E-Tourism Africa Opening
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Transcript of E-Tourism Africa Opening
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WE WILL BE STARTING IN 5 MINUTES
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HASHTAG:#ETourismAfrica
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WIFINetwork:
E Tourism Summit
Password:capetown
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FACTS & FIGURES
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BUT FIRST A GRAPH...
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10mins 20mins30mins
40mins50mins
60mins
AUDIENCE INTEREST
AUDIENCE BOREDOM INDEX(ABI)
HOW FASCINATING
KILL ME NOW
SLIDE 34
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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
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Avoiding Extinction
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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
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Leading Source for Travel Information
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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
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REACHING THE ONLINE MARKET
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Freedom
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Customization
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Scrutiny
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Integrity
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Collaboration
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Entertainment
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Speed
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Innovation
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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
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This means
• Realtime Bookability and E-Commerce
• Strong Social Media Presence
• Facebook, Twitter, YouTube Channel, Blog..
• Managing Online Relationships
• Managing and Optimizing Conversion
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KNOW YOUR MARKET TO GROW
YOUR MARKET
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THE FUTURE OF GROWTH WILL BE ABOUT YIELD AND
NOT ARRIVALS
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THE FUTURE TRAVELLER WILL TRAVEL LESS AND
EXPECT MORE...
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Once In a Life Time...
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A Tale of Two Giraffes
• Selling the same product side by side is a real challenge
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THE MARKET IS TOO CROWDED AND TOO LOUD TO BE MAKING
BLAND GENERIC STATEMENTS
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ESPECIALLY IN A MARKET DRIVEN BY SEARCH AND
SOCIAL MEDIA
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STRONG UNIQUE MESSAGING
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We have to tell an interesting story...
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The Web is Changing Constantly...
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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
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What Does That Mean?
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SLIDE
34
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Our Users Are In Control
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You need to work with them...
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And they come prepared...
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Leading Source for Travel Information
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SOCIAL ON THE ROAD
• 72.7% of US social network users accessed social networks at least daily while they were travelling.
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VICARIOUS TRAVEL
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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
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EVERYONE IS A BLOGGER...
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Everyone Advisor
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THE SINGLE STUPIDEST THING
YOU CAN DO IF YOU WANT GOOD UGC
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AND I CAN GUARANTEE LOTS OF YOU DO IT...
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QUESTION...
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DO YOU GIVE YOUR GUESTS AN
ELECTRICITY AND WATER BILL WHEN
THEY CHECK OUT?...
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THAT WOULD BE CRAZY...
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THEN
WHYDO YOU CHARGE THEM TO USE THE
INTERNET?...
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KEEPING IT SIMPLE
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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.
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OR....
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It’s a Visual Medium:Show Me Don’t Tell Me
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Show me an experience that inspires me...
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The Media Rules have changed...
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MEDIA IS NOW
YOU AND ME-DIA
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Individuals Become Broadcasters &
Syndicators
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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...
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ENTIRE CAMPAIGNS ARE NOW RUN
VIRALLY
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The Market is more creative than the
Marketer...
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Show Business is being Shaken Up...
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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
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Anything can become popular... and creative
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Reporting a stolen scooter...
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NEK MINNIT
(Next Minute)
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User Generated Content:
Raw, Real, Reliable...
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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
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THIS CONTENT IS ENGAGING...
LITERALLY
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SUCCESSFUL SOCIAL MEDIA CONVERSION
REQUIRES CONSTANT
ENGAGEMENT
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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
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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%
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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
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Your Content direct to the
Right Audience...
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What do people love to talk about?
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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
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Trip Advisor
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Response time is speeding up...
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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.
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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
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• SLOMO:
• Social Media driving referrals
• Local Based Content & Services
•Mobile as a means of publishing and sharing content
FUTURE FOCUS
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KEEP AWARE...KEEP EVOLVING
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LET’S GETCREATIVE
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