This document summarizes Nicholas Hall's presentation on digital tourism trends at the Digital Tourism Think Tank conference in Slovenia on October 14, 2014. Some of the key points discussed include: - The exponential growth of internet usage and digital data creation in recent years. - Privacy concerns among internet users are rising even as more personal data is shared online. - Video and mobile usage is growing rapidly, especially among travelers who increasingly film and share their trips. - New technologies like mobile wallets and apps are driving growth in mobile commerce opportunities for tourism businesses. - Travelers expect easy access to real-time trip information and services through their mobile devices. - Social media continues to be important for sharing travel experiences, though

1. Digital Tourism
Trends & Insights
Nicholas Hall
CEO & Founder
SE1 Media
Digital Tourism Think Tank
Tuesday 14th October 2014
#DST2014, Slovenia

2. @think_tourism
#DST2014

3. THE WEB TODAY
Creation of content, creation of data
@think_tourism
#DST2014

4. Back in 1993
130 Websites

5. Back in 1996
1 000 Websites

6. Back in 2012
644 000 000 Websites

8. Today in 2014
1 000 000 000 Websites

9. 1 EXABYTE
= 1 000 000 000 GIGABYTES

12. 200 EXABYTES
“The projected increase of Internet traffic
between 2014 and 2015 alone is 200 exabytes,
which is greater than the total amount of
Internet traffic generated globally in 2010.”
(Cisco, 2014)

15. 44 ZETTABYTES
“In 2013, the data created and shared annually
represented 4.4 zettabytes (4.4 trillion Gigabytes)
By 2020, it will represent 44 zettabytes.”
(EMC. 2014)

17. Only 5% of All this Data
Data has been Analysed

18. 75% of us don’t mind
retailers using personal
information to improve the
customer experience

19. and yet….

20. in 2013, 60% of US internet users
were more concerned about how
companies protected personal data
compared to 12 months ago.

21. THE PRIVACY
PARADOX
in 2013, 60% of US internet users
were more concerned about how
companies protected personal data
compared to 12 months ago.

22. The Privacy Paradox

23. Perfectly Illustrated
by Apple

24. Launching Apple
Pay & the iWatch

25. whilst dozens of
celebrities become
victims of iCloud hackers

27. “We’ve taken a very different
view of this than a lot of
other companies have”

28. Our view is when we
design a new service we
try not to collect data.”

29. “If they’re making money
mainly by collecting gobs
of personal data I think you
have a right to be worried.”

30. technology
Continues to Evolve Rapidly

31. changing our lives and how
we share our most precious
moments with others…

33. Content featuring
compelling images
averages 94% more
total views than
those without.
(MDG Advertising. 2012)

35. 118% Growth in Online Video
Consumption in just 12 months

36. #1
#2
118% Growth in Online Video
Consumption in just 12 months

37. From 1% sharing
content online just a few
years ago to 48%….

38. 48% of business
travellers and 40% of
leisure travellers film their
trip and share it online!
(Google Traveller Report, 2013)

39. re-think the travel cycle! @think_tourism
sharing
dreaming
planning
booking
#DST2014

40. 1. think like a human :) @think_tourism
moments
storytelling
#hashtag
suggestions
opinions
#DST2014

41. “internet
is a
human
right!”
engaging
immersive
crowdsourced
quick &
pain free
please
digital swiss
army knife
2. think digital experience
dreaming
planning
booking
sharing
@think_tourism
#DST2014

42. 3. think mobile first
dreaming
planning
sharing
experiencing
booking
@think_tourism
#DST2014

43. 82
63
56
74
73
64
62
19
37
1.75 bil.
4.55 bil.
eMarketer, 2013

44. “we need an app” syndrome
understand
your market
before rushing
into new
trends
@think_tourism
#DST2014

45. Smartphone Adoption in BRIC Markets
BRAZIL RUSSIA INDIA CHINA
Smartphones Feature Phones Multimedia Phones
Includes devices with and without
No touchscreen, query keypad, or
touchscreens.
advanced operating system.
Touchscreen and/or query keypad, but no advanced
operating systems.

