The document discusses the future of tourism in the digital era. It outlines how online travel agencies (OTAs) like Expedia and Priceline have consolidated online travel services. While OTAs are popular for price comparisons, many users still book directly with airlines and hotels. The document also discusses how travel agencies need to reinvent themselves by having an online presence on platforms like Google and social media. It emphasizes that agencies provide valuable knowledge and personalized service that technology cannot replace.

1. Agenda Bahia - The Future of Tourism in the Digital Era
Agenda Bahia
Digital World in Tourism
The Future of Tourism in the Digital Era
20/09/2016
Robert Phillips

2. Agenda Bahia - The Future of Tourism in the Digital Era
Context

3. Agenda Bahia - The Future of Tourism in the Digital Era
5 Phases of Travel

4. Agenda Bahia - The Future of Tourism in the Digital Era

5. Agenda Bahia - The Future of Tourism in the Digital Era

6. Agenda Bahia - The Future of Tourism in the Digital Era
OTA’s – Online Travel Agencies

7. Agenda Bahia - The Future of Tourism in the Digital Era
OTA’s – Online Travel Agencies
Priceline Group
US$55.5 billion gross
Bookings in 2015
Expedia Group
US$60.83 billion gross
Bookings in 2015

8. Agenda Bahia - The Future of Tourism in the Digital Era
OTA’s – Online Travel Agencies

9. Agenda Bahia - The Future of Tourism in the Digital Era
OTA’s x Airlines
• In last few years they consolidated their online services
• They offer User Interfaces with everything a travel might need
• Buying flights online has become a commodity
• Users use OTAs to compare pricing, however they are booking the
reservation on airline websites

10. Agenda Bahia - The Future of Tourism in the Digital Era
OTA’s x Hotels

11. Agenda Bahia - The Future of Tourism in the Digital Era
OTA’s x Hotels

12. Agenda Bahia - The Future of Tourism in the Digital Era
• The Human Touch is irreplaceable
• Contrary to public perceptions technology
can not substitute human customer service
for travel planning, destination knowledge
and especially for sensitive items like when
something goes wrong
• Technology will help automate the heavy
work, but consumers still prefer the
attention from a travel professional
Source: Amex Travel Future Trends 7-9-15
OTA’s x Agencies

13. Agenda Bahia - The Future of Tourism in the Digital Era
OTA’s x Agencies
Vídeo 1 (2:05) - https://www.youtube.com/watch?v=ilFMZYfA4NI

14. Agenda Bahia - The Future of Tourism in the Digital Era
• OTAs have been around for almost 20 years – we should not treat them as
something new
• Expedia opened in 1996 and Priceline in 1997
• Forbes published ”How The Internet Created The Superstar Travel Agent”
• “Travel Agents” are becoming “Travel Specialists and Travel Consultants”
• The internet has changed the way a travel agent works
• Travel Agencies need to become younger and more creative, if they are going to
survive
• Enters the new Independent Travel Agent
• Personalization is the new frontier in travel service
OTA’s x Agencies

15. Agenda Bahia - The Future of Tourism in the Digital Era
• Too much Information – Too many Choices – “click fatigue”
• A great User Interface can not offer the sense of security that a travel agent
historically brings to the table
• Reason to travel with a traditional travel agent:
• ”knowledge of destinations”
• “capacity to reduce complications in the reservations process”
• “capacity to offer that extra level of service with something goes wrong”
• “the experience to help book a trip better than I would on my own”
• “more confidence in their recommendations”
Source: MMGY Global’s 2015 Portrait of American Travelers
OTA’s x Agencies

16. Agenda Bahia - The Future of Tourism in the Digital Era
• Re-invent yourselves
• Dive into the internet and its tools
- Google My Business
- Website – SEO – SEM
- Social Network – Facebook
- Share and Communicate with your clients and their Comments
- Work your Reviews
- Offer Personalized Services
• Hotels
- Facilitate Online Reservations
- Facilitate Reservation Changes and Cancelations
- Have a Fidelity System
- Websites where customers will want to book (Value > OTAs)
• Travel Agencies
- Offer Personalized Services where value to client > OTA
- Facilitate Communications with Customers
- Demonstrate knowledge and security – be consultants
Hotels and Agencies

17. Agenda Bahia - The Future of Tourism in the Digital Era
OTA’s x Agencies
Vídeo 2 (3:20) - https://www.youtube.com/watch?v=Z-gyJ5Yv0vk

18. Agenda Bahia - The Future of Tourism in the Digital Era
Agenda Bahia
Digital World in Tourism
The Future of Tourism in the Digital Era
THANK YOU
Robert Phillips

19. Agenda Bahia - The Future of Tourism in the Digital Era
• www.wttc.org
• www.wto.org
• www.travel.americanexpress.com
• www.expediainc.com
• www.pricelinegroup.com
• Google Travel
Sources

20. Agenda Bahia - The Future of Tourism in the Digital Era
OTA’s x Agencies
Extra Video (2:05) - http://www.cosmos.com/