tourism events and excellence 2012 an integrated digital strategy

GROW YOUR OWN DISTRIBUTION NETWORK

www.atdw.com.au

2

RESEARCH PURCHASEIN

DESTINATION POST

Consumer Purchase Cycle

3

4 Drivers of Change

4

Smarter Search Technologies

Tailored and flexible

Customised

Infinite information supply

5

Disruptive Technology

Location aware

Information and Purchase

Immediacy

6

Personal Communities

Word of mouth

Trusted peers

Brand promise

7

Future Transactions

Direct to supplier

Access to long tail

Value perception

8

Australia’s Position

71% bookable product have own website

41% availability and price checking

38% accommodation online booking through own website

Accommodation & tours are front runners for online payments

@ November 2010: Online Capability Survey www.ret.gov.au

9

Content is KING stil

l

10

YOU are no longer in control of the

distribution of YOUR content

11

The Opportunity

Have the best possible content

Develop your own network

Share on your social platform

Be part of the conversation

12

30%7.3%

2.4% 7.6%

ATDW’s Core business model

13

30%7.3%

8.8% 2.4%

Decentralisation

14

A tool for industry to grow their own distribution network

15

Unique

Fresh

Relevant

CONTENT

16

BUSINESS INTELLIGENCE

tools to track and

analyse who’s looking

at your site

17

Create a digital

BROCHURE RACK

to promote your community

and region

18

CLICK AND DRAG

technology to enrich your

website with

19

Let your consumers share

their experience through

the SOCIAL MEDIA

PLATFORM

20

In summary

1. Get delicious content

2. Get social

3. Get mobile

4. Get on to iGrow

Thank you for your time

www.atdw.com.au

21

Liz Ward

Liz.Ward@atdw.com.au