The Art of Storytelling & The Travelport story
Jason Nash
Chief Storyteller
2
CONVERSATIONAL VS JARGON
NARRATIVE WORDS VS
OUTWARD INWARD VS
ANECDOTAL MUNDANE VS
JARRING VS COMFORTABLE
COMPELLING DULL VS
REAL STAGED VS
TEXTURE SMOOTH VS
OBSTACLE SMOOTH SAILING VS
HEROIC ROBOTIC VS
ENTERTAIN SELL VS
Storytelling vs
Corporate Speak
CAPTIVATE BORE VS
Why use stories?
Approach – be human
• People and Places
• The Magic
• Begin by encouraging employees, partners, customers, prospects & suppliers to tell stories
• This is a great way of humanising the brand and the organisation in ways that have never been done before
What Works?
• Logos is an appeal to Logic
• Pathos is an appeal to emotion
• Ethos is an appeal to Ethics
RATIONAL ASPIRATIONAL
EMOTIONAL
Start with Why
• Great leaders and organisations think, act and communicate in a different way…
• Golden Circle Why, How, What
• Everyone knows what they do,
• or How they do it…
• Few know why? Purpose, Cause, Belief
Why you do it
• People don't buy what you do they buy why you do it…
• Goal is to do business with people who match your goals and values
• Neo cortex rational and analytical through language…
• Limbic brain trust, loyalty all decision making, gut designs does not feel right…
Build the structure: 7-point story arc
After Dan Wells The Hook
Plot turn
1
Climax or
Plot turn
2
Pinch
1
Pinch
2
Tipping
Point Resolutio
n
Character in
opposite
state from
the end
Change
puts events
in motion
Something
goes
wrong/characte
r gets in motion
Reaction to
action
Something
goes very
wrong!
Character
gets the
power to win
The moral
The Hook
Big idea
Confidential
“We live in a world where brands and loyalty are defined by the experiences they deliver where every* customer has a smart phone in their pocket”.
Gordon Wilson, CEO and President Travelport
*Atmosphere Research group who's 90% of US travelers now have a smartphone and 93% by the end of 2017. 80% in the US and 83% end of the year It’s not just mobile-first but experience-first. Mobile is merely the latest disruptive channel to shake things up
Technology shift Ever faster changes in technology making it hard to stay current and competitive
Mobility The ubiquitous nature of the mobile phone demands tailored experience
Futures The use of artificial intelligence, machine learning and voice will continue to drive change and experience
Tech changes impacting the industry:
Understanding your technology needs
Confidential
Plot Turn 1
New competitors, changing distribution landscape & costs, commoditization, legacy payment systems, variable (lack) brand loyalty, increased complexity
Challenges:
Travel provider
Confidential
New competitors Low cost carriers, boutique hotels, high speed rail and peer-to-peer providers
Evolving distribution Google, Meta search, NDC and API distribution
Loyalty Instant gratification, lifetime value, complexity through ratings and social
New competitors (OBTs, Concur, OTA, supplier.com) and intermediaries, low margins, high cost base, rising complexity, manual payments, low brand loyalty, inconsistent traveler experiences.
Challenges:
Travel offline
Confidential
Complexity Ever expanding product set, bags, seats, cross sell, up sell, new providers from boutique hotels to rail and peer-to-peer providers
High cost base More people needed to help fix travel experiences which drive up costs
Margins How to maximize the return on every trip
New competitors (supplier.com) and intermediaries meta search, low margins, rising complexity, low brand loyalty, cost of Google ad words and other digital advertisers…
Challenges:
Travel online
Confidential
Complexity Ever expanding product
sets, bags, seats, cross sell, up sell
Conversion Content, speed and accuracy
Margins How to maximize the return on every trip
Pinch 1
It’s a different era for travellers, the paradigm has shifted…
Confidential
Go-to-shop 1980s
Start of TMCs 1990s
Booking through the internet 2000s
Intelligent mobile app Next generation travel
Confidential
Winners and losers
Shift to LCC shift to multinational…
Shift to OTA Shift to mobile
Shift to OBT – CBT/OTA
Concur
Shift of meta & Google (Priceline spend $4bn on
google ad words)
Tipping Point
Confidential
Travelers want relevant personalized choices and connected frictionless experiences
Technology
and evolving traveler needs and expectations
Confidential
will impact all interactions
between you and your
customers
Information
Payment
Search shop
Traveling
Book
Pre-trip preparation
Post-trip
Planning inspiration
Evaluation
Pinch 2
Confidential
Your brand is being disrupted by new players,
new technology and better experiences
“I book my corporate travel with Concur rather than with
agency XYZ”
Confidential
A new connected borderless API economy is changing
the world… and enabling modern platforms to disrupt
2018 is quickly becoming the year of the API economy
Climax or
Plot turn 2
Travel performance
Travel choice
Travel experience
Intelligence
Confidential
The power of the platform
Transforming to an open Business 2 Business 4 Consumer platform where trips and travelers are the currency not bookings and PNRs
Old world
GDS
PNR
B2B
Segments to bookings
EDIFACT and switches
Data
API connections
B2B4C
Travelers, insight and prediction
Trips and return on trip
Easy in and out, consumer ready
Travel commerce platform
Connecting travel choice
Confidential
Easy to connect Support for modern
API connections
More content Rich content and branding Leadership,
bags, seats, upsell, cross-sell, hospitality leadership, ground transport point 2 point… multi modal
Relevant choices In mobile world we
need relevant choice
Driving travel performance
Speed and accuracy 20% of searches <1 second H2, modern restful trip services API
Automated operations It automates workflows and adds capabilities, like new commercial payment models and repricing Payments leadership with eNett
Accelerated success Allowing you to focus on what you do best, selling
Empowering travel experience
Confidential
Personalized travel The platform lets us
create more consumer-centric experiences
Mobile first Like travel apps to stay in touch
with the ever-connected traveler
More loyal customers Brand loyalty before, during and
after every trip. Mobile leadership, corporate travel
management end to end journey management
Confidential
Empowering employee experiences
Delivering travel intelligence
Confidential
Rich and extensive data The platform generates multiple
travel data streams from multiple channels
Actionable insights We turn this complex raw data
into revealing information
Smarter moves Optimizing business decisions
and driving travel industry revenues
Resolution Or
Calm
Confidential
Travel commerce and retailing platform focused on
maximizing return on every trip for the travel supply chain
Conversion is driven by travel choice, performance, experience
and accelerated with intelligence
Travel performance
Travel choice
Travel experience
Intelligence
Travelport confidential
Confidential
Are you ready to use storytelling to make your brand come to life? Or do
you need a travel commerce partner For the
21st Century