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web2.0 in the tourism industry – status quo 2011Friday, 11th of March 2011Prof. Dr. Holger Lütters - holger.luetters@htw-b...
The Internet is very important  … but still developing fast  • ITB 2010 was full of spectacular web2.0 topics  • Internet ...
Idea of the study came up during several tourism related  projects in Brandenburg   Internet & Mobile use of tourists     ...
Idea of the study: Asking tourism professionals about their  web activities and plans to use web2.0 services  • Goal: stat...
Thanks to the following supporters this research was made  possible:                                                • ITB ...
FIELD REPORT OF THE        STUDYHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011   6
Field report  • January 2011 until March 2011  • 535 online contacts  • 310 fully completed interviews with questfox®    (...
Limitations of the study  • Mode Bias: Asking over the internet only creates    answers from people already online  • Rive...
STRUCTURE OF        PARTICIPANTSHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011   9
The study only partly represents the tourism organizations present during ITB Berlin 2011    Basis: n=310; single answerHo...
The statements in the study are made by experienced  representatives of the tourism industry    Basis: n=310; single answe...
The majority of survey participants have a marketing  background    Basis: n=310; single answerHolger Lütters — web2.0 in ...
All company sizes are represented    Basis: n=310; single answerHolger Lütters — web2.0 in the tourism industry — ITB Berl...
Most of the answers were gathered from Europe  (Germany)    Basis: n=310; single answerHolger Lütters — web2.0 in the tour...
INTERNET ACTIVITIES OF        THE ORGANIZATIONSHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011   15
Self-assessment of the online activities   Question: How would you characterize the activities of your   company/organizat...
30% of the interviewed tourism professionals consider  themselves as less active on the internet                          ...
ACTIVITIES        FROM WEB1.0 TO WEB2.0Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011   18
Example of a question      Question: How active is your organization in      the following field of online marketing?Holge...
The organization’s website is the hub for all online  activities    Basis: n=310; single answerHolger Lütters — web2.0 in ...
The „classic“ form of e-mail marketing is used intensively    Basis: n=310; single answerHolger Lütters — web2.0 in the to...
The classic form of web banner advertising is not used by  60% of the sample    Basis: n=310; single answerHolger Lütters ...
The opportunities of keyword marketing are only used by  half of the sample    Basis: n=310; single answerHolger Lütters —...
Affiliate marketing is not used by / unknown to the  majority of the interviewed tourism professionals    Basis: n=310; si...
33% do not optimize their most important contact to the  online world in order to be found    Basis: n=310; single answerH...
Social Bookmarking does not play a major role in the  online strategy of the tourism professionals  (unknown to 20%)    Ba...
35% do already state to work on Social Media  Optimization    Basis: n=310; single answerHolger Lütters — web2.0 in the to...
Until now only 20% of the sample are actively using digital  mobile applications    Basis: n=310; single answerHolger Lütt...
The majority of the tourism professionals are not using  map services until now    Basis: n=310; single answerHolger Lütte...
Location Based Services are still new to the industry which  should be leading in this field    Basis: n=310; single answe...
Overall the sample feels quite active in web2.0  … even though they only cover parts of the opportunities    Basis: n=310;...
Overview: Website, e-mail and already web2.0                                         No activity                Intensivel...
Summary of classic internet activities:  Industry is neglecting some of the new opportunities  • The website is still the ...
WEB2.0 ACTIVITIESHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011   34
Social Media is a major activity in web2.0 activities of the  tourism professionals   Question: Which web 2.0 services doe...
Active companies incorporate a wider range of services in  their online activities                                        ...
Picture: www.krawattentraeger.de        SOCIAL MEDIA USAGEHolger Lütters — web2.0 in the tourism industry — ITB Berlin 201...
The self-assessment of activity is lower for Social Media                                                                 ...
Representatives of the tourism industry have preferences  among online social platforms                                 Ab...
The facebook use is about to become a professional issue    n=138 respondents using facebookHolger Lütters — web2.0 in the...
Facebook for business is already planned…  …but not yet established for all members of the industry    n=138 respondents u...
Social Media: Chance or risk?     100%                                                           100%     Risk            ...
Summary Social Media:  The fun becomes professional  • Facebook is more important to consumers, but    businesses are gett...
MAP SERVICESHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011   44
Google Maps is the most used instrument among the  online map services         Other map                           Questio...
FUTURE WEB ACTIVITY        MIXHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011   46
Analytic hierarchy process (AHP) decision making model  used to evaluate future importanceHolger Lütters — web2.0 in the t...
The dominance of the website will remain at a lower level                  Consistency-Ratio : 0,197   n=310; AHP comparis...
