cvb's the new reality
TRANSCRIPT
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The New CVB Reality
IACVB Convention, Vancouver, 2002The World of Tourism
Anna Pollock
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Good News: Destinations are the Dell’s, CISCO’s, Schwab’s of
the travel and tourism sector You could be the key species of the tourism
ecosystem
Bad News: Most of you don’t know it yet!
Good News and Bad News
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Own the destination “brand”
Are recognised as the official, impartial, neutral source of information
Could offer a broad spectrum of content
Enjoy a uniquely close relationship with providers
Often also have a Quality Assurance function
Can provide the consumer with “comfort” and support.
Why should DMO’s take the lead?
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Lack of resources Lack of skill sets required
Sales Technology
Can’t move fast enough Risk averse culture Role is ambiguous – may be conflicting with their
own “members” or constituents DMO’s serve four sets of customer….
What’s Holding DMO’s Back?
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DMO
Visitor
Provider
HostPartner
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1. People Power – what does customer-centricity really mean?
2. It’s now a fuzzy, intangible world of experiences – how do you respond?
3. The rules have all changed – new business models are essential
External Dynamics
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Information access – everywhere and “always on” makes everyone a competitor,creates commodities
Networking – “communities of interest”, relying on each other for reliable information
Personalisation – one web site is not enough Markets are conversations – how well are you
listening? The new buzz word is co-creation Activism and concern – transparency, values,
ethics
People Power
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People in networked markets have figured out that they get far better information and support from one another than from vendors. So much for corporate rhetoric about “adding value” to commoditized products.
Companies that don’t realise their markets are now networked person-to-person, getting smarter as a result and are deeply joined in conversation are missing an opportunity.
Cluetrain Manifesto
www.cluetrain.com
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From: a traditional obsession with the product Positioning, pricing, promoting, pushing From paper to web One-way communication Segmentation
To: an infrastructure that enables customers to pull towards them what they want, when they want and where they want it
Marketing: When Push Comes to Pull
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Access to relevant content throughout their cycle: dream, plan, search, book,
experience, reflect, recommend, return. Appropriate to their task: browsing, searching,
retrieving, comparing, buying, changing their mind, bragging, complaining – hopefully not….(!)
Appropriate to the device being used: web, mobile, kiosk, TV, print, PDA, phone, off-line
What do Consumers Need?
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1. People Power – what does customer-centricity really mean?
2. It’s now a fuzzy, intangible world of experiences – how do you respond?
3. The rules have all changed – new business models are essential
External Dynamics
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Our Guest’s Experience
FANTASY
EXPERIENCE
Physical Mental Emotional Spiritual
MEMORY
Fulfil
Enable/enrich
Mould / propagate
RETURN
RECOMMEND
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1. Destinations – the keepers of the magic, the dream weavers
2. Destinations – guardians of the “brand”3. You are the Stage Managers and Story
Tellers4. Your purpose – to distill, present and
maintain the essence or soul of a place5. Your task – to enable your guests to
engage and, in so doing, enlarge or enrich themselves
Let me tell you a story……
Who are You, Really?
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Let Me Tell You a Story
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1. People Power – what does customer-centricity really mean?
2. It’s now a fuzzy, intangible world of experiences – how do you respond?
3. The rules have all changed – new business models are essential
External Dynamics
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Where’s the Wealth Coming From?
20th Century 21st Century
company
Entrepreneur, CEO
efficiencies
Competition
Collaborative community
Customer centric team
Experiences
Collaboration
Hard assets Relationship capital
engine
hero
focus
driver
value
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•Collaborative Communities
•Business Webs
•Destination Webs
New Wealth Generators
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A Destination Web © is an electronically inter-connected community of autonomous but interdependent, travel-related enterprises that collaborate in order to provide value to visitors, profit for providers and partners and benefits to the host community. DestiCorp
New Wealth Generators
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Destination Web
Host Community
Host Community
Suppliers
Agents
DMO
Partners
GUEST
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Features
1. Participants focus on their core competence Do what you do best, outsource the rest!
2. All participants are wired together
3. All content is digitised
4. Customers pull towards them the content they need to complete a task
5. Participants collaborate to provide value around a specific event
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Implications, Strengths & Roles
1. DMO’s continue to be the guardians of the brand.
2. Customers are the unifying force. DMO’s need to re-organise around guests’ needs at every stage in their purchase/ experience cycle
3. This means a greater focus on softer, intangible aspects of customer satisfaction – delivering on the brand promise –while……
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Implications, Strengths & Roles
4. Creating or outsourcing powerful, flexible electronic infrastructures and processes that enable all participants to work collaboratively.
5. New role: CVB as “process orchestrator”, the choreographer engaged in a dance with the customer
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DestiCorp
A “thinking” consultancy working with leaders to:• Venture out the box• Make sense of the world• Ignite innovation• Dare to be bold and• Know they are not alone……
www.desticorp.com