Travel workshop
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This document discusses opportunities for the Australian travel and tourism industry in 2015 and beyond based on emerging technology trends. Key points discussed include: 1. The growth of online travel markets and how search engines and social media will influence travel research and planning. 2. Emerging technologies like augmented reality, electronic publishing, and remote robotics that could impact the travel experience. 3. How search engines like Google and Bing are analyzing traveler behavior and customizing travel search results and tasks. 4. The increasing importance of social networks like Facebook and review sites in influencing travel decisions and sharing travel experiences. 5. Possible future scenarios for inbound international tourism in Australia in 2015 based on key technology and social
Travel workshop
- 1. SOCIAL TRAVEL & TECHNOLOGY2015 and BeyondOpportunities for Australian Travel and Tourism
- 2. Topics for DiscussionTechnology MegatrendsOnline TravelGoogle Travel AnalysisBing Travel TasksSocial Search & TravelFacebook FutureInnovative Travel StartupsTravel Scenario Studies2015 scenario for inbound tourism
- 3. Technology MegatrendsForrester - January 2010 “The Splinternet”1. Internet of Things2. Splinternet8. Remote Robot -QB 6. Apple iTravel3. Immersive 5. 3D Cinema & TV The Layar Reality Browser shows what is around you by displaying real time digital information on top of the real world as seen through the camera of your mobile phone. This technology is called Augmented Reality. We augment the real world as seen through your mobile phone, based on your location. 4. A-Reality 9. Electronic Publishing 7. PTAs
- 6. Online Travel MarketOnline travel market set to growTotal US online travel market in 2010 will be ~$93B (offline + online = ~$236B) with expected growth through 2011 at 5-7%
- 7. While Asian markets offer solid growth projections, Europe provides better market sizes and online penetration. (UK was $30B in 2009. Expected 2010 growth is 5%. UK online travel share is ~40%)
- 8. PhoCusWright predicts that travel metasearch’s share is poised to take off, rising from its current 28% to get much closer to the OTA share of 71%
- 9. While flights will remain the largest transactional segment within online travel, hotels is expected to be the one to gain share by 2011.Source: PhoCusWright US Online Travel Overview, Nov 2009
- 10. Search Travel MarketTravel is a top 5 commerce category~14.3B queries in November (U.S. ComScore data)~8.4% of 2.5B monthly commerce queries are travel-relatedTravel is also a key category for revenueIn FY09, Travel was the #1 vertical in revenue for Microsoft Media Network and the #3 vertical in revenue for Search(~$68M in FY09 and trending to ~$74M in FY10)Sources: ComScore, US query share, Nov 2009Forrester Forecast of Travel Advertising, 2009
- 11. Top 12 Travel TasksResearch flights for an upcoming trip Plan a road trip of over 150 milesGet specific advice about a travel destination from people you know or other travelersGet specific advice about a travel destination from people you know or other travelersResearch attractions (e.g. zoos, museums, etc.) at your destinationResearch attractions (e.g. zoos, museums, etc.) at your destinationResearch hotels for an upcoming tripChoose a vacation destination by looking at options meeting your criteria (e.g. type of trip, price, etc.)Explore options by type of destination (e.g. beach, cruise, etc.) or geographic area (Western US, Europe, etc.)Top 12 travel tasks out of top 200 overall tasks in order of overall task importance.
- 12. Green shows top 5 tasks weighted on multiple factors (importance, frequency, etc.)Get pictures or imagery of a vacation destination or a local areaResearch and plan a trip in a foreign countryOrganize and plan a last minute getawayShare your itinerary with people you know when planning a trip, for coordinating plans and adding to calendars (mobile)Find a condo or home to rent for a vacation
- 13. Google AnalysisControlling experience from multiple entry points (E.G. Android, Nexus One, Chrome)
- 14. Chrome’s market share has grown organically from 1.6% to 5.2% between 3/09-12/09 (Launched Sep 08). Google’s search share on Chrome is 96%.
