The document outlines the challenges and future trends in the travel industry as discussed during the 2014 National Meeting in Arizona, focusing on the need for personalized experiences amidst conflicting goals of multiple constituencies. It highlights the impact of disruptive forces such as big data, dynamic pricing, and the sharing economy on traveler behavior and expectations. To thrive, travel leaders must understand clients, personalize services, and leverage technology for enhanced customer loyalty and experience.

1. The Future of Travel – Creating Value
Travel Leaders
2014 National Meeting
November 13, 2014 | Glendale, Arizona
Image Credit: 401(K) 2012 | flickr (cc)

2. Session Overview
• The Challenge
• Disruptive Forces
• What’s Next
• How To Win
• A Bright Future
Travel Leaders - 2014 National Meeting The Future of Travel - Creating Value Robert Cole ● RockCheetah | 1
Image Credit: Jeff Wunrow | flickr (cc)

3. The Challenge
• Multiple Constituencies
• Multi-Persona Travelers
• Multi-Phase Travel Process
Travel Leaders - 2014 National Meeting The Future of Travel - Creating Value Robert Cole ● RockCheetah | 2
Image Credit: WorldIslandInfo.com | flickr (cc)

4. Image Credit: WorldIslandInfo.com | flickr (cc)
Multiple Constituencies
• Conflicting Goals
– Business
• Cost
• Quality
• Efficiency
– Traveler
• Productivity
• Convenience
• Experience
– Rules
• Duty of Care
• Established Policy
• Open Booking v. Traditional Booking
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5. Image Credit: WorldIslandInfo.com | flickr (cc)
The Multi-Persona Traveler
Travel Leaders - 2014 National Meeting The Future of Travel - Creating Value Robert Cole ● RockCheetah | 4

6. Image Credit: WorldIslandInfo.com | flickr (cc)
The Seven-Step Travel Process
Travel Leaders - 2014 National Meeting The Future of Travel - Creating Value Robert Cole ● RockCheetah | 5
PLANNING
(How)
VALIDATION
(Who)
BOOKING
(When)
TRAVEL
(What)
SHARING
(Wow)
RESEARCH
(Where)
INSPIRATION
(Why)

7. Disruptive Forces
• Big Data – Personalized Signals
• Dynamic Pricing – Personalized Pricing
• The Sharing Economy – Personalized Experiences
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Image Credit: Airwolfhound | flickr (cc)

8. Big Data – Personalized Signals
• Big Data: Too Much, Too Fast, or Too Weird to Fit in a Database
– Associated With Cross-Platform Universal Analytics
• Every Action Captured
– Kayak Adds 40 Million Rows of Data to 43 Fact Tables Daily1
– Expedia Processes Over 600 Terrabytes of Data Per Day2 (40x LOC)3
• Constant Testing to Identify Signals
– Inverts Traditional Marketing – Identifies Segments from Sales History
– Expedia 800 A/B Tests & $1.9 Billion Invested to Improve Conversion4
• The Objective
– Adaptive Content – Content & Offers Change Based on Signals
– Predictive Analytics – Predict What Will Convert Best
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Image Credit: Airwolfhound | flickr (cc)

9. Dynamic Pricing – Personalized Prices
• Rate Eligibility & Purchase Probability Collide
– Are Tailored Search Results Steering Sales or Price Discrimination?
– Hotels: 90% Sold from 1st Page | 50% Top 5 | 25% 1st Hotel Listed5
• UK – Hotel Rate Parity Declared Illegal
– Allows Private Discounts & Rebates to Current Customers with Profiles
– Supported by Expedia, Booking.com, InterContinental Hotels
– Appealed by SkyScanner
• Future Hotel Rate Negotiations
– Rules-based Floating Rates?
– Lowest Rate Matched with Capped Maximum Rate
– Requires Technology / Alignment / Integration
Travel Leaders - 2014 National Meeting The Future of Travel - Creating Value Robert Cole ● RockCheetah | 8
Image Credit: Airwolfhound | flickr (cc)

10. The Sharing Economy – Personalized Experiences
• Airbnb & HomeAway Change the Lodging Dynamic
– Hotels – Large Number of Standardized Units Targeting Segment
– Shared Units – Many Unique Units Appeal to Individuals
– Big Difference – Host to Guest Relationship
• Uber Changes Ground Transportation
– Mobile-first Design | Virtual Receipts
– Concur Integration | Double American Express Rewards Points
• Expect More Changes In Future
– More Efficient – Better Utilization – More Sustainable
– Technological Advances – Autonomous Cars Don’t Need Drivers
Travel Leaders - 2014 National Meeting The Future of Travel - Creating Value Robert Cole ● RockCheetah | 9
Image Credit: Airwolfhound | flickr (cc)

