digital benchmarks (detination, business, intelligence) - nick hall
DESCRIPTION
Predstavitev na 17.Slovenskem turističnem forumu v okviru DST 2014, Portorož. www.dst.siTRANSCRIPT
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Digital Benchmarks Destination | Business | Intelligence
Nicholas Hall CEO & Founder !
SE1 Media Digital Tourism Think Tank !
Monday 13th October DST 2014
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ARE YOU BENCHMARKING YET?
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Performance Measuring performance of your
competitors against your destination
Opportunities Measuring opportunities and trends for insights and learnings
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SOCIALDESIGN
MOBILECONTENT
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Methodology
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1. Exhaustive evaluation with 200+ Points
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2. Fully qualitative expert analysis
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3. Advanced scoring system with auditing
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SOCIAL INTEGRATION
@think_tourism
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What we found ‣ Most destinations ‘ignore’ social media as
an integration opportunity
‣ Whilst share buttons are no longer sufficient, most are limited to that
‣ Social must be an integral part of destination websites
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SpainSO
CIAL
INTE
GRAT
ION ‣ Full integration of user
generated content within main destination site
‣ Advanced social sharing encouraged between users and spain.info
‣ Comprehensive integration adds authenticity to their brand message
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What should Des-na-ons watch out for?
CONTENT
@think_tourism#KX2014
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What we found ‣ Visitors seek effective an inspiring content which
builds stories around your brand
‣ Rich ‘long-format’ media drives powerful brand engagement
‣ A variety of content types and perspectives is important
‣ Show your destination from a range of perspectives: Yours; your visitors; their influencers
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SwitzerlandCO
NTEN
T‣ Excellent targeting of
content to interest groups
‣ Functional needs perfectly integrated; navigation, maps, practical, related content
‣ Huge variety of content perspectives from rich media, 360 panoramas and street view
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Are you thinking mobile first?MOBILE
@think_tourism
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What we found !
‣ Many DMOs don’t think ‘mobile first’ yet !
‣ Most don’t follow mobile best practices !
‣ Iterative user centred design approach is widely overlooked
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Ireland‣ Excellent mix of simplicity &
powerful rich media content ‣ Fast loading and efficient
despite high in visuals ‣ Well structured and logical
navigation for mobile interface
MOBILE
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Switzerland‣ Excellent mix of
functional and interactive features
‣ Use of memorable icons works brilliantly
‣ Excellent maps and tap friendly controls
MOBILE
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Understanding the impact of Mobile on Youth Travellers
TODAY’S DIGITAL NATIVES
@think_tourism
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Digital Natives Love SnapChat!70% US College Students 18-24
Use Snapchat Daily!
Facebook Who?Compared to 11%
Posting to Facebook Every DaySource: E-Marketer
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socialInstagram and Snapchat are the social media most used by Digital Natives“Social networks are an absolute priority as a source of information for 18-30’s”, NH Hotels
mobile27% of Digital Natives book their trip on a smartphone“Around half of 18-34’s use apps for their travel planning activity”, PhoCusWright
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Age: 35 or under
Blended offline & online words
Have smartphone & tablet
Book via online travel websites
60% consider smartphone a travel companion
Digital Natives Driving The Future of Travel
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“Digital Natives”
“Millennials”
“Generation X, Y & Z”
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So… Digital NativesWhat’s the idea?
“We wanted a concrete understanding of young travellers and their attachment to mobile”
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Digital Nativesa pilot study with WYSE
‣ is our hypothesis correct? ‣ initial sample of 30 participants ‣ in-trip research in London ‣ focused on these ‘digital natives’
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two groupstwo evaluations
A Place to VisitQueen Elizabeth Olympic Park
A Famous AttractionVictoria & Albert Museum
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Awareness of Key Landmarks and AttractionsWHAT DID THE RESULTS SHOW?
@think_tourism
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1. Knowledge of Queen Elizabeth Olympic Park and V&A: “What do you expect to see?”
2. Reactions after browsing both full and mobile optimised sites?
3. How do both mobile and full websites impact the visitor perception of the attraction or place?
Perceptions. Reactions.
