10 Secrets to succeeding in the Travel sector with the rise of the digital and connected customer. Keynote given at the 2014 International Resort Congress, Turkey

1. 10
TIPS
ON
THE
DIGITAL
CUSTOMERS
IMPACT
ON
THE
FUTURE
OF
THE
TRAVEL
SECTOR

2. Social
me Marco
Ryan
Chief
Innovation
Officer
Thomas
Cook
Group
http://de.linkedin.com/in/marcoryan/
@marcoryan
www.marcoryan.com
marcoryan4766

3. FOCUS
ON
THE
CUSTOMER
EXPERIENCE
Beware
of
the
anarchy
of
the
digital
customer.
They
care
less
about
brands
and
more
about
experiences.
1

4. Delta
Airlines

5. CUSTOMERS
EXPECT
A
SEEMLESS
EXPERIENCE
ACROSS
THE
LIFECYCLE
“Invert”
the
customer
lifecycle
so
that
you
understand
it
from
what
the
customer
experiences
and
not
what
you
want
to
deliver
2

6. Google

7. ENGAGE
YOUR
CUSTOMERS
ON
SOCIAL
MEDIA
The
Digital
customer
is
part
of
the
sharing
economy.
You
need
to
be
part
of
that
conversation
and
it
begins
with
listening.
3

8. Marriot
Hotel

9. Hyatt
Hotels

10. Thomas
Cook

11. ACCEPT
THAT
DISRUPTED
TOURISM
IS
ALREADY
HERE
Look
for
disruptive
opportunities
outside
your
core
business
to
extend
yourself
along
the
customer
journey
4

12. KLM
UBER
KLM
and
UBER

13. BE
SELECTIVELY
BRILLIANT
You
cannot
be
brilliant
at
everything,
but
you
must
be
brilliant
at
your
core
business
or
service
proposition
5

14. HotelTonight

15. AirBnB

16. SUCCESS
IS
CHOOSING
THE
RIGHT
DIGITAL
PARTNER
Find
a
partner
with
a
strong
digital
vision
and
one
that
will
help
you
be
brilliant
in
your
area
of
focus
6

17. SalesForce
&
Chatter
Choose
right
partner
example

18. Thomas
Cook

19. FOCUS
ON
VALUE
NOT
JUST
ON
PRICE
Digital
customers
looks
for
value
not
always
price.
Think
about
how
you
package,
how
you
cross-­‐sell,
upsell
and
how
you
reward.
7

20. AirBnB
Focus
on
value
not
price
example

21. DIFFERENTIATE
THROUGH
INNOVATION
Innovation
is
not
just
about
technology,
but
about
how
compelling
experiences
change
behaviour
or
need
8

22. Innovation
example
Starwood

23. Google
glass
Starwood

24. Thomas
Cook
Was
sind
die
nächsten
Schritte?
Virtuelle
Realität!

25. GET
TO
GRIPS
WITH
THE
TECHNOLOGY
For
your
customers
and
your
employees,
Mobility,
and
the
technology
that
supports
it,
is
a
hygiene
factor.
Are
you
ready?
9

26. Sharing
example
British
Airways

27. BE
PART
OF
THE
SHARING
ECONOMY
Your
customers
are
always
online,
always
connected,
consuming,
creating
and
sharing
content
and
opinion.
Are
you?
10

28. Sharing
example
Axel
Springer
&
bild.de

29. TripAdvisor

30. Keep
calm

31. Social
me Marco
Ryan
Chief
Innovation
Officer
Thomas
Cook
Group
http://de.linkedin.com/in/marcoryan/
@marcoryan
www.marcoryan.com
marcoryan4766