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Emerging Trends Impacting the Future of Hospitality Guest Experience - 4Q 2014

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December 2014 keynote address on "Emerging Trends Impacting the Future of Hotel Guest Experience." Highlights include travel & hospitality technology trends related to hotel guest technology, travel data, data privacy, #ubergate, photo sharing, mobile apps, brand marketing, brand strategy, disruption of the modern brand, mobile device-obsessed hotel guests and the rise of the millennial / Gen Y traveler and the impact of their future spending power on hoteliers and travel suppliers all over the globe.

Published in: Business, Marketing, Travel
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Emerging Trends Impacting the Future of Hospitality Guest Experience - 4Q 2014

  1. S. »'. *.i»'3Al--l ! (Er~'r~'EDY ELLIS Vice President, Marketing /2 ‘- Sabre Hospitality Solutions ’ @sayi<ay @sabre’hosp [V I December 9, 2014
  2. 5!“ C 3,’ ‘ a. '’: :v . -v‘~
  3. ANY RECOVERING NERDS IN THE AUDIENCE?
  4. I was / still am.
  5. // .y/ , 09,4. . ”»&’/ /1.‘ a. . /.9 g -29 , , . Intel Pentium Tandy 1000
  6. I'm a computerne/ rat, an aviation geaé, and a hotel addict. ’
  7. SABRE WAS THE PERFECT PLACE TO MIX THE paau'on4« o/ mgpgoaoz WITH MY PROFESSIONAL PURSUITS HEAD OF SABRE LABS FROM 2012 — EARLY 2014
  8. PURPOSE OF SABRE LABS + CO—CREATlON WITH CUSTOMERS Internal new product incubator & emerging technology trends research lab -2*? experiment . ‘ ’i'Ji' Hrvirfirrrr. " 1- " Idllll IIIIII‘ ': I' an" Inn
  9. SABRE RESEARCHES, ANALYZES & EXPERIMENTS WITH . , x», Z x / OF EMERGING TRENDS EACH YEAR
  10. Analyze Key Trends Impacting the Guest's End-to-End Journey Check-| n/ Arrival Pre-Stay 2 Q 3 O”'P'°pe'ty , ,.0 Booking / I Check-Out «- [3] / [IUD Shop] Research Which trends can be leveraged & Post-Stay Q to enable a better experience for your guests throughout their travel journey? /
  11. OF THE MOST INTERESTING TRENDS IMPACTING THE FUTURE OF oA. ;ae’i£P.2rece
  12. TREND #1 . _ V DIGITAL . q,—. ... ,, , ABETTERTIEXTPERIENCE
  13. 7% consumers don't feel like they are getting ample value today when sharing personal data
  14. §ixty3 % Still willing to share more data to receive better Service (This used to be 70% in 2013)
  15. BUT ONE COMPANY REMINDED US RECENTLY THAT DATA PRIVACY IS EVEN MORE IMPORTANT TO USERS THAN WORLD-CLASS USER EXPERIENCE. #UBERGATE
  16. The importance of data privacy standards & policies when leveraging customer data Should never be underestimated. QC-dV‘ii; -“. ‘. London I E ashton kutcher " “""”“' / Vlmt Ia: so twong al)OII? : digging up dirt on sziaciy Iournalrst? ~. I‘pgIIII; lI, I uiionr III run. it w, :It, llI+-I Ashton Kutcher, Uber investor, wanders S into the dumbest fight of his life 2% of all Uber downloads deleted within a week of Story breaking
  17. Proximity-Based Data Can Enable Better Travel Experiences I‘-I It! I»:
  18. It Can Also Be Leveraged for Hotel Guest Service Innovation A l"I. l"l Ariuomnrx it . -.‘. m.. , guru». I. .I C. nwIII- . -I-I r. ‘r Chulloom I 7' “I, ” cog" -. .-u. n.n ' W| IdJ'l Cum 0 Lunvllu Dorncluan Kuryl Dou- J Jet! Jami Molly Jonlunn N Anion Nulnqn
  19. TREND #2
  20. SOME STILL WRITE-OFF GEN Y & THEIR FUTURE TRAVEL SPENDING POWER. .. AT THEIR OWN PERIL
  21. WHAT WE CONTINUE TO LEARN ABOUT MILLENNIALSI of all business travel revenue will be driven by ‘. _ Generation Y by 2020 More per night is what a Millennial will pay brand preference vs. $29 avg of Millennials own and use a Smartphone on a daily basis.
