Putting Africa on the Map
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Presentation by Paul de Waal of SMARTGUIDES at the E-Tourism Africa Summit 2010
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Putting Africa on the Map
- 1. PUTTING AFRICA ON THE MAP 25th & 26th October 2010 Cape Town E- Tourism Conference
- 2. Our Industry is in Distress Global Economy Local Currencies are strong Expensive Destination Technology Changing the Rules
- 3. Opportunity for Growth Africa has only 4% of global travel – this must grow!!! Use technology to:- Educate (public & industry) Entice and Encourage more travelers Make it simpler to sell our products Make it easy to Book Access new markets
- 4. Tourism in Transition Over 80% of Travel begins online Largest Online Commodity Content is Critical Increasing travel spend is online Increased Transparency Research is part of the Experience
- 5. Tourism in Transition What does this mean…. Middlemen are being removed • Client – Travel Agent – Tour Operator – Product • Client – Tour Operator – Product • Client – Travel Agent – Product • Client – Product Tighter Margins Importance of your Online Presence e-Marketing is vital
- 6. Tourism in Transition The way forward seems clear ………or is it? While the global travel industry is has been radically changed this is not the case for Africa where traditional channels are still intact (although under threat)
- 7. Tourism in Transition Why is the channel still intact • Lack of Education • Lack of Information • Fear of the Unknown • Challenging Infrastructure • Security • Technologically Challenged
- 8. Tourism in Transition My Advice Support the channels that bring Business • Provide content and tools to help sell the your product Understand then Invest in e-Marketing • Content, Social Media, Blogs, Newsletters, Live Availability, Manage Online Reputations, etc
- 9. E-Marketing Creating good quality content Distribute it via as many channels as possible & Ensure that the enquiry/ booking process is as simple & quick as possible.
- 10. SmartGuide We use technology to distribute content in an interactive and engaging manner. Aggregate Content Edit it Distribute it
- 11. Geo-locate Input (Create & Aggregate) SmartGuide Approach Distribution Text and Audio Images Tourism Organisations (National, Regional, Local) Map Tour Operators Tourism Products (Accommodation, Activities, etc) Hotel Groups Marketing GroupsVirtual Tours (360 pictures) Videos User Generated (You Tube, Flickr and Reviews) Travel Agents Providing a powerful platform that the industry can use to promote Africa
- 12. Focus on Mapping • Maps are central to tourism • Google Maps are amazing • Geo-located Information more valuable • Makes Content very accessible • Interactive and Engaging • Publishing Platform (instantly updatable)
- 14. Interactive Map 18 000 Points
- 15. Each Icon Carries Content Images Videos Audio Flickr Text 360s Zoom in
- 16. Zoom In – The Cape
- 17. Geo-Located Guides Geo-located – relevant Easy to create / customise
- 18. Search Facility Search for Beaches
- 19. Zoom In
- 20. Using the Interactive Map Which one represents and sells the product better ? Resort Layout vs Interactive Map
- 21. Facebook
- 22. Twitter
- 23. Tour Operator Integration Click on the Link to Map
- 25. Distribution of Content Websites Provides: • Destination / Location Guide • Interactive Experience • Large library of Rich Content Websites Provides: • Destination / Location Guide • Interactive Experience • Large library of Rich Content Sales Agents Assists with: • Providing information • Education • Empowering them to Sell • A sales tool Sales Agents Assists with: • Providing information • Education • Empowering them to Sell • A sales tool Social Media Used in: • Blogs • Twitter • Facebook Social Media Used in: • Blogs • Twitter • Facebook Email / Documentation Uses: • Insert in all correspondence • Include in Signature • Attach to Quote / Documentation Email / Documentation Uses: • Insert in all correspondence • Include in Signature • Attach to Quote / Documentation The Map VIRTUAL ITINERARY
- 26. Revolutionising the way travel itineraries are presented The Virtual Itinerary
- 27. Virtual Itinerary Interactive Virtual Itineraries • Represent an itinerary in an appealing manner • Provide a spatial understanding • Are interactive & engaging • Allow potential travellers to do in-depth research • Provide depth to an itinerary (Rich Media) • Provide confidence in recommendations • Provide confidence in the itinerary
- 28. Virtual Itinerary The Interactive Virtual Itinerary is a • Marketing tool • Sales tool • Education tool • Conversion tool
- 29. The Virtual Itinerary Car Scheduled Flight Charter Flight
- 34. Distribution of the Virtual Itinerary Sample / Scheduled Virtual Itineraries • In websites • In specials • In blogs & social media • In newsletters Personal Virtual Itineraries • Rapid response teaser • Accompany the standard itinerary / quote
