new structure for destinations on visitnorway.com

Visitnorway.comNew structure for destinationsKristiansand - October 22 2013Hans Petter Aalmo

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AGENDA:1. STATUS VISITNORWAY2. NEW STRUCTURE FOR DESTINATIONS Photo: Terje Rakke

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

•Zvezda Travel Award (.ru)

•Travvies Website Awards (.nl)

•Le trophee de l’e-tourisme (.fr)

•Webby Awards

“Worlds best national travel portal”Old vision

«Visitnorway makes it easy to choose Norway» (as a travel destination)

New Vision

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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

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

1. Services builds on high standard travel products

Fu rth e r d eve lo p m e n t o f th e se rvice V isitn o rw ay co n trib u te s to im p ro ve d m arketi n g o f N o rw ay

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During the journey

Booking

Pre journey

Post journey

• Increased knowledge of and preference for Norway

• Easier to find relevant offers

• Easier to plan

• Easier to order the the holiday in Norway• Greater variety of products to book

• Easier to travel around in Norway

• Better experience of the journey

• Up-sell opportunities• Sharing the moments

• Feedback in the form of ratings and comments• Sharing of experiences• Consider new holiday

2: Improved partner- and campaign platform

3: Fast track to booking

Focus areas for Visitnorway

1: Develop content and services further

1.3 Inspirational theme and segment planning tools

1.2: Make travel planning easy and fun 1.1: Improved travel product descriptions

System overview

Site

/ P

rese

ntas

jons

lag

Episerver CMS6 R2Presentasjonslag

ASP.NET maler & CodeBehind

sdsd

NSBAVINORAutopost (Twitter) – benyttes av Petur

Tjen

este

lag

NCache

EPiServer TMCoreProduct Provider

Emnekart/TMCore service

Fast ESRI

ArcGis Server v.10

Produkt service AreaService

Søk service Comperio

Front

Tellus webservice

Product Import Service

BookNorway webservice

Win

dow

s Se

rvic

es

CacheService

TripAdvisorXML feed

Cons

ole

Appl

icati

ons

WeatherLoader

SkiInfo

Yr

Geo

Weather Service

Area

Stedsnavnsøk ruteplanner

Meetings Request

for proposal

TMCore07

Quiz ImageVaultCatalogueOrder

TuristTurist RedaktørRedaktør DistribusjonsenterDistribusjonsenterZXZX

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Visitnorway.com

Redaksjonelt innhold Kataloger Kart og ruteplanleggingProdukter Søk

InstagramImages

GeoData CloudKart tiles and javascript

TripAdvisorWidgets

Adscm.visitnorway.com

Analyse/Statistikk:New Relic

Google AnalyticsVisual Web Site

OptimizerMouseflow

CBIS

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The RnD budget 2013: 16.6 NOK millionVfocus 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

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)

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New services on the Visitnorway.com platform

Some of the services tourists and participants of the «New structure» benefits

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Responsive design

21 % of the visitors uses tablets and phones

TripAdvisor integrated

TripAdvisor integrated

Go green! Eco-certified providers

Norwegian foodprints

Route planner from A – B

Route planner: Round trip

«Family and fun» along the route

Mobile friendly map and route planner

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Search with auto suggestions

Video player

Embed it!

Weather and snow reports

Weather and snow reports

Need a booking service?

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“THE WORLD’S BEST NATIONAL TRAVEL WEBSITE……GOOD ENOUGH FOR DMO’S?

Photo: …

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New structure for destinations

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

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.

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

New structure for DMOs and RTBs

Study phase Dec 2012 – March 2013– Gathering information and requirements from DMOs and RTBs

• Fjord Norge, Nord-Norge• Visit Sørlandet, Trøndelag Reiseliv• Visit Trondheim

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

New structure for destinations

Version Alfa: Visit Sørlandet

Version Alfa: profiling the DMO w logo

Version «Beta light» with local menu

Responsive design

Challenge from Bergen in June

«Show how far you are able to stretch Visitnorway platform to profile the DMOs»

Version «Beta» with local menu (sketches)

Sketches

Sketches

Sketches

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!

Design choices

Slide 45

Slide 46

Hvem

Mandat

Frekvens

Governance model

Eier

Market groupInnovasjon Norge

Dir. Reiseliv og kulturKAM Innovasjon NorgeMarkedssjefer fra landsdelsselskap og byer

Strategisk videreutviklingRammebetingelserRedaksjonelle føringerÅrlig evaluering

Halvårlig

Owner groupInnovasjon Norge

Ledergruppe IN REISVisit Norway team

Strategi, økonomi, prosess- og teknologiBestemmelse og sikring av styringsform

Kvartalsvis

Dev groupInnovasjon Norge

Dir. Reiseliv og kulturWebredaktører ilandsdelselskap og destinasjonsselskap/byer

Koordinering & prioritering av utviklingsønsker Prosjektledelse

Kvartalsvis

Deliveries

Main project 2014 -> – Local search– Toggling between DMO & RTB menus (suggestions)– Local branding– Investigating local domain names

New structure for destinations

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THANK YOUHANS.PETTER.AALMO@INNOVASJONNORGE.NO

@HANSPETTERAALMO

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