The Future, Trends and Best Practices of DMOs, August 6, 2010 ...
The Future, Trends and Best Practices of DMOs, August 6, 2010 ... The Future, Trends and Best Practices of DMOs, August 6, 2010 ...
The Future, Trends and Best Practices of DMOs, August 6, 2010, Jakarta © 2010 Belle Tourism International (Shanghai) Ltd. Sponsor: Swiss Contact Gothenburg, Sweden Göteborg & Co is jointly owned the City of Gothenburg, the Gothenburg Region, several industry trade associations, a Chamber of Commerce, and some private companies. Göteborg & Co was established in 1991 and since then guest nights have increased each year, including in 2009. go:teborg&co is a highly innovative DMO that especially values collaboration and has a unique Trade & Industry Group. Gothenburg, Sweden Christmas Gothenburg City (CGC) drew 900,000 visitors in 2009; 17% were from Denmark, and 10% from Norway. It was started in 2004 by Göteborg & Co, in conjunction with City Planning and property owners. Visitors to CGC spend an average of SK 1,200 ($163) and total economic impact is SK 478 million. E v e n t Source: http://www2.goteborg.com, 2010. Source: Annual Report 2009, go:teborg&co, 2010. Amsterdam, Netherlands Amsterdam, Netherlands The Amsterdam Tourism & Convention Board (ATCB) is the DMO for the city. ATCB does an outstanding job of promoting Amsterdam to the travel trade and MICE planners, including having an excellent online Travel Trade Manual and an attractive downloadable Calendar of Events. ATCB operates a system of Tourist Information Offices and the Amsterdam Reservation Center to assist visitors and groups with hotel and other reservations. The I amsterdam Card is also sold by ATCB and it is very popular with visitors. €38 = 24 hours (commission, €3) €48 = 48 hours (commission, €6) €58 = 72 hours (commission, €7) Source: http://www.iamsterdam.com/en/visiting, 2010. ATCB in July 2009 helped launch a viral video titled, Truth about Amsterdam, to correct misperceptions created by a talk show in the USA. Since it was launched, the video has been viewed by 400,000 people on YouTube. An accompanying website, truthaboutamsterdam.com has been developed. Sources: http://truthaboutamsterdam.com, 2010. V i r a l M a r k e t i n g Trends and Future DMOs Product and Pricing Trends Promotion Increasing brand segmentation Increasing use of brand extensions Co-branding More attention being given to revenue or yield management systems and approaches More value offers and special prices being offered by DMOs through the Internet Destination Marketing Mix Sources: Morrison, Alastair M. (2010). Hospitality and Travel Marketing, 4 th ed. Prof. Alastair M Morrison National Conference on Destination Management Organizations
The Future, Trends and Best Practices of DMOs, August 6, 2010, Jakarta © 2010 Belle Tourism International (Shanghai) Ltd. Sponsor: Swiss Contact Packaging and Programming Trends Promotion and Place (Distribution) Trends Greater involvement in DMOs in packaging Increasing range of short-break and mini-vacation packages being offered Greater emphasis on customizing packages including the concept of dynamic packaging Growing emphasis in providing “hands-on” and participative activities for visitors to many attractions Increasing range of educational program opportunities and learning while traveling Increasing use of the Internet for online bookings and reservations Growing importance of online travel companies (OTCs) Increasing use of the Internet (e-commerce) and mobile technologies (m-commerce) for promotion Increasing globalization of communications through the use of multi-lingual approaches Social media use by DMOs is rapidly increasing Sources: Morrison, Alastair M. (2010). Hospitality and Travel Marketing, 4 th ed. Sources: Morrison, Alastair M. (2010). Hospitality and Travel Marketing, 4 th ed. People and Partnership Trends Targeting a broader range of market segments, both globally and by other segmentation characteristics Increasing emphasis in DMOs on improving service quality Increasing importance and use of customer databases Partnering with other organizations in tourism is a much higher priority Partnering with organizations and brands outside of tourism is now more common The Internet and social media are providing a convenient and popular platform for “virtual” partnerships Future DMOs DMOs will become more professional in all ways, as accreditation and certification programs take a stronger hold. DMOs must be highly skilled in Internet marketing and very active in the social media. Collaboration and partnerships will be key to future success. DMOs will increasingly be asked to show that they are effectively using financial and other resources. All DMOs should have a sustainable tourism agenda. DMOs will have to more creative and innovative; always looking to “step outside of the box.” Sources: Morrison, Alastair M. (2010). Hospitality and Travel Marketing, 4 th ed. Resources and Guidelines Standards and Professional Advice for DMOs Key Organizations Providing Professional Resources for DMOs Prof. Alastair M Morrison National Conference on Destination Management Organizations
