INTEGRATED DESTINATION MARKETING & THE FUTURE DMO

The Changing Role of DMOs

in the Digital Era

INTEGRATED DESTINATION MARKETING & THE FUTURE DMO

Integrated Destination Marketing:

Now more Important than Ever

Before

The Changing Role of

DMOs in the Digital Era

INTEGRATED DESTINATION MARKETING & THE FUTURE DMO

3+1 MAJOR

GAME CHANGERS

*(THAT ALREADY SHAKE UP OUR WORLD)

FINANCIAL UNCERTAINTY BUDGET-CUTS & STRUCTURAL CHANGES

SHARING ECONOMY THE C2C MODEL

VOLATILE MARKET EMERGING MARKETS – GOING NICHE & THE INTELLIGENT

TRAVELLER

DIGITAL TECHNOLOGIES NEW MEDIA TECHNOLOGIES & THE MOBILE CHALLENGE

FINANCIAL UNCERTAINTY

Tight funding opportunities = inconsistent availability

of organizational funding

FINANCIAL UNCERTAINTY

FINANCIAL UNCERTAINTY

Increased Need to

Show ROI

FINANCIAL UNCERTAINTY

Increased Need to Show ROI

VIDEO DESTINATION MARKETING = PASSION, IMPACT, INNOVATION

FINANCIAL UNCERTAINTY

New Organizational Structures –

New Financial & Partnership Models

SHARING ECONOMY

Shared economy brings more tourists,

but less tax revenue, to destinations

SHARING ECONOMY

SHARING ECONOMY

SHARING ECONOMY

SAN FRANCISCO’S Mayor’s Office of Civic Innovation teamed

up with Airbnb and GIS software creator Esri to host a

hackathon that sought technical innovations that “re-imagine

how tourists and residents experience and explore the City

of San Francisco.”

SHARING ECONOMY

According to data from Spain’s Ministry of Tourism, visitors

choosing not to stay in hotels jumped by 17.6% in June, and is up

over 10% since the start of the year. The number of tourists not

taking packaged holidays has also risen by 8% since January.

TRAVEL & ACCOMMODATION SECTORS

ALREADY RIDE THE WAVE

VOLATILE MARKETS

EMERGING MARKETS: The numbers sure are juicy: in

2013, the GDP of emerging markets will exceed advanced

markets for the first time (measured in Purchasing Power Parity

terms) to USD 44.1 trillion versus USD 42.7 trillion (Source: IMF,

October 2012).

VOLATILE MARKETS

BUT IT’S NOT JUST THE BRICs ANYMORE THE NEXT 11

VOLATILE MARKETS

THE GLOBAL TRAVELLER ECONOMY

Tripadvisor: TripBarometer September 2013 –

The Global Traveller Economy

VOLATILE MARKETS

MARKET DEMANDS: THE SMART CONSUMER

VOLATILE MARKETS

CASE STUDY Macy’s Store & NYC officially open a visitor center in the store

MARKET DEMANDS: GO WHERE YOUR CUSTOMER IS

VIDEO TOURISM VICTORIA: THE REMOTE CONTROL TOURIST

VOLATILE MARKETS

Need for Localization

Adapting to the Digital Landscape: Overview of the

DMO SM landscape based on the 800+ DMO”.

DIGITAL TECHNOLOGIES

Question: Can DMO still add

value due to increased SM

voice?

DIGITAL TECHNOLOGIES

Official Destination Online Channels are not in the list..

Tripadvisor, TripBarometer, March 2013

OTAs Became the Central Channel

DIGITAL TECHNOLOGIES

DIGITAL TECHNOLOGIES

The Mobile challenge and its implications on the DMO services due

to travellers increased independence & private sector’s ability to

provide solutions.

DIGITAL TECHNOLOGIES

By providing smartphone for a small daily fee, the destination is giving

value with what travelers seek out the most: wifi connectivity, unlimited

calls, and apps answering most sought after queries, i.e maps,

translation, currency, showtimes, transportation details, etc.

