Balaton365 opener: digital visibility
A discussion-starting research talk at the BalatonBike365 season-opening professional workshop (Budapest, Novotel): how visible are Lake Balaton providers in the digital space? Delivered before Lake Balaton decision-makers (MTSZA, MTÜ, Visit Hungary, BTSZ), this analysis is one of the starting points of our digital visibility work.
BalatonBike365 (BB365) – Dr. Peter Princzinger, managing director (organizer). Season-opening workshop for the four-season Lake Balaton concept; invited: leaders of MTSZA, BB365, MTÜ, Visit Hungary, BTSZ.
The opening, discussion-starting talk of the BalatonBike365 (BB365) season-opening professional workshop was given by Adam Schmutz, titled “The digital presence of Lake Balaton tourism destination providers, development opportunities.” The talk analyzed the digital visibility of Lake Balaton providers: based on a survey of 1,318 provider websites, the visitor (customer) journey gets stuck at some point for 92% of the providers examined (typical blocking points: foreign language, pricing, opening hours, booking option), and in the “100 good places / TOP 100” sample many have no working website at all. The talk closed with intervention recommendations pointing toward a SMART destination (improving the online accessibility of provider information, strengthening brand position, expanding online sales). The workshop served the four-season Lake Balaton concept; other speakers: Eszter Czene (MTÜ), Lajos Szabo (BB365), Peter Princzinger (BB365), Laszlo Konnyid (Quality Certification Body), Klara Wirth (Visit Hungary).
“For 92% of the 1,318 Lake Balaton provider websites examined, the visitor journey gets stuck at some point – one of the biggest barriers to the destination's online visibility.” (Adam Schmutz)