presentatie raymond kollau - airlinetrends.com/trendwatching.com
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TRENDS & BEHAVIOR OF TODAY’S E-TOURIST
Raymond Kollautrendwatching.comairlinetrends.com
Strategiedag e-toerismWaag Society / LAgroupAmsterdam 23 November 2011
1.Being Digital
2.Lifestreaming
3.Transparency
4.The F-Factor
5.Like a Local
6.Unplugged
• Screen-based Life
• Online Oxygen
• Digital Nomads
• OFF=ON
• Statusphere
• Authority
• Wisdom of Friends
• Trysumers
• Location-based
• Virtual Rewards
TODAYTODAY
BEING DIGITAL (screen-based life)
• 21% of revenue from digital sources
• €4.99 (city guide app)
• 6 mln paid apps downloaded
• 4 mln free apps downloaded(during Icelandic volcano crisis)
BEING DIGITAL (screen-based life)
Lonely Planet
BEING DIGITAL (screen-based life)
BEING DIGITAL (screen-based life)
TripAdvisor
BEING DIGITAL (screen-based life)
BEING DIGITAL (screen-based life)
JWT
BEING DIGITAL (travel planning resources)
46%
12%
20%
16%
1
BEING DIGITAL (screen-based life)
JWT
BEING DIGITAL (travel planning resources)
28%
15%
50%
14%
2
3
BEING DIGITAL (orientation)BEING DIGITAL (orientation, booking)
Internet
• The average traveler visits 22 travel related sites during 9.5 research sessions prior to booking
• 37% of leisure travelers report that the internet prompted them to book (up from 28% two years ago)
(source: Google 2011)
Mobile
• 29% have researched and/or booked accommodation, restaurants
• 28% checked flight status
• 47% roaming fees is greatest frustration(source: TripAdvisor 2011)
ONLINE OXYGEN
Estonia, New York
ONLINE OXYGEN (free wifi)
57%
58%
58%
DIGITAL NOMADS
JWT
DIGITAL NOMADS (digital lifeline)
DIGITAL TRAVELLERS
JWT
DIGITAL NOMADS (sharing)
32%
34%
33%
56%
LIFE STREAMING
HTC ‘Status’ JVC YouTube cam
LIFE STREAMINGLIFE STREAMING
LIFE STREAMING
Hyundai
LIFE STREAMING (real-time sharing)
LIFE STREAMING (real-time sharing)
Coca Cola
LIFE STREAMING (real-time sharing)
LIFE STREAMING (real-time sharing)
Ushuaia Ibiza Beach Hotel
LIFE STREAMING (real-time sharing)
“When it comes to online status, it’s all about who you connect to, and who
connects to you, tribal style. It still is about being unique, but it's about belonging, too.”
“Unlike in the 'offline world', these friends, fans, followers, likes, etc are visible to all,
and determine one’s social status.”
SOCIAL STATUS (statusphere)SOCIAL STATUS (statusphere)
TRANSPARENCY
ZooverZoover
TRANSPARENCY (ratings and reviews)
Zoover
AUTHORITY (travel experts)
Lonely Planet
Le Cool Barcelona
“The travel guide for the been-there-done-that set” – New York Times
AUTHORITY (lifestyle experts)
TripAdvisor
AUTHORITY (crowd)
urbanspoon
AUTHORITY (crowd)
…
AUTHORITY (crowd)
…
AUTHORITY (crowd)
Qype Yelp
“Consumers are increasingly
tapping into their networks of
friends, fans, and followers to
discover, discuss and purchase
goods and services, in ever-more
sophisticated ways.”
THE F-FACTOR
……
THE F-FACTOR (friendsourcing)
Amazon x Facebook
THE F-FACTOR (friendsourcing)
Amazon x Facebook
THE F-FACTOR (friendsourcing)
• 5 million new pins added every day
• 2.3 billion pins placed so far
TripAdvisor x Facebook
THE F-FACTOR (tagging)
TripAdvisor Trip Friends
THE F-FACTOR (friendsourcing)
THE F-FACTOR (friendsourcing)
Wisdom of friends
“Reviews on anything, anytime
diminish the risk of disappointment,
and will empower and entice
consumers to explore the Long Tail
with confidence.”
TRYSUMERS (the long tail)
Meet the localsMeet the Danes, Like-A-Local
LIKE A LOCALLIKE A LOCAL
iGottaGuide
LIKE A LOCAL
http://us.explorecanadalikealocal.comTourism Canada
LIKE A LOCALLIKE A LOCAL (website)
Tourism Canada
LIKE A LOCALLIKE A LOCAL (mobile app)
http://www.youtube.com/watch?v=Zl2vBsUoJFETourism Canada
LIKE A LOCALLIKE A LOCAL (YouTube video)
Google Goggles TripAdvisor
LIKE A LOCAL (location-based)LIKE A LOCAL (augmented)
Storytude
LIKE A LOCAL (location-based)
Storytude
LIKE A LOCAL (location-based)LIKE A LOCAL (location-based)
Torino x Microsoft Tags
LIKE A LOCAL (location-based)LIKE A LOCAL (location-based)
Tourism Queensland ‘Shine Seeker’ badge
LIKE A LOCAL (virtual rewards)LIKE A LOCAL (location-based rewards)
Chicago Office of Tourism
LIKE A LOCAL (virtual rewards)LIKE A LOCAL (location-based rewards)
Radisson Hotels
LIKE A LOCAL (virtual rewards)LIKE A LOCAL (location-based rewards)
JWT
UNPLUGGEDUNPLUGGED (counter trend)
30%
74%
43%
67%
e-tourists
• Digital Natives / Nomads
• Lifestreaming / OFF=ON
• Statusphere
Trust
• Word of mouth
• Wisdom of friends
TODAYSUMMARIZING
Informed
• Transparency
• Real-time conversations
• Expectations
Live like a local
• Location-based
• Experiences
