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Ten Keys for Success in
Destination e-Business
            e-

        Dr Roger Carter
       Managing Director
    TEAM Tourism Consulting

          Indaba, Durban
           11 May 2009
Speaker background
•   Spent 25 years working for tourism organisations – national,
    regional and city – within the UK
•   In 1997, established TEAM, a consultancy in strategy, business
    planning and operations management for destination
    management and marketing organisations – with a strong focus
    on e-business
•   Involved in more than 225 consultancy projects, throughout the
    UK and in Saudi Arabia, Oman, Australia, South Africa,
    Seychelles, Estonia, Ireland, Portugal,
•   Co-authored the UNWTO Business Council publication,
    “Marketing Tourism Destinations Online”, 1999, + successor
    publication “E-Business for Tourism, published in October 2001
•   Two new publications in 2008: “A Guide to Destination
    Management” for the UNWTO; and “eMarketing Handbook for
    the UNWTO and the European Travel Commission
•   TEAM operates the ‘New Media Trend Watch’ Web site for the
    European Travel Commission
•   Managing Editor of ‘DMO World’, a newsletter for tourism
    destination professionals around the world
Latest Edition of Destination World e-newsletter
                                    e-

                               www.destinationworld.info
Agenda

• Ten ‘Keys to Success’ in destination e-
  Business
• Cape Town Tourism – making it all
  happen
• Other examples of best practice
• The Destination as a Community
• Conclusions
Agenda

• Ten ‘Keys to Success’ in destination e-
  Business




   http://pub.unwto.org/epages/Store.sf/?ObjectPath=/Shops/Infoshop/Products/1465/SubProducts/1465-1
E-Marketing Handbook for Destinations
• E-marketing for Tourism Destinations – The Big Picture
• Content Is King – How to Build and Manage Content that
  Convinces the Customer
• Social Networking and User-generated Content (UGC)
• Make a Winning Website – The Keys to Success
• Search Engine Optimisation (SEO) – Getting Better Search
  Engine Results the ‘Natural’ Way
• How to Acquire and Develop Customers – Marketing
  Channels and the Use of Customer Relationship
  Management
• Branding – Project the Essence of the Destination
• E-commerce for Destinations – Turning Enquiries into Sales
• Mobile Marketing – Exploiting the Essential Companion to
  Everyday Life
E-Marketing Handbook for Destinations
• The New Television – Convergence of Media: Interactive TV,
  Video, Internet
• and Gaming
• Online Destination Media Relations – How to Gain Online
  Coverage and Be Ready for a Crisis
• Supporting the Travel Trade in Source Markets
• E-marketing with the Destination’s Tourism Suppliers
• Income Sources for DMOs – Raising Income from Your E-
  marketing Services
• Measuring Success – Methods for Reporting of E-marketing
  Activity, and Continuous Measurement of Performance Quality
  and Outcomes
• Web Analytics – Boost Your Online Impact with Data-driven
  Optimisation
• How to Manage Your Domain Names – Choosing and
  Maintaining Domains that Support a Wide Range of E-marketing
  Activities
• Market Trends
Ten keys to success for destinations
1. Reach as many potential customers as possible
2. Maximise the lifetime value of customers, by
   maintaining the relationship
3. Engage in social networking and user generated
   content
4. Create a compelling website experience
5. Maintain high quality content
6. Generate sales, directly or indirectly
7. Offer do-it-yourself packaging
8. Engage tourism businesses to get their inventory online
9. Demonstrate return on investment – performance
   evaluation and benchmarking
10. Ensure effective electronic distribution of information to
    travellers and visitors
Ten keys to success for destinations
1. Reach as many potential customers as possible
2. Maximise the lifetime value of customers, by
   maintaining the relationship - CRM
3. Engage in social networking and user generated
   content
4. Create a compelling website experience
5. Maintain high quality content
6. Generate sales, directly or indirectly
7. Offer do-it-yourself packaging
8. Engage tourism businesses to get their inventory online
9. Demonstrate return on investment – performance
   evaluation and benchmarking
10. Ensure effective electronic distribution of information to
    travellers and visitors
Sources used to find out where
       to go in 2005 in various markets
                    Personal recommendation           Web search         Visit travel agent's office         See TV program       Read a newspaper   Other



