DAMIAN COOK
 MANAGING DIRECTOR
E-TOURISM FRONTIERS
E-Tourism Africa

16 years in East Africa

Worked with Destinations and Private Sector

Saw emerging crisis

Developed E-T...
It’s Not Just Africa...
Many parts of the world face the same challenges

Low Web visibility and inventory

Image problems...
Our Mission
To develop a sustainable and equitable online
tourism sector in emerging destinations by
education and provisi...
What is E-Tourism?

 I have a website already

 My clients contact me by email

 I have someone who handles all that for m...
E-Tourism means
Communicating the right

Content across a variety of

Channels to the best value

Clients who will

Conver...
Net Generation
Over One Billion People are online

The first ‘digital generation’ has
arrived- aged between 11 and 31

They...
They’re Awful
They have no attention span

They don’t read books

They are addicted to pop culture

They are immoral- and ...
Wrong
They are smarter- IQ is on the rise

They research, write and read more than any
previous generation- some teenagers...
They Think
Different
They read 8 books, 2,300 web pages and 1,281
Facebook profiles each year

64% never read a newpaper......
Critical Factors
Freedom- Give Me Choice and the More the Better

Customization- Make it My Own

Scrutiny- I will check it...
What’s changed for
Tourism?
E-Tourism
Over a Billion people are now online

Online activity has become habitual and practical
including shopping

For ...
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
 al...
New Sales Models
 All of these have one thing
 in common:

 All this requires realtime
 access to reservation
 inventories...
Destination
 Management
Increasing Focus on Overall Destination
Management

Management AND Marketing of Resources

Creatin...
What About Emerging
Destinations?
Global
Marketplace
In the Middle East, Africa, Latin America and parts of Asia- an
estimated less than 5% of tourism consi...
An example- Africa
online...
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 mistake...
The Web is Changing
Fast...
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 P...
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 incre...
My Web
Users can now create their own content without
understanding programming

Within three years it is estimated that 7...
UGC
Blogs

Images

Video

Wikis

Reviews

Social Profiles

Tweets
Our Users Are In
Control
The Revolution
The control of the web has shifted from
information suppliers to information users

‘Wikinomics’ has handed...
Viral Marketing


Cloverfield, Lonely Girl and Rick
Rolling

This may sound silly- but it’s fun and it
WORKS...

Major bran...
Content Goes Viral
 Content is easy to produce and easy to share

 Once released into cyberspace, users share, refer
 and ...
One Day in Canada
Sometimes Good...
Sometimes Not...
So What?
What About Emerging
Destinations?
ONE DAY IN KRUGER...
Africa goes Viral
‘The Battle at Kruger’ a tourists video shot in
South Africa has become the 12th most popular
video on Y...
Social Networking
 Blogging and Multimedia sites give us highly
 personalized information that is used and shared
 by indi...
Destination Campaigns
Become Social....
Positive User Generated
Content is not just
Powerful- it’s part of the
sales process
Decision Making
                    Personal recommendation         Web search        Visit travel agent's office         ...
Trust and Reliability
   Sites with reviews by other travellers                                                         21...
Trip Advisor
Online Opinions
Trip Advisor is now a major part of the travel
channel

User reviews are of great value and can be
mashed ...
Mobile Web
Rate of phone growth is
phenomenal

Phones are no longer just for
talking- they are an online means
for accessi...
Marketing Power
Tweeting now creates realtime,
discussion, reviews and referrals

The movie BRUNO suffered a Tweet
backlas...
The Age of
Immediacy
 Connected in-market travellers using devices to
 access, consume and comment

 Realtime is more real...
Don’t Be a Copycat...
Be Cool...
Be Aware...Things are
still changing...
+         +




             =



“DANCES WITH THUNDERSMURFS”
User Driven Technology
Augmented Reality
Getting Directions
Places...Why Not
Faces?
Face the Future
Many of us are firmly rooted in traditional sales and
marketing techniques

