This document discusses digital transformation in the travel and hospitality industries. It covers how digital technologies are changing the customer experience and journey through new digital touchpoints. It also discusses how companies are creating new digital business models and revenue streams. Finally, it addresses how organizations must transform internally to embrace digital, including changing leadership, skills, culture and ways of working to foster innovation in the digital age.
"Digital Transformation for European Tourism: How the future will be shaped" ...Giuseppe Taranto
"Digital Transformation for European Tourism: How the future will be shaped" - Giuseppe Taranto - Speech as Guest Speaker for mini MBA in World Class Enterprises focused on Digital Transformation in Tourism organized by Khon Kaen University and Payap University in Thailand. March 06, 2021
Travel technology (also called tourism technology, and hospitality automation) is the application of Information Technology (IT) or Information and Communications Technology (ICT) in the travel, tourism and hospitality industry. One form of travel technology is flight tracking.
eTourism can be defined as the analysis, design, implementation and application of IT and e-commerce solutions in the travel&tourism industry; as well as the analysis of the respective economic processes and market structures and customer relationship management.
Many travelers take some form of mobile communication device with them on the road, whether it is a tablet computer or a mobile phone. To keep customers advised of changes many tourism and hospitality businesses use mobile communication; they send delay notices, offer deals and sponsor location-based advertising. Depending on the type of business the communication might happen through emails, text messaging or GPS tagging, for example.
Smart tourism destinations:The pillars of their intelligenceJavier Blanco
Los "destinos turísticos inteligentes" es un término emergente para una realidad todavía insuficientemente definida. Lo cierto es que la era digital ofrece nuevas y amplias posibilidades para progresar y es una oportunidad para introducir nuevas dinámicas y nuevos contextos. La información y la calidad del órgano gestor del destino adquirirán especial relevancia.
"Digital Transformation for European Tourism: How the future will be shaped" ...Giuseppe Taranto
"Digital Transformation for European Tourism: How the future will be shaped" - Giuseppe Taranto - Speech as Guest Speaker for mini MBA in World Class Enterprises focused on Digital Transformation in Tourism organized by Khon Kaen University and Payap University in Thailand. March 06, 2021
Travel technology (also called tourism technology, and hospitality automation) is the application of Information Technology (IT) or Information and Communications Technology (ICT) in the travel, tourism and hospitality industry. One form of travel technology is flight tracking.
eTourism can be defined as the analysis, design, implementation and application of IT and e-commerce solutions in the travel&tourism industry; as well as the analysis of the respective economic processes and market structures and customer relationship management.
Many travelers take some form of mobile communication device with them on the road, whether it is a tablet computer or a mobile phone. To keep customers advised of changes many tourism and hospitality businesses use mobile communication; they send delay notices, offer deals and sponsor location-based advertising. Depending on the type of business the communication might happen through emails, text messaging or GPS tagging, for example.
Smart tourism destinations:The pillars of their intelligenceJavier Blanco
Los "destinos turísticos inteligentes" es un término emergente para una realidad todavía insuficientemente definida. Lo cierto es que la era digital ofrece nuevas y amplias posibilidades para progresar y es una oportunidad para introducir nuevas dinámicas y nuevos contextos. La información y la calidad del órgano gestor del destino adquirirán especial relevancia.
Digital transformation in the Tourism Sector - University Of Salford ManchesterEmre Dirlik
In this report, the first phase of the digital business and entrepreneurship module within the digital business division of Salford University, Digital Business: Sector Investigation and Infographic, research will be conducted, analysis and information will be provided on the Tourism industry.
In this direction, it includes the strategic contributions to the sector by critically reviewing the tourism sector and evaluating the value and benefits of digital transformation in the sector. In addition, the report includes the infographic of the tourism sector by analyzing information from business owners and suppliers using Bloomberg, SWOT and sector reports.
In the report, the current environment required for digital transformation was reviewed in the tourism sector and the vuca technique was used to characterize leadership.
Análisis de las últimas tendencias en turismo internacional. ¿Sabes cómo los cambios generacionales y las nuevas tecnologías están afectando al sector turismo?
Los viajes que buscan millennials o seniors son totalmente distintos, así como su forma de relacionarse con los proveedores del servicio.
Se exponen los cambios que suponen nuevos modelos de negocio (airbnb, housetrip, uber, eatwith,...) y los cambios tecnológicos en un sector que, en definitiva, vende experiencias vitales en una relación humana.
