Seven Technology Trends Changing Consumer Behavior - Tourism Industry Edition


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Presentation given at the Destination Marketing Association annual conference in Las Vegas, Nevada on July 23rd. Includes data around the growth of mobile and six other trends disrupting the industry.

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  • Smartphone Penetration – Total Population
    We also know that mobile email open rates are growing exponentially.
  • Rethinking Place.
  • Last mile project – how do you innovate around the delivery point.
  • Counting beds on offer, airbnb is already the fifth-largest hotelier in the world, with unparalleled global reach.
    Has a presence in nearly every county on earth
    Median price of a hotel vs cost of an Airbnb apartment
  • The new Collaborative Economy Customer Score provides insights never before combined:

    Customer ratings. Uber drivers rate passengers – we know who the best customers are – and who’s not worthy for a late night ride.

    Provider quality. Like Yelp and eBay, customers can rate the drivers, a social metric. .

    Local transaction data. Since these transactions are happening at a local level, they provide data regarding traffic routes and times, and can, therefore be used to accurately predict when and where people use Uber’s services.

    New loyalty data. Since Uber and Amex are sharing their data and rewards, they lock in a powerful new relationship.

    A new perspective. When combined with traditional financial data like loyalty points, credit scores, and net worth, we can have a powerful new insights into customer behaviors.
  • Seven Technology Trends Changing Consumer Behavior - Tourism Industry Edition

    2. @kyleplacy
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    6. What’s Now? @kyleplacy
    7. Data Equals Relevance one. @kyleplacy
    8. Ginni Rometty CEO, IBM What you will see with rapid data and social sharing is the death of the average and the era of you. Businesses will be able to truly serve the individual. @kyleplacy
    9. 1. Empathy 2. Perspective Taking Two types of marketing & creative: @kyleplacy
    10. Empathy Understanding someone’s emotional state or feelings @kyleplacy
    11. They were really good at empathy. @kyleplacy
    12. @kyleplacy
    13. Perspective Taking Cognitive & analytical – it’s understanding someone’s interests and behavior. @kyleplacy
    14. Moments Matter two. @kyleplacy
    15. @kyleplacy
    16. Consumer Mobility three. @kyleplacy
    17. @kyleplacy
    18. @kyleplacy Mobile Penetration (Total Population) 0 10 20 30 40 50 60 70 Australia Brazil China France Germany Japan UK USA 36.8 35.4 27 18.3 5.9 30.2 31 52.2 13.8 33.1 38.2 28.8 19.6 50.9 43.5 64.6 26.3 46.9 42.3 39.8 24.7 62.2 56.4 2011 2012 2013
    19. Smartphone massive growth potential with only 30% of total market. Mary Meeker’s 2014 Internet Trends Report @kyleplacy
    20. Out of the 74% of Japanese consumers intending to upgrade their phone… Japan Consumer Insights Report 2014, ExactTarget Marketing Cloud @kyleplacy
    21. 99.5% will be upgrading to a smartphone. 2014 Japan Consumer Insights Report, ExactTarget Marketing Cloud @kyleplacy
    22. @kyleplacy 8.7 4.4 13.7 47.2 15.5 30.6 15.2 9.3 22.7 57.8 26 41.3 0 10 20 30 40 50 60 70 USA | Purchased a product or service USA | Searched for a flat or house USA | Searched for restaurants or pubs/bars USA | Accessed a social network USA | Reviewed websites, blogs or message boards USA | Looked up directions or used a map 2012 2013 Activities used on Smartphone (last 7 days)
    23. Content is Mobile @kyleplacy
    24. 91% of consumers indicated that access to content across all devices was important. 2014 Mobile Behavior Report, ExactTarget Marketing Cloud @kyleplacy
    25. 26 million US consumers will book travel via a smartphone this year. European Travel Commission @kyleplacy
    26. @kyleplacy
    27. Location four. @kyleplacy #ETFOM
    28. @kyleplacy #ETFOM
    29. 83% of US Consumers research products while in-store on their mobile phone. Google’s Our Mobile Planet Report @kyleplacy
    30. Personalization of Brand five. @kyleplacy
    31. Predictive Intelligence @kyleplacy
    32. 41% of consumers buy more from brands who send personalized emails based on past buying behaviors. Return Path @kyleplacy
    33. 12-25% increase in sales if the transactional message includes personalized product recommendations. ExactTarget Marketing Cloud @kyleplacy
    34. Collaborative Economy six. @kyleplacy
    35. @kyleplacy
    36. @kyleplacy
    37. @kyleplacy
    38. The New Collaborative Economy Customer Score 1. Customer Ratings 2. Provider Quality 3. New Loyalty Data 4. A New Perspective
    39. Connected Products seven. @kyleplacy
    40. Sensor use is rising rapidly at +34% Y/Y growth. Mary Meeker’s 2014 Internet Trends Report @kyleplacy
    41. 8 Billion units were shipped in 2013. Mary Meeker’s 2014 Internet Trends Report @kyleplacy
    42. Data equals Relevance
    43. Data beats Opinions
    44. We must move from numbers keeping score to numbers that drive better actions. David Walmsley Head of Multichannel Marks & Spencer @kyleplacy