Event Hashtag:

#Etasummit

Our MissionTo 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.

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

Looking at Our Tourists

Avoiding Extinction

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...

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

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

THEY SUCK

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....?

WrongThey 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

They Think DifferentThey 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

Freedom

Customization

Scrutiny

Integrity

Collaboration

Entertainment

Speed

Innovation

OK.. they do have some issues

What’s changed for Tourism?

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

Leading Source for Travel Information

Intensive Research

And a Sales Channel...

Information and Business

New Sales Models

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

New Sales Models

Meta-Search that seeks out and compares offers from different suppliers

New Sales Models

Tour operators who combine and sell travel inventory

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

New Sales ModelsAll 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

Destination Management

Increasing Focus on Overall Destination Management

Management AND Marketing of Resources

Creating a Business Environment, not a Business Solution

Portals:

Conversion is more important than ever...

Business Driven

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

Beware of the BOBOs

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

What About Emerging Destinations?

Sitting on our Global Log...

The Web is Changing Fast...

UGCBlogs

Images

Video

Wikis

Reviews

Social Profiles

Tweets

Our Users Are In Control

But they need tools...

Don’t charge them to work for you...

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

Base JumpingThe 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.

Video “Production”

+

= YOU’RE IN BUSINESS

$250

Show me an Experience

Individuals Become Broadcasters & Syndicators

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...

One Day in Canada

What About Emerging Destinations?

ONE DAY IN KRUGER...

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

Social NetworkingBlogging 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

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

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

Decision Making

SOCIAL NETWORKS AND BLOGS COMBINE WEB SEARCHING AND PERSONAL RECOMMENDATION

Opinions are important20% 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

Trip Advisor

Response time is speeding up...

Mobile WebRate 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

Way Beyond Voice

Way Beyond a Phone

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

Evolution is not Extinction

Converged Media

And then...

EVOLVE