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