Australian Tourism Data Warehouse & the Digital Tourism Platform ‘Globally Connected Tourism Content Platform’
What is ATDW? The ATDW is a technology platform which ✓ Collects ✓ Checks ✓ Shares Digital Travel Content For Australia
Government Owned and Funded
ATDW Online NTO Consumers Who are the Stakeholders Stakeholders involved? STOs Distributors RTOs LTAs Tourism Operators
ATDW History
Content Flow
Content Categories 40,000+ total listings & 175,000 images * Database expected to increase to 100,000 with Eventfinda and Zomato partnerships
ATDW-Online Platform Creating a Listing
Benefits for Tourism Operators • Only need to list once and information is replicated across multiple digital channels, websites and apps • The data is up-to-date and meets national standards • The platform is easy to navigate, user-friendly & intuitive • Time efficient, with fast response times, instant password resets • Analytics Dashboard with pageview stats, graphs and insights • Cost effective for most operators
1 Operator Listing - Maximum Exposure
Content Flow
State Tourism Organisation's ▪ Engage with Tourism Operators to create a listing ▪ Quality Assure Listings ▪ Design & Enhance platform ▪ Distribute the content through digital channels
Content Flow
High Quality, Up-to-date Content
Distributors 260+ Distributors (25% yr. on yr.) Include: ▪ Destination Reps (NTO, STO) ▪ 80+ Regional Reps (RTO, Councils) ▪ Tourism Operators ▪ Hotels, Airlines etc. ▪ Commercial Distributors (SML) ▪ Wholesale, Retail, OTA, Apps ▪ Revenue (Anyone with a Consumer Facing Website )
ATDW Distributors
Foreign Languages Simplified Traditional German French Chinese Chinese Japanese Italian Korean Portugese Spanish • Additional Languages can be added • ATDW does not translate any content
Bookability ▪ Storage of booking codes to facilitate online bookings ▪ Booking codes from Booking.com, Expedia etc. to allow distributors their choice of booking partners (not stuck to just one) ▪ S torage of direct booking URL’s of the tourism supplier can be added to their listing
Benefits for NTO’s ▪ Positions NTO as true marketing leader for all national tourism product ▪ Centralised database of Tourism Content Nationally ▪ National Tourism Organisations becomes single source of Digital Tourism Content ▪ Efficiency in managing digital assets’ content ▪ Operator driven content, Quality Assurance capability ▪ Potential to generate revenue via Distribution fees (both Governmental and Commercial) ▪ Potential to Charge operators for listings to generate revenue (note this could form a barrier for entry)
Benefits for Government Tourism Organisations (Regional and Local) ▪ Assists building digital awareness of destination offerings ▪ Efficiently manage digital assets with no need to manually input content – full content of countries operators with existing staff levels ▪ Allows for easy filtering and tagging of specific content for targeted campaigns ▪ Trusted content supplier ▪ Supports Destination Marketing Critical Success Factors and KPI’s ▪ Encouraging Distribution out of major cities and into regional areas ▪ Encourage length of stay & spend by showcasing an extended variety of product offering ▪ Enabling exposure and support for smaller operator who would not normally have marketing budgets
Digital Tourism Platform Concept ▪ ATDW is currently licensing a white label copy of ATDW-Online platform, the Digital Tourism Platform (DTP) ▪ The DTP can service National and Regional Tourism Organisations ▪ Aim is to create a global digital tourism network of tourism content platforms ▪ Enhanced technology platform which benefits from economies of scale
Value of licensing DTP ▪ Cost effective – low licensing fee & ongoing monthly support fee ▪ Saves time – ATDW-Online platform took over 2 years and incredible amounts of resource to develop (and 15 years of lessons learnt), ATDW can now provide a ready to use model ▪ Join a developing interconnected network of Digital Tourism Platforms, taking advantage of cutting edge technology
Thank You For Your Time
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