The document summarizes a tourism workshop covering: 1) An introduction to the Australian Tourism Data Warehouse (ATDW) and how its content and distribution platform can benefit tour operators. 2) A discussion of the importance of an integrated digital strategy and considerations for social media, online bookings, and the Chinese market. 3) Details on the ATDW's database of over 33,000 tourism listings distributed across multiple channels, as well as its educational resources and digital services.

1. TEE OPERATOR
WORKSHOPS
www.atdw.com.au

2. Today’s Outcomes
Morning:
 Introduction to the ATDW
 Tourism E-Kit – How it can benefit you
 Consider the elements that make up a Integrated
Digital Strategy and why it’s important

Social Media channels for Tourism
Afternoon:
 Online Bookings
 The China market
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3. Long Term Partnership Between
Government and Industry
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4. What is ATDW?
 The Australian Tourism Data Warehouse (ATDW)
is a central content and distribution platform for the
Australian tourism industry
 ATDW benefits Tour Operators by providing a
cost effective solution to increasing their digital
distribution and online exposure, and provides
Travel Distributers with rich, flexible content in a
central database to easily populate their websites
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5. Content and Distribution Network
33,000
33, 000
The database is made up of over 33,000 tourism product listings
which are available across ATDW's multi-channel distribution network
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6. National ATDW Distributors
As of 14 Jan 2013

7. One listing… lots of exposure
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8. ATDW extends its digital content solution further
with a range of other digital services, including:



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Industry Education
Online Bookings
Hosting & Development

9. Empowering the Tourism Industry
 Increase knowledge in online
marketing
 Add value and growth to
individual businesses
 Raise the online standards of
the industry
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10.  Over 60 tutorials
 Online | Print | Video
 Relevant up-to-date
content
Over 300,000 downloads
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 Simple and easy to
follow

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12. Topics covered In the
Tourism E-Kit:





The Basics
Website Image
SEO
E-marketing
Online Bookings
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



Analysis and
Statistics
Online Distribution
Social Media
Working Digitally in
China

13. New Tutorials & Videos just
Released
 Tutorial 7A - Online Etiquette
 Tutorial 17A - Mobile Technology for


Tourism: Advanced
Tutorial 17C - Responsive Design for Web
and Mobile
Tutorial 54 - Online in China – Next Steps
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14. Call to Action
 To Download the E-Kit:
Available to Australian tourism operators only. To register
go to:
www.atdw.com.au → e kit → Member → Register as a
Member (sign up and download)
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16. Call to Action
 To Download the E-Kit:
Available to Australian tourism operators only. To register
go to:
www.atdw.com.au → e kit → Member → Register as a
Member (sign up and download)
 E-kit is completely free and can be downloaded in print or
video format. (You can download each tutorial
individually or the entire e kit as a single file)
 Printed and bound copies of the e kit can be purchased
online at a reasonable price on the TAFE SA website
 Contact the ATDW – Wendy.Smith@atdw.com.au
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17. Integrated Digital Strategy
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18. Why an Integrated Digital Strategy

The growing size and complexity of the digital
marketing landscape necessitates an integrated
approach

Marketing and communications processes must be
re-worked; and continue to adapt

The pace of change is relentless
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20. To respond to the higher sophistication and expectation
levels of the hyper-connected consumer, businesses
need integrated digital marketing
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21. Getting Social

Travel is social

Social media revolution going on and it’s
happening on mobile

90% of travel decisions are made online
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23. Why is it so important?


Businesses with higher levels of
digital engagement have an
average of 20% increase in
annual revenue.
Median revenue for businesses
with low digital engagement is
$87,500 / employee, compared
with $187,500 per employee for
businesses with a high level of
digital engagement.
Source: Deloitte’s Connect Small Business: How Australian small
businesses are growing in the digital economy: 2013
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24. Challenges
Challenges of delivering a coordinated digital strategy
 Complexity of digital channels
 Technical difficulties
 Working out where digital fits in
and what channels will suit you
best
 Fast pace of change – there is
a lot to consider
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26. Industry’s Digital Sophistication
Recent survey conducted by Tourism Research Australia to
measure level of uptake of various digital technologies & digital
distribution capabilities of businesses in tourism
www.tra.gov.au → Publications → Publications List →
Operators Digital Uptake Benchmark Survey 2013 Research
Report
Four areas surveyed:
 Online Presence
 Website Adoption and Management
 Online booking and Distribution
 Social and Mobile Presence
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27. Tourism Operators Digital Uptake
Comparing 2013 to 2010

28. Online Booking Barriers
 A lack of understanding or knowledge of options available
 The perception that booking systems are too complex and time
consuming
 The need for flexibility to personalise or customise the system to
their customer and business needs
 The perception that booking systems are too expensive in
implementation, running costs and commissions
 Some regional areas made reference to instances of poor internet
connection and technology barriers
 Themes common across all sectors of the industry, more prevalent
in businesses managed by people over 56 years of age
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29. Developing Your Digital Strategy

Consider how Digital can support the Business
goals

Look at strategy holistically, before looking at
“Channels”



Understand your competitors

Consider the strengths of each Channel – how do
they relate to your strategy and objectives (some
may combine multiple platforms )


Determine content for desktop, mobile & tablet
Prioritise components of your Digital strategy
Prioritse channels that are important for your
business
Determine how you are going to measure success
of digital strategy (Measure, analyse, optimise)
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30. The Role of Content in Tourism
Take full advantage of the digital communication offerings by:
 Targeting content to specific market segments
 Increasing interactivity – be active on social channels
 Making better use of storytelling and video
 Making content shareable
 Adapting content to emerging markets and different cultures
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31. The Role of Content in Tourism
How does ATDW support your integrated Digital
Strategy?
 High quality content, national database, making it
easily useable by relevant distribution channels
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32. In Conclusion
 No longer nice to have – now critical to have an
integrated digital strategy

As consumers further realise the benefits of social
platforms and mobile devices, they’ll come to demand
ever-more personalised content and purchase options

Operators will have to oblige by creating sharable and
relevant content that speaks to the wants and needs of
each segment of their target audience

Its time to Get Social!
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33. Thank you for your time
www.atdw.com.au
Liz.Ward@atdw.com.au
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