rohit talwar - convention 2020 and hotels 2020 - copenhagen 09 06 11

Competing for Tomorrow

Copenhagen Copenhagen June 9th 2011

Rohit Talwar

CEO – Fast Future

rohit@fastfuture.com

www.fastfuture.com

www.convention-2020.com

• Global strategic foresight study to help the meetings industry prepare for

the decade ahead - Industry-wide sponsors

• Multiple outputs Nov 2009 – December 2011

• Current studies on future strategies for venues and destinations

Convention 2020

Hotels 2020: Beyond Segmentation Objectives

• Identify change drivers and key success characteristics for the globally branded hotel sector over the next decade

• Examine the implications for:

– Hotel strategy

– Brand portfolio

– Business models

– Customer targeting

– Innovation

Ambitious Tourism Goals

Outstanding Natural Heritage

So where are the Opportunities?

Community Engagement -Aruba

City Regeneration - Malmo

City Branding - Berlin

Partner and Be Magnetic

Create Tolerance of Uncertainty

http://2.bp.blogspot.com/_MuWNJtJ8XS4/RwrvXTT4e4I/AAAAAAAABJc/pMnDJx06ZQA/s400/DuaneMichels.Uncertainty88.jpg

Using Social Media

Tourism Co-creation

Business Events

Museum Partnerships

Cultural Events

Art Exhibits

Gourmet Experiences

Distinctive Experiences

Agri-Tourism –

25% Income boost to Farmers

What Could we do Tomorrow?

What key trends

and changing client

priorities are you

seeing in your

business?

Image source: gastro2009.org

Growth is not Guaranteed,

Image source: Piper Report

The Market is Very Competitive. ..

,Thinking is Back in Fashion

Image source: Einstein.yu.edu

Demographic Destinies 2 billion more people in 40 years –

Demographics is Driving Economics

1998

448 691 5231739

344

1998

729

4157

1030

585

Source : United Nations2010 2050

Generational Diversity Lifespans are Increasing

Developed economy ‘under

50’s’ have 90% chance of living

to 100.

Aubrey de Grey suggests we Aubrey de Grey suggests we

could live to 500 or 1000

What are the implications for

event design?

What kind of opportunities will

be created?

Image source: ted.com

Business Model / ROI Innovation

Free or FantasticImage source: eholidayindia.com

What I Want – When I Want

Image sources L-R: blog.core-ed.net / neonpunch.com / geek.com

Barriers to EffectivenessWhat do you consider are the biggest problems today that stop conferences and

exhibitions from being fully effective?

697 respondents (03/10)30

No. of Respondents

Factors influencing the decision to attend in 2020 (03/10)

% of Respondents

Imagine your life in 2020, what are the factors that would encourage you to attend

live events such as conferences and exhibitions?

31

Less but Bigger?By 2020, compared to today, I expect there to be fewer but larger

conferences and exhibitions covering wide topics, industry

sectors, or "communities of interest" - with less choice of which events to

attend, but much more choice within the events themselves.

1085 respondents32

Image source: Qatar National Convention Centre

More, Smaller and Specialized?By 2020, compared to today, I expect there to be a greater choice of many

more smaller, highly specialized conferences, exhibitions and meetings -

there will be much more competition from events wanting me to attend.

1090 respondents33

Image source: imageshack.us

Event Design Priorities 2011

Increase networking

opportunities

Extend use of social media

around an event

Retain existing sponsors and

exhibitors

Image sources: gadgetheat.com / lab.77agency.com / everyjoe.com

Association Event Priorities 2011

Demonstrate event benefits to

potential delegates

Differentiate events in the

face of increased competition

Identify benefits / proof of value for

sponsors and exhibitors

Image sources: expertaccess.cincom.com / michael.hightechproductmanagement.com

Event Management Strategies 2015

Stronger focus on

personalization and maximizing

individual learning

Greater focus on capturing

the knowledge generated at

an event

Increased emphasis on the overall ‘meeting architecture’ to ensure delivery

against objectives

Image sources: gadgetheat.com / msnbcmedia2.msn.com / simonblog.com

Alternative Event Business Models 2015

All sessions available on a pay per view

basis after the event

Sponsorship based on level of interest or actual

business generated

Presentations streamed live to

the web

Image sources: telepresenceoptions.com / addmetocart.com / skylinetradeshowtips.com

