Infinitum Digital conceives the comprehensive tourism platform: digital innovation for promotion, transactions, and strategic growth.
Within the framework of the Sustainable Tourism Destination Strategy Program (PRTR, Next Generation), Infnitum Digital has developed, for the Costa del Maresme Tourism Promotion Consortium, a descriptive report for the development of a comprehensive digital platform for collaborative and transactional tourism promotion. This project includes defining the technology to be used, designing the business model, creating the implementation plan, and the promotion, acquisition, and positioning strategy to maximize the impact and effectiveness of the platform.
The customer
The Costa del Maresme Tourist Promotion Consortium is an entity responsible for promoting and developing tourism in the Maresme region in Catalonia. It acts as a coordination and promotion body for the tourism development of the region, integrating efforts from various public and private entities: Maresme municipalities, the Barcelona Provincial Council, and tourism companies in the region, to achieve its objectives. Its main mission is to increase the visibility of the region through advertising campaigns, events, and marketing strategies. It also focuses on creating and promoting tourist products that integrate local offerings, working closely with sector companies to improve service quality. The consortium provides information and advice to both tourists and tourism businesses, and conducts studies on trends and the impact of tourism to adjust its strategies and ensure the continuous growth of the destination.
The objectives
The Recovery, Transformation and Resilience Plan (RTRP) focuses on tourism sustainability through the green and digital transition, gender equality, and cohesion. Within this plan, the Costa del Maresme Tourism Promotion Consortium aims to create a Digital Platform to enhance tourism promotion, marketing, and experience, facilitating bookings and collaborations between the public sector, private sector, and tourists. The objectives of the platform are as follows:
· Promote tourism in the Maresme Coast.
· Base the entire value chain of the tourism product on data intelligence.
· Attract quality tourism through demand segmentation and offer positioning.
· Diversify the promotion of the tourism product according to the typology of the issuing markets.
· To serve as a digital and interactive showcase of the products and services offered.
· Facilitate access to the tourism inventory from the Public Sector.
· Promote collaborative efforts and the creation of synergies that help to strengthen the relationship between the Public Sector and the Private Sector.
· Integrar y equiparar la oferta turística del Maresme Norte y Maresme Sur.
· Being able to measure the return on investment in quantitative and qualitative terms.
The project
Strategic approach of a comprehensive digital platform for collaborative and transactional tourism promotion
The Sustainable Tourism Destination Strategy program focuses on creating a digital platform for tourism promotion that includes collaboration and transactions. To achieve this, Infinitum Digital has developed a descriptive report that defines the technology to be used, establishes a business model, designs an implementation plan, and develops strategies for promotion, attraction, and positioning.
Business model proposition
In the Digital Platform, the different affiliated groups: public sector, private sector, end users, and booking centers, have specific roles and return needs. Infinitum Digital proposes different return models: direct monetization for the public sector and booking centers; freemium content, sale of advertising space, access to specific segments of the user database, etc. for the private sector; and obtaining relevant and reliable information for end users.
A digital business model based on content
Infinitum Digital proposes the creation of the Digital Tourism Promotion Platform, a business model designed to facilitate the exchange between consumers and producers through an infrastructure that allows creators to generate valuable content, which is then consumed by end users. The platform uses artificial intelligence to analyze data, segment and package the offer, with the aim of attracting and converting quality tourism. It is based on a content approach that includes existing tourism inventories, new content generated by users, and third-party content through APIs.
This platform is based on a technological and data-driven operating model, providing users with relevant information in a timely manner and offering an intuitive user experience. It uses an Open Source approach for software development, which improves code quality, facilitates adaptation to new functionalities, and eliminates dependencies on providers. Its layered architecture ensures scalability and sustainability, while open connectivity allows sharing data with external developers to expand the ecosystem. User-centered design ensures a personalized and optimized experience at every touchpoint.
A promotion, recruitment, and positioning strategy that includes different needs.
The Digital Platform will serve three groups with specific needs: the public sector requires visibility, access to tourism inventory, and control of returns; the private sector seeks product visibility, monetization opportunities, and a clear perception of value; and end users need reliable information, the ability to evaluate offers, and tools for product booking. Infinitum Digital proposes the implementation of a strategy based on communicating differential values for each group, such as access to analytical data for the public sector, visibility and promotion for the private sector, and personalization and offers for end users. The focus will be on data analysis and marketing automation to attract and position the platform in various markets.
Software-based implementation and promotion
Infinitum Digital proposes an implementation plan for the Digital Platform based on two pillars: software development and maintenance, and promotion of differential values. In the first year, basic software components are developed and implemented, such as web, email, social media, e-commerce, and analytics. The second year focuses on consolidation through components like CRM, marketing automation, and mobility solutions. The third year aims at optimization through strategic auditing, exploring growth possibilities, and implementing features like Recommendation Engine, API, etc. The promotion strategy also follows a progressive approach: local in the first year with SEM/SEO, social media, and press coverage; national in the second year; and international in the third year.
The solution: Description of the platform, business model, implementation, and promotion.
Within the Sustainable Tourism Strategy in Destination program (PRTR, Next Generation), Infinitum Digital has prepared a descriptive report for the development of the comprehensive digital platform for collaborative and transactional tourism promotion. This report specifies the following elements:
- Website: a central repository of content powered by artificial intelligence. Machine Learning.
- Mobility solutions: mobile applications and information points that enhance the user experience at the destination.
- Marketing automation for improving customer acquisition and loyalty through microsegmentation.
- Connection with CRM for a 360-degree view of the customer lifecycle.
- Analytics tracking for optimization. Customer Journey.
- Implementation of an e-commerce platform to monetize the tourist experience
- Connection with social networks to get to know the end user up close.
- Implementation of Email Marketing to personalize the offer
