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DIGITAL 

TRANSFORMATION
(travel & hospitality industries)

Fernando Polo 

@abladias
A long, long time ago… I found myself cofounding a startup to build an online monitoring software. It was visionary
but ea...
“By 2018, 20% of business content will be
authored by machines”, 

Gartner Inc, Oct 2015
EXPONENTIAL GROWTH
MOORE’S LAW
How could professors be so shortsighted back in 2003. The answer is quite simple. Humans -a...
technology
people
organisations
Organisations are failing to keep up with the frantic pace of the technological revolution.
Digital Transformation is related to:
TEXTO DEL SUBTÍTULO EN MAYÚSC.
20% 40% 60% 80% 100%
36%
39%
51%
65%
68%
76%
79%New D...
DIGITAL TRANSFORMATION FRAMEWORK
DIGITAL CUSTOMER
DIGITAL BUSINESS
DIGITAL ENTERPRISE
Brand / Sales / Loyalty
Channels / P...
DIGITAL CUSTOMER
NEW CUSTOMER FUNNEL
Source: McKinsey June 2009
2/3 of the touch points that influence purchase decisions 

aren’t generated...
DIGITAL CUSTOMER JOURNEY
CarParks.
AIRPORT
shopping
centernearthe
carpark
freeplaces
optimization
Who
amI?
Social
Media
ch...
In 2013, we conducted an extensive research commissioned by NH Hotels.. Even if the physical experience of
travelling, sta...
When redefining the customer journey and understanding how the digitisation of physical spaces is taking place, we
forget t...
EXPERIENCE IS EVERYTHING
Changing the
conversation
from advertising
to experience
GoodRebels.com is our brand for non Spanish speaking countries. 
...
DIGITAL CUSTOMER EXPERIENCE
FRAMEWORK
CUS
TOMERGROWTH
BRAND
SALES
Awareness
Engagement
Advocacy
Reputation
Customer satisf...
FROM TARGET TO COMMUNITY
Traditional Communication
Network Communication
1) Proactive Listening
2) Fan Centric
3) Earn (do...
KLM: FROM COMM 2.0 TO PRODUCT 2.0
From 

KLM Surprise
to
KLM Meet & Seat
A well known example from the Travel Industry. KL...
NH HOTELES
#WAKEUPPICS3
We started working with NH Hoteles in 2010. Little months afterwards, Instagram was born and 1 mil...
A B
The new challenge is all about creating experiences, in order to foster engagement between nodes inside a big
network.
HOW TO CREATE ENGAGEMENT
CREATIVITY
DATA
TECHNOLOGY
A B
#peoplefirstSET OF
PRINCIPLES
SKILLS &
METHODOLOGIES
TECH ENABLERS
How to translate a TV spot into a Facebook campaign, putting the fan at the center of the stage and using personal
data (w...
DATA IS EVERYTHING
BIG DATA APPLICATIONS
TOURISM INDUSTRY
Demand & Business Forecast
Real Time Information
Industry Knowledge
Operations Mana...
DATA SOURCES & OBJECTS
BIG DATA TOURISM INDUSTRY
Online Reputation
Bookings & Services data
Declared Interests in SNs
Soci...
AAKER APPLIED TO A CAR BRAND
We used“big data”(or not so big) to analyse the brand personality following Jennifer Aaker’s ...
CUSTOMER JOURNEY CASE STUDY
An we’ve used“big data”(or not so big) to improve the customer journey of a retailer (brick & ...
CONSUMER EXPERIENCE
WHEN HOWWHYWHO WHAT
Motivations
Understanding the
impulse and the
person behind each
moment.
★ Value p...
CONSUMER EXPERIENCE
1 2 3 540
Segmentation
Role Plays Data
Actions
Measurement
OUTPUTPROCESS
Workshops
Interviews
Research...
Disney MyMagic+
Another example of Big Data applied to the travel and leisure industry (read more)
DIGITAL CUSTOMER EXPERIENCE
FRAMEWORK
CUS
TOMERGROWTH
BRAND
SALES
Awareness
Engagement
Advocacy
Reputation
Customer satisf...
STARBUCKS LOYALTY PROGRAM
Source: Starbucks
STARBUCKS
DIGITAL LOYALTY PROGRAM GROWTH
Source: Starbucks
analyticscrm
LOYALTY & CRM IN THE DIGITAL
operationalscrm
digital/social
loyaltysocial business intelligence
LOYALTY & CRM IN THE DIGITAL AGE
INFORMATION FLOW
web
gps
mobileapp
gamificat.
facebook
tw,in,Inst.
opendata
stores
e-comme...
DIGITAL BUSINESS
NUEVOS MODELOS DE INGRESOS
TEXTO DEL SUBTÍTULO EN MAYÚSC.
New
Distribution
channels
New products /
services
New Models
NEW DIGITAL BUSINESS MODELS
eCommerce Digital Products /
Services
New Models
Organisations are finding ways to market new products and services improved or redefined by digital technologies.
STARBUCKS MOBILE PAYMENT
Source: Starbucks
But many tourism and hospitality companies are finding ways to take advantage fr...
STARBUCKS & SQUARE
Source: Starbucks
Starbucks announced months ago, that they will develop and sell their own mobile paym...
Room Mate Hotels launched Be Mate, a platform to let private owners rent their appartments with Room Mate
services, like c...
DIGITAL ENTERPRISE
TEXTO DEL SUBTÍTULO EN MAYÚSC.
Less investment:
21% invest 0€
PEOPLEPROCESSES
AND ORGANISATION
18% invest 0€
As in many ot...
TC DIGITAL ENTERPRISE
FRAMEWORK
LEADERSHIP
SKILLS
ORGANIZATION
OPERATIONS
VALUES
DIGITAL CULTURE
MOTIVATIONS
We at Good Re...
20th c. efficiency
Because old hierarchical structures are focused on efficiency.
21st c. innovation
But to thrive in the XXIst century we will need corporate structures oriented towards innovation.
And we’ve written a whole book to explain how to migrate from old management principles to new ones. How to
introduce digi...
In our book there are more than 20 cases explaining how to work with less bosses, less bureaucracy, and less
bureaucracy. ...
But it is not only about digital cultures. One of the most fascinating example of self management can be found in
Brazil. ...
INTRISIC MOTIVATIONS
VISION
DEVELOPMENT AUTONOMY
DIGITAL