- 15. Surrounding consumers with online services from email to photo editing
- 16. Fundamental improvements in 2009 to catalog size, browse experience, opinion ranks, left rail web filters (nearby now & more shopping results)
- 17. Recent differentiators involve integrated local, mobile and product scenarios, such as near by now filter, Google shopper and Favorite Places Stickers(2), City Tours
- 18. Google handles ~133M travel queries/mo or 55% share of all travel queriesBing Travel Top TasksOf the top 40 tasks on Bing, these are the 5 travel specific tasks:Destinations by type (PC)Research hotels (PC)Share itineraries (mobile)Research flights (PC & mobile)Research attractions (PC & mobile)
- 19. Social Media Marketing is not Conventional Marketing“a many-to-many mediated communications model in which consumers can interact with the medium, firms can provide content to the medium and, in the most radical departure from traditional marketing environments, consumers can provide commercially oriented content to the medium.”Hoffman & Novak, 1997
- 20. A New Way of Marketing ? Social Network Marketing 1:1 Marketing ‘All Customersin a network interrelated’Segment Marketing‘All Customers are different’‘All Customers in a segment the same’ShotgunMarketing‘All Customers the same’
- 22. TV 3.0LivestationAll your channels in one placeSurf and email while you watchInstant, live chat with others watching LivestationDesktop alerts bring you breaking news and Livestation updates Share with friends.Boxee makes it easy for friends to share their favorite movies, TV Shows, and songs with each other, on Boxee or on social networks like Facebook and Twitter.
- 23. “United Breaks Guitars”Collision of Marketing, Customer Service and PR “They Shake me”
- 24. Brands will be built and destroyed by social networking and mediaSocial networking tools and platforms such as YouTube, Twitter, Facebook and Delicious will become the main way to create (or destroy) brand value.
- 25. Consumers will increasingly trust opinions and preferences of their social network instead of traditional advertising. And their consumption behavior will be guided by this influence.
- 26. Businesses will increasingly have less control over brand reputation through mainstream advertising and will have to rely upon customer satisfaction and value.Facebook is My Newspaper(Susie Wilkening, http://reachadvisors.typepad.com/OneRiot.com: Search the realtime web
- 27. 16 million people in the UK accessed Internet via mobile phones in December 2009. Total of 6.7 billion pages and 4.8 billion minutes online during the month. Top 10 sites accounted for 70 per cent of both total pages viewed and total time spent online
- 28. Australia Leads Average Time Spent per Person on Social Media Sites in December 2009
- 29. Social Travel General social networks and sites:Facebook (e.g. referrals to hotel web sites) Flickr (uploads from destination) Twitter (alerts on posted reviews, special offers e.g. Tornoto at 50% discount from Virgin America and geotagging use www.connectme360.com to check out ground content from destination tweets)LinkedInYouTube (video of destination experience)Mobile social networks – foursquare and GowallaTravel Blogs – Travelpod and TravelBlogSocial Travel guides/networks – WAYNTravel review sites – trip advisor and Travel PostOnline Travel Agencies (hotel reviews)
- 30. Zuckerberg: “We Are Building A Web Where The Default Is Social”(3rd F8 developer conference, San Francisco)not only can you see the social connections between people, but you can also see and create the connections people have with their interests—things, places, brands, and other sites. Zuckerberg calls it the Open Graph (as opposed to the Social Graph). It is really an Interest Graph.Yelp might create one around restaurants, Pandora might create one around music. Add some “like” buttons and anytime someone likes a restaurant, song, or movie anywhere on the Web with a Facebook like button, that information will flow back into the Open Graph. So that Yelp will know what restaurants you and your friends have liked elsewhere and take that into consideration when giving you recommendations, or Pandora with music, and so onFacebook is taking some of the information that pops up in people’s realtime streams and baking it into the Web. “The stream is ephemeral,” says Zuckerberg. “It is there for a few hours and then it mostly floats away. Services don’t understand the semantic connections between you and that restaurant.” But now Facebook can. Instead of the Web being defined only by hyperlinks (to the benefit of search engines like Google), Facebook wants it to be defined by social connections, likes and dislikes, interests that are coded and machine-readable. “Our goal is to use the open graph so people can have instantly social experiences wherever they go,” he says.The Open Graph is hugely ambitious. Just wait until Facebook plugs in targeted advertising by: Location, Age, Sex, Keywords, Education, Workplace, Relationship Status, Relationship Interests & Languages.The Open Graph API will allow any page on the Web to have all the features of a Facebook Page. Once implemented, developers can include a number of Facebook Widgets, like the Fan Box, or leverage any API, which enable the transformation of any Web page so it functions similar to a Facebook Page.
