Opening: E-Tourism East Africa Conference
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Opening Session by Damian Cook of E-Tourism Frontiers at the Nairobi E-Tourism East Africa Conference 2014
Transcript of Opening: E-Tourism East Africa Conference
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WE WILL BE STARTING IN A FEW
MINUTES
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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
