In its 2016 Travel Megatrends report, Skift described food as 'the leading hook in travel', but where did this trend come from and what does it mean for tourism authorities, and what opportunities could this provide for tech developers?
In June 2016 the European Tourism Association (ETOA) in association with London Technology Week hosted a seminar discussing the increasingly close relationship between food, tourism and technology. Here is Toposophy's opening presentation from that seminar.
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Serving Up a Storm! - Food, Tech and Tourism
1. SERVING UP A STORM!
FOOD, TECH AND TOURISM
PETER JORDAN
SENIOR TOURISM
ANALYST
2. Peter Jordan
Senior Tourism
Analyst,
• Background:
UN World Tourism Organization, Madrid
WYSE Travel Confederation, Amsterdam
Pacific Asia Travel Association, Bangkok
• Now: Senior Tourism Analyst, TOPOSOPHY
• Consultant and strategic advisor on next-
gen travellers and travel trends
• Based: Amsterdam, NL
3.
4. Part of major digital agency and e-business
consultancy
6. • Winner of the 2015 Red Dot Marketing Award for
design
• Experts in place management & marketing
• Official Research Partner to European Cities
Marketing
• Our areas of specialisation place us at the
leading edge of destination marketing &
management
25. Stepping Out of the Crowd: Where
the Next Generation of Asian
Travellers is Heading
Released: March 2016
• ‘What elements are essential to your
visit when travelling to a new city in a
foreign country?’
• ‘What motivated you to take a trip out
of the city?’
A REASON TO
EXPLORE
26. 42%
51%
54%
56%
57%
58%
61%
62%
72%
74%
75%
76%
76%
78%
78%
79%
81%
85%
85%
85%
86%
87%
Just stay at my hotel/hostel and relax
Stay with local people (in their home)
Experience the nightlife (clubs, bars)
Meet local people on an organised tour
Eat with local people (at their house)
Attend sporting events
Visit the big stores or a mall
Find out about local news and current affairs
Visit a supermarket
Attend in music events
Understand the history through talking to local…
Understand the history through visiting museums
Practice the local language
Visit local shops
Meet local people (spontaneous)
Eat with local people in a typical restaurant
Meet local people at a festival/event
Visit a local food market
Find out about local modern culture and trends
Participate in local festivals
Visit small shops with locally-made items
Discover local heritage and traditionsWhen visiting a
large city in a
foreign country,
how important
are the following
elements of your
visit?
Sample:
1000+ youth
aged 16-35 from
13 outbound
markets in NE, SE
27. Stay with local people (homestay)
Feel safer than in the city
Practice the local language
See a specific religious site
Eat modern food/drink
Meet local people
Experience city-city transport (e.g. high speed train)
Attend a specific event (concert, festival)
Feel calmer than in the city
Stay in unique accommodation
Do an adventure sport
Experience local transport (e.g. local subway, bus)
See famous places from TV/movie
Do walking/hiking
Visit specific town or village I’ve heard about
Try traditional/unique drink
Experience the lifestyle of the local people
See specific historic or cultural sites
See the coastline/beach
Try traditional/unique foods
Visit family or friends
See beautiful landscapes
14%
16%
16%
18%
18%
20%
20%
21%
25%
28%
29%
29%
30%
32%
33%
35%
35%
43%
51%
51%
52%
74%“What motivated you to
take a trip out of the
city?”
Sample:
1000+ youth
aged 16-35 from
13 outbound
markets in NE, SE
33. DEFINITION: Individuals sharing food in
community kitchens, inviting people into their
homes to share meals, or ‘meet-ups’ with
strangers sharing a meal.
MEAL-SHARING
39. THE SHARING ECONOMY IN TOURISM
DESTINATIONS:
• IT’S NOT ABOUT THE NOVELTY, IT’S ABOUT
THE LIFESTYLE
• GIVES VISITORS ACCESS TO UNIQUE PLACES
• PROFILE OF USERS AND PROVIDERS IS
BECOMING MORE DIVERSE
• TRADITIONAL BUSINESSES ARE USING P2P
PLATFORMS
• MOSTLY IN A LEGAL ‘GREY AREA’
41. ON THE SHARING ECONOMY
IT’S TIME FOR DMOs TO
GET INVOLVED:
• USE IT AS A POLICY TOOL FOR
DESTINATION MARKETING &
MANAGEMENT
• SET THE RULES, BUT BE
FLEXIBLE
43. THE SHARING ECONOMY:
USE IT TO MEET YOUR
OWN POLICY GOALS
• PUT LOCAL PEOPLE
FIRST
• SHIFT FOCUS TO
INTEGRATED DEST’N
MANAGEMENT
• DESIGN NEW
Smart city
manageme
nt
Social
cohesion
The visitor
experience
44. THE SHARING ECONOMY:
SET THE RULES, BUT BE FLEXIBLE
ZONING / HEALTH & SAFETY / TAXATION
INSURANCE / LABOUR SAFEGUARDS
FAIR COMPETITION / CONSUMER
PROTECTION ENVIRONMENTAL PROTECTION
REPUTATION MANAGEMENT / QUALITY
CONTROL
46. • GET INVOLVED
• DO AN AUDIT: UNDERSTAND YOUR
POSITION IN THE MARKET
• SET YOUR POLICY GOALS
• SEE THE SHARING ECONOMY AS A USEFUL
MANAGEMENT TOOL
• BUILD PARTNERSHIPS BASED ON YOUR
GOALS
• CONSIDER TECH AS THE WAY TO PUTTING
YOUR FOOD ON THE GLOBAL STAGE
The FULL range of destination marketing and management services
“FOOD IS NOW THE LEADING HOOK IN TRAVEL”
This has made it….
Central to the branding of some NTOs – a MAJOR PILLAR OF PROMOTION
Central to the branding of some NTOs – a MAJOR PILLAR OF PROMOTION
Heston Blumenthal – BA
Austrian Airlines sky chef – Most major airlines have a big-name chef who oversees their high-end catering
Seabourn Cruise Line – high-end culinary experiences
Generator Hostel Venice