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The	
  Future	
  of	
  Travel	
  and	
  Hospitality	
  |	
  Mendoza	
  |	
  13	
  April	
  2015	
  
Context	
  
This	
  ini7al	
  perspec7ve	
  view	
  kicks	
  off	
  today’s	
  event	
  and	
  will	
  feed	
  into	
  the	
  	
  
Future	
  Agenda	
  2.0	
  global	
  discussions	
  that	
  are	
  taking	
  place	
  through	
  2015.	
  	
  
It	
  is	
  an	
  ini7al	
  view	
  to	
  be	
  shared,	
  challenged,	
  built	
  upon	
  and	
  enhanced.	
  	
  
Ini7al	
  
Perspec7ves	
  
	
  Today	
  
Global	
  
Discussions	
  
Q1/2	
  2015	
  
Insight	
  
Synthesis	
  
Q3	
  2015	
  
Sharing	
  	
  
Output	
  
Q4	
  2015	
  
Doubling	
  of	
  Interna;onal	
  Tourism	
  	
  
In	
  2012	
  the	
  number	
  of	
  tourists	
  crossing	
  interna7onal	
  borders	
  reached	
  over	
  
1bn.	
  Much	
  of	
  the	
  demand	
  is	
  fuelled	
  by	
  rising	
  household	
  incomes	
  in	
  emerging	
  
economies.	
  Interna7onal	
  tourist	
  arrivals	
  are	
  expected	
  to	
  reach	
  1.8bn	
  by	
  2030	
  
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.	
  	
  
BeAer	
  Employers	
  
	
  Given	
  that	
  the	
  travel	
  and	
  tourism	
  industry	
  is	
  a	
  huge	
  employer,	
  	
  
the	
  development	
  of	
  and	
  7ghter	
  controls	
  on	
  employment	
  rights	
  	
  
are	
  likely	
  to	
  be	
  a	
  significant	
  factor	
  in	
  the	
  future.	
  	
  
Community-­‐based	
  Tourism	
  
	
  Community-­‐based	
  tourism	
  is	
  on	
  the	
  rise	
  with	
  holidaymakers	
  eschewing	
  the	
  
crowded	
  beaches	
  and	
  all-­‐inclusive	
  packages	
  to	
  enjoy	
  a	
  more	
  authen7c	
  
experience	
  living	
  in	
  the	
  culture	
  rather	
  than	
  observing	
  it	
  from	
  the	
  outside.	
  
Age	
  Diversified	
  Workforces	
  
	
  The	
  demographic	
  changes	
  underway	
  are	
  fundamentally	
  altering	
  	
  
virtually	
  all	
  aspects	
  of	
  life	
  as	
  we	
  know	
  it.	
  Workforces	
  are	
  becoming	
  	
  
older	
  and	
  more	
  age	
  diversified	
  than	
  ever	
  in	
  history.	
  	
  
Posi;ve	
  Local	
  Impact	
  	
  
Travellers	
  will	
  base	
  buying	
  decisions	
  not	
  only	
  around	
  comfortable	
  beds,	
  leisure	
  
facili7es	
  or	
  cultural	
  aXrac7ons,	
  they	
  will	
  also	
  choose	
  to	
  stay	
  in	
  places	
  where	
  
staff	
  are	
  being	
  treated	
  well	
  and	
  the	
  local	
  economy	
  is	
  not	
  being	
  exploited.	
  	
  
Device	
  is	
  King,	
  Consumer	
  is	
  Queen	
  
The	
  device	
  is	
  the	
  focus	
  of	
  the	
  future	
  –	
  it	
  knows	
  where	
  you	
  are,	
  what	
  you	
  
redeem	
  and	
  will	
  likely	
  consolidate	
  all	
  your	
  informa7on.	
  Brands	
  will	
  need	
  to	
  
understand	
  the	
  ways	
  devices	
  will	
  mediate	
  their	
  rela7onships	
  with	
  customers.	
  
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	
  nego7able.	
  
Seamless	
  Cross	
  Border	
  Travel	
  	
  
Smart	
  visas,	
  indeed,	
  smart	
  7cke7ng	
  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.	
  	
