Say Visit Dubai wants to overhaul their mobile app; focussing on user-friendliness and having tourists immerse themselves in the modern luxury and rich history of Arabic culture (while also injecting money into the economy along the way).
Strategies like developing e-commerce output into a sleeker, more colourful display and testing the ease of click-through to different apps such as Apple Maps/Expedia are at the forefront of addressing user-friendliness issues.
However, these don’t introduce an engaging point of difference for visitors alone, and in a city that is renowned for modern innovation and amazement – it just won’t cut it.
So, why not use the flow-on benefits from these solutions to introduce geolocation marketing?
By pinging a user’s mobile when they pass key attractions in the city, visitors can actively engage in learning more about sites by clicking through. They can also benefit from links to related products and services that the attraction offers – like booking information for the viewing deck at the Burj Khalifa.
This would enable users to undertake their own self-guided tours across the city, even leaving room in the app for a design feature that specifically allows this – suggesting multiple routes through the city and undertaking a semi-guided tour through an interactive map.
This approach could have an added bonus effect by easing congestion during peak times on physical guided tours and also encourage tourists to visit the many retail and restaurant establishments found along the way.
Real-time data gathered from these interactions including time spent at particular sites, their popularity, the number of bookings to certain attractions would be able to supply immediate feedback to the tourism board that could address any arising threats or opportunities for the marketing department.
Do you have any other suggestions to enhance the tourist experience in Dubai using geolocation?