New Structure For Destinations on Visitnorway.com
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Transcript of New Structure For Destinations on Visitnorway.com
Visitnorway.comNew structure for destinationsKristiansand - October 22 2013Hans Petter Aalmo
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AGENDA:1. STATUS VISITNORWAY2. NEW STRUCTURE FOR DESTINATIONS Photo: Terje Rakke
Visitnorway.com: 22,5 milions visits in 2013
• 14 editions
• 22.5 million visits (of which 9.5 million from organic search)
• 15.8 million unique visitors
• 50 million page views
• 83% international visits
• 2.7 million clicks further to the travel industry
Source: Google Analytics
•Zvezda Travel Award (.ru)
•Travvies Website Awards (.nl)
•Le trophee de l’e-tourisme (.fr)
•Webby Awards
“Worlds best national travel portal”Old vision
«Visitnorway makes it easy to choose Norway» (as a travel destination)
New Vision
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Main focus areas for Visitnorway.com - Ahead
1. Further develop content and services
• Improved travel product description quality - in tellUs and CBIS
• Create services that make travel planning easy and fun - across borders
• Inspirational theme and segment planning tools
2. Improve platform for campaigns and partners
• “New structure” for destinations
• New template for campaigns
3. Fast track to booking offering bundled services
2013
1. Product quality
Improve product quality, in cooperation with the destinations and the industry
2. Services
Develop services based on the individual products
3. Inspirational theme and segment planning tools
1. Services builds on high standard travel products
Fu rth e r d eve lo p m e n t o f th e se rvice V isitn o rw ay co n trib u te s to im p ro ve d m arketi n g o f N o rw ay
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During the journey
Booking
Pre journey
Post journey
• Increased knowledge of and preference for Norway
• Easier to find relevant offers
• Easier to plan
• Easier to order the the holiday in Norway• Greater variety of products to book
• Easier to travel around in Norway
• Better experience of the journey
• Up-sell opportunities• Sharing the moments
• Feedback in the form of ratings and comments• Sharing of experiences• Consider new holiday
2: Improved partner- and campaign platform
3: Fast track to booking
Focus areas for Visitnorway
1: Develop content and services further
1.3 Inspirational theme and segment planning tools
1.2: Make travel planning easy and fun 1.1: Improved travel product descriptions
System overview
Site
/ P
rese
ntas
jons
lag
Episerver CMS6 R2Presentasjonslag
ASP.NET maler & CodeBehind
sdsd
NSBAVINORAutopost (Twitter) – benyttes av Petur
Tjen
este
lag
NCache
EPiServer TMCoreProduct Provider
Emnekart/TMCore service
Fast ESRI
ArcGis Server v.10
Produkt service AreaService
Søk service Comperio
Front
Tellus webservice
Product Import Service
BookNorway webservice
Win
dow
s Se
rvic
es
CacheService
TripAdvisorXML feed
Cons
ole
Appl
icati
ons
WeatherLoader
SkiInfo
Yr
Geo
Weather Service
Area
Stedsnavnsøk ruteplanner
Meetings Request
for proposal
TMCore07
Quiz ImageVaultCatalogueOrder
TuristTurist RedaktørRedaktør DistribusjonsenterDistribusjonsenterZXZX
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Visitnorway.com
Redaksjonelt innhold Kataloger Kart og ruteplanleggingProdukter Søk
InstagramImages
GeoData CloudKart tiles and javascript
TripAdvisorWidgets
Adscm.visitnorway.com
Analyse/Statistikk:New Relic
Google AnalyticsVisual Web Site
OptimizerMouseflow
CBIS
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The RnD budget 2013: 16.6 NOK millionVfocus areas Mill NOK
Upgrading portal and the new structure 12,6 NOK mill
The technical operation 4 NOK mill
Total 16,6 NOK mill
+ editorial resources of about 10 NOK million
Planned development• Improve product descriptions in cooperation with the
destinations and the industry• Deploy CBIS integration• Implement new banner ad system that supports Real
Time Bidding• Redesign: mobile and content first• Upgrade to EPiServer 7 or other CMS• Change search engine (from FAST to SOLR)
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New services on the Visitnorway.com platform
Some of the services tourists and participants of the «New structure» benefits
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Responsive design
21 % of the visitors uses tablets and phones
TripAdvisor integrated
TripAdvisor integrated
Go green! Eco-certified providers
Norwegian foodprints
Route planner from A – B
Route planner: Round trip
«Family and fun» along the route
Mobile friendly map and route planner
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Search with auto suggestions
Video player
Embed it!
Weather and snow reports
Weather and snow reports
Need a booking service?
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“THE WORLD’S BEST NATIONAL TRAVEL WEBSITE……GOOD ENOUGH FOR DMO’S?
Photo: …
|
New structure for destinations
Background• For the tourist - information is spread on a high
number of different home pages with various quality• For the tourist – region boarders can create islands of
information• For DMOs - Hard to bundle services across borders• Visitnorway has got some local content but not very
deep or rich
New structure for DMOs and RTBs
Objectives : • Streamline Visitnorway towards governments
restructuring program of consolidating DMOs• For the tourist: One place to look and book – to make
is easy to choose Norway as a destination• For DMO’s
• Higher visibility in search engines• More time for content • Join a marketing platform that keeps up with continuously
changing platform demands within a fixed budget.
New structure for DMOs and RTBs
Objectives : • To fill Visitnorway with fresh and local produced
editorial content of high qualiity• Enable distributed publishing to those closest to the
destination and the travel products
• Share common hosting- and development cost
New structure for DMOs and RTBs
Study phase Dec 2012 – March 2013– Gathering information and requirements from DMOs and RTBs
• Fjord Norge, Nord-Norge• Visit Sørlandet, Trøndelag Reiseliv• Visit Trondheim
New structure for destinations
Deliveries
Pre-project March 2013 – September 2013– Pilot «Alfa»
• Adapted menu, using existing templates, adjusting features and services, connection to Social Media platforms
– Pilot «Beta»• A/B testing search and menus, more local options, design sketches, tender for
new banner ad system • Business models and aggreements
New structure for destinations
Version Alfa: Visit Sørlandet
Version Alfa: profiling the DMO w logo
Version «Beta light» with local menu
Responsive design
Challenge from Bergen in June
«Show how far you are able to stretch Visitnorway platform to profile the DMOs»
Version «Beta» with local menu (sketches)
Sketches
Sketches
Sketches
As a means of strengthening the regions and the destination profililng, we have withdrawn Visit Norway's global menu and set the local menus in focus.
In addition, there is now no competing links, which results in less confusion and enhance the user experience
All in one place!
Design choices
Slide 45
Slide 46
Hvem
Mandat
Frekvens
Governance model
Eier
Market groupInnovasjon Norge
Dir. Reiseliv og kulturKAM Innovasjon NorgeMarkedssjefer fra landsdelsselskap og byer
Strategisk videreutviklingRammebetingelserRedaksjonelle føringerÅrlig evaluering
Halvårlig
Owner groupInnovasjon Norge
Ledergruppe IN REISVisit Norway team
Strategi, økonomi, prosess- og teknologiBestemmelse og sikring av styringsform
Kvartalsvis
Dev groupInnovasjon Norge
Dir. Reiseliv og kulturWebredaktører ilandsdelselskap og destinasjonsselskap/byer
Koordinering & prioritering av utviklingsønsker Prosjektledelse
Kvartalsvis
Deliveries
Main project 2014 -> – Local search– Toggling between DMO & RTB menus (suggestions)– Local branding– Investigating local domain names
New structure for destinations