Opening Presentation by Damian Cook CEO of E-Tourism Frontiers at the 2011 E-Tourism Africa Summit in Cape Town

4. WE WILL BE STARTING IN 5
MINUTES

8. 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. PLANNING FOR THE
FUTURE MEANS
LOOKING AT ALL
THE FACTS... NOT
JUST THE ONES THAT
SUIT US

11. SOME FACTS WE
CAN’T DENY

12. FOR EXAMPLE...

14. WHAT DID HE SAY?

16. WHAT?

20. SO WHAT?

21. THE FUTURE IS
ONLINE
• 56% of all travel is now researched, booked
bought and sold online
• 96% of travellers start their research on
the internet
• In the recession online travel sales suffered
the least (2% down) and have already
bounced back- by just over 7%

23. THE FUTURE IS
SOCIAL
• 30% on average of all time online is spent
social networking
• Facebook is one of the largest populations
on earth with 500 Million people
• Social media is more popular and powerful
than TV and print media combined

24. 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

25. Looking at Our
Tourists

26. Avoiding Extinction

27. 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...

28. North Europe Asia
America 418m 738m
253m
Middle
East 57m
Central/South Oceania/
America 179m Africa Australasia
67m 21m

29. 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

30. THEY
SUCK

31. 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....?

32. 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

33. Passive vs Interactive

34. They Think
Different
• They read 7 books, 2,800 web pages and over
1,300 Facebook profiles each year
• 69% 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

35. They Speak Different
• LOL, OMG, LMAO Now in the Dictionary
• ROLFMAO , JK, BRB, NKT etc coming soon

36. Freedom

37. Customization

38. Scrutiny

39. Integrity

40. Collaboration

41. Entertainment

42. Speed

43. Innovation

44. OK.. they do have some
issues

47. REJECTION OF
COMPLEXITY

48. Had I the heavens' embroidered cloths,
Enwrought with golden and silver light,
The blue and the dim and the dark cloths
Of 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.

49. OR....

54. What’s changed for
Tourism?

55. 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

56. Leading Source for Travel
Information

57. Intensive Research

58. And a Sales Channel...

59. Information and
Business

60. Media

65. BUT

67. Bad News Travels

68. Social media offers alternative
positive viewpoints

69. What about Sales?

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

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

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

73. 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

74. 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

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

76. Conversion is more
important than ever...

77. Business Driven

78. What About Emerging
Destinations?

80. Sitting on our Global
Log...

81. The Web is Changing
Fast...

83. Content Generation
• Over the past 5 years the web has changed
radically
• People have become able to create content
on the internet with no skills or technical
knowledge
• As a result- the internet now doubles in
size every 11 hours
• Users mainly consume content from other
users

84. UGC
• Blogs
• Images
• Video
• Wikis
• Reviews
• Social Profiles
• Tweets

85. What Does That Mean?

86. Our Users Are In
Control

87. You need to work with
them...

88. Facebook is writing
autobiographies...

89. Our Profiles are how
we want the world to
see us...

90. How do you let your
guests be seen...?

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

96. Wingsuit Proximity

99. Video “Production”
$250 +
= You’re in business

100. Use Your Phone

104. SOCIAL MEDIA CAN
HELP US SAVE OUR
MOST PRECIOUS
RESOURCES

106. Show me an
Experience

109. 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...

110. Individuals Become
Broadcasters &
Syndicators

111. ENTIRE CAMPAIGNS
ARE NOW RUN
VIRALLY

113. IT TAKES CREATIVITY-
EVEN AN AIRPORT
CAN GO VIRAL...

115. GO AHEAD....

116. MAK MEN DE

130. EVERYONE IS
LOOKING FOR THAT
VIRAL MAGIC...

132. YOU HAVE TO TAKE
IT SERIOUSLY

140. UGC works best

144. One Day in Canada

149. What About Emerging
Destinations?

150. ONE DAY IN KRUGER...

152. 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 62,499,000 times
and counting

153. 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

155. Social Conversion
• Spending on Social Media Advertising has
doubled in the last year
• Ad spend on Facebook in 2010: $1.3 Billion
• Video Advertising had grown but not as
radically

156. SOCIAL SELLS
• US online buyers who were led to their
purchase by a search engine or social media
site (November 2010)
• Search: 51%
• Search and social: 48%
• Social: 1%

157. SOCIAL SELLS
• What was most important to them?
• Users reviews: 30%
• Facebook: 17%
• Video-sharing (e.g.YouTube): 14%
• Twitter: 9%

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

162. SOCIAL NETWORKS AND BLOGS COMBINE WEB
SEARCHING AND PERSONAL
RECOMMENDATION

163. SOCIAL ON THE
ROAD
• 72.7% of US social network users accessed
social networks at least daily while they
were travelling.

165. VICARIOUS TRAVEL

166. 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

167. Trip Advisor

168. Response time is
speeding up...

169. MOBILE & AFRICA
A PERFECT FIT

170. 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

171. TRAVELLING MOBILE
• Three out of ten cell phones in use in the US are now
"smartphones" with internet connectivity.
• In 2010, nearly two in ten travelers (19%) have downloaded a
travel-related application (app) to their smartphone.
• Half have navigated a destination using the built in GPS
functionality or searched for the latest information on flight
schedules and delays.
• Three in ten have compared airfares or hotel rates or shared
information or photos about their travel experiences using
their smartphone.
• One in six has booked air travel or lodging or viewed a virtual
visitor guide that provides information on things to do and see
while visiting a destination.

173. LOOKING TO THE
FUTURE....

174. There is a lot of us...

177. Peak Oil
2030: Return to 1980 oil
supply
2030: Double the 1980
Human Population

178. NO MATTER WHAT
TRAVEL IS NEVER
GOING TO GET ANY
CHEAPER

179. THE FUTURE OF
GROWTH WILL BE
ABOUT YIELD AND
NOT ARRIVALS

180. IF YOUR BUSINESS MODEL
IS ABOUT CONSTANT
GROWING NUMBERS
YOU MAY BE IN TROUBLE

183. LESS CAN
BE MORE

184. THE FUTURE TRAVELLER
WILL TRAVEL LESS AND
EXPECT MORE...

185. THE FUTURE OF TOURISM
IS OFFERING TAILOR MADE
EXPERIENCES THAT
APPEAL TO DEDICATED
TRAVELLERS....

186. AND THAT’S WHAT THE
INTERNET DOES BEST...

187. EVOLVE

188. LET’S GET STARTED

190. P.S.
I WAS JUST KIDDING
ABOUT THE THUMBS