Technologies that engage Destinations

Transcription

1 The 5th UNWTO/PATA Forum on TOURISM TRENDS AND OUTLOOK Innovation and Diversification of Tourism in Demanding Times Technologies that engage Destinations Alexander Rayner Guilin, China - 26 October 2011

2 Breaking News: 1 st commercial 787 flight Tokyo/Hong Kong

3 mtourism the new frontier

4 An age when every citizen is mobile Technology should be better leveraged in addressing the MDGs UN Secretary-General Ban Ki-moon New ICT landscape opens new possibilities and increases productivity Mobiles preferred ICT tool among MSE (Micro and Small Enterprises)

5 Per 100 inhabitants Global ICT Developments Mobile cellular telephone subscriptions Internet users Fixed telephone lines Active mobile broadband subscriptions Fixed (wired) broadband subscriptions Source: ITU World Telecommunication /ICT Indicators database

6 Per 100 inhabitants Mobile Subscriptions per 100 inhabitants 120 Developed 114,2 100 World Developing ,0 70, Source: ITU World Telecommunication /ICT Indicators database

7 Mobile Cellular Subscriptions per 100 inhabitants , , ,5 87, , CIS* Europe The Americas Arab States World Asia & Pacific Africa Source: ITU World Telecommunication /ICT Indicators database

8 Computer: No Longer Needed!

9 Sales of Computing Devices and Mobile Handsets 2009 & 2010 (millions)

10 e electronic egovernment ehealth ebanking m mobile mgovernment mhealth mbanking

11 mtourism Mobile Tourism m-tourism Travel and Tourism sector activity that is supported by mobile devices

12 mtourism Travel & Tourism Mobile Value Added Services

13 Difference between etourism and mtourism etourism Using information and communication (ICT) such as computers, for tourism services The web not everyone is always online or not connected to the Internet Just 30% of the world is using the internet for communications It is easy to code an HTML page and put it up Desktop or laptop is not very personal mtourism Using mobile communications such as PDAs, mobile phones and tablets for tourism services Everyone has a mobile phone and it is usually always on so you can get hold of anyone through mobile devices regardless of their location Mobiles are affordable, easy to use and available to the population at large Mobile applications and services are a bit more difficult and challenging to set-up mtourism is more personal as you hold your mobile device all the time with you and can easily send or receive information at any time

14 Mobile s role in Tourism Value Chain Traditional Tourism Delivery Consumer visits travel agent or airline office Access of specialist is sometimes not possible Travel Agent issues ticket without any follow up or further contact Consumer arrives at destination and gets lost with language barriers mtourism Vision Targeted offers that consumer opts in to delivered to mobile or consumer searches on mobile device Can access global tourism expertise in a connected world SMS reminders ensure consumer doesn t miss anything for example visa, online check-in etc SMS notifications if delay of flight Location based services show map of where to go in desired language

15 mtourism Applications Individual Organization Front Office Back Office mtourism to consumer mt2c Interaction between tourism and consumers mtourism to employee mt2e Interaction between tourism and it s employees mtourism to business mt2b Interaction of tourism with business mtourism to Tourism mt2t Inter-tourism relationships between tourism enterprises

16 mtourism: Another access channel + more! Different relationship between the mobile tourism enterprise and the mobile traveller Penetration of mobile devices Ease of use for travellers Easier interoperability Can bring tourism enterprises closer to travellers M-Tourism services are cheaper than computer based services

17 Airline IT Trends Survey 2011 Top Investment area for Airlines: Mobile Services Next Important Sales Channel: Mobile Phones Mobile is the fastest growing Check-in channel

18 Investment Priority has shifted to Customer Service and Optimizing Revenue

19 Top Investment Area for Airlines: Mobile Services

20 Next Important Sales Channel: Mobile Phones

21 Mobile: Fastest Growing Check-in Channel

22 Airlines take back control over Travel Distribution

23 Giving more control to passengers through self-service

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25 Mobile Use Text Messaging (SMS) Payments: Mobile Money Mobile Internet Smartphone sales surging China: 12% of Internet users go online using their mobile

26 Applications Travel Apps for ipad

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28 Destinations

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36 What business travelers want from hotels when it comes to mobile 72 percent of business travelers are interested in the ability to view hotels on a map using their mobile devices, an increase of 26 percent from percent of business travelers use their Smartphone daily to view or receive advertisements, a 95 percent increase from percent of respondents reported interest in the ability to add a hotel reservation to an existing itinerary using their mobile devices Source: Sabre Survey

37 SOLOMO Local Social Mobile Smarter travel & tourism

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39 Call to Action Every enterprise in the Travel & Tourism sector using mobile devices Infrastructure: Mobile Broadband Capacity Building Ensure mtourism in Strategies & Plans Research & Benchmarking Develop mobile Value Added Services for travellers and travel sector

40 Tinnovate Public Private Partnership to stimulate Travel & Tourism Innovation through technology

41 mtourism More: Jobs, Economic and Social Development Increase International Visitor Arrivals (940 Million 2010) International Receipts (USD 919 Billion 2010) Increase Competitiveness Access over 5 Billion Mobile Users mtourism

42 mtourism the new frontier

43 mtourism: the new frontier Thank you! Alexander Rayner ebusiness Adviser, Pacific Asia Travel Association (PATA) Visiting Professor, College of Innovation, Thammasat University President, Tinnovate Partnership