Silverstripe for destination management

Fa53cb55103f2604f8a6ef75adcfa2c1?s=47 Nivanka
September 23, 2020

Silverstripe for destination management

Silverstripe is an amazing CMS / DMS for managing complex data and building GraphQL APIs. This talk covers how we used Silverstripe to build https://discover.lk a custom destination management solution to change the marketing and traction of tourism in Sri Lanka.

Fa53cb55103f2604f8a6ef75adcfa2c1?s=128

Nivanka

September 23, 2020
Tweet

Transcript

  1. One of the most beautiful places in the world!

  2. An Intro Plan your perfect holiday in Sri Lanka at

    Discover.lk Nivanka Fonseka • Based in Columbo, Sri Lanka • Computer science and software development background • Founded SilverStripers in 2010. He manages a team of 10 • Digital agency, working with global creative partners • Speciality in travel and tourism including, hotel reservations, tour bookings, travel insurance, and destination portals Lawrence Smith • Based in Christchurch, NZ • Marketing & digital strategist, specialising in tourism and destinations for the last 23 years • Worked with Tourism NZ, Tourism Industry Aoteraroa (TIA) and numerous RTOs and DMOs in NZ and the US.
  3. Jointly we have worked on … Plan your perfect holiday

    in Sri Lanka at Discover.lk https://www.snow.nz https://www.enjoyillinois.com https://www.queenstownnz.co.nz https://www.lakewanaka.co.nz https://www.thecoromandel.com And many more …
  4. One of the most beautiful places in the world! Coming

    to you from NZ, not Sri Lanka … A Case Study: 1. Destination Management & the business logic 2. What we’ve done and why?
  5. One of the most beautiful places in the world!

  6. Sri Lanka… Plan your perfect holiday in Sri Lanka at

    Discover.lk • Independent from Britain in 1948 • 22 million people • 80% live in rural settlements • Major exports are foreign remittances, textiles and garments, tourism and agriculture (tea) • Maritime tropical climate • Rich in resources, history, and landscapes
  7. Tourism in Sri Lanka… Plan your perfect holiday in Sri

    Lanka at Discover.lk • Civil War 1983 – 2009 • Rapid growth in tourism, especially European markets • Bombing in 2019 • A goal by 2025 to be the country’s #2 net foreign exchange earner • Essentially, unprecedented growth, until recently …
  8. But, there were some problems … Plan your perfect holiday

    in Sri Lanka at Discover.lk • The country had just emerged from 26 years of civil war • Infrastructure investment had been minimal • Technology investment and adoption was extremely low • The country was inexperienced in tourism marketing • But the tourists wanted to come! History and culture, natural landscapes, people, food. So the country was unprepared for the influx of visitors, in every respect.
  9. Plan your perfect holiday in Sri Lanka at Discover.lk Unfortunately

    these iconic assets are underutilised as an economic resource and a value-added tourism experience. In general, they are under-invested, inadequately managed, and not sufficiently linked to integrated supply chains and value adding goods and services. Inconsistent and uncoordinated implementation with respect to regulation, planning, development, training and promotion has meant that the tourism sector has not delivered the economic and social returns it can. Sri Lankan Tourism Vision 2025
  10. Plan your perfect holiday in Sri Lanka at Discover.lk Essentially,

    Sri Lanka was 20+ years behind other destinations, but with a rapidly growing market.
  11. Plan your perfect holiday in Sri Lanka at Discover.lk So,

    we saw two key opportunities
  12. VISITORS: Delivering a “Visitor Journey” Plan your perfect holiday in

    Sri Lanka at Discover.lk Problems Solutions 1. Underfunded national marketing 2. Lack of quality destination information 3. Little or no authentic local content 4. Virtually no online booking, aside from OTAs (online travel agents) • A new (private) visitor portal, focussed on the visitor journey (Dream, Plan, Book) • Over 500 activity and destination articles • The largest and most comprehensive database of tourism operators in Sri Lanka, over 3000 so far • Online bookings, next stage …
  13. None
  14. One of the most beautiful places in the world!

