Are DMOs relevant in the digital age?
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ENTER2017 eTourism Conference presentation
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Are DMOs relevant in the digital age?
- 1. Are DMOs relevant in the digital age? Jonathan Fauver jon@trekksoft.com | @jonfauver | www.trekksoft.com CEO and Co-Founder, TrekkSoft, Switzerland 1
- 2. PAYMENT GATEWAY WEBSITE BUILDER MOBILE APP CHANNEL MANAGER RESOURCE MANAGER BOOKING SOLUTION 2
- 3. Why are we interested in DMOs 57% 16% 3TrekkSoft research, 2017. EXPERIENCES ARE A VITAL PART OF THEIR STRATEGY PROVIDERS OFFER ONLINE BOOKING GLOBALLY DMO OFFERS REAL-TIME BOOKING FOR EXPERIENCES
- 4. 4 Don’t expect conclusive answers Different DMOs are at different stages Questions to consider to inspire evolution 1 2 3
- 5. Do DMOs need to evolve not to become obsolete? 5
- 6. 1800 1900 Internet Mobile1950 Driver: Advancement of transportation Driver: Advancement of technology Evolution of DMOs 6
- 7. Mobile-driven change in consumer booking habits 35 % of travellers use a mobile device more on vacation than they do at home (Expedia/Egencia, 2016) 40% of U.S. travel site visits come from mobile but the time spent browsing those sites has shrunk by 5% (Think with Google, 2016) Change in traveler behavior 7
- 8. Travel planning is dominated by online resources 8
- 9. 9 If an official DMO website was down for a month, would that city actually get less visitors? A hotel less bookings?
- 10. 43% 57% North America Europe COUNTRIES TrekkSoft research results Dec 2016 - Jan 2017 1551 ORGANIZATIONS 10TrekkSoft research, 2017.
- 11. TrekkSoft research results Dec 2016 - Jan 2017 11 NATIONAL REGIONAL LOCAL PRIVATE PUBLIC 8% 44% 48% 80%20% 11TrekkSoft research, 2017.
- 12. TrekkSoft research results Dec 2016 - Jan 2017 43% 57% Offline Online What % of your program budget do you spend on online/digital activities compared to offline activities? 12TrekkSoft research, 2017.
- 13. TrekkSoft research results Dec 2016 - Jan 2017 57 % 43 % No Yes 69 % 31 % 74 % 26 % 83 % 17 % ACTIVITIES ACCOMMODATION PACKAGES RESTAURANTS What is bookable on your website? 13TrekkSoft research, 2017.
- 14. 14 TrekkSoft research results Dec 2016 - Jan 2017 Which part of the travel customer journey is most important? 20% 48% 10% 13% 10% Dreaming Planning Booking Experiencing Sharing
- 15. 11% 11% 13% 11% 11% 11% 18% 14% Staying up-to-date with new technology Knowing how to market experiences digitally Competing with Google, OTAs and metasearch sites Education of stakeholders in the destination Budget and funding Sourcing relevant content Lack of time Staying relevant to the customer TrekkSoft research results Dec 2016 - Jan 2017 26% 71% Not very much Some effort A lot of effort What will be the main challenge to your digital strategy in 2017? How much effort do you feel is required to keep your organization relevant in the digital age? 15TrekkSoft research, 2017.
- 16. ACCOMMODATION 16 57% 73% 27% MARKETING SPEND EXPERIENCES ACCOMMODATION EXPERIENCES ARE A VITAL PART OF THEIR STRATEGY ABILITY TO BOOK ON THE WEBSITE IN REAL-TIME EXPERIENCES 57%16% TrekkSoft research, 2017. TrekkSoft research results Dec 2016 - Jan 2017 16
- 17. Key takeaways to stay relevant 1 2 3 Content is king Products Education CONTENT PRODUCT EDUCATION OF SUPPLIERS TECHNOLOGY IS THE ENABLER 17
- 18. “Our role is to be the digital mentors in the industry” 18 “The most important task of DMOs is educating and consulting with their members to help them stay up to date: helping them get on mobile, help them get their information displayed in the right way on the right sites, prioritising agility to bring change to a region.” Philippe Ries, Industry leader, Travel, Google Education of suppliers Katrine Mosfjeld, Visit Oslo
- 19. Zermatt Tourism Board E-fitness program for educating local suppliers on best practices. 19
- 20. 20 Products “Our organizations are best positioned to track and evaluate trends to ensure that what we offer is what visitors want” “Let’s not talk about tourism, tourism is the effect. Let’s first focus on what it is really about” Peter Romer Hansen, Romer Agency Jennifer Wesselhof, CEO Visit Sedona
- 21. 2117 Case study: Copenhagen Food Tourism 2121
- 22. 2217 Case study: Visit Dolomiti Paganella Bike 2222
- 23. 23 “Oslo as a destination is more important than Visit Oslo the organization” “Consumers market the destination more effectively than the organization” Peter Romer Hansen, Romer Agency Katrine Mosfjeld, Visit Oslo Content is king
- 24. Case study: Le Voyage à Nantes 24 “Let’s not talk about tourism, tourism is the effect, let’s focus on what it is really about” #LVAN
- 25. “Technology is the enabler, not the solution” 25 Technology
- 26. 26 • Track content distribution • Content-specific API Content first strategy
- 27. They created a better user experience and disrupted the industry by controlling the information flow. Travellers consider their smartphones to be the single most indispensable item they carry with them when they travel 27 Control of information flow
- 29. 2929 • Put customer experience first • Focus strengths • Make it measurable Build, buy or partner 29
- 30. Case study: Visit Oslo 31
- 31. 32 Are DMOs Relevant in a Digital Age? Conclusion 1 2 3 Are DMOs Digitally Relevant? Education and development to lift up the region Use technology where it adds value
- 32. Thank you! 33 - Peter Romer Hansen - Lucy Fuggle, Mattias Maraczi and Maarten Camerlynck
- 33. Questions? 34jon@trekksoft.com | @jonfauver | www.trekksoft.com Jonathan Fauver CEO and Co-Founder, TrekkSoft, Switzerland