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 The	
  Future	
  of	
  Travel	
  	
  
	
  Insights	
  from	
  Discussions	
  Building	
  on	
  an	
  Ini4al	
  Perspec4ve...
Context	
  
The	
  ini4al	
  perspec4ve	
  on	
  the	
  Future	
  of	
  Travel	
  kicked	
  off	
  the	
  	
  
Future	
  Ag...
Doubling	
  of	
  Interna6onal	
  Tourism	
  	
  
In	
  2012	
  the	
  number	
  of	
  tourists	
  crossing	
  interna4ona...
Growing	
  Consumer	
  Awareness	
  	
  
The	
  dream	
  of	
  affordable	
  travel	
  is	
  being	
  obscured	
  by	
  cli...
Two	
  Main	
  Challenges	
  	
  
There	
  are	
  two	
  main	
  challenges	
  ahead	
  for	
  the	
  development	
  of	
 ...
Security	
  vs.	
  Convenience	
  	
  
The	
  balance	
  between	
  convenience	
  and	
  security	
  with	
  border	
  co...
Mul6-­‐Modal	
  Hubs	
  
	
  Perhaps	
  the	
  most	
  significant	
  improvement	
  is	
  the	
  mul4-­‐modal	
  approach	...
BeEer	
  Employers	
  
	
  Given	
  that	
  the	
  travel	
  and	
  tourism	
  industry	
  is	
  a	
  huge	
  employer,	
 ...
Community-­‐based	
  Tourism	
  
	
  Community-­‐based	
  tourism	
  is	
  on	
  the	
  rise	
  with	
  holidaymakers	
  e...
Posi6ve	
  Local	
  Impact	
  	
  
Travellers	
  will	
  base	
  buying	
  decisions	
  not	
  only	
  around	
  comfortab...
Responsible	
  and	
  Inclusive	
  
	
  Look	
  out	
  for	
  growth	
  in	
  travel	
  focused	
  on	
  learning	
  about...
Seamless	
  Cross	
  Border	
  Travel	
  	
  
Smart	
  visas,	
  indeed,	
  smart	
  4cke4ng	
  in	
  general	
  for	
  ma...
 	
  
Personalised	
  Choice	
  
Consumers	
  enjoy	
  a	
  world	
  where	
  choice	
  is	
  a	
  commodity	
  but	
  whe...
Device	
  is	
  King,	
  Consumer	
  is	
  Queen	
  
The	
  device	
  is	
  the	
  focus	
  of	
  the	
  future	
  –	
  it...
Chinese	
  Tourists	
  
150	
  million	
  outbound	
  Chinese	
  tourists	
  and	
  a	
  total	
  of	
  500m	
  more	
  mo...
 	
  
Maximising	
  Moments	
  
Individuals	
  seek	
  to	
  maximise	
  the	
  benefits	
  of	
  moments	
  available	
  t...
Up-­‐Stream	
  Insight	
  
Companies	
  and	
  networks	
  have,	
  and	
  act	
  on,	
  very	
  early	
  insight	
  on	
 ...
Eastern	
  Centricity	
  
With	
  China’s	
  500m-­‐strong	
  middle-­‐class	
  burgeoning	
  and	
  travel	
  	
  
barrie...
Consumer	
  Power	
  
The	
  consumer	
  is	
  likely	
  to	
  gain	
  the	
  upper	
  hand	
  in	
  terms	
  of	
  	
  
t...
Mass	
  Medical	
  Tourism	
  
In	
  key	
  loca4ons	
  where	
  hotel	
  footprints	
  align	
  with	
  the	
  medical	
 ...
Deeper	
  Loyalty	
  
While	
  travellers	
  are	
  used	
  to	
  points,	
  many	
  see	
  the	
  need	
  for	
  deeper	
...
Lengthening	
  Rela6onships	
  
With	
  the	
  sector	
  under	
  a[ack	
  from	
  outside,	
  hospitality	
  companies	
 ...
Final	
  Fron6ers	
  
The	
  growth	
  of	
  space	
  tourism,	
  increasing	
  interest	
  and	
  par4cipa4on	
  in	
  	
