Who decides what in your digital function?
A three week review for destinations, attractions and tourism bodies. It tells leadership what is working, what is not, and what to do over the next 12 months.
| Digital | Marketing | IT | Vendor | |
|---|---|---|---|---|
| Website roadmap | A? | A? | C | R |
| Booking platform | R | C | A | R |
| Visitor data and CRM | C | R | C | ? |
| Vendor contracts | ? | I | ? | I |
| Reporting to leadership | R | R | I | ? |
Five signs a review is worth doing
- Several vendors are engaged and nobody clearly owns the outcome.
- Websites and apps are live, but visitor and booking data is not joined up.
- A CRM was bought and is barely used.
- The digital team has grown without clear roles or decision rights.
- Leadership does not trust the numbers it is shown.
Six areas, one plain question in each
Operating model and governance
Who decides, who owns what, and how is work prioritised?
Team and roles
Is the structure right, and where are the skill gaps?
Vendors and contracts
What does each vendor deliver, at what cost, and where do they overlap?
Platforms
Do the website, app, booking and CRM platforms fit the need?
Customer data and CRM
What is captured about visitors, and is it used?
Reporting
Does leadership see numbers it can trust and act on?
Led by someone who has run the function
Every review is led by a senior digital executive who has built and run digital functions for some of the largest destinations in the Gulf, including Expo 2020 Dubai, Yas Island, the Department of Culture and Tourism in Abu Dhabi and Abu Dhabi Airports.
Start with a short conversation
Tell us about your digital function and what is not working.
Ask about a review