Una relación que debe ser la base de la Transformación Digital del sector, que debe partir no de la tecnología sino de una nueva cultura corporativa más centrada en el cliente.
Tourism product development and marketing consulting. ScandinaviaOscar Fresan Landibar
Spanish travel consulting firm born out of successful development of low intensity tourism areas and their tourist businesses in North-Spain. The firm, Foöd & Travel Thinking, is expert in product development and marketing, concretely in the tourism around food, experential tourism and new technologies. Foöd & Travel Thinking advices now also in Latin America and seeks to offer their service also in Finland (or elsewhere in Europe) through Spanish-Finnish relationships consultant Oscar Fresán
What is eTourism; Tourism Value Chain; eTourism as a Service in a Cloud Computing; Quality of eTourism Services; Traditional and online dimensions of the service quality.
Industry 4.0 is a new revolution concerning the technical evolution. Furthermore, the new trend is called the fourth industrial revolution. It involves cyber-physical systems, the internet of things, cloud and cognitive computing. Due to the fact that the technology develops itself almost every day, new inventions are produced daily.
Luxury retail trends and customer experience in a digital era. A perspective on the customer experience of the future, case studies from leading retailers today and the implications for business corporate strategy, retail stores, employees and HR.
For more on Retail, Digital, Employee and Customer Experience connect with Deloitte Digital Southeast Asia @DeloitteDigi_SG. We’re always happy to talk.
From strategy to delivery, Deloitte Digital combines cutting-edge design with trusted business and technology acumen to define and deliver tomorrow’s business, today. Deloitte Digital is committed to helping clients unlock the business value of emerging technologies.
Digital transformation in the Tourism Sector - University Of Salford ManchesterEmre Dirlik
In this report, the first phase of the digital business and entrepreneurship module within the digital business division of Salford University, Digital Business: Sector Investigation and Infographic, research will be conducted, analysis and information will be provided on the Tourism industry.
In this direction, it includes the strategic contributions to the sector by critically reviewing the tourism sector and evaluating the value and benefits of digital transformation in the sector. In addition, the report includes the infographic of the tourism sector by analyzing information from business owners and suppliers using Bloomberg, SWOT and sector reports.
In the report, the current environment required for digital transformation was reviewed in the tourism sector and the vuca technique was used to characterize leadership.
Análisis de las últimas tendencias en turismo internacional. ¿Sabes cómo los cambios generacionales y las nuevas tecnologías están afectando al sector turismo?
Los viajes que buscan millennials o seniors son totalmente distintos, así como su forma de relacionarse con los proveedores del servicio.
Se exponen los cambios que suponen nuevos modelos de negocio (airbnb, housetrip, uber, eatwith,...) y los cambios tecnológicos en un sector que, en definitiva, vende experiencias vitales en una relación humana.
Una relación que debe ser la base de la Transformación Digital del sector, que debe partir no de la tecnología sino de una nueva cultura corporativa más centrada en el cliente.
Tourism product development and marketing consulting. ScandinaviaOscar Fresan Landibar
Spanish travel consulting firm born out of successful development of low intensity tourism areas and their tourist businesses in North-Spain. The firm, Foöd & Travel Thinking, is expert in product development and marketing, concretely in the tourism around food, experential tourism and new technologies. Foöd & Travel Thinking advices now also in Latin America and seeks to offer their service also in Finland (or elsewhere in Europe) through Spanish-Finnish relationships consultant Oscar Fresán
What is eTourism; Tourism Value Chain; eTourism as a Service in a Cloud Computing; Quality of eTourism Services; Traditional and online dimensions of the service quality.
Industry 4.0 is a new revolution concerning the technical evolution. Furthermore, the new trend is called the fourth industrial revolution. It involves cyber-physical systems, the internet of things, cloud and cognitive computing. Due to the fact that the technology develops itself almost every day, new inventions are produced daily.
Luxury retail trends and customer experience in a digital era. A perspective on the customer experience of the future, case studies from leading retailers today and the implications for business corporate strategy, retail stores, employees and HR.
For more on Retail, Digital, Employee and Customer Experience connect with Deloitte Digital Southeast Asia @DeloitteDigi_SG. We’re always happy to talk.
From strategy to delivery, Deloitte Digital combines cutting-edge design with trusted business and technology acumen to define and deliver tomorrow’s business, today. Deloitte Digital is committed to helping clients unlock the business value of emerging technologies.
