DestiCorp 2.0

Welcome to the combination web site and blog for DestiCorp UK Ltd. where we share information about our consulting services, some useful resources, occasional insights, news and opinions about the change affecting place marketing and management. We are 2.0 because we focus on the future and the transformations needed for places to thrive and prosper in a low carbon economy.

This DMO Gets It!

If survival is all about getting the new paradigm - attracting not promoting; peer2peer invitations; and a focus on the personal, then Stratford, Ontario is doing fine. Thanks to Todd Lucier's post on What makes a Successful DMO?, I discovered how this town is getting it right. Three key points emerged for me: 

• Focus - Cathys Rehburg from the Stratford Tourism Alliance talks about the essence of the experience focusing on character, culture and cuisine.
• People - just look at the Stratford site - it oozes welcome because it's clearly about people inviting people. 

3. Todd's observation -  "At the core, a shared community vision about the values in a community are at the heart of any shared marketing project.....By bringing together traditional and non-traditional partners in tourism, and getting the word out with a variety of online media, the entire community benefits."

This DMO "get's it", don't you think? Thanks Todd for drawing our attention to this. 

Will DMOs* survive the next decade?

I was recently asked to write a paper on the likely changing role of DMOs. Having spent my entire career working with this institution in various parts of the globe, and intending to do so going forward, I’ve a keen interest in an accurate answer. 

This afternoon, two blog posts from very reputable sources caught my attention: 

Douglas Quimby from Phocuswright wrote a post titled Destinations: The Online Marketing Disconnect, justifiably bemoaning the fact that DMOs seem so unwilling to move significant chunks of their marketing budgets into the online space. I don’t know Douglas personally, but hope to meet up with him at the PhocusWright Conference in Florida mid November. I imagine him to be a bright, talented Gen X or Yer who ”gets it” i.e finds it impossible to imagine how destinations couldn’t see the obvious benefits of playing aggressively in the online space. 

The commentators to his post are each highly credentialed to speak and deplored the lack of appropriate measuring tools, lack of expertise and education. I suggested that the real problem is “culture” and to see why, please follow the thread…here.  As further evidence of the challenge, I’d  also recommend you read the last blog post from Vicky at Highland Business Research:  It Shouldn’t be This Difficult.   In this post, I can hear the frustrated anguish of someone who is incredibly talented and productive appear to hit a wall or be pushing a boulder up hill. I’m hoping it was her last blog post because she is sunning herself on a beach and has not given up the DMO community for good. 

The second very different post was from a DMO executive – one of the leading lights in social media (and, don’t get me wrong, there are many very talented people in DMOs pushing the edge of the envelope- see my blog roll as a starter. Troy from Denver was writing for the new e-marketing and travel site called, Toonz.com that should be bookmarked quickly by anyone in travel marketing. His post was called How The Industry Will Save the World – so you can see why it got my attention!!

Troy has a brilliant reputation for applying social media to marketing destinations.  So this was quite a step away from his normal territory. Having identified that climate change is an important issue, he appears to be applying travel marketers’ normal and contagious enthusiasm and proposes:  

The time has arrived to lend our voice to the congregation and become a part of the solution.  The travel industry…utilizing technology…can help lead the way.

Well I really hope so. And I welcome Troy and his highly talented e-marketing peers to join the conversation – quickly. But I doubt that the travel industry will save the world – if it’s at all fortunate, it might just save itself. But only if the DMOs recognize and own up to the fact that they are a major part of the problem. The transport cost of most international tourists constitute the bulk of carbon emissions. No one currently takes responsibility for that.  Tourism has to change if it is to make a positive contribution to a very different economy that is emerging from the melting rubble of the old. 

Take my word for it. There are no quick fixes. The current leadership of the tourism “industry” has first to shift its perception and see tourism as the analogue extension of the IT community – both simply connect people and places. They need to work together and fast to find a way of enabling the act of travel to coexist with the act of communication. Both have to find a way of delivering value without living beyond the physical means of the environment to support it. 

In summary – there are two major forces threatening and re-shaping DMOs: 

1. The need to deploy technology effectively or get out of the way; and 

2. The need to ensure destinations can live within the physical limits set by the host environment. 

DMOs could play a positive role in each endeavour but it will mean seeing things differently (a mindset shift); doing things differently ( a culture shift) and doing different things – a role change. Nothing serious – but certainly NOT “business as usual!!!”

To quote Troy – let the conversation continue but PLEASE may it soon lead to action. A good place to start is to join and support The Icarus Foundation, formed some 3 years ago to encourage the tourism industry to become more climate friendly. 

But  now we've started a conversation: what do think DMOs have to do to survive the next decade?

* DMO is the acronym used to describe Destination Marketing Organizations (responsible for attracting visitors to a place).

