SERVING UP A STORM

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What the sharing economy has done to accommodation and transport, it is now doing to food and fine dining.

DMOs AND THE SHARING ECONOMY: Taking the leap

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This report discusses the role of the sharing economy in city tourism. While it’s easy to see the sharing economy as a cluster of challenges, in reality it can be a useful tool for city authorities to manage destinations effectively, connect visitors with local experiences and bring economic benefits to local people. However it also has to be regulated in a way that is fair to all stakeholders.

The more the different segments of the tourism sector realize the dynamics of the sharing economy the more we expand the scope of our work on practical aspects and implications. TOPOSOPHY has produced this free discussion paper for DMOs to help understand their role, and plan the way ahead. The paper includes:

  • Analysis of recent trends in the sharing economy, and consumer motivations for using sharing economy services
  • Discussion of how DMOs can update their regulations on sharing economy activities
  • Practical tips on building a sharing economy impact assessment, and monitoring systems
  • Step-by-step guide to making the sharing economy work in favour of the destination and local residents

Visit our new website or Click here to download the full report (free)

A FEW INSIGHTS FROM PLACE MARKETING & BRANDING 2015+

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Following the announcement of the latest report by Best Place, yet I am already looking forward to meet up again soon with good colleagues and dedicated experts such as Juan Carlos Belloso, Martin Boisen, Joao R. Freire, Raquel Goulart, Robert Govers, Björn P. Jacobsen, Mihalis Kavaratzis, Stefan Roesch, Gildo Seisdedos, and Sebastian Zenker, and discuss with them about conceptual issues and practical implications of place marketing and place branding.

On a personal note, this well-structured report gave me the opportunity to reflect on why strengthening the brand of Athens and bringing back actual results via integrated destination management & marketing efforts has probably been the most difficult project to be involved with. Together with academic knowledge and professional experience in tourism planning and development, ‘This is Athens’ project was a rather valuable asset. Above all, it helped me grasp the importance of a holistic perspective on the various elements that constitute and sustain the very essence of each place. To remember the accurate observation of Juan Carlos Belloso inside the same report, place brands incorporate emotional links and passions which are triggered by the managerial objectives and approaches of various stakeholders.

The key here is that a place brand must be true and enduring in order to be always part of changing marketing priorities. In this sense, place marketing is about ensuring that the brand message and the story of an area are strategically and methodically delivered to the right audiences through the appropriate channels, to successfully reach set targets and compete for a place in target visitors’ hearts. Interestingly, the generation of emotional links does not necessarily involve sales instruments, which is also why Stefan Roesch has a great point in identifying film productions as an ideal vehicle for place marketing.

All in all, Place Marketing & Branding 2015+ is both a great resource for practitioners and academics within the field and a call to action for more research and practical innovation.

In Toposophy, we are excited to be part of this ongoing effort and we are looking forward to add more interesting insights in the future. As such, we will certainly continue to count on the hard work of the Best Place Institute Board of Directors including Adam Mikotajczyk, Magdalena Florek and Jarostaw Gorski, whom we thank for their full commitment and ongoing assistance.

 

The Millennial paradox: why speaking to Millennials means getting personal

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Gen C Traveller

Millennials are ambitious but lazy, hyper connected but self-obsessed, extremely confident yet highly insecure, optimistic yet worried about the future. Where to start when you need to engage them?

This week I’ve been at Youth Marketing Strategy 2015 in London and this two-day event has given BarclaysLifeSkills2a massive amount of insight into how youth are the most amazing group of consumers to work with, and yet increasingly difficult to reach with a generic marketing campaign. By participating in YMS 2015 it was great to move out of the travel sphere for a change and discover the latest general consumer trends being led by the UK’s youth population. The UK is globally respected for its creative marketing industry, so it was great to hear from experts at the top of their game.

Actually, let’s forget the fuzzy concept of ‘youth’ (something many in the travel industry are just catching up with)…

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6 inconvenient truths about Smart Cities

The Urban Technologist

(When cities forget about people: La Defense, Paris, photographed by Phil Beard)

(I recently took the difficult decision to resign from IBM after nearly 20 years to become IT Director for Smart Data and Technology for Amey, one of the largest infrastructure and services companies in the UK, and a subsidiary of the Ferrovial Group. It’s a really exciting opportunity for me to build a team to create new Smart City services and infrastructures. If you’d like to work in the Smart Cities field, please have a look at the roles I’m hiring for. I’ll be continuing to write the Urban Technologist, and this seemed a good point to share my view of the current state of the Smart Cities movement.)

