COVID-19 VIRTUAL FORUM STRATEGY IN UNCERTAIN TIMES COVID-19: STRATEGY IN UNCERTAIN TIMES APRIL 2020
RODNEY WILLIAM DAVID COVID-19: STRATEGY IN UNCERTAIN TIMES APRIL 2020
UNCERTAIN TIMES COVID-19: STRATEGY IN UNCERTAIN TIMES APRIL 2020
WE CAN’T LOSE SIGHT OF THE REALITY COVID-19: STRATEGY IN UNCERTAIN TIMES APRIL 2020
COVID-19: STRATEGY IN UNCERTAIN TIMES APRIL 2020
COVID-19 VIRTUAL FORUM TODAY TOMORROW DAY AFTER STRATEGY COMMS INDUSTRY COVID-19: STRATEGY IN UNCERTAIN TIMES APRIL 2020
JOIN THE COVID-19 NETWORK destinationthink.com/ jointhenetwork SUPPORT INITIATIVE Tools and support you need to guide your destination through the COVID-19 pandemic. ● Weekly insights and data Planning resources ● ● Communications guidance and toolkits ● Playbooks for industry support ● And peer support groups COVID-19: STRATEGY IN UNCERTAIN TIMES APRIL 2020
STRATEGY IN UNCERTAIN TIMES COVID-19: STRATEGY IN UNCERTAIN TIMES APRIL 2020
EMBRACE THE STOCKDALE PARADOX “ I never lost faith in the end of the story. I never doubted not only that I would get out, but also that I would prevail “ in the end and turn the experience into the defining event of my life which in retrospect, I would not trade. James Stockdale COVID-19: STRATEGY IN UNCERTAIN TIMES APRIL 2020
THIS IS YOUR CHANCE TO STEP UP AND MAKE A DIFFERENCE. Don’t be afraid Rise up to the challenge You have nothing to lose COVID-19: STRATEGY IN UNCERTAIN TIMES APRIL 2020
COVID-19: STRATEGY IN UNCERTAIN TIMES APRIL 2020
THREE PHASES OF FOCUS MITIGATE RESTART REIMAGINE TOURISM ECONOMY WE ARE HERE TIME COVID-19: STRATEGY IN UNCERTAIN TIMES APRIL 2020
LEVEL 4 TRUE UNCERTAINTY Not even a range of possible outcomes LEVEL 3 RANGE OF FUTURES Range of possible future outcomes LEVEL 2 ALTERNATIVE FUTURES Limited set of possible future outcomes, one of which will occur LEVEL 1 CLEAR ENOUGH FUTURE McKinsey & Company Single view of the future COVID-19: STRATEGY IN UNCERTAIN TIMES APRIL 2020
MOST ARE RESPONDING LIKE THIS LEVEL 4 TRUE UNCERTAINTY LEVEL 3 RANGE OF FUTURES LEVEL 2 ALTERNATIVE FUTURES LEVEL 1 CLEAR ENOUGH FUTURE McKinsey & Company COVID-19: STRATEGY IN UNCERTAIN TIMES APRIL 2020
WE SHOULD BE RESPONDING LIKE THIS LEVEL 4 TRUE UNCERTAINTY Not even a range of possible outcomes LEVEL 3 RANGE OF FUTURES LEVEL 2 ALTERNATIVE FUTURES Limited set of possible future outcomes, one of which will occur LEVEL 1 CLEAR ENOUGH FUTURE McKinsey & Company Single view of the future COVID-19: STRATEGY IN UNCERTAIN TIMES APRIL 2020
COVID-19: STRATEGY IN UNCERTAIN TIMES APRIL 2020
MAKE INFORMED DECISIONS: DATA, RESEARCH, EXPERT INSIGHTS, ANALYSIS LOCAL/MARKETS LOCAL TOURISM INDUSTRY Health Cancellations (rooms, meetings, events, etc.) Economic Tourism businesses closed (temporary, permanent) ORGANIZATIONAL Cultural Tourism jobs lost Budget Air access lost (permanently) Staff IMPACTS Partners/Suppliers (measure, forcast) Remote working UNCERTAINTIES DMO UNCERTAINTIES (hypothesize) FACTORS DMO FACTORS Duration of the epidemic Type of DMO (national, state/provincial, regional, city, community) Impact of epidemic Funding source & security Government actions Visitor behaviour by market COVID-19: STRATEGY IN UNCERTAIN TIMES APRIL 2020
MITIGATION PHASE COVID-19: STRATEGY IN UNCERTAIN TIMES APRIL 2020
RESTRICTION SCENARIOS Social gatherings allowed, locally. Restaurants open. People restricted to their homes. Social distancing implemented. Restaurants closed. Restricted delivery. No domestic flights or transportation. Borders closed. No regional and international travel. Borders closed. No regional or international travel. Borders closed. Regional travel allowed (state, provincial). D D E E T T D C C E I I R R T T T C S S I R E E International borders closed. D People are free to move. T R National travel allowed. R E N S Y Y T E W L L C R L L I O A A R Y D L N N T K L S O O A E C Borders open. I I R C G T O A N O E L R N U L 01 02 03 04 05 PLACES WILL MOVE BACK AND FORTH THROUGH PHASES COVID-19: STRATEGY IN UNCERTAIN TIMES APRIL 2020
MITIGATE PLANNING COLLECT DATA, RESEARCH AND INSIGHTS Leverage third party data, collect your EXECUTE PLAN own data, find relevant research, get After trigger occurs expert opinions MITIGATE ANALYSE DATA, RESEARCH AND INSIGHTS Create realistic hypothesis based on key DEVELOP SCENARIOS assumptions based on collected data, AND TRIGGERS research and insights Develop plans for the (3) next most likely scenarios. Promotional, development, funding, etc. COVID-19: STRATEGY IN UNCERTAIN TIMES APRIL 2020
