digital tourism trends & insights - nick hall

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Digital Tourism Trends & Insights Nicholas Hall CEO & Founder SE1 Media Digital Tourism Think Tank Tuesday 14th October 2014 #DST2014, Slovenia

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Predstavitev na 17.Slovenskem turističnem forumu v okviru DST 2014, Portorož www.dst.si

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Page 1: 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

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@think_tourism #DST2014

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Creation of content, creation of dataTHE WEB TODAY

@think_tourism #DST2014

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Back in 1993 130 Websites

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Back in 1996 1 000 Websites

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Back in 2012 644 000 000 Websites

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Today in 2014 1 000 000 000 Websites

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1 EXABYTE

= 1 000 000 000 GIGABYTES

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“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

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“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

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Only 5% of All this Data Data has been Analysed

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

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and yet….

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

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THE PRIVACY PARADOX

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

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The Privacy Paradox

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Perfectly Illustrated

by Apple

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Launching Apple Pay & the iWatch

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whilst dozens of celebrities become victims of iCloud hackers

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

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

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

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technology Continues to Evolve Rapidly

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

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

(MDG Advertising. 2012)

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118% Growth in Online Video Consumption in just 12 months

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118% Growth in Online Video Consumption in just 12 months

#1

#2

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

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

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dreaming

planning

book

ing

shar

ing

re-th

ink th

e tra

vel c

ycle!

@think_tourism #DST2014

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storytelling

suggestions

opin

ions

mom

ents

#hashtag

1. th

ink lik

e a

hum

an :

)

@think_tourism #DST2014

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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

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3. th

ink m

obile

first

dreaming

planning

book

ing

shar

ing

experiencing

@think_tourism #DST2014

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82

63

56

74

73

64

62

19

37

1.75 bil.

4.55 bil.eMarketer, 2013

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“we need an app” syndrome

understand your market before rushing into new trends

@think_tourism #DST2014

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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.

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@think_tourism #DST2014

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Dream, inspire, decideINSPIRATION STAGE

@think_tourism #DST2014

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no such thing as a free lunch?

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

Use Snapchat Daily!

Facebook Who?Compared to 11%

Posting to Facebook Every Day

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

we’ve gone from powering compelling content…

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to powering disposable content! (as well)

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

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#Ins

taw

alk#blogtrip

#MeetSouthAfrica

storytelling unique, personal, evocative and always about discovery

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

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TRENDJACKING

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

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280,000,000 online interactions

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580,166 tweets per minute

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580,166 tweets per minuteGermany vs Brazil

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OPPORTUNITY

when timing is everything

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WORLD CUP 2014

URUGUAY-ITALY

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WORLD CUP 2014

URUGUAY-ITALY

tweets using #Suarez increased by

10,000% in 24hours

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Snickers seized the #suarze surge!

the opportunity of

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social media Kings KLM showed dutch humour

doesn’t transcend cultures

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social media Kings KLM showed dutch humour

doesn’t transcend cultures

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OPPORTUNITY seized by

competitors!

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OPPORTUNITY seized by

competitors!

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OPPORTUNITY

when timing is everything

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when BAD timing is everything

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@think_tourism #DST2014

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Book, check-in, buy ancillary productsPLANNING STAGE

@think_tourism #DST2014

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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)

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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)

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mobile wallet

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mobile wallet

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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

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

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@think_tourism #DST2014

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Use  of  maps  and  suppor.ng  the  visitorEN-ROUTE

@think_tourism #DST2014

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of travellers consider maps essential to support their journey81%

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improving travel experiences

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improving travel experiences

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real time information

successful mobile apps serve a real function

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

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@think_tourism #DST2014

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Explore,  connect,  discover,  shareIN-DESTINATION

@think_tourism #DST2014

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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%

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up-sell opportunities

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

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@think_tourism #DST2014

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Share,  recommend,  advocacyPOST-TRIP

@think_tourism #DST2014

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it remains #1 social channel with 1.23 billion monthly users

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

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

iStrategy  Labs

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dreaming

planning

book

ing

shar

ing

re-th

ink th

e tra

vel c

ycle!

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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!

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Hvala ;-)Nicholas Hall CEO & Founder

SE1 Media Digital Tourism Think Tank

Tuesday 14th October #DST2014

@think_tourism

@nickhalltravel

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