This document summarizes the results of a study analyzing the implementation of digital tourism innovations among Destination Management Organizations (DMOs) and hotels in the alpine region. The study defined criteria for innovations in inspiration, planning/booking, and during/after visits. It analyzed over 120 DMOs and 140 hotels based on these criteria. For DMOs, the most common innovations were videos, webcams, newsletters and mobile websites. Hotels most frequently used booking engines, interactive maps, and voucher systems. The document highlights best practices among top performing DMOs and hotels that make strong use of technologies like gamification, blogs and social media. It concludes that the future of digital tourism is not evenly distributed and more innovation is still

1. Digital Tourism Innovations
Benchmarking of DMOs in the alpine Region and
Hotels in Switzerland
Michael Fux
Roland Schegg
HES-SO Valais-Wallis
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3. Table of Contents
• Motivation
• Methodology
•
Results of DMOs
•
•
Overall view
•
•
Innovation criteria
Best Practices
Results of Hotels
•
•
Overall view
•
•
Innovation criteria
Best Practices
Outlook
HES-SO Valais-Wallis
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4. 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
HES-SO Valais-Wallis
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5. 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)
HES-SO Valais-Wallis
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6. Innovation criteria
• Inspiration
• Videos
• Webcam (360° Panorama)
• Recommender system
• Interactive Blog
• Gamification
• Virtual tour
• Social Media Feeds
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7. 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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8. Innovation criteria
• During
• Mobile App
• Mobile Website
• After
• Newsletter
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9. 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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10. DMO Results
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11. #"of"DMOs"
17"
16"
15"
14"
13"
12"
11"
10"
9"
8"
7"
6"
5"
4"
3"
2"
1"
0"
1" 2" 3" 4" 5" 6" 7" 8" 9" 10" 11" 12" 13" 14" 15" 16" 17" 18" 19" 20" 21"
#"of"fullfiled"criteria"

12. 92%#
89%#
webcam#
newsleFer#
booking#engine#
videos#/#interac@ve#videos#
mobile#website#
route#planner#
interac@ve#maps#
real#@me#feeds#from#social#media#
smartphone#apps#
customer#generated#content#
i@nerary#planning#tool#
virtual#tour#
reserva@on#tool#for#@ckets#
gamifica@on#
personalisa@on#of#website#
interac@ve#blog#
voucher#system#
recommender#system#
personal#account#on#website#
live#chat#
82%#
79%#
69%#
65%#
58%#
58%#
55%#
43%#
38%#
31%#
23%#
20%#
19%#
18%#
15%#
14%#
4%#
3%#
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0%#
10%#
20%#
30%#
40%#
50%#
60%#
70%#
80%#
90%#
100%#

13. Inspiration
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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

19. http://www.la-plagne.com
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20. http://lenzerheide.com

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

22. http://www.eisacktal.com

23. Inspiration through
Social Media
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24. Inspiration through
Social Media
http://www.valthorens.com
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25. Inspiration through
Social Media
http://www.oberstaufen.de
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26. Engagement
through
Gamification
http://www.zuerich.com
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27. HES-SO Valais-Wallis
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28. Engagement
through
Interactive
blog
http://blog.salzkammergut.at
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29. Planning & Booking
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30. http://www.luzern.com

32. HES-SO Valais-Wallis
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http://www.loetschental.ch

33. http://www.flumserberg.ch

34. HES-SO Valais-Wallis
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http://www.laax.com

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

41. Planning
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42. During Visit
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43. Benchmark Studies of Mobile Websits and Apps
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44. After Visit
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45. Sommerspass mit Wolli
Wolli geht auch diesen
Sommer auf zu neuen
Abenteuern.
Murmeltiere
beobachten, baden im
Bergsee, Unbekanntes
entdecken.
Ø mehr Infos

46. HES-SO Valais-Wallis
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47. TOP 3
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48. TOP 3
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49. TOP 3
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50. Hotel results
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51. HES-SO Valais-Wallis
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54. 25%$
19%$
%""of"Hotels"
20%$
14%$
15%$
13%$13%$
12%$
10%$
8%$
9%$
5%$
2%$ 2%$
0%$
1$
2$
3$
4$
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5$
6$
7$
8$ 9$ 10$ 11$ 12$ 13$ 14$ 15$ 16$ 17$ 18$ 19$
#"of"fulfilled"Criteria"

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

56. TOP 3
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57. TOP 3
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58. TOP 3
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64. “The future is already here – it's just not
evenly distributed. „ (William Gibson)
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69. HES-SO Valais-Wallis
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71. Thanks for your attention
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