Augmented Reality In Hospitality Olaf Slater - Chief Product Officer Trust International

AGENDA

QUO VADIS, MOBILE?

TECHNOLOGY AS EMOTION CATALYST

TECHNOLOGY AS COMPETITIVE EDGE

Trust – ´The Connecting Company’ for Hotels

Trust Customers Worldwide

AT A CONCERT 1990

AT A CONCERT TODAY

BOOKING ONLINE 2000

BOOKING ONLINE TODAY

WOULD YOU HAVE THOUGHT...?

1 In a recent consumer survey (interviewing travellers at Airports, train stations and online), 69% of the respondents have heard of AR in the tourism context

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Personalization and instant check in – multiple sectors of travel today

TRENDS

Augmented Reality – Mobile Information …at the Airport (“Wayfinding”)

TRENDS

TRENDS

Source: Garner‘s Hype Cycle for Emerging Technologies, August 2013. http://www.gartner.com/doc/code/252762

What is Augmented Reality? TRENDS

What Trends are Driving Adoption? WHAT TRENDS ARE DRIVING ADOPTION?

Is the Technology Mature? IS THE TECHNOLOGY MATURE?

Trust utilizing the same patent protected technology solutions as applied by other industry leaders such as LEGO, BMW, HP, Audi, Ebay and Microsoft

IKEA 2014 Katalog

The sequel to the most successful branded app of 2012 Utilizes next-generation SLAM tracking to place and scale furniture in home, easily and conveniently Influences and educates consumer decision while exclusive to brand, no ugly QR code

http://www.youtube.com/watch?v=vDNzTasuYEw

IKEA CATALOG

LEGO Digital Box (POS)

Installed in all LEGO brand stores worldwide Lets consumers view the virtually constructed and fully animated LEGO product by holding the package up to the DIGITAL BOX Higher brand experience and sales per customer

http://www.youtube.com/watch?v=mUuVvY4c4-A

LEGO DIGITAL BOX (POS)

McDonald‘s McMission App

http://www.youtube.com/watch?v=laIqVPTXT88

MCDONALDS MCMISSION APP

The App provided an inside view into the company’s commitment to sustainability The application is playful while delivering important information “McMission” gives McDonald’s customers an engaging overview about the corporate responsibility report

HOME APPLICATIONS FROM MICROSOFT

Microsoft enters the Augmented Reality game in 2015 – “Hololens”

WOULD YOU HAVE THOUGHT...?

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In a recent consumer survey (interviewing travellers at Airports, train stations and online), 69% of the respondents have heard of AR in the tourism context

For 53% of respondents is the main driver for App purchase or download

curiosity

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LOCATION BASED AR

•Based on GPS, Compass and Gyro (“sensor fusion”)

•Virtual POIs are visible in users camera display

•User used device as monocular glass between the eye and the real world

•POIs can be integrated manually (small scale) or via dynamic Databases (big scale)

•Can be used more or less everywhere

LOCATION BASED AR

•Show digital information about the users real environment in real time

•Professional infrastructure available to include thousands of POIs at the same time

•Standard functionalities – get directions, distance and a map navigation

•Highly dynamic data can react on users behaviour and profile (opening hours, has already booked a future stay, is on property now)

EXAMPLE APPLICATION – HOTEL DIRECTORY

Example

• Instant Image Recognition without QR codes

• Interaction based on user location, previous interaction with Brand / Media type

• Social Sharing / Leveraging Social Graph and user data on device

• Call to action with dynamic content / deeplink

• Bridging media types

Travel Guide Demo Video

EXAMPLE APPLICATION – HOTEL DIRECTORY

WOULD YOU HAVE THOUGHT...?

1

2

In a recent consumer survey (interviewing travellers at Airports, train stations and online), 69% of the respondents have heard of AR in the tourism context

3

For 53% of respondents is the main driver for App purchase or download

willing to download multiple AR Apps as long as no price tag is attached

curiosity

67% N

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PROOF OF CONCEPT APP

Showing examples of how this technology can be leveraged to create an immersive Experience, solve existing guest and hotel challenges and drive customer loyalty.

Across multiple journey phases • Pre Trip (Inspiration, Booking) • Enroute/In Destination (Cross Selling) • On Property (Upselling, Customer

Engagement, Customer Service) • Post Trip (creating User Generated

Content, Customer Feedback, Social Sharing and Gamification aspects)

REMOVING BARRIERS – TECH/CULTURE/LANGUAGE

IMMERSIVE & MEMORABLE – HISTORY & ART

SOCIAL AND EMOTIONAL – SELFIE 2.0

CONTEXT SENSITIVE – LOCATION, DIRECTION, USER

REMOVE CONVERSION BARRIERS – ANY PHASE

UTILIZE EXISTING MEDIA & INTERFACES

UTILIZE EXISTING MEDIA & INTERFACES

WOULD YOU HAVE THOUGHT...?

4 Think AR is only for Think again. 53% over age of 41 want hotel AR app

Gen Y or Z?

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WOULD YOU HAVE THOUGHT...?

4

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Think AR is only for Think again. 53% over age of 41 want hotel AR app

Gen Y or Z?

would install AR app for unique content, interaction and offers 43%

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WOULD YOU HAVE THOUGHT...?

4

5

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Think AR is only for Think again. 53% over age of 41 want hotel AR app

Gen Y or Z?

would install AR app for unique content, interaction and offers 43%

...and for 22% AR would when selecting a hotel

make a difference

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RECOMMENDATIONS Use Cases should:

convey the essence / soul of your property

not put the technology in the forefront

solve a problem that the customer has (or the hotel staff)

be intuitive and engaging, even inspirational

provide value to the customer and/or hotel

be unique to the hotel, regardless of channel the customer came from

cover pre and post stay scenarios (e.g. teleportation & postcard)

RECOMMENDATIONS Technology Provider Should:

understand the context of hospitality and demand generation

integrate with your selling solutions (backend)

have access control over descriptive content and price information

provide patent / indemnification protection for tech used

provide a „self service-able“ solution

= easy and efficient for you to self create, curate and maintain content (both trigger and acetate/overlay information) and be instantly available to all deployed AR solutions (e.g. customer App)

“THE FUTURE IS NOT GOOGLE-ABLE”

William Gibson, Author of “No Maps for These Territories”

“THE FUTURE IS ALREADY HERE...

William Gibson, Author of “No Maps for These Territories”

IT’S JUST NOT EVENLY DISTRIBUTED”

NEW TECHNOLOGIES AS EMOTIONAL CATALYST AND COMPETITIVE EDGE

NEW TECHNOLOGIES AS EMOTIONAL CATALYST

THE STRATEGY?? NEW TECHNOLOGIES

May the future

be with you!