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Baku: The Big Seven in 2020

7 areas tourism actors have to develop excellent performance to stay relevant and succesful in the upcoming years.

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Transcript of Baku: The Big Seven in 2020

The Big Seven 2020
# 1
DESIGNING THE FLOW
# so little design as possible ...
# 2
# take care on the whole customer journey
#3
# From storytelling to managing stories....
#4
# Tomorrow.
Storytelling will be still there. But who gets it first - how to market and target and re-target this stories to potential visitors - will be the winner in hunting for global attention of travellers.

7 areas tourism actors have to develop excellent performance
International tourism demand exceeds expectations: +5%
First time more than 1 Billion Travellers worldwide!
Current Trends
Success Story: Tourist Arrivals
China: 2012 #1 source market worldwide in 2012!
Joint activities to sustain growth
Occupancy !
Average Day Rate !
Flow
Management
Experience PR
To be still successful in 2020
Destinations...
...will have to provide Flow Experiences
to Visitors
... DMOs have 7 Chances
and Challenges
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
CUSTOMER JOURNEY &
SERVICE DESIGN
# scenery, atmosphere, landscapes, hospitality...

CONTENT MANAGEMENT
# Yesterday.
No hotel, no tourism board, no travel agency is successful without storytelling.


# Today.
Storytelling is still the cutting edge. Strategic approaches like content strategy, content management and editorial planning are arriving ...
CONTENT MARKETING
#5
#6
#7
CUSTOMER RELATIONSHIP
DESTINATION RELOADED
INNOVATION
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 travellers? And don‘t they need great stories they can retell?
# Instead of pr-experts - journalists and writers
# Instead of marketeers - storyboard-writers, service designers and landscape architects who know how to set and stage our destinations.

http://www.almax-italy.com/
http://www.google.com/landing/now/

http://mustseemap.klm.com
- connect with travellers
- best: in real time
- the perfect travel guide
- personal assistent
- display dummies analyse shoppers
- little knowledge about travel behavior
- USA/GER/AUT: guiding with free WIFI Usage
- challenge: secure privacy protection
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