General Presentation on Online Tourism for emerging markets...

1. DAMIAN COOK
MANAGING DIRECTOR
E-TOURISM FRONTIERS

5. E-Tourism Africa
16 years in East Africa
Worked with Destinations and Private Sector
Saw emerging crisis
Developed E-Tourism Africa as a solution

6. It’s Not Just Africa...
Many parts of the world face the same challenges
Low Web visibility and inventory
Image problems and negative media
Untapped potential
Communities and Environments that can be saved
and sustained...

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. 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

11. 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

12. 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

13. 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....?

14. 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

16. 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

17. Critical Factors
Freedom- 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)

18. What’s changed for
Tourism?

19. 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

20. Changing Business
Offline Sales Online Sales

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

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

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

24. 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

25. 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

26. 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

27. What About Emerging
Destinations?

28. Global
Marketplace
In the Middle East, Africa, Latin America and parts of Asia- an
estimated less than 5% of tourism consists of online sales-
compared to 48% globally
Content can be difficult to find and access
Two Main obstacles:
Lack of E-Commerce
Lack of available inventory

29. An example- Africa
online...

30. The Vanishing
Continent

31. Starts to Appear...

32. Or
Does
it?

34. 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’

35. The Web is Changing
Fast...

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

37. 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.

40. Beyond Text
Don’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

41. My Web
Users 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

42. UGC
Blogs
Images
Video
Wikis
Reviews
Social Profiles
Tweets

44. Our Users Are In
Control

45. The Revolution
The 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

47. 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...

48. 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...

50. One Day in Canada

54. Sometimes Good...
Sometimes Not...

56. So What?

58. What About Emerging
Destinations?

59. ONE DAY IN KRUGER...

60. 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 50,000,000 times and
counting

64. 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

66. Destination Campaigns

67. Become Social....

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

69. Decision Making
Personal recommendation Web search Visit travel agent's office See TV program Read a newspaper Other
Russia 59% 37% 24% 32% 13% 7%
India 59% 51% 27% 32% 31% 1%
Denmark 54% 55% 8% 20% 21% 15%
USA 54% 58% 12% 22% 16% 16%
Japan 52% 53% 33% 26% 12% 7%
China 51% 65% 50% 44% 35% 11%
Brazil 50% 36% 13% 29% 13% 7%
Australia 50% 63% 29% 39% 21% 13%
Germany 49% 57% 25% 33% 26% 1%
Canada 49% 50% 25% 19% 17% 11%
Mexico 47% 31% 26% 25% 8% 6%
Spain 44% 62% 26% 9%7% 10%
Netherlands 43% 60% 14% 23% 11% 7%
PoIand 42% 47% 20% 26% 23% 4%
UK 39% 65% 22% 24% 14% 5%
France 36% 64% 19% 7% 5% 8%
Italy 33% 61% 35% 22% 22% 8%
Korea 30% 69% 23% 11%6% 12%
0% 50% 100% 150% 200% 250% 300%
SOCIAL NETWORKS AND BLOGS COMBINE WEB SEARCHING AND
PERSONAL RECOMMENDATION

70. Trust and Reliability
Sites with reviews by other travellers 21%
Online tourist guides 15%
Local tourist guides 15%
Travel agent sites 12%
Search results 11%
Airline sites 10%
Advertising eg banner ads 0%
Other 5%
Don't know 12%
0% 5% 10% 15% 20% 25%
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

71. Trip Advisor

72. 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

73. 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

74. Marketing Power
Tweeting 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?

76. 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

77. Don’t Be a Copycat...

80. Be Cool...

83. Be Aware...Things are
still changing...

86. + +
=
“DANCES WITH THUNDERSMURFS”

88. User Driven Technology

89. Augmented Reality

90. Getting Directions

91. Places...Why Not
Faces?

93. Face the Future
Many 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...

94. EVOLVE

97. What We Need
Infrastructural Global relationships
development
Innovation and
E-Commerce facility vision…
Education and
exposure to global
best practice
Local coopetition

98. What We Need
Rethinking of priorities, budget and approach
Public and Private Partnerships
Local and Global relationships
Locally based solutions not Global Gurus
Practical Realistic Solutions not Talk Factories
Results

99. E-Tourism Frontiers
Practical real world Content
examples and
opportunities Multimedia
Travel Distribution Mobile Data
Destination Commerce
Management
Regional Co-opetition
E-Marketing
Innovation
Social Media and
Training
Networking

100. Let’s Get Started...
damian@e-tourismafrica.com
Twitter: @damiancook