Sophisticated search and selection by all abovecriteria Search results can be compiled into MailingLists, the complete data set for which can thenbe exported (in CSV format) for mail merges, e-Mail outs, labels etc. Registered Date Created and Amendment information Various notes fields Link to Rapid Address Lookup Software Quick Add Wizard enables a DMS user toquickly create a new business record,simultaneously checking for an existing recordto prevent duplicate data. Many to Many links between organizations andcontacts Roles, Responsibilities and Special Interests foreach Contact History of conversation details Sophisticated search and selection by variouscriteria Search results can be compiled into MailingLists, the complete data set for which can thenbe exported (in CSV format) for mail merges, e-Mail outs, labels etc. Joined / Renewal Dates (if a Member of theDMO) Financial Contribution and History Various notes fields
  28. 28. DMS Reporting and Online Booking Key Feature28 Il turismo in rete. SemplicementeReporting Availability Management and On-lineBookings Monthly Booking Analysis Failed Bookings Monthly Brochure Request Analysis Call Centre User Reports (PerformanceEvaluation) Customer Analysis Report Geographical Booking Analysis Hotel Booking Analysis Hotel Booking Summary Hotel Stock Availability Report Market Source Analysis (Campaigns/SpecialOffers) Key Performance Indicators Accomodation On-Line Booking Payment and settlement
  29. 29. DMS – Tourism Office Outcome The Look & Feel is studied foroperators and professionals tomake the research asaccurate as possible. It allows to use the samefunctions and options of theBtoC version.29 Il turismo in rete. Semplicemente
  30. 30. DMS – Web Services Outcome30 Il turismo in rete. Semplicemente
  31. 31. DMS – Mobile / Kiosk Outcome Web sites and Visitor Centers are the 2 most obvious channels through whichtourism product is made available. However, in this increasingly digital world,applications are required to deliver visitor information through a whole range of otherdevices including kiosks, mobile handsets, hotel TV, etc.31 Il turismo in rete. SemplicementeMobileKiosk
  32. 32. New Distribution Challenge32 Il turismo in rete. Semplicemente
  33. 33. New Distribution Challenge33 Il turismo in rete. Semplicemente A newly unexplored opportunity for Destinations is the distribution of contentand inventory to third parties. More specifically, the opportunity is opened up for DMOs to act as anintermediary in consolidating the full range of destination products (particularlythe small - and medium-size enterprises, which most need DMO support), anddistributing it electronically to third parties, such as travel agents and other playersin the travel trade. Currently, there is much inefficiency in the management of the value chain.Many small - and medium – size companies are using incompatible e-businessprocesses, ICT systems infrastructures as well as data exchange models. Itresults in a difficulty to be distributed through global BtoB channels such as GDS,GDO, Tour Operators, etc. A Destination Management System can facilitate the distribution offering aunique technology system to the whole range of content providers, allowingeasier integration with third parties, such as the GDS.
  34. 34. New Distribution Challenge34 Il turismo in rete. Semplicemente
  35. 35. New Distribution Challenge35 Il turismo in rete. Semplicemente On the internet, DMOs can promote their destination as an electronic contentprovider, offering equal opportunities of visibility to local SMEs. DMOs have still not explored the possibility to distribute and promote theirdestinations through GDS which provides the main links to systems of touroperators and travel agents worldwide. The main cause is the lack of technology of DMOs and the need to choose theright partners for a complex project as the global distribution involves. Developing a capability to distribute content and inventory to third parties meansthat a DMO must be able to establish a critical mass of hotels and other formsof accommodation, an excellent level of data quality, and significant levels ofinventory.
  36. 36. New Distribution Challenge36 Il turismo in rete. Semplicemente Developing a consistent level of inventory is key to the success of distributionthrough third parties and can often be difficult to achieve. The key is to deliver sufficient volumes of bookings to incentivize suppliers to keep theinventory up to date. Suppliers will generally only do so when there are sufficientbookings being received, but in a start-up situation it takes time to reach a critical massof bookings. This is the main reason why is crucial the choise of an important Global Distributor anda reliable Technology and Consulting Partner.
