TBEX15 Asia Thailand Kei Shibata

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TBEX

Keynote: Changing Traveler's Behaviors Using Wisdom Of Travel Bloggers Enhanced By Technology

Social Media

When I grew up I wanted to
travel like James Bond

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 20152001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
IPO
13M
Monthly
Sessions

Fact 1.
Asia travel market is BIGGER
than North America

0
200
400
600
800
1000
1200
North
America
EU Asia
2015
2025
0
200
400
600
800
1000
1200
North
America
EU Asia
2015
2025
$bn
Source - WTTC
Direct Contribution of TRAVEL & TOURISM to GDP
0
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400
600
800
1000
1200
North
America
EU Asia
2015
2025
0
200
400
600
800
1000
1200
North
America
EU Asia
2015
2025

CHINA
OTA
Meta
Private
Accommodation
GDS
UGC
Classic tour
operators
Search
SNS
Mobile
Messenger
Video

OTA
Meta
Private
Accommodation
GDS
UGC
Classic tour
operators
Search
SNS
Mobile
Messenger
Video
JAPAN

INDIA
OTA
Meta
Private
Accommodation
GDS
UGC
Classic tour
operators
Search
SNS
Mobile
Messenger
Video

KOREA
OTA
Meta
Private
Accommodation
GDS
UGC
Classic tour
operators
Search
SNS
Mobile
Messenger
Video

SOUTH EAST ASIA
OTA
Meta
Private
Accommodation
GDS
UGC
Classic tour
operators
Search
SNS
Mobile
Messenger
Video

Fact 3.
Asia is a TECHNOLOGY DRIVEN
market.

JPN KOR US UK THA IND IDN DEU CHN HK MYS SIN AUS UAE SAU QAT
Tablet
Smartphone
PC
ASIAN
COUNTRIES
by Google Japan – Jan-Jun 2015
TRAVEL SEARCH QUERIES BY COUNTRY

2010 2011 2012
2013 2014
JAPAN’S NEW TRAVEL MEDIA

Lessons I’ve learned from
building a travel blogging
business

10,000 + articles
3 Million+
Monthly Sessions

Lesson 1.
Understand the VALUE CHAIN
of the traveler

Planning Booking SharingDreaming
In Destination
ExploringResearching
Catalogue
Guidebook
Personal contacts
Travel agency Tourist map
Photo album
HAS TECHNOLOGY CHANGED THE WAY WE TRAVEL?

Guide Books
User Generated Content
THE OPPORTUNITY

Mobile
PC/Tablet
EXAMPLE: MOBILE VS DESKTOP TRAFFIC
Mobile
Desktop

OUR TRAFFIC: MOBILE USE IN DESTINATIONS
PEAK SEASONREGULAR SEASON
JAPANJAPAN

Lesson 3.
Create a content syndication
LOOP across
MULTIPLE CHANNELS

SEARCH
CREATE A CONTENT SYNDICATION SPIRAL

Lesson 4.
Create easy to CONSUME and
SHAREABLE content.

Lesson 5.
Build your content
for the EACH funnel
of the TRAVELER JOURNEY.

Planning Booking SharingDreaming
In Destination
ExploringResearching

Final Lesson.
The BIGGEST OPPORTUNITY
is YOURS.

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David Stock Co-Founder of Divergent Travelers Convinced by my wife (Lina) to quit my job to travel after attending our first TBEX. Writer, Marketing Media Specialist, Videographer, Getty Images Video Contributor, GoPro Award Winning Photographer, Outdoorsman, Commercial/Private Drone (UAV) Pilot and Adventure Traveler. Lina is one half of the travel blog, Divergent Travelers and with her husband, David, have been traveling the world full time for 3 years. Specializing in true adventure travel, they work together to bring their travels to life through visual media with professional photography, video and aerial drone work.

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CONTENT, Jennifer Dombrowski is a location independent globe trotter who is now based in Bordeaux, France after living in Italy for seven years. She works as a freelance social media strategist and is an award-winning travel writer. She is also a travel correspondent on Traveling on the American Forces Radio Network. Luxe Adventure Traveler was named one of the top travel blogs to watch by the Huffington Post and has been featured by top publications such as National Geographic, CNN, Buzzfeed , and The Telegraph. Her iPhoneograpy has also been featured on USA Today, Travel + Leisure and the Travel Channel.

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CONTENT, Bill Fink is an award-winning writer with credits that include National Geographic Traveler, Frommer’s, the San Francisco Chronicle, Oprah Magazine, BBC, Yahoo, CNN and even Manila’s Expat Magazine. His honors include SATW’s Lowell Thomas Gold Award, stories in the “Best of Lonely Planet Travel Writing,” multiple Travelers Tales “Best Travel Writing” and shortlisting in “Best American Travel Writing” anthologies. He spent two years as a PR Manager for the Japan National Tourist Organization (JNTO), and lived in Manila for a year doing Asia market analysis for IBM

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Eden Rudin is a social media and online branding strategist with a passion for Facebook. She loves infusing others with her passion for the power of social media in the business, branding and marketing space. Eden is continually staying up to date on the ever changing dynamics of Facebook, something most people would find a chore, she really enjoys. Since 2009 Eden has helped hundreds of businesses and independent professionals maximize their activities and presence on Facebook. In 2013 Eden and her husband Denny began traveling full time, while developing a Social Media Manager Academy and Facebook for Business courses.