...
Wi-­‐fi	
  Global	
  Nomads	
  
For	
  some	
  in	
  the	
  knowledge	
  economy	
  the	
  poten4al	
  for	
  con4nuous	
  ...
Smart	
  Avia6on	
  	
  
Digitally-­‐enabled	
  passengers,	
  intelligent	
  passenger	
  screening	
  and	
  	
  
pilotl...
Peer	
  Power	
  	
  	
  	
  
Aggrega4on	
  occurs	
  in	
  hotel/peer	
  review	
  	
  sites	
  alongside	
  integra4on	
...
Travel	
  Mindsets,	
  Not	
  Segments	
  	
  
Through	
  be[er	
  staff	
  training	
  and	
  improved	
  use	
  of	
  con...
Learning	
  to	
  Upgrade	
  	
  
A	
  shib	
  occurs	
  in	
  how	
  educa4on	
  is	
  delivered	
  across	
  the	
  serv...
Government	
  Coopera6on	
  	
  
Issues	
  such	
  as	
  climate	
  change,	
  border	
  controls	
  and	
  open	
  skies,...
Consolida6on	
  of	
  Travel	
  Ver6cals	
  
	
  The	
  pull	
  of	
  large	
  industry	
  players	
  aiming	
  to	
  impr...
Mul6-­‐Genera6onal	
  Travel	
  
Many	
  elect	
  to	
  travel	
  together	
  as	
  mul4-­‐genera4on	
  groups	
  of	
  bo...
Sa6sfying	
  a	
  BeEer	
  Educated	
  Workforce	
  
As	
  travel	
  industry	
  employees	
  are	
  more	
  educated,	
  ...
Disrup6on	
  and	
  Resilience	
  
Disrup4ons	
  and	
  instability	
  increasingly	
  interrupt	
  travel.	
  As	
  such	...
End-­‐to-­‐End	
  Experiences	
  	
  	
  
To	
  simplify	
  the	
  customer	
  journey	
  and	
  exploit	
  inefficiencies	
...
Chinese	
  Convenience	
  
The	
  global	
  travel	
  infrastructure	
  has	
  been	
  built	
  for,	
  and	
  by,	
  west...
Chinese	
  Tourist	
  Demographics	
  
More	
  Chinese	
  outbound	
  tourists	
  are	
  expected,	
  but	
  li[le	
  a[en...
Mind,	
  Body	
  and	
  Spirit	
  
We	
  will	
  see	
  a	
  growth	
  in	
  travel	
  aimed	
  at	
  improvements	
  in	
...
Travelers	
  in	
  Control	
  	
  
Connec4vity	
  everywhere	
  will	
  redefine	
  research,	
  decision-­‐making,	
  mark...
Suppor6ng	
  Overwhelmed	
  Travellers	
  
With	
  access	
  to	
  seemingly	
  endless	
  informa4on,	
  travellers	
  wi...
Valuing	
  Time	
  
Technology-­‐enabled	
  connec4ons	
  provide	
  more	
  headspace	
  and	
  heart-­‐space	
  
that	
 ...
Defining	
  My	
  Space	
  	
  
Hospitality	
  organisa4ons	
  increasingly	
  op4mise	
  the	
  experience	
  of	
  space	...
Future	
  Agenda	
  
84	
  Brook	
  Street	
  
London	
  
W1K	
  5EH	
  
+44	
  203	
  0088	
  141	
  
futureagenda.org	
 ...
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Future of travel - Insights from Discussions Building on an Initial Perspective by Richard Hammond Founder and Chief Executive Greentraveller

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Insights from Discussions Building on an initial perspective on the future of travel by Richard Hammond Founder and Chief Executive Greentraveller. This includes insights from events already completed on the starting point for the global future agenda discussions taking place through 2015 as part of the the futureagenda2.0 programme. www.futureagenda.org

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Future of travel - Insights from Discussions Building on an Initial Perspective by Richard Hammond Founder and Chief Executive Greentraveller

