How the tourism sector is facing the challenges of the digital era.

1. DIGITAL
TRANSFORMATION
(travel & hospitality industries)
Fernando Polo
@abladias

2. A long, long time ago… I found myself cofounding a startup to build an online monitoring software. It was visionary
but early… too early :-)
When we started discussing about“text mining”technologies with the academic world, they said:“listen, in 30 years
progress has been small. A robot won’t read as a human being. If machines could read, they would write as well…”

3. “By 2018, 20% of business content will be
authored by machines”,
Gartner Inc, Oct 2015

4. EXPONENTIAL GROWTH
MOORE’S LAW
How could professors be so shortsighted back in 2003. The answer is quite simple. Humans -as Brynjolfsson and
McAfee stated in their awesome“The 2nd Machine Age”book- are not prepared to understand exponential growth.
Let’s put aside foreseeing the effects of a non ceteris paribus evolution.

5. technology
people
organisations
Organisations are failing to keep up with the frantic pace of the technological revolution.

6. Digital Transformation is related to:
TEXTO DEL SUBTÍTULO EN MAYÚSC.
20% 40% 60% 80% 100%
36%
39%
51%
65%
68%
76%
79%New Distribution &
Loyalty Channels
Client Management and
Knowledge technology
Customer Journey
Digitisation
Big Data
Open Innovation
Platforms
Social Corporate & Business
Accounts
Creating an Innovation Area
Territorio creativo partnered with the LSE to carry on a research about digital transformation. Several hundreds of
executives related“Digital Transformation to“consumer related”topics.

7. DIGITAL TRANSFORMATION FRAMEWORK
DIGITAL CUSTOMER
DIGITAL BUSINESS
DIGITAL ENTERPRISE
Brand / Sales / Loyalty
Channels / Product & Services
/ New Biz Models
Leadership / Processes
/ Organization / Culture
DIGITAL
SKILLS
But we wrote an exhaustive white paper back in 2014 to understand what digital transformation is all about. And we
have now clear that it is not only related to the digital customer, but also to new ways of producing revenues, and a
whole new way of organising enterprises internally.

8. DIGITAL CUSTOMER

9. NEW CUSTOMER FUNNEL
Source: McKinsey June 2009
2/3 of the touch points that influence purchase decisions
aren’t generated by companies.
They are created by consumers.
Some time ago, McKinsey conducted a massive research to better understand the new customer journey. They
discovered that most of the touchpoints critical to influence purchase decisions at the active evaluation stage weren’t
produced by the companies themselves, but by other consumers.

10. DIGITAL CUSTOMER JOURNEY
CarParks.
AIRPORT
shopping
centernearthe
carpark
freeplaces
optimization
Who
amI?
Social
Media
channels
THISAirport
isdifferent
Shopping
Experience
Customers
needs
€
shoppingareas
Public
Toilets
Aged
Tierra Pasaporte
VIP
Lounge
CRM
New
spaces.
Fitness/
Wellness
We’ve been recently thinking about the social /digital traveler, the new digital consumer and how airports can rethink
their customer journeys and improve their user experience, specially through digital touchpoints.
This is just a graphical simulation of an airport user experience, created by Iñaki Bagazgoitia @ibagaz

11. In 2013, we conducted an extensive research commissioned by NH Hotels.. Even if the physical experience of
travelling, staying in a hotel, visiting tourist destination has the biggest impact, there are more and more digital
touchpoints being added every day to the traveler journey. It means that the traveler experience is becoming more
digitized. Thus -as many digital companies know well- the mantra“user / people / customer first”becomes a survival
imperative., which is still difficult to understand for the hospitality industry, still too focused on their physical assets.
DOWNLOAD (pdf)
dreaming
planning
Social
Media
channels
Destinations
Sharing
Experience
Sharing
€
trip
reviews

12. When redefining the customer journey and understanding how the digitisation of physical spaces is taking place, we
forget too often that our customers carry powerful digital weapons in their pockets. Digitisation is not about putting
bigger displays at the stores. It’s about improving the experience through digital tools.
A simple example: I never buy anything above 10 eur, without previously asking my wife over whatsapp :-)

13. EXPERIENCE IS EVERYTHING

14. Changing the
conversation
from advertising
to experience
GoodRebels.com is our brand for non Spanish speaking countries.
And this is our tagline: changing the conversation“from advertising to experience”.

15. DIGITAL CUSTOMER EXPERIENCE
FRAMEWORK
CUS
TOMERGROWTH
BRAND
SALES
Awareness
Engagement
Advocacy
Reputation
Customer satisfaction
Social CRM
Loyalty
LifeTimeValue
Lead Generation
Shopper Engagement
Conversions
Sales Networks
BRAND /// SALES /// LOYALTY
When creating digital experiences., is the brand left behind? How do we create awareness, engagement in the digital /
social age?

