Destination marketing has changed

How to succeed with digital, mobile & new travel behavior

Traditional discovery is now too noisy and too expensive

Down prioritize: Newspapers, Magazines, Generic advertising (offline/ online), Trade shows

The game has changed

It’s the only way to get sufficient return from our limited resources

Up prioritize: Inside out marketing, Loyalty, Social sharing, Targeting (interest, demographic, geography)

Relevance and context take their place

Instead of blanket advertising, like reaching a million people and hope to appeal to 1%

start with the people who already visit you, already know you or already love you

Then they share the word. Discovery has become organic

What’s inside out marketing?

More service, more information, more sharing opportunity, more above and beyond

New focus: Make existing visitors rave about you

1Put up statues, signs, wacky and fun stuffthat trigger people to take photos and share

Trigger sharing

Make an app that is super useful for visitors:‣Offline map‣Travel info‣Currency converter‣Weather‣WiFi spots‣Transport (detailed)‣City card

Utility apps help visitors, even when you’re not there

2

Travel info isn’t required where you are, but where they are

Identify top 50 spots (cafes, car rentals, airport)

and equip them with WiFi and information

Visitor hot spots3

Speak to individual passions (films, food, comics, fashion, knitting, sport) and hit people straight in the heart.

Today, most tourism info is generic, that’s because it was expensive to produce and distribute. With digital that has changed

Nicherather than generic4

The silver service24h tourism hot line - the concierge in your pocket.

Old: the central pointown material, own sites, come to me, generic info

New: catalyst for empowermentprovide access, curate, facilitate, connect

destination marketeers

get new roles

Right here,right now!Prepare local business for the new wave.

People travel less prepared, and increasingly search for last minute, local information‣Google search‣Maps‣Location based services

Lobby local travel businesses to use LBS, Google+ and have live, online inventory

in your new role facilitating access is a priority.

The simplest ways you can do this: 1) Make app which lists WiFi spots

2) Make app but also include offline info & map3) Create wifi hotspot in airport and key locations

WiFi - the mother of all DMO challenges

Can you enable travelers to buy local SIM cards at key infrastructure points?‣Use their own phones‣Data plans‣Short term deals (1 week / 1 month)‣No paperwork, pay as you go‣Simple setup

Facilitate SIM card buying

SHOW LEADERSHIP

Free WiFi for the whole city

TRUE LEADERSHIP: LJUBLJANA

Could you lobby the council to offer free wifi? Make them an estimate of what it would gain the city in terms of tourism marketing

Rent a phoneSingapore offers a service to travelers: Rent a phone for your visit. Comes with data plan, local calls and app with map and info is already preinstalled!

TRUE LEADERSHIP: SINGAPORE

Aside from the hard work, digital is a DMOs best friend

Mobile and digital give us real insights and data. This enables us to offer right products and message

Mobile offers direct communication

If you get an app on people’s phones you can send them relevant notifications.

Imagine reaching visitors directly on their mobiles with current tourism info. With touch of a button!

Include your content on our global travel community

Authentic tips for the very best in food, sights and hotels

We’re experts in building location-based apps for brands and DMOs.

Apps, Maps & smart content CMS

How can we help you?

Talk to usWe’re happy to do a chat about what you

could do to optimize your business, it won’t cost anything or oblige you

tine@everplaces.com