This document discusses the need for destinations to move away from complacency and build a vision. It emphasizes measuring customer experiences and the importance of word-of-mouth promotion. Destinations are encouraged to create a business plan, measure key metrics like net promoter scores, and lead their industry.

1. Complacency will be your downfall

2. Destinations need to build a vision for the destination

3. Advertising / ædvətaɪzɪŋ:
The paid, public, non-personal
announcement of a persuasive
message by an identified sponsor; the
non-personal presentation or
promotion by a firm of its products to
its existing and potential customers.
Marketing /maʁ.ke.tiŋ/:
The systematic planning,
implementation and control of a mix
of business activities intended to
bring together buyers and sellers for
the mutually advantageous exchange
or transfer of products.
VS

4. We need to move away from this

6. We’ve trained them
to want this

7. We have a problem.

10. This is what matters

11. “Every two days now we create as much information as we did
from the dawn of civilization up until 2003, according to Schmidt.
That’s something like five exabytes of data, he says.”
Former CEO – Eric Schmidt

12. x5

13. other
people’s
stories
Your
stories

15. Advocates re-write
the path to purchase

17. This is
what matters
P X
P P
XP
PRODUCT PRICE
PLACE PROMOTION
Word
of mouth

18. “It costs 5 X more to
acquire a customer than
to retain a customer.”
Customer loyalty is
the easiest way to
reach new markets.

19. Measure the experience first

20. On a scale of a 0-10 how likely are you to recommend [destination] to a friend?

22. 2006 Survey across Australian Industries

23. “Word of mouth is one of the biggest
promotional tools that we now have and
with Facebook and people on social
media, it is absolutely essential that we
have a good net promoter score”
Louise Walker – VP Marketing, Tourism Whistler

25. 1. Create a business plan
2. Measure what matters
3. Lead your industry

26. Thank You!
@anissen