Integrated Destination Marketing & the Future DMO

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EyeforTravel Summit - Online Marketing, Mobile & Social Media in Travel Europe 2013 - (Amsterdam/October 2013)

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Integrated Destination Marketing & the Future DMO

  1. 1. INTEGRATED DESTINATION MARKETING & THE FUTURE DMO
  2. 2. INTEGRATED DESTINATION MARKETING & THE FUTURE DMO The Changing Role of DMOs in the Digital Era Integrated Destination Marketing: Now more Important than Ever Before
  3. 3. INTEGRATED DESTINATION MARKETING & THE FUTURE DMO The Changing Role of DMOs in the Digital Era
  4. 4. 3+1 MAJOR GAME CHANGERS *(THAT ALREADY SHAKE UP OUR WORLD)
  5. 5. FINANCIAL UNCERTAINTY BUDGET-CUTS & STRUCTURAL CHANGES SHARING ECONOMY THE C2C MODEL VOLATILE MARKET EMERGING MARKETS – GOING NICHE & THE INTELLIGENT TRAVELLER DIGITAL TECHNOLOGIES NEW MEDIA TECHNOLOGIES & THE MOBILE CHALLENGE
  6. 6. FINANCIAL UNCERTAINTY
  7. 7. FINANCIAL UNCERTAINTY Tight funding opportunities = inconsistent availability of organizational funding
  8. 8. FINANCIAL UNCERTAINTY Increased Need to Show ROI
  9. 9. FINANCIAL UNCERTAINTY Increased Need to Show ROI
  10. 10. VIDEO DESTINATION MARKETING = PASSION, IMPACT, INNOVATION
  11. 11. FINANCIAL UNCERTAINTY New Organizational Structures – New Financial & Partnership Models
  12. 12. SHARING ECONOMY Shared economy brings more tourists, but less tax revenue, to destinations
  13. 13. SHARING ECONOMY
  14. 14. SHARING ECONOMY
  15. 15. SHARING ECONOMY SAN FRANCISCO’S Mayor’s Office of Civic Innovation teamed up with Airbnb and GIS software creator Esri to host a hackathon that sought technical innovations that “re-imagine how tourists and residents experience and explore the City of San Francisco.”
  16. 16. SHARING ECONOMY According to data from Spain’s Ministry of Tourism, visitors choosing not to stay in hotels jumped by 17.6% in June, and is up over 10% since the start of the year. The number of tourists not taking packaged holidays has also risen by 8% since January.
  17. 17. TRAVEL & ACCOMMODATION SECTORS ALREADY RIDE THE WAVE
  18. 18. VOLATILE MARKETS EMERGING MARKETS: The numbers sure are juicy: in 2013, the GDP of emerging markets will exceed advanced markets for the first time (measured in Purchasing Power Parity terms) to USD 44.1 trillion versus USD 42.7 trillion (Source: IMF, October 2012).
  19. 19. VOLATILE MARKETS BUT IT’S NOT JUST THE BRICs ANYMORE THE NEXT 11
  20. 20. VOLATILE MARKETS Tripadvisor: TripBarometer September 2013 – The Global Traveller Economy THE GLOBAL TRAVELLER ECONOMY
  21. 21. VOLATILE MARKETS MARKET DEMANDS: THE SMART CONSUMER
  22. 22. VOLATILE MARKETS MARKET DEMANDS: GO WHERE YOUR CUSTOMER IS CASE STUDY Macy’s Store & NYC officially open a visitor center in the store
  23. 23. VIDEO TOURISM VICTORIA: THE REMOTE CONTROL TOURIST
  24. 24. VOLATILE MARKETS Need for Localization
  25. 25. DIGITAL TECHNOLOGIES Adapting to the Digital Landscape: Overview of the DMO SM landscape based on the 800+ DMO”.
  26. 26. Question: Can DMO still add value due to increased SM voice?
  27. 27. DIGITAL TECHNOLOGIES Tripadvisor, TripBarometer, March 2013 Official Destination Online Channels are not in the list..
  28. 28. DIGITAL TECHNOLOGIES OTAs Became the Central Channel
  29. 29. DIGITAL TECHNOLOGIES The Mobile challenge and its implications on the DMO services due to travellers increased independence & private sector’s ability to provide solutions.
  30. 30. DIGITAL TECHNOLOGIES CASE STUDY By providing smartphone for a small daily fee, the destination is giving value with what travelers seek out the most: wifi connectivity, unlimited calls, and apps answering most sought after queries, i.e maps, translation, currency, showtimes, transportation details, etc.