ONLINE BOOKING OF        TOURISM RELATED        PRODUCTSHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 ...
Everything can possibly be booked online in the future                                                    0% online       ...
CONSUMER TRUSTHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011   51
3 kinds of typical web representations of a Berlin hotel  were shown in comparison   n=309; AHP comparisonsHolger Lütters ...
The trustworthiness of personal information is 5 times  higher than information from a commercial organization   Which for...
MANAGEMENT OF ONLINE        ACTIVITIESHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011   54
The website is mainly managed by the organization itself   How does your company organize the web site? Basis: n=310; mult...
38% percent cannot work with a defined budget for online  marketingHolger Lütters — web2.0 in the tourism industry — ITB B...
Only 29% state having a defined Social Media Strategy Basis: n=233Holger Lütters — web2.0 in the tourism industry — ITB Be...
Only 24% are working with a Mobile Strategy  … but 44% have plans for 2011 Basis: n=133Holger Lütters — web2.0 in the tour...
Size of the organization seems to determine the budgeting  process    Basis: n=310; item list of single answersHolger Lütt...
Online budgets are more used for marketing purposes than  for technical issues    n=143 with Online Budget    n=114 withou...
Summary  Management of online activities  • A strategy helps!  • A defined budget for online activities is the first step ...
Open Questions:        FUTURE OF ONLINEHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011   62
Question: Which web services or applications change the  tourism industry the most?   Tagcloud powered by wordle.net based...
Question: What social media services will change the  tourism industry the most?   Tagcloud powered by wordle.net based on...
Question: What mobile services will change the tourism  industry the most?   Tagcloud powered by wordle.net based on three...
SUMMARYHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011   66
Status quo: web1.5 in the tourism industry  • web2.0 is happening for consumers, but only parts    of the tourism industry...
Recommendations to the tourism industry  • Do not follow any hype cycle…    …but do not leave out important developments. ...
Suggestions for online success of the tourism industry     Explanatory variables                                 Recommend...
Special Thanks to Marta Bojkovska-Langer and             Thank you for your attention
Thank you for your attention  and to the companies making this study possible                                             ...
People supporting the study  • Prof. Dr. Holger Lütters, Professor International Marketing,    Hochschule für Technik & Wi...
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  1. 1. web2.0 in the tourism industry – status quo 2011Friday, 11th of March 2011Prof. Dr. Holger Lütters - holger.luetters@htw-berlin.de
  2. 2. The Internet is very important … but still developing fast • ITB 2010 was full of spectacular web2.0 topics • Internet is definitively not to be discussed anymore in terms of its importance for the tourism industry • Preparation of a trip (holiday or week-end) is done using the internet • Mobile usage is increasing on site • web2.0 services have become players in tourismHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 2
  3. 3. Idea of the study came up during several tourism related projects in Brandenburg Internet & Mobile use of tourists > than of tourism professionals Map from www.reiseland-brandenburg.deHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 3
  4. 4. Idea of the study: Asking tourism professionals about their web activities and plans to use web2.0 services • Goal: status quo of internet activities within the tourism industry (corporate and public organizations) in the field of • internet activities • web2.0/social media activities • internet strategy & budgetingHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 4
  5. 5. Thanks to the following supporters this research was made possible: • ITB Berlin www.messe-berlin.de/itb • BTE Tourismusmanagement, Regionalentwicklung www.bte-tourismus.de • DSFT – Deutsches Seminar für Tourismus Berlin www.dsft-berlin.de • pangea labs – questfox® www.questfox.comHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 5
  6. 6. FIELD REPORT OF THE STUDYHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 6
  7. 7. Field report • January 2011 until March 2011 • 535 online contacts • 310 fully completed interviews with questfox® (244 in German / 66 in English) • Average Response Time: 14 minutes 21 seconds • Recruiting: online riversampling with partners over social media and e-mail • Non-monetary incentive to the participant: Promising the resultsHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 7
  8. 8. Limitations of the study • Mode Bias: Asking over the internet only creates answers from people already online • Riversampling approach is not representative for the industry (regional answer pattern) • Social desirability seems to be high for everything which is new (“we plan it for the future”) • Topic involvement (bias towards interest in technology) tends to overstress the importance of some aspects • Only successful companies interviewed (82% see a positive development for themselves)Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 8
  9. 9. STRUCTURE OF PARTICIPANTSHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 9
  10. 10. The study only partly represents the tourism organizations present during ITB Berlin 2011 Basis: n=310; single answerHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 10
  11. 11. The statements in the study are made by experienced representatives of the tourism industry Basis: n=310; single answerHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 11
  12. 12. The majority of survey participants have a marketing background Basis: n=310; single answerHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 12
  13. 13. All company sizes are represented Basis: n=310; single answerHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 13
  14. 14. Most of the answers were gathered from Europe (Germany) Basis: n=310; single answerHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 14
