ANTICIPATING TOMORROW’SINSERT IMAGE TOURIST

Nick Chiarelli Consultancy Director @nickchiarelli @futurethoughts SCIENCE MEETS CREATIVITY IDENTIFY APPLY MONITOR AND TRENDS TO RESPONSE TRACK A RANGE OF OF THE CONSUMER SECTORS MARKET TRENDS AND PLACE AUDIENCES A Thriving Practice Area In T & T Travel and tourism in numbers An overview of 2014

9% US$ 6% 30% OF GLOBAL 1.5 OF OF GDP 1/11 JOBS TRILLION IN WORLD’S SERVICES EXPORTS EXPORTS EXPORTS Travel and tourism in numbers: A story of rapid and continuous growth in international arrivals 1950 2014 2030 (e) 1.8 1.1 Bn Bn 25 m What I’m NOT going to talk about [but is still important!]

6 1. AGEING & AGELESSNESS 2. SOLO LIVING (& TRAVEL) 3. MILLENNIALS 4. EMERGING MARKETS

5. ECONOMIC PROSPECTS 7 6. MIGRATION 7. GLOBAL SECURITY 8. AIRLINER INNOVATION 9. ROUTE DEVELOPMENT

10.SUSTAINABILITY 8 Changing consumer needs [What I AM going to talk about]

9 1. PRE-PLANNING 2. REVIEW CULTURE 3.CONNECTED TRAVEL 4.CHANGING EXPERIENCE

5.EVOLVING SERVICE 10

TERM Maximising - The Death of Risk & Personalised

NOW/SHORT Travel

Pre-Planning TERM - Surprise Me!

Immerse Me LONGER Maximising and The Death of Risk

% who compare / look up prices for any product or service at least once a week GLOBAL AVERAGE 74%

“When I plan a trip abroad, I find out as 46% much as I can about the destination before I go” GLOBAL AVERAGE Voyando Wayblazer Travel experts Travel insights 13 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]

49% IcelandAir Surprise Stopovers Appetite for immersion Thomas Cook VR Bluewater 50%

% of 25-34 yr olds who have used a VR (virtual Lopeca reality) headset e.g Oculus Rift, Samsung Gear done already, or are interested in doing so in the future [UK, 2015] Periscope/Meerkat Travelbydrone.com Could drive a growth in livestream 16 tourism LONGER-TERM NOW/SHORT-TERM & Connected Communities Peer Power Customers 5* Review Culture NOW: NEXT: CONSUMERS BRANDS RATING RATING BRANDS CONSUMERS 62% 45% Read a review online posted by other Would be happy if consumers about a product / service at a company whose services they have least once a month used rates them as a customer...

18 I take extra care to be a nicer person – both when hosting Airbnbers and when travelling myself, and in I tend to talk more to the drivers than I did with normal taxi drivers. and have humanised the taxi and the hotel industry and that can only be a good thing.

Sandy, Swedish Trendspotter

Art Series Hotels reviews its customers 21 LONGER-TERM NOW/SHORT-TERM Performative Perfection Boredom Smart Digital Detox Connectivity Augmented Casual Reality Connected Travel Our demand for constant connection is growing

% who browse the internet on their phone when they have a spare 20 minutes while out and about e.g. 65% waiting for a bus/train 40%

% of 16-24 check personal 30% % of 12-15 year olds who agree emails in bed at night that "When I am on holiday, I post [41% check work emails] photos of my holiday onto a social networking site” INSERT IMAGE

EE Wi-fi NTT Docomo at Glastonbury Mount Fuji Wi-fi 68%

“I like it when people acknowledge my posts / photos / comments on social networking sites” #hotdoglegs #humblebrag 25 Digital Detox: A growing niche or a short-lived fad?

60%

“Sometimes I feel the need to get away from phone calls, emails and text messages and switch off” Digital Detox 26 Do wearables point to a new relationship with technology?

Those who are interested in using wearable tech in 14% the future

Those who have used 42% wearable tech

[Averaged across 25 global markets] Supershoes smrtGRiPS from Boreal Bikes TERM - Authenticity Dark Tourism NOW/SHORT INSERTChanging IMAGE Holiday Experiences

Augmented

TERM Reality in - Tourism Leisure

LONGER Upgrade MY BAYEUX TAPESTRY STORY

30 WILL TECHNOLOGY CHANGE TRAVEL?

31 “When I go on holiday, the most important thing for me is to experience the authentic culture of a 66% 65% place” [Global Avg]

“Entertainment should 58% be about learning new things as much as having fun” [UK] 71% “I am interested in visiting sites associated with historical tragedies % who “feel the need whilst on holiday” [UK] to learn more” [Global Avg] Reality Slum Tours 33 Buddy up with a local Eat with a local withlocals.com eatwith.com 34 Adding a tech overlay

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 Time Traveller 35 month” LONGER-TERM NOW/SHORT-TERM Concierge Networked Service De - Pop Learn HumanLearn Computers BioMetrics Evolving Evolving Service Models Automation Human touch

22% 43%

Would generally prefer to use Are interested in “an online self service technologies at the shop assistant that I could talk airport instead of being served to for advice as I was browsing by an assistant/worker products online 3 0 % H AV E U S E D L I V E CHAT Ritz-Carlton app enhances customer service Omena Hotels, Finland The Henn-na Hotel, Service “free of Staffed by physical human interface” humanoid robots A.L.O. Botlr Ray the robot valet parker the robotic bellhop Düsseldorf Airport Royal Caribbean’s Casa Modrano drone Bionic Bar champagne delivery SNCF, Airport, Virgin Atlantic experimenting with Google Glass Biometrics: Mood [as well as ID]

72%

% of US 16-24 year olds who would be interested in a service that was able to create a playlist based on mood Intel teams up with 50 Cent to launch BioSport heart- monitoring earphones 1. PRE-PLANNING 2. REVIEW CULTURE 3.CONNECTED TRAVEL 4.CHANGING EXPERIENCE

5.EVOLVING SERVICE 44 ANTICIPATING TOMORROW’SINSERT IMAGE TOURIST

Nick Chiarelli Consultancy Director @nickchiarelli @futurethoughts