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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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

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

Resorts Preferences Sources Prices/ Rates Know How Social Media Links Accessability Reports Authors Recommendations Availability Languages

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