  15. BUSINESSES: Leaping the Digital Divide Plan your perfect holiday in

    Sri Lanka at Discover.lk Problems Solutions 1. Lack of digital infrastructure 2. Lack of technology adoption e.g few websites, little email, & phone bookings! 3. Lack of understanding of “online”, not just marketing, 4. Lack of data. Little understanding of customer needs and product opportunities Marketing • Simple portal to manage website listings • Basic website builder Business Management • Property management system, allowing online bookings • Data captured for business intelligence/ visitor behaviour Education • Learning Portal
  16. Discover and the Tourism Trade Plan your perfect holiday in

    Sri Lanka at Discover.lk 1. Empower local businesses and help them “connect” 2. We’ve built an online portal, allowing local businesses to: 1. Build a better profile on our database by managing their listing 2. Develop a simple and adorable website
  17. Our Goals Plan your perfect holiday in Sri Lanka at

    Discover.lk 1. Increased online visibility and awareness of Sri Lanka as a destination, profiling authentic local experiences 2. More visitors who stay longer and spend more, planning via the most comprehensive tourism information hub 3. Increased direct to operator bookings, generating greater local prosperity 4. Improved digital business capabilities, meaning more competitiveness online 5. Comprehensive data and business intelligence, facilitating more informed planning and decision making But ultimately we seek to connect visitors with local and authentic experiences, that in turn delivers value to local businesses, and drives economic benefits to communities and generates employment opportunities.
  18. Revenue? Plan your perfect holiday in Sri Lanka at Discover.lk

    1. Site listings 2. Microsites (SaaS model) 3. Software licensing 4. Online commissions 5. Value added services Essentially, a lot of upfront investment, however we’re in discussion with Government around support in some way.
  19. In Summary Plan your perfect holiday in Sri Lanka at

    Discover.lk 1. Sudden and rapid growth has created considerable tourism potential 2. A lack of infrastructure gives us a rare opportunity to build from scratch without “20 years of technical debt”. 3. It’s a chance to truly engineer a better mousetrap!
  20. One of the most beautiful places in the world!

  21. Now, Nivanka discussing the technical solution … Plan your perfect

    holiday in Sri Lanka at Discover.lk Nivanka Fonseka • nivanka@silverstripers.com • +94 71 266 4294
  22. 7HFKQLFDO6ROXWLRQ

  23. 2YHUYLHZ Ɣ 7RXULVP/LVWLQJ 'DWDEDVH Ɣ 7RXULVP/LVWLQJ$3, Ɣ 7RXULVPZHEVLWH Ɣ 0LFURVLWHV

    ż &XVWRPLVHG 7KHPHV Ɣ 7RXULVPSRUWDO
  24. /LVWLQJ'DWDEDVH Ɣ $GDWDEDVHRIYDULRXV W\SHVRIWRXULVPOLVWLQJV Ɣ +HDGOHVVVHUYLFH Ɣ 6)O\V\VWHPH[WHQVLRQ Ɣ :LWKSURFHVVHVIRUUHYLHZ

    DSSURYHGHFOLQHOLVWLQJV Ɣ 0DQDJLQJORFDWLRQVDQG UHJLRQV Ɣ 6WRUHOLVWLQJVDJDLQVW FDWHJRULHVDQGORFDWLRQV Ɣ 6XSSRUWLQJDQDYHUDJHRI .OLVWLQJV „‘Ǘœ’˜•Ǘ“ˆ•‰ˆ†—Ǘ‹’Œ‡„œǗŒ‘Ǘ•ŒǗ„‘Ž„Ǘ„—ǗŒ–†’™ˆ•ƖŽ
  25. /LVWLQJ$3, Ɣ 8VHWKHOLVWLQJVIURPWKH GDWDEDVHRQYDULRXV ZHEVLWHVDQGDOORZ WKLUGSDUW\EXVLQHVVHV Ɣ 3RZHUHGE\*UDSK4/ Ɣ $VHWRISDUDOOHOVHUYHUV

    UHTXHVWLQJIRUGDWD Ɣ $XWKHQWLFDWLRQDQGUDWH OLPLWLQJ „‘Ǘœ’˜•Ǘ“ˆ•‰ˆ†—Ǘ‹’Œ‡„œǗŒ‘Ǘ•ŒǗ„‘Ž„Ǘ„—ǗŒ–†’™ˆ•ƖŽ
  26. 7KH:HEVLWH Ɣ /LVWLQJ3DJHZLWK ż )LOWHUV ż 0DSV ż *ULG9LHZV Ɣ

    $VLQJOHOLVWLQJ3DJH Ɣ 9DULRXVRWKHUDWWUDFWLRQSDJHV ZLWKQHDUE\WRXULVPOLVWLQJV Ɣ /RFDWLRQVDUHVWRUHGZLWK 0\64/¶V*HRJUDSK\W\SHVIRU ż )LOWHULQJE\UHJLRQV ż 'LVWDQFHFDOFXODWLRQV ż 5DQJHILOWHUV ż 0DSERXQGVEDVHG ILOWHUV „‘Ǘœ’˜•Ǘ“ˆ•‰ˆ†—Ǘ‹’Œ‡„œǗŒ‘Ǘ•ŒǗ„‘Ž„Ǘ„—ǗŒ–†’™ˆ•ƖŽ
  27. 7KH3RUWDO Ɣ 3RUWDOOHWVWRXU RSHUDWRUVPDQDJHWKHLU OLVWLQJVZHEVLWHDQG SURSHUW\GDWD Ɣ -:7DXWKHQWLFDWLRQ Ɣ %XLOWZLWK0DWHULDO8,