  15. 15. INTERNET ACTIVITIES OF THE ORGANIZATIONSHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 15
  16. 16. Self-assessment of the online activities Question: How would you characterize the activities of your company/organization on the internet? We are not We use the full active at all potential of the InternetHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 16
  17. 17. 30% of the interviewed tourism professionals consider themselves as less active on the internet We use theWe are not full potentialactive at all of the Internet Average:64% Basis: n=310Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 17
  18. 18. ACTIVITIES FROM WEB1.0 TO WEB2.0Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 18
  19. 19. Example of a question Question: How active is your organization in the following field of online marketing?Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 19
  20. 20. The organization’s website is the hub for all online activities Basis: n=310; single answerHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 20
  21. 21. The „classic“ form of e-mail marketing is used intensively Basis: n=310; single answerHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 21
  22. 22. The classic form of web banner advertising is not used by 60% of the sample Basis: n=310; single answerHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 22
  23. 23. The opportunities of keyword marketing are only used by half of the sample Basis: n=310; single answerHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 23
  24. 24. Affiliate marketing is not used by / unknown to the majority of the interviewed tourism professionals Basis: n=310; single answerHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 24
  25. 25. 33% do not optimize their most important contact to the online world in order to be found Basis: n=310; single answerHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 25
  26. 26. Social Bookmarking does not play a major role in the online strategy of the tourism professionals (unknown to 20%) Basis: n=310; single answerHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 26
  27. 27. 35% do already state to work on Social Media Optimization Basis: n=310; single answerHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 27
  28. 28. Until now only 20% of the sample are actively using digital mobile applications Basis: n=310; single answerHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 28
  29. 29. The majority of the tourism professionals are not using map services until now Basis: n=310; single answerHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 29
  30. 30. Location Based Services are still new to the industry which should be leading in this field Basis: n=310; single answerHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 30
  31. 31. Overall the sample feels quite active in web2.0 … even though they only cover parts of the opportunities Basis: n=310; single answerHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 31
  32. 32. Overview: Website, e-mail and already web2.0 No activity Intensively Own website Affiliate marketing E-mail marketing Keyword marketing Web bannerSearch Engine Optimization (SEO) Social Media Optimization (SMO) Social Bookmarking Own digital mobile applications (Apps) Integration of own services into Location Based Services Entries of own services in maps Web 2.0 activitiesHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 32
  33. 33. Summary of classic internet activities: Industry is neglecting some of the new opportunities • The website is still the most important online- channel, followed by classical email marketing • The complexity of the new web is not really seen (“one new activity already feels like a lot of web2.0”) • The connections between one´s own activity and the outside world is not really understood • Existence of a strategy and establisher online budgeting procedure explains more than any other factorHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 33
  34. 34. WEB2.0 ACTIVITIESHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 34
  35. 35. Social Media is a major activity in web2.0 activities of the tourism professionals Question: Which web 2.0 services does your organization already incorporate on the web? Basis: n=240 respondents with higher activity level than 50%; multiple answers allowedHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 35
  36. 36. Active companies incorporate a wider range of services in their online activities 5,5% Social Media play a huge role even for less active companies Basis: n=240 respondents with higher activity level than 50%; without people not answering for budget multiple answers allowedHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 36
  37. 37. Picture: www.krawattentraeger.de SOCIAL MEDIA USAGEHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 37
  38. 38. The self-assessment of activity is lower for Social Media We use theWe are not full potentialactive at all of the Social Media Average:58% Basis: n=310Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 38
  39. 39. Representatives of the tourism industry have preferences among online social platforms Absolutely Very unimportant important n=310Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 39
  40. 40. The facebook use is about to become a professional issue n=138 respondents using facebookHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 40
  41. 41. Facebook for business is already planned… …but not yet established for all members of the industry n=138 respondents using facebook Which are the organizations already having business activities on facebook?Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 41
  42. 42. Social Media: Chance or risk? 100% 100% Risk Chance Basis: n=303Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 42
  43. 43. Summary Social Media: The fun becomes professional • Facebook is more important to consumers, but businesses are getting involved on a professional level • Activities on facebook seem to be a must; the earlier… the cheaper • Do not ignore locally more important platforms (Orkut in Brazil; Hyves.NL; China web2.0) • It’s a chance. It is only a risk if you start without a strategy and do not know how to integrate it!Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 43
  44. 44. MAP SERVICESHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 44
