• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
E-Tourism Africa Summit Introduction
 

E-Tourism Africa Summit Introduction

on

  • 1,622 views

Opening Session of the E-Tourism Africa Summit by Damian Cook CEO E-Tourism Africa

Opening Session of the E-Tourism Africa Summit by Damian Cook CEO E-Tourism Africa

Statistics

Views

Total Views
1,622
Views on SlideShare
1,603
Embed Views
19

Actions

Likes
1
Downloads
111
Comments
3

3 Embeds 19

http://web4travel.co.za 12
http://www.slideshare.net 6
http://network-africa.com 1

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

13 of 3 previous next Post a comment

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
  • Thanks!
    Are you sure you want to
    Your message goes here
    Processing…
  • Hi Skye,

    Apologies- had not ticked a box- have done so now so it can download! All the best

    Damian
    Are you sure you want to
    Your message goes here
    Processing…
  • Hi Damian. I attended teh Summit and would very much appreciate it if you could offer the presentation up for download so that I may present to my managers. And no, I don't want to use your online version. I loved it so much I'd like to keep it thanks!

    Best
    Skye
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    E-Tourism Africa Summit Introduction E-Tourism Africa Summit Introduction Presentation Transcript

    • DAMIAN COOK MANAGING DIRECTOR E-TOURISM AFRICA
    • E-Tourism Africa 16 years in East Africa Worked with Destinations and Private Sector Saw emerging crisis Developed E-Tourism Africa as a solution Have endured a lot of boring presentations
    • But First a Graph...
    • Interest Level
    • Interest Level FASCINATING
    • Interest Level FASCINATING BORING
    • Interest Level FASCINATING BORING
    • Interest Level FASCINATING BORING
    • Interest Level FASCINATING BORING
    • Interest Level FASCINATING BORING
    • Interest Level FASCINATING BORING SLIDE 54
    • Our Mission To develop a sustainable and equitable online tourism sector in Africa 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 a locally based, business driven environment for online travel distribution and e-commerce.
    • What is E-Tourism?
    • What is E-Tourism? I have a website already
    • What is E-Tourism? I have a website already My clients contact me by email
    • What is E-Tourism? I have a website already My clients contact me by email I have someone who handles all that for me
    • What is E-Tourism? I have a website already My clients contact me by email I have someone who handles all that for me I’m a hotel... not a website
    • 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
    • Change happens fast and it’s getting faster
    • The Fastest rate of change has occurred online
    • “When I Took Office only high energy physicists had heard of the World Wide Web... Now even my cat has a home page” -Bill Clinton
    • Net Generation Over One Billion People are online 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
    • They’re Awful They have no attention span They don’t read books They are addicted to pop culture They are immoral- they love porn and have no shame They play ultra-violent video games Right....?
    • 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
    • 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
    • Critical Factors
    • Critical Factors Freedom- Give Me Choice and the More the Better
    • Critical Factors Freedom- Give Me Choice and the More the Better Customization- Make it My Own
    • Critical Factors Freedom- Give Me Choice and the More the Better Customization- Make it My Own Scrutiny- I will check it out before I buy
    • Critical Factors Freedom- Give Me Choice and the More the Better Customization- Make it My Own Scrutiny- I will check it out before I buy Integrity- Does this company deserve my money?
    • Critical Factors Freedom- Give Me Choice and the More the Better Customization- Make it My Own Scrutiny- I will check it out before I buy Integrity- Does this company deserve my money? Collaboration- Let me Help you Make it better
    • Critical Factors Freedom- Give Me Choice and the More the Better Customization- Make it My Own Scrutiny- I will check it out before I buy Integrity- Does this company deserve my money? Collaboration- Let me Help you Make it better Entertainment- Make it Fun
    • Critical Factors Freedom- Give Me Choice and the More the Better Customization- Make it My Own Scrutiny- I will check it out before I buy Integrity- Does this company deserve my money? Collaboration- Let me Help you Make it better Entertainment- Make it Fun Speed- Serve Me Now
    • Critical Factors Freedom- Give Me Choice and the More the Better Customization- Make it My Own Scrutiny- I will check it out before I buy Integrity- Does this company deserve my money? Collaboration- Let me Help you Make it better Entertainment- Make it Fun Speed- Serve Me Now Innovation- Give me the latest (Don Tapscott- Grown Up Digital)
