EyeforTravel Summit - Online Marketing, Mobile & Social Media in Travel Europe 2013 - (Amsterdam/October 2013)

1. INTEGRATED DESTINATION MARKETING &
THE FUTURE DMO

2. INTEGRATED DESTINATION MARKETING & THE FUTURE DMO
The Changing Role of DMOs
in the Digital Era
Integrated Destination Marketing:
Now more Important than Ever
Before

3. INTEGRATED DESTINATION MARKETING & THE FUTURE DMO
The Changing Role of
DMOs in the Digital Era

4. 3+1 MAJOR
GAME CHANGERS
*(THAT ALREADY SHAKE UP OUR WORLD)

5. FINANCIAL UNCERTAINTY
BUDGET-CUTS & STRUCTURAL CHANGES
SHARING ECONOMY
THE C2C MODEL
VOLATILE MARKET
EMERGING MARKETS – GOING NICHE & THE INTELLIGENT
TRAVELLER
DIGITAL TECHNOLOGIES
NEW MEDIA TECHNOLOGIES & THE MOBILE CHALLENGE

6. FINANCIAL UNCERTAINTY

7. FINANCIAL UNCERTAINTY
Tight funding opportunities = inconsistent availability
of organizational funding

8. FINANCIAL UNCERTAINTY
Increased Need to
Show ROI

9. FINANCIAL UNCERTAINTY
Increased Need to Show ROI

10. VIDEO
DESTINATION MARKETING = PASSION, IMPACT, INNOVATION

11. FINANCIAL UNCERTAINTY
New Organizational Structures –
New Financial & Partnership Models

12. SHARING ECONOMY
Shared economy brings more tourists,
but less tax revenue, to destinations

13. SHARING ECONOMY

14. SHARING ECONOMY

15. SHARING ECONOMY
SAN FRANCISCO’S Mayor’s Office of Civic Innovation teamed
up with Airbnb and GIS software creator Esri to host a
hackathon that sought technical innovations that “re-imagine
how tourists and residents experience and explore the City
of San Francisco.”

16. SHARING ECONOMY
According to data from Spain’s Ministry of Tourism, visitors
choosing not to stay in hotels jumped by 17.6% in June, and is up
over 10% since the start of the year. The number of tourists not
taking packaged holidays has also risen by 8% since January.

17. TRAVEL & ACCOMMODATION SECTORS
ALREADY RIDE THE WAVE

18. VOLATILE MARKETS
EMERGING MARKETS:
The numbers sure are juicy: in
2013, the GDP of emerging markets will exceed advanced
markets for the first time (measured in Purchasing Power Parity
terms) to USD 44.1 trillion versus USD 42.7 trillion (Source: IMF,
October 2012).

19. VOLATILE MARKETS
BUT IT’S NOT JUST THE BRICs ANYMORE
THE NEXT 11

20. VOLATILE MARKETS
Tripadvisor: TripBarometer September 2013 –
The Global Traveller Economy
THE GLOBAL TRAVELLER ECONOMY

21. VOLATILE MARKETS
MARKET DEMANDS: THE SMART CONSUMER

22. VOLATILE MARKETS
MARKET DEMANDS: GO WHERE YOUR CUSTOMER IS
CASE STUDY
Macy’s Store & NYC officially open a visitor center in the store

23. VIDEO
TOURISM VICTORIA: THE REMOTE CONTROL TOURIST

24. VOLATILE MARKETS
Need for Localization

25. DIGITAL TECHNOLOGIES
Adapting to the Digital Landscape: Overview of the
DMO SM landscape based on the 800+ DMO”.

26. Question: Can DMO still add
value due to increased SM
voice?

27. DIGITAL TECHNOLOGIES
Tripadvisor, TripBarometer, March 2013
Official Destination Online Channels are not in the list..

28. DIGITAL TECHNOLOGIES
OTAs Became the Central Channel

29. DIGITAL TECHNOLOGIES
The Mobile challenge and its implications on the DMO services due
to travellers increased independence & private sector’s ability to
provide solutions.

30. DIGITAL TECHNOLOGIES
CASE
STUDY
By providing smartphone for a small daily fee, the destination is giving
value with what travelers seek out the most: wifi connectivity, unlimited
calls, and apps answering most sought after queries, i.e maps,
translation, currency, showtimes, transportation details, etc.

