The document proposes an integrated tourism learning and delivery system called eTourismBook. It aims to facilitate tourists and local tourism providers through all stages of tourism from planning to sharing experiences. Key points discussed include: - Travel and tourism is a major global industry worth nearly $7 trillion - Existing online tourism platforms are fragmented and don't provide personalized recommendations - eTourismBook will provide customized itineraries, promote local services, and integrate learning and experiences - The total addressable market across key tourism segments is estimated at $750 billion, with the achievable online market being 14% of that.

1. An Integrated Tourism Learning
& Delivery System

2. * We at eTourismBook facilitate the Tourists and
the Local Tourism Service Providers to offer a
memorable and Authentic Holiday experience
through seamless integration.
* We cater to the tourists in the entire tourism
lifecycle – from PLANNING to VALUE ADDING
their choices, to allowing them to SHARE THEIR
EXPERIENCES. In the whole process we try to
create deeper engagements through learning
and through knowledge sharing.
* We Leverage Web 3.0 by combining content
with context based personalized search

3. * Most Tourism sites are fragmented and cover only
certain aspects of the destination being covered.
For e.g. it may cover the main tourist attractions,
some key aspects of history and geography of the
location; but fail to address the suggestions on
what to eat, where to stay and the experiences
that they can create for themselves.
* The Tour Booking systems on the other hand try to
provide very scanty information about the
destination barring the information required for
tour booking with very little freedom to the
customer to choose his own Itinerary.
* Moreover, the information on both literature and
tour booking systems are on different formats and
sites, so exchange of information is not possible
and the user has to hop between two different
sites/places.

4. *In either cases, they tend to focus on either the
tourist or aid the tourism service providers (tour
operators/aggregators).
*While information may be available from
different places, it may also not always be
available in digital format and important local
content may be absent, which necessitates that
digital products are created to provide a
satisfying user experience with very strong local
and updated data.

5. *An Integrated platform for learning about tourism
through ebooks, experts, engagements through
technology enhanced mechanisms for both
service providers and tourists to appreciate and
truly experience a tourism destination.
* Facilitatesboth selling and buying tourism
products seamless and filled with Fun and Joy.

6. For Tourist
* Help create a personalized itinerary.
* Help achieve the best experience from clutter of
information brochures of Tourist Destinations!
* We offer an end to service delivery for the customised
tours which can be personalised and help to integrate
the learning aspect with the same.
For Tourism Service Provider
* If you a Tourism freak, a Destination Marketer, a
Tourist Guide, a Language Expert, a Culinary Expert or
any other local service provider but do not have a say in
the tour packages being offered, we promote your
services by connecting globally through our technology
and the tourist databases
*

7. * Nearly 260 million jobs worldwide are supported by
Travel & Tourism – either directly in the industry or
in related sectors.
* For every tourist we have at least 30 people in the
tourism value chain. Only 4-5 of them are tapped
rest cannot contribute as they are isolated and
cannot reach out to offer their service. We facilitate
these service providers to be able to sell their
wares.
* The site would allow information in Text, books,
Video and audio format with guiding maps to help
direct the traveller and support the same for the
execution of the transaction. It would also allow the
local TSP to list and update their offerings to the
discerning tourist including the last minute deals and
generate revenues on bookings.

8. 1.Travel & Tourism is one of the world’s leading industries,
or economic sectors representing a major source of GDP
and employment. The World Travel & Tourism Council
(WTTC) expects it to contribute almost US$7 trillion to the
global economy.
2.The global online travel segment is valued at nearly
US$313 billion in 2012 according to PhoCusWright.
3.We plan to position ourselves with unmatched
personalized service.
4.Revenue of some travel ecommerce portals in 2011-
* Expedia - $3.45 billion
* Orbitz - $766.8 million
* Priceline - $991 million

9. * Travelers are unable to find all information needed
to take informed decision on their choice of
destinations at one place.
* Tourism service providers do not have enough
material to recommend a particular destination to
the discerning traveler.
* Integrated approach to learning and Delivery of value
added content on Tourism can be facilitated by the
new advancements in technologies (web, mobile,
tablets, cloud, augumented reality, etc), Web 3.0 and
mashup technologies.

10. Dolly Bhasin
The Team Leader
Rajesh Nair
The Dream Weaver
Apurve Gupta
The Web Chutney Maker
Akanksha Angurala
The eHostess
Sreenath Chinta
The eSolutions
Architect

11. Shallabh Mittal
The eBooker
Fakher Oueslatil
The eConnector
Ravi Y
The BizDeveloper
May Nyein
The Cultural Ambassadres
Elisa Effendy
The eCook

12. The following experiments had been initiated for the OAP:
*Face to Face meetings with Tourism value chain members
*Online questionnaire for assessment link text
*Find out student teams working on similar ideas (in
tourism, India, Culture/heritage) and cross verify the value
prepositions to seek alliance
*Check for similar initiatives, already available
*Check for eBooks, eliterature, ezines, etc. on
travel/tourism
*Brainstorm for New Name for the project which is catchy
and conveys the theme

