In partnership with Orange 360, Tourism Tribe’s CEO and co-founder, Liz Ward, recently led an inspiring workshop in Orange, NSW, as part of New South Wales Small Business Month. The workshop, ‘Elevating Your Online Presence,’ aimed to empower local tourism operators with advanced digital strategies. This article share key insights from the workshop, and their relevance in the context of the upcoming 2024 Australian Tourism Data Warehouse (ATDW) platform transformation.
Strategic ATDW Listing Optimisation
Enhancing Visibility for the Future: In the workshop, operators learned how to enhance their ATDW listings, a crucial step, especially with the upcoming ATDW redevelopment in 2024. By strategically optimising content and maximising key fields like Deals, Accessibility information, and their Ecotourism Australia Scorecard results, operators can ensure their offerings are more visible and attractive to the evolving travel consumer, and that their offerings are adaptive to the current marketplace.
Compelling Storytelling Techniques
Building a Stronger Connection: Storytelling techniques tailored for the travel industry help operators create narratives that resonate with their target audience. In the pending ATDW redevelopment, such engaging stories will become more critical in distinguishing listings amidst a more dynamic and competitive digital marketplace.
Practical Application of AI in Copywriting
Leveraging AI for Enhanced Listings: The use of generative AI tools, like ChatGPT, demonstrated the potential for creating effective messaging. Operators learned how to create narratives that not only highlight their unique selling points, but also authentically resonate with their target audience and the distinctiveness of their region. As ATDW evolves, the ability to quickly generate compelling content using AI will be an invaluable skill for keeping listings fresh and appealing.
Media Creation Aligned with Customer Journey
Strategically Tailored Media for Enhanced Engagement: The workshop’s focus on aligning media creation with the customer journey will be more important than ever in the new ATDW platform. Operators will need to produce media that not only captures attention, but also maximises the potential of the updated interface and user experience of ATDW.
Maximising Social Media Impact
Integrating Social Media with ATDW Listings: Focusing on the various stages of the travel purchase cycle, the workshop explored the creation of image and video content. This approach ensures that the media produced is not only visually captivating but also strategically aligned with the customer’s decision-making process from Dream to Plan to Booking. As ATDW expands its capabilities, integrating social media strategies with ATDW listings could provide a more cohesive digital presence, enhancing both reach and engagement.
Embracing the Future: Staying Ahead in the Digital Landscape
Preparation for the ATDW Transformation: The digital landscape’s continuous evolution, especially in light of the upcoming redevelopment of the ATDW platform, underscores the need for operators to stay ahead with their digital strategies. The workshop’s insights are instrumental in preparing operators for these changes, ensuring they can leverage the new ATDW features to their maximum advantage and continue to thrive in an increasingly digital world.
Even though the new ATDW interface for operators in anticipated in early 2024, operators should not wait to update their listings. All content from existing listings will be carried over to the new platform and it is vitally important that operators maintain a high quality, competitive profile of their products in the ATDW in readiness for upcoming seasons and all-year-round markets, relevant to their businesses. The ATDW course in Tourism Tribe’s Digital Academy steps operators through the steps required and essential tips on how to optimise their ATDW profile.
