Going digital in Tourist Information Center

European Cities MarketingOnline Marketing and Sales groupTourist Information Centres groupGoing digital in the TICBy Jean-Luc Boulin, etourisme.info editor and co-founderMOPA Director Nice – 2013 – February 22th

I -‐ Digital in TIC – Why?

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

Mobile terminals •  Increase of smartphones and personals mobiles devices 2015 >

Mobile terminals Tablet = 2015 THE travel perfect tool >

Mobile terminals FOR EASYER THAN x

Some others make your job Please, tourist, my friend, visit my TIC!

And the ﬂow?

And the ﬂow? 80% of demands are simples and basics

And the ﬂow? 20% of demands need an « vaca>on adviser ». This moment of advising can create economical value

And the ﬂow? How answer to the basics demands with digital tools?

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?

Be aGracIve! Your visitor don’t visit your TIC? Give him some fun ATTRACTIVE EFFECT OF DIGITAL

Inside/Outside TIC Quebec Romania

II -‐ What we know? Digital TIC

From the visitors When they spoke about french TIC

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

From TIC managers I didn’t realise the necessity of media>on

From TIC managers The QR Codes and the app…

From TIC managers It’s really expensive ! It’s really a lot of >me! It’s really a big investment for the content!

III -‐ Experiences

Biscarrosse experience o  CEO – Biscarrosse Tourismo  Date of project : 2011

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

Biscarrosse Experience 8 ipads for visitors and agents

Biscarrosse Experience 2 Apps : IBISCA and IBISCA 360

Biscarrosse Experience External interac>ve kiosk full HD

Biscarrosse experience 2 screens with a streamline QR codes and new mobil website

Biscarrosse Results First season : 40% of visitors let the desk for ipads Second season : 60% of all informa>ons are electronics, 40% are physicals

Biscarrosse Results Time for a face to face advising: 3 to 9 minuts

Biscarrosse -‐ Problems Ipad 1, hard to program Geek power of children!

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

Medoc Ocean experience o  CEO – Medoc Ocean Tourismo  Date of project : 2012

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

Medoc Ocean – Why? Central bureau in Lacanau : ﬂow management – In august, some 1000 people a day

Medoc Ocean -‐ How? Face to face First guidance to siUng advising. sort the asks The vaca>on adviser has >me to sell Two principles

Medoc Ocean -‐ How First guidance Electronics kiosk Frequents asks Screens Tide schedule, direc>ons, availabilitys, etc. Flyers

Medoc Ocean -‐ How Electronic kiosk

Medoc Ocean -‐ How Customized guidance Specialized adviser Specials demands for advice Face to face Ride, surf lessons, what do do tonight.. Virtuals desktops

Medoc Ocean -‐ How The client is simng

Medoc Ocean -‐ How Double screen

Medoc Ocean -‐ Results Increase of directs sales (double screeen) Increase of par>cipa>on of menbership (promo>on on screens)

Medoc Ocean -‐ Results New mo>va>on for « vaca>on advisers »

Medoc Ocean – to progress More comfort for mobile travelers : charging kiosk for cellphones, laptops, tablets…

Medoc Ocean – to progress More paper Adap>ng hours

Ventoux experience o  CEO – Ventoux Tourismo  Date of project : 2011

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

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

Ventoux experience One hotspot for hiking and cycling with geolocalised routes

Ventoux Results An increase of frequenta>on of the tourist Oﬃce A beDer repar>>on 3 posi>ve points : of the tourists within the oﬃce An empowerment of the visitors with the news tools

Ventoux Results Need for adap>ng and developing new contents for the digital tools 3 ways towards Training of the staﬀ to progress social networks, Need for reac>vity on the informa>on displays

IV – Tips for a digital TIC 5 >ps

1 Think customer, not manager You’ve visited NY or But have you the same Biscarrosse TIC? You want customers? the same tools at home?

2 Live the life of the traveller Imagine you’re a french tourist in your city…

3 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?

4 Content is king…

5 Know the costs, all the costs Tools+! content +

V – 2013 trends 8 trends

1 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 Web to oﬃce Exemple : la vitrine Montréal

2 Big screens •  Photo big screen

2 Big screens To promote oﬀers A diﬀerent experience Addi>onal informa>on with a real comfortable reading And… seduc>on

3 3D & Augmented reality Let’s discover the patrimony

3 3D & Augmented reality Jumieges abbey all in 3D Interac>ve screens / video games

4 Tablet for adviser

4 Tablet for adviser No more They will be in All the content advisers behind the ﬂow with a is in the tablet the desk tablet

5 InteracIve tags

5 InteracIve tags Development of NFC Genera>on of new content The interac>ve tags will give more informa>on inside TIC and outside

6 IdenIfy and locate customers With digital Each TIC visitor tools, track him has a value and locate him

6 IdenIfy and locate customers Vitrahaus RFID card Webcam (Germany) -‐

7 Urban digital furnitures To be inven>ve Outside oﬃce for mobile traveler Used by inhabitants

8 Digital DesInaIon 40% Help your connected customer Internet de séjour

8 Digital DesInaIon in six steps 3 : special deals 2 : website or 1 : wiﬁ or 3G for connected apps adapted traveler 6 : adver>sing 5 : urban digital 4 : digital TIC on the place of furnitures stay

VI -‐ For the fun and for the end Three friendly services for a tourist informa>on centre

1 San SebasIan A smart vending machine of tourist maps

2 Singapore Rent your smartphone to TIC

3 Japan Touch the window – Kinect eﬀect

Thank you! @etourismeinfo

http://www.scoop.it	3957
http://planeta.wikispaces.com	638
https://twitter.com	2
http://www.linkedin.com	1
http://www.slashdocs.com	1

Going digital in Tourist Information Center

par Jean-Luc Boulin le 23 février 2013

Accessibilité

Catégories

Détails de l'import

Droits d'utilisation

5 Ajouts 4,599

Statistiques