British Museum App

Opinions: 

Travel Tech

The British Museum has released an app showcasing the current exhibition 'Life and Death in Pompeii and Herculaneum'. This is quite an interesting move by the museum as it aims to open the exhibition to people who cannot actually get to the site, allowing them to now experience it from home. Hence, a wider audience can actually enjoy the exhibition. With museums now moving away from investing in websites to building targeted apps, is this the way of the future? (Econsultancy).

Website vs App

Throughout the last couple of years, museum websites have become more sophisticated and aim to inform and also inspire visitors. A very interesting example is the Tate art gallery’s website which focuses on interaction and learning, and can be considered a best practice example. Several microsites provide space for young creatives to showcase their own work, whilst also offering creative resources such as exam help for arts students. The Tate also has a microsite designed for kids, Tate Kids, with age appropriate content in the form of games, films and inspirational galleries, which is quite interestingly done.

Apps on the other hand are a lot more straightforward in terms of raising money, and could aim to get direct revenue by charging a couple of pounds per download. However, the amount of money charged per download needs to be justified. With the large number of apps already on the market, consumers want to get a lot for their money and expect added value, particularly if an app is not available for free. It can be challenging to fulfil these expectations.

Apps replacing guidebooks?

Are apps ready to replace guidebooks? This is a question that is being discussed in the industry at the moment. The exhibition app offered by the British Museum is a first attempt to tap into the app market. However, unless the museum creates a museum-wide app in the future, apps will not replace guidebooks just yet. It can be quite challenging to build an app given the magnitude of information available on the different museum exhibitions. An app replacing a guidebook would need to provide greater functionality, probably be very visual and easy to use, which can be quite costly to create.

The British Museum followed an interesting approach by creating the exhibition app and its success will certainly be interesting to monitor. Museums worldwide aim to diversify their use of digital and are open towards the use of new technologies. With more time passing, museums and other attractions will become better and more willing to invest in websites and different apps at the same time. However, it is down to the individual attraction to determine which source of income will be most important in the future; if it’s about getting income through visitors, through the website or apps. Certainly, it will be very interesting to monitor museums and attractions in terms of their digital strategies in the future.

More from #DTTT

  • In June we present:
    Creating an Inspiring Staycation Campaign with Visit Greenland – Weekly Tourism Impact Call: Week 12
    DTTT · Creating an Inspiring Staycation Campaign with Visit Greenland With the staycation set to become the new travel trend as restrictions ease, how can destinations adapt to attract the domestic market and restart tourism? This is a key question for the industry which sees the staycation as a solution. The staycation is a movement [...]
    #Staycation #recovery #COVID-19 #strategy #tourism #Visit Greenland
  • In May we present:
    What’s the appetite for Travel? with Beautiful Destinations – Weekly Tourism Impact Call: Week 11
    DTTT · What's the appetite for travel? with Beautiful Destinations Recovery is now in sight for many destinations and much is being done to improve destinations to make them safe and ready for travellers when they arrive. Whilst the focus has been on the impact to destinations for much of the pandemic, this has now [...]
    #recovery #COVID-19 #beautiful-destinations #industry #tourism #travel
  • In May we present:
    Sustainability Opportunities for Destination Recovery with Dr Cara Augustenborg – Weekly Tourism Impact Call: Week 10

    Sustainability is a key issue for the industry as it prepares for recovery. The fast-moving pandemic has been severely disrupting tourism and its impact will change the industry, academic engagement, and customer behaviour. The question many destinations are now asking is how can we be sustainable post COVID-19? We dedicate our tenth Tourism Impact call […]

    #ecotourism #recovery #COVID-19 #sustainability #industry #tourism
  • In May we present:
    Digitalisation and Sustainability solutions for recovery – Weekly Tourism Impact Call: Week 9

    As part of our efforts to react and support the industry, the #DTTT began hosting our popular Tourism Impact calls 2 months ago. Now going into the ninth consecutive week, we reflect on what has been an interesting and insightful journey so far. In many lively discussions, we’ve shared perspectives about COVID-19 impact, destination strategy […]

    #recovery #COVID-19 #sustainability #digitalisation #industry #tourism
  • In May we present:
    The Nordics COVID-19 Response

    How have the Nordic countries responded to the crisis? At the #DTTT, we have seen different approaches throughout the Nordic region and wanted to find out more. In a highly insightful interview we brought together the Tourism boards representing the capital cities of Norway, Sweden, Finland and Denmark to discuss their response to the COVID-19 […]

    #The Nordics #Response #COVID-19 #DMOs #marketing #strategy
  • In May we present:
    What travel will look like in the future with Doug Lansky – Weekly Tourism Impact Call: Week 8

    In our highly anticipated eighth Tourism Impact call, we discussed the different approaches of destinations who are at various stages of the recovery process. Recovering destinations are now looking for innovative product solutions as restrictions begin to ease and businesses start to re-open. Whilst for other destinations their recovery plans are still at the research […]

    #Doug Lansky #COVID-19 #DMOs #industry #strategy #tourism
Show more
© 2017 Digital Tourism Think Tank