2. 20+ years in travel and tourism
14 years with VisitBritain
Represented VisitBritain with
European Travel Commission
Member of Tourism
Management Institute
Member of ENAT
3.
4.
5. 1000
800
600
400
700
200 371
378
0
(thousands)
Babies born
iPhones sold
Android devices activated
8. Being inspired by ‘travel
Reflect Dream companies’
Traditional
advertising…with a
modern twist?
Social media activity
Games
Being inspired by friends’
Experience Plan experiences
In a social gathering
In a social media
space…maybe in real
time!
Book Where?
Everywhere!
9.
10. Web is the primary research
tool
Reflect Dream 85% use web in the
research / booking phase
22 site visits across 9.5
sessions before booking
Source: Nielsen 2010
One third of all browsing is
on mobile devices
Source: tnooz, 2012
We value the opinions of
Experience Plan others…
57% read other travellers’
reviews every time
Source: TripAdvisor
European consumers place
Book more trust in peer reviews
than corporate
communications
Source: Forrester
11.
12. 70% UK adults say they
Reflect Dream prefer to book online
To find the best price
(54%)
Convenience (31%)
Source: TravelMole / YouGuv 2011
Online travel bookings
Experience Plan will represent a third of
all bookings by end 2012
Source: TravelMole 2012
Book Some travel companies
go further…
13.
14. The ‘always-on’
Reflect Dream traveller:
Is never far from
mobile device
Accesses mobile media
Checks-in
Experience Plan Could be tempted by a
good offer
Posts, tweets, blogs, u
Book ploads… shares
experiences
15. Mobile check-ins via foursquare / Facebook, US
2011 2012
Adult population 4% 10%
Source: Tnooz, May 2012
16.
17. Shares experiences
Reflect Dream (posts, tweets, blogs,
reviews…)
Is ready, willing and
able to be a brand
ambassador and
Experience Plan inspire more visitors
to your destination /
hotel /
Book attraction…make it
easy and rewarding!