March4 2016

4.Mar.2016 Travel e22 1
Dimitrios BUHALIS - Information Technology for strategic tourism management
TourismTourism
E-DestinationsE-Destinations
• Destinations are the reasons of travel. They satisfyDestinations are the reasons of travel. They satisfy
the need for travelling. And it is the attractions at thethe need for travelling. And it is the attractions at the
destination that generate motivation to visit.destination that generate motivation to visit.
• Istanbul as a destination, for example brings together aIstanbul as a destination, for example brings together a
number of tangible elements & attractions (museums,number of tangible elements & attractions (museums,
mosques, bazaars, etc.) and intangible aspects (ambience,mosques, bazaars, etc.) and intangible aspects (ambience,
mixed cultures, art, atmosphere, diversity, etc.) as well asmixed cultures, art, atmosphere, diversity, etc.) as well as
facilities & services for tourists and locals (hotels, restaurants,facilities & services for tourists and locals (hotels, restaurants,
clubs, metro, taxis, etc.). All these aspects together developclubs, metro, taxis, etc.). All these aspects together develop
the destination imagethe destination image and product.and product.
• Traditionally, it planning, management and marketing of
destinations are undertaken by public sector national or regional.

E-DestinationsE-Destinations
• Today, destinations increasingly attract tourists fromToday, destinations increasingly attract tourists from
distant long-haul markets. Thus, the need to usedistant long-haul markets. Thus, the need to use
information technology effectively and globally willinformation technology effectively and globally will
continue to increase, as travellers require more &continue to increase, as travellers require more &
more information.more information.
• Therefore, a combination of bothTherefore, a combination of both ICTsICTs and destinationand destination
demand-drivers make up the Destination Managementdemand-drivers make up the Destination Management
Systems (Systems (DMSsDMSs).).
• Today it is evident that destinations that provide timely,Today it is evident that destinations that provide timely,
appropriate, and accurate information to customers and allappropriate, and accurate information to customers and all
travel trade have better chances of being selected.travel trade have better chances of being selected.
• The ability of destinations toThe ability of destinations to satisfy the information &satisfy the information &
reservation needsreservation needs , by providing, by providing appropriate and
accurate information online will be critical for theirwill be critical for their
future.future.

Type of destinationType of destination Customers & ActivitiesCustomers & Activities
Urban Business-MICE

(Meetings-Incentives-Conferences-Exhibitions-Education-Religion-
Health)
Leisure
(Sightseeing-shopping-shows-short breaks)
Seaside Business-MICE
(Meetings-Incentives-Conferences-Exhibitions)
Leisure
(Sun-sand-sea-sex-sports)
Alpine Business-MICE
Leisure
(Ski-Mountain sports-health)
Rural Business-MICE
Leisure
(Relaxation-Agriculture-outdoor activities-sports)
Authentic third world Business-MICE
(explore business opportunities-incentives-touristic visit)
Leisure
(Outdoor-adventure-authentic-charities-special interest)
Unique Exotic Business-MICE
(Meetings-Incentives)
Leisure
(Special occasion-honeymoon-anniversary)

Strategic & tactical role of ICTs forStrategic & tactical role of ICTs for
DestinationsDestinations
• DMSs provide new tools for destination marketing &DMSs provide new tools for destination marketing &
promotion, they use ICTs to provide information andpromotion, they use ICTs to provide information and
to support reservation functions for destinations.to support reservation functions for destinations.
• DMSDMS (Destination Management System) is a(Destination Management System) is a
collection of computerized informationcollection of computerized information
interactively accessible about a destination.interactively accessible about a destination.
• Majority of DMS developments have been led byMajority of DMS developments have been led by
public tourist organizationspublic tourist organizations as well as regionalas well as regional
and local bodies traditionally involved in informationand local bodies traditionally involved in information
provision and marketing.provision and marketing. National TourismNational Tourism
Organizations, Tourist Information Centers,Organizations, Tourist Information Centers,
etc.etc.

