Digital Transformation in Travel

1. M A S T E R I N G D i g i t a l TRANSFORMATION JO CAUDRON FOUNDING PARTNER JO.CAUDRON@DUVALUNION.COM 00 32 475 43 80 98 @JCAUDRON

2. Hi, I’m Jo Caudron Active in digital since 1993 Internet entrepreneur involved in 20+ start-ups. Founding Partner of Duval Union Consulting @jcaudron jo@duvalunion.com We are business consultants for a digital world. Our mission is to help organizations transform. @jcaudron

3. Sold in +50 countries!

4. Survey

5. Expect a smack in the face… Digital Disruption is real

6. What do these 4 have in common?

7. 1995+ MUSIC PHOTOGRAPHY VIDEO RENTAL … 2005+ PRINT MEDIA TV TRAVEL HR … 2015+ RETAIL AUTOMOTIVE TRAVEL EDUCATION TELCO FOOD/FMCG BANKING/INSURANCE HEALTHCARE … 2025 ALL SAFE HAVENS WILL BE SUBJECT TO DIGITAL DISRUPTION … WAVES OF Disruption

8. Digital Disruption is a story of… %

9. This is NOT our story YOU THEM We are COMPLIANT! We are a TRUSTED partner! We have DECADES of experience! We are on SOCIAL MEDIA!

10. YOU We are COMPLIANT! We are a TRUSTED partner! We have DECADES of experience! We are on SOCIAL MEDIA! THEM This IS our story But your app sucks I want experience Uhh..ok Hey this solves my problem! I don’t want to wait a week NEW

11. YOU THEM The Tipping Point

12. You have a C H O I C E Disruption Modeling Transformation

13. You have a C H O I C E Disruption Modeling Transformation Fear Insight Direction

14. @jcaudron THE WORLD I S C H A N G I N G

15. THE WORLD IS CHANGING…FAST ARE YOU CHANGING WITH IT?

16. ARE YOU SCARED OF THE FUTURE?

17. Don’t worry, we’ve got a PLAN @jcaudron

18. A PLAN FOR TRANSFORMATION SCAN INNOVATIONS DETERMINE IMPACT NORTH STAR VISION & STRATEGY BUILD ROADMAP INSTALL DIGITAL LEADERSHIP BUILD DIGITAL ORGANIZATION AND CULTURE

19. YOU NEED TO Scan YOUR ENVIRONMENT @jcaudron UNDERSTAND THE IMPACT

20. Slicing the Elephant creates Insight

21. GLASS HOUSE PACKAGE FROG GATEKEEPERTRAVELLER PARTICIPANT CYBORG THE WHEEL OF CHANGE New experts and our peers decide what matters People participate, share and co-create their future Technology becomes part of everything we do The relationship with the market changes New experiences in product, service & packaging The position in the value chain changes Mobile gives access to everything, everywhere, every time

22. Media Glass House Package Frog GatekeeperTraveller Participant Cyborg

23. versus Retail Glass House Package Frog GatekeeperTraveller Participant Cyborg

24. Banking Glass House Package Frog GatekeeperTraveller Participant Cyborg

25. Auto- motive Glass House Package Frog GatekeeperTraveller Participant Cyborg

26. IN HOSPITALITY TOO

27. The Glass House Accountability Proximity Responsiveness Bi-directional Humanization AuthenticityTransparency

28. The Package APPiﬁcation Long Tail Personalized Experience Speed PriceMonolithic vs. Atomic (Self-)service Scalability

29. The Frog Bypassing Virtualization Fragmentation of touchpoints

30. The Gatekeeper New Gatekeepers Recommendations “Good is good enough” Ambassadorship

31. The Traveller Place Utility Empowered self Instant gratiﬁcation New way of working Contextual awareness

32. The Participant Community Power of the crowd Sharing economyCollaboration San Francisco

33. The Cyborg Wearables Quantiﬁed SelfInternet of Things Robotics Data Monitoring

34. Travel Glass House Package Frog GatekeeperTraveller Participant Cyborg

35. CREATE A North Star VISION

36. DEFINE A Transformation STRATEGY @jcaudron

37. DEFINE A Transformation STRATEGY @jcaudron BUILD A ROAD MAP @jcaudron

38. D I G I TA L Leadership

39. BUILD a new ORGANIZATION Ready for a digital world

40. From ... ... to The Business Digital (at the sideline) Digital in the core

41. The Business Digital (at the sideline) The Business Digital (at the sideline) From ... ... to

42. The Business Digital (at the sideline) Digital in the coreThe Business Digital (at the sideline) Digital in the core Digital in the core Digital in the core From ... ... to

43. From an outdated MOTHERSHIP

44. From an outdated Mothership TO A modern F L E E T

45. DIGITAL CULTURE

46. IS THIS THE FUTURE?

47. IN THE FUTURE MACHINES WILL TAKE OVER ALL REPETITIVE TEDIOUS HEAVY TASKS SO WHAT ABOUT   HUMANS? SHOULD WE ALL BECOME PROGRAMMERS? HUMANS VS MACHINES

48. We will have to focus on skills that make us real humans and will not (easily) be replaced by machines Ethics Creativity Entrepreneurship Emotionality Innovation Empathy Intuition Agility Resilience Improvisation Negotiation “Smarts” HOW?