                                                                                                       7%
        Russia              59%                 37%          24%              32%         13%
                                                                                                                       1%
         India              59%                      51%                27%           32%               31%
                                                                                                       15%
                           54%                   55%              8%     20%        21%
     Denmark
                                                                                                            16%
                           54%                   58%               12%        22%      16%
          USA
                                                                                                             7%
        Japan             52%                   53%                    33%            26%       12%
                                                                                                                                            11%
                          51%                        65%                        50%                         44%             35%
        China
                                                                                          7%
        Brazil          50%               36%          13%        29%         13%
                                                                                                                            13%
     Australia          50%                      63%                     29%                39%              21%
                                                                                                                  1%
    Germany             49%                     57%                 25%             33%             26%
                                                                                                       11%
                        49%                    50%               25%          19%     17%
     Canada
                                                                                       6%
                       47%               31%           26%         25%        8%
       Mexico
                                                                                                10%
                       44%                     62%                  26%        9% 7%
        Spain
                                                                                               7%
                       43%                     60%               14%      23%       11%
 Netherlands
                                                                                                  4%
       PoIand         42%                47%               20%          26%         23%
                                                                                                       5%
            UK        39%                  65%                     22%         24%        14%
                                                                 19% 7% 5%           8%
       France        36%                  64%
                                                                                                             8%
                     33%                 61%                      35%           22%         22%
          Italy
                                                                                           12%
                    30%                  69%                     23%     11%6%
        Korea

              0%                   50%                     100%                      150%                         200%               250%             300%



Source: Global Market Insite (GMI) Survey of 18,000 consumers globally, June 2005.
Primary sources of information - US

           Primary source for researching travel information according
                        to US internet users in June 2008
                                (% of respondents)

                                                                      72.2%
                        Internet



                                           17.4%
              Family and friends



                                    3.8%
                  Travel agents



                                    3.4%
      Magazines and newspapers



                                    3.2%
                   TV and radio


                               0%          20%     40%       60%         80%         100%



Source: Prospectiv study “Consumer Preference Index” (reported by eMarketer, July 2008).
Most trusted source

          quot;Indicate your overall level of trust in the following…..”

Recommendations from consumers
                 Brand Web sites
              Email I signed up for
 Consumer opinions posted online
                      Newspaper
                       Magazine
                              TV
                           Radio
               Brand sponsorships
               Search engine ads
               Ads before movies
              Product placements
                Online banner ads
                                                                 Trust quot;somewhatquot;        Trust quot;completelyquot;
         Text ads on mobile phones

                                      0             20                40            60               80       100



               Base: 470 responses recruited from PlanetFeedback.com members.
                          Source: Forrester Research Inc. and Intelliseek.
Most trusted online source - UK
              Most trusted online source for reliable travel information according to UK Internet
                                  users, September 2006 (% of respondents)



                                                                                              21%
Sites with reviews by other travellers

                                                                             15%
                Online tourist guides

                                                                             15%
                 Local tourist guides

                                                                     12%
                   Travel agent sites

                                                                  11%
                       Search results

                                                               10%
                         Airline sites

         Advertising eg banner ads 0%

                                                  5%
                               Other

                                                                     12%
                          Don't know

                                         0%       5%           10%           15%          20%       25%



         Source: Nielsen//NetRatings commissioned by Adviva and Harvest Digital, January 2007
         – quoted by eMarketer in June 2007
Participation in the dialogue
                                      Change in Opinion if Content Added to TripAdvisor
                                       (opinion of a supplier that posts the information on TripAdvisor)


       Supplier responses to
        consumer reviews 5%                   37%                                       58%

 Reviews from employees of
                                9%                   45%                                      46%
          suppliers

Dedicated section for supplier
                               4%                   53%                                        43%
          content

      Supplier corrections to
                                12%                      46%                                    42%
       consumer reviews


Official reviews from suppliers 6%                    53%                                       41%


                                     Negative Influence            No Influence           Positive Influence

Source: Compete Inc., “Consumer generated content in Travel” April 2007
Social networking and user generated content

