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Content Strategy in Tourism 2020

7 Areas Tourism Actors have to Develop Excellence

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Transcript of Content Strategy in Tourism 2020

Content Strategy in Tourism
The Big Seven 2020

DESIGNING THE FLOW
# so little design as possible ...
# Storytelling at each Tourchpoint with Customers
From Storytelling to Managing Stories ...
# Tomorrow. Storytelling will be still the cutting edge. But DMOs, who know how to market and target and re-target these stories to potential visitors, will be the winners in hunting for global attention of travellers.

7 Fields of Actions for the Tourism Industry to be still Relevant
in the Year 2020

Martin Schobert
tourismusdesign.com
Kristiansand I Norway I 2013

2012 First time more than 1 Billion Travellers worldwide!
Current Trends
Success Story: Tourist Arrivals
China: #1 source market worldwide in 2012!
Joint Activities of the Travel Industry to Sustain Growth!
Occupancy !
Average Day Rate !
Flow
Management
Experience PR
Succesful Destinations 2020...
... produce stories about flow experiences.
... tell and share great stories.
Mihaly Csikszentmihalyi
# experience design = 2020 way of branding
DESIGN THINKING IN TOURISM MUST MAKE THE VISITOR EXPERIENCE SIMPLE, THE PRODUCT COMPREHENSIBLE AND
THE PLAIN STORY DURABLE.
# function of a product could be an esthetic one:
pure, balanced, reduced, inobtrusive neutral
Storytelling

CONTENT MANAGEMENT
# 1. Content Audit: User? Brand? Search?


# 2. Content Strategy: Style? Tonality? Type of Publication? Benefits?
CONTENT MARKETING
CUSTOMER RELATIONSHIP
DESTINATION RELOADED
Customer Journey
Isn‘t it the goal to make our visitors dreaming?
Shouldn‘t we create these magic moments?
Don‘t we need a script for the hospitality industry?
To set a perfect stage for travel-experiences?
# Instead of pr-experts - journalists and writers!
# Instead of marketeers - storyboard-writers, service designer and landscapearchitects who know how to set and stage our destinations!

http://www.google.com/landing/now/

- connect with travellers
- best: in real time
- the perfect travel guide
- personal assistent

Importance Excellence Destination Management Increases!
7 steps to success
# 3. Content Processes: Research? Plan? Produce? Storytelling? Publish?
http://www.loop21.net/
- FreeWIFI Entertainment
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