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.
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.
More from #DTTT
In February we present:[DTTTInsights] What is structured data and why is it important for DMOs?
#TechInsights | What is structured data and why is it important for DMOs? Structured data may be a term you are already familiar with, one of those terms you have heard but you’re not quite sure what it means or why you need it, or you have absolutely no idea and are yet to explore […]#structured data #rich snippet #SEO strategy #schema markup #voice search #content
In February we present:Shaping Vienna – A New Visitor Economy Strategy for the Vienna Tourist Board
Sustainable tourism growth is at the forefront of destination strategy today, proposing new visions and objectives for the future of the visitor economy. The Vienna Tourist Board presents its Visitor Economy Strategy 2025, Shaping Vienna, reflecting a new era of tourism that targets sustainable development with an emphasis on adding value for the city, its […]#Visitor Economy Strategy #sustainable tourism #add value #Vienna Tourist Board
In February we present:Travel Oregon – Rethinking Content Styles
For Travel Oregon, content has taken several changes in direction over the years, with a timeline of multiple successful campaigns under its name. This is a great example of a DMO that has adapted its content style over time to align with the ever-changing travel landscape, highlighting the role of sustainability and its impact, and […]#rethinking content style #brand dna #sustainability #travel oregon #brand-values #differentiation
In January we present:#ClientStories Visit Brussels | Full Digital Transformation
The Digital Tourism Think Tank conducted a full Digital Transformation assessment and organisational audit of Visit Brussels, looking at every single aspect of the organisation and its digital activities. Using our carefully curated 12-step approach, we reviewed the organisation from a completely holistic perspective, analysing everything from the organisational structure to the visitor cycle and […]#digital content strategy #brand transformation #Visit Brussels #digital transformation #design-thinking #Knowledge Exchange
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 […]#brand desire #brand story #visit California #touchpoints #brand-identity #content strategy
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 […]#Tourisme Bretagne #sustainable tourism #customer journey #DTTT-global #digital strategy #digitalisation