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The Future of Travel and Hospitality | Mendoza | 13 April 2015
Context This ini7al perspec7ve view kicks off today’s event and will feed into the Future Agenda 2.0 global discussions that are taking place through 2015. It is an ini7al view to be shared, challenged, built upon and enhanced.
Ini7al Perspec7ves
Today
Global Discussions Q1/2 2015
Insight Synthesis Q3 2015
Sharing Output Q4 2015
Doubling of Interna;onal Tourism In 2012 the number of tourists crossing interna7onal borders reached over 1bn. Much of the demand is fuelled by rising household incomes in emerging economies. Interna7onal tourist arrivals are expected to reach 1.8bn by 2030
Growing Consumer Awareness The dream of affordable travel is being obscured by climate change and a
growing awareness among consumers that sustainability and responsible travel are set to impact how we understand, embrace and manage our holiday plans.
BeAer Employers Given that the travel and tourism industry is a huge employer, the development of and 7ghter controls on employment rights
are likely to be a significant factor in the future.
Community-‐based Tourism Community-‐based tourism is on the rise with holidaymakers eschewing the
crowded beaches and all-‐inclusive packages to enjoy a more authen7c experience living in the culture rather than observing it from the outside.
Age Diversified Workforces The demographic changes underway are fundamentally altering virtually all aspects of life as we know it. Workforces are becoming
older and more age diversified than ever in history.
Posi;ve Local Impact Travellers will base buying decisions not only around comfortable beds, leisure facili7es or cultural aXrac7ons, they will also choose to stay in places where staff are being treated well and the local economy is not being exploited.
Device is King, Consumer is Queen The device is the focus of the future – it knows where you are, what you
redeem and will likely consolidate all your informa7on. Brands will need to understand the ways devices will mediate their rela7onships with customers.
Consumer Power The consumer is likely to gain the upper hand in terms of
the power dynamic and principles such as ‘great customer service’ will no longer be a nego7able.
Seamless Cross Border Travel Smart visas, indeed, smart 7cke7ng in general for mass transit
provides a tangible way forward in addressing some of the barriers to the seamless growth of cross border visitor numbers.
Borrowing Stuff Borrowing kit during their stay will be an increasing demand for guests
who prefer to access not bring their own stuff – whether that be tablets and bicycles or gym kit and evening wear.
Up-‐Stream Insight Companies and networks have, and act on, very early insight on future ‘intent to travel’ and customise services to suit. Exis7ng hotel brand rela7onships are
by-‐passed by those more ‘in the know’ about guest interests.
Personalised Choice Consumers enjoy a world where choice is a commodity but where trusted opinions play a cri7cal role in guiding and assis7ng decisions or, for some
individuals, reducing choices on their behalf.
Chinese Tourists 150 million outbound Chinese tourists and a total of 500m more mobile Asians will need places to stay in other countries that align beXer with
their specific cultural norms and expecta7ons.
Maximising Moments Individuals seek to maximise the benefits of moments available to them -‐
whether efficiency, rest, enjoyment or otherwise -‐ regardless of 7mespan and whether the moment was planned or enforced.
Co-‐Branded Experiences Hotels increasingly partner with established consumer brands to provide leading-‐edge, repeatable co-‐ branded experiences. The hotels act as hosts
with the partner brands driving the delivery of the experience.
Depth not Breadth People seek increased depth in travel experiences instead of breadth –
exploring the history and culture of a place and its travellers over 7me and facilitated by, but not limited to, access to informa7on and intelligent devices.
Mul;-‐genera;on Travel Large numbers elect to travel collec7vely with three
genera7ons of their families who look for mixed and specialised experiences to keep each genera7on happy.
Educa;onal Experiences Hospitality combines unique experiences with opportuni7es for teaching
and learning with demand driven by consumers interested in using spare 7me to be part of the experience.
Urban Detox The urban detox will be a growing need for those unable to
leave the ci7es but wan7ng the immersive relaxing refresh: Urban resorts will make the long distance experience local.
Mul;ple Iden;;es As guests manage mul7ple iden77es as a cocktail, to be effec7ve social media marke7ng placorms will need to engage the most appropriate
personality in the best manner at the right 7me
Adapta;on to Climate Change More extreme weird weather drives organiza7ons to plan for extremes,
choosing safer opera7ng loca7ons, more robust design op7ons and enhanced risk and con7ngency planning.
Eastern Centricity With China’s 500m-‐strong middle-‐class burgeoning and travel barriers diminishing, Western and Eastern cultures meet and
feed off one another, shiding global norms.
Mass Medical Tourism In key loca7ons where hotel footprints align with the medical facili7es,
there will be growing demand for accommoda7on for pa7ents, their families and healthcare professionals.
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