Welcome!

Blog Feed Post

[wef] Web Tourism

I’m at the first Web Economy Forum, in Cesena, Italy. It is, unfortunately, terribly under-attended, which is a shame since the first session I’ve gone to was quite good. But it’s being webcast, so we can hope that there are people listening who are not in the room.

NOTE: Live-blogging. Getting things wrong. Missing points. Omitting key information. Introducing artificial choppiness. Over-emphasizing small matters. Paraphrasing badly. Not running a spellpchecker. Mangling other people’s ideas and words. You are warned, people.

Note that because of the translation, these notes are especially rough and choppy.

The first speaker is Prof Dr. Wolfgang Georg Arlt from the China Outbound Tourism Research Institute in Germany. Chinese travel is increasing: 1 out of ten world travelers are from China. The Net and online media are highly significant to travelers figuring out where to go. Some celebrities who blog when they travel have 50M followers. The biggest online travel agency has recently changed its characterization from online to mobile travel agency. It’s social media, not Web sites, that get people interested; people want to hear from their social group. China already has twice as many people online as the US does.

He takes the local area as an example. He suggests that for a town like Cesena, the customers are not the busloads of travelers but those who have been around Italy, and are looking to move from sightseeing to experience. A single tourist who discovers a local shop can drive more visitors, but a new deal (about which he cannot yet speak) lets a visitor set up an online shop in China through which the Chinese can buy from the Italian shop. [Nice combination of the social, personal, and mercantile.] He gives an example of a Chinese film star driving lots of traffic to a Tasmanian stuffed bear.

The next speaker, Aurkene Alzua-Sorzabal, says that international markets have grown remarkably, but how much has that benefited local regions? We need new anaytics “to support the intelligent monitoring of visitors, in order to anticipate and improve their performance,” so that we can get new insights in complex industries such as the “hospitality field.” Behind all this is Big Data, but that’s just the raw material. How can we use this data for our businesses?

She talks about some tools her group has developed. First they use Big Data to explore pricing. Every 24 hours, they crawl the data on accommodation prices — 12,000 hotels in Spain, 14K in France, etc. They can then ask question such as what is the average rate for 3 star hotels in Bilbao on a given day, or what is the most economical hotel in Paris for Easter. They can forecast pricing for special events in a locality and its surroundings. They can see the weekend effect in Ireland and across countries. They can see the effect of availability on price. She gives more examples and asks how we can better use the digital world to understand the physical world?

Q: People only trust user-generated content that comes from other travelers.

Q: Italy is the 8th destination for travel in the world. Tourism accounts for 10% of the Italian GDP. We need to find the next big way that tourists book their travel. TripAdvisor is an example of how tourism is changing. Tourism is not just about finding a hotel. And Air Bnb, too.

Wolfgang: When the Chinese come to Venice, they’re looking for Marco Polo. Aside from the airport, there’s nothing there. So, they’ve learned through social media that there’s nothing there about Marco Polo, so they stay away. The Chinese are proud that their culture came to Italy. You should be catering to this need.

Q: We have a great UNESCO heritage in this country. What shoud we do?


Q: Maybe cultural goods aren’t the way to sell tourism in emerging countries. In China, Marco Polo is unknown. Young people in America know Rome only because they’ve played Assassin’s Creed. They know our cars and clothes, not our culture. Culture works in a few countries.


A: Wolfgang: That’s not entirely true. It depends on the segments. Marco Polo is taught as part of Chinese history as bringing Chinese culture to Europe. When we surveyed younger Chinese people, Italy is seen as the home of beautiful men, maybe from the statue of David and soccer players. For travel to Europe the main attraction is blue skies, no pollution.


A: Aurkene: People go somewhere because they have a narrative, perhaps from history of movies. But now they lack narratives. These narratives tell them what they’re looking for in a place. It’s not about places but about narratives.


A: Wolfgang: Yes. Cesena has been the home of three Popes. It’s not about history but about power. This is an image you can build on. This place has inspired people to become powerful.


Q: We can’t sell our homes as a product or as an experience. The relation between the people who come and the people who host are the real opportunity and the next big thing: peer to peer. If you get too many people, you lose the relationships.

Q: We should be demanding open data about tourism.

Q: Are we still welcoming?

A: Wolfgang: It’s not enough to say the customer is king without knowing that you have to greet the Japanese man first and the woman all the way at the end, whereas in China it’s a matter of hierarchy, not gender. So you can’t be welcoming without training.

Wolfgang: The broadest segment isn’t nation but language. If you want peer to peer, you have to share a language. And it’s probably going to turn out to be English.

Read the original blog entry...

More Stories By David Weinberger

David is the author of JOHO the blog (www.hyperorg.com/blogger). He is an independent marketing consultant and a frequent speaker at various conferences. "All I can promise is that I will be honest with you and never write something I don't believe in because someone is paying me as part of a relationship you don't know about. Put differently: All I'll hide are the irrelevancies."