CASE

STUDY

INTEGRATED DESTINATION MARKETING & THE FUTURE DMO

Integrated Destination

Marketing

INTEGRATED DESTINATION MARKETING

NOW MORE IMPORTANT THAN

EVER BEFORE

72% of consumers want to be engaged with

an integrated marketing approach, but only

39% are receiving that.

RESEARCH

SHOWS THAT..

Google found that consumers

had 74% brand recall when the

advertiser’s integrated strategy carried

across mobile, TV and online.

RESEARCH

SHOWS THAT..

However.. multi-screen behavior

becomes more advanced with the

number of devices people own.

28% of the 1,000 people surveyed say their focus is

constantly divided between all devices.

1/3 often switch between devices

36% focus on one device at all times and ignore

others.

Marketers should better integrate their

offline and online marketing efforts, but they

need to take care not to get overwhelmed

by all the options available.

MAKING

INTEGRATION

HAPPEN

DESTINATION MARKETING IS MUCH MORE THAN

JUST PROMOTING A DESTINATION

MAKING INTEGRATION HAPPEN

CASE

STUDY

Launched March 2013, followed 2009 Queensland campaign

Competition to apply for six ‘dream jobs’ accross Australia

In cooperation with regional (state) DMOs and major partners

MAKING INTEGRATION HAPPEN

CASE

STUDY

Involved over sixty industry partners including...

MAKING INTEGRATION HAPPEN

CASE

STUDY

THIS IS MY ATHENS PROJECT - An Integrated Reputation

Management Campaign including a) the creation of a

volunteers greeters community b) SM/UGC initiatives c) real-

time visitor safety information d) cooperation scheme

between government authorities & the private sector.

MAKING INTEGRATION HAPPEN

CASE

STUDY

MAKING INTEGRATION HAPPEN

CASE

STUDY

SUSTAINABILITY MOVEMENT REINVENTED

SMART PLACES TO LIVE =

SMART DESTINATIONS TO VISIT

MAKING

INTEGRATION

HAPPEN

MAKING INTEGRATION HAPPEN

CASE

STUDY

MAKING INTEGRATION HAPPEN

CASE

STUDY

MAKING INTEGRATION HAPPEN

CASE

STUDY

MAKING INTEGRATION HAPPEN

CASE

STUDY

MAKING INTEGRATION HAPPEN

CASE

STUDY

MAKING

INTEGRATION

HAPPEN

The number-one tip is to ensure that your

brand is enhancing the experience and not

interrupting it. Paul Smailes, Digital manager, Heineken Global

Question: What would

be the role of DMOs in

10 years from now?

DMOs

ROLE OF DMOs

From being at the core

of the destination eco-

system

DMOs

ROLE OF DMOs

to become just

another part of it..

HOW MOST OF THE DMOs

REACT?

THE DMO GRIEF CYCLE

Question: What

DMOs Need to

DO?

DMOs

ROLE OF DMOs

Redefine their Role as the ‘Support’’ Satellite of

their Destination Ecosystem

DESTINATION

MARKETING AND

MANAGEMENT AND

DEVELOPMENT

ORGANIZATION

ROLE OF DMOs

Redefine their Organizational Scope & Re-design their

structures by integrating management & development

functions

KEEP UP WITH:

All of the changes at a macro level,

The emergence of new tools & techniques

Increasing importance of content and real-

time service that force them to re-invent

their daily operations

MUST: DO less and enable more

BUILD and share the tools

PROMOTE LESS, and attract more

FOCUS on partnerships, R&D, management & innovation

EARN a measurable return on their investment

MAKE their declining marketing resources, used

jointly and deliver more tourism spend

.

To Sum Up..

DMOs HAVE AN IMPORTANT ROLE TO PLAY AS A

MACRO-LEVEL ORGANIZATION

BUT THEY NEED TO WAKE UP

ACHIEVE

SERVICE EXCELLENCE

and become

THE CONNECTOR

THE ADVISOR

THE STAGE

MANAGER

NOT THE

GOVERNOR

OR JUST A GOOD

PROMOTER..

THANK YOU

mpsarros@aboutourism.com - @about_tourism – www.aboutourism.com

MANOLIS PSARROS