 • Information, reviews, photos and videos of just about
   anything, anywhere
 • More extensive content about destinations than has
   ever been possible for most tourism organisations to
   gather
 • How can the tourism organisation add value? The
   challenge and the opportunity
 • Be part of it. Engage with it, directly and indirectly.
   Exploit every opportunity
 • Monitor and influence the content of social
   networking sites
   – Instant customer satisfaction research
   – A tool for raising product quality
Ten keys to success for destinations
1. Reach as many potential customers as possible
2. Maximise the lifetime value of customers, by
   maintaining the relationship - CRM
3. Engage in social networking and user generated
   content
4. Create a compelling website experience
5. Maintain high quality content
6. Generate sales, directly or indirectly
7. Offer do-it-yourself packaging
8. Engage tourism businesses to get their inventory online
9. Demonstrate return on investment – performance
   evaluation and benchmarking
10. Ensure effective electronic distribution of information to
    travellers and visitors
Mobile location-based service users
          location-


                       Mobile location-based service users
                             worldwide, 2007-2012
                                                                  486
               500
               450
               400
                                                           329
               350
     million




               300
               250
                                               215.3
               200
                                     134
               150
               100
                            61.3
               50    18.9
                0
                     2007   2008    2009        2010       2011   2012


Source: eMarketer, September 2008 (reported by Telecoms.com).
Five-
Five-fold increase in mobile social networking by 2012

        Worldwide mobile internet users and worldwide
          mobile social network users, 2007-2012 (in
                            million)
        1400
                                                                                      1,228
             1200

             1000                                                         982
                                                                                      803
              800                                            757
   million




                                                                          554
                                                  596
              600
                                      490
                                                             369
                       406
              400
                                                  243
              200                     147
                       82
                0
                    2007           2008        2009       2010        2011         2012



                            Mobile Social network users    Mobile internet users


 Source: eMarketer, May 2008.
Destinations – The e-marketing survival kit
                   e-
                               •
 Reach as many potential           Search engine optimisation
                               •
 customers as possible             Distribution partnerships
                               •
 Maximise the lifetime             CRM systems
 value of customers
                               •
 Join the social networking        UGC/C2C functionality on website
                               •
 revolution and facilitate         Engagement with UGC and social networking sites
 user generated content        •   UGC tracking/response software
                               •
 Maintain high quality             Content management plan and system for
 content                           acquisition and distribution of content
                               •   Quality assurance of content
                               •
 Create a compelling               Creative design, efficient functionality, interactivity
 website experience                with UGC, third party content/services
                               •
 Deliver sales, directly or        Booking engine and customer orientated booking
 indirectly                        processes or
                               •   Meta-search comparison engines with ‘polling’ for
                                   availability and price
                               •
 Offer customised                  Meta-search to access wide range of destination
 packaging                         products
                               •
 Engage tourism businesses         Industry extranet to provide services & knowledge
                               •
 to deliver the inventory          Low cost PMS to supply inventory dynamically
                               •
 Evaluate and benchmark            Site performance measurement
                               •
 performance,                      Web analytics
 demonstrating return on       •   User surveys
 investment
                               •   Real-time testing of alternatives
                               •
 Ensure effective electronic       Podcast destination guides
                               •
 distribution of information       Location based services
 to travellers and visitors    •   Wide area WiFi (WiMax)
Agenda

• Ten ‘Keys to Success’ in destination e-
  Business
• Cape Town Tourism – making it all
  happen
Agenda

• Ten ‘Keys to Success’ in destination e-
  Business
• Cape Town Tourism – making it all
  happen
• Other examples of best practice
Spain - Multimedia (1)
Spain – Multimedia (2)
Pennsylvania, USA: VisitPA.com
Visit PA - the outdoor adventurer




                                       Real
                                    Roadtripper
                                      video
Roadtripper Blog
Pennsylvania, USA: video sharing
Specialty playlist – locals, a trip along Route 6
VisitVictoria blog/forum
Visit Victoria – Mobile content
Agenda

• Ten ‘Keys to Success’ in destination e-
  Business
• Cape Town Tourism – making it all
  happen
• Other examples of best practice
• The Destination as a Community
The destination as a community