31. INTEGRATED DESTINATION MARKETING & THE FUTURE DMO
Integrated Destination
Marketing

32. INTEGRATED DESTINATION MARKETING
NOW MORE IMPORTANT THAN
EVER BEFORE

33. RESEARCH
SHOWS THAT..
72% of consumers want to be engaged with
an integrated marketing approach, but only
39% are receiving that.

34. RESEARCH
SHOWS THAT..
Google found that consumers
74%
had
brand recall when the
advertiser’s integrated strategy carried
across mobile, TV and online.

35. However.. multi-screen behavior
becomes more advanced with the
number of devices people own.
28% of the 1,000 people surveyed say their focus is
constantly divided between all devices.
1/3 often switch between devices
36% focus on one device at all times and ignore
others.

36. MAKING
INTEGRATION
HAPPEN
Marketers should better integrate their
offline and online marketing efforts, but they
need to take care not to get overwhelmed
by all the options available.

37. DESTINATION MARKETING IS MUCH MORE THAN
JUST PROMOTING A DESTINATION

38. MAKING INTEGRATION HAPPEN
CASE
STUDY
Launched March 2013, followed 2009 Queensland campaign
Competition to apply for six ‘dream jobs’ accross Australia
In cooperation with regional (state) DMOs and major partners

39. MAKING INTEGRATION HAPPEN
Involved over sixty industry partners including...
CASE
STUDY

40. MAKING INTEGRATION HAPPEN
CASE
STUDY
THIS IS MY ATHENS PROJECT - An Integrated Reputation
Management Campaign including a) the creation of a
volunteers greeters community b) SM/UGC initiatives c) realtime visitor safety information d) cooperation scheme
between government authorities & the private sector.

41. MAKING INTEGRATION HAPPEN
CASE
STUDY

42. MAKING INTEGRATION HAPPEN
CASE
STUDY

43. MAKING
INTEGRATION
HAPPEN
SUSTAINABILITY MOVEMENT REINVENTED
SMART PLACES TO LIVE =
SMART DESTINATIONS TO VISIT

44. MAKING INTEGRATION HAPPEN
CASE
STUDY

45. MAKING INTEGRATION HAPPEN
CASE
STUDY

46. MAKING INTEGRATION HAPPEN
CASE
STUDY

47. MAKING INTEGRATION HAPPEN
CASE
STUDY

48. MAKING INTEGRATION HAPPEN
CASE
STUDY

49. MAKING
INTEGRATION
HAPPEN
The number-one tip is to ensure that your
brand is enhancing the experience and not
interrupting it.
Paul Smailes, Digital manager, Heineken Global

50. Question: What would
be the role of DMOs in
10 years from now?

51. ROLE OF DMOs
DMOs
From being at the core
of the destination ecosystem

52. ROLE OF DMOs
DMOs
to become just
another part of it..

53. HOW MOST OF THE DMOs
REACT?

55. THE DMO GRIEF CYCLE 

56. Question: What
DMOs Need to
DO?

58. ROLE OF DMOs
DMOs
Redefine their Role as the ‘Support’’ Satellite of
their Destination Ecosystem

59. ROLE OF DMOs
DESTINATION
MARKETING AND
MANAGEMENT AND
DEVELOPMENT
ORGANIZATION
Redefine their Organizational Scope & Re-design their
structures by integrating management & development
functions

60. KEEP UP WITH:
All of the changes at a macro level,
The emergence of new tools & techniques
Increasing importance of content and realtime service that force them to re-invent
their daily operations

61. MUST:
DO less and enable more
BUILD and share the tools
PROMOTE LESS, and attract more
FOCUS on partnerships, R&D, management & innovation
EARN a measurable return on their investment
MAKE their declining marketing resources, used
jointly and deliver more tourism spend
.

62. To Sum Up..

63. DMOs HAVE AN IMPORTANT ROLE TO PLAY AS A
MACRO-LEVEL ORGANIZATION

64. BUT THEY NEED TO WAKE UP

66. ACHIEVE
SERVICE EXCELLENCE

67. and become
THE CONNECTOR

68. THE ADVISOR

69. THE STAGE
MANAGER

70. NOT THE
GOVERNOR

71. OR JUST A GOOD
PROMOTER..

72. THANK YOU
MANOLIS PSARROS
mpsarros@aboutourism.com - @about_tourism – www.aboutourism.com