10 Keys for Destination Management and Marketing - Part 1
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10 Keys for Destination Management and Marketing - Part 1

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Presenters: Dr. Roger Carter, TEAM Tourism...

Presenters: Dr. Roger Carter, TEAM Tourism
Mariette du Toit-Helmbold, Cape Town Tourism

More in: Travel , Business
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  • 1. Ten Keys for Success in Destination e-Business e- Dr Roger Carter Managing Director TEAM Tourism Consulting Indaba, Durban 11 May 2009
  • 2. Speaker background • Spent 25 years working for tourism organisations – national, regional and city – within the UK • In 1997, established TEAM, a consultancy in strategy, business planning and operations management for destination management and marketing organisations – with a strong focus on e-business • Involved in more than 225 consultancy projects, throughout the UK and in Saudi Arabia, Oman, Australia, South Africa, Seychelles, Estonia, Ireland, Portugal, • Co-authored the UNWTO Business Council publication, “Marketing Tourism Destinations Online”, 1999, + successor publication “E-Business for Tourism, published in October 2001 • Two new publications in 2008: “A Guide to Destination Management” for the UNWTO; and “eMarketing Handbook for the UNWTO and the European Travel Commission • TEAM operates the ‘New Media Trend Watch’ Web site for the European Travel Commission • Managing Editor of ‘DMO World’, a newsletter for tourism destination professionals around the world
  • 3. Latest Edition of Destination World e-newsletter e- www.destinationworld.info
  • 4. Agenda • Ten ‘Keys to Success’ in destination e- Business • Cape Town Tourism – making it all happen • Other examples of best practice • The Destination as a Community • Conclusions
  • 5. Agenda • Ten ‘Keys to Success’ in destination e- Business http://pub.unwto.org/epages/Store.sf/?ObjectPath=/Shops/Infoshop/Products/1465/SubProducts/1465-1
  • 6. E-Marketing Handbook for Destinations • E-marketing for Tourism Destinations – The Big Picture • Content Is King – How to Build and Manage Content that Convinces the Customer • Social Networking and User-generated Content (UGC) • Make a Winning Website – The Keys to Success • Search Engine Optimisation (SEO) – Getting Better Search Engine Results the ‘Natural’ Way • How to Acquire and Develop Customers – Marketing Channels and the Use of Customer Relationship Management • Branding – Project the Essence of the Destination • E-commerce for Destinations – Turning Enquiries into Sales • Mobile Marketing – Exploiting the Essential Companion to Everyday Life
  • 7. E-Marketing Handbook for Destinations • The New Television – Convergence of Media: Interactive TV, Video, Internet • and Gaming • Online Destination Media Relations – How to Gain Online Coverage and Be Ready for a Crisis • Supporting the Travel Trade in Source Markets • E-marketing with the Destination’s Tourism Suppliers • Income Sources for DMOs – Raising Income from Your E- marketing Services • Measuring Success – Methods for Reporting of E-marketing Activity, and Continuous Measurement of Performance Quality and Outcomes • Web Analytics – Boost Your Online Impact with Data-driven Optimisation • How to Manage Your Domain Names – Choosing and Maintaining Domains that Support a Wide Range of E-marketing Activities • Market Trends
  • 8. Ten keys to success for destinations 1. Reach as many potential customers as possible 2. Maximise the lifetime value of customers, by maintaining the relationship 3. Engage in social networking and user generated content 4. Create a compelling website experience 5. Maintain high quality content 6. Generate sales, directly or indirectly 7. Offer do-it-yourself packaging 8. Engage tourism businesses to get their inventory online 9. Demonstrate return on investment – performance evaluation and benchmarking 10. Ensure effective electronic distribution of information to travellers and visitors
  • 9. Ten keys to success for destinations 1. Reach as many potential customers as possible 2. Maximise the lifetime value of customers, by maintaining the relationship - CRM 3. Engage in social networking and user generated content 4. Create a compelling website experience 5. Maintain high quality content 6. Generate sales, directly or indirectly 7. Offer do-it-yourself packaging 8. Engage tourism businesses to get their inventory online 9. Demonstrate return on investment – performance evaluation and benchmarking 10. Ensure effective electronic distribution of information to travellers and visitors
  • 10. Sources used to find out where to go in 2005 in various markets Personal recommendation Web search Visit travel agent's office See TV program Read a newspaper Other 7% Russia 59% 37% 24% 32% 13% 1% India 59% 51% 27% 32% 31% 15% 54% 55% 8% 20% 21% Denmark 16% 54% 58% 12% 22% 16% USA 7% Japan 52% 53% 33% 26% 12% 11% 51% 65% 50% 44% 35% China 7% Brazil 50% 36% 13% 29% 13% 13% Australia 50% 63% 29% 39% 21% 1% Germany 49% 57% 25% 33% 26% 11% 49% 50% 25% 19% 17% Canada 6% 47% 31% 26% 25% 8% Mexico 10% 44% 62% 26% 9% 7% Spain 7% 43% 60% 14% 23% 11% Netherlands 4% PoIand 42% 47% 20% 26% 23% 5% UK 39% 65% 22% 24% 14% 19% 7% 5% 8% France 36% 64% 8% 33% 61% 35% 22% 22% Italy 12% 30% 69% 23% 11%6% Korea 0% 50% 100% 150% 200% 250% 300% Source: Global Market Insite (GMI) Survey of 18,000 consumers globally, June 2005.
