The document summarizes the results of a study on the status of web2.0 technologies in the tourism industry in 2011. Key findings include: 1) While websites are still the primary online channel, many tourism professionals are just beginning to explore opportunities of new web2.0 technologies like social media, mobile apps, and location-based services. 2) Social media, particularly Facebook, is widely used, but many organizations have not yet established professional presences. 3) Online booking is expected to continue growing for travel products like hotels and flights, but less so for tours and activities. 4) Personal reviews are seen as more trustworthy than commercial sources by consumers. 5) Many

1. web2.0 in the tourism industry – status quo 2011
Friday, 11th of March 2011
Prof. Dr. Holger Lütters - holger.luetters@htw-berlin.de

2. The Internet is very important
… but still developing fast
• ITB 2010 was full of spectacular web2.0 topics
• Internet is definitively not to be discussed anymore
in terms of its importance for the tourism industry
• Preparation of a trip (holiday or week-end) is done
using the internet
• Mobile usage is increasing on site
• web2.0 services have become players in tourism
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 2

3. Idea of the study came up during several tourism related
projects in Brandenburg
Internet & Mobile use of tourists
> than of tourism professionals
Map from www.reiseland-brandenburg.de
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 3

4. Idea of the study: Asking tourism professionals about their
web activities and plans to use web2.0 services
• Goal: status quo of internet activities within
the tourism industry (corporate and public
organizations) in the field of
• internet activities
• web2.0/social media activities
• internet strategy & budgeting
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 4

5. Thanks to the following supporters this research was made
possible:
• ITB Berlin
www.messe-berlin.de/itb
• BTE Tourismusmanagement,
Regionalentwicklung
www.bte-tourismus.de
• DSFT – Deutsches Seminar für
Tourismus Berlin
www.dsft-berlin.de
• pangea labs – questfox®
www.questfox.com
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 5

6. FIELD REPORT OF THE
STUDY
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 6

7. Field report
• January 2011 until March 2011
• 535 online contacts
• 310 fully completed interviews with questfox®
(244 in German / 66 in English)
• Average Response Time: 14 minutes 21 seconds
• Recruiting: online riversampling with partners over
social media and e-mail
• Non-monetary incentive to the participant:
Promising the results
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 7

8. Limitations of the study
• Mode Bias: Asking over the internet only creates
answers from people already online
• Riversampling approach is not representative for
the industry (regional answer pattern)
• Social desirability seems to be high for everything
which is new (“we plan it for the future”)
• Topic involvement (bias towards interest in
technology) tends to overstress the importance of
some aspects
• Only successful companies interviewed (82% see
a positive development for themselves)
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 8

9. STRUCTURE OF
PARTICIPANTS
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 9

10. The study only partly represents the tourism organizations
present during ITB Berlin 2011
Basis: n=310; single answer
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 10

11. The statements in the study are made by experienced
representatives of the tourism industry
Basis: n=310; single answer
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 11

12. The majority of survey participants have a marketing
background
Basis: n=310; single answer
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 12

13. All company sizes are represented
Basis: n=310; single answer
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 13

14. Most of the answers were gathered from Europe
(Germany)
Basis: n=310; single answer
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 14

15. INTERNET ACTIVITIES OF
THE ORGANIZATIONS
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 15

16. Self-assessment of the online activities
Question: How would you characterize the activities of your
company/organization on the internet?
We are not We use the full
active at all potential of the
Internet
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 16

17. 30% of the interviewed tourism professionals consider
themselves as less active on the internet
We use the
We are not full potential
active at all of the
Internet
Average:64%
Basis: n=310
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 17

18. ACTIVITIES
FROM WEB1.0 TO WEB2.0
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 18

19. Example of a question
Question: How active is your organization in
the following field of online marketing?
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 19

20. The organization’s website is the hub for all online
activities
Basis: n=310; single answer
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 20

21. The „classic“ form of e-mail marketing is used intensively
Basis: n=310; single answer
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 21

22. The classic form of web banner advertising is not used by
60% of the sample
Basis: n=310; single answer
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 22