• The destination represents the focal point for all the
  players in tourism whose interests are interdependent –
  government, residents, suppliers, carriers, major
  corporations, intermediaries, consumers
• The DMO is at the heart of the community, which may be
  represented like this …
Travel
                                  Trade/ Group      Travel
                                    Organises       Media
                  Conference
                    Buyers
                                                                 Visitors –
                                                                 Mobile


      Consumers
       at home

                                                                        Transport
                                         The
                                      Destination
   Community
   – Residents,                       & the DMO
   Schools, etc                                                          Conference,
                                                                          Exhibition,
                                                                           function
                                                                            venues
         Police,
        Health &
          other
                                                                 Attractions
        services
                                                                 and events

                      Local
                                                    Accom &
                    Authorities
                                                     catering
                                       RDA &
                                                     suppliers
                                        Govt
© TEAM 2006
                                                                    © TEAM 2000
Travel
                                         Trade/ Group                    Travel
                                           Organises                     Media
                  Conference
                    Buyers                                                                     Visitors –
                                                         PC     PC
                                           Handheld
                                                                                               Mobile
                                                                         Handheld
                                    PC
                                                                                  Kiosk
                         Handheld                                                    PC/TV
                                                        Print
                                                                                     (Hotel)
                                                                    CMS/
     Consumers                               Info       mgmt
                                                                    Web                  Handheld
                                            search
      at home       PC                                            Publishing
                                                                                                         Call
                    TV
                                  Reser-                                   Image                        Centres
                                                                                               PC
                                                     Databases
              Handheld            vations                                   library
      Internet
                                                              Customer
                                               Product
                                                                                CRM/
                                  Online
                   PC
                                                                               Contact
   Community                      surveys
                                                                                               PC
                                                                                mgmt
   – Residents,   Handheld
                                                                                                         Tourism
                                                      Knowledge
   Schools, etc                                                                                       Information
                                                                       ‘Push’
                                      MIS/
                                                                                                        Centres
                                                                      marketing
                                    evaluation
                   Handheld
                                                                                         PC
                                               Impact         Market
                             PC
                                               Analysis       analysis
          Tourism
           Facility
                                                                                           Tourism
                                                                           PC
          Operators                   PC
                                                                                          Marketing
                                                                Handheld
                                                  PC
                           Major
                                                                       Tourism
                         Partners –              Visitor             Development
                          Public &             Services &             & Business
                           Private                                     Support
                                               Manage-                                                            © TEAM 2000
© TEAM 2002
                                                                                                    © TEAM 2000
                                                 ment
Agenda

• Ten ‘Keys to Success’ in destination e-
  Business
• Cape Town Tourism – making it all
  happen
• Other examples of best practice
• The Destination as a Community
• Conclusions
Conclusions
• E-marketing is paramount in all mature markets
• You need to engage actively with social networking and UGC
• Mobile access and commerce represents a major new
  dimension to e-marketing to consumers at home and in the
  destination
• In a multi-channel world, get the blend of channels right for
  your target market
• Re-evaluate every year – adjust budgets to reflect changes in
  channel cost-effectiveness
• Partnerships make sense in the electronic world
  – Content acquisition
  – Distribution
•   Scale down/consolidate traditional channels in line with the
    market

Does your marketing plan give enough weight to e-marketing?
Is it flexible enough to exploit the latest opportunities?
Thank you for your attention!
                    For further information:
                     Dr Roger Carter
              RogerCarter@team-tourism.com
                    +44 7932 739 453
 http://pub.unwto.org/epages/Store.sf/?ObjectPath=/Shops/Infoshop/Products/1465


      Web sites of interest, prepared by TEAM
                    www.newmediatrendwatch.com
for analysis of Internet and other new media use in all major markets
                   www.destinationworld.info
 for news and feature articles relating to destination management
                          and marketing

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10 Keys for Destination Management and Marketing - Part 1