Might Tweeting Be Bad For Our Health and Happiness?

What Would You Write on This Pack as a Health Warning? 

I confess that, even though I speak on the subject of "social media", I remain to be convinced about its efficacy as a way for building and sustaining real, authentic and meaningful relationships between companies and their customers. 

Yes,  I've an open mind and understand that we're in a transitionary period in which the conversational tools emerging on the backbone of the Net are also evolving and it's an exciting place to watch. 

And yes, I recognize that I might just be heading towards the Trough of Disillusionment a phase identified by Gartner as part of the Innovation Cycle when there's a negative backlash towards technologies and trends that have been overhyped. 

1. The invasion of personal space by corporate interests.   Even the creators of many of these tools, whose original objective was to encourage interaction and build community, now lament their becoming just another set of distribution tools. For more….

2. The dilution of language and meaning – a "friend" would expect a degree of personal response that few brands can yet provide. The friendship is one way – signing on as a friend or follower is a declaration of interest by the buyer not the seller although the data associated with the buyer’s declaration of friendships is where the real money lies.  For more …

3. An obsession with numbers – and of quantity over quality of conversation. I understand the theory behind “return on influence” and like the fact that perfectly ordinary consumers can rise to positions of influence thanks to their hard work, diligence and integrity but when I see the amount of precious time some individuals are spending on increasing their ratings and keeping up with the buzz rather than really thrinking and reflecting, I am doubtful of the efficacy. For more…

4. The loss of perspective - failing to hear the song for the twits a.k.a failing to see the wood for the trees. The real promise of social media is its potential to democratize everything . In destinations, it means that everyone can become an intermediary and potentially do the work in a more personal way than the “official” marketing agency. That means new roles and responsibilities – real transformation but I have yet to see much evidence of this; and neither does Phocuswright….For more…..

Gen Y Holds Tight to E-Mail and Texting - where do they get time for travel?

Newspapers may be reporting on the demise of e-mail, and some research indicates that young people are turning more toward social networking than more traditional online communication, but college students still see e-mail as a critical medium for messages.     via www.emarketer.com

I had read elsewhere that Gen Y considered email too slow but this research shows that emails are as popular as sending SMS messages. 

The key point to note from the emarketer article is that the amount of time devoted to social networking sites and email combined is huge - some 62 hours. But that total doesn't include the time spent on sending those texts, talking on the phone, reading messages and visiting web sites - all activities US college students would be loath to give up. Add in the time needed for study and attending classes (?), chilling out with friends, traveling to and from school, attending to bodily functions and requirements and you have to wonder where they find time to travel. Has anyone done a study on the potential for screens to absorb more attention than the real world? 

UK Tour Operators Lead in Thinking About the Future

Kudos to ABTA, British Airways, Carnival UK, Co-operative Travel, The Travel Foundation and TUI Travel plc  and Forum For The Future for leading the way towards some really thoughtful and intelligent debate on the future of outbound tourism.

The report, Tourism 2023, available here, should be mandatory reading for every tourism destination. It’s highly readable, full of substance and deliciously thought provoking. 

Even though it doesn’t quite achieve its own objectives – i.e. “to set out a clear vision of a profitable, successful future in which the travel and tourism industry recognizes its wider responsibilities to society,” it does makes a very good start. While designed to help the signatories identify and address the complex environmental, social and economic issues affecting outbound tourism, it contains enormous food for thought for all places that attract visitors.   

The talented team at Forum for the Future apply a scenario planning approach to paint a picture of four possible futures based on the inter-play of two key variables: the appeal of overseas travel and the presence of inhibitors to overseas travel. 


The four scenarios represent a caricature of a possible future but are described with compelling detail and logic. Sadly,  none is particularly attractive!

1.    Boom and Burst describes a world in which mass tourism continues to grow fast and furiously based on disposable incomes rising in developed economies and the middle classes of emerging economies exercising their right to roam the planet.  It’s a similar forecast to that outlined in the HBR article: Tourism: The Ticking Time Bomb and describes overcrowded, congested iconic destinations and the disappearance of wilderness. 

2.    Divided Disquiet describes a different world in which devastating impacts from climate change, resource scarcity and social unrest have rendered the planet as unstable and hostile; protectionism is rife, yet where the most popular form of  tourism is “doomsday tourism” with a few tourists wealthy or brave enough flock to see places before they disappear. 

3.    In the Price and Privilege scenario, high oil prices have also caused the cost of travel to soar. Many companies couldn’t cope with the efficiency gains needed and went out of business. Capacity shrank and long-haul travel reverted to the aspirational luxury status associated with the turn of the century. 

4.    Carbon Clampdown describes a possible future in which the high cost of carbon , combined with growing environmental awareness and concern, make travel both uneconomic and anti-social.  Tradeable  carbon quotas restrict demand and economies are more localized. 

