Going digital in Tourist Information Center
-
Upload
jean-luc-boulin -
Category
Travel
-
view
7.265 -
download
0
description
Transcript of Going digital in Tourist Information Center
![Page 1: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/1.jpg)
European Cities Marketing Online Marketing and Sales group Tourist Information Centres group Going digital in the TIC By Jean-Luc Boulin, etourisme.info editor and co-founder MOPA Director
Nice – 2013 – February 22th
![Page 2: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/2.jpg)
I -‐ Digital in TIC – Why?
![Page 3: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/3.jpg)
I -‐ Digital in TIC – Why?
Increase of smartphones and personals mobiles devices
Other possibili>es of informa>on for visitors
Flow management in TIC
In some cases, lower aDendance in TIC
![Page 4: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/4.jpg)
Mobile terminals
• Increase of smartphones and personals mobiles devices
> 2015
![Page 5: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/5.jpg)
Mobile terminals
Tablet = THE travel perfect tool >
2015
![Page 6: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/6.jpg)
Mobile terminals
EASYER THAN
FOR
x
![Page 7: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/7.jpg)
Some others make your job
Please, tourist, my friend, visit my TIC!
![Page 8: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/8.jpg)
And the flow?
![Page 9: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/9.jpg)
And the flow?
80% of demands are simples and basics
![Page 10: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/10.jpg)
And the flow?
20% of demands need an « vaca>on adviser ». This moment of advising can create economical value
![Page 11: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/11.jpg)
And the flow?
How answer to the basics demands with digital tools?
![Page 12: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/12.jpg)
Be aGracIve
France : only 1 visitor / 10 visit TIC
So : 9 visitors /10 don’t enter in the TIC.
Ques>on : how can I Inform them?
![Page 13: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/13.jpg)
Be aGracIve! Your visitor don’t visit your TIC? Give him some fun
ATTRACTIVE EFFECT OF DIGITAL
![Page 14: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/14.jpg)
Inside/Outside TIC
Quebec
Romania
![Page 15: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/15.jpg)
II -‐ What we know?
Digital TIC
![Page 16: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/16.jpg)
From the visitors
When they spoke about french TIC
![Page 17: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/17.jpg)
From the visitors
Friendly, but a liDle bit old fashion
Professional, but it looks like an administra>on
Oh, does it s>ll exists?
Like a friend who can help you
![Page 18: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/18.jpg)
From TIC managers
I didn’t realise the necessity of media>on
![Page 19: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/19.jpg)
From TIC managers
The QR Codes and the app…
![Page 20: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/20.jpg)
From TIC managers
It’s really expensive !
It’s really a lot of >me!
It’s really a big investment for the content!
![Page 21: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/21.jpg)
III -‐ Experiences
![Page 22: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/22.jpg)
Biscarrosse experience
o CEO – Biscarrosse Tourism
o Date of project : 2011
![Page 23: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/23.jpg)
Biscarrosse – Why?
Flow management : 120 000 visitors a year, but 100 000 in six weeks
A way to enhance staff engagement
Increase the hospitality’s quality
![Page 24: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/24.jpg)
Biscarrosse Experience
8 ipads for visitors and agents
![Page 25: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/25.jpg)
Biscarrosse Experience
2 Apps : IBISCA and IBISCA 360
![Page 26: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/26.jpg)
Biscarrosse Experience
External interac>ve kiosk full HD
![Page 27: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/27.jpg)
Biscarrosse experience
2 screens with a streamline QR codes and new mobil website
![Page 28: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/28.jpg)
Biscarrosse Results
First season : 40% of visitors let the desk for ipads Second season : 60% of all informa>ons are electronics, 40% are physicals
![Page 29: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/29.jpg)
Biscarrosse Results
Time for a face to face advising: 3 to 9 minuts
![Page 30: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/30.jpg)
Biscarrosse -‐ Problems
Ipad 1, hard to program
Geek power of children!
![Page 31: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/31.jpg)
Biscarrosse -‐ Problems
To much people using wifi; low flow!
Clients use 15% of the content who is in the kiosk or app
25% of 1 full >me to manage the devices
![Page 32: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/32.jpg)
Medoc Ocean experience
o CEO – Medoc Ocean Tourism
o Date of project : 2012
![Page 33: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/33.jpg)
Medoc Ocean – Why?
2010 : three bureaus are grouped in the same DMO.
New organisazion : one central bureau open all over the year, and two bureaus for the season
![Page 34: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/34.jpg)
Medoc Ocean – Why?
Central bureau in Lacanau : flow management – In august, some 1000 people a day
![Page 35: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/35.jpg)
Medoc Ocean -‐ How?
Two principles
First guidance to sort the asks
Face to face siUng advising. The vaca>on
adviser has >me to sell
![Page 36: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/36.jpg)
Medoc Ocean -‐ How
Frequents asks
First guidance
Electronics kiosk
Screens
Flyers
Tide schedule, direc>ons,
availabilitys, etc.
![Page 37: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/37.jpg)
Medoc Ocean -‐ How
Electronic kiosk
![Page 38: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/38.jpg)
Medoc Ocean -‐ How
Electronic kiosk
![Page 39: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/39.jpg)
Medoc Ocean -‐ How
Specials demands for
advice
Customized guidance
Specialized adviser
Face to face
Virtuals desktops
Ride, surf lessons, what do
do tonight..