  1. 1.  The  Future  of  Travel      Insights  from  Discussions  Building  on  an  Ini4al  Perspec4ve  by:    Richard  Hammond|  Founder  and  Chief  Execu4ve  |  Greentraveller  
  2. 2. Context   The  ini4al  perspec4ve  on  the  Future  of  Travel  kicked  off  the     Future  Agenda  2.0  global  discussions  taking  place  through  2015.     This  summary  builds  on  the  ini4al  view  and  is  updated  as  we  progress.   Ini4al   Perspec4ves   Q4  2014   Global   Discussions   Q1/2  2015   Insight   Synthesis   Q3  2015   Sharing     Output   Q4  2015  
  3. 3. Doubling  of  Interna6onal  Tourism     In  2012  the  number  of  tourists  crossing  interna4onal  borders  reached  over   1bn.  Much  of  the  demand  is  fuelled  by  rising  household  incomes  in  emerging   economies…  Interna4onal  tourist  arrivals  are  expected  to  reach  1.8bn  by  2030  
  4. 4. Growing  Consumer  Awareness     The  dream  of  affordable  travel  is  being  obscured  by  climate  change  and  a   growing  awareness  among  consumers  that  sustainability  and  responsible  travel   are  set  to  impact  how  we  understand,  embrace  and  manage  our  holiday  plans.    
  5. 5. Two  Main  Challenges     There  are  two  main  challenges  ahead  for  the  development  of  a  robust  travel   and  tourism  industry:  how  to  grow  further  to  deliver  jobs,  exports,  economic   growth  and  development,  and  in  doing  so,  how  to  manage  this  sustainably.  
  6. 6. Security  vs.  Convenience     The  balance  between  convenience  and  security  with  border  controls  coming   under  increasing  strain  as  they  deal  with  huge  volumes  of  people  travelling   interna4onally  at  a  4me  when  fears  around  global  security  are  high.  
  7. 7. Mul6-­‐Modal  Hubs    Perhaps  the  most  significant  improvement  is  the  mul4-­‐modal  approach  to     air  and  rail.  Many  large  German  airports  now  have  modern  rail  sta4ons  that   allow  air  passengers  to  con4nue  seamlessly  by  rail  to  many  des4na4ons.    
  8. 8. BeEer  Employers    Given  that  the  travel  and  tourism  industry  is  a  huge  employer,     the  development  of  and  4ghter  controls  on  employment  rights     are  likely  to  be  a  significant  factor  in  the  future.    
  9. 9. Community-­‐based  Tourism    Community-­‐based  tourism  is  on  the  rise  with  holidaymakers  eschewing  the   crowded  beaches  and  all-­‐inclusive  packages  to  enjoy  a  more  authen4c   experience  living  in  the  culture  rather  than  observing  it  from  the  outside.  
  10. 10. Posi6ve  Local  Impact     Travellers  will  base  buying  decisions  not  only  around  comfortable  beds,  leisure   facili4es  or  cultural  a[rac4ons,  they  will  also  choose  to  stay  in  places  where   staff  are  being  treated  well  and  the  local  economy  is  not  being  exploited.    
  11. 11. Responsible  and  Inclusive    Look  out  for  growth  in  travel  focused  on  learning  about,  experiencing     or  posi4vely  affec4ng  ecological  conserva4on,  economic  development     and  local  community  improvements,  cultural  respect  or  human  rights.        
  12. 12. Seamless  Cross  Border  Travel     Smart  visas,  indeed,  smart  4cke4ng  in  general  for  mass  transit     provides  a  tangible  way  forward  in  addressing  some  of  the  barriers     to  the  seamless  growth  of  cross  border  visitor  numbers.    
  13. 13.     Personalised  Choice   Consumers  enjoy  a  world  where  choice  is  a  commodity  but  where  trusted   opinions  play  a  cri4cal  role  in  guiding  and  assis4ng  decisions  or,  for  some   individuals,  reducing  choices  on  their  behalf.  
  14. 14. Device  is  King,  Consumer  is  Queen   The  device  is  the  focus  of  the  future  –  it  knows  where  you  are,  what  you   redeem  and  will  consolidate  all  your  informa4on.  Travel  brands  have  to   understand  the  ways  devices  will  mediate  their  rela4onships  with  customers.  
