In this interview, we explore the visionary leadership of Edgerly, the Owner of ITI Digital, a company delivering SaaS solutions designed to enhance the digital strategies of Destination Marketing Organizations (DMOs), Chambers of Commerce, and Economic Development organizations. Edgerly shares her journey, the challenges faced in building ITI Digital, and the innovations that have driven the company’s success. Edgerly and her team have redefined how destinations engage and captivate their online audiences by providing real-time content—including event calendars, place recommendations, customizable itineraries, and AI-driven travel assistance.
The Evolution of ITI Digital
The Digital Experience Platform (DXP) is ITI Digital’s flagship solution, empowering Destination Marketing Organizations (DMOs) to deliver accurate and engaging website content. The DXP ensures up-to-date information for event calendars, place recommendations, and itineraries by aggregating real-time data from sources such as Google and other APIs. This intuitive platform provides content managers with editorial control and AI tools, streamlining workflows while enhancing visitor engagement. By combining real-time content with advanced flexibility, the DXP transforms how destinations connect with travelers and achieve marketing success.
Overcoming Initial Challenges
Edgerly’s early days with ITI Digital were marked by the challenge of convincing a traditional industry to embrace digital transformation. The need for advanced, tech-driven strategies was not immediately understood in an industry long reliant on conventional marketing. Clients often perceived budget limitations as a barrier, overlooking the value of staff time savings and improved visitor engagement. Balancing these considerations has proven challenging for many organizations. compounded the difficulty. However, Edgerly’s persistent focus on educating clients about the long-term value of digital solutions—demonstrating clear results—played a pivotal role in overcoming these barriers.
Building a team capable of delivering on these technologies required software engineers and developers to create robust SaaS content solutions alongside forward-thinking problem solvers who understood the travel industry. Edgerly prioritized individuals with technical expertise, strong communication skills, and the ability to consult on best practices while addressing client pain points. This technical and industry knowledge balance became a hallmark of ITI Digital’s early success.
Defining Success: The Turning Point
The turning point for ITI Digital came with successfully deploying the DXP for a prominent destination’s digital strategy. ITI Digital enhanced the client’s engagement, SEO rankings, and visitor satisfaction by offering real-time content management solutions. This project demonstrated the transformative impact of ITI Digital’s solutions. The success attracted attention across the industry, driving demand for the DXP and positioning ITI Digital as a go-to provider of advanced digital tools.
A Track Record of Growth
Under Edgerly’s leadership, ITI Digital has experienced remarkable growth, growing the client portfolio by 480% and increasing revenue by 230% over the past five years, showcasing its ability to deliver scalable and impactful solutions. In the last three years,175% more destinations have adopted ITI Digital’s DXP, underscoring the company’s ability to scale while delivering consistent client results. This growth can be attributed to ITI Digital’s focus on innovation, customer-centric strategies, and adaptability in an ever-evolving digital landscape.
Disrupting Traditional Marketing
Traditional marketing workflows in the tourism industry have significantly transformed thanks to the innovative approaches introduced by ITI Digital. ITI Digital’s DXP replaces outdated content management systems with real-time, automated solutions, allowing marketing teams to focus on strategy rather than manual updates. This shift has helped DMOs engage more meaningfully with travelers, improving visitor experiences and driving higher engagement rates. The introduction of AI and automation has set a new standard for how destinations present themselves in the digital age.
A Strategic Approach to Innovation and Risk
While Edgerly’s leadership steers ITI Digital’s forward-looking approach, she relies on her team to manage risks and drive innovation. She expects her team to uphold high standards of collaboration and creativity, ensuring data and client feedback support each step. This calculated approach enables ITI Digital to introduce new products and services confidently. Recent expansions of the DXP, such as the AI-powered TravelBuddy, demonstrate this commitment to innovation. TravelBuddy, an interactive tool that responds to traveler inquiries in real-time, has already received positive reviews from early adopters.
Future-Proofing ITI Digital’s Success
Looking ahead, Edgerly envisions the limitless potential for ITI Digital, driven by substantial investments in research and development to identify emerging technologies that address evolving market demands. The company delivers personalized traveler experiences through AI and machine learning, including tailored itineraries and real-time recommendations. This commitment to innovation and consistent client feedback ensures ITI Digital adapts to industry changes and establishes new benchmarks for success.
Future product development focuses on integrating advanced AI and machine learning to enhance traveler personalization. These advancements strengthen ITI Digital’s competitive edge and reinforce its industry leadership.
In conclusion,
Edgerly’s journey with ITI Digital is a testament to the power of visionary leadership, innovative technology, and a deep understanding of client needs. Edgerly has positioned ITI Digital as a leader in the travel and tourism industry by navigating challenges, embracing digital transformation, and delivering cutting-edge solutions. With a focus on future innovation and an unwavering commitment to excellence, ITI Digital is well-positioned to continue redefining digital experiences for destinations worldwide.
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