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The new visibility: content that is perceived

The digital world is moving fast. For us at Outdooractive it is therefore particularly important to know what happens “outside” – to keep an eye on the market and analyze it. We follow trends and take them into account in our developments.

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Guests lose confidence in classic forms of advertising

It is becoming increasingly difficult for companies to gain people’s attention and trust with classic advertising techniques, because advertising has lost credibility. Especially in tourism, the changing patterns in media usage as well as strong competitors are increasing pressure on destinations. Classic forms of advertising are no longer sufficient – user-generated content on the other hand is becoming more and more important. For tourism, this development represents a great opportunity, but at the same time an extreme challenge.

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Guest entry by Dirk Rogl: Open Data by itself is not enough

Dirk Rogl has accompanied the global tourism economy as an editor, analyst and consultant for more than 20 years now. He is an analyst at Phocuswright, deputy director of the “Kompetenzzentrum Tourismus des Bundes” and advises DMOs, online travel services as well as service providers with Rogl Consult.

As a keynote speaker at the Outdooractive Conference 2018 Dirk Rogl explained to the participants who – in times of open data – is still relevant to the guest. You will find the most important findings here in this blog.

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The world’s digital travel guide

Every destination only exists once in the world. Therefore, why should the digital images exist umpteen times? Why should the various travel guides of the big internet platforms show different information if they inform about the very same destination? And why does Google know destinations better today than the destinations’ own websites and apps?

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