E-Tourism Africa Summit Introduction
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Transcript of E-Tourism Africa Summit Introduction
DAMIAN COOKMANAGING DIRECTOR
E-TOURISM AFRICA
E-Tourism Africa
16 years in East Africa
Worked with Destinations and Private Sector
Saw emerging crisis
Developed E-Tourism Africa as a solution
Have endured a lot of boring presentations
But First a Graph...
Interest Level
Interest Level
FASCINATING
Interest Level
FASCINATING
BORING
Interest Level
FASCINATING
BORING
Interest Level
FASCINATING
BORING
Interest Level
FASCINATING
BORING
Interest Level
FASCINATING
BORING
Interest Level
FASCINATING
BORING
SLIDE 54
Our MissionTo develop a sustainable and equitable online tourism sector in Africa by education and provision of resources to both the private and public sectors to enable a shift from traditional sales and marketing methods and to create a locally based, business driven environment for online travel distribution and e-commerce.
What is E-Tourism?
What is E-Tourism?
I have a website already
What is E-Tourism?
I have a website already
My clients contact me by email
What is E-Tourism?
I have a website already
My clients contact me by email
I have someone who handles all that for me
What is E-Tourism?
I have a website already
My clients contact me by email
I have someone who handles all that for me
I’m a hotel... not a website
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
Change happens fast and it’s getting faster
The Fastest rate of change has occurred online
“When I Took Office only high energy physicists had heard of the World Wide Web... Now even my cat has a home page”
-Bill Clinton
Net Generation
Over One Billion People are online
The first ‘digital generation’ has arrived- aged between 11 and 31
They grew up with access to computers and the internet
Vastly different from previous generations
They’re AwfulThey have no attention span
They don’t read books
They are addicted to pop culture
They are immoral- they love porn and have no shame
They play ultra-violent video games
Right....?
WrongThey are smarter- IQ is on the rise
They research, write and read more than any previous generation- some teenagers are writing over 10,000 words a month online
They are safer and cleaner
They get behind causes- Ask Obama
They have highly advanced visual and problem solving skills through gaming and challenging entertainment
They Think DifferentThey read 8 books, 2,300 web pages and 1,281 Facebook profiles each year
64% never read a newpaper... ever
They use the Internet more than they watch TV
They are connected to extensive and trusted networks of friends
They increasingly use their phones rather than their computers
Critical Factors
Critical FactorsFreedom- Give Me Choice and the More the Better
Critical FactorsFreedom- Give Me Choice and the More the Better
Customization- Make it My Own
Critical FactorsFreedom- Give Me Choice and the More the Better
Customization- Make it My Own
Scrutiny- I will check it out before I buy
Critical FactorsFreedom- Give Me Choice and the More the Better
Customization- Make it My Own
Scrutiny- I will check it out before I buy
Integrity- Does this company deserve my money?
Critical FactorsFreedom- Give Me Choice and the More the Better
Customization- Make it My Own
Scrutiny- I will check it out before I buy
Integrity- Does this company deserve my money?
Collaboration- Let me Help you Make it better
Critical FactorsFreedom- Give Me Choice and the More the Better
Customization- Make it My Own
Scrutiny- I will check it out before I buy
Integrity- Does this company deserve my money?
Collaboration- Let me Help you Make it better
Entertainment- Make it Fun
Critical FactorsFreedom- Give Me Choice and the More the Better
Customization- Make it My Own
Scrutiny- I will check it out before I buy
Integrity- Does this company deserve my money?
Collaboration- Let me Help you Make it better
Entertainment- Make it Fun
Speed- Serve Me Now
Critical FactorsFreedom- Give Me Choice and the More the Better
Customization- Make it My Own
Scrutiny- I will check it out before I buy
Integrity- Does this company deserve my money?
Collaboration- Let me Help you Make it better
Entertainment- Make it Fun
Speed- Serve Me Now
Innovation- Give me the latest (Don Tapscott- Grown Up Digital)
What’s changed for Tourism?