23. The opportunities of keyword marketing are only used by
half of the sample
Basis: n=310; single answer
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 23

24. Affiliate marketing is not used by / unknown to the
majority of the interviewed tourism professionals
Basis: n=310; single answer
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 24

25. 33% do not optimize their most important contact to the
online world in order to be found
Basis: n=310; single answer
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 25

26. Social Bookmarking does not play a major role in the
online strategy of the tourism professionals
(unknown to 20%)
Basis: n=310; single answer
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 26

27. 35% do already state to work on Social Media
Optimization
Basis: n=310; single answer
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 27

28. Until now only 20% of the sample are actively using digital
mobile applications
Basis: n=310; single answer
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 28

29. The majority of the tourism professionals are not using
map services until now
Basis: n=310; single answer
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 29

30. Location Based Services are still new to the industry which
should be leading in this field
Basis: n=310; single answer
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 30

31. Overall the sample feels quite active in web2.0
… even though they only cover parts of the opportunities
Basis: n=310; single answer
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 31

32. Overview: Website, e-mail and already web2.0
No activity Intensively
Own website
Affiliate marketing
E-mail marketing
Keyword marketing
Web banner
Search Engine Optimization (SEO)
Social Media Optimization (SMO)
Social Bookmarking
Own digital mobile applications
(Apps)
Integration of own services into
Location Based Services
Entries of own services in maps
Web 2.0 activities
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 32

33. Summary of classic internet activities:
Industry is neglecting some of the new opportunities
• The website is still the most important online-
channel, followed by classical email marketing
• The complexity of the new web is not really seen
(“one new activity already feels like a lot of
web2.0”)
• The connections between one´s own activity and the
outside world is not really understood
• Existence of a strategy and establisher online
budgeting procedure explains more than any other
factor
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 33

34. WEB2.0 ACTIVITIES
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 34

35. Social Media is a major activity in web2.0 activities of the
tourism professionals
Question: Which web 2.0 services does your organization already incorporate on the web?
Basis: n=240 respondents with higher activity level than 50%; multiple answers allowed
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 35

36. Active companies incorporate a wider range of services in
their online activities
5,5%
Social Media play a
huge role even for
less active companies
Basis: n=240 respondents with higher activity level than 50%; without people not answering for budget
multiple answers allowed
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 36

37. Picture: www.krawattentraeger.de
SOCIAL MEDIA USAGE
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 37

38. The self-assessment of activity is lower for Social Media
We use the
We are not
full potential
active at all
of the Social
Media
Average:58%
Basis: n=310
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 38

39. Representatives of the tourism industry have preferences
among online social platforms
Absolutely Very
unimportant important
n=310
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 39

40. The facebook use is about to become a professional issue
n=138 respondents using facebook
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 40

41. Facebook for business is already planned…
…but not yet established for all members of the industry
n=138 respondents using facebook
Which are the organizations already having business activities on facebook?
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 41

42. Social Media: Chance or risk?
100% 100%
Risk Chance
Basis: n=303
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 42

43. Summary Social Media:
The fun becomes professional
• Facebook is more important to consumers, but
businesses are getting involved on a professional
level
• Activities on facebook seem to be a must;
the earlier… the cheaper
• Do not ignore locally more important platforms
(Orkut in Brazil; Hyves.NL; China web2.0)
• It’s a chance.
It is only a risk if you start without a strategy and
do not know how to integrate it!
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 43

44. MAP SERVICES
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 44

45. Google Maps is the most used instrument among the
online map services
Other map Question: On which of the following map services is your organization
services represented with an own entry?
Basis: n=199
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 45

46. FUTURE WEB ACTIVITY
MIX
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 46

47. Analytic hierarchy process (AHP) decision making model
used to evaluate future importance
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 47

48. The dominance of the website will remain at a lower level
Consistency-Ratio : 0,197
n=310; AHP comparisons; groups based on different questions
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 48

