Keynote about "digital destination" at Enter 2015, Lugano 5th february , 2015. The topic is about hospitality scheme, news jobs in DMO, and human capital as key of succes.

1. What strategies
to dynamize
a destination
digitally?
@JeanLucBoulin

2.
Jean-­‐Luc
Boulin
@jeanlucboulin
EDITOR
Blog
Etourisme.info
MANAGER
Tourism
offices
network
Aquitaine
Region

3. KEYNOTE
A WORLD OF SILENTS
TRAVELLERS
IMPROVE CUSTOMER
RELATIONSHIP DURING THE
STAY
EXPLORE NEW JOBS IN DMO
HUMAN CAPITAL, THE KEY
OF SUCCESS

4. A WORLD OF
SILENTS TRAVELLERS
IMPROVE CUSTOMER
RELATIONSHIP DURING THE
STAY
EXPLORE NEW JOBS IN DMO
HUMAN CAPITAL, THE KEY
OF SUCCESS

5. Why mobile customer is so
important?

6. A world of silent travelers
Mathew
Hurst

8. A
world
of
silent
travelers
The
silent
traveler
disappear
from
our
radar
screen
A world of silent travelers
Out of the radar

9. BE PRESENT IN
MAJOR APPS
1

11. tripadvisor

12. HOSPITALITY SCHEME
2

13. • What
do
we
do
with
the
nine
others?
• Where
do
they
go?
What
do
they
do?
How
do
they
obtain
informa=on?
One tourist out of ten
comes to the tourist office

14. If you closed your tourist
office, would this affect
tourists number?

15. Some
tourists
advisor
say
:
it’s
OK
like
that,
don’t
change
anything…
Photo
Patrick
Jourdheuille
Unemployed
Tourist
Advisors,
2017

16. Photo
Téo
La
Photo
A
hospitality
scheme
Some
do
react

17. Entrées sur le territoire
Lieux de visite
Sites d’activité / loisirs
Etapes jacquaires (Voie d’Arles et
du Puy)
Sortie n°9 ARTIX – A64
Concentration de population (+
1500h)
Gare SNCF Ter / TGV
Autoroute A64
Légende :
Cartographie
des
flux
–
Territoire
Cœur
de
Béarn
Hospitality
scheme
Stage
1
:
Flows

18. • Digital
tools
• High-­‐level
advice
• A
place
to
relax
Photo
Téo
La
Photo
Stage
2
:
How
to
Improve
Hospitality
inside
the
Tourist
Offices

19.
Val de Garonne : home
sweet home

20.
Mulhouse

21. An
interna=onal
ques=on!
Troy
Thompson,
the
visitor
center
of
the
future

22. The
customer
doesn’t
know
the
name
of
the
DMO,
but
he
knows
where
he
booked!
Hospitality
scheme
Stage
3:
Outside
the
Tourist
Office

24. Photo
Menphis
CVB
Staff
at
accommoda=on
:
an
essen=al
role
in
tourist
informa=on

25. Hospitality
scheme
The
rising
of
mobile
tourist
offices

26. truck
The
rising
of
mobile
tourist
offices

27. R
When
Quebec-­‐City
organizes
its
hospitality
scheme

29. 160%

30. A WORLD OF SILENTS
TRAVELLERS
IMPROVE CUSTOMER
RELATIONSHIP
DURING THE STAY
EXPLORE NEW JOBS IN DMO
HUMAN CAPITAL, THE KEY
OF SUCCESS

31. WHAT DOES A
SILENT TRAVELLER
NEED?
1

32. 1. Wifi
2. Wifi
3. Wifi

33. He has
wifi

34. Desdnadon
Wifi

35. DIGITAL DESTINATION
=
DIGITAL SERVICES
2

36. Give
Experience
a
Chance!

37. Give
Experience
a
Chance!

38. Give
Experience
a
Chance!
«
I
want
to
»
:
A
Stay
App
which
takes
into
account
geolocalizadon,
weather,
transports,
to
propose
special
deals
to
consumers
at
the
right
moment

39. A DMO AS
A DESTINATION
CONCIERGE ?
3

40. A
DMO
as
a
desdnadon
concierge

41. A
DMO
as
a
desdnadon
concierge
:
not
so
easy!
Skii
has
analyzed
11
DMOs
(out
of
a
total
of
450
on
their
Database)
which
use
twiner
as
a
Real-­‐Time
Concierge.
Not
so
easy
to
answer
in
less
than
an
hour!

42. Wiidii
is
a
French
web
app
who
associate
big
data,
ardficial
intelligence
and
human
concierge

43. A
digital
des=na=on?
Wifi
Digital
rela=onship
Digital
des=na=on

44. A WORLD OF SILENTS
TRAVELLERS
IMPROVE CUSTOMER
RELATIONSHIP DURING THE
STAY
EXPLORE NEW JOBS
IN DMO
HUMAN CAPITAL, THE KEY
OF SUCCESS

45. BECAUSE DIGITAL
TECHNOLOGY HAS
CHANGED
ORGANIZATIONS

46. BEFORE
NOW
New
jobs
have
appeared

47. BEFORE
NOW
New
jobs
have
appeared
Webmaster!

48. WEBMASTER IS DEAD

49. DIGITAL TEAM

50. Local
Digital
Officer
(LDO)
1

51. Support
local
tourism
stakeholders
to
be
more
efficient
on
the
web

52. A
na=onal
network
:
1200
LDO
in
France

53. Desdnadon
reporter
2

54. Desdnadon
reporter

55. Tourist
Advisor
3

56. Tourist
Advisor
:
the
connector
Tourist
advisor
Public
Services
Staff
Accomo-­‐
dadons
Popula=on
Urban
furnitures
Web
Apps

57. DIGITAL MANAGEMENT

58. A WORLD OF SILENTS
TRAVELLERS
IMPROVE CUSTOMER
RELATIONSHIP DURING THE
STAY
EXPLORE NEW JOBS IN DMO
HUMAN CAPITAL, THE
KEY OF SUCCESS

59. MONEY VS TIME

60. YOU JUST NEED TIME

61. AND A GREAT TEAM
Jeshu
John

62. Thank You
Jean-Luc Boulin