The etourisme is dead! The digital tourism SoLoMo (Social-Local-Mobile).
If one refers to the latest trends sector.1 with numbers up strong and constant, it is increasingly reducing today to talk about e-tourism as tourism and new technologies are inevitably doomed to converge digital and connected tourism.
The behaviors of travelers do not deceive with as a direct result of more than significant results for the tourism industry, the first e-commerce sector. There are now no less than 6 out of 10 Europeans who book their travel online in 2011.2 In France, online sales were up 12% in Q1 20113 and tourism sites get + 17.2% average traffic on the year 2010.4 as for travelers, there are more and more connected on vacation and stay Internet take its meaning as for example, the French who go on vacation the été5 pass daily as much time to use of their objects "high tech" taken away (2 hours and 24 minutes) than to eat and drink (2 hours and 38 minutes) or to "visit and cultural activities" (2 hours and 25 minutes).
The digital tourism SoLoMo
Thank you to Lucile Prouteau (for its reactivity) and Emmanuel Jacquel (hat the artist!) In SILC (Study Abroad and International Cultural) for their responsiveness and very friendly this illustration, you can become a fan on Facebook SILC
Thus, I share about Ludovic Dublanchet to e-tourism of meetings Anglet6 to say that e-tourism is dead in the digital tourism earnings. In addition, this new era of tourism connected is in a strong trend, the So-Lo-Mo (Social-Local-Mobile) as a new mantra that we may proliferate as it is the theme of the next LeWeb'11.
[Edict] And one of the main themes of the conference PhocusWright at ITB Berlin in March 20117.
"Digital is SoLoMo tourism" is the title of my presentation available on Slideshare which I give you here the main comments.
The influence of the social circle in the preparation room before internet existed especially in the traditional "word-of-mouth" now widely tenfold over digital networks. Thus a recent study points out that vacation photos on Facebook inspire 52% of Internet users in selecting their destination, the Facebook "Factor" 8.
The traveler reviews websites obviously surfing this social wave with 68% of French Internet users preparing their travel online read reviews and 67% of them say they are influenced by this lecture9, TripAdvisor (although décrié10) as iron launches with 40 million visitors per month 11 and some 23 comments to minute12. We can also mention Zoover specializing in outdoor accommodation, plus the latest Hot Pot13 Google and many other actors who are riding the wave as Vinivi Booking and in hotels. The latter two, however, pulling their game with certified opinion (those travelers who stayed there) more a strategy integrates which should logically pay in the coming months.
Finally pragmatically for tourism professionals, public and private, to launch a policy on social media without prior reflection, would be pure heresy and significant loss of time. It should first of all ask the right questions that will match a stage in the implementation of essential [intlink id = "3424" type = "post"] animation strategy on social media [/ intlink] as :
What are my goals?
Where are my customers?
Who are the influencers?
What return on investment? In this regard, we finally see many tools appear increasingly relevant to the analysis of the return on investment, commonly referred to as ROI (Return On Investment) or SMA (Social Media Analytcis).
What adjustments accordingly?
What could be more fundamental in tourism than to locate or in a common language be located on a map? The development of GPS technologies for locating, gave birth to geolocation, an eminently comfortable and indispensable service to the traveler today roaming.
Google gradually impose itself as a key player in many sectors and particularly in local search in light of a study that shows that 20% of searches on Google are related to localisation14 about 18 billion monthly queries! on the basis of 88 billion in December 2009.15 In artfully combining the algorithm of its search engine (the search), the map (Google Maps) and business directory (Google Places and Places for the US version) the search engine is now able to offer localized search results by place of connection with a user experience enrichie16 (map, product descriptions, availability, photos, reviews, etc.). In recent days, the revolution is the launch of Google Places on four pilot cities: Austin (Texas), Portland (Oregon), Madison (Wisconsin), San Diego (California) 17. The sites of tourist offices had better stand with this device that behaves like a real local tourist guide:
a directory of recommended companies' users,
a calendar of events,
a dedicated community manager!
and the last incoming Google Offers launched by the search engine to compete with Groupon pedant who had authorized the refusal to offer rachat18.
A transition all found to introduce these fulfillment services (a business promotion technique characterized by the distribution of coupons) that are new with geolocation. A boon to traders whose promotions are only visible in the scope of customer location, once the latter will voluntarily (or not) stated in a place (known as "checkin"). A financial windfall for mediators like Groupon to commercial appetite voracious and sometimes too indecent margins even forcing it to review its now leveraging as much qualitative as quantitatif19.
The arrival, however belated and sluggish Facebook and Google in the sector may overturn the deal as their strike force and the number of users already substantial guarantee significant penetration. A new battle between the two giants (since Google launched yet another attempt in the social20) of which already promises exciting as with Groupon referee who unearthed the hatchet by partnering with Expedia (probably also scalded the controversial acquisition of ITA by Google21) around Getaways, dégriffés22 dedicated to travel deals.
MO for MObile!
Once again, the figures speak for themselves with no less than 12.6 million mobile users in France23 ie users who connect to the Internet via their mobile phone.
Smartphones (smart phones and multi-function) significantly promote the growth of the mobile phones sector reaching 38% of the total fleet and thus revolutionizing uses. The mobile phone becomes an all-in-one essential, a "self-extension which should be like home" 24, able to answer many more or less expected features: email, sms, social networking, consulting websites, music, location-not to mention the games that make up one of the doors of the main entrances to the daily use of smartphones.
The deployment of NFC technology ( "contactless communication" which allows a smartphone to communicate with a receptacle for a short distance) should give rise to a range of applications, most of which remain to imagine but some of which appear to be obvious, especially with contactless payment which should weigh $ 50 billion worldwide in 201425.
The tool to meet a need, or the reverse? The consumer society rarely asks to judge its inordinate ability to give rise to a need for a tool. What matters is another debate, the fact remains that the commercial success of digital tablets like the Apple iPad which is carving the lion's share, is already revolutionizing the uses and certainly inspire demain26 interface. Applications in tourism are already available and used for example to control a restaurant menu, enrich a museum visit or locate points of interest overlaid on a digital screen with augmented reality.
Our good old supermarket bar code is already a reason to upward reputation of its natural descendant, the 2D27 tag (barcode in two dimensions, represented as small black and white squares). We see them bloom everywhere on magazines, flyers or even in the street and whose objective is mainly to provide quick access service optimized for mobile content simply by scanning the 2D tag with the camera mobile phone using a dedicated application. Beyond a basic service, but frankly useful and fun mobility, marketers of the most inventive have already appropriated the 2D tag and turn it into real purpose of street marketing, creativity in service innovation is limitless!