VALUES
Based mostly on the framework explained in Daniel Pink’s ...
OPEN LEADERSHIP
• connected leader
• the leader as a teacher
• communicator (read, write, speak)
• co-leadership
• “intrap...
DIGITAL TRANSFORMATION FRAMEWORK
DIGITAL CUSTOMER
DIGITAL BUSINESS
DIGITAL COMPANY
Brand / Sales / Loyalty
Channels / Prod...
HOW TO CREATE ENGAGEMENT
CREATIVITY
DATA
TECHNOLOGY
A B
#peoplefirstSET OF
PRINCIPLES
SKILLS &
METHODOLOGIES
TECH ENABLERS
a human-centered world
#peoplefirst
CREATIVE AGENCY AND CONSULTANCY
DIGITAL TRANSFORMATION & CONSUMER EXPERIENCE
#TcBlog
BRIGHTON - MADRID - BARCELONA - BOGOT...
Thanks for reading this far. 

I am Fernando Polo, partner and CEO of Territorio
creativo group (GoodRebels.com) creative ...
goodrebels.com • territoriocreativo.es/en
Brighton • Madrid • Barcelona • Bogotá • México • Lima
From advertising to exper...
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Digital Transformation (Travel & Hospitality industries)

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How the tourism sector is facing the challenges of the digital era.

Published in: Business

Digital Transformation (Travel & Hospitality industries)

