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Digital Transformation in Travel

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The travel industry was one of the first to be disrupted by digital and is stil subject to permanent change. This presentation applies the 7 metaphors to identity the parallels with other industries and describes a method to master the transformation.

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Digital Transformation in Travel

  1. 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. 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. 3. Sold in +50 countries!
  4. 4. Survey
  5. 5. Expect a smack in the face… Digital Disruption is real
  6. 6. What do these 4 have in common?
  7. 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. 8. Digital Disruption is a story of… %
  9. 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. 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. 11. YOU THEM The Tipping Point
  12. 12. You have a C H O I C E Disruption Modeling Transformation
  13. 13. You have a C H O I C E Disruption Modeling Transformation Fear Insight Direction
  14. 14. @jcaudron THE WORLD I S C H A N G I N G
  15. 15. THE WORLD IS CHANGING…FAST ARE YOU CHANGING WITH IT?
  16. 16. ARE YOU SCARED OF THE FUTURE?
  17. 17. Don’t worry, we’ve got a PLAN @jcaudron
  18. 18. A PLAN FOR TRANSFORMATION SCAN INNOVATIONS DETERMINE IMPACT NORTH STAR VISION & STRATEGY BUILD ROADMAP INSTALL DIGITAL LEADERSHIP BUILD DIGITAL ORGANIZATION AND CULTURE
  19. 19. YOU NEED TO Scan YOUR ENVIRONMENT @jcaudron UNDERSTAND THE IMPACT
  20. 20. Slicing the Elephant creates Insight
  21. 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. 22. Media Glass House Package Frog GatekeeperTraveller Participant Cyborg
  23. 23. versus Retail Glass House Package Frog GatekeeperTraveller Participant Cyborg
  24. 24. Banking Glass House Package Frog GatekeeperTraveller Participant Cyborg
  25. 25. Auto- motive Glass House Package Frog GatekeeperTraveller Participant Cyborg
  26. 26. IN HOSPITALITY TOO
  27. 27. The Glass House Accountability Proximity Responsiveness Bi-directional Humanization AuthenticityTransparency
  28. 28. The Package APPification Long Tail Personalized Experience Speed PriceMonolithic vs. Atomic (Self-)service Scalability
  29. 29. The Frog Bypassing Virtualization Fragmentation of touchpoints
  30. 30. The Gatekeeper New Gatekeepers Recommendations “Good is good enough” Ambassadorship
  31. 31. The Traveller Place Utility Empowered self Instant gratification New way of working Contextual awareness
  32. 32. The Participant Community Power of the crowd Sharing economyCollaboration San Francisco
  33. 33. The Cyborg Wearables Quantified SelfInternet of Things Robotics Data Monitoring
  34. 34. Travel Glass House Package Frog GatekeeperTraveller Participant Cyborg
  35. 35. CREATE A North Star VISION
  36. 36. DEFINE A Transformation STRATEGY @jcaudron
  37. 37. DEFINE A Transformation STRATEGY @jcaudron BUILD A ROAD MAP @jcaudron
  38. 38. D I G I TA L Leadership
  39. 39. BUILD a new ORGANIZATION Ready for a digital world
  40. 40. From ... ... to The Business Digital (at the sideline) Digital in the core
  41. 41. The Business Digital (at the sideline) The Business Digital (at the sideline) From ... ... to
  42. 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. 43. From an outdated MOTHERSHIP
  44. 44. From an outdated Mothership TO A modern F L E E T
  45. 45. DIGITAL CULTURE
  46. 46. IS THIS THE FUTURE?
  47. 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. 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. 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. 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. 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. 52. @jcaudron WORLD OF UNCERTAINTY
  53. 53. @jcaudron LEAD OR FOLLOW?
  54. 54. Case Courage MINDSET MEANS MANDATE “license to win” “license to operate” “license to change” Capital BE BRAVE TO CHANGE
  55. 55. A PLAN FOR TRANSFORMATION SCAN INNOVATIONS DETERMINE IMPACT NORTH STAR VISION & STRATEGY BUILD ROADMAP INSTALL DIGITAL LEADERSHIP BUILD DIGITAL ORGANIZATION AND CULTURE
  56. 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. 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. 58. FINANCE, INSURANCE & SERVICES RETAIL PUBLIC & NON- PROFIT INDUSTRY & TECHNOLOGY OTHER FINANCE, INSURANCE & SERVICES PUBLIC & NON PROFIT MEDIA & BRANDS RETAIL INDUSTRY & TECHNOLOGY OTHER
  59. 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

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