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Innovate Partnerships That Drive Tourism (Excerpt) - Mekong Tourism Forum 2015
- 1. Liz Ward Digital Coaching International Excerpt from presentation to Mekong Tourism Forum 18 June 2015
- 2. Regional tourism strategy in the digital era…what might be possible? 2© Digital Coaching International Pty Ltd
- 3. Continuing Transition to Cloud Big Data Personalisation New Business Models 3D printing The Internet of Things Impactful digital trends in 2015 © Digital Coaching International Pty Ltd Social Mobile 3
- 4. Dreaming Planning BookingDestination Post holiday sharing Purchase cycle © Digital Coaching International Pty Ltd 4
- 5. Dreaming Planning BookingDestination Post holiday sharing Connected purchase cycle © Digital Coaching International Pty Ltd 5
- 6. SuppliersConsumers 2nd tier OTAs 6© Digital Coaching International Pty Ltd Digital eco system
- 7. © Digital Coaching International Pty Ltd Strategic insights for tourism Google and the Consumer Social Conversion Disruption is Inevitable Evidence Based Decision Making 7
- 8. © Digital Coaching International Pty Ltd 8 Case Study: getting free publicity in Agnes Water/1770
- 9. 9 A strategic approach for DMOs to enable growth Analytics for Evidence Based Decision Making Industry Capability Building Destination Content Strategy Social Conversion Partnerships Facilitator Amplifiesvalueofindustrydatabase © Digital Coaching International Pty Ltd
- 10. 10 Strategy#1 Evidence based decision making Analytics for Evidence Based Decision Making What is the objective? Where are we now? What do we need to know in the future? Imbed culture of agility and responsiveness, supported by timely metrics. © Digital Coaching International Pty Ltd
- 11. 11 Strategy#2 Build capability in regions Develop e tourism champions in regions Cater for varying learning styles with workshops, one- on-one coaching Provide access to ongoing learning and support Lead with culture of knowledge sharing © Digital Coaching International Pty Ltd Industry Capability Building
- 12. 12 Strategy #3 Facilitated leadership Destination Content Strategy Social Conversion Partnerships Facilitator Develop and manage data standards Develop industry engagement and data contribution platform Facilitate content strategy Manage relationships with operators and distributors Understand and educate on social conversion © Digital Coaching International Pty Ltd
- 14. 14 Live chat hotline Forums supported by e tourism experts Access to 64 tutorials Critical updates Supported by 10 Accredited coaches Recommended providers
Editor's Notes
- The decision journey they take and how is that being influenced?
- So what does the evolution of the market place mean for our potential customer and our more affluent experience seeker – operating in a social world, always connected via mobile, relying on the opinions and reviews of their piers and people they don’t know but trust regardless, needing reliable e commerce solutions; all the while being tempted by many overseas destination options…it’s confusing for them and they need the travel purchase decision journey to be as simple, trustworthy and meaningful to them as possible Tourism operators need the skills and tools to Attract (dreaming & planning) / Convert (planning & booking) / Engage (before, during and post holiday)
- Agnes Water and 1770 LTO has recently invested in the flags to be able to use the free publicity created by their visitors to their advantage.Visitors see the flag, learn about the hashtag and append it to all their content, thus creating a pool of images and videos that circulate on the internet, all indexed under the #visitagnes1770 ‘keyword’. Cost = $80 for the flags Return = x What needs to happen to get more free publicity? All locals and operators to push the hashtags strategically (e.g. not on a business card but where it constantly meets the eye of their customers (e.g. take away coffee cups, local buses, etc) Can you a tool like Juicer to feed the content to your website – 1,044 posts so far in 6 weeks since flags went up
- Will be available from 1 june, with full launch 1 July