  1. 1. DIGITAL 
 TRANSFORMATION (travel & hospitality industries) 
Fernando Polo 
 @abladias
  2. 2. A long, long time ago… I found myself cofounding a startup to build an online monitoring software. It was visionary but early… too early :-) When we started discussing about“text mining”technologies with the academic world, they said:“listen, in 30 years progress has been small. A robot won’t read as a human being. If machines could read, they would write as well…”
  3. 3. “By 2018, 20% of business content will be authored by machines”, 
 Gartner Inc, Oct 2015
  4. 4. EXPONENTIAL GROWTH MOORE’S LAW How could professors be so shortsighted back in 2003. The answer is quite simple. Humans -as Brynjolfsson and McAfee stated in their awesome“The 2nd Machine Age”book- are not prepared to understand exponential growth. Let’s put aside foreseeing the effects of a non ceteris paribus evolution.
  5. 5. technology people organisations Organisations are failing to keep up with the frantic pace of the technological revolution.
  6. 6. Digital Transformation is related to: TEXTO DEL SUBTÍTULO EN MAYÚSC. 20% 40% 60% 80% 100% 36% 39% 51% 65% 68% 76% 79%New Distribution & Loyalty Channels Client Management and Knowledge technology Customer Journey Digitisation Big Data Open Innovation Platforms Social Corporate & Business Accounts Creating an Innovation Area Territorio creativo partnered with the LSE to carry on a research about digital transformation. Several hundreds of executives related“Digital Transformation to“consumer related”topics.
  7. 7. DIGITAL TRANSFORMATION FRAMEWORK DIGITAL CUSTOMER DIGITAL BUSINESS DIGITAL ENTERPRISE Brand / Sales / Loyalty Channels / Product & Services
 / New Biz Models Leadership / Processes 
 / Organization / Culture DIGITAL SKILLS But we wrote an exhaustive white paper back in 2014 to understand what digital transformation is all about. And we have now clear that it is not only related to the digital customer, but also to new ways of producing revenues, and a whole new way of organising enterprises internally.
  8. 8. DIGITAL CUSTOMER
  9. 9. NEW CUSTOMER FUNNEL Source: McKinsey June 2009 2/3 of the touch points that influence purchase decisions 
 aren’t generated by companies. They are created by consumers. Some time ago, McKinsey conducted a massive research to better understand the new customer journey. They discovered that most of the touchpoints critical to influence purchase decisions at the active evaluation stage weren’t produced by the companies themselves, but by other consumers.
  10. 10. DIGITAL CUSTOMER JOURNEY CarParks. AIRPORT shopping centernearthe carpark freeplaces optimization Who amI? Social Media channels THISAirport isdifferent Shopping Experience Customers needs € shoppingareas Public Toilets Aged Tierra Pasaporte VIP Lounge CRM New spaces. Fitness/ Wellness We’ve been recently thinking about the social /digital traveler, the new digital consumer and how airports can rethink their customer journeys and improve their user experience, specially through digital touchpoints. 
 This is just a graphical simulation of an airport user experience, created by Iñaki Bagazgoitia @ibagaz
  11. 11. In 2013, we conducted an extensive research commissioned by NH Hotels.. Even if the physical experience of travelling, staying in a hotel, visiting tourist destination has the biggest impact, there are more and more digital touchpoints being added every day to the traveler journey. It means that the traveler experience is becoming more digitized. Thus -as many digital companies know well- the mantra“user / people / customer first”becomes a survival imperative., which is still difficult to understand for the hospitality industry, still too focused on their physical assets. DOWNLOAD (pdf) dreaming planning Social Media channels Destinations Sharing Experience Sharing € trip reviews
  12. 12. When redefining the customer journey and understanding how the digitisation of physical spaces is taking place, we forget too often that our customers carry powerful digital weapons in their pockets. Digitisation is not about putting bigger displays at the stores. It’s about improving the experience through digital tools. A simple example: I never buy anything above 10 eur, without previously asking my wife over whatsapp :-)
  13. 13. EXPERIENCE IS EVERYTHING
  14. 14. Changing the conversation from advertising to experience GoodRebels.com is our brand for non Spanish speaking countries. 
 And this is our tagline: changing the conversation“from advertising to experience”.
