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The digilution of business travel - "Digital Enterprise Design & Management 2014)


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Presentation made at the DEDM conference in Paris. Presents the 3 digital revolutions in travel and the impact on products and IT.

Published in: Travel, Technology, Business
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The digilution of business travel - "Digital Enterprise Design & Management 2014)

  1. 1. Copyright © 2013 CWT International Conference Digital Enterprise Design & Management “The Digilution of Business Travel” William El Kaim Carlson Wagonlit Travel 1
  2. 2. Copyright © 2013 CWT Disclaimer This presentation is a journey into the digital world through my personal lens. My work as an innovator means I am used to trying, testing and imagining! I’m referring sometimes to external sources (links are provided). 2
  3. 3. Copyright © 2013 CWT Plan Carlson Wagonlit Travel presentation The three revolutions in the travel industry « Digilution » of business travel at CWT The door-to-door revolution Conclusion 3
  4. 4. Copyright © 2013 CWT Carlson Wagonlit Travel 4
  5. 5. Copyright © 2013 CWT A global leader specializing in business travel management 5
  6. 6. Copyright © 2013 CWT Our job: moving people from A to B Travel market: $3.9 trillion = 9.2% of world GDP Half terrestrial, half Virtual Business travel around $0.8 trillion (20%) 6
  7. 7. Copyright © 2013 CWT The three revolutions in the travel industry 7
  8. 8. Copyright © 2013 CWT By the way … Raise your hand if you bought your last trip in a bricks-and- mortar travel agency? 8
  9. 9. Copyright © 2013 CWT GDS Travel Agent First revolution in travel industry Global Distribution System (GDS) Semi-Automated Business Research Environment (SABRE) first came online in 1964 with AA and IBM. In a decade, GDSs enabled the travel agency industry to grow revenue 400% while growing employment by only 20%. By the late 1990s, Central Reservation Systems (CRS) had evolved into four large companies known as Global Distribution System. 9
  10. 10. Copyright © 2013 CWT Second revolution in travel industry Travel Management Companies (TMC) and Online Travel Agents (OTA) GDS Travel Agent TMC/OTA Internet Search / Compare Traveler shopping convenience and price “transparency” From 1995 to 2006 Growth with internet … From 361 million internet users in 2000 vs. to almost 2 billion today. • Starting to create alternative listings of properties (hotel, apartment rental, tour and activities ). • Booking direct (via API or redirect to web site) or screen-scrapping from metasearch, OTA or suppliers themselves. 10
  11. 11. Copyright © 2013 CWT 11
  12. 12. Copyright © 2013 CWT Third Revolution in travel industry Travel 2.0 Web 2.0 Social, Cloud, Mobile • SOcial LOcal and MObile (SOLOMO) revolution. • Consider the traveler (or client) at the heart • Tackle every (travelers niche needs and their specific point of views (long tail). • Avoid GDS, avoid travel agents. New marketing concept born in 2008 that leverages internet, web 2.0, cloud and mobility. GDS Travel Agent TMC/OTA Internet Search / Compare 12
  13. 13. Copyright © 2013 CWT Travel: moving bits and atoms More value of moving bits … 13
  14. 14. Copyright © 2013 CWT Digilution of Business Travel at CWT 14
  15. 15. Copyright © 2013 CWT The Digilution of business travel Travel manager centric Cost centric Transaction centric (TRX) Global GDS API Value creation is internal and in closed travel ecosystem (GDS, OBT) Printed documents Traveler centric and personalized Trip service “a la carte” Real-time context centric Everywhere, + hyperlocal Open API – simple / fast Value creation is internal AND external via dynamic contextual extended ecosystem Digital, mobile, QR code 15
  16. 16. Copyright © 2013 CWT The Digilution of business travel The new digital, networked, real-time society forces us to start thinking and acting as an ecosystem. Ecosystems are developed using platforms to glue services via API and funds to encourage startups and partners to hook in Source: PWC, Exploiting the growing value from information 16
