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Digital Tourism Innovations

Benchmarking of DMOs in the alpine Region and Hotels in Switzerland

Michael Fux

Roland Schegg

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Table of Contents

•  Motivation •  Methodology •  Results of DMOs

•  Innovation criteria •  Overall view •  Best Practices

•  Results of Hotels •  Innovation criteria •  Overall view •  Best Practices

•  Outlook

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Motivation

•  Analyze the status of implementation of digital tourism innovations

•  Identify benchmarks and innovative implementations

•  Research for future digital tourism innovations for DMOs and hotels

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Methodology

•  Definition of criteria based on previous research

•  Define Sample of Hotels and DMOs •  120 DMO in alpine Region (CH, A, D, F) •  140 randomly selected hotels

•  Check of criteria on website (quantitative analysis)

•  Research of top performers (qualitative analysis)

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Innovation criteria

•  Inspiration •  Videos •  Webcam (360° Panorama) •  Recommender system •  Interactive Blog •  Gamification •  Virtual tour •  Social Media Feeds

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Innovation criteria

•  Planning & Booking •  Customer reviews •  Itinerary planning tool (favorite list) •  Interactive maps •  Live chat •  Hotel booking system •  Ticket booking system •  Voucher booking system

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Innovation criteria

•  During •  Mobile App •  Mobile Website

•  After •  Newsletter

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Methodology

•  Definition of criteria based on previous research

•  Define Sample of Hotels and DMOs

•  Check of criteria on website (quantitative analysis)

•  Research of top performers (quantitative analysis)

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DMO Results

0"1"2"3"4"5"6"7"8"9"10"11"12"13"14"15"16"17"

1" 2" 3" 4" 5" 6" 7" 8" 9" 10" 11" 12" 13" 14" 15" 16" 17" 18" 19" 20" 21"

#"of"DMOs"

#"of"fullfiled"criteria"

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3%#4%#

14%#15%#18%#19%#20%#23%#

31%#38%#

43%#55%#58%#58%#

65%#69%#

79%#82%#

89%#92%#

0%# 10%# 20%# 30%# 40%# 50%# 60%# 70%# 80%# 90%# 100%#

live#chat#personal#account#on#website#

recommender#system#voucher#system#interac@ve#blog#

personalisa@on#of#website#gamifica@on#

reserva@on#tool#for#@ckets#virtual#tour#

i@nerary#planning#tool#customer#generated#content#

smartphone#apps#real#@me#feeds#from#social#media#

interac@ve#maps#route#planner#

mobile#website#videos#/#interac@ve#videos#

booking#engine#newsleFer#webcam#

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Inspiration

http://www.lesarcs.com

http://www.crans-montana.ch

http://www.lech-zuers.at

http://www.davos.ch

http://www.tegernsee.com

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http://www.la-plagne.com

http://lenzerheide.com

http://www.alpes-ski-resa.com

http://www.eisacktal.com

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Inspiration through Social Media

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Inspiration through Social Media

http://www.valthorens.com

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Inspiration through Social Media

http://www.oberstaufen.de

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Engagement through Gamification

http://www.zuerich.com

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Engagement through Interactive blog

http://blog.salzkammergut.at

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Planning & Booking

http://www.luzern.com

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http://www.flumserberg.ch

HES-SO Valais-Wallis Page 34 http://www.laax.com

http://www.davos.ch

http://www.davos.ch

http://www.la-plagne.com

http://www.davos.ch

http://www.soelden.com

http://www.soelden.com

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Planning

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During Visit

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Benchmark Studies of Mobile Websits and Apps

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After Visit

Sommerspass mit Wolli Wolli geht auch diesen Sommer auf zu neuen Abenteuern. Murmeltiere beobachten, baden im Bergsee, Unbekanntes entdecken. Ø  mehr Infos

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TOP 3

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TOP 3

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TOP 3

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Hotel results

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12%$

14%$

19%$

13%$13%$

8%$ 9%$

2%$ 2%$

0%$

5%$

10%$

15%$

20%$

25%$

1$ 2$ 3$ 4$ 5$ 6$ 7$ 8$ 9$ 10$ 11$ 12$ 13$ 14$ 15$ 16$ 17$ 18$ 19$

%""of"H

otels"

#"of"fulfilled"Criteria"

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0%#1%#1%#2%#4%#5%#5%#

10%#17%#17%#19%#22%#24%#25%#25%#26%#28%#

52%#77%#

0%# 10%# 20%# 30%# 40%# 50%# 60%# 70%# 80%# 90%# 100%#

mobile#app#live#chat#

gamifica;on#smartphone#apps#

personalisa;on#of#website#blog#

feeds#from#social#media#recommender#system#

virtual#tour#webcam#

personal#account#on#website#videos#

mobile#website#route#planner#

newsleDer#customer#reviews#voucher#system#interac;ve#maps#booking#engine#

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TOP 3

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TOP 3

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TOP 3

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“The future is already here – it's just not evenly distributed. „ (William Gibson)

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Thanks for your attention