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Enhancing the use of Technology for Tourism in Edinburgh

Enhancing the use of Technology for Tourism in Edinburgh. TEAM Tourism Consulting ETAG Conference, 25 January 2011. The brief. Strategy and action plan for technology to: Be used by visitors to/in Edinburgh Enhance the visitor experience and generate new income

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Enhancing the use of Technology for Tourism in Edinburgh

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  1. Enhancing the use of Technology for Tourism in Edinburgh TEAM Tourism Consulting ETAG Conference, 25 January 2011

  2. The brief Strategy and action plan for technology to: • Be used by visitors to/in Edinburgh • Enhance the visitor experience and generate new income • Help businesses achieve efficiencies, growth and better customer service

  3. Agenda • The Big Picture • Current visitor experience of technology in Edinburgh • Expert Review of Edinburgh destination websites • Views of ETAG stakeholders & tourism businesses • Next steps • Implications for tourism businesses

  4. Agenda • The Big Picture

  5. Source: ITU - World Telecommunication/ICT Indicators Database.

  6. Internet users forecasts by world region Source: eTForecats (www.etforecasts.com), July 2001.

  7. Internet users forecasts by world region Source: eMarketer, February 2008.

  8. Increasing Number of Wireless Internet users(eTForecasts) Non-Wireless Internet Users Wireless Internet Users

  9. Very rapid evolution of internet access - Smartphone Source: Morgan Stanley presentation “Internet Trends” at the CM Summit – New York City, June 7, 2010

  10. New computing cycles– 10x more devices Source: Morgan Stanley presentation “Internet Trends” at the CM Summit – New York City, June 7, 2010

  11. Which of the following do you use most frequently when travelling? (as a % of respondents) Graph source: Survey conducted by WAYN for the World Travel & Tourism Council, carried out in conjunction with Frommer's Budget Travel magazine among nearly 3,580 people (780 US, 2,800 non-US), reported in a tnooz.

  12. Some (current) new services

  13. SMARTPHONES = all phones soon • ‘Location-based services’ • Mobile websites – not very user-friendly • ‘Apps’ – easier to use than mobile websites, but HTML5 may change that

  14. The rise mobile apps • 212,000 iPhone apps, 3bn downloads • 65% are free, average paid-for is $1.56 • Android now the No. 1 OS in the world • 50,000 Android apps and rising

  15. SMARTPHONES • ‘AR’ – Augmented Reality, eg Google Goggles • Point the phone, get data overlaid on what you see‘Better than real life’ ?

  16. User Generated Content (UGC) • TripAdvisor • 40m visitors per month(July 2010), up 60% YTD • 20 million members,up 33% YTD(comScore Media Metrix) • 14 languages, 23 countries • UK site: 4.5 m unique visitors(Expedia.co.uk - 3.4m) iPhone app

  17. Agenda • The Big Picture • Current visitor experience of technology in Edinburgh

  18. Wifi hotspots in city centre • Around 100 WiFi hotspots in and around the key tourist areas • A combination of paid and free (with food/drink, on Airport Bus) etc

  19. Wifi conclusions • The existing WiFi provision is far from seamless, not easy to access and will not stand up to volume traffic • No completely free provision at all • But........ • Firm BT Openzone base in key high volume tourist areas • The Cloud well established in peripheral areas & some key areas • Both are accessible on the street • Dialogue required with BT & The Cloud to understand options

  20. Agenda • The Big Picture • Current visitor experience of technology in Edinburgh • Expert Review of Edinburgh destination websites

  21. Websites review results • Website audit, 10 sites - percentage of perfection 59% - 83% • Strategic evaluation, 5 sites - 80% down to 13% • Plenty of opportunities for improvement – detailed analysis made available • Edinburgh lacks:one excellent destination site that inspires and services the user in all phases of the Customer Journey

  22. Agenda • The Big Picture • Current visitor experience of technology in Edinburgh • Expert Review of Edinburgh destination websites • Views of ETAG stakeholders & tourism businesses