Latest Stories
The cloud market growth today is largely in public clouds. While there is a lot of spend in IT departments in virtualization, these aren’t yet translating into a true “cloud” experience within the enterprise. What is stopping the growth of the “private cloud” market? In his general session at 18th Cloud Expo, Nara Rajagopalan, CEO of Accelerite, will explore the challenges in deploying, managing, and getting adoption for a private cloud within an enterprise. What are the key differences betwee...
WebRTC is bringing significant change to the communications landscape that will bridge the worlds of web and telephony, making the Internet the new standard for communications. Cloud9 took the road less traveled and used WebRTC to create a downloadable enterprise-grade communications platform that is changing the communication dynamic in the financial sector. In his session at @ThingsExpo, Leo Papadopoulos, CTO of Cloud9, will discuss the importance of WebRTC and how it enables companies to fo...
As machines are increasingly connected to the internet, it’s becoming easier to discover the numerous ways Industrial IoT (IIoT) is helping to shape the business world. This is exactly why we have decided to take a closer look at this pervasive movement and to examine the desire to connect more things! Now if you need a refresher on IIoT and how it is changing the world, take a moment and listen to Greg Gorbach with ARC Advisory Group. Gorbach believes, "IIoT will significantly change the worl...
SYS-CON Events announced today that Super Micro Computer, Inc., a global leader in Embedded and IoT solutions, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Supermicro (NASDAQ: SMCI), the leading innovator in high-performance, high-efficiency server technology, is a premier provider of advanced server Building Block Solutions® for Data Center, Cloud Computing, Enterprise IT, Hadoop/Big Data, HPC and ...
The IoT is changing the way enterprises conduct business. In his session at @ThingsExpo, Eric Hoffman, Vice President at EastBanc Technologies, discuss how businesses can gain an edge over competitors by empowering consumers to take control through IoT. We'll cite examples such as a Washington, D.C.-based sports club that leveraged IoT and the cloud to develop a comprehensive booking system. He'll also highlight how IoT can revitalize and restore outdated business models, making them profitable...
In his session at 18th Cloud Expo, Bruce Swann, Senior Product Marketing Manager at Adobe, will discuss how the Adobe Marketing Cloud can help marketers embrace opportunities for personalized, relevant and real-time customer engagement across offline (direct mail, point of sale, call center) and digital (email, website, SMS, mobile apps, social networks, connected objects). Bruce Swann has more than 15 years of experience working with digital marketing disciplines like web analytics, social med...
IoT generates lots of temporal data. But how do you unlock its value? How do you coordinate the diverse moving parts that must come together when developing your IoT product? What are the key challenges addressed by Data as a Service? How does cloud computing underlie and connect the notions of Digital and DevOps What is the impact of the API economy? What is the business imperative for Cognitive Computing? Get all these questions and hundreds more like them answered at the 18th Cloud Expo...
SYS-CON Events announced today the Docker Meets Kubernetes – Intro into the Kubernetes World, being held June 9, 2016, in conjunction with 18th Cloud Expo | @ThingsExpo, at the Javits Center in New York, NY. Register for 'Docker Meets Kubernetes Workshop' Here! This workshop led by Sebastian Scheele, co-founder of Loodse, introduces participants to Kubernetes (container orchestration). Through a combination of instructor-led presentations, demonstrations, and hands-on labs, participants learn ...
How will your company move to the cloud while ensuring a solid security posture? Organizations from small to large are increasingly adopting cloud solutions to deliver essential business services at a much lower cost. According to cyber security experts, the frequency and severity of cyber-attacks are on the rise, causing alarm to businesses and customers across a variety of industries. To defend against exploits like these, a company must adopt a comprehensive security defense strategy that is ...
SYS-CON Events announced today that ContentMX, the marketing technology and services company with a singular mission to increase engagement and drive more conversations for enterprise, channel and SMB technology marketers, has been named “Sponsor & Exhibitor Lounge Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2016, at the Javits Center in New York City, New York. “CloudExpo is a great opportunity to start a conversation with new prospects, but what happens after the...
SYS-CON Events announced today the How to Create Angular 2 Clients for the Cloud Workshop, being held June 7, 2016, in conjunction with 18th Cloud Expo | @ThingsExpo, at the Javits Center in New York, NY. Angular 2 is a complete re-write of the popular framework AngularJS. Programming in Angular 2 is greatly simplified. Now it’s a component-based well-performing framework. The immersive one-day workshop led by Yakov Fain, a Java Champion and a co-founder of the IT consultancy Farata Systems and...
In his session at 18th Cloud Expo, Andrew Cole, Director of Solutions Engineering at Peak 10, will discuss how the newest technology advances are reducing the cost and complexity of traditional business continuity and disaster recovery solutions. Attendees will: Learn why having a full disaster recovery strategy is more important now than ever before Explore the key drivers of a successful disaster recovery solution Achieve measurable operational and business value from a disaster recovery ...
Customer experience has become a competitive differentiator for companies, and it’s imperative that brands seamlessly connect the customer journey across all platforms. With the continued explosion of IoT, join us for a look at how to build a winning digital foundation in the connected era – today and in the future. In his session at @ThingsExpo, Chris Nguyen, Group Product Marketing Manager at Adobe, will discuss how to successfully leverage mobile, rapidly deploy content, capture real-time d...
SYS-CON Events announced today that Hanu Software will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Leveraging best-in-class people, processes, and technologies, Hanu provides high-quality, high-value software development and business process outsourcing services to independent software vendors (ISVs) and enterprises.
The cloud era has reached the stage where it is no longer a question of whether a company should migrate, but when. Enterprises have embraced the outsourcing of where their various applications are stored and who manages them, saving significant investment along the way. Plus, the cloud has become a defining competitive edge. Companies that fail to successfully adapt risk failure. The media, of course, continues to extol the virtues of the cloud, including how easy it is to get there. Migrating...