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@SheilaS
@TourismCurrents
Tourism Trends
Sheila Scarborough
Tourism Currents

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@SheilaS
@TourismCurrents
What We'll Talk About
● Visuals
● Mobile
● Integrating social
● The world's #1 tourist
source market: China

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@SheilaS
@TourismCurrents
Trend #1
Visuals

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@SheilaS
@TourismCurrents
Visuals in action:
The Pure New Zealand website

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@SheilaS
@TourismCurrents
Words
vs.
Photos

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@SheilaS
@TourismCurrents
Words:
Boy balances on
surfboard, catches his
first wave in Hawaii
#smshi

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@SheilaS
@TourismCurrents

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@SheilaS
@TourismCurrents
Visual Content Explosion
● Facebook
● Blogs (especially Tumblr)
● Flickr
● Pinterest
● Instagram
● Foodspotting

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@SheilaS
@TourismCurrents
Visual content:
one photo used
many ways

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@SheilaS
@TourismCurrents

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@SheilaS
@TourismCurrents

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@SheilaS
@TourismCurrents

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@SheilaS
@TourismCurrents

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@SheilaS
@TourismCurrents
Do not forget
video
#2 search engine
is …. YouTube

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@SheilaS
@TourismCurrents
Your next step to meet
this trend:
Make your online
content more visual
(photos AND video)

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@SheilaS
@TourismCurrents
Trend #2
Mobile

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@SheilaS
@TourismCurrents

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@SheilaS
@TourismCurrents
Facebook will have
approximately 1.14 billion
monthly active mobile users by
2014.
486 million of those will only
access the network from their
mobile device.
Source: JP Morgan & BizReport.com

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@SheilaS
@TourismCurrents
38% of leisure travelers use
mobile to access travel info
(up from 11% in 2010)
57% of business travelers use
mobile to access travel info
(up from 40% in 2010)
Source: Google Think Insights 2012

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@SheilaS
@TourismCurrents

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@SheilaS
@TourismCurrents
Your next step to meet
this trend:
A mobile-friendly
website (& mindset)

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@SheilaS
@TourismCurrents
Trend #3
Integration

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@SheilaS
@TourismCurrents
Do you have a
"Telephone
Department?"
Do you have a
"Director of Email?"

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@SheilaS
@TourismCurrents

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@SheilaS
@TourismCurrents
Your next step to meet
this trend:
Cross-train all
employees in social
communications

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@SheilaS
@TourismCurrents
Trend #4
China

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@SheilaS
@TourismCurrents

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@SheilaS
@TourismCurrents
"India is by some estimates the fastest
growing travel destination for
Chinese travelers."
Tnooz travel tech news site, February 2013
"China’s expenditure on travel abroad
reached US$102 billion in 2012, making it
the first tourism source market in the
world in terms of spending."
UNWTO (U.N. World Tourism Organzation) April 2013

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@SheilaS
@TourismCurrents

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@SheilaS
@TourismCurrents
Your next step to meet
this trend:
Prepare online & offline
for Chinese visitors

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@SheilaS
@TourismCurrents
Takeaways
● Show your story, don't tell it, with
visuals including video
● Mobile: the web in customer's
pockets & purses
● Integrate online & offline
● Are you ready for China?

32.
@SheilaS
@TourismCurrents
Photo Credits
● Typewriter (courtesy etharooni Flickr CC)
● Quartz Hill track New Zealand (courtesy Phillip
Capper Flickr CC)
● Boy surfing: Waikiki Beach Services
● Puzzle pieces (courtesy Mike Haynie Flickr CC)
● COTTM booth (courtesy COTTM)
● Chinese shopper at Bergdorf's (courtesy Kris Krug &
Affinity China Flickr CC)
● All other photos & screenshots are my own

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@SheilaS
@TourismCurrents
Thanks very much
Sheila Scarborough
@SheilaS
Tourism Currents
@TourismCurrents
www.tourismcurrents.com