Tourism/Multiple Languages
Tourist shoppers at Beverly Center represent a significant SOW for Taubman • 32% of all Beverly Center shoppers are tourists. Australia (26.8%) and Japan (17.5%) account for the majority of international tourists • The international Chinese tourist is expected to grow significantly over the next 3 years • Beverly Center offers upscale amenities, luxury brands, concierge-style guest services, special offers (BIO card) and a close proximity to local attractions to appeal to this audience
However, there are several challenges we face for attracting tourists •
Content for tourists is scarce and uninspiring
•
Providing information in your native language is not currently an option
• Tourism is not promoted through digital channels and it is hard to locate on BeverlyCenter.com
In some cases, the competition is eating our lunch Tourism Section (Web)
South Coast Plaza Tanger Outlets Premium Outlets (Simon) Westside Pavillion (Macerich) Century City (Westfield) The Grove Taubman
Group Travel Planner
Concierge Services
Multiple Languages
So the question is, how do we enhance our digital channels to be more tourism focused to increase domestic & international shoppers to Beverly Center?
Focus on the key tourist need states The Basics:
•Detailed stores, services and amenities
Planning Tools:
•Maps, apps and content that help plan trip (holistic) and onproperty experience •The Taubman planning experience is measured against other “attractions” (parks, restaurants, museums, etc)
Special Incentives:
•Reward advance planning •Special incentives (price, access, service, etc) for groups •Special rewards for tour planners and influencers
Inspire our target to take action Domestic/International Tourists
Primary
Traveler Influencers
Secondary
Tourists don’t connect with websites… …They connect with other people to get valuable information about their travel plans. And they do so in a variety of ways: •
Social Media
•
Traveler Forums (Flyer Talk)
•
Review sites (Trip Advisor, Yelp)
Tourists rely on other visitor’s recommendations more than anything else
We need to create a single experience that brings these assets together
Websites
Traveler Blogs
User generated
Social Media
COMMUNICATIONS STRATEGY • Strategy • Tactical Recommendations
Digital Strategy Enhance the Taubman digital experience to be more tourism focused by: •Creating an engaging and more intuitive tourism destination on the mobile & desktop website •Harnessing the personal stories, photos and reviews other travelers have provided •Making BeverlyCenter.com the one stop source for relevant travel information
Create an engaging and intuitive .com destination • • •
Create a dynamic & flexible space on the mobile/desktop website that provides relevant tourist information Simple useful design that is easy to find in the navigation Instant Access to Planning & Booking Resources
Make it feel personalized • • •
Display content that is aggregated from social reviews, photos & deals Allow for easy sharing of content as booking and travel decisions are made more often by recommendations Highlight visitor reviews from Trip Advisor to gain more credibility
Turn Beverly Center into a tourist destination • • • •
Make it easy for a tourist to book travel and hotels Partner with hotels to offer special rates for tourists staying over Offer more options to explore the local attractions and round out their experience to Beverly Center Provide a form to book group travel right on the website
MEASUREMENT • How will we measure success • Timeline
How will we measure success? Measurement Framework
Performance & Analysis
• •
Define specific objectives Align on Key Performance Indicators (KPIs)
• Integrate with Google Analytics to report on high level site activity • Focused on defined objectives
Next steps • Taubman to provide feedback on Strategy, 6/25 • Finalize approval on strategy and begin execution, 6/28 • Share Rd 1 UX, 6/29 (3 rounds of review); Final approval on UX, 7/12 • Share Rd 1 Design, 7/16 (3 rounds of review); Final approval on Design, 7/27 • Deliver revised Desktop Design to Taubman, 7/27 • Deliver design & front end development for Mobile Design to Omni TI, 8/9