march4 2016

2.May.2023 Travel e22 1

Dimitrios BUHALIS - Information Technology for strategic tourism management

TourismTourism E-DestinationsE-Destinations

• Destinations are the reasons of travel. They Destinations are the reasons of travel. They satisfy the need for travelling. And it is the satisfy the need for travelling. And it is the attractions at the destination that generate attractions at the destination that generate motivation to visit.motivation to visit.

• Istanbul as a destination, for example brings together Istanbul as a destination, for example brings together a number of tangible elements & attractions a number of tangible elements & attractions (museums, mosques, bazaars, etc.) and intangible (museums, mosques, bazaars, etc.) and intangible aspects (ambience, mixed cultures, art, atmosphere, aspects (ambience, mixed cultures, art, atmosphere, diversity, etc.) as well as facilities & services for diversity, etc.) as well as facilities & services for tourists and locals (hotels, restaurants, clubs, metro, tourists and locals (hotels, restaurants, clubs, metro, taxis, etc.). All these aspects together develop taxis, etc.). All these aspects together develop the the destination image destination image and product.and product.• Traditionally, it planning, management and marketing of destinations are undertaken by public sector national or regional.



E-DestinationsE-Destinations • Today, destinations increasingly attract tourists Today, destinations increasingly attract tourists

from distant long-haul markets. Thus, the need from distant long-haul markets. Thus, the need to use information technology effectively and to use information technology effectively and globally will continue to increase, as travellers globally will continue to increase, as travellers require more & more information.require more & more information.

• Therefore, a combination of both Therefore, a combination of both ICTsICTs and and destination demand-drivers make up the destination demand-drivers make up the Destination Management Systems (Destination Management Systems (DMSsDMSs). ).

• Today it is evident that destinations that provide Today it is evident that destinations that provide timely, appropriate, and accurate information to timely, appropriate, and accurate information to customers and all travel trade have better chances customers and all travel trade have better chances of being selected. of being selected. • The ability of destinations to The ability of destinations to satisfy the satisfy the information & reservation needsinformation & reservation needs, by providing , by providing appropriate and accurate information online will be critical for their future.will be critical for their future.


Type of destinationType of destination Customers & ActivitiesCustomers & Activities Urban Business-MICE

(Meetings-Incentives-Conferences-Exhibitions-Education-Religion-Health)

Leisure (Sightseeing-shopping-shows-short breaks)

Seaside Business-MICE (Meetings-Incentives-Conferences-Exhibitions) Leisure (Sun-sand-sea-sex-sports)

Alpine Business-MICE (Meetings-Incentives-Conferences-Exhibitions) Leisure (Ski-Mountain sports-health)

Rural Business-MICE (Meetings-Incentives-Conferences-Exhibitions) Leisure (Relaxation-Agriculture-outdoor activities-sports)

Authentic third world Business-MICE (explore business opportunities-incentives-touristic visit) Leisure (Outdoor-adventure-authentic-charities-special interest)

Unique Exotic Business-MICE (Meetings-Incentives) Leisure (Special occasion-honeymoon-anniversary)



Strategic & tactical role of ICTs for Strategic & tactical role of ICTs for DestinationsDestinations

• DMSs provide new tools for destination DMSs provide new tools for destination marketing & promotion, they use ICTs to marketing & promotion, they use ICTs to provide information and to support reservation provide information and to support reservation functions for destinations.functions for destinations.• DMSDMS (Destination Management System) is a (Destination Management System) is a collection of computerized information collection of computerized information interactively accessible about a interactively accessible about a destination.destination.

• Majority of DMS developments have been led Majority of DMS developments have been led by by public tourist organizations public tourist organizations as well as as well as regional and local bodies traditionally involved regional and local bodies traditionally involved in information provision and marketing. in information provision and marketing. National Tourism Organizations, Tourist National Tourism Organizations, Tourist Information Centers, etc.Information Centers, etc.



