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Best Practices / Digital Tourism / Keynote Blogs

Digital Tourism – Scotland’s digital crown jewel

Digital Tourism – Scotland’s digital crown jewel
Our ‘Industry Accelerators’ will apply the latest digital innovations and best practices to a number of Scottish industry sectors, such as Government and also others like Tourism.

‘Digital Tourism’ refers to how technologies might be employed to boost the success of tourist-attraction initiatives and businesses in that sector, from hotels through specialist tour operators.

Major initiatives include VisitScotland, or you can apply the technology towards a specific tourism need, such as how big data might be used to achieve tourism goals for Edinburgh.

Harnessing the ‘Outlander Effect’

A key dynamic is the relationship between TV media and social media.

For example VisitScotland in particular focuses on the TV hit Outlander, and how the huge viewer popularity is translating into tourism traffic, describing it as the new ‘Braveheart of tourism‘. They have even packaged an ‘experience’ tour around this theme.

A smart Airbnb entrepreneur has even tailored their apartment!

Social media and holiday research

This highlights the key insight to begin thinking about online marketing for tourism.

Yes there is a need to be on the booking sites for the transactional elements, from Airbnb through Booking.com, but prior to this stage consumers engage heavily in online research, to decide first where they want to go and critically, what type of experience they want to have. This is the best opportunity to influence them towards Scotland, and ultimately to your destination.

As Digital Tourism Scotland describes:

“Did you know that 90% of travellers research their holidays online and 80% book their holidays online? Digital channels play a huge role in the visitor experience. From dreaming up their ideal trip to sharing it, good digital marketing is essential for any business looking to get the attention of today’s visitors.”

With the Scottish Government reporting:

“Rise in overseas visitors coming to Scotland.

“Overseas visitors from North America spent £732 million in the 12 months to the end of June 2017, a 48% jump compared to £495 million in the previous 12 months.

There was a 38% increase in visits from North America, with more than 707,000 choosing Scotland as a destination in the 12 months to the end of June 2017 compared with the previous 12 months. Across all international markets, there was a 11% increase in visits in the 12 months to the end of June 2017 with spending rising too by 19% to more than £2 billion.”

EnjoyScotland.Travel – Implementing Digital Tourism best practices for small businesses

Digital Scotland’s investment into the tourism sector is going well beyond simple analysis and recommendations, through the launch of our own venture: EnjoyScotland.travel

While it may appear to serve the same purpose as VisitScotland, they have two quite different missions.

VisitScotland operates a national level, large scale reach brand platform for all tourism traffic to the Scottish market, a scale that obviously we can’t match, but it doesn’t then offer any on-site tools for tourism SMEs. Ie. it’s a (great) promotional directory, but they have to rely on their own IT to run/promote their business, and few have such skills.

In contrast our expertise is Cloud / SaaS technologies, especially for small businesses, and our emphasis is on providing these tools such that they can better exploit the traffic generated; for example better Social Commerce tools, integrating the above social media campaigns with e-commerce / booking facilities etc.

There are a wealth of resources that tourism SMEs and local agencies can then utilize further. For example Digital Tourism Scotland provides guides like how to better use SEO to then promote this content, and we’ll be providing the tools to implement them directly.

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