    • What’s changed for Tourism?
    • The World’s Largest Industry
    • E-Tourism Over a Billion people are now online Online activity has become habitual and practical including shopping For the past 3 years Travel is now the best selling commodity online For over 70% of travellers it is their primary source of information about travel- and increasingly their means of selecting booking and buying- 48% on average 40% of all US online spending in 2008 was on travel Over US $120 Billion in Online Travel Sales
    • Changing Business Offline Sales Online Sales
    • Changing Business Offline Sales Online Sales
    • Changing Business Offline Sales Online Sales
    • Changing Business Offline Sales Online Sales
    • New Sales Models Direct Sales - Direct purchase via a supplier website (buying a plane ticket or booking a room)
    • New Sales Models Meta-Search that seeks out and compares offers from different suppliers
    • New Sales Models Tour operators who combine and sell travel inventory
    • 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
    • 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
    • Destination Management Increasing Focus on Overall Destination Management Management AND Marketing of Resources Creating a Business Environment, not a Business Solution Showing rather than telling
    • What About Us?
    • What About Us?
    • Africa in a Global Marketplace Africa has accounted for 36 Million Arrivals and 24 Billion USD- 4% of Global Tourism However, Estimated less than 2% of Africa’s total consists of online sales African Content can be difficult to find and access Two Main obstacles: Lack of E-Commerce Lack of available inventory
    • Africa in a Global Marketplace Africa has accounted for 36 Million Arrivals and 24 Billion USD- 4% of Global Tourism However, Estimated less than 2% of Africa’s total consists of online sales African Content can be difficult to find and access Two Main obstacles: Lack of E-Commerce Lack of available inventory
    • The Vanishing Continent
    • Starts to Appear...
    • Or Does it?
    • Opportunities Capacity gaps allow us to learn from the experience of the rest of the world and to learn from their mistakes The web is a democratic environment and a level playing field, unburdened by borders The web allows a greater culture of choice, and access to greater demand- and ‘long tail economics’
    • The Web is Changing Fast...
    • The Web is Changing Fast...
    • The Web is Changing Fast...
    • The Web is Changing Fast...
    • Web 2.0 and Tourism
    • What is Web 2.0? The second wave of the web After a decade of gathering information online- we are now beginning to actually use it…. Web 2.0 is the participatory internet Content is now free from format and can be shared all over the web… A shift from INFORMATION to COMMUNICATION and ENTERTAINMENT
    • My Web Users can now create their own content without understanding programming Within three years it is estimated that 70% of the content on the web will have been created by users By 2011 the total amount of content on the web will double every 11 hours The Rise of USER GENERATED CONTENT UGC
    • UGC Blogs Images Video Wikis Reviews Social Profiles Tweets
    • Combining Data Tagging means applying labels to web content that describe what it deals with This makes them searchable and sortable by users Content can be ‘mashed’ and combined
    • It’s a Visual Medium: Show Me Don’t Tell Me
    • 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.
    • Beyond Text Don’t just read it, see it hear it, experience it Video is changing the way we view and use the web An increasingly visual medium- particularly for motivational content Users generate VLOGS SKYPE and other video communication applications let us see each other
    • Wait a minute... Who’s in Charge here?
    • AND NOW... SLIDE 54
    • Our Users Are In Control
    • The Revolution The control of the web has shifted from information suppliers to information users ‘Wikinomics’ has handed power to users, and groups of users Consumers are now ‘Prosumers’ who control what they see and how they see it Marketing direct to consumers and databases is now critical Content Content Content is King
    • 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...
    • Viral Cinderella
    • A Viral Campaign Naked Communications for Witchery 60,000 views within 4 days Email database capture on fashion 50,000 subscriptions
    • Viral Media Titanic, Reality TV and Harry Potter showed that the mainstream media was not always part of market success- that buzz was powerful Web 2.0 is the ultimate in BUZZ “WORD OF MOUSE”
    • Viral Marketing Cloverfield, Lonely Girl and Rick Rolling This may sound silly- but it’s fun and it WORKS... Major brands now using viral media...
