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Baku: The Big Seven in 2020
Transcript of Baku: The Big Seven in 2020
DESIGNING THE FLOW
# so little design as possible ...
# take care on the whole customer journey
# From storytelling to managing stories....
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!
Success Story: Tourist Arrivals
China: 2012 #1 source market worldwide in 2012!
Joint activities to sustain growth
Average Day Rate !
To be still successful in 2020
...will have to provide Flow Experiences
... DMOs have 7 Chances
# 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 &
# scenery, atmosphere, landscapes, hospitality...
No hotel, no tourism board, no travel agency is successful without storytelling.
Storytelling is still the cutting edge. Strategic approaches like content strategy, content management and editorial planning are arriving ...
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.
- 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