Technology in tourism

The Global Hospitality Trends 

Hotel Occupancy & Daily Room Rates By Region

Global Hotel Industry Revenue

2008-2016

Predicted Hotel Business Trends

PREDICTED HOTEL TECHNOLOGY TRENDS

Software as a Service(SAAS) will be the New Norm

BLEISURE IS NEW BUZZWORD

 IOT Internet of Things technology

Sensor that measured UV risk at its specific location and advised when to reapply sun-screen; imagine this sensor embedded into a hotel pool chair

WIRELESS CHARGING

• Already 41% of properties offer in-room charging stations, but charging is going wireless, such as Kube Systems (www.kubesystems.com) chargers using the Qi standard in 29 Marriott lobbies.

• The next generation is longer-range wireless charging such as TechNovator’s (www.technovator.co) XE, which uses resonant electromagnetic fields to charge multiple phones with special cases up to 17 feet away.

ROBOTICS, SCANNERS, YOBOTS• Savioke (www.savioke.com) was named first runner-up “Most

Innovative Hospitality Technology” at Relay autonomously delivers amenities to guest rooms, and the technology is already being used at select Aloft Hotels (www.aloft.com).

• Hilton Worldwide (www.hiltonworldwide.com) has teamed with IBM (www.ibm.com) to pilot its robot concierge, “Connie.” Connie uses cognitive technology to process information as it interacts with guests, enabling it to adapt and improve recommendations as it learns.

• Infrared scanners are now also used to minimise disruptions relating to housekeeping (which is a common complaint from customers).

Henn- Na Hotel in Japan – First Hotel to have most robot staff

• Aloft Cupertino, has a robot butler called Botlr that is able to move between the various floors of the hotel in order to take items such as toothbrushes, chargers and snacks to guests.

Stepping into the Future INTERACTIVE WALLS

• Using a variety of technology including motion detectors, projectors and 3D cameras, the firm created a “living” wall that will interact with guests and respond to their movement

• Renaissance NY Midtown hotel in New York. Users get information from the tourism portal about things to do around New York City by pointing at different screens and categories.

Are you catering to the digital traveller?

We don’t shop in the same malls.. 

The Foundation

New rules of the Game1. ‘Game-changing’ approach to loyalty programmes - recognition

to reward is preferred and a direct emotional appeal and the need to feel ‘special’ can drive loyalty

2. Understand different generational needs - Boomers are a key segment hence should be targeted with ‘experiential’ life-enhancing products, designed to appeal to their ‘forever young’ attitudes

3. Embrace the influence of social media - Engage consumers to build awareness and community, increase web traffic and search rankings, and draws potential new guests

4. Increasing use of mobile smart phone technology – This will enable to create a greater degree of loyalty, by ensuring the services fit the quick response needs of today’s ‘on-the-move’ consumer

5. Investing in talent management – Develop innovative talent programmes and re-design operating models to effectively execute the talent strategy

6. 360-degree view of sustainability - Develop an environmentally responsible brand as price, quality, brand and convenience will continue to drive consumer spending, but sustainability will increasingly be part of the decision-making process

New rules of the Game7. Upgrade to ‘self-healing’ technology - Develop better

integrated IT systems and shared services8. R&D focus - Develop and invest in research and

development for staying ahead of the consumer’s needs and desires

9. Reinforcing data security - Organisation has to take all the necessary safeguards to protect guests and the reputation of the brand

10.Yield management tools will improve cost management – Implement cost management systems driven by Artificial Intelligence-based technology

11.Crisis Management ‘Prepare for the Black Swan’ - Reconfigure each crisis as an opportunity to reinforce brand values and enhance the consumer relationship

The hospitality industry

The value of brand to the consumer, the growth in emerging markets, the importance of consumer-facing technology and the sourcing, development and retention of human capital have helped shape the hospitality industry over the past five years. These, along with the growing importance of the sustainability agenda and exogenous events and cycles are the key trends that will define success in the market place . Our report explores in detail these key trends, which impact both the hospitality industry, as well as the other sectors which make up the wider travel experience.

57%

Source: Strangeloop

Slow = Less Money!

1 second delay

$ 1.6B annually

Source: Strangeloop

How much money?

Registration FrustrationMay leave when asked to create an account

Have >5 unique passwords

Dislike the idea of creating a new password

Use ‘Forgot Password’ at least once a month

Have lied on the form

Prefer social login

Forget Flash.. 

Within 10-20 sec consumers have made up their mind about a particular website

Do you want 7-15 sec to be used waiting for your expensive flash to load?

Oh, shiny! It moves! It has action! I must

love it!

Focus on the product 

Whitespace

Content is KING

Content

The Future is Visual

The Digital Traveller

Source: Google Travel Study, May 2012, Ipsos MediaCT

Nearly 2/3 reserve hotels online

The main source to plan a trip?

Source: The Traveler’s Road to Decision, Google and Ipsos MediCT July 2012

Comparison Shopping

Source: Google Travel Study, May 2012, Ipsos MediaCT

Video in Travel

Source: Google Travel Study, April-May 2012, Ipsos MediaCT

Video in Travel Planning

Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT. July 2012

Video Optimization

60 sec = 1.8mln

76% = X presence

90% of traffic by 2015

x 53 better rankings

0:48 site vs. 5:50 video

400% ↑ conversions

4 billion

3.5 billion

Mobile First

Source: Google Travel Study, May 2012, Ipsos MediaCT

The Mobile Business Traveller

95% of smartphone users conduct restaurant searches | 90% convert within 1 day

64% convert within 1hr | ‘Restaurants’ is the best converting category in local mobile search

F&B Trends

Mobile Site vs. Mobile App

Source: Google Travel Study, May 2012, Ipsos MediaCT

Loyal Customers

Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT. July 2012.

IT & Digital Marketing

Predicted Hotel Marketing Trends

More Investment

• World’s largest hotel with 10,000 rooms, 70 restaurants to open in Mecca by 2017

• According to reports, the Abraj Kudai hotel - the world's largest by room count - in Saudi Arabia will open in 2017.

Where does IT sit in DM ?

MARK ERIT

Digital Media Landscape

Bought

Media

Owned

Media

Earned

Media

WebsiteDatabaseCRMSponsored EventsCorporate Social MediaMobile AppsContent SEO

Display AdvertisingPPCAffiliatesSocial AdsInteractive TVVideoDigital RadioDigital Posters

NewsReviewsOnline PRSocial MediaVideoBlogsMobile

The Digital Mix

Website

SEO

PPC Social Media

Display

Email

Mobile Affiliates

Corporate transparency

Regulatory considerations

Global outsourcing

Privacy considerations

Customer collaboration

ROI accountability

Growth market opportunities

Decreasing brand loyalty

Financial constraints

Shifting consumer demographics

Channel and device choices

Social media

Data explosion

0% 10% 20% 30% 40% 50% 60% 70% 80%

Marketing challenges reported by CMOs

Key Challenges

Social Media

Source: Discover Digital Arabica

Social Media

Source: Discover Digital Arabica

Social Media Engagement is Driving Consumer Purchasing Power

Source: Discover Digital Arabica

What’s the right Digital Marketing “Mix” for your business and for your target audience?

Which channels to choose?

Start with your customers and work backwards

Follow your customer..

Remember.. ..

Lack of direction, not lack of time,

is the problem, We all have twenty-four hour

days Zig Ziglar

“ “

THANK YOU