Introduction session by Damian Cook CEO of E-Tourism Frontiers

3. WE WILL BE STARTING IN 5
MINUTES

5. Wifi Password:
capetown

6. Hashtag:
#ETAS13

7. DAMIAN COOK
@damiancook

9. Relationships...

10. Friendships...

13. JUST A SECOND...

15. THE FUTURE IS
ONLINE
• 59% of all travel is now researched, booked
bought and sold online
• 98% of travellers start their research on
the internet
• Travel sales are expected to double this
year, exceeding $350 Billion

16. GLOBAL MARKET
CHALLENGES
• Tour Operator driven model is diminishing
• KPMG lists 49% of TOs as in decline and 24
major TOs bankrupted in 2011-12 including
Thomas Cook
• Online regarded as motivating factor
• Lack of customized and dynamic travel
bookings

18. The rate of adoption is
increasing...

27. An environment of
constant change

29. Evolution of Travel...

30. • Phase One: High Street and Brochure driven shopping
(driven by Suppliers and Travel Agents)
• Phase Two: The Rise of Online Bookings
(driven by Online Travel Agents and Airlines)
• Phase Three: Direct Inbound
(driven by Search and Suppliers)
• Phase Four: User Driven Business
(driven by Social Media and Customers)
Evolution

31. We need to keep
evolving...

33. Where am I going?

34. THE FUTURE IS
SOCIAL
• Over 50% on average of all time online is
spent in social activity
• Web Use is in Decline by up to 70%
• Facebook is one of the largest populations
on earth with over 1.2 Billion people
• Social media is more popular and powerful
than TV and print media combined

35. SOCIAL STATS
• 1 in 7 people in the world is on Facebook
• 91% of online adults use social media every
day
• YouTube viewers are consuming over 3
Billion hours of video every month
• One third of couples in the US now met
online

36. 308,000 Tweets per
minute...
and a new dictionary
definition...

37. ‘Breaking’ and ‘Bad’
become long term global
trends on Twitter

38. Travel in an online and
social world...

39. 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

40. This means
• Realtime Bookability and E-Commerce
• Strong Social Media Presence
• Facebook,Twitter, YouTube Channel
• Managing Online Relationships
• Managing and Optimizing Conversion Points
• And knowing what you are selling and who you
are selling to...

41. THE FUTURE OF
GROWTH WILL BE
ABOUTYIELD AND
NOT ARRIVALS

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

43. THE MARKET IS TOO
CROWDED AND TOO
LOUD TO BE MAKING
BLAND GENERIC
STATEMENTS

44. ESPECIALLY IN A MARKET
DRIVEN BY SEARCH AND
SOCIAL MEDIA

46. SELL AN EXPERIENCE

47. SELL A STORY...

50. • Phase One: High Street and Brochure driven shopping
(driven by Suppliers and Travel Agents)
• Phase Two: The Rise of Online Bookings
(driven by Online Travel Agents and Airlines)
• Phase Three: Direct Inbound
(driven by Search and Suppliers)
• Phase Four: User Driven Business
(driven by Social Media and Customers)
Evolution

51. Content Generation
• Over the past 6 years the web has changed
radically
• People have become able to create content
on the internet with no skills or technical
knowledge
• Users mainly consume content from other
users

52. What Does That Mean?

53. Our Users Are In
Control

56. You need to work with
them...

57. Leading Source for Travel
Information

58. SOCIAL ON THE
ROAD
• 73% of US social network users accessed
social networks at least daily while they
were travelling.
• 70% of global travellers post their photos
while in destination

59. VICARIOUS TRAVEL

60. Multiplying the
Travel Experience
• The vicarious travel experience effectively
means that each person is now travelling with
an average of 200 spectators
• These are not passive spectators
• They are engaging, commenting and
recommending constantly
• Travel suppliers now need to be a part of this
atmosphere of constant engagement

