1. TRENDS & BEHAVIOR
OF TODAY’S E-TOURIST
Strategiedag e-toerism Raymond Kollau
Waag Society / LAgroup trendwatching.com
Amsterdam 23 November 2011 airlinetrends.com

3. TODAY
• Screen-based Life
1. Being Digital
• Online Oxygen
2. Lifestreaming • Digital Nomads
• OFF=ON
3. Transparency • Statusphere
• Authority
4. The F-Factor • Wisdom of Friends
• Trysumers
5. Like a Local
• Location-based
6. Unplugged • Virtual Rewards

4. BEING DIGITAL (screen-based life)

5. BEING DIGITAL (screen-based life)
• 21% of revenue from digital
sources
• €4.99 (city guide app)
• 6 mln paid apps downloaded
• 4 mln free apps downloaded
(during Icelandic volcano crisis)
Lonely Planet

6. BEING DIGITAL (screen-based life)
TripAdvisor

7. BEING DIGITAL (travel planning resources)
(screen-based life)
1
46%
12%
20%
16%
JWT

8. BEING DIGITAL (travel planning resources)
(screen-based life)
3
28%
15%
2 50%
14%
JWT

9. BEING DIGITAL (orientation,
(orientation) booking)
Internet
• The average traveler visits 22 travel related sites during
9.5 research sessions prior to booking
• 37% of leisure travelers report that the internet prompted
them to book (up from 28% two years ago)
(source: Google 2011)
Mobile
• 29% have researched and/or booked accommodation, restaurants
• 28% checked flight status
• 47% roaming fees is greatest frustration
(source: TripAdvisor 2011)

10. ONLINE OXYGEN (free wifi)
Estonia, New York

11. DIGITAL NOMADS (digital lifeline)
57%
58%
58%
JWT

12. DIGITAL TRAVELLERS
NOMADS (sharing)
32%
33%
34%
56%
JWT

13. LIFE STREAMING
LIFE STREAMING
HTC ‘Status’ JVC YouTube cam

14. LIFE STREAMING (real-time sharing)
Hyundai

15. LIFE STREAMING (real-time sharing)
Coca Cola

16. LIFE STREAMING (real-time sharing)
Ushuaia Ibiza Beach Hotel

17. SOCIAL STATUS (statusphere)
“When it comes to online status, it’s all
about who you connect to, and who
connects to you, tribal style. It still is about
being unique, but it's about belonging, too.”
“Unlike in the 'offline world', these friends,
fans, followers, likes, etc are visible to all,
and determine one’s social status.”

18. TRANSPARENCY (ratings and reviews)
Zoover

19. AUTHORITY (travel experts)
Lonely Planet

20. AUTHORITY (lifestyle experts)
“The travel guide for the been-there-done-that set” – New York Times
Le Cool Barcelona

21. AUTHORITY (crowd)
TripAdvisor

22. AUTHORITY (crowd)
urbanspoon

23. AUTHORITY (crowd)
Qype
… Yelp

24. THE F-FACTOR (friendsourcing)
“Consumers are increasingly
tapping into their networks of
friends, fans, and followers to
discover, discuss and purchase
goods and services, in ever-more
sophisticated ways.”
…

25. THE F-FACTOR (friendsourcing)
Amazon x Facebook

26. THE F-FACTOR (friendsourcing)
Amazon x Facebook

27. THE F-FACTOR (tagging)
• 5 million new pins added every day
• 2.3 billion pins placed so far
TripAdvisor x Facebook

28. THE F-FACTOR (friendsourcing)
TripAdvisor Trip Friends

29. THE F-FACTOR (friendsourcing)
Wisdom of friends

30. TRYSUMERS (the long tail)
“Reviews on anything, anytime
diminish the risk of disappointment,
and will empower and entice
consumers to explore the Long Tail
with confidence.”

31. LIKE A LOCAL
Meet the locals Like-A-Local
Danes,

32. LIKE A LOCAL
iGottaGuide

33. LIKE A LOCAL (website)
Tourism Canada
http://us.explorecanadalikealocal.com

34. LIKE A LOCAL (mobile app)
Tourism Canada

35. LIKE A LOCAL (YouTube video)
Tourism Canada
http://www.youtube.com/watch?v=Zl2vBsUoJFE

36. LIKE A LOCAL (augmented)
(location-based)
Google Goggles TripAdvisor

37. LIKE A LOCAL (location-based)
Storytude

38. LIKE A LOCAL (location-based)
Torino x Microsoft Tags

39. LIKE A LOCAL (location-based rewards)
(virtual rewards)
Tourism Queensland ‘Shine Seeker’ badge

40. LIKE A LOCAL (location-based rewards)
(virtual rewards)
Chicago Office of Tourism

41. LIKE A LOCAL (location-based rewards)
(virtual rewards)
Radisson Hotels

42. UNPLUGGED (counter trend)
30%
43%
74%
67%
JWT

43. TODAY
SUMMARIZING
e-tourists Informed
• Digital Natives / Nomads • Transparency
• Lifestreaming / OFF=ON • Real-time conversations
• Statusphere • Expectations
Trust Live like a local
• Word of mouth • Location-based
• Wisdom of friends • Experiences

44. THANK
YOU !!
raymond@airlinetrends.com
Raymond Kollau raymond@trendwatching.com