Presenter: Damian Cook, Managing Editor, E-Tourism Africa Utilising computers, hand-held devices, cameras and phones, this multimedia tour, as seen through the eyes of the tech-savvy traveler, reveals the role of technology in every step of the travel experience. It focuses specifically on key issues facing the industry in Africa.

1. WELCOME TO THE
INDABA 2009
E-TOURISM SEMINARS
WWW.E-TOURISMAFRICA.COM

2. WELCOME TO THE
INDABA 2009
E-TOURISM SEMINARS

4. DAMIAN COOK
MANAGING DIRECTOR
E-TOURISM AFRICA

5. But First a Graph...

6. Interest Level
FASCINATING
BORING
SLIDE 54

7. Our Mission
To develop a sustainable and equitable online
tourism sector in Africa by education and provision
of resources to both the private and public sectors
to enable a shift from traditional sales and
marketing methods and to create a locally based,
business driven environment for online travel
distribution and e-commerce.

8. E -TOURISM

9. ECO-TOURISM

10. E -TOURISM*
*electronic tourism

12. 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

13. Change happens fast
and it’s getting faster

19. The Fastest rate of
change has occurred
online

20. “When I Took Office only high energy
physicists had heard of the World Wide
Web... Now even my cat has a home
page”
-Bill Clinton

21. Net Generation
Over One Billion People are online
The first ‘digital generation’ has
arrived- aged between 11 and 31
They grew up with access to
computers and the internet
Vastly different from previous
generations

22. They’re Awful
They have no attention span
They don’t read books
They are addicted to pop culture
They are immoral- they love porn and have no
shame
They play ultra-violent video games
Right....?

23. Wrong
They are smarter- IQ is on the rise
They research, write and read more than any
previous generation- some teenagers are writing
over 10,000 words a month online
They are safer and cleaner
They get behind causes- Ask Obama
They have highly advanced visual and problem
solving skills through gaming and challenging
entertainment

25. They Think
Different
They read 8 books, 2,300 web pages and 1,281
Facebook profiles each year
64% never read a newpaper... ever
They use the Internet more than they watch TV
They are connected to extensive and trusted
networks of friends
They increasingly use their phones rather than
their computers

26. Critical Factors
Freedom- Give Me Choice and the More the Better
Customization- Make it My Own
Scrutiny- I will check it out before I buy
Integrity- Does this company deserve my money?
Collaboration- Let me Help you Make it better
Entertainment- Make it Fun
Speed- Serve Me Now
Innovation- Give me the latest (Don Tapscott- Grown Up Digital)

27. What’s changed for
Tourism?

28. The World’s Largest
Industry

29. E-Tourism
Online activity has become habitual and practical
including shopping
For the past 3 years Travel is now the best selling
commodity online
For over 70% of travellers it is their primary source of
information about travel- and increasingly their means of
selecting booking and buying
40% of all US online spending in 2008 was on travel
Over US $120 Billion in Online Travel Sales

30. Changing Business
Offline Sales Online Sales

31. New Sales Models
Direct Sales - Direct
purchase via a supplier
website (buying a plane
ticket or booking a room)

32. New Sales Models
Meta-Search that
seeks out and
compares offers from
different suppliers

33. New Sales Models
Tour operators who
combine and sell
travel inventory

34. New Sales Models
Online intermediaries
or OTAs offer direct
online sales of travel
with ‘dynamic
packaging’ which
allows you to build
your own trip from
different suppliers

35. New Sales Models
All of these have one thing
in common:
All this requires realtime
access to reservation
inventories
Not next week
Not tomorrow
Not in an hour
NOW

36. Destination
Management
Increasing Focus on Overall Destination
Management
Management AND Marketing of Resources
Creating an Online Community where Partners can
communicate to the Government, to their markets
and to Each other
Creating a Business Environment, not a Business
Solution

37. The Role of a
Destination
Content production, Aggregation and
Management
Creating Databases of PRODUCT and delivering
to Users
Creating Databases of USERS and delivering to
Product
“Showing” rather than “Telling”

38. What About Us?

39. Africa in a Global
Marketplace
Africa has accounted for 36 Million Arrivals and 24 Billion USD-
4% of Global Tourism
However, Estimated less than 2% of Africa’s total consists of
online sales
African Content can be difficult to find and access
Two Main obstacles:
Lack of E-Commerce
Lack of available inventory

40. Connectivity Crisis
Our connectivity is still far below global standards
A new digital divide is emerging- the inability to
access and experience and thereby understand-
the way the web is used around the world
Our experience skews our perception- we see
news channels every day so assume they are an
ideal space to market our tourism- and have no
exposure to popular rich media- so ignore it
The situation is improving but is it happening fast
enough in a global business environment?

