This document discusses key aspects of destination management including defining the destination, branding, marketing, promotion, and management. It outlines five critical points to define including the tourist, destination, tourism suppliers, citizens, and public-private coordinator. It provides guidance on defining the location, unique selling propositions, target markets, and business plan for tourism. Branding, marketing strategies, trade shows, press trips, and web strategies are also summarized. The importance of management, organization, and constant funding are highlighted.
The sector of Destination Marketing has undergone several identity crises, resulting in name changes. Thus, the “Destination Marketing Organisation” (DMO) is becoming “Destination Development, Management and Marketing Organisation” (DDMMO). Of course we do not want to come up with another acronym but this is a way of describing the changes occurring in both Tourism Industry and Meetings Industry. DMOs require a much fuller and deeper coalition of destination partnerships to maintain the visibility of their destination as a great place to live, work, study and visit. With this holistic approach, there is for sure room for DMOs to engage not only towards leisure travellers but also with meetings, incentives conferences and events industry in a targeted way that meets the wider policy objectives of their city.
The sector of Destination Marketing has undergone several identity crises, resulting in name changes. Thus, the “Destination Marketing Organisation” (DMO) is becoming “Destination Development, Management and Marketing Organisation” (DDMMO). Of course we do not want to come up with another acronym but this is a way of describing the changes occurring in both Tourism Industry and Meetings Industry. DMOs require a much fuller and deeper coalition of destination partnerships to maintain the visibility of their destination as a great place to live, work, study and visit. With this holistic approach, there is for sure room for DMOs to engage not only towards leisure travellers but also with meetings, incentives conferences and events industry in a targeted way that meets the wider policy objectives of their city.
FutureBrand | BTO 2016 | Branding and destination marketingBTO Educational
BTO 2016 | Day TWO 1° dicembre
Main Hall Internazionale
WHY! Branding and Destination Marketing – from awareness to conversion, strategies for success
http://www.buytourismonline.com/eventi/futurebrand/
http://www.buytourismonline.com/
Viaggi e Turismo è un settore di mercato esigente e competitivo per paesi, regioni, città e luoghi di interesse.
Per il futuro successo, i professionisti di Destination Marketing hanno bisogno di includere integrazione strategica e tattica delle risorse e creatività per affermarsi.
Capire come sfruttare le risorse e i contenuti del marchio e dare priorità alle risorse di marketing di canale è fondamentale per il successo, in quanto il tempo per “vedere di prenotare” si riduce per i consumatori come potenziali visitatori.
Allo stesso modo, costruire una strategia di marchio a lungo termine richiede investimenti che vanno oltre la pura pubblicità o le campagne di pubbliche relazioni.
Partecipate alla sessione presentata da Christopher Nurko, Presidente Globale di FutureBrand, che condividerà le intuizioni e i migliori consigli su come pianificare il successo nel marketing di destinazione.
Condividendo i risultati di un recente studio sullo State Branding statunitense e basandosi su oltre 8 anni di indagini sul Country Branding, Chris aiuterà i partecipanti a capire la formula ideale per affrontare le sfide derivanti dal loro marchio.
Keynote Speaker
Christopher Nurko FutureBrand
LO1 Understand the tour operators industry within the travel and tourism sector
Tour operators: as defined by EU Package Travel Directive; different types of tour operators including outbound operators, domestic operators, incoming operators, specialist operators, direct sell operators Industry: identification of major tour operators including their origins, ownership, market segments, competition, identification of specific operators within each category; scale eg number of passengers carried, market share, turnover; products and services to meet different markets; vertical and horizontal integration in leading operators; impact of integration; European and global links; trends to include changing trends in holidays (eg mass market tourism to customisation, product range, all-inclusive holidays), expansion of the cruise market; environmental awareness of tour operators, responsible tourism; effect of economy and other external factors eg discounting, emergence of e-commerce, budget airlines; role of trade bodies including The Travel Association (ABTA), Association of Independent Tour Operators (AITO), Federation of Tour Operators (FTO), UKinbound, the UK Civil Aviation Authority (CAA)
Informe de la revista Skift, donde se detallan diferentes tendencias para el sector turístico en el año 2019, tanto desde la perspectiva empresarial como de los destinos turísticos.
Tourism can shape the future - impulse4travel manifestoRealizing Progress
We are the tourism industry. We decide in which direction we want to take our sector and how we do so. Everyone who works in tourism, no matter in which role, is invited to adopt the thoughts and approaches of this manifesto for themselves and to put them into practice in their thought and actions.
