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Tourism in a Web 2.0 World: A Complete Multimedia Presentation


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Presenter: Damian Cook, Managing Editor, E-Tourism Africa

Utilising computers, hand-held devices, cameras and phones, this multimedia tour, as seen through the eyes of the tech-savvy traveler, reveals the role of technology in every step of the travel experience. It focuses specifically on key issues facing the industry in Africa.

Published in: Travel, Technology, Business
  • it was absolutely incredible, very well presented and broad the message across load and clear. Well done Damian!
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Tourism in a Web 2.0 World: A Complete Multimedia Presentation

  4. 4. But First a Graph...
  5. 5. Interest Level FASCINATING BORING SLIDE 54
  6. 6. 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.
  7. 7. E -TOURISM
  9. 9. E -TOURISM* *electronic tourism
  10. 10. 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
  11. 11. Change happens fast and it’s getting faster
  12. 12. The Fastest rate of change has occurred online
  13. 13. “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
  14. 14. 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
  15. 15. 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....?
  16. 16. 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
  17. 17. 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
  18. 18. 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)
  19. 19. What’s changed for Tourism?
  20. 20. The World’s Largest Industry
  21. 21. E-Tourism 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 40% of all US online spending in 2008 was on travel Over US $120 Billion in Online Travel Sales
  22. 22. Changing Business Offline Sales Online Sales
  23. 23. New Sales Models Direct Sales - Direct purchase via a supplier website (buying a plane ticket or booking a room)
  24. 24. New Sales Models Meta-Search that seeks out and compares offers from different suppliers
  25. 25. New Sales Models Tour operators who combine and sell travel inventory
  26. 26. 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
  27. 27. 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
  28. 28. Destination Management Increasing Focus on Overall Destination Management Management AND Marketing of Resources Creating an Online Community where Partners can communicate to the Government, to their markets and to Each other Creating a Business Environment, not a Business Solution
  29. 29. The Role of a Destination Content production, Aggregation and Management Creating Databases of PRODUCT and delivering to Users Creating Databases of USERS and delivering to Product “Showing” rather than “Telling”
  30. 30. What About Us?
  31. 31. 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
  32. 32. Connectivity Crisis Our connectivity is still far below global standards A new digital divide is emerging- the inability to access and experience and thereby understand- the way the web is used around the world Our experience skews our perception- we see news channels every day so assume they are an ideal space to market our tourism- and have no exposure to popular rich media- so ignore it The situation is improving but is it happening fast enough in a global business environment?
  33. 33. Risks Destinations who allow e-commerce and have invested in ICT have began doing some business online (SA, Egypt, Mahgreb) Majority of Africa is virtually invisible online Even those that do appear tend to be driven from outside Africa using GDS or offshore commerce SMEs and private operations still not penetrating online…
  34. 34. The Vanishing Continent
  35. 35. Starts to Appear...
  36. 36. Or Does it?
  37. 37. 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’
  38. 38. The Web is Changing Fast...
  39. 39. Web 2.0 and Tourism
  40. 40. 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
  41. 41. Content is Key Content is Driving the Web By 2011 the total amount of content on the web will double every 11 hours Content Free from Format means that content from one website can be exported into another Your content can appear on other sites and when you change it, it updates everywhere Content becomes much more important than design Not just easier to share, but to create
  42. 42. 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 Users are re-creating the web from within and teaching it how to work for them, via sites that recognize users User data is captured and relationships maintained via technology
  43. 43. 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
  44. 44. 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
  45. 45. Wait a minute... Who’s in Charge here?
  46. 46. AND NOW... SLIDE 54
  47. 47. Our users are in control
  48. 48. 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
  49. 49. 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”
  50. 50. Viral Cinderella
  51. 51. A Viral Campaign Naked Communications for Witchery 60,000 views within 4 days Email database capture on fashion 50,000 subscriptions
  52. 52. Viral Marketing Blair Witch, Lonely Girl and Rick Rolling This may sound silly- but it’s fun and it WORKS... Major brands now using viral media... BMW jumps the Channel- Burger King has a Subservient Chicken
  53. 53. 34,800 APPLICATIONS
  54. 54. Tourism Virals European Regional marketing group using coopetition Joint promotion by Antwerp, Amsterdam, Vienna, Zurich and Valencia Wanted to promote fashion,food, museums, culture, shopping, beaches in a single campaign Wanted to project glamor and ‘cool’
  55. 55. What About Africa?
  56. 56. ONE DAY IN KRUGER...
  57. 57. 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 42,825,839 times and counting
  58. 58. 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
  59. 59. Decision Making Personal recommendation Web search Visit travel agent's office See TV program Read a newspaper Other 7% Russia 59% 37% 24% 32% 13% 1% India 59% 51% 27% 32% 31% 15% 54% 55% 8% 20% 21% Denmark 16% USA 54% 58% 12% 22% 16% 7% Japan 52% 53% 33% 26% 12% 11% 51% 65% 50% 44% 35% China 7% 50% 36% 13% 29% 13% Brazil 13% Australia 50% 63% 29% 39% 21% 1% 49% 57% 25% 33% 26% Germany 11% 49% 50% 25% 19% 17% Canada 6% Mexico 47% 31% 26% 25% 8% 10% 44% 62% 26% 9%7% Spain 7% 43% 60% 14% 23% 11% Netherlands 4% PoIand 42% 47% 20% 26% 23% 5% UK 39% 65% 22% 24% 14% 19% 7% 5% 8% 36% 64% France 8% Italy 33% 61% 35% 22% 22% 12% Korea 30% 69% 23% 11%6% 0% 50% 100% 150% 200% 250% 300% SOCIAL NETWORKS AND BLOGS COMBINE WEB SEARCHING AND PERSONAL RECOMMENDATION
  60. 60. 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
  61. 61. Trip Advisor
  62. 62. Online Opinions A recent study showed that customers referred by other users online spent 50% more online (CompUSA) 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
  63. 63. The Next Revolution
  65. 65. 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
  66. 66. 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 5 Million Tweeters worldwide Corporate tool for communication with clients. ie Virgin job ads News now being broken by Tweet Hudson River plane crash tweeted by witnesses and passengers
  67. 67. User Content Drives Technology The Shift to User Generated technology has suddenly created a vast resource for the way technology works Content from users is searchable and trackable Other users tag and categorize content, making it search specific Images can be recognized and ‘synthed’ to others Next Generation Cameras and Phones use GPS chips to auto-tag images
  68. 68. User Driven Technology
  69. 69. Your Phone Can See...
  70. 70. Putting it All Together...
  71. 71. Converged Technology
  72. 72. 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...
  73. 73. EVOLVE
  74. 74. What We Need Infrastructural Global relationships development Innovation and E-Commerce facility vision… Education and exposure to global best practice Local coopetition
  75. 75. E-Tourism Africa Practical real world Content examples and Multimedia opportunities Mobile Data Travel Distribution Commerce Destination Management Regional Co-opetition E-Marketing Innovation Social Media and Training Networking
  76. 76. E-Tourism Africa We want to demonstrate the boundless possibilities of strategic use of technology and engagement of Web 2.0 in a rapidly changing world Africa can prove that with technology there are no limits to success...
  77. 77. Let’s Get Started...