16. FROM TARGET TO COMMUNITY
Traditional Communication
Network Communication
1) Proactive Listening
2) Fan Centric
3) Earn (don’t buy) attention
• Content and utility
• UGC and advocacy
The digital / social platforms have changed the rules about digital branding and digital identity.

17. KLM: FROM COMM 2.0 TO PRODUCT 2.0
From
KLM Surprise
to
KLM Meet & Seat
A well known example from the Travel Industry. KLM went from creating a witty campaign based on improving the
flyer experience, to introducing digital / social functionality in the flyer journey. Though KLM meet & seat hasn’t proved
extremely succesful so far, it depicts a digital mindset.

18. NH HOTELES
#WAKEUPPICS3
We started working with NH Hoteles in 2010. Little months afterwards, Instagram was born and 1 million users joined
the social network in 2 months. Creating one of the first world campaigns on IG, positioned NH as an early adopter and
an innovative digital brand (read the story in BusinessInsider.com).
WATCH VIDEO

19. A B
The new challenge is all about creating experiences, in order to foster engagement between nodes inside a big
network.

20. HOW TO CREATE ENGAGEMENT
CREATIVITY
DATA
TECHNOLOGY
A B
#peoplefirstSET OF
PRINCIPLES
SKILLS &
METHODOLOGIES
TECH ENABLERS

21. How to translate a TV spot into a Facebook campaign, putting the fan at the center of the stage and using personal
data (with explicit permission), creativity and technology to convey emotions.
WATCH VIDEO

22. DATA IS EVERYTHING

23. BIG DATA APPLICATIONS
TOURISM INDUSTRY
Demand & Business Forecast
Real Time Information
Industry Knowledge
Operations Management
Client Acquisition
n/a
Source: Invattur / Territorio creativo 2015

24. DATA SOURCES & OBJECTS
BIG DATA TOURISM INDUSTRY
Online Reputation
Bookings & Services data
Declared Interests in SNs
Sociodemographic Information
Cultural Activities
Geolocalisation
Safety
Health
Mobility
Weather
More to less valued Source: Invattur / Territorio creativo 2015

25. AAKER APPLIED TO A CAR BRAND
We used“big data”(or not so big) to analyse the brand personality following Jennifer Aaker’s model, using hundreds of
thousands of online conversations.

26. CUSTOMER JOURNEY CASE STUDY
An we’ve used“big data”(or not so big) to improve the customer journey of a retailer (brick & mortar), and many other
companies.

27. CONSUMER EXPERIENCE
WHEN HOWWHYWHO WHAT
Motivations
Understanding the
impulse and the
person behind each
moment.
★ Value proposition
★ Empathy Mapping
★ Buyer Persona
★ Casting: internal &
external influence
Timeline
Determining the
timing of each
interaction.
★ Moments map
★ Periodicity and
seasonality
timelines
Touchpoints
Identifying direct
and indirect points
of engagement.
★ Channels
mapping
★ Service staging
(recreating
environments
around each
touchpoint)
★ Casting
Actions
Understanding the
actions and needs
met at each moment.
★ Pain/Wow
moment
measurement
★ Action plan
★ Transactional
analysis
Buyers
Defining the main
actors across the
journey.
★ Buyer Persona
5 PILLARS OF GOOD REBELS / TC METHODOL.

28. CONSUMER EXPERIENCE
1 2 3 540
Segmentation
Role Plays Data
Actions
Measurement
OUTPUTPROCESS
Workshops
Interviews
Research
(Data, Surveys)Interviews
CJ Canvas
Archetypes
Client
Shadowing
Workshops
(in store/ office)
Ideation
Ideation
Customer
Service
Digital
Monitoring
CJ MetricsFramework
Profiles
Empathy Maps
PEOPLE
•Front End team
•Back End team
•Clients
•Front End team
•Back End team
•Clients
•Front End
team
•Back End team
•CJ Team
•Front End team
•Back End team
•Clients
•Specialists
•Internal Teams
•Partners
•CJ Team
•Internal Teams
Segmen-
tation
Buyer
Persona
CJ Mapping
Measure-
ment
Improvement
cycle
Business
objectives
Lean
Tactical Plan
5
•CJ Team
•Front End team
•Back End team
Action Plan
CJ Analysis
Ideation
METHODOLOGY: PROCESS

29. Disney MyMagic+
Another example of Big Data applied to the travel and leisure industry (read more)

30. DIGITAL CUSTOMER EXPERIENCE
FRAMEWORK
CUS
TOMERGROWTH
BRAND
SALES
Awareness
Engagement
Advocacy
Reputation
Customer satisfaction
Social CRM
Loyalty
LifeTimeValue
Lead Generation
Shopper Engagement
Conversions
Sales Networks
BRAND /// SALES /// LOYALTY
And what about digitising loyalty programs?

