going digital in tourist information center
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European Cities Marketing Online Marketing and Sales group Tourist Information Centres group Going digital in the TIC By Jean-Luc Boulin, etourisme.info editor and co-founder MOPA Director
Nice – 2013 – February 22th
I -‐ Digital in TIC – Why?
I -‐ Digital in TIC – Why?
Increase of smartphones and personals mobiles devices
Other possibili>es of informa>on for visitors
Flow management in TIC
In some cases, lower aDendance in TIC
Mobile terminals
• Increase of smartphones and personals mobiles devices
> 2015
Mobile terminals
Tablet = THE travel perfect tool >
2015
Mobile terminals
EASYER THAN
FOR
x
Some others make your job
Please, tourist, my friend, visit my TIC!
And the flow?
And the flow?
80% of demands are simples and basics
And the flow?
20% of demands need an « vaca>on adviser ». This moment of advising can create economical value
And the flow?
How answer to the basics demands with digital tools?
Be aGracIve
France : only 1 visitor / 10 visit TIC
So : 9 visitors /10 don’t enter in the TIC.
Ques>on : how can I Inform them?
Be aGracIve! Your visitor don’t visit your TIC? Give him some fun
ATTRACTIVE EFFECT OF DIGITAL
Inside/Outside TIC
Quebec
Romania
II -‐ What we know?
Digital TIC
From the visitors
When they spoke about french TIC
From the visitors
Friendly, but a liDle bit old fashion
Professional, but it looks like an administra>on
Oh, does it s>ll exists?
Like a friend who can help you
From TIC managers
I didn’t realise the necessity of media>on
From TIC managers
The QR Codes and the app…
From TIC managers
It’s really expensive !
It’s really a lot of >me!
It’s really a big investment for the content!
III -‐ Experiences
Biscarrosse experience
o CEO – Biscarrosse Tourism
o Date of project : 2011
Biscarrosse – Why?
Flow management : 120 000 visitors a year, but 100 000 in six weeks
A way to enhance staff engagement
Increase the hospitality’s quality
Biscarrosse Experience
8 ipads for visitors and agents
Biscarrosse Experience
2 Apps : IBISCA and IBISCA 360
Biscarrosse Experience
External interac>ve kiosk full HD
Biscarrosse experience
2 screens with a streamline QR codes and new mobil website
Biscarrosse Results
First season : 40% of visitors let the desk for ipads Second season : 60% of all informa>ons are electronics, 40% are physicals
Biscarrosse Results
Time for a face to face advising: 3 to 9 minuts
Biscarrosse -‐ Problems
Ipad 1, hard to program
Geek power of children!
Biscarrosse -‐ Problems
To much people using wifi; low flow!
Clients use 15% of the content who is in the kiosk or app
25% of 1 full >me to manage the devices
Medoc Ocean experience
o CEO – Medoc Ocean Tourism
o Date of project : 2012
Medoc Ocean – Why?
2010 : three bureaus are grouped in the same DMO.
New organisazion : one central bureau open all over the year, and two bureaus for the season
Medoc Ocean – Why?
Central bureau in Lacanau : flow management – In august, some 1000 people a day
Medoc Ocean -‐ How?
Two principles
First guidance to sort the asks
Face to face siUng advising. The vaca>on
adviser has >me to sell
Medoc Ocean -‐ How
Frequents asks
First guidance
Electronics kiosk
Screens
Flyers
Tide schedule, direc>ons,
availabilitys, etc.
Medoc Ocean -‐ How
Electronic kiosk
Medoc Ocean -‐ How
Electronic kiosk
Medoc Ocean -‐ How
Specials demands for
advice
Customized guidance
Specialized adviser
Face to face
Virtuals desktops
Ride, surf lessons, what do
do tonight..
Medoc Ocean -‐ How
The client is simng
Medoc Ocean -‐ How
Double screen
Medoc Ocean -‐ Results
Increase of directs sales (double screeen)
Increase of par>cipa>on of menbership (promo>on on screens)
Medoc Ocean -‐ Results
New mo>va>on for « vaca>on advisers »
Medoc Ocean – to progress
More comfort for mobile travelers : charging kiosk for cellphones, laptops, tablets…
Medoc Ocean – to progress
More paper
Adap>ng hours
Ventoux experience
o CEO – Ventoux Tourism
o Date of project : 2011
Ventoux – Why?
Located in the North of Provence
Surrounded by hills and small mountains, especially Mont Ventoux
120 000 visitors at the tourist office in 2011, more than 200 000 in 2012
The need for managing conges>on at welcoming desk
Ventoux – How? Digital display with 8 screens for informa>on
7 tac>le computers available to visitors
Free wifi
One 24 hours informa>on kiosk
Ventoux experience
One hotspot for hiking and cycling with geolocalised routes
Ventoux Results
3 posi>ve points :
An increase of frequenta>on of the tourist Office
A beDer repar>>on of the tourists within the office
An empowerment of the visitors with the news tools
Ventoux Results
3 ways towards progress
Need for adap>ng and developing new contents for the digital tools
Training of the staff to social networks,
Need for reac>vity on the informa>on
displays
IV – Tips for a digital TIC
5 >ps
Think customer, not manager
You’ve visited NY or Biscarrosse TIC? You want the same tools at home?
But have you the same customers?
1
Live the life of the traveller
Imagine you’re a french tourist in your city…
2
Define your goals
Iwant : increase my local guided visites? Book some rooms? Sell some pass?
Or just manage the flow of visitors in my bureau?
Or just give a « waouh effect? » in my old friendly informa>on
centre?
3
Content is king… 4
Know the costs, all the costs 5
Tools+!
content+
V – 2013 trends
8 trends
Web to office
Aser web to store, the web to office
Special deals on the web, to remove TIC
Personalized advice by appointment from the hotel
Making appointments from tablet app
1
Web to office
Exemple : la vitrine Montréal
1
Big screens
• Photo big screen
2
Big screens
To promote offers
A different experience
Addi>onal informa>on with a real comfortable reading
And… seduc>on
2
3D & Augmented reality
Let’s discover the patrimony
3
3D & Augmented reality
Jumieges abbey all in 3D
3
Interac>ve screens / video games
Tablet for adviser 4
Tablet for adviser
No more advisers behind
the desk
They will be in the flow with a
tablet
All the content is in the tablet
4
InteracIve tags 5
InteracIve tags
Development of NFC
Genera>on of new content
The interac>ve tags will give more informa>on inside TIC and outside
5
IdenIfy and locate customers
Each TIC visitor has a value
With digital tools, track him and locate him
6
IdenIfy and locate customers 6
Vitrahaus (Germany) -‐ RFID card Webcam
Urban digital furnitures
To be inven>ve
Outside office for mobile traveler
Used by inhabitants
7
Digital DesInaIon
Internet de
séjour
40% connected
Help your customer
8
Digital DesInaIon in six steps
1 : wifi or 3G 2 : website or apps adapted
3 : special deals for connected
traveler
4 : digital TIC 5 : urban digital furnitures
6 : adver>sing on the place of
stay
8
VI -‐ For the fun and for the end
Three friendly services for a tourist informa>on centre
San SebasIan 1
A smart vending machine of tourist maps
Singapore 2
Rent your smartphone to TIC
Japan 3
Touch the window – Kinect effect
Thank you!
@etourismeinfo
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