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The DTTT Team was proud to be involved in co-organising the Digital Tourism Campus in Kristiansand, Norway, which took place on 22nd and 23rd October 2013. A total of 300 representatives from Norway’s tourism industry as well as national, regional and local DMO’s explored the key issues and emerging trends within the digital travel landscape in Norway. As one of the technologically most affluent market places in Europe, digital readiness is critical for the competitiveness of Norwegian tourism businesses and destinations.

Mobile fuels relationship building with consumers

In this regard, mobile is becoming an important part of the digital strategy considerations of Norway’s travel firms. On the one hand, the advent of mobile as a mainstream channel to access travel related information poses some major challenges to the industry, in particular as consumers demand seamless and fully integrated digital experiences across all devices. At the same time, mobile technologies offer an unprecedented opportunity for travel firms to develop and nurture meaningful relationships with customers throughout the travel cycle. In particular the role of mobile technologies as an innovative tool for enhancing customer loyalty and retention rates was a reoccurring issue at the conference.

The consumer dictates the rules of engagement

The issue of customer empowerment has always been closely linked to the development of digital technologies. The recent proliferation of digitally enhanced pre-trip experiences for branding purposes, ads a new layer to customer empowerment. That is, consumers’ engagement with brands and branding activities is increasingly under complete control of the consumer. That means, the consumer decides when, how and for how long s/he will engage with a brand in the pre-trip phase.

Consumers seek digitally enhanced experiences

In addition consumers seek more often digitally enhanced experiences at all stages of the travel cycle (before, during and after travel). Thus using digital technologies provides an opportunity for DMO’s and tourism businesses to increase engagement with information about their brands and products, as well as to provide better and more relevant experiences  to customers at the stage of consumption.

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