Case Study – Nabooki and Tourism Tasmania
Over the past year, Nabooki has worked with Tourism Tasmania on two distinct projects, utilising the Nabooki-powered online marketplace and booking software. Nabooki’s dedicated project team has successfully worked collaboratively with Tourism Tasmania, responding to feedback and demonstrating their agility and willingness to tailor solutions to meet Tourism Tasmania’s project needs.
Tassie Holiday Voucher Program 2021
Launched in October 2021, the Tassie Holiday Voucher program has been hailed a success, delivering around $30 million into the Tasmanian economy in the final months of 2021. Designed to help the state’s COVID-19 impacted visitor economy at a critical time, the Tassie Holiday Voucher (THV) program provided a much-needed boost to the Tasmanian tourism industry resulting in over 12,000 bookings for tourism operators across the state.
There were two critical objectives for this program. Firstly, speed to market was crucial, with circumstances requiring the program to launch within four weeks of sign off. Secondly, the program was specifically designed to increase interstate visitation from Queensland, South Australia and Western Australia to support the Tasmanian tourism industry at a time when many operators were struggling due to the ongoing impacts of COVID-19 and border restrictions with the state’s core domestic markets of New South Wales and Victoria.
Nabooki and Tourism Tasmania
Tourism Tasmania engaged Nabooki to build and manage the THV branded marketplace and booking platform. For the program to be a success, it was fundamental to establish strong and collaborative project teams between Nabooki and Tourism Tasmania to support the operator onboarding, the consumer ballot process, the digital integration, the agreed communication and marketing strategy and provision of first-line support for participating tourism businesses and consumers.
Head of Industry and Partnerships at Tourism Tasmania, Ms Cathryn Carey said allowing consumers to search available product listings and book directly with operators using their Tassie Holiday Voucher was a key requirement of the program.
“Providing ease of booking for consumers via a branded marketplace that was able to integrate with our Discover Tasmania website was a key requirement of the THV program.”
“Nabooki’s online marketplace portal met this requirement and their team was able to work collaboratively with us to successfully upload hundreds of operator listings to the marketplace in a very short timeframe.”
Off Season campaign 2022
As part of its Off Season winter campaign, Tourism Tasmania invites Tasmanian tourism businesses to develop creative winter-inspired tourism offers for consumers. Building on the relationship forged through the THV program, Tourism Tasmania has engaged Nabooki once more to develop a specific Off Season online marketplace for listing these special Off Season winter experiences, enabling a seamless consumer booking experience and greater ability to track results.
As well as being user-friendly for consumers, it’s equally important that these types of online booking platforms are attractive to operators. The marketplace is integrated with the Tourism Tasmania’s Off Season microsite, allowing for participating tourism operators to be easily discovered and booked by consumers as well as incorporating an inbuilt payment portal. Ultimately the platform’s role is to deliver bookings directly to operators, but it also assists in building general awareness and understanding of the Tasmanian tourism offering.
The Off Season campaign and online marketplace will officially launch on 17 April 2022 and runs through until the end of August 2022.