Opening Session of the E-Tourism Africa Summit by Damian Cook CEO E-Tourism Africa

7. DAMIAN COOK
MANAGING DIRECTOR
E-TOURISM AFRICA

8. E-Tourism Africa
16 years in East Africa
Worked with Destinations and Private Sector
Saw emerging crisis
Developed E-Tourism Africa as a solution
Have endured a lot of boring presentations

9. But First a Graph...

11. Interest Level

12. Interest Level
FASCINATING

13. Interest Level
FASCINATING
BORING

14. Interest Level
FASCINATING
BORING

15. Interest Level
FASCINATING
BORING

16. Interest Level
FASCINATING
BORING

17. Interest Level
FASCINATING
BORING

18. Interest Level
FASCINATING
BORING
SLIDE 54

19. Our Mission
To develop a sustainable and equitable online
tourism sector in Africa 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 a locally based,
business driven environment for online travel
distribution and e-commerce.

20. What is E-Tourism?

21. What is E-Tourism?
I have a website already

22. What is E-Tourism?
I have a website already
My clients contact me by email

23. What is E-Tourism?
I have a website already
My clients contact me by email
I have someone who handles all that for me

24. What is E-Tourism?
I have a website already
My clients contact me by email
I have someone who handles all that for me
I’m a hotel... not a website

25. 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

26. Change happens fast
and it’s getting faster

32. The Fastest rate of
change has occurred
online

33. “When I Took Office only high energy
physicists had heard of the World Wide
Web... Now even my cat has a home
page”
-Bill Clinton

34. Net Generation
Over One Billion People are online
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

35. They’re Awful
They have no attention span
They don’t read books
They are addicted to pop culture
They are immoral- they love porn and have no
shame
They play ultra-violent video games
Right....?

36. 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

38. They Think
Different
They read 8 books, 2,300 web pages and 1,281
Facebook profiles each year
64% 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

39. Critical Factors

40. Critical Factors
Freedom- Give Me Choice and the More the Better

41. Critical Factors
Freedom- Give Me Choice and the More the Better
Customization- Make it My Own

42. Critical Factors
Freedom- Give Me Choice and the More the Better
Customization- Make it My Own
Scrutiny- I will check it out before I buy

43. Critical Factors
Freedom- Give Me Choice and the More the Better
Customization- Make it My Own
Scrutiny- I will check it out before I buy
Integrity- Does this company deserve my money?

44. Critical Factors
Freedom- Give Me Choice and the More the Better
Customization- Make it My Own
Scrutiny- I will check it out before I buy
Integrity- Does this company deserve my money?
Collaboration- Let me Help you Make it better

45. Critical Factors
Freedom- Give Me Choice and the More the Better
Customization- Make it My Own
Scrutiny- I will check it out before I buy
Integrity- Does this company deserve my money?
Collaboration- Let me Help you Make it better
Entertainment- Make it Fun

46. Critical Factors
Freedom- Give Me Choice and the More the Better
Customization- Make it My Own
Scrutiny- I will check it out before I buy
Integrity- Does this company deserve my money?
Collaboration- Let me Help you Make it better
Entertainment- Make it Fun
Speed- Serve Me Now

47. Critical Factors
Freedom- Give Me Choice and the More the Better
Customization- Make it My Own
Scrutiny- I will check it out before I buy
Integrity- Does this company deserve my money?
Collaboration- Let me Help you Make it better
Entertainment- Make it Fun
Speed- Serve Me Now
Innovation- Give me the latest (Don Tapscott- Grown Up Digital)

48. What’s changed for
Tourism?

49. The World’s Largest
Industry

50. E-Tourism
Over a Billion people are now online
Online activity has become habitual and practical
including shopping
For the past 3 years Travel is now the best selling
commodity online
For over 70% of travellers it is their primary source of
information about travel- and increasingly their means of
selecting booking and buying- 48% on average
40% of all US online spending in 2008 was on travel
Over US $120 Billion in Online Travel Sales

51. Changing Business
Offline Sales Online Sales

52. Changing Business
Offline Sales Online Sales

53. Changing Business
Offline Sales Online Sales

54. Changing Business
Offline Sales Online Sales

55. New Sales Models
Direct Sales - Direct
purchase via a supplier
website (buying a plane
ticket or booking a room)

56. New Sales Models
Meta-Search that
seeks out and
compares offers from
different suppliers

57. New Sales Models
Tour operators who
combine and sell
travel inventory

58. New Sales Models
Online intermediaries
or OTAs offer direct
online sales of travel
with ‘dynamic
packaging’ which
allows you to build
your own trip from
different suppliers