    5HDFW*UDSK4/ „‘Ǘœ’˜•Ǘ“ˆ•‰ˆ†—Ǘ‹’Œ‡„œǗŒ‘Ǘ•ŒǗ„‘Ž„Ǘ„—ǗŒ–†’™ˆ•ƖŽ
  28. 0LFURVLWHV Ɣ 6LPSOHEORFNEDVHG ZHEVLWHV Ɣ 6XSSRUWVPDQ\EORFNV Ɣ 7KHPHGXVLQJ7ZLJ Ɣ ,QIRUPDWLRQLVIHGXVLQJ

    *UDSK4/ Ɣ &XVWRPLVDEOHFRORUV IRQWVVL]HV ż *RRJOHIRQWV ż &RORUSLFNHUV „‘Ǘœ’˜•Ǘ“ˆ•‰ˆ†—Ǘ‹’Œ‡„œǗŒ‘Ǘ•ŒǗ„‘Ž„Ǘ„—ǗŒ–†’™ˆ•ƖŽ
  29. 7KHUHVXOWLV „‘Ǘœ’˜•Ǘ“ˆ•‰ˆ†—Ǘ‹’Œ‡„œǗŒ‘Ǘ•ŒǗ„‘Ž„Ǘ„—ǗŒ–†’™ˆ•ƖŽ

  30. $IHZLPSRUWDQWOHDUQLQJVDQGZLQV  'HVLJQLQJWKHPRGHODQG\RXUGDWDVWUXFWXUHLVNH\IRUDQ\ODUJHUSURMHFWRIWKLVVFDOH  :LWKWKHXVHRI0DWHULDO8,DQG5HDFWZHPDQDJHGWREXLOGWKHV\VWHPVVXSHUIDVW D ,WREYLRXVO\FXWVGRZQWKH6LOYHUVWULSHWKHPHUHQGHULQJZKLFKVDYHVDORWRI FRPSXWDWLRQSRZHU  $FHQWUDOLVHGGDWD$3,DQGDVWDFNRIKRUL]RQWDOO\VHWVPDOOHUVHUYHUVZRUNHGZHOOIRUWKH

    PLFURVLWHVZHKDYH  7KHZKROHSURFHVVPDGHLWSRVVLEOHWRJHWDVPDOOPDQDJHGZHEVLWHXSDQGUXQQLQJ ZLWKLQPLQXWHV  %\XVLQJ0DWHULDO8,ZHVDYHGDORWRIGHYHORSPHQWWLPH hīÜƔƹƕƵōƖ÷ƲĈƋƉƴđƯƒĖƤƇżƩƔrƲĖ³ƇIJƑơÜƴƏŔƉƯƶ÷ō͒īƑ
  31. 7KH)XWXUH Ɣ 3HUVRQDOLVHGFRQWHQW ż :HDUHUHVHDUFKLQJLQWHJUDWLQJPDFKLQHOHDUQLQJWRJHQHUDWHSHUVRQDOLVHGFRQWHQW E\XVLQJ Ŷ 8VHUORFDWLRQ Ŷ +LVWRULFDOQDYLJDWLRQGDWD

    Ŷ &RRNLH6HVVLRQGDWD Ɣ 7DNLQJLWWRWKHQH[WOHYHOZLWKDSURSHUW\PDQDJHPHQWV\VWHP ż 0DQDJHLWLQHUDULHV ż 0DQDJHFDOHQGDU ż 7DNHERRNLQJVDQGRQOLQHSD\PHQWV hīÜƔƹƕƵōƖ÷ƲĈƋƉƴđƯƒĖƤƇżƩƔrƲĖ³ƇIJƑơÜƴƏŔƉƯƶ÷ō͒īƑ
  32. 7KDQN\RX hīÜƔƹƕƵōƖ÷ƲĈƋƉƴđƯƒĖƤƇżƩƔrƲĖ³ƇIJƑơÜƴƏŔƉƯƶ÷ō͒īƑ 1LYDQND)RQVHND QLYDQND#VLOYHUVWULSHUVFRP  /DZUHQFH6PLWK /DZUHQFH#ILYHLGHDVQ]  ZZZGLVFRYHUON