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L’hospitality management e le sfide dell’hotellerie: www.italyhotels.it

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  • The Amateur-Expert Traveller is Amadeus 3 rd travel industry report following Future Traveller Tribes and The Austere Traveller As a leading technology solutions provider to the travel and tourism industry, Amadeus developed the report to stimulate debate across the industry about the future and how the travel industry can respond In this paper, we describe three broad trends influencing the travel industry today – increasingly expert customers, the ever more technological trip experience and the growth of “niche” travel – that we believe are shaping the travel industry today. We organised the research and the report into three areas of focus The traveller The travel experience The travel company To reach these findings, we interviewed thirty leading executives and thought leaders in the travel industry and polled 2,719 travel professionals worldwide about a series of key trends in the travel industry. We aimed to represent all regions in the world and tried to get a spread across a number of different businesses within the travel industry.
  • Before we discuss the report findings, it is worth taking a moment to consider the global, technological, economic and social context which the travel industry finds itself in as we near the end of the first decade of this century. Social media and UGC have put much more information at the fingertips of the average traveller – whether from professionally produced content or social media. With business and personal budgets squeezed, the incentive to put all that knowledge to good use has never been greater. Rise of the BRIC economies: We’ve all been aware for much of the 21st century of the eye-popping statistics about growth and opportunity in emerging markets – especially Brazil, China, India and Russia –. Now while the current recession is undoubtedly global, its effect is not equal. Generally-speaking, Western economies have been pushed into reverse whereas the BRIC countries have merely had hitherto spectacular growth rates clipped. The International Monetary Fund 10 expects the economies of the United States and Europe to contract by 1.6% and 2.0% respectively in 2009. The economies of China and India, by contrast, are expected to grow by “only” 6.7% and 5.1% in 2009. Expanding new technologies: mobile internet has been about to hit the big time for many years but it finally looks like becoming a reality – PhoCusWright is calling it the next travel platform and the iPhone has given a kickstart to mobile travel applications. More broadly, the number of microprocessors in our environment is growing enormously. The cheapest new car in the world – the Tata Nano – contains no fewer than twelve microprocessors. This is likely to open up profound changes in the way we interact with travel services. Emerging into the post-recession world: Recessions – and even depressions – do not always smother innovation as much as we are sometimes told. Hewlett-Packard, Geophysical Service (now Texas Instruments), Polaroid and Revlon all started during the Great Depression; Microsoft and The Gap Limited were founded during more recent recessions. Indeed, in some ways, recessions make starting new businesses easier – there is a larger number of talented people looking for work, suppliers are more open to negotiation and customers may be more open to trying a new product or service that promises cost savings. The vast distribution reach of the internet: The Internet has enabled some industries to increase the length of the distribution curve – i.e. sell more of the small-volume products – a phenomenon made popular by Wired editor Chris Anderson in his book, The Long Tail: Why the Future of Business Is Selling Less of More. For example, Amazon.com makes 30% of its revenue selling books which are not cost-effective for the world’s largest offline bookseller, Walmart, to stock. With this in mind, let´s look in more detail at the findings of the report….
  • In a moment we´ll discuss the findings in more detail but this slide shows the outline of the three broad findings of the report. When looking at the traveller of the future, the most overwhelming trend is that travel companies´ customers know more than ever before about their travel options. In this sense they are both expert and amateur – that is to say they are not travel professionals, but they are expert. Moving to the trip experience, while the majoirty of innovation so far has been around the booking expeirence, we are predicting a major wave of innovation aroround the trip itself. The emergence of the mobile internet, combined with social networking, will transform the journey experience – we will travel with the wisdom of the crowds in our pockets. This, we are calling the Responsive Journey. And finally, the travel company. We have already seen how airlines have turned to ancillary services to boost their revenue. We have seen in our survey that the trend towards niche travel services extends across the industry. Whether it’s airlines selling bingo cards, or travel management companies flying crews to oil rigs, niche products and services present revenue opportunities for travel companies. So, you might ask, why did we choose to call the report, “ The Amateur-Expert traveller” and not, “The Responsive Journey” for example. Well, the way we see it, changes in consumer behaviour and trends drive everything else. It is because the traveller is more knowledgable, tech-savvy that they are demanding higher levels of service and more innovation from the travel companies which serve them. So, let´s look at these trends in detail.
  • Post-booking experience : The wave of innovation that we – and others – are predicting around mobile technology offers travel companies significant opportunity to add incremental revenue and build loyalty by developing new, niche and ancillary services which add value throughout the total trip experience (and crucially beyond the booking). We talked earlier about new ways to look at customer segmentation so I won´t cover that in detail here. More specifically travel companies will need to look at the services the Amateur-Expert Traveller wants and is willing to pay for versus the services the Amateur-Expert Traveller would really want to do themselves – and how the traveller would like to conduct these services. One of the principles in which Amadeus is keen on is a concept called “Extreme Search”. Extreme search is a new way for travel companies to interact with their Expert customers and to help them find their way through the wide range of choices to the holiday which best matches their needs. Extreme Search: Extreme Search enables consumers to explore and determine their trip based on their desired holiday experience, as opposed to simply searching for flights along specific routes on exact dates. Travellers can ask: where can I go, what can I do for what I want to spend. And instantly find clear precise alternatives, on the same initial search page In an industry first, Amadeus Affinity Shopper is the first of a series of “Extreme Search” solutions which Amadeus will roll-out to enable travellers to shop online by their desired travel experience.
  • … is largely linear i.e. requiring origin and destination plus dates….which will bring you in most (advanced) cases to a calendar display as above.. [first there was Value Pricer , a transaction which returns a dozen or so of "recommendations" to travel by air between Point A and Point B; these recommendations are meant to be the cheapest for the requested service class (eco, business). Then, there was Master Pricer (used by Expedia etc...), which returns hundreds of recommendations, still meant to be the cheapest for the requested service class. Then, there was Flex Pricer, which returns several sets of recommendation grouped by "fare families"; fare families can be based on the service class, or whatever charateristics a given group of fares share; the latter is great for airlines, because it allows travellers to make educated decisions as to whether they want more for more $s. Amadeus was the first to develop both the calendar search display [Flexpricer] and Fare Family solutions. And now we are creating unique and powerful “extreme search" technology, being not only the best fare finder, but the best travel finder
  • The concept of “Extreme Search by Amadeus” brings the ultimate "online leisure traveller playground" …..where holiday makers can explore and determine the trip they are interested in, and ask questions like: Where can I go? What can I do for what I want to spend? I want to go scuba diving, but I do not know where. I want a beach holiday but I do not want the temperature to be above 25C, etc and find clear and precise alternatives to make their travel bookings. The first solution – for use in airline websites, 1) is available from the Airline Search Page; 2) is linked to Flex Pricer booking flow; 3) and supports map display
  • Search can be expanded further to include additional options such as activities (beach, golf, diving etc etc)
  • This is a picture of what is returned. A choice of destinations you can reach with the budget you have stipulated and the additional activity or parameters you have selected. The traveller then clicks on their choice destination.
  • Then you can refine your search further by opening or decreasing your budget and ultimately select the specific dates that yiou are most comfortable with both in timing and budget. The process then enters into the regular flexpricer booking flow to finalise the booking If asked by the press: What is the roadmap for Extreme Search? Should we expect further innovations and if so, when? Our vision is to ultimately bring Amadeus Extreme Search to all our customer segments. To do this, Amadeus Extreme Search will continue to evolve. In the first quarter of 2010 we will roll out enhanced extreme search solutions targeting packaged travel from tour operators and OLTAs – who are currently served by our leisure travel technology business (eg. A new internet booking engine incorporating scheduled air among other things). Futher development will bring a solution for online leisure travel agents as well. Leveraging the new Amadeus Massive Computational Platform, we will also work to evolve Affinity Shopper and make its functionality available for all OLTAs in 2010.
  • Then you can refine your search further by opening or decreasing your budget and ultimately select the specific dates that yiou are most comfortable with both in timing and budget. The process then enters into the regular flexpricer booking flow to finalise the booking If asked by the press: What is the roadmap for Extreme Search? Should we expect further innovations and if so, when? Our vision is to ultimately bring Amadeus Extreme Search to all our customer segments. To do this, Amadeus Extreme Search will continue to evolve. In the first quarter of 2010 we will roll out enhanced extreme search solutions targeting packaged travel from tour operators and OLTAs – who are currently served by our leisure travel technology business (eg. A new internet booking engine incorporating scheduled air among other things). Futher development will bring a solution for online leisure travel agents as well. Leveraging the new Amadeus Massive Computational Platform, we will also work to evolve Affinity Shopper and make its functionality available for all OLTAs in 2010.
  • Then you can refine your search further by opening or decreasing your budget and ultimately select the specific dates that yiou are most comfortable with both in timing and budget. The process then enters into the regular flexpricer booking flow to finalise the booking If asked by the press: What is the roadmap for Extreme Search? Should we expect further innovations and if so, when? Our vision is to ultimately bring Amadeus Extreme Search to all our customer segments. To do this, Amadeus Extreme Search will continue to evolve. In the first quarter of 2010 we will roll out enhanced extreme search solutions targeting packaged travel from tour operators and OLTAs – who are currently served by our leisure travel technology business (eg. A new internet booking engine incorporating scheduled air among other things). Futher development will bring a solution for online leisure travel agents as well. Leveraging the new Amadeus Massive Computational Platform, we will also work to evolve Affinity Shopper and make its functionality available for all OLTAs in 2010.
  • Then you can refine your search further by opening or decreasing your budget and ultimately select the specific dates that yiou are most comfortable with both in timing and budget. The process then enters into the regular flexpricer booking flow to finalise the booking If asked by the press: What is the roadmap for Extreme Search? Should we expect further innovations and if so, when? Our vision is to ultimately bring Amadeus Extreme Search to all our customer segments. To do this, Amadeus Extreme Search will continue to evolve. In the first quarter of 2010 we will roll out enhanced extreme search solutions targeting packaged travel from tour operators and OLTAs – who are currently served by our leisure travel technology business (eg. A new internet booking engine incorporating scheduled air among other things). Futher development will bring a solution for online leisure travel agents as well. Leveraging the new Amadeus Massive Computational Platform, we will also work to evolve Affinity Shopper and make its functionality available for all OLTAs in 2010.
  • Then you can refine your search further by opening or decreasing your budget and ultimately select the specific dates that yiou are most comfortable with both in timing and budget. The process then enters into the regular flexpricer booking flow to finalise the booking If asked by the press: What is the roadmap for Extreme Search? Should we expect further innovations and if so, when? Our vision is to ultimately bring Amadeus Extreme Search to all our customer segments. To do this, Amadeus Extreme Search will continue to evolve. In the first quarter of 2010 we will roll out enhanced extreme search solutions targeting packaged travel from tour operators and OLTAs – who are currently served by our leisure travel technology business (eg. A new internet booking engine incorporating scheduled air among other things). Futher development will bring a solution for online leisure travel agents as well. Leveraging the new Amadeus Massive Computational Platform, we will also work to evolve Affinity Shopper and make its functionality available for all OLTAs in 2010.
  • Then you can refine your search further by opening or decreasing your budget and ultimately select the specific dates that yiou are most comfortable with both in timing and budget. The process then enters into the regular flexpricer booking flow to finalise the booking If asked by the press: What is the roadmap for Extreme Search? Should we expect further innovations and if so, when? Our vision is to ultimately bring Amadeus Extreme Search to all our customer segments. To do this, Amadeus Extreme Search will continue to evolve. In the first quarter of 2010 we will roll out enhanced extreme search solutions targeting packaged travel from tour operators and OLTAs – who are currently served by our leisure travel technology business (eg. A new internet booking engine incorporating scheduled air among other things). Futher development will bring a solution for online leisure travel agents as well. Leveraging the new Amadeus Massive Computational Platform, we will also work to evolve Affinity Shopper and make its functionality available for all OLTAs in 2010.
  • Then you can refine your search further by opening or decreasing your budget and ultimately select the specific dates that yiou are most comfortable with both in timing and budget. The process then enters into the regular flexpricer booking flow to finalise the booking If asked by the press: What is the roadmap for Extreme Search? Should we expect further innovations and if so, when? Our vision is to ultimately bring Amadeus Extreme Search to all our customer segments. To do this, Amadeus Extreme Search will continue to evolve. In the first quarter of 2010 we will roll out enhanced extreme search solutions targeting packaged travel from tour operators and OLTAs – who are currently served by our leisure travel technology business (eg. A new internet booking engine incorporating scheduled air among other things). Futher development will bring a solution for online leisure travel agents as well. Leveraging the new Amadeus Massive Computational Platform, we will also work to evolve Affinity Shopper and make its functionality available for all OLTAs in 2010.
  • Then you can refine your search further by opening or decreasing your budget and ultimately select the specific dates that yiou are most comfortable with both in timing and budget. The process then enters into the regular flexpricer booking flow to finalise the booking If asked by the press: What is the roadmap for Extreme Search? Should we expect further innovations and if so, when? Our vision is to ultimately bring Amadeus Extreme Search to all our customer segments. To do this, Amadeus Extreme Search will continue to evolve. In the first quarter of 2010 we will roll out enhanced extreme search solutions targeting packaged travel from tour operators and OLTAs – who are currently served by our leisure travel technology business (eg. A new internet booking engine incorporating scheduled air among other things). Futher development will bring a solution for online leisure travel agents as well. Leveraging the new Amadeus Massive Computational Platform, we will also work to evolve Affinity Shopper and make its functionality available for all OLTAs in 2010.
  • Transcript

    • 1. L’hospitality management e le sfide dell’hotellerie: www.italyhotels.it Enrico Bertoldo Direttore Marketing Amadeus Italia © 2009 Amadeus IT Group SAWEMEA 2013 Vision – Product Cycle Evolution stream 1
    • 2. V r ol f ed g i a n ’9 i m d i e s a in e l n i 0 e icin ia o oan t r u f n m n iz r n oae n eo eoc r s : s mr p s e s , i p z n i u io o e p e iù p s o a ie tc n s e a ol p o r m l t iaq a i o o c v n a r p ia a a t u sc m i l r m d i, s n aa e ea l o e o o e ic e z v r l es a l a n d s u i u iv r it r p le n i i t d n e s a i © 2006 Amadeus IT Group SA
    • 3. I tre principali trend di mercato © 2006 Amadeus IT Group SA scaturiti negli ultimi anni
    • 4. Il contesto Ampia diffusione dei social media e degli user generated content Crescita delle economie BRIC Sviluppo delle nuove tecnologie Rinascita post-recessione © 2006 Amadeus IT Group SA Ulteriore diffusione di internet e del web
    • 5. Meno tempo, più tempo Modello turistico modulare e miniaturizzato:  Rapporto con il lavoro continuativo (always on)  Il mondo è accessibile  Maggiore accessibilità del mercato dei viaggi Le tendenze principali:  Contrazione del tempo dedicato alla singola vacanza  Distribuzione delle vacanze brevi nel corso dell’anno © 2006 Amadeus IT Group SA
    • 6. Meno tempo, più tempo:conseguenze  La fruizione della destinazione turistica:  Voracità ed efficienza  Ricerca di prodotti sempre più personalizzati e tematici (tour territoriali, esperienze tematiche, etc.)  Ricerca di autenticità (cultura, tradizione, folklore, enogastronomia, etc.)  Nasce il Divor-attore: © 2006 Amadeus IT Group SA  E’ affamato di nuovi stimoli  Non cerca un LUOGO, bensì l’ESPERIENZA di un dato luogo  Il turista è esperto, consapevole ed informato
    • 7. Condivisione L’Esperienza viene condivisa:  Il “passaparola” è il mezzo di promozione turistica più efficace  Proliferano le Community © 2006 Amadeus IT Group SA
    • 8. “Generazione-C” I want to live an Cross-Channel Experience I want to I’m the know Content « Master of Control everyting my Universe » And I want other to Community I’m a Star Customization © 2006 Amadeus IT Group SA know it
    • 9. L’opportunità della long tail © 2006 Amadeus IT Group SA
    • 10. Come cambiano i viaggiatori © 2009 Amadeus IT Group SAPre-Training “As Is” 10
    • 11. Tre profili da considerare Il viaggiatore Amateur-Expert: Il consumatore medio ha trovato in internet un potente alleato e il rapporto con gli intermediari ed i fornitori di servizi è cambiato. The Responsive Journey: Oggi l’innovazione si concentra sul modo di prenotare e il 62% del mercato crede che la prossima grande ondata innovativa riguarderà il viaggio stesso. Nuove nicchie potenziali: I flussi di ricavo delle agenzie di viaggio sono sempre più diversificati e i consumatori richiedono esperienze di viaggio irripetibili. Il mercato ha identificato nei viaggi-avventura (83%), turismo religioso (55%) e viaggi di nozze (45%) le © 2008 Amadeus IT Group SA aree di maggior crescita.
    • 12. Significato per l’industria dei viaggi  Ulteriore Focus su ciò che accade prima e dopo la prenotazione  I fornitori di servizi devono proporre nuovi modi per interagire con questa nuova tipologia di viaggiatori:  Nuove segmenti di Clientela  Extreme Search © 2008 Amadeus IT Group SA
    • 13. © 2008 Amadeus IT Group SA
    • 14. Visualizzazione di un calendario © 2008 Amadeus IT Group SA
    • 15. Amadeus Extreme Search ricerca ampia © 2008 Amadeus IT Group SA ampia scelta
    • 16. Budget & più ..© 2008 Amadeus IT Group SA
    • 17. La scelta...© 2008 Amadeus IT Group SA
    • 18. Essere “padroni del prezzo” © 2008 Amadeus IT Group SA
    • 19. Essere “padroni del prezzo” © 2008 Amadeus IT Group SA
    • 20. Essere “padroni del prezzo” © 2008 Amadeus IT Group SA
    • 21. Nuovi elementi caratterizzanti © 2008 Amadeus IT Group SA21
    • 22. ….. In effetti: © 2008 Amadeus IT Group SAFonte: Consumer Behaviour Report 2010
    • 23. ….. In effetti: © 2008 Amadeus IT Group SAFonte: Consumer Behaviour Report 2010
    • 24. I numeri dell’e-commerce © 2008 Amadeus IT Group SA24
    • 25. La dinamica delle vendite (2003-2010) © 2008 Amadeus IT Group SA Fonte: Osservatorio e-Commerce B2C 2010
    • 26. I tassi di crescita delle vendite percomparto merceologico © 2008 Amadeus IT Group SA Fonte: Osservatorio e-Commerce B2C 2010
    • 27. La distribuzione delle vendite percomparto merceologico © 2008 Amadeus IT Group SA Fonte: Osservatorio e-Commerce B2C 2010
    • 28. H2O: Hotel to optimization © 2008 Amadeus IT Group SA28
    • 29. La tecnologia come strumento digestione di un’offerta differenziata © 2007 Amadeus IT Group SA
    • 30. La tecnologia come strumento diottimizzazione di un’offerta globale © 2007 Amadeus IT Group SA
    • 31. Le “tre” maggiori aree di attenzione Globalizzazione Nuove Clienti eVisibilità ed Tecnologie Cultura del vaggio © 2007 Amadeus IT Group SAesperienzialità 31
    • 32. 32 Multimedialità © 2007 Amadeus IT Group SA
    • 33. I numeri della multimedialità nelladistribuzione globale  Nel 2009 l’81,30% delle proprietà alberghiere era dotato di immagini per i servizi B2C e B2B  Nell’ultimo anno la multimedialità offerta dalla tecnologia ha portato il numero delle immagini nei siti legati all’hotellerie da 291,811 a 403,376 con un incremento del 38.23%  Target Dicembre 2010: 91% delle proprietà che offrono servizi multimediali © 2007 Amadeus IT Group SA
    • 34. Hotel Property Rate• Phone • Hold time / Guarantee Policy / Deposit Policy• Address • Booking Code• Hotel Type • Room amenities• Hotel Category • Average Daily rate for entire stay• Hotel Amenities • Full rate breakdown per stay• Multimedia Metadata  • Total room rate for entire staycurrently linked to • Taxes, Fees, SurchargesLeonardo images • Breakfast included in rate or not (indicator)• Commission payment • Pre-pay rate indicator © 2007 Amadeus IT Group SAindicator • Cancellation policy•Prepayment participant • Guarantee policyindicator • Commission
    • 35. H2O: una dialettica a 360 gradi Integrazione B2C © 2007 Amadeus IT Group SA
    • 36. La risposta strategica: www.italyhotels.it © 2007 Amadeus IT Group SA36
    • 37. il portale degli albergatori italiani
    • 38. un portale di accessoa tutti gli alberghi italianialla garanzia e tutela di Federalberghialla professionalità dei nostri albergatorialla passione italianaall’identità regionale e territorialead un mercato altamente competitivoad un nuovo modo e attuale di business
    • 39. accessibilitàfacile per l’utentefacile per l’albergatorenavigabile facilmentemodularein dialogo con il territoriodisponibile per vari segmentifruibilità ricco di informazioni emozionale partecipativo sicuro per l’utente e l’albergatore
    • 40. Our 5C commitment to CorporationsControl Choice Care Content Competence www.italyhotels.it
    • 41. 41 © 2007 Amadeus IT Group SA Domande
    • 42. Vogliamo essere Brillanti, Innovativi, Migliori© 2009 Amadeus IT Group SA © 2010 Amadeus IT Group SA