Visit Victoria.
Before the pandemic struck, Visit Victoria knew their Visitor Servicing Strategy needed an overhaul. They approached Komosion to do this work from the ground up, starting with reviewing and documenting a broad swathe of existing research, trends and best practice and finishing with a state-wide, “blended engagement” Visitor Servicing Strategy Policy Paper.
Strategy and Consulting
User research and experience design
Tourism, Hospitality and Travel
Paul Matthews
The toolkit was applauded, with the copies disappearing within seconds.
Our Approach
Our research began at grass-roots.
- Audit Victorian regions to identify all key product segments.
- Identify and prioritise product segments, looking at those with the biggest impact first.
- Conduct visitor research by prioritised product segments.
- Review findings and complete servicing checklists alongside industry and stakeholders.
We produced a new segmentation structure, communications and marketing recommendations to drive Visitor Servicing Policy.
Visitor Services is a continuation of the promises made via destination marketing, but the two functions are usually disconnected. Visitor Servicing is not just about in-destination visitor information provision from a fixed location – we must intercept visitors at multiple points in their journey.
The primary role of digital channels in marketing and visitor servicing is no longer in question, although Visitor Servicing has a long way to go to utilise these channels. Visitor Servicing needs to go digital, and face-to-face engagement needs mobility to go to where people are as well as letting them come to us.
The policy paper was used to drive the Victorian Government’s 2018 Regional Tourism Review.