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<strong>The</strong> <strong>Future</strong>, <strong>Trends</strong> <strong>and</strong> <strong>Best</strong> <strong>Practices</strong> <strong>of</strong><br />
<strong>DMOs</strong>, <strong>August</strong> 6, <strong>2010</strong>, Jakarta<br />
© <strong>2010</strong> Belle Tourism International<br />
(Shanghai) Ltd.<br />
Sponsor: Swiss Contact<br />
Gothenburg, Sweden<br />
Göteborg & Co is jointly owned the City <strong>of</strong> Gothenburg, the<br />
Gothenburg Region, several industry trade associations, a<br />
Chamber <strong>of</strong> Commerce, <strong>and</strong> some private companies.<br />
Göteborg & Co was established in 1991 <strong>and</strong> since then<br />
guest nights have increased each year, including in 2009.<br />
go:teborg&co is a highly innovative DMO that especially<br />
values collaboration <strong>and</strong> has a unique Trade & Industry<br />
Group.<br />
Gothenburg, Sweden<br />
Christmas Gothenburg City (CGC) drew 900,000 visitors<br />
in 2009; 17% were from Denmark, <strong>and</strong> 10% from Norway.<br />
It was started in 2004 by Göteborg & Co, in conjunction<br />
with City Planning <strong>and</strong> property owners.<br />
Visitors to CGC<br />
spend an<br />
average <strong>of</strong> SK<br />
1,200 ($163) <strong>and</strong><br />
total economic<br />
impact is SK 478<br />
million.<br />
E<br />
v<br />
e<br />
n<br />
t<br />
Source: http://www2.goteborg.com, <strong>2010</strong>.<br />
Source: Annual Report 2009, go:teborg&co, <strong>2010</strong>.<br />
Amsterdam, Netherl<strong>and</strong>s<br />
Amsterdam, Netherl<strong>and</strong>s<br />
<strong>The</strong> Amsterdam Tourism & Convention Board (ATCB) is<br />
the DMO for the city.<br />
ATCB does an outst<strong>and</strong>ing job <strong>of</strong> promoting Amsterdam to<br />
the travel trade <strong>and</strong> MICE planners, including having an<br />
excellent online Travel Trade Manual <strong>and</strong> an attractive<br />
downloadable Calendar <strong>of</strong> Events.<br />
ATCB operates a system <strong>of</strong> Tourist Information Offices <strong>and</strong><br />
the Amsterdam Reservation Center to assist visitors <strong>and</strong><br />
groups with hotel <strong>and</strong> other reservations.<br />
<strong>The</strong> I amsterdam Card is also sold by ATCB <strong>and</strong> it is very<br />
popular with visitors.<br />
€38 = 24 hours (commission, €3)<br />
€48 = 48 hours (commission, €6)<br />
€58 = 72 hours (commission, €7)<br />
Source: http://www.iamsterdam.com/en/visiting, <strong>2010</strong>.<br />
ATCB in July 2009 helped launch a viral video titled, Truth<br />
about Amsterdam, to correct misperceptions created by a<br />
talk show in the USA.<br />
Since it was launched, the video has been viewed by<br />
400,000 people on YouTube.<br />
An accompanying website, truthaboutamsterdam.com has<br />
been developed.<br />
Sources: http://truthaboutamsterdam.com, <strong>2010</strong>.<br />
V<br />
i<br />
r<br />
a<br />
l<br />
M<br />
a<br />
r<br />
k<br />
e<br />
t<br />
i<br />
n<br />
g<br />
<strong>Trends</strong> <strong>and</strong> <strong>Future</strong> <strong>DMOs</strong><br />
Product <strong>and</strong> Pricing <strong>Trends</strong><br />
Promotion<br />
Increasing br<strong>and</strong> segmentation<br />
Increasing use <strong>of</strong> br<strong>and</strong> extensions<br />
Co-br<strong>and</strong>ing<br />
More attention being given to revenue or yield management<br />
systems <strong>and</strong> approaches<br />
More value <strong>of</strong>fers <strong>and</strong> special prices being <strong>of</strong>fered by <strong>DMOs</strong><br />
through the Internet<br />
Destination Marketing Mix<br />
Sources: Morrison, Alastair M. (<strong>2010</strong>). Hospitality <strong>and</strong> Travel Marketing, 4 th ed.<br />
Pr<strong>of</strong>. Alastair M Morrison<br />
National Conference on Destination<br />
Management Organizations
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