Introduction by Damian Cook of E-Tourism Frontiers at the 2010 E-Tourism Africa Summit in Cape Town.

6. Event Hashtag:
#Etasummit

9. Our Mission
To develop a sustainable and equitable online
tourism sector in emerging destinations 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 locally based, business driven environments
for online travel distribution and e-commerce.

10. 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

11. Looking at Our
Tourists

12. Avoiding Extinction

13. Where are the
Young?
Half of the world’s population is now under 30
They are your current and future market... and they
can be hard to pin down
If you are looking for them: one billion of them are
online...

14. North
America
253m
Europe
418m
Middle
East 57m
Africa
67m
Central/South
America 179m
Asia
738m
Oceania/
Australasia
21m
Source: Internet World Stats – Sep 09

15. Net Generation
Are you ready for them?
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

16. THEY
SUCK

17. They’re Awful
They have no attention span
They don’t read books
They are addicted to pop culture
They are immoral- and have no shame
They play ultra-violent video games
Right....?

18. Wrong
They 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

19. They Think
Different
They 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

20. Freedom

21. Customization

22. Scrutiny

23. Integrity

24. Collaboration

25. Entertainment

26. Speed

27. Innovation

28. OK.. they do have some
issues

35. What’s changed for
Tourism?

36. E-Tourism
Online activity has become habitual and practical
including shopping
For the past 3 years Travel is now the best selling
commodity online
For over 95% of travellers it is their primary source of
information about travel- and increasingly their means of
selecting booking and buying- 55% on average
Over 40% of all US online spending in 2009 was on
travel
Over US $150 Billion in Online Travel Sales

37. Leading Source for
Travel Information

38. Intensive Research

39. And a Sales Channel...

40. Information and
Business

41. New Sales Models
Direct Sales - Direct
purchase via a supplier
website (buying a plane
ticket or booking a room)

42. New Sales Models
Meta-Search that
seeks out and
compares offers from
different suppliers

43. New Sales Models
Tour operators who
combine and sell
travel inventory

44. 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

45. New Sales Models
All 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

46. Destination
Management
Increasing Focus on Overall Destination
Management
Management AND Marketing of Resources
Creating a Business Environment, not a Business
Solution
Portals:

47. Conversion is more
important than ever...

48. Business Driven

49. 2009-10
on the Rise
More than 55% of all travel bookings were
generated by the Internet.
Approximately 40% of all hotel bookings in North
America were generated by the Internet.
This is double the growth as compared to 2008.
A third of hotel bookings were directly influenced
by the content which travelers read online.
SOURCE: ETC NEWMEDIA REVIEW

50. Beware of the BOBOs

51. BOBOs
Only 60% of ‘would be bookers’ made a
reservation when on the website.
One in four would be travelers clicks away before
completing the transaction.
40% of these ‘would-be’ bookers said the reason
they abandoned the booking is due to poor
usability and functionality on the website.
SOURCE: IPERCEPTIONS HOSPITALITY INDUSTRY REPORT

52. What About Emerging
Destinations?

54. Sitting on our Global
Log...

55. The Web is Changing
Fast...

56. UGC
Blogs
Images
Video
Wikis
Reviews
Social Profiles
Tweets

57. Our Users Are In
Control

58. But they need tools...

59. Don’t charge them to
work for you...

60. It’s a Visual Medium:
Show Me Don’t Tell Me

61. Base Jumping
The 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.

64. Video “Production”
+
= YOU’RE IN BUSINESS
$250

67. Show me an Experience

72. Individuals Become
Broadcasters &
Syndicators

73. 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...

75. One Day in Canada

79. What About Emerging
Destinations?

80. ONE DAY IN KRUGER...

82. Africa goes Viral
‘The Battle at Kruger’ a tourists video shot in
South Africa has become the 12th most popular
video on YouTube
It has been viewed over 53,000,000 times and
counting

83. Social Networking
Blogging 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 Facebook etc as a
means of communicating with a vast social
network

84. Social Conversion
Spending on Social Media Advertising has
doubled in the last year
Ad spend on Facebook in 2010: $1.2 Billion
Video Advertising had grown but not as radically

87. Positive User Generated
Content is not just
Powerful- it’s part of the
sales process

88. Decision Making
SOCIAL NETWORKS AND BLOGS COMBINE WEB SEARCHING AND
PERSONAL RECOMMENDATION

89. Opinions
are important
20% of North Americans read reviews before
making a hotel booking during domestic travel.
33% of North Americans read reviews before
making a hotel booking before overseas travel to
Europe.
50% of North Americans read reviews before
making a hotel booking before booking long haul
travel. SOURCE: NEW MEDIA TREND WATCH

90. Trip Advisor

91. Response time is
speeding up...

92. Mobile Web
Rate 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

93. Way Beyond Voice

94. Way Beyond a Phone

97. The Age of
Immediacy
Connected in-market travellers using devices to
access, consume and comment
Realtime is more real than ever
Twitter becomes a realtime communication
channel
The power of the positive retweet and the curse of
the #fail

101. Evolution is not
Extinction

105. Converged Media

106. And then...

109. EVOLVE