Opinions: 

#DTTT Blog

LAAX is a famous winter destination, positioning itself as a strong lifestyle brand within its sector and successful in digitalising visitor services to optimise the visitor experience.The ski region is located in Switzerland, featuring 224 kilometres of slopes, 4 snow parks, 5 snow-covered downhill runs, the world’s largest halfpipe and an indoor freestyle academy catering to all levels of experience. This unique mountain station, known as GALAAXY Park, boasts a whole experience in itself, with an impressive design and structure, plus a restaurant, event space, mountain bar and sun terrace. 

LAAX also hosts key events such as the annual LAAX Open, a renowned industry event in the European mountains, which further backs the credibility of the resort, becoming one of the leading snowboarding and freestyle resorts. 

Over the years, LAAX has extensively developed its distinct offer to a very niche community, successfully building a loyal customer base through offering a really strong overall package, which is communicated through highly focused targeting and relevant messaging. 

Strong digital targeting 

LAAX has demonstrated that it knows its brand, product and audience perfectly. It has identified its core, niche community and key products, developing really strong messaging and content tailored to this specific audience. 

LAAX is able to communicate with visitors directly through its Inside LAAX App. As such, all promotional content and services are highly targeted to its younger audience segment, which includes queue and weather updates, restaurant information, ticket booking and a 3D map with live updates. The app is designed to appeal to this specific segment with its choice of music, language and voice, plus its Gamification function, making for a great mobile visitor experience. 

How could you incorporate gamification into your destination strategy?

Inside LAAX App

The app successfully facilitates a direct relationship with the visitor and it is constantly evolving to align with the visitor experience. LAAX built the app in a way that will optimise the visitor experience as much as possible throughout the whole journey, always providing content that is efficient and interesting. The app is multi-functional with three key functions; Information, Product and Gamification. 

The gamification element is a fantastic way to engage with visitors, encouraging interaction amongst peers and creating lasting memories. These memorable experiences encourage word-of-mouth, particularly with this younger segment who are mobile pioneers and enjoy sharing their experiences. Gamification is also a new way of communicating and getting to know your customer with a view to improve the digital customer experience, key in today’s climate. 

Smart data

The Inside LAAX app is also used to generate data. It successfully gathers plenty of data and insights which are only used to personalise the content and messaging for the user, they are not used for promotional activities. It makes use of smart data, rather than big data. 

The importance of utilising this quality data in order to be more personalised, focusing primarily on the customer’s needs, fosters a strong relationship of trust between the brand and customer, ensuring the customer knows they can provide data knowing they will only see what they want to see, and they will not be bombarded with multiple marketing emails and messages.

You can watch the full case study and interview with Eliane Bernasocchi-Volken, Head of Marketing & Sales and Claude Bravi, Head of Digital here. If you are not a member, get in touch with the team for a demo

 

Discussion

comments powered by Disqus

More from #DTTT

  • In October we present:
    Enhancing the Visitor Experience with a Data-driven Approach

    Banff & Lake Louise is a National Park destination located in the Canadian Rocky Mountains. It is most well known for its natural scenery and breathtaking landscapes of picturesque glaciers, peaks, meadows, valleys, rivers and the infamous turquoise lakes. A true haven for nature lovers and explorers.  Banff National Park is one of the most […]

    #Stakeholder Collaboration #responsible tourism #banff and lake louise #data
  • In October we present:
    Only Lyon on Smart Tourism

    ONLYLYON on Smart Tourism for the Future of Travel Lyon attracts more than 6.5 million visitors and a 20% growth in tourism every year. In less than 20 years, it has become one of Europe’s major tourist destinations, popular for its rich history, beautiful architecture and famous cuisine, widely considered the French capital of gastronomy. […]

  • In October we present:
    Vienna’s Storytelling Journey into Voice

    In 2016, Google revealed that 20% of all queries on mobile were via voice search and by 2020, 50% of search is expected to be driven by voice. The growth of voice continues and in an era of strong content creation and compelling storytelling, it’s a really great way to connect your destination stories with […]

    #voice app #music tourism #storytelling #Vienna Tourist Board
  • In October we present:
    Stewardship is the Key to the Future of Tourism

    In 2018, the Californian tourism industry generated $140 billion in travel spending, $19 billion in state and local tax revenue, and employed 1.2 million Californian workers. What is the impact of such success on the destination experience and how does California manage this?  Earlier this year we attended Visit California’s annual Outlook Forum, and the […]

    #destination stewardship #sustainable destination #visit California
  • In September we present:
    Become a Changemaker with Design Thinking

    Prepare yourself to be challenged and start thinking about your role as a changemaker. How? Design thinking! 

    #agile working #remote design thinking #design-thinking
  • sustainable tourism - people sitting on a bench looking out over water
    In October we present:
    Sustainable Tourism for the Faroe Islands Towards 2025

    We caught up with Levi Hanssen, Content & Communications Manager at Visit Faroe Islands, to talk all things overtourism, voluntourism and preservolution, ahead of their talk at #DTTTGlobal later this year.

Show more
-->
© 2017 Digital Tourism Think Tank

Digital Tourism Think Tank logo imge