13. * We named the project eTourismBook
* The team met around 22 value chain members, who are currently in
some aspect of the tourism business Face to Face or on an online chat/
phone and every one showed positive inclination for the project and
felt that the project needs to be pursued and they gave their
suggestions how they can participate in the project.
* There are about 60 responses so far and the major findings are:
i) Hypothesis 1 is validated, Most Respondents do not use tourism
service providers and want to self plan or some take the Travel agent
route; this is because they find that the tourism service providers are
unable to add value to their online purchases
ii) Hypothesis 2 is also validated.
iii) Hypothesis 3 is aptly validated as majority respondents use
technology for tourism planning, research and post tour experience
sharing.

14. * We found few teams working on tourism ideas contacted and cross
participated in their hypothesis testing. Two most relevant were:
Los Empresarios
GoGetters
others were in Hospitality and Restaurant related ventures.
* We found two very similar products to our idea (though there are
many differences)
a. http://www.yellowleg.com - The independent travel store
b. Schemer -http://youtu.be/evV9e8Ldq6o
* Also found some interesting ebook/books on the subject
The Savvy Operator - A Social Media Strategy for Tour & Activity
Operators many eBooks are available on Amazon.com in ePub Format.
Magazines like Conde Nast are available in digital format and so is an
augumented reality showcase at National Geographic

15. * Based on the OAP we feel that the opportunity exists for
this project
* Considering that the market size is very large and the
Tours market has the highest value add – we should be able
to tap a reasonable market share
* $ Value of MARKET: However, until we have a prototype,
people are unable to comprehend as to what they will pay
for the service and hence we need to develop the same
and then go back to assess the exact $ value of the
market.
* In the meantime we decided to access the performance of
key tourism market segments that we would benefit from.
* CHALLENGES: There are risks in being able to offer
integrated services from independent service providers and
yet maintain quality.

16. * Based on the questionnaire survey, we had a feedback
that there are 5 niche markets for tours in which we
should operate. We then worked on secondary data
from industry and published reports to find out what
kind of market size exist for these. Despite the fact
that these are not mutually exclusive markets, the
customer base, marketing efforts and product
development/positioning would be different for each.
* CULTURE & HERITAGE TOURS MARKET
* ACTIVITIES TOUR MARKET
* MEDICAL TOURS MARKET
* PILGRIMAGE TOURS MARKET
* LUXURY TOURS MARKET

17. * Cultural, heritage and historical tourism describes all
tourist trips that include cultural activities (e.g. the
visiting of monuments or sites), as well as
experiences and interaction with local people.
* OECD and the UNWTO report that in 2007, cultural
tourism accounted for 40% of all international
tourism.
* With $919 Billion Tourism Revenues in 2010*, the
culture tourism translates to $368 Billion Revenues
* Estimated 160 million trips per annum
* So the World Market average per cultural trip is
approx. $2300
* UNWTO Tourism Highlights 2011

18. * The culture, heritage and historical tourism segment
is largely made up of
* “empty nesters” (adults whose children have left home)
and the senior age group; they predominantly fall into
the 45 to 60 years age group.
* However, the younger age group, driven by “gap year”
students (typically aged 20-29 years), are also a key
demographic group.
* Cultural tourists usually have a higher than average
annual income and are generally well educated.
* They have a large amount of travel experience, are
quality conscious and are sensitive to environmental
and social concerns.
* UNWTO Tourism Highlights 2011

19. * The key destinations for cultural tourism are in
Europe and Asia. Most prominent among these are:
* Europe (most countries are strong in this segment)
* Asia (significantly: China, India, Thailand, Malaysia)
* South America (significantly: Mexico, Argentina, Brazil,
Peru)
* The Key Source markets for cultural tours are:
• Europe • United States
• United Kingdom • Japan • Scandinavia
Source: Responsible Travel, UK

20. * As per the Phocuswright report the potential of the
US activity market is $26.8 billion
* This segment is the third largest segment of the
travel industry after hotel and air. However a major
portion of this market is managed by Small and Micro
businesses.
* Companies like Viator and CityDiscovery and others
like Isango, Kijubi, and GetYourGuide currently use a
merchant model & work with these TSMEs to
distribute and sell their tours. Yet only 14% of
bookings coming through these channels.
* Only 36% of the Tour Operators have websites that
allow any kind of on-line booking! Even fewer, about
12% of suppliers have a reservation or CRM system
* Education of the Tour Operators is the key to bring in
an integrated online approach.
(Source: Tnooz)

21. * Medical tourism refers to the act of traveling to
another country to seek specialized or economical
medical care, well being and recuperation of
acceptable quality with the help of a support system.
* Over 50 countries have identified medical tourism as
a national industry.
* Popular medical travel worldwide destinations
include: Argentina, Brunei, Cuba, Colombia, Costa
Rica, HongKong, Hungary, India, Jordan, Lithuania, Malaysi
a, The Philippines, Singapore, SouthAfrica, Thailand, and
recently, Saudi Arabia, UAE, South Korea, Tunisia, Ukraine,
and New Zealand
* World medical tourism market is estimated to be $100
billion by 2010 (estimates vary)
* Over 500,000 Americans travelled abroad for medical
procedures in 2005
Source: Wikipedia & Delloite