  • 1. Ten Keys for Success in Destination e-Business e- Dr Roger Carter Managing Director TEAM Tourism Consulting Indaba, Durban 11 May 2009
  • 2. Speaker background • Spent 25 years working for tourism organisations – national, regional and city – within the UK • In 1997, established TEAM, a consultancy in strategy, business planning and operations management for destination management and marketing organisations – with a strong focus on e-business • Involved in more than 225 consultancy projects, throughout the UK and in Saudi Arabia, Oman, Australia, South Africa, Seychelles, Estonia, Ireland, Portugal, • Co-authored the UNWTO Business Council publication, “Marketing Tourism Destinations Online”, 1999, + successor publication “E-Business for Tourism, published in October 2001 • Two new publications in 2008: “A Guide to Destination Management” for the UNWTO; and “eMarketing Handbook for the UNWTO and the European Travel Commission • TEAM operates the ‘New Media Trend Watch’ Web site for the European Travel Commission • Managing Editor of ‘DMO World’, a newsletter for tourism destination professionals around the world
  • 3. Latest Edition of Destination World e-newsletter e- www.destinationworld.info
  • 4. Agenda • Ten ‘Keys to Success’ in destination e- Business • Cape Town Tourism – making it all happen • Other examples of best practice • The Destination as a Community • Conclusions
  • 5. Agenda • Ten ‘Keys to Success’ in destination e- Business http://pub.unwto.org/epages/Store.sf/?ObjectPath=/Shops/Infoshop/Products/1465/SubProducts/1465-1
  • 6. E-Marketing Handbook for Destinations • E-marketing for Tourism Destinations – The Big Picture • Content Is King – How to Build and Manage Content that Convinces the Customer • Social Networking and User-generated Content (UGC) • Make a Winning Website – The Keys to Success • Search Engine Optimisation (SEO) – Getting Better Search Engine Results the ‘Natural’ Way • How to Acquire and Develop Customers – Marketing Channels and the Use of Customer Relationship Management • Branding – Project the Essence of the Destination • E-commerce for Destinations – Turning Enquiries into Sales • Mobile Marketing – Exploiting the Essential Companion to Everyday Life
  • 7. E-Marketing Handbook for Destinations • The New Television – Convergence of Media: Interactive TV, Video, Internet • and Gaming • Online Destination Media Relations – How to Gain Online Coverage and Be Ready for a Crisis • Supporting the Travel Trade in Source Markets • E-marketing with the Destination’s Tourism Suppliers • Income Sources for DMOs – Raising Income from Your E- marketing Services • Measuring Success – Methods for Reporting of E-marketing Activity, and Continuous Measurement of Performance Quality and Outcomes • Web Analytics – Boost Your Online Impact with Data-driven Optimisation • How to Manage Your Domain Names – Choosing and Maintaining Domains that Support a Wide Range of E-marketing Activities • Market Trends
  • 8. Ten keys to success for destinations 1. Reach as many potential customers as possible 2. Maximise the lifetime value of customers, by maintaining the relationship 3. Engage in social networking and user generated content 4. Create a compelling website experience 5. Maintain high quality content 6. Generate sales, directly or indirectly 7. Offer do-it-yourself packaging 8. Engage tourism businesses to get their inventory online 9. Demonstrate return on investment – performance evaluation and benchmarking 10. Ensure effective electronic distribution of information to travellers and visitors
  • 9. Ten keys to success for destinations 1. Reach as many potential customers as possible 2. Maximise the lifetime value of customers, by maintaining the relationship - CRM 3. Engage in social networking and user generated content 4. Create a compelling website experience 5. Maintain high quality content 6. Generate sales, directly or indirectly 7. Offer do-it-yourself packaging 8. Engage tourism businesses to get their inventory online 9. Demonstrate return on investment – performance evaluation and benchmarking 10. Ensure effective electronic distribution of information to travellers and visitors
