For the past three years the number one selling commodity online has been travel. For over 70% of travellers it is their primary source of information about travel and, increasingly, their means of selecting, booking and buying.
So said Damian Cook, CEO of e-Tourism Africa, speaking at the e-Tourism Africa Summit held in Midrand, Johannesburg, recently.
Highlighting the need for the uptake of e-tourism strategies in Africa, Cook explained that there are one billion people online, yet it is estimated less than 2% of Africa's tourism sales take place online.
“There is a huge gulf in what is happening around the world and what is happening in Africa. This is a threat to any sustainability,” noted Cook. He said Africa has two main obstacles preventing the uptake of e-tourism: the lack of e-commerce and the lack of available inventory.
“E-commerce is not legal or viable for most African countries. This is because the governments don't have the infrastructure in place to secure e-commerce transactions,” explained Cook. He added, however, that this is easy to overcome and change is already happening in a number of African countries.
The bigger problem, argued Cook, is the lack of available infrastructure. “It is difficult to find available content online about Africa. This is because people are not putting it out there in the right form and through the right channels.”
Consumers become 'prosumers'
Most importantly, stressed Cook, is the online revolution. “The control of the Web has shifted from information suppliers to information users.” He argued that 'Wikinomics' has handed power to users. “Consumers are now 'prosumers' who control what they see and how the see it.”
Cook advised tourism companies to market directly to consumers. He noted that the correct content is critical. “Consumers are beyond text. They don't just want to read it, they want to see it, hear it and experience it.”
He encouraged a more visual medium for motivational content. “We have frequent customers but do we have their children? Many of us are firmly rooted in traditional sales and marketing techniques but we need to face the future.
“E-tourism means communicating the right content across a variety of channels to the best value clients who will convert to a sale and keep coming back,” concluded Cook.
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