My presentation "going digital in Tourist Information Center. Best trends 2013". For European Cities Marketing Spring meeting in Nice, february 22, 2013. Why and how going digital in TIC? Presentation of 3 experiences in Biscarrosse, Lacanau and Vaison la Romaine. Five tips to manage a digital project in TIC. The eight 2013 trends in digital TIC. 3 funny services for a Tourist Information Center

1. European Cities Marketing
Online Marketing and Sales group
Tourist Information Centres group
Going digital in the TIC
By Jean-Luc Boulin, etourisme.info editor and co-founder
MOPA Director
Nice
–
2013
–
February
22th

2. I
-­‐
Digital
in
TIC
–
Why?

3. I
-­‐
Digital
in
TIC
–
Why?
Increase
of
smartphones
and
personals
mobiles
devices
Other
possibili>es
of
informa>on
for
visitors
Flow
management
in
TIC
In
some
cases,
lower
aDendance
in
TIC

4. Mobile
terminals
• Increase
of
smartphones
and
personals
mobiles
devices
2015
>

5. Mobile
terminals
Tablet
=
2015
THE
travel
perfect
tool
>

6. Mobile
terminals
FOR
EASYER
THAN
x

7. Some
others
make
your
job
Please,
tourist,
my
friend,
visit
my
TIC!

8. And
the
flow?

9. And
the
flow?
80%
of
demands
are
simples
and
basics

10. And
the
flow?
20%
of
demands
need
an
«
vaca>on
adviser
».
This
moment
of
advising
can
create
economical
value

11. And
the
flow?
How
answer
to
the
basics
demands
with
digital
tools?

12. Be
aGracIve
France
:
only
1
visitor
/
10
visit
TIC
So
:
9
visitors
/10
don’t
enter
in
the
TIC.
Ques>on
:
how
can
I
Inform
them?

13. Be
aGracIve!
Your
visitor
don’t
visit
your
TIC?
Give
him
some
fun
ATTRACTIVE
EFFECT
OF
DIGITAL

14. Inside/Outside
TIC
Quebec
Romania

15. II
-­‐
What
we
know?
Digital
TIC

16. From
the
visitors
When
they
spoke
about
french
TIC

17. From
the
visitors
Friendly,
but
a
liDle
bit
old
fashion
Professional,
but
it
looks
like
an
administra>on
Oh,
does
it
s>ll
exists?
Like
a
friend
who
can
help
you

18. From
TIC
managers
I
didn’t
realise
the
necessity
of
media>on

19. From
TIC
managers
The
QR
Codes
and
the
app…

20. From
TIC
managers
It’s
really
expensive
!
It’s
really
a
lot
of
>me!
It’s
really
a
big
investment
for
the
content!

21. III
-­‐
Experiences

22. Biscarrosse
experience
o CEO –
Biscarrosse
Tourism
o Date of
project : 2011

23. Biscarrosse
–
Why?
Flow
management
:
120
000
visitors
a
year,
but
100
000
in
six
weeks
A
way
to
enhance
staff
engagement
Increase
the
hospitality’s
quality

24. Biscarrosse
Experience
8
ipads
for
visitors
and
agents

25. Biscarrosse
Experience
2
Apps
:
IBISCA
and
IBISCA
360

26. Biscarrosse
Experience
External
interac>ve
kiosk
full
HD

27. Biscarrosse
experience
2
screens
with
a
streamline
QR
codes
and
new
mobil
website

28. Biscarrosse
Results
First
season
:
40%
of
visitors
let
the
desk
for
ipads
Second
season
:
60%
of
all
informa>ons
are
electronics,
40%
are
physicals

29. Biscarrosse
Results
Time
for
a
face
to
face
advising:
3
to
9
minuts

30. Biscarrosse
-­‐
Problems
Ipad
1,
hard
to
program
Geek
power
of
children!

31. Biscarrosse
-­‐
Problems
To
much
people
using
wifi;
low
flow!
Clients
use
15%
of
the
content
who
is
in
the
kiosk
or
app
25%
of
1
full
>me
to
manage
the
devices

32. Medoc
Ocean
experience
o CEO – Medoc
Ocean Tourism
o Date of
project : 2012

33. Medoc
Ocean
–
Why?
2010
:
three
bureaus
are
grouped
in
the
same
DMO.
New
organisazion
:
one
central
bureau
open
all
over
the
year,
and
two
bureaus
for
the
season

34. Medoc
Ocean
–
Why?
Central
bureau
in
Lacanau
:
flow
management
–
In
august,
some
1000
people
a
day

35. Medoc
Ocean
-­‐
How?
Face
to
face
First
guidance
to
siUng
advising.
sort
the
asks
The
vaca>on
adviser
has
>me
to
sell
Two
principles

36. Medoc
Ocean
-­‐
How
First
guidance
Electronics
kiosk
Frequents
asks
Screens
Tide
schedule,
direc>ons,
availabilitys,
etc.
Flyers

37. Medoc
Ocean
-­‐
How
Electronic
kiosk

38. Medoc
Ocean
-­‐
How
Electronic
kiosk

39. Medoc
Ocean
-­‐
How
Customized
guidance
Specialized
adviser
Specials
demands
for
advice
Face
to
face
Ride,
surf
lessons,
what
do
do
tonight..
Virtuals
desktops

