reports Hotelmarketing, based on an article on Scotsman.com with the headline of “Tourist website has to be worth a visit”, which sounds pretty much like a no-brainer to me. I have to admit that I’m not familiar with the details of their situation but apparently a number of local suppliers are claiming the failure of the site as a victory which seems at least somewhat odd to me. If structured and organized correctly, a site with a popular address for a well known, global brand should be a success for both the DMO and its suppliers.
At least that’s the case for Switzerland, a destination I know more about, which launched Switzerland Travel Centre, a commercial, industry owned venture that since its inception ten years ago has grown to become a well established and profitable company, not only as the accommodation booking engine for MySwitzerland.com but also for local and regional DMOs in the country as well as being the largest distributor for rail products.
According to Klaus Oegerli, the CEO of STC, the model is successful due to their relationships with the industry both as a technology provider and major distribution partner, including a merchant model for hotels with more than 300 properties being sold through tour operators and online travel portals.
The Swiss model is proof to me, that with the right set-up and industry cooperation a successful online distribution system can be built that provides a welcome and effective marketing tool for the destination and its supplier partners that makes economic sense and a profit for both.