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Germany’s onlineTourism Trends
Mirko Lalli
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Mirko Lalli
CMO Fondazione Sistema Toscana
WELCOME
@mkl
✌
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#| Indice
⎨ #1| Main Insights
#2| Travel in Germany
#4| Credits
#3| Social Media in Germany
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Maininsights
#1
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Europa 2009:
460 milioni di arrivi
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Europa 2010:+3%
di arrivi
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Germania:+11,5%
Italia: +3,6%
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Come i viaggiatori prenotano le loro vacanze:
0 10 20 30 40 50
9
9
15
21
26
29
50
41
2005/2006
2009/2010
research online/purchase onlineresearch trough travel agency/purchase onlineresearch online/purchase through travel agencyresearch through travel agency/purchase through travel agency
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Sonia Livingstone, Leslie
Haddon, Anke Görzi
g
and Kjartan Ó
lafsson,
with
members
of the
EU Kids Onlin
e Network
www.eukidsonline.net
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SocialMedia
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52%il 41% sono travel
social fan
viaggiatori che
usano i social media
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40% dei viaggiatori ha uno smartphone
+40% lo usa per ottenere informazioni turistiche
37% condivide foto e altri contenuti subito su
Facebook e Flickr
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Lohas
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LOHAS
Lifestyle of health and sustainability.
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Germania:
20% della popolazione è formata
da Lohas.
Loh
as
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Prediligono le vacanze al mare, i viaggi culturali, le vacanze attive e i momenti di benessere.
Il 53% trascorre le vacanze in Germania
Loh
as
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Destinazioni scelte:0 14 28 42 56 70
25
23
38
43
48
63
58
68
28
23
20
15
13
15
10
7
19
22
16
17
12
11
8
4
28
32
27
25
27
12
23
20
germany
UK
EU
france
spain
italy
portugal
greece
domestic holiday holiday in the EU holiday outside EU no holiday/not sure
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Travelin Germany
#2
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0 18 36 54 72 90
81,2
73,2
50,1
43,7
38,5
27,9
25,1
Germania
USA
UK
China
Francia
Italia
giappone
miliardi di $
Online travel in Germany:Spesa viaggio
Dati del 2009. Nel 2010 si è registrato un ulteriore aumento del +1,5%
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Online travel in Germany:Agenzie viaggio
0 6 12 18 24 30
13,7
13,7
12,6
11,7
11,4
11
10,7
10,4
19,9
20,6
20,5
20,8
21,4
21,8
19
20,4
2003
2004
2005
2006
2007
2008
2009
2010
travel agencies (migliaia) revenue (miliardi)
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4%7%
8%
9%
21%22%
29%
TUI Deutschland Rwe GroupThomas Cook AlltoursFTI Aida CruisesSchauinsland
Online travel in Germany:Tour operator
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2%5%
9%
10%
10%
16%
20%
29%
Deutsche Bahn Unister Expedia SchmetterlingOpodo HolidayCheck TUI Thomas Cook
Online travel in Germany:Tour operator online
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#3
Social media
in Germany
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La social media start-up tedesca con più successo in termini di numeri e visibilità è StudiVerzeichnis (che significa “lista di studenti”) o StudiVZ.
16 milioni di utenti registrati
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Nel 2008, XING era il must per i freelance in cerca di nuove opportunità di lavoro, per i manager e per chiunque fosse in cerca di un lavoro d’ufficio.
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3 milioni di località registrate e 1.3 milioni di recensioni. Circa 17 milioni di persone al mese entrano nel sito in cerca di consigli o diventano parte del network scrivendo a loro volta recensioni.
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I frequentatori di social network in Germania sono così suddivisi
10%
2%3%
3%4%
4% 5%
13%
15%
15%26% FacebookVZ networksStayfriendsWer kennt wen?XingMyspaceTwitterLokalistenJappylocal networksother
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trends
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Audience will be in control.
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Social media and personal communications will be mobile.
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One social network to rule them all.
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Integrating websites with social
technology.
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Location! Location! Location!
