When it comes to the Internet, most people think of real-time data transmission, HD-quality videos, and exact-to-the-minute news from Canberra or Vancouver. After all, the large public does not know the web any differently – in contrast to Rainer Edlinger. The tourism expert used to ride the shallow waves of the Internet when many others did not even own a mobile phone. Back then, a 56k modem was true luxury! And when you have witnessed the rise of a minor medium to the world’s largest and most influential network, it goes without saying that you see it in a completely different light.

Those who have grown up with the World Wide Web are often referred to as ‘digital natives’. But since Rainer Edlinger was already an adult when the data network started its conquest of the entire globe, you may very well call him a digital pioneer. And of course, the online medium has him in its grip until today. Meanwhile his passion has made him one of the most regarded experts in the Austrian tourism industry. His favourite topic: social media. The hottest trend at the moment is currently giving rise to highly charged debates – and his voice has substance.

Great challenges in Web 2.0
Rainer Edlinger, responsible for the field of new media in the marketing of our client Zell am See-Kaprun Tourismus GmbH, has been approached by Tourismuszukunft, an institute for e-tourism in Eichstätt in Germany, for an interview about social monitoring. One of the questions was how it is possible for one of Austria’s most important holiday destinations to stay on top of everything that’s being said about the brand on the Internet. According to Edlinger, language barriers are a true challenge as well as the incredible amount of online conversation. It takes lots of resources to keep up to date.

Why do you invest in the field of social media monitoring?
‘Because we want to be on top of what is being said by our guests about us and our destination. By this means, we are able to hear the opinions and learn about the impressions of holidaymakers directly and uncensored. For me, social media monitoring is the foundation for a successful appearance in travel 2.0.’

The entire interview in German is available on tourismuszukunft.de.

However, we are convinced that Rainer Edlinger will come up with a solution for these issues before long, too. In the past his innovative spirit has already helped him to implement pioneering concepts. Zell am See-Kaprun has been the first holiday destination in Austria to offer its guests the possibility to book online, for instance. And concerning social media, the region may call itself a trailblazer in Austria, too. So, of course, he will find an answer to the challenges of Web 2.0 as well and we will be glad to contribute our share and support him from Niedernberg.

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