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WTM and Euromonitor to Present Global Trends Report

AFRICA: M- COMMERCE

A region with 489 million mobile phone users, Africa is leading the world in m-commerce, which in turn is boosting demand for travel services. There are 7 million smartphone owners in Africa and 60% of mobile web users use phones to purchase goods. This mobile boom creates a demand for travel operators to develop mobile websites and applications to increase online reservations, raise brand awareness and promote destinations. Airlines will profit from implementing mobile capabilities, allowing passengers to customise their airport and in-flight experience.

GLOBAL VILLAGE: SOCIAL MEDIA

In 2011, social media was at the frontline of tourism marketing activity, leveraging offline events to engage online audiences. Social media encompasses loyalty programmes, bookings, concierge and customer service and the aim is to capitalise on its power and friends/followers’ influence to drive bookings and build loyalty. Hotels are rethinking their marketing strategies to reach online audiences in a more personalised and intimate way.Uncertainty, however, remains about how to determine return on investment.
Africa - M-commerce boosts travel

- Thanks to the mobile boom – with 489 million mobile phone users – Africa is leading the
world in m-commerce, which is also boosting demand for travel services.
- 60% of mobile web users in Africa use phones to purchase goods according to InMobi. -- According to Nnebe Business Services, there are 7 million smartphone users in Africa.

Tapping into 230 million unbanked

- In 2007, M-PESA in Kenya enabled consumers without a bank account to purchase electronic funds at M-PESA agents outlets and send the value via SMS to any mobile.
- Mobile phone banking attracts low-income populations in urban and mainly rural areas which have no access to any form of financial services.
- Low-cost 2G internet-capable phones account for 50% of Africa’s mobile handsets.

- In 2010, airlines like Kenya Airways and Uganda Airlines joined M-PESA and Airtel

Money to enable consumers without a bank account to buy air tickets.
- Savora Resort & Game Lodges with Safaricom claims to be the first chain globally to have integrated m-commerce since 2010, allowing guests to pay via M-PESA.

Embracing “app-ortunities”

- South Africa Tourism Board launched a mobile site www.traveltoSA.mobi, targeting Angola, Kenya, Nigeria, DR Congo and Mozambique by offering travel deals.
- wakanow.com, a Nigerian OTA, launched Africa’s first mobile travel app in 2011 including searches for flights, hotels and car rental.
- Facebook launched in major African languages (Swahili, Hausa and isiZulu), offering free access to its platform for African mobile users

Africa – Greater customization ahead

- Travel operators need to develop mobile websites and applications across all devices.
- Travel and tourism players will benefit from customised mobile websites and apps to

increase reservations, create brand awareness and promote destinations.
- Airlines will profit from implementing mobile capabilities for the sale of ancillary services, allowing passengers to customise their airport and in-flight experience.

Social media push
- African travel players need to maximise the potential of social networks such as Mxit, Facebook and Twitter to boost advertising.
- Allowing bookings through social network applications will be the next step.
- As more smartphone manufacturers enter the mass market, like Google’s IDEOS
Android phone for US$100, this opens up a new generation of consumers to target.

ABOUT EUROMONITOR INTERNATIONAL
Euromonitor International is the world’s leading provider for global business intelligence and strategic market analysis. We have more than 39 years of experience publishing international market reports, business reference books and online databases on consumer markets.
We deliver market research solutions to support strategic planning for today’s increasingly international business environment. Our research offers in-depth market analysis on consumer goods and services industries worldwide, as well as economic, demographic and socio-economic data and insight on countries and consumers.
For more information about Euromonitor International's travel and tourism research and reports log on to: www.euromonitor.com/travelandtourism

For further information, visit REED TRAVEL EXHIBITIONS'S Website:
http://www.worldtravelmart.co.uk