DMSsDMSs

• DMSs emerge as a major promotion, distribution DMSs emerge as a major promotion, distribution and operational tool for both destinations and and operational tool for both destinations and travel traders. travel traders.

• Using ICTs, destinations take advantage of Using ICTs, destinations take advantage of database marketing techniquesdatabase marketing techniques to identify to identify and target important market niches, by and target important market niches, by providing market-driven products for particular providing market-driven products for particular customers.customers.

• By enabling users to search & select individual By enabling users to search & select individual tourism products, tourism products, DMSs can support DMSs can support travellerstravellers to create their personalized to create their personalized destination experience.destination experience.• In most destination websites DMSs are used to In most destination websites DMSs are used to integrate the entire supply of destinationintegrate the entire supply of destination. . Their Their contribution is demonstrated by their ability to contribution is demonstrated by their ability to integrate all stakeholders at destination.integrate all stakeholders at destination.

• Role of DMSsRole of DMSs



Tour Tour OperatorOperator

ss

OutboundOutboundTravel Travel

AgenciesAgencies •D

MSs D

MO

sD

MSs D

MO

s

InboundInboundTravel Travel

AgencieAgenciess

ConsumeConsumersrs

DestinationsDestinations



Services & Features for DMS SystemsServices & Features for DMS Systems• Information search by geography, category, Information search by geography, category,

keyword keyword • Itinerary planning for customerItinerary planning for customer• Online reservations Online reservations • Customer databases & CRM functions Customer databases & CRM functions • Market Research & Analysis Market Research & Analysis • Image library & PR materials Image library & PR materials • Publishing to electronic channels Publishing to electronic channels • Event planning & management Event planning & management • Data editing & Marketing optimizationData editing & Marketing optimization• Access to 3rd party resources; i.e.: weather, Access to 3rd party resources; i.e.: weather,

transport time tables, theater & event tickets, etc.transport time tables, theater & event tickets, etc.http://www.newasia-singapore.com/

http://www.australia.com/



Developing DMSsDeveloping DMSs• According to According to WTOWTO, “each and every , “each and every

destination in the world will somehow develop destination in the world will somehow develop its its Internet PresenceInternet Presence and will undertake and will undertake some some eMarketingeMarketing.”.”This may vary from sophisticated integrated This may vary from sophisticated integrated systems to stand-alone websites.systems to stand-alone websites.

• There are currently a number of DMSs There are currently a number of DMSs available in the market, including software available in the market, including software solutionssolutions

• Destination Management Organizations will Destination Management Organizations will need to decide whether they wish to purchase need to decide whether they wish to purchase software off the shelf and add their own software off the shelf and add their own content, or whether they would prefer to build content, or whether they would prefer to build their own website from scratch. their own website from scratch.



Destination Management PlanDestination Management Plan• Destination Management Destination Management is a process of is a process of

leading, influencing and coordinating the leading, influencing and coordinating the management of all themanagement of all the aspects of a destination aspects of a destination that contribute to a visitor’s experience, taking that contribute to a visitor’s experience, taking account of the needs of visitors,account of the needs of visitors, local local residents, residents, businessesbusinesses and the environment. and the environment.

• A Destination Management Plan (DMP) A Destination Management Plan (DMP) is a is a shared statement of intent to manage a shared statement of intent to manage a destination over adestination over a stated period of time, stated period of time, articulating the roles of the different stakeholders articulating the roles of the different stakeholders and identifying clear actions thatand identifying clear actions that they will take they will take and the apportionment of resources.and the apportionment of resources.

• Crucially, destinationCrucially, destination management includes management includes the planning, development and marketing of a the planning, development and marketing of a destination as well as how it isdestination as well as how it is managed managed physically, financially, operationally and in other physically, financially, operationally and in other ways.ways.



