New technology resource helps tourism businesses ‘shine online’

Tourism companies are being urged to grow their business through technology with a new online resource published by Tourism Intelligence Scotland (TIS), as part of its Opportunities for Growth series.

‘How to Shine Online’ features practical ‘how to’ guides, hints, tips, ideas and case studies on making the most of the latest technology including social media.

Using step by step practical guides, operators will be able to find out how to create a buzz about their business, turn interest into bookings, enhance the visitor experience, build on their success and stay one step ahead.

Katrina Morrison, Tourism Product Development Manager at Scottish Enterprise said: “The internet has changed dramatically over the last few years from being mainly a 'read-only' resource to being a highly interactive communication tool which enables people to communicate and share information and personal experiences online. Websites with this type of consumer-generated content get millions of hits every day and are now an essential business tool. As such it’s vital that tourism businesses pick the best options to help them grow.

“Using technology for your business need not be an expensive and laborious task. With a little guidance operators will find it can be a useful way of saving time and boosting visitor numbers.

“This new resource will provide them with some background on the latest and best opportunities available, give practical tips on how to make it happen, and share examples from others who are already doing it”.

A series of downloadable factsheets, all written in plain English and minus any ‘tech-speak’, will walk businesses through the technology and how it works, explaining how to keep in touch with customers through Facebook, communicate with their market using Twitter, tailor their website for their audience, get smarter with payment handling, build their online reputation with TripAdvisor, use the right ‘netiquette’ and get ready for future technologies including Web 3.0 and 4G.

Top tips include making a point of responding to customer reviews, using Google Alerts to keep track of your competition, using RSS feeds to make new content on your website available to your target audience, running competitions on Facebook to encourage interaction, and adding meaningful updates to Twitter that will engage and intrigue.

Daniel Edward Craig, author and hotel consultant said “Whether you're a beginner or a seasoned expert, Tourism Intelligence Scotland's website is an essential resources for understanding online marketing and social networking, harnessing its potential, and using it as a competitive advantage.”

How to Shine Online has been published by Tourism Intelligence Scotland, as part of its Opportunities for Growth series, aimed at helping businesses make the most of new and emerging opportunities in the sector. The guide is available to businesses who register at www.tourism-intelligence.co.uk.