46. @think_tourism
#DST2014

47. INSPIRATION STAGE
Dream, inspire, decide
@think_tourism
#DST2014

48. no such thing as a free lunch?

57. Digital Natives Love SnapChat!
70% US College Students 18-24
Use Snapchat Daily!
Facebook Who?
Compared to 11%
Posting to Facebook Every Day

58. the social sphere has changed
a lot in just a matter of years…
we’ve gone from powering
compelling content…

59. the social sphere has changed
a lot in just a matter of years…
to powering disposable content! (as well)

60. #Instawalk
#blogtrip
#MeetSouthAfrica
storytelling
unique, personal, evocative
and always about discovery

61. engage long format content can be highly engaging
and deeply personal when consumer on tablets

62. TRENDJACKING
“Act of capitalising on an existing
news trend in order to boost
one’s brand in the marketplace”

64. 280,000,000
online interactions

65. 580,166
tweets per minute

66. 580,166
tweets per minute
Germany vs Brazil

67. OPPORTUNITY
when timing is
everything

70. WORLD CUP
2014
URUGUAY-ITALY

71. WORLD CUP
2014
URUGUAY-ITALY
tweets using #Suarez
increased by
10,000% in 24hours

74. Snickers seized the
#suarze surge!
the opportunity of

76. social media Kings KLM
showed dutch humour
doesn’t transcend
cultures

77. social media Kings KLM
showed dutch humour
doesn’t transcend
cultures

79. OPPORTUNITY
seized by
competitors!

80. OPPORTUNITY
seized by
competitors!

81. OPPORTUNITY
when timing is
everything

82. when BAD timing is
everything

83. @think_tourism
#DST2014

84. PLANNING STAGE
Book, check-in, buy ancillary products
@think_tourism
#DST2014

85. m-commerce
smartphones are driving a surge
in m-commerce opportunities
Forrester Research European Mobile Commerce Forecase 2012 to 2017
M-Commerce Spend
(Millions in EUR)

86. m-commerce
smartphones are driving a surge
in m-commerce opportunities
Forrester Research European Mobile Commerce Forecase 2012 to 2017
M-Commerce Spend
(Millions in EUR)

87. mobile wallet

88. mobile wallet

90. Airlines Care about their bottom line which is why
optimise 76% choose dedicated mobile sites over responsive
76% Mobile Sites not Responsive
Most Traffic is Mobile Web not App
Apps Serve Added Value Needs

91. 65% are carried out from a mobile device - Expedia
of bookings that are made 24 hours prior to stay

92. @think_tourism
#DST2014

93. EN-ROUTE
Use
of
maps
and
suppor.ng
the
visitor
@think_tourism
#DST2014

94. 81% of travellers consider maps
essential to support their journey

95. improving travel experiences

96. improving travel experiences

97. real time information
successful mobile apps
serve a real function
customer’s needs are the key
to a good mobile strategy

98. @think_tourism
#DST2014

99. IN-DESTINATION
Explore,
connect,
discover,
share
@think_tourism
#DST2014

100. travellers will sacrifice some privacy
for an improved travel experience
easy 83% access to amenities & hours
73% automated check-in
62% to order room service
68% concierge services and tips
64% as a room key

101. up-sell opportunities

104. enabled Visitors want to share great moments as they
happen, don’t charge them for the privilege!

105. @think_tourism
#DST2014

106. POST-TRIP
Share,
recommend,
advocacy
@think_tourism
#DST2014

112. it remains #1 social channel
with 1.23 billion monthly users

113. it has been losing 3,000,000
13-24 year olds in 3 years

114. it has been losing 3,000,000
13-24 year olds in 3 years
iStrategy
Labs

121. re-think the travel cycle!
sharing
dreaming
planning
booking

122. innovate M-Labs Southern Africa is a start-up accelerator with specialised a
mobile lab. In 2012, Microsoft and M-Labs teamed up to hold a hackaton
Rand Airport to challenge the developer community to innovate!

123. Hvala ;-)
Nicholas Hall
CEO & Founder
SE1 Media
Digital Tourism Think Tank
Tuesday 14th October
#DST2014
@think_tourism
@nickhalltravel