  37. 37. New Distribution Challenge37 Il turismo in rete. Semplicemente Nowadays most of the Destinations reach the same level of richness in terms ofon-line contents and information, tourists are bombed with images and videos thatmake them, on one hand, aware of what they are going to see, on the other hand,completely lost about what they prefer to see. Comes into play the professional role of the Travel Agent who is able torecognize the expections and economic boundaries of a customer addressingthe right offer to the right person.
  38. 38. Destination 2 Distribution38 Il turismo in rete. Semplicemente
  39. 39. Destination 2 Distribution39 Il turismo in rete. Semplicemente Destination 2 Distribution is the partnership project of Amadeus Italy andTravel2one/Opera21 for the commercial development of the Destinations‟ offer. Through the integration of the platform XDMS (contents, portal, booking B2C) Opera21with the Amadeus B2B local and international distribution platforms, we want toprogressively provide the opportunity to aggregate and promote the distribution oftourist products and cultural proposals of the Italian territory through the Amadeusnational and international professional distribution network.
  40. 40. Destination 2 Distribution40 Il turismo in rete. Semplicemente
  41. 41. Destination 2 Distribution41 Il turismo in rete. Semplicemente DMOs that wish to encourage inbound tourism to their destinations cannot limittheir service to the provision of information; they need to facilitate bookingsand reservations through all channels. For the firts time, the entire industry of tourim professionals get access to aunique local destination content, that goes beyond the traditional GDS offer,such as independent hotels, accommodations, local events and potentiallyground transportation, ancillary services, etc. DMOs have the possibility to communicate directly with the sellers of theirproducts: travel agents, tour operators, etc. They can promote and pushmarketing campaigns in specific markets and seasons, addressing special offers,informing about events, activities and the entire range of information availablethrough the Destination Management System. An high quantity of quality information is reachable through a BtoB channel,offering the whole spectrum of services and products of a territory.
  42. 42. Destination 2 Distribution FVG Case Study42 Il turismo in rete. Semplicemente TurismoFVG is the Destination Management Organization of Friuli Venezia Giulia, aregion in the north-est of Italy, which has among its objectives to develop the regionaltourism system providing guidelines and collaborating with all actors. Turismo FVG facilitates the promotional and marketing activities thanks to theOpera21/Travel2one‟s technology platform XDMS. (content, portal, B2C booking). Turismo FVG through the integration of the platform XDMS with the Amadeus B2Blocal and international distribution platforms, intends to progressively make available totheir tourist and cultural resources, the opportunity for a strategic and targeteddistribution in target markets. The portal aggregates a range of content such as events, exhibitions and about 2000accommodations (hotels, cottages, B&B, farm houses, campings etc.) which will bedistributed through the Amadeus International Network.
  43. 43. Hotels Search Engine43 Il turismo in rete. Semplicemente
  44. 44. Hotels Search Engine44 Il turismo in rete. Semplicemente
  45. 45. Hotels List45 Il turismo in rete. Semplicemente
  46. 46. Hotels Map46 Il turismo in rete. Semplicemente
  47. 47. Events Search Engine47 Il turismo in rete. Semplicemente
  48. 48. Hotels Search – Special Offers48 Il turismo in rete. Semplicemente
  49. 49. Event Search Engine49 Il turismo in rete. Semplicemente
  50. 50. Events List50 Il turismo in rete. Semplicemente
  51. 51. Events Map51 Il turismo in rete. Semplicemente
  52. 52. Events and Linked Hotel52 Il turismo in rete. Semplicemente
  53. 53. The role of the DMOs in the value chain53 Il turismo in rete. Semplicemente
  54. 54. The role of the DMOs in the value chain54 Il turismo in rete. Semplicemente Distribution Service ProviderDistribution Service Providers own or are responsible for managing their own technology andoffer a transactional booking service with real-time online bookings. The role is highlycommercialized, and the DMO is at liberty to negotiate and create third party distributionpartnerships on behalf of its suppliers. This role may differ in some aspects depending on thecommercial role of the DMO. Representation IntermediaryIn this role, technology is outsourced to a preferred third party and suppliers have the option tobe distributed through this third party. The DMO has limited responsibility for technology oroperational management. Ensuring inventory levels are maintained can be more difficultbecause supplier attention may be diverted to other Distribution Providers which also providethem with bookings. In this role, the DMO has less control over the supplier-consumer valuechain, and suppliers have more choice in distribution. Booking FacilitatorWhere a DMO may not wish to become involved in transactions, or adopt a commercial role, itcan facilitate transactions – providing a product search facility (ideally with inventoryassociated to it) and then passing on the booking to the supplier. A Distribution Provider maytake the opportunity to manage the role of booking provider on the DMO‟s behalf. This rolemay differ in some aspects depending on the commercial role of the DMO.
