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Presentatie Raymond Kollau - Presentatie Raymond Kollau - Presentation Transcript

  • TRENDS & BEHAVIOR OF TODAY’S E-TOURISTStrategiedag e-toerism Raymond KollauWaag Society / LAgroup trendwatching.comAmsterdam 23 November 2011
  • TODAY • Screen-based Life1. Being Digital • Online Oxygen2. Lifestreaming • Digital Nomads • OFF=ON3. Transparency • Statusphere • Authority4. The F-Factor • Wisdom of Friends • Trysumers5. Like a Local • Location-based6. Unplugged • Virtual Rewards
  • BEING DIGITAL (screen-based life)
  • BEING DIGITAL (screen-based life) • 21% of revenue from digital sources • €4.99 (city guide app) • 6 mln paid apps downloaded • 4 mln free apps downloaded (during Icelandic volcano crisis)Lonely Planet
  • BEING DIGITAL (screen-based life)TripAdvisor
  • BEING DIGITAL (travel planning resources) (screen-based life) 1 46% 12% 20% 16%JWT
  • BEING DIGITAL (travel planning resources) (screen-based life) 3 28% 15% 2 50% 14%JWT
  • BEING DIGITAL (orientation, (orientation) booking)Internet• The average traveler visits 22 travel related sites during 9.5 research sessions prior to booking• 37% of leisure travelers report that the internet prompted them to book (up from 28% two years ago) (source: Google 2011)Mobile• 29% have researched and/or booked accommodation, restaurants• 28% checked flight status• 47% roaming fees is greatest frustration (source: TripAdvisor 2011)
  • ONLINE OXYGEN (free wifi)Estonia, New York
  • DIGITAL NOMADS (digital lifeline) 57% 58% 58%JWT
  • DIGITAL TRAVELLERS NOMADS (sharing) 32% 33% 34% 56%JWT
  • LIFE STREAMING (real-time sharing)Hyundai
  • LIFE STREAMING (real-time sharing)Coca Cola
  • LIFE STREAMING (real-time sharing)Ushuaia Ibiza Beach Hotel
  • SOCIAL STATUS (statusphere) “When it comes to online status, it’s all about who you connect to, and who connects to you, tribal style. It still is about being unique, but its about belonging, too.” “Unlike in the offline world, these friends, fans, followers, likes, etc are visible to all, and determine one’s social status.”
  • TRANSPARENCY (ratings and reviews)Zoover
  • AUTHORITY (travel experts)Lonely Planet
  • AUTHORITY (lifestyle experts)“The travel guide for the been-there-done-that set” – New York TimesLe Cool Barcelona
  • AUTHORITY (crowd)TripAdvisor
  • AUTHORITY (crowd)urbanspoon
  • AUTHORITY (crowd)Qype… Yelp
  • THE F-FACTOR (friendsourcing) “Consumers are increasingly tapping into their networks of friends, fans, and followers to discover, discuss and purchase goods and services, in ever-more sophisticated ways.”…
  • THE F-FACTOR (friendsourcing)Amazon x Facebook
  • THE F-FACTOR (friendsourcing)Amazon x Facebook
  • THE F-FACTOR (tagging) • 5 million new pins added every day • 2.3 billion pins placed so farTripAdvisor x Facebook
  • THE F-FACTOR (friendsourcing)TripAdvisor Trip Friends
  • THE F-FACTOR (friendsourcing)Wisdom of friends
  • TRYSUMERS (the long tail) “Reviews on anything, anytime diminish the risk of disappointment, and will empower and entice consumers to explore the Long Tail with confidence.”
  • LIKE A LOCALMeet the locals Like-A-Local Danes,
  • LIKE A LOCALiGottaGuide
  • LIKE A LOCAL (website)Tourism Canada
  • LIKE A LOCAL (mobile app)Tourism Canada
  • LIKE A LOCAL (YouTube video)Tourism Canada
  • LIKE A LOCAL (augmented) (location-based)Google Goggles TripAdvisor
  • LIKE A LOCAL (location-based)Storytude
  • LIKE A LOCAL (location-based)Torino x Microsoft Tags
  • LIKE A LOCAL (location-based rewards) (virtual rewards)Tourism Queensland ‘Shine Seeker’ badge
  • LIKE A LOCAL (location-based rewards) (virtual rewards)Chicago Office of Tourism
  • LIKE A LOCAL (location-based rewards) (virtual rewards)Radisson Hotels
  • UNPLUGGED (counter trend) 30% 43% 74% 67%JWT
  • TODAYSUMMARIZING e-tourists Informed • Digital Natives / Nomads • Transparency • Lifestreaming / OFF=ON • Real-time conversations • Statusphere • Expectations Trust Live like a local • Word of mouth • Location-based • Wisdom of friends • Experiences
  • THANK YOU !! raymond@airlinetrends.comRaymond Kollau