Opening: E-Tourism East Africa Conference
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Transcript of Opening: E-Tourism East Africa Conference
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#ETEA14
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WE WILL BE STARTING IN A FEW
MINUTES
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#ETEA14
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#ETEA14
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#ETEA14
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DAMIAN COOK
@damiancook
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BY 2016 HALF OF ALL DOLLARS SPENT IN RETAIL
IN THE USA WILL HAVE BEEN INFLUENCED ONLINE...
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THE FUTURE IS ONLINE
• 60% 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 $390 Billion
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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 2011-13 including Thomas Cook
• Online regarded as motivating factor
• Lack of customized and dynamic travel bookings
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WE NEED TO FACE FACTS
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DOUGLAS ADAMS
• Anything that is in the world when you are born is normal and ordinary and just a natural part of how the world works...
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DOUGLAS ADAMS
• Anything invented between when you are 15 and 35 is new and exciting and revolutionary and you can possibly get a career doing it...
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DOUGLAS ADAMS
• Anything invented after you are 35 is against the natural order of things and probably awful...
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Evolution of Travel...
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• 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 and Shared Business (driven by Social Media and Customers)
Evolution
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WE ARE PLAYING CATCH UP
WITH THE MARKET
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IT’S NOT JUST THE PLATFORM... IT’S THE
PRODUCT
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ALL THE SPIN BUZZ AND SOCIAL MEDIAWON’T SAVE YOU IF
YOUR PRODUCT DOESN’T WORK...
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1986 IN KENYA...
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What Year Was that...?
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1986 IN KENYA...
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Old School Tourism....
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WE WORK IN A USER CONTROLLED MARKET...
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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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HIGH VALUE EXPERIENCES
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THE VALUE OF OPINION
Study showed that hoteliers can increase their rates by 11% per increased rating point with no impact on sales
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WHY CAN’T WE SELL EVERYTHING TO
EVERYBODY?
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(A)
(B)
(C)
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(D) NONE OF THE ABOVE.....
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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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Leading Source for Travel Information
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THE FUTURE IS SOCIAL
• 40% on average of all time online is spent social networking
• Web Use is in Decline by up to 70%
• Facebook is one of the largest populations on earth with over 1.3 Billion people
• Social media is more popular and powerful than TV and print media combined
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TOTAL CONVERGENCE IS FINALLY ARRIVING...
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The Red Wedding Becomes an Internet Experience
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INFORMATION OVERLOAD
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STRONG UNIQUE MESSAGING
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NOTHING SELLS LIKE EXPERIENCE
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BRAGGING
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MY STICK IS BIGGER THAN YOURS
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SHARED EXPERIENCE
• Travel is the most popular shared experience on social media
• 72% of Americans update social media at least twice a day while travelling
• Majority of Travel content now posted while 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 250 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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NOTHING BEATS A DIRECT REFERRAL...
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HERE’S A GREAT OPPORTUNITY....
LET’S KILL IT
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KEEPING IT SIMPLE
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SENDING A MESSAGE...
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OK NOT THAT...
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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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VISUALS TRAVEL FAR AND FAST
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DON’T TELL THEM ABOUT YOUR
PRODUCT... SHOW THEM YOUR PRODUCT
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THE SECRET TO REALLY GREAT MARKETING!
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Video is hard to ignore...
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Show me an experience that inspires me...
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Travel specific searches on YouTube have doubled in the
past year...
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It’s all aboutCo-Creation...
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The Market is more creative than the
Marketer...
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Anything can become popular... and creative
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News Reporting...
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Creation is Creative... Like it or Not
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GOOD CO-CREATION
NEEDS CURATION
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Nothing Inspires Like Genuine Travel Experiences...
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The vital ingredient...
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MOBILE STATS• Phone users now touch their phones an
average of 110 times 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 to 2016 ($31 billion)
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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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The Value of a Checkin
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SMOOTH AND SILENT
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THE INTERNET OF THINGS
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SILENCE CAN BE GOLDEN...
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ENGAGEMENT IS MORE ESSENTIAL
THAN EVER....
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WHEN IT ALL COMES TOGETHER...
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Wearable Technology....
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Google Glass
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Too much?
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LOOK AROUND
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THOSE BUCKETS
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