Tourism Events and Excellence July 2013 An Integrated Digital Strategy

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Why it is important for tourism operators to have a comprehensive integrated digital strategy

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  • Developed in 2001 to:Create a national content databaseEstablish a national standard for online contentFurther secure Australia's position in the global tourism marketplaceNo other country has this
  • Drivers of change
  • Together - Alone
  • Tourism Events and Excellence July 2013 An Integrated Digital Strategy

    1. 1. TEE OPERATOR WORKSHOPS www.atdw.com.au
    2. 2. Today’s Outcomes Morning:  Introduction to the ATDW  Tourism E-Kit – How it can benefit you  Consider the elements that make up a Integrated Digital Strategy and why it’s important  Social Media channels for Tourism Afternoon:  Online Bookings  The China market 2
    3. 3. Long Term Partnership Between Government and Industry 3
    4. 4. What is ATDW?  The Australian Tourism Data Warehouse (ATDW) is a central content and distribution platform for the Australian tourism industry  ATDW benefits Tour Operators by providing a cost effective solution to increasing their digital distribution and online exposure, and provides Travel Distributers with rich, flexible content in a central database to easily populate their websites 4
    5. 5. Content and Distribution Network 33,000 33, 000 The database is made up of over 33,000 tourism product listings which are available across ATDW's multi-channel distribution network 5
    6. 6. National ATDW Distributors As of 14 Jan 2013
    7. 7. One listing… lots of exposure 7
    8. 8. ATDW extends its digital content solution further with a range of other digital services, including:    8 Industry Education Online Bookings Hosting & Development
    9. 9. Empowering the Tourism Industry  Increase knowledge in online marketing  Add value and growth to individual businesses  Raise the online standards of the industry 9
    10. 10.  Over 60 tutorials  Online | Print | Video  Relevant up-to-date content Over 300,000 downloads 10  Simple and easy to follow
    11. 11. 11
    12. 12. Topics covered In the Tourism E-Kit:      The Basics Website Image SEO E-marketing Online Bookings 12     Analysis and Statistics Online Distribution Social Media Working Digitally in China
    13. 13. New Tutorials & Videos just Released  Tutorial 7A - Online Etiquette  Tutorial 17A - Mobile Technology for   Tourism: Advanced Tutorial 17C - Responsive Design for Web and Mobile Tutorial 54 - Online in China – Next Steps 13
    14. 14. Call to Action  To Download the E-Kit: Available to Australian tourism operators only. To register go to: www.atdw.com.au → e kit → Member → Register as a Member (sign up and download) 14
    15. 15. 15
    16. 16. Call to Action  To Download the E-Kit: Available to Australian tourism operators only. To register go to: www.atdw.com.au → e kit → Member → Register as a Member (sign up and download)  E-kit is completely free and can be downloaded in print or video format. (You can download each tutorial individually or the entire e kit as a single file)  Printed and bound copies of the e kit can be purchased online at a reasonable price on the TAFE SA website  Contact the ATDW – Wendy.Smith@atdw.com.au 16
    17. 17. Integrated Digital Strategy 17
    18. 18. Why an Integrated Digital Strategy  The growing size and complexity of the digital marketing landscape necessitates an integrated approach  Marketing and communications processes must be re-worked; and continue to adapt  The pace of change is relentless 18
    19. 19. 19
    20. 20. To respond to the higher sophistication and expectation levels of the hyper-connected consumer, businesses need integrated digital marketing 20
    21. 21. Getting Social  Travel is social  Social media revolution going on and it’s happening on mobile  90% of travel decisions are made online 21
    22. 22. 22
    23. 23. Why is it so important?   Businesses with higher levels of digital engagement have an average of 20% increase in annual revenue. Median revenue for businesses with low digital engagement is $87,500 / employee, compared with $187,500 per employee for businesses with a high level of digital engagement. Source: Deloitte’s Connect Small Business: How Australian small businesses are growing in the digital economy: 2013 23
    24. 24. Challenges Challenges of delivering a coordinated digital strategy  Complexity of digital channels  Technical difficulties  Working out where digital fits in and what channels will suit you best  Fast pace of change – there is a lot to consider 24
    25. 25. 25
    26. 26. Industry’s Digital Sophistication Recent survey conducted by Tourism Research Australia to measure level of uptake of various digital technologies & digital distribution capabilities of businesses in tourism www.tra.gov.au → Publications → Publications List → Operators Digital Uptake Benchmark Survey 2013 Research Report Four areas surveyed:  Online Presence  Website Adoption and Management  Online booking and Distribution  Social and Mobile Presence 26
    27. 27. Tourism Operators Digital Uptake Comparing 2013 to 2010
    28. 28. 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 28
    29. 29. Developing Your Digital Strategy  Consider how Digital can support the Business goals  Look at strategy holistically, before looking at “Channels”    Understand your competitors  Consider the strengths of each Channel – how do they relate to your strategy and objectives (some may combine multiple platforms )   Determine content for desktop, mobile & tablet Prioritise components of your Digital strategy Prioritse channels that are important for your business Determine how you are going to measure success of digital strategy (Measure, analyse, optimise) 29
    30. 30. The Role of Content in Tourism Take full advantage of the digital communication offerings by:  Targeting content to specific market segments  Increasing interactivity – be active on social channels  Making better use of storytelling and video  Making content shareable  Adapting content to emerging markets and different cultures 30
    31. 31. The Role of Content in Tourism How does ATDW support your integrated Digital Strategy?  High quality content, national database, making it easily useable by relevant distribution channels 31
    32. 32. In Conclusion  No longer nice to have – now critical to have an integrated digital strategy  As consumers further realise the benefits of social platforms and mobile devices, they’ll come to demand ever-more personalised content and purchase options  Operators will have to oblige by creating sharable and relevant content that speaks to the wants and needs of each segment of their target audience  Its time to Get Social! 32
    33. 33. Thank you for your time www.atdw.com.au Liz.Ward@atdw.com.au 33

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