Many aspects of the manifesto have already been discussed in various ways within the industry, but until now the bigger picture and the interdependencies have been missing from the discourse. This manifesto is intended as a shared,
all-encompassing vision for the industry. The intention to work towards common goals expressed here gives us the strength to follow this path with purpose, on both a small and a large scale. The task now is to introduce measures, generate some initial successes, develop some positive momentum and instil renewed confidence within our sector.
Destination Branding: Building Brand Equitythomasmary607
Get to know about Destination Branding: Building Brand Equity. SKYLINE Business School is a career-oriented business school in India that can boost your career by joining the relevant training sessions in which you are interested. Their highly experienced trainer will give complete knowledge about every parameter of the tourism sector.
Equinox Advisory Ltd. Tourism & Hospitality ServicesBernard Mallia
This is a presentation setting out the tourism and hospitality services provided by Equinox Advisory Ltd. This presentation is copyrighted by Equinox Advisory Ltd. and is intended for being used solely on www.equinoxasdvisory.com .
Travel Agency & Tour Operations.Tour Operator.Travel Agent.Functions Of Travel Agent and Tour Operator.Difference Between Travel Agent and Tour Operator
PUTTING YOUR PLACE ON THE MILLENNIAL MAP (and staying there)TOPOSOPHY
Are you working for a tourism board that’s trying to
figure out its next-gen strategy? Looking to sort the Millennial
myths from the hype? Welcome to Toposophy’s
free guide for destinations and travel brands.
Here, Peter Jordan, Toposophy’s Senior Tourism
Analyst explains the basics of understanding Millennials
and ensuring that your place branding and management
strategy is in tune with this new generation of
consumers.
FutureBrand | BTO 2016 | Branding and destination marketingBTO Educational
BTO 2016 | Day TWO 1° dicembre
Main Hall Internazionale
WHY! Branding and Destination Marketing – from awareness to conversion, strategies for success
http://www.buytourismonline.com/eventi/futurebrand/
http://www.buytourismonline.com/
Viaggi e Turismo è un settore di mercato esigente e competitivo per paesi, regioni, città e luoghi di interesse.
Per il futuro successo, i professionisti di Destination Marketing hanno bisogno di includere integrazione strategica e tattica delle risorse e creatività per affermarsi.
Capire come sfruttare le risorse e i contenuti del marchio e dare priorità alle risorse di marketing di canale è fondamentale per il successo, in quanto il tempo per “vedere di prenotare” si riduce per i consumatori come potenziali visitatori.
Allo stesso modo, costruire una strategia di marchio a lungo termine richiede investimenti che vanno oltre la pura pubblicità o le campagne di pubbliche relazioni.
Partecipate alla sessione presentata da Christopher Nurko, Presidente Globale di FutureBrand, che condividerà le intuizioni e i migliori consigli su come pianificare il successo nel marketing di destinazione.
Condividendo i risultati di un recente studio sullo State Branding statunitense e basandosi su oltre 8 anni di indagini sul Country Branding, Chris aiuterà i partecipanti a capire la formula ideale per affrontare le sfide derivanti dal loro marchio.
Keynote Speaker
Christopher Nurko FutureBrand
LO1 Understand the tour operators industry within the travel and tourism sector
Tour operators: as defined by EU Package Travel Directive; different types of tour operators including outbound operators, domestic operators, incoming operators, specialist operators, direct sell operators Industry: identification of major tour operators including their origins, ownership, market segments, competition, identification of specific operators within each category; scale eg number of passengers carried, market share, turnover; products and services to meet different markets; vertical and horizontal integration in leading operators; impact of integration; European and global links; trends to include changing trends in holidays (eg mass market tourism to customisation, product range, all-inclusive holidays), expansion of the cruise market; environmental awareness of tour operators, responsible tourism; effect of economy and other external factors eg discounting, emergence of e-commerce, budget airlines; role of trade bodies including The Travel Association (ABTA), Association of Independent Tour Operators (AITO), Federation of Tour Operators (FTO), UKinbound, the UK Civil Aviation Authority (CAA)
Informe de la revista Skift, donde se detallan diferentes tendencias para el sector turístico en el año 2019, tanto desde la perspectiva empresarial como de los destinos turísticos.
Tourism can shape the future - impulse4travel manifestoRealizing Progress
We are the tourism industry. We decide in which direction we want to take our sector and how we do so. Everyone who works in tourism, no matter in which role, is invited to adopt the thoughts and approaches of this manifesto for themselves and to put them into practice in their thought and actions.
