I've been asked to share the summary with which I closed the WIT Conference. So here it is – WIT 2010, the condensed version.
And so the WIT Clan came
One and all, from near and far
To Commune, Collaborate, Create
Cross-Fire, Clash, Glee vs A
The Fight For Trust
Content is Beyond King
Context is Emperor
The Quest For Creativity
AV the new Grammar?
Literacy Redefined?
Touch, see, feel – the new senses
And remember, Internet is not just the Web
C of Change
Travel rocks
Travel information rules
+45 love OTAs
Heed the new Customers
Young & old, they’re flying Cheap
C of Confusion.
Customers. They Lie.
They Want. But They Can’t Handle The Truth
Say One Thing, Do Another.
Try. Test. Fail. Try Again.
Branding & Marketing
Rules have Changed
Walls have Come Down
Customer from King to Content Creator
Airline to Media Owner
Tourism Board – Story Telling To Transaction
Traditional to Digital
And hey, it’s not Cheap
Independents vs Brands
Who wins in the age of the Cloud
Brands have Clout
Independents have Choice
Freedom From Corporate Clowns
You Chose Independence
Augmented Reality
It’s Coming. It’s Hot.
But wait, reality Check.
Roaming Charges. They’ll Kill You.
But smartphones have Changed everything
Me, Myself, I – Individual Empowered
Morten Lund
A man who’s failed
But now back in full control
To Change Travel
Get back to the rice fields, people
And oh yes, “There should be a rule against 20-somethings making millions.”
Search. A Dream.
No more search.
Tell me what I want.
Inspire me.
Don’t take me where you want to take me.
Take me where I dream to go.
Japan. It’s simple, but not easy.
Go for women, forget the men.
Search works.
Mobile’s big.
Social media’s huge.
Virtual world’s hot.
So hot it’s keeping young Japanese at home
How to get them out – play games with them
Airlines.
Low Cost is Changing Everything
Key is How to Connect Everything
So Customer Can Search in One Place
Buy in One Click
And Folks, it’s not about the Model
It’s about the Customer
Travel saved my life
Romance will save travel
The Web will save romance
Inspiring travellers to do more
Making it affordable and easy
And keeping it real
CEOs visualize a new world
Browsers rule
Google wins
Premium trumps
Toss-up between brands and independents
But mobile’s for sure
Something else to TripAdvisor
And all bookworms
Hail the new China
Big, individual, social
One country
Many markets
Many channels
Are we ready?
Welcome the New Customers
Koreans, they like fun and new stuff
No boring text please
Filipinos, get them young, 18-26
Indonesia – Blackberry’s hot, Facebook’s big
The Young Ones
New Leaders
New Customers
New ideas
It all comes down to
Doing it differently
Content and Customisation
Finally, the meeting of the two
The next big thing
Social travel, location travel
Friend matching, mashups
All it takes – an idea, lots of love and plenty of hard work
Mobile, more mobile
Some are putting their money on service
Some on transactions
Either way, it’s about value
The one to watch
AirAsia – 20% of bookings in 18 months’ time
Online Travel Leaders
Oh No, Just Travel Leaders
Thank you very much
Commissions coming down?
More please, thank you very much
And who wants to go global when India’s enough
Thank you very much
The Customer – Good, Bad or Ugly
All Changing
Thanks to social media
The Dream Mashup
Social Media Analytics + CRM + Loyalty + Revenue Management + Distribution Channels
Beautiful!
Social Media
It’s everywhere
Great for storytelling
Even gone to the dogs at Fairmont
Whatever, it’s the Bad Ass of branding
Not Taylor Swift, rather Kanye West
TripAdvisor. Here. Now.
Big. Biggest
Scary or Friendly?
What’s next?
Vacation rentals, maybe
TripFriends, too early to tell
For sure, the one to watch
And finally, who wins?
You, The Customer