We have frequent repeat custome...
EVOLVE
What We Need
Infrastructural       Global relationships
development
                      Innovation and
E-Commerce facili...
What We Need
Rethinking of priorities, budget and approach

Public and Private Partnerships

Local and Global relationship...
E-Tourism Frontiers
Practical real world   Content
examples and
opportunities          Multimedia

Travel Distribution    ...
Let’s Get Started...
damian@e-tourismafrica.com
   Twitter: @damiancook
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Wired World

  1. 1. DAMIAN COOK MANAGING DIRECTOR E-TOURISM FRONTIERS
  2. 2. E-Tourism Africa 16 years in East Africa Worked with Destinations and Private Sector Saw emerging crisis Developed E-Tourism Africa as a solution
  3. 3. It’s Not Just Africa... Many parts of the world face the same challenges Low Web visibility and inventory Image problems and negative media Untapped potential Communities and Environments that can be saved and sustained...
  4. 4. 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.
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. 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....?
  9. 9. 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
  10. 10. 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
  11. 11. 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)
  12. 12. What’s changed for Tourism?
  13. 13. 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
  14. 14. Changing Business Offline Sales Online Sales
  15. 15. New Sales Models Direct Sales - Direct purchase via a supplier website (buying a plane ticket or booking a room)
  16. 16. New Sales Models Meta-Search that seeks out and compares offers from different suppliers
  17. 17. New Sales Models Tour operators who combine and sell travel inventory
  18. 18. 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
  19. 19. 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
  20. 20. 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
  21. 21. What About Emerging Destinations?
  22. 22. Global Marketplace In the Middle East, Africa, Latin America and parts of Asia- an estimated less than 5% of tourism consists of online sales- compared to 48% globally Content can be difficult to find and access Two Main obstacles: Lack of E-Commerce Lack of available inventory
  23. 23. An example- Africa online...
  24. 24. The Vanishing Continent
  25. 25. Starts to Appear...
  26. 26. Or Does it?
  27. 27. 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’
  28. 28. The Web is Changing Fast...
  29. 29. It’s a Visual Medium: Show Me Don’t Tell Me
  30. 30. 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.
  31. 31. 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
  32. 32. 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
  33. 33. UGC Blogs Images Video Wikis Reviews Social Profiles Tweets
  34. 34. Our Users Are In Control
  35. 35. 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
  36. 36. 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...
  37. 37. 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...
  38. 38. One Day in Canada
  39. 39. Sometimes Good... Sometimes Not...
  40. 40. So What?
  41. 41. What About Emerging Destinations?
  42. 42. ONE DAY IN KRUGER...
  43. 43. 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 50,000,000 times and counting
  44. 44. 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
  45. 45. Destination Campaigns
  46. 46. Become Social....
  47. 47. Positive User Generated Content is not just Powerful- it’s part of the sales process
  48. 48. 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
  49. 49. 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
  50. 50. Trip Advisor
  51. 51. 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
  52. 52. 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
  53. 53. 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?
  54. 54. 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
  55. 55. Don’t Be a Copycat...
  56. 56. Be Cool...
  57. 57. Be Aware...Things are still changing...
  58. 58. + + = “DANCES WITH THUNDERSMURFS”
  59. 59. User Driven Technology
  60. 60. Augmented Reality
  61. 61. Getting Directions
  62. 62. Places...Why Not Faces?
  63. 63. 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...
  64. 64. EVOLVE
  65. 65. What We Need Infrastructural Global relationships development Innovation and E-Commerce facility vision… Education and exposure to global best practice Local coopetition
  66. 66. What We Need Rethinking of priorities, budget and approach Public and Private Partnerships Local and Global relationships Locally based solutions not Global Gurus Practical Realistic Solutions not Talk Factories Results
  67. 67. E-Tourism Frontiers 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
  68. 68. Let’s Get Started... damian@e-tourismafrica.com Twitter: @damiancook
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