E-Tourism Africa 2011

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Opening Presentation by Damian Cook CEO of E-Tourism Frontiers at the 2011 E-Tourism Africa Summit in Cape Town

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E-Tourism Africa 2011

  1. 1. WE WILL BE STARTING IN 5 MINUTES
  2. 2. 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.
  3. 3. PLANNING FOR THE FUTURE MEANS LOOKING AT ALL THE FACTS... NOTJUST THE ONES THAT SUIT US
  4. 4. SOME FACTS WE CAN’T DENY
  5. 5. FOR EXAMPLE...
  6. 6. WHAT DID HE SAY?
  7. 7. WHAT?
  8. 8. SO WHAT?
  9. 9. THE FUTURE IS ONLINE• 56% of all travel is now researched, booked bought and sold online• 96% of travellers start their research on the internet• In the recession online travel sales suffered the least (2% down) and have already bounced back- by just over 7%
  10. 10. THE FUTURE IS SOCIAL• 30% on average of all time online is spent social networking• Facebook is one of the largest populations on earth with 500 Million people• Social media is more popular and powerful than TV and print media combined
  11. 11. 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
  12. 12. Looking at Our Tourists
  13. 13. Avoiding Extinction
  14. 14. Where are the Young?Half of the world’s population is now under 30They are your current and future market... andthey can be hard to pin downIf you are looking for them: one billion of themare online...
  15. 15. North Europe Asia America 418m 738m 253m Middle East 57mCentral/South Oceania/America 179m Africa Australasia 67m 21m
  16. 16. Net Generation• Are you ready for them?• 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
  17. 17. THEYSUCK
  18. 18. 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....?
  19. 19. 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
  20. 20. Passive vs Interactive
  21. 21. They Think Different• They read 7 books, 2,800 web pages and over 1,300 Facebook profiles each year• 69% 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
  22. 22. They Speak Different• LOL, OMG, LMAO Now in the Dictionary• ROLFMAO , JK, BRB, NKT etc coming soon
  23. 23. Freedom
  24. 24. Customization
  25. 25. Scrutiny
  26. 26. Integrity
  27. 27. Collaboration
  28. 28. Entertainment
  29. 29. Speed
  30. 30. Innovation
  31. 31. OK.. they do have some issues
  32. 32. REJECTION OF COMPLEXITY
  33. 33. Had I the heavens embroidered cloths, Enwrought with golden and silver light, The blue and the dim and the dark cloths Of night and light and the half-light, I would spread the cloths under your feet: But I, being poor, have only my dreams; I have spread my dreams under your feet;Tread softly because you tread on my dreams.
  34. 34. OR....
  35. 35. What’s changed for Tourism?
  36. 36. E-Tourism• Online activity has become habitual and practical including shopping• For the past 3 years Travel is now the best selling commodity online• For over 95% of travellers it is their primary source of information about travel- and increasingly their means of selecting booking and buying- 55% on average• Over 40% of all US online spending in 2009 was on travel• Over US $150 Billion in Online Travel Sales
  37. 37. Leading Source for Travel Information
  38. 38. Intensive Research
  39. 39. And a Sales Channel...
  40. 40. Information and Business
  41. 41. Media
  42. 42. BUT
  43. 43. Bad News Travels
  44. 44. Social media offers alternative positive viewpoints
  45. 45. What about Sales?
  46. 46. New Sales Models• Direct Sales - Direct purchase via a supplier website (buying a plane ticket or booking a room)
  47. 47. New Sales Models• Meta-Search that seeks out and compares offers from different suppliers
  48. 48. New Sales Models • Tour operators who combine and sell travel inventory
  49. 49. 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
  50. 50. 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
  51. 51. Destination Management• Increasing Focus on Overall Destination Management• Management AND Marketing of Resources• Creating a Business Environment, not a Business Solution• Portals:
  52. 52. Conversion is moreimportant than ever...
  53. 53. Business Driven
  54. 54. What About Emerging Destinations?
  55. 55. Sitting on our Global Log...
  56. 56. The Web is Changing Fast...
