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As travelers from around the world in growing numbers turn to the internet for all their holiday planning it is of essential importance that destination marketing organisations, city branding units and other actors involved in promoting a tourist destination begin to rethink their traditional marketing habits. While brochures, convention sales and tv-marketing were once relevant ways of reaching out to potential visitors the time has come to rethink these approaches. In this talk I will share a number of concrete and proven to work examples of digital strategies for destination marketing.
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SOCIAL MEDIA
SHIFTING THE BALANCE OF POWER
SOCIAL MEDIA
SHIFTING THE BALANCE OF POWER
ANDERS MOGENSEN
SEISMONAUT IS A STRATEGIC INNOVATION
AND CONCEPT CONSULTANCY
WE HELP THE TRAVEL INDUSTRY NAVIGATE
DIGITAL TECHNOLOGIES AND NEW MEDIA
THIS IS ME (30 YEARS AGO)
I GREW UP IN NIGERIA
NIGERIAN VILLAGETHESE WERE MY FRIENDS
THE LOCAL SCHOOL
MY FAVOURITE TOY
BULUS ON FACEBOOK
NIGERIAN VILLAGEBULUS ON FACEBOOK!!
BULUS ON FACEBOOK
FACEBOOK GROWTH 08-09
WHAT DOES THIS MEAN FOR THE TRAVEL INDUSTRY?
“WHAT IS THE MOST IMPORTANT INFORMATION SOURCE WHEN PLANNING A HOLIDAY?”
GOOGLE.COM 32.60 40.00 33.20 28.10 33.48HAVING BEEN THERE BEFORE 34.60 28.80 29 37.00 32.35RECOMMENDATIONS FROM FRIENDS AND FAMILY 24.20 20.10 20.00 23.10 21.85OTHER INFORMATION FOUND ONLINE 15.90 15.00 24.00 15.60 17.63USER GENERATED CONTENT - REVIEW SITES, BLOGS, COMMUNITIES 20.80 13.00 18.90 7.00 14.93OFFICIAL WEBSITE FOR THE HOTEL OR ATTRACTION 11.10 19.90 10.70 16.50 14.55OFFICIAL WEBSITE FOR A TRAVEL AGENT 15.50 12.50 10.50 17.20 13.93VISITING A TRAVEL AGENCY 15.00 11.70 14.10 9.00 12.45VISITING A DESTINATION MANAGEMENT ORG. OFFICE 13.50 17.40 6.80 7.10 11.20PRINTED GUIDE BOOK 9.40 14.10 9.00 9.20 10.43BROCHURES PRESENTING AN AREA 10.90 6.70 9.30 3.90 7.70ONLINE ADVERTISING 7.20 6.80 4.50 6.10 6.15OFFICIAL WEBSITE FOR A DESTINATION MANAGEMENT ORG. 5.10 6.00 6.70 5.60 5.85BROCHURE ON A COUNTRY OR AREA 7.90 7.10 3.00 4.50 5.63NEWSPAPER OR MAGAZINE ARTICLE ON A HOLIDAY DESTINATION 8.00 4.80 5.50 2.50 5.20NEWSPAPER OR MAGAZINE ADVERTS 3.50 2.50 1.30 2.10 2.35TRAVEL CONVENTION 3.50 2.50 1.30 1.20 2.13TRAVEL PROGRAMS ON TV 1.30 1.40 1.30 1.30 1.33TV ADVERTISING 0.80 0.20 1.50 0.60 0.78