  15. 15. Chinese  Tourists   150  million  outbound  Chinese  tourists  and  a  total  of  500m  more  mobile     Asians  will  need  places  to  stay  in  other  countries  that  align  be[er  with     their  specific  cultural  norms  and  expecta4ons.    
  16. 16.     Maximising  Moments   Individuals  seek  to  maximise  the  benefits  of  moments  available  to  them  -­‐     whether  efficiency,  rest,  enjoyment  or  otherwise  -­‐  regardless  of  4mespan  and   whether  the  moment  was  planned  or  enforced.  
  17. 17. Up-­‐Stream  Insight   Companies  and  networks  have,  and  act  on,  very  early  insight  on  future  ‘intent   to  travel’  and  customise  services  to  suit.  Exis4ng  hotel  brand  rela4onships  are   by-­‐passed  by  those  more  ‘in  the  know’  about  guest  interests.      
  18. 18. Eastern  Centricity   With  China’s  500m-­‐strong  middle-­‐class  burgeoning  and  travel     barriers  diminishing,  Western  and  Eastern  cultures  meet  and     feed  off  one  another,  shibing  global  norms.  
  19. 19. Consumer  Power   The  consumer  is  likely  to  gain  the  upper  hand  in  terms  of     the  power  dynamic  and  principles  such  as  ‘great  customer  service’     will  no  longer  be  a  nego4able.  
  20. 20. Mass  Medical  Tourism   In  key  loca4ons  where  hotel  footprints  align  with  the  medical  facili4es,     there  will  be  growing  demand  for  accommoda4on  for  pa4ents,     their  families  and  healthcare  professionals.  
  21. 21. Deeper  Loyalty   While  travellers  are  used  to  points,  many  see  the  need  for  deeper  rela4onships   with  the  hotels  they  prefer  to  visit,  rather  than  a  global  porcolio  that  share     the  same  brand.  They  seek  closer  rela4onships  around  their  real  needs.  
  22. 22. Lengthening  Rela6onships   With  the  sector  under  a[ack  from  outside,  hospitality  companies  see  the   need  for  new  points  of  contact  that  are  different  from  the  past:  They  want   to  lengthen  rela4onships  with  customers  both  before  and  aber  the  stay.  
  23. 23. Final  Fron6ers   The  growth  of  space  tourism,  increasing  interest  and  par4cipa4on  in     Arc4c/Antarc4c  trips,  deep  sea  explora4on  and  other  remote  journeys     all  drive  more  of  us  to  seek  to  access  the  inaccessible  
  24. 24. Wi-­‐fi  Global  Nomads   For  some  in  the  knowledge  economy  the  poten4al  for  con4nuous  travel,   blended  with  part-­‐4me  work,  is  focused  on  ‘wi-­‐fi  hopping’  for  regular  access    to  high-­‐speed  connec4vity  -­‐  no  ma[er  where  in  the  world  they  are.  
  25. 25. Smart  Avia6on     Digitally-­‐enabled  passengers,  intelligent  passenger  screening  and     pilotless  aircrab  deliver  greater  safety,  speed  and  efficiency.  Flying  4me   decreases  and  trade  increases  as  we  fly  more  efficiently,  more  oben.  
  26. 26. Peer  Power         Aggrega4on  occurs  in  hotel/peer  review    sites  alongside  integra4on  with   consumers’  personal  trusted  networks.  This  gives  guests  advice     they  can  trust  and  greater  consistency  of  ra4ngs  globally.  
  27. 27. Travel  Mindsets,  Not  Segments     Through  be[er  staff  training  and  improved  use  of  connected  data,  travel   organisa4ons  are  able  to  target  based  on  situa4ons,  not  segments,  allowing   the  mindset  of  the  guest  –  not  an  age  bracket  –  to  drive  their  experience.  
  28. 28. Learning  to  Upgrade     A  shib  occurs  in  how  educa4on  is  delivered  across  the  service  industry  globally.       Blended  learning,  be[er  brand  applica4on  and  capacity  building  in  HR,  results   in  a  more  data-­‐led,  mul4-­‐skilled  workforce  and  so  a  be[er  guest  experience.  
  29. 29. Government  Coopera6on     Issues  such  as  climate  change,  border  controls  and  open  skies,  demand     cross-­‐border  responses  and  greater  government  coopera4on,  resul4ng   in  growth,  stability  and  a  rethink  about  airspace  management.  
