10.4 New Technology Research and Development

We're taking R&D out of the research department and making it something that concerns everyone.

We're taking R&D out of the research department and making it something that concerns everyone. With templates helping you to investigate, prototype and map out new approaches, our R&D material is designed to be practical and actionable. We all work better when we work together, which is why our R&D framework is build around productive teamwork and testing of new technology and approaches within your organisation augmented by also taking into consideration your competitors.

We're taking R&D out of the research department and making it something that concerns everyone. With templates helping you to investigate, prototype and map out new approaches, our R&D material is designed to be practical and actionable. We all work better when we work together, which is why our R&D framework is build around productive teamwork and testing of new technology and approaches within your organisation augmented by also taking into consideration your competitors.

New technology and innovations in travel are always a big topic for destinations, wanting to explore how new technology could be used in a destination context. Here at the DTTT, we encourage you to take the time and explore how new technology could add value to your current offering as a DMO. We have designed a framework for your teams to work through, developing ideas, uses cases, testing results and prototyping different routes for your destination to take.

Exploring New Technology

Our new technology R&D framework is divided into four main areas, helping you to develop ideas and use cases based on a structured process.

The starting point for you and your team is to identify the technology you want to focus on. This could be anything from chatbots to Snapchat which you would like to explore further in a destination context. Start filling in the pink box in the template, outlining how the technology is relevant for your organisation, your visitor, team and partners. It is important here to think about the technology with an open mind, exploring all points and aspects and its relevancy.

Use the right-top box to explore possible use cases, taking into consideration also the pros and cons of these in order to help you make a decision at the end. Use the right-middle box to focus on competitor benchmarks, exploring how other destinations or organisations are using the technology. Think about what you like or don't like about competitor use cases and different scenarios that you are finding.

After having explored the relevance of the technology for your destination, use cases and your competitor's approaches, take some time to focus on how you would test results when using the technology, outlining different prototyping routes. The idea of this framework is to help and guide you through a structured process of exploring new technologies for your destination. It is up to you to decide whether a meeting will be sufficient to explore this as a topic or if it makes more sense to dedicate a sprint for it. Although a sprint might sound like a big activity, it can also be broken down into several focused meetings within a week, to ensure the outcomes are effective and you are using the limited time in the most efficient way.


We're taking R&D out of the research department and making it something that concerns everyone. With templates helping you to investigate, prototype and map out new approaches, our R&D material is designed to be practical and actionable. We all work better when we work together, which is why our R&D framework is build around productive teamwork and testing of new technology and approaches within your organisation augmented by also taking into consideration your competitors.