Presentación de Nicolla Callegaro de VENICE CONECTED sobre el proyecto de plataforma multiservicio realizada en Venecia la cual favorece la integracíon de servicios y ayuda a las ventas en temporada baja. Ponencia realizada el 20 de Enero de 2011 durante el evento OMTTech, presentación oficial de www.platma.org

1. WEB TECHNOLOGIES
FOR A CITY TOURISM
Nicola Callegaro
Madrid
20 January 2011
Nicola Callegaro

2. City of Venice
16,000,000 tourists
Madrid
60,000 inhabitants
20 January 2011
Nicola Callegaro

3. //venice>connected
is…
A new integrated platform for managing
tourism flows – run directly by the Venice
City Council - consisting of an innovative
online booking process of main public
services at reduced fares
BUY NOW Pricing strategies…
Madrid
20 January 2011
Nicola Callegaro

4. //venice>connected
is…
Pricing strategies have been defined to encourage
advanced booking and reduce negative effects of
season peeks
• Bookings can be made up to a minimum
of 4 days before collecting the tickets
• In order to get lower prices (online
rates), you need to book at least 7 days
before arriving in Venice
• Prices are based upon a calendar
related to the sustainability index and
vary according to the tourist flow
Madrid
20 January 2011
Nicola Callegaro

5. //venice>connected main
objectives
• To limit the negative effects of seasonality
• To estimate tourist flows in advance in order to
provide tourists with better services as well as to
ensure better living conditions for residents
• To foster the implementation of ICT-based flow
management systems and arrivals trend analysis
• To improve cooperation and dialogue between the
governmental and non-governmental sectors of world
tourism
• To promote Venice’s less known sights and the related
economic activities
Economic Social Sustainable
sustainability sustainability Tourism
Madrid
20 January 2011
Nicola Callegaro

6. //venice>connected services
Airport transport
Public transport
Wedding booking
Parking
Museums
Casino Public convenience
Madrid
20 January 2011
Nicola Callegaro

7. //venice>connected numbers
2010 - General
• 638,100 Visits
• 5,690,434 Pageviews
2010 - E-commerce
Sales of 40 products generated € 3,430,761
• 6.33% Conversion Rate
• 40,380 Transactions
• € 84.96 Average Order Value
Madrid • 107,955 Purchased Products
20 January 2011
Nicola Callegaro

8. //venice>connected lessons
learnt
- To forecast and manage tourism flows allows local
administrations and private operators to improve the
quality and profitability of services
- A strategy for involving stakeholder should be carefully
designed
The public administration needs to find the more effective and
flexible ways to interact with the other stakeholders
- Tourists and residents are very
well-disposed to initiatives that
promote sustainable tourism
Madrid
20 January 2011
Nicola Callegaro

9. //venice>connected next
steps
• A mobile application
• An immersive 360° map of
the city
• 10 new products/services
in the online shopping cart
• 300 new pages of
information about Venice
and sustainable tourism
Madrid • A Chinese website
20 January 2011
Nicola Callegaro

10. //venice>connected
Thank you
Nicola Callegaro
Venice City Council
nicola.callegaro@comune.venezia.it
Madrid
20 January 2011
Nicola Callegaro