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51
43
33
28
22 22
Fonte: PhoCusWright's Consumer Travel Report, maggio 2009
Recensioni in OTA FotoRecensioni VideoTravel blog Social Media
Travel choice’s inf luencers
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Long Tail
Mercati di massa Massa di Mercati
Percezione del valore
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39
#1 al mondo
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http://www.youtube.com/watch?v=uv3KqZUY_qc
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Valore
Caratteristiche di Personalizzazione (Unicità)
Caratteristiche intensificate (+esperienza)
Caratteristiche ampliate (+servizio)
Caratteristiche differenziate (+specificità)
Caratteristiche indifferenziate (commodity)
IL VALORE DELL’ESPERIENZA UNICA
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5 things that might help you succeed in social business
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SERVEThe future of marketing is about helping people. Make SM dialogs a strong customer service tool
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GIVE VALUEInstead of campaigns people want expertise information and entertainment. Hire skilled people for content creation
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LOSE CONTROLWe love processes, structure and f ixed roles Social media dynamics doesn’t have those. Take risks!
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I YOURBRAND
LOVE AND BE LOVEDGo the extra mile with your customer. Exceed expectations. Surprise. They love you and will tell their friends.
♥you!
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BE REALPeople trust/love/help/listen to/connect with people like you, not organizations. Share your emotions! Be personal!
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http://www.youtube.com/watch?v=7FQDjRbThRg
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Mirko Lalli
mirko.lalli
Fondazione Sistema Toscana
+39 334 6677651
mirko.lalli
www.mirkolalli.net
@mkl
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50#4
Credits
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(c), Reference & thanks:
UNWTO 2011
Flash Eurobarometer 2011 (Survey on the attitudes of Europeans towards tourism, March 2011, EU Comission)ROPO Study TUI/Google 200672010
DRV - Vertriebsdatenbank 2010FVW Dossier Deutsche Veranstalter 20102011 Verlag Dieter Niedecken GmbH
ITB World travel trends Report 2010/2011FVW Strong Growth for German online travel retails
http://www.young-germany.de/university-education/university-education/article/who-is-who-in-the-german-social-media-scene.htmlhttp://sonncomonlinemarketing.wordpress.com/2011/07/05/the-most-frequented-social-network-sites-in-germany/
thanks to Michela Simoncini (Tuscany Social Media Team) for research & Cinzia Risaliti for help
http://www.slideshare.net/pk2000/17-social-media-marketing-trends-for-2011
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Mirko Lalli è Responsabile Marketing e Comunicazione di Fondazione Sistema Toscana e dei brand collegati (www.intoscana.it, ToscanaLab, ecc.)Esperto di comunicazione e marketing digitale è l’ideatore e il coordinatore dei progetti di marketing non convenzionale sul web e i Social Media.
Mirko Lalli ha sempre lavorato nel campo delle nuove tecnologie e della comunicazione, coniugando la formazione umanistica, l’esperienza di marketing, con la passione per il mondo Internet e i Nuovi Media; prima dell’esperienza attuale ha lavorato nel Gruppo GIUNTI, dopo una lunga esperienza come consulente.
Speaker e docente di dinamiche, tecnologiche, sociali e di marketing, legate alla comunicazione sul web2.0, i Social Media, il web marketing, e quanto ruota attorno alla comunicazione digitale tra convergenza e crossmedialità.
Ha ideato e coordina il progetto “ToscanaLab” (www.toscanalab.it), è nella task-force della campagna di marketing e promozione turistica della Regione Toscana “Voglio Vivere Così“, per la quale ha ideato la Digital Strategy coordinando anche le attività di web-marketing e i lavori del “Socialmedia Team”.
• Insegna nel Master in Social Media Marketing dell’Università IULM di Milano e dall’edizione 2010 oltre a far parte del corpo docente è membro del Comitato Scientifico.
• Docente nel Master in Comunicazione d’Impresa dell’Università di Siena• Vice Presidente ToscanaIN• Membro del Comitato Innovazione Turismo del Ministero del Turismo
my profile on LinkedIn: http://www.linkedin.com/in/mirkolallimy profile on facebook: http://www.facebook.com/mirkolalli
my profile on Plaxo: http://mirkolalli.myplaxo.commy corporate blog: http://blog.intoscana.it/intoscanatrepuntozero/
my Twitter: http://twitter.com/mkldigg: http://digg.com/users/mirkolalliTumblr: http://mirkolalli.tumblr.com/
FriendFeed: http://friendfeed.com/mirkolalliaddict-o-matic: http://addictomatic.com/topic/mirko+lalli
Responsabile Marketing e Comunicazione@ Fondazione Sistema Toscana
[email protected]. 055.271991 fax. 055.2657496via De’Sassetti, 6 – 50123 Firenze
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