toerisme oost-vlaanderen - trends in tourism
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Meet the new consumer
@pieterdvuyst
Toerisme Oost-Vlaanderen
Toerisme 3.0.
23rd of Octobre 2014
I’m Pieter
29 years, having a crush on Ghent,
love to sport and exploring the world.
Being convinced by the InSites
filosophy during my internship, I’ve
been part of a great & unique team for
over 6 years.
Passionate about research,
enthusiastic about travel&leisure, but
especially eager to bring the consumer
in the boardroom, I have been working
for clients like Air France KLM, TUI,
Centerparcs, Samsonite, etc.
@pieterdvuystToerisme 3.0.
23rd of October 2014
Setting the scene.
@pieterdvuystToerisme 3.0.
23rd of October 2014
Operational Excellence
consumer Intimacy
Product Leadership
3 types of strategic focus (Tracey & Wiersema)
@pieterdvuystToerisme 3.0.
23rd of October 2014
3 types of strategic focus (Tracey & Wiersema)
Operational Excellence
consumer Intimacy
Product Leadership
Provide consumers with good, standard products and
services at low cost
Provide consumers with high quality innovative products
and services
Provide consumers with personalized products and
services that exceed
expectations
@pieterdvuystToerisme 3.0.
23rd of October 2014
3 types of strategic focus (Tracey & Wiersema)
Operational Excellence
consumer Intimacy
Product Leadership
Provide consumers with good, standard products and
services at low cost
Provide consumers with high quality innovative products
and services
Provide consumers with personalized products and
services that exceed
expectations
@pieterdvuystToerisme 3.0.
23rd of October 2014
Consumers are at the heart of our organisations
@pieterdvuystToerisme 3.0.
23rd of October 2014
Identification of marketers with their target group
6%
7%
6%
15%
30%
24%
7%
4%
64%
@pieterdvuystToerisme 3.0.
23rd of October 2014
@pieterdvuystToerisme 3.0.
23rd of October 2014
Consumers…
Who are they?
@pieterdvuystToerisme 3.0.
23rd of October 2014
?
?
?
?4 things to remember about the new consumer
@pieterdvuystToerisme 3.0.
23rd of October 2014
@pieterdvuystToerisme 3.0.
23rd of October 2014
?
Consumers create content themselves…
@pieterdvuystToerisme 3.0.
23rd of October 2014
… and social networks stimulate this.
@pieterdvuystToerisme 3.0.
23rd of October 2014
… and social networks stimulate this.
@pieterdvuystToerisme 3.0.
23rd of October 2014
Consulting and sharing experience continuously
PRE POSTDURING
@pieterdvuystToerisme 3.0.
23rd of October 2014
@pieterdvuystToerisme 3.0.
23rd of October 2014
Consulting and sharing experience continuously
@pieterdvuystToerisme 3.0.
23rd of October 2014
Consulting and sharing experience continuously
57% A person from your contact
list
14% A company
@pieterdvuystToerisme 3.0.
23rd of October 2014
Everyone is a critic/reviewer and the outcome may leverage your brand…
@pieterdvuystToerisme 3.0.
23rd of October 2014
... or damage your brand
@pieterdvuystToerisme 3.0.
23rd of October 2014
@pieterdvuystToerisme 3.0.
23rd of October 2014
The era of the amateur is over
Experienced review channels
@pieterdvuystToerisme 3.0.
23rd of October 2014
@pieterdvuystToerisme 3.0.
23rd of October 2014
?
?
?
Perfect information
Consumer-generated
Trustworthy
Lightning fast
Fuelled by social media
@pieterdvuystToerisme 3.0.
23rd of October 2014
?
?
?
empowered
@pieterdvuystToerisme 3.0.
23rd of October 2014
@pieterdvuystToerisme 3.0.
23rd of October 2014
Globally connectect…
Cultures were never so close
@pieterdvuystToerisme 3.0.
23rd of October 2014
The world is our playground…
@pieterdvuystToerisme 3.0.
23rd of October 2014
Segmentation? Maybe contextually. Maybe.
@pieterdvuystToerisme 3.0.
23rd of October 2014
Segmentation? Maybe contextually. Maybe.
@pieterdvuystToerisme 3.0.
23rd of October 2014
Stimulation junkies. On the go, but 100% connected.
@pieterdvuystToerisme 3.0.
23rd of October 2014
? ?
empowered
Globally in touch
Hyperfast learning
Raising bar of expectations
Segmentation = difficult
@pieterdvuystToerisme 3.0.
