This document summarizes research on digital tourism innovations among Destination Management Organizations (DMOs) and hotels in the alpine region. It analyzed 120 DMOs and 140 hotels based on criteria like videos, webcams, recommendation systems and more. For DMOs, few fulfilled many criteria and mobile apps/websites were most common. Hotels performed slightly better, with booking engines and interactive maps being most implemented. Case studies highlighted best practices for inspiration, planning/booking, engagement and after-visit content. The document concludes digital innovations are still unevenly adopted and more can be done to benchmark innovations for future adoption.

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Digital Tourism Innovations
Benchmarking of DMOs in the alpine Region and
Hotels in Switzerland
Michael Fux
Roland Schegg

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Table of Contents
• Motivation
• Methodology
• Results of DMOs
• Innovation criteria
• Overall view
• Best Practices
• Results of Hotels
• Innovation criteria
• Overall view
• Best Practices
• Outlook

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Motivation
• Analyze the status of implementation of digital
tourism innovations
• Identify benchmarks and innovative
implementations
• Research for future digital tourism innovations for
DMOs and hotels

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Methodology
• Definition of criteria based on previous research
• Define Sample of Hotels and DMOs
• 120 DMO in alpine Region (CH, A, D, F)
• 140 randomly selected hotels
• Check of criteria on website (quantitative analysis)
• Research of top performers (qualitative analysis)

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Innovation criteria
• Inspiration
• Videos
• Webcam (360° Panorama)
• Recommender system
• Interactive Blog
• Gamification
• Virtual tour
• Social Media Feeds

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Innovation criteria
• Planning & Booking
• Customer reviews
• Itinerary planning tool (favorite list)
• Interactive maps
• Live chat
• Hotel booking system
• Ticket booking system
• Voucher booking system

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Innovation criteria
• During
• Mobile App
• Mobile Website
• After
• Newsletter

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Methodology
• Definition of criteria based on previous research
• Define Sample of Hotels and DMOs
• Check of criteria on website (quantitative analysis)
• Research of top performers (quantitative analysis)

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DMO Results

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1" 2" 3" 4" 5" 6" 7" 8" 9" 10" 11" 12" 13" 14" 15" 16" 17" 18" 19" 20" 21"
#"of"DMOs"
#"of"fullfiled"criteria"

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3%#
4%#
14%#
15%#
18%#
19%#
20%#
23%#
31%#
38%#
43%#
55%#
58%#
58%#
65%#
69%#
79%#
82%#
89%#
92%#
0%# 10%# 20%# 30%# 40%# 50%# 60%# 70%# 80%# 90%# 100%#
live#chat#
personal#account#on#website#
recommender#system#
voucher#system#
interac@ve#blog#
personalisa@on#of#website#
gamifica@on#
reserva@on#tool#for#@ckets#
virtual#tour#
i@nerary#planning#tool#
customer#generated#content#
smartphone#apps#
real#@me#feeds#from#social#media#
interac@ve#maps#
route#planner#
mobile#website#
videos#/#interac@ve#videos#
booking#engine#
newsleFer#
webcam#

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Inspiration

14. http://www.lesarcs.com

15. http://www.crans-montana.ch

16. http://www.lech-zuers.at

17. http://www.davos.ch

18. http://www.tegernsee.com

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http://www.la-plagne.com

20. http://lenzerheide.com

21. http://www.alpes-ski-resa.com

22. http://www.eisacktal.com

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Inspiration through
Social Media

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Inspiration through
Social Media
http://www.valthorens.com

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Inspiration through
Social Media
http://www.oberstaufen.de

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Engagement
through
Gamification
http://www.zuerich.com

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Engagement
through
Interactive
blog
http://blog.salzkammergut.at

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Planning & Booking

30. http://www.luzern.com

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http://www.loetschental.ch

33. http://www.flumserberg.ch

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35. http://www.davos.ch

36. http://www.davos.ch

37. http://www.la-plagne.com

38. http://www.davos.ch

39. http://www.soelden.com

40. http://www.soelden.com

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Planning

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During Visit

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Benchmark Studies of Mobile Websits and Apps

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After Visit

45. Sommerspass mit Wolli
Wolli geht auch diesen
Sommer auf zu neuen
Abenteuern.
Murmeltiere
beobachten, baden im
Bergsee, Unbekanntes
entdecken.
Ø mehr Infos

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TOP 3

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TOP 3

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TOP 3

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Hotel results

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12%$
14%$
19%$
13%$13%$
8%$
9%$
2%$ 2%$
0%$
5%$
10%$
15%$
20%$
25%$
1$ 2$ 3$ 4$ 5$ 6$ 7$ 8$ 9$ 10$ 11$ 12$ 13$ 14$ 15$ 16$ 17$ 18$ 19$
%""of"Hotels"
#"of"fulfilled"Criteria"

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0%#
1%#
1%#
2%#
4%#
5%#
5%#
10%#
17%#
17%#
19%#
22%#
24%#
25%#
25%#
26%#
28%#
52%#
77%#
0%# 10%# 20%# 30%# 40%# 50%# 60%# 70%# 80%# 90%# 100%#
mobile#app#
live#chat#
gamifica;on#
smartphone#apps#
personalisa;on#of#website#
blog#
feeds#from#social#media#
recommender#system#
virtual#tour#
webcam#
personal#account#on#website#
videos#
mobile#website#
route#planner#
newsleDer#
customer#reviews#
voucher#system#
interac;ve#maps#
booking#engine#

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TOP 3

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TOP 3

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TOP 3

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“The future is already here – it's just not
evenly distributed. „ (William Gibson)

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Thanks for your attention