anticipating tomorrow’s insert image
TRANSCRIPT
INSERT IMAGEANTICIPATING
TOMORROW’S
TOURIST
Nick Chiarelli Consultancy Director
@nickchiarelli @futurethoughts
APPLY TRENDS TO
A RANGE OF SECTORS
AND AUDIENCES
IDENTIFY AND
TRACK CONSUMER
TRENDS
MONITOR RESPONSE
OF THE MARKET PLACE
SCIENCE MEETS CREATIVITY
A Thriving Practice Area In T & T
Travel and tourism in numbers An overview of 2014
1/11 JOBS
US$1.5
TRILLION IN EXPORTS
6% OF
WORLD’S EXPORTS
30% OF
SERVICES EXPORTS
9% OF GLOBAL
GDP
25
m
1950
1.8
Bn
2030 (e)
1.1
Bn
2014
Travel and tourism in numbers: A story of rapid and continuous growth in international arrivals
6
What I’m NOT going to talk about
[but is still important!]
7
4. EMERGING MARKETS
7
3. MILLENNIALS
5. ECONOMIC PROSPECTS
2. SOLO LIVING (& TRAVEL)
1. AGEING & AGELESSNESS
8
9. ROUTE DEVELOPMENT
8
8. AIRLINER INNOVATION
10.SUSTAINABILITY
7. GLOBAL SECURITY
6. MIGRATION
9
Changing consumer needs
[What I AM going to talk about]
10
4.CHANGING EXPERIENCE
10
3.CONNECTED TRAVEL
5.EVOLVING SERVICE
2. REVIEW CULTURE
1. PRE-PLANNING
Pre-Planning
NO
W/S
HO
RT
-TE
RM
LO
NG
ER
-TE
RM
Maximising
The Death of Risk
& Personalised
Travel
Surprise Me!Immerse Me
Maximising and The Death of Risk
% who compare / look up prices for any product or service at least once a week
GLOBAL AVERAGE
46%“When I plan a trip
abroad, I find out as
much as I can about the
destination before I go”GLOBAL AVERAGE
74%
13
VoyandoTravel experts
WayblazerTravel insights
49%
Appetite for surprise
% who are very or quite interested in “A
service that suggested one new place to
visit in my nearby area each week, which I
would not normally consider “ [UK, 2015]
IcelandAirSurprise Stopovers
50%
% of 25-34 yr olds who have used a VR (virtual
reality) headset e.g Oculus Rift, Samsung Gear
done already, or are interested in doing so in the
future [UK, 2015]
Appetite for immersion
Thomas Cook VR Bluewater
Lopeca
16Travelbydrone.com
Periscope/MeerkatCould drive a growth in livestream
tourism
NO
W/S
HO
RT
-TE
RM
LO
NG
ER
-TE
RM
Peer Power & Connected Communities
5* Customers
Review Culture
18
NOW:CONSUMERS
RATING BRANDS
62%Read a review online posted by other
consumers about a product / service at
least once a month
NEXT:BRANDS RATING
CONSUMERS
45%Would be happy if
a company whose services they have
used rates them as a customer...
I take extra care to be a nicer person – both when
hosting Airbnbers and when travelling myself, and in Ubers
I tend to talk more to the drivers than I did with normal taxi drivers. Uber and Airbnbhave humanised the taxi and
the hotel industry and that can only be a good thing.
Sandy, Swedish Trendspotter
21
Art Series Hotels reviews its customers
NO
W/S
HO
RT
-TE
RM
LO
NG
ER
-TE
RM
Casual Connectivity
Augmented Reality
Smart Boredom
PerformativePerfection
DigitalDetox
Connected Travel
40%65%
% of 12-15 year olds who agree
that "When I am on holiday, I post
photos of my holiday onto a social
networking site”
30%% of 16-24 check personal
emails in bed at night
[41% check work emails]
% who browse the internet
on their phone when they
have a spare 20 minutes
while out and about e.g.
waiting for a bus/train
Our demand for constant connection is growing
INSERT IMAGE
NTT DocomoMount Fuji Wi-fi
EE Wi-fiat Glastonbury
252525
68%
“I like it when people acknowledge my
posts / photos / comments on social
networking sites”
#hotdoglegs#humblebrag
262626
60%
“Sometimes I feel the need to get
away from phone calls, emails and text
messages and switch off” Digital Detox
Digital Detox: A growing
niche or a short-lived fad?
42%
14%
Those who
have used
wearable tech
Those who are
interested in using
wearable tech in
the future
Do wearables point to a new relationship with technology?
[Averaged across 25 global markets]
Supershoes smrtGRiPSfrom Boreal Bikes
INSERT IMAGENO
W/S
HO
RT
-TE
RM
LO
NG
ER
-TE
RM
AugmentedReality in Tourism
Leisure Upgrade
Authenticity
DarkTourism
Changing Holiday Experiences
30
MY BAYEUX TAPESTRY STORY
31
WILL TECHNOLOGY CHANGE TRAVEL?
58%
66%
71%
% who “feel the need
to learn more” [Global Avg]
“Entertainment should
be about learning new
things as much as
having fun” [UK]
“I am interested in visiting
sites associated with
historical tragedies
whilst on holiday” [UK]
“When I go on holiday, the most important thing for me is to experience the authentic culture of a place” [Global Avg]65%
33Reality Slum Tours
3434
Buddy up with a local withlocals.com
Eat with a local eatwith.com
353535
4%
% of 16-24 yr old smartphone
owners who use “Augmented
reality apps [where your phone
overlays information on images of
the real world e.g. Layar,
RealityBrowser] at least once a
month” Berlin Time Traveller
Adding a tech overlay
NO
W/S
HO
RT
-TE
RM
LO
NG
ER
-TE
RM
NetworkedConcierge
Service
De-Pop
Computers Learn Human
BioMetrics
Evolving Service Models
Automation Human touch
Are interested in “an online shop assistant that I could talk to for advice as I was browsing
products online
43%
3 0 % H AV E U S E D L I V E
C H AT
Would generally prefer to use self service technologies at the airport instead of being served
by an assistant/worker
22%
Ritz-Carlton appenhances customer service
Omena Hotels, Finland Service “free of
physical human interface”
The Henn-na Hotel, JapanStaffed by
humanoid robots
Ray the robot valet parker Düsseldorf Airport
A.L.O. Botlrthe robotic bellhop
Royal Caribbean’s Bionic Bar
Casa Modrano drone champagne delivery
SNCF, Copenhagen Airport, Virgin Atlanticexperimenting with Google Glass
Biometrics: Mood [as well as ID]
% of US 16-24 year olds who would be interested in a service
that was able to create a playlist based on mood
72%
Intel teams up with 50 Cent to
launch BioSport heart-beat
monitoring earphones
44
4.CHANGING EXPERIENCE
44
3.CONNECTED TRAVEL
5.EVOLVING SERVICE
2. REVIEW CULTURE
1. PRE-PLANNING
INSERT IMAGEANTICIPATING
TOMORROW’S
TOURIST
Nick Chiarelli Consultancy Director
@nickchiarelli @futurethoughts