  
Borrowing	
  Stuff	
  
Borrowing	
  kit	
  during	
  their	
  stay	
  will	
  be	
  an	
  increasing	
  demand	
  for	
  guests	
  	
  
who	
  prefer	
  to	
  access	
  not	
  bring	
  their	
  own	
  stuff	
  –	
  whether	
  that	
  be	
  	
  
tablets	
  and	
  bicycles	
  or	
  gym	
  kit	
  and	
  evening	
  wear.	
  	
  
Up-­‐Stream	
  Insight	
  
Companies	
  and	
  networks	
  have,	
  and	
  act	
  on,	
  very	
  early	
  insight	
  on	
  future	
  ‘intent	
  
to	
  travel’	
  and	
  customise	
  services	
  to	
  suit.	
  Exis7ng	
  hotel	
  brand	
  rela7onships	
  are	
  
by-­‐passed	
  by	
  those	
  more	
  ‘in	
  the	
  know’	
  about	
  guest	
  interests.	
  	
  	
  
 	
  
Personalised	
  Choice	
  
Consumers	
  enjoy	
  a	
  world	
  where	
  choice	
  is	
  a	
  commodity	
  but	
  where	
  trusted	
  
opinions	
  play	
  a	
  cri7cal	
  role	
  in	
  guiding	
  and	
  assis7ng	
  decisions	
  or,	
  for	
  some	
  
individuals,	
  reducing	
  choices	
  on	
  their	
  behalf.	
  
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	
  beXer	
  with	
  	
  
their	
  specific	
  cultural	
  norms	
  and	
  expecta7ons.	
  	
  
 	
  
Maximising	
  Moments	
  
Individuals	
  seek	
  to	
  maximise	
  the	
  benefits	
  of	
  moments	
  available	
  to	
  them	
  -­‐	
  	
  
whether	
  efficiency,	
  rest,	
  enjoyment	
  or	
  otherwise	
  -­‐	
  regardless	
  of	
  7mespan	
  and	
  
whether	
  the	
  moment	
  was	
  planned	
  or	
  enforced.	
  
Co-­‐Branded	
  Experiences	
  
Hotels	
  increasingly	
  partner	
  with	
  established	
  consumer	
  brands	
  to	
  provide	
  
leading-­‐edge,	
  repeatable	
  co-­‐	
  branded	
  experiences.	
  The	
  hotels	
  act	
  as	
  hosts	
  	
  
with	
  the	
  partner	
  brands	
  driving	
  the	
  delivery	
  of	
  the	
  experience.	
  
Depth	
  not	
  Breadth	
  
People	
  seek	
  increased	
  depth	
  in	
  travel	
  experiences	
  instead	
  of	
  breadth	
  –	
  
exploring	
  the	
  history	
  and	
  culture	
  of	
  a	
  place	
  and	
  its	
  travellers	
  over	
  7me	
  and	
  
facilitated	
  by,	
  but	
  not	
  limited	
  to,	
  access	
  to	
  informa7on	
  and	
  intelligent	
  devices.	
  
Mul;-­‐genera;on	
  Travel	
  
Large	
  numbers	
  elect	
  to	
  travel	
  collec7vely	
  with	
  three	
  	
  
genera7ons	
  of	
  their	
  families	
  who	
  look	
  for	
  mixed	
  and	
  specialised	
  	
  
experiences	
  to	
  keep	
  each	
  genera7on	
  happy.	
  
Educa;onal	
  Experiences	
  
Hospitality	
  combines	
  unique	
  experiences	
  with	
  opportuni7es	
  for	
  teaching	
  	
  
and	
  learning	
  with	
  demand	
  driven	
  by	
  consumers	
  interested	
  in	
  using	
  	
  
spare	
  7me	
  to	
  be	
  part	
  of	
  the	
  experience.	
  
