Gamification in tourism

Opinions: 

Travel Tech

Only a few years ago, turning a business or a brand into a game experience was considered an oxymoron. But above all the tourism industry has come a long way since. Trends such as an increase in adoption of smart mobile devices, consumers becoming more tech savvy and travellers seeking more interactive and digitally enhanced experiences have paved the way for gamification in the tourism industry.

GAMIFIED EXPERIENCES THROUGHOUT ALL STAGES

In the tourism and travel industry, we can see the inclusion of gamification elements at all stages of the travel cycle. The Holmenkollen Ski Jump by Visit Norway is one of the most prominent examples of how gamified experiences can help raising awareness. Geneva’s gamified campaign is one of the most recent travel and tourism campaigns that make use of gamified elements for brand development purposes. The award winning app of Stockholm Sounds on the other hand, provides a best practice case study of how the adoption of gamified elements creates truly immersive and digitally enhanced tourist experiences.

PITFALLS OF GAMIFICATION

While gamification can be an effective tool for increasing engagement, it also comes with a range of challenges. One of the biggest pitfalls is offering a gamified experience that is used purely for gamings sake. While this might lead to high exposure and engagement with the game, it bears the risk that the gamified campaign does not fulfil its objectives. Tourism brands have to be careful to clearly define their objectives in advance and identify wether a gamified element is the most effective way to reach these goals.

REACHING THE USERS' GOALS

Another common pitfall is to neglect the importance of your customers’ goals. Gamification is about motivating people to achieve their own goals, not the organisation's goals. At best gamification is centred around a set of goals that the organisation shares with its users.

Epiclist - Gamified travel adventure app

Epiclist - Gamified travel adventure app

The recently launched app Epiclist is a great example of such shared goals. The app makes use of social gaming elements to encourage users to plan trips, carry them out and share visual content afterwards. In essence it uses  gamified elements throughout all stages of the travel process, in order to encourage travellers to follow their dreams, experience tourist products and share those experiences with the community. The company behind Epiclist features the best trips and makes them bookable through their application. Thus high quality content creation as well as experiencing and sharing those experiences is the common goal between users and the organisation, which drives the usage of this app.

 

 

Discussion

comments powered by Disqus

More from #DTTT

  • In May we present:
    Meet…Kevin Wright from Travel Oregon

    In a world of always-on content, information overload and the ever-changing digital consumer, how do you stand out from the competition and most importantly, reach your audience? Kevin Wright, Vice President of Global Marketing for Travel Oregon will be joining us at #DTTTCampus in June to talk about Reflecting on the Role of Content to […]

  • designing signature experiences
    In May we present:
    Meet…Gloria Loree from Destination Canada

    We caught up with Gloria from Destination Canada ahead of #DTTTCampus to get a sneak peek into what we can expect from her talk on Designing Signature Experiences to Build Brand and Narrative.

    #brand experiences #destination canada #brand narrative #brand stories
  • In May we present:
    Meet…Daniel Bury VR Filmmaker

    Daniel Bury is one of the youngest & most up and coming creators in the world of VR film-making, travelling the world to create immersive experiences through unique 360 and VR storytelling.

    #VR experiences #virtual reality experiences #daniel bury #filmmaker #dtttcampus #virtual reality #Vr
  • In May we present:
    5 Reasons Why to Visit #DTTTCampus 2019

    In short, #DTTTCampus is a full exploration into the destination experience, with valuable insights on navigating the digital landscape and the ever-changing consumer behaviour of travellers today.

    #dttt campus #keynote speakers #workshops #destination experience #oslo #destination marketing #Visit Oslo
  • influencer experiences
    In May we present:
    Meet…Paul Kubalek – Digital Media Manager at Saalbach Hinterglemm

    Paul will be joining us at #DTTTCampus alongside a panel of other DMOs to talk about working with influencers, the story behind the ‘Storybase’ campaign and the kind of results they’ve seen since this campaign began.

    #influencer experiences #storybase #influencer marketing #influencer
  • In May we present:
    Meet…the digital team of VisitOSLO

    This year’s #DTTTCampus is just over a month away and we’re getting excited to mingle with the industry’s best DMO experts in Oslo. As our host city, we wanted to catch up with VisitOSLO’s digital team; Widar Pastoor, Creative Project Manager and Kjersti Stensrud, Editor and Content Manager.

    #oslo #dtttcampus ##VisitOslo #AR #augmented reality #technology
Show more
-->
© 2017 Digital Tourism Think Tank

Digital Tourism Think Tank logo imge