Nunkyworld - Digital Economy & Tourism

Energy

Indu

stria

lCo

mm.

Steam Engine Internal Combustion

Coal Oil Renewables

Printing Press Telephone Social Media

#3IR‐ Third Industrial Revolution

Digital

#3IR  Experience/Recommendation Economy

TechnologyTechnology GlobalizationGlobalization

SocialSocial BusinessesBusinesses

5 Disruptive Forces

That lead us to the ThirdIndustrial Revolution #3IR

Mobile Cloud Big Data IoTWeareablesSelf Service

Green StakeholdersVirtual LifeSocial TechGeo Local

Smart City EmergingSeniors

Y & Z GENs

RecommendationCollaborativeApp EconomyOn Time 

Darwin’s e‐volution

NEW CHALLENGES

NEW OPPORTUNITIES

#3IR (3rd Industrial Revolution)

VALUE

CUSTOMERS

PROCESSES

RESOURCES

REPUTATION

RECOMMENDATION

SPEED

AVAILABILITY

SOCIAL ENVIRONMENT

KNOWLEDGE

DIGITAL TOOLS

GLOBAL MARKET

The Boards of Directors and Executiveshave to adapt to this New Reality

Darwin’s e‐volution

Compañía

Marketing Sales Production R&D IT Finance

Compañía

Marketing

Sales

Finance

Production

Customer Centric Company

1 . Heterogeneous

KPIs

2. Processes

3. Quality

4. Satisfaction

5. Experiences

Degrees of MaturityCustomer Centric Company

Production

Finance

Customers: + digitals + informed + experts…

Recommendation Economy requires to be a C3:Customer Centric Company

Customer value, Fan value

CEM – Customer Journey

Working in the Travel & Tourism Sector…

Social Media &Data

Customer

SMS

Form

Web

Restauration

Parking Lot Management

Customer Service

Web visits

Booking

Sendings & Prints

Shipping

Downloads & Interactions

Email sendings & answers

Concierge

Room Service

Information

HumanInteractions

AutomaticInteractions

Text

Apps

emails

Front Office

Front Desk

Food & Beverage

Parking Lot

CallCenter

Restaurant

SalesSolutions

toAre you listening toVoC?

Voice Of the CustomerElcocuy

CEM – Generations

Each generation have a different way of interacting.

A customer always expects

A destination must add value to tourists

And all other

Medellín

Omnichannel, social media, technology,…

But we must not forget that the relationship isHuman To Human. 

CEM – H2H

Ideas & TrendsIdeas & Trends

48% business & 40% holiday customers share their travel ONLINE

Mobile  Personal Travel Advisor

Augmented Reality Big Data

Wearable Payments

Source: Statistica

374 B$ (2012)

408 B$ (2013)

446 B$ (2014)

483 B$ (2015)

523 B$ (2016)

Planning…

50‐60%  luxury travels are hired online.29% use mobile to find deals33% use socialmedia before booking70% believe that recommendationsinfluenced their choice

During the trip:78% use socialmedia to find restaurant72% upload photos of their holiday tosocial networks70% of Facebook users

share their experience!!

1. Mobile & responsive2. Omnichannel Marketing is not an option but a neccesity3. Millennials, Y & Z Generations4. Content Marketing. Be human, not corporate. Tell a story

and customize.5. Quality Photos with people bring humanity, heart, 

culture, soul,…6. New formats:  Bike Tourism, Multigenerational, 

Bleisure,…7. Video Content is King!!8. Control: Tripadvisor, hotels,

expedia, hotelplanner, bedandbreakfast,kayak, yelp, travel, Yahoo,…

9. Note: Airbnb, Housetrip, Uber, Home Away, Eat With, BookaLokal, iTravel, i Beacon, Hotel Tonight, Hotel Quickly

10. Learn: Hyatt, Loews, Kimpton, Shangri‐La, Four Seasons, Hilton, Mandarin Oriental

10 Tips

If we succeed with the combination and thecontent strategy, campaigns are very efficient.

Here are some...

Special Campaigns

Good Ideas – KLMKLM Surprise

With some little gifts…

More than a million commentsjust in Twitter!!

https://www.youtube.com/watch?v=pqHWAE8GDEk

1• Travelers write on social networks before flying

2• KLM see their hobbies

3• They have a personalized giftwaiting for them after landing!!

Good Ideas– Stella ArtoisLe Bar Guide

We put ourselves in our consumer’s shoes……and add value.

Have you arrived toa new city?

A country you don’tknow?

Does not matter!! With this augmented reality app, you’ll know where your favorite beer is sold… and will

allow you to call a taxi after drinking

Good Ideas – Palm HotelKlout and About

We identify influencers……and show them our best service.

Are you an important client?

Show me!!

Las Vegas Palm Hotel provides additional servicesto customers with

high score on Klout.

Buenas Ideas – HotelsByCity

Jump To The Beat

Do you likebed jumping?

Go for it!!

Buenas Ideas – Queensland

The Best Job In The World

Have you dreamed of living on a paradise?

Send us your resume!

Wanted: island caretaker who wants to share their experiences and adventures in social networks.Payment: 150,000 US$ per year.

Interested?: Send your video application at Tourism Queensland

Less than 2 M US$ budget...Global Media Coverage valued at 165 M US$!!!14.000 video applications from 197 countries

3.000 million people reached!!

We have talked about:

“People will forget what you said, People will forget what you did, 

But people will never forget how youmade them feel”Maya Angelou

“People will forget what you said, People will forget what you did, 

But people will never forget how youmade them feel”Maya Angelou

Abel Linares [email protected]/in/abellinares

Training presentation held on January 26, 2015 at theThe Heroes Club headquarters in Madrid before aTravel & Tourism Trade Mission from Procolombia.

Resources used:•Our thanks to Pixabay and all its users for thegraphic resources.•Campaigns’ images and logos of KLM, Stella Artois,Palm Hotel and HotelsByCity, owned by therespective companies.•Logos of the companies from the Travel & TourismTrade Mission, property of their respective owners.