The World’s Largest Industry
E-Tourism Over a Billion people are now online
Online activity has become habitual and practical including shopping
For the past 3 years Travel is now the best selling commodity online
For over 70% of travellers it is their primary source of information about travel- and increasingly their means of selecting booking and buying- 48% on average
40% of all US online spending in 2008 was on travel
Over US $120 Billion in Online Travel Sales
Changing BusinessOffline Sales Online Sales
Changing BusinessOffline Sales Online Sales
Changing BusinessOffline Sales Online Sales
Changing BusinessOffline Sales Online Sales
New Sales Models
Direct Sales - Direct purchase via a supplier website (buying a plane ticket or booking a room)
New Sales Models
Meta-Search that seeks out and compares offers from different suppliers
New Sales Models
Tour operators who combine and sell travel inventory
New Sales Models
Online intermediaries or OTAs offer direct online sales of travel with ‘dynamic packaging’ which allows you to build your own trip from different suppliers
New Sales ModelsAll of these have one thing in common:
All this requires realtime access to reservation inventories
Not next week
Not tomorrow
Not in an hour
NOW
Destination Management
Increasing Focus on Overall Destination Management
Management AND Marketing of Resources
Creating a Business Environment, not a Business Solution
Showing rather than telling
What About Us?
What About Us?
Africa in a Global MarketplaceAfrica has accounted for 36 Million Arrivals and 24 Billion USD- 4% of Global Tourism
However, Estimated less than 2% of Africa’s total consists of online sales
African Content can be difficult to find and access
Two Main obstacles:
Lack of E-Commerce
Lack of available inventory
Africa in a Global MarketplaceAfrica has accounted for 36 Million Arrivals and 24 Billion USD- 4% of Global Tourism
However, Estimated less than 2% of Africa’s total consists of online sales
African Content can be difficult to find and access
Two Main obstacles:
Lack of E-Commerce
Lack of available inventory
The Vanishing Continent
Starts to Appear...
Or Does it?
Opportunities
Capacity gaps allow us to learn from the experience of the rest of the world and to learn from their mistakes
The web is a democratic environment and a level playing field, unburdened by borders
The web allows a greater culture of choice, and access to greater demand- and ‘long tail economics’
The Web is Changing Fast...
The Web is Changing Fast...
The Web is Changing Fast...
The Web is Changing Fast...
Web 2.0 and Tourism
The second wave of the web
After a decade of gathering information online- we are now beginning to actually use it….
Web 2.0 is the participatory internet
Content is now free from format and can be shared all over the web…
A shift from INFORMATION to COMMUNICATION and ENTERTAINMENT
What is Web 2.0?
My WebUsers can now create their own content without understanding programming
Within three years it is estimated that 70% of the content on the web will have been created by users
By 2011 the total amount of content on the web will double every 11 hours
The Rise of USER GENERATED CONTENT UGC
UGCBlogs
Images
Video
Wikis
Reviews
Social Profiles
Tweets
Combining DataTagging means applying labels to web content that describe what it deals with
This makes them searchable and sortable by users
Content can be ‘mashed’ and combined
It’s a Visual Medium:Show Me Don’t Tell Me
Base JumpingThe acronym "B.A.S.E." was made up by film-maker Carl Boenish, his wife Jean Boenish, Phil Smith, and Phil Mayfield. Carl was the real catalyst behind modern BASE jumping, and in 1978 filmed the first BASE jumps to be made using ram-air parachutes and the freefall tracking technique (from El Capitan, in Yosemite National Park). While BASE jumps had been made prior to that time, the El Capitan activity was the effective birth of what is now called BASE jumping. BASE jumping is significantly more dangerous than similar sports such as skydiving from aircraft, and is currently regarded by many as a fringe extreme sport or stunt.
BASE numbers are awarded to those who have made at least one jump from each of the four categories. When Phil Smith and Phil Mayfield jumped together from a Houston skyscraper on 18 January 1981, they became the first to attain the exclusive BASE numbers (BASE #1 and #2, respectively), having already jumped from an antenna, spans, and earthen objects. Jean and Carl Boenish qualified for BASE numbers 3 and 4 soon after. A separate "award" was soon enacted for Night BASE jumping when Mayfield completed each category at night, becoming Night BASE #1, with Smith qualifying a few weeks later.
During the early eighties, nearly all BASE jumps were made using standard skydiving equipment, including two parachutes (main and reserve), and deployment components. Later on, specialized equipment and techniques were developed that were designed specifically for the unique needs of BASE jumping.
• In 1912, Frederick Law jumped from the Statue of Liberty • In 1912, Franz Reichelt, tailor, jumped from the first deck of the Eiffel Tower testing his invention, the coat parachute. He died. It was his first ever attempt with the
parachute and he had told the authorities in advance he would test it first with a dummy. • In 1913, Štefan Banič jumped from a building in order to demonstrate his new parachute to the U. S. Patent Office and military • In 1913, a Russian student Vladimir Ossovski (Владимир Оссовский), from the Saint-Petersburg Conservatory, jumped from the 53-meter high bridge over the river
Seine in Rouen (France), using the parachute RK-1, invented a year before that by Gleb Kotelnikov (1872-1944). Ossovski planned jumping from the Eiffel Tower too, but the mayor of Paris didn’t allow that. (Information from the Russian edition of GEO magazine, issue 11, November 2006, GEO).
