Presenters: Dr. Roger Carter, TEAM Tourism Mariette du Toit-Helmbold, Cape Town Tourism

1. Ten Keys for Success in
Destination e-Business
e-
Dr Roger Carter
Managing Director
TEAM Tourism Consulting
Indaba, Durban
11 May 2009

2. Speaker background
• Spent 25 years working for tourism organisations – national,
regional and city – within the UK
• In 1997, established TEAM, a consultancy in strategy, business
planning and operations management for destination
management and marketing organisations – with a strong focus
on e-business
• Involved in more than 225 consultancy projects, throughout the
UK and in Saudi Arabia, Oman, Australia, South Africa,
Seychelles, Estonia, Ireland, Portugal,
• Co-authored the UNWTO Business Council publication,
“Marketing Tourism Destinations Online”, 1999, + successor
publication “E-Business for Tourism, published in October 2001
• Two new publications in 2008: “A Guide to Destination
Management” for the UNWTO; and “eMarketing Handbook for
the UNWTO and the European Travel Commission
• TEAM operates the ‘New Media Trend Watch’ Web site for the
European Travel Commission
• Managing Editor of ‘DMO World’, a newsletter for tourism
destination professionals around the world

3. Latest Edition of Destination World e-newsletter
e-
www.destinationworld.info

4. Agenda
• Ten ‘Keys to Success’ in destination e-
Business
• Cape Town Tourism – making it all
happen
• Other examples of best practice
• The Destination as a Community
• Conclusions

5. Agenda
• Ten ‘Keys to Success’ in destination e-
Business
http://pub.unwto.org/epages/Store.sf/?ObjectPath=/Shops/Infoshop/Products/1465/SubProducts/1465-1

6. E-Marketing Handbook for Destinations
• E-marketing for Tourism Destinations – The Big Picture
• Content Is King – How to Build and Manage Content that
Convinces the Customer
• Social Networking and User-generated Content (UGC)
• Make a Winning Website – The Keys to Success
• Search Engine Optimisation (SEO) – Getting Better Search
Engine Results the ‘Natural’ Way
• How to Acquire and Develop Customers – Marketing
Channels and the Use of Customer Relationship
Management
• Branding – Project the Essence of the Destination
• E-commerce for Destinations – Turning Enquiries into Sales
• Mobile Marketing – Exploiting the Essential Companion to
Everyday Life

7. E-Marketing Handbook for Destinations
• The New Television – Convergence of Media: Interactive TV,
Video, Internet
• and Gaming
• Online Destination Media Relations – How to Gain Online
Coverage and Be Ready for a Crisis
• Supporting the Travel Trade in Source Markets
• E-marketing with the Destination’s Tourism Suppliers
• Income Sources for DMOs – Raising Income from Your E-
marketing Services
• Measuring Success – Methods for Reporting of E-marketing
Activity, and Continuous Measurement of Performance Quality
and Outcomes
• Web Analytics – Boost Your Online Impact with Data-driven
Optimisation
• How to Manage Your Domain Names – Choosing and
Maintaining Domains that Support a Wide Range of E-marketing
Activities
• Market Trends

8. Ten keys to success for destinations
1. Reach as many potential customers as possible
2. Maximise the lifetime value of customers, by
maintaining the relationship
3. Engage in social networking and user generated
content
4. Create a compelling website experience
5. Maintain high quality content
6. Generate sales, directly or indirectly
7. Offer do-it-yourself packaging
8. Engage tourism businesses to get their inventory online
9. Demonstrate return on investment – performance
evaluation and benchmarking
10. Ensure effective electronic distribution of information to
travellers and visitors

9. Ten keys to success for destinations
1. Reach as many potential customers as possible
2. Maximise the lifetime value of customers, by
maintaining the relationship - CRM
3. Engage in social networking and user generated
content
4. Create a compelling website experience
5. Maintain high quality content
6. Generate sales, directly or indirectly
7. Offer do-it-yourself packaging
8. Engage tourism businesses to get their inventory online
9. Demonstrate return on investment – performance
evaluation and benchmarking
10. Ensure effective electronic distribution of information to
travellers and visitors

