ChangingConsumerBehaviour
Updating SN    Commenting   Writing own                status         online       blog                 8%  13%  3%We a...
We’respendingmuch moretime                             61%connectedwhen wetravel      expect to be able to access the inte...
We’respendingmuch moretime                            38%connectedwhen wetravel         expect WiFi to be included in my  ...
We’respendingmuch moretime                             35%connectedwhen wetravel      check Facebook/ other social network...
We’respendingmuch more                        23%timeconnectedwhen wetravel      27% post updates onto Social Networking  ...
PRE-HOLIDAY   POST HOLIDAYClassicBrand Funnel
Awareness   Consideration   Purchase Intent    Comment    Connect                     PRE-HOLIDAY               DURING/POS...
Awareness   Consideration   Purchase Intent    Comment    Connect                       PRE-HOLIDAY               DURING/P...
Howshould yourespond?
GetOrganised
MeasureEverything
Free   Paid
Join theconversation
getorganised &get social.
create greatexperiencesin the realworld too!
be brave!be creative!think content!
Let’s connect. @ferguskibble http://au.linkedin.com/in/ferguskibble fkibble@hillandknowlton.com.au
Social Media for Travel and Tourism
Social Media for Travel and Tourism
Social Media for Travel and Tourism
Social Media for Travel and Tourism
Social Media for Travel and Tourism
Social Media for Travel and Tourism
Social Media for Travel and Tourism
Social Media for Travel and Tourism
Social Media for Travel and Tourism
Social Media for Travel and Tourism
Social Media for Travel and Tourism
Social Media for Travel and Tourism
Social Media for Travel and Tourism
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Social Media for Travel and Tourism

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  • Fergus Kibble, General Manager Australia, gave the closing keynote address at the ATEC (Australian Tourism Export Council) annual conference on Dec 7th in Sydney. ATEC is the peak body representing a tourism export industry worth nearly $25 billion to Australia. Other speakers at the event included Alan Joyce, Managing Director and CEO of Qantas Airways, and The Hon Nick Sherry MP, Minister Assisting the Minister for Tourism. Fergus' presentation explored how social media has changed the way we are connecting and engaging with all influencers; from the media, the trade and most importantly directly to the consumer. The conference was attended by 450 people from the Australian tourism industry.
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Social Media for Travel and Tourism

  1. 1. ChangingConsumerBehaviour
  2. 2. Updating SN Commenting Writing own status online blog  8%  13%  3%We are Following on Sharing Sharinggrowing as microblog  15%  3%  8% links photosa nation of Checking Commenting MicroInfluencers SN in SN  9%  10%  10% blogging2011 vs. 2010
  3. 3. We’respendingmuch moretime 61%connectedwhen wetravel expect to be able to access the internet when travelling in Australia
  4. 4. We’respendingmuch moretime 38%connectedwhen wetravel expect WiFi to be included in my accommodation costs when travelling in Australia
  5. 5. We’respendingmuch moretime 35%connectedwhen wetravel check Facebook/ other social networking sites while on holiday in Australia
  6. 6. We’respendingmuch more 23%timeconnectedwhen wetravel 27% post updates onto Social Networking Sites, 23% upload photos
  7. 7. PRE-HOLIDAY POST HOLIDAYClassicBrand Funnel
  8. 8. Awareness Consideration Purchase Intent Comment Connect PRE-HOLIDAY DURING/POST HOLIDAYModernBrand Funnel
  9. 9. Awareness Consideration Purchase Intent Comment Connect PRE-HOLIDAY DURING/POST HOLIDAYModernBrand FunnelCreate products and experiences people want to talk about
  10. 10. Howshould yourespond?
  11. 11. GetOrganised
  12. 12. MeasureEverything
  13. 13. Free Paid
  14. 14. Join theconversation
  15. 15. getorganised &get social.
  16. 16. create greatexperiencesin the realworld too!
  17. 17. be brave!be creative!think content!
  18. 18. Let’s connect. @ferguskibble http://au.linkedin.com/in/ferguskibble fkibble@hillandknowlton.com.au
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