59. New Sales Models
All of these have one thing
in common:
All this requires realtime
access to reservation
inventories
Not next week
Not tomorrow
Not in an hour
NOW

60. Destination
Management
Increasing Focus on Overall Destination
Management
Management AND Marketing of Resources
Creating a Business Environment, not a Business
Solution
Showing rather than telling

61. What About Us?

62. What About Us?

63. Africa in a Global
Marketplace
Africa has accounted for 36 Million Arrivals and 24 Billion USD- 4% of
Global Tourism
However, Estimated less than 2% of Africa’s total consists of online sales
African Content can be difficult to find and access
Two Main obstacles:
Lack of E-Commerce
Lack of available inventory

64. Africa in a Global
Marketplace
Africa has accounted for 36 Million Arrivals and 24 Billion USD- 4% of
Global Tourism
However, Estimated less than 2% of Africa’s total consists of online sales
African Content can be difficult to find and access
Two Main obstacles:
Lack of E-Commerce
Lack of available inventory

65. The Vanishing
Continent

66. Starts to Appear...

67. Or
Does
it?

69. Opportunities
Capacity gaps allow us to learn from the
experience of the rest of the world and to learn
from their mistakes
The web is a democratic environment and a level
playing field, unburdened by borders
The web allows a greater culture of choice, and
access to greater demand- and ‘long tail
economics’

70. The Web is Changing
Fast...

71. The Web is Changing
Fast...

72. The Web is Changing
Fast...

73. The Web is Changing
Fast...

74. Web 2.0 and
Tourism

75. What is Web 2.0?
The second wave of the web
After a decade of gathering information online- we
are now beginning to actually use it….
Web 2.0 is the participatory internet
Content is now free from format and can be
shared all over the web…
A shift from INFORMATION to COMMUNICATION
and ENTERTAINMENT

76. My Web
Users can now create their own content without
understanding programming
Within three years it is estimated that 70% of the
content on the web will have been created by
users
By 2011 the total amount of content on the web will
double every 11 hours
The Rise of USER GENERATED CONTENT UGC

77. UGC
Blogs
Images
Video
Wikis
Reviews
Social Profiles
Tweets

78. Combining Data
Tagging means applying labels to web content
that describe what it deals with
This makes them searchable and sortable by users
Content can be ‘mashed’ and combined

