Digital Asset Management for Travel and Tourism in Australia

In the travel and tourism industry, attracting top customers is all about showcasing your best destinations and experiences compellingly. But if your stunning visuals and promotional materials aren’t easy to access and share, you might miss out on prime opportunities.

What you need is a user-friendly, visual Digital Asset Management (DAM) platform like Canto. It’s perfect for on-the-go remote access and makes sharing with clients a breeze, ensuring your standout destinations are always ready to make a great impression.

It is not only about the need to capture and store content, it is about having this content available to the right people, in the right format, at the right time.

Why digital asset management is important for travel and tourism companies?

Brand & Marketing Executive, Destination Queenstown

Having a record of the Rights information has been incredibly helpful and empowering, the teams know what assets they are able to use without any guesswork.

Journey Beyond

With Canto, Journey Beyond can manage all of their brands from a single hub — getting approved content into the right hands and inspiring guests with vivid, on-brand promotional materials.

Canto empowers Destination Queenstown and partners to tell the region's amazing story

Queenstown attracts many visitors throughout the year and as one of the most popular travel destinations in New Zealand, the Destination Queenstown team is busy creating visual assets and promoting this stunning town to attract high contributing visitors.

Read Customer Story

Queenstown Bay Beach view from Queenstown Gardens (1)

Typical Content Challenges Travel and Tourism Industry Face

1. Volume and Diversity of Images and Videos

Travel and tourism generate a high volume of images and videos from various sources, including destination photos, promotional videos, and customer-generated content. Managing this diverse array of media in terms of storage, accessibility, and organisation can be cumbersome.

2. Version Control

Multiple revisions of promotional materials, itineraries, and brochures can lead to confusion if not managed properly. Ensuring that everyone is working from the latest version is crucial to avoid misinformation and ensure a consistent customer experience.

3. Access and Retrieval

Efficiently retrieving specific images or videos from a vast database can be time-consuming. Travel agents and marketers often need immediate access to these assets, and delays in access can lead to missed opportunities and reduced efficiency.

4. Integration with Other Systems

Images and videos often need to be used in conjunction with other data types and integrated into various software platforms, including booking systems and content management systems (CMS). Lack of seamless integration can hinder the smooth flow of information and marketing efforts.

5. Security and Compliance

Protecting sensitive information depicted in images and videos, such as customer data and proprietary content, and ensuring only authorised access is a significant concern. This is especially critical given the stringent regulations governing data privacy and security.

6. Quality and Resolution

Images and videos used for marketing and promotional purposes need to be of high quality and resolution. Managing and storing high-resolution media requires significant data storage capacity and can challenge existing IT infrastructure.

7. Collaboration and Sharing

The need for effective collaboration using images and videos among various stakeholders—travel agents, marketers, destination managers, and clients—poses challenges. Miscommunication can occur when media sharing is not streamlined or when annotations are not clearly visible to all relevant parties.

8. Data Backup and Loss Prevention

Ensuring images and videos are backed up and recoverable in the event of data loss is critical. Loss of crucial media assets can result in marketing setbacks and increased costs.

tourism

Why travel and tourism companies use digital asset management

CENTRALISED STORAGE

Store all digital assets, including destination photos, promotional videos, itineraries, and brochures, in one centralized repository.

REMOTE ACCESS

Access and upload current documents, images, and videos from various geographic locations, whether you're on-site at a destination or working remotely.

VERSION CONTROL

Enhance content accuracy with version control, ensuring that everyone uses the most updated images and documents, which significantly reduces errors and inconsistencies.

INCREASED PRODUCTIVITY

Quick retrieval of images and other digital assets allows for more efficient sharing with colleagues, clients, and customers, leading to increased productivity and better marketing outcomes.

Regional Tourism and Digital Asset Management (DAM)

Empowering Regional Tourism Organisations (RTOs) in Australia and New Zealand

Regional Tourism Organisations (RTOs) in Australia and New Zealand are key players in promoting and developing tourism in their respective regions. They are responsible for promoting their regions to both domestic and international audiences, promoting sustainable tourism development, and ensuring that tourism benefits local communities. RTOs are uniquely structured to reflect their communities' visions and values, focusing on providing economic, environmental, social, and cultural benefits.