QUESTIONS TO ANSWER IN THE ANALYSIS FOR EACH PHASE DATA, RESEARCH AND INSIGHTS When do we trigger a change in State of industry messaging/markets? Seasonality What experiences are you offering? Budget Who is the right visitor for this phase? State of markets How do we reach them? (economic/cultural/political/emotional) What is the right message? Reputation How do we support industry who (re)open? Competition Government support options COVID-19: STRATEGY IN UNCERTAIN TIMES APRIL 2020
RESTART/REIMAGINE PHASE COVID-19: STRATEGY IN UNCERTAIN TIMES APRIL 2020
RESTART PLANNING COLLECT DATA, RESEARCH AND INSIGHTS EXECUTE PLAN Leverage third party data, collect your Once the mitigate phase has own data, find relevant research, get passed and restart can begin expert opinions RESTART DEVELOP LONG-TERM IMPACT MODELS Based on different assumptions ADJUST STRATEGIES Based on impact models. Create a business case for government support. DEVELOP VISION, OBJECTIVES & KPIs Engage and collaborate with industry, residents, government COVID-19: STRATEGY IN UNCERTAIN TIMES APRIL 2020
QUESTIONS TO ANSWER FOR A RESTART What will the state of industry be? DATA, RESEARCH AND INSIGHTS State of industry (gap analysis) What’s the business case for support? What resources will be available? Seasonality What partnerships are needed? Budget State of markets What experiences are you offering and how are the different? (economic/cultural/political/emotional) How fast should you go? Reputation Competition Is your brand/positioning still relevant? Government support options What strategic shifts do you need? COVID-19: STRATEGY IN UNCERTAIN TIMES APRIL 2020
CREATIVITY COLLECT DATA INSIGHTS STRATEGY ACTION AND ANALYSIS COVID-19: STRATEGY IN UNCERTAIN TIMES APRIL 2020
ADVANCE QUESTIONS COVID-19: STRATEGY IN UNCERTAIN TIMES APRIL 2020
QUESTION How do we plan for human fear of traveling after COVID-19? COVID-19: STRATEGY IN UNCERTAIN TIMES APRIL 2020
QUESTION How do we determine the optimum number of scenarios to be developed based on current information? COVID-19: STRATEGY IN UNCERTAIN TIMES APRIL 2020
QUESTION In order, please highlight which outbound regions will recover first and see travel bounce back and which regions will they visit? COVID-19: STRATEGY IN UNCERTAIN TIMES APRIL 2020
RESTRICTION SCENARIOS Social gatherings allowed, locally. Restaurants open. People restricted to their homes. Social distancing implemented. Restaurants closed. Restricted delivery. No domestic flights or transportation. Borders closed. No regional and international travel. Borders closed. No regional or international travel. Borders closed. Regional travel allowed (state, provincial). D D E E T T D C C E I I R R T T T C S S I R E E International borders closed. D People are free to move. T R National travel allowed. R E N S Y Y T E W L L C R L L I O A A R Y D L N N T K L S O O A E C Borders open. I I R C G T O A N O E L R N U L 01 02 03 04 05 PLACES WILL MOVE BACK AND FORTH THROUGH PHASES COVID-19: STRATEGY IN UNCERTAIN TIMES APRIL 2020
Access and restrictions Geographic Alignment with MARKET Risk and resilience Passion Psychographic experiences SEGMENT Demographic Ability COVID-19: STRATEGY IN UNCERTAIN TIMES APRIL 2020
QUESTION What are your thoughts around doing segmentation quant and qual research at this time? Would it just capture a moment in time? COVID-19: STRATEGY IN UNCERTAIN TIMES APRIL 2020
https://longwoods-intl.com/news-press-release/covid-19-travel-sentiment-study-wave-4 TRENDS INSTEAD OF SNAPSHOTS COVID-19: STRATEGY IN UNCERTAIN TIMES APRIL 2020
TRENDS INSTEAD OF SNAPSHOTS COVID-19: STRATEGY IN UNCERTAIN TIMES APRIL 2020
BEHAVIOUR VS. INTENT COVID-19: STRATEGY IN UNCERTAIN TIMES APRIL 2020
QUESTION Is it possible to forecast the lifting of restrictions for both the domestic and international market places? COVID-19: STRATEGY IN UNCERTAIN TIMES APRIL 2020
USE CREDIBLE PROJECTIONS COVID-19: STRATEGY IN UNCERTAIN TIMES APRIL 2020
LEARN FROM OTHER PLACES McKinsey & Company COVID-19: STRATEGY IN UNCERTAIN TIMES APRIL 2020
LOOK FOR POLITICAL SIGNALS COVID-19: STRATEGY IN UNCERTAIN TIMES APRIL 2020
QUESTION What are the market signals that a destination can identify, for the situation coming back to (the new) normal? COVID-19: STRATEGY IN UNCERTAIN TIMES APRIL 2020
Recommend
More recommend
