rear view – forward view of atdw@ enter 2014 - dublin
TRANSCRIPT
Rear View – Forward View of ATDW@ Enter 2014 - Dublin
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Two key stories to share
A contemplation on what has worked and what hasn’t in establishing and evolving the ATDW
A future view on what could be possible to continue its success
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Tourism is a key contributor to the Australian economy
$98 billion in total visitor expenditure, Nearly 5% of the Australian workforce 6% of Australia’s export value Australia ranked #11 out of 140 countries when measuring the nation's overall
competitiveness (travel and tourism) against other countries Australia ranked #2 out of 140 countries when measuring the performance of
our natural resources (in terms of competitiveness) Australia ranked #137 out of 140 countries when measuring price
competitiveness in the travel and tourism industry Despite the continuing high value of the Australian $ and the increased number
of emerging destinations becoming active in tourism, international visitors to Australia grew at 5% in 2012–13 to reach a new record of 6.3 million visitors
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Joint initiative of Tourism Australia and all Australian State and Territory Government Tourism Organisations
Identified need to establish a national database to market a comprehensive range of Australian tourism products
Achieves a high quality national database, data standards, technology to aid content sharing
12 Year Partnership
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Picture of our product categories / icons / numbers
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As of 30 Jul 2013
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Value to Industry…Leads
Platform Evolution
2002ATDW
2004STOs’
Local ATDWs
2008TXA booking
exchange
2008Tourism
e-kit
2010New data standard
2011myATDW data management
application
2012Geoweb
Webservice
2015 New ATDW
Platform
2013Chinese
translation
2013Booking Widget
2014 Contribution
API
2014 Content Widgets
Over 60 tutorials
Online | Print | Video
Relevant up-to-date content
Simple and easy to follow
Over 300,000 downloads
Platform Evolution
2002ATDW
2004STOs’
Local ATDWs
2008TXA booking
exchange
2008Tourism
e-kit
2010New data standard
2011myATDW data management
application
2012Geoweb
Webservice
2015 New ATDW
Platform
2013Chinese
translation
2013Booking Widget
2014 Contribution
API
2014 Content Widgets
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Strategic MetricsContent quality
Content growth
Distribution growth
Demand from distributors
Demand from industry
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Success FactorsDMO ownership model
Flexibility in servicing DMOs
Customer service culture
Commitment to quality
Continual evolution
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Weak SpotsDMO ownership model
Making content bookable (sellable) in a DMO centric model
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Learnings
Effort and Support of DMOs
Importance of Measurement
Research and Adaptation
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What if?
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Distributor
Operator
ATDW Database
Operator Operator Operator
Distributor Distributor Distributor
Centralised – Content Stored by ATDW
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Distributor
Operatornode
Distributor Distributor Distributor
Operatornode
Operatornode
Operatornode
ATDW Index
3rd Partynode
3rd Partynode
Decentralised – Content Stored by Industry
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The future?
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Core proposition = Trusted Content
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Evolution
Dynamic
Research and Adaptation
DMO Roles Review
Education
Reporting
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Thank you