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Delivering Excellent Experiences – The Future of VisitIsleofMan.com

03 March 2016

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The VisitIsleofMan.com website is at the core of a number of digital marketing tools used by the tourism team at the Department for Economic Development. It is fundamental to achieving consumer acquisition, conversion and retention, together with providing the tourism trade industry with the tools and information they need to help promote the Island.

The vision for VisitIsleofMan.com in the future is to provide an enjoyable customer experience for people researching a potential holiday, considering booking and who have already booked and want to plan their visit. Everything that a visitor needs to inform their decision to visit must be in one site to improve conversions and deliver a valuable user experience. Tourism is after all a highly competitive industry.

We plan to do this by implementing a Destination Management System (DMS) for Visit Isle of Man.com. A DMS provides an integrated customer journey enabling uninterrupted browsing and planning through to booking.

In simple terms a DMS pulls together different sets of tools; those required by the visitor to research information about all aspects of a destination. These can include, but are not limited to, selection and booking of accommodation, choosing activities, what to see, and where to eat. Some of the tools of the DMS that achieve this are listed below:

Website

- Product management system;

- Online accommodation and booking;

- Enquiry management system;

- Events management;

- Mapping.

Content Management

- Management and reporting analytics

- Industry content submissions

Customer Relationship Management System

- Derive and store visitor information and statistics

We will take advantage of the system’s increased functionality to overlay the vast amount of events, activities, accommodation, eateries and more to assist Island visitors in cramming as much into their stay as possible. Using mobile phone optimisation, a user’s search can be based on their location on Island to highlight all the great things there are nearby.

With increased data capture touch points the Department’s marketing intelligence will be improved. The system will provide a holistic view of our consumers and help to develop the service we deliver by enabling us to understand our visitor’s needs. This will allow our marketing campaigns and activities to evolve, ensuring the Destination Management Plan is on track for 2020.

By assisting and improving a user’s search and website experience we can increase conversions. The overall result should be an increase in visitor numbers and on-Island spend, the two key objectives in the Isle of Man Destination Management Plan 2015-2020.

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