10 Keys for Destination Management and Marketing - Part 2
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The document discusses strategies for tourism in Cape Town, South Africa. It outlines how tourism has changed with new trends, requiring extraordinary solutions. Cape Town Tourism has developed a new website and visitor management system to maximize customer reach and lifetime value through social media engagement and compelling online content. Key goals are driving online traffic and sales, while demonstrating a return on investment through performance metrics.
10 Keys for Destination Management and Marketing - Part 2
- 1. MARITTE DU TOIT-HELMBOLD CEO, CAPE TOWN TOURISM
- 2. INTRODUCTION Tourism has changed significantly for good Competition is tougher than ever before New trends like responsible living, technology, the web and climate, balanced with global economic crises determine visitors choice Extra-ordinary solutions and strategies required Window of opportunity
- 3. THE WEB & TECHNOLOGY CTT eBusiness and eMarketing Strategy links all touch points : Visitor > Team > Industry > Local Public New website (www.capetown.travel) - the consumer as an extension of our marketing message Technology a new era for Visitor Services Visitor-Membership Management System (VMMs) Open platform booking system Contact Centre as Virtual Visitor Centre Electronic & Mobile Visitor Centres New Devices & Digital Media
- 4. VMMS
- 5. VMMS Best practice business process + good skills + change management Technology is the enabler Operational toolkit linking marketing, visitor/industry services and operations Core data set for the destination Designed to share data in any channel with any partner in any frequency 360-degree view of the visitor all channels, all touch points, any time in the visitor journey Modular and complementary to other systems; doesnt compete with private sector/other DMS Supports and integrates with any DMS Open standards for data and interfaces
- 7. TEN KEYS TO SUCCESS 1. Reach as many potential customers as possible 2. Maximise the lifetime value of customers, by maintaining the relationship 3. Engage in social networking and user generated content 4. Create a compelling website experience 5. Maintain high quality content 6. Generate sales, directly or indirectly 7. Offer do-it-yourself packaging 8. Engage tourism businesses to get their inventory online 9. Demonstrate return on investment performance evaluation and benchmarking 10. Ensure effective electronic distribution of information to travellers and visitors
- 8. 1. REACH AS MANY CUSTOMERS AS POSSIBLE
- 10. Traffic over life of site (per week) From 1500 visitors per week in Dec 08, to over 6000 visitors per week in May 09
- 11. Site usage and visitor location: May 2009. Source: Google Analytics
- 12. 2. MAXIMISING THE LIFETIME VALUE OF CUSTOMERS BY MAINTAINING RELATIONSHIPS
- 13. Building Relationships eVisitor Newsletters
- 14. 3. ENGAGE IN SOCIAL NETWORKING AND USER-GENERATED CONTENT - Front page integration with social networking sites
- 20. Blogging
- 21. Blogging
- 22. 4. CREATE A COMPELLING WEBSITE Speed Navigation Relevancy Images Colour Interesting content Special features Integration
- 24. Whats On
- 25. Competitions
- 26. Promotions and Special Deals
- 27. Mini-Websites: 2010 FIFA World Cup
- 28. 5. MAINTAIN HIGH QUALITY CONTENT
- 29. 6. GENERATE SALES: DIRECTLY & INDIRECTLY
- 30. 7. OFFER DO-IT-YOURSELF PACKAGING
- 31. 8. ENGAGE TOURISM BUSINESSES TO GET INVENTORY ON-LINE
- 32. 9. DEMONSTRATE RETURN ON INVESTMENT Currently 34% of total traffic this month
- 33. Currently 34% of total traffic this month
- 34. IPL SEO Blue: overall site traffic Orange: IPL-related traffic
- 35. 10. ENSURE EFFECTIVE DISTRIBUTION OF INFORMATION - Mobi Site - VMMs - VIC Network - Decentralised Info
- 36. Upcoming visual geo- location of Twitter feeds and Google map integration for 2010 presence