The rise of digital tourism New technologies in destination branding
Transcript of The rise of digital tourism New technologies in destination branding
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MODERN TRENDS OF BRANDING IN TOURISM THE RISE OF DIGITAL TOURISM: NEW
TECHNOLOGIES IN DESTINATION BRANDING
21st March 2016 President Hotel, Moscow, Russia
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#1 Global Tribes
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Multi Touchpoint
MILLENNIALS
Tech-Savvy
Informed
Experiential
Enabled
Connected
Influential
Social
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4 KEY TRENDSMILLENNIAL TRAVEL
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inspiredreal-time engagement immersive brand experiences omni stage-channel-format-device experience generation technology in service design
@think_tourism
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visitor centriclead with user experience build and protect digital trust people at the core of your marketing real stories told by real people authentic and immersive
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connectedcreate connections collaborate & innovate understand consumer behaviour empower content creators think about digital transformation
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data drivenuse consumer intelligence real time decision making data driven implementation tap into the power of personalisation long-term strategies
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CONNECTIVITY
CONSUMER BEHAVIOUR
E-COMMERCE
MOBILE DEVICES
SOCIAL NETWORING
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CONNECTIVITY TRIBES
CONSUMER BEHAVIOUR TRENDS
E-COMMERCE CONTENT
MOBILE DEVICES TOUCHPOINTS
SOCIAL NETWORING COMMUNITIES
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#2 Content Perspectives
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CONTENTPERSPECTIVES
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HIGH BUDGET. POWERFUL. CRAFTED
MID-BUDGET. POWERFUL. AUTHENTIC
LOW BUDGET. POWERFUL. REAL-TIME
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d i
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#3 Micro Moments
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#4 Transformation
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OVERCROWDING VISITOR DISPERSION
MILLENNIAL PRODUCT APPEAL DIGITAL VISITOR EXPERIENCE
STAKEHOLDER VALUE PERSONALISED PRODUCT OFFER
SUPPLY AND DEMAND PRODUCT PRICING ELASTICITY
INFORMATION SERVICE SMART DATA INTEGRATION
DESIGN
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VAN GOGH BIKE PATH EINDHOVEN
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ICELANDAIR NORTHERN LIGHTS
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ICELANDAIR NORTHERN LIGHTS
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MANAGING DIRECTORS VISIONARY LEADERS
INFORMATION PROVIDERS CONVERSATION FACILITATORS
QUALITY GRADING REPUTATION BUILDING
SKILLS TRAINING COLLABORATION CO-CREATION
LEADERSHIP
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BRAND DEVELOPMENT INFLUENCERS & COMMUNITY
TARGET GROUPS SOCIAL GRAPH & TRAVEL TRIBES
MARKETING CAMPAIGNS REAL TIME & FULLY IMMERSIVE
BROADER BRAND VISION MOBILE, SOCIAL, DIGITAL FIRST
AWARENESS
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JOANNA LUMLEY
SERIALISED CONTENT
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thanks for your attention