Presentatie Raymond Kollau - Airlinetrends.com/Trendwatching.com

TRENDS & BEHAVIOR OF TODAY’S E-TOURISTStrategiedag e-toerism Raymond KollauWaag Society / LAgroup trendwatching.comAmsterdam 23 November 2011 airlinetrends.com

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 STREAMINGLIFE STREAMINGHTC ‘Status’ JVC YouTube cam

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 (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 http://us.explorecanadalikealocal.com

LIKE A LOCAL (mobile app)Tourism Canada

LIKE A LOCAL (YouTube video)Tourism Canadahttp://www.youtube.com/watch?v=Zl2vBsUoJFE

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 raymond@trendwatching.com

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Presentatie Raymond Kollau - Airlinetrends.com/Trendwatching.com

by Strategiedag e-tourism - LAgroup & Waag Society on Nov 23, 2011

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