The Future of Travel
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Transcript of The Future of Travel
by Rob van Alphen +32 (0)494 15 01 14
@Adgenius
Travel The Future of
3 factors determining the Future of Travel:
1 The changing consumer
2 Technological (r)evolutions
Ecological and economical change
A changed business mindset
3
4
x, x - x
1. The changing consumer
5 stages of travel: the Internet will remain the most prevalent tool for researching and booking
travel due to its ease, low cost & accessibility.
1. Dreaming 2. Planning 3. Booking 4. Experiencing 5. Sharing
Death of the travel agency?: the customer is smarter than you: they are better informed and can find out
whatever they need any time and anywhere.
Travelers seek information from friends, family and
recommendations of others. - Integrity is key.
Single-person households Active (!) elderly (women)
Growth : there will be 2 key target groups in the future of travel
Traditional households keep on changing and
decreasing in family size. One person households
will be one of the prime sources for growth in
travel. Mini-breaks vs. one big trip.
Key: adventure, city trips, money is not sacred
Baby boomers will celebrate their 65th
birthdays this year at the rate of 10,000
people a day! They are empowered,
independent and have a passion for learning.
Key: have time & money, ‘experience’
2. Technological (r)evolutions
The future is already here, it’s just unevenly distributed - William Gibson
Short term (already here): mobile and social will become inherent in a traveler’s customer journey
1. Voice search
“Book a first class flight
from Brussels to New
York on January 3rd AM.”
(Siri not up for it yet )
2. Mobile payment / NFC
Near Field Communication to
check-in, pay (incl. hotel, food) & receive personalized interaction.
3. In-flight entertainment
iPads installed for entertainment
& information purposes such as
watching movies and
researching destination info.
Short term (already here): travel crew will follow mobile and social innovations
1. Mobile devices as work instruments
British Airways arms crew with iPads to help
with on-board customer service.
Personalized interaction with passengers is made possible due to social profile info.
Alaska Airlines dumps paper flight manuals.
3. Ecological and economical change
Till now man has been up against Nature; from now on he will be up against his own nature. - Dennis Gabor
RISKS:
Economic turmoil
CO² emission increase
Rising fuel & energy costs
Security threats
1. Long-distance travel for pleasure will decline.
→ City trips & weekend breaks on the rise.
Global change impacts how we travel:
4. A changed business mindset
80% of companies believe they deliver
a superior customer experience,
but only 8% of their customers agree.
- Bain & Company
1. Find out your customers’ expectations
2. Fulfill their needs in context and on-demand
3. Go beyond expectations (under promise, over-deliver)
Business goals Human goals VALUE
offering
delivery
Return on Investment
Return on Interest
Customer-centricity is key
Service design model, Stefan Moritz
Be there when they need you.. (every touchpoint)!
Random acts of kindness: Surprise people, and make it part of your company culture.
KLM surprised people checking in with Foursquare at the airport with a small gift based on their interest.
Great! ..but make it a MINDSET, not a campaign!
Prepare your company. Tell a story.
This is NOT about technology!
People will pay the equivalent of whatever amount
generates an incremental number of
units of personal satisfaction.
Changing organizational model:
The flexible company. Corporate infrastructure and processes
need to be flexible to easily & rapidly adapt to the changed
environment. A people-oriented organization will be best prepared
for the future of travel.
mobile
LBS
peers
always-on
Social media
Econ. changes
Eco. changes
FEAR CHANGE?
.. you're going to like irrelevancy even less!