BTO11 - Smart travelers in smart destination
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21 marzo [Day TWO] 16:10 - 17:00 [ 50 min ] Best Western Hall Alessandro Inversini
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BTO11 - Smart travelers in smart destination
- 1. SMART TRAVELERS IN SMART DESTINATIONS Alessandro Inversini BTO Firenze, 21 Marzo 2019
- 2. Key Digital Trends | 2 Technology is impacting in every aspect of our life • Smartphone users worldwide will be 2.87 billions by 2020; • The number of connected wearable devices worldwide is expected to jump over 830 million in 2020; • By 2020, 30% of all searches will be done using a device without a screen; • The collaborative robotics market will surge to $1 billion in total revenue by 2020, with over 40,000 robots entering the industry. Sources: quoracreative.com, statista.com, drivesncontrols.com
- 3. Do We Really Like This?
- 4. Are We There Yet?
- 5. Are We There Yet?
- 6. What is Smartness | 6 Buffiere,2018
- 7. | 7 Smartness is the glue of interconnected and mutually beneficial systems and stakeholders and provides the infostructure for the value creation for all. Prof. Dimitrios Buhalis ” “ http://buhalis.blogspot.com
- 8. | 8 FAST FORWARD HOSPITALITY 2030
- 9. | 9
- 10. | 10
- 11. Will a Robot Take Your Job? | 11 http://www.bbc.co.uk/news/technology-34066941
- 12. Hospitality & Smartness | 12
- 13. | 13 Culture, leadership and employee engagement are the essentials for great customer experience. Steve Cannon President & CEO of Mercedes-Benz USA ” “ https://twitter.com/SteveCannonCEO
- 14. Who is Actually Delivering the Hospitality Experience | 14Inversini, DeCarlo and Masiero, Forthcoming
- 15. What is Smartness | 15 Ecosystem Co-Creation Smart Outcomes Operand Resources Operant Resources Smart Technologies Smart Leadership Smart People SMART Firms Smart Contributors Competitive Advantage Customers' Satisfaction Based on Boes, Buhalis and Inversini, 2016
- 16. | 16 I do not believe that the future will be all about technology. Our industry’s true future leaders will have to be people who can create a community André Witschi President of the Board of Governors EHL ” “
- 17. The Lausanne Report Six main standpoints: - Shift of Market Power: Consolidation vs Fragmentation - Vulnerability on The Rise: Fragility vs Resilience - In Search for a Sense of Belonging: Communities vs Individuals - The Emotional Experience: High Tech vs High Touch - Smart Hotels – Smart Destination: Autonomous vs Connected - The Scope of Knowledge: Empathy vs Efficiency https://info.ehl.edu/hospitality-industry-trends
- 18. The Lausanne Report | 18 The more important intelligent machines will become, the more important the human factor will be. Hospitality will continue to be about guests and hosts. It will remain a guest-centered industry – with its eye safely on the three Hs: «hands, head and heart». https://info.ehl.edu/hospitality-industry-trends
- 19. | 19 Dr. Alessandro Inversini Associate Professor in Marketing alessandro.inversini@ehl.ch Get in Touch!
Editor's Notes
- https://quoracreative.com/article/voice-search-statistics-trends https://www.statista.com/topics/1556/wearable-technology/ https://www.statista.com/statistics/330695/number-of-smartphone-users-worldwide/ https://drivesncontrols.com/news/fullstory.php/aid/4852/Collaborative_robotics_market__will_exceed_$1bn_by_2020_.html
- Theoretically, the investigation will be anchored within the Service Dominant Logic (SDL - Vargo & Lusch, 2004) body of knowledge which demonstrated to be useful in generating a broader view (i.e. not only focused on technologies - Boes et al., 2016) of the issue; SDL posits the collaboration between heterogeneous actors towards value creation (Vargo & Lusch, 2008) postulating their interaction within a dynamic ecosystem through the voluntary exchange of operant resources (i.e. intangible resources) which act upon operand resources (tangibles resources - Lusch & Vargo, 2012). In this research, operant resources (i.e. possessed by the human resources/leadership) will be studied together with operand resources (i.e. technological infrastructure) in a given ecosystem that is the one of the hospitality establishment towards the generation of inward (i.e. towards the business) and outwards (i.e. toward the consumers) value and smartness. Therefore, as per Figure 1, this research will investigate SMEs smartness characteristics, within a dynamic ecosystem where value is co-created, towards the smart outcomes of (i) competitive advantage and customers’ satisfaction.
- SHIFT OF MARKET POWER: CONSOLIDATION VS FRAGMENTATION Consolidation and fragmentation are cyclical and successive phenomena. Both dynamics co-exist in the hospitality industry, depending on which market you explore. Re-thinking loyalty, imagining new collaborative platforms and hospitality clusters could be crucial for future business success. : The Googles of the world and the Amazons of the world are going to get into the OTAs' space. » VULNERABILITY ON THE RISE: FRAGILITY VS RESILIENCE Threats resulting from climate change, safety and security issues as well as unprecedented migration streams are tomorrow’s game changers. The main challenges for the hospitality industry are the lack of predictability and the magnitude of such events – and how fast the industry can react and adapt. Hybrid operations might be one of the hospitality industry’s possible response to increased risks. « If you do not diversify, the first crisis to hit will put you out of business. The more diversified your business is, the better. » IN SEARCH OF A SENSE OF BELONGING COMMUNITIES VS INDIVIDUALS THE HUMAN FACTOR Concepts such as crowdsourcing, crowdfunding, peer-to-peer and sharing hospitality have their origins in the relationship between individuals and/or communities. A decisive element for the hospitality industry’s future will be its ability to integrate the demands of individuals, communities and networks. THE EMOTIONAL EXPERIENCE: HIGH TECH VS HIGH TOUCH PLEASING THE GUEST OF THE FUTURE Imagine new armadas of physical and virtual robots deployed to meet customers’ needs. Or avatars negotiating with avatars to ensure everyone’s demands are met with the best deals. High tech trends will shape our hospitality business. The balancing factor will be high touch: the ability to provoke and track emotions. SMART HOTELS - SMART DESTINATIONS AUTONOMOUS VS CONNECTED By 2030, many cities will be embedded in so-called smart city clusters. This will pave the way for mutual investments, buffer energy and water supplies through decentralized resources, and provide an adaptive safety and security infrastructure. New mobility concepts can be introduced and deployed. Hospitality experience will be part of the destination experience. THE SCOPE OF KNOWLEDGE EMPATHY VS EFFICIENCY Future hospitality managers will be stage directors who create memorable experiences and magic moments for their guests. At the same time, they will have to meet efficiency and profitability requirements and therefore find the best processes, technologies and methods to run their business. Last but not least, they will need to empower their staff and motivate all stakeholders.