Driving Innovation Online

A contextual review of e tourism innovation

Let’s review…

What is innovation?

What is the context of innovation in e tourism?

etourism innovations

Is Australia embracing opportunities for e tourism innovation?

ATDW community innovations

In – no – va - tion

Noun

1. The introduction of something new2. A new method, idea or device

Synonyms

Novelty – newness

Source: http://www.merriam-webster.com/dictionary/

In – no – va - tion

Innovation is highly contextual, evolves out of varying mixes of activities, and is influenced by framework conditions that are not globally uniform

Source: Australian Innovation Systems Report 2011 – Federal Government

In – no – va - tion

Innovation can be radical and disruptive, but more often is incremental

Innovation can be based heavily on technological development or not at all

Australian businesses are more likely to invest in purchasing new equipment, training and marketing than investment in R&D or acquiring intellectual property

Source: Australian Innovation Systems Report 2011 – Federal Government

Innovation Tenets from an Innovation LabLess talk more action

Demonstrate the art of the possible

Not everything worth doing is worth doing well - prototypes are meant to demonstrate capability, not to deliver it

You have to complete projects

If you don’t fail sometime, you are not working hard enough

Everyone should be working on at least three projects

Projects should be complete within a three-month cycle. The exception is for major projects, which should have quarterly phases

Source: PhoCusWright – Innovation in Distribution: No Silver Bullets (Sabre Labs)

Innovation Tenets from an Innovation LabGoogle has addressed this with 3 principles:

Innovate long term Innovate everywhere, always Innovate the culture

Source: PhoCusWright – Innovation in Distribution: No Silver Bullets (Sabre Labs)

Innovation PortfolioTwo categories of business innovation:

Sustaining Disruptive

Sustaining innovation includes:

Evolutionary innovation that relates to continuous product improvement (and which customers expect)

Revolutionary innovation that is unexpected and perhaps radical, but does not affect existing market

Source: PhoCusWright – Innovation in Distribution: No Silver Bullets (Sabre Labs)

Leanings from ATDW

Getting the culture right, from the top down, is fundamentally important

There’s always something happening in the short term that pushes off long-term innovation

Sometimes the most valuable innovations come from short term activities and the need to keep pace

Digital technology change is driving innovation in e tourism

An Integrated and Adaptable Strategy

The growing size and complexity of the digital marketing landscape necessitates an integrated and adaptable approach

Marketing and communications processes must be re-worked; and continue to adapt

The pace of change is relentless

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To respond to the higher sophistication and expectation levels of the hyper-connected consumer, businesses need integrated digital marketing

Technology change and consumer adoption of technology are driving e tourism innovation

Bournemouth University’s eTourism LabPriorities: online reputation management context based services proximity marketing

Online Reputation Management Brand owners are not the influencer; the community is the influencer Brands are co-created through on-going interactions among brand users Time and skill challenges for industry in managing reviews and

ultimately reputation online

Context Based Services High level of personalistion Contextualised to the individual mobile user, their location and interests,

aggregating social media data Using 3D navigatable maps and augmented reality Valuable for user experience and research

Proximity Marketing Mobile information, advertising and offers Wifi and bluetooth marketing Transmission of offer via video, audio, text or other content within

100 metres proximity of store Wi-fi service redirects to relevant web page content

Industry’s Digital SophisticationRecent survey conducted by Tourism Research Australia to measure level of uptake of various digital technologies & digital distribution capabilities of businesses in tourism

www.tra.gov.au → Publications → Publications List → Operators Digital Updae Benchmark Survey 2013 Research ReportFour areas surveyed:

Online Presence Website Adoption and Management Online booking and Distribution Social and Mobile Presence

Tourism Operators Digital Uptake

•Comparing 2013 to 2010

Went live in Q1 2013 http://triphitter.placeswego.com First commercial distributor to use the new

realtime ATLAS web service. Supporting TV show on Network 10 (Places

We Go) Really proactive and puts the tourism

operator first!

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Triphitter (PlacesWeGo)

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Went live in Q2 2013 http://www.visitlogan.com.au/ First distributor to use ‘Responsive Web

Design’ (RWD) Publishing all listings in Logan Area (Brisbane

and Gold Coast regions) Creative and innovative Local City Council

Logan City Council

Went live in Q4 2012 www.eventfinder.com.au Publish all event listings (Australia Wide). Great online knowledge and engagement

with big and small events Built strong relationships with government

and ATDW Affiliated with Yahoo!7 Entertainment.

Eventfinder

Innovative Mobile App Tropical Tablelands Tourism Initiative Download free via iTunes iOS and Android platforms Publish all ATDW listings across 5 regions

in North and West Queensland Re-used existing content

Drive North Queensland (Mobile App)

Planning tool for travelling on the drive journeys of the Overlanders Way, The Great Tropical Drive, and the Savannah Way

Conclusion

Innovation is absolutely necessary for a successful futureNo single correct path for a business to encourage and

embrace innovationValue in understanding ideas and lessons learnedYou need to reengineer the culture to minimise roadblocksYou cannot fear failure

e tourism

ContentContextCo-creation

http://gopro.com/videos/video-of-the-day/2013/5/23/

http://www.youtube.com/watch?v=mYrrE5nn4d0