The last year has shown a huge acceleration of interest and action in the Smart Cities market – in the UK, and around the world. What has long been…

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DESTINATION MARKETING TRENDS TO WATCH IN 2015

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Here at TOPOSOPHY we believe that you can only take the best decisions when you can see the bigger picture – so we’re starting the New Year with in-depth analysis of the biggest trends emerging in global tourism and
marketing.

Will the Apple Watch break new ground where other tech wearables have failed to do so?

Will this be the year when we see Airbnb take the leap and merge with a major online travel agent?

Will we ever reach ‘peak selfie’?

Will DMOs take more initiatives in community and economic development?

Discover our top 15 travel trends for 2015…

Want to know more about TOPOSOPHY? Find out here.

THE SHARING ECONOMY IN TOURISM AND THE HOSPITALITY SECTOR

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LESSONS FOR TOURISM DESTINATIONS AND BUSINESSES

In recent years, the sharing economy has begun to transform many aspects of life. It is enabling individuals, companies and communities to re-imagine how they live, grow, connect and operate sustainably. Tourism has emerged as one of the leading sectors for growth in the sharing economy as visitors and residents share homes, cars, boats, four course meals and a whole lot else.

As the sharing economy has ballooned to attract users and providers of all ages and walks of life, it’s clear that sharing someone’s apartment or car isn’t always just about saving money. A multitude of drivers have pushed sharing to become the mainstream practice that it is today and there are many lessons that tourism destinations and businesses can learn from that as they grapple with reforming laws to keep consumers safe, and competition fair.

In the coming weeks you’ll be able to learn more as TOPOSOPHY’s experts release a groundbreaking report called The Sharing Economy in Tourism and the Hospitality Sector with lessons to be learned on all sides and many opportunities to share opinions as TOPOSOPHY plans Sharing Economy Workshops across Europe in 2015.

Here’s a sneak preview of the report. Enjoy!

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THE WHOLE PLACE, NOT JUST THE DESTINATION

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Are you wondering where the name ‘TOPOSOPHY’ comes from? Viewing a destination through a narrow lens, it’s easy to fall into the trap of presenting a destination in terms of its tourism activity today, rather than what it could offer tomorrow. TOPOSOPHY likes to do things differently. We take a step back and study the whole place (‘topos’ = place in Greek) with a critical but enthusiastic look at where the destination sits compared to its competitors, both near and far. The result for our clients is the choice of a totally integrated range of services including destination strategy and planning, place marketing & branding, market intelligence, trade marketingpolicy advice & government support among many others.

We’re Hiring!

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@boutourism is an international, boutique destination development & marketing consultancy offering specific solutions & implementation support in every stage of the destination’s development, management and marketing process. Our elite team of destination experts and tourism professionals combines extensive experience as practitioners, managing operations, with many years of consultancy experience working for DMOs and related organisations around the world.

By recently becoming a business unit of the ATCOM group, @bout tourism can also provide integrated marketing solutions, ranging from Marketing strategy and planning to Web Design and development and a full suite of Digital Marketing services, for Destinations, Tourism Associations, OTAs and Travel/Hospitality Organizations around the world.

We are now looking for an Integrated Marketing Manager to play a key role in the expansion of the company  in new markets and new services. The Integrated marketing manager should have experience in destination & travel marketing, be acquainted with digital marketing and social media and have a passion to grow at an international level.

 Desired Skills and Experience

Corporate Development

  • Assist in strategic planning, implementation and delivery of the corporate marketing plan that complements the overall corporate strategic direction and brand.
  • Build new and maintain corporate relationships with key international and national industry players.
  • Liaise and network with a range of stakeholders including clients, colleagues, associates and partner organizations;
  • Locate/propose potential business deals by contacting potential partners;
  • Handle corporate communication with company associates, partners and clients, according to needs.
  • Monitor competitor activity.

Campaign Management

  • Manage the development and implementation of integrated marketing programs for the @boutourism clients.
  • Develop e-tourism platforms, including websites, and constructing business databases by liaising with Web Designers,  developers and UX experts
  • Work with all travel/tourism-related clients to explore and identify ways to integrate offline and online media into business strategies and marketing campaigns.
  • Develop online content for clients’ social and digital platforms, including messaging, posts and other editorial content.
  • Manage the production of online/offline marketing materials
  • Manage marketing budgets & evaluate marketing campaigns;

Events & Workshops

  • Run training courses to encourage networking and economic growth in the tourism industry.
  • Set up and attend tourism fairs and travel trade workshops.
  • Organize and attend events such as conferences, seminars, receptions and exhibitions;

Desired skills

  • Bachelor/Masters Degree in Tourism or Marketing
  • 3-5 years in Tourism/Destination Marketing ideally working with Digital media
  • Ability to multi-task
  • Proactive mindset
  • Ability to work with international clients on various projects

Please apply via linked @ http://linkd.in/WHac3q