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Thinking outside the hotel box final


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Thinking outside the hotel box final

  1. 1. Thinking Outside the Hotel Boxengaging the conscious traveller for life<br />Anna Pollock<br />HTNG Members’ Meeting, Berlin<br />October 26th, 2010 <br />1<br />
  2. 2. Your Challenge<br /> "Strategic resilience is not about responding to a one time crisis…it's about continuously anticipating and adjusting to deep, secular trends that can permanently impair the earning power of a core business. It's about having the capacity to change before the case for change becomes desperately obvious."<br /> Prof. Gary Hamel, December 2003<br />2<br />
  3. 3. When travelling, I wish I were a box<br />3<br />
  4. 4. The Promise of Travel<br />4<br />
  5. 5. Today’s Reality<br />5<br />
  6. 6. Today’s Reality<br />6<br />
  7. 7. Your Guests?<br />7<br />
  8. 8. The Room With A View<br />8<br />
  9. 9. The Value is in Relieving Pain <br />The opportunity is finding a cure not relieving symptoms<br />“When pain pushes vision pulls” Michael Beckwith<br />9<br />
  10. 10. My Purpose Today<br />Shift Your Mindsets<br />Focus: deep, radical innovation<br />See the really “big picture” and the “big opportunity”<br />Stimulate some fresh thinking<br />But first, some history<br />10<br />
  11. 11. 11<br />
  12. 12. Recession as Punctuation PointDon Tapscott<br />12<br />
  13. 13. To Prepare for a Different World..Understand the change drivers<br />13<br />
  14. 14. People<br />14<br />
  15. 15. Age of the Automobile, Mass Everything<br />Technology<br />15<br />
  16. 16. Assembly Plants, Specialization, Hierarchies<br />Organization<br />16<br />
  17. 17. Standardization, Order, Planning<br />Organization<br />17<br />
  18. 18. What Was the Lens Through Which the <br />World was Viewed?<br />Mindsets<br />18<br />
  19. 19. Mindsets<br />19<br />
  20. 20. A Mindset is a Set of Underlying Assumptions<br />The universe is a machine of parts and objects obeying physical laws<br />The planet is a lumberyard<br />The industrial model can be applied to tourism – which means that<br />Places and experiences became products<br />People became resourcesor targets<br />20<br />
  21. 21. Mindsets Use Different Parts of the Brain<br />21<br />
  22. 22. This Mindset Thinks in Boxes & Lines<br />22<br />
  23. 23. See what I mean?<br />23<br />
  24. 24. The industrial model:<br />Productizes<br />Standardizes<br />Homogenizes<br />Commoditizes<br />24<br />
  25. 25. The “Industrial Model” worked for Many Years<br />25<br />
  26. 26. BUST<br />26<br />
  27. 27. IS IT OVER?<br />27<br />
  28. 28. So What’s Really Happening?<br />“We are at that point of time when a four-hundred-year-old era is rattling in its deathbed and another is struggling to be born.”<br />
  29. 29. Supposing Every One of the Gears Change?<br />29<br />
  30. 30. 2 billion internet users<br />825 million in Asia<br />Connectivity<br />Technology<br />30<br />
  31. 31. Connectivity<br />Three screens dominate our lives<br />Technology<br />31<br />
  32. 32. Connectivity<br />5 billion mobile phones worldwide<br />Average North American user consumes 150+ megabytes of data<br />By 2015 data use could rise to 7 GB a month <br />Technology<br />32<br />
  33. 33. Connectivity<br />Gartner predicting 103 million tablets in circulation by 2013 – up from 19 million today<br />30,000 Apps for i-pad only 178 days after launch – example of <br />an ecosystem at work<br />Technology<br />33<br />
  34. 34. Connectivity<br />Open Source, interoperable, modular, in the cloud <br />Technology<br />34<br />
  35. 35. Connectivity<br />Immersive Telepresence<br />Technology<br />35<br />
  36. 36. Connectivity<br />Immersive Telepresence<br />Technology<br />36<br />
  37. 37. Connectivity<br />Immersive Telepresence<br />Technology<br />37<br />
  38. 38. People<br />Consumers<br />38<br />
  39. 39. Risk is back<br />Anxious<br />Self-reliant <br />Distrustful<br />76% don’t trust brands<br />People<br />Consumers<br />39<br />
  40. 40. People<br />Tyranny of Choice<br />Tyranny of Time<br />Tyranny of Abandonment <br />40<br />It’s no fun being a consumer<br />
