DestinationCore | Destination Unknown

Destination Unknown

James Berzins, Managing Director of TXGB on the challenge facing UK tourism in 2021

2021 promises to be another challenging year. A year we started in lockdown, but a year that the UK tourism sector has an opportunity to build back better. Destinations will play a huge role in this, here’s why...

Listening to the news it’s clear the thing we all crave is certainty. Uncertainty about the fundamentals in life preoccupies our brain. When will the schools open? When can I see my Nan? Will we be able to go to the pub for my birthday? Things we took for granted have become the things we dream about. So what effect will this have on the things we used to dream about?

This is the challenge for tourism. Opening a door that has been closed for so long. Rebooting a sales cycle that has always been complex, now with the added challenge of accelerated digital transformation and disruption to consumer confidence. It’s easy to see how this could be Pandora's Box.

Destinations, suppliers and resellers need to work together to drive and control recovery. The pandemic has triggered the rapid evolution of user needs and technology adoption, so pre-pandemic business mindsets will be challenged. Destination organisations will face this challenge too. As soon as we are told when we can go on holiday, the next question will be where.

At this point I think consumers will mobilise quickly, so destinations need to put themselves on the map and be ready. Both they and their local businesses need to be fully digitally enabled, with campaigns linked to bookable products. There will be a frantic herd of online researchers combing through pages of websites, instagram posts and reviews. A flood of excitement.

Anywhere won’t do.

The Bank of England described our economy as a “coiled spring”. No sector feels this more than tourism. That energy will release and go somewhere. Smart and connected destinations will attract new consumers, relatively near to their market, who are ready to make memories and find something new in the UK. We must focus on connecting participants in the market, so they can collaborate on recovery at a local level. Ensuring bookable content is consistent across all channels, in real time. To help connect every corner of everywhere in the UK. We will all be looking for our next destination as restrictions ease, but where will that be? I wonder...

When I’m done wondering, I’ll go online and figure it out.

James is the Managing Director of TXGB - a digital marketplace that acts as a central exchange linking up booking systems for accommodation and attraction providers across the UK. It integrates seamlessly with all DestinationCore products.

www.txgb.co.uk

View some case studies

Epsom BID

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Uxbridge BID

Uxbridge BID

The team at Uxbridge BID wanted to upgrade their website in order to offer greater value to their levy payers. DC One was the ideal solution to meet their needs as the automation offered through the combination of Business Login and Automated Subscriber Emails gave them incredible value on a tight budget.

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Midsummer Place

Midsummer Place

With the shopping centre having moved away from the ownership of the intu Group the client was looking for outstanding value for money and lots of built-in automation in order to stretch marketing budget as far as possible. They love the simplicity of DC One, with the structure making it easy for users to find what they are looking for.

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Merry Hill Centre

Merry Hill Centre

With the break-up of the intu Group, the client was looking for a website they could get up-and-running in a short space of time and as a temporary solution, so they had a web presence to give them time to build out the website of their dreams. DC One was the perfect solution – offering all the functionality they needed with a quick turnaround.

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NewcastleGateshead

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The NewcastleGateshead Initiative is the DMO representing Newcastle, Gateshead and the surrounding areas. They came to us frustrated with their existing website solution – feeling that their current provider was offering poor value for money. Our solution has helped transform their online presence by improving the user experience and offering greater value for their members.

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Visit Southampton

Visit Southampton

Southampton BID had just gone through a brand refresh and were looking to help bring that brand to life with a powerful online experience. They wanted visitsouthampton.co.uk to be the go-to website for users to find out about what to do and what's on in Southampton. They chose the Pro core package and The List Events Feed module to power their website.

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All About Ipswich

All About Ipswich

All About Ipswich is a DMO for Ipswich and the surrounding area. The website showcases events and offers, and also includes a business directory. It provides easy access to a huge range of content, with the Journey Planner and Itinerary Builder modules enriching the user experience. The Campaign Section module provides a hub for the client's numerous marketing initiatives.

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Visit Clapham Junction

Visit Clapham Junction

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In Colchester

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Visit Melchester

Visit Melchester

We’ve created a demo site for our fantasy town of Melchester. It’s an idyllic location by the sea, with an abundance of independent retailers and fair number of local characters too. Be sure to check out the blog about a true local hero - Admiral Standfast. Go on. Take a trip to Melchester!

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