  • 10. Sources used to find out where to go in 2005 in various markets Personal recommendation Web search Visit travel agent's office See TV program Read a newspaper Other 7% Russia 59% 37% 24% 32% 13% 1% India 59% 51% 27% 32% 31% 15% 54% 55% 8% 20% 21% Denmark 16% 54% 58% 12% 22% 16% USA 7% Japan 52% 53% 33% 26% 12% 11% 51% 65% 50% 44% 35% China 7% Brazil 50% 36% 13% 29% 13% 13% Australia 50% 63% 29% 39% 21% 1% Germany 49% 57% 25% 33% 26% 11% 49% 50% 25% 19% 17% Canada 6% 47% 31% 26% 25% 8% Mexico 10% 44% 62% 26% 9% 7% Spain 7% 43% 60% 14% 23% 11% Netherlands 4% PoIand 42% 47% 20% 26% 23% 5% UK 39% 65% 22% 24% 14% 19% 7% 5% 8% France 36% 64% 8% 33% 61% 35% 22% 22% Italy 12% 30% 69% 23% 11%6% Korea 0% 50% 100% 150% 200% 250% 300% Source: Global Market Insite (GMI) Survey of 18,000 consumers globally, June 2005.
  • 11. Primary sources of information - US Primary source for researching travel information according to US internet users in June 2008 (% of respondents) 72.2% Internet 17.4% Family and friends 3.8% Travel agents 3.4% Magazines and newspapers 3.2% TV and radio 0% 20% 40% 60% 80% 100% Source: Prospectiv study “Consumer Preference Index” (reported by eMarketer, July 2008).
  • 12. Most trusted source quot;Indicate your overall level of trust in the following…..” Recommendations from consumers Brand Web sites Email I signed up for Consumer opinions posted online Newspaper Magazine TV Radio Brand sponsorships Search engine ads Ads before movies Product placements Online banner ads Trust quot;somewhatquot; Trust quot;completelyquot; Text ads on mobile phones 0 20 40 60 80 100 Base: 470 responses recruited from PlanetFeedback.com members. Source: Forrester Research Inc. and Intelliseek.
  • 13. Most trusted online source - UK Most trusted online source for reliable travel information according to UK Internet users, September 2006 (% of respondents) 21% Sites with reviews by other travellers 15% Online tourist guides 15% Local tourist guides 12% Travel agent sites 11% Search results 10% Airline sites Advertising eg banner ads 0% 5% Other 12% Don't know 0% 5% 10% 15% 20% 25% Source: Nielsen//NetRatings commissioned by Adviva and Harvest Digital, January 2007 – quoted by eMarketer in June 2007
  • 14. Participation in the dialogue Change in Opinion if Content Added to TripAdvisor (opinion of a supplier that posts the information on TripAdvisor) Supplier responses to consumer reviews 5% 37% 58% Reviews from employees of 9% 45% 46% suppliers Dedicated section for supplier 4% 53% 43% content Supplier corrections to 12% 46% 42% consumer reviews Official reviews from suppliers 6% 53% 41% Negative Influence No Influence Positive Influence Source: Compete Inc., “Consumer generated content in Travel” April 2007
  • 15. Social networking and user generated content • Information, reviews, photos and videos of just about anything, anywhere • More extensive content about destinations than has ever been possible for most tourism organisations to gather • How can the tourism organisation add value? The challenge and the opportunity • Be part of it. Engage with it, directly and indirectly. Exploit every opportunity • Monitor and influence the content of social networking sites – Instant customer satisfaction research – A tool for raising product quality
  • 16.
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  • 19. Ten keys to success for destinations 1. Reach as many potential customers as possible 2. Maximise the lifetime value of customers, by maintaining the relationship - CRM 3. Engage in social networking and user generated content 4. Create a compelling website experience 5. Maintain high quality content 6. Generate sales, directly or indirectly 7. Offer do-it-yourself packaging 8. Engage tourism businesses to get their inventory online 9. Demonstrate return on investment – performance evaluation and benchmarking 10. Ensure effective electronic distribution of information to travellers and visitors
  • 20. Mobile location-based service users location- Mobile location-based service users worldwide, 2007-2012 486 500 450 400 329 350 million 300 250 215.3 200 134 150 100 61.3 50 18.9 0 2007 2008 2009 2010 2011 2012 Source: eMarketer, September 2008 (reported by Telecoms.com).
  • 21. Five- Five-fold increase in mobile social networking by 2012 Worldwide mobile internet users and worldwide mobile social network users, 2007-2012 (in million) 1400 1,228 1200 1000 982 803 800 757 million 554 596 600 490 369 406 400 243 200 147 82 0 2007 2008 2009 2010 2011 2012 Mobile Social network users Mobile internet users Source: eMarketer, May 2008.
