* This Week Media
An IBM Business Partner
Showing visitors where to go and what to do using location data and printed maps was a relatively minor challenge for the newspaper in the 1900s but with time of the essence and no geodata available it was "News in Brief" and "What's On" information that presented the greatest challenge. The double page spreads below convey the complexity and work involved in gathering the information for printing on page.
Plus ca change! From 2017 geotemporal data will alter everything, adding a dynamic new dimension to destination marketing and rewarding tourism businesses and consumers alike. It will enable websites to be created on the fly in the here-and-now in response to smart queries where searchers' locations can be instantly detected and their personal graphs pulled in from the cloud to enable information provision salient to their needs; any place, any time.
And it won't just be the marketing model that changes for the better. It means innovation in the crowd-sourced business model that delivers it so everyone contributing to its success is rewarded. It will break down barriers that have seen front line tourism businesses increasingly marginalised, divorced from their consumers by an impenetrable wall of technology they will never get to own but pay dearly for each time a booking is made.
The new model will be owned by the tourism businesses and individuals invited to take part in its delivery with benefits flowing back into host communities to help enrich the visit experience.
To describe it as a digital version of the John Lewis retail partnership with a multitude of destination cooperatives around the world actively promoting their unique selling propositions, would be close. In a world, however, of learning, human discovery, and cultural exchange, it promises to be much more than might be imagined at first glance.