www.atdw.com.au

TEE OPERATOR WORKSHOPS

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Today’s OutcomesMorning: Introduction to the ATDW Tourism E-Kit – How it can benefit you Consider the elements that make up a Integrated

Digital Strategy and why it’s important

Social Media channels for Tourism

Afternoon: Online Bookings The China market

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Long Term Partnership Between Government and Industry

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What is ATDW?

The Australian Tourism Data Warehouse (ATDW) is a central content and distribution platform for the Australian tourism industry

ATDW benefits Tour Operators by providing a cost effective solution to increasing their digital distribution and online exposure, and provides Travel Distributers with rich, flexible content in a central database to easily populate their websites

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Content and Distribution Network

33, 000

The database is made up of over 33,000 tourism product listings which are available across ATDW's multi-channel distribution network

33,000

National ATDW Distributors

As of 14 Jan 2013

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One listing… lots of exposure

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ATDW extends its digital content solution further with a range of other digital services, including:

Industry Education Online Bookings Hosting & Development

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Increase knowledge in online marketing

Add value and growth to individual businesses

Raise the online standards of the industry

Empowering the Tourism Industry

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Over 60 tutorials

Online | Print | Video

Relevant up-to-date content

Simple and easy to followOver 300,000 downloads

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Topics covered In the Tourism E-Kit:

The Basics Website Image SEO E-marketing Online Bookings

Analysis and Statistics

Online Distribution Social Media Working Digitally in

China

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New Tutorials & Videos just Released

Tutorial 7A - Online Etiquette Tutorial 17A - Mobile Technology for

Tourism: Advanced Tutorial 17C - Responsive Design for Web

and Mobile Tutorial 54 - Online in China – Next

Steps

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Call to Action To Download the E-Kit:

Available to Australian tourism operators only. To register go to:

www.atdw.com.au → e kit → Member → Register as a Member (sign up and download)

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Call to Action To Download the E-Kit:

Available to Australian tourism operators only. To register go to:

www.atdw.com.au → e kit → Member → Register as a Member (sign up and download)

E-kit is completely free and can be downloaded in print or video format. (You can download each tutorial individually or the entire e kit as a single file)

Printed and bound copies of the e kit can be purchased online at a reasonable price on the TAFE SA website

Contact the ATDW – Wendy.Smith@atdw.com.au

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Integrated Digital Strategy

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Why an Integrated Digital Strategy

The growing size and complexity of the digital marketing landscape necessitates an integrated approach

Marketing and communications processes must be re-worked; and continue to adapt

The pace of change is relentless

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To respond to the higher sophistication and expectation levels of the hyper-connected consumer, businesses need integrated digital marketing

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Getting Social

Travel is social

Social media revolution going on and it’s happening on mobile

90% of travel decisions are made online

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Why is it so important?

Businesses with higher levels of digital engagement have an average of 20% increase in annual revenue.

Median revenue for businesses with low digital engagement is $87,500 / employee, compared with $187,500 per employee for businesses with a high level of digital engagement.

Source: Deloitte’s Connect Small Business: How Australian small businesses are growing in the digital economy: 2013

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Challenges

Challenges of delivering a co-ordinated digital strategy

Complexity of digital channels Technical difficulties Working out where digital fits in

and what channels will suit you best

Fast pace of change – there is a lot to consider

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Industry’s Digital SophisticationRecent survey conducted by Tourism Research Australia to measure level of uptake of various digital technologies & digital distribution capabilities of businesses in tourism

www.tra.gov.au → Publications → Publications List → Operators Digital Uptake Benchmark Survey 2013 Research Report

Four areas surveyed: Online Presence Website Adoption and Management Online booking and Distribution Social and Mobile Presence

Tourism Operators Digital Uptake

Comparing 2013 to 2010

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Online Booking Barriers A lack of understanding or knowledge of options available

The perception that booking systems are too complex and time consuming

The need for flexibility to personalise or customise the system to their customer and business needs

The perception that booking systems are too expensive in implementation, running costs and commissions

Some regional areas made reference to instances of poor internet connection and technology barriers

Themes common across all sectors of the industry, more prevalent in businesses managed by people over 56 years of age

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Developing Your Digital Strategy Consider how Digital can support the Business goals

Look at strategy holistically, before looking at “Channels”

Understand your competitors

Prioritise components of your Digital strategy

Prioritse channels that are important for your business

Consider the strengths of each Channel – how do they relate to your strategy and objectives (some may combine multiple platforms )

Determine content for desktop, mobile & tablet

Determine how you are going to measure success of digital strategy (Measure, analyse, optimise)

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The Role of Content in Tourism

Take full advantage of the digital communication offerings by: Targeting content to specific market segments Increasing interactivity – be active on social channels Making better use of storytelling and video Making content shareable Adapting content to emerging markets and different cultures

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The Role of Content in Tourism

How does ATDW support your integrated Digital Strategy?

High quality content, national database, making it easily useable by relevant distribution channels

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In Conclusion

No longer nice to have – now critical to have an integrated digital strategy

As consumers further realise the benefits of social platforms and mobile devices, they’ll come to demand ever-more personalised content and purchase options

Operators will have to oblige by creating sharable and relevant content that speaks to the wants and needs of each segment of their target audience

Its time to Get Social!

Thank you for your time

www.atdw.com.au

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Liz.Ward@atdw.com.au