SERVING UP A STORM!
FOOD, TECH AND TOURISM
PETER JORDAN
SENIOR TOURISM
ANALYST

Peter Jordan
Senior Tourism
Analyst,
• Background:
UN World Tourism Organization, Madrid
WYSE Travel Confederation, Amsterdam
Pacific Asia Travel Association, Bangkok
• Now: Senior Tourism Analyst, TOPOSOPHY
• Consultant and strategic advisor on next-
gen travellers and travel trends
• Based: Amsterdam, NL

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leading edge of destination marketing &
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SERVING UP A STORM!
FOOD, TECH AND TOURISM

SERVING UP A STORM!

FOOD, TECH AND
TOURISM
EVOLUTION

COFFEE IN THE 90s
BLACK WHITE

Source: Globetrender

Source:

CHEESE IN THE 90s
CHEDDA
R
EDAM

Source:
Gentlemensluncheonclub.com

A CULTURAL
EVOLUTION
Planned
Rational
Utilitarian
Serious
Predictable
Functional
Economical
Traditional food
culture
Participative
Experiential
Special
Authentic
Adventurous
Pleasurable
Modern food culture
Source: Hartman Group

CONSUMERS HAVE A
GREATER AWARENESS OF:
• DIET
• PHYSICAL & MENTAL
WELLBEING
• FOOD PRODUCTION
• IMPACT ON THE
ENVIRONMENT

ALL SHAPED BY THE ATTITUDES
OF THE MILLENNIAL GENERATION
• TECH-SAVVY
• ENTREPRENEURIAL
• HAPPY TO SHARE
• GLOBAL OUTLOOK
• SEEKING AUTHENTICITY

AN EVOLUTION IN OUR
THINKING:
WHEN TRAVELLING, FOOD HAS
BECOME KEY TO TRULY
CONNECTING WITH THE ‘PLACE’

FOOD, TECH AND TOURISM
MOTIVATION

“FOOD IS NOW THE
LEADING HOOK IN TRAVEL”
SKIFT MEGATRENDS 2016

TOURISM BOARDS ARE PUTTING
FOOD FRONT & CENTRE

Source: Australia.com
AUSTRALIA: BUILDS WHOLE
BRAND AROUND FOOD
EXPERIENCES

COPENHAGEN BUILDS ON
THE SUCCESS OF A
WORLD-LEADING NAME

CENTRAL TO RESHAPING THE
BRAND FOR OTHER TRAVEL
VERTICALS

Stepping Out of the Crowd: Where
the Next Generation of Asian
Travellers is Heading
Released: March 2016
• ‘What elements are essential to your
visit when travelling to a new city in a
foreign country?’
• ‘What motivated you to take a trip out
of the city?’
A REASON TO
EXPLORE

42%
51%
54%
56%
57%
58%
61%
62%
72%
74%
75%
76%
76%
78%
78%
79%
81%
85%
85%
85%
86%
87%
Just stay at my hotel/hostel and relax
Stay with local people (in their home)
Experience the nightlife (clubs, bars)
Meet local people on an organised tour
Eat with local people (at their house)
Attend sporting events
Visit the big stores or a mall
Find out about local news and current affairs
Visit a supermarket
Attend in music events
Understand the history through talking to local…
Understand the history through visiting museums
Practice the local language
Visit local shops
Meet local people (spontaneous)
Eat with local people in a typical restaurant
Meet local people at a festival/event
Visit a local food market
Find out about local modern culture and trends
Participate in local festivals
Visit small shops with locally-made items
Discover local heritage and traditionsWhen visiting a
large city in a
foreign country,
how important
are the following
elements of your
visit?
Sample:
1000+ youth
aged 16-35 from
13 outbound
markets in NE, SE

Stay with local people (homestay)
Feel safer than in the city
Practice the local language
See a specific religious site
Eat modern food/drink
Meet local people
Experience city-city transport (e.g. high speed train)
Attend a specific event (concert, festival)
Feel calmer than in the city
Stay in unique accommodation
Do an adventure sport
Experience local transport (e.g. local subway, bus)
See famous places from TV/movie
Do walking/hiking
Visit specific town or village I’ve heard about
Try traditional/unique drink
Experience the lifestyle of the local people
See specific historic or cultural sites
See the coastline/beach
Try traditional/unique foods
Visit family or friends
See beautiful landscapes
14%
16%
16%
18%
18%
20%
20%
21%
25%
28%
29%
29%
30%
32%
33%
35%
35%
43%
51%
51%
52%
74%“What motivated you to
take a trip out of the
city?”
Sample:
1000+ youth
aged 16-35 from
13 outbound
markets in NE, SE

