Digital Tourism Innovations
Benchmarking of DMOs in the alpine Region and
Hotels in Switzerland

Michael Fux
Roland Schegg...
Table of Contents
•  Motivation
•  Methodology
• 

Results of DMOs
• 
• 

Overall view

• 

• 

Innovation criteria
Best P...
Motivation
•  Analyze the status of implementation of digital
tourism innovations
•  Identify benchmarks and innovative
im...
Methodology
•  Definition of criteria based on previous research
•  Define Sample of Hotels and DMOs
•  120 DMO in alpine ...
Innovation criteria

•  Inspiration
•  Videos
•  Webcam (360° Panorama)
•  Recommender system
•  Interactive Blog
•  Gamif...
Innovation criteria

•  Planning & Booking
•  Customer reviews
•  Itinerary planning tool (favorite list)
•  Interactive m...
Innovation criteria

•  During
•  Mobile App
•  Mobile Website

•  After
•  Newsletter

HES-SO Valais-Wallis
Page 8
Methodology
•  Definition of criteria based on previous research
•  Define Sample of Hotels and DMOs
•  Check of criteria ...
DMO Results

HES-SO Valais-Wallis
Page 10
#"of"DMOs"

17"
16"
15"
14"
13"
12"
11"
10"
9"
8"
7"
6"
5"
4"
3"
2"
1"
0"
1" 2" 3" 4" 5" 6" 7" 8" 9" 10" 11" 12" 13" 14" 1...
92%#
89%#

webcam#
newsleFer#
booking#engine#
videos#/#interac@ve#videos#
mobile#website#
route#planner#
interac@ve#maps#
...
Inspiration

HES-SO Valais-Wallis
Page 13
http://www.lesarcs.com
http://www.crans-montana.ch
http://www.lech-zuers.at
http://www.davos.ch
http://www.tegernsee.com
http://www.la-plagne.com

HES-SO Valais-Wallis
Page 19
http://lenzerheide.com
http://www.alpes-ski-resa.com
http://www.eisacktal.com
Inspiration through
Social Media

HES-SO Valais-Wallis
Page 23
Inspiration through
Social Media

http://www.valthorens.com
HES-SO Valais-Wallis
Page 24
Inspiration through
Social Media

http://www.oberstaufen.de
HES-SO Valais-Wallis
Page 25
Engagement
through
Gamification

http://www.zuerich.com
HES-SO Valais-Wallis
Page 26
HES-SO Valais-Wallis
Page 27
Engagement
through
Interactive
blog

http://blog.salzkammergut.at

HES-SO Valais-Wallis
Page 28
Planning & Booking

HES-SO Valais-Wallis
Page 29
http://www.luzern.com
HES-SO Valais-Wallis
Page 32

http://www.loetschental.ch
http://www.flumserberg.ch
HES-SO Valais-Wallis
Page 34

http://www.laax.com
http://www.davos.ch
http://www.davos.ch
http://www.la-plagne.com
http://www.davos.ch
http://www.soelden.com
http://www.soelden.com
Planning

HES-SO Valais-Wallis
Page 41
During Visit

HES-SO Valais-Wallis
Page 42
Benchmark Studies of Mobile Websits and Apps

HES-SO Valais-Wallis
Page 43
After Visit

HES-SO Valais-Wallis
Page 44
Sommerspass mit Wolli

Wolli geht auch diesen
Sommer auf zu neuen
Abenteuern.
Murmeltiere
beobachten, baden im
Bergsee, Un...
HES-SO Valais-Wallis
Page 46
TOP 3

HES-SO Valais-Wallis
Page 47
TOP 3

HES-SO Valais-Wallis
Page 48
TOP 3

HES-SO Valais-Wallis
Page 49
Hotel results

HES-SO Valais-Wallis
Page 50
HES-SO Valais-Wallis
Page 51
25%$

19%$

%""of"Hotels"

20%$

14%$

15%$

13%$13%$

12%$
10%$

8%$

9%$

5%$
2%$ 2%$
0%$
1$

2$

3$

4$

HES-SO Valais-...
booking#engine#
interac;ve#maps#
voucher#system#
customer#reviews#
newsleDer#
route#planner#
mobile#website#
videos#
perso...
TOP 3

HES-SO Valais-Wallis
Page 56
TOP 3

HES-SO Valais-Wallis
Page 57
TOP 3

HES-SO Valais-Wallis
Page 58
“The future is already here – it's just not
evenly distributed. „ (William Gibson)
HES-SO Valais-Wallis
Page 64
HES-SO Valais-Wallis
Page 69
Thanks for your attention

