Applying service design thinking | Thomas Sprangers | #SoMeT15EU Amsterdam, Netherlands

Summary

The speaker shares a personal ski holiday experience to highlight the importance of destination experiences and word of mouth in travel marketing. They emphasize the need for Destination Marketing Organizations (DMOs) to understand visitor interactions and emotions throughout their journey. By mapping customer journeys and empathizing with visitors, DMOs can improve experiences and foster positive word of mouth. The talk suggests leveraging technology for real-time support and engaging stakeholders in a collaborative process to innovate and enhance the holistic destination experience.

Takeaways

• 😄 The importance of personal storytelling in travel experiences was highlighted, as people naturally share their stories with each other about their holidays.
• 🎯 Destination Marketing Organizations (DMOs) should focus on selling 'destination experiences' rather than just locations, as experiences are what people remember and share.
• 🤔 The speaker emphasized the need for DMOs to understand their visitors' motivations and feelings throughout their journey to improve the overall destination experience.
• 📈 The script suggests that DMOs should shift their resources from just the inspirational stage to encompass the entire visitor journey for a more holistic approach.
• 📝 The value of measuring and monitoring visitor experiences was discussed, with examples given of how feedback can be collected and used to improve services.
• 🗺️ Creating customer journey maps can help DMOs visualize how visitors interact with their destination and identify areas for improvement.
• 📱 The omnipresence of mobile technology in travel was noted, with people sharing their experiences in real-time through social media, which can be harnessed for marketing.
• 🛌 The script shared personal anecdotes to illustrate the impact of small details like uncomfortable beds on the overall travel experience, emphasizing the need for attention to detail.
• 🍽️ Food and dining experiences were highlighted as significant parts of the travel experience, with recommendations from platforms like TripAdvisor influencing decisions.
• 🤝 The necessity of collaboration between DMOs and local stakeholders to enhance the visitor experience was underscored, suggesting a collective effort for improvement.
• 🌟 The concept of service design thinking was introduced as a method for DMOs to innovate and improve the destination experience through a user-centered approach.

Q & A

What is the main topic of the speaker's presentation?

The main topic of the speaker's presentation is the importance of understanding and improving the destination experience for tourists, using their personal ski holiday in France as a case study.

Why does the speaker emphasize the significance of knowing the person you're sitting next to during the introduction?

The speaker emphasizes this to encourage interaction and to set the stage for the audience to share their own holiday experiences, which relates to the theme of the presentation.

What role does storytelling play in the context of destination marketing as per the speaker's perspective?

Storytelling plays a crucial role in destination marketing as it allows people to share their experiences, which in turn influences others' decisions on where to travel and what to expect.

What does the speaker mean by '100 empathy' with the visitors?

'100 empathy' refers to a deep understanding of the visitors' motivations, feelings, and interactions throughout their journey in the destination, which is essential for improving the overall experience.

Why is the speaker's experience at 'La Folly Deuce' significant in the context of the presentation?

The experience at 'La Folly Deuce' is significant because it serves as a contrasting example of a negative experience that the speaker had, highlighting the importance of understanding individual preferences in destination experiences.

How does the speaker describe the process of selecting a ski resort for their annual trip?

The process involves researching online, getting inspiration from blogs and Google, and ultimately relying on the expertise of their friend Rick, who is knowledgeable about ski resorts in Europe.

What was the speaker's motivation for sharing their experiences on social media during their trip?

The speaker shared their experiences to express their enjoyment and to provide recommendations or warnings to others, which is a form of word-of-mouth marketing that can influence others' travel decisions.

What is the importance of involving stakeholders in the process of improving destination experiences as suggested by the speaker?

Involving stakeholders is crucial because it allows for a collaborative approach to understanding and enhancing the visitor experience holistically, ensuring that all aspects of the destination are considered and improved.

What is the role of service design thinking in the context of destination marketing?

Service design thinking plays a role in creating a customer-centric approach to destination marketing by focusing on the entire visitor journey and experience, with the aim of fostering positive word-of-mouth.

How does the speaker suggest measuring and monitoring the visitor experience?

The speaker suggests using questionnaires and feedback mechanisms, such as those provided by Foldizer, to gather insights into visitors' experiences and preferences, which can then be used to improve the destination experience.

What is the significance of the speaker's mixed emotions at the end of their holiday?

The mixed emotions signify the complexity of the visitor experience, where even positive experiences can be bittersweet, and the desire to return home is as strong as the enjoyment of the holiday, reflecting the human aspect of travel.