10 tips to survive in the future of the travel sector
TRANSCRIPT
10 TIPS ON THE DIGITAL CUSTOMERS IMPACT ON THE FUTURE OF THE TRAVEL SECTOR
Social me Marco Ryan
Chief Innovation Officer Thomas Cook Group
@marcoryan
www.marcoryan.com
marcoryan4766
http://de.linkedin.com/in/marcoryan/
FOCUS ON THE CUSTOMER EXPERIENCE
Beware of the anarchy of the digital customer.
They care less about brands and more about experiences.
1
Delta Airlines
CUSTOMERS EXPECT A SEEMLESS EXPERIENCE ACROSS THE LIFECYCLE
“Invert” the customer lifecycle so that you understand it from what the customer experiences and not what you want to deliver
2
ENGAGE YOUR CUSTOMERS ON SOCIAL MEDIA
The Digital customer is part of the sharing economy. You need to be part of that conversation and it begins with listening.
3
Marriot Hotel
Hyatt Hotels
Thomas Cook
ACCEPT THAT DISRUPTED TOURISM IS ALREADY HERE
Look for disruptive opportunities outside your core business to extend yourself along the customer journey
4
KLM UBERKLM and UBER
BE SELECTIVELY BRILLIANT
You cannot be brilliant at everything, but you must be brilliant at your core business or service proposition
5
HotelTonight
AirBnB
SUCCESS IS CHOOSING THE RIGHT DIGITAL PARTNER
Find a partner with a strong digital vision and one that will help you be brilliant in your area of focus
6
Choose right partner exampleSalesForce & Chatter
Thomas Cook
FOCUS ON VALUE NOT JUST ON PRICE
Digital customers looks for value not always price. Think about how you package, how you cross-‐sell, upsell and how you reward.
7
Focus on value not price exampleAirBnB
DIFFERENTIATE THROUGH INNOVATION
Innovation is not just about technology, but about how compelling experiences change behaviour or need
8
Innovation exampleStarwood
Google glass
Starwood
Was sind die nächsten Schritte? Virtuelle Realität!
Thomas Cook
GET TO GRIPS WITH THE TECHNOLOGY
For your customers and your employees, Mobility, and the technology that supports it, is a hygiene factor. Are you ready?
9
Sharing exampleBritish Airways
BE PART OF THE SHARING ECONOMY
Your customers are always online, always connected, consuming, creating and sharing content and opinion. Are you?
10
Sharing exampleAxel Springer & bild.de
TripAdvisor
Keep calm
Social me Marco Ryan
Chief Innovation Officer Thomas Cook Group
@marcoryan
www.marcoryan.com
marcoryan4766
http://de.linkedin.com/in/marcoryan/