  31. 31. INTEGRATED DESTINATION MARKETING & THE FUTURE DMO Integrated Destination Marketing
  32. 32. INTEGRATED DESTINATION MARKETING NOW MORE IMPORTANT THAN EVER BEFORE
  33. 33. RESEARCH SHOWS THAT.. 72% of consumers want to be engaged with an integrated marketing approach, but only 39% are receiving that.
  34. 34. RESEARCH SHOWS THAT.. Google found that consumers 74% had brand recall when the advertiser’s integrated strategy carried across mobile, TV and online.
  35. 35. However.. multi-screen behavior becomes more advanced with the number of devices people own. 28% of the 1,000 people surveyed say their focus is constantly divided between all devices. 1/3 often switch between devices 36% focus on one device at all times and ignore others.
  36. 36. MAKING INTEGRATION HAPPEN 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.
  37. 37. DESTINATION MARKETING IS MUCH MORE THAN JUST PROMOTING A DESTINATION
  38. 38. MAKING INTEGRATION HAPPEN CASE STUDY Launched March 2013, followed 2009 Queensland campaign Competition to apply for six ‘dream jobs’ accross Australia In cooperation with regional (state) DMOs and major partners
  39. 39. MAKING INTEGRATION HAPPEN Involved over sixty industry partners including... CASE STUDY
  40. 40. MAKING INTEGRATION HAPPEN CASE STUDY THIS IS MY ATHENS PROJECT - An Integrated Reputation Management Campaign including a) the creation of a volunteers greeters community b) SM/UGC initiatives c) realtime visitor safety information d) cooperation scheme between government authorities & the private sector.
  41. 41. MAKING INTEGRATION HAPPEN CASE STUDY
  42. 42. MAKING INTEGRATION HAPPEN CASE STUDY
  43. 43. MAKING INTEGRATION HAPPEN SUSTAINABILITY MOVEMENT REINVENTED SMART PLACES TO LIVE = SMART DESTINATIONS TO VISIT
  44. 44. MAKING INTEGRATION HAPPEN CASE STUDY
  45. 45. MAKING INTEGRATION HAPPEN CASE STUDY
  46. 46. MAKING INTEGRATION HAPPEN CASE STUDY
  47. 47. MAKING INTEGRATION HAPPEN CASE STUDY
  48. 48. MAKING INTEGRATION HAPPEN CASE STUDY
  49. 49. MAKING INTEGRATION HAPPEN The number-one tip is to ensure that your brand is enhancing the experience and not interrupting it. Paul Smailes, Digital manager, Heineken Global
  50. 50. Question: What would be the role of DMOs in 10 years from now?
  51. 51. ROLE OF DMOs DMOs From being at the core of the destination ecosystem
  52. 52. ROLE OF DMOs DMOs to become just another part of it..
  53. 53. HOW MOST OF THE DMOs REACT?
  54. 54. THE DMO GRIEF CYCLE 
  55. 55. Question: What DMOs Need to DO?
  56. 56. ROLE OF DMOs DMOs Redefine their Role as the ‘Support’’ Satellite of their Destination Ecosystem
  57. 57. ROLE OF DMOs DESTINATION MARKETING AND MANAGEMENT AND DEVELOPMENT ORGANIZATION Redefine their Organizational Scope & Re-design their structures by integrating management & development functions
  58. 58. KEEP UP WITH: All of the changes at a macro level, The emergence of new tools & techniques Increasing importance of content and realtime service that force them to re-invent their daily operations
  59. 59. MUST: DO less and enable more BUILD and share the tools PROMOTE LESS, and attract more FOCUS on partnerships, R&D, management & innovation EARN a measurable return on their investment MAKE their declining marketing resources, used jointly and deliver more tourism spend .
  60. 60. To Sum Up..
  61. 61. DMOs HAVE AN IMPORTANT ROLE TO PLAY AS A MACRO-LEVEL ORGANIZATION
  62. 62. BUT THEY NEED TO WAKE UP
  63. 63. ACHIEVE SERVICE EXCELLENCE
  64. 64. and become THE CONNECTOR
  65. 65. THE ADVISOR
  66. 66. THE STAGE MANAGER
  67. 67. NOT THE GOVERNOR
  68. 68. OR JUST A GOOD PROMOTER..
  69. 69. THANK YOU MANOLIS PSARROS mpsarros@aboutourism.com - @about_tourism – www.aboutourism.com

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