S ERV ING U P A S TO R M! FOOD, TECH A ND TO U R ISM PETER JORDAN SENIOR TOURISM ANALYST

Transcription

1 S ERV ING U P A S TO R M! FOOD, TECH A ND TO U R ISM PETER JORDAN SENIOR TOURISM ANALYST

2 Background: UN World Tourism Organization, Madrid WYSE Travel Confederation, Amsterdam Pacific Asia Travel Association, Bangkok Now: Senior Tourism Analyst, TOPOSOPHY Peter Jordan Senior Tourism Analyst, Consultant and strategic advisor on next-gen travellers and travel trends Based: Amsterdam, NL

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4 Par t of major digital agency and e-business consultancy

5 WE REVEAL THE BEST OF WHAT EVERY PLACE HAS TO OFFER Strategy & Research Branding Digital

6 Winner of the 2015 Red Dot Marketing Award for design Experts in place management & marketing Official Research Par tner to European Cities Mar keting Our areas of specialisation place us at the leading edge of destination mar keting & management

7 SERVING UP A STORM! FOOD, TECH AND TOURISM

8 SERVING UP A STORM!

9 FOOD, TECH AND TOURISM EVOLUTION

10 COFFEE IN THE 90s BLACK WHITE

11 Source: Globetrender Magazine

12 Source: Timeout

13 CHEESE IN THE 90s CHEDDAR EDAM

14 Source: Gentlemensluncheonclub.com

15 A CULTURAL EVOLUTION Traditional food culture Planned Rational Utilitarian Serious Predictable Functional Economical Modern food culture Participative Experiential Special Authentic Adventurous Pleasurable Source: Hartman Group

16 CONSUMERS HAVE A GREATER AWARENESS OF: DIET PHYSICAL & MENTAL WELLBEING FOOD PRODUCTION IMPACT ON THE ENVIRONMENT

17 ALL SHAPED BY THE ATTITUDES OF THE MILLENNIAL GENERATION TECH-SAVVY ENTREPRENEURIAL HAPPY TO SHARE GLOBAL OUTLOOK SEEKING AUTHENTICITY

18 AN EVOLUTION IN OUR THINKING: WHEN TRAVELLING, FOOD HAS BECOME KEY TO TRULY CONNECTING WITH THE PLACE

19 FOOD, TECH AND TOURISM MOTIVATION

20 FOOD IS NOW THE LEADING HOOK IN TRAVEL SKIFT MEGATRENDS 2016

21 TOURISM BOARDS ARE PUTTING FOOD FRONT & CENTRE

22 Source: Australia.com AUSTRALIA: BUILDS WHOLE BRAND AROUND FOOD EXPERIENCES

23 COPENHAGEN BUILDS ON THE SUCCESS OF A WORLD- LEADING NAME

24 CENTRAL TO RESHAPING THE BRAND FOR OTHER TRAVEL VERTICALS

25 A REASON TO EXPLORE Stepping Out of the Crowd: Where the Next Generation of Asian Travellers is Heading Released: March 2016 What elements are essential to your visit when travelling to a new city in a foreign country? What motivated you to take a trip out of the city?

26 When visiting a large city in a foreign country, how important are the following elements of your visit? Sample: youth aged from 13 outbound markets in NE, SE and South Asia Discover local heritage and traditions Visit small shops with locally-made items Participate in local festivals Find out about local modern culture and trends Visit a local food market Meet local people at a festival/event Eat with local people in a typical restaurant Meet local people (spontaneous) Visit local shops Practice the local language Understand the history through visiting museums Understand the history through talking to local Attend in music events Visit a supermarket Find out about local news and current affairs Visit the big stores or a mall Attend sporting events Eat with local people (at their house) Meet local people on an organised tour Experience the nightlife (clubs, bars) Stay with local people (in their home) Just stay at my hotel/hostel and relax 62% 61% 58% 57% 56% 54% 51% 42% 87% 86% 85% 85% 85% 81% 79% 78% 78% 76% 76% 75% 74% 72%

