8. Australia’s Position
71% bookable product
have own website
41% availability and
price checking
38% accommodation
online booking through
own website
Accommodation & tours
are front runners for
online payments
@ November 2010: Online Capability
Survey www.ret.gov.au
8
21. Thank you for your time
www.atdw.com.au
Liz Ward
Liz.Ward@atdw.com.au
21
Notes de l'éditeur
A lot of the infrastructure is in place: industry booking systems and websites: transactional capability, but what is the most important aspect of servicing the customer - Importance of immediacy in communication of content; recognising different stages of purchase cycle and being able to communicate relevant content at any stage of the purchase cycleYour content needs to be available on mobile devices because the consumer can be reaching out for information at any stage of the purchase cycle increasing including whilst on their holidayUltimately what we know is that Content is still King…
Your content needs to be relevant and good enough to be sharable because of the increase in social media and exchanging of information by your customers;
The internet is now open, there’s no stopping it…what is the opportunity for our industry in this open community market place?
Have the best possible content about your productBe part of the conversation about your destination and productDevelop your own distribution network through sharing your product and destination informationShare content on your social media network…How is ATDW evolving to support the new internet environment?
Content and centralised distribution
Vital and Important shift for ATDWDecentralisation marketing model for growth of distributionMoving from a centralised model to an open source modelRevolutionising and redefining how industry use contentCatering to a more tech savvy industry
Catering to a more tech savvy industryThose that are ready to develop their own distribution; and to discover and share content through an app