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L’etourisme est mort !                 Le tourisme numérique est SOLOMO                         [ Social Local Mobile ]www...
Un secteur en progression constante               •   En Europe :                   6 européens sur 10 réservent leur voya...
Des vacances plus que jamais connectées !• 95% des français en vacances emportent 2 ou 3 produits high-tech• 2 heures et 2...
Le tourisme numérique est… SOcial !                          (CC BY-NC-SA 2.0) - Clément Seifert
Source : étude américaine de Ypartnership sur 2500 voyageursL’influence du cercle social                                  ...
L’influence des médias sociauxLe « Facebook Factor » !• 52 % des internautes  influencés pour le choix de  leur destinatio...
Le poids des avis de voyageurs68% des internautes français préparant leurs voyages en ligne lisent les avis67% d’entre eux...
www.auvergne-tourisme.info
La carte mondiale des médias sociaux
StratégieMédias Sociaux   Quels sont mes objectifs ?   Où sont mes clients ?   Qui sont les influenceurs ?   Quels out...
Le tourisme numérique est… LOcal !
La recherche d’un voyageur sur Google en 2011
Google Adresses : l’Office de Tourisme du futur ?
Bons plans et coupons arrivent en force !
Typologie des utilisateurs d’applis sociales aux US
Le tourisme numérique est… MObile !© rencontres.etourisme sur Flickr
Chiffres clés du mobile en France                                     •    12,6 millions de mobinautes (possesseurs de    ...
Un couteau suisse mobile !
Les tablettes numériques séduisent les voyageursArticle original cf. RVT
Les tags 2D (FlashCodes et QR Codes)Source etourisme.info
SoLoMo. Quelques modèles du genre
À nouvelles évolutions, nouveaux métiersCommunity managerContent curatorAnimateur Numérique de territoireEt demain ?
Mathieu BrucResponsable etourisme / emarketing CRDT Auvergne        @MathieuBruc www.auvergne-tourisme.info   Juin 2011
Le tourisme numérique est SoLoMo (Social-Local-Mobile)
Le tourisme numérique est SoLoMo (Social-Local-Mobile)
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Le tourisme numérique est SoLoMo (Social-Local-Mobile)

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Le tourisme et les nouvelles technologies sont inexorablement voués à converger vers un “tourisme connecté”. L’etourisme est mort au bénéfice du tourisme numérique qui s'articule autour du SoLoMo (Social-Local-Mobile).

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Le tourisme numérique est SoLoMo (Social-Local-Mobile)

  1. 1. L’etourisme est mort ! Le tourisme numérique est SOLOMO [ Social Local Mobile ]www.auvergne-tourisme.info Juin 2011
  2. 2. Un secteur en progression constante • En Europe : 6 européens sur 10 réservent leur voyage en ligne en 2011 (Source : Tnooz - mai 2011) • En France :  16,7 millions de Français ont préparé leurs séjours en ligne en 2010, soit 53% des Français partis. (Source Raffour Interactif)  les sites de tourisme gagnent +17.2% de trafic en moyenne sur l’année 2010 (Source AT Internet)  12,1 millions de Français ont entièrement réservé en ligne tout ou partie de leurs séjours, soit 38% des Français partis en 2010 (Source Raffour Interactif)  les ventes en ligne progressent de 12% au 1er trimestre 2011 (Source Fevad)
  3. 3. Des vacances plus que jamais connectées !• 95% des français en vacances emportent 2 ou 3 produits high-tech• 2 heures et 24 minutes par jour à utiliser ces objets high tech, soit autant de temps que les activités culturelles et plus de temps que les repas ou la bronzette ! LH2 pour Kelkoo et Hopscotch – Enquête sur les « High tech holidays » / Rapport d’étude / Mai 2011
  4. 4. Le tourisme numérique est… SOcial ! (CC BY-NC-SA 2.0) - Clément Seifert
  5. 5. Source : étude américaine de Ypartnership sur 2500 voyageursL’influence du cercle social www.auvergne-tourisme.info
  6. 6. L’influence des médias sociauxLe « Facebook Factor » !• 52 % des internautes influencés pour le choix de leur destination par les photos de vacances de leurs amis• 88% des sondés se rendent régulièrement dans les albums photos de leurs amis Source Skyscanner (février 2011)
  7. 7. Le poids des avis de voyageurs68% des internautes français préparant leurs voyages en ligne lisent les avis67% d’entre eux se disent influencés par cette lecture(Baromètre e-tourisme, Raffour Interactif, juin 2010) 40 millions de visiteurs / mois (ComScore Media Metrix - juillet 2010) 23 commentaires / minute (L’Echo Touristique – avril 2011)Longue vie aux avis certifiés et authentifiés!
  8. 8. www.auvergne-tourisme.info
  9. 9. La carte mondiale des médias sociaux
  10. 10. StratégieMédias Sociaux Quels sont mes objectifs ? Où sont mes clients ? Qui sont les influenceurs ? Quels outils ? Quels contenus ? Quel retour sur investissement ? Quelles adaptations ?Return onInvestmentSocial MediaAnalytics
  11. 11. Le tourisme numérique est… LOcal !
  12. 12. La recherche d’un voyageur sur Google en 2011
  13. 13. Google Adresses : l’Office de Tourisme du futur ?
  14. 14. Bons plans et coupons arrivent en force !
  15. 15. Typologie des utilisateurs d’applis sociales aux US
  16. 16. Le tourisme numérique est… MObile !© rencontres.etourisme sur Flickr
  17. 17. Chiffres clés du mobile en France • 12,6 millions de mobinautes (possesseurs de mobiles qui se connectent à l’Internet), soit une progression de 20% en un an • 38% du parc total sont des smartphones (téléphones intelligents, +20% en un an) • En moyenne, les possesseurs de smartphones ont téléchargé 8,6 applications (dont près de 9/10 sont gratuites) • Les principales utilisations : sites d’information, météo, jeux, navigation/cartes et réseaux sociaux • Un million de téléphones NFC en France en 2011 Sources : Observatoire de linternet mobile - SFR et lagence GroupM Silicon.fr MCI de Médiamétrie / Nielsen Telecom Practice© rencontres.etourisme sur Flickr
  18. 18. Un couteau suisse mobile !
  19. 19. Les tablettes numériques séduisent les voyageursArticle original cf. RVT
  20. 20. Les tags 2D (FlashCodes et QR Codes)Source etourisme.info
  21. 21. SoLoMo. Quelques modèles du genre
  22. 22. À nouvelles évolutions, nouveaux métiersCommunity managerContent curatorAnimateur Numérique de territoireEt demain ?
  23. 23. Mathieu BrucResponsable etourisme / emarketing CRDT Auvergne @MathieuBruc www.auvergne-tourisme.info Juin 2011

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