The basque Country Towards Intelligent Tourism 1
MEN AND WOMEN TRAVELLERS LIVE IN AN ENVIRONMENT WHERE THEY Are always connected Instantly informed Use several technologies 2010 There were 2.000 million Internet users 2
MEN AND WOMEN TRAVELLERS LIVE IN AN ENVIRONMENT WHERE THEY Are always connected Instantly informed Use several technologies 2010 2014 There were 2.000 million Internet users 77.000 million mobile apps were downloaded 3
MEN AND WOMEN TRAVELLERS LIVE IN AN ENVIRONMENT WHERE THEY Are always connected Instantly informed Use several technologies 2010 2014 2020 There were 2.000 million Internet users 77.000 million mobile apps were downloaded 50.000 million mobile devices will be connected to the Internet 4
TECHNOLOGY REPRESENTS AN ENORMOUS OPPORTUNITY TO REACH THE SMARTER TRAVEL CONSUMER 82 % 58 % 65 % of clients with mobile devices used them to book their hotel rooms of clients with mobile devices were less than 30 km from the hotel when they made their bookings of people who choose the Basque Country as a destination do so from the Internet 5
CHALLENGES To attract the tourist Identify needs, gather information, decide. Set ourselves apart, providing unique experiences: Travel plan, personalised offer, activities, added value services. Boost consumption: Select options and pay. Secure loyalty: Appreciate, share and remember. 6
STRATEGIC BASQUE TOURISM PLAN 2020 Strategic lines of action 1. Consolidate a watchdog system to monitor the destination and the industry. o o o o Tourist Office data capturing network. Social Media monitoring. Destination website monitoring: online user behaviour analysis. Traveller mobility monitoring (mobile devices). Discover revealing time and space patterns on how the destination is explored Basque Tourism Observatory Transfer of knowledge obtained from the investigations to the industry Valuable information for decision-making 2. Orientation of innovative culture towards competitive intelligence. Apps that contribute to the improved knowledge of men and women travellers. 3. Innovation aimed at setting the destination apart. 7
PROGRAMME OF GOOD PRACTICES IN THE USE OF ICT 140 COMPANIES Bussines & Proccesses Interoperability Systems & Technology Products & services Security L4: Integration Bussines & Proccesses Systems & Technology Products & services Security L3: Visibility Bussines & Proccesses Systems & Technology Products & services Security L2: Connectivity Bussines & Proccesses Systems & Technology Products & services Security L1: Basic Bussines & Proccesses Systems & Technology Products & services Security 8
INNOVATION AS A KEY ELEMENT IN MANAGING THE DESTINATION AND COMPANIES 1. Design and development of the innovation guide with an aid programme as an incentive to adopt and introduce innovative solutions. 2. Competitive intelligence in the accommodation sector: o Understanding the behaviour of the offer o Measuring the impact of price elasticity o Learning the impact of the offer on competitiveness of the sector and destination 3. Generation and introduction of tools based on new technologies that allow interaction with the traveller. 4. Mobile apps that make it possible to offer information: Basque Country Magazine Digital brochure, interactive, panoramic images, links, videos, special, effects, links to music, downloads. 9
Deepen digital media Complement the website strategy Device segmentation Top satisfaction user experience Computer, Tablet, Smartphone How to get there 1. Go to the App Store 2. Suggestions: Basque Country Magazine 3. Download the app free of charge 4. Open the app and download the magazine 5. Once downloaded it will be stored in the kiosk 10
Seeks Emotions. To make the tourist feel part of something important. To strike a chord. To include the traveller in the destination. To be easily understandable. 11
ESKERRIK ASKO THANK YOU GRACIAS 12