The The Powe Power of Digital r of Digital #TourismNIConf16 Dr Peter Bolan
Why is ‘digital’ so important?
The power of digital • World’s largest taxi company owns no taxis ( Uber) • Largest accommodation provider owns no real estate (Airbnb) • Largest phone companies own no telecom infrastructure (Skype) • World’s most valuable retailer has no inventory ( Alibaba) • Most popular media owner creates no content (Facebook) • Fastest growing banks have no actual money (SocietyOne) • World’s largest movie chain owns no cinemas (Netflix) • Largest software vendors don’t write the apps (Apple, Google)
Tourism Tourism
Sou Source ce: : UN UNWT WTO O 20 2015 15
Northern Ireland Context
Film Tourism
Golf Tourism
Food Tourism
How do we harness these and compete globally?
The Power of Digital Tourism
The digital landscape
Increasingly it is about 4 core aspects: Mobile Social Media WiFi Connectivity Big Data (analytics) That’s creating huge opportunities but also a huge threat for businesses.
Northern Ireland Context
50% of marketing spend in Great Britain is now digital In Northern Ireland it is 14% Businesses here need to take this much more seriously
The he obsession with obsession with social social media media & & mobil mobile e communi communica cation tion
The obsession w he obsession with ith selfies selfies
Understanding ‘Reach’
Being ‘Creative’ Look for opportunities you can leverage The power of imagery Devoting ‘time’ Using customers to do the marketing for you
The power of celebrity
Digital Digital is Mobile is Mobile
Expecta Expectation tion and and Exp Experience erience
WiFi Connectivity
Data Data Two to the sixtieth power bytes or one quintillion bytes (one billion billion)
Analytics Analytics
Personalisation
Being flexible, willing to adapt, responsive to change
Thank hank you ou Dr Dr Pete eter r Bolan Bolan Ul Ulster ster Univ Univer ersity sity
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