41. Risks
Destinations who allow e-commerce and have
invested in ICT have began doing some business
online (SA, Egypt, Mahgreb)
Majority of Africa is virtually invisible online
Even those that do appear tend to be driven from
outside Africa using GDS or offshore commerce
SMEs and private operations still not penetrating
online…

42. The Vanishing
Continent

43. Starts to Appear...

44. Or
Does
it?

46. Opportunities
Capacity gaps allow us to learn from the
experience of the rest of the world and to learn
from their mistakes
The web is a democratic environment and a level
playing field, unburdened by borders
The web allows a greater culture of choice, and
access to greater demand- and ‘long tail
economics’

47. The Web is Changing
Fast...

48. Web 2.0 and
Tourism

49. What is Web 2.0?
The second wave of the web
After a decade of gathering information online- we
are now beginning to actually use it….
Web 2.0 is the participatory internet
Content is now free from format and can be
shared all over the web…
A shift from INFORMATION to COMMUNICATION
and ENTERTAINMENT

50. Content is Key
Content is Driving the Web
By 2011 the total amount of content on the web will
double every 11 hours
Content Free from Format means that content from
one website can be exported into another
Your content can appear on other sites and when you
change it, it updates everywhere
Content becomes much more important than design
Not just easier to share, but to create

51. My Web
Users can now create their own content without
understanding programming
Within three years it is estimated that 70% of the
content on the web will have been created by
users
Users are re-creating the web from within and
teaching it how to work for them, via sites that
recognize users
User data is captured and relationships
maintained via technology

52. Combining Data
Tagging means applying labels to web content
that describe what it deals with
This makes them searchable and sortable by users
Content can be ‘mashed’ and combined

53. Beyond Text
Don’t just read it, see it hear it, experience it
Video is changing the way we view and use the web
An increasingly visual medium- particularly for motivational content
Users generate VLOGS
SKYPE and other video communication applications let us see
each other

54. Wait a minute...
Who’s in Charge here?

55. AND NOW...
SLIDE 54

56. Our users are in control

57. The Revolution
The control of the web has shifted from
information suppliers to information users
‘Wikinomics’ has handed power to users, and
groups of users
Consumers are now ‘Prosumers’ who control what
they see and how they see it
Marketing direct to consumers and databases is
now critical
Content Content Content is King

58. Viral Media
Titanic, Reality TV and Harry Potter showed that
the mainstream media was not always part of
market success- that buzz was powerful
Web 2.0 is the ultimate in BUZZ
“WORD OF MOUSE”

59. Viral Cinderella

63. A Viral Campaign
Naked
Communications for
Witchery
60,000 views within 4
days
Email database
capture on fashion
50,000 subscriptions

64. Viral Marketing
Blair Witch, Lonely Girl and Rick
Rolling
This may sound silly- but it’s fun and it
WORKS...
Major brands now using viral media...
BMW jumps the Channel- Burger King
has a Subservient Chicken

67. 34,800 APPLICATIONS

69. Tourism Virals
Coolcapitals.com- European Regional marketing
group using coopetition
Joint promotion by Antwerp, Amsterdam, Vienna,
Zurich and Valencia
Wanted to promote fashion,food, museums,
culture, shopping, beaches in a single campaign
Wanted to project glamor and ‘cool’

71. What About Africa?

72. ONE DAY IN KRUGER...

73. Africa goes Viral
‘The Battle at Kruger’ a tourists video shot in
South Africa has become one of the most popular
videos on YouTube
It has been viewed 42,825,839 times and
counting

74. Social Networking
Blogging and Multimedia sites give us highly
personalized information that is used and shared
by individuals and communities online
Social Networks are communities of individuals
linked by common interests, accessing, gathering,
creating and sharing content
Web identities are created via Myspace, Facebook
etc as a means of communicating with a vast
social network

