Cape Town E-Tourism Summit Intro


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Introduction by Damian Cook of E-Tourism Frontiers at the 2010 E-Tourism Africa Summit in Cape Town.

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Cape Town E-Tourism Summit Intro

  1. 1. Event Hashtag: #Etasummit
  2. 2. Our Mission To develop a sustainable and equitable online tourism sector in emerging destinations by education and provision of resources to both the private and public sectors to enable a shift from traditional sales and marketing methods and to create locally based, business driven environments for online travel distribution and e-commerce.
  3. 3. E-Tourism means Communicating the right Content across a variety of Channels to the best value Clients who will Convert to a sale and keep Coming back
  4. 4. Looking at Our Tourists
  5. 5. Avoiding Extinction
  6. 6. Where are the Young? Half of the world’s population is now under 30 They are your current and future market... and they can be hard to pin down If you are looking for them: one billion of them are online...
  7. 7. North America 253m Europe 418m Middle East 57m Africa 67m Central/South America 179m Asia 738m Oceania/ Australasia 21m Source: Internet World Stats – Sep 09
  8. 8. Net Generation Are you ready for them? The first ‘digital generation’ has arrived- aged between 11 and 31 They grew up with access to computers and the internet Vastly different from previous generations
  9. 9. THEY SUCK
  10. 10. They’re Awful They have no attention span They don’t read books They are addicted to pop culture They are immoral- and have no shame They play ultra-violent video games Right....?
  11. 11. Wrong They are smarter- IQ is on the rise They research, write and read more than any previous generation- some teenagers are writing over 10,000 words a month online They are safer and cleaner They get behind causes- Ask Obama They have highly advanced visual and problem solving skills through gaming and challenging entertainment
  12. 12. They Think Different They read 8 books, 2,300 web pages and 1,281 Facebook profiles each year 64% never read a newpaper... ever They use the Internet more than they watch TV They are connected to extensive and trusted networks of friends They increasingly use their phones rather than their computers
  13. 13. Freedom
  14. 14. Customization
  15. 15. Scrutiny
  16. 16. Integrity
  17. 17. Collaboration
  18. 18. Entertainment
  19. 19. Speed
  20. 20. Innovation
  21. 21. OK.. they do have some issues
  22. 22. What’s changed for Tourism?
  23. 23. E-Tourism Online activity has become habitual and practical including shopping For the past 3 years Travel is now the best selling commodity online For over 95% of travellers it is their primary source of information about travel- and increasingly their means of selecting booking and buying- 55% on average Over 40% of all US online spending in 2009 was on travel Over US $150 Billion in Online Travel Sales
  24. 24. Leading Source for Travel Information
  25. 25. Intensive Research
  26. 26. And a Sales Channel...
  27. 27. Information and Business
  28. 28. New Sales Models Direct Sales - Direct purchase via a supplier website (buying a plane ticket or booking a room)
  29. 29. New Sales Models Meta-Search that seeks out and compares offers from different suppliers
  30. 30. New Sales Models Tour operators who combine and sell travel inventory
  31. 31. New Sales Models Online intermediaries or OTAs offer direct online sales of travel with ‘dynamic packaging’ which allows you to build your own trip from different suppliers
  32. 32. New Sales Models All of these have one thing in common: All this requires realtime access to reservation inventories Not next week Not tomorrow Not in an hour NOW
  33. 33. Destination Management Increasing Focus on Overall Destination Management Management AND Marketing of Resources Creating a Business Environment, not a Business Solution Portals:
  34. 34. Conversion is more important than ever...
  35. 35. Business Driven
  36. 36. 2009-10 on the Rise More than 55% of all travel bookings were generated by the Internet. Approximately 40% of all hotel bookings in North America were generated by the Internet. This is double the growth as compared to 2008. A third of hotel bookings were directly influenced by the content which travelers read online. SOURCE: ETC NEWMEDIA REVIEW
  37. 37. Beware of the BOBOs
  38. 38. BOBOs Only 60% of ‘would be bookers’ made a reservation when on the website. One in four would be travelers clicks away before completing the transaction. 40% of these ‘would-be’ bookers said the reason they abandoned the booking is due to poor usability and functionality on the website. SOURCE: IPERCEPTIONS HOSPITALITY INDUSTRY REPORT
  39. 39. What About Emerging Destinations?
  40. 40. Sitting on our Global Log...
  41. 41. The Web is Changing Fast...
  42. 42. UGC Blogs Images Video Wikis Reviews Social Profiles Tweets
  43. 43. Our Users Are In Control
  44. 44. But they need tools...
  45. 45. Don’t charge them to work for you...
  46. 46. It’s a Visual Medium: Show Me Don’t Tell Me
