BTO2017 | TEN - Olaf Slater - SABRE

confidential | ©2017 Sabre GLBL Inc. All rights reserved. 1
The Way to
Innovate
Olaf Slater
Director Strategy & Innovation, Sabre Hospitality Solutions
30. November 2017

BUONGIORNO

400k
BCE
1 1800
Controlled Fire
(400k BCE)
Language
(100k BCE)
Trade &
Specialization (17k)
Farming
(15k BCE)
The Ship
(4000 BCE)
The Wheel
(3400 BCE)
Money
(3000 BCE)
Iron
(3000 BCE)
Written Language
(2900 BCE)
The Legal System
(1780 BCE)
The Alphabet
(1050 BCE)
Steele
(650 BCE)
Water Power
(200 BCE)
Paper
105
Moveable Type
1040
The Microscope
1592
Electricity
1600
The Telescope
1608
The Engine
1712
The Lightbulb
1800
History of Human Inventions 20:400,002

1809 1900 2011
The Telegraph
1809
The Electromagnet
1852
Petroleum
1859
The Telephone
1860
The Vacuum Tube
1883
Semiconductors
1896
Penicillin
1896
The Radio
1897
The Electron
1897
Quantum Physics
1900
The Airplane
1903
Television
1926
The Transistor
1947
DNA
1953
Integrated Circuit
1959
The Internet
1969
Microprocessors
1971
The Mobile Phone
1973
The Smartphone
2007
Quantum Computer
2011
History of Human Inventions 20:200

History of a Buzzword
In the 17th century,
"innovators" didn't
get accolades.
They got
their ears cut off.
Thomas Edison, 1879
• Discovered carbon
fillament
• 1 year, 1000 variations
• = improvement of the
incandescent light bulb
• perfecting one of
civilization's most
profound inventions
Imagined an entire user experience, if not an entire industry,
to support his new patent
http://www.csiic.ca/PDF/IntellectualNo6.pdf

Competitor
• Other fast food chain’s milkshake?
Attributes
• thick, creamy, sweet, chunky?
Innovation & Strategy
What job am I hiring this to do?
Value & Willingness to Pay
• convenience, satisfaction, no mess

Job to be done: Listening to music
Jobs are solution-agnostic and remain valid over time
THEN NOW
Private
concert
Vinyl
record
Compact
disk
iTunes
MP3
Spotify
streaming
(Digital) Disruption
Unmet (Latent) Needs

challenge
conventional
wisdom
awareness of
disruptive
potential &
trends
Repurposing
skills, assets &
resources
(new)solutions
to (new)
problems
Lenses of Innovation
Questioning, Identifying, Creating
• different perspective
• how things are done
• what is changing
• unmet needs
• new value
Edison was eager to fail fast (and
smart), extract insights and create
again and again, until the solution
was improved and embraced by the
end user.

What is Innovation
New increments of knowledge, value creation and value capture.
…and sometimes accidents…
Discovery
• Graphene
Invention
• Laser
Innovation
• Electric Cars
Disruption
• Super capacitor
trigger often lies in the combination of all

What is Innovation - 1

My Innovation Story - Shaping Experiences

Perceptions – Who We Are

1. Experience Choice
“”...with the reader assuming the role of the
protagonist and making choices that determine
the main character's actions and the plot's
outcome.”

2. Experience Enhancement
Selective Focus, Provide Visibility, Color & Establish Location
“…create moods and evoke emotion. To draw people into the overall experience.”

3. Experience Design
UXUI

EMERGING
TECHNOLOGY
[evolution]
GUEST
EXPERIENCE
[revolution]

Travel Booking
1996 - 2001
Problem + Accessible Tech + Digital

Consumer driven trends
transforming travel and
hospitality
Because expectations
transcend industries…

Embedding Innovation in the way we work
Stanford d.school Design Thinking process, img source: http://dschool.stanford.edu/wp-content/uploads/2012/02/steps-730x345.png
In the past 7 years robust
methodologies have evolved for
structured design and innovation
Digitization, platform- and
customer-experience shift,
access to and speed of new
technology advancements
were driving factors

Repeatable Process – 10 Areas of Innovation

Pockets of Future – Tune in to signals
THE DESIGN PROCESS SIMPLIFED by http://designsojourn.com/design-processed-explained/

Open Mind, Open Innovation
Leading Tech Firm
• Secured $1m funding
• Build sensor to alert when
water pollution levels rising
• Unusually complex problem
• Team of expert microchip
designers
• + 1 marine biologist
• Free meal & $999k saved
Image credit Jessica Langlois | Creative Commons License
a study analyzing 17.9 million
scientific papers found that the
most highly cited work tended
to be mostly rooted within a
traditional field, with just a
smidgen of insight taken from
some unconventional place.
https://www.kellogg.northwestern.edu/faculty/uzzi/htm/papers/Science-2013-Uzzi-468-72.pdf

