The document discusses how the fourth industrial revolution, driven by advancements in technology, is transforming the hospitality and travel industry. Key points include: - Emerging technologies like artificial intelligence, the Internet of Things, and big data analytics are giving rise to new tools that enhance customer experience and personalization. - Standards like OpenTravel 2.0 are developing next-generation digital capabilities to improve system integration and make data more accessible in real-time. - Trends like increased flexibility, rise of data and machine learning, and improved customer engagement are expected to dominate the industry in the coming years as technology adoption increases. The hospitality industry is on the brink of an evolution as new technologies completely reinvent customer and

1. TheChangingWorldofExperiential
TravelandHospitalityintheAgeof
theFourthIndustrialRevolution
Copyright©2018
TheFutureofTravel
Hospitality:

2. “Weareatthebeginningofarevolution
thatisfundamentallychangingtheway
welive,workandrelatetooneanother.”
-ProfessorKlausSchwab
2
Thefourthindustrialrevolutionisuponus.
Thisnewrevolution,knownasIndustry4.0,is
fueledbydramaticadvancementsintechnology
thatfusetogetherourdigital,physicaland
biologicalworlds.
EmergingbreakthEmergingbreakthroughsinartificialintelligence
androboticshavegivenrisetoself-drivingcars.
InternetofThingscapabilitiesareindustrializing
automationandchangingthenatureofwork.
High-techsensorsmonitorat-homecardiac
patients’hearthealtheveryminuteofeveryday.
Andthetransportation,manufacturingand
medicalindustriesaren’taloneinexperiencingthemedicalindustriesaren’taloneinexperiencingthe
profoundimpactsofemerging,disruptive
technologies.Justasitsadvanceshavebeen
spurredbyeachpriorindustrialrevolution,
hospitalityispoisedtoundergodramaticchanges
instigatedbyIndustry4.0.
FounderandExecutiveChairman,World
EconomicForum

3. 3
TheDigitalAge
Spurs
Standardization
andIntegration
Broadavailability
acrossarangeof
offeringsispofferingsisproliferat-
edthrough
web-basedtravel
researchcapabilities,
fuelingthedrivefor
system standardiza-
tionandintegration
acrossdigital
distributionchannels
includingGuest
DistributionSystems
(GDS)andOnline
TravelAgency(OTA)
formatslikeSabre
andExpedia
Artificial
Intelligence(AI)&
InternetofThings
(IoT)
Experience-oriented
hospitalityis
enhancedbytheenhancedbythe
proliferationof
offeringsfocusedon
guestmobility,
integratingdigiintegratingdigi-
talizedsystemswith
bigdata,IoTand
machinelearning
capabilitiesto
enhanceguest-
specificpersonaliza-
tionofthetravel
experience
Early-to-Mid
19thCentury
Late19thto
Mid20th
Century
Late20th
Century
TheEvolutionofHospitalityPoweredby
EachMajorIndustrialRevolution
Early21st
Century
TheSteamEngine
TransformsTravel
Firstmasstransit
systemsarisefrom
broadadoptionofthe
newlyinventedsteam
engine
ElectricityPowers
Mass
Production
The“guest
experience”ismass
producedbytrans-
AtlanticcruisesandAtlanticcruisesand
largehotelchainsas
newmodesof
trans-oceanicandair
travelarebroadly
commercialized

4. TheFourthHospitalityRevolution
4
Thehospitalityspaceisjustbeginningtobridgethephysicaland
digitalworldsasitstartstoalignwithIndustry4.0.Newtechnologies,
increaseddataaccess,andenhanceddigitizationarerapidlychanging
whatisrequiredforthehospitalityprovidertoolset—andmust
ultimatelyresolvethefundamentalfracturesbetweenintermediary
parties,legacyservices,andde-centralizedofferings.
BBroughtonbyIndustry4.0,thehospitalityprofessionalofthe21st
centurymustleverage3essentialdigitalcapabilities,enhancedbythe
powerofreal-timedata,todeliveronthepromiseoftheguest
experience.
InsightsOn-Demand
Customerandoperationaldataiseasiertocaptureandanalyzein
real-timethanereal-timethaneverbefore.AdvancesinAPIcapabilities,machine
learningalgorithms,andweb-basedIoTdashboardsaremakingbig
datarapidlyaccessibletohospitalityprofessionalsforthefirsttime.
ActionabilityandControl
IncreaseddataaccessibilityempIncreaseddataaccessibilityempowershospitalityproviderstomake
moreinformedoperationaldecisionsthatkeeppacewithbusiness
today.Informationattheirfingertipsleadstogreaterresponsiveness
andincreasedresponsibilityforservicesquality,productsafety,and
effective,real-timeidentificationandmanagementofguestneeds.
AI-PoweredEngagement
AdAdvancesinAIcreatemorepointsofengagementforgueststhat
mustbeleveragedtoimprovecustomerexperiencesanddrive
loyalty.

