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E Tourism Summit

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FACTS & FIGURES

BUT FIRST A GRAPH...

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AUDIENCE INTEREST

AUDIENCE BOREDOM INDEX(ABI)

HOW FASCINATING

KILL ME NOW

SLIDE 34

THE FUTURE IS ONLINE

• 58% of all travel is now researched, booked bought and sold online

• 96% of travellers start their research on the internet

• Travel sales are expected to double this year, exceeding $300 Billion

Avoiding Extinction

GLOBAL MARKET CHALLENGES

• Tour Operator driven model is diminishing

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

• Online regarded as motivating factor

• Lack of customized and dynamic travel bookings

Leading Source for Travel Information

THE FUTURE IS SOCIAL

• 40% on average of all time online is spent social networking

• Facebook is one of the largest populations on earth with over 850 Million people

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

REACHING THE ONLINE MARKET

Freedom

Customization

Scrutiny

Integrity

Collaboration

Entertainment

Speed

Innovation

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, Blog..

• Managing Online Relationships

• Managing and Optimizing Conversion

KNOW YOUR MARKET TO GROW

YOUR MARKET

THE FUTURE OF GROWTH WILL BE ABOUT YIELD AND

NOT ARRIVALS

THE FUTURE TRAVELLER WILL TRAVEL LESS AND

EXPECT MORE...

Once In a Life Time...

A Tale of Two Giraffes

• Selling the same product side by side is a real challenge

THE MARKET IS TOO CROWDED AND TOO LOUD TO BE MAKING

BLAND GENERIC STATEMENTS

ESPECIALLY IN A MARKET DRIVEN BY SEARCH AND

SOCIAL MEDIA

STRONG UNIQUE MESSAGING

We have to tell an interesting story...

The Web is Changing Constantly...

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?

SLIDE

34

Our Users Are In Control

You need to work with them...

And they come prepared...

Leading Source for Travel Information

SOCIAL ON THE ROAD

• 72.7% of US social network users accessed social networks at least daily while they were travelling.

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

EVERYONE IS A BLOGGER...

Everyone Advisor

THE SINGLE STUPIDEST THING

YOU CAN DO IF YOU WANT GOOD UGC

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...

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

The Market is more creative than the

Marketer...

Show Business is being Shaken Up...

Popular Somebody....

• Original Video: 316 Million views

• 4th most liked Video

• Over 40 cover versions, tributes, parodies and alternative versions

• Total views: Over 330 million

Anything can become popular... and creative

Reporting a stolen scooter...

NEK MINNIT

(Next Minute)

User Generated Content:

Raw, Real, Reliable...

Africa goes Viral

• ‘The Battle at Kruger’ a tourists video shot in South Africa has become the 12th most popular video on YouTube

• It has been viewed over 66,276,000 times and counting

THIS CONTENT IS ENGAGING...

LITERALLY

SUCCESSFUL SOCIAL MEDIA CONVERSION

REQUIRES CONSTANT

ENGAGEMENT

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 (November 2010)

• Search: 51%

• Search and social: 48%

• Social: 1%

Social Conversion

• Spending on Social Media Advertising has doubled in the last year

• Ad spend on Facebook in 2011: $4 Billion up 1600% from 2010

• Video Advertising growing

Your Content direct to the

Right Audience...

What do people love to talk about?

Opinions are important

• 20% of North Americans read reviews before making a hotel booking during domestic travel.

• 33% of North Americans read reviews before making a hotel booking before overseas travel to Europe.

• 50% of North Americans read reviews before making a hotel booking before booking long haul travel.

source: NEW MEDIA TREND WATCH

Trip Advisor

Response time is speeding up...

TRAVELLING MOBILE• Three out of ten cell phones in use in the US are now

"smartphones" with internet connectivity.

• In 2010, nearly two in ten travelers (19%) have downloaded a travel-related application (app) to their smartphone.

• Half have navigated a destination using the built in GPS functionality or searched for the latest information on flight schedules and delays.

• Three in ten have compared airfares or hotel rates or shared information or photos about their travel experiences using their smartphone.

• One in six has booked air travel or lodging or viewed a virtual visitor guide that provides information on things to do and see while visiting a destination.

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

• SLOMO:

• Social Media driving referrals

• Local Based Content & Services

•Mobile as a means of publishing and sharing content

FUTURE FOCUS

KEEP AWARE...KEEP EVOLVING

LET’S GETCREATIVE