79. It’s a Visual Medium:
Show Me Don’t Tell Me

80. Base Jumping
The acronym "B.A.S.E." was made up by film-maker Carl Boenish, his wife Jean Boenish, Phil Smith, and Phil Mayfield. Carl was the real catalyst behind modern BASE
jumping, and in 1978 filmed the first BASE jumps to be made using ram-air parachutes and the freefall tracking technique (from El Capitan, in Yosemite National Park).
While BASE jumps had been made prior to that time, the El Capitan activity was the effective birth of what is now called BASE jumping. BASE jumping is significantly
more dangerous than similar sports such as skydiving from aircraft, and is currently regarded by many as a fringe extreme sport or stunt.
BASE numbers are awarded to those who have made at least one jump from each of the four categories. When Phil Smith and Phil Mayfield jumped together from a Houston
skyscraper on 18 January 1981, they became the first to attain the exclusive BASE numbers (BASE #1 and #2, respectively), having already jumped from an antenna, spans, and
earthen objects. Jean and Carl Boenish qualified for BASE numbers 3 and 4 soon after. A separate "award" was soon enacted for Night BASE jumping when Mayfield completed
each category at night, becoming Night BASE #1, with Smith qualifying a few weeks later.
During the early eighties, nearly all BASE jumps were made using standard skydiving equipment, including two parachutes (main and reserve), and deployment components.
Later on, specialized equipment and techniques were developed that were designed specifically for the unique needs of BASE jumping.
•
In 1912, Frederick Law jumped from the Statue of Liberty
•
In 1912, Franz Reichelt, tailor, jumped from the first deck of the Eiffel Tower testing his invention, the coat parachute. He died. It was his first ever attempt with the
parachute and he had told the authorities in advance he would test it first with a dummy.
•
In 1913, Štefan Banič jumped from a building in order to demonstrate his new parachute to the U. S. Patent Office and military
•
In 1913, a Russian student Vladimir Ossovski (Владимир Оссовский), from the Saint-Petersburg Conservatory, jumped from the 53-meter high bridge over the river
Seine in Rouen (France), using the parachute RK-1, invented a year before that by Gleb Kotelnikov (1872-1944). Ossovski planned jumping from the Eiffel Tower too,
but the mayor of Paris didn’t allow that. (Information from the Russian edition of GEO magazine, issue 11, November 2006, GEO).
•
In 1965, Erich Felbermayer jumped from Cima piccola di Lavaredo, in Italia.
•
In 1966, Michael Pelkey and Brian Schubert jumped from the cliff "El Capitan" in Yosemite Valley
•
On 9 November 1975, the first person to parachute off the CN Tower in Toronto, Canada, was Bill Eustace, a member of the tower's construction crew. He was fired.
•
In 1975, Owen J. Quinn, a jobless man, parachuted from the south tower of the World Trade Center to publicize the plight of the unemployed.
•
In 1976 Rick Sylvester skied off Canada's Mount Asgard for the opening sequence of the James Bond movie The Spy Who Loved Me, giving the wider world its first look
at BASE jumping.
•
In 1990 Russell Powell (British) BASE 230 illegally jumped from the Whispering Gallery inside St Pauls Cathedral London. It was the lowest indoor BASE Jump in the
world.
•
In 2008, two men, dressed as engineers, illegally jumped off the Burj Dubai, the tallest man-made structure in the world.Video documentary about the jump from the
Burj Dubai tower
•
In 2009, three women, a Venezuelan Ana Isabel Dao 28 years old, a New Zealander Livia Dickie 29 years old and a Norwegian Anniken Binz 32 years old[1] base
jumped from the highest waterfall in the world with a height of 979 metres (3,210 ft) and a clear drop of 807 metres (2,650 ft) Angel Falls located in the Gran Sabana
region of Bolivar State in Venezuela. Ana Isabel Dao was the first Venezuelan woman to jump off Angels Falls.[2]
However, these and other sporadic incidents were one-time experiments, not the systematic pursuit of a new form of parachuting. After 1978, the filmed jumps from El Capitan
were repeated, not as a publicity exercise or as a movie stunt, but as a true recreational activity. It was this that popularised BASE jumping more widely among parachutists. Carl
Boenish continued to publish films and informational magazines on BASE jumping until his 1984 death after a BASE-jump off of the Troll Wall. By this time, the concept had
spread among skydivers worldwide, with hundreds of participants making fixed-object jumps.

83. Beyond Text
Don’t just read it, see it hear it, experience it
Video is changing the way we view and use the web
An increasingly visual medium- particularly for motivational content
Users generate VLOGS
SKYPE and other video communication applications let us see
each other

84. Wait a minute...
Who’s in Charge here?

86. AND NOW...
SLIDE 54

87. Our Users Are In
Control

88. The Revolution
The control of the web has shifted from
information suppliers to information users
‘Wikinomics’ has handed power to users, and
groups of users
Consumers are now ‘Prosumers’ who control what
they see and how they see it
Marketing direct to consumers and databases is
now critical
Content Content Content is King

89. Content Goes Viral
Content is easy to produce and easy to share
Once released into cyberspace, users share, refer
and pass on content to each other
It spreads and it spreads fast...

91. Viral Cinderella

96. A Viral Campaign
Naked
Communications for
Witchery
60,000 views within 4
days
Email database
capture on fashion
50,000 subscriptions

97. Viral Media
Titanic, Reality TV and Harry Potter showed that
the mainstream media was not always part of
market success- that buzz was powerful
Web 2.0 is the ultimate in BUZZ
“WORD OF MOUSE”

98. Viral Marketing
Cloverfield, Lonely Girl and Rick
Rolling
This may sound silly- but it’s fun and it
WORKS...
Major brands now using viral media...

102. One Day in Canada

106. What About Africa?

107. ONE DAY IN KRUGER...

108. Africa goes Viral
‘The Battle at Kruger’ a tourists video shot in
South Africa has become one of the most popular
videos on YouTube
It has been viewed 47,825,839 times and
counting

111. 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 Myspace, Facebook
etc as a means of communicating with a vast
social network

