#ETEA14

WE WILL BE STARTING IN A FEW

MINUTES

#ETEA14

#ETEA14

#ETEA14

DAMIAN COOK

@damiancook

BY 2016 HALF OF ALL DOLLARS SPENT IN RETAIL

IN THE USA WILL HAVE BEEN INFLUENCED ONLINE...

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

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

WE NEED TO FACE FACTS

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...

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...

DOUGLAS ADAMS

• Anything invented after you are 35 is against the natural order of things and probably awful...

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 and Shared Business (driven by Social Media and Customers)

Evolution

WE ARE PLAYING CATCH UP

WITH THE MARKET

IT’S NOT JUST THE PLATFORM... IT’S THE

PRODUCT

ALL THE SPIN BUZZ AND SOCIAL MEDIAWON’T SAVE YOU IF

YOUR PRODUCT DOESN’T WORK...

1986 IN KENYA...

What Year Was that...?

1986 IN KENYA...

Old School Tourism....

WE WORK IN A USER CONTROLLED MARKET...

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...

HIGH VALUE EXPERIENCES

THE VALUE OF OPINION

Study showed that hoteliers can increase their rates by 11% per increased rating point with no impact on sales

WHY CAN’T WE SELL EVERYTHING TO

EVERYBODY?

(A)

(B)

(C)

(D) NONE OF THE ABOVE.....

THE MARKET IS TOO CROWDED AND TOO LOUD TO BE MAKING

BLAND GENERIC STATEMENTS

ESPECIALLY IN A MARKET DRIVEN BY SEARCH AND

SOCIAL MEDIA

Leading Source for Travel Information

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

TOTAL CONVERGENCE IS FINALLY ARRIVING...

The Red Wedding Becomes an Internet Experience

INFORMATION OVERLOAD

STRONG UNIQUE MESSAGING

NOTHING SELLS LIKE EXPERIENCE

BRAGGING

MY STICK IS BIGGER THAN YOURS

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

VICARIOUS TRAVEL

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

NOTHING BEATS A DIRECT REFERRAL...

HERE’S A GREAT OPPORTUNITY....

LET’S KILL IT

KEEPING IT SIMPLE

SENDING A MESSAGE...

OK NOT THAT...

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....

VISUALS TRAVEL FAR AND FAST

DON’T TELL THEM ABOUT YOUR

PRODUCT... SHOW THEM YOUR PRODUCT

THE SECRET TO REALLY GREAT MARKETING!

Video is hard to ignore...

Show me an experience that inspires me...

Travel specific searches on YouTube have doubled in the

past year...

It’s all aboutCo-Creation...

The Market is more creative than the

Marketer...

Anything can become popular... and creative

News Reporting...

Creation is Creative... Like it or Not

GOOD CO-CREATION

NEEDS CURATION

Nothing Inspires Like Genuine Travel Experiences...

The vital ingredient...

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)

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

SMOOTH AND SILENT

THE INTERNET OF THINGS

SILENCE CAN BE GOLDEN...

ENGAGEMENT IS MORE ESSENTIAL

THAN EVER....

WHEN IT ALL COMES TOGETHER...

Wearable Technology....

Google Glass

Too much?

LOOK AROUND

THOSE BUCKETS

THANK YOUdamian@e-tourismfrontiers.com

www.e-tourismfrontiers.com