digital tourism trends & insights - nick hall
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Predstavitev na 17.Slovenskem turističnem forumu v okviru DST 2014, Portorož www.dst.siTRANSCRIPT
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