Step by step guide to DMSsStep by step guide to DMSs– Develop a Develop a strategic overviewstrategic overview, brand, look and feel , brand, look and feel

of destinationof destination– Make your Make your eTourism Destination StrategyeTourism Destination Strategy– Get ICT support as well as DMS experts’ advicesGet ICT support as well as DMS experts’ advices– Consult with all Consult with all stakeholdersstakeholders; tour operators, ; tour operators,

transportation services, museums, etc.transportation services, museums, etc.– Determine Determine functional specificationsfunctional specifications of the website of the website– Establish Establish technical specstechnical specs; analysis of requirements; analysis of requirements– Request partners to work and/or Request partners to work and/or sponsorsponsor support support

(create a (create a Public-Private Sector-PartnershipPublic-Private Sector-Partnership))– Select software developers, system suppliersSelect software developers, system suppliers– Organize & outsource data collection, and Organize & outsource data collection, and Content Content

Management Management toolstools– Build & testBuild & test the DMSs and website. Implement. the DMSs and website. Implement.– Provide Provide analysis for usersanalysis for users; develop feedback tools; develop feedback tools– MonitorMonitor & evaluate & evaluate constantlyconstantly



WTOs Guide to design a Destination WTOs Guide to design a Destination WebsiteWebsite Domain Name should be Domain Name should be obviousobvious, , easy to remembereasy to remember and and

findfind Allow many stakeholders to Allow many stakeholders to access easilyaccess easily Design must be Design must be attractive attractive and and simple simple as well as as well as easy to easy to

navigate. navigate. AvoidAvoid complex designs. complex designs. Let the user customize; as in “Let the user customize; as in “my pagemy page” concept” concept Provide accurate, uptodate, relevant and properly classified Provide accurate, uptodate, relevant and properly classified

contentcontent Full Full searchibility searchibility on the site needed, as well as on partner on the site needed, as well as on partner

sitessites Links to other sitesLinks to other sites relevant to destination; and relevant to destination; and

agreementsagreements with as many travel portals and service with as many travel portals and service providers as possibleproviders as possible

Facilitate Facilitate online bookings online bookings either directly or through either directly or through partner sitespartner sites

Once it’s up & running, register with Once it’s up & running, register with search enginessearch engines, keep , keep ranking.ranking.

Use all possible Use all possible offline mediaoffline media for promotion as well as for promotion as well as onlineonline

Build a Build a customer databasecustomer database; capture ; capture personalizedpersonalized informationinformation

Use Use onlineonline communutiescommunuties to spread to spread Give them reasons to visit the website back!Give them reasons to visit the website back!



Develop a business model and consult with Develop a business model and consult with stakeholdersstakeholders

Determine the size ; number of attractions, products and Determine the size ; number of attractions, products and facilitiesfacilities

Invite wide consultation with all members of tourism industry Invite wide consultation with all members of tourism industry and ensure support from all levels of decission makingand ensure support from all levels of decission making

Determine levels of financial support available for the projectDetermine levels of financial support available for the project Examine the Examine the distribution channels distribution channels available at the available at the

destinationdestination Decide on the frequency of the updates; availability and cost Decide on the frequency of the updates; availability and cost of content and potential partnersof content and potential partners

Explore partnership opportunities with the organizations that Explore partnership opportunities with the organizations that can assist in developing various elements of the websitecan assist in developing various elements of the website

Forecast the value of transactions and total cost of Forecast the value of transactions and total cost of establishing and running the websiteestablishing and running the website

Develop an long-term cost/benefit analysis; complete Develop an long-term cost/benefit analysis; complete upgrade of all hardware will be required every 2-3 yearsupgrade of all hardware will be required every 2-3 years



Design the technical factors and aspectsDesign the technical factors and aspects

Need to structure the technical needs to facilitate satisfactory Need to structure the technical needs to facilitate satisfactory results results

Undertake market research to evaluate existing DMSsUndertake market research to evaluate existing DMSs Decide whether you would like to build your own system or Decide whether you would like to build your own system or

purchase or lease existing systemspurchase or lease existing systems Decide whether to host your own web server or buy hosting Decide whether to host your own web server or buy hosting

serviceservice Bring together technical developers with the content Bring together technical developers with the content

providers and user groups; explore the hardware & software providers and user groups; explore the hardware & software strategystrategy

