Taking note of the travel and tourism trends, and how to make sure we keep up with them for local tourism and destination marketing at the City of Ekurhuleni Tourism Conference 2016 #COETourism

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MOVING WITH THE
TIMES
E-TOURISM
TOURISM CONFERENCE
14 SEPTEMBER 2016

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4. 4@william_price

5. MY ME & WHY NOW?
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The INTERNET GUY at South African Tourism that was asking for
forgiveness and not for permission. With more than 15 years of digital and
internet experience in agencies and working on client side, and also having
been the CTO at Flights.com Southern Africa.
Travel remains the biggest commodity sold online despite the global
economic down turn, and has eclipsed Gold in the South African GDP, and
last year more than 1Billion trips were made and more than 90% of those
travel decisions have been made online…
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AGENDA
TRENDS that travel
executives believe we now
need to pay attention to
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REALITY the stuff that
consumers are using, sharing
and doing that has changed

7. TRENDS
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9. CONTENT IS KING
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The CONTEXT IS QUEEN so don’t think that all you now need to do is create
lots more content and make sure it’s everywhere - making sure that you pay
attention to the 4 Cs is critical in your content marketing efforts.
Context. Content. Curation. Creation.
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10. 360 VIDEO
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The Visit Hamilton Island 360 video on YouTube demonstrates just how fast
and how far 360 video has gone recently in the Destination Marketing and
Travel space. The 360 video trend is one we cannot ignore now that consumers
are more keen to experience more of the destination before they decide to go.
If a picture speaks a thousand words… Then video goes well beyond, and 360
video starts to take us into all kinds of new possibilities.
https://youtu.be/lJype_TafRk
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11. VR
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The Virtual Reality applications for travel and hospitality allow users to
experience an immersive video and audio designed experience to allow users to
experience a destination or experience without being there in person.
VR has been tipped to be one of the emerging trends that destinations need to
incorporate into their marketing and content creation projects going forward.
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12. AR
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The Augmented Reality essentially becomes a data imposed layer of
information that is projected over a normal visual scene that enhances the
picture for the user with much more information that is relevant and useful.
AR has been used very successfully in language and mapping applications like
Google Translate and directional maps for transit systems.
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13. SEARCH
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The SEARCH marketing you do now needs to take the consumer’s specific
needs and perceptions front and centre. They expect to find what they are
looking for, fast, easy and specific.
The average US consumer now searches on average using a search phrase 27
words long.
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14. MOBILE
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The MOBILE DEVICE has changed everything.
Consumers do more with their mobile than any other device and expects that
your content and your property or attraction or service can be found and
experienced in a mobile friendly format.
Today there are more mobile searches being done than ever before and
consumers want everything on their mobile.
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16. REALITY
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17. UBER
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The Digital Disruptor has completely redefined the travel transportation sector,
and also reinvented and taken over the ride-for-hire sector globally.
More than 8 Million users and 2 Billion rides
In 400 cities, across 70 countries
Is 5 years old and the daily average of new Uber drivers is 50,000
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18. AIRBNB
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The Accommodation Disruption thanks to AirBnB has been moments and
has completely taken the hospitality industry by storm.
Total Valuation of US$25 Billion
Average stays per night 500,000
In 57,000 cities, across 191 countries with 41,373 active listings in NYC alone
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20. CONSUMER
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The CONSUMER is no longer the same animal and cannot be tamed using the
old tried and tested mass media marketing and advertising methods.
The new consumer is totally different to who we thought we once knew.
Always on
Always connected
Constant needs for instant gratification and uses social media, peer to peer
recommendations and wants to feel, experience and share more than before
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21. SOCIAL
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The SOCIAL MEDIA REVOLUTION is here and has already changed
everything.
SEARCH: “socialnomics”
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23. SOCIAL IS BUSINESS
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The SOCIALNOMICS Effect is impossible to miss and has become big
business across the world, and has completely revolutionised the way
businesses, marketers, brands and consumers interact.
It’s no longer a question if you need to do social media, it’s all about how well
you do social media.
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copyright of the materials is reserved to Fogg Agency who retain the intellectual property rights for all elements submitted
FOCUS
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CONSUMER
know them, find them, use
them like your business
depends on it
ECONOMICS
the business, beliefs and
value drivers are critical
ENGAGE
with your audiences, fans,
friends, partners to unlock
new opportunities

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NEXT STEPS
EXPERIMENT with you business, your
customers and your value proposition
TEST the model, the processes and the people in
every area to find success and repeat it
ADAPT or die trying to make the needed shifts
and changes to delight your customers again

27. THANK YOU