27 What motivated you to take a trip out of the city? Sample: youth aged from 13 outbound markets in NE, SE and South Asia See beautiful landscapes Visit family or friends Try traditional/unique foods See the coastline/beach See specific historic or cultural sites Experience the lifestyle of the local people Try traditional/unique drink Visit specific town or village I ve heard about Do walking/hiking See famous places from TV/movie Experience local transport (e.g. local subway, bus) Do an adventure sport Stay in unique accommodation Feel calmer than in the city Attend a specific event (concert, festival) Experience city-city transport (e.g. high speed train) Meet local people Eat modern food/drink See a specific religious site Practice the local language Feel safer than in the city Stay with local people (homestay) 52% 51% 51% 43% 35% 35% 33% 32% 30% 29% 29% 28% 25% 21% 20% 20% 18% 18% 16% 16% 14% 74%

28 LOCAL PEOPLE AND VISITORS MOTIVATED BY EVENTS VizEat ACQUIRES Cookening

29 A REASON TO COLLECT EXPERIENCES WITH ATTRACTIONS, LANDSCAPES, LANGUAGES AND PEOPLE

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31 FOOD, TECH AND TOURISM COLLABORATION

32 THE FOOD SECTOR S TRANSITION TO A PARTICIPATORY CULTURE

33 MEAL-SHARING DEFINITION: Individuals sharing food in community kitchens, inviting people into their homes to share meals, or meet-ups with strangers sharing a meal.

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35 MEAL-SHARING FOR PROFIT IS A SMALL PART OF A BIGGER TREND

36 PART OF A FRAGMENTED INDUSTRY

37 TYPES OF MEAL-SHARING ACTIVITY

38 MEAL-SHARING START-UPS FOOD SHARED FOOD EatWith Feastly GrubWithUs La Ruche Qui Dit Oui Meal Sharing SpoonRocket Sprig VizEat $16,000,000 $1,250,000 $6,600,000 $9,000,000 $0 $13,500,000 $11,700,000 $1,155,440 SHARED FOOD PREPARATION Gobble KitchenSurfing Kitchit Munchery $11,950,000 $19,500,000 $8,100,000 $124,900,000 Source: Jeremiah Owyang, Collaborative Economy Funding TOTAL $223,655,440

39 THE SHARING ECONOMY IN TOURISM DESTINATIONS: IT S NOT ABOUT THE NOVELTY, IT S ABOUT THE LIFESTYLE GIVES VISITORS ACCESS TO UNIQUE PLACES PROFILE OF USERS AND PROVIDERS IS BECOMING MORE DIVERSE TRADITIONAL BUSINESSES ARE USING P2P PLATFORMS MOSTLY IN A LEGAL GREY AREA

40 FOOD, TECH AND TOURISM INTEGRATION

41 ON THE SHARING ECONOMY IT S TIME FOR DMOs TO GET INVOLVED: USE IT AS A POLICY TOOL FOR DESTINATION MARKETING & MANAGEMENT SET THE RULES, BUT BE FLEXIBLE

42 RELEASED JUNE 2016 TAKING THE LEAP ON THE SHARING ECONOMY

43 THE SHARING ECONOMY: USE IT TO MEET YOUR OWN POLICY GOALS PUT LOCAL PEOPLE FIRST SHIFT FOCUS TO INTEGRATED DEST N MANAGEMENT DESIGN NEW EXPERIENCES HANDLE WITH CARE Smart city management Social cohesion The visitor experience

44 THE SHARING ECONOMY: SET THE RULES, BUT BE FLEXIBLE ZONING / HEALTH & SAFETY / TAXATION INSURANCE / LABOUR SAFEGUARDS FAIR COMPETITION / CONSUMER PROTECTION ENVIRONMENTAL PROTECTION REPUTATION MANAGEMENT / QUALITY CONTROL

45 FOOD, TECH AND TOURISM: IT S TIME FOR ACTION!

46 GET INVOLVED DO AN AUDIT: UNDERSTAND YOUR POSITION IN THE MARKET SET YOUR POLICY GOALS SEE THE SHARING ECONOMY AS A USEFUL MANAGEMENT TOOL BUILD PARTNERSHIPS BASED ON YOUR GOALS CONSIDER TECH AS THE WAY TO PUTTING YOUR FOOD ON THE GLOBAL STAGE

47 NICE TO MEET YOU!