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The future of digital travel and what it means for destinations

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This presentation looks at the future of digital travel from the perspective of city marketing and management. Based on the European Cities Marketing Manifest, it explains how the real priority for European cities should be to aim for a good quality of life, which should attract visitors and ensure they have a good time.

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The future of digital travel and what it means for destinations

  1. 1. The Future of Digital Travel …and what it means for destinations PETER JORDAN, HEAD OF INSIGHTS
  2. 2. STRATEGY & RESEARCH INDUSTRY EDUCATION Previous: UNWTO, WYSE TC, PATA Head of Insights
  3. 3. WE REVEAL THE BEST OF WHAT EVERY PLACE HAS TO OFFER 360º Integrated Destination Marketing and Management Agency Athens / London
  4. 4. IN BRIEF: WE’RE PART OF THE ATCOM GROUP OF COMPANIES, A MAJOR DIGITAL AGENCY AND E-BUSINESS CONSULTANCY GROUP 120+ Marketers, designers, developers, copywriters and digital experts 50+Destination marketing projects in more than 20 countries all over the world. AwardWinning agency at global level (Red Dot, Webby, Microsoft) WE’RE THE OFFICIAL RESEARCH PARTNER & STRATEGY ADVISOR FOR EUROPEAN CITIES MARKETING & HOTREC
  5. 5. Strategy & Research DESTINATION AUDITS TOURISM MASTER PLANS FEASIBILITY STUDIES MARKET INTELLIGENCE POLICY ADVICE & GOVERNMENT SUPPORT Marketing & Branding BRAND DEVELOPMENT & EXECUTION MARKETING PLANS EXPERIENCE DESIGN CONTENT STRATEGY & DEVELOPMENT INFLUENCER MARKETING
  6. 6. DIGITAL DIGITAL CAMPAIGNS / WEB ANALYTICS & METRICS / SEO WEB DESIGN, CONSTRUCTION & HOSTING / USER TESTING EMAIL MARKETING / ELECTRONIC DISPLAY ADVERTISING DEVICE OPTIMISATION / 3D & VIDEO ANIMATION PERSUASIVE DESIGN / CONVERSION RATE OPTIMISATION
  7. 7. THE DIGITAL CITY VISITOR
  8. 8. THE DIGITAL CITY VISITOR “Everything is changing” - Wonderful Copenhagen
  9. 9. THE DIGITAL CITY VISITOR “Everything already has changed” - Wonderful Copenhagen
  10. 10. THE CITIES WE VISIT ARE THE SAME CITIES THAT PEOPLE LIVE IN
  11. 11. “The air we breathe. The people we meet. The food we eat. That feeling of ‘belonging’. These things matter when we travel, just as much as they do when we’re at home”
  12. 12. The Future of DMOs: The European Cities Marketing Manifest
  13. 13. A roadmap for European destination development, management and marketing A vital resource for place -making and branding
  14. 14. Released June 2017 Free download Toposophy.com/insights
  15. 15. Social sustainability Place building & branding Liveability & localism Partnerships New funding schemes The sharing economy Security & crisis management Smart cities THE MANIFEST
  16. 16. “As more and more people arrive in your city, providing clean air, safe streets, power, transport and pleasant public places mean turning to technology” ECM Manifest, point 6
  17. 17. …for the benefit of everyone: Visitors Residents Businesses Investors
  18. 18. WHAT DOES ALL THIS MEAN FOR ME?
  19. 19. FOUR TAKEAWAYS…
  20. 20. 1. IT’S ABOUT YOUR ROLE: DMO → DDMMO
  21. 21. 2. THINK BIG START SMALL
  22. 22. 3. WE’RE PEOPLE, NOT USERS. FIND FUN WAYS TO GET VISITORS AND LOCALS TO PLAY, RELAX AND MIX
  23. 23. 4. SMART CAN BE SIMPLE THINK OF SMALL WAYS TO PUT TECH TO WORK IN MEETING YOUR LONG-TERM GOALS
  24. 24. TALK TO US! STRATEGY & RESEARCH MARKETING & BRANDING DIGITAL
  25. 25. NICE TO MEET YOU! pjordan@toposophy.com toposophy.com/insights

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