  23. Stakeholder needs and opportunities (1) • Single high quality destination site and portal for Edinburgh – ideally encompassing ‘work, invest and study’ as well as tourism • High quality, free ‘Edinburgh’ mobile app • High quality mapping and pool of rich content for use by all stakeholders and tourism businesses • Rich content to include: • In-depth information and interpretation/story telling for those who want it offers • Up-to-the-minute info on events and special offers • High level of willingness/enthusiasm of stakeholders to provide rich content

  24. Stakeholder needs and opportunities (2) • Online real-time booking of accommodation, with a large pool of accommodation and commission income to support marketing • Two way interoperability between accommodation and ticket booking systems to enable dynamic packaging • Itinerary planning tools for web and apps • Location based services via smart phones/tablets, based on mapping/’near me’ searching [NB. potential to take people to the less visited parts of the city, smaller attractions, venues, etc]

  25. Stakeholder needs and opportunities (3) • Cooperative approach to CRM and SEO • Promotion of Edinburgh website, mobile app(s) and other info sources at airport and Waverley, through posters, leaflets, text message to visitors on arrival etc • Free/low cost WiFi scheme for the city or • Edinburgh ‘City Card’ to include WiFi through BT Openzone or The Cloud [NB. City card is an item for retailing and for inclusion in conference delegate packs.] • Automated language translations

  26. Business consultation - survey • Use of IT and e-business is well established in three quarters of Edinburgh’s tourism businesses But • Training and skills issues still exist in the emerging functions: • Managing our own website – 87.5% • Managing customer records – 71% • Use of Mobile Apps – 80% • Exploiting recommendation sites and social media – 93% • Producing effective newsletters – 80% • Internet access and security issues (firewalls) – 70%

  27. Businesses would like Edinburgh to....... • Make more use of mobile apps for look, book & tickets • Make more use of social media & blogs • Use more location based services – things to do near me • Have a more integrated web presence for destination marketing • Offer real time events news • Enable “In lobby” interactive Tourist Information for businesses • Use electronic info boards for what’s on today and attraction waiting times • Send a daily email to accommodation with useful info

  28. Agenda • The Big Picture • Current visitor experience of technology in Edinburgh • Expert Review of Edinburgh destination websites • Views of ETAG stakeholders & tourism businesses • Next steps

  29. Next steps • Establish the Tourism Technology Steering Group (TTSG) • Secure consensus of the TTSG around a shared vision • Oversee the preparation of a three year Action Plan, based on collaborative working and joint resourcing • Liaise with VisitScotland regarding potential for cooperation regarding IT systems and distribution

  30. Agenda • The Big Picture • Current visitor experience of technology in Edinburgh • Expert Review of Edinburgh destination websites • Views of ETAG stakeholders & tourism businesses • Next steps • Implications for tourism businesses

  31. Implications for tourism businesses • In your promotions and at your points of contact with visitors, make sure to tell your guests about the best destination website(s) and mobile applications and where they can access WiFi around the city • Attractions: take advantage of new technical opportunities to improve information and interpretation for guests, using location based services

  32. Implications for tourism businesses • Accommodation operators: • Ensure that your accommodation availability can be accessed dynamically (real time) by distribution channels - visitscotland.com, booking.com, Late Rooms, etc • Provide good, high bandwidth Internet access for guests, free or low cost, with knowledgeable advice on how to access it

  33. Implications for tourism businesses • Listen to what people are saying about you on social media/UGC sites and engage in discussion – use Google Alerts • Participate in the main social media sites yourself, particularly Facebook and Twitter: e.g. follow VisitScotland, Marketing Edinburgh and other influential voices • Take advantage of free and low cost promotional opportunities available through TripAdvisor, etc

  34. Implications for tourism businesses • “Look before you leap” and consider partnering with other businesses in implementing new technology • Watch out for potential future training opportunities in social media, CRM etc. and the proposed tourism blog on new opportunities through technology

  35. Implications for tourism businesses • ETAG ‘Technology Solutions for Tourism’ event on 24 February • VisitScotland Digital Strategy • Case studies • Technology companies providing solutions

  36. www.newmediatrendwatch.comAnalysis of new media use in all major marketsPublished by European Travel CommissionBased on monthly research by TEAM Tourism Consulting

  37. Thank you! For further information: Dr Roger Carter RogerCarter@team-tourism.com +44 7932 739 453

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