- 35. The E-Brochure
- 36. eBrochure Paper Brochures • Expensive to print (each one costs) • Expensive to distribute • Out of Date the day it is printed • At the right time, it is in the wrong place • Expensive to develop in different languages What is an e-Brochure • mini website built for presentations (content & important info) • Brings your rich content to the fore • Easy to distribute (email, social media, specials, newsletter, etc) • Accessible when needed • Easily branded by Tour Operators, Travel Agents, Marketing Organizations, etc • Easy / Cheap to produce in many languages (new markets) • Measurable
- 37. eBrochure How will it be used Products • Will distribute it widely to use it to educate, promote and sell their property • Use it as a way to transfer Content & Information • Place to put Specials Tour Operators • Place in digital documentation, quotes & itineraries • Can quickly send a client the link to a few options • Carries all the information they need (no need to go back to the product) • Access Specials Travel Agents • Replace the traditional brochures • Provide them with the tools to sell the product • Present or send to clients
- 38. eBrochure
- 39. eBrochure
- 40. eBrochure
- 41. eBrochure
- 42. eBrochure
- 43. eBrochure
- 44. Change of Marketing Focus SmartGuide had been focusing on providing these tools to Online Tour Operators New Approach • The real power of the tool is to educate and provide tools to the people in the front line – the Travel Agents The Travel Agents is still a major player yet • They are hard to market to and hence neglected • Most have limited knowledge on Africa •They receive little or no training on selling Africa And these are our frontline marketers!!!!
- 45. Change of Marketing Focus The average Travel Agent is • Commission based • Sells what they are confident selling • Sells what they know SmartGuide’s Tools can • Educate Agents • Increase their confidence • Providing the Agents the tools to compete in the computer age • Help them sell Africa
- 46. SmartGuide Portal The Industry’s One Stop Shop for Content, Information & Sales Tools Interactive Map Virtual Itineraries eBrochure Specials
- 47. Growing Africa’s Share For Africa to increase it’s share of the travel market it needs you to:- Embrace the Internet Assist the Industry to sell Africa
Notes de l'éditeur
- Welcome Hope you have learnt a lot and together improve the profile of Africa I am sure by now that your minds are racing and panicing about everything that you need to be doing - I know I was last year when I first attended the conference. Anyway I hope to be able to give you something and not tell you to do something
- Despite the points displayed I am optimistic Understand and use the technology
- *Growth is often far easier to achieve when coming off a low base + Use technology better top claim our piece of the pie – everyone did their bit the accummulated effort is massive + we as the industry needs to work harder to educate the all the links in the industry
- Over the last 15 years huge changes to the industry Far greater Transparency Travelers empowered to choose
- Over the last 15 years huge changes to the industry Far greater Transparency Travelers empowered to choose
- If you had to walk out of this conference the way forward would seem clear… Nairobi Story
- Info – not enough info (when I travel to europe I do it online – while when I travelled to Madagascar I needed a TO) Knowlegde – don’t know where to start Tech Challengded don’t understand how it is being used
- E-marketing definition
- E-marketing definition
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- Not standalone but a product that can be Integrated into tourism products. Provide them with Interactive platform Quality content Can customise/ personalise and integrate into website The tourism business can focus on their core business and rest assured that SG will continue to improve the map – expensive and evolving
- *
- *
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- Icons highlight main destinations Recommendations change Guides Search
- Embed it Spacial Understanding Interactive – contains all the rich content that sells!! Better representation Publishing Platform
- Provide rich content for social media We have a special with a link
- Customisable content - CMS Multiple Links
- Altered look and feel
- This applies to all the product
- *
- Info – not enough info (when I travel to europe I do it online – while when I travelled to Madagascar I needed a TO) Knowlegde – don’t know where to start Tech Challengded don’t understand how it is being used
- It is an honor to be invited - dynamic people and Companies pushing the boundary of technology to promote the continent - Hopefully this presentation is useful to you, provide you with some insight as to what you can do with maps and assist you in approving your e-Marketing