  22. of all Millennials are already '2. I’/ ' , . 1/» -T / >f""/ ‘/ I9/— / T, / ‘tr / ‘Nov 2013 Comscore Research
  23. UNDERSTANDING. .. me great &1d APAC MILLENNIALS OPT FOR PREFERENCES MOST SIMILAR TO GLOBAL PEERS VS. PRIOR APAC GENERATIONS FOR FIRST TIME IN HISTORY
  24. OTHER MILLENNIAL TRENDS: W ‘E 51:: -' of 0 CITE FOOD AS KEY FACTOR IN HOTEL SELECTION ° MOBILE DEVICES AS PRIMARY ENTERTAINMENT CHANNELS ° LOBBY/ THIRD SPACE IMPORTANCE ° THEY WANT TO BE LOYAL & WILL BE, JUST HAVEN’T MADE A DECISION YET
  25. TREND#3 CIAL SHARING EXPLOSION
  26. Photos Uploaded & Sharedl Day Snapchat WhatsApp Facebook (300M) lnstagram Flickr
  27. ., , I/ lli. i_IOII T " E I I TRAVEL-RELATED BRAND E II f/ ll/ /// /I III‘. ENGAGEMENT so _ POSTED TO ‘It’: /s’icr. gtcr_' . ., LAST YEAR Ev}
  28. SABRE LABS - VISUAL SOCIAL SHARING EXPERIMENT - 4013-1014 INSTACATION - CORE EXPERIMENT HYPOTHESIS: ACTIONABLE, REAL-TIME VISUAL SOCIAL DATA MINING CAN ENABLE SMARTER HOTEL MARKETING . “Ii. IlI . ’.II . . II III I’Ir I Ill“. I-4 vrrr T’I: u ‘I". ‘-, --I- POTENTIAL VALUE TO A HOTEL: Hrur-. I. rr. rr. ~.r. I-I: —. ,3 5, ‘ E . ‘ '. across all points-of-sale W%%"" - EnhanceCustomersegmentation ‘ = , H ' 'I U - EnableSocIa| CRM ' I ' ; - Optimize Visual Merchandising ’ _> - I I I ii I - Create New Omnr-Channel I "" " ' Service Opportunities ll (Social, Email, Call Center) - T“ I" ~ 400"“ #3 I-I ~, H<, l _, ,3 . ‘.Ip'“4 ‘J - I Ir , r, - I l' I Barbara Thomas ~ ' - ' Hilton Hotel I197’:
  29. TFIENDING TOPICS Farzh r. v‘: .'n 9 a'IaI. I:ra, «‘. {mat I; Igg l(3[1u‘. ‘», Ina‘. <'. ‘Ef~‘. I.’: r D1’-'. "ta ttr'. ""lo= -"IY : :mwr~ I'r; r_IIr. -‘. EIFI mrv‘-. >)d Dy ' ImI'-: .y I71 I)r. :I: .tI'Ir; rII: L- I ” WHAT wE DID: ' ‘ ‘ ' ' - ~5M photos analyzed 2H13 T l 1 — ‘I C ‘ I I j l . 1 S I 5- _ K I . I 2 Z I l . E_ = -« 1 °””*', " $”"4””l3V. Z ' L. '_ '__ WHAT wE LEARNED: : : , L -13% have geo-location’ data ; '_ 0 Properties in resort destination _' f locations typically generate up to 3X as many photos shared - Tree, Woman, Table & Light most common photo subjects; Woman + Table most Liked
  30. Iv: ~“| =Ii. ~'? I=OZ12N0I: C:l-I': X -1--I--. 5I= ll5|1IIIr. ': OHI; --p % Share I X R-': 1’ '~ ? ‘.7¥. '.l3?*? j'7.':5£? 'IL! ?i' : r’-.11- Turns out, we weren’t the only ones exploring this data. ..
  31. VISUAL + TEXTUAL EPHEMERAL SHARING NOW ON THE RISE IMPACT: Will travelers soon ask for travel history data to be deleted by default? Snapchat CyberDust Every Spoken Word ism’: Recorded De'ete Default Why Should Your Texts be’ Kano ~mI you w. vW rm ll get Ufl Ix moi-. ~:n~Ig u-so OWERTYUIOP ASDFGHJKL ' OZXCVBNM
  32. WHILE ANONYMOUS SHARING APPS MAKE A COMEBACK IMPACT: Will travelers will pay a premium to ensure anonymity while on a trip? Secret YikYak Share with friends. secretly. I'm an emotional eaten ' -___. t’L§_! OWERTYUIOP
  33. _. __ . .1 . _. :1. _. . . ._. «_ - _ . . . . _. AWARE OF THE DATA? CAPTURING THE DATA? ANALYZING THE DATA? TAKING ACTION ON THE DATA. .. TO MAXIMIZE PROFITABILITY & ENHANCE GUEST EXPERIENCE?