40. Medoc
Ocean
-­‐
How
The
client
is
simng

41. Medoc
Ocean
-­‐
How
Double
screen

42. Medoc
Ocean
-­‐
Results
Increase
of
directs
sales
(double
screeen)
Increase
of
par>cipa>on
of
menbership
(promo>on
on
screens)

43. Medoc
Ocean
-­‐
Results
New
mo>va>on
for
«
vaca>on
advisers
»

44. Medoc
Ocean
–
to
progress
More
comfort
for
mobile
travelers
:
charging
kiosk
for
cellphones,
laptops,
tablets…

45. Medoc
Ocean
–
to
progress
More
paper
Adap>ng
hours

46. Ventoux
experience
o CEO – Ventoux
Tourism
o Date of
project : 2011

47. Ventoux
–
Why?
Located
in
the
North
of
Provence
Surrounded
by
hills
and
small
mountains,
especially
Mont
Ventoux
120
000
visitors
at
the
tourist
office
in
2011,
more
than
200
000
in
2012
The
need
for
managing
conges>on
at
welcoming
desk

48. Ventoux
–
How?
Digital
display
with
8
screens
for
informa>on
7
tac>le
computers
available
to
visitors
Free
wifi
One
24
hours
informa>on
kiosk

49. Ventoux
experience
One
hotspot
for
hiking
and
cycling
with
geolocalised
routes

50. Ventoux
Results
An
increase
of
frequenta>on
of
the
tourist
Office
A
beDer
repar>>on
3
posi>ve
points
:
of
the
tourists
within
the
office
An
empowerment
of
the
visitors
with
the
news
tools

51. Ventoux
Results
Need
for
adap>ng
and
developing
new
contents
for
the
digital
tools
3
ways
towards
Training
of
the
staff
to
progress
social
networks,
Need
for
reac>vity
on
the
informa>on
displays

52. IV
–
Tips
for
a
digital
TIC
5
>ps

53. 1
Think
customer,
not
manager
You’ve
visited
NY
or
But
have
you
the
same
Biscarrosse
TIC?
You
want
customers?
the
same
tools
at
home?

54. 2
Live
the
life
of
the
traveller
Imagine
you’re
a
french
tourist
in
your
city…

55. 3
Define
your
goals
Iwant
:
increase
my
local
guided
visites?
Book
some
rooms?
Sell
some
pass?
Or
just
manage
the
flow
of
visitors
in
my
bureau?
Or
just
give
a
«
waouh
effect?
»
in
my
old
friendly
informa>on
centre?

56. 4
Content
is
king…

57. 5
Know
the
costs,
all
the
costs
Tools+!
content +

58. V
–
2013
trends
8
trends

59. 1
Web
to
office
Aser
web
to
store,
the
web
to
office
Special
deals
on
the
web,
to
remove
TIC
Personalized
advice
by
appointment
from
the
hotel
Making
appointments
from
tablet
app

60. 1
Web
to
office
Exemple
:
la
vitrine
Montréal

61. 2
Big
screens
• Photo
big
screen

62. 2
Big
screens
To
promote
offers
A
different
experience
Addi>onal
informa>on
with
a
real
comfortable
reading
And…
seduc>on

63. 3
3D
&
Augmented
reality
Let’s
discover
the
patrimony

64. 3
3D
&
Augmented
reality
Jumieges
abbey
all
in
3D
Interac>ve
screens
/
video
games

65. 4
Tablet
for
adviser

66. 4
Tablet
for
adviser
No
more
They
will
be
in
All
the
content
advisers
behind
the
flow
with
a
is
in
the
tablet
the
desk
tablet

67. 5
InteracIve
tags

68. 5
InteracIve
tags
Development
of
NFC
Genera>on
of
new
content
The
interac>ve
tags
will
give
more
informa>on
inside
TIC
and
outside

69. 6
IdenIfy
and
locate
customers
With
digital
Each
TIC
visitor
tools,
track
him
has
a
value
and
locate
him

70. 6
IdenIfy
and
locate
customers
Vitrahaus
RFID
card
Webcam
(Germany)
-­‐

71. 7
Urban
digital
furnitures
To
be
inven>ve
Outside
office
for
mobile
traveler
Used
by
inhabitants

72. 8
Digital
DesInaIon
40%
Help
your
connected
customer
Internet
de
séjour

73. 8
Digital
DesInaIon
in
six
steps
3
:
special
deals
2
:
website
or
1
:
wifi
or
3G
for
connected
apps
adapted
traveler
6
:
adver>sing
5
:
urban
digital
4
:
digital
TIC
on
the
place
of
furnitures
stay

74. VI
-­‐
For
the
fun
and
for
the
end
Three
friendly
services
for
a
tourist
informa>on
centre

75. 1
San
SebasIan
A
smart
vending
machine
of
tourist
maps

76. 2
Singapore
Rent
your
smartphone
to
TIC

77. 3
Japan
Touch
the
window
–
Kinect
effect

78. Thank
you!
@etourismeinfo