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#Winning with Tech &
Trends
Juan Cullen
ITAA Conference 2015
1
Juan?
2
1. Cloud Tools
2. Digital Consumer Trends
3. Travel Trends
4. Value Proposition
5. Validate Demand
Covering
3
Cloud Tools
4
What is The Cloud?
Cloud Tools
5
What is The Cloud?
“Your stuff on the internet”
Cloud Tools
6
Example: Gmail
Cloud Tools
7
Cloud Tools
8
Why Use Cloud?
Reduce costs
Increase efficiency
Work from anywhere
Increase competitiveness
“We offer great
customer service”
Cloud Tools
9
Great customer service = Maintaining and
exceeding customer expectation
“We offer great
customer service”
★ Increase efficiency
★ Understand customer preferences
Cloud Tools
10
“We are the experts”
Cloud Tools
11
“We are the experts”
Facilitate Homeworkers – Location not a
barrier to retaining best staff
Real experts are at the top of their game
Cloud Tools
12
Email
Gmail Outlook
Cloud Tools
★ Access emails anywhere
★ Best deliverability
★ Spam blocker
13
File Storage
Cloud Tools
★ Cut out server costs
★ Access files remotely
★ Easy collaboration 14
Day-to-Day Applications
Google Apps for Business
Cloud Tools
Word, Spreadsheets, Powerpoint...
★ Available on all devices
★ Most recent software (save)
15
Customer Relationship Management
Cloud Tools
★ Record customer interactions
★ Convert more sales leads
★ A more personalised customer service
16
Booking Management / Back Office System
● Concorde
● Dolphin Dynamics
● Merang
● Vertical Systems
★ Manage clients bookings from
anywhere
Cloud Tools
17
Digital Consumer Trends
18
“Digital doesn’t apply to us. We’re a local agency”
Digital Consumer Trends
19
Digital Consumer Trends
Can’t get more local than this
20
Digital Consumer Trends
21
Sources: IAB
Digital Consumer Trends
Multiple touch points before making a purchase
22
Travel Consumer Trends
23
Personalisation - Decline of the Package Holiday
Commoditisation - 80% of flights were booked direct
Affordable Luxury - Growth in expectations
Globalisation - Homogenisation of high standards
Experiences - 70% would spend money on experience rather than goods
Travel Consumer Trends
Sources: CSO, American Express
24
River Cruises
Package Holidays
Travel Consumer Trends
25
Sources: Google Trends
Travel Consumer Trends
26
Booking.com
Trivago
Sources: Google Trends
Bad News
Commoditised products are easily accessible via the internet
Travel Consumer Trends
27
Bad News
Commoditised products are easily accessible via the internet
Good News
Growth in demand for experiential, long haul and niche holidays
Travel Consumer Trends
28
Bad News
Commoditised products are easily accessible via the internet
Good News
Growth in demand for experiential, long haul and niche holidays
Better News
Agents can provide value in this area
Travel Consumer Trends
29
Bad News
Commoditised products are easily accessible via the internet
Good News
Growth in demand for experiential, long haul and niche holidays
Better News
Agents can provide value in this area
Even Better News :)
Higher commissions on sales
Travel Consumer Trends
30
Value Proposition
31
“A Value Proposition is the compelling reason(s) why someone would use your
service as opposed to an alternative.”
Value Proposition
32
“A Value Proposition is the compelling reason(s) why someone would use your
service as opposed to an alternative.”
It has to be a benefit and or solve a problem
It should be a differentiator
Value Proposition
33
“Ireland's Only Fully Licensed Adventure Travel Company”
(Earth’s Edge)
Value Proposition
34
“Ireland's Lapland Holiday Specialists”
(Visit Santa)
Value Proposition
35
“Find Accommodation & Surf Lessons in the world’s top surf locations“
(SurfHolidays.com)
Value Proposition
36
Why use a travel agent?
Expertise
Best Deals
Local
License and Bond
Trust and Loyalty
Saves Time
Sources: CSO
Value Proposition
37
Why use a travel agent?
Expertise - 746 million pages on Google for holidays
Best Deals
Local
License and Bond
Trust and Loyalty
Saves Time
Sources: CSO
Value Proposition
38
Why use a travel agent?
Expertise - 746 million pages on Google for holidays
Best Deals - Price comparison sites & direct fares
Local
License and Bond
Trust and Loyalty
Saves Time
Sources: CSO
Value Proposition
39
Why use a travel agent?
Expertise - 746 million pages on Google for holidays
Best Deals - Price comparison sites & direct fares
Local - My phone is in my pocket
License and Bond
Trust and Loyalty
Saves Time
Sources: CSO
Value Proposition
40
Why use a travel agent?