  17. 17. Copyright © 2013 CWT From products to platform CWT core services Sovereign IT API Auth Commodity services CRM, social network, etc. API Auth Connected commerce ecosystems & related digital marketing API Auth ? Product-As-A-Service Pay as you use Craftsmanship Created and owned by CWT Yammer, Oracle CRM, Responsys, Omniture, Covisint, OBT Digital Platform omni-channel personalization advertising social WorldMate acquisition 17
  18. 18. Copyright © 2013 CWT The rise of predictive information through cards The shift from a world of static reporting (aggregated data on cubes) to a world of predictive and intelligence services (generated value from data in multiple ways) is Now! Leveraging both data at rest (stored in a database) and data in motion (data stream in real time) is the new normal. Real Time Data And Algorithm Providing Value Now! Historical Data Live Data Forecast Data Ad-hoc advanced analytics or for pro-active information generation through information cards (like Google Now!) Live Dashboards and Tracking systems like Pre and Post Ticketing, Early compliance and fare check. Big Data: Data Mining, Reporting, and Benchmarking, Forecasting 18
  19. 19. Copyright © 2013 CWT Ecosystem, platform and … Platform and Cloud Big Data Fluid Experience SoLoMo 19
  20. 20. Copyright © 2013 CWT CWT Online – Booking engine for China Makes booking international travel easier for China-based business travelers. CWT Online is the only international OBT currently available in China. CWT Online is powered by TravelSky. 20
  21. 21. Copyright © 2013 CWT Hotel reviews Wisdom of crowd 21
  22. 22. Copyright © 2013 CWT Enterprise Social Network Boost engagement and flatten hierarchy 22
  23. 23. Copyright © 2013 CWT Mobile application CWT To Go WorldMate was acquired by CWT in late 2012 23
  24. 24. Copyright © 2013 CWT Mobile application CWT To Go 24 go/933a7c39-02bb-4608-9a74-cb9ee5df0c2a New …
  25. 25. Copyright © 2013 CWT WorldMate API 25
  26. 26. Copyright © 2013 CWT CWT To Go B2B hotel booking Hotels are booked based on location, fares, travelers ratings and company travel policy. 26
  27. 27. Copyright © 2013 CWT Carla The virtual assistant A personal travel assistant, always available … as caring as a mom “David, your taxi to the Airport arrives in five minutes, do you have your passport and credit cards?” Being there for you with the relevant interactions at all the key moments of your travel Helping you plan & book your trip. Packing your baggage and sorting out the last minute stuff. Guiding from the destination airport. Helping during your stay. Going back home and to the office. Digital Conversation … 27
  28. 28. Copyright © 2013 CWT 28
  29. 29. Copyright © 2013 CWT Natural language processing example with Teneo 29
  30. 30. Copyright © 2013 CWT The Door-to-Door Revolution 30
  31. 31. Copyright © 2013 CWT Reimagination of everything… now! Always mobile via door-to-Door It’s not only about planning at the beginning of the journey It’s about a fully integrated service which offers real-time intelligence and compliance knowledge at every stage of the trip. Since people are mobile all the time, the need for door-to-door search raised. It is the combination of multimodal search + first and last miles information 31
  32. 32. Copyright © 2013 CWT New York to Oil Rig 32 Houston to Oil Rig – Added Route
  33. 33. Copyright © 2013 CWT CWT Itinerary 33
  34. 34. Copyright © 2013 CWT CWT To Go – door-to-door 34
  35. 35. Copyright © 2013 CWT Conclusion 35
  36. 36. Copyright © 2013 CWT The Digilution of business travel 36
  37. 37. Copyright © 2013 CWT Inventory is abundant, choice is commodity - it’s the customer that’s in short supply! 37
  38. 38. Copyright © 2013 CWT Source: Get ready for marketing 2020, Steven Van Belleghen 38
  39. 39. Copyright © 2013 CWT Twitter Travel 2.0 Linkedin Blog Contact: 39