• In 1965, Erich Felbermayer jumped from Cima piccola di Lavaredo, in Italia. • In 1966, Michael Pelkey and Brian Schubert jumped from the cliff "El Capitan" in Yosemite Valley • On 9 November 1975, the first person to parachute off the CN Tower in Toronto, Canada, was Bill Eustace, a member of the tower's construction crew. He was fired. • In 1975, Owen J. Quinn, a jobless man, parachuted from the south tower of the World Trade Center to publicize the plight of the unemployed. • In 1976 Rick Sylvester skied off Canada's Mount Asgard for the opening sequence of the James Bond movie The Spy Who Loved Me, giving the wider world its first look
at BASE jumping. • In 1990 Russell Powell (British) BASE 230 illegally jumped from the Whispering Gallery inside St Pauls Cathedral London. It was the lowest indoor BASE Jump in the
world. • In 2008, two men, dressed as engineers, illegally jumped off the Burj Dubai, the tallest man-made structure in the world.Video documentary about the jump from the
Burj Dubai tower • In 2009, three women, a Venezuelan Ana Isabel Dao 28 years old, a New Zealander Livia Dickie 29 years old and a Norwegian Anniken Binz 32 years old[1] base
jumped from the highest waterfall in the world with a height of 979 metres (3,210 ft) and a clear drop of 807 metres (2,650 ft) Angel Falls located in the Gran Sabana region of Bolivar State in Venezuela. Ana Isabel Dao was the first Venezuelan woman to jump off Angels Falls.[2]
However, these and other sporadic incidents were one-time experiments, not the systematic pursuit of a new form of parachuting. After 1978, the filmed jumps from El Capitan were repeated, not as a publicity exercise or as a movie stunt, but as a true recreational activity. It was this that popularised BASE jumping more widely among parachutists. Carl Boenish continued to publish films and informational magazines on BASE jumping until his 1984 death after a BASE-jump off of the Troll Wall. By this time, the concept had spread among skydivers worldwide, with hundreds of participants making fixed-object jumps.
Beyond TextDon’t just read it, see it hear it, experience it
Video is changing the way we view and use the web
An increasingly visual medium- particularly for motivational content
Users generate VLOGS
SKYPE and other video communication applications let us see each other
Wait a minute...Who’s in Charge here?
AND NOW... SLIDE 54
Our Users Are In Control
The RevolutionThe control of the web has shifted from information suppliers to information users
‘Wikinomics’ has handed power to users, and groups of users
Consumers are now ‘Prosumers’ who control what they see and how they see it
Marketing direct to consumers and databases is now critical
Content Content Content is King
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...
Viral Cinderella
A Viral CampaignNaked Communications for Witchery
60,000 views within 4 days
Email database capture on fashion
50,000 subscriptions
Viral Media
Titanic, Reality TV and Harry Potter showed that the mainstream media was not always part of market success- that buzz was powerful
Web 2.0 is the ultimate in BUZZ
“WORD OF MOUSE”
Viral Marketing
Cloverfield, Lonely Girl and Rick Rolling
This may sound silly- but it’s fun and it WORKS...
Major brands now using viral media...
One Day in Canada
What About Africa?
ONE DAY IN KRUGER...