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Who am I? 1. Canon Photo Mentor 2. Photo Tour Leader – Have led photo tours to Tanzania, Goa, Ladakh, etc. 3. Photo Educator – Conduct MasterClasses on Photography across India 4. Photo Jurist – Some of the contests I have judged are #CanonPhotomarathon2012, #TimesPassionTrails (Wildlife) 2014, #Canonphotomarathon2015. Awards: 1. India’s biggest blogging contest – Cox & Kings’ #GrabYourDreams (Season 2) 2. Grand Prize of National Geographic Traveller’s GetOutThere Photo Essay Contest 3. Photography Project Grant from #NeelDongreTrust. Published in: 1. Conde Nast Traveller 2. National Geographic Traveller 3. JetWings International 4. Travel Plus 5. Huffington Post, etc.

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COMMUNITY, Larissa loves Entrepreneurship and Travel, and is happiest when the two coincide. A former CEO of two life science startups, she and her husband began traveling full-time in 2011. They parlayed their award-winning blog, “Changes in Longitude,” into a weekly travel column in the Philadelphia Inquirer and Philly.com, as well as a book deal showcasing the historic sights in their hometown. She continues to evaluate startup companies for venture capitalists and judge business plan competitions. When she needs a break from constant travel, Larissa teaches startup strategies for Drexel University’s Close School of Entrepreneurship.

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2. Hong Kong to Hokkaido, Japan

5. My childhood

7. When I grew up I wanted to travel like James Bond

8. James “Bond”

9. James Bond Me

10. James Bond Me

11. How I got into Travel

12. 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 20152001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 IPO 13M Monthly Sessions

13. Asia Travel 101

14. Fact 1. Asia travel market is BIGGER than North America

15. 0 200 400 600 800 1000 1200 North America EU Asia 2015 2025 0 200 400 600 800 1000 1200 North America EU Asia 2015 2025 $bn Source - WTTC Direct Contribution of TRAVEL & TOURISM to GDP 0 200 400 600 800 1000 1200 North America EU Asia 2015 2025 0 200 400 600 800 1000 1200 North America EU Asia 2015 2025

16. Fact 2. Asia is DIVERSE

17. CHINA OTA Meta Private Accommodation GDS UGC Classic tour operators Search SNS Mobile Messenger Video

18. OTA Meta Private Accommodation GDS UGC Classic tour operators Search SNS Mobile Messenger Video JAPAN

19. INDIA OTA Meta Private Accommodation GDS UGC Classic tour operators Search SNS Mobile Messenger Video

20. KOREA OTA Meta Private Accommodation GDS UGC Classic tour operators Search SNS Mobile Messenger Video

21. SOUTH EAST ASIA OTA Meta Private Accommodation GDS UGC Classic tour operators Search SNS Mobile Messenger Video

22. Fact 3. Asia is a TECHNOLOGY DRIVEN market.

23. JPN KOR US UK THA IND IDN DEU CHN HK MYS SIN AUS UAE SAU QAT Tablet Smartphone PC ASIAN COUNTRIES by Google Japan – Jan-Jun 2015 TRAVEL SEARCH QUERIES BY COUNTRY

24. MOBILE INTERNET SUBSCRIBERS

25. 2010 2011 2012 2013 2014 JAPAN’S NEW TRAVEL MEDIA

26. Lessons I’ve learned from building a travel blogging business

27. 10,000 + articles 3 Million+ Monthly Sessions

28. Lesson 1. Understand the VALUE CHAIN of the traveler

29. Planning Booking SharingDreaming In Destination ExploringResearching Catalogue Guidebook Personal contacts Travel agency Tourist map Photo album HAS TECHNOLOGY CHANGED THE WAY WE TRAVEL?

30. Guide Books User Generated Content THE OPPORTUNITY

31. Lesson 2. Mobile is KING

32. Mobile PC/Tablet EXAMPLE: MOBILE VS DESKTOP TRAFFIC Mobile Desktop

33. OUR TRAFFIC: MOBILE USE IN DESTINATIONS PEAK SEASONREGULAR SEASON JAPANJAPAN

34. Lesson 3. Create a content syndication LOOP across MULTIPLE CHANNELS

35. SEARCH CREATE A CONTENT SYNDICATION SPIRAL

36. Lesson 4. Create easy to CONSUME and SHAREABLE content.

37.

38. Lesson 5. Build your content for the EACH funnel of the TRAVELER JOURNEY.

39. Planning Booking SharingDreaming In Destination ExploringResearching

40. Final Lesson. The BIGGEST OPPORTUNITY is YOURS.

41. User Generated Content Guide Books

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