Content team needs to update the site regularlyContent team needs to update the site regularly Get naive users use the site and provide feedback (for pilot Get naive users use the site and provide feedback (for pilot

use)use) According to destination marketing strategy decide how According to destination marketing strategy decide how

many languages the site is going to appearmany languages the site is going to appear



Promoting the websitePromoting the website Once the site is approved and up and running, it should be Once the site is approved and up and running, it should be

registered with all possible search engines and its ranking registered with all possible search engines and its ranking position should be maintainedposition should be maintained

It is critical that both off-line and online marketing assists the It is critical that both off-line and online marketing assists the launch and visibility of the websitelaunch and visibility of the website

Incorporate the URL in all aspects of the brand Incorporate the URL in all aspects of the brand

Build customer database and capture personolized Build customer database and capture personolized informationinformation

Must develop online community to communucate marketing Must develop online community to communucate marketing messages; use competitions, lottery, games, blogs, auctions, messages; use competitions, lottery, games, blogs, auctions, etc.etc.

Give customers reasons to come back to the site Give customers reasons to come back to the site and/or recommend the site to the othersand/or recommend the site to the others


Barriers to succesful DMSsBarriers to succesful DMSsLack Lack partnerpartner interest interestLeading by technology, Leading by technology, rather than marketing rather than marketing

strategiesstrategiesLess integratedLess integrated approach than appropriate approach than appropriate InabilitiyInabilitiy to provide total services for to provide total services for supply & supply &

demanddemand Inadequate geographicalInadequate geographical information informationPrematurePremature innovations innovationsLack of Lack of standardizationstandardizationWithdrawal of public sector Withdrawal of public sector fundingfundingProduct orientation, instead of Product orientation, instead of demand demand

orientationorientation!!



the 6-a Framework of DMSsthe 6-a Framework of DMSsAAttractions ttractions (natural, manmade, artificial, heritage, special (natural, manmade, artificial, heritage, special

events)events)

AAccessability ccessability (Entire transport. system incld. routes, (Entire transport. system incld. routes, terminals, terminals,

vehicles) vehicles)

AAmenitiesmenities (hotels, catering facilities, retail & all tourist (hotels, catering facilities, retail & all tourist services)services)

AAvailable packagesvailable packages (pre-arranged packages by tour (pre-arranged packages by tour operators, operators,

ready to book)ready to book)

AActivities ctivities (all kinds of activities; paragliding, rafting, (all kinds of activities; paragliding, rafting, climbing, etc.)climbing, etc.)

AAncillary Servicesncillary Services (banks, telecommunucations, mail, (banks, telecommunucations, mail, hospitals, hospitals, etc.)etc.)

• Despite its success getting travelers to use Web sites, the travel Despite its success getting travelers to use Web sites, the travel industry consistently disappoints them. industry consistently disappoints them.

• For example, For example, 83 million online leisure travelers don't find the 83 million online leisure travelers don't find the Web easy to use to plan and buy their tripsWeb easy to use to plan and buy their trips, and fewer travelers , and fewer travelers are satisfied using digital channels than those using human agents. are satisfied using digital channels than those using human agents.

• To improve, the industry must To improve, the industry must humanizehumanize the digital travel the digital travel experience — putting human benefits ahead of technology. experience — putting human benefits ahead of technology.

• Humanized digital travel experiences are Humanized digital travel experiences are useful, usable, and useful, usable, and desirabledesirable..– They deliver basic value, They deliver basic value, – take content available to all and take content available to all and – make it meaningful to one traveler, and make it meaningful to one traveler, and – tap into travelers' emotions. tap into travelers' emotions.