11. What’s Next
• More Bleisure Travel
• Mobile Payments & Beacons Change the Game
• The End-to-End Travel Experience
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Image Credit: Ricardo Mangual | flickr (cc)

12. More Bleisure Travel
• Affluent Business Travelers Mix in Leisure6
– 15% Affluent ($150K+ HHI) Business Travelers Add Short Breaks
• Business Traveling Mom’s Seek Leisure Benefits7
– 45% Experiencing New Things
– 42% Discovering New Places
– 42% Look Forward to “Me Time”
• Millennials Business Travelers Looking for Leisure8
– 84% Willing to Extend Business Trip for Leisure
• It Works The Other Way Too9
– 43% of International Leisure Travelers Bring Mobile Business Devices
Travel Leaders - 2014 National Meeting The Future of Travel - Creating Value Robert Cole ● RockCheetah | 11
Image Credit: Ricardo Mangual | flickr (cc)Source: Hilton Garden Inn Discovery and Connection Survey - 2013

13. Mobile Payments & Beacons Change the Game
Secure Mobile Payments + Profiles
• Google Wallet
– Expedia / Orbitz / Priceline
– Best Western / Marriott / Omni
– Alaska Airlines / American Airlines
– Amtrak / Avis
• Apple Pay
– For iPhone 6 / iPad Air 2 / Apple Watch
– AmEx / Chase / Citi Co-branded Travel Cards
• CurrentC – Credit Card Bypass
– RiteAid & CVS Blocking Google & Apple
– Walmart / Target / Best Buy / ExxonMobil
– Southwest Airlines
Bluetooth Smart Beacons
• Sensors – EVERYWHERE
– Home / Office
– Airport / Hotel / Ground / Attractions
• Intelligent Location Context
– Send & Receive Data
– Between Mobile Devices & Sensors
• Highly Personalized Offers
– The Right Offer
– To Right Traveler
– In Right Place
– At Right Time
Travel Leaders - 2014 National Meeting The Future of Travel - Creating Value Robert Cole ● RockCheetah | 12
Image Credit: Ricardo Mangual | flickr (cc)

14. The End-to-End Travel Experience
• Home to Airport (Taxi / Limo / Car & Parking)
• Flight - Airport Experience + In-Flight Services
• Ground Transfer to Hotel | Car Rental
• Hotel | Meetings | Meals | Activities | Sights
• Hotel to Airport Transfer | Car Return
• Return Flight (Airport & Flight)
• Airport to Home (Taxi / Limo / Car & Parking)
Travel Leaders - 2014 National Meeting The Future of Travel - Creating Value Robert Cole ● RockCheetah | 13
Image Credit: Ricardo Mangual | flickr (cc)

15. How To Win
• Understand the Client
• Personalize the Experience
• Earn Loyalty
Travel Leaders - 2014 National Meeting The Future of Travel - Creating Value Robert Cole ● RockCheetah | 14
Image Credit: Eric Ronald | flickr (cc)

16. Understand WHY
Travel Leaders - 2014 National Meeting The Future of Travel - Creating Value Robert Cole ● RockCheetah | 15
Image Credit: Eric Ronald | flickr (cc)Source: TripBarometer, TripAdvisor – Sep 201410

17. Personalize the Experience
• Customization
– Explicit Signals
– Based on Overtly Expressed Behavior
• Personalization
– Implicit Signals
– Based on Actions & Satisfaction of Past Travelers
• Simple Formula
– Anticipate Needs
– Eliminate Friction
– Exceed Expectations
Travel Leaders - 2014 National Meeting The Future of Travel - Creating Value Robert Cole ● RockCheetah | 16
Image Credit: Eric Ronald | flickr (cc)

18. Loyalty Is Earned
Value May Drive Transactions, But Values Drive Loyalty – Through Trust
Travel Leaders - 2014 National Meeting The Future of Travel - Creating Value Robert Cole ● RockCheetah | 17
Image Credit: Eric Ronald | flickr (cc)Source: Edelman – 2014 Trust Barometer11

19. A Bright Future for Smart Agents & Agencies
• Create Value
• Provide Relevant Expertise
• Leverage Technology
Travel Leaders - 2014 National Meeting The Future of Travel - Creating Value Robert Cole ● RockCheetah | 18
Image Credit: Scott Swigart | flickr (cc)

20. How to Create Value
Travel Leaders - 2014 National Meeting The Future of Travel - Creating Value Robert Cole ● RockCheetah | 19
Image Credit: Scott Swigart | flickr (cc)Source: Erias Sumarna - Creating Value and Business Opportunities