Expertise - 746 million pages on Google for holidays
Best Deals - Price comparison sites & direct fares
Local - My phone is in my pocket
License and Bond - Majority booked direct last year
Trust and Loyalty
Saves Time
Sources: CSO
Value Proposition
41
Why use a travel agent?
Expertise - 746 million pages on Google for holidays
Best Deals - Price comparison sites & direct fares
Local - My phone is in my pocket
License and Bond - Majority booked direct last year
Trust and Loyalty - Big OTAs are now household names
Saves Time
Sources: CSO
Value Proposition
42
Why use a travel agent?
Expertise - 746 million pages on Google for holidays
Best Deals - Price comparison sites & direct fares
Local - My phone is in my pocket
License and Bond - Majority booked direct last year
Trust and Loyalty - Big OTAs are now household names
Saves Time - Faster than my phone?
Sources: CSO
Value Proposition
43
Why use a travel agent?
So then, what’s the answer?
Value Proposition
44
Why use a travel agent?
Expertise ( uncommon knowledge - unique product )
Assurance ( psychological security - big purchases / long haul destinations )
Time saving ( complexed bookings - for those who value time )
Value Proposition
45
Why use a travel agent?
Expertise ( uncommon knowledge - unique product )
Assurance ( psychological security - big purchases / long haul destinations )
Time saving ( complexed bookings - for those who value time )
What?
Luxury, long haul, unique, niche
Value Proposition
46
Why use a travel agent?
Expertise ( uncommon knowledge - unique product )
Assurance ( psychological security - big purchases / long haul destinations )
Time saving ( complexed bookings - for those who value time )
What?
Luxury, long haul, unique, niche
Who?
Time conscious - high earners
Value Proposition
47
Toot your horn
“We are the experts in … because ...”
★ At every customer touch point
Value Proposition
48
Validating Demand
49
Do people want my new product / service?
Validating Demand
50
Keyword Planner
“River Cruises”
Validating Demand
51
Sources: Google Adwords
“Yoga Holidays”
Validating Demand
52
Sources: Google Adwords
“Holidays to ?”
Validating Demand
53
Sources: Google Adwords
“Holidays to Lapland”
Validating Demand
54
Sources: Google Adwords
Cloud will make your life easier
Embrace change now
Focus on the niche, high end, experiential & personalised
Know your Value Proposition
Summary
55
Experience Agents?
56
Gracias
57
Juan Cullen
juan@juancullen.com

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#Winning Tech & Trends for Travel Agents

  • 1. #Winning with Tech & Trends Juan Cullen ITAA Conference 2015 1
  • 3. 1. Cloud Tools 2. Digital Consumer Trends 3. Travel Trends 4. Value Proposition 5. Validate Demand Covering 3
  • 5. What is The Cloud? Cloud Tools 5
  • 6. What is The Cloud? “Your stuff on the internet” Cloud Tools 6
  • 8. Cloud Tools 8 Why Use Cloud? Reduce costs Increase efficiency Work from anywhere Increase competitiveness
  • 9. “We offer great customer service” Cloud Tools 9
  • 10. Great customer service = Maintaining and exceeding customer expectation “We offer great customer service” ★ Increase efficiency ★ Understand customer preferences Cloud Tools 10
  • 11. “We are the experts” Cloud Tools 11
  • 12. “We are the experts” Facilitate Homeworkers – Location not a barrier to retaining best staff Real experts are at the top of their game Cloud Tools 12
  • 13. Email Gmail Outlook Cloud Tools ★ Access emails anywhere ★ Best deliverability ★ Spam blocker 13
  • 14. File Storage Cloud Tools ★ Cut out server costs ★ Access files remotely ★ Easy collaboration 14
  • 15. Day-to-Day Applications Google Apps for Business Cloud Tools Word, Spreadsheets, Powerpoint... ★ Available on all devices ★ Most recent software (save) 15
  • 16. Customer Relationship Management Cloud Tools ★ Record customer interactions ★ Convert more sales leads ★ A more personalised customer service 16
  • 17. Booking Management / Back Office System ● Concorde ● Dolphin Dynamics ● Merang ● Vertical Systems ★ Manage clients bookings from anywhere Cloud Tools 17
  • 19. “Digital doesn’t apply to us. We’re a local agency” Digital Consumer Trends 19
  • 20. Digital Consumer Trends Can’t get more local than this 20
  • 22. Digital Consumer Trends Multiple touch points before making a purchase 22
  • 24. Personalisation - Decline of the Package Holiday Commoditisation - 80% of flights were booked direct Affordable Luxury - Growth in expectations Globalisation - Homogenisation of high standards Experiences - 70% would spend money on experience rather than goods Travel Consumer Trends Sources: CSO, American Express 24