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"I’ve never heard about the museum. It’s somewhere here, I’ve seen that in the underground station, but I don’t know it" (Miguel, Portugal, 25) More than 3,000,000 visitors in 20146th Most Popular Attraction in the UK
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“ Every time I take the train I see some part of the park. But I don’t really know what is in there.” (Lela, 25, Malta) Captured the imagination of 100’s of Millions in 20121,000,000 + Visitors since reopening in 2013
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“I suppose it is a park with fountains and statues of the queen” (Ilona ,17, Czech Republic)”
“I guess, in this museum, I can see paintings about the royal family, weapons and some stuff about history” (Paco, 18, Spain)
Perceptions. Reactions.
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Poor Brand Awareness
Requires the Mobile Brand to Deliver a Seamless Brand Experience
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How Do Digital Na-ves React to Non-‐Op-mised and Op-mised Websites?
REACTIONS: FULL VS MOBILE
@think_tourism
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“I don’t think it’s for mobile, the interface is quite small.” !
Peter, 18, UK
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“I don’t like this website, it is not suitable for smartphones” !
Ignacio, 19, Spain
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“The website is easy to understand and it looks great! !!!!!!
Ella, 24, Italy
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“The website is very colourful. I like it!” !
Ashley, 22, USA
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Creative
Interesting
Easy
Pleasant
Clear
Attractive
1234567
Mobile Optimised Full Website
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1234567
Creative
Interesting
Easy
Pleasant
Clear
Attractive
Mobile Optimised Full Website
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How a Posi-ve Mobile User Experience Changes Everything
MOBILE: SHIFTING PERCEPTIONS
@think_tourism
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Shifting
Perceptions
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Websites have an impact on the perception of what they promote
Design Impacts Reputation
Non-optimised sites resulted in a loss of interest
Optimised sites actually increased interest in a place
Choice of photos and layouts have an instant impact
Visual content leads natives to immediate assumptions
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Too much text hinders curiosity
Content influences the motivation to visit
Participants complained about the prominence of text
Lots of text = Abandonment
Natives find a site disappointing when it lacks strong visual content
Visual content increases motivation to visit
Poor consistency fails to support visitors needs
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1234567
Exciting
InterestingEnjoyable
Unique
1234567
Exciting
InterestingEnjoyable
Unique
How does a non-optimised site change initial perceptions? Initial perception Post-browsing
Perception
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1234567
Exciting
InterestingEnjoyable
Unique
How does a mobile optimised site change initial perceptions? Initial perception Post-browsing
Perception
1234567
Exciting
InterestingEnjoyable
Unique
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Maps and Loca-on AwarenessIMPORTANCE OF CONTEXT
@think_tourism
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“I don’t want to spend too much time on a website with my mobile, especially if I’m out!”
Lela, 25, Malta
“The pictures are really, really nice. It seems really interesting.”
Anna, 22, Germany
"I want small text, attractive pictures and a map.”
Simon, 22, France
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1. Immediacy is key 2. Instant overview is necessary 3. Provide concrete information visitors need
Importance Contextthree important observations
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What To Consider when Engaging Digital Na-ves in Travel
KEY TAKEAWAYS
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What have they taught us?
Speak “experience” in your digital rhetoric
It must be immediately clear for tourists what they can do and experience !
An authentic image can communicate the actual experience
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What have they taught us?
Get your visual content spot on
Visual content should shape and enhance your brand image. !
Consider fonts, images and colours carefully
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What have they taught us?
Don’t forget location, location, locationLocation and directions should be easy to find on the website. !
Location plays a key role in shaping spontaneous decisions
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What have they taught us?
Always exceed expectations
A brand has a limited amount of time to match tourists expectations or change them for the better !
Visitor perceptions are based on complex environmental factors. You have an opportunity to shape these.
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Thank You ;-)
Nicholas Hall CEO & Founder !
SE1 Media Digital Tourism Think Tank !
!
Monday 13th October DST 2014
@think_tourism