Putting the Experience in Digital Customer ExperienceCognizant
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that spirit, we wanted to know what’s on the minds of some
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We asked them to discuss the trends, large and small, that
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Marketing and semiconductors. Many people consider it 'B2B'...also, many people think it is technology that 'sells' the product. At Atmel, we have amazing technology. It does, however, require more to be part of a movement and be truly focused on people while selling and marketing. This case study, presented at Stanford University shows the vision, the strategy, the execution and the ROI of people to people marketing in semiconductors.
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Our overarching theme is the continued rise of what we call brand commerce. This world of brand commerce manifests in a number of ways, each of which we see as being underpinned by a series of sub trends with their own challenges and opportunities and this is what we unpack in our trend report. Broadly speaking, we cover four key areas:
1. The rise of artificial intelligence. It’s fast becoming a constant part of our lives and we’re starting to see the transition on behalf of consumers out of being surprised by these highly predictive and tailored interactions and into minimum expectation territory. In other words, if you’re not getting clever about how you use your data and automating the application of it, you’re going to get left behind.
2. The on-demand economy. A new economy is growing up based on fulfilling the needs and expectations of the new on-demand consumer. This is the Uber model applied across a host of other industries, creating a flexible, on-demand workforce, enabled by mobile and powered by a new currency – trust. [https://www.youtube.com/watch?v=kTqgiF4HmgQ].
3. Invisible interfaces. What we commonly understand to be an ‘interface’ will dramatically shift over the next few years as we experience the rise of the invisible interface and we’ll see more and more sophisticated interactions, from authentication to transaction, taking place with minimal conventional interaction.
4. The new storytelling. It almost goes without saying, but all this juicy data and unprecedented connectivity of consumers presents us with some pretty spectacular opportunities for reinvigorating brand narratives in ways which are highly tailored and meaningful to customers.
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2. A long, long time ago… I found myself cofounding a startup to build an online monitoring software. It was visionary
but early… too early :-)
When we started discussing about“text mining”technologies with the academic world, they said:“listen, in 30 years
progress has been small. A robot won’t read as a human being. If machines could read, they would write as well…”
3. “By 2018, 20% of business content will be
authored by machines”,
Gartner Inc, Oct 2015
4. EXPONENTIAL GROWTH
MOORE’S LAW
How could professors be so shortsighted back in 2003. The answer is quite simple. Humans -as Brynjolfsson and
McAfee stated in their awesome“The 2nd Machine Age”book- are not prepared to understand exponential growth.
Let’s put aside foreseeing the effects of a non ceteris paribus evolution.
6. Digital Transformation is related to:
TEXTO DEL SUBTÍTULO EN MAYÚSC.
20% 40% 60% 80% 100%
36%
39%
51%
65%
68%
76%
79%New Distribution &
Loyalty Channels
Client Management and
Knowledge technology
Customer Journey
Digitisation
Big Data
Open Innovation
Platforms
Social Corporate & Business
Accounts
Creating an Innovation Area
Territorio creativo partnered with the LSE to carry on a research about digital transformation. Several hundreds of
executives related“Digital Transformation to“consumer related”topics.
7. DIGITAL TRANSFORMATION FRAMEWORK
DIGITAL CUSTOMER
DIGITAL BUSINESS
DIGITAL ENTERPRISE
Brand / Sales / Loyalty
Channels / Product & Services
/ New Biz Models
Leadership / Processes
/ Organization / Culture
DIGITAL
SKILLS
But we wrote an exhaustive white paper back in 2014 to understand what digital transformation is all about. And we
have now clear that it is not only related to the digital customer, but also to new ways of producing revenues, and a
whole new way of organising enterprises internally.
9. NEW CUSTOMER FUNNEL
Source: McKinsey June 2009
2/3 of the touch points that influence purchase decisions
aren’t generated by companies.
They are created by consumers.
Some time ago, McKinsey conducted a massive research to better understand the new customer journey. They
discovered that most of the touchpoints critical to influence purchase decisions at the active evaluation stage weren’t
produced by the companies themselves, but by other consumers.
11. In 2013, we conducted an extensive research commissioned by NH Hotels.. Even if the physical experience of
travelling, staying in a hotel, visiting tourist destination has the biggest impact, there are more and more digital
touchpoints being added every day to the traveler journey. It means that the traveler experience is becoming more
digitized. Thus -as many digital companies know well- the mantra“user / people / customer first”becomes a survival
imperative., which is still difficult to understand for the hospitality industry, still too focused on their physical assets.