Africa goes Viral‘The Battle at Kruger’ a tourists video shot in South Africa has become one of the most popular videos on YouTube
It has been viewed 47,825,839 times and counting
Social NetworkingBlogging and Multimedia sites give us highly personalized information that is used and shared by individuals and communities online
Social Networks are communities of individuals linked by common interests, accessing, gathering, creating and sharing content
Web identities are created via Myspace, Facebook etc as a means of communicating with a vast social network
Decision Making
30% 69% 23% 11%6% 12%
33% 61% 35% 22% 22% 8%
36% 64% 19% 7% 5% 8%
39% 65% 22% 24% 14% 5%
42% 47% 20% 26% 23% 4%
43% 60% 14% 23% 11% 7%
44% 62% 26% 9%7% 10%
47% 31% 26% 25% 8% 6%
49% 50% 25% 19% 17% 11%
49% 57% 25% 33% 26% 1%
50% 63% 29% 39% 21% 13%
50% 36% 13% 29% 13% 7%
51% 65% 50% 44% 35% 11%
52% 53% 33% 26% 12% 7%
54% 58% 12% 22% 16% 16%
54% 55% 8% 20% 21% 15%
59% 51% 27% 32% 31% 1%
59% 37% 24% 32% 13% 7%
0% 50% 100% 150% 200% 250% 300%
Korea
Italy
France
UK
PoIand
Netherlands
Spain
Mexico
Canada
Germany
Australia
Brazil
China
Japan
USA
Denmark
India
Russia
Personal recommendation Web search Visit travel agent's office See TV program Read a newspaper Other
SOCIAL NETWORKS AND BLOGS COMBINE WEB SEARCHING AND PERSONAL RECOMMENDATION
Trust and Reliability
12%
5%
0%
10%
11%
12%
15%
15%
21%
0% 5% 10% 15% 20% 25%
Sites with reviews by other travellers
Online tourist guides
Local tourist guides
Travel agent sites
Search results
Airline sites
Advertising eg banner ads
Other
Don't know
Most trusted online source for reliable travel information according to UK Internet users,
September 2006 (% of respondents)
SOURCE: NIELSEN//NETRATINGS COMMISSIONED BY ADVIVA AND HARVEST DIGITAL, JANUARY 2007 – QUOTED BY EMARKETER IN JUNE 2007
Trust and Reliability
12%
5%
0%
10%
11%
12%
15%
15%
21%
0% 5% 10% 15% 20% 25%
Sites with reviews by other travellers
Online tourist guides
Local tourist guides
Travel agent sites
Search results
Airline sites
Advertising eg banner ads
Other
Don't know
Most trusted online source for reliable travel information according to UK Internet users,
September 2006 (% of respondents)
SOURCE: NIELSEN//NETRATINGS COMMISSIONED BY ADVIVA AND HARVEST DIGITAL, JANUARY 2007 – QUOTED BY EMARKETER IN JUNE 2007
Trip Advisor
Crowd Sourcing
Getting opinion, input and content from crowds
Can be open or filtered to gain trusted or expert input
Content can be ‘crowdsourced’ too
Great for Collaboration, development, testing and reviewing
Online Opinions
Trip Advisor is now a major part of the travel channel
User reviews are of great value and can be mashed in or directly entered into sites- but NOT managed
When other users opinions and content become part of our sales process, we have a total Web 2.0 sales environment
The Next Revolution
New Media Frontiers
New Media Frontiers
WHAT DO TOURISTS DO?
Mobile WebRate of phone growth is phenomenal
Phones are no longer just for talking- they are an online means for accessing and publishing content
People Travel with their phones as a tool, guide and assistant
SATNAV directs the Tourist as they travel
SMS communication to in-destination travellers
Mobile Payments
Phone to Web
Phones can be used to deliver content direct to the web
Twitter allows users to ‘micro-blog’ via their phones to their own page
7 Million Tweeters worldwide
Beyond Social networking into news, corporate communication and marketing
Tweet Power
News is now broken on Twitter long before conventional news- as it happens: Hudson crash, Michael Jackson’s death, Balloon Boy
It has become an uncontrollable force of change...
Marketing PowerTweeting now creates realtime, discussion, reviews and referrals
The movie BRUNO suffered a Tweet backlash from users that saw box office drop by 34% on second day of screening
Travellers now Tweet before, during and after holidays and ask for advice as they go
Tuesday is #TravelTuesday Are you tweeting?
The Age of Immediacy
Connected in-market travellers using devices to access, consume and comment
Realtime is more real than ever
The curse of the #fail
The power of the positive retweet
User Driven Technology
Augmented Reality
Getting Directions
Places...Why Not Faces?
Putting it All Together...
Converged Technology
Face the FutureMany of us are firmly rooted in traditional sales and marketing techniques
We have frequent repeat customers- but do we have their children?
What’s happening to our agents, suppliers and partners?
How visible are we in the new media?
Change is here and it’s getting faster.. we only have one option...
EVOLVE
What We NeedInfrastructural development
E-Commerce facility
Education and exposure to global best practice
Local coopetition
Global relationships
Innovation and vision…
E-Tourism AfricaPractical real world examples and opportunities
Travel Distribution
Destination Management
E-Marketing
Social Media and Networking
Content
Multimedia
Mobile Data
Commerce
Regional Co-opetition
Innovation
Training