TOPICS & MODERATORS
on April 18, 2014 by Benjamin Buhl
From Business Intelligence to Sales Funnel
In 7 days, it's time: the Creative and Future Workshop 2014 opens its doors. All topics, along with their moderators and mind mappers, have now been finalized. This year, the topic clusters were identified in advance of DestinationCamp through two consecutive online surveys.
The evaluation of the industry surveys was carried out - as in 2013 - by Claudia Brözel & Cornelius Schäfer from Eberswalde University. Many thanks for your support!
The main theme for 2014 is "VISION". This is the overarching term for all topic clusters. The cover image of this article shows a tag cloud as an evaluation of the question "Please state your activity/position," which we asked in the second survey. These individuals have therefore decided what the topic areas are that we are now presenting to you here.
Included: selected quotes from the surveys as well as the respective moderators and mind mappers:
1. Being truly innovative:
HOW CAN TOURISM COMPANIES DEVELOP A CULTURE OF INNOVATION AND ESTABLISH CREATIVE PROCESSES IN DAILY WORK?
(Moderator: Cornelius Obier | Mind Mapper: Nicole Cogiel)
- Breaking the cycle: How can new forms of business management prevent the looming shortage of skilled workers?
- Making tourism appealing: How can the tourism industry open up attractive career prospects for qualified young talent? How do we ensure that there will be good people in tourism in the future?
- What are the most important steps in the innovation process for destinations? How do we achieve a culture of innovation? What are the steps towards consistent innovation management?
- What challenges must be addressed today to be and remain future-proof and competitive? What means and tools are necessary and sensible to adapt to social, economic, and political conditions?
2. The Right Sales Funnel
What are the decisive factors in e-commerce for qualified traffic and good conversion?
(Moderator: Uwe Frers | Mind-mapper: Ilka Leutritz)
- How can the right target group be identified and addressed effectively? What data and information help determine guests' wishes and needs regarding the online presence? And how can these be satisfied to achieve high conversions?
- What opportunities and possibilities arise from technological developments such as mobile services for destinations and service providers? How can these be successfully used to increase awareness?
- What are the most important parameters in the future that will make my success measurable?
- concrete recommendations for action/checklists/guidelines for everyday use
- concrete sales: who does what, dos & don'ts, good practice, action guides
3. Strong Business Intelligence
How can existing data streams optimize business operations through systematic analysis?
(Moderator: Andreas Feustel | Mindmapper: Stefan Michel)
- What structures and processes help to increase one's own profit? How can visitor flows be managed effectively? (business perspective on the topic)
- What data is needed and which applications are relevant? What tasks can be delegated?
- Focusing: the sheer volume of reports is overwhelming - which and how many reports do I really need? What is currently important for my work?
- How can successful Supply Chain Management be introduced and maintained? How is the quality of my services ensured?
- A handbook/checklist for daily work
4. Fostering Collaborations:
HOW CAN A SUSTAINABLE NETWORK BE CREATED BETWEEN THE DMO AND ITS PARTNERS AND KEPT ALIVE THROUGH BENEFITS FOR ALL?
(Moderator: Conny Mayer-Bonde | Mindmapper: Ansgar Jahns)
- Togetherness in destinations/regions (service providers, tourism organizations, etc.)
- How do we achieve sustainable development at all levels? Which players need to be involved – which partners are relevant? Which networks are required?
- Collaborations with business & tourism. How can I convince the private sector to support the industry when budgets are tight?
- Collaborations: Reimagined and Unconventional.
- Collaboration and motivation of all stakeholders and partners of the DMO: How do we foster a culture of cooperation in destinations?
- From Vision to Action: Collaboration between DMOs and Service Providers
5. The Path to Media Expertise:
HOW CAN MEDIA SERVICES (ONLINE AND OFFLINE) BE PROFESSIONALLY PLANNED AND EXECUTED, EVEN WITH LIMITED RESOURCES?
(Moderator: Dagmara Greve | Mindmapper: Julia Jung)
- Bundling of marketing measures / Destination-driven awareness for hotel marketing measures
- The right media choice
- Limited resources: how are media performance and individual campaigns professionally planned and executed?
- How can offers from agencies, marketers, and media houses be efficiently reviewed and evaluated?
6. Visionary Product Management:
WHAT WILL PRODUCTS LOOK LIKE IN 2020, AND HOW ARE THEY ALREADY BEING DESIGNED TODAY?
(Host: Peter Eich | Mindmapper: Carsten Gersdorf)
- Product Development/Focus - Quality of Life Rather Than Product Quality
- Sustainability: Can we tackle these issues together and build a foundation of trust?
- How can trends such as CSR and accessibility be integrated into products in a holistic and credible way?
- How can the development of new products contribute to the development and management of a destination brand?
- A Look into the Crystal Ball – Tourism 2020: Mobility in Tourism? The Tourist Information Center of the Future? Accommodations of the Future?
In summary, a whole new mix awaits us this coming weekend—both in terms of the topics and the lineup of participants. We look forward to discussing our shared “journey into the future of tourism” with you on Saturday and working out practical solutions on Sunday!
P.S.: If you'd like to get a little taste of the "DestinationCamp vibe" over the Easter holiday, you can find the showcases from previous years here. With that in mind, Happy Easter!