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What strategies to digitally dynamyze destination? #enter2015

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Keynote about "digital destination" at Enter 2015, Lugano 5th february , 2015.
The topic is about hospitality scheme, news jobs in DMO, and human capital as key of succes.

Veröffentlicht in: Reisen

What strategies to digitally dynamyze destination? #enter2015

  1. 1. What strategies to dynamize a destination digitally?  @JeanLucBoulin
  2. 2.           Jean-­‐Luc  Boulin   @jeanlucboulin     EDITOR   Blog  Etourisme.info     MANAGER   Tourism  offices   network   Aquitaine  Region  
  3. 3. KEYNOTE A WORLD OF SILENTS TRAVELLERS IMPROVE CUSTOMER RELATIONSHIP DURING THE STAY EXPLORE NEW JOBS IN DMO HUMAN CAPITAL, THE KEY OF SUCCESS
  4. 4. A WORLD OF SILENTS TRAVELLERS IMPROVE CUSTOMER RELATIONSHIP DURING THE STAY EXPLORE NEW JOBS IN DMO HUMAN CAPITAL, THE KEY OF SUCCESS
  5. 5. Why mobile customer is so important?
  6. 6. A world of silent travelers Mathew  Hurst  
  7. 7. A  world  of  silent  travelers   The  silent  traveler  disappear  from  our  radar  screen   A world of silent travelers Out of the radar
  8. 8. BE PRESENT IN MAJOR APPS 1
  9. 9. tripadvisor  
  10. 10. HOSPITALITY SCHEME 2
  11. 11. •  What  do  we  do  with  the  nine  others?   •  Where  do  they  go?  What  do  they  do?   How  do  they  obtain  informa=on?     One tourist out of ten comes to the tourist office
  12. 12. If you closed your tourist office, would this affect tourists number?
  13. 13. Some  tourists  advisor  say  :  it’s  OK  like  that,   don’t  change  anything…   Photo  Patrick  Jourdheuille   Unemployed  Tourist   Advisors,  2017  
  14. 14. Photo  Téo  La  Photo   A  hospitality  scheme   Some  do  react  
  15. 15. Entrées sur le territoire Lieux de visite Sites d’activité / loisirs Etapes jacquaires (Voie d’Arles et du Puy) Sortie n°9 ARTIX – A64 Concentration de population (+ 1500h)  Gare SNCF Ter / TGV Autoroute A64 Légende : Cartographie  des  flux  –  Territoire  Cœur  de  Béarn   Hospitality  scheme     Stage  1  :  Flows  
  16. 16. •  Digital  tools   •  High-­‐level  advice   •  A  place  to  relax   Photo  Téo  La  Photo   Stage  2  :  How  to  Improve  Hospitality   inside  the  Tourist  Offices  
  17. 17.        Val de Garonne : home sweet home  
  18. 18.    Mulhouse  
  19. 19. An  interna=onal  ques=on!   Troy  Thompson,  the  visitor  center  of  the  future  
  20. 20. The  customer  doesn’t  know  the  name  of  the   DMO,  but  he  knows  where  he  booked!   Hospitality  scheme   Stage  3:  Outside  the  Tourist  Office  
  21. 21. Photo  Menphis  CVB   Staff  at  accommoda=on  :  an  essen=al  role   in  tourist  informa=on  
  22. 22. Hospitality  scheme   The  rising  of  mobile  tourist  offices  
  23. 23. truck   The  rising  of  mobile  tourist  offices  
  24. 24. R   When  Quebec-­‐City  organizes  its   hospitality  scheme  
  25. 25. 160%  
  26. 26. A WORLD OF SILENTS TRAVELLERS IMPROVE CUSTOMER RELATIONSHIP DURING THE STAY EXPLORE NEW JOBS IN DMO HUMAN CAPITAL, THE KEY OF SUCCESS
  27. 27. WHAT DOES A SILENT TRAVELLER NEED? 1
  28. 28. 1.  Wifi 2.  Wifi 3.  Wifi
  29. 29. He has wifi
  30. 30. Desdnadon  Wifi  
  31. 31. DIGITAL DESTINATION = DIGITAL SERVICES 2
  32. 32. Give  Experience  a  Chance!  
  33. 33. Give  Experience  a  Chance!  
  34. 34. Give  Experience  a  Chance!   «  I  want  to  »  :  A  Stay  App  which  takes  into  account  geolocalizadon,  weather,  transports,     to  propose  special  deals  to  consumers  at  the  right  moment  
  35. 35. A DMO AS A DESTINATION CONCIERGE ? 3
  36. 36. A  DMO  as  a  desdnadon  concierge  
  37. 37. A  DMO  as  a  desdnadon  concierge  :   not  so  easy!   Skii  has  analyzed  11  DMOs  (out  of    a  total  of  450  on  their  Database)  which  use  twiner  as  a   Real-­‐Time  Concierge.  Not  so  easy  to  answer  in  less  than  an  hour!  
  38. 38. Wiidii  is  a  French  web  app  who  associate  big  data,  ardficial  intelligence  and  human  concierge  
  39. 39. A  digital  des=na=on?   Wifi   Digital   rela=onship   Digital   des=na=on  
  40. 40. A WORLD OF SILENTS TRAVELLERS IMPROVE CUSTOMER RELATIONSHIP DURING THE STAY EXPLORE NEW JOBS IN DMO HUMAN CAPITAL, THE KEY OF SUCCESS
  41. 41. BECAUSE DIGITAL TECHNOLOGY HAS CHANGED ORGANIZATIONS
  42. 42. BEFORE   NOW   New  jobs  have  appeared  
  43. 43. BEFORE   NOW   New  jobs  have  appeared   Webmaster!  
  44. 44. WEBMASTER IS DEAD
  45. 45. DIGITAL TEAM
  46. 46.  Local  Digital  Officer  (LDO)  1
  47. 47. Support  local  tourism  stakeholders  to  be   more  efficient  on  the  web  
  48. 48. A  na=onal  network  :  1200  LDO  in  France  
  49. 49. Desdnadon  reporter  2
  50. 50. Desdnadon  reporter  
  51. 51. Tourist  Advisor  3
  52. 52. Tourist  Advisor  :  the  connector   Tourist   advisor   Public     Services   Staff   Accomo-­‐ dadons   Popula=on   Urban   furnitures   Web   Apps  
  53. 53. DIGITAL MANAGEMENT
  54. 54. A WORLD OF SILENTS TRAVELLERS IMPROVE CUSTOMER RELATIONSHIP DURING THE STAY EXPLORE NEW JOBS IN DMO HUMAN CAPITAL, THE KEY OF SUCCESS
  55. 55. MONEY VS TIME
  56. 56. YOU JUST NEED TIME
  57. 57. AND A GREAT TEAM Jeshu  John  
  58. 58. Thank You Jean-Luc Boulin

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