what if next is now? or the future (of travel) is closer than we think?_atcom next

THE FUTURE (OF TRAVEL) IS CLOSER THAN WE THINK

what if..NEXT IS NOW?

OR

MANOLIS PSARROS @TOPOSOPHY

In this presentation:

FOODTECHNOLOGYTRAVEL

FUTURE

what if....the future of travel is in

smart cities#1Smart cities make smart destinations

By 2050, 2/3 of the global population will live in cities

Between 2005 and 2015, the general tourism industry grew by 14 percent, with an increase in city tourism of 38 percent.

Cities as platforms

An API for everything

ENGAGING IN ALL STAGES OF THE VISITOR JOURNEY

BOOKING• Upsell• Cross-Sell• Upgrades

PLAN• Personalize• Social • Travel

Profile

DEPARTURE• Notifications• Upsell• Social – Location -

Mobile

THE DESTINATION EXPERIENCE• Activities• Context-driven• Ratings & Reviews• Social – Location - Mobile

RETURN• Feedback• Upsell• Sharing

NEXT TRIP• Collect Data• Update Travel

Profile• Individual Offering

SMART TRAVEL STARTS AT HOME

Virgin Holidays promotes its destination packages

via VR

SMART TRAVEL STARTS AT HOME

Feel the temperature before boarding

SMART VISITOR SERVICES

Dynamic kiosks that display real-time information, concerning traffic, weather and

local news, like urbanflow in helsinki

HUMAN INTERACTION IN SMART CITIES

Crowdfunding, Visitor Greeter Schemes, Open Data, FixMyStreet,

Collaborative Labs,

SMART HERITAGE INTERPRETATIONTalking Statues in London,

Manchester & Chicago

SMART CITIES MAKE US SMILE

Interactive Games That Turn The City Into A Playing Board

SMART PAYMENTS

Health Stations in Moscow and Mexico City Subways

SMART EVENTS

The future of fireworks by

Intel

viewpoint

TO VISITORS THE REAL AND VIRTUAL WORLDS ARE ONE. THE SAME SHOULD GO FOR MARKETING STRATEGIES &

APPLICATIONS.

the future generation of consumers is already here

what if..

millennials shape business & leisure travel trends

#2

MILLENNIALS LEAD THE WAY

THE FASTEST GROWING CUSTOMER SEGMENT IN THE

TOURISM INDUSTRY, EXPECTED TO REPRESENT 50% OF ALL

TRAVELERS BY 2025

MILLENNIALS + TRAVEL + TECHNOLOGY

85% of millennials check multiple sites before booking their travel to get the best deal possible.

They WILL post their experiences on social media. In fact, 97% will post while traveling,

and 75% will post once a day.

46% book travel through a smartphone or tablet.

86% of millennials are disappointed by bad mobile experiences.

AND GEN Z IS FOLLOWING

watch 2 times as many videos on mobile than other generations,

60 percent of Gen Zs want to change the world, compared with

39 percent of millennials

8 sec – average attention span (from 12 sec in 2003)

Sharing economy goes mainstream

..your industry becomes 100% decentralized

what if..#3

MOVING FROM A LINEAR TO A CIRCULAR ECONOMY MODEL

THE NEW RENTAL ECONOMY

SHARING ECONOMY IS

HEAVILY FUNDED

SHARING ECONOMYOR THE NEW ECONOMY?

IN THIS PRESENTATION:

129 million guests

$1.6 billion this year.

airbnb grows big, leads the game

Plans to further disrupt the whole tourism ecosystem by adding more services

viewpoint

THE ON-DEMANDIFICATION OF ECONOMY WILL LEAD TO FURTHER UNBUNDLING OF TRAVEL SERVICES,

ESPECIALLY HOSPITALITY.

what if..collaborative consumption

has a dark side as well? #4

REGULATIONS WILL APPLY. NOT TOO SOON. NOT TOO MANY. NOT

TO LIMIT SE BUT TO RATIONALIZE & FACILITATE ITS GROWTH.

viewpoint

what if..you can disrupt the

disruptors?traditional brands integrate sharing economy into

their business models

#5

ACCORHOTELS CEO: It’s Foolish and Irresponsible

to Fight Against the Sharing Economy

BUSINESS CULTURE

‘This is where the world is taking us. All of those new services are very powerful

and very well implemented and executed. You need to embrace it’’.