  57. 57. Content Generation• Over the past 5 years the web has changed radically• People have become able to create content on the internet with no skills or technical knowledge• As a result- the internet now doubles in size every 11 hours• Users mainly consume content from other users
  58. 58. UGC• Blogs• Images• Video• Wikis• Reviews• Social Profiles• Tweets
  59. 59. What Does That Mean?
  60. 60. Our Users Are In Control
  61. 61. You need to work with them...
  62. 62. Facebook is writing autobiographies...
  63. 63. Our Profiles are howwe want the world to see us...
  64. 64. How do you let your guests be seen...?
  65. 65. It’s a Visual Medium:Show Me Don’t Tell Me
  66. 66. Wingsuit Proximity
  67. 67. Video “Production”$250 + = You’re in business
  68. 68. Use Your Phone
  69. 69. SOCIAL MEDIA CAN HELP US SAVE OUR MOST PRECIOUS RESOURCES
  70. 70. Show me an Experience
  71. 71. 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...
  72. 72. Individuals Become Broadcasters & Syndicators
  73. 73. ENTIRE CAMPAIGNS ARE NOW RUN VIRALLY
  74. 74. IT TAKES CREATIVITY- EVEN AN AIRPORT CAN GO VIRAL...
  75. 75. GO AHEAD....
  76. 76. MAK MEN DE
  77. 77. EVERYONE ISLOOKING FOR THAT VIRAL MAGIC...
  78. 78. YOU HAVE TO TAKE IT SERIOUSLY
  79. 79. UGC works best
  80. 80. One Day in Canada
  81. 81. What About Emerging Destinations?
  82. 82. ONE DAY IN KRUGER...
  83. 83. 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 62,499,000 times and counting
  84. 84. 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
  85. 85. Social Conversion• Spending on Social Media Advertising has doubled in the last year• Ad spend on Facebook in 2010: $1.3 Billion• Video Advertising had grown but not as radically
  86. 86. SOCIAL SELLS• US online buyers who were led to their purchase by a search engine or social media site (November 2010)• Search: 51%• Search and social: 48%• Social: 1%
  87. 87. SOCIAL SELLS• What was most important to them?• Users reviews: 30%• Facebook: 17%• Video-sharing (e.g.YouTube): 14%• Twitter: 9%
  88. 88. Positive User Generated Content is not justPowerful- it’s part of the sales process
  89. 89. SOCIAL NETWORKS AND BLOGS COMBINE WEB SEARCHING AND PERSONAL RECOMMENDATION
  90. 90. SOCIAL ON THE ROAD• 72.7% of US social network users accessed social networks at least daily while they were travelling.
  91. 91. VICARIOUS TRAVEL
  92. 92. Opinions are important• 20% of North Americans read reviews before making a hotel booking during domestic travel.• 33% of North Americans read reviews before making a hotel booking before overseas travel to Europe.• 50% of North Americans read reviews before making a hotel booking before booking long haul travel. source: NEW MEDIA TREND WATCH
  93. 93. Trip Advisor
  94. 94. Response time is speeding up...
  95. 95. MOBILE & AFRICA A PERFECT FIT
  96. 96. 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
  97. 97. TRAVELLING MOBILE• Three out of ten cell phones in use in the US are now "smartphones" with internet connectivity.• In 2010, nearly two in ten travelers (19%) have downloaded a travel-related application (app) to their smartphone.• Half have navigated a destination using the built in GPS functionality or searched for the latest information on flight schedules and delays.• Three in ten have compared airfares or hotel rates or shared information or photos about their travel experiences using their smartphone.• One in six has booked air travel or lodging or viewed a virtual visitor guide that provides information on things to do and see while visiting a destination.
  98. 98. LOOKING TO THE FUTURE....
  99. 99. There is a lot of us...
  100. 100. Peak Oil 2030: Return to 1980 oil supply 2030: Double the 1980 Human Population
  101. 101. NO MATTER WHAT TRAVEL IS NEVERGOING TO GET ANY CHEAPER
  102. 102. THE FUTURE OFGROWTH WILL BEABOUT YIELD AND NOT ARRIVALS
  103. 103. IF YOUR BUSINESS MODEL IS ABOUT CONSTANT GROWING NUMBERS YOU MAY BE IN TROUBLE
  104. 104. LESS CANBE MORE
  105. 105. THE FUTURE TRAVELLERWILL TRAVEL LESS AND EXPECT MORE...
  106. 106. THE FUTURE OF TOURISMIS OFFERING TAILOR MADE EXPERIENCES THAT APPEAL TO DEDICATED TRAVELLERS....
  107. 107. AND THAT’S WHAT THEINTERNET DOES BEST...
  108. 108. EVOLVE
  109. 109. LET’S GET STARTED
  110. 110. P.S.I WAS JUST KIDDINGABOUT THE THUMBS

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