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web2.0 in the Tourism Industry - status quo 2011
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web2.0 in the tourism industry – status quo 2011
Friday, 11th of March 2011
Prof. Dr. Holger Lütters - [email protected]
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 2
The Internet is very important… but still developing fast
• ITB 2010 was full of spectacular web2.0 topics
• Internet is definitively not to be discussed anymore in terms of its importance for the tourism industry
• Preparation of a trip (holiday or week-end) is done using the internet
• Mobile usage is increasing on site
• web2.0 services have become players in tourism
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 3
Idea of the study came up during several tourism related projects in Brandenburg
Map from www.reiseland-brandenburg.de
Internet & Mobile use of tourists than of tourism professionals >
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 4
Idea of the study: Asking tourism professionals about their web activities and plans to use web2.0 services
• Goal: status quo of internet activities within the tourism industry (corporate and public organizations) in the field of
• internet activities
• web2.0/social media activities
• internet strategy & budgeting
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 5
Thanks to the following supporters this research was made possible:
• ITB Berlinwww.messe-berlin.de/itb
• BTE Tourismusmanagement, Regionalentwicklungwww.bte-tourismus.de
• DSFT – Deutsches Seminar für Tourismus Berlinwww.dsft-berlin.de
• pangea labs – questfox®www.questfox.com
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 6
FIELD REPORT OF THE STUDY
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 7
Field report
• January 2011 until March 2011
• 535 online contacts
• 310 fully completed interviews with questfox®(244 in German / 66 in English)
• Average Response Time: 14 minutes 21 seconds
• Recruiting: online riversampling with partners over social media and e-mail
• Non-monetary incentive to the participant: Promising the results
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 8
Limitations of the study
• Mode Bias: Asking over the internet only creates answers from people already online
• Riversampling approach is not representative for the industry (regional answer pattern)
• Social desirability seems to be high for everything which is new (“we plan it for the future”)
• Topic involvement (bias towards interest in technology) tends to overstress the importance of some aspects
• Only successful companies interviewed (82% see a positive development for themselves)
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 9
STRUCTURE OF PARTICIPANTS
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 10
The study only partly represents the tourism organizations present during ITB Berlin 2011
Basis: n=310; single answer
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 11
The statements in the study are made by experienced representatives of the tourism industry
Basis: n=310; single answer
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 12
The majority of survey participants have a marketing background
Basis: n=310; single answer
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 13
All company sizes are represented
Basis: n=310; single answer
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 14
Most of the answers were gathered from Europe (Germany)
Basis: n=310; single answer
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 15
INTERNET ACTIVITIES OF THE ORGANIZATIONS
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 16
Self-assessment of the online activities
We are not active at all
We use the full potential of the Internet
Question: How would you characterize the activities of your company/organization on the internet?
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 17
30% of the interviewed tourism professionals consider themselves as less active on the internet
We are not active at all
We use the full potential of the Internet
Basis: n=310
Average:64%
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 18
ACTIVITIES FROM WEB1.0 TO WEB2.0
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 19
Example of a question
Question: How active is your organization in the following field of online marketing?
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 20
The organization’s website is the hub for all online activities
Basis: n=310; single answer
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 21
The „classic“ form of e-mail marketing is used intensively
Basis: n=310; single answer
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 22
The classic form of web banner advertising is not used by 60% of the sample
Basis: n=310; single answer
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 23
The opportunities of keyword marketing are only used by half of the sample
Basis: n=310; single answer
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 24
Affiliate marketing is not used by / unknown to the majority of the interviewed tourism professionals
Basis: n=310; single answer
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 25
33% do not optimize their most important contact to the online world in order to be found
Basis: n=310; single answer
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 26
Social Bookmarking does not play a major role in the online strategy of the tourism professionals (unknown to 20%)
Basis: n=310; single answer
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 27
35% do already state to work on Social Media Optimization
Basis: n=310; single answer
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 28
Until now only 20% of the sample are actively using digital mobile applications
Basis: n=310; single answer
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 29
The majority of the tourism professionals are not using map services until now
Basis: n=310; single answer
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 30
Location Based Services are still new to the industry which should be leading in this field
Basis: n=310; single answer
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 31
Overall the sample feels quite active in web2.0… even though they only cover parts of the opportunities
Basis: n=310; single answer
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 32
Overview: Website, e-mail and already web2.0
Own website
Affiliate marketing
E-mail marketing
Keyword marketing
Web banner
Search Engine Optimization (SEO)
Social Media Optimization (SMO)
Social Bookmarking
Own digital mobile applications (Apps)
Integration of own services into Location Based Services
Entries of own services in maps
Web 2.0 activities
IntensivelyNo activity
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 33
Summary of classic internet activities:Industry is neglecting some of the new opportunities
• The website is still the most important online-channel, followed by classical email marketing
• The complexity of the new web is not really seen (“one new activity already feels like a lot of web2.0”)
• The connections between one´s own activity and the outside world is not really understood
• Existence of a strategy and establisher online budgeting procedure explains more than any other factor
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 34
WEB2.0 ACTIVITIES
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 35
Social Media is a major activity in web2.0 activities of the tourism professionals
Basis: n=240 respondents with higher activity level than 50%; multiple answers allowed
Question: Which web 2.0 services does your organization already incorporate on the web?