• Humanized digital travel experiences are created by Humanized digital travel experiences are created by – aligning organizations to be customer-centric, aligning organizations to be customer-centric, – gathering and using relevant customer insight, and gathering and using relevant customer insight, and – adopting an outside-in, emotional perspective versus the adopting an outside-in, emotional perspective versus the

industry's usual inside-out, clinical approachindustry's usual inside-out, clinical approach

Humanize The Digital Travel Experience Humanize The Digital Travel Experience For Better Adoption For Better Adoption & & SatisfactionSatisfaction



www.VisitFinland.comwww.VisitFinland.com



27 yerde ofisleri var, hepsi Finlandiya da27 yerde ofisleri var, hepsi Finlandiya da

15% of world population shares knowledge and attitudes 15% of world population shares knowledge and attitudes about Finland.about Finland.

- amaclari %1 artirmak gelen turist sayisini..- amaclari %1 artirmak gelen turist sayisini..- PreTravel / During Travel / After Travel- PreTravel / During Travel / After Travel - "I wish I was in Finland" Facebook page, around - "I wish I was in Finland" Facebook page, around

6000 members!6000 members! Own booking portal for acommodations and tour packages Own booking portal for acommodations and tour packages

(tour operators) and for SMTEs , and travel agencies (tour operators) and for SMTEs , and travel agencies mostly. mostly. (Her otel icin farkli olabiliyor…)(Her otel icin farkli olabiliyor…)

Our Finland - ParticipateOur Finland - Participate



Focus on Key Markets…Focus on Key Markets…

Viral Videos (produced short video clips for marketing)Viral Videos (produced short video clips for marketing)

Media Visibility, ve cooperations with TripAdvisor, etc.Media Visibility, ve cooperations with TripAdvisor, etc.

Video lari YouTube a koymuslar, 6 haftada 500.000 kere Video lari YouTube a koymuslar, 6 haftada 500.000 kere izlenmisler!..izlenmisler!..

Image Competition yapmislar, online. Ön tarafta “I wish I Image Competition yapmislar, online. Ön tarafta “I wish I was in Finland” tshirt lu adam, arkasinda hangi imaji was in Finland” tshirt lu adam, arkasinda hangi imaji kullanirsan… Yada on tarafa da baksa resim..kullanirsan… Yada on tarafa da baksa resim..

150.000 kisi ziyartci gelmis bu reklam kampanyasina.. 150.000 kisi ziyartci gelmis bu reklam kampanyasina.. 80.000 i unique ziyaretci..80.000 i unique ziyaretci..

www.VisitEngland.com www.VisitEngland.com

FocasdasdFocasdasd

İskoçya 2009

İskoçya 2013

Spain 2009

Spain 2013

İçerik İstenen Kurumlardan Bazılarıİçerik İstenen Kurumlardan Bazılarıİstanbul Büyükşehir Belediye Başkanlığı

BelbimBilgi İşlemCoğrafi Bilgi SistemleriDış İlişkilerGençlik ve Spor MüdürlüğüHarita MüdürlüğüİtfaiyeKültür A. Ş.Kültür ve Sosyal İşlerPark BahçeSpor A. Ş.TrafikUlaşım A. Ş.Ulaşım Daire Başkanlığı

T.C. Kültür ve Turizm Bakanlığıİl Kültür Turizm Müdürlüğü İstanbul Valiliği İTÜ Restorasyon BölümüLASİAD AVM Yatırımcıları Derneği Meteoroloji 1. Bölge MüdürlüğüMüftülük TÜROB (Oteller Birliği)ÖZ-Bİ (Butik Oteller Birliği)Küçük Oteller DerneğiTÜRSAB UNESCO Alan Yönetimi


• The majority of national DMOs are already at an The majority of national DMOs are already at an advanced stage in their use of the Internet for global advanced stage in their use of the Internet for global marketing, sales and customer relationship managementmarketing, sales and customer relationship management

• Rather than being passive recipients of ‘brand Rather than being passive recipients of ‘brand messages’, the new Web is characterised by information messages’, the new Web is characterised by information ‘pull’ rather than ‘push’, user generated content, ‘pull’ rather than ‘push’, user generated content, openness, sharing, collaboration, interaction, openness, sharing, collaboration, interaction, communities, and social networking communities, and social networking

Tourism 2.0 for National DMOsTourism 2.0 for National DMOs

Model of Tourism 2.0 Model of Tourism 2.0

• The Model comprises The Model comprises three inter-related three inter-related elements – elements – Web 2.0 Applications, Web 2.0 Applications, Characteristics and Characteristics and Impact. Impact.



