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Innovation et prsopective accueil touristique otf revaccueil mopa janvier 2016

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Intervention d'Offices de Tourisme de France dans le cadre de la rencontre du réseau des offices de tourisme d’Aquitaine , Limousin, Poitou-Charentes, intitulée Révolution de l’accueil saison 2 le 28 janvier 2016 au Palais de la Bourse à Bordeaux. #revaccueil
Toutes les présentations sur http://bit.ly/revaccueil2

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Innovation et prsopective accueil touristique otf revaccueil mopa janvier 2016

  1. 1. Innova&on et prospec&ve dans le réseau des Offices de Tourisme Mathieu Daubon Offices de Tourisme de France Journée révolu&on de l’accueil – saison 2 Bordeaux – 28 janvier 2016 #revaccueil
  2. 2. Une dernière présenta&on avant la fin de la journée !
  3. 3. Innova&on et prospec&ve dans le réseau des OT •  Sommaire : I.  Un réseau engagé depuis plusieurs années dans l’innova7on II.  Une commission na7onale prospec7ve inves7e sur l’Office de Tourisme 2020 III.  D’autres opportunités étudiées : expérimenta7on point d’accueil et de vente du futur avec le Welcome City Lab
  4. 4. I.  L’innova&on sur l’accueil, une constante depuis 2009
  5. 5. #conseiléclairé #écransdynamiques #horslesmurs #officedetourismemobile I.  L’innova&on sur l’accueil, une constante depuis 2009
  6. 6. #internetdeséjour #expertslocauxdeconfiance I.  L’innova&on sur l’accueil, une constante depuis 2009
  7. 7. #WiFi #recharge #services+ I.  L’innova&on sur l’accueil, une constante depuis 2009
  8. 8. Des ac7ons et projets « dans l’air du temps » (quelques tendances du salon du retailing 2016 à New York) : I.  L’innova&on sur l’accueil, une constante depuis 2009
  9. 9. II.  L’Office de Tourisme 2020 Objec:fs de la Commission na:onale Prospec:ve : ‒  Étudier les grandes tendances sociologiques, technologiques et organisa7onnelles ‒  Iden7fier les acteurs et expériences majeurs et les intégrer à la démarche ‒  Imaginer les modèles et services de demain ‒  Partager avec le réseau et rester en veille
  10. 10. II.  Tendances sociologiques : constats Tendances étudiées en janvier 2015 : (les tendances en gras ont été iden0fiées comme prégnantes) 1.  L’avènement de l’économie collabora:ve 2.  L’hyperpersonnalisa:on 3.  Le « cowoslow » tourisme 4.  La connexion permanente 5.  La tendance « detox » / La tendance « stayca7on » 6.  Le besoin de réassurance 7.  De nouvelles niches - tourisme nocturne, tourisme extrême… 8.  L’économie de l’expérience
  11. 11. 8 1.  L’office de tourisme est lui aussi « disrupté » : •  Développement de l’économie collabora7ve •  Développement de communautés d’u7lisateurs •  Besoin de transversalité (marke7ng territorial) 2.  Un office de tourisme 2020 •  Partagé : pour tous, par tous? •  Modulable •  Connecteur : faiseur de liens 3.  S’appuyer sur un socle de valeurs •  La structure peut être soluble, mais les valeurs restent II.  Tendances sociologiques : premières pistes
  12. 12. II.  Tendances technologiques : constats Tendances étudiées en décembre 2015 : 1.  L’intelligence ar7ficielle et les robots 2.  Big Data 3.  Les objets connectés 4.  L’impression 3D 5.  La réalité virtuelle
  13. 13. II.  Intelligence ar&ficielle Wayblazer, une déclinaison de Watson IBM adaptée au tourisme : le concierge cogni7f, en langage naturel, des7né aux hôtels ou aux DMO
  14. 14. II.  Big Data
  15. 15. II.  Objets connectés
  16. 16. II.  Impression 3D
  17. 17. II.  Réalité augmentée U7lisa7on d’un casque Oculus Rim par l’Office de Tourisme de Val Thorens dans le cadre du salon Grand Ski 2016
  18. 18. II.  Tendances technologiques : premières pistes 1.  Les technologies au service de l’expérience client •  Logique de « design de service » (par7r expérience u7lisateur) •  Des OT immersifs maillant le territoire (mobilier connecté) •  De nouvelles idées par des « hackaton » sur les nouveaux lieux d’accueil (requalifier les lieux d’accueil en véritables lieux de visite ?) 2.  La rela:on client « augmentée » •  Services collabora7fs sur la des7na7on (assistants type Wiidii, bracelets connectés, impressions 3D personnalisées…) •  Un observatoire à inventer (par7r de l’indice de touris7cité ?)
  19. 19. III.  L’expérimenta&on point d’accueil et de vente du futur ‒  Opéra7on menée en partenariat avec le Welcome City Lab ‒  Plusieurs acteurs majeurs de l’accueil en France : Air France, Galeries Lafayeqe, Offices de Tourisme… ‒  Iden7fica7on de start-up proposant des services adaptés ‒  Mise en œuvre d’une expérimenta7on pendant 2/3 mois dans des lieux pilotes
  20. 20. L’expérimenta&on point d’accueil et de vente du futur
  21. 21. III.  Quelques exemples : Adways •  Intégra7on de contenus enrichis sur des vidéos existantes •  Possibilité de prise en charge directe par l’OT de l’interface d’ajout de contenus •  Un modèle économique simple, abonnement mensuel pour un enrichissement allant jusque 10 vidéos
  22. 22. III.  Adways •  Une expérience dans le tourisme avec un hôtem Marrioq au Canada •  Mise en avant des offres pour les clientèles d’affaire pendant le vidéo (salles de conférence, restaura7on, ac7vités)
  23. 23. III.  Think and go •  Intégra7on d’une couche de capteurs NFC sur des écrans •  Interac7on possible avec les visiteurs à par7r de tout objet connecté (smartphone, CB, passeport…) •  Des usages touris7ques à déterminer (u7lisé pour le moment pour du retail)
  24. 24. III.  Lineberty •  Ges7on des files d’aqente •  Accessible depuis une appli ou une interface Web •  Ges7on de la file possible depuis un poste d’accueil « classique » avec ac7va7on/désac7va7on du service •  Op7misa7on du temps et proposi7on possible d’ac7vités pendant l’aqente
  25. 25. III.  Lineberty
  26. 26. III.  Calendrier et mise en œuvre de l’opéra&on Projet prévu au premier semestre 2016 : ‒  Iden7fica7on des OT intéressés par une expérimenta7on (février) ‒  Rencontre avec les start up sélec7onnés (mars) ‒  Détermina7on du budget et du rétroplanning opéra7onnel (mars/avril) ‒  Lancement de l’expérimenta7on au printemps 2016 (mai/juin) ‒  Bilan des opéra7ons lors de la journée na7onale Accueil et numérique prévue en décembre 2016 à Paris
  27. 27. Merci de votre attention Mathieu.daubon@offices-de- tourisme-de-france.org • 

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