Venue Priorities 2011

38

Provide free

broadband

wireless access

Create lower

cost operating

models

More flexible

service offerings to

meet customer

demand

Image sources: trustedreviews.com / berlin-airport.de / freshminds.co.uk

Venue Strategies 2015

39

Offer full AV

package

Offer a full

meeting planning

service to help

attract events

Full e-solution

to event

organisers

Image sources: telepresenceoptions.com / gmwda.gov.uk / bp.com

Venue Business Models 2015

40

Outsource management to

third party specialists

Grow leisure and retail to

diversify revenues

Create new events alone

or with partners

Image sources: businessweek.com / wcafamily.com

Destination Priorities 2011

41

Use web /social

media more to

promote the

destination

Find differentiators

in the face of

intense

competition

Prioritise key

events, industries

and associations

to target

Image sources: lab.77agency.com / michael.hightechproductmanagement.com / 4.bp.blogspot.com

Destination Strategies 2015

Show ROI for event

owners/delegates

Show longer term contribution

to economic development

More extensive

data mining

Image sources: skylinetradeshowtips.com / dirtcheapgeo.com / backtothefuturetrading.com

Event Agency Priorities 2011

Attract new customers

Maintain the existing customer

base

Maximize delegate

satisfaction

Image sources: successpropublications.com / 1stwebdesigner.com / philipgraves.net

Event Agency Strategies 2015

Develop solutions

which help clients

capture and re-use

the knowledge

generated at

events

Look more like

management

consultancies –

providing a range of

additional consulting

and research services

Focus on

developing a deep

understanding of

client business

strategies and

prioritiesImage sources: images8.cpcache.com / sairamenterprise.com / technicalmanagementinstitute.com

What key trends

and changing client

priorities are you

seeing in your

business?

Image source: gastro2009.org

Event Innovation –

What are your best examples?

Sydney VividJoined up Thinking

Adelaide Convention CentreCreating Experiences

http://www.borev.net/imf.jpg

Image source: Adelaide Convention Centre

Global Franchise - TED

http://www.borev.net/imf.jpgImage source: blog.sustainable.org

Personal and Immersive e.g. Globe Forum Silent Conference

Image source: sustainablecitiesnet.com

Event Camp Twin CitiesThe Audience are the Event

http://www.borev.net/imf.jpgImage source: ready2spark.com

Embrace Collaboration –Design e.g LIFT

http://www.borev.net/imf.jpgImage sources: ldailymotion.com / liftconference.com

Embrace Collaboration –Events e.g Gastro

http://www.borev.net/imf.jpgImage source: gastro2009.org

Food Service Network Total Immersion

Image source: foodservicenetwork.nl

PCMA Learning Lounge

Image source: jeffhurtblog.com

Innotown – Simple and Slow

Image source: innotown.com

Trade Show Innovation

• Routes /

Network

• Health Industry • Health Industry

Distributors

• United Food

Processors

Image source: Imex

Food Inspiration - 1 Reinventing the Trade Show

Image sources: lovelovemodo.comlisstree.com / thechefalliance.com

Food Inspiration - 2 Pop-up Events

Image source: Foodreflection.nl / sre.nl

Convention 2020 - Conclusions

• Demand will hold up

• Innovation required in

formats, business models,

capability and technologycapability and technology

• Focus on ‘enabling business’

• Personalisation is key

• ‘Total sustainability’ agenda

Image sources: mrcheckout.net / topboxdesign.com

Next Steps – June – Dec 2011

• Venue Strategies

• Destination StrategiesStrategies

• Technology Timeline

• Association Events

• Corporate Events

Next Steps – How Can You Get Involved?