22. * Pilgrimage tourism refers to tourism motivated by religious or
spiritual reasons or associated with religious heritage sites.
* A Spiritual tourist seek to address the interdependence of
physical, emotional, mental and spiritual, often referred to as
‘mind, body and spirit', mostly spiritual tourists are the senior
age group they predominantly fall into the 50 to 75 years age
group.
* A spiritual tourists is not attracted to leisure they seek
meaning, engagement and peace through activities such as
meditation. Spiritual tourists can belong to any income group.
* According to the World Tourism Organization, an estimated
300 to 330 million pilgrims visit the world's key religious sites
every year. Global religious travel market has reportedly
become an $18 billion-a-year industry.
* North American religious tourists comprise an estimated $10
billion of the industry.

23. * There is no one definition of Luxury or upscale travel. It is
determined by a range of products, from offering the
unusual in the way of scenery and cuisines to breathing
taking decors, to an integrated travel experience that
combines everything from gourmet foods to spa
experiences.
* Intuitive personalised service is of paramount importance
to the luxury traveller, whose expectations can be a
challenge to meet. Providers are also kept on their toes by
the ever-growing appetite for a fresh, new, extraordinary
travel experience that will guarantee lifelong memories.
* The Expected size of this market is $1 Trillion
* Luxury travellers are largely middle-aged travellers.
According to the results to date of our Internet survey
conducted with ILTM buyers, half are between 45 and 55.
The 35 – 44 range has grown faster, indicating that luxury
travellers are becoming younger.

24. * Source Markets:
* Europe, the main luxury outbound markets remain the U.K., Germany, France, Italy, Holland
and Russia
* Middle East – Dubai
* Americas
* Asia-Pacific region, Japan and Australia are main, whereas China and India are the two
biggest source markets in terms of volume. As secondary markets, Hong Kong and Singapore
are dominant; Taiwan and Korea are key growth markets
* In terms of luxury tourism demand four traveller profiles emerge:
* The super-active, independent-minded, educated customers who look for active holidays and
an authentic travel experience. As their time is precious, they reject rigid sets of planned
activities. Their main aspiration is for highly personalised holidays, regardless of price.
* The explorer is a traveller who is ready to pay a high price in return for an outstanding off-
the-beaten-path vacation. The candidates for luxury aspire to a high level of quality and
comfort. They pay great heed to social status and are very demanding in terms of service.
They are more followers than pioneers in their choice of destination.
* The streetwise purchasers are great users of the Internet and search relentlessly for the best
possible value. They are younger and have less purchasing power than the average luxury
tourist. Often with two incomes and no children, they travel off-season at attractive prices.
* The standard luxury traveller who flies to a destination, or takes a leisurely cruise, primarily
for relaxation and a change of pace.

25. * Primary Destinations
* Europe - 41% with France (14%) and Italy (9%). Paris, the French
Riviera, and Tuscany are main.
* Asia/Pacific region - 27%. Maldives, Japan, India and French
Polynesia, followed by Thailand and New Zealand.
* Middle East and Africa -18%, with Austral Africa and Mauritius
at12%.
* Turkey and United Arab Emirates (UAE) attracted 6%.
* In the Americas, the U.S. (especially California and Hawaii)
dominates at 8%, followed by the Caribbean (Caribbean cruises,
Bermuda) and Latin America (Argentina) at 6%.
* Among these regions, the most popular cities include the following:
* In Europe: Paris, Rome and London
* In Asia Pacific: Singapore, Hong Kong and Tokyo
* In Africa and the Middle East: Dubai and Cape Town
* In North America: New York, Miami and Los Angeles
* In Latin America: Rio de Janeiro and Buenos Aires

26. * Each Market is well suited for our proposed venture
* The learning component is well established for each
market segment
* The combined market potential is very large and if
tapped properly can yield very good business preposition.
* More Research and analysis is need for proper
Opportunity Assessment
Pilgrimag
e Tourism
Culture Tourism Rev. $18
Billion
Rev. $ 368 Billion
Luxury Tourism
Health Tourism Rev. $ 1Trillion
Rev. $100 Activity
Billion Tourism
Rev. $26.8
Billion

27. * The Total Market is approx. $1500 Billion
* We assume that the available market to us is 50% of
same = $750 Billion (Taking only USA and Asia)
* The Market that can be served may be 14% of same
(as per Phocusright report only 14% tour booking is
through online )
* Considering that we can handle maybe 5% of same,
We can estimate the target market as $5.2 Billion
TOURS MARKET
Total Market $1500 Billion
Total Available Market $750 Billion
Served Available Market $104 Billion
Target Market $5.2 Billion