VizEat ACQUIRES
Cookening
LOCAL PEOPLE AND VISITORS
MOTIVATED BY EVENTS…

A REASON TO COLLECT EXPERIENCES
WITH ATTRACTIONS, LANDSCAPES,
LANGUAGES AND PEOPLE

FOOD, TECH AND TOURISM
COLLABORATI

THE FOOD
SECTOR’S
TRANSITION
TO A
PARTICIPATORY
CULTURE

DEFINITION: Individuals sharing food in
community kitchens, inviting people into their
homes to share meals, or ‘meet-ups’ with
strangers sharing a meal.
MEAL-SHARING

MEAL-SHARING FOR PROFIT
IS A SMALL PART OF A
BIGGER TREND

PART OF A
FRAGMENTED INDUSTRY

TYPES OF
MEAL-SHARING
ACTIVITY

MEAL-SHARING START-UPS
FOOD SHARED
FOOD
EatWith
Feastly
GrubWithUs
La Ruche Qui Dit Oui
Meal Sharing
SpoonRocket
Sprig
VizEat
$16,000,000
$1,250,000
$6,600,000
$9,000,000
$0
$13,500,000
$11,700,000
$1,155,440
SHARED
FOOD
PREPARATION
Gobble
KitchenSurfing
Kitchit
Munchery
$11,950,000
$19,500,000
$8,100,000
$124,900,000
TOTAL $223,655,440
Source: Jeremiah Owyang,
Collaborative Economy Funding

THE SHARING ECONOMY IN TOURISM
DESTINATIONS:
• IT’S NOT ABOUT THE NOVELTY, IT’S ABOUT
THE LIFESTYLE
• GIVES VISITORS ACCESS TO UNIQUE PLACES
• PROFILE OF USERS AND PROVIDERS IS
BECOMING MORE DIVERSE
• TRADITIONAL BUSINESSES ARE USING P2P
PLATFORMS
• MOSTLY IN A LEGAL ‘GREY AREA’

FOOD, TECH AND TOURISM
INTEGRATION

ON THE SHARING ECONOMY
IT’S TIME FOR DMOs TO
GET INVOLVED:
• USE IT AS A POLICY TOOL FOR
DESTINATION MARKETING &
MANAGEMENT
• SET THE RULES, BUT BE
FLEXIBLE

‘TAKING THE LEAP
ON THE
SHARING ECONOMY’
RELEASED JUNE
2016

THE SHARING ECONOMY:
USE IT TO MEET YOUR
OWN POLICY GOALS
• PUT LOCAL PEOPLE
FIRST
• SHIFT FOCUS TO
INTEGRATED DEST’N
MANAGEMENT
• DESIGN NEW
Smart city
manageme
nt
Social
cohesion
The visitor
experience

THE SHARING ECONOMY:
SET THE RULES, BUT BE FLEXIBLE
ZONING / HEALTH & SAFETY / TAXATION
INSURANCE / LABOUR SAFEGUARDS
FAIR COMPETITION / CONSUMER
PROTECTION ENVIRONMENTAL PROTECTION
REPUTATION MANAGEMENT / QUALITY
CONTROL

FOOD, TECH AND
TOURISM: IT’S TIME FOR
ACTION !

• GET INVOLVED
• DO AN AUDIT: UNDERSTAND YOUR
POSITION IN THE MARKET
• SET YOUR POLICY GOALS
• SEE THE SHARING ECONOMY AS A USEFUL
MANAGEMENT TOOL
• BUILD PARTNERSHIPS BASED ON YOUR
GOALS
• CONSIDER TECH AS THE WAY TO PUTTING
YOUR FOOD ON THE GLOBAL STAGE

NICE TO
MEET YOU!
pjordan@toposophy.com
www.toposophy.com
@TOPOSOPHY