  41. 41. Post Recessionary Consumer Wants<br />Value<br />Quality<br />Support<br />Rich Content <br />Relevant Content <br />Before, during, after<br />Real time<br />Geo-located<br />Personal – but how?<br />41<br />
  42. 42. Post Recessionary Consumer Wants YOU to <br />To do that, you can’t change software, procedures<br />Even changing your culture won’t work entirely<br />To show you care you have to change your mindset!<br />42<br />
  43. 43. From Machines and Boxes to Ecosystem<br />Mindsets<br />Appreciating that the universe is not a dead machine<br />It’s alive & there are no straight lines in nature<br />Everything is connected – IT’S A NETWORK!<br />Nature has her cycles & her limits<br />Nature and people are dynamic and fuzzy<br />Not everything can be measured<br />Small actions can lead to big but unforeseen consequences<br />43<br />
  44. 44. This mindset uses the right brain<br />Mindsets<br />44<br />
  45. 45. And is Inspired by the Natural World<br />Organization<br />45<br />
  46. 46. Not Value Chains but Value Networks<br />Organization<br />46<br />
  47. 47. Tourism ecosystem<br />47<br />
  48. 48. And the Customer Sits At The Centre<br />Organization<br />48<br />
  49. 49. Anyone Can become an Intermediary<br />Organization<br />49<br />In an ecosystem some species become “keystone species” providing opportunities for other species to survive and thrive<br />Microsoft<br />Apple<br />Facebook<br />Google<br />
  50. 50. Challenges & Opportunities<br />staying within the box<br />50<br />
  51. 51. Industrial Push Model Running Out of Steam<br />Forecast, make & sell<br />Transaction oriented<br />Share of wallet the measure of success<br />Economies of scale<br />Value lies with the producer<br />Diminishing returns from trying to add value<br />51<br />
  52. 52. Industrial Push Model Running Out of Steam<br />Micro innovation – tinkering at the edges<br />Lip service paid to customer centricity<br />Reality is about cost cutting <br />Standardization <br />Automation<br />Commoditization<br />52<br />
  53. 53. Industrial Push Model Running Out of Steam<br />Do you wish to follow the airlines?<br />“race to the bottom”<br />Diminishing margins<br />Focus on volume<br />Brand agnosticism<br />Customer acquisition spending greater than retention<br />53<br />
  54. 54. Service Marketing<br />54<br />
  55. 55. 55<br />
  56. 56.<br />56<br />
  57. 57. We at Gourmet Pixel have researched current luxury hotel offerings and feel that there is great potential and opportunity to develop a bespoke application for use within the hotel and travel industry.<br />57<br />
  58. 58. 58<br />
  59. 59. Challenges & Opportunities<br />Moving out the box<br />59<br />
  60. 60. Business Model Innovation<br />The value lies with the consumer<br />The real question is not how do you add value but how do you attract value?<br />Customers want support for their entire trip<br />Opportunity for trusted infomediaries – those who earn the right to my personal data<br />60<br />
  61. 61. Customers Own Their Own Value<br />Organization<br />61<br />Value is in knowing who the customer is & what they want<br />Value is at the edge - the frontline staff who have the conversations<br />
  62. 62. Your Guest is not buying products but having a complete experience<br />62<br />Value is in taking care of the whole customer while having that <br />complete experience<br />
  63. 63. 63<br />
  64. 64. The Boxes are breaking down<br />64<br />
  65. 65. Starbucks Digital Network<br />Power of Place<br />Starbucks becomes the community hub on and offline<br />Partnerships<br />itunes<br />Foursquare<br />Zagat<br />Weather<br />Local Events<br />65<br />
  66. 66. 66<br />
  67. 67. Who Will Take Care of Me?<br />67<br />
  68. 68. Who Could be the Keystone Species?<br />The whole trip<br />Solve problems<br />Relevant content<br />Save me time<br />Get me out of trouble<br />Help me enjoy the trip & the destination<br />Help me meet others<br />Be my guide/concierge<br />68<br />
  69. 69. Which Species in the Tourism Ecosystem is best suited to be the keystone species?<br />Who has the greatest interaction with the guest?<br />Who is really in the connecting business?<br />What kind of business innovation will help your company survive?<br />69<br />
  70. 70. Think About it – Could it Be Yours?<br />Thank you!<br />Anna Pollock<br /><br /><br />70<br />