GOOGLE.COM 32.60 40.00 33.20 28.10 33.48HAVING BEEN THERE BEFORE 34.60 28.80 29 37.00 32.35RECOMMENDATIONS FROM FRIENDS AND FAMILY 24.20 20.10 20.00 23.10 21.85OTHER INFORMATION FOUND ONLINE 15.90 15.00 24.00 15.60 17.63USER GENERATED CONTENT - REVIEW SITES, BLOGS, COMMUNITIES 20.80 13.00 18.90 7.00 14.93OFFICIAL WEBSITE FOR THE HOTEL OR ATTRACTION 11.10 19.90 10.70 16.50 14.55OFFICIAL WEBSITE FOR A TRAVEL AGENT 15.50 12.50 10.50 17.20 13.93VISITING A TRAVEL AGENCY 15.00 11.70 14.10 9.00 12.45VISITING A DESTINATION MANAGEMENT ORG. OFFICE 13.50 17.40 6.80 7.10 11.20PRINTED GUIDE BOOK 9.40 14.10 9.00 9.20 10.43BROCHURES PRESENTING AN AREA 10.90 6.70 9.30 3.90 7.70ONLINE ADVERTISING 7.20 6.80 4.50 6.10 6.15OFFICIAL WEBSITE FOR A DESTINATION MANAGEMENT ORG. 5.10 6.00 6.70 5.60 5.85BROCHURE ON A COUNTRY OR AREA 7.90 7.10 3.00 4.50 5.63NEWSPAPER OR MAGAZINE ARTICLE ON A HOLIDAY DESTINATION 8.00 4.80 5.50 2.50 5.20NEWSPAPER OR MAGAZINE ADVERTS 3.50 2.50 1.30 2.10 2.35TRAVEL CONVENTION 3.50 2.50 1.30 1.20 2.13TRAVEL PROGRAMS ON TV 1.30 1.40 1.30 1.30 1.33TV ADVERTISING 0.80 0.20 1.50 0.60 0.78
GOOGLE.COM 32.60 40.00 33.20 28.10 33.48HAVING BEEN THERE BEFORE 34.60 28.80 29 37.00 32.35RECOMMENDATIONS FROM FRIENDS AND FAMILY 24.20 20.10 20.00 23.10 21.85OTHER INFORMATION FOUND ONLINE 15.90 15.00 24.00 15.60 17.63USER GENERATED CONTENT - REVIEW SITES, BLOGS, COMMUNITIES 20.80 13.00 18.90 7.00 14.93OFFICIAL WEBSITE FOR THE HOTEL OR ATTRACTION 11.10 19.90 10.70 16.50 14.55OFFICIAL WEBSITE FOR A TRAVEL AGENT 15.50 12.50 10.50 17.20 13.93VISITING A TRAVEL AGENCY 15.00 11.70 14.10 9.00 12.45VISITING A DESTINATION MANAGEMENT ORG. OFFICE 13.50 17.40 6.80 7.10 11.20PRINTED GUIDE BOOK 9.40 14.10 9.00 9.20 10.43BROCHURES PRESENTING A DESTINATION 10.90 6.70 9.30 3.90 7.70ONLINE ADVERTISING 7.20 6.80 4.50 6.10 6.15OFFICIAL WEBSITE FOR A DESTINATION MANAGEMENT ORG. 5.10 6.00 6.70 5.60 5.85BROCHURE ON A COUNTRY 7.90 7.10 3.00 4.50 5.63NEWSPAPER OR MAGAZINE ARTICLE ON A HOLIDAY DESTINATION 8.00 4.80 5.50 2.50 5.20NEWSPAPER OR MAGAZINE ADVERTS 3.50 2.50 1.30 2.10 2.35TRAVEL CONVENTION 3.50 2.50 1.30 1.20 2.13TRAVEL PROGRAMS ON TV 1.30 1.40 1.30 1.30 1.33TV ADVERTISING 0.80 0.20 1.50 0.60 0.78
GOOGLE ADVERTS
