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!