February Trends Chat 2021
So when we had to decide on the agenda for our Monthly Trends Chat, we all agreed that was the right focus.
So when we had to decide on the agenda for our Monthly Trends Chat, we all agreed that was the right focus.
Seeking to define Digitalisation
Discovering Destination Strategies
A Framework to achieve Smart Tourism
Lately, we have been working almost exclusively on Digitalisation: I prepared the material for a few workshops, Nicholas Hall spoke at remote conferences almost on a daily basis, Edoardo Cantoni wrote several case studies, Romy Cywie is swiping through pages and pages of an endless report, Julianna Reyes is building a website for a new project, Rob Palmer is editing video lessons. All these activities have one common thread: trying to explain, showcase, create a framework to drive digital innovation across the industry.
So when we had to decide on the agenda for our Monthly Trends Chat, we all agreed that was the right focus. As for the format, is there anything better than grilling Nick with questions we all want answers to?
You can see how Nick did by watching the recording - there is also an interesting metaphor about horses and ponies 🐎 [Seriously, it is very insightful]
And here are some key slides you can refer to when thinking about Digitalisation.↓
Smart Destination and the European Commission have provided a definition for Digitalisation and explained what it means to be a smart destination.
Innovation and technology are really driving the digital advancements, with destinations being considered centres of excellence.
Yet, it is 2021 and some businesses are struggling to build a website that is mobile-optimised.
There are plenty of challenges related to digitalisation and just to make them more understandable, we categorised them into 3 groups, Business, Industry and Global Challenges. Have a look at them below.
We have also discussed internal structure - how can you facilitate the creation of valuable relationships in the industry? We often come across Centralised Structures: they are very hierarchical and are not particularly effective. On the other hand, we must work on trying to achieve a fully integrated type of structure. However, it does not sound like something you can achieve overnight. Therefore, we believe that the Multiple Hub & Spoke structure is the one that can really drive the shift that is needed in the industry.
The European Commission has created a framework that truly helps visualise the journey towards digitalisation. It goes from individual traditional operators, who are struggling to see beyond their daily operations, through to E-Business and E-Commerce, where the mindset changes and becomes more integrated into a digital ecosystem, to Smart Tourism, which is a completely different mindset, that sees the destination as a network of organisations, where digital drives connectivity.
The conclusion is that digitalisation is a journey. To accelerate development in the destination, it is crucial to set up a plan and a programme that involves the whole industry and lasts several months. Below, you can see a framework of how we do it, simplified, phase by phase.
Nick has presented a few case studies: some of them are in the pipeline and will be published soon in the community, others are already here and you can investigate each case more in-depth. Their strategies correspond to the approaches you see shown below.
For more inspiration, here are the links to the most relevant resources we mentioned during the chat.
Seeking to define Digitalisation
Discovering Destination Strategies
A Framework to achieve Smart Tourism
Lately, we have been working almost exclusively on Digitalisation: I prepared the material for a few workshops, Nicholas Hall spoke at remote conferences almost on a daily basis, Edoardo Cantoni wrote several case studies, Romy Cywie is swiping through pages and pages of an endless report, Julianna Reyes is building a website for a new project, Rob Palmer is editing video lessons. All these activities have one common thread: trying to explain, showcase, create a framework to drive digital innovation across the industry.
So when we had to decide on the agenda for our Monthly Trends Chat, we all agreed that was the right focus. As for the format, is there anything better than grilling Nick with questions we all want answers to?
You can see how Nick did by watching the recording - there is also an interesting metaphor about horses and ponies 🐎 [Seriously, it is very insightful]
And here are some key slides you can refer to when thinking about Digitalisation.↓
Smart Destination and the European Commission have provided a definition for Digitalisation and explained what it means to be a smart destination.
Innovation and technology are really driving the digital advancements, with destinations being considered centres of excellence.
Yet, it is 2021 and some businesses are struggling to build a website that is mobile-optimised.
There are plenty of challenges related to digitalisation and just to make them more understandable, we categorised them into 3 groups, Business, Industry and Global Challenges. Have a look at them below.
We have also discussed internal structure - how can you facilitate the creation of valuable relationships in the industry? We often come across Centralised Structures: they are very hierarchical and are not particularly effective. On the other hand, we must work on trying to achieve a fully integrated type of structure. However, it does not sound like something you can achieve overnight. Therefore, we believe that the Multiple Hub & Spoke structure is the one that can really drive the shift that is needed in the industry.
The European Commission has created a framework that truly helps visualise the journey towards digitalisation. It goes from individual traditional operators, who are struggling to see beyond their daily operations, through to E-Business and E-Commerce, where the mindset changes and becomes more integrated into a digital ecosystem, to Smart Tourism, which is a completely different mindset, that sees the destination as a network of organisations, where digital drives connectivity.
The conclusion is that digitalisation is a journey. To accelerate development in the destination, it is crucial to set up a plan and a programme that involves the whole industry and lasts several months. Below, you can see a framework of how we do it, simplified, phase by phase.
Nick has presented a few case studies: some of them are in the pipeline and will be published soon in the community, others are already here and you can investigate each case more in-depth. Their strategies correspond to the approaches you see shown below.
For more inspiration, here are the links to the most relevant resources we mentioned during the chat.
Lately, we have been working almost exclusively on Digitalisation: I prepared the material for a few workshops, Nicholas Hall spoke at remote conferences almost on a daily basis, Edoardo Cantoni wrote several case studies, Romy Cywie is swiping through pages and pages of an endless report, Julianna Reyes is building a website for a new project, Rob Palmer is editing video lessons. All these activities have one common thread: trying to explain, showcase, create a framework to drive digital innovation across the industry.
Lately, we have been working almost exclusively on Digitalisation: I prepared the material for a few workshops, Nicholas Hall spoke at remote conferences almost on a daily basis, Edoardo Cantoni wrote several case studies, Romy Cywie is swiping through pages and pages of an endless report, Julianna Reyes is building a website for a new project, Rob Palmer is editing video lessons. All these activities have one common thread: trying to explain, showcase, create a framework to drive digital innovation across the industry.
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