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F.acT: What was the idea behind the online check?
Katrin Perktold & Markus Mitterdorfer:
The original idea for the online check came about back in 2017 as part of the landlord coach training. Landlord coaches repeatedly faced the challenge of helping landlords to professionalize their web presence. They had to gather data from different systems. After Markus Mitterdorfer worked as a lecturer in landlord coach training, the idea of developing an automated tool was born. This should support the landlord coaches in advising landlords by collecting, evaluating and interpreting all the necessary data in a single system. Development for this began in 2018 with initial tests with the TVB Olympiaregion Seefeld. In 2019, another four associations were involved until the online check was presented to all Tyrolean tourism associations in fall 2019. The online check is intended to be a tool for landlords to evaluate the online status quo of their business and to gradually improve their online performance.
F.acT: How does the online check work?
Katrin Perktold & Markus Mitterdorfer: The online check aggregates the most important online measurement parameters into an overall score in one system. This includes the website, but also search engine marketing, the social media presence, a competitive analysis and the presence on various portals and ratings. A measured value is determined for each of these 5 categories. Based on the measured values and the qualitative suggestions for improvement, the landlords can develop further step by step.
Ergebnisse der Teilbereiche, daraus errechnet sich das Gesamtergebnis, © Verband der Tiroler Tourismusverbände
The landlords thus receive an overview of their online performance from various perspectives at a specific point in time. However, they are not left alone with the results; the respective landlord coach supports the landlord in interpreting the results. Suggestions for improvement are presented, which the landlords can implement in concrete terms. The aim is to guarantee high-quality support from the landlord coaches through these standardized evaluations. The online check is made available to the Tyrolean tourism associations by the VTT as part of the Landlord Academy. The initial development costs were covered by the Tyrolean Tourism Promotion Fund. The project is also supported by the tourism department of the province of Tyrol.
F.acT: How well is the online check already being used and how should it be developed further?
Katrin Perktold & Markus Mitterdorfer: The online check is already being used extensively and over 500 checks were carried out in 2020. Around half of these businesses took part in a survey and almost all of them stated that the online check was of great benefit to them. More than three quarters also stated that they had already implemented recommendations.
Based on the feedback from the landlord coaches and landlords to date, the usability and functionality are gradually being improved. For example, the online check now also includes a glossary with the most important terms. We are currently working on another 500 checks with the Tyrolean landlord coaches, which will bring us to a total of 1,000 online checks this year. We see the online check as a learning system and want to iteratively develop it further in terms of quality together with the landlord coaches. We are also working on full automation, as certain adjustments and checks are currently still carried out manually.
Markus Mitterdorfer, Inhaber Mitterdorfer Plus & Katrin Perktold, Geschäftsführerin des Verbandes der Tiroler Tourismusverbände, © Verband der Tiroler Tourismusverbände
Katrin Perktold worked in leading positions in Alpine tourism associations after completing her degree in "Management in Tourism and Leisure Management" at MCI Tourismus and was most recently Managing Director of the Tiroler Zugspitz Arena. Since 2016, she has headed the Association of Tyrolean Tourism Associations, which is responsible for running the Landlord Academy Tyrol. Katrin also developed the landlord coach training course and manages the network of Tyrolean landlord coaches.
DDr. Markus Mitterdorfer is a tourism consultant with work experience from various perspectives. He completed his doctorate in IT at the University of Innsbruck. He gained tourism experience in his parents' hotel business in East Tyrol. After gaining professional experience in large technology companies, he is now a tourism consultant and a certified Google and Microsoft partner.
If you are interested in an online check, landlords can contact the landlord coaches of the respective tourism association directly.