- 31. Travel ScenariosFUTURE TRAVELLER TRIBES 2020 FUTURE OF FREE TIMETOWARDS 2015 SHAPING TOMORROW TOURISMTOMORROWS TOURIST: SCENARIOS & TRENDS
- 32. Paradigm Shift 1.What today is impossible to do within the travel industry but if it could be done would fundamentally change our relationship with our customers/inbound international travellers no matter where they reside?
- 33. Technologies2.What are the emerging technologies you feel will create significant opportunities for the travel industry associating with inbound travelers and therfore need to be considered specifically for further discussion?
- 34. 2015 Inbound ScenarioBased on what you have discussed at this workshop with fellow participants and a review of the highlights of futures studies e.g. Future Traveller Tribes from Henley Centre/Amadeus, tourism 2023, a Future of free time (lastminute.com) and Tomorrow’s Tourists (work of Dr. Ian Yeoman) think about a future scenario for inbound visitors in 2015. What are your key story elements for successful engagement with inbound international tourism in 2015 and afterwards as a travel industry participant? The 2015 ICC Cricket World Cup will have a positive impact and jointly hosted by Australia and New Zealand. The location of the final event is yet to be decided.
- 35. Issues 3. Issues to be overcome by 2015 to achieve your story:
Editor's Notes
- #14: Social graph in the following order: you, your social network friends, friends-of-friends, your followers, and the overall community.Wall Street feed – simple way to navigate social network of friends social gestures and your –efficient, increased engagement , increases importance of attention info c.f. banking – remember fuss around news feedGoogle Open Social Attention Streams (already included in Plaxo Pulse) - MySpace Friends Updates -Netvibes Activities-LinkedIn Network UpdatesHigh social engagement vs traditional media (radio, tv, print, outdoor) with low engagement. This is about dialogue, interactivity, informality, people + technology & niche NOT Tradigital for mass using push, automation & technology only. Social Media Marketing practice centres around – networks, communities, blogs and microblogging. Traditional business functions can be socialised e.g. legal, supply chain, R&D, HR…Social Strategy (Media) - through sharing; engaging; building relationships and influencingincrease our reach, influence and relevancecreate ambassadors to support and promote what we dopersonalise interactionsencourage and grow communities through a critical mass of active cultural and scientific participants maximise revenuechange our work models from one-to-one communication to many-to-many communicationmove from providing information to creating shared meaning with audiences
- #18: Also, think Mobile we will discuss UK stats shortly from December released over weekend. Social Media moving rapidly to be the gateway to web content Facebook has replaced her newspaper as the go-to place for relevant news in Susie’s life. It's not hard to imagine a near future where Facebook (and sites like it) also replace a lot of the ways we use atomized search.For people who are deeply immersed in social media, social networks are already a much heavier influence on personal choices--where to visit, what concert to attend--than traditional advertising. Which means that your organization's website--a brochure out in the wilderness of the Web--is only going to remain relevant and useful as a marketing piece if it is being referenced in the social context of your users' lives. the next generation of Web users may find what they want by using their social network rather than a search algorithm. Social Media changes way we deal with web and in a sec we see mobile.