European Hotel Investment Conference What next: a vision ...€¦ · 30th European Hotel Investment...
Transcript of European Hotel Investment Conference What next: a vision ...€¦ · 30th European Hotel Investment...
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30th European Hotel Investment ConferenceWhat next: a vision for the hotel industry
● Paul Godman| Wednesday 7 November
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Confidential + Proprietary
© Google Inc. 2016. All rights reserved.
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Confidential + Proprietary
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Confidential + ProprietaryConfidential + Proprietary
1.5%
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Confidential + ProprietaryConfidential + Proprietary
>50%
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Technology is changing.
The dynamics of the travel industry are changing.
People’s expectations are changing.
We are at the intersection of change
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Source: Google Great Expectations
Airbnb is now the most searched for
accomodation brand, replacing
Bookings.com
Source: Google Internal Data, based on exact searches for ‘co-living’ and ‘coliving’ from users worldwide
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Source: Google Great Expectations
69% of UK travellers
Purchased the different components of
their trip individually, i.e. not via a
package.
Source: Google/Phocuswright August 2017
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Source: Google Great ExpectationsSource: The Evolving Digital Travel: McKinsey & Company
36 days45 touchpointsCross device
To book one hotel
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Proprietary + Confidential
CURIOUS DEMANDING IMPATIENT
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Source: Google Great Expectations
15% of all searches
happening on Google every year are
new and have never been seen before.
Source: Google data
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Proprietary + ConfidentialSource: Google Data, UK, Jan - June 2016 vs. Jan - June 2018
in the past 2 years
UK travel searches starting with ‘best’ increased by
best hotels in Madrid
25%
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Increased consumer
expectations
Tech innovation
Continual business innovation
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Source: Google Great Expectations
60% of UK travellers
Would rather see a few travel options,
which reflect their travel habits and
preferences, rather than searching
through many options.
Source: Google/Phocuswright August 2017
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Source: Google Great Expectations
70% of people
expect an action to be completed
in as few a steps as possible.
Source: Google Research Great Expectations n=2000 UK Mobile Phone Users Feb’18
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Source: Google Great Expectations
76% of travellers
abandoned a mobile booking
when the checkout time was
longer than 1 minute.
Source: Google/Ipsos, April 2017
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People’s expectations are changing:How do you not only meet, but exceed the
expectations of the future consumer?
The Challenge
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How do you better assist people?
How do you ensure your company reflects the
expectations of the modern consumer?
Technology can help hotel companies
Be frictionless Be helpful
How do you create more meaningful connections with
people?
Be inspirational
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How do you better assist your customers?
How do you ensure your company reflects the
expectations of the modern consumer?
Be frictionless Be helpful
How do you create more meaningful connections with
people?
Be inspirational
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After implementing the
recommendations made
as a result of the AMP
test.
+11% conversions
Think with Google Case Study
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Google has a unique understanding of the modern traveller.
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Smart ReplySmart Compose
April 1, 2009: April Fool’s Day joke
Nov 5, 2015: Launched Real Product
Feb 1, 2016: ~20% of mobile replies
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“Book me a room in paris with a view of the Eiffel Tower”
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How do you better assist your customers?
How do you ensure your company reflects the
expectations of the modern consumer?
3 Areas of focus, for now and the future
Be frictionless Be helpful
How do you create more meaningful connections with
people?
Be inspirational
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Prioritise customer emails for response 4x faster using machine learning tags
Control inventory and predict demand with analytics of over 100TB
We don’t have to do a lot of work to get
an answer, as Google does most of the
heavy lifting and scaling with the data.
Paul Clarke, Chief Technology Officer, Ocado
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Source: Google Great Expectations
Hey, it’s end of February and you haven’t booked
a holiday yet… how can I help?
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Source: Phocuswright, "The state of voice in travel”, 2018
Smart Speaker adoption (US)
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Conversational Machine Learning
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69% of travellers
are more loyal to a travel company that
personalise their experiences (online
and offline)
Source: Google/Ipsos, April 2017
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How do you better assist your customers?
How do you ensure company reflects the expectations of the
modern consumer?
Be frictionless Be helpful
How do you create more meaningful connections with
people?
Be inspirational
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Google Translate
© 2017 Google Inc. All rights reserved.
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Nielsen Catalina Research via the Advertising Research Foundation May 2017
5 - 35 %
50 - 80 %
Targeting
Creative
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Analyse and activate customer data to provide a more relevant,
personalised and assistive experience
Use data and tech to provide a seamless journey from
inspiration to post-booking
Be frictionless Be helpful
Use technology to delight users and create more meaningful
connections
Be inspirational
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