DMSsDMSs
• DMSs emerge as a major promotion, distribution andDMSs emerge as a major promotion, distribution and
operational tool for both destinations and travel traders.operational tool for both destinations and travel traders.
• Using ICTs, destinations take advantage ofUsing ICTs, destinations take advantage of
database marketing techniquesdatabase marketing techniques to identify andto identify and
target important market niches, by providing market-target important market niches, by providing market-
driven products for particular customers.driven products for particular customers.
• By enabling users to search & select individual tourismBy enabling users to search & select individual tourism
products,products, DMSs can support travellersDMSs can support travellers to createto create
their personalizedtheir personalized destination experience.destination experience.
• In most destination websites DMSs are used toIn most destination websites DMSs are used to
integrate the entire supply of destinationintegrate the entire supply of destination.. TheirTheir
contribution is demonstrated by their ability to integratecontribution is demonstrated by their ability to integrate
all stakeholders at destination.all stakeholders at destination.
• Role of DMSsRole of DMSs     









TourTour
OperatorsOperators



OutboundOutbound
TravelTravel
AgenciesAgencies
•DMSsDMOsDMSsDMOs
InboundInbound
TravelTravel
AgenciesAgencies



  



ConsumerConsumer
ss
DestinationsDestinations








  


Services & Features for DMS SystemsServices & Features for DMS Systems
• Information search by geography, category, keywordInformation search by geography, category, keyword
• Itinerary planning for customerItinerary planning for customer
• Online reservationsOnline reservations
• Customer databases & CRM functionsCustomer databases & CRM functions
• Market Research & AnalysisMarket Research & Analysis
• Image library & PR materialsImage library & PR materials
• Publishing to electronic channelsPublishing to electronic channels
• Event planning & managementEvent planning & management
• Data editing & Marketing optimizationData editing & Marketing optimization
• Access to 3rd party resources; i.e.: weather, transport timeAccess to 3rd party resources; i.e.: weather, transport time
tables, theater & event tickets, etc.tables, theater & event tickets, etc.
http://www.newasia-singapore.com/
http://www.australia.com/

Developing DMSsDeveloping DMSs
• According toAccording to WTOWTO, “each and every destination in, “each and every destination in
the world will somehow develop itsthe world will somehow develop its InternetInternet
PresencePresence and will undertake someand will undertake some eMarketingeMarketing.”.”
This may vary from sophisticated integrated systemsThis may vary from sophisticated integrated systems
to stand-alone websites.to stand-alone websites.
• There are currently a number of DMSs available inThere are currently a number of DMSs available in
the market, including software solutionsthe market, including software solutions
• Destination Management Organizations will need toDestination Management Organizations will need to
decide whether they wish to purchase software offdecide whether they wish to purchase software off
the shelf and add their own content, or whether theythe shelf and add their own content, or whether they
would prefer to build their own website from scratch.would prefer to build their own website from scratch.

Destination Management PlanDestination Management Plan
• Destination ManagementDestination Management is a process of leading,is a process of leading,
influencing and coordinating the management of allinfluencing and coordinating the management of all
thethe aspects of a destination that contribute to aaspects of a destination that contribute to a
visitor’s experience, taking account of the needs ofvisitor’s experience, taking account of the needs of
visitors,visitors, local residents,local residents, businessesbusinesses and theand the
environment.environment.
• A Destination Management Plan (DMP)A Destination Management Plan (DMP) is ais a
shared statement of intent to manage a destination overshared statement of intent to manage a destination over
aa stated period of time, articulating the roles of thestated period of time, articulating the roles of the
different stakeholders and identifying clear actions thatdifferent stakeholders and identifying clear actions that
they will take and the apportionment of resources.they will take and the apportionment of resources.
• Crucially, destinationCrucially, destination management includesmanagement includes thethe
planning, development and marketing of a destination asplanning, development and marketing of a destination as
well as how it iswell as how it is managed physically, financially,managed physically, financially,
operationally and in other ways.operationally and in other ways.