![Page 40: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/40.jpg)
Medoc Ocean -‐ How
The client is simng
![Page 41: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/41.jpg)
Medoc Ocean -‐ How
Double screen
![Page 42: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/42.jpg)
Medoc Ocean -‐ Results
Increase of directs sales (double screeen)
Increase of par>cipa>on of menbership (promo>on on screens)
![Page 43: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/43.jpg)
Medoc Ocean -‐ Results
New mo>va>on for « vaca>on advisers »
![Page 44: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/44.jpg)
Medoc Ocean – to progress
More comfort for mobile travelers : charging kiosk for cellphones, laptops, tablets…
![Page 45: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/45.jpg)
Medoc Ocean – to progress
More paper
Adap>ng hours
![Page 46: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/46.jpg)
Ventoux experience
o CEO – Ventoux Tourism
o Date of project : 2011
![Page 47: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/47.jpg)
Ventoux – Why?
Located in the North of Provence
Surrounded by hills and small mountains, especially Mont Ventoux
120 000 visitors at the tourist office in 2011, more than 200 000 in 2012
The need for managing conges>on at welcoming desk
![Page 48: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/48.jpg)
Ventoux – How? Digital display with 8 screens for informa>on
7 tac>le computers available to visitors
Free wifi
One 24 hours informa>on kiosk
![Page 49: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/49.jpg)
Ventoux experience
One hotspot for hiking and cycling with geolocalised routes
![Page 50: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/50.jpg)
Ventoux Results
3 posi>ve points :
An increase of frequenta>on of the tourist Office
A beDer repar>>on of the tourists within the office
An empowerment of the visitors with the news tools
![Page 51: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/51.jpg)
Ventoux Results
3 ways towards progress
Need for adap>ng and developing new contents for the digital tools
Training of the staff to social networks,
Need for reac>vity on the informa>on
displays
![Page 52: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/52.jpg)
IV – Tips for a digital TIC
5 >ps
![Page 53: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/53.jpg)
Think customer, not manager
You’ve visited NY or Biscarrosse TIC? You want the same tools at home?
But have you the same customers?
1
![Page 54: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/54.jpg)
Live the life of the traveller
Imagine you’re a french tourist in your city…
2
![Page 55: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/55.jpg)
Define your goals
Iwant : increase my local guided visites? Book some rooms? Sell some pass?
Or just manage the flow of visitors in my bureau?
Or just give a « waouh effect? » in my old friendly informa>on
centre?
3
![Page 56: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/56.jpg)
Content is king… 4
![Page 57: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/57.jpg)
Know the costs, all the costs 5
Tools+!
content+
![Page 58: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/58.jpg)
V – 2013 trends
8 trends
![Page 59: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/59.jpg)
Web to office
Aser web to store, the web to office
Special deals on the web, to remove TIC
Personalized advice by appointment from the hotel
Making appointments from tablet app
1
![Page 60: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/60.jpg)
Web to office
Exemple : la vitrine Montréal
1
![Page 61: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/61.jpg)
Big screens
• Photo big screen
2
![Page 62: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/62.jpg)
Big screens
To promote offers
A different experience
Addi>onal informa>on with a real comfortable reading
And… seduc>on
2
![Page 63: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/63.jpg)
3D & Augmented reality
Let’s discover the patrimony
3
![Page 64: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/64.jpg)
3D & Augmented reality
Jumieges abbey all in 3D
3
Interac>ve screens / video games
![Page 65: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/65.jpg)
Tablet for adviser 4
![Page 66: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/66.jpg)
Tablet for adviser
No more advisers behind
the desk
They will be in the flow with a
tablet
All the content is in the tablet
4
![Page 67: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/67.jpg)
InteracIve tags 5
![Page 68: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/68.jpg)
InteracIve tags
Development of NFC
Genera>on of new content
The interac>ve tags will give more informa>on inside TIC and outside
5
![Page 69: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/69.jpg)
IdenIfy and locate customers
Each TIC visitor has a value
With digital tools, track him and locate him
6
![Page 70: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/70.jpg)
IdenIfy and locate customers 6
Vitrahaus (Germany) -‐ RFID card Webcam
![Page 71: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/71.jpg)
Urban digital furnitures
To be inven>ve
Outside office for mobile traveler
Used by inhabitants
7
![Page 72: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/72.jpg)
Digital DesInaIon
Internet de
séjour
40% connected
Help your customer
8
![Page 73: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/73.jpg)
Digital DesInaIon in six steps
1 : wifi or 3G 2 : website or apps adapted
3 : special deals for connected
traveler
4 : digital TIC 5 : urban digital furnitures
6 : adver>sing on the place of
stay
8
![Page 74: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/74.jpg)
VI -‐ For the fun and for the end
Three friendly services for a tourist informa>on centre
![Page 75: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/75.jpg)
San SebasIan 1
A smart vending machine of tourist maps
![Page 76: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/76.jpg)
Singapore 2
Rent your smartphone to TIC
![Page 77: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/77.jpg)
Japan 3
Touch the window – Kinect effect
![Page 78: Going digital in Tourist Information Center](https://reader034.fdocuments.in/reader034/viewer/2022051411/5469b63caf7959842c8b6397/html5/thumbnails/78.jpg)
Thank you!
@etourismeinfo