49. PREPARE FOR A FUTURE OF AND WHAT ABOUT TOMORROW ? Unique human aspects Ethics Creativity Entrepreneurship Emotionality Innovation Empathy Intuition Agility Resilience Improvisation Negotiation “Smarts” LEVEL OF AUTOMATION 0 1 2 3 MAN CAPABILITIES MACHINE CAPABILITIES + TOTAL CAPABILITIES TO REACH NECESSARY TRUSTED SERVICE LEVEL (NTSL) AUTOMATION 4 5

50. LEVEL OF AUTOMATION 0 1 2 3 MAN CAPABILITIES MACHINE CAPABILITIES + TOTAL CAPABILITIES TO REACH NECESSARY TRUSTED SERVICE LEVEL (NTSL) AUTOMATION 4 5 + Unique human aspects Ethics Creativity Entrepreneurship Emotionality Innovation Empathy Intuition Agility Resilience Improvisation Negotiation “Smarts”

51. LEVEL OF AUTOMATION 0 1 2 3 MAN CAPABILITIES MACHINE CAPABILITIES + TOTAL CAPABILITIES TO REACH NECESSARY TRUSTED SERVICE LEVEL (NTSL) AUTOMATION 4 5 + Unique human aspects Ethics Creativity Entrepreneurship Emotionality Innovation Empathy Intuition Agility Resilience Improvisation Negotiation “Smarts”

52. @jcaudron WORLD OF UNCERTAINTY

53. @jcaudron LEAD OR FOLLOW?

54. Case Courage MINDSET MEANS MANDATE “license to win” “license to operate” “license to change” Capital BE BRAVE TO CHANGE

55. A PLAN FOR TRANSFORMATION SCAN INNOVATIONS DETERMINE IMPACT NORTH STAR VISION & STRATEGY BUILD ROADMAP INSTALL DIGITAL LEADERSHIP BUILD DIGITAL ORGANIZATION AND CULTURE

56. Find my slides on www.speakersbase.com/jo Need help? Book me and my team to consult you! www.duvalunionconsulting.com @jcaudron jo.caudron@duvalunion.com 00 32 475 43 80 98

57. BUSINESS STRATEGY READINESS SURVEY ASSESSMENT & RESEARCH INSPIRATION IMPACT ANALYSIS FUTURE SCENARIOS NORTH STAR VISION TRANSFORMATION STRATEGY STAKEHOLDERS & PROBLEMS IDEATION & PRIORITIES DIGITAL AGENDA EXECUTIVE JOURNEY TREND WATCHING CONTINUOUSLY SCANNING THE MARKET FOR NEW TRENDS BUILDING  THE FUTURE PROOF ORGANISATION CUSTOMER EXPERIENCE Continuously optimise your journey,   pain points and touch points GROWTH HACKING Implement smart techniques   to scale our business CHANNEL HACKING Reinvent your channel relationships for a digital world CUSTOMER RELATIONSHIP SOCIAL STRATEGY Make social an intrinsic part   of the business INCUBATOR PROGRAM Stimulate internal creativity   and bottom-up innovation (hackatons, …) START-UP BOOTCAMPS Think, plan, act like a start-up and build   the minimum viable business case CORPORATE ACCELERATOR Drive outside-in innovation via collaboration with startups BUSINESS (OPERATIONAL) MODELS DIGITAL LEADERSHIP Asses, contain and develop digital savviness DIGITAL GOVERNANCE Digital ownerships, roles, policy, structure Digital Office, … MAN/MACHINE COLLABORATION Valorise your human assets, whilst supporting them with machines ORGANISATION

58. FINANCE, INSURANCE & SERVICES RETAIL PUBLIC & NON- PROFIT INDUSTRY & TECHNOLOGY OTHER FINANCE, INSURANCE & SERVICES PUBLIC & NON PROFIT MEDIA & BRANDS RETAIL INDUSTRY & TECHNOLOGY OTHER

59. M A S T E R I N G D i g i t a l TRANSFORMATION JO CAUDRON FOUNDING PARTNER JO.CAUDRON@DUVALUNION.COM 00 32 475 43 80 98 @JCAUDRON

Digital Transformation in Travel

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Digital Transformation in Travel