Story
Easy booking & personalized information for the perfect ski day
Those who book their ski ticket for Engadin region via the destination's online store receive a personalized e-mail in advance, just in time for the upcoming ski day. Unlike most ski resorts, the content in this email is customized to the guest's personal preferences and the selected ski area (the entire ski area or, Corviglia, Corvatsch Diavolezza Lagalp). For example, a guest who has purchased a day pass for Corviglia will receive recommendations for suitable restaurants there and the currently open slopes. Engadin St. Moritz Tourismus AG can therefore interact with the guest in a customer-centric, personalized & automated way, even before their arrival.
Example of the Pre Ski Day E-Mail in the Mobile View
The power of commerce, engagement & content combined in one solution
The Pre Ski Day mailing is made possible by a combination of three systems:
- Ferienshop via Cariboo, the e-commerce solution by SPOT Werbung
- Omni Engage, the engagement feature of Inside Labs' Omni Suite
- Headless Content Hub jointly developed by SPOT Werbung and Inside Labs
The destination web store is built on the basis of the Ferienshop. As a one-stop-shop, the Experience Shop offers mountain lift tickets as well as offers for local activities, accommodations, snow sports schools, and much more all in one place.
Everything in one Plance - The Experience Shop as an One-Stop-Shop
When a guest purchases a ski ticket, the data from the store is forwarded directly to Omni Engage, the engagement module of Omni Suite, via API. Here, a daily API-Trigger ensures that all guests who have booked a ticket for the following day automatically receive their pre-ski day mailing with relevant dynamic content.
The Headless Content Hub is responsible for displaying content within the e-mail. This allows content to be played out independently of the user interface (web, app, email, etc.). New customer interfaces can be easily and quickly connected to the Content Hub. Content no longer needs to be entered for individual interfaces, but is managed centrally at the destination level. As a DMO, Engadin St. Moritz Tourismus AG creates a new service for its own channels and the channels of each service provider. An already active example of this is the new stmoritz.com website, which is populated with content from the Headless Content Hub.
Some possible examples of dynamic content:
- Live lift and slope information: depending on the ski resort booked, guests receive the right information on lifts and slopes status
- Access information about the booked ski area: the right information depending on whether the guest is arriving by car or public transport
- Securing a seat at a mountain restaurant:in the Pre Ski Day e-mail, guests receive recommendations for suitable restaurants which can be booked online and in advance.
As the last example shows, in addition to providing guests with better information in advance, the dynamic Headless Content Hub also offers potential as a reservation and sales driver. Offers tailored to the guest interest increase relevance and in turn, their willingness to purchase. With the introduction of the Pre Ski Day e-mail and the references to bookable restaurants on the mountain, we notice an initial trend: during the current winter season, almost 75% of all online reservations were made for restaurants on the mountain.
The collaboration between Webshop, Engagement Plattform and Content Hub.
A milestone on the journey to digital excellence
The realization of the new Headless Content Hub and the pre-ski day mailing as the first use case are important steps in the digitization of the destination Engadin and St. Moritz. Michael Kircher, Head of Digital at Engadin St. Moritz Tourism, is convinced: "The decisive factor for success is not individual project implementations, but rather a holistic view with a clear strategic vision.”
What does the perfect digital experience within a destination look like? What does a holistic approach mean, taking into account guests, service providers and destinations? With these questions in mind, the destination of Engadin and St. Moritz, together with its partners SPOT Werbung and Inside Labs, is pursuing a long-term approach with various, coordinated digitization projects. The focus is on topics such as: digital guest relations, content management, optimization of guest interfaces, bookability of offers at the push of a button, and guest loyalty. We look forward to embarking on this journey with Engadin St. Moritz Tourismus AG and to accompany the destination on its road into a digital future.