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Presentatie Raymond Kollau - Airlinetrends.com/Trendwatching.com

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Presentatie Raymond Kollau - Airlinetrends.com/Trendwatching.com

  1. 1. TRENDS & BEHAVIOR OF TODAY’S E-TOURISTStrategiedag e-toerism Raymond KollauWaag Society / LAgroup trendwatching.comAmsterdam 23 November 2011 airlinetrends.com
  2. 2. TODAY • Screen-based Life1. Being Digital • Online Oxygen2. Lifestreaming • Digital Nomads • OFF=ON3. Transparency • Statusphere • Authority4. The F-Factor • Wisdom of Friends • Trysumers5. Like a Local • Location-based6. Unplugged • Virtual Rewards
  3. 3. BEING DIGITAL (screen-based life)
  4. 4. BEING DIGITAL (screen-based life) • 21% of revenue from digital sources • €4.99 (city guide app) • 6 mln paid apps downloaded • 4 mln free apps downloaded (during Icelandic volcano crisis)Lonely Planet
  5. 5. BEING DIGITAL (screen-based life)TripAdvisor
  6. 6. BEING DIGITAL (travel planning resources) (screen-based life) 1 46% 12% 20% 16%JWT
  7. 7. BEING DIGITAL (travel planning resources) (screen-based life) 3 28% 15% 2 50% 14%JWT
  8. 8. BEING DIGITAL (orientation, (orientation) booking)Internet• The average traveler visits 22 travel related sites during 9.5 research sessions prior to booking• 37% of leisure travelers report that the internet prompted them to book (up from 28% two years ago) (source: Google 2011)Mobile• 29% have researched and/or booked accommodation, restaurants• 28% checked flight status• 47% roaming fees is greatest frustration (source: TripAdvisor 2011)
  9. 9. ONLINE OXYGEN (free wifi)Estonia, New York
  10. 10. DIGITAL NOMADS (digital lifeline) 57% 58% 58%JWT
  11. 11. DIGITAL TRAVELLERS NOMADS (sharing) 32% 33% 34% 56%JWT
  12. 12. LIFE STREAMINGLIFE STREAMINGHTC ‘Status’ JVC YouTube cam
  13. 13. LIFE STREAMING (real-time sharing)Hyundai
  14. 14. LIFE STREAMING (real-time sharing)Coca Cola
  15. 15. LIFE STREAMING (real-time sharing)Ushuaia Ibiza Beach Hotel
  16. 16. SOCIAL STATUS (statusphere) “When it comes to online status, it’s all about who you connect to, and who connects to you, tribal style. It still is about being unique, but its about belonging, too.” “Unlike in the offline world, these friends, fans, followers, likes, etc are visible to all, and determine one’s social status.”
  17. 17. TRANSPARENCY (ratings and reviews)Zoover
  18. 18. AUTHORITY (travel experts)Lonely Planet
  19. 19. AUTHORITY (lifestyle experts)“The travel guide for the been-there-done-that set” – New York TimesLe Cool Barcelona
  20. 20. AUTHORITY (crowd)TripAdvisor
  21. 21. AUTHORITY (crowd)urbanspoon
  22. 22. AUTHORITY (crowd)Qype… Yelp
  23. 23. THE F-FACTOR (friendsourcing) “Consumers are increasingly tapping into their networks of friends, fans, and followers to discover, discuss and purchase goods and services, in ever-more sophisticated ways.”…
  24. 24. THE F-FACTOR (friendsourcing)Amazon x Facebook
  25. 25. THE F-FACTOR (friendsourcing)Amazon x Facebook
  26. 26. THE F-FACTOR (tagging) • 5 million new pins added every day • 2.3 billion pins placed so farTripAdvisor x Facebook
  27. 27. THE F-FACTOR (friendsourcing)TripAdvisor Trip Friends
  28. 28. THE F-FACTOR (friendsourcing)Wisdom of friends
  29. 29. TRYSUMERS (the long tail) “Reviews on anything, anytime diminish the risk of disappointment, and will empower and entice consumers to explore the Long Tail with confidence.”
  30. 30. LIKE A LOCALMeet the locals Like-A-Local Danes,
  31. 31. LIKE A LOCALiGottaGuide
  32. 32. LIKE A LOCAL (website)Tourism Canada http://us.explorecanadalikealocal.com
  33. 33. LIKE A LOCAL (mobile app)Tourism Canada
  34. 34. LIKE A LOCAL (YouTube video)Tourism Canadahttp://www.youtube.com/watch?v=Zl2vBsUoJFE
  35. 35. LIKE A LOCAL (augmented) (location-based)Google Goggles TripAdvisor
  36. 36. LIKE A LOCAL (location-based)Storytude
  37. 37. LIKE A LOCAL (location-based)Torino x Microsoft Tags
  38. 38. LIKE A LOCAL (location-based rewards) (virtual rewards)Tourism Queensland ‘Shine Seeker’ badge
  39. 39. LIKE A LOCAL (location-based rewards) (virtual rewards)Chicago Office of Tourism
  40. 40. LIKE A LOCAL (location-based rewards) (virtual rewards)Radisson Hotels
  41. 41. UNPLUGGED (counter trend) 30% 43% 74% 67%JWT
  42. 42. TODAYSUMMARIZING e-tourists Informed • Digital Natives / Nomads • Transparency • Lifestreaming / OFF=ON • Real-time conversations • Statusphere • Expectations Trust Live like a local • Word of mouth • Location-based • Wisdom of friends • Experiences
  43. 43. THANK YOU !! raymond@airlinetrends.comRaymond Kollau raymond@trendwatching.com

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