1 SEGITTUR: LEADING SPANISH TOURISM INNOVATION Carlos Romero Dexeus Director of Tourism Research, Development and Innovation February 2011
2 Index 1. What is SEGITTUR? 2. Role of Segittur in the Spanish State tourism policy 3. Secretary of State for Tourism Projects The official Spain Tourism website. CRM and Contact Center Knowledge and innovation network Promotion Europe Senior Tourism 4. Own projects Digital leaflets Support for commercialization Eureka Tourism
3 01 What is SEGITTUR?
4 What is SEGITTUR? Sociedad Estatal para la Gestión de la Innovación y las Tecnologías Turísticas, S.A. (SEGITTUR), was established in 2002 as an instrument to link new technologies with tourism promotion. The mission of SEGITTUR is to develop new tourism-related technology, and to encourage the use of this technology within the sector, with the aim of consolidating Spain s position as a leading tourist destination in the world.
5 What is SEGITTUR? Public company dependent on the Spanish Ministry of Industry, Tourism and Commerce Ministry of Industry, Tourism and Commerce Secretary of State for Tourism and Domestic Trade State Secretary for Telecommunications and the Information Society Turespaña SEGITTUR (Sociedad Estatal para la Gestión de la Innovación y las Tecnologías Turísticas) Technological coverage offered by SEGITUR Independent organisation
6 General objectives Promotion of Spain abroad using new technologies. Develop tools for the tourism sector that enable the integration of electronic commerce in Spanish companies. Facilitate the commercialization of tourism companies that have on-line booking systems.
8 02 Role of Segittur in the Spanish State tourism policy
9 Horizon 2020 Spanish Tourism Plan Areas in which SEGITTUR participates
10 03 Secretary of State for Tourism Projects
11 Secretary of State for Tourism Projects STEP: New Spanish Technological Promotion System CRM and Contact Center Knowledge and innovation network Promotion Europe Senior Tourism
12 STEP SPANISH TECHNOLOGICAL PROMOTION SYSTEM SEGITTUR manages Spain's official tourism website, which belongs to Turespaña and makes use of new technologies to share information, and to promote and commercialise tourism in Spain
13 STEP SPANISH TECHNOLOGICAL PROMOTION SYSTEM The STEP is made up of other media that complements Specialized search engine for tourist resources (www.spaininwords.com)
14 STEP SPANISH TECHNOLOGICAL PROMOTION SYSTEM The STEP is made up of other media that complements a channel for audiovisual promotion (www.spaininsight.com) a specific YouTube channel for audiovisual promotion (www.youtube.es/spain).
15 CRM and Contact Center SEGITTUR, in collaboration with the Spanish Tourism Institute (TURESPAÑA), develops the CRM tool (Customer Relationship Management) and its introduction in different Spanish tourism offices abroad. The aim of the CRM is to facilitate the administration of the relationships with the different clients, both professional and the general public (tourists). It is currently operational in Italy, UK, Ireland, Norway, Sweden, Germany, Austria and Denmark. Throughout 2010 it should be operational in the STOs in Helsinki, Zurich, Paris, The Hague and Brussels.
16 CRM and Contact Center The CRM also coordinates the Contact Center, which is the Spain tourism information service for visitors. This Contact Center service is currently operational in the same countries in which the CRM is present, and it will gradually spread to the rest. It works in four languages: Spanish, English, German and Italian.
17 Knowledge network As part of the New Tourism Economy in the 2020 Tourism Plan, SEGITTUR has designed a tourism intelligence and innovation network to maximise the access and sharing of the knowledge generated in the different public administrations, companies, business associations, research centres and universities.
