Your SlideShare is downloading. ×
0
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Integrated Destination Marketing & the Future DMO
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Integrated Destination Marketing & the Future DMO

2,467

Published on

EyeforTravel Summit - Online Marketing, Mobile & Social Media in Travel Europe 2013 - (Amsterdam/October 2013)

EyeforTravel Summit - Online Marketing, Mobile & Social Media in Travel Europe 2013 - (Amsterdam/October 2013)

Published in: Marketing, Business, Technology
1 Comment
9 Likes
Statistics
Notes
No Downloads
Views
Total Views
2,467
On Slideshare
0
From Embeds
0
Number of Embeds
6
Actions
Shares
0
Downloads
139
Comments
1
Likes
9
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. INTEGRATED DESTINATION MARKETING & THE FUTURE DMO
  • 2. INTEGRATED DESTINATION MARKETING & THE FUTURE DMO The Changing Role of DMOs in the Digital Era Integrated Destination Marketing: Now more Important than Ever Before
  • 3. INTEGRATED DESTINATION MARKETING & THE FUTURE DMO The Changing Role of DMOs in the Digital Era
  • 4. 3+1 MAJOR GAME CHANGERS *(THAT ALREADY SHAKE UP OUR WORLD)
  • 5. FINANCIAL UNCERTAINTY BUDGET-CUTS & STRUCTURAL CHANGES SHARING ECONOMY THE C2C MODEL VOLATILE MARKET EMERGING MARKETS – GOING NICHE & THE INTELLIGENT TRAVELLER DIGITAL TECHNOLOGIES NEW MEDIA TECHNOLOGIES & THE MOBILE CHALLENGE
  • 6. FINANCIAL UNCERTAINTY
  • 7. FINANCIAL UNCERTAINTY Tight funding opportunities = inconsistent availability of organizational funding
  • 8. FINANCIAL UNCERTAINTY Increased Need to Show ROI
  • 9. FINANCIAL UNCERTAINTY Increased Need to Show ROI
  • 10. VIDEO DESTINATION MARKETING = PASSION, IMPACT, INNOVATION
  • 11. FINANCIAL UNCERTAINTY New Organizational Structures – New Financial & Partnership Models
  • 12. SHARING ECONOMY Shared economy brings more tourists, but less tax revenue, to destinations
  • 13. SHARING ECONOMY
  • 14. SHARING ECONOMY
  • 15. SHARING ECONOMY SAN FRANCISCO’S Mayor’s Office of Civic Innovation teamed up with Airbnb and GIS software creator Esri to host a hackathon that sought technical innovations that “re-imagine how tourists and residents experience and explore the City of San Francisco.”
  • 16. SHARING ECONOMY According to data from Spain’s Ministry of Tourism, visitors choosing not to stay in hotels jumped by 17.6% in June, and is up over 10% since the start of the year. The number of tourists not taking packaged holidays has also risen by 8% since January.
  • 17. TRAVEL & ACCOMMODATION SECTORS ALREADY RIDE THE WAVE
  • 18. VOLATILE MARKETS EMERGING MARKETS: The numbers sure are juicy: in 2013, the GDP of emerging markets will exceed advanced markets for the first time (measured in Purchasing Power Parity terms) to USD 44.1 trillion versus USD 42.7 trillion (Source: IMF, October 2012).
  • 19. VOLATILE MARKETS BUT IT’S NOT JUST THE BRICs ANYMORE THE NEXT 11
  • 20. VOLATILE MARKETS Tripadvisor: TripBarometer September 2013 – The Global Traveller Economy THE GLOBAL TRAVELLER ECONOMY
  • 21. VOLATILE MARKETS MARKET DEMANDS: THE SMART CONSUMER
  • 22. VOLATILE MARKETS MARKET DEMANDS: GO WHERE YOUR CUSTOMER IS CASE STUDY Macy’s Store & NYC officially open a visitor center in the store
  • 23. VIDEO TOURISM VICTORIA: THE REMOTE CONTROL TOURIST
  • 24. VOLATILE MARKETS Need for Localization
  • 25. DIGITAL TECHNOLOGIES Adapting to the Digital Landscape: Overview of the DMO SM landscape based on the 800+ DMO”.
  • 26. Question: Can DMO still add value due to increased SM voice?
  • 27. DIGITAL TECHNOLOGIES Tripadvisor, TripBarometer, March 2013 Official Destination Online Channels are not in the list..
  • 28. DIGITAL TECHNOLOGIES OTAs Became the Central Channel
  • 29. DIGITAL TECHNOLOGIES The Mobile challenge and its implications on the DMO services due to travellers increased independence & private sector’s ability to provide solutions.