  34. TREND #4 IN-YOUR-FACE
  35. YOUR BRAND ROOTS WITH THE NEXT GENERATION OF GLOBAL TRAVELERS Ivqu DISRUPT
  36. BRAND grwzam becomes BRAND Tfiaggage Sxgianni Illllll I . U . '.. |J. IIIIIII _. ... .._. ... . IIIIIII IILI. -.4.L. I “ ><[kIILI’; I Jt. s.I«I-Irwin
  37. GOT som: HATE? CCEIET’ 8@tI? iE EHJUEESQ Airlines mess up, but at least we're willing to admit it. Look. we haven't been great about telling you how we fly. We're out to change that. But first. let's clear the air. Trade In some hate for 8,000 FREE SPIRIT‘ miles. Hate on us or any airline. We think once you get how we fly — how our total price is on average 40%‘ lower than other airlines, you might learn to love us. UNLEASH YOUR HATE Travel Industry Example of Brand Disruption: SPIRIT AIRLINES #HateThousandMiles Abig 5.. ... . media leamcosls money so we put our teed on AUIODIIOI to save you cents on every ticket Specific question? customersupport spirit com Autopilot C:
  38. SUCK CRAP S-WORD F-BOMB STATE 1 HATE IEPGIT FROM ‘STATE OF HATE’ TO HUMOR: - Embraced authenticity to turn traveler hate into smiles, humor & entertainment ° Created platform to educate & engage potential customers in a fun, memorable way - Built real relationships & positive interactions with neutral travelers
  39. A few more HIGH-END LOBBY VS. CO-WORKING SPACES examples from our industry. ..
  40. TREND #5 THE MOCAL TRAVELER and your ‘ OBSESSED HOTEL GUESTS
  41. fair ll Ul ii kn l. ,'2.’4 V’/ ‘ll v _ ; .i’~. ‘ A 9 Iii . l ft: l , . . l 1;‘ , _
  42. I brought cleaicew on this trip. L . ,, ___ -_: l ‘'7 ’-C? "?l. ‘7 ' 3* ‘f. '~. J.Z~ - J ‘-. .t= ~_[ Personal MacBook Air
  43. elzcazf OF YOUR GUESTS BRlNG AT LEAST ONE DEVICE PER TRIP RING AT LEAST 3 DEVICES
  44. P. ' ‘ Wt hotel guests would 7 opt to bring their , _ smartphone on a lit; trip over their. .. ? {. § t '13’? ‘s y.
  45. 1in4 hotel guests would opt to bring their smartphone on a trip over their. .. SPOUSE.
  46. 15oxa» How often we touch our devices pe/ L day '6oogIe I0 2014 based on Android users
  47. J THE DEMAND FOR EVERYTHING.
  48. WIFI SPEED garners 2X more guest complaints than anything, regardless whether it is offered for free or paid for at any price.
  49. of customers who complain via Twitter expect brand to respond within 1 hour
  50. AND THEY dfldfléx AS INSTANTLY AS THEY I -i: i.Il-; L'-"E$ $E§3£J. ‘. :_3S . 5:. E 2011 GUINNESS WORLD RECORD FOR TEXTING SPEED
  51. AND THEY dfldfléx AS INSTANTLY AS THEY I -l: i-i-l‘. L'-”ES SJEJ§J. ‘_. +3é; 2014 GUINNESS WORLD RECORD FOR TEXTING SPEED
  52. WHY DO THESE DATA POINTS MATTER? TRAVELERS ARE SHARING DATA 2X AS FAST TODAY AS THEY WERE 3 YEARS AGO VIA IVIOBILE DEVICES.
  53. That means opportunities to engage the Traveler Increased Social Sharing from Mobile Devices Paired with Local Context Creates Another Wave of Opportunity For Travel & Hospitality Marketers to Engage Consumers A FEW TIPS ON ENGAGING MOCAL TRAVELERS: - Location-based Mobile Ad & In-App Targeting ~ On-Premise Guest Engagement (Hashtag Campaigns, Sharing Incentives) ° Exclusive On-Premise Content, Offers & Content in Real-Time
  54. SO HOW SOULD YOU BE ADDRESSING THESE TRENDS?
  55. Success tomorrow will require not only trend insight, but how to use insights to meet needs of FUTURE GUESTS. WHO ARE THEY? WHAT ARE THEIR NEEDS? WHICH TRENDS HAVE POTENTIAL TO UNIOUELY ADDRESS NEEDS? WHICH TREND SHOULD & COULD YOU FOCUS ON LEVERAGING?
  56. Trends Enable Investments Today That Can Thrive in Reality Tomorrow inventor. .. I study trends because an invention has to make sense in the world in which it is finished, not 9 9 the world in which it is started. "' Ray Kurzweil
  57. 1, 7:. 4;’, //‘_I/ J, , //. -‘e, /1;. @i: ::w‘-. » 1:9.

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