Pockets of Future – Tune in to signals
90% of areas are relevant to travel distribution

Operational AI
Hi Melissa
I have identified a drop in your visibility
score on Expedia in mid October.
I have calculated that if you publish
your current Blended Rate
for 4 nights as a promotion,
your visibility should increase.
Would you like me to
take action on this?
Yes Please!
Thank you, your visibility score is now
within approved levels.
Great!
• New data points and triggers
becoming available
• Recommendation engines for
internal business processes
• Machine Understanding will
enable systems to recognize
context of future events
• Systems will not need to be
trained with large sets of
“correct” vs. “wrong” examples,
but will only need to know the
business objective in order to
make recommendations

So what are the emerging technologies, how
are they relevant and when will they be
available?

NEW WAYS FOR
INNOVATIVE
TRAVEL

Contextual with Embedded Messaging Services
Messaging – the new acquisition engine
– With embedded services, purchase directly out of search results (incl. Google Cards)
https://medium.com/intercom-inside/the-end-of-app-stores-dd379e754033#.qsfp2r2e9
“Uber’s partnership with Facebook takes
things to the next level by allowing a car to
be summoned from within a conversation.
Uber taps into Facebook Messenger’s 800
million users though a very basic bot.
Facebook Messenger users can book a ride
with Uber in seconds.”

Contextual with Embedded Messaging Services
Search results as a service
– Abandon Cart, Upgrades, Merchandising and GenX engagement
Don‘t need an app for that
– 9 of top 10 apps are for networking or messaging and offer APIs
to allow services integration
„Contextually relevant, helpful, and embedded — everything the
current generation of app stores are not. “
Hugh Durkin - blog.intercom.io
https://medium.com/intercom-inside/the-end-of-app-stores-dd379e754033#.qsfp2r2e9

SINGAPORE
TOURISM BOARD
Travel guide created by analyzing
brain waves

ONE ALDWYCH’S
LOBBY BAR
London bar serves up cocktails
with a VR experience

WESTIN HOTELS Hotel rooms offer live-streamed
spinning classes

ADVANCED ANALYTICS
IN HOSPITALITY
Technology has transformed
connections. Consumers will look for
new tools that help them find the
time, deal with the logistics, and
enhance the experience

BENEFICIAL
INTELLIGENCE
Rising numbers will expect that
brands use machine learning and
artificial intelligence to put truly
smart products and services into
their pockets, homes, inboxes, and
more.

4 INDUSTRY TRENDS SHAPING HOSPITALITY DATA + ANALYTICS
Predictive intelligence
Shift from “what happened” to “what
should happen”
Self service BI
Rise of data discovery to
combat data overload and
information silos
Machine learning/AI
Embrace smart process automation
and insights
Guest 360
Understand guest
behavior at every touch
point and deliver relevant
experiences
Guest Experience
(r)Evolution

Public weather and flight data
to predict flight cancellations
RED ROOF

Facial recognition software to
analyze travelers’ expressions
HAWAII TOURISM
AUTHORITY

CLAREMONT INN
Predictive analytics and geolocation data
to deliver effective recommendations on-
property

65% OF CONSUMERS
Say they’d consider using messaging
to connect with a business to get
information about a product or
service, or to schedule an in-person
appointment.

HIPMUNK Chatbot functionality for travel advice,
flight and hotel information

COGITO –
ENHANCED DIALOG
harness the power of voice with
behavioral science

Grow rapport with Millennials
by providing messaging
services as an inroad to loyalty
Chatbots have the ability to
answer FAQs and free up
time for customer
service agents
REACH SERVICE CONNECT
Utilize existing messaging
platforms to communicate
with guests in a way they are
familiar with

STARWOOD
Aloft hotel lets guests control smart
room functions via Amazon Echo

CHINA
..is leading the next revolution in
Mobile Technology

45
BLOCKCHAIN ..powering mobile payment system

46
BJÖRKCHAIN ..Utopia Online = Audiocoins

ARTIFICAL
REALITY
ARTIFICAL
REALITY
..importance and growth

ARTIFICAL
CLARITY
..low res to high res data transformation
Real creativity

NEW URBAN
MOBILITY

ASPIRATION
RETAILING
swarm signals choreographed,
curated and consumed in real time

THERE’S ONLY ONE RULE:
DON’T HOLD BACK
From Here to There: The Future of Travel

GRAZIE
30. November 2017
Olaf.Slater@sabre.com

BTO2017 | TEN - Olaf Slater - SABRE

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