GOOGLE.COM 32.60 40.00 33.20 28.10 33.48HAVING BEEN THERE BEFORE 34.60 28.80 29 37.00 32.35RECOMMENDATIONS FROM FRIENDS AND FAMILY 24.20 20.10 20.00 23.10 21.85OTHER INFORMATION FOUND ONLINE 15.90 15.00 24.00 15.60 17.63USER GENERATED CONTENT - REVIEW SITES, BLOGS, COMMUNITIES 20.80 13.00 18.90 7.00 14.93OFFICIEL WEBSITE FOR THE HOTEL OR ATTRACTION 11.10 19.90 10.70 16.50 14.55OFFICIEL WEBSITE FOR A TRAVEL AGENT 15.50 12.50 10.50 17.20 13.93VISITING A TRAVEL AGENCY 15.00 11.70 14.10 9.00 12.45VISITING A DESTINATION MANAGEMENT ORG. OFFICE 13.50 17.40 6.80 7.10 11.20PRINTED GUIDE BOOK 9.40 14.10 9.00 9.20 10.43BROCHURES PRESENTING AN AREA 10.90 6.70 9.30 3.90 7.70ONLINE ADVERTISING 7.20 6.80 4.50 6.10 6.15OFFICIAL WEBSITE FOR A DESTINATION MANAGEMENT ORG. 5.10 6.00 6.70 5.60 5.85BROCHURE ON A COUNTRY OR AREA 7.90 7.10 3.00 4.50 5.63NEWSPAPER OR MAGAZINE ARTICLE ON A HOLIDAY DESTINATION 8.00 4.80 5.50 2.50 5.20NEWSPAPER OR MAGAZINE ADVERTS 3.50 2.50 1.30 2.10 2.35TRAVEL CONVENTION 3.50 2.50 1.30 1.20 2.13TRAVEL PROGRAMS ON TV 1.30 1.40 1.30 1.30 1.33TV ADVERTISING 0.80 0.20 1.50 0.60 0.78
OFFICIAL HOTEL WEBSITE
GOOGLE.COM 32.60 40.00 33.20 28.10 33.48HAVING BEEN THERE BEFORE 34.60 28.80 29 37.00 32.35RECOMMENDATIONS FROM FRIENDS AND FAMILY 24.20 20.10 20.00 23.10 21.85OTHER INFORMATION FOUND ONLINE 15.90 15.00 24.00 15.60 17.63USER GENERATED CONTENT - REVIEW SITES, BLOGS, COMMUNITIES 20.80 13.00 18.90 7.00 14.93OFFICIAL WEBSITE FOR THE HOTEL OR ATTRACTION 11.10 19.90 10.70 16.50 14.55OFFICIAL WEBSITE FOR A TRAVEL AGENT 15.50 12.50 10.50 17.20 13.93VISITING A TRAVEL AGENCY 15.00 11.70 14.10 9.00 12.45VISITING A DESTINATION MANAGEMENT ORG. OFFICE 13.50 17.40 6.80 7.10 11.20PRINTED GUIDE BOOK 9.40 14.10 9.00 9.20 10.43BROCHURES PRESENTING AN AREA 10.90 6.70 9.30 3.90 7.70ONLINE ADVERTISING 7.20 6.80 4.50 6.10 6.15OFFICIAL WEBSITE FOR A DESTINATION MANAGEMENT ORG. 5.10 6.00 6.70 5.60 5.85BROCHURE ON A COUNTRY OR AREA 7.90 7.10 3.00 4.50 5.63NEWSPAPER OR MAGAZINE ARTICLE ON A HOLIDAY DESTINATION 8.00 4.80 5.50 2.50 5.20NEWSPAPER OR MAGAZINE ADVERTS 3.50 2.50 1.30 2.10 2.35TRAVEL CONVENTION 3.50 2.50 1.30 1.20 2.13TRAVEL PROGRAMS ON TV 1.30 1.40 1.30 1.30 1.33TV ADVERTISING 0.80 0.20 1.50 0.60 0.78
USER GENERATED CONTENT