Step by step guide to DMSsStep by step guide to DMSs
– Develop aDevelop a strategic overviewstrategic overview , brand, look and feel of, brand, look and feel of
destinationdestination
– Make yourMake your eTourism Destination StrategyeTourism Destination Strategy
– Get ICT support as well as DMS experts’ advicesGet ICT support as well as DMS experts’ advices
– Consult with allConsult with all stakeholdersstakeholders ; tour operators, transportation; tour operators, transportation
services, museums, etc.services, museums, etc.
– DetermineDetermine functional specificationsfunctional specifications of the websiteof the website
– EstablishEstablish technical specstechnical specs ; analysis of requirements; analysis of requirements
– Request partners to work and/orRequest partners to work and/or sponsorsponsor support (create asupport (create a
Public-Private Sector-PartnershipPublic-Private Sector-Partnership ))
– Select software developers, system suppliersSelect software developers, system suppliers
– Organize & outsource data collection, andOrganize & outsource data collection, and ContentContent
ManagementManagement toolstools
– Build & testBuild & test the DMSs and website. Implement.the DMSs and website. Implement.
– ProvideProvide analysis for usersanalysis for users ; develop feedback tools; develop feedback tools
– MonitorMonitor & evaluate& evaluate constantlyconstantly

WTOs Guide to design a Destination WebsiteWTOs Guide to design a Destination Website
 Domain Name should beDomain Name should be obviousobvious,, easy to remembereasy to remember andand findfind
 Allow many stakeholders toAllow many stakeholders to access easilyaccess easily
 Design must beDesign must be attractiveattractive andand simplesimple as well asas well as easy toeasy to
navigate.navigate. AvoidAvoid complex designs.complex designs.
 Let the user customize; as in “Let the user customize; as in “my pagemy page” concept” concept
 Provide accurate, uptodate, relevant and properly classifiedProvide accurate, uptodate, relevant and properly classified contentcontent
 FullFull searchibilitysearchibility on the site needed, as well as on partner siteson the site needed, as well as on partner sites
 Links to other sitesLinks to other sites relevant to destination; andrelevant to destination; and agreementsagreements withwith
as many travel portals and service providers as possibleas many travel portals and service providers as possible
 FacilitateFacilitate online bookingsonline bookings either directly or through partner siteseither directly or through partner sites
 Once it’s up & running, register withOnce it’s up & running, register with search enginessearch engines , keep ranking., keep ranking.
 Use all possibleUse all possible offline mediaoffline media for promotion as well as onlinefor promotion as well as online
 Build aBuild a customer databasecustomer database ; capture; capture personalizedpersonalized informationinformation
 UseUse onlineonline communutiescommunuties to spreadto spread
 Give them reasons to visit the website back!Give them reasons to visit the website back!

Develop a business model and consult withDevelop a business model and consult with
stakeholdersstakeholders
 Determine the size ; number of attractions, products and facilitiesDetermine the size ; number of attractions, products and facilities
 Invite wide consultation with all members of tourism industry andInvite wide consultation with all members of tourism industry and
ensure support from all levels of decission makingensure support from all levels of decission making
 Determine levels of financial support available for the projectDetermine levels of financial support available for the project
 Examine theExamine the distribution channelsdistribution channels available at the destinationavailable at the destination
 Decide on the frequency of the updates; availability and cost ofDecide on the frequency of the updates; availability and cost of
content and potential partnerscontent and potential partners
 Explore partnership opportunities with the organizations that canExplore partnership opportunities with the organizations that can
assist in developing various elements of the websiteassist in developing various elements of the website
 Forecast the value of transactions and total cost of establishing andForecast the value of transactions and total cost of establishing and
running the websiterunning the website
 Develop an long-term cost/benefit analysis; complete upgrade of allDevelop an long-term cost/benefit analysis; complete upgrade of all
hardware will be required every 2-3 yearshardware will be required every 2-3 years

Design the technical factors and aspectsDesign the technical factors and aspects
 Need to structure the technical needs to facilitate satisfactory resultsNeed to structure the technical needs to facilitate satisfactory results
 Undertake market research to evaluate existing DMSsUndertake market research to evaluate existing DMSs
 Decide whether you would like to build your own system or purchaseDecide whether you would like to build your own system or purchase
or lease existing systemsor lease existing systems
 Decide whether to host your own web server or buy hosting serviceDecide whether to host your own web server or buy hosting service
 Bring together technical developers with the content providers andBring together technical developers with the content providers and
user groups; explore the hardware & software strategyuser groups; explore the hardware & software strategy
 Content team needs to update the site regularlyContent team needs to update the site regularly
 Get naive users use the site and provide feedback (for pilot use)Get naive users use the site and provide feedback (for pilot use)
 According to destination marketing strategy decide how manyAccording to destination marketing strategy decide how many
languages the site is going to appearlanguages the site is going to appear

