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PUTTING AFRICA ON THE
MAP
25th
& 26th
October 2010
Cape Town E- Tourism Conference
Our Industry is in Distress
Global Economy
Local Currencies are strong
Expensive Destination
Technology Changing the Rules
Opportunity for Growth
Africa has only 4% of global travel
– this must grow!!!
Use technology to:-
Educate (public & indus...
Tourism in Transition
Over 80% of Travel begins online
Largest Online Commodity
Content is Critical
Increasing travel spen...
Tourism in Transition
What does this mean….
Middlemen are being removed
• Client – Travel Agent – Tour Operator – Product
...
Tourism in Transition
The way forward seems clear ………or is it?
While the global travel industry is has been
radically chan...
Tourism in Transition
Why is the channel still intact
• Lack of Education
• Lack of Information
• Fear of the Unknown
• Ch...
Tourism in Transition
My Advice
Support the channels that bring Business
• Provide content and tools to help sell the your...
E-Marketing
Creating good quality content
Distribute it via as many channels as
possible
&
Ensure that the enquiry/ bookin...
SmartGuide
We use technology to distribute content in
an interactive and engaging manner.
Aggregate Content
Edit it
Distri...
Geo-locate
Input
(Create & Aggregate)
SmartGuide Approach
Distribution
Text and Audio
Images
Tourism Organisations
(Nation...
Focus on Mapping
• Maps are central to tourism
• Google Maps are amazing
• Geo-located Information more valuable
• Makes C...
The Interactive Map
Interactive Map
18 000 Points
Each Icon Carries Content
Images
Videos
Audio
Flickr
Text
360s
Zoom in
Zoom In – The Cape
Geo-Located Guides
Geo-located – relevant
Easy to create / customise
Search Facility
Search for Beaches
Zoom In
Using the Interactive Map
Which one represents and sells the product better ?
Resort Layout vs Interactive Map
Facebook
Twitter
Tour Operator Integration
Click on the
Link to Map
Tour Operator Integration
Distribution of Content
Websites
Provides:
• Destination / Location Guide
• Interactive Experience
• Large library of Rich...
Revolutionising the way
travel itineraries are presented
The Virtual Itinerary
Virtual Itinerary
Interactive Virtual Itineraries
• Represent an itinerary in an appealing manner
• Provide a spatial unde...
Virtual Itinerary
The Interactive Virtual Itinerary is a
• Marketing tool
• Sales tool
• Education tool
• Conversion tool
The Virtual Itinerary
Car
Scheduled Flight
Charter Flight
The Virtual Itinerary
The Virtual Itinerary
The Virtual Itinerary
The Virtual Itinerary
Distribution of the Virtual Itinerary
Sample / Scheduled Virtual Itineraries
• In websites
• In specials
• In blogs & soci...
The E-Brochure
eBrochure
Paper Brochures
• Expensive to print (each one costs)
• Expensive to distribute
• Out of Date the day it is prin...
eBrochure
How will it be used
Products
• Will distribute it widely to use it to educate, promote and sell their property
•...
eBrochure
eBrochure
eBrochure
eBrochure
eBrochure
eBrochure
Change of Marketing Focus
SmartGuide had been focusing on providing these tools to Online Tour
Operators
New Approach
• Th...
Change of Marketing Focus
The average Travel Agent is
• Commission based
• Sells what they are confident selling
• Sells w...
SmartGuide Portal
The Industry’s One Stop Shop for Content,
Information & Sales Tools
Interactive Map
Virtual Itineraries
...
Growing Africa’s Share
For Africa to increase it’s share of the
travel market it needs you to:-
Embrace the Internet
Assis...
Contact Details
www.smartguide.co.za
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Putting Africa on the Map

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Presentation by Paul de Waal of SMARTGUIDES at the E-Tourism Africa Summit 2010

Published in: Technology
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  • Welcome
    Hope you have learnt a lot and together improve the profile of Africa
    I am sure by now that your minds are racing and panicing about everything that you need to be doing - I know I was last year when I first attended the conference. Anyway I hope to be able to give you something and not tell you to do something
  • Despite the points displayed I am optimistic
    Understand and use the technology
  • *Growth is often far easier to achieve when coming off a low base
    + Use technology better top claim our piece of the pie – everyone did their bit the accummulated effort is massive
    + we as the industry needs to work harder to educate the all the links in the industry
  • Over the last 15 years huge changes to the industry
    Far greater Transparency
    Travelers empowered to choose
  • Over the last 15 years huge changes to the industry
    Far greater Transparency
    Travelers empowered to choose
  • If you had to walk out of this conference the way forward would seem clear…
    Nairobi Story
  • Info – not enough info (when I travel to europe I do it online – while when I travelled to Madagascar I needed a TO)
    Knowlegde – don’t know where to start
    Tech Challengded
    don’t understand how it is being used
  • E-marketing definition
  • E-marketing definition
  • *
  • Not standalone but a product that can be Integrated into tourism products.