  15. 15. DIGITAL CUSTOMER EXPERIENCE FRAMEWORK CUS TOMERGROWTH BRAND SALES Awareness Engagement Advocacy Reputation Customer satisfaction Social CRM Loyalty LifeTimeValue Lead Generation Shopper Engagement Conversions Sales Networks BRAND /// SALES /// LOYALTY When creating digital experiences., is the brand left behind? How do we create awareness, engagement in the digital / social age?
  16. 16. FROM TARGET TO COMMUNITY Traditional Communication Network Communication 1) Proactive Listening 2) Fan Centric 3) Earn (don’t buy) attention • Content and utility • UGC and advocacy The digital / social platforms have changed the rules about digital branding and digital identity.
  17. 17. KLM: FROM COMM 2.0 TO PRODUCT 2.0 From 
 KLM Surprise to KLM Meet & Seat A well known example from the Travel Industry. KLM went from creating a witty campaign based on improving the flyer experience, to introducing digital / social functionality in the flyer journey. Though KLM meet & seat hasn’t proved extremely succesful so far, it depicts a digital mindset.
  18. 18. NH HOTELES #WAKEUPPICS3 We started working with NH Hoteles in 2010. Little months afterwards, Instagram was born and 1 million users joined the social network in 2 months. Creating one of the first world campaigns on IG, positioned NH as an early adopter and an innovative digital brand (read the story in BusinessInsider.com). WATCH VIDEO
  19. 19. A B The new challenge is all about creating experiences, in order to foster engagement between nodes inside a big network.
  20. 20. HOW TO CREATE ENGAGEMENT CREATIVITY DATA TECHNOLOGY A B #peoplefirstSET OF PRINCIPLES SKILLS & METHODOLOGIES TECH ENABLERS
  21. 21. How to translate a TV spot into a Facebook campaign, putting the fan at the center of the stage and using personal data (with explicit permission), creativity and technology to convey emotions. WATCH VIDEO
  22. 22. DATA IS EVERYTHING
  23. 23. BIG DATA APPLICATIONS TOURISM INDUSTRY Demand & Business Forecast Real Time Information Industry Knowledge Operations Management Client Acquisition n/a Source: Invattur / Territorio creativo 2015
  24. 24. DATA SOURCES & OBJECTS BIG DATA TOURISM INDUSTRY Online Reputation Bookings & Services data Declared Interests in SNs Sociodemographic Information Cultural Activities Geolocalisation Safety Health Mobility Weather More to less valued Source: Invattur / Territorio creativo 2015
  25. 25. AAKER APPLIED TO A CAR BRAND We used“big data”(or not so big) to analyse the brand personality following Jennifer Aaker’s model, using hundreds of thousands of online conversations.
  26. 26. CUSTOMER JOURNEY CASE STUDY An we’ve used“big data”(or not so big) to improve the customer journey of a retailer (brick & mortar), and many other companies.
  27. 27. CONSUMER EXPERIENCE WHEN HOWWHYWHO WHAT Motivations Understanding the impulse and the person behind each moment. ★ Value proposition ★ Empathy Mapping ★ Buyer Persona ★ Casting: internal & external influence Timeline Determining the timing of each interaction. ★ Moments map ★ Periodicity and seasonality timelines Touchpoints Identifying direct and indirect points of engagement. ★ Channels mapping ★ Service staging (recreating environments around each touchpoint) ★ Casting Actions Understanding the actions and needs met at each moment. ★ Pain/Wow moment measurement ★ Action plan ★ Transactional analysis Buyers Defining the main actors across the journey. ★ Buyer Persona 5 PILLARS OF GOOD REBELS / TC METHODOL.
  28. 28. CONSUMER EXPERIENCE 1 2 3 540 Segmentation Role Plays Data Actions Measurement OUTPUTPROCESS Workshops Interviews Research (Data, Surveys)Interviews CJ Canvas Archetypes Client Shadowing Workshops 
 (in store/ office) Ideation Ideation Customer Service Digital Monitoring CJ MetricsFramework Profiles Empathy Maps PEOPLE •Front End team •Back End team •Clients •Front End team •Back End team •Clients •Front End team •Back End team •CJ Team •Front End team •Back End team •Clients •Specialists •Internal Teams •Partners •CJ Team •Internal Teams Segmen- tation Buyer Persona CJ Mapping Measure- ment Improvement cycle Business objectives Lean Tactical Plan 5 •CJ Team •Front End team •Back End team Action Plan CJ Analysis Ideation METHODOLOGY: PROCESS
  29. 29. Disney MyMagic+ Another example of Big Data applied to the travel and leisure industry (read more)
  30. 30. DIGITAL CUSTOMER EXPERIENCE FRAMEWORK CUS TOMERGROWTH BRAND SALES Awareness Engagement Advocacy Reputation Customer satisfaction Social CRM Loyalty LifeTimeValue Lead Generation Shopper Engagement Conversions Sales Networks BRAND /// SALES /// LOYALTY And what about digitising loyalty programs?
  31. 31. STARBUCKS LOYALTY PROGRAM Source: Starbucks
  32. 32. STARBUCKS DIGITAL LOYALTY PROGRAM GROWTH Source: Starbucks
  33. 33. analyticscrm LOYALTY & CRM IN THE DIGITAL operationalscrm digital/social loyaltysocial business intelligence