5. TheIndustry4.0revolutionisalreadyunderway.
Considerthefollowingexamplesofhowitiscurrently
atworkwithinhospitality:
TECHNOLOGY
Intheracetodeterminetheindustry-standardAIplatform of
tomorrow,technologyleaderslikeGoogleandAppleare
expandingAIandmachinelearningcapabilitiestothird-party
developers,makingiteasierforcompaniestocreateintelligent
applications.
Accordingtoarecentarticle inTheNewYorkTimes:
“[Leadingtech]“[Leadingtech]companiesaredevelopingallsorts
oftoolsthatwillmakeiteasierforany
operationtobuilditsownA.I.software,including
thingslikeimageandspeechrecognitionservices
andonlinechatbots.”
“BUILDING A.I.THATCAN BUILD A.I.”
CADEMETZ,THENEW YORKTIMES
Third-partypThird-partyprovidersinthehospitalityspaceareleveraging
theseself-servicecapabilitiestocreatenext-generationtools
thatdeliversignificantefficienciesandenhanceguest-centric
capabilities.
5

6. TECHNOLOGY
Forexample,anewopen-solutionplatform calledHAPIisgiving
hotelsgreaterownershipovertheirbigdata.
HAPIleveragesAPIstointegratedatafrom distincthotel
vvendors,disparatesystemsandthird-partyintegratorsintoone
secureplatform.Forthefirsttimeever,hotelscanaccessand
managetheirowndatasets—from check-ins,occupancy,HVAC
usage,securityandmore—withinonecentralizedplatform.HAPI
combines,filters,cleansesandenrichesdatastreamstoprovide
hotelsreal-timeguestinsightsandbuildoutenhancedCRM
profilestohelpcommunicatemoreeffectivelywithvisitors.
“Developinganunderstandingoftravelerjourneyscan
helppredicttheneedsofguestsastheymovethrough
theirpurchasesandphysicaljourneyusingoffersand
servicesthattrulyconsideroftheneedsoftheirjourney.
Theconceptistomovebeyondalook-aliketransaction
andendeavortounderstandandserveeachindividual
guest.Practicallyspeaking,youshoulduseautomation
tospeaktointospeaktoincomingandin-houseguestsateachstep
oftheirjourney,leveragingpersonalizationfrom their
comprehensiveprofiles,toofferservicesand
upgradesthatestablishloyaltywhilemaximizing
revenue.”
-LuisSegredo
ChiefExecutiveOfficer,HAPI
6

7. TECHNOLOGY
Aninnovativerestaurantstart-upcalledKitroleveragesAIto
helpkitchensreducefoodwasteandimproveprofitmargins.Its
innovativetoolappliesadvancedimagerecognitioncapabilities
andmachinelearningalgorithmstoidentifyfoodwastepatterns
inrestaurants,sokitchenscanoptimizetheiroperationsand
practices.
KitKitrobelievestheseefficiencyimprovementswilldrastically
reducefoodwasteandoverallcostwhilegeneratingpositive
environmentalimpacts.
“KITROissimplifyingfoodwastemanagementby
providingrestaurantsandcanteenswiththefirst
fully-automatedfoodwastemeasurementsolution.
WithKITRO,ourcustomersgetaholisticoverviewof
theirfoodwaste,sotheyareempoweredtomitigate
itwhilehavingapositiveimpactonthe
envienvironment."
-AnastasiaHofmann
Co-Founder,KITRO
7

8. STANDARDS
Technologyadvancesaren’ttheonlydemonstrationofthenew
capabilitiesbroughtonbyIndustry4.0.TheOpenTravelAlli-
ance,anopen-sourceorganizationresponsiblefordeveloping
andmaintaininginteroperabilityfordisparatesystemsinallver-
ticalsofthetravelindustry,isdevelopingthenextgenerationre-
leaseofitsOpenTravelTechnology.
OpenTravel1.0isthecurrentindustrystandardforconnecting
disparatesystemsacrossthetravelindustryandcarryingtens
ofmillionsofmessagesbetweenpartnerseveryday.ItsOpen-
Travel2.0producthasshiftedtoanobject-orientedparadigm
thatleveragesRESTAPIstofacilitateaseamlessflowofinfor-
mation.Thisnewmodularapproachreducesimplementation
challengeswhileprovidingenhancedconsistency,simplicityand
flexibility,ultimatelygeneratingproductivityenhancementsfor
users.
“OpenTravel2.0standardswillsignificantlyreduce
thebarrierstoworkingwithprovidersandsuppliers
acrossthetravelindustry.Thesimplicityandconsis-
tencyoftheRESTAPIswillallowsmalldevelopment
teamstoquicklycreatetravelerexperiencefocused
applicationswhileallowingthesupplierstocaterto
nichemarketsthatwerepreviouslyunreachable.”
-DaveHollander
OpenTravel2.0LeadandKeyContributor
ExpertTravelTechnologyStrategistand
aCreatorofXML
8

