10 tips to survive in the future of the travel sector
TRANSCRIPT
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10 TIPS ON THE DIGITAL CUSTOMERS IMPACT ON THE FUTURE OF THE TRAVEL SECTOR
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Social me Marco Ryan
Chief Innovation Officer Thomas Cook Group
@marcoryan
www.marcoryan.com
marcoryan4766
http://de.linkedin.com/in/marcoryan/
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FOCUS ON THE CUSTOMER EXPERIENCE
Beware of the anarchy of the digital customer.
They care less about brands and more about experiences.
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Delta Airlines
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CUSTOMERS EXPECT A SEEMLESS EXPERIENCE ACROSS THE LIFECYCLE
“Invert” the customer lifecycle so that you understand it from what the customer experiences and not what you want to deliver
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ENGAGE YOUR CUSTOMERS ON SOCIAL MEDIA
The Digital customer is part of the sharing economy. You need to be part of that conversation and it begins with listening.
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Marriot Hotel
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Hyatt Hotels
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Thomas Cook
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ACCEPT THAT DISRUPTED TOURISM IS ALREADY HERE
Look for disruptive opportunities outside your core business to extend yourself along the customer journey
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KLM UBERKLM and UBER
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BE SELECTIVELY BRILLIANT
You cannot be brilliant at everything, but you must be brilliant at your core business or service proposition
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HotelTonight
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AirBnB
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SUCCESS IS CHOOSING THE RIGHT DIGITAL PARTNER
Find a partner with a strong digital vision and one that will help you be brilliant in your area of focus
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Choose right partner exampleSalesForce & Chatter
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Thomas Cook
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FOCUS ON VALUE NOT JUST ON PRICE
Digital customers looks for value not always price. Think about how you package, how you cross-‐sell, upsell and how you reward.
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Focus on value not price exampleAirBnB
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DIFFERENTIATE THROUGH INNOVATION
Innovation is not just about technology, but about how compelling experiences change behaviour or need
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Innovation exampleStarwood
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Google glass
Starwood
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Was sind die nächsten Schritte? Virtuelle Realität!
Thomas Cook
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GET TO GRIPS WITH THE TECHNOLOGY
For your customers and your employees, Mobility, and the technology that supports it, is a hygiene factor. Are you ready?
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Sharing exampleBritish Airways
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BE PART OF THE SHARING ECONOMY
Your customers are always online, always connected, consuming, creating and sharing content and opinion. Are you?
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Sharing exampleAxel Springer & bild.de
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TripAdvisor
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Keep calm
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Social me Marco Ryan
Chief Innovation Officer Thomas Cook Group
@marcoryan
www.marcoryan.com
marcoryan4766
http://de.linkedin.com/in/marcoryan/