Date post: | 24-Jan-2017 |
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The Global Hospitality Trends
Hotel Occupancy & Daily Room Rates By Region
Global Hotel Industry Revenue
2008-2016
Predicted Hotel Business Trends
PREDICTED HOTEL TECHNOLOGY TRENDS
Software as a Service(SAAS) will be the New Norm
BLEISURE IS NEW BUZZWORD
IOT Internet of Things technology
Sensor that measured UV risk at its specific location and advised when to reapply sun-screen; imagine this sensor embedded into a hotel pool chair
WIRELESS CHARGING
• Already 41% of properties offer in-room charging stations, but charging is going wireless, such as Kube Systems (www.kubesystems.com) chargers using the Qi standard in 29 Marriott lobbies.
• The next generation is longer-range wireless charging such as TechNovator’s (www.technovator.co) XE, which uses resonant electromagnetic fields to charge multiple phones with special cases up to 17 feet away.
ROBOTICS, SCANNERS, YOBOTS• Savioke (www.savioke.com) was named first runner-up “Most
Innovative Hospitality Technology” at Relay autonomously delivers amenities to guest rooms, and the technology is already being used at select Aloft Hotels (www.aloft.com).
• Hilton Worldwide (www.hiltonworldwide.com) has teamed with IBM (www.ibm.com) to pilot its robot concierge, “Connie.” Connie uses cognitive technology to process information as it interacts with guests, enabling it to adapt and improve recommendations as it learns.
• Infrared scanners are now also used to minimise disruptions relating to housekeeping (which is a common complaint from customers).
Henn- Na Hotel in Japan – First Hotel to have most robot staff
• Aloft Cupertino, has a robot butler called Botlr that is able to move between the various floors of the hotel in order to take items such as toothbrushes, chargers and snacks to guests.
Stepping into the Future INTERACTIVE WALLS
• Using a variety of technology including motion detectors, projectors and 3D cameras, the firm created a “living” wall that will interact with guests and respond to their movement
• Renaissance NY Midtown hotel in New York. Users get information from the tourism portal about things to do around New York City by pointing at different screens and categories.
Are you catering to the digital traveller?
We don’t shop in the same malls..
The Foundation
New rules of the Game1. ‘Game-changing’ approach to loyalty programmes - recognition
to reward is preferred and a direct emotional appeal and the need to feel ‘special’ can drive loyalty
2. Understand different generational needs - Boomers are a key segment hence should be targeted with ‘experiential’ life-enhancing products, designed to appeal to their ‘forever young’ attitudes
3. Embrace the influence of social media - Engage consumers to build awareness and community, increase web traffic and search rankings, and draws potential new guests
4. Increasing use of mobile smart phone technology – This will enable to create a greater degree of loyalty, by ensuring the services fit the quick response needs of today’s ‘on-the-move’ consumer
5. Investing in talent management – Develop innovative talent programmes and re-design operating models to effectively execute the talent strategy
6. 360-degree view of sustainability - Develop an environmentally responsible brand as price, quality, brand and convenience will continue to drive consumer spending, but sustainability will increasingly be part of the decision-making process
New rules of the Game7. Upgrade to ‘self-healing’ technology - Develop better
integrated IT systems and shared services8. R&D focus - Develop and invest in research and
development for staying ahead of the consumer’s needs and desires
9. Reinforcing data security - Organisation has to take all the necessary safeguards to protect guests and the reputation of the brand
10.Yield management tools will improve cost management – Implement cost management systems driven by Artificial Intelligence-based technology
11.Crisis Management ‘Prepare for the Black Swan’ - Reconfigure each crisis as an opportunity to reinforce brand values and enhance the consumer relationship
The hospitality industry
The value of brand to the consumer, the growth in emerging markets, the importance of consumer-facing technology and the sourcing, development and retention of human capital have helped shape the hospitality industry over the past five years. These, along with the growing importance of the sustainability agenda and exogenous events and cycles are the key trends that will define success in the market place . Our report explores in detail these key trends, which impact both the hospitality industry, as well as the other sectors which make up the wider travel experience.
57%
Source: Strangeloop
Slow = Less Money!
1 second delay
$ 1.6B annually
Source: Strangeloop
How much money?
Registration FrustrationMay leave when asked to create an account
Have >5 unique passwords
Dislike the idea of creating a new password
Use ‘Forgot Password’ at least once a month
Have lied on the form
Prefer social login
Forget Flash..
Within 10-20 sec consumers have made up their mind about a particular website
Do you want 7-15 sec to be used waiting for your expensive flash to load?
Oh, shiny! It moves! It has action! I must
love it!
Focus on the product
Whitespace
Content is KING
Content
The Future is Visual
The Digital Traveller
Source: Google Travel Study, May 2012, Ipsos MediaCT
Nearly 2/3 reserve hotels online
The main source to plan a trip?
Source: The Traveler’s Road to Decision, Google and Ipsos MediCT July 2012
Comparison Shopping
Source: Google Travel Study, May 2012, Ipsos MediaCT
Video in Travel
Source: Google Travel Study, April-May 2012, Ipsos MediaCT
Video in Travel Planning
Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT. July 2012
Video Optimization
60 sec = 1.8mln
76% = X presence
90% of traffic by 2015
x 53 better rankings
0:48 site vs. 5:50 video
400% ↑ conversions
4 billion
3.5 billion
Mobile First
Source: Google Travel Study, May 2012, Ipsos MediaCT
The Mobile Business Traveller
95% of smartphone users conduct restaurant searches | 90% convert within 1 day
64% convert within 1hr | ‘Restaurants’ is the best converting category in local mobile search
F&B Trends
Mobile Site vs. Mobile App
Source: Google Travel Study, May 2012, Ipsos MediaCT
Loyal Customers
Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT. July 2012.
IT & Digital Marketing
Predicted Hotel Marketing Trends
More Investment
• World’s largest hotel with 10,000 rooms, 70 restaurants to open in Mecca by 2017
• According to reports, the Abraj Kudai hotel - the world's largest by room count - in Saudi Arabia will open in 2017.
Where does IT sit in DM ?
MARK ERIT
Digital Media Landscape
Bought
Media
Owned
Media
Earned
Media
WebsiteDatabaseCRMSponsored EventsCorporate Social MediaMobile AppsContent SEO
Display AdvertisingPPCAffiliatesSocial AdsInteractive TVVideoDigital RadioDigital Posters
NewsReviewsOnline PRSocial MediaVideoBlogsMobile
The Digital Mix
Website
SEO
PPC Social Media
Display
Mobile Affiliates
Corporate transparency
Regulatory considerations
Global outsourcing
Privacy considerations
Customer collaboration
ROI accountability
Growth market opportunities
Decreasing brand loyalty
Financial constraints
Shifting consumer demographics
Channel and device choices
Social media
Data explosion
0% 10% 20% 30% 40% 50% 60% 70% 80%
Marketing challenges reported by CMOs
Key Challenges
Social Media
Source: Discover Digital Arabica
Social Media
Source: Discover Digital Arabica
Social Media Engagement is Driving Consumer Purchasing Power
Source: Discover Digital Arabica
What’s the right Digital Marketing “Mix” for your business and for your target audience?
Which channels to choose?
Start with your customers and work backwards
Follow your customer..
Remember.. ..
Lack of direction, not lack of time,
is the problem, We all have twenty-four hour
days Zig Ziglar
“ “
THANK YOU