Managing the Visitor Experience in Greater Melbourne | ABCC

The Visitor Economy is Greater Melbourne’s fourth-largest economic driver and has helped shape Melbourne’s brand reputation as a dynamic destination to visit, live, work and invest in. 

As the country’s second-largest services export after education, tourism contributes 3.2% to Australian GDP and 4.9% to employment, with strong growth projections. 

While viewed by some as a traditional face to face sector in Australia, big data analytics is currently transforming the sector to a degree not seen for decades. 

The Australian British Chamber of Commerce held a fascinating panel session with Committee for Melbourne members in attendance, to discuss how big data analytics can identify customer patterns, anticipate future demand more accurately, identify where to allocate resources, create targeted marketing campaigns, optimise pricing and offer improved customer experiences.   

A panel session including Jeff Baars -Group Director of Marketing and Digital, Quest Apartment Hotels, Rishi Dutta - Chief Information Officer, Public Transport Victoria, Libby O'Brien - Global Digital Head of Marketing, Flight Centre Travel Group, moderated by Michele Levine - CEO, Roy Morgan Research led to a lively discussion about the digital opportunities and challenges for the industry and Greater Melbourne at large.  

The tourism industry is now using use big data analytics to provide substantial customer benefits, including the ability to anticipate needs, and this heralds an exciting era.  What was of concern to the forum is that the future skillsets required in the industry are not being adequately met and the Tourism Industry is lacking adequate technical training programs to meet demand.  

Another challenge for the Greater Melbourne tourism industry is that while new technologies are providing the consumer with a flood of information, there is a critical need to collaborate on the championing of the visitor experience.   

The final question was how hotels, accommodation, ground transport, and attractions can work more collaboratively to provide and measure a seamless visitor experience in Melbourne and surrounding regions. 

The Committee for Melbourne is currently facilitating a series of round table discussions with our members and stakeholders on the Greater Melbourne Visitor economy and industry coordination that will address the rapidly changing needs for the industry. 

Click here to read our submission to the Victorian Government on the regional tourism review, ensuring that Greater Melbourne is considered as part of this strategic framework. 

Contact Clive Dwyer, Director of Engagement here for more information.