touirsm directions 2012 innovating our digital capability
DESCRIPTION
Benchmarking where the Australian tourism industry is in their digital capability, what is needed for growthTRANSCRIPT
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