23rd of October 2014
cosmopolitanempowered
? ?@pieterdvuyst
Toerisme 3.0.
23rd of October 2014
What’s YOUR perfect
restaurant experience
like?
@pieterdvuystToerisme 3.0.
23rd of October 2014
8/10 consumers want to help in co-creation projects
of companies they like.
@pieterdvuystToerisme 3.0.
23rd of October 2014
@pieterdvuystToerisme 3.0.
23rd of October 2014
@KPallini@pieterdvuyst
Toerisme 3.0.
23rd of October 2014
@pieterdvuystToerisme 3.0.
23rd of October 2014
@pieterdvuystToerisme 3.0.
23rd of October 2014
@pieterdvuystToerisme 3.0.
23rd of October 2014
@pieterdvuystToerisme 3.0.
23rd of October 2014
@pieterdvuystToerisme 3.0.
23rd of October 2014
Higher purchase intention for products co-created by peers. (van Dijk, 2012)
@pieterdvuystToerisme 3.0.
23rd of October 2014
@pieterdvuystToerisme 3.0.
23rd of October 2014
cosmopolitanempowered
? Sharing feedback
Walking in our shoes
Concrete business outcomes
@pieterdvuystToerisme 3.0.
23rd of October 2014
smart co-creator
cosmopolitanempowered
?@pieterdvuyst
Toerisme 3.0.
23rd of October 2014
The paradox of choice.
@pieterdvuystToerisme 3.0.
23rd of October 2014
@pieterdvuystToerisme 3.0.
23rd of October 2014
@pieterdvuystToerisme 3.0.
23rd of October 2014
@pieterdvuystToerisme 3.0.
23rd of October 2014
@pieterdvuystToerisme 3.0.
23rd of October 2014
@pieterdvuystToerisme 3.0.
23rd of October 2014
@pieterdvuystToerisme 3.0.
23rd of October 2014
smart co-creator
cosmopolitanempowered
Rational overload
Emotional heuristics
Herd behaviour
Emotional sharing
@pieterdvuystToerisme 3.0.
23rd of October 2014
smart co-creator
cosmopolitanempowered
emotional
@pieterdvuystToerisme 3.0.
23rd of October 2014
?
?
?
?4 things to remember about the new consumer
@pieterdvuystToerisme 3.0.
23rd of October 2014
smart co-creator
cosmopolitanempowered
emotional
@pieterdvuystToerisme 3.0.
23rd of October 2014
It’s the media, stupid!
@pieterdvuystToerisme 3.0.
23rd of October 2014
What’s the impact
for you?
@pieterdvuystToerisme 3.0.
23rd of October 2014
@pieterdvuystToerisme 3.0.
23rd of October 2014
@pieterdvuystToerisme 3.0.
23rd of October 2014
@pieterdvuystToerisme 3.0.
23rd of October 2014
@pieterdvuystToerisme 3.0.
23rd of October 2014
@pieterdvuystToerisme 3.0.
23rd of October 2014
@pieterdvuystToerisme 3.0.
23rd of October 2014
We need to make consumers an
integral part of everything we do.
Mariken Kimmels / H.J. Heinz
@pieterdvuystToerisme 3.0.
23rd of October 2014
@pieterdvuystToerisme 3.0.
23rd of October 2014
To wrap up…
@pieterdvuystToerisme 3.0.
23rd of October 2014
No matter your
strategy, it’s always
about the consumer
#1
@pieterdvuystToerisme 3.0.
23rd of October 2014
There is a disconnect
between companies and
consumers
#2
@pieterdvuystToerisme 3.0.
23rd of October 2014
Today’s consumer
is empowered
#3
@pieterdvuystToerisme 3.0.
23rd of October 2014
Today’s consumer
is a cosmopolitan
#4
@pieterdvuystToerisme 3.0.
23rd of October 2014
Today’s consumer
is a smart co-creator
#5
@pieterdvuystToerisme 3.0.
23rd of October 2014
Today’s consumer
is emotional
#6
@pieterdvuystToerisme 3.0.
23rd of October 2014
But in the end,
it’s about people
talking to people
#7
@pieterdvuystToerisme 3.0.
23rd of October 2014
Observe, facilitate &
join the conversation
#8
@pieterdvuystToerisme 3.0.
23rd of October 2014
@pieterdvuystToerisme 3.0.
23rd of October 2014
@pieterdvuyst
Pieter.DeVuyst@insites-consulting.com
www.insites-consulting.com
Pieter De Vuyst
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