At its simplest, Web 2.0 can be thought of as a set of applications and technologies that allow individuals to interact in online communities, directly exchange information with one another, and create their own online content.

The range of applications varies from simple tagging (social bookmarking) to extensive social networking sites comprising millions


Web 2.0 applications delivered ‘Web 2.0 applications delivered ‘internallyinternally’ from the DMOs own web’ from the DMOs own web site; with thesite; with the remaining nine criteria covering DMO involvement in ‘remaining nine criteria covering DMO involvement in ‘external’ external’ 2.0 sites 2.0 sites such as such as YouTube, flickr, iTunes and on various SocialYouTube, flickr, iTunes and on various Social n networking Sites such as Facebook etworking Sites such as Facebook

and MySpace.and MySpace.


- It is the social aspect that distinguishes Web 2.0 from Web

1.0.

- Web 2.0 is a social phenomenon characterised by peer interaction

and collaboration in online

communities, user generated content,

participation, openness, sharing and customer empowerment- Web 2.0 is online democracy, with content being provided by consumers for consumers


CCritical aspect of Web 2.0 is not the technology but rather the way ritical aspect of Web 2.0 is not the technology but rather the way people connect people connect

with each other in online communities. with each other in online communities.


- the use of Web 2.0 forreputation management,market research &customerinsight- the impact of Web 2.0 on consumer behaviour anddecision-making in globaltourism- the use of Web 2.0 applications for building on-going dialogue with customers; and enhancing

the online customer experience


New Tourism Product New Tourism Product Development; for sales Development; for sales and marketing; the extent and marketing; the extent to which new Tourism 2.0to which new Tourism 2.0 pperformance measures erformance measures are requiredare required

Web 2.0 Adoption on the DMOs Own Web Site

Official DMO Presence on External Web 2.0 Sites

User Generated Content (UGC) – Text, Images, Video, Wiki

Social Networking Sites – Facebook, MySpace

User Feedback, Opinion and Discussion (FOD) – Blogs, Forums, Ratings, Favourites, Online Chat

Multimedia Sharing Sites – YouTube, Flickr

Rich Internet Applications (RIA) - Web applications/widgets; Mapping mash-ups; Podcasts/vodcasts

Podcast Sites – iTunes

Social tagging, Social bookmarking, Tag Cloud

Travel Blog and Review Sites – TripAdvisor, Igougo

Feeds - Content Feeds Virtual Reality Sites – Second Life

Community - Social Network Mapping Sites - Google Earth


• There is a growing level of awareness by DMOs of There is a growing level of awareness by DMOs of the global marketing and customer engagement the global marketing and customer engagement potential of Web 2.0. potential of Web 2.0. Identified potential Identified potential benefits included: benefits included:

• ability to learn more about our customersability to learn more about our customers• more interactivity, involvement and feedbackmore interactivity, involvement and feedback• building a more realistic destination image building a more realistic destination image

through richer contentthrough richer content• an additional channel for targeting new an additional channel for targeting new

customer segmentscustomer segments



• Major barriers to Web 2.0 adoption Major barriers to Web 2.0 adoption : : • lack of lack of resourcesresources and and organisational cultureorganisational culture• lack of strategic Web 2.0 directionlack of strategic Web 2.0 direction• scepticism about the potential benefits of Web scepticism about the potential benefits of Web