  47. 47. Base Jumping The acronym "B.A.S.E." was made up by film-maker Carl Boenish, his wife Jean Boenish, Phil Smith, and Phil Mayfield. Carl was the real catalyst behind modern BASE jumping, and in 1978 filmed the first BASE jumps to be made using ram-air parachutes and the freefall tracking technique (from El Capitan, in Yosemite National Park). While BASE jumps had been made prior to that time, the El Capitan activity was the effective birth of what is now called BASE jumping. BASE jumping is significantly more dangerous than similar sports such as skydiving from aircraft, and is currently regarded by many as a fringe extreme sport or stunt. BASE numbers are awarded to those who have made at least one jump from each of the four categories. When Phil Smith and Phil Mayfield jumped together from a Houston skyscraper on 18 January 1981, they became the first to attain the exclusive BASE numbers (BASE #1 and #2, respectively), having already jumped from an antenna, spans, and earthen objects. Jean and Carl Boenish qualified for BASE numbers 3 and 4 soon after. A separate "award" was soon enacted for Night BASE jumping when Mayfield completed each category at night, becoming Night BASE #1, with Smith qualifying a few weeks later. During the early eighties, nearly all BASE jumps were made using standard skydiving equipment, including two parachutes (main and reserve), and deployment components. Later on, specialized equipment and techniques were developed that were designed specifically for the unique needs of BASE jumping. • In 1912, Frederick Law jumped from the Statue of Liberty • In 1912, Franz Reichelt, tailor, jumped from the first deck of the Eiffel Tower testing his invention, the coat parachute. He died. It was his first ever attempt with the parachute and he had told the authorities in advance he would test it first with a dummy. • In 1913, Štefan Banič jumped from a building in order to demonstrate his new parachute to the U. S. Patent Office and military • In 1913, a Russian student Vladimir Ossovski (Владимир Оссовский), from the Saint-Petersburg Conservatory, jumped from the 53-meter high bridge over the river Seine in Rouen (France), using the parachute RK-1, invented a year before that by Gleb Kotelnikov (1872-1944). Ossovski planned jumping from the Eiffel Tower too, but the mayor of Paris didn’t allow that. (Information from the Russian edition of GEO magazine, issue 11, November 2006, GEO). • In 1965, Erich Felbermayer jumped from Cima piccola di Lavaredo, in Italia. • In 1966, Michael Pelkey and Brian Schubert jumped from the cliff "El Capitan" in Yosemite Valley • On 9 November 1975, the first person to parachute off the CN Tower in Toronto, Canada, was Bill Eustace, a member of the tower's construction crew. He was fired. • In 1975, Owen J. Quinn, a jobless man, parachuted from the south tower of the World Trade Center to publicize the plight of the unemployed. • In 1976 Rick Sylvester skied off Canada's Mount Asgard for the opening sequence of the James Bond movie The Spy Who Loved Me, giving the wider world its first look at BASE jumping. • In 1990 Russell Powell (British) BASE 230 illegally jumped from the Whispering Gallery inside St Pauls Cathedral London. It was the lowest indoor BASE Jump in the world. • In 2008, two men, dressed as engineers, illegally jumped off the Burj Dubai, the tallest man-made structure in the world.Video documentary about the jump from the Burj Dubai tower • In 2009, three women, a Venezuelan Ana Isabel Dao 28 years old, a New Zealander Livia Dickie 29 years old and a Norwegian Anniken Binz 32 years old[1] base jumped from the highest waterfall in the world with a height of 979 metres (3,210 ft) and a clear drop of 807 metres (2,650 ft) Angel Falls located in the Gran Sabana region of Bolivar State in Venezuela. Ana Isabel Dao was the first Venezuelan woman to jump off Angels Falls.[2] However, these and other sporadic incidents were one-time experiments, not the systematic pursuit of a new form of parachuting. After 1978, the filmed jumps from El Capitan were repeated, not as a publicity exercise or as a movie stunt, but as a true recreational activity. It was this that popularised BASE jumping more widely among parachutists. Carl Boenish continued to publish films and informational magazines on BASE jumping until his 1984 death after a BASE-jump off of the Troll Wall. By this time, the concept had spread among skydivers worldwide, with hundreds of participants making fixed-object jumps.
  48. 48. Video “Production” + = YOU’RE IN BUSINESS $250
  49. 49. Show me an Experience
  50. 50. Individuals Become Broadcasters & Syndicators
  51. 51. Content Goes Viral Content is easy to produce and easy to share Once released into cyberspace, users share, refer and pass on content to each other It spreads and it spreads fast...
  52. 52. One Day in Canada
  53. 53. What About Emerging Destinations?
  54. 54. ONE DAY IN KRUGER...
  55. 55. Africa goes Viral ‘The Battle at Kruger’ a tourists video shot in South Africa has become the 12th most popular video on YouTube It has been viewed over 53,000,000 times and counting
  56. 56. Social Networking Blogging and Multimedia sites give us highly personalized information that is used and shared by individuals and communities online Social Networks are communities of individuals linked by common interests, accessing, gathering, creating and sharing content Web identities are created via Facebook etc as a means of communicating with a vast social network
  57. 57. Social Conversion Spending on Social Media Advertising has doubled in the last year Ad spend on Facebook in 2010: $1.2 Billion Video Advertising had grown but not as radically
  58. 58. Positive User Generated Content is not just Powerful- it’s part of the sales process
  60. 60. Opinions are important 20% of North Americans read reviews before making a hotel booking during domestic travel. 33% of North Americans read reviews before making a hotel booking before overseas travel to Europe. 50% of North Americans read reviews before making a hotel booking before booking long haul travel. SOURCE: NEW MEDIA TREND WATCH
  61. 61. Trip Advisor
  62. 62. Response time is speeding up...
  63. 63. Mobile Web Rate of phone growth is phenomenal Phones are no longer just for talking- they are an online means for accessing and publishing content People Travel with their phones as a tool, guide and assistant SATNAV directs the Tourist as they travel SMS communication to in- destination travellers Mobile Payments
  64. 64. Way Beyond Voice
  65. 65. Way Beyond a Phone
  66. 66. The Age of Immediacy Connected in-market travellers using devices to access, consume and comment Realtime is more real than ever Twitter becomes a realtime communication channel The power of the positive retweet and the curse of the #fail
  67. 67. Evolution is not Extinction
  68. 68. Converged Media
  69. 69. And then...
  70. 70. EVOLVE