  • 25. River Cruises Package Holidays Travel Consumer Trends 25 Sources: Google Trends
  • 27. Bad News Commoditised products are easily accessible via the internet Travel Consumer Trends 27
  • 28. Bad News Commoditised products are easily accessible via the internet Good News Growth in demand for experiential, long haul and niche holidays Travel Consumer Trends 28
  • 29. Bad News Commoditised products are easily accessible via the internet Good News Growth in demand for experiential, long haul and niche holidays Better News Agents can provide value in this area Travel Consumer Trends 29
  • 30. Bad News Commoditised products are easily accessible via the internet Good News Growth in demand for experiential, long haul and niche holidays Better News Agents can provide value in this area Even Better News :) Higher commissions on sales Travel Consumer Trends 30
  • 32. “A Value Proposition is the compelling reason(s) why someone would use your service as opposed to an alternative.” Value Proposition 32
  • 33. “A Value Proposition is the compelling reason(s) why someone would use your service as opposed to an alternative.” It has to be a benefit and or solve a problem It should be a differentiator Value Proposition 33
  • 34. “Ireland's Only Fully Licensed Adventure Travel Company” (Earth’s Edge) Value Proposition 34
  • 35. “Ireland's Lapland Holiday Specialists” (Visit Santa) Value Proposition 35
  • 36. “Find Accommodation & Surf Lessons in the world’s top surf locations“ (SurfHolidays.com) Value Proposition 36
  • 37. Why use a travel agent? Expertise Best Deals Local License and Bond Trust and Loyalty Saves Time Sources: CSO Value Proposition 37
  • 38. Why use a travel agent? Expertise - 746 million pages on Google for holidays Best Deals Local License and Bond Trust and Loyalty Saves Time Sources: CSO Value Proposition 38
  • 39. Why use a travel agent? Expertise - 746 million pages on Google for holidays Best Deals - Price comparison sites & direct fares Local License and Bond Trust and Loyalty Saves Time Sources: CSO Value Proposition 39
  • 40. Why use a travel agent? Expertise - 746 million pages on Google for holidays Best Deals - Price comparison sites & direct fares Local - My phone is in my pocket License and Bond Trust and Loyalty Saves Time Sources: CSO Value Proposition 40
  • 41. Why use a travel agent? Expertise - 746 million pages on Google for holidays Best Deals - Price comparison sites & direct fares Local - My phone is in my pocket License and Bond - Majority booked direct last year Trust and Loyalty Saves Time Sources: CSO Value Proposition 41
  • 42. Why use a travel agent? Expertise - 746 million pages on Google for holidays Best Deals - Price comparison sites & direct fares Local - My phone is in my pocket License and Bond - Majority booked direct last year Trust and Loyalty - Big OTAs are now household names Saves Time Sources: CSO Value Proposition 42
  • 43. Why use a travel agent? Expertise - 746 million pages on Google for holidays Best Deals - Price comparison sites & direct fares Local - My phone is in my pocket License and Bond - Majority booked direct last year Trust and Loyalty - Big OTAs are now household names Saves Time - Faster than my phone? Sources: CSO Value Proposition 43
  • 44. Why use a travel agent? So then, what’s the answer? Value Proposition 44
  • 45. Why use a travel agent? Expertise ( uncommon knowledge - unique product ) Assurance ( psychological security - big purchases / long haul destinations ) Time saving ( complexed bookings - for those who value time ) Value Proposition 45
  • 46. Why use a travel agent? Expertise ( uncommon knowledge - unique product ) Assurance ( psychological security - big purchases / long haul destinations ) Time saving ( complexed bookings - for those who value time ) What? Luxury, long haul, unique, niche Value Proposition 46
  • 47. Why use a travel agent? Expertise ( uncommon knowledge - unique product ) Assurance ( psychological security - big purchases / long haul destinations ) Time saving ( complexed bookings - for those who value time ) What? Luxury, long haul, unique, niche Who? Time conscious - high earners Value Proposition 47
  • 48. Toot your horn “We are the experts in … because ...” ★ At every customer touch point Value Proposition 48
  • 50. Do people want my new product / service? Validating Demand 50 Keyword Planner
  • 53. “Holidays to ?” Validating Demand 53 Sources: Google Adwords
  • 54. “Holidays to Lapland” Validating Demand 54 Sources: Google Adwords
  • 55. Cloud will make your life easier Embrace change now Focus on the niche, high end, experiential & personalised Know your Value Proposition Summary 55