I simply cannot do justice to this useful piece of work  in a short blog post, so will likely revisit the topic – often. I am also loath to be critical as I would hate to discourage others from showing such thought leadership. But there are some serious limitations – most likely reflecting the fact that a consortium commissioned the work and each company would probably like to think and respond to its findings privately.  

While no one can argue with the six motherhood principles for creating a sustainable future, the three areas where they say urgent action is needed sound lame and self serving: 

1. The industry needs to demonstrate and monitor the economic benefit tourism delivers to destination communities to help protect them for the future and increase their appeal and value to customers. (The insertion of the word NET before benefit would have made this objective so much more credible as it’s the destinations that generally bear the external costs and not the tour operators)      

2. Low carbon innovation – the industry needs to focus on trialling new technologies and taking them to scale; increase energy efficiency, reduce waste and use more renewables. (Of course, but why not set a big hairy audacious goal and say that enterprises based on the grownd will go carbon neutral while we strive to find less harmful ways of getting airplanes to stay airborne?)
                     
3. Driving Customer demand – develop further insight into what will motivate people to take sustainable holidays. (At no point is a “sustainable holiday”  defined nor is the problem addressed. Vacationers could all stay at low impact facilities and drive around in hybrid or electric cars but if the industry as a whole continues to grow at 5% per annum and increases its demand for concrete and kerosene at the same rate, it wouldn't qualify as sustainable)

Tourism 2023 does conclude with a proposed strategic approach that outlines the areas above in slightly more detail and provides one important target – that the outbound industry will sign up to the WTTC target of a 50% reduction in emissions by 2035. It also references the Global Sustainable Criteria but doesn’t go as far as Walmart, for example, in setting a Sustainability Index for the members of the supply chain. 

In addition to the good content and imaginative scenarios, the report does, however, throw down the gauntlet to the managers and policy makers in tourism destinations everywhere.  These are the agencies that should be doing this kind of work – aren’t destinations supposed to determine the kind of tourism they wish to attract and help their businesses operate in a sustainable and beneficial fashion and ensure that their communities benefit not suffer from the influx of tourists? It’s sad and ironic that such public agencies have been upstaged by a handful of tour operators but not necessarily a bad thing….over to you DMOs...... The stage is now set for some action from you…..How are you thinking about the future?

Finland makes 1Mb broadband access a legal right | Webware - CNET

According to the report, every person in Finland (a little over 5 million people, according to a 2009 estimate) will have the right of access to a 1Mb broadband connection starting in July. And they may ultimately gain the right to a 100Mb broadband connection.

via news.cnet.com

It's not the size of a brain that makes the person SMART, but the number of connections. By making broadband access a legal right and setting an ambitious target of 100 Mb by 2015, the Finns show just how smart they are....Methinks a winning combination: ubiquitous high speed access, mobility,  digital literacy plus the Finn's skill at design? Stand back and watch this space....

My iphone is useless

Hopefully that got your attention. 

The truth is, I love my iphone.

It was love at first sight – a multi-purpose device that kept me connected, soothed my spirits with its music, entertained, educated me during long flights with its videos, brought me up to date with the activities and musings of my Facebook friends while standing in front of the baggage carousel, prevented me from getting lost, told me how much to tip and did the currency conversion, even taught me some useful Mandarin phrases. But the real appeal was and is its design. It’s so pleasing on the eye and functional….wistful sigh….

So why my headline – well it works fine at home but when I need it – i.e. when I am roaming around the world – it’s too expensive to use. I look longingly at the 20 downloaded applications but can’t use them

After one week in Vancouver, I received a text from my friendly but monopolistic UK service provider informing me that because of over use, they were restricting my service.  They gave me a number to call but when I tried it, I was informed that the number was inaccessible from outside the UK!  So much for being in touch while mobile….Then, when I got home, I discovered a bill of £799.00. So much for falling in love….. 

So I can’t fault Apple for that – or can I? In the UK they initially  did an exclusive deal with O2 who have made a mint out of people like me….Let’s hope Vodaphone  - who will now compete with O2 - can give them a run for their money but,  as I am tied into a contract, I am not yet free to move. 

Now I have just spent three weeks on the road (three countries – Finland, Australia and New Zealand) and, as you can expect, turned data roaming OFF!  So much for the benefits of 3G. But that makes one utterly dependent on wifi availability and nothing prepared me for the challenges of traveling down under where wifi seems to be considered an alien from outer space. Broadband is not a commodity down here – it’s treated as a scarce jewel.  Few hotels offer it and the Ethernet connection in the room, which ties you to a desk and computer, is expensive, IF you can get it.  Even if there is a wifi connection in the lobby, you have to sign on in your room first so that renders access by iphone impossible. 

