Frste kapittel introduseres her

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BIT Reiseliv ( IT-program for the travel
industry) Oslo, December 4th 2007 Anna
Pollock Project Advisor
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Scope

• About the BIT program and BIT Reiseliv (tourism)
• Activities, results and experiences Phase 1
  (2004-2006)
• Focus and activities Phase 2 (2007-2009)

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What is BIT?

• BIT (a national sector oriented IT-program)
  established and run by Innovation Norway
• Purpose to develop more efficient business
  processes by increasing the focus on industry
  needs, use of technology and increase the
  competence within enterprises.
• Undertaken in cooperation with major industry
  associations - NHO (Confederation of Norwegian
  Enterprise - and HSH , (The Federation of
  Norwegian Commercial and Service Enterprises)
  SMBs and IT suppliers
• 25 sectors have participated, e.g. food,
  furniture, construction, graphics, jewelry,
  fisheries and tourism.

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What is BIT Reiseliv?

• NHO Reiseliv (The Norwegian Hospitality
  Association) is responsible for BIT Reiseliv
• BIT Reiseliv was initiated with a comprehensive
  survey among the members of NHO Reiseliv. The use
  of IT to support a dialogue with the customers
  was prioritized.
• BIT Reiseliv is the largest development project
  operated by NHO Reiseliv.

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Goals and results (1/3)

• BIT Reiselivs vision
• BIT Reiseliv has worked towards this vision by
• Put the Internet on the marketing agenda and
  create competency
• Stimulate tourism businesses and IT solution
  providers to cooperate and work together.
• Contribute to improve knowledge of changing
  markets and trends within the tourism industry.

to create accessible tourism based on consumer
needs
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Goals and results (2/3)

• Establish a national standardization project to
  facilitate integration between systems used by
  tourism enterprises and customers.
• Improve the systems for collection, updating,
  exchange and distribution of travel related
  information.
• Develop three different IT solutions based on
  market trends and existing organizational
  structures within the four regional projects
• dynamic digital maps,
• booking solutions and
• system for monitoring capacity integrated with a
  sales system.

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Goals and results (3/3)

• Inform tourism businesses and IT providers about
  the use of web based statistical tools that
  measure the effect of marketing campaigns.
• Raise standards of web development through web
  usability tests
• Help tourism enterprises to become more
  demanding customers regarding providers of IT
  solutions.
• Demonstrate that the IT solutions developed have
  a market willing to pay.

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BIT Reiseliv IT solutions

• Solutions developed based on industry
  specifications in pilot projects
• Solutions consists of open systems and modules
  that can be further developed and integrated
• The solutions have several markets in common
• tourists
• tourism service providers
• travel companies such as travel agencies, tour
  operators and travel information offices
• destinations, regions and business networks

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www.gudbrandsdalen.no
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www.hardangerfjord.com
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Booking
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Results

• Developed by BIT Reiseliv and DMOs in
  Gudbrandsdalen and Hardanger
• Operating from 2006
• Sold to 25 destinations in 2007 making 500
  enterprises online bookable

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Dyreparken/Skattejakt
Kristiansand Zoo and Amusement Park
Kristiansand Zoo and Amusement Park
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Results Restech Tickets to the park In 2006
18 000 and in 2007 28 000 Accommodation In
2006 20 000 bed nights to 40 enterprises in the
whole region I 2007 25 000 to 55
enterprises. Lack of capacity has limited the
sales in 2007
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Other projects BIT Reiseliv Website Usability
Test

• Hands on and useful tool for evaluating tourism
  related websites
• Developed in cooperation with Western Norway
  Research Institute
• To be completed by BIT Reiseliv or the user
• 50 indicators measuring technical solution,
  content and dialogue
• Assesses website quality and provides a score as
  
  a percentage and a number of stars
  from 1 6
• Can be given to IT developers as a website
  
  requirement specification
• 125 tests conducted, 70 completed in 2007

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Evaluation of Phase 1

• Need to develop a holistic strategy that connects
  destination marketing (create a desire to visit)
  with supporting functions necessary to facilitate
  planning, booking, experience and
  recording/sharing of these experiences. Take a
  Full Circle approach..

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Full circle marketing
Booking
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Full circle marketing
Physical Mental Emotional
Spiritual
Physical
DURING
Virtual
Virtual
AFTER
BEFORE
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Evaluation of Phase 1

• Lack of a holistic strategy that connects
  destination marketing (create a desire to visit)
  with supporting functions necessary to facilitate
  planning, booking, experience and
  recording/sharing of these experiences. Take a
  Full Circle approach..
• A need to be more customer centric.

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Customer in Control

• CHOICE POWER
• Accessible choices
• Customer is in charge
• Not at the end of a chain but at the centre of
  an orbit
• Fickle
• Demanding
• I want to be treated asan individual. I amnot
  just a number
• Time poor, choice rich
• Pay attention
• Make it easy

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Customer Diversity

• Globalisation
• Market fragmentation
• Emerging markets
• Mature markets
• Boomers
• Net Generation
• Value versus price

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Evaluation of Phase 1

• Lack of a holistic strategy that connects
  destination marketing (create a desire to visit)
  with supporting functions necessary to facilitate
  planning, booking, experience and
  recording/sharing of these experiences. Take a
  Full Circle approach..
• A need to be more customer centric.
• Need to pay more attention to a wider range of
  distribution channels The Long Tail.

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Customer Patterns

• Consumers search multiple times over multiple
  sessions before they convert
• Consumers search 2.5 6 times before purchasing
• Sport/fitness 2.5
• Apparel (T-shirts, etc) 4.7
• Computer hardware 4.9
• Travel 6.0
• Source Doubleclick

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Customer Patterns
Only 6 of people trust mainstream marketing.
Greater than 50 prefer findings of friends,
family or even a complete stranger!
Forrester 80 of US shoppers place more trust
in brands that offer customer ratings and
reviews. Bazaarvoice, 2007
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Emerging Channels (Web 2.0)
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Other People
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www.flickr.com
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Streaming Video
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Blogs
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Community Social Media
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(No Transcript)
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Communities
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Evaluation of Phase 1

• Lack of a holistic strategy that connects
  destination marketing (create a desire to visit)
  with supporting functions necessary to facilitate
  planning, booking, experience and
  recording/sharing of these experiences. Take a
  Full Circle approach..
• A need to be more customer centric.
• Need to pay more attention to a wider range of
  distribution channels The Long Tail.
• Need to develop competency within supplier (SME)
  community

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Role of Public Sector

• Develop and support competency
• Create the conditions for innovation, agility and
  responsiveness
• Encourage standards and interoperability
• Foster community move off competition to
  collaboration

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Role of Public Sector

• Thank You!