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.
PLANNING FOR THE FUTURE MEANS LOOKING AT ALL THE FACTS... NOTJUST THE ONES THAT SUIT US
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%
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
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
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...
North Europe Asia America 418m 738m 253m Middle East 57mCentral/South Oceania/America 179m Africa Australasia 67m 21m
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
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....?
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
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
They Speak Different• LOL, OMG, LMAO Now in the Dictionary• ROLFMAO , JK, BRB, NKT etc coming soon
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.
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
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
UGC• Blogs• Images• Video• Wikis• Reviews• Social Proﬁles• Tweets
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
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
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
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%
SOCIAL SELLS• What was most important to them?• Users reviews: 30%• Facebook: 17%• Video-sharing (e.g.YouTube): 14%• Twitter: 9%
Positive User Generated Content is not justPowerful- it’s part of the sales process
SOCIAL NETWORKS AND BLOGS COMBINE WEB SEARCHING AND PERSONAL RECOMMENDATION
SOCIAL ON THE ROAD• 72.7% of US social network users accessed social networks at least daily while they were travelling.
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
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
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.