DOWNLOAD (pdf)
dreaming
planning
Social
Media
channels
Destinations
Sharing
Experience
Sharing
€
trip
reviews
12. When redefining the customer journey and understanding how the digitisation of physical spaces is taking place, we
forget too often that our customers carry powerful digital weapons in their pockets. Digitisation is not about putting
bigger displays at the stores. It’s about improving the experience through digital tools.
A simple example: I never buy anything above 10 eur, without previously asking my wife over whatsapp :-)
14. Changing the
conversation
from advertising
to experience
GoodRebels.com is our brand for non Spanish speaking countries.
And this is our tagline: changing the conversation“from advertising to experience”.
16. FROM TARGET TO COMMUNITY
Traditional Communication
Network Communication
1) Proactive Listening
2) Fan Centric
3) Earn (don’t buy) attention
• Content and utility
• UGC and advocacy
The digital / social platforms have changed the rules about digital branding and digital identity.
17. KLM: FROM COMM 2.0 TO PRODUCT 2.0
From
KLM Surprise
to
KLM Meet & Seat
A well known example from the Travel Industry. KLM went from creating a witty campaign based on improving the
flyer experience, to introducing digital / social functionality in the flyer journey. Though KLM meet & seat hasn’t proved
extremely succesful so far, it depicts a digital mindset.
18. NH HOTELES
#WAKEUPPICS3
We started working with NH Hoteles in 2010. Little months afterwards, Instagram was born and 1 million users joined
the social network in 2 months. Creating one of the first world campaigns on IG, positioned NH as an early adopter and
an innovative digital brand (read the story in BusinessInsider.com).
WATCH VIDEO
19. A B
The new challenge is all about creating experiences, in order to foster engagement between nodes inside a big
network.
20. HOW TO CREATE ENGAGEMENT
CREATIVITY
DATA
TECHNOLOGY
A B
#peoplefirstSET OF
PRINCIPLES
SKILLS &
METHODOLOGIES
TECH ENABLERS
21. How to translate a TV spot into a Facebook campaign, putting the fan at the center of the stage and using personal
data (with explicit permission), creativity and technology to convey emotions.
WATCH VIDEO
23. BIG DATA APPLICATIONS
TOURISM INDUSTRY
Demand & Business Forecast
Real Time Information
Industry Knowledge
Operations Management
Client Acquisition
n/a
Source: Invattur / Territorio creativo 2015
24. DATA SOURCES & OBJECTS
BIG DATA TOURISM INDUSTRY
Online Reputation
Bookings & Services data
Declared Interests in SNs
Sociodemographic Information
Cultural Activities
Geolocalisation
Safety
Health
Mobility
Weather
More to less valued Source: Invattur / Territorio creativo 2015
25. AAKER APPLIED TO A CAR BRAND
We used“big data”(or not so big) to analyse the brand personality following Jennifer Aaker’s model, using hundreds of
thousands of online conversations.
26. CUSTOMER JOURNEY CASE STUDY
An we’ve used“big data”(or not so big) to improve the customer journey of a retailer (brick & mortar), and many other
companies.
27. CONSUMER EXPERIENCE
WHEN HOWWHYWHO WHAT
Motivations
Understanding the
impulse and the
person behind each
moment.
★ Value proposition
★ Empathy Mapping
★ Buyer Persona
★ Casting: internal &
external influence
Timeline
Determining the
timing of each
interaction.
★ Moments map
★ Periodicity and
seasonality
timelines
Touchpoints
Identifying direct
and indirect points
of engagement.
★ Channels
mapping
★ Service staging
(recreating
environments
around each
touchpoint)
★ Casting
Actions
Understanding the
actions and needs
met at each moment.
★ Pain/Wow
moment
measurement
★ Action plan
★ Transactional
analysis
Buyers
Defining the main
actors across the
journey.
★ Buyer Persona
5 PILLARS OF GOOD REBELS / TC METHODOL.
28. CONSUMER EXPERIENCE
1 2 3 540
Segmentation
Role Plays Data
Actions
Measurement
OUTPUTPROCESS
Workshops
Interviews
Research
(Data, Surveys)Interviews
CJ Canvas
Archetypes
Client
Shadowing
Workshops
(in store/ office)
Ideation
Ideation
Customer
Service
Digital
Monitoring
CJ MetricsFramework
Profiles
Empathy Maps
PEOPLE
•Front End team
•Back End team
•Clients
•Front End team
•Back End team
•Clients
•Front End
team
•Back End team
•CJ Team
•Front End team
•Back End team
•Clients
•Specialists
•Internal Teams
•Partners
•CJ Team
•Internal Teams
Segmen-
tation
Buyer
Persona
CJ Mapping
Measure-
ment
Improvement
cycle
Business
objectives
Lean
Tactical Plan
5
•CJ Team
•Front End team
•Back End team
Action Plan
CJ Analysis
Ideation
METHODOLOGY: PROCESS
33. analyticscrm
LOYALTY & CRM IN THE DIGITAL
operationalscrm
digital/social
loyaltysocial business intelligence
34. LOYALTY & CRM IN THE DIGITAL AGE
INFORMATION FLOW
web
gps
mobileapp
gamificat.
