THE RIX FACTOR MAKE THE MOST OUT OF YOUR DESTINATION

CULTURE

NATURE

EVENTS

TOURISM, TRAVEL AND TRAVELLER ARE NOT THE SAME ANYMORE

LOW COST FLIGHT WEB ACCESS

SOCIAL MEDIA

HAVE DRAMATICALLY CHANGE OUR WORLD

ALMOST ANYONE CAN NOW

BE INFOMED BE INFLUENCED

TRAVEL

INDEPENDENTLY

REASONS TO TRAVEL

BUSINESS LOVE & FAMILY

EDUCATION PASSIONS

ALL EQUALLY WORTH

IMPRESS EXPLORE LIVE MEMORY

Prospect client is “captured” by the signals that suggest an «experience»

Client start “exploring” all the possibilities that might be «experienced»

Client lives the «experience» and make the most out of it

Client remember the «experience» and wish to share it with its pairs

THE CUSTOMER EXPERIENCE

TOO OFTEN, TOO MUCH ATTENTION JUST ON THIS PHASES!

«A mental journey that leaves the customer with memories of having performed something special, having learned something or just having fun»

THE CUSTOMER EXPERIENCE

COMPETITIVE ANALYSIS OF EACH DESTINATION UNIQUENESS & VALUE PROPOSITION

MARKET SEGMENTATION

DESIGN OF WOW FACTORS AND EXPERIENCE STRATEGY

DEFINITION OF THE ‘EXPERIENCE CIRCLE’ AND EXPERIENCE TOUCHPOINTS

DETAILED DESIGN OF EXPERIENCE TOUCHPOINTS

THE CUSTOMER EXPERIENCE

VALSUGANA, NORTHERN ITALY

TOURISM EXPERIENCE: BEST PRACTICE/1

TOURISM EXPERIENCE: BEST PRACTICE/2

LOOKALS - ITALY

THE MOST AMAZING EXPERIENCE!

THE RECOGNITION OF A SET OF VALUES

THE OPPORTUNITY TO SET IN MOTION A VALUABLE PROCESS OF FURTHER

DEVELOPMENT

A CHANCE TO INCREASE ATTRACTIVENESS AND BRAND PERCEPTION

REPRESENTS

YOUR GOAL: EACH TRAVELLER, AN AMBASSADOR!

EVENTS OBEY DIFFERENT NEEDS

Fight the ‘low season syndrome’ Enable a ‘long tail’ concept Allow economic diversification Boost country global image Enhance community identity and pride

EVENTS & DESTINATION

EVENTS COMBINATION OF FACTORS

E

INFRASTRUCTURE

VALUE PROPOSITION

EXPERIENCE

CULTURAL HERITAGE

ENTERTAINMENT

COMMUNICATION

LOCATION

TRADITIONS

SKILLS & CAPABILITIES

…ORGANIZED so to generate an OFFER which is

CONSISTENT COHERENT

OMOGENEOUS CLEAR & EASY

(enough to steer buyers’ choice)

EVENTS COMBINATION OF FACTORS

EVENT MANAGEMENT AS A ‘SYSTEM’

INTERNAL

Events as a business ‘ecosystem’

EXTERNAL Events as a system of people an relations

HOW TO

COORDINATION

PROMOTION

Sales Organization Training

Know the demand

Communication policy

International

relations

International projects

External Communication

Build a strong image

Involve Stakeholders

Combine needs

Value Chain

Dialogue Quality

standards

Involve new partners

MAPPING Market – Customer – Resources - Competences COLLABORATION From ‘individual’ to ‘common’ EXPERTISE From ‘personal’ to ‘shared’ Enhance community identity and pride

EVENTS AS A BUSINESS ECOSYSTEM

INNOVATION TIP: A ‘SERVICE DESIGN’ APPROACH

ADVANTAGES & BENEFITS

COORDINATION Gathers products and actors

PROMOTION Optimized budgeting

SALES Sole customer interface

TRAINING Leverage of skills and core competences

EVENTS AS A BUSINESS ECOSYSTEM

A METHODOLOGY that uses process and tools developed for product design to help

define and IMPLEMENT SERVICES, too

Boasts an HOLISTIC, USER-CENTERED approach that benefit both organizations

and their relation with the market

INNOVATION TIP: ‘SERVICE DESIGN’ APPROACH

CENTRALIZED EVENT

MANAGEMENT DEMAND

ATTRACTIONS HOTELS

VENUES

LOGISTICS

T.O.

PUBLIC BODIES

ANCILLARY SERVICES

OTHER Customer Request System of Offer Single Contribution

CUSTOMER INTERFACE

EVENT MANAGEMENT AS A ‘SYSTEM’

INTERNAL

Events as a business ‘ecosystem’

EXTERNAL Events as a system of people an relations

HOW TO

OLD TOURISM HOW TO

NEW TOURISM

OBEY THE NEED – EASY TO USE – SUPPORTED - AUGMENTED

OLD TOURISM

Paid holidays

Economic growth

Cheap Charter Flights

Sun Lust Tourists

Mass Tourism – Package Tours

Large Companies & Operators

FROM PRODUCT

NEW TOURISM

Attention to Sustainability

Informed, demanding clients

Experience Inspired

Integration

Mobile Technologies

Social Communication

TO EXPERIENCE

INNOVATION TIP: ‘EXPERIENCE DESIGN’

INNOVATION TIP: KEYWORDS

CO-DESIGN – STORYTELLING – EXPERIENCE – PERCEPTION

INNOVATE YOUR PRODUCT KEEP THE

INNOVATE YOUR COMMUNICATION USER

INNOVATE YOUR RELATION CENTRAL

KEEP ADAPTING AND CREATING ALWAYS

PRODUCT INNOVATION

KNOW YOUR CUSTOMERS!

COMMUNICATION INNOVATION

GET OUT ON THE WEB!

A WEBSITE IS NOT ENOUGH GOOGLE ADV IS NOT ENOUGH BOOKING.COM IS NOT ENOUGH

GO GET YOUR CLIENTS WHERE THEY ARE

COMMUNICATION INNOVATION

RELATION INNOVATION

LISTEN – DO – TEST - IMPLEMENT - REPEAT

COMMUNICATION IS A ‘TWO WAY’ RELATION

SOCIAL MEDIA STRATEGY

BLOG TOURS

‘LOCALS’ ENGAGEMENT

‘LATVIANS ABROAD’ ENGAGEMENT

GET THE RIGHT TOOL

MOBILE IS KING

BE THERE

KNOW WHO TALKS ABOUT YOU

DEVELOP YOUR OWN TOOLS

GET THE RIGHT TOOL

SUCCESSFUL STORIES ARE WORTH REPEATING

*****

(Unsuccessful stories

are worth remembering)

INNOVATION TIP: REPEAT!