    Provide them with
    Interactive platform
    Quality content
    Can customise/ personalise and integrate into website
    The tourism business can focus on their core business and rest assured that SG will continue to improve the map – expensive and evolving
  • *
  • *
  • *
  • Icons highlight main destinations
    Recommendations change
    Guides
    Search
  • Embed it
    Spacial Understanding
    Interactive – contains all the rich content that sells!!
    Better representation
    Publishing Platform
  • Provide rich content for social media
    We have a special with a link
  • Customisable content - CMS
    Multiple Links
  • Altered look and feel
  • This applies to all the product
  • *
  • Info – not enough info (when I travel to europe I do it online – while when I travelled to Madagascar I needed a TO)
    Knowlegde – don’t know where to start
    Tech Challengded
    don’t understand how it is being used
  • It is an honor to be invited
    - dynamic people and Companies pushing the boundary of technology to promote the continent
    - Hopefully this presentation is useful to you, provide you with some insight as to what you can do with maps and assist you in approving your e-Marketing
  • Transcript of "Putting Africa on the Map"

    1. 1. PUTTING AFRICA ON THE MAP 25th & 26th October 2010 Cape Town E- Tourism Conference
    2. 2. Our Industry is in Distress Global Economy Local Currencies are strong Expensive Destination Technology Changing the Rules
    3. 3. Opportunity for Growth Africa has only 4% of global travel – this must grow!!! Use technology to:- Educate (public & industry) Entice and Encourage more travelers Make it simpler to sell our products Make it easy to Book Access new markets
    4. 4. Tourism in Transition Over 80% of Travel begins online Largest Online Commodity Content is Critical Increasing travel spend is online Increased Transparency Research is part of the Experience
    5. 5. Tourism in Transition What does this mean…. Middlemen are being removed • Client – Travel Agent – Tour Operator – Product • Client – Tour Operator – Product • Client – Travel Agent – Product • Client – Product Tighter Margins Importance of your Online Presence e-Marketing is vital
    6. 6. Tourism in Transition The way forward seems clear ………or is it? While the global travel industry is has been radically changed this is not the case for Africa where traditional channels are still intact (although under threat)
    7. 7. Tourism in Transition Why is the channel still intact • Lack of Education • Lack of Information • Fear of the Unknown • Challenging Infrastructure • Security • Technologically Challenged
    8. 8. Tourism in Transition My Advice Support the channels that bring Business • Provide content and tools to help sell the your product Understand then Invest in e-Marketing • Content, Social Media, Blogs, Newsletters, Live Availability, Manage Online Reputations, etc
    9. 9. E-Marketing Creating good quality content Distribute it via as many channels as possible & Ensure that the enquiry/ booking process is as simple & quick as possible.
