21 marzo [Day TWO] 16:10 - 17:00 [ 50 min ] Best Western Hall Antonio López de Ávila

1. SMART TOURISM, THE DIGITAL TRANSFORMATION:
THE SPANISH CASE
UNIVERSITY

2. SPAIN FIGURES
-
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
90.0
100.0
110.0
120.0
1950 1960 1970 1980 1990 2000 2010 2011 2012 2013 2014 2015
International Tourism Arrivals 1959-2015
Turistas Excursionistas
0,7
5,4
22,7
36,5
48,7
46,4
52,7
56,2
57,5
60,7
65,0
68,1
28,2
41,1
43,0 40,6 39,6
41,7
74,6
93,8
99,2 98,1
100,2
109,8
42,2
107,2

3. 82.000.000 41.000.000
123.000.000
Created by Kjpargeter - Freepik.com
2018
SPAIN FIGURES

4. EUR 86.800 Millions
11% GDP
13% Employment
SPAIN FIGURES

5. SPAIN FIGURES

6. DIGITAL ERA

7. INNOVATION & TECHNOLOGY:
NEW TOOLS

8. DIGITAL ERA

9. Digital Traveller
DIGITAL ERA

10. Customisation
Authenticity
Connectivity

13. MAPPING TOURISM DATA

14. MAPPING TOURISM DATA

15. Knowledge

16. DIGITAL TRANSFORMATION

17. DIGITAL TRANSFORMATION

18. SMART DESTINATIONS

19. An innovative tourism destination, consolidated by means of a cutting-edge
technological infrastructure, assuring the sustainable development of tourism
territories, accessible to everyone, simplifying visitor's interaction and integration
with the environment, while enhancing the quality of the experience at destination
and improving inhabitant's quality of life.
SMART DESTINATIONS

20. Smart Destinations智能型目的地

21. Smart Destinations智能型目的地

22. Smart Destinations智能型目的地

23. Smart Destinations智能型目的地

24. Smart Destinations智能型目的地

25. Improve competitiveness
Improve quality of life of residents
Enhance tourists experience

26. Governance

27. Mobility
 Systems oriented to efficient
management of transport and
road congestion
Security
 Systems oriented to guarantee
and improve the public security
Energy
Health
 Systems oriented to efficient
energy management and
sustainable development
 Systems oriented to prevention
and healthcare (health tourism
segment)
Systems oriented to facilitate
the access to history and
cultural activities in the
destination.
Culture
•Open data: generation of new
business models and new
business opportunities.
Economy
Smart Destinations智能型目的地
Infrastructure
 Airports, Ports, Roads, Trains…
 Water and energy supply
 Telecom networks
Environment
 Waste management, circular
economy
SMART DESTINATIONS

28. Public entities
Analysts
Commerce
Hotels
Restaurants
Others
Tourism
Intelligence
System
Structured Data
Non Structured Data
SMART DESTINATIONS

29. Digital reputation - Destinations & Categories
SMART DESTINATIONS

30. Economic Impact – Global view
SMART DESTINATIONS

31. Economic Impact – National Tourists
SMART DESTINATIONS

32. Economic Impact – International Tourists
SMART DESTINATIONS

33. SMART DESTINATIONS
Mobility

34. Mobility
SMART DESTINATIONS

35. Hospitality & Lodgement
SMART DESTINATIONS

36. 1. DATA MODELS (ANONYMOUS DATA COLLECTION)
CHAPTER
SPENDING
CREDIT
CARDS
+
POS
CHAPTER
LODGING
OCCUPANCY +
REVENUE
ONLINE
REPUTATION
CHAPTER
MOBILITY
WIFI
SENSORS
CAMERAS
CHAPTER
DESTINATIONS:
COLLABORATIVE SOFTWARE
PARKINGS
MUSEUMS
CLÍNICS
RESTAURANTS
APPARTMENTS
HOSTELS
TOURISM
OFFICES
EVENTS
CHAPTER
SUSTAINABILITY
SOCIAL
CULTURAL
ENVIRONMENT
ECONOMIC
SMART DESTINATIONS

37. Challenges 挑战
SMART DESTINATIONS

38. 2. REAL TIME DATA: Collaborative Software
Challenges 挑战
SMART DESTINATIONS

39. 3. TRAINING PROGRAMS 培训项目
Challenges 挑战
SMART DESTINATIONS

40. 1. Valid, reliable, representative and useful
information (country, region, province or
municipality).
2. Reasonable cost of implementation and
maintenance
3. Solid base to take decisions to be more efficient
and competitive (public and private sector)
SMART DESTINATIONS

42. SMART DESTINATIONS

43. VR
AR
BC
AI
4 TECH THAT ARE CHANGING IT ALL…

44. VIRTUAL & AUGMENTED REALITY

45. BLOCKCHAIN

46. BLOCKCHAIN

47. BLOCKCHAIN

48. AI & DATA ANALYTICS

49. Artificial Intelligence
AI & DATA ANALYTICS

50. Artificial Intelligence
AI & DATA ANALYTICS

51. Artificial Intelligence
AI & DATA ANALYTICS

52. Artificial Intelligence
AI & DATA ANALYTICS

53. Artificial Intelligence
AI & DATA ANALYTICS

54. Artificial Intelligence
AI & DATA ANALYTICS

55. AI & DATA ANALYTICS

56. AI & DATA ANALYTICS

57. IA: BIG DATA & Analytics
1. Know your Client
2. Innovate in Product and Services: Co-Creation
3. Capitalize your knowledge of your customers
4. Take advantage from Social Media
5. Create more successful Marketing campaigns
6. Optimize the user experience
7. Improve your processes
AI & DATA ANALYTICS

59. Antonio López de Avila
Travel&Tourism Innovation Center
IE Business School
www.ie.edu
Antonio.lopezdeavila@ie.edu
@alopezdeavila
GRAZIE