  • 11. Primary sources of information - US Primary source for researching travel information according to US internet users in June 2008 (% of respondents) 72.2% Internet 17.4% Family and friends 3.8% Travel agents 3.4% Magazines and newspapers 3.2% TV and radio 0% 20% 40% 60% 80% 100% Source: Prospectiv study “Consumer Preference Index” (reported by eMarketer, July 2008).
  • 12. Most trusted source quot;Indicate your overall level of trust in the following…..” Recommendations from consumers Brand Web sites Email I signed up for Consumer opinions posted online Newspaper Magazine TV Radio Brand sponsorships Search engine ads Ads before movies Product placements Online banner ads Trust quot;somewhatquot; Trust quot;completelyquot; Text ads on mobile phones 0 20 40 60 80 100 Base: 470 responses recruited from PlanetFeedback.com members. Source: Forrester Research Inc. and Intelliseek.
  • 13. Most trusted online source - UK Most trusted online source for reliable travel information according to UK Internet users, September 2006 (% of respondents) 21% Sites with reviews by other travellers 15% Online tourist guides 15% Local tourist guides 12% Travel agent sites 11% Search results 10% Airline sites Advertising eg banner ads 0% 5% Other 12% Don't know 0% 5% 10% 15% 20% 25% Source: Nielsen//NetRatings commissioned by Adviva and Harvest Digital, January 2007 – quoted by eMarketer in June 2007
  • 14. Participation in the dialogue Change in Opinion if Content Added to TripAdvisor (opinion of a supplier that posts the information on TripAdvisor) Supplier responses to consumer reviews 5% 37% 58% Reviews from employees of 9% 45% 46% suppliers Dedicated section for supplier 4% 53% 43% content Supplier corrections to 12% 46% 42% consumer reviews Official reviews from suppliers 6% 53% 41% Negative Influence No Influence Positive Influence Source: Compete Inc., “Consumer generated content in Travel” April 2007
  • 15. Social networking and user generated content • Information, reviews, photos and videos of just about anything, anywhere • More extensive content about destinations than has ever been possible for most tourism organisations to gather • How can the tourism organisation add value? The challenge and the opportunity • Be part of it. Engage with it, directly and indirectly. Exploit every opportunity • Monitor and influence the content of social networking sites – Instant customer satisfaction research – A tool for raising product quality
  • 16. Ten keys to success for destinations 1. Reach as many potential customers as possible 2. Maximise the lifetime value of customers, by maintaining the relationship - CRM 3. Engage in social networking and user generated content 4. Create a compelling website experience 5. Maintain high quality content 6. Generate sales, directly or indirectly 7. Offer do-it-yourself packaging 8. Engage tourism businesses to get their inventory online 9. Demonstrate return on investment – performance evaluation and benchmarking 10. Ensure effective electronic distribution of information to travellers and visitors
  • 17. Mobile location-based service users location- Mobile location-based service users worldwide, 2007-2012 486 500 450 400 329 350 million 300 250 215.3 200 134 150 100 61.3 50 18.9 0 2007 2008 2009 2010 2011 2012 Source: eMarketer, September 2008 (reported by Telecoms.com).
  • 18. Five- Five-fold increase in mobile social networking by 2012 Worldwide mobile internet users and worldwide mobile social network users, 2007-2012 (in million) 1400 1,228 1200 1000 982 803 800 757 million 554 596 600 490 369 406 400 243 200 147 82 0 2007 2008 2009 2010 2011 2012 Mobile Social network users Mobile internet users Source: eMarketer, May 2008.
