Opinions: 

DMO Stories

Every DMO has a responsibility to their industry, to help them develop, connect the community and keep the destination competitive. Ultimately, this is the key to delivering the best possible visitor experience by being present at valuable touchpoints in the journey, and ensuring all digital activities are aligned to the destination’s overall goal.

The #DTTT's Industry Development Programme is designed to help DMOs deliver a structured plan to support the digitalisation, growth and competitiveness of their tourism industry. The Programme is built according to the destination's needs and can be run in a series of stages, with the aim being to provide targeted action on specific needs and challenges faced by SMEs on an everyday basis.

In Spring 2019, our team delivered a full Industry Development Programme for 25 SMEs in the UK, as part of an EU funded project, conducted in 4 regions Belgium (West Flanders), France (Pas de Calais), Netherlands (Zeeland) and United Kingdom (Kent and Essex). The project was conducted in several phases:

  • Phase 1: Businesses filled in the Digital Maturity Assessment and received their Digital Profile
  • Phase 2: 1-to-1 Business Coaching
  • Phase 3: 11 Businesses were selected to receive a bespoke Innovation Plan to implement
  • Phase 4: An Innovation Think Tank meeting took place in July alongside experts from partner regions
  • Phase 5: Tourism Innovation Awards and Networking Award Ceremony in September

Digital Maturity Assessment

The Digital Maturity Assessment created by the #DTTT audited all businesses across a range of different factors, looking at all aspects of their business. The key areas included Culture & Organisation, Technology & Innovation, Market & Industry, and Product & Content, with the role of digital front and centre. The assessment answered various questions on digital activities, monitoring and team skills to get the best understanding of each business’s position.

Business Coaching

The 1-2-1 business coaching sessions helped to develop the innovation plan, designed to help give each business one-to-one guidance on where they can take action and make improvements going forward.

Coaching sessions covered a range of different aspects; reviewing digital activities, current business performance and business models, to identify where support was needed, and where challenges and opportunities lay. Each session was tailored to the business, focusing on the areas most relevant to each. For example, in-depth Content & Engagement checks, Website checks or Product checks.

Innovation Plans

With an in-depth understanding of the wider business’s challenges and needs, the DTTT team then developed a bespoke Innovation Plan. Each plan was tailored to an individual challenge from 4 key areas; Product Development, Digital Marketing, Business Management or Collaboration. Based on the key challenge, each plan provided a detailed summary on implementation, financial planning, partner consideration and marketing and promotion.

Results

The general consensus from all businesses participating in the Innovation Challenge is that it was useful, insightful and they were provided with actionable suggestions they were able to start implementing straight away.

More from #DTTT

  • In December we present:
    X. Rebuild Recap
    The third day of X. Festival has been incredibly insightful. We have heard from leaders in the data and research sectors, who helped us understand what is happening in the market and how to prepare for recovery through sharing invaluable insights and forecasts.   Let’s recap on what we have seen on X. Rebuild. We [...]
    #reshapingtravel
  • In December we present:
    X. Purpose Recap
    The second day of X. Festival is over. We have now gone through 40% of the programme.   Let’s recap on what we have seen today, on X. Purpose. Alex Herrmann, Director of UK & Ireland at Switzerland Tourism, gave us another daily dose of Switzerland. We have opened the day with an incredible piece of [...]
  • In November we present:
    X. Disrupt Recap
    The first day of X. Festival is over, which is like saying that we have gone through 20% of the programme. As you can well imagine, there is still a lot to be explored.  Let’s recap on what we have seen today, on X. Disrupt. Alex Herrmann, Director of UK & Ireland at Switzerland Tourism, [...]
  • In November we present:
    Accelerating Travel Innovation after Coronavirus: From Tragedy to Hope
    How can the travel industry take the global crisis as an opportunity to accelerate innovation? Caroline Bremner, Head of Travel Research at Euromonitor International, will share insights from their last research, providing a unique perspective on the great opportunities for tourism organisations and businesses in the field of innovation. As part of a series of [...]
  • In October we present:
    X. Festival: Reshaping the Visitor Economy
    Reshaping the Visitor Economy I believe it was February when we started thinking about how feasible it was to run our next event. Organising two flagship events twice a year presents us with a very tight schedule when it comes to finding speakers, selecting venues, coordinating with sponsors and dividing the work amongst team members. [...]
    #reshapingtravel #digitalevent #event
  • In October we present:
    Defining the Ingredients of a Good Destination brand Experience
    A lot of DMOs are asking themselves, "how can we help our industry to pivot, to design new experiences and to prioritise sustainability in recovery?" Defining the Ingredients of a Good Destination Brand Experience Destination branding is driven by three main factors; reputation, identity and perception. However, the ultimate factor, the key ingredient that brings [...]
    #dmo brand #recovery #brand experience #brand #destination
Show more
© 2020 Digital Tourism Think Tank