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Destination Management System - East of England


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East of England Tourism have been rolling out the regional Destination Management System for 3 years now. A central pot of data powrering many websites.

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Destination Management System - East of England

  1. 1. DMS - Practical tips for enhancing your online presence February 2010 David Clarke
  2. 2. Enhancing your online presence <ul><li>The online visitor </li></ul><ul><li>Consequences for tourism </li></ul><ul><li>What do visitors want? </li></ul><ul><li>What is a DMS? </li></ul><ul><li>A case study </li></ul><ul><li>How to get involved </li></ul>
  3. 3. The online visitor The online travel purchaser… 20 million UK residents searched for travel during 2007 On average users make 12 travel-related searches, visit 22 websites, and take 29 days before making a purchase 44% of UK population has bought online. 51% bought travel options online People visit the site they eventually buy from 2.5 times and almost 50% use a generic/destination term when they first search (Office of National Statistics 2008)
  4. 4. The consequences for tourism… Experienced tourists will increasingly put together their own holidays on a modular basis with direct bookings. The internet will transform the classical role of the tourism organisations at an increasing speed The importance of availability of in-depth information of product The growing need for secure online reservations (Professor Dylan Jones-Evans 2004)
  5. 5. What do visitors want? “ Attractions, things to do and accommodation.” “ I tend to look for website user friendly pages, the more deals on travel websites is better. I do look for websites with photos of the accommodation and area. The more information I can acquire the better.” “ Information easily located. If there are pictures for them to be fairly clear.” “ Easy to use, includes whole price, can book online” ( Arkenford 2009)
  6. 6. What do visitors want?
  7. 7. What is a DMS? <ul><li>Comprehensive database of tourism information </li></ul><ul><li>Multiple interfaces of access </li></ul><ul><li>Powerful distribution engine – ‘write once, publish to many’ </li></ul><ul><li>Support tool for marketing activity </li></ul>
  8. 8. Booking patterns
  9. 9. Case study – Gladwins Farm, Suffolk <ul><li>2009 bookings via DMS to the value of £17,000 and nearly 600 bednights </li></ul><ul><li>Book button on own website </li></ul><ul><li>Customer details held on system </li></ul><ul><li>Open 24 hours </li></ul>“ Guestlink has provided a cheap way of getting online bookings. Some have been 'last-minute' and some have been well in advance. All were unexpected, of course and did not require the postage of brochures etc in advance. In summary we consider Guestlink's online booking system to be another tool in our box to get bookings and one which we would not now be without.” (Robert Dosser, Owner)
  10. 10. How to get involved Login to Update your details This information feeds into DMS that feeds: 200+ TICs
  11. 11. Contact Guestlink Helpdesk – Tel: 0845 1662217 Email: [email_address] East of England Tourism – Suzie Rowe Tel: 01284 727481 Email: [email_address] David Clarke Tel: 01284 727479 Email: [email_address] East of England Tourism on Twitter - East of England Tourism on Facebook - Enjoy England Social Media Wizard –