Touirsm Directions 2012 Innovating our Digital Capability

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Benchmarking where the Australian tourism industry is in their digital capability, what is needed for growth

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Touirsm Directions 2012 Innovating our Digital Capability

  1. 1. INNOVATING OUR DIGITAL CAPABILITY @ TOURISM DIRECTIONS 1st November 2012
  2. 2. Integrated Digital Strategy 2
  3. 3. 3
  4. 4. Facebook 750+ Million Users 4
  5. 5.  1 in 5 global internet users are in China  > 90% of Chinese internet users visiting social media sites regularly (compared to 67% in the U.S. )  55% of internet users in China today own or visit blogs  >25% write 10 or more posts every day 5
  6. 6. U.S. App Stats  500,000 apps for iPhones  Downloading at 350 per second  370,000 apps for Android  35% of U.S. adults have apps  24% use their apps  68% use 5 or few each week  Capabilities of the mobile platform converge, and users achieve true mobile empowerment  6 Trend is functionality over brand
  7. 7. > 1 billion active mobile accounts in China 7
  8. 8. 8
  9. 9. Online Booking Barriers   A lack of understanding or knowledge of options available The perception that booking systems are too complex and time consuming  The need for flexibility to personalise or customise the system to their customer and business needs  The perception that booking systems are too expensive in implementation, running costs and commissions  Some regional areas made reference to instances of poor internet connection and technology barriers  Themes common across all sectors of the industry, more prevalent in businesses managed by people over 56 years of age 9
  10. 10. What is needed is a clear collective focus on: 10
  11. 11. Strengths:       ATDW – national content and distribution platform China translations project 90% of Australian businesses have own website Tourism e-kit Online Booking project High performance of Tourism Australia & STOs Opportunities:  Industry education + support = activation  Operators and RTOs need to be content generating machines: blogs, images, videos  Servicing information in language  More languages and maintenance of China translations  Enable the community to share content 11
  12. 12. Strengths:      Australia’s fb page has 3.6 million likes Tourism businesses starting to develop fb pages Tourism e-kit Knowledge base and online community ATDW open platform…enabling an extended community Opportunities:     Industry to embrace social media eg. TripAdvisor widget, share content Industry education + support = activation Businesses address generational divide Government + Industry enable connectivity 12
  13. 13. Strengths / Weaknesses:    Low score card with international traveller Low score card with domestic traveller NBN will provide some baseline infrastructure Opportunities:  Free wi-fi everywhere  Education of local businesses and councils  Free wi-fi at tourism businesses  Free wi-fi in public places 13
  14. 14. We’ve got a good baseline – need to keep the momentum going, but in the right direction to hit the sweet spot 14
  15. 15. Thank you for your time www.atdw.com.au Liz.Ward@atdw.com.au 15

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