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Serving Up a Storm! - Food, Tech and Tourism

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In its 2016 Travel Megatrends report, Skift described food as 'the leading hook in travel', but where did this trend come from and what does it mean for tourism authorities, and what opportunities could this provide for tech developers?

In June 2016 the European Tourism Association (ETOA) in association with London Technology Week hosted a seminar discussing the increasingly close relationship between food, tourism and technology. Here is Toposophy's opening presentation from that seminar.

Published in: Travel

Serving Up a Storm! - Food, Tech and Tourism

  1. 1. SERVING UP A STORM! FOOD, TECH AND TOURISM PETER JORDAN SENIOR TOURISM ANALYST
  2. 2. 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
  3. 3. Part of major digital agency and e-business consultancy
  4. 4. Strategy & Research Branding Digital WE REVEAL THE BEST OF WHAT EVERY PLACE HAS TO OFFER
  5. 5. • Winner of the 2015 Red Dot Marketing Award for design • Experts in place management & marketing • Official Research Partner to European Cities Marketing • Our areas of specialisation place us at the leading edge of destination marketing & management
  6. 6. SERVING UP A STORM! FOOD, TECH AND TOURISM
  7. 7. SERVING UP A STORM!
  8. 8. FOOD, TECH AND TOURISM EVOLUTION
  9. 9. COFFEE IN THE 90s BLACK WHITE
  10. 10. Source: Globetrender
  11. 11. Source:
  12. 12. CHEESE IN THE 90s CHEDDA R EDAM
  13. 13. Source: Gentlemensluncheonclub.com
  14. 14. 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
  15. 15. CONSUMERS HAVE A GREATER AWARENESS OF: • DIET • PHYSICAL & MENTAL WELLBEING • FOOD PRODUCTION • IMPACT ON THE ENVIRONMENT
  16. 16. ALL SHAPED BY THE ATTITUDES OF THE MILLENNIAL GENERATION • TECH-SAVVY • ENTREPRENEURIAL • HAPPY TO SHARE • GLOBAL OUTLOOK • SEEKING AUTHENTICITY
  17. 17. AN EVOLUTION IN OUR THINKING: WHEN TRAVELLING, FOOD HAS BECOME KEY TO TRULY CONNECTING WITH THE ‘PLACE’
  18. 18. FOOD, TECH AND TOURISM MOTIVATION
  19. 19. “FOOD IS NOW THE LEADING HOOK IN TRAVEL” SKIFT MEGATRENDS 2016
  20. 20. TOURISM BOARDS ARE PUTTING FOOD FRONT & CENTRE
  21. 21. Source: Australia.com AUSTRALIA: BUILDS WHOLE BRAND AROUND FOOD EXPERIENCES
  22. 22. COPENHAGEN BUILDS ON THE SUCCESS OF A WORLD-LEADING NAME
  23. 23. CENTRAL TO RESHAPING THE BRAND FOR OTHER TRAVEL VERTICALS
  24. 24. 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
  25. 25. 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
  26. 26. 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
  27. 27. VizEat ACQUIRES Cookening LOCAL PEOPLE AND VISITORS MOTIVATED BY EVENTS…
  28. 28. A REASON TO COLLECT EXPERIENCES WITH ATTRACTIONS, LANDSCAPES, LANGUAGES AND PEOPLE
  29. 29. FOOD, TECH AND TOURISM COLLABORATI
  30. 30. THE FOOD SECTOR’S TRANSITION TO A PARTICIPATORY CULTURE
  31. 31. 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
  32. 32. MEAL-SHARING FOR PROFIT IS A SMALL PART OF A BIGGER TREND
  33. 33. PART OF A FRAGMENTED INDUSTRY
  34. 34. TYPES OF MEAL-SHARING ACTIVITY
  35. 35. 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
  36. 36. 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’
  37. 37. FOOD, TECH AND TOURISM INTEGRATION
  38. 38. 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
  39. 39. ‘TAKING THE LEAP ON THE SHARING ECONOMY’ RELEASED JUNE 2016
  40. 40. 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
  41. 41. 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
  42. 42. FOOD, TECH AND TOURISM: IT’S TIME FOR ACTION !
  43. 43. • 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
  44. 44. NICE TO MEET YOU! pjordan@toposophy.com www.toposophy.com @TOPOSOPHY

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