digital tourism trends & insights - nick hall

Digital Tourism Trends & Insights

Nicholas Hall CEO & Founder

SE1 Media Digital Tourism Think Tank

Tuesday 14th October 2014 #DST2014, Slovenia

@think_tourism #DST2014

Creation of content, creation of dataTHE WEB TODAY

@think_tourism #DST2014

Back in 1993 130 Websites

Back in 1996 1 000 Websites

Back in 2012 644 000 000 Websites

Today in 2014 1 000 000 000 Websites

1 EXABYTE

= 1 000 000 000 GIGABYTES

“The projected increase of Internet traffic between 2014 and 2015 alone is 200 exabytes,

which is greater than the total amount of Internet traffic generated globally in 2010.”

(Cisco, 2014)

200 EXABYTES

“In 2013, the data created and shared annually represented 4.4 zettabytes (4.4 trillion Gigabytes)

By 2020, it will represent 44 zettabytes.” (EMC. 2014)

44 ZETTABYTES

Only 5% of All this Data Data has been Analysed

75% of us don’t mind retailers using personal information to improve the customer experience

and yet….

in 2013, 60% of US internet users were more concerned about how companies protected personal data compared to 12 months ago.

THE PRIVACY PARADOX

in 2013, 60% of US internet users were more concerned about how companies protected personal data compared to 12 months ago.

The Privacy Paradox

Perfectly Illustrated

by Apple

Launching Apple Pay & the iWatch

whilst dozens of celebrities become victims of iCloud hackers

“We’ve taken a very different view of this than a lot of other companies have”

Our view is when we design a new service we try not to collect data.”

“If they’re making money mainly by collecting gobs of personal data I think you have a right to be worried.”

technology Continues to Evolve Rapidly

changing our lives and how we share our most precious moments with others…

Content featuring compelling images averages 94% more total views than those without.

(MDG Advertising. 2012)

118% Growth in Online Video Consumption in just 12 months

118% Growth in Online Video Consumption in just 12 months

#1

#2

From 1% sharing content online just a few years ago to 48%….

48% of business travellers and 40% of leisure travellers film their trip and share it online! (Google Traveller Report, 2013)

dreaming

planning

book

ing

shar

ing

re-th

ink th

e tra

vel c

ycle!

@think_tourism #DST2014

storytelling

suggestions

opin

ions

mom

ents

#hashtag

1. th

ink lik

e a

hum

an :

)

@think_tourism #DST2014

engaging immersive

crowdsourced

digital swiss army knife

quick & pain free please

2. th

ink d

igita

l exp

erien

ce dreaming

planning

book

ing

shar

ing “internet is a human right!”

@think_tourism #DST2014

3. th

ink m

obile

first

dreaming

planning

book

ing

shar

ing

experiencing

@think_tourism #DST2014

82

63

56

74

73

64

62

19

37

1.75 bil.

4.55 bil.eMarketer, 2013

“we need an app” syndrome

understand your market before rushing into new trends

@think_tourism #DST2014

Smartphone Adoption in BRIC Markets

RUSSIABRAZIL CHINAINDIA

Smartphones Feature Phones Multimedia PhonesIncludes devices with and without touchscreens.

No touchscreen, query keypad, or advanced operating system.

Touchscreen and/or query keypad, but no advanced operating systems.

@think_tourism #DST2014

Dream, inspire, decideINSPIRATION STAGE

@think_tourism #DST2014

no such thing as a free lunch?

Digital Natives Love SnapChat!70% US College Students 18-24

Use Snapchat Daily!

Facebook Who?Compared to 11%

Posting to Facebook Every Day

the social sphere has changed a lot in just a matter of years…

we’ve gone from powering compelling content…

to powering disposable content! (as well)

the social sphere has changed a lot in just a matter of years…

#Ins

taw

alk#blogtrip

#MeetSouthAfrica

storytelling unique, personal, evocative and always about discovery

engage long format content can be highly engaging and deeply personal when consumer on tablets

TRENDJACKING

“Act of capitalising on an existing news trend in order to boost one’s brand in the marketplace”

280,000,000 online interactions

580,166 tweets per minute

580,166 tweets per minuteGermany vs Brazil

OPPORTUNITY

when timing is everything

WORLD CUP 2014

URUGUAY-ITALY

WORLD CUP 2014

URUGUAY-ITALY

tweets using #Suarez increased by

10,000% in 24hours

Snickers seized the #suarze surge!

the opportunity of

social media Kings KLM showed dutch humour

doesn’t transcend cultures

social media Kings KLM showed dutch humour

doesn’t transcend cultures

OPPORTUNITY seized by

competitors!

OPPORTUNITY seized by

competitors!

OPPORTUNITY

when timing is everything

when BAD timing is everything

@think_tourism #DST2014

Book, check-in, buy ancillary productsPLANNING STAGE

@think_tourism #DST2014

m-commerce smartphones are driving a surge in m-commerce opportunities

Forrester Research European Mobile Commerce Forecase 2012 to 2017

M-Commerce Spend (Millions in EUR)

m-commerce smartphones are driving a surge in m-commerce opportunities

Forrester Research European Mobile Commerce Forecase 2012 to 2017

M-Commerce Spend (Millions in EUR)

mobile wallet

mobile wallet

76% Mobile Sites not ResponsiveMost Traffic is Mobile Web not AppApps Serve Added Value Needs

Airlines Care about their bottom line which is why 76% choose dedicated mobile sites over responsiveoptimise

of bookings that are made 24 hours prior to stay are carried out from a mobile device - Expedia65%

@think_tourism #DST2014

Use  of  maps  and  suppor.ng  the  visitorEN-ROUTE

@think_tourism #DST2014

of travellers consider maps essential to support their journey81%

improving travel experiences

improving travel experiences

real time information

successful mobile apps serve a real function

customer’s needs are the key to a good mobile strategy

@think_tourism #DST2014

Explore,  connect,  discover,  shareIN-DESTINATION

@think_tourism #DST2014

travellers will sacrifice some privacy for an improved travel experience

easy access to amenities & hours83%

automated check-in73%

to order room service62%

concierge services and tips68%

as a room key64%

up-sell opportunities

enabled Visitors want to share great moments as they happen, don’t charge them for the privilege!

@think_tourism #DST2014

Share,  recommend,  advocacyPOST-TRIP

@think_tourism #DST2014

it remains #1 social channel with 1.23 billion monthly users

it has been losing 3,000,000 13-24 year olds in 3 years

it has been losing 3,000,000 13-24 year olds in 3 years

iStrategy  Labs

dreaming

planning

book

ing

shar

ing

re-th

ink th

e tra

vel c

ycle!

innovateM-Labs Southern Africa is a start-up accelerator with specialised a mobile lab. In 2012, Microsoft and M-Labs teamed up to hold a hackaton Rand Airport to challenge the developer community to innovate!

Hvala ;-)Nicholas Hall CEO & Founder

SE1 Media Digital Tourism Think Tank

Tuesday 14th October #DST2014

@think_tourism

@nickhalltravel