  30. 30. Consolida6on  of  Travel  Ver6cals    The  pull  of  large  industry  players  aiming  to  improve  efficiencies  and  the  push   of  market  disrup4ons  such  as  AirBnB  and  Uber  lead  to  increased  consolida4on   and  integra4on  within  tourism  boards,  hotel  brands,  travel  agencies  etc.    
  31. 31. Mul6-­‐Genera6onal  Travel   Many  elect  to  travel  together  as  mul4-­‐genera4on  groups  of  both  families  and   mixed  friends.  They  look  for  vaca4ons  that  keep  everyone  happy  and,  as  such,   stress  many  systems  based  on  delivering  segmented  experiences.  
  32. 32. Sa6sfying  a  BeEer  Educated  Workforce   As  travel  industry  employees  are  more  educated,  increased  pressure  is  placed   on  management  to  be[er  serve  the  workforce  and  their  needs.  A  greater  focus   on  human  capital  develops  leadership  and  embraces  diversity.  
  33. 33. Disrup6on  and  Resilience   Disrup4ons  and  instability  increasingly  interrupt  travel.  As  such  safety,  security   and  health  rise  as  key  criteria  for  travel  decisions  and  the  travel  industry  seeks   to  be  be[er  prepared  and  deliver  greater  resilience  in  these  instances.  
  34. 34. End-­‐to-­‐End  Experiences       To  simplify  the  customer  journey  and  exploit  inefficiencies  across  the  travel   eco-­‐system,  new  technology-­‐led  services  decouple  and  disintermediate  current   providers:  New  seamless,  integrated  apps  re-­‐bundle  the  a-­‐la-­‐carte  choices.  
  35. 35. Chinese  Convenience   The  global  travel  infrastructure  has  been  built  for,  and  by,  western  travellers.   This  will  be  reimagined  for  the  Chinese  -­‐  going  beyond  congee  for  breakfast  to   a  more  subtle  understanding  of  what  is  ‘convenient’  for  Chinese  tourists.  
  36. 36. Chinese  Tourist  Demographics   More  Chinese  outbound  tourists  are  expected,  but  li[le  a[en4on  has  been   paid  to  their  demographics.  Growth  so  far  has  been  in  the  young  and  wealthy,   but  the  next  decade  will  see  a  rise  of  less  wealthy  and  older  Chinese  tourists.  
  37. 37. Mind,  Body  and  Spirit   We  will  see  a  growth  in  travel  aimed  at  improvements  in  well-­‐being.  This  will   include  a  reawakening  and  revisi4ng  of  local  spiritual  tradi4ons  in  countries   where  travel  and  travellers  have,  to  now,  been  associated  with  modernity.  
  38. 38. Travelers  in  Control     Connec4vity  everywhere  will  redefine  research,  decision-­‐making,  marke4ng   and  experiences.  This  leads  to  a  richer  environment  for  travellers  and  the   opportunity  for  them  to  ‘make  it  their  own’  including  the  spontaneous.  
  39. 39. Suppor6ng  Overwhelmed  Travellers   With  access  to  seemingly  endless  informa4on,  travellers  will  con4nue  to     need  help  ‘connec4ng  the  dots’  and  filtering.  The  gathering  of  useful  local     and  authen4c  knowledge  from  meaningful  (human)  sources  will  be  key.      
  40. 40. Valuing  Time   Technology-­‐enabled  connec4ons  provide  more  headspace  and  heart-­‐space   that  displace  the  frustra4ons  and  ‘lost  4me’  that  travellers  needlessly  suffer.   This  helps  them  to  get  more  value  from  their  4me  spent  travelling.  
  41. 41. Defining  My  Space     Hospitality  organisa4ons  increasingly  op4mise  the  experience  of  space  –  both   physically  and  experien4ally  -­‐  to  help  travellers  feel  comfortable  and  secure.   This  results  in  more  memorable,  personalised  and  efficient  travel.  
  42. 42. Future  Agenda   84  Brook  Street   London   W1K  5EH   +44  203  0088  141   futureagenda.org   The  world’s  leading  open  foresight  program   What  do  you  think?   Join  In  |  Add  your  views  into  the  mix     www.futureagenda.org  

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