Australian Tourism Data Warehouse

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A Global Perspective Taking Australian Tourism
to the World Presentation TRAVELtech Expo 28
August 2001
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A Computer Data warehouse is a series of
computers with large disk storage where
information is stored electronically The
Australian Tourism Data Warehouse (ATDW) holds
Tourism product and destination information,
provided electronically from the State/Territory
Tourism Organisation databases in a common format
and sorted into common categories
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VISION
To be competitive in the online environment,
Australia must present and invest as one
destination
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WHY

• States maintain individual, different databases
  of products and destination information
• Australian Tourist Commission (ATC)maintains a
  database of product and destination information
• Regional Tourism Associations are creating their
  own databases
• On-line agents are developing databases
• Trade are developing web-sites

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WHY

• Need for a common railway gauge to
• Improve Australias global competitive advantage
• Standardisation
• Eliminate duplication of effort
• Reduce industry/supplier information provision
  process

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ATDW Background and Overview

• Partnership Australia initiative, steered by TQ
• Supporting the existing trade network
• Consistent structure to content on all sites
• Australian Tourist Commissions (ATC) web site
  www.australia.com site is the primary consumer
  interface

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Australias Vision

• Destination Marketing Organisations (DMOs)
  worldwide are faced with decision to support
  existing trade partners or implement beginning to
  end web booking solutions
• Assn of Travel Marketing Executives Forum - N.Y.
  in Jan 2001 heard arguments raised for beginning
  to end solutions in web site functionality, where
  the consumer can do all their holiday planning
  and move through the complete cycle to booking
  online. Printouts of pages from
  www.myswiterland.com and www.ireland.travel.ie
  following demonstrate the integrated booking
  engine.

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Australias Vision

• The ATDW vision has always been inclusive of
  support for trade partners and industry, and not
  one of competition or revenue generation.
• The ATDW will not contain and does not have the
  capacity to hold detailed product rates and
  inventory, nor does it include any booking
  functionality.

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Australias Vision

• The ATC who will populate the www.australia.com
  web site with the ATDW data will be providing
  links to the booking preferences of the supplier.
• Other distributors of the data will apply the
  booking options which are available through their
  own businesses, eg. an inbound tour operator
  distributing the data would display the ATDW
  information within their web site branding,
  relate the ATDW records to appropriate rates and
  inventory in their reservations database, and be
  the call to action for enquiries and bookings.

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DISTRIBUTION

• ATC global and gateway web-sites
• See Australia web-site
• State/Territory Consumer/Trade web sites
• Other distribution partners online - travel
  agents, Inbound Tour Operators (ITOs), CRS
  systems, wholesalers, retailers and portals
  Australia and Overseas

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State/Territory Databases
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WHERE ARE WE TODAY?

• Data Design and database development is completed
• ATDW Training in progress for STOs/ATC
• Data collection for State/Territory product has
  commenced
• Launch October 2001

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ATDW for TRAVEL AGENTS

• How Travel Agents can be competitive on the
  Internet!
• New Flash!!!
• Internet Experts say that Travel Agents need 3
  things to be competitive in the information age
  especially when consumers can help themselves
  to holidays on the Internet

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Jackie Cook former CEO TIAS

• Specialist Knowledge knowing more than the
  Customer
• Know their Customer better than they know
  themselves understand the Customers needs
  preferences, offering relevant information and
  services
• Best imaginable Customer service treat internet
  e-mail Customers same as walk-in/phone-ins

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ATDW for Travel Agents

• A great way for travel agents to offer excellent
  Australian Information is by using the ATDW in
  their own web site
• The ATDW is the primary source of Australian
  holiday information for travel trade, ATC and
  State regional tourism organisations
• Travel Agents will be able to use the ATDW data
  in their own web sites, presenting it inside
  their own branding web site look and feel

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DATA COLLECTIONNTTC EXAMPLE

• ATDW Participation Kit mailed out
• For tour, accommodation vehicle rentals
• Kit contained
• Entry forms
• Help Notes
• Online Content Agreement
• Responses back by 8th June 2001

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www.nttc.com.au/atdw
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Internet Marketplace
Web Fact File 1 There are approximately 235
million web sites on the internet (Source A.C.
Nielsen)
Web Fact File 2 Internet Web Sites are
projected to grow to 1 billion by
2005/6 (Source Internet Software Consortium)
Reed gives away OAG as net overtakes air travel
bible Official Airlines Guide, bought by Reed
Elsevier eight years ago for more than 400m, is
being sold for a nominal sum. The voluminous
airline timetable, once vital for travel agents,
has been replaced by internet sources.
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Internet Marketplace
Web Fact File 3 A recent survey of US Travel
Market showed that 67 of travel customers
research online, with 37 proceeding to book
their travel over the Internet
Web Fact File 5 In Australia the figures for
June 2001 are 9.2 million have access to the
Internet, 5.11 million active users Source
Nielsen Net-ratings
Web Fact File 4 In Overseas Tourism Markets that
Australia is targeting, Nielsen Net-ratings for
June 2001 shows that 338.59 million have access
to the Internet and of those 186.51 million are
active users
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WHY SHOULD YOU JOIN?

• Through belonging to your state/territory.com
  web site and selecting ATDW as well, you get
  access to the millions of dollars that
  State/Territoty and Australian Governments spend
  in marketing the State/Territories and Australia
  to the world

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WHY SHOULD YOU JOIN?

• The Australian Government supports promotion of
  Australia internationally with funding of 360.9
  million to the ATC over the 4 years to 2001-02
• The ATDW will be the source of Tourism Product
  Information to the ATC website,
  www.australia.com

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WHY SHOULD YOU JOIN?

• ATDW gives access to marketing clout of
  www.australia.com, www.seeaustralia.com and their
  extensive promotional programs
• ATDW content also distributed to other approved
  Internet sites eg travel agents wholesalers,
  ITOs, travelocity, yahoo, etc
• Opportunity for distribution of your information
  on many sites, 24 hours, 7 days per week access

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How can industry be listed on australia.com?
List in the Australian Tourism Data Warehouse
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Be part of the advertising budget
for www.seeaustralia.com
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WHY SHOULD YOU JOIN?
840 Million Consumers Worldwide
235 million web sites If a consumer is looking
for Australian holiday information the
intuitive choice will be www.australia.com
seeaustralia.com
Other Web Sites
australia.com
visitnsw.com.au
ATDW
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Internet Universe

• Nielsen net ratings June 2001 shows number Users
  who have access to the Internet ( with the No. of
  Active users in brackets), as follows
• US 167.1 M (101.47) France 10.6M (5.60)
  Norway 2.43M (1.50)
• Japan 42.5M (18.29) Australia 9.2M (5.11)
  Singapore 2.0M (0.94)
• Germany 24.6M (14.61)Netherlands 8.4M (4.6)
  Finland 1.98M (1.15)
• UK 23.8M (12.74) Sweden 5.46M (3.13)
  New Zealand 1.69M (0.99)
• Italy 16.8M (8.47) Hong Kong 3.8M (1.84)
  Ireland 1.25M (0.61)
• Canada 14.5M (8.85) Denmark 2.9M (1.7)
• Total Target Internet users in above markets
  338.59M (186.51M)

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