10. Sources used to find out where
to go in 2005 in various markets
Personal recommendation Web search Visit travel agent's office See TV program Read a newspaper Other
7%
Russia 59% 37% 24% 32% 13%
1%
India 59% 51% 27% 32% 31%
15%
54% 55% 8% 20% 21%
Denmark
16%
54% 58% 12% 22% 16%
USA
7%
Japan 52% 53% 33% 26% 12%
11%
51% 65% 50% 44% 35%
China
7%
Brazil 50% 36% 13% 29% 13%
13%
Australia 50% 63% 29% 39% 21%
1%
Germany 49% 57% 25% 33% 26%
11%
49% 50% 25% 19% 17%
Canada
6%
47% 31% 26% 25% 8%
Mexico
10%
44% 62% 26% 9% 7%
Spain
7%
43% 60% 14% 23% 11%
Netherlands
4%
PoIand 42% 47% 20% 26% 23%
5%
UK 39% 65% 22% 24% 14%
19% 7% 5% 8%
France 36% 64%
8%
33% 61% 35% 22% 22%
Italy
12%
30% 69% 23% 11%6%
Korea
0% 50% 100% 150% 200% 250% 300%
Source: Global Market Insite (GMI) Survey of 18,000 consumers globally, June 2005.

11. Primary sources of information - US
Primary source for researching travel information according
to US internet users in June 2008
(% of respondents)
72.2%
Internet
17.4%
Family and friends
3.8%
Travel agents
3.4%
Magazines and newspapers
3.2%
TV and radio
0% 20% 40% 60% 80% 100%
Source: Prospectiv study “Consumer Preference Index” (reported by eMarketer, July 2008).

12. Most trusted source
quot;Indicate your overall level of trust in the following…..”
Recommendations from consumers
Brand Web sites
Email I signed up for
Consumer opinions posted online
Newspaper
Magazine
TV
Radio
Brand sponsorships
Search engine ads
Ads before movies
Product placements
Online banner ads
Trust quot;somewhatquot; Trust quot;completelyquot;
Text ads on mobile phones
0 20 40 60 80 100
Base: 470 responses recruited from PlanetFeedback.com members.
Source: Forrester Research Inc. and Intelliseek.

13. Most trusted online source - UK
Most trusted online source for reliable travel information according to UK Internet
users, September 2006 (% of respondents)
21%
Sites with reviews by other travellers
15%
Online tourist guides
15%
Local tourist guides
12%
Travel agent sites
11%
Search results
10%
Airline sites
Advertising eg banner ads 0%
5%
Other
12%
Don't know
0% 5% 10% 15% 20% 25%
Source: Nielsen//NetRatings commissioned by Adviva and Harvest Digital, January 2007
– quoted by eMarketer in June 2007

14. Participation in the dialogue
Change in Opinion if Content Added to TripAdvisor
(opinion of a supplier that posts the information on TripAdvisor)
Supplier responses to
consumer reviews 5% 37% 58%
Reviews from employees of
9% 45% 46%
suppliers
Dedicated section for supplier
4% 53% 43%
content
Supplier corrections to
12% 46% 42%
consumer reviews
Official reviews from suppliers 6% 53% 41%
Negative Influence No Influence Positive Influence
Source: Compete Inc., “Consumer generated content in Travel” April 2007

15. Social networking and user generated content
• Information, reviews, photos and videos of just about
anything, anywhere
• More extensive content about destinations than has
ever been possible for most tourism organisations to
gather
• How can the tourism organisation add value? The
challenge and the opportunity
• Be part of it. Engage with it, directly and indirectly.
Exploit every opportunity
• Monitor and influence the content of social
networking sites
– Instant customer satisfaction research
– A tool for raising product quality

19. Ten keys to success for destinations
1. Reach as many potential customers as possible
2. Maximise the lifetime value of customers, by
maintaining the relationship - CRM
3. Engage in social networking and user generated
content
4. Create a compelling website experience
5. Maintain high quality content
6. Generate sales, directly or indirectly
7. Offer do-it-yourself packaging
8. Engage tourism businesses to get their inventory online
9. Demonstrate return on investment – performance
evaluation and benchmarking
10. Ensure effective electronic distribution of information to
travellers and visitors

20. Mobile location-based service users
location-
Mobile location-based service users
worldwide, 2007-2012
486
500
450
400
329
350
million
300
250
215.3
200
134
150
100
61.3
50 18.9
0
2007 2008 2009 2010 2011 2012
Source: eMarketer, September 2008 (reported by Telecoms.com).

21. Five-
Five-fold increase in mobile social networking by 2012
Worldwide mobile internet users and worldwide
mobile social network users, 2007-2012 (in
million)
1400
1,228
1200
1000 982
803
800 757
million
554
596
600
490
369
406
400
243
200 147
82
0
2007 2008 2009 2010 2011 2012
Mobile Social network users Mobile internet users
Source: eMarketer, May 2008.

