DAY 3 #DCHH18
Conclusion and Call to Action #DCHH18: Stay Calm!
The 8th DestinationCamp in Hamburg came to a close on Sunday with six excellent “scenario workshops.” The themes were as diverse as the 18 sessions themselves. But from all the different perspectives and insights, one overarching theme emerged—a motto, perhaps even a call to action: SERENITY!
While last year’s DestinationCamp had ended with an almost defiant insistence on the “human adjustment screw” as the decisive cog in the human-machine system, the participants at DCHH18 displayed a grounded self-assurance:
Above all, it is important to actively manage various balances: the personal work-life balance; the balance between the quality of the experience for vacationers and the quality of life for locals; and the balance between technically feasible virtual offerings and sensory, analog experiences.
Throughout the customer journey, there are many opportunities for automation and digitization, which will lead to changing requirements and the elimination of certain work steps and jobs—but the capacity freed up could be used to focus more intensively on other tasks. These include brand management, improved quality control, and a stronger focus by the DMO on the needs of visitors and locals. This, in turn, serves as the “life insurance for the DMO.”
The focus on analog alternatives to the widely touted possibilities of digitization and visions of the future was evident in many places. At the same time, however, an increasingly pragmatic approach to the issues and challenges of digitalization also became apparent. Destinations and platform operators even developed a model for shared data use and data profiling within an anonymized data hub. But even such desirable developments must still overcome prejudices and fears; they take time—they require CALM!
MyDMO 2025 leverages the capabilities of AI to deliver personalized offers (tailored to emotions, motivations, account balances, age, etc.). Its tasks include designing the experience space, connecting different experience spaces, and context-based data management.
The tourist office of the future has also been designed. It is evolving into a flagship store for the town or region, serving as a meeting place for visitors and locals alike, with staff who are passionate brand advocates and experts on the local area.
The red group developed a concept for the health resort of the future, one that perfectly reflects the desire for immersive experiences in nature, personal attention, a positive self-image, and a willingness to change—and, thanks to the measured digitization of processes, makes it possible to bring these elements to life.
"What determines success in our careers?" the yellow group asked itself, and identified various factors: flexibility in terms of time and location, individualized work schedules, cultural change, a sense of purpose, and the ability to communicate, solve problems, manage conflicts, and reflect.
In the ideal database, all data converges—including data shared by guests, data collected by the platform, and data entered by the destination. The consolidation and dissemination of data in this collaborative data hub system are governed by a licensing model with varying cost and access rules, taking into account all necessary anonymization measures.
At the Magic Round Table, participants discussed visions for the future and potential for innovation, ways to further develop the “Round Table” format, cross-industry training and knowledge-sharing platforms, cross-sector collaboration, and career issues facing young participants. One of the many outcomes, which was also voted on online during the plenary session: in 2019, there should be a session in which women first stand at the table and speak while the men sit in the back and are only allowed to listen, and then the roles are reversed. “Just do it” is the preferred mindset. In short: CALMNESS!
New for 2019: DCHH is moving! In response to requests from many participants, DestinationCamp will be moved from weekends to weekdays starting in 2019. This leaves the weekend free for family time—or for exploring the Hamburg metropolitan area. Save the date: Wednesday, May 22, through Friday, May 24, 2019!
This year's exhibition, featuring the detailed results of DestinationCamp 2018, is expected to open in August.
And here's the video recap of Day 3! The 2018 video documentary is presented on the third day by ST. ELMO'S Tourism Marketing, Parkster, and Schöler Druck & Medien:
