5 stages of travel: the
Internet will remain the most prevalent tool for researching and booking travel due to its ease, low cost & accessibility.1. Dreaming 2. Planning 3. Booking 4. Experiencing 5. Sharing
Death of the travel agency?:the
customer is smarter than you: they are better informed and can find outwhatever they need any time and anywhere.Travelers seek information from friends, family andrecommendations of others. - Integrity is key.
Growth :there will be 2
key target groups in the future of travelSingle-person households Active (!) elderly (women)Traditional households keep on changing and Baby boomers will celebrate their 65thdecreasing in family size. One person households birthdays this year at the rate of 10,000will be one of the prime sources for growth in people a day! They are empowered,travel. Mini-breaks vs. one big trip. independent and have a passion for learning.Key: adventure, city trips, money is not sacred Key: have time & money, ‘experience’
Short term (already here):mobile and
social will become inherent in a traveler’s customer journey1. Voice search 3. In-flight entertainment “Book a first class flight from Brussels to New York on January 3rd AM.” (Siri not up for it yet ) 2. Mobile payment / NFC iPads installed for entertainment & information purposes such as watching movies and researching destination info. Near Field Communication to check-in, pay (incl. hotel, food) & receive personalized interaction.
Short term (already here):travel crew
will follow mobile and social innovations1. Mobile devices as work instruments British Airways arms crew with iPads to help with on-board customer service. Personalized interaction with passengers is made possible due to social profile info. Alaska Airlines dumps paper flight manuals.
Global change impacts how we
travel:RISKS: Economic turmoil CO² emission increase Rising fuel & energy costs Security threats1. Long-distance travel for pleasure will decline.→ City trips & weekend breaks on the rise.
Customer-centricity is key1. Find out
your customers’ expectations2. Fulfill their needs in context and on-demand3. Go beyond expectations (under promise, over-deliver) offering Return on Return on Business goals VALUE Human goals Investment Interest delivery Service design model, Stefan Moritz
Random acts of kindness:Surprise people,
and make it part of your company culture.KLM surprised people checking in with Foursquare atthe airport with a small gift based on their interest. Great! ..but make it a MINDSET, not a campaign! Prepare your company. Tell a story. This is NOT about technology!
Social LBS Eco. media peers
changes mobile always- Econ. on changes Changing organizational model: The flexible company. Corporate infrastructure and processes need to be flexible to easily & rapidly adapt to the changedenvironment. A people-oriented organization will be best prepared for the future of travel.