The Melbourne Visitor Information Journey

The Issueshutterstock_155349428_opt

Visitor information service numbers are down in the industry. It is not clear what tourists want and how they want it. It has been some time since how the industry provides information has been reviewed.

The Brief

Design a study to explore what information visitors to Melbourne require across their journey to assist Visitor Information Service planning by The City of Melbourne.

Our Challenge

To capture all stages of the journey for different types of visitors seeking different experiences in Melbourne and do this in a way that it would result in useable information.

The Constraints and Considerations

  • Melbourne has a wide international tourist base
  • We easily generated a long list of information topics and resources to factor into this study
  • Which segments should we focus on in, and how should we do this without overwhelm were the key issues to tackle.

 

Our Fresh Lens on the project

  • This project could stretch for miles if we were exhaustive. We had to focus it for it to be manageable and useable.
  • First we absorbed everything we could on the Visitor Journey in an internal workshop and major literature review. It was fascinating to see what was out there, and more importantly what wasn’t.
  • We used an information journey framework to associate topics with clearly defined stages of a journey that apply to all visitors regardless of their origin.
  • We didn’t just include conventional information sources (maps, websites, brochures), but used a wide net of resources which visitors duly saw as information sources such as hotel staff, local businesses).
  • We focussed on major visitor segments from key countries of origin including a special focus on Chinese Visitors.Both residential and business visitors were included.
  •  We also considered both prospective and past visitors opinions to understand the entire spectrum of the journey.

The outcomes

City of Melbourne now has clear direction on which topics are required along the journey along with visitor preferences for different channels during their trips. It has reinforced the preferences for hard copy and face-to-face information at certain stages and provided insight into the role of digital sources and devices for particular segments.

We were able to segment topics and channels by stage of the journey and clarify the gaps in information to address.

This study has reinvigourated City of Melbourne’s approach to visitor information and created a buzz in the industry around the findings. Here is an industry presentation with a selection of the findings.

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