the rise of digital tourism new technologies in destination branding
TRANSCRIPT
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
thanks for your attention