Urban	
  Detox	
  
The	
  urban	
  detox	
  will	
  be	
  a	
  growing	
  need	
  for	
  those	
  unable	
  to	
  	
  
leave	
  the	
  ci7es	
  but	
  wan7ng	
  the	
  immersive	
  relaxing	
  refresh:	
  Urban	
  	
  
resorts	
  will	
  make	
  the	
  long	
  distance	
  experience	
  local.	
  
Mul;ple	
  Iden;;es	
  
As	
  guests	
  manage	
  mul7ple	
  iden77es	
  as	
  a	
  cocktail,	
  to	
  be	
  effec7ve	
  social	
  	
  
media	
  marke7ng	
  placorms	
  will	
  need	
  to	
  engage	
  the	
  most	
  appropriate	
  
personality	
  in	
  the	
  best	
  manner	
  at	
  the	
  right	
  7me	
  
Adapta;on	
  to	
  Climate	
  Change	
  
More	
  extreme	
  weird	
  weather	
  drives	
  organiza7ons	
  to	
  plan	
  for	
  extremes,	
  
choosing	
  safer	
  opera7ng	
  loca7ons,	
  more	
  robust	
  design	
  op7ons	
  	
  
and	
  enhanced	
  risk	
  and	
  con7ngency	
  planning.	
  
Eastern	
  Centricity	
  
With	
  China’s	
  500m-­‐strong	
  middle-­‐class	
  burgeoning	
  and	
  travel	
  	
  
barriers	
  diminishing,	
  Western	
  and	
  Eastern	
  cultures	
  meet	
  and	
  	
  
feed	
  off	
  one	
  another,	
  shiding	
  global	
  norms.	
  
Mass	
  Medical	
  Tourism	
  
In	
  key	
  loca7ons	
  where	
  hotel	
  footprints	
  align	
  with	
  the	
  medical	
  facili7es,	
  	
  
there	
  will	
  be	
  growing	
  demand	
  for	
  accommoda7on	
  for	
  pa7ents,	
  	
  
their	
  families	
  and	
  healthcare	
  professionals.	
  
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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Future of travel and hospitality - LCD - Mendoza lr

