Opinions: 

#DTTT Blog

What role does innovation play for today’s destinations and what does it mean to be truly innovative? Is it still possible in such a busy world and a world where consumers are becoming more and more demanding?

Together with Tourism Ireland, Switzerland Tourism and Visit Wales, we explored what innovation means for DMOs today, and the different ways to achieve innovation to successfully stand out from the competition and challenges of today. This section primarily focused on transforming DMO websites with the use of data insights, machine learning and AI.

Here are the top takeaways on Innovation at #DTTTGlobal:

Machine intelligence is fundamental to the future of marketing, everything else layers on top of that - e.g creatives, promotion etc. However, the human element is still needed. Machine learning and AI is extremely beneficial in many different ways but there can still be issues.

The focus is being consumer-centric - in order to meet consumer expectations, you need to incorporate machine learning to be able to make marketing more personal.

There is no answer for how to balance personalisation and privacy but it is crucial that GDPR guidelines are followed correctly.

Validate your ideas during the development stage. How? Invite real users into a 'usability lab' to test and comment.

Website and digital is a never-ending journey. The industry and the consumer continue to change, therefore DMOs and marketers need to always be agile, alert and change along the way in terms of on-going development.

 

You can watch the full presentations on our Launchpad. If you are not a member yet and you're thinking about it for 2020, get in touch with the team!

Discussion

comments powered by Disqus

More from #DTTT

  • In January we present:
    Visit California – The Pivotal Brand Touchpoint

    Visit California is a DMO that is really leading the way when it comes to leveraging the destination brand story, and has long been a destination that we here at the #DTTT consider to be a best practice when it comes to delivering compelling content, all year round.   Visit California understands the importance of […]

  • In January we present:
    Digitising a Destination with Tourisme Bretagne

    Today, the travel industry finds itself in an unprecedented position. The competition has never been so high and with the issue of sustainability rife within the industry and world as a whole, DMOs are striving to implement initiatives that support sustainable growth for the destination, tourists and all stakeholders involved.  The Federation of Breton Tourist […]

  • In January we present:
    How Destination Canada evolved from a Destination Brand to a Passion Brand

    For destination marketers today, the biggest challenge is to keep up with the speed of change and the ever-changing traveller. So how best to stand out from the competition? Is it through technology? Offers? Experiences? Brand?  For Destination Canada, it was a change in strategy. A shift to focusing on transformational travel to respond to […]

  • In January we present:
    Always-on Marketing for the Chinese Traveller with Dubai Tourism

    Dubai is the 4th most visited city in the world, welcoming 10.85 million international guests in 2019. In 2014, Dubai Tourism identified China as a huge opportunity market and set about developing a strategy to reach this highly sought after audience. Over the years, Chinese travellers are fast becoming, if not already, the world’s most […]

  • In December we present:
    #DTTTInsights: Predicting the Top Trends in 2020 in Destination Marketing
    As we approach a new decade, we reflect on another year gone by, and start to think about what the next year has in store. We know the world of travel and digital is constantly changing so who knows what the new year may bring. One thing we do know for sure, the visitor economy [...]
  • In December we present:
    Inspiring Content Online & Offline with Aruba Tourism Authority

    This year, Aruba Tourism Authority embarked on creating an inspirational travel brochure with an offline and online integration. The content has a user-generated feel to it, showing the many different things to do in Aruba from activities and beaches to culinary and culture. We caught up with Sharmin de Vries, PR-manager Netherlands & Belgium at […]

Show more
-->
© 2017 Digital Tourism Think Tank

Digital Tourism Think Tank logo imge