US based hotel brand Marriott re-launched the website TravelBrilliantly.com, its campaign site for the latest open innovation initiative. Until April 2014, users in the US and the UK are invited to submit ideas to the website for a co-creation contest. The campaign was set up for the first time in summer 2013, and has sparked a number of innovations in different areas, including technology, food, design and wellness.
Visitors to the website can watch videos of different innovations that Marriott Hotels is currently working on. In addition the site features different suggestions for innovations that have been submitted to the site by users. In addition, users can vote on the innovations and discuss the entries via a Facebook social plugin directly on the site. The winners of the competition are awaiting prize packages, including items from Herschel Supply Co. and Brookstone.
Marriott is not the first company to make use of digital technologies to create an innovation community and co-create products together wit customers. One of the most successful examples is Starbuck’s innovation site My Starbuck’s idea. The community has generated over 150,000 user ideas so far, concerning potential products, enhanced experiences and other ideas how Starbucks could get involved with communities.
Also in the tourism field innovative examples can be found. A lot of media attention received Aloft Hotels' initiative to let customers build and test an entire hotel in second life prior to building it in real life.
While these ‘one-off’ projects generate a lot of media buzz, it is the long lasting, continuous exchange with an active community of customers that generates the greatest success of co-creation. Marriott is on a good way with its TravelBrilliantly site to build an engaged and enthusiastic community of innovative customers that can provide support during the idea generation stage of innovation processes.
More from #DTTT
In October we present:X. Festival: Reshaping the Visitor EconomyReshaping the Visitor Economy I believe it was February when we started thinking about how feasible it was to run our next event. Organising two flagship events twice a year presents us with a very tight schedule when it comes to finding speakers, selecting venues, coordinating with sponsors and dividing the work amongst team members. [...]#reshapingtravel #digitalevent #event
In October we present:Defining the Ingredients of a Good Destination brand ExperienceA lot of DMOs are asking themselves, "how can we help our industry to pivot, to design new experiences and to prioritise sustainability in recovery?" Defining the Ingredients of a Good Destination Brand Experience Destination branding is driven by three main factors; reputation, identity and perception. However, the ultimate factor, the key ingredient that brings [...]#dmo brand #recovery #brand experience #brand #destination
In September we present:Market Pivot with Slovenian Tourist BoardBuilding a Recovery Strategy that attracts the audiences in the 'new normal' The old way of targeting, converting and growing needs a revision. Gone are 'emerging markets' and 'disposable income' as audience criteria. We need to hit reset. Now more than ever, it is important to be sensitive to the concerns of visitors and to [...]#visitor journey #slovenia #consumer behaviour #trends #workshop
In June we present:New Normal, Same VisitorsHow can destinations safely reopen to international visitors? What are the strategies behind the reopening and what's the role of DMOs? These are only few of the questions we asked to VisitJamaica, who told us how they successfully managed to keep the nation safe for both of international tourists and locals, developing effective protocols and solid [...]
In June we present:Staycation Storytelling with Visit Estonia – Weekly Tourism Impact Call: Week 13DTTT · Staycation Storytelling with Visit Estonia Where do destinations find inspiration for their campaigns during COVID-19? How do they convince people to travel again and engage with the local tourism sector? With the focus on recovery and the domestic restart, we have seen many different campaign approaches aimed at the domestic market. The latest [...]#domestic tourism #recovery #COVID-19 #visit-estonia #storytelling #strategy
In June we present:Why is Design Thinking so important in identifying solutions?
We are in an unprecedented moment in the industry’s history, which must redefine itself. Businesses must pivot, but with a purpose, destinations must demonstrate leadership, value and co-design a new future for tourism. In today’s remote world, amidst the uncertainty, we will enable the industry to develop empathy and co-create impactful outcomes for the benefit […]#solutions #recovery #remote design thinking #DMOs #strategy #tourism