9. PREDICTIONS
FORTHE
FUTUREOF
HOSPITALITY
Thewaveofchangepropelledby
Industry4.0willcontinueto
revolutionizehospitalitythrough
improvedconnectedness,integration
andaggregatedanalyticsacrossthe
industryasawhole.Theentranceofindustryasawhole.Theentranceof
newtechnologiesandstandardswill
drive3majortrendsthatwilldominate
thetravelandhospitalityindustryin
comingyears:
Trend1:Increasedflexibility&agility
Provideraccesstomoreflexible,lesscumbersomedistribution
systemsandtechnologieswillimproveagilityandgreatlyreduce
time-to-marketfornewpartnershipsandguest-centricofferings.
TodayitcantakeuptosixmonthstointegrateanTodayitcantakeuptosixmonthstointegrateanewpartner
intoadistributionchannel.AdvancementsinAPIdevelopment
andinnovationsspurredbyOpenTravel2.0technologywill
dramaticallyshortenthisiintegrationprocess—gettingnew
partnersupandrunninginjustweeksordaysinsteadof
months.
Trend2:Riseofdata&machinelearning
partnershipspartnerships
Increasedaccessandimprovedeaseofusabilityforvast
volumesofhospitalityandguestdatawillacceleratetheneed
fortechnology-drivenintegrationandanalyticscapabilities.
OncepOnceprovidersexperienceeasy,on-demandaccesstheirdata,
thefocusshiftstohowwecanbestleverageittodeliveronthe
guestexperiencepromise.Successfullyintegratingdataacross
operations,customers,usage,reservations,maintenanceand
revenuedatawillrequireapplieddatasciencethroughinnova-
tivetechnologiesandstrategicandpartnershipstoderiveim-
pactfulbusiness-driveninsightscapableoftransformingthe
businessofhospitality. 9

10. Trend3:Improvedcustomer
engagement&loyalty
Enhancedtechnologicalcapabilities
throughAIpoweredchatbots,
integrationwithsocialmedia,
automatedmobilemessagingandautomatedmobilemessagingand
pushnotifications,andincreased
personalizationwillfacilitateguest
engagement,drivecustomerloyalty,
andaccelerateROI.
ResearchhasdemonstratedthatResearchhasdemonstratedthat
mobileappsleadtohighercustomer
satisfactionratingsfrom guests.
Toolsthatstreamlinedistribution
pprocessesandimprovedigitalaccess
tocustomizedserviceswillresultin
higherratesofcustomersatisfaction.
Asabroaderrangeofhospitality
providersembracethedigitalspace
broughtonbyIndustry4.0,advanced
digitizationoftheguestexperience
evevolvesfrom anice-to-haveto
need-to-haveofferings.
10

11. AstheworldbracesfortheIndustry4.0revolution,the
hospitalityandtravelindustryisonthebrinkofembracingitsown
existentialevolution.Inthenextdecade,newtechnologies,data
capabilitiesandchangingconsumerdemandswill
completelyreinventhowproviders,vendorsandcustomer
interactwithintheworldofhospitality.digitizationoftheguest
experienceeexperienceevolvesfrom anice-to-havetoneed-to-have
offerings.
Areyoureadytoembracethenewwaveofchange?
REFERENCES:
https://www.weforum.org/about/the-fourth-industrial-revolution-by-klaus-schwab
Artificialintelligence(AI)andtheInternetofThings(IoT)
Online(November5,2017):https://www.nytimes.com/2017/11/05/technology/machine-learn-
ing-artifi
https://www.prnewswire.com/news-releases/en-
joy-your-stayand-have-you-downloaded-our-app-300486701.htmlcial-intelligence-ai.html.
https://www.slideshare.net/EpsilonMktg/the-power-of-me-the-im-
pact-of-personalization-on-marketing-performance/1
http://hbswk.hbs.edu/archive/1590.html
http://currents.rosetta.com/2015/03/why-engaged-custom-
ers-are-your-best-customers-facts-figures-on-the-value-of-engagement/
11
CONCULSION

12. SponsoredByXeniaHospitalityAdvisors:
XeniaHospitalityAdvisorsisafull-service,boutiqueconsulting
firm thatoffersarangeofstrategyandoperationsconsultative
servicestailoredtothedemandingneedsofthehospitality
industry.Leveragingdecadesofindustryinsightsandexperi-
ence,wepartnerwithourclientstodevelopengagingguest-
orientedbusinessstrategies,designmodernizedandscalable
technologysolutions,andimplementdeploynewtechnology
strategiesthattransform guestexperiencesanddrivethefuture
oftheirbusiness.Formoreinformation,pleasevisitusonlineat
www.xenia-hospitality.com.