rohit talwar - convention 2020 and hotels 2020 - copenhagen 09 06 11
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Presentation to travel and meetings industry in Copenhagen on innovative travel solutions, Convention 2020 and Hotels 2020TRANSCRIPT
Competing for Tomorrow
Copenhagen Copenhagen June 9th 2011
Rohit Talwar
CEO – Fast Future
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
[email protected] 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
010 A
madeus I
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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
010 A
madeus I
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SA
• 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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