Here in sunny Auckland the sky may be blue but I can't access the cloud while I'm out enjoying this delightful city. So much for software as a service and the rise of cloud computing - if you want to be part of that revolution that is supposed to be the death of distance, you'll have to huddle together in cities with high speed broadband. 

Now it’s not my nature to blame. The problem is that none of the providers in this connecting ecosystem seem to acknowledge that they are in the connecting business nor realize their inter-dependence, nor the impact on customers. Apple sells its phones, mobile providers get their monthly pound of flesh, and hotels source an income to replace their dwindling mini bar sales. 

Douglas Wright has written an interesting piece called Destinations and Online Marketing Disconnect.  A good article, but IMHO the problem goes deeper. Tourism destinations are in the connecting business big time but many haven’t realized that to be really supportive of their customers they are the ones who should be putting pressure on the telecoms industry and their own members to ensure blanket free coverage of wifi in all major connecting places; airports, hotel rooms and lobbies, cafes, public spaces and meeting rooms etc etc.**** Or be really imaginative and offer a local SIM card that provides really useful visitor information, acts as a privilege pass and accesses special offers. I’d happily pay for that on arrival as the time saved from endlessly logging in and out of multiple systems, remembering arcane passwords, or paying for wifi in one hourly increments might make it a good investment…..

If, as Charlene Li suggests in Groundswell, as many as 84% of customers rely on the opinions of people they know before making a major purchase, then surely the objective must be a). ensure existing visitors want to rave about their experience and b). make it easy for them to do so while their positive feelings are fresh?   In short, if visitors are our partners on whom we depend upon to rave and refer and share their experiences, isn’t it time we made it easy for them to do so?

**** Postscript - the good news is that New Zealand's new government is rectifying this situation as quickly as it can with a mammoth investment in broadband to match the stellar attractions and hospitality that Kiwis are famous for! 

National Parks in Peril from Climate Change

Climate Change is the greatest threat our national parks have ever faced. That's the conclusion of a new report we're releasing today, along with the Rocky Mountain Climate Organization. National Parks in Peril highlights the 25 national parks most at risk.

via switchboard.nrdc.org

The "we" referred to above is the NRDC - that has issued a comprehensive report on current and future impact of climate change on the national parks in the US. Given that National Parks in Canada are likely to experience greater warming levels, such a study for Canada's parks would be timely. Please let me know what might exist. Go to the NRDC site for the report and check out the interactivity supporting this map showing the impact on western US. 

The livelihood of thousands of people involved in tourism around such parks in North America will be negatively affected over the next 20 years and,  given that during that short period, we know that global energy demand will rise by 50%; global demand for food will rise by 50% and water availability will decrease by 30%, the impacts on scenic values, ecosystems and biodiversity both in the Parks and out of them will sadly worsen.  Whether the tourism industry acts to avoid such changes depends on whether it really does care for future generations.

Any state, provincial, or national DMO that fails to include a strategy for carbon reduction in its future strategies is failing both the industry it serves and the future generations that might be their clients.

Shock & Awe Video on Social Media

Here's another load "shock and awe" video designed to jolt traditional marketers out of their lethargy. But how accurate is it? Also funny how, in an age of connectivity, collaboration and sharing, authors still feel the need to apply a Trademark to a term - Socialnomics - whose lifespan might be a matter of months. He also provides no credits, reference or sources....

The accuracy of many of the statements has been investigated by Robert Cole in his blog on Voodoo Economics here - do please read. It seems that in the rush to jump on the bandwagon, catch some celebrity glitter,  or be first to publish, authors are  in danger of jettisoning critical thinking. This won't help the cause of changing traditional mindsets and there's no need for it either. 

The pace and scale of change is great enough - there's no need to exaggerate. Perhaps Robert should have called his post Voodoo EGOnomics.....

PS - I think you'll be able to better concentrate in the content if you mute or turn sound down before viewingg!!

Geobeats Let Residents Share their Favourite Places

For years I have been arguing that residents are an under tapped source of of both local knowledge and enthusiasm about the unique attributes of the place they call home and that visitors experience as the destination. There are now a host of independent companies emerging to tap this resource in an intelligent way - and I'll review more later. 

But today Geobeats caught my attention a.) because of the quality of content. I believe there has to be a filter to ensure that everyone's home movies, regardless of taste, topic or visual quality, are not thrown in my unsuspecting direction and b.) because of the ease with which I could embed the player. The whole process of finding Geobeats - thanks to a tweet from @lynnerosie, reviewing their site, embedding the player, and writing this post took 15 minutes. 

I selected Siena as my choice of place as it happens to be my favourite Italian community but their coverage of places is growing fast. Beneath the video player is a frame grab of the embedding process (I even inserted my logo onto the beginning of the video).