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What strategies to dynamize a destination
digitally?
@JeanLucBoulin
Jean-‐Luc Boulin @jeanlucboulin
EDITOR Blog Etourisme.info MANAGER Tourism offices network Aquitaine Region
KEYNOTE
A WORLD OF SILENTS TRAVELLERS
IMPROVE CUSTOMER RELATIONSHIP DURING THE STAY
EXPLORE NEW JOBS IN DMO
HUMAN CAPITAL, THE KEY OF SUCCESS
A WORLD OF SILENTS TRAVELLERS
IMPROVE CUSTOMER RELATIONSHIP DURING THE STAY
EXPLORE NEW JOBS IN DMO
HUMAN CAPITAL, THE KEY OF SUCCESS
Why mobile customer is so important?
A world of silent travelers
Mathew Hurst
A world of silent travelers The silent traveler disappear from our radar screen
A world of silent travelers
Out of the radar
BE PRESENT IN MAJOR APPS
1
tripadvisor
HOSPITALITY SCHEME 2
• What do we do with the nine others? • Where do they go? What do they do? How do they obtain informa=on?
One tourist out of ten comes to the tourist office
If you closed your tourist office, would this affect tourists number?
Some tourists advisor say : it’s OK like that, don’t change anything…
Photo Patrick Jourdheuille
Unemployed Tourist Advisors, 2017
Photo Téo La Photo
A hospitality scheme
Some do react
Entrées sur le territoire
Lieux de visite
Sites d’activité / loisirs
Etapes jacquaires (Voie d’Arles et du Puy) Sortie n°9 ARTIX – A64
Concentration de population (+ 1500h) Gare SNCF Ter / TGV
Autoroute A64
Légende :
Cartographie des flux – Territoire Cœur de Béarn
Hospitality scheme Stage 1 : Flows
• Digital tools • High-‐level advice • A place to relax
Photo Téo La Photo
Stage 2 : How to Improve Hospitality inside the Tourist Offices
Val de Garonne : home sweet home
Mulhouse
An interna=onal ques=on!
Troy Thompson, the visitor center of the future
The customer doesn’t know the name of the DMO, but he knows where he booked!
Hospitality scheme Stage 3: Outside the Tourist Office
Photo Menphis CVB
Staff at accommoda=on : an essen=al role in tourist informa=on
Hospitality scheme The rising of mobile tourist offices
truck
The rising of mobile tourist offices
R When Quebec-‐City organizes its
hospitality scheme
160%
A WORLD OF SILENTS TRAVELLERS
IMPROVE CUSTOMER RELATIONSHIP DURING THE STAY
EXPLORE NEW JOBS IN DMO
HUMAN CAPITAL, THE KEY OF SUCCESS
WHAT DOES A SILENT TRAVELLER
NEED?
1
1. Wifi 2. Wifi 3. Wifi
He has wifi
Desdnadon Wifi
DIGITAL DESTINATION =
DIGITAL SERVICES
2
Give Experience a Chance!
Give Experience a Chance!
Give Experience a Chance!
« I want to » : A Stay App which takes into account geolocalizadon, weather, transports, to propose special deals to consumers at the right moment
A DMO AS A DESTINATION CONCIERGE ?
3
A DMO as a desdnadon concierge
A DMO as a desdnadon concierge : not so easy!
Skii has analyzed 11 DMOs (out of a total of 450 on their Database) which use twiner as a Real-‐Time Concierge. Not so easy to answer in less than an hour!
Wiidii is a French web app who associate big data, ardficial intelligence and human concierge
A digital des=na=on?
Wifi Digital rela=onship
Digital des=na=on
A WORLD OF SILENTS TRAVELLERS
IMPROVE CUSTOMER RELATIONSHIP DURING THE STAY
EXPLORE NEW JOBS IN DMO
HUMAN CAPITAL, THE KEY OF SUCCESS
BECAUSE DIGITAL TECHNOLOGY HAS
CHANGED ORGANIZATIONS
BEFORE NOW
New jobs have appeared
BEFORE NOW
New jobs have appeared
Webmaster!
WEBMASTER IS DEAD
DIGITAL TEAM
Local Digital Officer (LDO) 1
Support local tourism stakeholders to be more efficient on the web
A na=onal network : 1200 LDO in France
Desdnadon reporter 2
Desdnadon reporter
Tourist Advisor 3
Tourist Advisor : the connector
Tourist advisor
Public Services
Staff Accomo-‐dadons
Popula=on Urban furnitures
Web Apps
DIGITAL MANAGEMENT
A WORLD OF SILENTS TRAVELLERS
IMPROVE CUSTOMER RELATIONSHIP DURING THE STAY
EXPLORE NEW JOBS IN DMO
HUMAN CAPITAL, THE KEY OF SUCCESS
MONEY VS TIME
YOU JUST NEED TIME
AND A GREAT TEAM Jeshu John
Thank You
Jean-Luc Boulin