  45. 45. Google Maps is the most used instrument among the online map services Other map Question: On which of the following map services is your organization services represented with an own entry? Basis: n=199Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 45
  46. 46. FUTURE WEB ACTIVITY MIXHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 46
  47. 47. Analytic hierarchy process (AHP) decision making model used to evaluate future importanceHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 47
  48. 48. The dominance of the website will remain at a lower level Consistency-Ratio : 0,197 n=310; AHP comparisons; groups based on different questionsHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 48
  49. 49. ONLINE BOOKING OF TOURISM RELATED PRODUCTSHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 49
  50. 50. Everything can possibly be booked online in the future 0% online 100% online booking booking Package tour Flights Train journeys Hotel accommodation Youth hostel, hostel Private accommodation Rental carOn-site transport (Bus, train etc.) Short journeys/weekend trips Performances/events Basis: n=298Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 50
  51. 51. CONSUMER TRUSTHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 51
  52. 52. 3 kinds of typical web representations of a Berlin hotel were shown in comparison n=309; AHP comparisonsHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 52
  53. 53. The trustworthiness of personal information is 5 times higher than information from a commercial organization Which form of evaluation will customers consider as more credible? n=309; AHP comparisonsHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 53
  54. 54. MANAGEMENT OF ONLINE ACTIVITIESHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 54
  55. 55. The website is mainly managed by the organization itself How does your company organize the web site? Basis: n=310; multiple answers allowedHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 55
  56. 56. 38% percent cannot work with a defined budget for online marketingHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 56
  57. 57. Only 29% state having a defined Social Media Strategy Basis: n=233Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 57
  58. 58. Only 24% are working with a Mobile Strategy … but 44% have plans for 2011 Basis: n=133Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 58
  59. 59. Size of the organization seems to determine the budgeting process Basis: n=310; item list of single answersHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 59
  60. 60. Online budgets are more used for marketing purposes than for technical issues n=143 with Online Budget n=114 without Online BudgetHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 60
  61. 61. Summary Management of online activities • A strategy helps! • A defined budget for online activities is the first step • Make or buy? • Integrate important knowledge! • Outsource and crowdsource! • Keep an eye on mobile and social media!Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 61
  62. 62. Open Questions: FUTURE OF ONLINEHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 62
  63. 63. Question: Which web services or applications change the tourism industry the most? Tagcloud powered by wordle.net based on three open answers n=310Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 63
  64. 64. Question: What social media services will change the tourism industry the most? Tagcloud powered by wordle.net based on three open answers n=310Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 64
  65. 65. Question: What mobile services will change the tourism industry the most? Tagcloud powered by wordle.net based on three open answers n=310Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 65
  66. 66. SUMMARYHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 66
  67. 67. Status quo: web1.5 in the tourism industry • web2.0 is happening for consumers, but only parts of the tourism industry tend to follow these developments • 50% of the respondents are not willing/able to follow the fast web2.0 development • Online still seems to be a topic besides more important thingsHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 67
  68. 68. Recommendations to the tourism industry • Do not follow any hype cycle… …but do not leave out important developments. • The internet is going away from the desktop environment to a more personalized location based environment on mobile phones. Not everyone in the tourism sector is joining. • Make sure that the tourism industry takes the driver’s seat in the development process.Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 68
  69. 69. Suggestions for online success of the tourism industry Explanatory variables Recommendation Age or work experience are not Do not take age as an excuse for explaining differences in online not being up-to-date online behavior in this study Technological usage explains Get your employees a new mobile the differences in perception of device and let them officially use the importance of trends facebook and other services Budgeting online activities / Have a plan! Give a budget to the Definition of a strategy responsible people Exhibitors vs. Non-Visitors Send your people to ITB 2012!Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 69
  70. 70. Special Thanks to Marta Bojkovska-Langer and Thank you for your attention
  71. 71. Thank you for your attention and to the companies making this study possible • ITB Berlin www.messe-berlin.de/itb • BTE Tourismusmanagement, Regionalentwicklung www.bte-tourismus.de • DSFT – Deutsches Seminar für Tourismus Berlin www.dsft-berlin.de • pangea labs – questfox® www.questfox.comHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 71
  72. 72. People supporting the study • Prof. Dr. Holger Lütters, Professor International Marketing, Hochschule für Technik & Wirtschaft Berlin holger.luetters@htw-berlin.de • Marta Bojkovska-Langer, Online Research Consultant, pangea labs mbl@pangealabs.com • Prof. Dr. Hartmut Rein, Director BTE Tourismusmanagement & Regionalentwicklung; rein@bte-tourismus.de • Juliane Gaebler & Sascha Stange, KompetenzCenter ITB Berlin • Rolf Schrader, Director Deutsches Seminar für Tourismus BerlinHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 72
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