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Copyright © 2013 CWT
International Conference Digital Enterprise Design & Management
“The Digilution of Business Travel” William El Kaim
Carlson Wagonlit Travel
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Copyright © 2013 CWT
Disclaimer
This presentation is a journey into the digital world through my personal lens.
My work as an innovator means I am used to trying, testing and imagining!
I’m referring sometimes to external sources (links are provided).
http://eventtoons.com/home
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Copyright © 2013 CWT
Plan
Carlson Wagonlit Travel presentation
The three revolutions in the travel industry
« Digilution » of business travel at CWT
The door-to-door revolution
Conclusion
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Carlson Wagonlit Travel
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Copyright © 2013 CWT
A global leader specializing in business travel management
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Our job: moving people from A to B Travel market: $3.9 trillion = 9.2% of world GDP
Half terrestrial, half Virtual Business travel around $0.8 trillion (20%)
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The three revolutions in the travel industry
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By the way …
Raise your hand if you bought your last trip in a bricks-and-
mortar travel agency?
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GDS
Travel Agent
First revolution in travel industry Global Distribution System (GDS)
Semi-Automated Business Research Environment (SABRE) first came online in 1964 with AA and IBM.
In a decade, GDSs enabled the travel agency industry to grow revenue 400% while growing employment by only 20%.
By the late 1990s, Central Reservation Systems (CRS) had evolved into four large companies known as Global Distribution System.
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Second revolution in travel industry Travel Management Companies (TMC) and Online Travel Agents (OTA)
GDS
Travel Agent
TMC/OTA
Internet Search / Compare
Traveler shopping convenience and price “transparency” From 1995 to 2006
Growth with internet … From 361 million internet users in 2000 vs. to almost 2 billion today.
• Starting to create alternative listings of properties (hotel, apartment rental, tour and activities ).
• Booking direct (via API or redirect to web site) or screen-scrapping from metasearch, OTA or suppliers themselves.
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Third Revolution in travel industry Travel 2.0
Web 2.0
Social, Cloud, Mobile
• SOcial LOcal and MObile (SOLOMO) revolution. • Consider the traveler (or client) at the heart • Tackle every (travelers niche needs and their
specific point of views (long tail). • Avoid GDS, avoid travel agents.
New marketing concept born in 2008 that leverages internet, web 2.0, cloud and mobility.
GDS
Travel Agent
TMC/OTA
Internet Search / Compare
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Travel: moving bits and atoms More value of moving bits …
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Digilution of Business Travel at CWT
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The Digilution of business travel
Travel manager centric Cost centric Transaction centric (TRX) Global GDS API Value creation is internal and in closed travel ecosystem (GDS, OBT) Printed documents
Traveler centric and personalized Trip service “a la carte” Real-time context centric Everywhere, + hyperlocal Open API – simple / fast Value creation is internal AND external via dynamic contextual extended ecosystem Digital, mobile, QR code
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The Digilution of business travel
The new digital, networked, real-time society forces us to start thinking and acting as an ecosystem.
Ecosystems are developed using platforms to glue services via API and funds to encourage startups and partners to hook in
Source: PWC, Exploiting the growing value from information 16
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From products to platform
CWT core services
Sovereign IT
API
Auth
Commodity services
CRM, social network, etc.
API
Auth
Connected commerce
ecosystems & related
digital marketing
API Auth
?
Product-As-A-Service Pay as you use
Craftsmanship Created and owned
by CWT Yammer, Oracle CRM, Responsys, Omniture, Covisint, OBT
Digital Platform
omni-channel personalization
advertising social
WorldMate acquisition
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The rise of predictive information through cards
The shift from a world of static reporting (aggregated data on cubes) to a world of predictive and intelligence services (generated value from data in multiple ways) is Now!
Leveraging both data at rest (stored in a database) and data in motion (data stream in real time) is the new normal.
Real Time Data And Algorithm Providing Value Now!
Historical Data Live Data Forecast Data
Ad-hoc advanced analytics or for pro-active information generation through information cards (like Google Now!)
Live Dashboards and Tracking systems like Pre and Post Ticketing, Early compliance and fare check.
Big Data: Data Mining, Reporting, and Benchmarking, Forecasting
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Ecosystem, platform and …
Platform and Cloud
Big Data
Fluid Experience
SoLoMo
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CWT Online – Booking engine for China
Makes booking international travel easier for China-based business travelers.
CWT Online is the only international OBT currently available in China.
CWT Online is powered by TravelSky.
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Hotel reviews Wisdom of crowd
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Enterprise Social Network Boost engagement and flatten hierarchy
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Mobile application CWT To Go
WorldMate was acquired by CWT in late 2012
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Mobile application CWT To Go
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http://www.windowsphone.com/en-us/store/app/cwt-to-go/933a7c39-02bb-4608-9a74-cb9ee5df0c2a
New …
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WorldMate API
https://developers.worldmate.com/home.php 25
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CWT To Go B2B hotel booking
Hotels are booked based on location,
fares, travelers ratings and company
travel policy.
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Carla The virtual assistant
A personal travel assistant, always available … as caring as a mom
“David, your taxi to the Airport arrives in five minutes, do you have your passport and credit cards?”
Being there for you with the relevant interactions at all the key moments of your travel
Helping you plan & book your trip.
Packing your baggage and sorting out the last minute stuff.
Guiding from the destination airport.
Helping during your stay.
Going back home and to the office.
Digital Conversation …
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Natural language processing example with Teneo
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The Door-to-Door Revolution
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Reimagination of everything… now!
Always mobile via door-to-Door
It’s not only about planning at the beginning of the journey
It’s about a fully integrated service which offers real-time intelligence and compliance knowledge at every stage of the trip.
Since people are mobile all the time, the need for door-to-door search raised.
It is the combination of multimodal search + first and last miles information
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New York to Oil Rig
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Houston to Oil Rig – Added Route
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CWT Itinerary
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CWT To Go – door-to-door
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Conclusion
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The Digilution of business travel
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Inventory is abundant, choice is commodity - it’s the customer that’s in short supply!
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Source: Get ready for marketing 2020, Steven Van Belleghen
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http://www.twitter.com/welkaim
Travel 2.0
http://www.netvibes.com/travl20
http://fr.linkedin.com/in/williamelkaim
Blog
http://www.reimagine.fr/
Contact: welkaim@carlsonwagonlit.com
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