facebook
tw,in,Inst.
opendata
stores
e-commerce
wearables
int.ofthings
polls
transaction
onlinecont.
mobile
social
hardware
Client ID
data arch.
analysis
socialBI
promotion/
gamification
promotion/
gamification
38. Organisations are finding ways to market new products and services improved or redefined by digital technologies.
39. STARBUCKS MOBILE PAYMENT
Source: Starbucks
But many tourism and hospitality companies are finding ways to take advantage from digital technologies to build
completely new business models. Is not only about“product digitalization”. Is about“digital disruption”.
40. STARBUCKS & SQUARE
Source: Starbucks
Starbucks announced months ago, that they will develop and sell their own mobile payment technology
(even competing with their former partners, Square).
41. Room Mate Hotels launched Be Mate, a platform to let private owners rent their appartments with Room Mate
services, like cleaning or checkin services.
43. TEXTO DEL SUBTÍTULO EN MAYÚSC.
Less investment:
21% invest 0€
PEOPLEPROCESSES
AND ORGANISATION
18% invest 0€
As in many other industries, one of the major obstacles to overcome when transforming companies digitally, is that
the investment in people and organisation is still very rare.
46. 21st c. innovation
But to thrive in the XXIst century we will need corporate structures oriented towards innovation.
47. And we’ve written a whole book to explain how to migrate from old management principles to new ones. How to
introduce digital values in our organisations. #Leadertarians was published by Planeta in Spain in January 2015. If you
want to read this book in English, just send me an email to abladias@gmail.com .
48. In our book there are more than 20 cases explaining how to work with less bosses, less bureaucracy, and less
bureaucracy. Like Valve. (Read the Valve Employee Handbook, PDF)
49. But it is not only about digital cultures. One of the most fascinating example of self management can be found in
Brazil. (Read about Semco Story))
50. INTRISIC MOTIVATIONS
VISION
DEVELOPMENT AUTONOMY
DIGITAL
VALUES
Based mostly on the framework explained in Daniel Pink’s book, Drive: the incredible truth about what really motivates
us, we are building a company where people can look beyond their daily work and understand the impact of their
effort to create a better world, have enough freedom to take most of their decisiones and feel that they become better
professionals each day. It’s all about creating“intrinsic”(not extrinsic) motivations.
51. OPEN LEADERSHIP
• connected leader
• the leader as a teacher
• communicator (read, write, speak)
• co-leadership
• “intrapreneurial”
• control vs. freedom + responsibility
• humble
• helpful (servant leadership)
52. DIGITAL TRANSFORMATION FRAMEWORK
DIGITAL CUSTOMER
DIGITAL BUSINESS
DIGITAL COMPANY
Brand / Sales / Loyalty
Channels / Product & Services
/ New Biz Models
Leadership / Processes
/ Organization / Culture
DIGITAL
SKILLS
53. HOW TO CREATE ENGAGEMENT
CREATIVITY
DATA
TECHNOLOGY
A B
#peoplefirstSET OF
PRINCIPLES
SKILLS &
METHODOLOGIES
TECH ENABLERS
55. CREATIVE AGENCY AND CONSULTANCY
DIGITAL TRANSFORMATION & CONSUMER EXPERIENCE
#TcBlog
BRIGHTON - MADRID - BARCELONA - BOGOTÁ - CD MÉXICO - LIMA
+200.000 FANS
COUNTRIES
5& GROWING
130PROJECTS
120WORKERS
+40ACTIVECLIENTS
MM €8TURNOVER
COMMUNITY
FIRST MKT BLOG
IN SPANISH
56. Thanks for reading this far.
I am Fernando Polo, partner and CEO of Territorio
creativo group (GoodRebels.com) creative agency and
consultancy of Digital Transformation and Consumer
Experience.
You can follow me on Twitter (@abladias) or on my blog
FernandoPolo.com. Or read our vision about the future
of marketing in #Socialholic, or the new digital
management in #Leadertarians.