• Future Reports – Give us Feedback

• Take part in Pulse Surveys

• Contribute Expert Papers

• Run / Host a Workshop / Survey

• Student Essay Competition• Student Essay Competition

• Suggest Research Topics - tell us what you’d like to see I

• Ask about the sponsorship benefits

rohit@fastfuture.com www.convention-2020.com

Hotels 2020Strategies and Service in

an Era of Change and

Personalisation Personalisation

Hotels 2020 – Objectives

• Identify key drivers of change

for the globally branded hotel

sector over the next decade

• Examine the implications for:

� Hotel strategy � Hotel strategy

� Brand portfolio

� Business models

� Customer targeting

� Innovation

Hotels 2020 – Research Methods

• Expert Interviews

• Desk Research

• Global Survey• Global Survey

• Workshops (Delhi, Dubai)

Traveller Behaviours

• Too Busy To Care

• Complex Lives,

Pressurised Finances

• Craving Simplicity

• Wealthy and Hard to Please

• By 2020, Asian consumers

could account for over 40%

of global middle class

consumption

• By 2014 female wealth

Tomorrow’s Traveler –Spending Patterns

• By 2014 female wealth

could reach $18 trillion

• Females could control 70%

of global consumer

spending

• Number of mobile subscribers

could rise from 4Bn to 5Bn

2009-2015

• Mobile data traffic to rise 300-

fold by 2015 (Nokia).

Tomorrow’s Traveler – Technology

fold by 2015 (Nokia).

• By 2020 the range and nature

of interaction technologies /

customer ‘touch points’ will

expand dramatically.

• ‘Go nowhere’ gamers

• Personal genetic profiles

Sustainability

Environmental considerations will play an increasing role in the choice of business and leisure hotels. 606 Respondents

Crowne Plaza Copenhagen Towers –Solar Power, Geothermal Well, Eco-rooms

Hotels will increasingly consider factors such as cost of servicing, level of spend and average length of stay when targeting potential customers

in different geographic markets

593 Respondents

39

58

30

0

10

20

30

40

50

60

70

Strongly agree Agree Disagree Strongly disagree

Hotel Categorization may Need to Evolve to Focus More on Service Than Facilities

Traveler motivations will become increasingly fragmented and diverse and harder to segment into clearly definable customer groupings

604 Respondents

Hotel guests will expect their stay to be personalized around a set of choices they make at the time of

booking or prior to arrival

42

50

7

1

0

10

20

30

40

50

60

Strongly agree Agree Disagree Strongly disagree602 Respondents

The Emergence of Personalized Service Spectrums

86% agreed that by 2020,

personalization will have been

embraced wholeheartedly by

the sector and that ‘customers

will have the ability to choose

the size of room, type of bed,

amenities, audio-visual

facilities, business equipment,

etc. on booking and pay

accordingly’.

Hotels will need to develop strong social media 'listening skills' to understand how customer needs and perceptions of brands and service quality are truly evolving and to develop service propositions, marketing messages, and pricing solutions that reflect the needs of an increasingly

diverse customer base.

54

42

4

00

10

20

30

40

50

60

Strongly agree Agree Disagree Strongly disagree597 Respondents

Technology and Connectivity DriversHotels will increasingly look to new technologies to

drastically increase efficiency, reduce costs, personalise the customer experience and improve service.

605 Respondents

54

41

41

0

10

20

30

40

50

60

Strongly agree Agree Disagree Strongly disagree

Hotel Technology Development Roadmap to 2020

Widespread Now Widespread by 2015 Widespread by 2020

Relationship Management1.67 billion web users

Rise of social meeting

Travel planning

Tablet computers

Wireless broadband

Virtual Travel

Dominance of online bookings

Evolution of Customer

Relationship Management

(CRM)

High bandwidth wireless

broadband

Speech Recognition and

5 billion web users

Intelligent Agents / Software

Assistant

Semantic Web

Intelligent Web

Immersive Web (Use of web

technology to deliver Speech Recognition and

Language Translation in daily

use

technology to deliver

sensation, experience and

emotion)

Personal Technology

Augmented Reality (figure 3) Explosion Of Personal Display

Devices

Mind Control Headsets (figure

4)

4G Phones

Intelligent Interfaces

5G Phones

Gesture Interfaces (figure 5)

Heads Up Displays (figure 6)

Hotel Technology Development Roadmap to 2020

Widespread Now Widespread by 2015 Widespread by 2020

Guestroom Functionality

Centralized and

personalized control of

media, lighting and

temperature

3D TV

Multimedia Beds

IP Telephony

IPTV

Smartphone Room

4D TV

Sensor-Based Room

Management

Personal Robots

Smartphone Room

Access

In Room Concierge

Meeting Support

Video Conferencing /

Tele-presence

Virtual Meetings And

Hybrid Events

Widespread Now Widespread by 2015 Widespread by 2020

Guest ServicesSelf Service Kiosks

3D Displays

Interactive Displays

Interactive Surfaces

Near Field Communication

(NFC)