  34. 34. LOYALTY & CRM IN THE DIGITAL AGE INFORMATION FLOW web gps mobileapp gamificat. facebook tw,in,Inst. opendata stores e-commerce wearables int.ofthings polls transaction onlinecont. mobile social hardware Client ID data arch. analysis socialBI promotion/ gamification promotion/ gamification
  35. 35. DIGITAL BUSINESS
  36. 36. NUEVOS MODELOS DE INGRESOS TEXTO DEL SUBTÍTULO EN MAYÚSC. New Distribution channels New products / services New Models
  37. 37. NEW DIGITAL BUSINESS MODELS eCommerce Digital Products / Services New Models
  38. 38. Organisations are finding ways to market new products and services improved or redefined by digital technologies.
  39. 39. STARBUCKS MOBILE PAYMENT Source: Starbucks But many tourism and hospitality companies are finding ways to take advantage from digital technologies to build completely new business models. Is not only about“product digitalization”. Is about“digital disruption”.
  40. 40. STARBUCKS & SQUARE Source: Starbucks Starbucks announced months ago, that they will develop and sell their own mobile payment technology 
 (even competing with their former partners, Square).
  41. 41. Room Mate Hotels launched Be Mate, a platform to let private owners rent their appartments with Room Mate services, like cleaning or checkin services.
  42. 42. DIGITAL ENTERPRISE
  43. 43. TEXTO DEL SUBTÍTULO EN MAYÚSC. Less investment: 21% invest 0€ PEOPLEPROCESSES AND ORGANISATION 18% invest 0€ As in many other industries, one of the major obstacles to overcome when transforming companies digitally, is that the investment in people and organisation is still very rare.
  44. 44. TC DIGITAL ENTERPRISE FRAMEWORK LEADERSHIP SKILLS ORGANIZATION OPERATIONS VALUES DIGITAL CULTURE MOTIVATIONS We at Good Rebels / Territorio creativo, have developed a framework to help companies put their house digitally in order.
  45. 45. 20th c. efficiency Because old hierarchical structures are focused on efficiency.
  46. 46. 21st c. innovation But to thrive in the XXIst century we will need corporate structures oriented towards innovation.
  47. 47. And we’ve written a whole book to explain how to migrate from old management principles to new ones. How to introduce digital values in our organisations. #Leadertarians was published by Planeta in Spain in January 2015. If you want to read this book in English, just send me an email to abladias@gmail.com .
  48. 48. In our book there are more than 20 cases explaining how to work with less bosses, less bureaucracy, and less bureaucracy. Like Valve. (Read the Valve Employee Handbook, PDF)
  49. 49. But it is not only about digital cultures. One of the most fascinating example of self management can be found in Brazil. (Read about Semco Story))
  50. 50. INTRISIC MOTIVATIONS VISION DEVELOPMENT AUTONOMY DIGITAL
 VALUES Based mostly on the framework explained in Daniel Pink’s book, Drive: the incredible truth about what really motivates us, we are building a company where people can look beyond their daily work and understand the impact of their effort to create a better world, have enough freedom to take most of their decisiones and feel that they become better professionals each day. It’s all about creating“intrinsic”(not extrinsic) motivations.
  51. 51. OPEN LEADERSHIP • connected leader • the leader as a teacher • communicator (read, write, speak) • co-leadership • “intrapreneurial” • control vs. freedom + responsibility • humble • helpful (servant leadership)
  52. 52. DIGITAL TRANSFORMATION FRAMEWORK DIGITAL CUSTOMER DIGITAL BUSINESS DIGITAL COMPANY Brand / Sales / Loyalty Channels / Product & Services
 / New Biz Models Leadership / Processes 
 / Organization / Culture DIGITAL SKILLS
  53. 53. HOW TO CREATE ENGAGEMENT CREATIVITY DATA TECHNOLOGY A B #peoplefirstSET OF PRINCIPLES SKILLS & METHODOLOGIES TECH ENABLERS
  54. 54. a human-centered world #peoplefirst
  55. 55. CREATIVE AGENCY AND CONSULTANCY DIGITAL TRANSFORMATION & CONSUMER EXPERIENCE #TcBlog BRIGHTON - MADRID - BARCELONA - BOGOTÁ - CD MÉXICO - LIMA +200.000 FANS COUNTRIES 5& GROWING 130PROJECTS 120WORKERS +40ACTIVECLIENTS MM €8TURNOVER COMMUNITY FIRST MKT BLOG IN SPANISH
  56. 56. Thanks for reading this far. 
 I am Fernando Polo, partner and CEO of Territorio creativo group (GoodRebels.com) creative agency and consultancy of Digital Transformation and Consumer Experience. 
 You can follow me on Twitter (@abladias) or on my blog FernandoPolo.com. Or read our vision about the future of marketing in #Socialholic, or the new digital management in #Leadertarians.
  57. 57. goodrebels.com • territoriocreativo.es/en Brighton • Madrid • Barcelona • Bogotá • México • Lima From advertising to experience

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