    10. 10. SmartGuide We use technology to distribute content in an interactive and engaging manner. Aggregate Content Edit it Distribute it
    11. 11. Geo-locate Input (Create & Aggregate) SmartGuide Approach Distribution Text and Audio Images Tourism Organisations (National, Regional, Local) Map Tour Operators Tourism Products (Accommodation, Activities, etc) Hotel Groups Marketing GroupsVirtual Tours (360 pictures) Videos User Generated (You Tube, Flickr and Reviews) Travel Agents Providing a powerful platform that the industry can use to promote Africa
    12. 12. Focus on Mapping • Maps are central to tourism • Google Maps are amazing • Geo-located Information more valuable • Makes Content very accessible • Interactive and Engaging • Publishing Platform (instantly updatable)
    13. 13. The Interactive Map
    14. 14. Interactive Map 18 000 Points
    15. 15. Each Icon Carries Content Images Videos Audio Flickr Text 360s Zoom in
    16. 16. Zoom In – The Cape
    17. 17. Geo-Located Guides Geo-located – relevant Easy to create / customise
    18. 18. Search Facility Search for Beaches
    19. 19. Zoom In
    20. 20. Using the Interactive Map Which one represents and sells the product better ? Resort Layout vs Interactive Map
    21. 21. Facebook
    22. 22. Twitter
    23. 23. Tour Operator Integration Click on the Link to Map
    24. 24. Tour Operator Integration
    25. 25. Distribution of Content Websites Provides: • Destination / Location Guide • Interactive Experience • Large library of Rich Content Websites Provides: • Destination / Location Guide • Interactive Experience • Large library of Rich Content Sales Agents Assists with: • Providing information • Education • Empowering them to Sell • A sales tool Sales Agents Assists with: • Providing information • Education • Empowering them to Sell • A sales tool Social Media Used in: • Blogs • Twitter • Facebook Social Media Used in: • Blogs • Twitter • Facebook Email / Documentation Uses: • Insert in all correspondence • Include in Signature • Attach to Quote / Documentation Email / Documentation Uses: • Insert in all correspondence • Include in Signature • Attach to Quote / Documentation The Map VIRTUAL ITINERARY
    26. 26. Revolutionising the way travel itineraries are presented The Virtual Itinerary
    27. 27. Virtual Itinerary Interactive Virtual Itineraries • Represent an itinerary in an appealing manner • Provide a spatial understanding • Are interactive & engaging • Allow potential travellers to do in-depth research • Provide depth to an itinerary (Rich Media) • Provide confidence in recommendations • Provide confidence in the itinerary
    28. 28. Virtual Itinerary The Interactive Virtual Itinerary is a • Marketing tool • Sales tool • Education tool • Conversion tool
    29. 29. The Virtual Itinerary Car Scheduled Flight Charter Flight
    30. 30. The Virtual Itinerary
    31. 31. The Virtual Itinerary
    32. 32. The Virtual Itinerary
    33. 33. The Virtual Itinerary
    34. 34. Distribution of the Virtual Itinerary Sample / Scheduled Virtual Itineraries • In websites • In specials • In blogs & social media • In newsletters Personal Virtual Itineraries • Rapid response teaser • Accompany the standard itinerary / quote
    35. 35. The E-Brochure
    36. 36. eBrochure Paper Brochures • Expensive to print (each one costs) • Expensive to distribute • Out of Date the day it is printed • At the right time, it is in the wrong place • Expensive to develop in different languages What is an e-Brochure • mini website built for presentations (content & important info) • Brings your rich content to the fore • Easy to distribute (email, social media, specials, newsletter, etc) • Accessible when needed • Easily branded by Tour Operators, Travel Agents, Marketing Organizations, etc • Easy / Cheap to produce in many languages (new markets) • Measurable
    37. 37. eBrochure How will it be used Products • Will distribute it widely to use it to educate, promote and sell their property • Use it as a way to transfer Content & Information • Place to put Specials Tour Operators • Place in digital documentation, quotes & itineraries • Can quickly send a client the link to a few options • Carries all the information they need (no need to go back to the product) • Access Specials Travel Agents • Replace the traditional brochures • Provide them with the tools to sell the product • Present or send to clients
    38. 38. eBrochure
    39. 39. eBrochure
    40. 40. eBrochure
    41. 41. eBrochure
    42. 42. eBrochure
    43. 43. eBrochure
    44. 44. Change of Marketing Focus SmartGuide had been focusing on providing these tools to Online Tour Operators New Approach • The real power of the tool is to educate and provide tools to the people in the front line – the Travel Agents The Travel Agents is still a major player yet • They are hard to market to and hence neglected • Most have limited knowledge on Africa •They receive little or no training on selling Africa And these are our frontline marketers!!!!
    45. 45. Change of Marketing Focus The average Travel Agent is • Commission based • Sells what they are confident selling • Sells what they know SmartGuide’s Tools can • Educate Agents • Increase their confidence • Providing the Agents the tools to compete in the computer age • Help them sell Africa
    46. 46. SmartGuide Portal The Industry’s One Stop Shop for Content, Information & Sales Tools Interactive Map Virtual Itineraries eBrochure Specials
    47. 47. Growing Africa’s Share For Africa to increase it’s share of the travel market it needs you to:- Embrace the Internet Assist the Industry to sell Africa
    48. 48. Contact Details www.smartguide.co.za
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