The future of digital tourism

Transcription

1 The future of digital tourism Kate Doodson Digital Technologies 1

2 Go mobile or go home Morgan Stanley believe mobile web will outstrip desktop web by 2015 Mobile spend is increasing x7 faster than desktop spend 2

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4 Blurring of business and leisure travel Bleisure world 43% of international travellers always take their mobile professional devices with them on holiday or on weekend trips 89% of seasoned international travellers say mobile professional devices are a means of staying in touch with their loved ones. Pullman Hotels 2014 Our phones are now our wallets - mobile payments 4

5 Apple Pay 5

6 eyeverify.com Google Now? The design is heavily focused on Google Now cards notifications and is focused on bringing contextual information to users. For example, business travellers will have access to their flight status, boarding pass, hotel address, and the weather at their destination. Additionally, it shows health notifications, such as heart rate, that have been important in many wearable campaigns 6

7 Augmented reality is growing. Marketing to near-site visitors your reputation is important Augmented reality use in tourism 7

8 Wearables Google Glass? 8

9 Mobiles will increase penetration Car Android Auto enhance navigation, communication, will be contextually aware, and be voice controlled Health and fitness monitoring Connected Devices Smart Cities Loyalty to brand not device Inter-connectivity mobile at the heart 9

10 Internet of things Machine to machine communication Ordinary things connected to the internet Connected hotels Smart keys ipad self service, thermo controls, room service Saving preferences Pre-ordered goodies Loyalty services 10

11 We are connected - Geofencing and ibeacons What would you use it for? Geo fencing Weather service updates in geo-fenced areas (food festivals, Historic Cities, Regions) Tourism features/points of interest Coupons and offers GeoTriggers add to existing apps ibeacons Rain in 15mins - shop for umbrella Further vouchers and codes 11

12 First Tourism Geo-fencing campaign $25k marketing campaign brought $6.9m spending to the Montana ski area Advertising campaign served to enthusiasts visiting Ski shops Airports Outdoor shops Etc Geo-fenced and reported info when they re-entered Big Data Information is big - Big Data. More things on the internet than people We are creating 2.5 billion GB of data every day In the last 2 years we have created 90% of the data on the planet How can we make the most of this? Collate info & use this to predict future client behaviour? 12

13 Predictive Analytics Why is data now so important? Because it can predict behaviours Tui Hilton etc Tui Disney 13

14 Want to know more? COOL Tourism workshops.. Stand out in Social Media Beach Hotel - Minehead 18/11/2014 Glastonbury Town Hall 20/11/2014 Princess Theatre 03/12/2014 Exmoor House 09/12/2014 Monks Yards 08/01/2015 Willow & Wetlands Centre 23/01/2015 Mendip Hub 02/02/2015 Abbey Manor Business Centre 09/02/2015 To book visit and to see all our events Can you help Host a session in work, in your community, in your Association? Support the message Become a champion Distribute leaflets in your area Distribute leaflets from work Any other ideas? 14