S.BAZIN, CEO ACCOR

SHARING ECONOMY & TOURISMMARRIOT & LIQUIDSPACE

viewpoint

INTEGRATION ALL THE WAY. FUTURE BRANDS WILL INTEGRATE THE RIGHT

ON-DEMAND SERVICE INTO THEIR BUSINESS MODELS.

what if..the days of desktop are

numbered?#6

In the past year, conversion rates have grown 88% on mobile travel sites.

On Google, mobile queries just within the travel category have

increased more than 50%.

In 2016, 51.8% of travelers who book trips via digital means will do so using a mobile device,

what if..everyone becomes last

minute traveler?more people than ever are planning their holiday

in under a month.

#7

what if..direct booking is still

- & will be - here #834% of people in the US used online agencies for

their travel needs last year and 66% booked directly, Phocuswright

Hotel brands (like Hilton and Marriott) are spending increasing amounts of advertising dollars to promote “book direct” and increase brand loyalty.

what if..your brand smells & tastes

like chocolate#9sensory marketing goes mainstream

THE DOUBLETREE BY HILTON COOKIE

what if..we all travel light & don’t have to wait in the queue#10

aviation industry at the forefront of innovation

CA

SE

ST

UD

Y

PASSPORT-FREE TRAVELAustralia & New Zealand governments

are trialing cloud-passports

SMART PASSENGER SERVICES

fast check-in process

SMART AIRLINESairlines look to beacons to improve their internet of things infrastructure

SOURCE: SKIFT

SMART AIRPORTS

Smart screens at Heathrow compare live airport transfer options

what if....your hotel knows what you

did last summer?#11and use this data to offer you a personalized

service in your next visit?

SMART HOTELSMarriott Hotels Introduces The First Ever In-Room Virtual Reality Travel

Experience

SMART HOTELSEcclestone Square Hotel / London: large 3D TVs, touch pad controls, a luxurious massage bed and a slick app that puts everything at guests'

fingertips.

Guests can recharge their devices while sitting under an outdoor canopy made up

of colorful solar panels. (Starwood Hotels & Resorts Worldwide)

SMART HOTELS

viewpoint

TAKE CONTROL OF THE DATA: PREDICTING THE FUTURE IS EASY,

WORKING OUT WHAT TO DO ABOUT IT IS NOT

what if..we are all food tourists#13

what if..we don’t need a waiter, a

bartender or a delivery boy anymore?

#14

TABLETS REPLACING PAPER MENUS IN RESTAURANTS – A LONG-TERM TREND OR TOO PROBLEMATIC?

A SMART DINING TABLE TO KEEP FOOD WARM AND DRINKS COLD

It can also cook, charge a phone, and provide Wi-Fi for your dinner guests.

Guests simply tap the RFID wristband, open the tap and

pay for what they pour.

FANCY A PINT?

DOMICOPTER BY DOMINO’S

what if..some of us had enough of

it and need a break?#15

Rio Grande do Sul

DISCONNECT NOW

viewpoint

FORGET WHAT IS PHYSICAL & WHAT IS DIGITAL. INSTEAD

FOCUS ON WHAT PEOPLE WILL EASILY UNDERSTAND AND DO

what if..we are not moving that fast

after all?#16

‘We wanted flying cars, instead we got 140 characters’

PETER THIELPAYPAL CO-FOUNDER

Strategy & ResearchMarketing & Branding

Digital

THANKYOUmpsarros@toposophy.com