The single source of truth: Data as the basis for successful Destination Management in the future
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- Hector Shepherd
- 5 years ago
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Transcription
1 The single source of truth: Data as the basis for successful Destination Management in the future
2 Everything that can be digitalized, will be. (Eric Schmidt, former Google CEO)
3 So many options where to go?
4 Same problem as planning a trip
5 Websites of Tourism Destinations are loosing their relevance
6 Tourism Destinations need new metric
7 Something big is coming 7 The Santa Barbara Independent
8 The 4th revolution of the Internet years ago: The Internet years ago: Search-engines years ago: Mobile 4. Now: Data driven AI & chatbot solutions
9 Chatbots and AI Assistants
10 Destination marketing 3.0 Alexa, please recommend a family-friendly biking tour up to three hours to a lake with a rest stop serving gluten-free food. 10
11 Talking directly to a database The question is: who s database?
12 Social Media is dead
13 as we roll this out, you ll see less public content like posts from businesses, brands, and media.. DNA India January, 12th 2018
14 Marketing in tourism as we know it today, does not work anymore
15 Nathalie 20 years, Gen Z College student Human medicine Alexandra 22 years, Millennial Deputy Head Hairdressing Hotel Sonnenalp Benedikt 24 years, Gen Y College student Computer science
16
17 Yesterday - > Today Desktop - Display-Advertising - Radio - TV - Newspapers - Out of Home Marketing - Print magazines - Search engines - Social Communities - Web search - Versatile information - > Smartphone > Ad-blocker > Music-streaming > Video-streaming > Newsfeeds > Overflow & blindness > Web search > Answering engines > Chats > Chatbots > Gatekeeper monopolists
18 What to do?
19 It s time to decide
20 Build up on the big platforms
21 or switch to the driver s seat
22 How we think the solution shall be
23 Our Mission We're building the world's digital travel guide by connecting all tourism stakeholders and the community with pioneering technology in one platform.
24 All to be digitalized Information Processes Guests
25 Information Stories POIs Regions Travel Guides Tours Maps Accommodations Huts Processes Guests Ski Resorts Events Offers Goods Weather Images & Videos Food & Beverage Webcams Nature reserves Current conditions Avalanche risk Facilities
26 Processes Inspiration Search Planning Booking Information Payment Transportation Directions Visitors guiding Guests Shopping Services Concierge Communication Statistics Personalization Sharing Virtual Assistant Governance Training Collaboration Quality Assurance
27 Guests Gender Age Place of residence Marital status Information Processes Family Hobbies Favorite Destinations Livestyle Shopping behavior Friends Travel behavior Favorite accommodations Payment account Income Past vacations Past activities Past itineraries Favorite brands Food favorites Online profiles
28 Outdooractive Linked (Open) Data Events Users Data Usage/ Reach Climate Avalanche Risk Travel Weather Reviews 360 Current Conditions Facts Stats Images POIs Videos Stories Region Statistics FAQ Accommodation Licences Authors Text Bookable Offers Audio VR Lists Travel Guides Ski Resorts Preferences Sources Prices/ Rates Know How Social Media Links Accessability Reports Authors Recommendations Availability Languages Recommended Time Elevation Mountain Ranges Geographic Regions Protected Areas Categories Map Cities ToDo s Print Books Coordinates Facilities Tours Directions
29 Yesterday Today Website Website 1 Database Events Tours POIs 2 App Amazon
30 Stop thinking in projects Stop buying products
31 Don t develop software
32 Think Data Think Solution
33 Think back to the consumers needs
34 Consumerization Servitization
35 How Marketing has to change Sender Reciever Communication
36 How Sales has to change Commodity Community Loyalty
37 The Evolution of Outdooractive Planning & Services Tools & Products Marketing Platform Digital Solution as a Service
38 The allocation of the roles in Tourism Destinations in the future
39 Imagine you had time for your actual tasks
40 Outdooractive Destinations Full stack technology Cartography Legal issues Privacy + personalisation Standards Internationalization Data protection Content distribution SEO, Chatbots, AI Open data services Social media integration Community host Data mining & analysis 360 Reporting Know-how support Brand management Value proposition Product development Quality assurance Content management Leadership in Digitalization Change management Local participants organisation Operational staff training Tourist Information Target definition Direct communication
41 Destination Suite
42 The Holistic Digital Destination Management Inhabitants Local Partners Tourism Partnerships Guests Employees Industry Collaborations Companies
43 App Digital Trail Management Community Website Database Destination Management System AI Assistents Know- How Hub Statistics Data Analysis Data Distribution
44 The Clients Database Content Marketing Network Web App Assistant Print CC Data Distribution Option CC Lizenz Clients Database Outdooractive Platform Open Data
45 45
46 The age of the platforms Travel Rental Cars Accommodations Offers Points of Interest Trails & Navigation Cartography
47 Google Amazon TripAdvisor Open Data Outdooractive as intermediate platform Destinations Print Web App CRM
48 Service Quality Guest Trail Management Marketing
49 Trail Management Guests Trail closed Feedback
50 Personalizing
51
52 Big Data Region report example: Heatmap from the usage of the layer Bicycle trails network
53 The bad news
54 You have to work
55 Thank you corp.outdooractive.com