Promoting the websitePromoting the website
 Once the site is approved and up and running, it should be registeredOnce the site is approved and up and running, it should be registered
with all possible search engines and its ranking position should bewith all possible search engines and its ranking position should be
maintainedmaintained
 It is critical that both off-line and online marketing assists the launchIt is critical that both off-line and online marketing assists the launch
and visibility of the websiteand visibility of the website
 Incorporate the URL in all aspects of the brandIncorporate the URL in all aspects of the brand
 Build customer database and capture personolized informationBuild customer database and capture personolized information
 Must develop online community to communucate marketingMust develop online community to communucate marketing
messages; use competitions, lottery, games, blogs, auctions, etc.messages; use competitions, lottery, games, blogs, auctions, etc.
 Give customers reasons to come back to the site and/orGive customers reasons to come back to the site and/or
recommend the site to the othersrecommend the site to the others

Barriers to succesful DMSsBarriers to succesful DMSs
 LackLack partnerpartner interestinterest
 Leading by technology,Leading by technology, rather than marketingrather than marketing
strategiesstrategies
 Less integratedLess integrated approach than appropriateapproach than appropriate
 InabilitiyInabilitiy to provide total services forto provide total services for supply & demandsupply & demand
 Inadequate geographicalInadequate geographical informationinformation
 PrematurePremature innovationsinnovations
 Lack ofLack of standardizationstandardization
 Withdrawal of public sectorWithdrawal of public sector fundingfunding
 Product orientation, instead ofProduct orientation, instead of demand orientationdemand orientation!!

the 6-a Framework of DMSsthe 6-a Framework of DMSs
 AAttractionsttractions (natural, manmade, artificial, heritage, special events)(natural, manmade, artificial, heritage, special events)
 AAccessabilityccessability (Entire transport. system incld. routes, terminals,(Entire transport. system incld. routes, terminals,
vehicles)vehicles)
 AAmenitiesmenities (hotels, catering facilities, retail & all tourist services)(hotels, catering facilities, retail & all tourist services)
 AAvailable packagesvailable packages (pre-arranged packages by tour operators,(pre-arranged packages by tour operators,
ready to book)ready to book)
 AActivitiesctivities (all kinds of activities; paragliding, rafting, climbing, etc.)(all kinds of activities; paragliding, rafting, climbing, etc.)
 AAncillary Servicesncillary Services (banks, telecommunucations, mail, hospitals,(banks, telecommunucations, mail, hospitals,
etc.)etc.)

• Despite its success getting travelers to use Web sites, the travel industryDespite its success getting travelers to use Web sites, the travel industry
consistently disappoints them.consistently disappoints them.
• For example,For example, 83 million online leisure travelers don't find the Web83 million online leisure travelers don't find the Web
easy to use to plan and buy their tripseasy to use to plan and buy their trips , and fewer travelers are, and fewer travelers are
satisfied using digital channels than those using human agents.satisfied using digital channels than those using human agents.
• To improve, the industry mustTo improve, the industry must humanizehumanize the digital travel experience —the digital travel experience —
putting human benefits ahead of technology.putting human benefits ahead of technology.
• Humanized digital travel experiences areHumanized digital travel experiences are useful, usable, anduseful, usable, and
desirabledesirable ..
– They deliver basic value,They deliver basic value,
– take content available to all andtake content available to all and
– make it meaningful to one traveler, andmake it meaningful to one traveler, and
– tap into travelers' emotions.tap into travelers' emotions.
• Humanized digital travel experiences are created byHumanized digital travel experiences are created by
– aligning organizations to be customer-centric,aligning organizations to be customer-centric,
– gathering and using relevant customer insight, andgathering and using relevant customer insight, and
– adopting an outside-in, emotional perspective versus the industry'sadopting an outside-in, emotional perspective versus the industry's
usual inside-out, clinical approachusual inside-out, clinical approach
Humanize The Digital Travel ExperienceHumanize The Digital Travel Experience
For Better AdoptionFor Better Adoption && SatisfactionSatisfaction

