Damian Cook- E-Tourism East Africa

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Presentation by E-Tourism Frontiers CEO Damian Cook at E-Tourism East Africa Conference Nairobi March 2012

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Damian Cook- E-Tourism East Africa

  1. 1. 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.
  2. 2. Hashtag:#ETourismEastAfrica
  3. 3. “KENYA’S TOURISM IS REDUNDANT IN A GLOBAL MARKET” -Johannes Zutt, World Bank 2012
  4. 4. TOURISM IS ACHANGE RESISTANT INDUSTRY
  5. 5. THE FUTURE IS ONLINE• 58% of all travel is now researched, booked bought and sold online• 96% of travellers start their research on the internet• Travel sales are expected to double this year, exceeding $300 Billion
  6. 6. THE FUTURE IS SOCIAL• 30% on average of all time online is spent social networking• Facebook is one of the largest populations on earth with over 850 Million people• Social media is more popular and powerful than TV and print media combined
  7. 7. HOW ARE WERESISTING CHANGE?
  8. 8. LACK OFTRANSACTION AND CONVERSION...
  9. 9. Looking at Kenya’s Tourists
  10. 10. NO MATTER WHAT TRAVEL IS NEVERGOING TO GET ANY CHEAPER
  11. 11. THE FUTURE OFGROWTH WILL BEABOUT YIELD AND NOT ARRIVALS
  12. 12. LESS CANBE MORE
  13. 13. THE FUTURE TRAVELLERWILL TRAVEL LESS AND EXPECT MORE...
  14. 14. WE NEED TO SELL EXPERIENCES
  15. 15. A Tale of Two Giraffes• Selling the same product side by side is a real challenge
  16. 16. THE MARKET IS TOOCROWDED AND TOOLOUD TO BE MAKING BLAND GENERIC STATEMENTS
  17. 17. ESPECIALLY IN A MARKETDRIVEN BY SEARCH AND SOCIAL MEDIA
  18. 18. STRONG UNIQUE MESSAGING
  19. 19. Old business models don’t fit into New Technology
  20. 20. 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
  21. 21. This means• Realtime Bookability and E-Commerce• Strong Social Media Presence• Facebook, Twitter, YouTube Channel, Blog..• Managing Online Relationships• Managing and Optimizing Conversion
  22. 22. The Web is Changing Constantly...
  23. 23. Content Generation• Over the past 5 years the web has changed radically• People have become able to create content on the internet with no skills or technical knowledge• As a result- the internet now doubles in size every 11 hours• Users mainly consume content from other users
  24. 24. UGC• Blogs• Images• Video• Wikis• Reviews• Social Profiles• Tweets
  25. 25. What Does That Mean?
  26. 26. Our Users Are In Control
  27. 27. You need to work with them...
  28. 28. And they come prepared...
  29. 29. Facebook is writing autobiographies...
  30. 30. Our Profiles are howwe want the world to see us...
  31. 31. How do you let your guests be seen...?
  32. 32. THE SINGLE STUPIDEST THINGYOU CAN DO IF YOU WANT GOOD UGC
  33. 33. AND I CANGUARANTEE LOTS OF YOU DO IT...
  34. 34. QUESTION...
  35. 35. DO YOU GIVE YOUR GUESTS AN ELECTRICITY AND WATER BILL WHENTHEY CHECK OUT?...
  36. 36. THAT WOULD BE CRAZY...
  37. 37. THENWHYDO YOU CHARGETHEM TO USE THE INTERNET?...
  38. 38. TWO 2012 LANDMARKS: ONE BILLIONTOURISM ARRIVALS and...
  39. 39. IN AUGUST FACEBOOK WILLREACH ONE BILLION USERS
  40. 40. WELCOME TO THEWORLD’S LARGESTSOURCE MARKET
  41. 41. Conversion• There is so much competition in the marketplace and so much demand from the market for sales that CONVERSION of interest to sale is essential• As search and social becomes increasingly monetized branding alone is not a good investment• To see return on your online investment you need to convert
  42. 42. Social Conversion• Spending on Social Media Advertising has doubled in the last year• Ad spend on Facebook in 2010: $1.3 Billion• Video Advertising had grown but not as radically
  43. 43. SOCIAL SELLS• US online buyers who were led to their purchase by a search engine or social media site (November 2010)• Search: 51%• Search and social: 48%• Social: 1%
  44. 44. SOCIAL ON THE ROAD • 72.7% of US social network users accessed social networks at least daily while they were travelling.
  45. 45. VICARIOUS TRAVEL
  46. 46. Multiplying theTravel Experience• The vicarious travel experience effectively means that each person is now travelling with an average of 120 spectators• These are not passive spectators• They are engaging, commenting and recommending constantly• Travel suppliers now need to be a part of this atmosphere of constant engagement
  47. 47. It’s a Visual Medium:Show Me Don’t Tell Me
  48. 48. Show me an experience that inspires me...
  49. 49. Individuals Become Broadcasters & Syndicators
  50. 50. Anything can becomepopular... and creative
  51. 51. User Generated Content:Raw, Real, Reliable...
  52. 52. Sourced UGC
  53. 53. Leveraged UGC
  54. 54. One Day in Canada
  55. 55. Pure UGC
  56. 56. 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 66,276,000 times and counting
  57. 57. The Media Rules have changed...
  58. 58. SOCIAL MEDIA CANBUILD YOU UP... ANDBRING YOU DOWN
  59. 59. ANOTHER AFRICAN VIRAL HIT
  60. 60. 120 Million Views...
  61. 61. The truth starts to emerge online...
  62. 62. SOCIAL MEDIA WILLKEEP YOU HONEST...
  63. 63. 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
  64. 64. Trip Advisor
  65. 65. Your Authenticity will be questioned...
  66. 66. Response time is speeding up...
  67. 67. TRAVELLING MOBILE• Three out of ten cell phones in use in the US are now "smartphones" with internet connectivity.• In 2010, nearly two in ten travelers (19%) have downloaded a travel-related application (app) to their smartphone.• Half have navigated a destination using the built in GPS functionality or searched for the latest information on flight schedules and delays.• Three in ten have compared airfares or hotel rates or shared information or photos about their travel experiences using their smartphone.• One in six has booked air travel or lodging or viewed a virtual visitor guide that provides information on things to do and see while visiting a destination.
  68. 68. THE FUTURE IS MOBILE AND LOCATION BASED• Tools, Apps and Sites that know where you are are becoming very popular• Find information and contacts around you• Post, report and relate to your content• More and more destinations are focussing on Location Based Services
  69. 69. Facebook Places• Facebook based location service• One button check in• Is becoming an extremely popular tool for destination marketing
  70. 70. THE FUTURE:CONSTANT SOCIAL INTEGRATION...
  71. 71. KEEP AWARE...KEEP EVOLVING

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