GOOGLE.COM 32.60 40.00 33.20 28.10 33.48HAVING BEEN THERE BEFORE 34.60 28.80 29 37.00 32.35RECOMMENDATIONS FROM FRIENDS AND FAMILY 24.20 20.10 20.00 23.10 21.85OTHER INFORMATION FOUND ONLINE 15.90 15.00 24.00 15.60 17.63USER GENERATED CONTENT - REVIEW SITES, BLOGS, COMMUNITIES 20.80 13.00 18.90 7.00 14.93OFFICIAL WEBSITE FOR THE HOTEL OR ATTRACTION 11.10 19.90 10.70 16.50 14.55OFFICIAL WEBSITE FOR A TRAVEL AGENT 15.50 12.50 10.50 17.20 13.93VISITING A TRAVEL AGENCY 15.00 11.70 14.10 9.00 12.45VISITING A DESTINATION MANAGEMENT ORG. OFFICE 13.50 17.40 6.80 7.10 11.20PRINTED GUIDE BOOK 9.40 14.10 9.00 9.20 10.43BROCHURES PRESENTING AN AREA 10.90 6.70 9.30 3.90 7.70ONLINE ADVERTISING 7.20 6.80 4.50 6.10 6.15OFFICIAL WEBSITE FOR A DESTINATION MANAGEMENT ORG. 5.10 6.00 6.70 5.60 5.85BROCHURE ON A COUNTRY OR AREA 7.90 7.10 3.00 4.50 5.63NEWSPAPER OR MAGAZINE ARTICLE ON A HOLIDAY DESTINATION 8.00 4.80 5.50 2.50 5.20NEWSPAPER OR MAGAZINE ADVERTS 3.50 2.50 1.30 2.10 2.35TRAVEL CONVENTION 3.50 2.50 1.30 1.20 2.13TRAVEL PROGRAMS ON TV 1.30 1.40 1.30 1.30 1.33TV ADVERTISING 0.80 0.20 1.50 0.60 0.78
WHY?
CHOICEHOTELS.COM
TRIPADVISOR.COM
“Comfort Hotel Østerport is a hotel full of atmosphere and only a few years ago totally renovated, so today it appears in a fresh and modern style.”
CHOICEHOTELS.COM
GET THE THRUTH THEN GO
GONE ARE THE DAYS WHEN HAND-WRITTEN COMMENT CARDS WOULD RESIDE AT THE BOTTOM OF A DUSTY
BOX IN THE LOBBY.
TODAY’S TRAVELERS SHARE THEIR EXPERIENCES ONLINE VIA SOCIAL
MEDIA
PARADIGM SHIFT
FROM PASSIVE OBSERVERS
TO ACTIVE CONTRIBUTORS
FROM ONE WAY BROADCASTING
TO DIALOGUE
MONITOR YOUR BRAND ONLINE
CONNECT WITH YOUR CUSTOMERSTHROUGH SOCIAL MEDIA
HARNESSING THE POWER OF SOCIAL MEDIA
DANISH OPEN AIR MUSEUM
2 HOURS TO SET UP
5 HOUR TEST PERIOD
ABOUT 100 TEST PERSONS
WITH 50 FACEBOOK FRIENDS
= 100 NEW AMBASSADORS
REACHING 5000 VISITORS
• VIDEO WORKS GREAT AS A SUPPLEMENT TO OTHER CONTENT ON YOUR WEBSITE
• SHOW US YOUR NILE CRUISE SHIP, YOUR HOTEL ROOMS, OR LET THE TOUR GUIDE INTRODUCE HIMSELF
HVAD KRÆVER DET?
+ + +
A GOOD EXAMPLE
1START LISTENING TO THE NEEDS AND
INTERESTS OF YOUR CUSTOMERS
2PARTICIPATE IN THE
DISCUSSIONS ONLINE
3CREATE 1:1 RELATIONS
4EMPLOY PEOPLE WHO UNDERSTAND
THE DIGITAL MINDSET
5EXPERIMENT CONSTANTLY
![Shifting Power Balance in SA-1 [Autosaved]](https://img.pdfslide.net/doc/110x75/577cd8641a28ab9e78a113bb/shifting-power-balance-in-sa-1-autosaved.jpg)
