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Turism och IT - hur turismn ringen kan kommunicera b ttre via

VIEWS: 3 PAGES: 38

  • pg 1
									 What are the prospects and
trends in internet and tourism

   Peter Hellman
    peter.hellman@trippus.se; 070-950 38 78

   www.merawebb.se ,Linkedin , Facebook
   GdanskMar 2011
                                   Presentation
                                  -Peter Hellman
   Backround - ref
   Reports - studies
   Internet today – facts
   Digital strategi – Internet Evolution – Lifestyle-Teknik –resor/upplevelser
   Behavior on the net – driving forces
   Brande –påverkan - interaktion
   Business models – new services
   Web site – function / functionality
   Internet trading
   Social media
   Digital maps
   Payment online
   New techniques and new trends
   Conclusions
Aim of the report
   Fill industry knowledge gaps
   Describe opportunities and challenges of the
    internet
   Offer advices on how to use the Internet better
   Encourage discussion and learning
   Communicating prospects
    The future of internet concerning
                  travel
   Combination
   Technique
   Lifestyle
   Travel & experiences
             Internet evolution
   1.0 1994 Information & comunikation
   Yahoo, Hotmail, Msn, Google – 77 M anv


   2.0 1998 Commerce
   Amazon, Ebay, Expedia - 500M anv


   3.0 2004 Community Self Expression&Entert
   Facebook,Bloggar ,You Tube -1400 M anv
                 Digital strategy
   Tied to the costumer
   More of self-service
   Supporting customers with digital
    service before, during, after the trip
   Price-sales strategy that optimizes the
    operation
   Implement digital evolution
                 Internet today
   Effective distribution channel (DR)
   Communication platform (PR)
   Strong primary media (Branding)
   Powerful communication tool (CRM)
                       2010 facts
   2 billion online
   3.5 billion cell phones
   65 million blogs
   Flickr 12 billion photos
   You Tube –Skype 400 million users
   40% mobile users (Europa) mobile internet
    service 2013
              Digital participation
   ”The digital world above all is about
    participation”


   ”The digital world is not a acampaign,it is a
    commitment”
                     SocialMedia
   >500 x 106 active users on Facebook
   There are over 900 x 106 objects that people
    interac
   The average user has about 130 friends
   >23 x 106 user groups
   People spend over 700 billion minutes per
    month on Facebook
   75% of users are outside the U.S.
              http://www.facebook.com/press/info.php?statisti
              cs
         User friendly site how to...
   Simple and logical structure of the site
   Ability to search in several different ways
   Interesting links that will satisfy info needs
   Positive surprises
   Ability to remember user
Contents of the report
   Opportunities and threats to the Internet
   The tourism and consumer behavior on the Internet
   Brands
   Business Models
   Home page
   E-commerce
   Social media
   Digital maps
   Payment Security
   Future prospects
Future opportunities and threats
   Easier to get into the market, but harder to
    reach out to customers

   New opportunities for partnerships

   Niche consumer audiences possible

   Consumer uncertainty
Consumer behavior
   Who visits the website?

   What are the visitors looking for?

   The social tourist who only listens to others

   One-way and two-way communications
Business Models
   Internet represents an increase in competition

   Home page for customer segments

   Relationship Building

   To convey an image

   See business with new perspective

   Think about target groups
      The fifth cycle
of technology in 50 years.
Mobile internet.
   +5 000 000 000.
1 000 000 000 mobile
   internet users.
50-100 procent per
       year.
   7 000
   6 000
   5 000
   4 000
   3 000
   2 000
   1 000
      0
           Q1   Q3   Q1   Q3   Q1   Q3   Q1   Q3   Q1   Q3
           06   06   07   07   08   08   09   09   10   10
50 000 000 000.
New regime.
Broad band + mobility +
    media + sociala
networks + video + new
     applikations.
Driving forces.
70 procent growth rate per year, equals 3 times that of Ericsson, valued at 234
x 109 €
= 10 times
Iphone-Ipad=
Games                   23 procent
Facebook                17 procent
Books                   15 procent
-------------------------------------------------------------
Travels                 8 procent
”Useful things” 8 procent
Educations              8 procent
Life style              7 procent
Music                   4 procent
Sports                  4 procent
20-25 % growth rate per year, 5 x 109 € in equity, has a 70% market share on Internet adds.
    Search facility,
plus hundreds of other
    features - free.
    Android makes
  everything mobile.
The world's most highly valued companies off the exchange, over 500 million
users.
    Google = the web.
  Apple = applikations.
 Facebook = a window.
----------------------------------
    Adds = the money.
       Services = free.
Restructuring.
Dealers ..?
Who will run the travel
agent of the future ..?
Status.
      Growth.
Massive redistribution.
  New competition.
   New behaviors.
    Uncertainty.
It´s simple to use midllehands...
 But it will lower your revenues




                          36
Revenue management have to channel
   bookings to ones own web site
   Content on your site
   Best value (price) on your own Web site
   Drive traffic to your own website / mobile site
   Increase conversion rate




                                        Page   37
Conclusion
   Compensate for the soft parts that how disappeared with the introduction
    of IT
   Social media makes it easier for the "social tourists”
   Consider the consumer of the future
   Collaboration and cooperation is important
   Business Intelligence
   One of the driving forces behind mobile Internet
   Importance of inhouse knowledge, owning one own´s contense
   Time – Branch leading
   People feel more secure making purchases in their own language
   Generate new consumer behavior and new possibilites

								
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