The Role of DAM in Supporting RTOs

Digital Asset Management (DAM) systems offer a comprehensive solution for RTOs to manage and distribute digital assets effectively. By adopting a DAM system, RTOs in Australia and New Zealand can achieve the following:

Centralised Content Management: A DAM system centralises the storage and management of digital assets, making it easy for stakeholders to access and utilise content. This centralisation is important for maintaining brand consistency and efficiently sharing assets with partners, media, and tourism operators across both countries.
Enhanced Marketing Capabilities: With DAM, RTOs can quickly access high-quality visuals and content, allowing them to launch timely and impactful marketing campaigns. This is particularly important for highlighting unique local attractions, events, and experiences in diverse regions of Australia and New Zealand.
Promotion of Sustainable Tourism: DAM systems can store and distribute educational materials promoting sustainable tourism practices. This aligns with the goals of RTOs to manage tourism sustainably, making sure that tourism growth benefits both visitors and local communities without compromising future generations' needs.
Operational Efficiency: By automating routine tasks such as tagging and categorising assets, DAM systems free up RTO staff to focus on strategic initiatives. This efficiency allows for more effective planning and execution of tourism strategies, enhancing the overall visitor experience.

Leveraging DAM technology, RTOs in Australia and New Zealand can optimise their marketing strategies, streamline operations, and promote sustainable tourism. This not only boosts tourism in these regions but also ensures that the benefits of tourism are shared equitably within local communities.

DAM Use Cases for Travel and Tourism industry

Marketing Team

The marketing and sales teams use the DAM to manage and distribute marketing materials such as brochures, virtual tours, and promotional videos to prospective travelers. The DAM system ensures that all promotional content is up-to-date and consistent in branding, which is crucial for effective marketing campaigns.

Destination Managers and Tour Operators

Destination managers and tour operators access the DAM to manage content relevant to their locations or tours. They upload materials like itineraries, local attraction photos, and promotional content, ensuring that all necessary information and visuals are available for marketing and operational needs.

Clients

Clients are given limited access to the DAM system, where they can view travel packages, destination previews, and updates on their booked experiences. This transparency builds trust and keeps clients informed about their trips, reducing the need for frequent inquiries.

Sales team

For potential travelers showing interest in specific destinations or packages, sales representatives can quickly compile personalized digital portfolios and proposals using the DAM.

A DAM system accessible via mobile devices allows them to retrieve necessary documents and visuals while on the go, ensuring they can always provide prompt responses and high-quality visual presentations.

IT

The DAM system ensures that sensitive materials, such as customer information and contractual documents, are stored securely with appropriate access controls. This is crucial for complying with data protection regulations and safeguarding client trust.

Canto for travel and tourism

Canto is as a scalable, cost-efficient digital asset management solution. Canto offers core DAM functionality, including:

Single source of truth for all your digital assets, such as photos, videos, audios, templates, Adobe creative files, presentations, pdfs, etc.
Advanced search features
Nicely organised files with thumbnail display
Added metadata and tags
Brand portals for specific projects, external partners, departments
Asset level team collaboration
Version control
Digital rights management (DRM)
Streamlined asset sharing
Asset analytics
Integrations with other popular workflow and project management platforms
Advanced security protocols

Customer experience

databasics have been Canto’s partner in Australia and New Zealand for nearly 30 years. Our only focus is providing the best possible customer experience to our Canto customers.

Prouding ourselves as DAM experts with over 30 years DAM experience, we offer DAM consultations, 100% personalised Canto DAM onboarding and Hands-on customer service.

We will assist you throughout your DAM journey from start to finish. 100% dedication to our customers is what will set us apart from the rest of Australian DAM vendors. Choose databasics. Schedule your free consultation now.

See if Canto is the right DAM for your travel and tourism company

After your team has outgrown Dropbox and Google Drive, it is time to look at a suitable DAM solution – one that is user friendly and intuitive, a solution that will streamline your workflows, ensure brand consistency, adhere to regulatory requirements, and empower your teams.

Canto is considered the pioneer/ inventor of DAM with their flagship on-premise solution Cumulus, later introducing the Canto cloud DAM – named - Canto, solution that has now been their focus for the last 10 years.

Investing in a DAM system is not just a cost but a strategic business decision. It can substantially improve operational efficiency, compliance, and even provide insights into your digital assets' ROI.

Don't wait, explore your DAM options today and redefine how your organisation manages its digital assets. Reach out to databasics to schedule a DAM consultation.

Digital asset management (DAM) for Travel, Tourism and RTOs

Organisations in Travel and Tourism industry in Australia and New Zealand benefit from DAM

Why?

It is not only about the need to capture and store content, it is about having this content available to the right people, in the right format, at the right time.