www.VisitFinland.comwww.VisitFinland.com

 27 yerde ofisleri var, hepsi Finlandiya da27 yerde ofisleri var, hepsi Finlandiya da
 15% of world population shares knowledge and attitudes about15% of world population shares knowledge and attitudes about
Finland.Finland.
- amaclari %1 artirmak gelen turist sayisini..- amaclari %1 artirmak gelen turist sayisini..
- PreTravel / During Travel / After Travel- PreTravel / During Travel / After Travel
- "I wish I was in Finland" Facebook page, around 6000- "I wish I was in Finland" Facebook page, around 6000
members!members!
 Own booking portal for acommodations and tour packages (tourOwn booking portal for acommodations and tour packages (tour
operators) and for SMTEs , and travel agencies mostly.operators) and for SMTEs , and travel agencies mostly.
(Her otel icin farkli olabiliyor…)(Her otel icin farkli olabiliyor…)
 Our Finland - ParticipateOur Finland - Participate

 Focus on Key Markets…Focus on Key Markets…
 Viral Videos (produced short video clips for marketing)Viral Videos (produced short video clips for marketing)
 Media Visibility, ve cooperations with TripAdvisor, etc.Media Visibility, ve cooperations with TripAdvisor, etc.
 Video lari YouTube a koymuslar, 6 haftada 500.000 kereVideo lari YouTube a koymuslar, 6 haftada 500.000 kere
izlenmisler!..izlenmisler!..
 Image Competition yapmislar, online. Ön tarafta “I wish I was inImage Competition yapmislar, online. Ön tarafta “I wish I was in
Finland” tshirt lu adam, arkasinda hangi imaji kullanirsan… YadaFinland” tshirt lu adam, arkasinda hangi imaji kullanirsan… Yada
on tarafa da baksa resim..on tarafa da baksa resim..
 150.000 kisi ziyartci gelmis bu reklam kampanyasina.. 80.000 i150.000 kisi ziyartci gelmis bu reklam kampanyasina.. 80.000 i
unique ziyaretci..unique ziyaretci..


www.VisitEngland.comwww.VisitEngland.com
 FocasdasdFocasdasd

İçerik İstenen Kurumlardan Bazılarıİçerik İstenen Kurumlardan Bazıları
İstanbul Büyükşehir Belediye Başkanlığı
Belbim
Bilgi İşlem
Coğrafi Bilgi Sistemleri
Dış İlişkiler
Gençlik ve Spor Müdürlüğü
Harita Müdürlüğü
İtfaiye
Kültür A. Ş.
Kültür ve Sosyal İşler
Park Bahçe
Spor A. Ş.
Trafik
Ulaşım A. Ş.
Ulaşım Daire Başkanlığı
T.C. Kültür ve Turizm Bakanlığı
İl Kültür Turizm Müdürlüğü
İstanbul Valiliği
İTÜ Restorasyon Bölümü
LASİAD
AVM Yatırımcıları Derneği
Meteoroloji 1. Bölge Müdürlüğü
Müftülük
TÜROB (Oteller Birliği)
ÖZ-Bİ (Butik Oteller Birliği)
Küçük Oteller Derneği
TÜRSAB
UNESCO Alan Yönetimi

• The majority of national DMOs are already at an advanced stageThe majority of national DMOs are already at an advanced stage
in their use of the Internet for global marketing, sales andin their use of the Internet for global marketing, sales and
customer relationship managementcustomer relationship management
• Rather than being passive recipients of ‘brand messages’, theRather than being passive recipients of ‘brand messages’, the
new Web is characterised by information ‘pull’ rather than ‘push’,new Web is characterised by information ‘pull’ rather than ‘push’,
user generated content, openness, sharing, collaboration,user generated content, openness, sharing, collaboration,
interaction, communities, and social networkinginteraction, communities, and social networking
Tourism 2.0 for National DMOsTourism 2.0 for National DMOs

Model of Tourism 2.0Model of Tourism 2.0
• The Model comprisesThe Model comprises
three inter-related elementsthree inter-related elements
––
Web 2.0 Applications,Web 2.0 Applications,
Characteristics and Impact.Characteristics and Impact.

