The digilution of business travel - "Digital Enterprise Design & Management 2014)

Copyright © 2013 CWT

International Conference Digital Enterprise Design & Management

“The Digilution of Business Travel” William El Kaim

Carlson Wagonlit Travel

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Disclaimer

This presentation is a journey into the digital world through my personal lens.

My work as an innovator means I am used to trying, testing and imagining!

I’m referring sometimes to external sources (links are provided).

http://eventtoons.com/home

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http://eventtoons.com/home


Plan

Carlson Wagonlit Travel presentation

The three revolutions in the travel industry

« Digilution » of business travel at CWT

The door-to-door revolution

Conclusion

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Carlson Wagonlit Travel

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A global leader specializing in business travel management

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Our job: moving people from A to B Travel market: $3.9 trillion = 9.2% of world GDP

Half terrestrial, half Virtual Business travel around $0.8 trillion (20%)

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The three revolutions in the travel industry

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By the way …

Raise your hand if you bought your last trip in a bricks-and-

mortar travel agency?

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GDS

Travel Agent

First revolution in travel industry Global Distribution System (GDS)

Semi-Automated Business Research Environment (SABRE) first came online in 1964 with AA and IBM.

In a decade, GDSs enabled the travel agency industry to grow revenue 400% while growing employment by only 20%.

By the late 1990s, Central Reservation Systems (CRS) had evolved into four large companies known as Global Distribution System.

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Second revolution in travel industry Travel Management Companies (TMC) and Online Travel Agents (OTA)

GDS

Travel Agent

TMC/OTA

Internet Search / Compare

Traveler shopping convenience and price “transparency” From 1995 to 2006

Growth with internet … From 361 million internet users in 2000 vs. to almost 2 billion today.

• Starting to create alternative listings of properties (hotel, apartment rental, tour and activities ).

• Booking direct (via API or redirect to web site) or screen-scrapping from metasearch, OTA or suppliers themselves.

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Third Revolution in travel industry Travel 2.0

Web 2.0

Social, Cloud, Mobile

• SOcial LOcal and MObile (SOLOMO) revolution. • Consider the traveler (or client) at the heart • Tackle every (travelers niche needs and their

specific point of views (long tail). • Avoid GDS, avoid travel agents.

New marketing concept born in 2008 that leverages internet, web 2.0, cloud and mobility.

GDS

Travel Agent

TMC/OTA

Internet Search / Compare

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Travel: moving bits and atoms More value of moving bits …

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Digilution of Business Travel at CWT

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The Digilution of business travel

Travel manager centric Cost centric Transaction centric (TRX) Global GDS API Value creation is internal and in closed travel ecosystem (GDS, OBT) Printed documents

Traveler centric and personalized Trip service “a la carte” Real-time context centric Everywhere, + hyperlocal Open API – simple / fast Value creation is internal AND external via dynamic contextual extended ecosystem Digital, mobile, QR code

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The new digital, networked, real-time society forces us to start thinking and acting as an ecosystem.

Ecosystems are developed using platforms to glue services via API and funds to encourage startups and partners to hook in

Source: PWC, Exploiting the growing value from information 16

http://www.pwc.com/us/en/technology-forecast/2012/issue2/features/feature-creating-openeing-apis.jhtml


From products to platform

CWT core services

Sovereign IT

API

Auth

Commodity services

CRM, social network, etc.

API

Auth

Connected commerce

ecosystems & related

digital marketing

API Auth

?

Product-As-A-Service Pay as you use

Craftsmanship Created and owned

by CWT Yammer, Oracle CRM, Responsys, Omniture, Covisint, OBT

Digital Platform

omni-channel personalization

advertising social

WorldMate acquisition

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The rise of predictive information through cards

The shift from a world of static reporting (aggregated data on cubes) to a world of predictive and intelligence services (generated value from data in multiple ways) is Now!

Leveraging both data at rest (stored in a database) and data in motion (data stream in real time) is the new normal.

Real Time Data And Algorithm Providing Value Now!

Historical Data Live Data Forecast Data

Ad-hoc advanced analytics or for pro-active information generation through information cards (like Google Now!)

Live Dashboards and Tracking systems like Pre and Post Ticketing, Early compliance and fare check.

Big Data: Data Mining, Reporting, and Benchmarking, Forecasting

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Ecosystem, platform and …

Platform and Cloud

Big Data

Fluid Experience

SoLoMo

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CWT Online – Booking engine for China

Makes booking international travel easier for China-based business travelers.

CWT Online is the only international OBT currently available in China.

CWT Online is powered by TravelSky.

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Hotel reviews Wisdom of crowd

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Enterprise Social Network Boost engagement and flatten hierarchy

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Mobile application CWT To Go

WorldMate was acquired by CWT in late 2012

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Mobile application CWT To Go

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http://www.windowsphone.com/en-us/store/app/cwt-to-go/933a7c39-02bb-4608-9a74-cb9ee5df0c2a

New …

















WorldMate API

https://developers.worldmate.com/home.php 25

https://developers.worldmate.com/home.php


CWT To Go B2B hotel booking

Hotels are booked based on location,

fares, travelers ratings and company

travel policy.

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Carla The virtual assistant

A personal travel assistant, always available … as caring as a mom

“David, your taxi to the Airport arrives in five minutes, do you have your passport and credit cards?”

Being there for you with the relevant interactions at all the key moments of your travel

Helping you plan & book your trip.

Packing your baggage and sorting out the last minute stuff.

Guiding from the destination airport.

Helping during your stay.

Going back home and to the office.

Digital Conversation …

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Natural language processing example with Teneo

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The Door-to-Door Revolution

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Reimagination of everything… now!

Always mobile via door-to-Door

It’s not only about planning at the beginning of the journey

It’s about a fully integrated service which offers real-time intelligence and compliance knowledge at every stage of the trip.

Since people are mobile all the time, the need for door-to-door search raised.

It is the combination of multimodal search + first and last miles information

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New York to Oil Rig

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Houston to Oil Rig – Added Route


CWT Itinerary

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CWT To Go – door-to-door

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Conclusion

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Inventory is abundant, choice is commodity - it’s the customer that’s in short supply!

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Source: Get ready for marketing 2020, Steven Van Belleghen

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Twitter

http://www.twitter.com/welkaim

Travel 2.0

http://www.netvibes.com/travl20

Linkedin

http://fr.linkedin.com/in/williamelkaim

Blog

http://www.reimagine.fr/

Contact: [email protected]

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http://www.netvibes.com/travl20





mailto:[email protected]


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Category:	Travel
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