2.02.0• political issues with industry stakeholderspolitical issues with industry stakeholders• concerns about user generated contentconcerns about user generated content• technology issuestechnology issues• legal concernslegal concerns



Tourism 2.0 for National DMOs - Tourism 2.0 for National DMOs - BLOGSBLOGS• Blogs as part of Social Media Marketing Tool for Blogs as part of Social Media Marketing Tool for

National DMOs National DMOs Basics of a Blog for a National DMO (or a Basics of a Blog for a National DMO (or a Corporation) :Corporation) :• Find what excites your customers and then build Find what excites your customers and then build

your communityyour community A Around that “point of round that “point of enthusiasm.” enthusiasm.”

• Humanize Your Brand With Blogs: Build a blog Humanize Your Brand With Blogs: Build a blog thatthat

emphasizes the human side of your businessemphasizes the human side of your business : :A CASE STUDY: MARIOTT BLOGA CASE STUDY: MARIOTT BLOG

Marriott blogs on topics about which he is passionate, Marriott blogs on topics about which he is passionate, includingincluding

the hotel’s history as a family business, current events, the the hotel’s history as a family business, current events, the traveltravel

industry and politics. industry and politics. That passion reminds people that That passion reminds people that Marriott is in fact a real Marriott is in fact a real

person—a human face behind the brandperson—a human face behind the brand. . Marriott routinely responds to individual comments on the Marriott routinely responds to individual comments on the

blog asblog aswell, whether readers offer suggestions or complaints about well, whether readers offer suggestions or complaints about

service they’ve receivedservice they’ve received•


Tourism 2.0 for National DMOs - Tourism 2.0 for National DMOs - BLOGSBLOGS

• The blog has yielded tremendous dividends, with The blog has yielded tremendous dividends, with individual posts routinely receiving hundreds of individual posts routinely receiving hundreds of comments and bookings directly from the blog comments and bookings directly from the blog totatotaLLling $4 million in incremental revenue since ling $4 million in incremental revenue since its inception, according to Marriott. Mr. Marriott its inception, according to Marriott. Mr. Marriott commentedcommented on this himself in his own blog as well on this himself in his own blog as well as on MSNBC tas on MSNBC t

• A blog can represent the corporate voice in its purest A blog can represent the corporate voice in its purest form, in this case the voice of one man who is form, in this case the voice of one man who is committed to communicating in an unfiltered way committed to communicating in an unfiltered way with his customers. with his customers.

- - Users make boards for cities they’ve been to or are Users make boards for cities they’ve been to or are interested in exploring. Within each of their city interested in exploring. Within each of their city boards, they add recommendations for specific venues. boards, they add recommendations for specific venues. New content from the people who they are following is New content from the people who they are following is delivered in a Facebook-like feed and can easily be delivered in a Facebook-like feed and can easily be saved to their own boards.saved to their own boards.

- At its core, Pinterest is a bookmarking siteAt its core, Pinterest is a bookmarking site; ; a very a very visually appealing and addictive bookmarking site. visually appealing and addictive bookmarking site.

- But the average user of Pinterest is not simply But the average user of Pinterest is not simply bookmarking common links, funny videos and bookmarking common links, funny videos and reminders.reminders.

Why Pinterest works in the travel industry Why Pinterest works in the travel industry (ESPECIALLY destinations)(ESPECIALLY destinations)

- Interactions on Interactions on Pinterest are not a Pinterest are not a reflection of what our reflection of what our lives are like, but lives are like, but rather what we want rather what we want our lives to be like.our lives to be like.

- Aspirations and Aspirations and inspirations, if you inspirations, if you will.will.

- And this is a critical And this is a critical point of point of understanding understanding Pinterest. Users are Pinterest. Users are not sharing images of not sharing images of their current life, their current life, travels or memories (a travels or memories (a la Flickr), but rather la Flickr), but rather hopes, dreams and hopes, dreams and plans for the futureplans for the future

Why Pinterest works in the travel industryWhy Pinterest works in the travel industry