  • 19. Destinations – The e-marketing survival kit e- • Reach as many potential Search engine optimisation • customers as possible Distribution partnerships • Maximise the lifetime CRM systems value of customers • Join the social networking UGC/C2C functionality on website • revolution and facilitate Engagement with UGC and social networking sites user generated content • UGC tracking/response software • Maintain high quality Content management plan and system for content acquisition and distribution of content • Quality assurance of content • Create a compelling Creative design, efficient functionality, interactivity website experience with UGC, third party content/services • Deliver sales, directly or Booking engine and customer orientated booking indirectly processes or • Meta-search comparison engines with ‘polling’ for availability and price • Offer customised Meta-search to access wide range of destination packaging products • Engage tourism businesses Industry extranet to provide services & knowledge • to deliver the inventory Low cost PMS to supply inventory dynamically • Evaluate and benchmark Site performance measurement • performance, Web analytics demonstrating return on • User surveys investment • Real-time testing of alternatives • Ensure effective electronic Podcast destination guides • distribution of information Location based services to travellers and visitors • Wide area WiFi (WiMax)
  • 20. Agenda • Ten ‘Keys to Success’ in destination e- Business • Cape Town Tourism – making it all happen
  • 21. Agenda • Ten ‘Keys to Success’ in destination e- Business • Cape Town Tourism – making it all happen • Other examples of best practice
  • 22. Spain - Multimedia (1)
  • 23. Spain – Multimedia (2)
  • 24. Pennsylvania, USA: VisitPA.com
  • 25. Visit PA - the outdoor adventurer Real Roadtripper video
  • 26. Roadtripper Blog
  • 27. Pennsylvania, USA: video sharing
  • 28. Specialty playlist – locals, a trip along Route 6
  • 29. VisitVictoria blog/forum
  • 30. Visit Victoria – Mobile content
  • 31. Agenda • Ten ‘Keys to Success’ in destination e- Business • Cape Town Tourism – making it all happen • Other examples of best practice • The Destination as a Community
  • 32. The destination as a community • The destination represents the focal point for all the players in tourism whose interests are interdependent – government, residents, suppliers, carriers, major corporations, intermediaries, consumers • The DMO is at the heart of the community, which may be represented like this …
  • 33. Travel Trade/ Group Travel Organises Media Conference Buyers Visitors – Mobile Consumers at home Transport The Destination Community – Residents, & the DMO Schools, etc Conference, Exhibition, function venues Police, Health & other Attractions services and events Local Accom & Authorities catering RDA & suppliers Govt © TEAM 2006 © TEAM 2000
  • 34. Travel Trade/ Group Travel Organises Media Conference Buyers Visitors – PC PC Handheld Mobile Handheld PC Kiosk Handheld PC/TV Print (Hotel) CMS/ Consumers Info mgmt Web Handheld search at home PC Publishing Call TV Reser- Image Centres PC Databases Handheld vations library Internet Customer Product CRM/ Online PC Contact Community surveys PC mgmt – Residents, Handheld Tourism Knowledge Schools, etc Information ‘Push’ MIS/ Centres marketing evaluation Handheld PC Impact Market PC Analysis analysis Tourism Facility Tourism PC Operators PC Marketing Handheld PC Major Tourism Partners – Visitor Development Public & Services & & Business Private Support Manage- © TEAM 2000 © TEAM 2002 © TEAM 2000 ment
  • 35. Agenda • Ten ‘Keys to Success’ in destination e- Business • Cape Town Tourism – making it all happen • Other examples of best practice • The Destination as a Community • Conclusions
  • 36. Conclusions • E-marketing is paramount in all mature markets • You need to engage actively with social networking and UGC • Mobile access and commerce represents a major new dimension to e-marketing to consumers at home and in the destination • In a multi-channel world, get the blend of channels right for your target market • Re-evaluate every year – adjust budgets to reflect changes in channel cost-effectiveness • Partnerships make sense in the electronic world – Content acquisition – Distribution • Scale down/consolidate traditional channels in line with the market Does your marketing plan give enough weight to e-marketing? Is it flexible enough to exploit the latest opportunities?
  • 37. Thank you for your attention! For further information: Dr Roger Carter RogerCarter@team-tourism.com +44 7932 739 453 http://pub.unwto.org/epages/Store.sf/?ObjectPath=/Shops/Infoshop/Products/1465 Web sites of interest, prepared by TEAM www.newmediatrendwatch.com for analysis of Internet and other new media use in all major markets www.destinationworld.info for news and feature articles relating to destination management and marketing