At its simplest, Web 2.0 can be
thought of as a set of applications
and technologies that allow
individuals to interact in online
communities, directly exchange
information with one another, and
create their own online content. The
range of applications varies from
simple tagging (social bookmarking)
to extensive social networking sites
comprising millions
Web 2.0 applications delivered ‘Web 2.0 applications delivered ‘internallyinternally’ from the DMOs own web’ from the DMOs own web site; with thesite; with the
remaining nine criteria covering DMO involvement in ‘remaining nine criteria covering DMO involvement in ‘external’external’ 2.0 sites2.0 sites such assuch as
YouTube, flickr, iTunes and on various SocialYouTube, flickr, iTunes and on various Social nnetworking Sites such as Facebook andetworking Sites such as Facebook and
MySpace.MySpace.

- It is the social aspect that
distinguishes Web 2.0 from Web 1.0.
- Web 2.0 is a social phenomenon
characterised by peer interaction and
collaboration in online communities,
user generated content, participation,
openness, sharing and customer
empowerment
- Web 2.0 is online democracy, with
content being provided by
consumers for consumers
CCritical aspect of Web 2.0 is not the technology but rather the way people connectritical aspect of Web 2.0 is not the technology but rather the way people connect
with each other in online communities.with each other in online communities.

- the use of Web 2.0 for
reputation management,
market research &customer
insight
- the impact of Web 2.0 on
consumer behaviour and
decision-making in global
tourism
- the use of Web 2.0
applications for building
on-going dialogue with
customers; and enhancing the
online customer experience
New Tourism ProductNew Tourism Product
Development; for sales andDevelopment; for sales and
marketing; the extent tomarketing; the extent to
which new Tourism 2.0which new Tourism 2.0
pperformance measures areerformance measures are
requiredrequired

Web 2.0 Adoption on the DMOs Own
Web Site
Official DMO Presence on External
Web 2.0 Sites
User Generated Content (UGC) – Text,
Images,
Video, Wiki
Social Networking Sites – Facebook,
MySpace
User Feedback, Opinion and Discussion
(FOD)
– Blogs, Forums, Ratings, Favourites,
Online
Chat
Multimedia Sharing Sites – YouTube,
Flickr
Rich Internet Applications (RIA) - Web
applications/widgets; Mapping mash-ups;
Podcasts/vodcasts
Podcast Sites – iTunes
Social tagging, Social
bookmarking, Tag Cloud
Travel Blog and Review Sites –
TripAdvisor,
Igougo
Feeds - Content Feeds Virtual Reality Sites – Second Life
Community - Social Network Mapping Sites - Google Earth

• There is a growing level of awareness by DMOs of theThere is a growing level of awareness by DMOs of the
global marketing and customer engagement potential ofglobal marketing and customer engagement potential of
Web 2.0.Web 2.0. Identified potential benefits included:Identified potential benefits included:
• ability to learn more about our customersability to learn more about our customers
• more interactivity, involvement and feedbackmore interactivity, involvement and feedback
• building a more realistic destination imagebuilding a more realistic destination image
through richer contentthrough richer content
• an additional channel for targeting new customeran additional channel for targeting new customer
segmentssegments

• Major barriers to Web 2.0 adoptionMajor barriers to Web 2.0 adoption ::
• lack oflack of resourcesresources andand organisational cultureorganisational culture
• lack of strategic Web 2.0 directionlack of strategic Web 2.0 direction
• scepticism about the potential benefits of Web 2.0scepticism about the potential benefits of Web 2.0
• political issues with industry stakeholderspolitical issues with industry stakeholders
• concerns about user generated contentconcerns about user generated content
• technology issuestechnology issues
• legal concernslegal concerns
• Major barriers to Web 2.0 adoptionMajor barriers to Web 2.0 adoption ::
• lack oflack of resourcesresources andand organisational cultureorganisational culture
• lack of strategic Web 2.0 directionlack of strategic Web 2.0 direction
• scepticism about the potential benefits of Web 2.0scepticism about the potential benefits of Web 2.0
• political issues with industry stakeholderspolitical issues with industry stakeholders
• concerns about user generated contentconcerns about user generated content
• technology issuestechnology issues
• legal concernslegal concerns

