Digitalization Key To GNTB Recovery Strategy
The German National Tourist Board (GNTB) systematically capitalizes on digital instruments for an increased customer communication with their evidence-based recovery strategy for incoming tourism. Brand awareness and inspiration are the focal points.
In different stages of their customer communication digital chances were consistently used by means of conversational interfaces, AI applications (e.g. chat bots), machine learning and predictive analysis, for empathy campaigns during the lockdown phases within international markets to digital events and workshops with the travel industry and targeted product campaigns.
Together with the marketing organizations representing Germany’s federal states and many other project partners, the GNTB forced an innovative and responsible data use and the development of an effective data infrastructure and with that increases the data competence of tourism in Germany. The project represents all areas of action of the new data strategy of the German government.
Petra Hedorfer, Chairwoman of the GNTB Executive Board: “Analysts unanimously anticipate that the recovery of international tourism from the Covid-19 crisis will begin in 2021. Now is the time to strengthen brand awareness for Destination Germany and to channel the demand towards our products with countercyclical marketing. Digital formats and technologies open up additional perspectives for us to precisely expand customer engagement, to strengthen our contacts with the international tourism industry and to share new findings with our partners in Destination Germany. We have already used the 2020 crisis situation to sharpen our digital profile. Together we will lead the German incoming tourism strengthened out of the Covid-19 crisis.”
To address the growing technological and commercial challenges through a global platform economy, tourism products for Destination Germany have to be found on all digital channels, as well with the help of AI based applications, and displayed purposefully with the customer. This includes that the data content of all parties which are part of the touristic value chain is collected in its entirety, semantically structured and has to be accessible with different interfaces. With this, additional chances for new business models open up, e.g. within the start-up sphere. To support service providers and destinations to compete with the global players, the GNTB drives the open data/knowledge graph project of the German tourism industry further forward. First use cases will be realized in the second quarter of 2021.
Digital formats will shape the dialogue with the international travel industry, also in 2021. Which is why the GNTB presents itself as an exhibitor with all its international offices at the ITB Berlin NOW from March 9 to March 13. The GNTB connects top tourism experts from all source markets to establish recovery strategies for the Covid-19 crisis and projects for a joined international market development in 2021 and to develop in dialogue future perspectives.
As part of its sustainability strategy, the GNTB organizes, simultaneously with the ITB NOW, the day on barrier-free travel on March 12. For its 10 year anniversary, the event is held virtually for the first time.
The biggest incoming workshop for Destination Germany, the Germany Travel Mart (GTM), is going virtual as well due to the most recent developments with the Covid-19 crisis and the positive experiences from last year. The virtualGTM will take place from April 27 to April 29, 2021.
Within the virtual sphere, the GNTB furthermore initiates additional formats to address the consumer. With this, the integration of AI based chat bots as part of the inspiration and planning phase offers more service quality for potential travellers. As part of their social media marketing, the GNTB, aside from virtual reality, augmented reality and mixed reality, also relies on e.g. gamification to reach particularly younger people and to inspire them for Destination Germany.
Go to www.germany.travel for more.
