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Rohit Talwar - Future of Travel: Norwegian Tourism 16/04/13

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The Future of Norwegian Tourism Rohit Talwar - CEO Fast Future Innovation Norway Oslo April 16 th 2013 [email protected] www.fastfuture.com
Transcript

The Future of Norwegian Tourism

Rohit Talwar - CEO – Fast Future

Innovation Norway

Oslo – April 16th 2013

[email protected] www.fastfuture.com

‘Future Proofed’ Organisations

Work on 3 Horizons in Parallel

4-10+ Years

Creating

the Future

1-12 Months

Operational

Excellence

1-3 Years

Drive for

Growth

The World in 2020

Markets - Demographic Destinies 2 billion more people in 40 years –

Demographics is Driving Economics

1998

448 691

729

5231

4216

740

1051

346

596

Source : United Nations 2011 2050

• By 2020, Asian consumers

could account for over 40%

of global middle class

consumption

• By 2030 Asian consumer

spending could hit $32

trillion

• By 2014 female wealth

could reach $18 trillion

• Females could control 70%

of global consumer

spending

Global Trends e.g. Tomorrow’s Traveler –

Spending Patterns

Multi-Generational Holidays

Traveller Mindsets

Too Busy To Care

Complex Lives, Pressurised

Finances

Craving Simplicity

Wealthy and Hard to Please

Datasexuals

Traveler motivations will become increasingly fragmented and diverse

and harder to segment into clearly definable customer groupings

604 Respondents

The Emergence of Personalized Service Spectrums

86% agreed that by 2020,

personalization will have been

embraced wholeheartedly by

the sector and that ‘customers

will have the ability to choose

the size of room, type of bed,

amenities, audio-visual

facilities, business equipment,

etc. on booking and pay

accordingly’.

Speed of Execution

e.g. Ultra-Quick Construction

3D Booking

Digital Wallpaper

Living the Dream

• Prosperous mixed economy

• Wealth of natural resources

- petroleum, hydropower,

fish, forests, and minerals

• Major exporter largest

natural gas (2) and oil (7)

• ~$40K GDP per capita

($57K at PPP)

• Low unemployment (<4.0)

• Stable population forecasts

• Sustainable GDP growth

forecasts (~2.0% to 2030)

• Net Exporter

Norway – Stable and Sustainable

15th Competitiveness

3rd Macro Economic

Environment

15th Innovation

An Economic

Leader

... With Strong Enablers

18th Health /

Primary Education

12th Higher Education/

Training

13th Technological

Readiness

Competitiveness and

Innovation Rankings World Economic

Forum – Global

Competitiveness

Report 2012-

2013 Rankings

(out of 144) [1]

INSEAD – Global

Innovation Index

2012 Rankings

(out of 125) [2]

Innovation for

Development

Report 2010-

2011 –

Innovation

Capacity

Rankings

(out of 130) [3]

Switzerland 1 1 2

Singapore 2 3 3

Finland 3 4 4

Sweden 4 2 1

Netherlands 5 6 8

Norway 15 14 12

Travel and Tourism

Competitiveness is Declining

nd

Low Price Competitiveness

th

Tourism Infrastructure

th

Human, Cultural and Natural Resources

Quality of Health and Hygiene

nd

Community Engagement - Aruba

City Branding - Berlin

Sydney ‘Vivid’

Joined up Thinking

Adelaide Convention Centre

Creating Experiences http://www.borev.net/imf.jpg

Image source: Adelaide Convention Centre

Latvian Tourism Marketing

Strategy 2010-2015

• Medical / Wellness

• Business / Conventions

• Sport

• 3 day Latvian folk dance course with

concluding concert and party for

participants.

• 1-week "ecology school" - work

shops, trips, collect and prepare

berries / mushrooms / herbal teas.

• Skiing or fishing under ice in

various water bodies (sea, lakes).

TV Advertising & Programme Sponsorship

A Clear National Strategy for the

Tourism Industry

The Focus is Clear From:

• Nature alone to nature &

culture

• Passive observation to

active participation

• Remote and isolated to

inhabited, approachable

and accessible

Unique selling points:

• Spectacular fjords, coast

and natural phenomena

• Fresh seafood and coastal

specialities

• Nature-based activities

• Thriving coastal culture

Fresh

Freshness, healthy, clean,

unspoilt, refreshing, cool, vital,

alive, crisp, marine

Real

Natural, authentic, genuine,

honest, unpretentious, rough

Adventurous

Surprising, curious, exciting,

active, undiscovered, varied

Open-minded

Open, liberal, informal, direct,

egalitarian

Strategic Opportunities

Opportunities

Digital Innovation is Important

Touch Screen

Maps Vilnius Touring

Tablets

Best Connected cities in Europe - Vilnius (1st), Kaunas (2nd)

Vilnius – Fastest internet worldwide

Business Events is one way to

Reduce Seasonality

But the Meetings Industry is Changing –

The Focus is on the Experience ‘Beyond Tourism’

Integrated Inward Investment and

Convention Bureaus are Emerging

Growing Asian Arrivals

Promote What you Have

e.g. The Sami People / North Cape

Integrate Offers with Scandinavian and Baltic States

Unique History –

e.g. Bryggen in Bergen

Natural Heritage e.g. Sognefjord

/Naeroyfjord

Waterfalls

Highlight Local Cuisine

Unique Experieinces

e.g. Tromsø- ‘Paris of the North’

Kirkenes Snow Hotel

Leverage Cultural Assets

e.g. Bergen International Festival

Molde International Jazz Festival

/ Holmenkollen Ski Festival

Vigeland Sculpture Park

Norway Petroleum Museum

Leverage the Cruise Opportunity

Pursue Awards e.g. Destination Røros

Build Industry Capability

Innovation - Low Cost Marketing

Learn to Love Social Media!!!

Drive Green and Sustainable Practices

Out of 9 critical boundaries, we have transgressed 3:

biodiversity, nitrogen cycle and climate change

Sustainability

Environmental considerations will play an increasing role in

the choice of business and leisure hotels. 606 Respondents

Crowne Plaza Copenhagen Towers – Solar Power, Geothermal Well, Eco-rooms

Stand out from the Crowd –

e.g. Don’t Make Me Get the Tank

Partner and Be Magnetic

• All to Play for

• Think Partnership

• Curiosity and Magnetism

are Key

• Experiment

Conclusion

Designing Your Future


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