Tourism 2.0 for National DMOs -Tourism 2.0 for National DMOs -
BLOGSBLOGS• Blogs as part of Social Media Marketing Tool forBlogs as part of Social Media Marketing Tool for
National DMOsNational DMOs
Basics of a Blog for a National DMO (or a Corporation)Basics of a Blog for a National DMO (or a Corporation)
::
• Find what excites your customers and then buildFind what excites your customers and then build
your communityyour community AAround that “point of enthusiasm.”round that “point of enthusiasm.”
• Humanize Your Brand With Blogs: Build a blog thatHumanize Your Brand With Blogs: Build a blog that
emphasizes the human side of your businessemphasizes the human side of your business ::
A CASE STUDY: MARIOTT BLOGA CASE STUDY: MARIOTT BLOG
Marriott blogs on topics about which he is passionate, includingMarriott blogs on topics about which he is passionate, including
the hotel’s history as a family business, current events, the travelthe hotel’s history as a family business, current events, the travel
industry and politics.industry and politics.
That passion reminds people thatThat passion reminds people that Marriott is in fact a realMarriott is in fact a real
person—a human face behind the brandperson—a human face behind the brand ..
Marriott routinely responds to individual comments on the blog asMarriott routinely responds to individual comments on the blog as
well, whether readers offer suggestions or complaints about servicewell, whether readers offer suggestions or complaints about service
they’ve receivedthey’ve received
•

Tourism 2.0 for National DMOs -Tourism 2.0 for National DMOs -
BLOGSBLOGS
• The blog has yielded tremendous dividends, withThe blog has yielded tremendous dividends, with
individual posts routinely receiving hundreds ofindividual posts routinely receiving hundreds of
comments and bookings directly from the blogcomments and bookings directly from the blog
totatotaLLling $4 million in incremental revenue since itsling $4 million in incremental revenue since its
inception, according to Marriott. Mr. Marriottinception, according to Marriott. Mr. Marriott
commentedcommented on this himself in his own blog as well ason this himself in his own blog as well as
on MSNBC ton MSNBC t
• A blog can represent the corporate voice in its purestA blog can represent the corporate voice in its purest
form, in this case the voice of one man who is committedform, in this case the voice of one man who is committed
to communicating in an unfiltered way with his customers.to communicating in an unfiltered way with his customers.

-- Users make boards for cities they’ve been to or areUsers make boards for cities they’ve been to or are
interested in exploring. Within each of their city boards, theyinterested in exploring. Within each of their city boards, they
add recommendations for specific venues. New content fromadd recommendations for specific venues. New content from
the people who they are following is delivered in athe people who they are following is delivered in a
Facebook-like feed and can easily be saved to their ownFacebook-like feed and can easily be saved to their own
boards.boards.

- At its core, Pinterest is a bookmarking siteAt its core, Pinterest is a bookmarking site ;; a verya very
visually appealing and addictive bookmarking site.visually appealing and addictive bookmarking site.
- But the average user of Pinterest is not simplyBut the average user of Pinterest is not simply
bookmarking common links, funny videos andbookmarking common links, funny videos and
reminders.reminders.
Why Pinterest works in the travel industryWhy Pinterest works in the travel industry
(ESPECIALLY destinations)(ESPECIALLY destinations)

- Interactions onInteractions on
Pinterest are not aPinterest are not a
reflection of what ourreflection of what our
lives are like, but ratherlives are like, but rather
what we want our liveswhat we want our lives
to be like.to be like.
- Aspirations andAspirations and
inspirations, if you will.inspirations, if you will.
- And this is a criticalAnd this is a critical
point of understandingpoint of understanding
Pinterest. Users are notPinterest. Users are not
sharing images of theirsharing images of their
current life, travels orcurrent life, travels or
memories (a la Flickr),memories (a la Flickr),
but rather hopes,but rather hopes,
dreams and plans fordreams and plans for
the futurethe future
Why Pinterest works in the travel industryWhy Pinterest works in the travel industry

March4 2016

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