The document discusses innovation in e-tourism. It defines innovation and reviews contexts of innovation in e-tourism, including technologies driving innovation. E-tourism innovations involve integrated digital marketing approaches and context-based services using location data. Case studies on Australian tourism organizations demonstrate innovations in mobile apps, responsive websites, and content distribution. The conclusion emphasizes that innovation requires an adaptive strategy and culture open to change and failure.
2. Let’s review…
What is innovation?
What is the context of innovation in e tourism?
etourism innovations
Is Australia embracing opportunities for e tourism innovation?
ATDW community innovations
3. In – no – va - tion
Noun
1. The introduction of something new
2. A new method, idea or device
Synonyms
Novelty – newness
Source: http://www.merriam-webster.com/dictionary/
4. In – no – va - tion
Innovation is highly contextual, evolves out of varying
mixes of activities, and is influenced by framework
conditions that are not globally uniform
Source: Australian Innovation Systems Report 2011 – Federal Government
5. In – no – va - tion
Innovation can be radical and disruptive, but more often is
incremental
Innovation can be based heavily on technological
development or not at all
Australian businesses are more likely to invest in purchasing
new equipment, training and marketing than investment in
R&D or acquiring intellectual property
Source: Australian Innovation Systems Report 2011 – Federal Government
6. Innovation Tenets from an
Innovation Lab
Less talk more action
Demonstrate the art of the possible
Not everything worth doing is worth doing well - prototypes are meant to
demonstrate capability, not to deliver it
You have to complete projects
If you don’t fail sometime, you are not working hard enough
Everyone should be working on at least three projects
Projects should be complete within a three-month cycle. The exception is for
major projects, which should have quarterly phases
Source: PhoCusWright – Innovation in Distribution: No Silver Bullets (Sabre Labs)
7. Innovation Tenets from an
Innovation Lab
Google has addressed this with 3 principles:
Innovate long term
Innovate everywhere, always
Innovate the culture
Source: PhoCusWright – Innovation in Distribution: No Silver Bullets (Sabre Labs)
8. Innovation Portfolio
Two categories of business innovation:
Sustaining
Disruptive
Sustaining innovation includes:
Evolutionary innovation that relates to continuous product
improvement (and which customers expect)
Revolutionary innovation that is unexpected and perhaps radical, but
does not affect existing market
Source: PhoCusWright – Innovation in Distribution: No Silver Bullets (Sabre Labs)
9. Leanings from ATDW
Getting the culture right, from the top down, is fundamentally
important
There’s always something happening in the short term that pushes
off long-term innovation
Sometimes the most valuable innovations come from short term
activities and the need to keep pace
11. An Integrated and Adaptable
Strategy
The growing size and complexity of the digital marketing
landscape necessitates an integrated and adaptable approach
Marketing and communications processes must be re-worked;
and continue to adapt
The pace of change is relentless
16. Online Reputation Management
Brand owners are not the influencer; the community is the influencer
Brands are co-created through on-going interactions among brand users
Time and skill challenges for industry in managing reviews and ultimately
reputation online
17. Context Based Services
High level of personalistion
Contextualised to the individual mobile user, their location and
interests, aggregating social media data
Using 3D navigatable maps and augmented reality
Valuable for user experience and research
18. Proximity Marketing
Mobile information, advertising and offers
Wifi and bluetooth marketing
Transmission of offer via video, audio, text or other content within
100 metres proximity of store
Wi-fi service redirects to relevant web page content
19. Industry’s Digital Sophistication
Recent survey conducted by Tourism Research Australia to measure level of
uptake of various digital technologies & digital distribution capabilities of
businesses in tourism
www.tra.gov.au → Publications → Publications List → Operators Digital Updae
Benchmark Survey 2013 Research Report
Four areas surveyed:
Online Presence
Website Adoption and Management
Online booking and Distribution
Social and Mobile Presence
21. Triphitter (PlacesWeGo)
Went live in Q1 2013
http://triphitter.placeswego.com
First commercial distributor to use the new
realtime ATLAS web service.
Supporting TV show on Network 10 (Places
We Go)
Really proactive and puts the tourism
operator first!
21
23. Logan City Council
Went live in Q2 2013
http://www.visitlogan.com.au/
First distributor to use ‘Responsive Web
Design’ (RWD)
Publishing all listings in Logan Area (Brisbane
and Gold Coast regions)
Creative and innovative Local City Council
24.
25. Eventfinder
Went live in Q4 2012
www.eventfinder.com.au
Publish all event listings (Australia Wide).
Great online knowledge and engagement
with big and small events
Built strong relationships with government
and ATDW
Affiliated with Yahoo!7 Entertainment.
26.
27. Drive North Queensland
(Mobile App)
Planning tool for travelling
on the drive journeys of the
Overlanders Way, The
Great Tropical Drive, and
the Savannah Way
Innovative Mobile App
Tropical Tablelands Tourism Initiative
Download free via iTunes
iOS and Android platforms
Publish all ATDW listings across 5 regions
in North and West Queensland
Re-used existing content
28.
29. Conclusion
Innovation is absolutely necessary for a successful future
No single correct path for a business to encourage and
embrace innovation
Value in understanding ideas and lessons learned
You need to reengineer the culture to minimise roadblocks
You cannot fear failure
It isn’t enough to talk about an innovation. You need to build a prototype so customers can feel and touch it. It is the difference between watching a horse race and riding a horseOur goal was to demonstrate the art of the possibleNot everything worth doing is worth doing well. The prototypes are meant to demonstrate capability, not to deliver itYou have to complete projectsIf you don’t fail sometime, you are not working hard enoughEveryone should be working on at least three projectsProjects should be complete within a three-month cycle. The exception is for major projects, which should have quarterly phases
It isn’t enough to talk about an innovation. You need to build a prototype so customers can feel and touch it. It is the difference between watching a horse race and riding a horseOur goal was to demonstrate the art of the possibleNot everything worth doing is worth doing well. The prototypes are meant to demonstrate capability, not to deliver itYou have to complete projectsIf you don’t fail sometime, you are not working hard enoughEveryone should be working on at least three projectsProjects should be complete within a three-month cycle. The exception is for major projects, which should have quarterly phases
A significant amount of research work has been done to understand how innovation affects businesses. One of the most well known writers in the field of business innovation is Clayton Christensen. Christensen has defined two categories of business innovation: sustaining innovation and disruptive innovation.Christensen’s definitions were useful to Sabre in explaining the effects of Sabre Labs’ innovations, they were not useful in developing ideas for the organisation’s prototype projects. Instead took a portfolio approach to project selection, addressing both tactical and strategic opportunities.
How ATDW Supports this integrated Digital Strategy - core is high quality content, national database, making it easily useable by relevant distribution channels
Together - Alone
Further the study identifies the gaps & trends of digital uptake and capabilities of tourism businesses
Unless your business is completely reclusibe and reactionary, innovation is absolutely necessary for a successful future. There is no single correct path for business to encourage and embrace innovation. However, there is value in understanding key ideas and lessons learned. Google has it right: to make innovation work, you need to reengineer the culture to minimize the various roadblocks you will encounter along the way.
Unless your business is completely reclusibe and reactionary, innovation is absolutely necessary for a successful future. There is no single correct path for business to encourage and embrace innovation. However, there is value in understanding key ideas and lessons learned. Google has it right: to make innovation work, you need to reengineer the culture to minimize the various roadblocks you will encounter along the way.