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THE FUTURE (OF TRAVEL) IS CLOSER THAN WE THINK
what if..NEXT IS NOW?
OR
MANOLIS PSARROS @TOPOSOPHY
In this presentation:
FOODTECHNOLOGYTRAVEL
FUTURE
what if....the future of travel is in
smart cities#1Smart cities make smart destinations
By 2050, 2/3 of the global population will live in cities
Between 2005 and 2015, the general tourism industry grew by 14 percent, with an increase in city tourism of 38 percent.
Cities as platforms
An API for everything
ENGAGING IN ALL STAGES OF THE VISITOR JOURNEY
BOOKING• Upsell• Cross-Sell• Upgrades
PLAN• Personalize• Social • Travel
Profile
DEPARTURE• Notifications• Upsell• Social – Location -
Mobile
THE DESTINATION EXPERIENCE• Activities• Context-driven• Ratings & Reviews• Social – Location - Mobile
RETURN• Feedback• Upsell• Sharing
NEXT TRIP• Collect Data• Update Travel
Profile• Individual Offering
SMART TRAVEL STARTS AT HOME
Virgin Holidays promotes its destination packages
via VR
SMART TRAVEL STARTS AT HOME
Feel the temperature before boarding
SMART VISITOR SERVICES
Dynamic kiosks that display real-time information, concerning traffic, weather and
local news, like urbanflow in helsinki
HUMAN INTERACTION IN SMART CITIES
Crowdfunding, Visitor Greeter Schemes, Open Data, FixMyStreet,
Collaborative Labs,
SMART HERITAGE INTERPRETATIONTalking Statues in London,
Manchester & Chicago
SMART CITIES MAKE US SMILE
Interactive Games That Turn The City Into A Playing Board
SMART PAYMENTS
Health Stations in Moscow and Mexico City Subways
SMART EVENTS
The future of fireworks by
Intel
viewpoint
TO VISITORS THE REAL AND VIRTUAL WORLDS ARE ONE. THE SAME SHOULD GO FOR MARKETING STRATEGIES &
APPLICATIONS.
the future generation of consumers is already here
what if..
millennials shape business & leisure travel trends
#2
MILLENNIALS LEAD THE WAY
THE FASTEST GROWING CUSTOMER SEGMENT IN THE
TOURISM INDUSTRY, EXPECTED TO REPRESENT 50% OF ALL
TRAVELERS BY 2025
MILLENNIALS + TRAVEL + TECHNOLOGY
85% of millennials check multiple sites before booking their travel to get the best deal possible.
They WILL post their experiences on social media. In fact, 97% will post while traveling,
and 75% will post once a day.
46% book travel through a smartphone or tablet.
86% of millennials are disappointed by bad mobile experiences.
AND GEN Z IS FOLLOWING
watch 2 times as many videos on mobile than other generations,
60 percent of Gen Zs want to change the world, compared with
39 percent of millennials
8 sec – average attention span (from 12 sec in 2003)
Sharing economy goes mainstream
..your industry becomes 100% decentralized
what if..#3
MOVING FROM A LINEAR TO A CIRCULAR ECONOMY MODEL
THE NEW RENTAL ECONOMY
SHARING ECONOMY IS
HEAVILY FUNDED
SHARING ECONOMYOR THE NEW ECONOMY?
IN THIS PRESENTATION:
129 million guests
$1.6 billion this year.
airbnb grows big, leads the game
Plans to further disrupt the whole tourism ecosystem by adding more services
viewpoint
THE ON-DEMANDIFICATION OF ECONOMY WILL LEAD TO FURTHER UNBUNDLING OF TRAVEL SERVICES,
ESPECIALLY HOSPITALITY.
what if..collaborative consumption
has a dark side as well? #4
REGULATIONS WILL APPLY. NOT TOO SOON. NOT TOO MANY. NOT
TO LIMIT SE BUT TO RATIONALIZE & FACILITATE ITS GROWTH.
viewpoint
what if..you can disrupt the
disruptors?traditional brands integrate sharing economy into
their business models
#5
ACCORHOTELS CEO: It’s Foolish and Irresponsible
to Fight Against the Sharing Economy
BUSINESS CULTURE
‘This is where the world is taking us. All of those new services are very powerful
and very well implemented and executed. You need to embrace it’’.
S.BAZIN, CEO ACCOR
SHARING ECONOMY & TOURISMMARRIOT & LIQUIDSPACE
viewpoint
INTEGRATION ALL THE WAY. FUTURE BRANDS WILL INTEGRATE THE RIGHT
ON-DEMAND SERVICE INTO THEIR BUSINESS MODELS.
what if..the days of desktop are
numbered?#6
In the past year, conversion rates have grown 88% on mobile travel sites.
On Google, mobile queries just within the travel category have
increased more than 50%.
In 2016, 51.8% of travelers who book trips via digital means will do so using a mobile device,
what if..everyone becomes last
minute traveler?more people than ever are planning their holiday
in under a month.
#7
what if..direct booking is still
- & will be - here #834% of people in the US used online agencies for
their travel needs last year and 66% booked directly, Phocuswright
Hotel brands (like Hilton and Marriott) are spending increasing amounts of advertising dollars to promote “book direct” and increase brand loyalty.
what if..your brand smells & tastes
like chocolate#9sensory marketing goes mainstream
THE DOUBLETREE BY HILTON COOKIE
what if..we all travel light & don’t have to wait in the queue#10
aviation industry at the forefront of innovation
CA
SE
ST
UD
Y
PASSPORT-FREE TRAVELAustralia & New Zealand governments
are trialing cloud-passports
SMART PASSENGER SERVICES
fast check-in process
SMART AIRLINESairlines look to beacons to improve their internet of things infrastructure
SOURCE: SKIFT
SMART AIRPORTS
Smart screens at Heathrow compare live airport transfer options
what if....your hotel knows what you
did last summer?#11and use this data to offer you a personalized
service in your next visit?
SMART HOTELSMarriott Hotels Introduces The First Ever In-Room Virtual Reality Travel
Experience
SMART HOTELSEcclestone Square Hotel / London: large 3D TVs, touch pad controls, a luxurious massage bed and a slick app that puts everything at guests'
fingertips.
Guests can recharge their devices while sitting under an outdoor canopy made up
of colorful solar panels. (Starwood Hotels & Resorts Worldwide)
SMART HOTELS
viewpoint
TAKE CONTROL OF THE DATA: PREDICTING THE FUTURE IS EASY,
WORKING OUT WHAT TO DO ABOUT IT IS NOT
what if..we are all food tourists#13
what if..we don’t need a waiter, a
bartender or a delivery boy anymore?
#14
TABLETS REPLACING PAPER MENUS IN RESTAURANTS – A LONG-TERM TREND OR TOO PROBLEMATIC?
A SMART DINING TABLE TO KEEP FOOD WARM AND DRINKS COLD
It can also cook, charge a phone, and provide Wi-Fi for your dinner guests.
Guests simply tap the RFID wristband, open the tap and
pay for what they pour.
FANCY A PINT?
DOMICOPTER BY DOMINO’S
what if..some of us had enough of
it and need a break?#15
Rio Grande do Sul
DISCONNECT NOW
viewpoint
FORGET WHAT IS PHYSICAL & WHAT IS DIGITAL. INSTEAD
FOCUS ON WHAT PEOPLE WILL EASILY UNDERSTAND AND DO
what if..we are not moving that fast
after all?#16
‘We wanted flying cars, instead we got 140 characters’
PETER THIELPAYPAL CO-FOUNDER
Strategy & ResearchMarketing & Branding
Digital