Many aspects of the manifesto have already been discussed in various ways within the industry, but until now the bigger picture and the interdependencies have been missing from the discourse. This manifesto is intended as a shared,
all-encompassing vision for the industry. The intention to work towards common goals expressed here gives us the strength to follow this path with purpose, on both a small and a large scale. The task now is to introduce measures, generate some initial successes, develop some positive momentum and instil renewed confidence within our sector.
Destination Branding: Building Brand Equitythomasmary607
Get to know about Destination Branding: Building Brand Equity. SKYLINE Business School is a career-oriented business school in India that can boost your career by joining the relevant training sessions in which you are interested. Their highly experienced trainer will give complete knowledge about every parameter of the tourism sector.
Equinox Advisory Ltd. Tourism & Hospitality ServicesBernard Mallia
This is a presentation setting out the tourism and hospitality services provided by Equinox Advisory Ltd. This presentation is copyrighted by Equinox Advisory Ltd. and is intended for being used solely on www.equinoxasdvisory.com .
Travel Agency & Tour Operations.Tour Operator.Travel Agent.Functions Of Travel Agent and Tour Operator.Difference Between Travel Agent and Tour Operator
PUTTING YOUR PLACE ON THE MILLENNIAL MAP (and staying there)TOPOSOPHY
Are you working for a tourism board that’s trying to
figure out its next-gen strategy? Looking to sort the Millennial
myths from the hype? Welcome to Toposophy’s
free guide for destinations and travel brands.
Here, Peter Jordan, Toposophy’s Senior Tourism
Analyst explains the basics of understanding Millennials
and ensuring that your place branding and management
strategy is in tune with this new generation of
consumers.
Understanding the market you work & compete in is very important when it comes to success.
Guest & Competitive Intelligence is where it all starts.
Here's where you begin...........................
Destination management: Experience is the end-game.Rodney Payne
My keynote at Outdooractive 2018, in Immenstadt, Germany. #oac18
More information on Tourism Sentiment Index, here: https://destinationthink.com/tsi-announcement/
Loyalty and subscription in Travel & HospitalityI Meet Hotel
Bidroom organizes I Meet Hotel, a global conference connecting hoteliers to the future of hospitality. Since the COVID-19 outbreak, we have to take our conferences online.
I Meet Hotel conducted a survey with 1000s of hotels to design a webinar more suited for hoteliers. One of the subjects that were highlighted were Loyalty and Subscription in Travel & Hospitality;
In this session, we will cover Loyalty and subscription in Travel & Hospitality.
This webinar will feature;
Mark Ross-Smith, CEO @ Loyalty Data Co
Claudia Scharf, Director of Customer Success @ Loyalty Prime Ltd.
Amy Konary, VP and Chair, The Subscribed Institute @ Zuora
The webinar is being moderated by CEO and Co-Founder Michael Ros.
Industry and consumer insights that will help companies form a marketing communications plan while travelers are trapped in a prolonged "dreaming phase", uncertain when they will be able, or willing to travel.
For more information, reach out at www.forestview.eu
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The Hospitality Industry encompasses a variety of services like hotels, food service, recreation, tourist destinations, events etc. The marketing revolves around customer experiences that you offer because there are not many tangible products to provide or showcase. This makes image building pivotal for your growth. With globalization, both business and leisure travel and stays have increased manifold. This multi-billion dollar industry has a large number of big and small players, and to stand out, you need to focus on brand recognition and relationship building. A majority of your customers search for hotels and resorts online. And hence the importance of a good social media presence, search presence and web presence in general. Your website, photo galleries, social profiles and online reviews all matter, and influence decision making.
Read More at http://pixelsutra.com/blog/hospitality-industry-be-the-first-choice-of-customers/
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www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
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The Parable of the Pipeline a book every new businessman or business student ...
Destination Management Course
1. Destination Management
HOW TO BRAND, MANAGE AND MARKET
YOUR DESTINATION
BY
NELLEKE PRUIJS (PUM)
2.
3.
4. Define
Brand
Destination
ii
Market
Destination
Management
Promote
Manage
Management
Organize
5. Define
Five critical points defined:
p
The Tourist
1.
The Destination
2.
T
Tourism Service Suppliers
i SiS li
3.
The Citizen
4.
The Public Private Interest Coordinator
Public-Private
5.
6. Destination
Define your destination
y
Location, location, location!
What are you selling?
H
How much? h?
To whom?
Set your boundaries
Make your SWOT’s
USP’s
Business plan for Tourism
9. Define
What are you selling?
Uniqueness, character
Never sell what you
cannot deliver
10. Define
What are you selling?