113. Decision Making
Personal recommendation Web search Visit travel agent's office See TV program Read a newspaper Other
Russia 59% 37% 24% 32% 13% 7%
India 59% 51% 27% 32% 31% 1%
Denmark 54% 55% 8% 20% 21% 15%
USA 54% 58% 12% 22% 16% 16%
Japan 52% 53% 33% 26% 12% 7%
China 51% 65% 50% 44% 35% 11%
Brazil 50% 36% 13% 29% 13% 7%
Australia 50% 63% 29% 39% 21% 13%
Germany 49% 57% 25% 33% 26% 1%
Canada 49% 50% 25% 19% 17% 11%
Mexico 47% 31% 26% 25% 8% 6%
Spain 44% 62% 26% 9%7% 10%
Netherlands 43% 60% 14% 23% 11% 7%
PoIand 42% 47% 20% 26% 23% 4%
UK 39% 65% 22% 24% 14% 5%
France 36% 64% 19% 7% 5% 8%
Italy 33% 61% 35% 22% 22% 8%
Korea 30% 69% 23% 11%6% 12%
0% 50% 100% 150% 200% 250% 300%
SOCIAL NETWORKS AND BLOGS COMBINE WEB SEARCHING AND
PERSONAL RECOMMENDATION

114. Trust and Reliability
Sites with reviews by other travellers 21%
Online tourist guides 15%
Local tourist guides 15%
Travel agent sites 12%
Search results 11%
Airline sites 10%
Advertising eg banner ads 0%
Other 5%
Don't know 12%
0% 5% 10% 15% 20% 25%
Most trusted online source for reliable travel information according to UK Internet users,
September 2006 (% of respondents)
SOURCE: NIELSEN//NETRATINGS COMMISSIONED BY ADVIVA AND HARVEST DIGITAL, JANUARY 2007 – QUOTED BY EMARKETER IN JUNE 2007

115. Trust and Reliability
Sites with reviews by other travellers 21%
Online tourist guides 15%
Local tourist guides 15%
Travel agent sites 12%
Search results 11%
Airline sites 10%
Advertising eg banner ads 0%
Other 5%
Don't know 12%
0% 5% 10% 15% 20% 25%
Most trusted online source for reliable travel information according to UK Internet users,
September 2006 (% of respondents)
SOURCE: NIELSEN//NETRATINGS COMMISSIONED BY ADVIVA AND HARVEST DIGITAL, JANUARY 2007 – QUOTED BY EMARKETER IN JUNE 2007

116. Trip Advisor

117. Crowd Sourcing
Getting opinion, input and content from crowds
Can be open or filtered to gain trusted or expert
input
Content can be ‘crowdsourced’ too
Great for Collaboration, development, testing and
reviewing

118. Online Opinions
Trip Advisor is now a major part of the travel
channel
User reviews are of great value and can be
mashed in or directly entered into sites- but NOT
managed
When other users opinions and content become
part of our sales process, we have a total Web 2.0
sales environment

119. The Next Revolution

120. New Media Frontiers

121. New Media Frontiers

123. WHAT DO TOURISTS DO?

124. 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

125. Phone to Web
Phones can be used to deliver content direct to the web
Twitter allows users to ‘micro-blog’ via their phones to their
own page
7 Million Tweeters worldwide
Beyond Social networking into news, corporate
communication and marketing

126. Tweet Power
News is now broken on Twitter long before
conventional news- as it happens: Hudson crash,
Michael Jackson’s death, Balloon Boy
It has become an uncontrollable force of change...

128. Marketing Power
Tweeting now creates realtime,
discussion, reviews and referrals
The movie BRUNO suffered a Tweet
backlash from users that saw box office
drop by 34% on second day of screening
Travellers now Tweet before, during and
after holidays and ask for advice as they
go
Tuesday is #TravelTuesday Are you
tweeting?

129. The Age of
Immediacy
Connected in-market travellers using devices to
access, consume and comment
Realtime is more real than ever
The curse of the #fail
The power of the positive retweet

130. User Driven Technology

131. Augmented Reality

132. Getting Directions

133. Places...Why Not
Faces?

135. Putting it All Together...

136. Converged Technology

137. Face the Future
Many of us are firmly rooted in traditional sales and
marketing techniques
We have frequent repeat customers- but do we have
their children?
What’s happening to our agents, suppliers and
partners?
How visible are we in the new media?
Change is here and it’s getting faster.. we only have
one option...

138. EVOLVE

139. What We Need
Infrastructural Global relationships
development
Innovation and
E-Commerce facility vision…
Education and
exposure to global
best practice
Local coopetition

140. E-Tourism Africa
Practical real world Content
examples and
opportunities Multimedia
Travel Distribution Mobile Data
Destination Commerce
Management
Regional Co-opetition
E-Marketing
Innovation
Social Media and
Training
Networking

151. Let’s Get Started...
damian@e-tourismafrica.com
Twitter: @damiancook