21. Relevant Expertise
• Knowledge is Power
– Knowing the Client / Operation / Traveler
– Knowing the Destination
– Knowing the Options
• Focus on a Key Point of Differentiation
– Faster Response
– Lowest Cost
– Higher Quality
• End-to-End Support
• Empathetic Problem Solving
Travel Leaders - 2014 National Meeting The Future of Travel - Creating Value Robert Cole ● RockCheetah | 20
Image Credit: Scott Swigart | flickr (cc)

22. Leverage Technology
• Faster / Cheaper / Better
– Continual Improvement of Tools + Processes
• Enable Clients with Great Technology
– Travelers Rely on Mobile Devices
– Need Fastest Solution – Human or Application
• Simplify Communications
– Use Most Convenient Method for Client
– Unify Messaging Streams (Web/Phone/Email/Text)
• Empower Team Members to Solve Problems
– Make Exceptions / Break Rules to Help Client
Travel Leaders - 2014 National Meeting The Future of Travel - Creating Value Robert Cole ● RockCheetah | 21
Image Credit: Scott Swigart | flickr (cc)

23. Thank You
The Future of Travel – Creating Value
Smart Agents & Agencies Offer Personalized Expertise
Relevant, Timely Engagement on Client’s Terms
Robert Cole
email: robert@rockcheetah.com
phone: +1.262.309.9560
social media: @robertkcole
Travel Leaders - 2014 National Meeting The Future of Travel - Creating Value Robert Cole ● RockCheetah | 22
Image Credit: 401(K) 2012 | flickr (cc)

24. Image Credits & Data Sources
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Image Credits
1) 401(K) 2012 | Making Money | https://www.flickr.com/photos/68751915@N05/6848822477/ | https://creativecommons.org/licenses/by-sa/2.0/
2) Jeff Wunrow | Scenic Overview | https://www.flickr.com/photos/jwunrow/399956760/ | https://creativecommons.org/licenses/by/2.0/
3) WorldIslandInfo.com | Introduction to monstering | https://www.flickr.com/photos/76074333@N00/318034222/ |
https://creativecommons.org/licenses/by/2.0/
4) Airwolfhound | Bang | https://www.flickr.com/photos/24874528@N04/8492819146/ | https://creativecommons.org/licenses/by-sa/2.0/
5) Ricardo Mangual | _DSC0887 | https://www.flickr.com/photos/ricardo_mangual/15293133215/ | https://creativecommons.org/licenses/by/2.0/
6) Eric Ronald | Belinda & Campbell | https://www.flickr.com/photos/ericronald/12743226913/ | https://creativecommons.org/licenses/by-nd/2.0/
7) Scott Swigart | future so bright | https://www.flickr.com/photos/smswigart/6078401891/ | https://creativecommons.org/licenses/by/2.0/
Data Sources
1) “Kayak Uses Big Data To Predict The Best Day To Book Your Travel Journey” Big Data Startups – Dec 2013 | http://j.mp/1wQIWyS
2) “Interview: Expedia’s CEO on the Transformation of Travel Booking” Skift – Sep 2014 | http://j.mp/1wQIMHw
3) “A ‘Library of Congress’ Worth of Data: It’s All In How You Define It” US Library of Congress – Apr 2012 | http://j.mp/1wQIIYu
4) “Playing to the booking curve in the hotel space” Eye for Travel – Jul 2014 | http://j.mp/1wQIDnC
5) Orbitz CEO talks mobile, big data and opt-in personalization at Phocuswright, Tnooz – Nov 2012 | http://j.mp/1wQIwbB
6) U.S. Affluent Travel and Leisure, The Resonance Report – May 2013 | http://j.mp/1wQIqkn
7) “Hilton Garden Inn Discovery and Connection Survey” Hilton Worldwide – Jun 2013 | http://j.mp/1wQIlgA
8) Ibid.
9) “’Blurring’, A Growing Trend Amongst International Travelers” Accor/Pullman Hotels & Resorts – Sep 2013 | http://j.mp/1wQIaSj
10) “TripBarometer September 2014 (Global): The Psychology of Travel” TripAdvisor – Sep 2014 | http://j.mp/1wQJ7Kj
11) “2014 Edelman Trust Barometer” Edelman Insights, Slideshare – Jan 2014 | http://j.mp/1wQKrgq
12) “Sustainability Report Summary Report” BHP Billiton – Sep 2006 | http://j.mp/1wQL2P4
Image Credit: 401(K) 2012 | flickr (cc)