  55. 55. The role of the DMOs in the value chain55 Il turismo in rete. Semplicemente The type of transactional model being adopted by DMOs is closely related to the political,legislative and bureaucratic situation and may change region by region or state by state. For instance, in Italy is not allowed to the PA to gain any kind of net income from economicactivities, even in the case of acting as a facilitator of transactions.
  56. 56. International Case Studies56 Il turismo in rete. Semplicemente
  57. 57. VisitScotland57 Il turismo in rete. Semplicemente
  58. 58. VisitScotland58 Il turismo in rete. Semplicemente The website www.visitscotland.com is the official site of VisitScotland, the National TouristBoard of Scotland. The company behind www.visitscotland.com (e-Tourism Ltd) operatesas a private/public partnership with a role of Distribution Service Provider. The company is in the final stages of completing the build of a proprietary bookingengine, and has plans to develop the content and inventory for white labelling to thirdparties. Significant effort has been put into communicating the booking functionality tosuppliers, and other players in the tourist board domain such as Area Tourist Boards(ATBs), and TICs have access to the booking interface. As a private/public partnership, the company has a commercial imperative to deliverrevenues, and is developing a distribution capability to allow white labelling of the productin the future as the booking capability matures. In the interim, suppliers will beencouraged to maintain inventory levels on the booking engine, and quality controlprocesses are in development to ensure that the site has rooms available. This will give the company an opportunity to earn revenues from third parties, servingthose third parties with real time booking capabilities and offering the supplier additionaldistribution and exposure that they would not otherwise achieve on their own.Source: Destination Management Organisations - Getting in the Way of Business By Ally Dombey, Roger Carter and Gaelle RenaultSep 2003
  59. 59. Wonderful Copenhagen59 Il turismo in rete. Semplicemente
  60. 60. Wonderful Copenhagen60 Il turismo in rete. Semplicemente Wonderful Copenhagen (WoCo) is the official convention and visitors bureau of GreaterCopenhagen. WoCo has adopted a booking strategy of outsourcing its bookingtechnology, and has recently launched an online booking facility through itswebsite, www.visitcopenhagen.dk, and call centre. A Swedish company, Visit Technologies, developed the booking engine. The launch of theweb-booking engine represents an extension to the previous booking capability availablethrough the call centre The technolgy does not allow to compare hotel rates but it just give the possibility of a SSOto the Hotel landing page. Commission is charged on each booking and shared between WoCo and VisitTechnologies. Visit Technologies developed the booking engine for Copenhagen based onthe prospect of future revenues, therefore there were no development costs incurred. Thirdparties can also use the system. In this scenario, the commission split is worked out between Visit Technologies, the hoteland the third party, with no further commission being generated by WoCo.Source: Destination Management Organisations - Getting in the Way of Business By Ally Dombey, Roger Carter and Gaelle RenaultSep 2003
  61. 61. Switzerland Tourism61 Il turismo in rete. Semplicemente
  62. 62. Switzerland Tourism62 Il turismo in rete. Semplicemente Switzerland Tourism, through www.myswitzerland.com, has adopted a role combining thedevelopment of a relationship with a primary booking provider while still offering hotelsthe option to receive bookings from the site via other booking providers where thoserelationships exist. The primary booking partner on MySwitzerland.com is the companySwitzerland Destination Management (SDM). Switzerland Tourism has a 24% stake inSDM and a commission fee is charged on all bookings. Booking revenues are splitbetween the two companies. SDM has tight control processes for data quality and inventory management. This hassupported their ability to create third party partnerships with over 400 affiliates who usethe SDM data and inventory. SDM will interface with an affiliate using a combination of solutions depending on the sizeof the affiliate and its revenue potential. Interfaces with minor affiliates are generally basedon simple links from the site to the SDM booking engine. Proprietary interfaces aredeveloped with major affiliates based on the Open Travel Alliance (OTA) standards.Currently, 20% of SDM revenue is generated from the MySwitzerland.com site, theremaining 80% is generated from affiliate partnerships.Source: Destination Management Organisations - Getting in the Way of Business By Ally Dombey, Roger Carter and Gaelle RenaultSep 2003