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 36
Active companies incorporate a wider range of services in their online activities
Social Media play a huge role even for less active companies
Basis: n=240 respondents with higher activity level than 50%; without people not answering for budgetmultiple answers allowed
5,5%
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 37
SOCIAL MEDIA USAGE
Picture: www.krawattentraeger.de
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 38
The self-assessment of activity is lower for Social Media
We are not active at all
We use the full potential of the Social Media
Basis: n=310
Average:58%
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 39
Representatives of the tourism industry have preferences among online social platforms
Absolutely unimportant
Very important
n=310
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 40
The facebook use is about to become a professional issue
n=138 respondents using facebook
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 41
Facebook for business is already planned……but not yet established for all members of the industry
n=138 respondents using facebook
Which are the organizations already having business activities on facebook?
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 42
Social Media: Chance or risk?
100% Risk
100% Chance
Basis: n=303
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 43
Summary Social Media: The fun becomes professional
• Facebook is more important to consumers, but businesses are getting involved on a professional level
• Activities on facebook seem to be a must; the earlier… the cheaper
• Do not ignore locally more important platforms (Orkut in Brazil; Hyves.NL; China web2.0)
• It’s a chance.It is only a risk if you start without a strategy and do not know how to integrate it!
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 44
MAP SERVICES
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 45
Google Maps is the most used instrument among the online map services
Question: On which of the following map services is your organization represented with an own entry?
Other map services
Basis: n=199
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 46
FUTURE WEB ACTIVITY MIX
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 47
Analytic hierarchy process (AHP) decision making model used to evaluate future importance
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 48
The dominance of the website will remain at a lower level
Consistency-Ratio : 0,197
n=310; AHP comparisons; groups based on different questions
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 49
ONLINE BOOKING OF TOURISM RELATED PRODUCTS
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 50
Everything can possibly be booked online in the future
Package tour
Flights
Train journeys
Hotel accommodation
Youth hostel, hostel
Private accommodation
Rental car
On-site transport (Bus, train etc.)
Short journeys/weekend trips
Performances/events
0% online booking
100% online booking
Basis: n=298
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 51
CONSUMER TRUST
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 52
3 kinds of typical web representations of a Berlin hotel were shown in comparison
n=309; AHP comparisons
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 53
The trustworthiness of personal information is 5 times higher than information from a commercial organization
n=309; AHP comparisons
Which form of evaluation will customers consider as more credible?
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 54
MANAGEMENT OF ONLINE ACTIVITIES
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 55
The website is mainly managed by the organization itself
Basis: n=310; multiple answers allowed
How does your company organize the web site?
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 56
38% percent cannot work with a defined budget for online marketing
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 57
Only 29% state having a defined Social Media Strategy
Basis: n=233
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 58
Only 24% are working with a Mobile Strategy… but 44% have plans for 2011
Basis: n=133
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 59
Size of the organization seems to determine the budgeting process
Basis: n=310; item list of single answers
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 60
Online budgets are more used for marketing purposes than for technical issues
n=143 with Online Budgetn=114 without Online Budget
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 61
Summary Management of online activities
• A strategy helps!
• A defined budget for online activities is the first step
• Make or buy?
• Integrate important knowledge!
• Outsource and crowdsource!
• Keep an eye on mobile and social media!
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 62
FUTURE OF ONLINEOpen Questions:
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 63
Question: Which web services or applications change the tourism industry the most?
Tagcloud powered by wordle.net based on three open answers n=310
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 64
Question: What social media services will change the tourism industry the most?
Tagcloud powered by wordle.net based on three open answers n=310
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 65
Question: What mobile services will change the tourism industry the most?
Tagcloud powered by wordle.net based on three open answers n=310
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 66
SUMMARY
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 67
Status quo: web1.5 in the tourism industry
• web2.0 is happening for consumers, but only parts of the tourism industry tend to follow these developments
• 50% of the respondents are not willing/able to follow the fast web2.0 development
• Online still seems to be a topic besides more important things
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 68
Recommendations to the tourism industry
• Do not follow any hype cycle……but do not leave out important developments.
• The internet is going away from the desktop environment to a more personalized location based environment on mobile phones. Not everyone in the tourism sector is joining.
• Make sure that the tourism industry takes the driver’s seat in the development process.
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 69
Suggestions for online success of the tourism industry
Explanatory variables Recommendation
Age or work experience are not explaining differences in online behavior in this study
Do not take age as an excuse for not being up-to-date online
Do not take age as an excuse for not being up-to-date online
Technological usage explains the differences in perception of the importance of trends
Get your employees a new mobile device and let them officially use facebook and other services
Get your employees a new mobile device and let them officially use facebook and other services
Budgeting online activities / Definition of a strategy
Have a plan! Give a budget to the responsible people
Have a plan! Give a budget to the responsible people
Exhibitors vs. Non-Visitors Send your people to ITB 2012!Send your people to ITB 2012!
Thank you for your attention
Special Thanks to Marta Bojkovska-Langer and
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 71
Thank you for your attention and to the companies making this study possible
• ITB Berlinwww.messe-berlin.de/itb
• BTE Tourismusmanagement, Regionalentwicklungwww.bte-tourismus.de
• DSFT – Deutsches Seminar für Tourismus Berlinwww.dsft-berlin.de
• pangea labs – questfox®www.questfox.com
Holger Lütters � web2.0 in the tourism industry � ITB Berlin 2011 72
People supporting the study
• Prof. Dr. Holger Lütters, Professor International Marketing, Hochschule für Technik & Wirtschaft [email protected]
• Marta Bojkovska-Langer, Online Research Consultant,pangea labs [email protected]
• Prof. Dr. Hartmut Rein, Director BTE Tourismusmanagement & Regionalentwicklung; [email protected]
• Juliane Gaebler & Sascha Stange, KompetenzCenter ITB Berlin
• Rolf Schrader, Director Deutsches Seminar für Tourismus Berlin