HES-SO Valais-Wallis
Page 71
Digital Tourism Innovations - Benchmarking of DMOs in the alpine Region and Hotels in Switzerland
Digital Tourism Innovations - Benchmarking of DMOs in the alpine Region and Hotels in Switzerland
Digital Tourism Innovations - Benchmarking of DMOs in the alpine Region and Hotels in Switzerland
Digital Tourism Innovations - Benchmarking of DMOs in the alpine Region and Hotels in Switzerland
Digital Tourism Innovations - Benchmarking of DMOs in the alpine Region and Hotels in Switzerland
Digital Tourism Innovations - Benchmarking of DMOs in the alpine Region and Hotels in Switzerland
Digital Tourism Innovations - Benchmarking of DMOs in the alpine Region and Hotels in Switzerland
Digital Tourism Innovations - Benchmarking of DMOs in the alpine Region and Hotels in Switzerland
Digital Tourism Innovations - Benchmarking of DMOs in the alpine Region and Hotels in Switzerland
Digital Tourism Innovations - Benchmarking of DMOs in the alpine Region and Hotels in Switzerland
Digital Tourism Innovations - Benchmarking of DMOs in the alpine Region and Hotels in Switzerland
Digital Tourism Innovations - Benchmarking of DMOs in the alpine Region and Hotels in Switzerland
Digital Tourism Innovations - Benchmarking of DMOs in the alpine Region and Hotels in Switzerland
Digital Tourism Innovations - Benchmarking of DMOs in the alpine Region and Hotels in Switzerland
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Digital Tourism Innovations - Benchmarking of DMOs in the alpine Region and Hotels in Switzerland

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Presentation given at TpM2013 in Sierre (Switzerland): http://etourism-monitor.ch/tpm

Published in: Travel, Technology, Business

Digital Tourism Innovations - Benchmarking of DMOs in the alpine Region and Hotels in Switzerland