  • 1. The  Future  of  Travel  and  Hospitality  |  Mendoza  |  13  April  2015  
  • 2. Context   This  ini7al  perspec7ve  view  kicks  off  today’s  event  and  will  feed  into  the     Future  Agenda  2.0  global  discussions  that  are  taking  place  through  2015.     It  is  an  ini7al  view  to  be  shared,  challenged,  built  upon  and  enhanced.     Ini7al   Perspec7ves    Today   Global   Discussions   Q1/2  2015   Insight   Synthesis   Q3  2015   Sharing     Output   Q4  2015  
  • 3. Doubling  of  Interna;onal  Tourism     In  2012  the  number  of  tourists  crossing  interna7onal  borders  reached  over   1bn.  Much  of  the  demand  is  fuelled  by  rising  household  incomes  in  emerging   economies.  Interna7onal  tourist  arrivals  are  expected  to  reach  1.8bn  by  2030  
  • 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. BeAer  Employers    Given  that  the  travel  and  tourism  industry  is  a  huge  employer,     the  development  of  and  7ghter  controls  on  employment  rights     are  likely  to  be  a  significant  factor  in  the  future.    
  • 6. Community-­‐based  Tourism    Community-­‐based  tourism  is  on  the  rise  with  holidaymakers  eschewing  the   crowded  beaches  and  all-­‐inclusive  packages  to  enjoy  a  more  authen7c   experience  living  in  the  culture  rather  than  observing  it  from  the  outside.  
  • 7. Age  Diversified  Workforces    The  demographic  changes  underway  are  fundamentally  altering     virtually  all  aspects  of  life  as  we  know  it.  Workforces  are  becoming     older  and  more  age  diversified  than  ever  in  history.    
  • 8. Posi;ve  Local  Impact     Travellers  will  base  buying  decisions  not  only  around  comfortable  beds,  leisure   facili7es  or  cultural  aXrac7ons,  they  will  also  choose  to  stay  in  places  where   staff  are  being  treated  well  and  the  local  economy  is  not  being  exploited.    
  • 9. Device  is  King,  Consumer  is  Queen   The  device  is  the  focus  of  the  future  –  it  knows  where  you  are,  what  you   redeem  and  will  likely  consolidate  all  your  informa7on.  Brands  will  need  to   understand  the  ways  devices  will  mediate  their  rela7onships  with  customers.  
  • 10. 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  nego7able.  
  • 11. Seamless  Cross  Border  Travel     Smart  visas,  indeed,  smart  7cke7ng  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.    
  • 12. Borrowing  Stuff   Borrowing  kit  during  their  stay  will  be  an  increasing  demand  for  guests     who  prefer  to  access  not  bring  their  own  stuff  –  whether  that  be     tablets  and  bicycles  or  gym  kit  and  evening  wear.    
  • 13. Up-­‐Stream  Insight   Companies  and  networks  have,  and  act  on,  very  early  insight  on  future  ‘intent   to  travel’  and  customise  services  to  suit.  Exis7ng  hotel  brand  rela7onships  are   by-­‐passed  by  those  more  ‘in  the  know’  about  guest  interests.      
  • 14.     Personalised  Choice   Consumers  enjoy  a  world  where  choice  is  a  commodity  but  where  trusted   opinions  play  a  cri7cal  role  in  guiding  and  assis7ng  decisions  or,  for  some   individuals,  reducing  choices  on  their  behalf.  
  • 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  beXer  with     their  specific  cultural  norms  and  expecta7ons.    
  • 16.     Maximising  Moments   Individuals  seek  to  maximise  the  benefits  of  moments  available  to  them  -­‐     whether  efficiency,  rest,  enjoyment  or  otherwise  -­‐  regardless  of  7mespan  and   whether  the  moment  was  planned  or  enforced.  
  • 17. Co-­‐Branded  Experiences   Hotels  increasingly  partner  with  established  consumer  brands  to  provide   leading-­‐edge,  repeatable  co-­‐  branded  experiences.  The  hotels  act  as  hosts     with  the  partner  brands  driving  the  delivery  of  the  experience.  
  • 18. Depth  not  Breadth   People  seek  increased  depth  in  travel  experiences  instead  of  breadth  –   exploring  the  history  and  culture  of  a  place  and  its  travellers  over  7me  and   facilitated  by,  but  not  limited  to,  access  to  informa7on  and  intelligent  devices.  
  • 19. Mul;-­‐genera;on  Travel   Large  numbers  elect  to  travel  collec7vely  with  three     genera7ons  of  their  families  who  look  for  mixed  and  specialised     experiences  to  keep  each  genera7on  happy.  
  • 20. Educa;onal  Experiences   Hospitality  combines  unique  experiences  with  opportuni7es  for  teaching     and  learning  with  demand  driven  by  consumers  interested  in  using     spare  7me  to  be  part  of  the  experience.  
  • 21. Urban  Detox   The  urban  detox  will  be  a  growing  need  for  those  unable  to     leave  the  ci7es  but  wan7ng  the  immersive  relaxing  refresh:  Urban     resorts  will  make  the  long  distance  experience  local.  
  • 22. Mul;ple  Iden;;es   As  guests  manage  mul7ple  iden77es  as  a  cocktail,  to  be  effec7ve  social     media  marke7ng  placorms  will  need  to  engage  the  most  appropriate   personality  in  the  best  manner  at  the  right  7me  
  • 23. Adapta;on  to  Climate  Change   More  extreme  weird  weather  drives  organiza7ons  to  plan  for  extremes,   choosing  safer  opera7ng  loca7ons,  more  robust  design  op7ons     and  enhanced  risk  and  con7ngency  planning.  
  • 24. Eastern  Centricity   With  China’s  500m-­‐strong  middle-­‐class  burgeoning  and  travel     barriers  diminishing,  Western  and  Eastern  cultures  meet  and     feed  off  one  another,  shiding  global  norms.  
  • 25. Mass  Medical  Tourism   In  key  loca7ons  where  hotel  footprints  align  with  the  medical  facili7es,     there  will  be  growing  demand  for  accommoda7on  for  pa7ents,     their  families  and  healthcare  professionals.  
  • 26. 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