Successfully reported this slideshow.
MARIËTTE DU TOIT-HELMBOLD
CEO, CAPE TOWN TOURISM
INTRODUCTION
• Tourism has changed significantly – for good

• Competition is tougher than ever before

• New trends like ...
THE WEB & TECHNOLOGY
• CTT eBusiness and eMarketing Strategy links all touch
  points : Visitor > Team > Industry > Local ...
VMMS
VMMS
• Best practice business process + good skills + change
  management
• Technology is the enabler
• Operational toolki...
TEN KEYS TO SUCCESS
1. Reach as many potential customers as possible
2. Maximise the lifetime value of customers, by maint...
1. REACH AS MANY CUSTOMERS AS
   POSSIBLE
www.capetown.travel
Traffic over life of site (per week)




From 1500 visitors per week in Dec 08, to over
6000 visitors per week in May 09
Site usage and visitor location: May 2009. Source: Google Analytics
2. MAXIMISING THE LIFETIME VALUE OF
CUSTOMERS BY MAINTAINING
RELATIONSHIPS
Building Relationships
– eVisitor Newsletters
3. ENGAGE IN SOCIAL NETWORKING
   AND USER-GENERATED CONTENT
- Front page integration with social networking sites
Social Networking (FLICKr)
User-Generated Content (FLICKr)
Social Networking (Twitter)
Social Networking (Facebook)
Blogging
Blogging
4. CREATE A COMPELLING WEBSITE
• Speed
• Navigation
• Relevancy
• Images
• Colour
• Interesting content
• Special features...
Accommodation database
What’s On
Competitions
Promotions and Special Deals
Mini-Websites: 2010 FIFA World Cup
5. MAINTAIN HIGH QUALITY
   CONTENT
6. GENERATE SALES: DIRECTLY &
   INDIRECTLY
7. OFFER DO-IT-YOURSELF
   PACKAGING
8. ENGAGE TOURISM BUSINESSES
   TO GET INVENTORY ON-LINE
9. DEMONSTRATE RETURN ON
   INVESTMENT




Currently 34% of total traffic this month
Currently 34% of total traffic this month
IPL SEO




          • Blue: overall site traffic
          • Orange: IPL-related traffic
10. ENSURE EFFECTIVE DISTRIBUTION
    OF INFORMATION
 -   Mobi Site
 -   VMMs
 -   VIC Network
 -   Decentralised Info
Upcoming
visual geo-
location of
Twitter feeds
and Google
map
integration for
2010 presence
10 Keys for Destination Management and Marketing - Part 2
10 Keys for Destination Management and Marketing - Part 2
10 Keys for Destination Management and Marketing - Part 2
Upcoming SlideShare
Loading in …5
×

10 Keys for Destination Management and Marketing - Part 2

2,918 views

Published on

Presenters: Dr. Roger Carter, TEAM Tourism
Mariette du Toit-Helmbold, Cape Town Tourism

Published in: Technology, Business, Travel
  • Be the first to comment

10 Keys for Destination Management and Marketing - Part 2

  1. 1. MARIËTTE DU TOIT-HELMBOLD CEO, CAPE TOWN TOURISM
  2. 2. INTRODUCTION • Tourism has changed significantly – for good • Competition is tougher than ever before • New trends like responsible living, technology, the web and climate, balanced with global economic crises determine visitors’ choice • Extra-ordinary solutions and strategies required • Window of opportunity
  3. 3. THE WEB & TECHNOLOGY • CTT eBusiness and eMarketing Strategy links all touch points : Visitor > Team > Industry > Local Public • New website (www.capetown.travel) - the consumer as an extension of our marketing message • Technology – a new era for Visitor Services – Visitor-Membership Management System (VMMs) – Open platform booking system – Contact Centre as Virtual Visitor Centre – Electronic & Mobile Visitor Centres – New Devices & Digital Media
  4. 4. VMMS
  5. 5. VMMS • Best practice business process + good skills + change management • Technology is the enabler • Operational toolkit – linking marketing, visitor/industry services and operations • Core data set for the destination • Designed to share data in any channel with any partner in any frequency • 360-degree view of the visitor – all channels, all touch points, any time in the visitor journey • Modular and complementary to other systems; doesn’t compete with private sector/other DMS • Supports and integrates with any DMS • Open standards for data and interfaces
  6. 6. TEN KEYS TO SUCCESS 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
  7. 7. 1. REACH AS MANY CUSTOMERS AS POSSIBLE
  8. 8. www.capetown.travel
  9. 9. Traffic over life of site (per week) From 1500 visitors per week in Dec 08, to over 6000 visitors per week in May 09
  10. 10. Site usage and visitor location: May 2009. Source: Google Analytics
  11. 11. 2. MAXIMISING THE LIFETIME VALUE OF CUSTOMERS BY MAINTAINING RELATIONSHIPS
  12. 12. Building Relationships – eVisitor Newsletters
  13. 13. 3. ENGAGE IN SOCIAL NETWORKING AND USER-GENERATED CONTENT - Front page integration with social networking sites
  14. 14. Social Networking (FLICKr)
  15. 15. User-Generated Content (FLICKr)
  16. 16. Social Networking (Twitter)
  17. 17. Social Networking (Facebook)
  18. 18. Blogging
  19. 19. Blogging
  20. 20. 4. CREATE A COMPELLING WEBSITE • Speed • Navigation • Relevancy • Images • Colour • Interesting content • Special features • Integration
  21. 21. Accommodation database
  22. 22. What’s On
  23. 23. Competitions
  24. 24. Promotions and Special Deals
  25. 25. Mini-Websites: 2010 FIFA World Cup
  26. 26. 5. MAINTAIN HIGH QUALITY CONTENT
  27. 27. 6. GENERATE SALES: DIRECTLY & INDIRECTLY
  28. 28. 7. OFFER DO-IT-YOURSELF PACKAGING
  29. 29. 8. ENGAGE TOURISM BUSINESSES TO GET INVENTORY ON-LINE
  30. 30. 9. DEMONSTRATE RETURN ON INVESTMENT Currently 34% of total traffic this month
  31. 31. Currently 34% of total traffic this month
  32. 32. IPL SEO • Blue: overall site traffic • Orange: IPL-related traffic
  33. 33. 10. ENSURE EFFECTIVE DISTRIBUTION OF INFORMATION - Mobi Site - VMMs - VIC Network - Decentralised Info
  34. 34. Upcoming visual geo- location of Twitter feeds and Google map integration for 2010 presence

×