    • One Day in Canada
    • What About Africa?
    • ONE DAY IN KRUGER...
    • Africa goes Viral ‘The Battle at Kruger’ a tourists video shot in South Africa has become one of the most popular videos on YouTube It has been viewed 47,825,839 times and counting
    • 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 Myspace, Facebook etc as a means of communicating with a vast social network
    • Decision Making Personal recommendation Web search Visit travel agent's office See TV program Read a newspaper Other Russia 59% 37% 24% 32% 13% 7% India 59% 51% 27% 32% 31% 1% Denmark 54% 55% 8% 20% 21% 15% USA 54% 58% 12% 22% 16% 16% Japan 52% 53% 33% 26% 12% 7% China 51% 65% 50% 44% 35% 11% Brazil 50% 36% 13% 29% 13% 7% Australia 50% 63% 29% 39% 21% 13% Germany 49% 57% 25% 33% 26% 1% Canada 49% 50% 25% 19% 17% 11% Mexico 47% 31% 26% 25% 8% 6% Spain 44% 62% 26% 9%7% 10% Netherlands 43% 60% 14% 23% 11% 7% PoIand 42% 47% 20% 26% 23% 4% UK 39% 65% 22% 24% 14% 5% France 36% 64% 19% 7% 5% 8% Italy 33% 61% 35% 22% 22% 8% Korea 30% 69% 23% 11%6% 12% 0% 50% 100% 150% 200% 250% 300% SOCIAL NETWORKS AND BLOGS COMBINE WEB SEARCHING AND PERSONAL RECOMMENDATION
    • Trust and Reliability Sites with reviews by other travellers 21% Online tourist guides 15% Local tourist guides 15% Travel agent sites 12% Search results 11% Airline sites 10% Advertising eg banner ads 0% Other 5% Don't know 12% 0% 5% 10% 15% 20% 25% Most trusted online source for reliable travel information according to UK Internet users, September 2006 (% of respondents) SOURCE: NIELSEN//NETRATINGS COMMISSIONED BY ADVIVA AND HARVEST DIGITAL, JANUARY 2007 – QUOTED BY EMARKETER IN JUNE 2007
    • Trust and Reliability Sites with reviews by other travellers 21% Online tourist guides 15% Local tourist guides 15% Travel agent sites 12% Search results 11% Airline sites 10% Advertising eg banner ads 0% Other 5% Don't know 12% 0% 5% 10% 15% 20% 25% Most trusted online source for reliable travel information according to UK Internet users, September 2006 (% of respondents) SOURCE: NIELSEN//NETRATINGS COMMISSIONED BY ADVIVA AND HARVEST DIGITAL, JANUARY 2007 – QUOTED BY EMARKETER IN JUNE 2007
    • Trip Advisor
    • Crowd Sourcing Getting opinion, input and content from crowds Can be open or filtered to gain trusted or expert input Content can be ‘crowdsourced’ too Great for Collaboration, development, testing and reviewing
    • Online Opinions Trip Advisor is now a major part of the travel channel User reviews are of great value and can be mashed in or directly entered into sites- but NOT managed When other users opinions and content become part of our sales process, we have a total Web 2.0 sales environment
    • The Next Revolution
    • New Media Frontiers
    • New Media Frontiers
    • WHAT DO TOURISTS DO?
    • 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
    • Phone to Web Phones can be used to deliver content direct to the web Twitter allows users to ‘micro-blog’ via their phones to their own page 7 Million Tweeters worldwide Beyond Social networking into news, corporate communication and marketing
    • Tweet Power News is now broken on Twitter long before conventional news- as it happens: Hudson crash, Michael Jackson’s death, Balloon Boy It has become an uncontrollable force of change...
    • Marketing Power Tweeting now creates realtime, discussion, reviews and referrals The movie BRUNO suffered a Tweet backlash from users that saw box office drop by 34% on second day of screening Travellers now Tweet before, during and after holidays and ask for advice as they go Tuesday is #TravelTuesday Are you tweeting?
    • The Age of Immediacy Connected in-market travellers using devices to access, consume and comment Realtime is more real than ever The curse of the #fail The power of the positive retweet
    • User Driven Technology
    • Augmented Reality
    • Getting Directions
    • Places...Why Not Faces?
    • Putting it All Together...
    • Converged Technology
    • Face the Future Many of us are firmly rooted in traditional sales and marketing techniques We have frequent repeat customers- but do we have their children? What’s happening to our agents, suppliers and partners? How visible are we in the new media? Change is here and it’s getting faster.. we only have one option...
    • EVOLVE
    • What We Need Infrastructural Global relationships development Innovation and E-Commerce facility vision… Education and exposure to global best practice Local coopetition
    • E-Tourism Africa Practical real world Content examples and opportunities Multimedia Travel Distribution Mobile Data Destination Commerce Management Regional Co-opetition E-Marketing Innovation Social Media and Training Networking
    • Let’s Get Started... damian@e-tourismafrica.com Twitter: @damiancook