CE O VP DIGITAL INTEGRATION MARKETING / VP VISITOR DATA EXPERIENCE / EVENTS / MICE CARRYING CAPCITY / VP HR DEVELOPMENT

Transcription

1 RETHINKING THE DMO

2 VP DIGITAL VP INTEGRATION MARKETING / VP VISITOR DATA EXPERIENCE / EVENTS / MICE CARRYING CAPCITY / SPENDING VP PRODUCT DEVELOPMENT VP HR CE O VP VP FINANCE STEWARDSH IP of VP ADVOCACY VP / SERVICE & CulTURE/Nat

3 RETHINKING THE DMO

4 THE ROLE OF TOURISM ORGANIZATIONS IS ALWAYS CHANGING

5 DMOS / CVBs / NTOs should: do things that other stakeholders can t do TO BENEFIT THE DESTINATION IN THE SHORT AND LONG TERM

6 VP MARKETING / DATA CE O

7 DO BIG CITIES NEED A Visitor-INFO WEBSITE?

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16 ARE YOU USING THE RIGHT DATA?

17 1000 people click, 2.8 show up in the destination APM = ARRIVALS PER

18 How does click-thru rate compare to arrivals?

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22 WHAT S THE REAL ECONOMIC IMPACT? Are you counting the leakages and costs?

23 100 Euros 100 Euros 6-12% Franchise 6-12% to Airbnb % Booking.com/Expedia 0% (spends 60-80% stays in 0-94% more) stays in 2-40 destination GUESTS per EMPLOYEE destination GUESTS per E Less cultural Harder to control impac Easy to tax EASY TO TAX

24 BERLIN S TOURISM ECONOMIC COSTS 84,931 daily average overnight visitors (31 million annually) 25.4 M liters of water per day 49,000 euros/day 1.6M kwh per day 452,400 euros/day 106,800 kg garbage/day 3,286 euros/day Credit cards take 3%-4% of spending (600,000 euros/day) Hotel franchise fees 6-16% (400,000 euros/day) Booking.com/Expedia %. (600,000 euros/day)

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27 VP MARKETING / DATA EVENTS / MICE CE VP HR O VP FINANCE VP SERVICE &

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29 VP MARKETING / DATA EVENTS / MICE CE VP HR O VP FINANCE VP ADVOCACY VP / SERVICE &

30 GET A SEAT AT THE TABLE WITH CITY PLANNING. - Tim MANSON, MARKETING BIRMINGHAM

31 VP MARKETING / DATA EVENTS / MICE CE VP HR O VP VP FINANCE STEWARDSH IP of VP ADVOCACY VP / SERVICE & CulTURE/Nat

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38 VP MARKETING / DATA EVENTS / MICE VP PRODUCT DEVELOPEMEN T CE VP HR O VP VP FINANCE STEWARDSH IP of VP ADVOCACY VP / SERVICE & CulTURE/Nat

39 SOME COOL DESTINATION PRODUCTS

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46 7.5 billion reach MilLion euro

47 THESE WERE NOT DONE BY THE DMO

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52 DEFINE THE BRAND AND GET EVERYONE INVOLVED

53 VP VISITOR EXPERIENCE / CARRYING CAPCITY / SPENDING VP PRODUCT DEVELOPEMEN T CE VP MARKETING / DATA EVENTS / MICE VP HR O VP VP FINANCE STEWARDSH IP of VP ADVOCACY VP / SERVICE & CulTURE/Nat

54 THE Old way to Improve VISITOR experience

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56 More cost-effective way to do the same

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58 MORE IMPORANT ROLE FOR DMO: FIGURE OUT HOW MANY VISITORS YOU CAN HANDLE

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60 WITHOUT MANAGEMENT, POPULAR DESTINATIONS WILL BE UNBALANCED

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62 10,000 V 12,000 3,000 S 5,000

63 ,000 V 12,000 3, S 5,000

64 ,000 V ,000 12,000 3, S 5,000

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66 SPREAD OUT THE VISITORS

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70 The folks that have been protesting are from highly visited destinations and they don t feel their lives should be interrupted by tourism. Megan Epler Wood, Director of the International Sustainable Tourism Initiative at the Center for Health and the Global Environment at the Harvard School of Public Health

71 Stakeholders should be looking forward and planning to craft a more equitable environment for both tourists and locals, even if it means reducing tourism and those who have built successful businesses serving them. Andrew Sheivachman, SKIFT, Oct 23, 2017

72 WHAT IF YOU COULD INCREASE PROFIT WITHOUT MORE VISITORS?

73 4% profit increase

74 VP DIGITAL VP INTEGRATION MARKETING / VP VISITOR EXPERIENCE / DATA EVENTS / MICE CARRYING CAPCITY / SPENDING VP PRODUCT DEVELOPEMEN T CE VP HR O VP VP FINANCE STEWARDSH IP of VP ADVOCACY VP / SERVICE & CulTURE/Nat

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86 Improves visitor experience Less fiddling more time enjoying Incredible data Consolidates inventory see when booking Sends out relevant deals Fill gaps during day/week and extends sea Increases visitor spending

87 If you re not creating brand-aligned new products, digitally Connecting the visitor experience and collecting and analyzing The data, you ve LOST. Thorsten Rudolph, CEO Hochschwarzwald Tourismus

88 VP DIGITAL VP INTEGRATION MARKETING / VP VISITOR DATA EXPERIENCE / EVENTS / MICE CARRYING CAPCITY / SPENDING VP PRODUCT DEVELOPMENT VP HR CE O VP VP FINANCE STEWARDSH IP of VP ADVOCACY VP / SERVICE & CulTURE/Nat

89 Thank you Connect with me on Linkedin Doug Lansky