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Agenda Bahia - The Future of Tourism in the Digital Era
AgendaBahiaDigitalWorldinTourism
TheFutureofTourismintheDigitalEra
20/09/2016RobertPhillips
Agenda Bahia - The Future of Tourism in the Digital Era
OTA’s – OnlineTravel Agencies
Priceline GroupUS$55.5 billion gross
Bookings in 2015
Expedia GroupUS$60.83 billion gross
Bookings in 2015
Agenda Bahia - The Future of Tourism in the Digital Era
OTA’s x Airlines
• Inlastfewyearstheyconsolidatedtheironlineservices• TheyofferUserInterfaceswitheverythingatravelmightneed• Buyingflightsonlinehasbecomeacommodity• UsersuseOTAstocomparepricing,howevertheyarebookingthe
reservationonairlinewebsites
Agenda Bahia - The Future of Tourism in the Digital Era
• TheHumanTouchisirreplaceable
• Contrarytopublicperceptionstechnologycannotsubstitutehumancustomerservicefortravelplanning, destinationknowledgeandespeciallyforsensitiveitemslikewhensomething goeswrong
• Technology willhelpautomatetheheavywork,butconsumersstillprefertheattentionfromatravelprofessional
Source:AmexTravelFutureTrends7-9-15
OTA’s x Agencies
Agenda Bahia - The Future of Tourism in the Digital Era
OTA’s x Agencies
Vídeo1(2:05)- https://www.youtube.com/watch?v=ilFMZYfA4NI
Agenda Bahia - The Future of Tourism in the Digital Era
• OTAshavebeenaround foralmost20years– weshouldnottreatthemassomething new
• Expedia opened in1996andPricelinein 1997
• Forbespublished ”HowTheInternetCreatedTheSuperstarTravelAgent”
• “TravelAgents”arebecoming“TravelSpecialistsandTravelConsultants”
• Theinternethaschangedthewayatravelagentworks
• TravelAgenciesneedtobecomeyoungerandmorecreative,iftheyaregoing tosurvive
• EntersthenewIndependent TravelAgent
• Personalizationisthenewfrontierintravelservice
OTA’s x Agencies
Agenda Bahia - The Future of Tourism in the Digital Era
• ToomuchInformation– ToomanyChoices– “clickfatigue”
• AgreatUserInterfacecannotofferthesenseofsecuritythatatravelagenthistoricallybringstothetable
• Reasontotravelwithatraditionaltravelagent:• ”knowledgeofdestinations”• “capacitytoreducecomplicationsinthereservationsprocess”• “capacitytooffer thatextralevelofservicewithsomething goeswrong”• “theexperiencetohelpbookatripbetterthanIwouldonmyown”• “moreconfidenceintheirrecommendations”
Source:MMGYGlobal’s 2015PortraitofAmericanTravelers
OTA’s x Agencies
Agenda Bahia - The Future of Tourism in the Digital Era
• Re-inventyourselves• Diveintotheinternetanditstools
- GoogleMyBusiness- Website– SEO– SEM- SocialNetwork– Facebook- ShareandCommunicatewithyourclientsandtheirComments- WorkyourReviews- OfferPersonalizedServices
• Hotels- FacilitateOnlineReservations- FacilitateReservationChangesandCancelations- HaveaFidelitySystem- Websiteswherecustomerswillwanttobook (Value>OTAs)
• TravelAgencies- OfferPersonalizedServiceswherevaluetoclient>OTA- FacilitateCommunicationswithCustomers- Demonstrateknowledgeandsecurity– beconsultants
HotelsandAgencies
Agenda Bahia - The Future of Tourism in the Digital Era
OTA’s x Agencies
Vídeo2(3:20)- https://www.youtube.com/watch?v=Z-gyJ5Yv0vk
Agenda Bahia - The Future of Tourism in the Digital Era
AgendaBahiaDigitalWorldinTourism
TheFutureofTourismintheDigitalEra
THANKYOU
RobertPhillips
Agenda Bahia - The Future of Tourism in the Digital Era
• www.wttc.org• www.wto.org• www.travel.americanexpress.com• www.expediainc.com• www.pricelinegroup.com• GoogleTravel
Sources