Introduction to the 2013 E-Tourism Africa Summit

WE WILL BE STARTING IN 5 MINUTES

Wifi Password:capetown

Hashtag:#ETAS13

DAMIAN COOK

@damiancook

Relationships...

Friendships...

JUST A SECOND...

THE FUTURE IS ONLINE

• 59% of all travel is now researched, booked bought and sold online

• 98% of travellers start their research on the internet

• Travel sales are expected to double this year, exceeding $350 Billion

GLOBAL MARKET CHALLENGES

• Tour Operator driven model is diminishing

• KPMG lists 49% of TOs as in decline and 24 major TOs bankrupted in 2011-12 including Thomas Cook

• Online regarded as motivating factor

• Lack of customized and dynamic travel bookings

The rate of adoption is increasing...

An environment of constant change

Evolution of Travel...

• Phase One: High Street and Brochure driven shopping (driven by Suppliers and Travel Agents)

• Phase Two: The Rise of Online Bookings (driven by Online Travel Agents and Airlines)

• Phase Three: Direct Inbound (driven by Search and Suppliers)

• Phase Four: User Driven Business (driven by Social Media and Customers)

Evolution

We need to keep evolving...

Where am I going?

THE FUTURE IS SOCIAL

• Over 50% on average of all time online is spent in social activity

• Web Use is in Decline by up to 70%

• Facebook is one of the largest populations on earth with over 1.2 Billion people

• Social media is more popular and powerful than TV and print media combined

SOCIAL STATS

• 1 in 7 people in the world is on Facebook

• 91% of online adults use social media every day

• YouTube viewers are consuming over 3 Billion hours of video every month

• One third of couples in the US now met online

308,000 Tweets per minute...

and a new dictionary definition...

‘Breaking’ and ‘Bad’become long term global

trends on Twitter

Travel in an online and social world...

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

This means• Realtime Bookability and E-Commerce

• Strong Social Media Presence

• Facebook, Twitter, YouTube Channel

• Managing Online Relationships

• Managing and Optimizing Conversion Points

• And knowing what you are selling and who you are selling to...

THE FUTURE OF GROWTH WILL BE ABOUT YIELD AND

NOT ARRIVALS

THE FUTURE TRAVELLER WILL TRAVEL LESS AND

EXPECT MORE...

THE MARKET IS TOO CROWDED AND TOO LOUD TO BE MAKING

BLAND GENERIC STATEMENTS

ESPECIALLY IN A MARKET DRIVEN BY SEARCH AND

SOCIAL MEDIA

SELL AN EXPERIENCE

SELL A STORY...

• Phase One: High Street and Brochure driven shopping (driven by Suppliers and Travel Agents)

• Phase Two: The Rise of Online Bookings (driven by Online Travel Agents and Airlines)

• Phase Three: Direct Inbound (driven by Search and Suppliers)

• Phase Four: User Driven Business (driven by Social Media and Customers)

Evolution

Content Generation

• Over the past 6 years the web has changed radically

• People have become able to create content on the internet with no skills or technical knowledge

• Users mainly consume content from other users

What Does That Mean?

Our Users Are In Control

You need to work with them...

Leading Source for Travel Information

SOCIAL ON THE ROAD

• 73% of US social network users accessed social networks at least daily while they were travelling.

• 70% of global travellers post their photos while in destination

VICARIOUS TRAVEL

Multiplying the Travel Experience• The vicarious travel experience effectively

means that each person is now travelling with an average of 200 spectators

• These are not passive spectators

• They are engaging, commenting and recommending constantly

• Travel suppliers now need to be a part of this atmosphere of constant engagement

TRAVEL BLOGGERS:PEOPLE WHO

PUBLISH CONTENT ABOUT THEIRTRAVELS FOR

OTHERS TO READ...

WHO ISN’T A BLOGGER...?

IT MAY NOT ALWAYS BE GOOD...

BUT IT CAN BE REALLY REALLY

GOOD...

What do people love to talk about?

THE SINGLE STUPIDEST THING

YOU CAN DO IN THE TRAVEL TRADE...

AND I CAN GUARANTEE LOTS OF YOU DO IT...

QUESTION...

DO YOU GIVE YOUR GUESTS AN

ELECTRICITY AND WATER BILL WHEN

THEY CHECK OUT?...

THAT WOULD BE CRAZY...

THEN

WHYDO YOU CHARGE THEM TO USE THE

INTERNET?...

KEEPING IT SIMPLE

Had I the heavens' embroidered cloths,Enwrought with golden and silver light,

The blue and the dim and the dark clothsOf night and light and the half-light,

I would spread the cloths under your feet:But I, being poor, have only my dreams;

I have spread my dreams under your feet;Tread softly because you tread on my dreams.

OR....

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

Show me an experience that inspires me...

Travel specific searches on YouTube have doubled in the

past year...

The Media Rules have changed...

MEDIA IS NOW

YOU AND ME-DIA

Individuals Become Broadcasters &

Syndicators

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...

ENTIRE CAMPAIGNS ARE NOW RUN

VIRALLY

It’s all aboutCo-Creation...

You and your AudienceSharing and Shaping

Content...

The Market is more creative than the

Marketer...

Anything can become popular... and creative

Nek Minnit...

News Reporting...

The power of groups and influencers...

It doesn’t always work

40% of the accounts and 8% of the messages on social media sites are fake

or spam

The Challenge of Social ROI

Pareto

The TrivialMany

The Vital Few

80% of results

20% of results

Selling the Sizzle...!!

“Don’t Sell the Steak, Sell the Sizzle..”

Well, yes but...

You do need a steak...Because sizzle alone is

just hot air..

Consider your Cow...

Consider your Buffalo...

User Generated Content:

Raw, Real, Reliable...

THIS CONTENT IS ENGAGING...

LITERALLY

SUCCESSFUL SOCIAL MEDIA CONVERSION

REQUIRES CONSTANT

ENGAGEMENT

HOW PEOPLE USE FACEBOOK

WHO SEES YOUR STUFF

Conversion

• There is so much competition in the marketplace and so much demand from the market for sales that CONVERSION of interest to sale is essential

• As search and social becomes increasingly monetized branding alone is not a good investment

• To see return on your online investment you need to convert

SOCIAL SELLS• US online buyers who were led to their

purchase by a search engine or social media site

• Search: 51%

• Search and social: 48%

• Social: 1%

Your Content direct to the

Right Audience...

Opinions are important

Trip Advisor

The final ingredient...

4.8 billion people now own mobile phones.

4.2 billion own a toothbrush

MOBILE STATS• Phone users now send or receive an

average of 35 messages per day

• Email opens on smartphones have increased 80% over the last six months

• 73% of smartphone owners access social networks through apps at least once per day

• Mobile commerce is projected to ten-fold from 2010 ($3 billion) to 2016 ($31 billion)

THE FUTURE IS MOBILE AND

LOCATION BASED

• Tools, Apps and Sites that know where you are are becoming very popular

• Find information and contacts around you

• Post, report and relate to your content

• More and more destinations are focussing on Location Based Services

The Value of a Checkin

Next....

Google Glass

Too much?

Don’t forget how important you are...

Only 27% of online business leads are sales-ready when first

generated

CONSUMER CYCLE

LET’S MAKE SOME BUZZ

CATS

BREAKING BAD

RANDOM MEMBERS OF THE PUBLIC DANCING

REALLY BADLY

THANK [email protected]

www.e-tourismfrontiers.com