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The Power of Digital
#TourismNIConf16
Dr Peter Bolan
Why is ‘digital’ so
important?
The power of digital
• World’s largest taxi company owns no taxis (Uber)
• Largest accommodation provider owns no real estate (Airbnb)
• Largest phone companies own no telecom infrastructure
(Skype)
• World’s most valuable retailer has no inventory (Alibaba)
• Most popular media owner creates no content (Facebook)
• Fastest growing banks have no actual money (SocietyOne)
• World’s largest movie chain owns no cinemas (Netflix)
• Largest software vendors don’t write the apps (Apple, Google)
Tourism
Source: UNWTO 2015
Northern Ireland
Context
Golf Tourism
Food Tourism
How do we harness these
and compete globally?
The digital landscape
Increasingly it is about 4 core aspects:
Mobile
Social Media
WiFi Connectivity
Big Data (analytics)
That’s creating huge opportunities but also a huge threat for businesses.
Northern Ireland
Context
50% of marketing spend in Great Britain
is now digital
In Northern Ireland it is 14%
Businesses here need to take this much
more seriously
The obsession with
social media & mobile
communication
The obsession with selfies
Understanding
‘Reach’
Being ‘Creative’
Look for opportunities you
can leverage
The power of imagery
Using customers to do
the marketing for you
Devoting ‘time’
Digital is Mobile
Expectation and
Experience
WiFi Connectivity
Two to the sixtieth
power bytes or one
quintillion bytes (one
billion billion)
Data
Personalisation
Being flexible, willing to adapt, responsive to change
Thank you
Dr Peter Bolan
Ulster University
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