  • 30. DIGITAL TECHNOLOGIES CASE STUDY By providing smartphone for a small daily fee, the destination is giving value with what travelers seek out the most: wifi connectivity, unlimited calls, and apps answering most sought after queries, i.e maps, translation, currency, showtimes, transportation details, etc.
  • 31. INTEGRATED DESTINATION MARKETING & THE FUTURE DMO Integrated Destination Marketing
  • 32. INTEGRATED DESTINATION MARKETING NOW MORE IMPORTANT THAN EVER BEFORE
  • 33. RESEARCH SHOWS THAT.. 72% of consumers want to be engaged with an integrated marketing approach, but only 39% are receiving that.
  • 34. RESEARCH SHOWS THAT.. Google found that consumers 74% had brand recall when the advertiser’s integrated strategy carried across mobile, TV and online.
  • 35. However.. multi-screen behavior becomes more advanced with the number of devices people own. 28% of the 1,000 people surveyed say their focus is constantly divided between all devices. 1/3 often switch between devices 36% focus on one device at all times and ignore others.
  • 36. MAKING INTEGRATION HAPPEN Marketers should better integrate their offline and online marketing efforts, but they need to take care not to get overwhelmed by all the options available.
  • 37. DESTINATION MARKETING IS MUCH MORE THAN JUST PROMOTING A DESTINATION
  • 38. MAKING INTEGRATION HAPPEN CASE STUDY Launched March 2013, followed 2009 Queensland campaign Competition to apply for six ‘dream jobs’ accross Australia In cooperation with regional (state) DMOs and major partners
  • 39. MAKING INTEGRATION HAPPEN Involved over sixty industry partners including... CASE STUDY
  • 40. MAKING INTEGRATION HAPPEN CASE STUDY THIS IS MY ATHENS PROJECT - An Integrated Reputation Management Campaign including a) the creation of a volunteers greeters community b) SM/UGC initiatives c) realtime visitor safety information d) cooperation scheme between government authorities & the private sector.
  • 41. MAKING INTEGRATION HAPPEN CASE STUDY
  • 42. MAKING INTEGRATION HAPPEN CASE STUDY
  • 43. MAKING INTEGRATION HAPPEN SUSTAINABILITY MOVEMENT REINVENTED SMART PLACES TO LIVE = SMART DESTINATIONS TO VISIT
  • 44. MAKING INTEGRATION HAPPEN CASE STUDY
  • 45. MAKING INTEGRATION HAPPEN CASE STUDY
  • 46. MAKING INTEGRATION HAPPEN CASE STUDY
  • 47. MAKING INTEGRATION HAPPEN CASE STUDY
  • 48. MAKING INTEGRATION HAPPEN CASE STUDY
  • 49. MAKING INTEGRATION HAPPEN The number-one tip is to ensure that your brand is enhancing the experience and not interrupting it. Paul Smailes, Digital manager, Heineken Global
  • 50. Question: What would be the role of DMOs in 10 years from now?
  • 51. ROLE OF DMOs DMOs From being at the core of the destination ecosystem
  • 52. ROLE OF DMOs DMOs to become just another part of it..
  • 53. HOW MOST OF THE DMOs REACT?
  • 54. THE DMO GRIEF CYCLE 
  • 55. Question: What DMOs Need to DO?
  • 56. ROLE OF DMOs DMOs Redefine their Role as the ‘Support’’ Satellite of their Destination Ecosystem
  • 57. ROLE OF DMOs DESTINATION MARKETING AND MANAGEMENT AND DEVELOPMENT ORGANIZATION Redefine their Organizational Scope & Re-design their structures by integrating management & development functions
  • 58. KEEP UP WITH: All of the changes at a macro level, The emergence of new tools & techniques Increasing importance of content and realtime service that force them to re-invent their daily operations
  • 59. MUST: DO less and enable more BUILD and share the tools PROMOTE LESS, and attract more FOCUS on partnerships, R&D, management & innovation EARN a measurable return on their investment MAKE their declining marketing resources, used jointly and deliver more tourism spend .
  • 60. To Sum Up..
  • 61. DMOs HAVE AN IMPORTANT ROLE TO PLAY AS A MACRO-LEVEL ORGANIZATION
  • 62. BUT THEY NEED TO WAKE UP
  • 63. ACHIEVE SERVICE EXCELLENCE
  • 64. and become THE CONNECTOR
  • 65. THE ADVISOR
  • 66. THE STAGE MANAGER
  • 67. NOT THE GOVERNOR
  • 68. OR JUST A GOOD PROMOTER..
  • 69. THANK YOU MANOLIS PSARROS mpsarros@aboutourism.com - @about_tourism – www.aboutourism.com

×