Presentation at Norwegian Digital Travel Conference Kristiansand 22.10.2013

1. Visitnorway.com
New structure for destinations
Kristiansand - October 22 2013
Hans Petter Aalmo

2. AGENDA:
1. STATUS VISITNORWAY
2. NEW STRUCTURE FOR DESTINATIONS
2
Photo: Terje Rakke

3. 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

4. “Worlds best national travel portal”
•Zvezda Travel Award (.ru)
•Travvies Website Awards (.nl)
•Le trophee de l’e-tourisme (.fr)
•Webby Awards

5. New Vision
«Visitnorway makes it easy to
choose Norway» (as a travel
destination)

6. 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
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7. 1. Services builds on high standard travel products
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

8. Further development of the service Visitnorway
contributes to improved marketing of Norway
Post journey
• Feedback in the form of ratings and comments
• Sharing of experiences
• Consider new holiday
Pre journey
• Increased knowledge of
and preference for
Norway
• Easier to find relevant
offers
• Easier to plan
Focus areas for Visitnorway
1: Develop content and services further
1.1: Improved travel product descriptions
1.2: Make travel planning easy and fun
1.3 Inspirational theme and segment planning
tools
2: Improved partner- and campaign platform
During the journey
• Easier to travel around in
Norway
• Better experience of the
journey
• Up-sell opportunities
• Sharing the moments
3: Fast track to booking
Booking
• Easier to order the the holiday in Norway
• Greater variety of products to book
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9. System overview
NSB
AVINOR
Autopost (Twitter) – benyttes av Petur
ZX
ZX
Turist
Turist
Ads
cm.visitnorway.com
TripAdvisor
Widgets
Instagram
Images
Analyse/Statistikk:
New Relic
Google Analytics
Visual Web Site
Optimizer
Mouseflow
GeoData Cloud
Kart tiles and javascript
Distribusjonsenter
Distribusjonsenter
Redaktør
Redaktør
Redaksjonelt innhold
Produkter
Kataloger
Kart og ruteplanlegging
Søk
1
1
sd
sd
Emnekart/
TMCore
service
TMCore07
Catalogue
Order
Quiz
Meetings
Request
for proposal
EPiServer
ImageVault
Product
Provider
TMCore
Stedsnavnsøk
ruteplanner
AreaService
ESRI
ArcGis
Server v.10
Søk service
Comperio
Front
Weather
Service
Area
CacheService
TripAdvisor
XML feed
Fast
Geo
Console Applications
Produkt
service
Windows Services
Episerver CMS6 R2
Presentasjonslag
ASP.NET maler & CodeBehind
Tjenestelag
Site / Presentasjonslag
Visitnorway.com
NCache
Product
Import
Service
Tellus
webservice
BookNorway
webservice
SkiInfo
Weather
Loader
Yr
CBIS

10. The RnD budget 2013: 16.6 NOK million
Vfocus 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
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11. 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)

12. New services on the Visitnorway.com
platform
Some of the services tourists and participants of the
«New structure» benefits
12

13. Responsive
design
21 % of the
visitors uses
tablets and
phones
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14. TripAdvisor
integrated

15. TripAdvisor
integrated

16. Go green! Eco-certified providers

17. Norwegian foodprints

18. Route planner from A – B

19. Route planner: Round trip

20. «Family and fun» along the route

21. Mobile friendly map and route planner
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22. Search with auto suggestions

23. Video player

24. Embed it!

25. Weather and snow reports

26. Weather and snow reports

27. Need a booking service?

29. “THE WORLD’S BEST NATIONAL TRAVEL
WEBSITE……GOOD ENOUGH FOR DMO’S?
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Photo: …

30. New structure for destinations
|

31. New structure for DMOs and RTBs
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

32. 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.

33. 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

34. New structure for destinations
Study phase Dec 2012 – March 2013
– Gathering information and requirements from DMOs and RTBs
• Fjord Norge, Nord-Norge
• Visit Sørlandet, Trøndelag Reiseliv
• Visit Trondheim

35. 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

36. Version Alfa: Visit Sørlandet

38. Version Alfa: profiling the DMO w logo

39. Version «Beta light» with local menu

40. Responsive design

41. Challenge from Bergen in June
«Show how far you are able to stretch
Visitnorway platform to profile the DMOs»

42. Version «Beta» with local menu (sketches)

45. Design choices
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!
Slide 45

46. Governance model
Owner group
Market group
Dev group
Eier
Innovasjon Norge
Innovasjon Norge
Innovasjon Norge
Hvem
Ledergruppe IN REIS
Visit Norway team
Dir. Reiseliv og kultur
KAM Innovasjon Norge
Markedssjefer fra
landsdelsselskap og byer
Dir. Reiseliv og kultur
Webredaktører i
landsdelselskap og
destinasjonsselskap/byer
Mandat
Strategi, økonomi,
prosess- og teknologi
Bestemmelse og sikring av
styringsform
Strategisk videreutvikling
Rammebetingelser
Redaksjonelle føringer
Årlig evaluering
Koordinering &
prioritering av
utviklingsønsker
Prosjektledelse
Halvårlig
Kvartalsvis
Frekvens Kvartalsvis
Slide 46

47. New structure for destinations
Deliveries
Main project 2014 ->
–
–
–
–
Local search
Toggling between DMO & RTB menus (suggestions)
Local branding
Investigating local domain names

48. THANK YOU
HANS.PETTER.AALMO@INNOVASJONNORGE.NO
@HANSPETTERAALMO
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Photo: …