  1. 1. Digital Tourism Innovations Benchmarking of DMOs in the alpine Region and Hotels in Switzerland Michael Fux Roland Schegg HES-SO Valais-Wallis Page 1
  2. 2. Table of Contents •  Motivation •  Methodology •  Results of DMOs •  •  Overall view •  •  Innovation criteria Best Practices Results of Hotels •  •  Overall view •  •  Innovation criteria Best Practices Outlook HES-SO Valais-Wallis Page 3
  3. 3. Motivation •  Analyze the status of implementation of digital tourism innovations •  Identify benchmarks and innovative implementations •  Research for future digital tourism innovations for DMOs and hotels HES-SO Valais-Wallis Page 4
  4. 4. Methodology •  Definition of criteria based on previous research •  Define Sample of Hotels and DMOs •  120 DMO in alpine Region (CH, A, D, F) •  140 randomly selected hotels •  Check of criteria on website (quantitative analysis) •  Research of top performers (qualitative analysis) HES-SO Valais-Wallis Page 5
  5. 5. Innovation criteria •  Inspiration •  Videos •  Webcam (360° Panorama) •  Recommender system •  Interactive Blog •  Gamification •  Virtual tour •  Social Media Feeds HES-SO Valais-Wallis Page 6
  6. 6. Innovation criteria •  Planning & Booking •  Customer reviews •  Itinerary planning tool (favorite list) •  Interactive maps •  Live chat •  Hotel booking system •  Ticket booking system •  Voucher booking system HES-SO Valais-Wallis Page 7
  7. 7. Innovation criteria •  During •  Mobile App •  Mobile Website •  After •  Newsletter HES-SO Valais-Wallis Page 8
  8. 8. Methodology •  Definition of criteria based on previous research •  Define Sample of Hotels and DMOs •  Check of criteria on website (quantitative analysis) •  Research of top performers (quantitative analysis) HES-SO Valais-Wallis Page 9
  9. 9. DMO Results HES-SO Valais-Wallis Page 10
  10. 10. #"of"DMOs" 17" 16" 15" 14" 13" 12" 11" 10" 9" 8" 7" 6" 5" 4" 3" 2" 1" 0" 1" 2" 3" 4" 5" 6" 7" 8" 9" 10" 11" 12" 13" 14" 15" 16" 17" 18" 19" 20" 21" #"of"fullfiled"criteria"
  11. 11. 92%# 89%# webcam# newsleFer# booking#engine# videos#/#interac@ve#videos# mobile#website# route#planner# interac@ve#maps# real#@me#feeds#from#social#media# smartphone#apps# customer#generated#content# i@nerary#planning#tool# virtual#tour# reserva@on#tool#for#@ckets# gamifica@on# personalisa@on#of#website# interac@ve#blog# voucher#system# recommender#system# personal#account#on#website# live#chat# 82%# 79%# 69%# 65%# 58%# 58%# 55%# 43%# 38%# 31%# 23%# 20%# 19%# 18%# 15%# 14%# 4%# 3%# HES-SO Valais-Wallis Page 12 0%# 10%# 20%# 30%# 40%# 50%# 60%# 70%# 80%# 90%# 100%#
  12. 12. Inspiration HES-SO Valais-Wallis Page 13
  13. 13. http://www.lesarcs.com
  14. 14. http://www.crans-montana.ch
  15. 15. http://www.lech-zuers.at
  16. 16. http://www.davos.ch
  17. 17. http://www.tegernsee.com
  18. 18. http://www.la-plagne.com HES-SO Valais-Wallis Page 19
  19. 19. http://lenzerheide.com
  20. 20. http://www.alpes-ski-resa.com
  21. 21. http://www.eisacktal.com
  22. 22. Inspiration through Social Media HES-SO Valais-Wallis Page 23
  23. 23. Inspiration through Social Media http://www.valthorens.com HES-SO Valais-Wallis Page 24
  24. 24. Inspiration through Social Media http://www.oberstaufen.de HES-SO Valais-Wallis Page 25
  25. 25. Engagement through Gamification http://www.zuerich.com HES-SO Valais-Wallis Page 26
  26. 26. HES-SO Valais-Wallis Page 27
  27. 27. Engagement through Interactive blog http://blog.salzkammergut.at HES-SO Valais-Wallis Page 28
  28. 28. Planning & Booking HES-SO Valais-Wallis Page 29
  29. 29. http://www.luzern.com
  30. 30. HES-SO Valais-Wallis Page 32 http://www.loetschental.ch
  31. 31. http://www.flumserberg.ch
  32. 32. HES-SO Valais-Wallis Page 34 http://www.laax.com
  33. 33. http://www.davos.ch
  34. 34. http://www.davos.ch
  35. 35. http://www.la-plagne.com
  36. 36. http://www.davos.ch
  37. 37. http://www.soelden.com
  38. 38. http://www.soelden.com
  39. 39. Planning HES-SO Valais-Wallis Page 41
  40. 40. During Visit HES-SO Valais-Wallis Page 42
  41. 41. Benchmark Studies of Mobile Websits and Apps HES-SO Valais-Wallis Page 43
  42. 42. After Visit HES-SO Valais-Wallis Page 44
  43. 43. Sommerspass mit Wolli Wolli geht auch diesen Sommer auf zu neuen Abenteuern. Murmeltiere beobachten, baden im Bergsee, Unbekanntes entdecken. Ø  mehr Infos
  44. 44. HES-SO Valais-Wallis Page 46
  45. 45. TOP 3 HES-SO Valais-Wallis Page 47
  46. 46. TOP 3 HES-SO Valais-Wallis Page 48
  47. 47. TOP 3 HES-SO Valais-Wallis Page 49
  48. 48. Hotel results HES-SO Valais-Wallis Page 50
  49. 49. HES-SO Valais-Wallis Page 51
  50. 50. 25%$ 19%$ %""of"Hotels" 20%$ 14%$ 15%$ 13%$13%$ 12%$ 10%$ 8%$ 9%$ 5%$ 2%$ 2%$ 0%$ 1$ 2$ 3$ 4$ HES-SO Valais-Wallis Page 54 5$ 6$ 7$ 8$ 9$ 10$ 11$ 12$ 13$ 14$ 15$ 16$ 17$ 18$ 19$ #"of"fulfilled"Criteria"
  51. 51. booking#engine# interac;ve#maps# voucher#system# customer#reviews# newsleDer# route#planner# mobile#website# videos# personal#account#on#website# webcam# virtual#tour# recommender#system# feeds#from#social#media# blog# personalisa;on#of#website# smartphone#apps# gamifica;on# live#chat# mobile#app# HES-SO Valais-Wallis Page 55 28%# 26%# 25%# 25%# 24%# 22%# 19%# 17%# 17%# 10%# 5%# 5%# 4%# 2%# 1%# 1%# 0%# 52%# 77%# 0%# 10%# 20%# 30%# 40%# 50%# 60%# 70%# 80%# 90%# 100%#
  52. 52. TOP 3 HES-SO Valais-Wallis Page 56
  53. 53. TOP 3 HES-SO Valais-Wallis Page 57
  54. 54. TOP 3 HES-SO Valais-Wallis Page 58
  55. 55. “The future is already here – it's just not evenly distributed. „ (William Gibson) HES-SO Valais-Wallis Page 64
  56. 56. HES-SO Valais-Wallis Page 69
  57. 57. Thanks for your attention HES-SO Valais-Wallis Page 71

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