Download - Destinationmarketing howtomakeitinaworldwithdigitalmobileandnewtravelbehaviour-140410161829-phpapp02
![Page 1: Destinationmarketing howtomakeitinaworldwithdigitalmobileandnewtravelbehaviour-140410161829-phpapp02](https://reader033.vdocuments.mx/reader033/viewer/2022060118/558a27ead8b42a88578b4640/html5/thumbnails/1.jpg)
Destination marketing has changed
How to succeed with digital, mobile & new travel behavior
![Page 2: Destinationmarketing howtomakeitinaworldwithdigitalmobileandnewtravelbehaviour-140410161829-phpapp02](https://reader033.vdocuments.mx/reader033/viewer/2022060118/558a27ead8b42a88578b4640/html5/thumbnails/2.jpg)
Traditional discovery is now too noisy and too expensive
Down prioritize: Newspapers, Magazines, Generic advertising (offline/ online), Trade shows
The game has changed
![Page 3: Destinationmarketing howtomakeitinaworldwithdigitalmobileandnewtravelbehaviour-140410161829-phpapp02](https://reader033.vdocuments.mx/reader033/viewer/2022060118/558a27ead8b42a88578b4640/html5/thumbnails/3.jpg)
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
![Page 4: Destinationmarketing howtomakeitinaworldwithdigitalmobileandnewtravelbehaviour-140410161829-phpapp02](https://reader033.vdocuments.mx/reader033/viewer/2022060118/558a27ead8b42a88578b4640/html5/thumbnails/4.jpg)
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?
![Page 5: Destinationmarketing howtomakeitinaworldwithdigitalmobileandnewtravelbehaviour-140410161829-phpapp02](https://reader033.vdocuments.mx/reader033/viewer/2022060118/558a27ead8b42a88578b4640/html5/thumbnails/5.jpg)
More service, more information, more sharing opportunity, more above and beyond
New focus: Make existing visitors rave about you
![Page 6: Destinationmarketing howtomakeitinaworldwithdigitalmobileandnewtravelbehaviour-140410161829-phpapp02](https://reader033.vdocuments.mx/reader033/viewer/2022060118/558a27ead8b42a88578b4640/html5/thumbnails/6.jpg)
1Put up statues, signs, wacky and fun stuffthat trigger people to take photos and share
Trigger sharing
![Page 7: Destinationmarketing howtomakeitinaworldwithdigitalmobileandnewtravelbehaviour-140410161829-phpapp02](https://reader033.vdocuments.mx/reader033/viewer/2022060118/558a27ead8b42a88578b4640/html5/thumbnails/7.jpg)
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
![Page 8: Destinationmarketing howtomakeitinaworldwithdigitalmobileandnewtravelbehaviour-140410161829-phpapp02](https://reader033.vdocuments.mx/reader033/viewer/2022060118/558a27ead8b42a88578b4640/html5/thumbnails/8.jpg)
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
![Page 9: Destinationmarketing howtomakeitinaworldwithdigitalmobileandnewtravelbehaviour-140410161829-phpapp02](https://reader033.vdocuments.mx/reader033/viewer/2022060118/558a27ead8b42a88578b4640/html5/thumbnails/9.jpg)
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
![Page 10: Destinationmarketing howtomakeitinaworldwithdigitalmobileandnewtravelbehaviour-140410161829-phpapp02](https://reader033.vdocuments.mx/reader033/viewer/2022060118/558a27ead8b42a88578b4640/html5/thumbnails/10.jpg)
The silver service24h tourism hot line - the concierge in your pocket.
![Page 11: Destinationmarketing howtomakeitinaworldwithdigitalmobileandnewtravelbehaviour-140410161829-phpapp02](https://reader033.vdocuments.mx/reader033/viewer/2022060118/558a27ead8b42a88578b4640/html5/thumbnails/11.jpg)
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
![Page 12: Destinationmarketing howtomakeitinaworldwithdigitalmobileandnewtravelbehaviour-140410161829-phpapp02](https://reader033.vdocuments.mx/reader033/viewer/2022060118/558a27ead8b42a88578b4640/html5/thumbnails/12.jpg)
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
![Page 13: Destinationmarketing howtomakeitinaworldwithdigitalmobileandnewtravelbehaviour-140410161829-phpapp02](https://reader033.vdocuments.mx/reader033/viewer/2022060118/558a27ead8b42a88578b4640/html5/thumbnails/13.jpg)
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
![Page 14: Destinationmarketing howtomakeitinaworldwithdigitalmobileandnewtravelbehaviour-140410161829-phpapp02](https://reader033.vdocuments.mx/reader033/viewer/2022060118/558a27ead8b42a88578b4640/html5/thumbnails/14.jpg)
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
![Page 15: Destinationmarketing howtomakeitinaworldwithdigitalmobileandnewtravelbehaviour-140410161829-phpapp02](https://reader033.vdocuments.mx/reader033/viewer/2022060118/558a27ead8b42a88578b4640/html5/thumbnails/15.jpg)
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
![Page 16: Destinationmarketing howtomakeitinaworldwithdigitalmobileandnewtravelbehaviour-140410161829-phpapp02](https://reader033.vdocuments.mx/reader033/viewer/2022060118/558a27ead8b42a88578b4640/html5/thumbnails/16.jpg)
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
![Page 17: Destinationmarketing howtomakeitinaworldwithdigitalmobileandnewtravelbehaviour-140410161829-phpapp02](https://reader033.vdocuments.mx/reader033/viewer/2022060118/558a27ead8b42a88578b4640/html5/thumbnails/17.jpg)
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
![Page 18: Destinationmarketing howtomakeitinaworldwithdigitalmobileandnewtravelbehaviour-140410161829-phpapp02](https://reader033.vdocuments.mx/reader033/viewer/2022060118/558a27ead8b42a88578b4640/html5/thumbnails/18.jpg)
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!
![Page 19: Destinationmarketing howtomakeitinaworldwithdigitalmobileandnewtravelbehaviour-140410161829-phpapp02](https://reader033.vdocuments.mx/reader033/viewer/2022060118/558a27ead8b42a88578b4640/html5/thumbnails/19.jpg)
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?
![Page 20: Destinationmarketing howtomakeitinaworldwithdigitalmobileandnewtravelbehaviour-140410161829-phpapp02](https://reader033.vdocuments.mx/reader033/viewer/2022060118/558a27ead8b42a88578b4640/html5/thumbnails/20.jpg)
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