2. INTEGRATED DESTINATION MARKETING & THE FUTURE DMO
The Changing Role of DMOs
in the Digital Era
Integrated Destination Marketing:
Now more Important than Ever
Before
5. 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
15. 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.”
16. 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.
18. 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).
29. DIGITAL TECHNOLOGIES
The Mobile challenge and its implications on the DMO services due
to travellers increased independence & private sector’s ability to
provide solutions.
30. DIGITAL TECHNOLOGIES
CASE
STUDY
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.
33. RESEARCH
SHOWS THAT..
72% of consumers want to be engaged with
an integrated marketing approach, but only
39% are receiving that.
34. RESEARCH
SHOWS THAT..
Google found that consumers
74%
had
brand recall when the
advertiser’s integrated strategy carried
across mobile, TV and online.
35. 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.
38. 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
40. 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) realtime visitor safety information d) cooperation scheme
between government authorities & the private sector.
59. ROLE OF DMOs
DESTINATION
MARKETING AND
MANAGEMENT AND
DEVELOPMENT
ORGANIZATION
Redefine their Organizational Scope & Re-design their
structures by integrating management & development
functions
60. KEEP UP WITH:
All of the changes at a macro level,
The emergence of new tools & techniques
Increasing importance of content and realtime service that force them to re-invent
their daily operations
61. 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
.