Download - Cape Town E-Tourism Summit Intro
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
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’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
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
New Sales Models
Direct Sales - Direct purchase via a supplier website (buying a plane ticket or booking a room)
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:
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
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
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.
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...
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
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
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
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