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City Tourism: Is the beaten path a thing of the past?

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Presentation by Manolis Psarros, Managing Director of TOPOSOPHY Destination Marketing Agency at WTM 2014 - City Tourism Seminar organized by European Tour Operators Association

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City Tourism: Is the beaten path a thing of the past?

  1. 1. City Tourism: Is the Beaten Path a Thing of the Past? MANOLIS PSARROS
  2. 2. Well, is it?
  3. 3. Discovering unknown parts of a city does not mean that travellers risk missing places that are genuinely great..
  4. 4. What has really changed..
  5. 5. Is how technology affects the way we travel and visit places..
  6. 6. #1 THE NEW SHARING ECONOMY #2 THE INTERNET OF EVERYTHING TWO MAJOR GAME-CHANGERS #
  7. 7. THE NEW SHARING ECONOMY # The rise of digital, social and mobile platforms has made sharing assets cheaper and easier than ever – and therefore possible on a much larger scale. The Rise of Sharing Economy / The Economist
  8. 8. THE NEW SHARING ECONOMY # Source: Rachel Botsman
  9. 9. THE NEW SHARING ECONOMY # Source: Rachel Botsman
  10. 10. THE NEW SHARING ECONOMY # Source: Rachel Botsman
  11. 11. CASE STUDY NEW YORK STATE VS AIRBNB New York Attorney General Eric Schneiderman slammed the online rental site Airbnb and promised to protect the hotel industry.
  12. 12. CASE STUDY AMSTERDAM: EUROPE’S FIRST SHAREABLE CITY?
  13. 13. In September 2013, the international hotel chain Marriott announced the extention of Workspace on Demand. The initiative allows any consumer – not only hotel guests – to book deskspace at a Marriott hotel lobby. CASE STUDY MARRIOTT – LIQUID SPACE
  14. 14. FACT: To visitors the real and virtual worlds are one. The same should go for place-making & tourism marketing strategies. A DIGICAL WORLD.. #
  15. 15. # FROM THE INTERNET OF THINGS..
  16. 16. TO THE INTERNET OF EVERYTHING?
  17. 17. # OR THE INTERNET OF EVERYTHING?
  18. 18. # DIGITAL-PHYSICAL INTEGRATION #iot - FOUR MAJOR FOURCES: Cheaper and more efficient wireless connectivity chips. Rising adoption of cloud storage Ultra-precise geo-location The crowdfunding revolution SOURCE: TRENDWATCHING.COM
  19. 19. SEMANTIC SEARCH CASE STUDY Searching for travel becomes about what we want to do, the kinds of experiences we’re seeking, not just where we want to go.
  20. 20. FAST AIRPORT CHECK-IN PROCESS CASE STUDY check in, open security gates, or get easy access to airport lounges by simply waving your phone over a reader rather than searching for the papers in your bag or the QR code in an app. Because the data is written directly to the SIM card, it’ll work even if the phone is powered off.
  21. 21. PLATFORM 31: SMART CITY-TRAFFIC MANAGEMENT CASE STUDY Smart-city traffic management applications helping visitors better plan their visit around an art gallery by allowing them to see in real-time on a mobile app where the crowds are densest.
  22. 22. URBANFLOW: DYNAMIC KIOSKS REAL-TIME INFO CASE STUDY Dynamic kiosks that display real-time information, concerning traffic, weather and local news, like Urbanflow in Helsinki
  23. 23. •Rooms with iPads installed with Intelity software that transforms the devices into one-stop hospitality control centers. •In-room 3D movies, •Bathroom mirrors with embedded flat screens, •Beds with massage settings and •“smart glass” bathroom walls with adjustable opacity. CASE STUDY ECCLESTON SQUARE HOTEL- DREAMING DIGITAL
  24. 24. VALLADOLID – RIVER OF LIGHTS CASE STUDY
  25. 25. BARCELONA – SMART EVERYTHING CASE STUDY
  26. 26. Key Takeaway(s) Tourism Businesses SHOULD: Build their STRATEGY around digital-physical fusion.
  27. 27. Key Takeaway(s) DESTINATION AUTHORITIES SHOULD: Focus more on the REAL-TIME EXPERIENCE and less to the PRE/POST TRIP stages of the visitor journey.
  28. 28. Key Takeaway(s) Marketers should better INTEGRATE their offline and online marketing efforts, but they need to take care NOT TO get overwhelmed by all the options available.
  29. 29. Key Takeaway(s) SMART TECHNOLOGIES do not have to ‘intrude’ on people’s lives or forcibly interrupt our activities.
  30. 30. FORGET what is digital and what is physical. Instead, FOCUS on what people will easily understand and do. Key Takeaway(s)
  31. 31. NO ONE LIKES A CITY THAT’S TOO SMART Smart can be simple. A City is not (or should not be) a machine Key Takeaway(s)
  32. 32. INTEGRATION IS COMMON SENSE not a strategy. Key Takeaway(s)
  33. 33. THANK YOU mpsarros@toposophy.com @TOPOSOPHY

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