Benchmarking where the Australian tourism industry is in their digital capability, what is needed for growth

1. INNOVATING OUR
DIGITAL CAPABILITY @
TOURISM DIRECTIONS
1st November 2012

2. Integrated Digital Strategy
2

3. 3

4. Facebook 750+ Million Users
4

5. 
1 in 5 global internet users are
in China

> 90% of Chinese internet
users visiting social media sites
regularly (compared to 67% in
the U.S. )

55% of internet users in China
today own or visit blogs

>25% write 10 or more posts
every day
5

6. U.S. App Stats
 500,000 apps for iPhones
 Downloading at 350 per second
 370,000 apps for Android
 35% of U.S. adults have apps
 24% use their apps
 68% use 5 or few each week
 Capabilities of the mobile platform
converge, and users achieve true
mobile empowerment

6
Trend is functionality over brand

7. > 1 billion active mobile
accounts in China
7

8. 8

9. Online Booking Barriers


A lack of understanding or knowledge of options available
The perception that booking systems are too complex and
time consuming
 The need for flexibility to personalise or customise the
system to their customer and business needs

The perception that booking systems are too expensive in
implementation, running costs and commissions
 Some regional areas made reference to instances of poor
internet connection and technology barriers

Themes common across all sectors of the industry, more
prevalent in businesses managed by people over 56 years
of age
9

10. What is
needed is
a clear
collective
focus on:
10

11. Strengths:






ATDW – national content and distribution platform
China translations project
90% of Australian businesses have own website
Tourism e-kit
Online Booking project
High performance of Tourism Australia & STOs
Opportunities:
 Industry education + support = activation
 Operators and RTOs need to be content generating machines: blogs,
images, videos
 Servicing information in language
 More languages and maintenance of China translations
 Enable the community to share content
11

12. Strengths:





Australia’s fb page has 3.6 million likes
Tourism businesses starting to develop fb pages
Tourism e-kit
Knowledge base and online community
ATDW open platform…enabling an extended community
Opportunities:




Industry to embrace social media eg. TripAdvisor widget, share content
Industry education + support = activation
Businesses address generational divide
Government + Industry enable connectivity
12

13. Strengths / Weaknesses:



Low score card with international traveller
Low score card with domestic traveller
NBN will provide some baseline
infrastructure
Opportunities:
 Free wi-fi everywhere
 Education of local businesses and councils
 Free wi-fi at tourism businesses
 Free wi-fi in public places
13

14. We’ve got a
good baseline –
need to keep
the momentum
going, but in
the right
direction to hit
the sweet spot
14

15. Thank you for your time
www.atdw.com.au
Liz.Ward@atdw.com.au
15