Integrated Destination Marketing & the Future DMO
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Transcript of Integrated Destination Marketing & the Future DMO
INTEGRATED DESTINATION MARKETING & THE FUTURE DMO
The Changing Role of DMOs
in the Digital Era
INTEGRATED DESTINATION MARKETING & THE FUTURE DMO
Integrated Destination Marketing:
Now more Important than Ever
Before
The Changing Role of
DMOs in the Digital Era
INTEGRATED DESTINATION MARKETING & THE FUTURE DMO
3+1 MAJOR
GAME CHANGERS
*(THAT ALREADY SHAKE UP OUR WORLD)
FINANCIAL UNCERTAINTY BUDGET-CUTS & STRUCTURAL CHANGES
SHARING ECONOMY THE C2C MODEL
VOLATILE MARKET EMERGING MARKETS – GOING NICHE & THE INTELLIGENT
TRAVELLER
DIGITAL TECHNOLOGIES NEW MEDIA TECHNOLOGIES & THE MOBILE CHALLENGE
FINANCIAL UNCERTAINTY
Tight funding opportunities = inconsistent availability
of organizational funding
FINANCIAL UNCERTAINTY
FINANCIAL UNCERTAINTY
Increased Need to
Show ROI
FINANCIAL UNCERTAINTY
Increased Need to Show ROI
VIDEO DESTINATION MARKETING = PASSION, IMPACT, INNOVATION
FINANCIAL UNCERTAINTY
New Organizational Structures –
New Financial & Partnership Models
SHARING ECONOMY
Shared economy brings more tourists,
but less tax revenue, to destinations
SHARING ECONOMY
SHARING ECONOMY
SHARING ECONOMY
SAN FRANCISCO’S Mayor’s Office of Civic Innovation teamed
up with Airbnb and GIS software creator Esri to host a
hackathon that sought technical innovations that “re-imagine
how tourists and residents experience and explore the City
of San Francisco.”
SHARING ECONOMY
According to data from Spain’s Ministry of Tourism, visitors
choosing not to stay in hotels jumped by 17.6% in June, and is up
over 10% since the start of the year. The number of tourists not
taking packaged holidays has also risen by 8% since January.
TRAVEL & ACCOMMODATION SECTORS
ALREADY RIDE THE WAVE
VOLATILE MARKETS
EMERGING MARKETS: The numbers sure are juicy: in
2013, the GDP of emerging markets will exceed advanced
markets for the first time (measured in Purchasing Power Parity
terms) to USD 44.1 trillion versus USD 42.7 trillion (Source: IMF,
October 2012).
VOLATILE MARKETS
BUT IT’S NOT JUST THE BRICs ANYMORE THE NEXT 11
VOLATILE MARKETS
THE GLOBAL TRAVELLER ECONOMY
Tripadvisor: TripBarometer September 2013 –
The Global Traveller Economy
VOLATILE MARKETS
MARKET DEMANDS: THE SMART CONSUMER
VOLATILE MARKETS
CASE STUDY Macy’s Store & NYC officially open a visitor center in the store
MARKET DEMANDS: GO WHERE YOUR CUSTOMER IS
VIDEO TOURISM VICTORIA: THE REMOTE CONTROL TOURIST
VOLATILE MARKETS
Need for Localization
Adapting to the Digital Landscape: Overview of the
DMO SM landscape based on the 800+ DMO”.
DIGITAL TECHNOLOGIES
Question: Can DMO still add
value due to increased SM
voice?
DIGITAL TECHNOLOGIES
Official Destination Online Channels are not in the list..
Tripadvisor, TripBarometer, March 2013
OTAs Became the Central Channel
DIGITAL TECHNOLOGIES
DIGITAL TECHNOLOGIES
The Mobile challenge and its implications on the DMO services due
to travellers increased independence & private sector’s ability to
provide solutions.
DIGITAL TECHNOLOGIES
By providing smartphone for a small daily fee, the destination is giving
value with what travelers seek out the most: wifi connectivity, unlimited
calls, and apps answering most sought after queries, i.e maps,
translation, currency, showtimes, transportation details, etc.