  • 22. Destinations – The e-marketing survival kit e- • Reach as many potential Search engine optimisation • customers as possible Distribution partnerships • Maximise the lifetime CRM systems value of customers • Join the social networking UGC/C2C functionality on website • revolution and facilitate Engagement with UGC and social networking sites user generated content • UGC tracking/response software • Maintain high quality Content management plan and system for content acquisition and distribution of content • Quality assurance of content • Create a compelling Creative design, efficient functionality, interactivity website experience with UGC, third party content/services • Deliver sales, directly or Booking engine and customer orientated booking indirectly processes or • Meta-search comparison engines with ‘polling’ for availability and price • Offer customised Meta-search to access wide range of destination packaging products • Engage tourism businesses Industry extranet to provide services & knowledge • to deliver the inventory Low cost PMS to supply inventory dynamically • Evaluate and benchmark Site performance measurement • performance, Web analytics demonstrating return on • User surveys investment • Real-time testing of alternatives • Ensure effective electronic Podcast destination guides • distribution of information Location based services to travellers and visitors • Wide area WiFi (WiMax)
  • 23. Agenda • Ten ‘Keys to Success’ in destination e- Business • Cape Town Tourism – making it all happen
  • 24. Agenda • Ten ‘Keys to Success’ in destination e- Business • Cape Town Tourism – making it all happen • Other examples of best practice
  • 28. Visit PA - the outdoor adventurer Real Roadtripper video
  • 31. Specialty playlist – locals, a trip along Route 6
  • 33. Visit Victoria – Mobile content
  • 34. Agenda • Ten ‘Keys to Success’ in destination e- Business • Cape Town Tourism – making it all happen • Other examples of best practice • The Destination as a Community
  • 35. The destination as a community • The destination represents the focal point for all the players in tourism whose interests are interdependent – government, residents, suppliers, carriers, major corporations, intermediaries, consumers • The DMO is at the heart of the community, which may be represented like this …
  • 36. Travel Trade/ Group Travel Organises Media Conference Buyers Visitors – Mobile Consumers at home Transport The Destination Community – Residents, & the DMO Schools, etc Conference, Exhibition, function venues Police, Health & other Attractions services and events Local Accom & Authorities catering RDA & suppliers Govt © TEAM 2006 © TEAM 2000
  • 37. Travel Trade/ Group Travel Organises Media Conference Buyers Visitors – PC PC Handheld Mobile Handheld PC Kiosk Handheld PC/TV Print (Hotel) CMS/ Consumers Info mgmt Web Handheld search at home PC Publishing Call TV Reser- Image Centres PC Databases Handheld vations library Internet Customer Product CRM/ Online PC Contact Community surveys PC mgmt – Residents, Handheld Tourism Knowledge Schools, etc Information ‘Push’ MIS/ Centres marketing evaluation Handheld PC Impact Market PC Analysis analysis Tourism Facility Tourism PC Operators PC Marketing Handheld PC Major Tourism Partners – Visitor Development Public & Services & & Business Private Support Manage- © TEAM 2000 © TEAM 2002 © TEAM 2000 ment
  • 38. Agenda • Ten ‘Keys to Success’ in destination e- Business • Cape Town Tourism – making it all happen • Other examples of best practice • The Destination as a Community • Conclusions
  • 39. Conclusions • E-marketing is paramount in all mature markets • You need to engage actively with social networking and UGC • Mobile access and commerce represents a major new dimension to e-marketing to consumers at home and in the destination • In a multi-channel world, get the blend of channels right for your target market • Re-evaluate every year – adjust budgets to reflect changes in channel cost-effectiveness • Partnerships make sense in the electronic world – Content acquisition – Distribution • Scale down/consolidate traditional channels in line with the market Does your marketing plan give enough weight to e-marketing? Is it flexible enough to exploit the latest opportunities?
  • 40. Thank you for your attention! For further information: Dr Roger Carter RogerCarter@team-tourism.com +44 7932 739 453 http://pub.unwto.org/epages/Store.sf/?ObjectPath=/Shops/Infoshop/Products/1465 Web sites of interest, prepared by TEAM www.newmediatrendwatch.com for analysis of Internet and other new media use in all major markets www.destinationworld.info for news and feature articles relating to destination management and marketing