76. Decision Making
Personal recommendation Web search Visit travel agent's office See TV program Read a newspaper Other
7%
Russia 59% 37% 24% 32% 13%
1%
India 59% 51% 27% 32% 31%
15%
54% 55% 8% 20% 21%
Denmark
16%
USA 54% 58% 12% 22% 16%
7%
Japan 52% 53% 33% 26% 12%
11%
51% 65% 50% 44% 35%
China
7%
50% 36% 13% 29% 13%
Brazil
13%
Australia 50% 63% 29% 39% 21%
1%
49% 57% 25% 33% 26%
Germany
11%
49% 50% 25% 19% 17%
Canada
6%
Mexico 47% 31% 26% 25% 8%
10%
44% 62% 26% 9%7%
Spain
7%
43% 60% 14% 23% 11%
Netherlands
4%
PoIand 42% 47% 20% 26% 23%
5%
UK 39% 65% 22% 24% 14%
19% 7% 5% 8%
36% 64%
France
8%
Italy 33% 61% 35% 22% 22%
12%
Korea 30% 69% 23% 11%6%
0% 50% 100% 150% 200% 250% 300%
SOCIAL NETWORKS AND BLOGS COMBINE WEB SEARCHING AND
PERSONAL RECOMMENDATION

77. Trust and Reliability
Sites with reviews by other travellers 21%
Online tourist guides 15%
Local tourist guides 15%
Travel agent sites 12%
Search results 11%
Airline sites 10%
Advertising eg banner ads 0%
Other 5%
Don't know 12%
0% 5% 10% 15% 20% 25%
Most trusted online source for reliable travel information according to UK Internet users,
September 2006 (% of respondents)
SOURCE: NIELSEN//NETRATINGS COMMISSIONED BY ADVIVA AND HARVEST DIGITAL, JANUARY 2007 – QUOTED BY EMARKETER IN JUNE 2007

78. Trip Advisor

79. Online Opinions
A recent study showed that customers referred by
other users online spent 50% more online (CompUSA)
Trip Advisor is now a major part of the travel
channel
User reviews are of great value and can be
mashed in or directly entered into sites- but NOT
managed
When other users opinions and content become
part of our sales process, we have a total Web 2.0
sales environment

80. The Next Revolution

81. WHAT DO TOURISTS DO?

82. Mobile Web
Rate of phone growth is
phenomenal
Phones are no longer just for
talking- they are an online means
for accessing and publishing
content
People Travel with their phones as
a tool, guide and assistant
SATNAV directs the Tourist as they
travel
SMS communication to in-
destination travellers
Mobile Payments

83. Phone to Web
Phones can be used to deliver content direct to the web
Twitter allows users to ‘micro-blog’ via their phones to their
own page
5 Million Tweeters worldwide
Corporate tool for communication with clients. ie Virgin job
ads
News now being broken by Tweet
Hudson River plane crash tweeted by witnesses and
passengers

84. User Content Drives
Technology
The Shift to User Generated technology has
suddenly created a vast resource for the way
technology works
Content from users is searchable and trackable
Other users tag and categorize content, making it
search specific
Images can be recognized and ‘synthed’ to others
Next Generation Cameras and Phones use GPS
chips to auto-tag images

85. User Driven Technology

86. Your Phone Can See...

87. Putting it All Together...

88. Converged Technology

89. Face the Future
Many of us are firmly rooted in traditional sales and
marketing techniques
We have frequent repeat customers- but do we have
their children?
What’s happening to our agents, suppliers and
partners?
How visible are we in the new media?
Change is here and it’s getting faster.. we only have
one option...

90. EVOLVE

91. What We Need
Infrastructural Global relationships
development
Innovation and
E-Commerce facility vision…
Education and
exposure to global
best practice
Local coopetition

92. E-Tourism Africa
Practical real world Content
examples and
Multimedia
opportunities
Mobile Data
Travel Distribution
Commerce
Destination
Management
Regional Co-opetition
E-Marketing
Innovation
Social Media and
Training
Networking

98. E-Tourism Africa
We want to demonstrate the boundless
possibilities of strategic use of technology and
engagement of Web 2.0 in a rapidly changing
world
Africa can prove that with technology there are no
limits to success...

99. Let’s Get Started...
damian@e-tourismafrica.com