22. Destinations – The e-marketing survival kit
e-
•
Reach as many potential Search engine optimisation
•
customers as possible Distribution partnerships
•
Maximise the lifetime CRM systems
value of customers
•
Join the social networking UGC/C2C functionality on website
•
revolution and facilitate Engagement with UGC and social networking sites
user generated content • UGC tracking/response software
•
Maintain high quality Content management plan and system for
content acquisition and distribution of content
• Quality assurance of content
•
Create a compelling Creative design, efficient functionality, interactivity
website experience with UGC, third party content/services
•
Deliver sales, directly or Booking engine and customer orientated booking
indirectly processes or
• Meta-search comparison engines with ‘polling’ for
availability and price
•
Offer customised Meta-search to access wide range of destination
packaging products
•
Engage tourism businesses Industry extranet to provide services & knowledge
•
to deliver the inventory Low cost PMS to supply inventory dynamically
•
Evaluate and benchmark Site performance measurement
•
performance, Web analytics
demonstrating return on • User surveys
investment
• Real-time testing of alternatives
•
Ensure effective electronic Podcast destination guides
•
distribution of information Location based services
to travellers and visitors • Wide area WiFi (WiMax)

23. Agenda
• Ten ‘Keys to Success’ in destination e-
Business
• Cape Town Tourism – making it all
happen

24. Agenda
• Ten ‘Keys to Success’ in destination e-
Business
• Cape Town Tourism – making it all
happen
• Other examples of best practice

25. Spain - Multimedia (1)

26. Spain – Multimedia (2)

27. Pennsylvania, USA: VisitPA.com

28. Visit PA - the outdoor adventurer
Real
Roadtripper
video

29. Roadtripper Blog

30. Pennsylvania, USA: video sharing

31. Specialty playlist – locals, a trip along Route 6

32. VisitVictoria blog/forum

33. Visit Victoria – Mobile content

34. Agenda
• Ten ‘Keys to Success’ in destination e-
Business
• Cape Town Tourism – making it all
happen
• Other examples of best practice
• The Destination as a Community

35. The destination as a community
• The destination represents the focal point for all the
players in tourism whose interests are interdependent –
government, residents, suppliers, carriers, major
corporations, intermediaries, consumers
• The DMO is at the heart of the community, which may be
represented like this …

36. Travel
Trade/ Group Travel
Organises Media
Conference
Buyers
Visitors –
Mobile
Consumers
at home
Transport
The
Destination
Community
– Residents, & the DMO
Schools, etc Conference,
Exhibition,
function
venues
Police,
Health &
other
Attractions
services
and events
Local
Accom &
Authorities
catering
RDA &
suppliers
Govt
© TEAM 2006
© TEAM 2000

37. Travel
Trade/ Group Travel
Organises Media
Conference
Buyers Visitors –
PC PC
Handheld
Mobile
Handheld
PC
Kiosk
Handheld PC/TV
Print
(Hotel)
CMS/
Consumers Info mgmt
Web Handheld
search
at home PC Publishing
Call
TV
Reser- Image Centres
PC
Databases
Handheld vations library
Internet
Customer
Product
CRM/
Online
PC
Contact
Community surveys
PC
mgmt
– Residents, Handheld
Tourism
Knowledge
Schools, etc Information
‘Push’
MIS/
Centres
marketing
evaluation
Handheld
PC
Impact Market
PC
Analysis analysis
Tourism
Facility
Tourism
PC
Operators PC
Marketing
Handheld
PC
Major
Tourism
Partners – Visitor Development
Public & Services & & Business
Private Support
Manage- © TEAM 2000
© TEAM 2002
© TEAM 2000
ment

38. Agenda
• Ten ‘Keys to Success’ in destination e-
Business
• Cape Town Tourism – making it all
happen
• Other examples of best practice
• The Destination as a Community
• Conclusions

39. Conclusions
• E-marketing is paramount in all mature markets
• You need to engage actively with social networking and UGC
• Mobile access and commerce represents a major new
dimension to e-marketing to consumers at home and in the
destination
• In a multi-channel world, get the blend of channels right for
your target market
• Re-evaluate every year – adjust budgets to reflect changes in
channel cost-effectiveness
• Partnerships make sense in the electronic world
– Content acquisition
– Distribution
• Scale down/consolidate traditional channels in line with the
market
Does your marketing plan give enough weight to e-marketing?
Is it flexible enough to exploit the latest opportunities?

40. Thank you for your attention!
For further information:
Dr Roger Carter
RogerCarter@team-tourism.com
+44 7932 739 453
http://pub.unwto.org/epages/Store.sf/?ObjectPath=/Shops/Infoshop/Products/1465
Web sites of interest, prepared by TEAM
www.newmediatrendwatch.com
for analysis of Internet and other new media use in all major markets
www.destinationworld.info
for news and feature articles relating to destination management
and marketing