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Presentatie Raymond Kollau - Airlinetrends.com/Trendwatching.com
1. TRENDS & BEHAVIOR
OF TODAY’S E-TOURIST
Strategiedag e-toerism Raymond Kollau
Waag Society / LAgroup trendwatching.com
Amsterdam 23 November 2011 airlinetrends.com
2.
3. TODAY
• Screen-based Life
1. Being Digital
• Online Oxygen
2. Lifestreaming • Digital Nomads
• OFF=ON
3. Transparency • Statusphere
• Authority
4. The F-Factor • Wisdom of Friends
• Trysumers
5. Like a Local
• Location-based
6. Unplugged • Virtual Rewards
5. BEING DIGITAL (screen-based life)
• 21% of revenue from digital
sources
• €4.99 (city guide app)
• 6 mln paid apps downloaded
• 4 mln free apps downloaded
(during Icelandic volcano crisis)
Lonely Planet
7. BEING DIGITAL (travel planning resources)
(screen-based life)
1
46%
12%
20%
16%
JWT
8. BEING DIGITAL (travel planning resources)
(screen-based life)
3
28%
15%
2 50%
14%
JWT
9. BEING DIGITAL (orientation,
(orientation) booking)
Internet
• The average traveler visits 22 travel related sites during
9.5 research sessions prior to booking
• 37% of leisure travelers report that the internet prompted
them to book (up from 28% two years ago)
(source: Google 2011)
Mobile
• 29% have researched and/or booked accommodation, restaurants
• 28% checked flight status
• 47% roaming fees is greatest frustration
(source: TripAdvisor 2011)
16. LIFE STREAMING (real-time sharing)
Ushuaia Ibiza Beach Hotel
17. SOCIAL STATUS (statusphere)
“When it comes to online status, it’s all
about who you connect to, and who
connects to you, tribal style. It still is about
being unique, but it's about belonging, too.”
“Unlike in the 'offline world', these friends,
fans, followers, likes, etc are visible to all,
and determine one’s social status.”
24. THE F-FACTOR (friendsourcing)
“Consumers are increasingly
tapping into their networks of
friends, fans, and followers to
discover, discuss and purchase
goods and services, in ever-more
sophisticated ways.”
…
30. TRYSUMERS (the long tail)
“Reviews on anything, anytime
diminish the risk of disappointment,
and will empower and entice
consumers to explore the Long Tail
with confidence.”
43. TODAY
SUMMARIZING
e-tourists Informed
• Digital Natives / Nomads • Transparency
• Lifestreaming / OFF=ON • Real-time conversations
• Statusphere • Expectations
Trust Live like a local
• Word of mouth • Location-based
• Wisdom of friends • Experiences
44. THANK
YOU !!
raymond@airlinetrends.com
Raymond Kollau raymond@trendwatching.com