the rise of digital tourism new technologies in destination branding

MODERN TRENDS OF BRANDING IN TOURISM THE RISE OF DIGITAL TOURISM: NEW

TECHNOLOGIES IN DESTINATION BRANDING

21st March 2016 President Hotel, Moscow, Russia

#1 Global Tribes

Multi Touchpoint

MILLENNIALS

Tech-Savvy

Informed

Experiential

Enabled

Connected

Influential

Social

4 KEY TRENDSMILLENNIAL TRAVEL

inspiredreal-time engagement immersive brand experiences omni stage-channel-format-device experience generation technology in service design

@think_tourism

visitor centriclead with user experience build and protect digital trust people at the core of your marketing real stories told by real people authentic and immersive

connectedcreate connections collaborate & innovate understand consumer behaviour empower content creators think about digital transformation

data drivenuse consumer intelligence real time decision making data driven implementation tap into the power of personalisation long-term strategies

CONNECTIVITY

CONSUMER BEHAVIOUR

E-COMMERCE

MOBILE DEVICES

SOCIAL NETWORING

CONNECTIVITY TRIBES

CONSUMER BEHAVIOUR TRENDS

E-COMMERCE CONTENT

MOBILE DEVICES TOUCHPOINTS

SOCIAL NETWORING COMMUNITIES

#2 Content Perspectives

CONTENTPERSPECTIVES

HIGH BUDGET. POWERFUL. CRAFTED

MID-BUDGET. POWERFUL. AUTHENTIC

LOW BUDGET. POWERFUL. REAL-TIME

d i

#3 Micro Moments

#4 Transformation

OVERCROWDING VISITOR DISPERSION

MILLENNIAL PRODUCT APPEAL DIGITAL VISITOR EXPERIENCE

STAKEHOLDER VALUE PERSONALISED PRODUCT OFFER

SUPPLY AND DEMAND PRODUCT PRICING ELASTICITY

INFORMATION SERVICE SMART DATA INTEGRATION

DESIGN

VAN GOGH BIKE PATH EINDHOVEN

ICELANDAIR NORTHERN LIGHTS

ICELANDAIR NORTHERN LIGHTS

MANAGING DIRECTORS VISIONARY LEADERS

INFORMATION PROVIDERS CONVERSATION FACILITATORS

QUALITY GRADING REPUTATION BUILDING

SKILLS TRAINING COLLABORATION CO-CREATION

LEADERSHIP

BRAND DEVELOPMENT INFLUENCERS & COMMUNITY

TARGET GROUPS SOCIAL GRAPH & TRAVEL TRIBES

MARKETING CAMPAIGNS REAL TIME & FULLY IMMERSIVE

BROADER BRAND VISION MOBILE, SOCIAL, DIGITAL FIRST

AWARENESS

JOANNA LUMLEY

SERIALISED CONTENT

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