18 Knowledge network Its aim is to become a reference website for the tourism sector, which will show interesting subsidies for the sector
19 Thinktur. It is a publicprivate forum which coordinates, standardises and promotes activities carried out by the tourism Innovative Business Groups (IBGs) in order to guarantee success in creating innovation and new tourism knowledge. Knowledge network
20 Promotion SEGITTUR collaborates with the Spanish Tourism Institute (TURESPAÑA) and manages different projects aimed at the promotion of Spain as a tourist destination. The image and the management of the website have been carried out
21 Promotion Turespaña tourism promotion campaign. The Turespaña media and creativity plan for the on-line and off-line campaign is managed in 24 languages and is present in 32 countries. The designed strategy combines several actions: the off-line campaign will be present on TV, graphic media and outside; while the on-line campaign will use graphics, integration of contents, e- mail marketing, sponsored links and social networks
22 Promotion For the first time, the Turespaña tourism promotion campaign includes actions on social networks.
23 Europe Senior Tourism SEGITTUR manages the launch of the first edition of the SEGITTUR Europe Senior Tourism pilot project, for 2009/2010. The objectives: To stimulate economic activity in the tourist industry in the low season, thereby tackling the serious problem of seasonality which affects this sector. To boost employment by means of active policies which impact the labour market. To help promote a sense of European citizenship.
24 Europe Senior Tourism Basis of the project: setting up a system of group travel to take place during the mid and low season, partially subsidised by the destination countries and aimed primarily at European Union citizens over the age of 55. The programme is currently offered in 15 countries: Slovenia, the Netherlands, Belgium, Poland, Slovakia, Hungary, Italy, Austria, Greece, Portugal, Denmark, France, the Czech Republic, Romania, Bulgaria, Ireland.
25 04 SEGITTUR s own projects
26 SEGITTUR s own projects Tools to support commercialisation Commercialisation platform The project is based on the development of a Technology Platform for the overall management of tourism reservations where the tourism sector agents in the system can manage their entire inventory on internet in order to offer it to tour operators and internet users, while managed, controlled and followed up by SEGITTUR. Enables the creation of different booking centres, which could be: provider associations, councils, private companies Every booking centre can connect the consumers directly with the providers, but there is also a professional version which enables providers and middlemen to have a different treatment regarding rates and functionalities.
27 SEGITTUR s own projects Commercialisation platform The system will manage several CRSs and will enable simultaneous searches in all the CRSs for the same product and service. Thanks to its multi-product, multi-channel nature, it is unique in the sector and covers the needs of all types of Spanish tourism companies for the promotion through electronic systems. The platform is aimed at solving tourism business management, both for the provider of Spanish tourism products and services and those looking to consume them.
28 SEGITTUR s own projects Tools to support commercialisation Interactive digital leaflets SEGITTUR exclusively commercialises the creation of digital leaflets for the tourism sector in Spain, for private companies and public institutions. With the technology it uses to create interactive digital leaflets, a new concept is developed which brings traditional editors and internet users together. This product integrates the capabilities of the digital environment (video, flash, audio, link) into the world of editing, providing an innovative approach with contents that are more direct, attractive and easier to access. Includes static designs (standard pdf) with multimedia elements on a web service. It also enables to insert videos and interactive applications based on flash.
29 SEGITTUR s own projects Tools to support commercialisation It is a website that supports on-line commercialisation of small accommodation/activities
30 EUREKA TOURISM SEGITTUR s own projects Segittur is president and secretary of Eureka Tourism The Eureka programme has more than 20 years experience and participates in about 40 countries. Its aim is to use new technologies that enable to improve the competitiveness of Europe, cooperating in science and technology with the participants while consolidating the grounds for long-lasting growth and creation of employment. Eureka restarted its specific tourism area in 2006, after a few years without one.
31 SEGITTUR AND EUREKA TOURISM Functions: To promote the generation of projects, as well as the participation and cooperation of companies and institutions in the different countries of the EUREKA zone in these projects. To help to prepare project proposals. To facilitate the search of partners for each project. To give the EUREKA TOURISM seal, which facilitates funding of projects. To help technically to formulate projects in order to facilitate their approval and funding