innovate partnerships that drive tourism (excerpt) - mekong tourism forum 2015
TRANSCRIPT
Liz WardDigital Coaching International
Excerpt from presentation to Mekong Tourism Forum
18 June 2015
Regional tourism strategy in the digital era…what
might be possible?
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Continuing Transition to
Cloud
Big Data
Personalisation New Business Models 3D
printing
The Internet of Things
Impactful digital trends in 2015
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Social
Mobile
3
Dreaming
Planning
BookingDestination
Post holiday sharing
Purchase cycle
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Dreaming
Planning
BookingDestination
Post holiday sharing
Connected purchase cycle
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SuppliersConsumers
2nd tier OTAs
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Digital eco system
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Strategic insights for tourism
Google and the
Consumer
Social Conversion
Disruption is
Inevitable
Evidence Based
Decision Making
7
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Case Study: getting free publicity in Agnes Water/1770
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A strategic approach for DMOs to enable growth
Analytics for Evidence Based Decision Making
Industry Capability Building
Destination Content Strategy
Social Conversion
Partnerships Facilitator
Ampl
ifies
val
ue o
f ind
ustr
y da
taba
se
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Strategy#1 Evidence based decision making
Analytics for Evidence Based Decision Making
What is the objective? Where are we now? What do we need to know in the future? Imbed culture of agility and responsiveness,
supported by timely metrics.
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Strategy#2 Build capability in regions
Develop e tourism champions in regions Cater for varying learning styles with workshops,
one-on-one coaching
Provide access to ongoing learning and support Lead with culture of knowledge sharing
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Industry Capability Building
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Strategy #3 Facilitated leadership
Destination Content Strategy
Social Conversion
Partnerships Facilitator
Develop and manage data standards Develop industry engagement and data
contribution platform Facilitate content strategy Manage relationships with operators and
distributors Understand and educate on social conversion
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Live chat hotline Forums supported by
e tourism experts Access to 64 tutorials Critical updates Supported by 10
Accredited coaches Recommended
providers
