touirsm directions 2012 innovating our digital capability

INNOVATING OUR DIGITAL CAPABILITY @ TOURISM DIRECTIONS

1st November 2012

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Integrated Digital Strategy

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Facebook 750+ Million Users

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1 in 5 global internet users are in China

> 90% of Chinese internet users visiting social media sites regularly (compared to 67% in the U.S. )

55% of internet users in China today own or visit blogs

>25% write 10 or more posts every day

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U.S. App Stats 500,000 apps for iPhones

Downloading at 350 per second

370,000 apps for Android

35% of U.S. adults have apps

24% use their apps

68% use 5 or few each week

Capabilities of the mobile platform converge, and users achieve true mobile empowerment

Trend is functionality over brand

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> 1 billion active mobile accounts in China

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Online Booking Barriers A lack of understanding or knowledge of options available

The perception that booking systems are too complex and time consuming

The need for flexibility to personalise or customise the system to their customer and business needs

The perception that booking systems are too expensive in implementation, running costs and commissions

Some regional areas made reference to instances of poor internet connection and technology barriers

Themes common across all sectors of the industry, more prevalent in businesses managed by people over 56 years of age

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What is needed is

a clear collective focus on:

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Strengths:

Opportunities:

ATDW – national content and distribution platform

China translations project

90% of Australian businesses have own website

Tourism e-kit

Online Booking project

High performance of Tourism Australia & STOs

Industry education + support = activation

Operators and RTOs need to be content generating machines: blogs, images, videos

Servicing information in language

More languages and maintenance of China translations

Enable the community to share content

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Strengths:

Opportunities:

Australia’s fb page has 3.6 million likes

Tourism businesses starting to develop fb pages

Tourism e-kit

Knowledge base and online community

ATDW open platform…enabling an extended community

Industry to embrace social media eg. TripAdvisor widget, share content

Industry education + support = activation

Businesses address generational divide

Government + Industry enable connectivity

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Strengths / Weaknesses:

Opportunities:

Low score card with international traveller

Low score card with domestic traveller

NBN will provide some baseline infrastructure

Free wi-fi everywhere

Education of local businesses and councils

Free wi-fi at tourism businesses

Free wi-fi in public places

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We’ve got a good baseline –

need to keep the momentum

going, but in the right

direction to hit the sweet spot

Thank you for your time

www.atdw.com.au

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Liz.Ward@atdw.com.au