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Page 1: Tourism Strategy

Tourism/Multiple Languages

Page 2: Tourism Strategy

• 32% of all Beverly Center shoppers are tourists. Australia (26.8%) and Japan (17.5%) account for the majority of international tourists

• The international Chinese tourist is expected to grow significantly over the next 3 years

• Beverly Center offers upscale amenities, luxury brands, concierge-style guest services, special offers (BIO card) and a close proximity to local attractions to appeal to this audience

Tourist shoppers at Beverly Center represent a significant SOW for Taubman

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However, there are several challenges we face for attracting tourists• Content for tourists is scarce and uninspiring• Providing information in your native language

is not currently an option• Tourism is not promoted through digital

channels and it is hard to locate on BeverlyCenter.com

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In some cases, the competition is eating our lunch

Premium Outlets (Simon)

Tanger Outlets

Century City (Westfield)

The Grove

Taubman

South Coast Plaza

Westside Pavillion (Macerich)

Tourism Section (Web)

Group Travel Planner

Concierge Services

Multiple Languages

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So the question is, how do we enhance our digital channels to be more tourism focused to increase domestic & international shoppers to Beverly Center?

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Focus on the key tourist need states

The Basics: •Detailed stores, services and amenities

Planning Tools: •Maps, apps and content that help plan trip (holistic) and on-property experience •The Taubman planning experience is measured against other “attractions” (parks, restaurants, museums, etc)

Special Incentives:•Reward advance planning•Special incentives (price, access, service, etc) for groups•Special rewards for tour planners and influencers

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Inspire our target to take action

Domestic/International Tourists Traveler Influencers

Primary Secondary

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Tourists don’t connect with websites……They connect with other people to get

valuable information about their travel plans. And they do so in a variety of ways: • Social Media • Traveler Forums (Flyer Talk) • Review sites (Trip Advisor, Yelp)

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We need to create a single experience that brings these assets together

Websites

User generate

d

Social Media

Traveler Blogs

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COMMUNICATIONS STRATEGY

• Strategy• Tactical Recommendations

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Digital Strategy

Enhance the Taubman digital experience to be more tourism focused by:

•Creating an engaging and more intuitive tourism destination on the mobile & desktop website•Harnessing the personal stories, photos and reviews other travelers have provided•Making BeverlyCenter.com the one stop source for relevant travel information

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Create an engaging and intuitive .com destination

• Create a dynamic & flexible space on the mobile/desktop website that provides relevant tourist information

• Simple useful design that is easy to find in the navigation• Instant Access to Planning & Booking Resources

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Make it feel personalized• Display content that is aggregated from social reviews, photos

& deals • Allow for easy sharing of content as booking and travel

decisions are made more often by recommendations• Highlight visitor reviews from Trip Advisor to gain more

credibility

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Turn Beverly Center into a tourist destination

• Make it easy for a tourist to book travel and hotels• Partner with hotels to offer special rates for tourists

staying over• Offer more options to explore the local attractions and

round out their experience to Beverly Center• Provide a form to book group travel right on the website

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MEASUREMENT

• How will we measure success• Timeline

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How will we measure success?

Measurement Framework

• Define specific objectives• Align on Key Performance

Indicators (KPIs)

Performance & Analysis

• Integrate with Google Analytics to report on high level site activity

• Focused on defined objectives

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Next steps• Taubman to provide feedback on Strategy, 6/25

• Finalize approval on strategy and begin execution, 6/28

• Share Rd 1 UX, 6/29 (3 rounds of review); Final approval on UX, 7/12

• Share Rd 1 Design, 7/16 (3 rounds of review); Final approval on Design, 7/27

• Deliver revised Desktop Design to Taubman, 7/27

• Deliver design & front end development for Mobile Design to Omni TI, 8/9

Page 19: Tourism Strategy

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