49. ONLINE BOOKING OF
TOURISM RELATED
PRODUCTS
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 49

50. Everything can possibly be booked online in the future
0% online 100% online
booking booking
Package tour
Flights
Train journeys
Hotel accommodation
Youth hostel, hostel
Private accommodation
Rental car
On-site transport (Bus, train etc.)
Short journeys/weekend trips
Performances/events
Basis: n=298
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 50

51. CONSUMER TRUST
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 51

52. 3 kinds of typical web representations of a Berlin hotel
were shown in comparison
n=309; AHP comparisons
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 52

53. The trustworthiness of personal information is 5 times
higher than information from a commercial organization
Which form of evaluation will customers consider as more credible?
n=309; AHP comparisons
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 53

54. MANAGEMENT OF ONLINE
ACTIVITIES
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 54

55. The website is mainly managed by the organization itself
How does your company organize the web site?
Basis: n=310; multiple answers allowed
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 55

56. 38% percent cannot work with a defined budget for online
marketing
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 56

57. Only 29% state having a defined Social Media Strategy
Basis: n=233
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 57

58. Only 24% are working with a Mobile Strategy
… but 44% have plans for 2011
Basis: n=133
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 58

59. Size of the organization seems to determine the budgeting
process
Basis: n=310; item list of single answers
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 59

60. Online budgets are more used for marketing purposes than
for technical issues
n=143 with Online Budget
n=114 without Online Budget
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 60

61. Summary
Management of online activities
• A strategy helps!
• A defined budget for online activities is the first step
• Make or buy?
• Integrate important knowledge!
• Outsource and crowdsource!
• Keep an eye on mobile and social media!
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 61

62. Open Questions:
FUTURE OF ONLINE
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 62

63. Question: Which web services or applications change the
tourism industry the most?
Tagcloud powered by wordle.net based on three open answers n=310
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 63

64. Question: What social media services will change the
tourism industry the most?
Tagcloud powered by wordle.net based on three open answers n=310
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 64

65. Question: What mobile services will change the tourism
industry the most?
Tagcloud powered by wordle.net based on three open answers n=310
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 65

66. SUMMARY
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 66

67. Status quo: web1.5 in the tourism industry
• web2.0 is happening for consumers, but only parts
of the tourism industry tend to follow these
developments
• 50% of the respondents are not willing/able to
follow the fast web2.0 development
• Online still seems to be a topic besides more
important things
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 67

68. Recommendations to the tourism industry
• Do not follow any hype cycle…
…but do not leave out important developments.
• The internet is going away from the desktop
environment to a more personalized location
based environment on mobile phones.
Not everyone in the tourism sector is joining.
• Make sure that the tourism industry takes the
driver’s seat in the development process.
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 68

69. Suggestions for online success of the tourism industry
Explanatory variables Recommendation
Age or work experience are not Do not take age as an excuse for
explaining differences in online not being up-to-date online
behavior in this study
Technological usage explains Get your employees a new mobile
the differences in perception of device and let them officially use
the importance of trends facebook and other services
Budgeting online activities / Have a plan! Give a budget to the
Definition of a strategy responsible people
Exhibitors vs. Non-Visitors Send your people to ITB 2012!
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 69

70. Special Thanks to Marta Bojkovska-Langer and
Thank you for your attention

71. Thank you for your attention
and to the companies making this study possible
• ITB Berlin
www.messe-berlin.de/itb
• BTE Tourismusmanagement,
Regionalentwicklung
www.bte-tourismus.de
• DSFT – Deutsches Seminar für
Tourismus Berlin
www.dsft-berlin.de
• pangea labs – questfox®
www.questfox.com
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 71

72. People supporting the study
• Prof. Dr. Holger Lütters, Professor International Marketing,
Hochschule für Technik & Wirtschaft Berlin
holger.luetters@htw-berlin.de
• Marta Bojkovska-Langer, Online Research Consultant,
pangea labs mbl@pangealabs.com
• Prof. Dr. Hartmut Rein, Director BTE Tourismusmanagement &
Regionalentwicklung; rein@bte-tourismus.de
• Juliane Gaebler & Sascha Stange, KompetenzCenter ITB Berlin
• Rolf Schrader, Director Deutsches Seminar für Tourismus Berlin
Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 72