  63. 63. Italian Case Studies63 Il turismo in rete. Semplicemente
  64. 64. Italian Case Studies64 Il turismo in rete. Semplicemente Italy differs from international case studies for the complex legislation and bureaucracy ofthe country, region by region laws may change and so does the role of DMOs. Tourism Offices or DMOs cannot be involved in transactions, thus adopting a commercialrole, but it can facilitate transactions providing a product search facility and bookingengine in the DMO‟s website. The consumer have the possibility to look and book in the same «environment», havingguaranteed the quality of information and secure transaction. Usually DMOs try to trade off between the needs of the customers and the suppliers, itresults in complex but secure transaction processes which imply a so-called «pre-autorizathion» of a symbolic amount of money in order to check the validity of the crediticard,
  65. 65. Love VDA65 Il turismo in rete. Semplicemente
  66. 66. Love VDA66 Il turismo in rete. Semplicemente Turismo VDA is the Regional Office for Tourism of Valle D‟Aosta and promotes an onlinebooking facility through its website, www.lovevda.it, and call centre. It allows the bookingonline with a guarantee by credit card, the payment is fully made at theaccommodation.Travel2one is the provider of the DMS."Valle dAosta Booking does not charge on your credit card. The credit card is required toguarantee your reservation. An amount of € 1.00 will be temporarily blocked on your creditcard for the sole purpose of verifying the validity and availability, it will be back by the middleof the month following the month of the reservation.” Do not ask for commissions to the accommodation They also sell through the call center of the Office Régional du Tourisme They are developing a dynamic packaging tool with accommodations, services andancillaries, in order to match the increasing desire of the demand for “all inclusivepackages” They make available to consortia / destinations and individual suppliers the possibility touse the booking widget displaying it on their websites
  67. 67. Turismo FVG67 Il turismo in rete. Semplicemente
  68. 68. Turismo FVG68 Il turismo in rete. Semplicemente TurismoFVG is the Destination Management Organization of Friuli Venezia Giulia. Itpromotes an online booking facility through its website, www.turismofvg.it, and call centre.It allows the booking online with a guarantee by credit card, the payment is fully made atthe accommodation.“The data of your credit card are required by Turismo FVG only to verify the validity estimateswithout charge. In order to safeguard and encrypt your credit card information when in transitto us, we use the "Secure Socket Layer" (SSL) and https (http secure). Only in case of NoShow, fees not refundable or tariffs that provide for advance payment or deposit, TurismoFVGmay disclose, subject to verification and safely, the number of credit card only if theaccommodation provided in the general conditions of the same.” Do not ask for commissions to the accommodation They make available to consortia / destinations and individual suppliers the possibility touse the booking widget displaying it on their websites Turismo FVG is the first italian DMO to approach the distribution through third parties. Ithas adopted a distribution strategy of outsourcing its booking management through theGDS. Travel2one operates as a Distribution Service Provider.
  69. 69. 69 Il turismo in rete. SemplicementeGrazie!Matteo Ciccalèmatteociccale@gmail.commciccale@opera21.itMatteo_ciccale

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