More than ‘what to see
and what to do’ -
Visitors connect to
emotion
11. Define
What are you selling?
Shopping is a ‘money
spinner’
Shopping is an integral
component of t
t f tourism
i
Shopping means a
tangible memory to
your destination after a
visitor returns home
12. Define
How much?
The first phrase a
tourist picks up in a
foreign language
Anything goes:
coupons, free meals,
free nights two for the
nights,
price of one!
16. Branding
Uniquely Singapore:
Discover a world of
unique contrasts.
Branding Singapore to
differentiate between
all other colorful
destinations in South
East Asia.
19. Taglines
g
Delta Airlines: You’ll love the way we fly
Esso: Put a tiger in y
g your tank
India: Incredible India
Spain: Spain is different
p p
Virginia: Is for lovers
Georgia: On my mind (
g y (USA) )
KLM: The reliable airline
Marlboro Cigarettes: Come to Marlboro Country
g y
20. Branding
How do we manage a brand?
Design consistency: Coca Cola didn’t change a lot for over 100
years
Brand umbrella: NYC Convention & Visitors Bureau
Rebranding as a last resort if the brand destination suffered
irreparable damage : Kenya, Thailand,
p g y, ,
22. Find your
market
Research: What do your
customers or potential
customers value?
Target Segments
Surveys &
questionnaires
Create customer value
23. Find your market
Target by status
Target bij most used info
Local residents
Geography
Motor Coach
Age
Tours/Retirees
Family status FIT’s
FIT s
Household income Families with children
Needs and wants Young married couples
Students on school tours
Length of stay
Conventions
Trip budget
p g
It
International visitors
ti l i it
24. Strategy
In today’s competitive
and crowded
environment you
cannot afford an ad
hoc approach to
marketing.
Destinations have to
deliver an
outstanding
experience from start
to finish. “Any road will take you there if you
don’t know where you’re going”
said the Mad Hatter in ‘Alice in
Alice
Wonderland’.
25. Where to market
Your research gives the answers.
g
Market your destination where you already have a
slice of the market
Enter new markets in bite size morsels
Choose carefully and plan ahead
26. Fam Trips
Fam trips are
p
For the Travel industry
Should organized by the umbrella organization
Should be
Sh ld b organized 6 8 months b f
i d 6-8 h before the next tourist season
h i
Not a holiday
Should be short and to the point
Should include as many points of interest, hotels, suppliers as
possible
Should be flexible d
Sh ld b fl ibl and accommodate i di id l wishes of th
d t individual i h f the
buyers
Should take 30 minutes for lunch
28. Promotion
Advertising
g
The paid, public, non personal announcement of a persuasive
message by an identified sponsor
29. An article in a major
magazine get read by
thousands of people
Has more impact then
advertision
Cost: next to nothing – a
flight – a hotel – some
meals
Value: Thousands of
dollars.
Free Promotion
30. Tips on Trade
Shows
Your booth needs to
communicate
everything in 3 to 5
seconds.
You only get one chance
to make a first
impression.
Piggy-back: stretching
the trade show dollar
31. Promotion
Press Trips
p
When you have your destination in order – you branded it,
researched it, targeted it, marketed it, sold it to T.O.’s and are
ready to launch an advertising campaign
campaign.
That is when you should
organize a press trip
Never before!
33. Promotion
Web 1.0, 2.o & 3.0
Web 1.0 was about reading, Web 2.0 is about writing
Web 1.0 was about companies, Web 2.0 is about communities
Web 1.0 was about client server, Web 2.0 is about peer to peer
10 client-server 20
Web 1.0 was about home pages, Web 2.0 is about blogs
Web 1.0 was about portals, Web 2.0 is about RSS
Web
W b 1.0 was about wires, W b 2.0 i about wireless
b i Web is b il
Web 1.0 was about owning, Web 2.0 is about sharing
Web 1.0 was about Netscape, Web 2.0 is about Google
Web 1.0 was about web forms, Web 2.0 is about web applications
Web 1.0 was about dialup, Web 2.0 is about broadband
Web 1.0 was about hardware costs Web 2 0 is about bandwidth costs
10 costs, 2.0
36. Management
Manage
g
Constant funding
Organize
National Tourism Organization
Tourism Information
37. Management
Organize:
g
Establish a public-private interest coordinator that is
financed by both the private and public sectors. The
benchmark destinations most f
b h k d ti ti t frequently utilized a
tl tili d
special tourism tax, such as a bed-tax on hotels.
Other possible tax measures are an airport tax a
tax,
restaurant tax, and taxation on events and
attractions.