61. TRAVEL BLOGGERS:
PEOPLE WHO
PUBLISH CONTENT
ABOUT THEIR
TRAVELS FOR
OTHERS TO READ...

62. WHO ISN’T A
BLOGGER...?

63. IT MAY NOT ALWAYS
BE GOOD...

66. BUT IT CAN BE
REALLY REALLY
GOOD...

68. What do people love
to talk about?

70. THE SINGLE
STUPIDEST THING
YOU CAN DO IN THE
TRAVEL TRADE...

71. AND I CAN
GUARANTEE LOTS
OF YOU DO IT...

72. QUESTION...

73. DOYOU GIVEYOUR
GUESTS AN
ELECTRICITY AND
WATER BILL WHEN
THEY CHECK OUT?...

74. THAT WOULD BE
CRAZY...

75. THEN
WHYDOYOU CHARGE
THEM TO USE THE
INTERNET?...

78. KEEPING IT SIMPLE

79. 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.

80. OR....

82. It’s aVisual Medium:
Show Me Don’t Tell Me

87. Show me an experience
that inspires me...

88. Travel specific searches on
YouTube have doubled in the
past year...

90. The Media Rules have
changed...

92. MEDIA
IS NOW
YOU AND
ME-DIA

93. Individuals Become
Broadcasters &
Syndicators

94. Content GoesViral
• 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...

98. ENTIRE CAMPAIGNS
ARE NOW RUN
VIRALLY

99. It’s all about
Co-Creation...

101. You and your Audience
Sharing and Shaping
Content...

102. The Market is more
creative than the
Marketer...

103. Anything can become
popular... and creative

104. Nek Minnit...

105. News Reporting...

109. The power of groups
and influencers...

110. It doesn’t always work

112. 40% of the accounts and 8% of the
messages on social media sites are fake
or spam

113. The Challenge of Social
ROI

114. Pareto

115. The Trivial
Many
TheVital
Few
80% of results
20% of results

116. Selling the Sizzle...!!

117. “Don’t Sell the Steak,
Sell the Sizzle..”

118. Well, yes but...

119. You do need a steak...
Because sizzle alone is
just hot air..

121. Consider your Cow...

122. Consider your Buffalo...

125. User Generated
Content:
Raw, Real, Reliable...

126. THIS CONTENT IS
ENGAGING...
LITERALLY

127. SUCCESSFUL SOCIAL
MEDIA CONVERSION
REQUIRES
CONSTANT
ENGAGEMENT

129. HOW PEOPLE USE
FACEBOOK

130. WHO SEESYOUR
STUFF

136. Conversion
• There is so much competition in the
marketplace and so much demand from the
market for sales that CONVERSION of
interest to sale is essential
• As search and social becomes increasingly
monetized branding alone is not a good
investment
• To see return on your online investment
you need to convert

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

138. Your Content direct to
the
Right Audience...

140. Opinions
are important

141. Trip Advisor

143. The final ingredient...

145. 4.8 billion people now own mobile
phones.
4.2 billion own a toothbrush

146. MOBILE STATS
• Phone users now send or receive an
average of 35 messages per day
• Email opens on smartphones have
increased 80% over the last six months
• 73% of smartphone owners access social
networks through apps at least once per
day
• Mobile commerce is projected to ten-fold
from 2010 ($3 billion) to 2016 ($31 billion)

149. THE FUTURE IS MOBILE AND
LOCATION BASED
• Tools,Apps and Sites that know where you
are are becoming very popular
• Find information and contacts around you
• Post, report and relate to your content
• More and more destinations are focussing
on Location Based Services

154. TheValue of a Checkin

160. Next....

162. Google Glass

164. Too much?

167. Don’t forget how
important you are...

168. Only 27% of online business leads
are sales-ready when first
generated

170. CONSUMER CYCLE

171. LET’S MAKE SOME
BUZZ

172. CATS

173. BREAKING BAD

174. RANDOM MEMBERS OF
THE PUBLIC DANCING
REALLY BADLY

176. THANKYOU
damian@e-tourismfrontiers.com
www.e-tourismfrontiers.com