Happy New Year everybody! Here are three things off the top of my head that are important things to consider for 2013. Do you have any more?
1) PUT SOCIAL AT THE CORE
I think it’s pretty clear by now that social media has a major impact on the travel decision making process. If your tourism business or DMO hasn’t realized this yet you better catch up. You should be at level 3 or higher by now.
Most marketers think of social media as an add-on to a traditional campaign, or at least start with traditional thinking. It’s time to flip it around. Start with a social idea and support it with traditional methods. Or do traditional things in a social way. For example, we recently worked with a DMO who let it’s Facebook community vote on what photos would be published in it’s visitor guide.
2) START USING SERVICE DESIGN
Mitigating a mediocre experience with brilliant marketing doesn’t cut it anymore. The experience IS your marketing and the stories your visitors tell each other is what it’s all about. You have two choices. First choice is to join the race to the bottom and keep offering specials, discounts and special offers. The second one is to create remarkable experiences people love and want to be part of, regardless of what it costs.
If your choice is the latter, you need to start thinking about service design. When you’re an operator you need to start thinking about the end-to-end experience you offer your guest. When you are a DMO you need to think about the end-to-end destination experience. Service design is gaining a lot of momentum in Europe, especially in Austria where destinations are starting to take an active role in the design of the destination experience.
3) MOBILE: THINK DEVICE PLUS CONTEXT
I was on a panel at a conference in Barcelona recently and somebody asked about mobile. Before I could even think about it I said “it’s not about mobile, it’s about device + context”. I probably heard it somewhere before but I have never really thought about it like that. But it’s true. Whether you build a desktop site, a mobile site, an adaptive site or an app, it’s not the device that’s important. It’s the context of use.
When you search google maps, it takes into account your device, where you are and what date and time it is. That’s the context of your usage and the information you get back takes that into account. You need to so the same thing. A consumer accessing your content at home is looking for very different things than a consumer walking down the street in your destination.
Now here’s the kicker. Often that means people use another website than yours. Somebody walking down the street looking for a restaurant is going to use Google Maps, Yelp or Tripadvisor, not a DMO website. Even a consumer planning as trip might never even make in onto your website (hello travel bloggers). Your content online strategy needs to include content on third party websites. From inspiration to transaction. Just like we used to do it in the 90s with travel guides and tour operator brochures.Tags: service design, social media, strategy, website, website strategy