CASE
STUDY
INTEGRATED DESTINATION MARKETING & THE FUTURE DMO
Integrated Destination
Marketing
INTEGRATED DESTINATION MARKETING
NOW MORE IMPORTANT THAN
EVER BEFORE
72% of consumers want to be engaged with
an integrated marketing approach, but only
39% are receiving that.
RESEARCH
SHOWS THAT..
Google found that consumers
had 74% brand recall when the
advertiser’s integrated strategy carried
across mobile, TV and online.
RESEARCH
SHOWS THAT..
However.. multi-screen behavior
becomes more advanced with the
number of devices people own.
28% of the 1,000 people surveyed say their focus is
constantly divided between all devices.
1/3 often switch between devices
36% focus on one device at all times and ignore
others.
Marketers should better integrate their
offline and online marketing efforts, but they
need to take care not to get overwhelmed
by all the options available.
MAKING
INTEGRATION
HAPPEN
DESTINATION MARKETING IS MUCH MORE THAN
JUST PROMOTING A DESTINATION
MAKING INTEGRATION HAPPEN
CASE
STUDY
Launched March 2013, followed 2009 Queensland campaign
Competition to apply for six ‘dream jobs’ accross Australia
In cooperation with regional (state) DMOs and major partners
MAKING INTEGRATION HAPPEN
CASE
STUDY
Involved over sixty industry partners including...
MAKING INTEGRATION HAPPEN
CASE
STUDY
THIS IS MY ATHENS PROJECT - An Integrated Reputation
Management Campaign including a) the creation of a
volunteers greeters community b) SM/UGC initiatives c) real-
time visitor safety information d) cooperation scheme
between government authorities & the private sector.
MAKING INTEGRATION HAPPEN
CASE
STUDY
MAKING INTEGRATION HAPPEN
CASE
STUDY
SUSTAINABILITY MOVEMENT REINVENTED
SMART PLACES TO LIVE =
SMART DESTINATIONS TO VISIT
MAKING
INTEGRATION
HAPPEN
MAKING INTEGRATION HAPPEN
CASE
STUDY
MAKING INTEGRATION HAPPEN
CASE
STUDY
MAKING INTEGRATION HAPPEN
CASE
STUDY
MAKING INTEGRATION HAPPEN
CASE
STUDY
MAKING INTEGRATION HAPPEN
CASE
STUDY
MAKING
INTEGRATION
HAPPEN
The number-one tip is to ensure that your
brand is enhancing the experience and not
interrupting it. Paul Smailes, Digital manager, Heineken Global
Question: What would
be the role of DMOs in
10 years from now?
DMOs
ROLE OF DMOs
From being at the core
of the destination eco-
system
DMOs
ROLE OF DMOs
to become just
another part of it..
HOW MOST OF THE DMOs
REACT?
THE DMO GRIEF CYCLE
Question: What
DMOs Need to
DO?
DMOs
ROLE OF DMOs
Redefine their Role as the ‘Support’’ Satellite of
their Destination Ecosystem
DESTINATION
MARKETING AND
MANAGEMENT AND
DEVELOPMENT
ORGANIZATION
ROLE OF DMOs
Redefine their Organizational Scope & Re-design their
structures by integrating management & development
functions
KEEP UP WITH:
All of the changes at a macro level,
The emergence of new tools & techniques
Increasing importance of content and real-
time service that force them to re-invent
their daily operations
MUST: DO less and enable more
BUILD and share the tools
PROMOTE LESS, and attract more
FOCUS on partnerships, R&D, management & innovation
EARN a measurable return on their investment
MAKE their declining marketing resources, used
jointly and deliver more tourism spend
.
To Sum Up..
DMOs HAVE AN IMPORTANT ROLE TO PLAY AS A
MACRO-LEVEL ORGANIZATION
BUT THEY NEED TO WAKE UP
ACHIEVE
SERVICE EXCELLENCE
and become
THE CONNECTOR
THE ADVISOR
THE STAGE
MANAGER
NOT THE
GOVERNOR
OR JUST A GOOD
PROMOTER..