Robert Phillips - The Future of Tourism in the Digital Era

Agenda Bahia - The Future of Tourism in the Digital Era

AgendaBahiaDigitalWorldinTourism

TheFutureofTourismintheDigitalEra

20/09/2016RobertPhillips


Context


5PhasesofTravel




OTA’s – OnlineTravel Agencies



Priceline GroupUS$55.5 billion gross

Bookings in 2015

Expedia GroupUS$60.83 billion gross

Bookings in 2015




OTA’s x Airlines

• Inlastfewyearstheyconsolidatedtheironlineservices• TheyofferUserInterfaceswitheverythingatravelmightneed• Buyingflightsonlinehasbecomeacommodity• UsersuseOTAstocomparepricing,howevertheyarebookingthe

reservationonairlinewebsites


OTA’s x Hotels


OTA’s x Hotels


• TheHumanTouchisirreplaceable

• Contrarytopublicperceptionstechnologycannotsubstitutehumancustomerservicefortravelplanning, destinationknowledgeandespeciallyforsensitiveitemslikewhensomething goeswrong

• Technology willhelpautomatetheheavywork,butconsumersstillprefertheattentionfromatravelprofessional

Source:AmexTravelFutureTrends7-9-15

OTA’s x Agencies


OTA’s x Agencies

Vídeo1(2:05)- https://www.youtube.com/watch?v=ilFMZYfA4NI


• OTAshavebeenaround foralmost20years– weshouldnottreatthemassomething new

• Expedia opened in1996andPricelinein 1997

• Forbespublished ”HowTheInternetCreatedTheSuperstarTravelAgent”

• “TravelAgents”arebecoming“TravelSpecialistsandTravelConsultants”

• Theinternethaschangedthewayatravelagentworks

• TravelAgenciesneedtobecomeyoungerandmorecreative,iftheyaregoing tosurvive

• EntersthenewIndependent TravelAgent

• Personalizationisthenewfrontierintravelservice

OTA’s x Agencies


• ToomuchInformation– ToomanyChoices– “clickfatigue”

• AgreatUserInterfacecannotofferthesenseofsecuritythatatravelagenthistoricallybringstothetable

• Reasontotravelwithatraditionaltravelagent:• ”knowledgeofdestinations”• “capacitytoreducecomplicationsinthereservationsprocess”• “capacitytooffer thatextralevelofservicewithsomething goeswrong”• “theexperiencetohelpbookatripbetterthanIwouldonmyown”• “moreconfidenceintheirrecommendations”

Source:MMGYGlobal’s 2015PortraitofAmericanTravelers

OTA’s x Agencies


• Re-inventyourselves• Diveintotheinternetanditstools

- GoogleMyBusiness- Website– SEO– SEM- SocialNetwork– Facebook- ShareandCommunicatewithyourclientsandtheirComments- WorkyourReviews- OfferPersonalizedServices

• Hotels- FacilitateOnlineReservations- FacilitateReservationChangesandCancelations- HaveaFidelitySystem- Websiteswherecustomerswillwanttobook (Value>OTAs)

• TravelAgencies- OfferPersonalizedServiceswherevaluetoclient>OTA- FacilitateCommunicationswithCustomers- Demonstrateknowledgeandsecurity– beconsultants

HotelsandAgencies


OTA’s x Agencies

Vídeo2(3:20)- https://www.youtube.com/watch?v=Z-gyJ5Yv0vk


AgendaBahiaDigitalWorldinTourism

TheFutureofTourismintheDigitalEra

THANKYOU

RobertPhillips


• www.wttc.org• www.wto.org• www.travel.americanexpress.com• www.expediainc.com• www.pricelinegroup.com• GoogleTravel

Sources


OTA’s x Agencies

ExtraVideo (2:05)- http://www.cosmos.com/