Traveling in the digital age

Traveling in the digital age It’s all about socialising, sharing and creating Marco Derksen 22 november 2007

Aalten , Amsterdam , Arnhem , Hogeschool Arnhem-Nijmegen, scheikunde , Katholieke Universiteit Nijmegen, Organon , datamining , marketing , consultant, VODW Marketing Village, BrandmarC , P&G, ING, digitale media , gezin , Share of Mind, Essent, Amicon, webanalytics, ilse media, Marketingfacts , Blogads, Upstream , Blogresearch , Social networks, IAB, VPRO

Like many in this room, I’m a digital immigrant . My two young daughters, on the other hand, will be digital natives . They will never know a world without ubiquitous broadband internet. We may never become true digital natives, but we can and must begin to assimilate to their culture and way of thinking. Rubert Murdoch, April 2005

Communication shift Kanaalvoorkeuren Media shift

Media shift Van analoog naar digitaal (connected) Analogue Digital Networked digital Personal Video Recorders Flat Screen TVs Media PCs Multi-media mobile phones Games consoles PDAs Portable Media Players Digital imaging devices Media Servers IP TV STBs Mp3 players Removable storage Handheld Games consoles Networked DVD players Digital radio Wearable media Streaming media players Notebook & tablet PCs

Media shift Internetgebruik in Nederland (type aansluiting) Bron: Marketingfacts (2006) > 85 procent

Media shift Internetgebruik in Nederland Bron: Trendbox (Internetmonitor 2006)

Media shift Mediaconsumptie in Nederland Bron: Mediaonderzoek 2006 15-20 procent!

Media shift Kengetallen Reisbranche 2006
Vakantieparticipatie 80,5% (12,4 miljoen)
Vakantiefrequentie 2,78
Aantal vakanties 34,6 miljoen
Bestedingen 13 miljard euro
Bron: NBTC NIPO Research 2007

Media shift Online omzet in reisbranche naar 2 miljard euro in 2007 Bron: Thuiswinkel Monitor 2007

Media shift Marktspelers Bron: Marketingfacts

Media shift Nieuwe marktspelers Bron: Marketingfacts

Communication shift

Communication shift E-mail > 95 procent!

Communication shift MSN Messenger (tegenwoordig Windows Live Messenger)
> 5 miljoen gebruikers
> 100 miljoen gesprekken/dag
Bron: Microsoft > 50 procent!

Communication shift Myspace, Cyworld, MSN Spaces & Hyves > 30 procent!

Communication shift Mobile movement

Communication shift Microblogging: Twitter, Jaiku, etc

Communication shift Twitter: waar ben je en wat doe je?

Communication shift En het wordt nog gekker met bliin, ustream, kyte.tv en comvu

Communication shift Meer, korter en sneller!

Information overload

Consumer in control

Consumer in control Ja/Nee Sticker

Consumer in control Digitale Video Recorder (DVR)

Consumer in control Really Simple Syndication (RSS)

Consumer in control Podcasts

Consumer in control Netvibes, Pageflakes, iGoogle, etc

Consumer in control mp3travel.com

Consumer in control Tuscany.podtravels.tv

Consumer in control Travel Widgets

Search rules

Search rules Zoekmachines spelen in op behoefte van consument

Search rules Search en Google maps

Search rules KLM-GlobeAssistant

Search rules Vertical search (Yahoo! Travel)

Search rules Vertical search (MSN Travel)

Search rules Vertical search (Kayak.com)

Search rules SeatGuru.com

Search rules Checkmein.eu

Search rules Mobile search

Search rules XS2TheWorld.com

Search rules … maar kent ook beperkingen

Social ranking will rule

Social ranking will rule Wat vinden anderen belangrijk?

Social ranking will rule VirtualTourist.com (Sinds 1994; forum sinds 1999)

Social ranking will rule World66.com

Social ranking will rule Australia Travel Wiki

Social ranking will rule TripAdvisor.com

Social ranking will rule Zoover.nl

Social ranking will rule Citysearch.com

Social ranking will rule Youropi.com

Social ranking will rule Reizen.ilse.nl

Social ranking will rule Vakantie Reiswijzer

Social ranking will rule Flyertalk.com

Social ranking will rule Twitter

Social networks

Social networks Hyves.nl

Social networks CouchSurfing.com

Social networks Waarbenjij.nu

Social networks Reismee.nl

Social networks Socialight.com

Social networks Long Tail Source: Gapingvoid.com

Advertising shift

Advertising shift Online mediabestedingen nemen jaarlijks flink toe Bron: Nielsen Media (2006) 2006: 137,1 miljoen euro (+40 procent)

Advertising shift Verschuiving naar performanced based afrekenmodellen Klantwaarde? Cost-per-sale (CPS) Cost-per-action (CPA) Cost-per-click (CPC) Cost-per-mille (CPM)

Bron: eMarketer 2007 Advertising shift Welke middelen worden de komende jaren ingezet?

Advertising shift Most Important Travel 2.0 Technologies Bron: PhoCusWright Inc. 2007

Advertising shift Video (Trivop.com)

Advertising shift Online word-of-mouth

Advertising shift Longtail Bron: BCD € # sites

Advertising shift Longtail Bron: BCD € Pakketreizen uit de gids Self packaged rondreis Self packaged camper Self packaged cruise Self packaged stedentrip Self packaged short stay Self packaged weekend Self packaged uitje etc etc etc

Tot slot

Travel 2.0 gaat vooral over open/transparantie dat niet alleen focust op prijs maar ook op andere aspecten locatie, kwaliteit, etc.
Voordeel voor consument: betere vakantiebeleving
Voordeel voor aanbieder: beter differentieren, prijs afstemmen
Tot slot

Trends voor komende jaren: Behavioral targeting, recommendation, widgets en online video
Personal Travel Assistent (PTA)?
Tot slot

http://www.marketingfacts.nl/wiki/travel

http://www.upstream.nl	324
http://www.emerce.nl	164
http://guidogihaux.blogspot.com	30
http://www.jongemediahelden.com	14
http://www.slideshare.net	12
http://static.slidesharecdn.com	6
http://www.netvibes.com	3
http://www.left-right-brain.com	1
http://lminchil.wordpress.com	1
file://	1
http://212.72.59.53:8080	1
http://whatsthebeef.tumblr.com	1
file://Music	1

Traveling in the digital age

by Marco Derksen on Nov 20, 2007

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