Quick-Response (QR) Codes

Touchable Holographs

Haptics Technology (allowing

users to physically ''feel'

virtual objects on a computer)

Hotel Technology Development Roadmap to 2020

Business Operations And Management

Cloud Computing Biometrics (E.G. Voice /

Facial Recognition)

RFID

Data Security Ambient Intelligence

Hybrid Platforms

Monitoring And Surveillance

Knowledge Mining

Predictive Analytics

Sensor Networks

Swarm Intelligence

(Analyzing Group Behavior)

Remote Sensing Security

Crowd Farming

Personalization

By 2020 global hotel groups will increasingly seek to By 2020 global hotel groups will increasingly seek to cover the full spectrum from budget through to cover the full spectrum from budget through to

luxury and heritage propertiesluxury and heritage properties

606 Respondents

Hotel groups and owners may increasingly seek to co-locate different categories of hotel from budget to luxury in a

common location with shared catering and leisure facilities for use by all guests

598 Respondents

By 2020 a new category of co-branded and co-designed ‘signature’ properties will emerge within hotel chain portfolios, providing

differentiation and opening up ancillary revenue stream options

By 2020 a new category of co-branded and co-designed

‘signature’ properties will emerge within hotel chain

portfolios, providing differentiation and opening up ancillary

revenue stream options

590 Respondents

22

57

19

2

0

10

20

30

40

50

60

Strongly agree Agree Disagree Strongly disagree590 Respondents

By 2020 we will see the emergence of a new breed of unbranded hotel group, offering 'white label solutions'- including sophisticated marketing, very high standards of service and advanced technology support while

allowing owners to develop their own brands

595 Respondents

The emergence of invitation-only hotels’ by 2020The emergence of invitation-only hotels’ by 2020

587 Respondents

By 2020 hotels will increasingly experiment with a range of business models

602 Respondents

Hotels will use discount offers to capture a share of pre- and post-trip travel spend e.g. purchase of luggage, clothing,

transportation, insurance, duty free etc.

610 Respondents

Hotels will create their own catalogues of branded amenities, clothing, furniture and decorations

610 Respondents

Hotels will increasingly provide additional business services e.g. translation, access to legal and accounting advice,

secretarial support, company formation, organization of small meetings, etc

610 Respondents

Staff and Service Highly trained staff backed up by technology will be key to delivering

personalized service and experiences

605 Respondents

Hotels 2020 Hotels 2020 –– Key Characteristics of Key Characteristics of

Successful Players in Tomorrow’s WorldSuccessful Players in Tomorrow’s World

1.Deep understanding of an increasingly

geographically, financially, generationally and attitudinally diverse and evolving customer base

• Growth from emerging markets

• Evolving demands of an aging population

• Rising disparity and continued uncertainty in developed economies

• Augmented reality creates digital overlay’s on the ‘real’ world

2. Immersive, tactile and multi-dimensional

technology interfaces

© 2

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world

• 3D projection and gesture interfaces will change how we view and interact with information

• Potential to capture more of total trip spending

3. Continuous search for ancillary revenues

© 2

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• Identification of new streams and merchandising opportunities

96% believe that in the face of intense global competition, the hotel

4. Open, listening, collaborative and experimental

approach to innovation

© 2

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competition, the hotel industry will develop a strong focus on strategy and innovation –adopting approaches such as crowd sourcing and open innovation to generate new ideas.

• Prepare for a range of possible

5. An organization capable of surviving and

thriving in turbulence and uncertainty

possible scenarios

• Tolerance of uncertainty becomes a core competence

Hotels 2020: Conclusion

• The hotel of the future will be a living laboratory– Constant

experimentation and innovation

– Every interaction a potential source of insight and ideas

Hotels 2020 – Beyond Segmentation

Thank YouThank You

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• Profiled by UK’s Independent Newspaper as one of the Top 10

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rohit@fastfuture.com

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