31. STARBUCKS LOYALTY PROGRAM
Source: Starbucks

32. STARBUCKS
DIGITAL LOYALTY PROGRAM GROWTH
Source: Starbucks

33. analyticscrm
LOYALTY & CRM IN THE DIGITAL
operationalscrm
digital/social
loyaltysocial business intelligence

34. LOYALTY & CRM IN THE DIGITAL AGE
INFORMATION FLOW
web
gps
mobileapp
gamificat.
facebook
tw,in,Inst.
opendata
stores
e-commerce
wearables
int.ofthings
polls
transaction
onlinecont.
mobile
social
hardware
Client ID
data arch.
analysis
socialBI
promotion/
gamification
promotion/
gamification

35. DIGITAL BUSINESS

36. NUEVOS MODELOS DE INGRESOS
TEXTO DEL SUBTÍTULO EN MAYÚSC.
New
Distribution
channels
New products /
services
New Models

37. NEW DIGITAL BUSINESS MODELS
eCommerce Digital Products /
Services
New Models

38. Organisations are finding ways to market new products and services improved or redefined by digital technologies.

39. STARBUCKS MOBILE PAYMENT
Source: Starbucks
But many tourism and hospitality companies are finding ways to take advantage from digital technologies to build
completely new business models. Is not only about“product digitalization”. Is about“digital disruption”.

40. STARBUCKS & SQUARE
Source: Starbucks
Starbucks announced months ago, that they will develop and sell their own mobile payment technology
(even competing with their former partners, Square).

41. Room Mate Hotels launched Be Mate, a platform to let private owners rent their appartments with Room Mate
services, like cleaning or checkin services.

42. DIGITAL ENTERPRISE

43. TEXTO DEL SUBTÍTULO EN MAYÚSC.
Less investment:
21% invest 0€
PEOPLEPROCESSES
AND ORGANISATION
18% invest 0€
As in many other industries, one of the major obstacles to overcome when transforming companies digitally, is that
the investment in people and organisation is still very rare.

44. TC DIGITAL ENTERPRISE
FRAMEWORK
LEADERSHIP
SKILLS
ORGANIZATION
OPERATIONS
VALUES
DIGITAL CULTURE
MOTIVATIONS
We at Good Rebels / Territorio creativo, have developed a framework to help companies put their house digitally in
order.

45. 20th c. efficiency
Because old hierarchical structures are focused on efficiency.

46. 21st c. innovation
But to thrive in the XXIst century we will need corporate structures oriented towards innovation.

47. And we’ve written a whole book to explain how to migrate from old management principles to new ones. How to
introduce digital values in our organisations. #Leadertarians was published by Planeta in Spain in January 2015. If you
want to read this book in English, just send me an email to abladias@gmail.com .

48. In our book there are more than 20 cases explaining how to work with less bosses, less bureaucracy, and less
bureaucracy. Like Valve. (Read the Valve Employee Handbook, PDF)

49. But it is not only about digital cultures. One of the most fascinating example of self management can be found in
Brazil. (Read about Semco Story))

50. INTRISIC MOTIVATIONS
VISION
DEVELOPMENT AUTONOMY
DIGITAL
VALUES
Based mostly on the framework explained in Daniel Pink’s book, Drive: the incredible truth about what really motivates
us, we are building a company where people can look beyond their daily work and understand the impact of their
effort to create a better world, have enough freedom to take most of their decisiones and feel that they become better
professionals each day. It’s all about creating“intrinsic”(not extrinsic) motivations.

51. OPEN LEADERSHIP
• connected leader
• the leader as a teacher
• communicator (read, write, speak)
• co-leadership
• “intrapreneurial”
• control vs. freedom + responsibility
• humble
• helpful (servant leadership)

52. DIGITAL TRANSFORMATION FRAMEWORK
DIGITAL CUSTOMER
DIGITAL BUSINESS
DIGITAL COMPANY
Brand / Sales / Loyalty
Channels / Product & Services
/ New Biz Models
Leadership / Processes
/ Organization / Culture
DIGITAL
SKILLS

53. HOW TO CREATE ENGAGEMENT
CREATIVITY
DATA
TECHNOLOGY
A B
#peoplefirstSET OF
PRINCIPLES
SKILLS &
METHODOLOGIES
TECH ENABLERS

54. a human-centered world
#peoplefirst

55. CREATIVE AGENCY AND CONSULTANCY
DIGITAL TRANSFORMATION & CONSUMER EXPERIENCE
#TcBlog
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56. Thanks for reading this far.
I am Fernando Polo, partner and CEO of Territorio
creativo group (GoodRebels.com) creative agency and
consultancy of Digital Transformation and Consumer
Experience.
You can follow me on Twitter (@abladias) or on my blog
FernandoPolo.com. Or read our vision about the future
of marketing in #Socialholic, or the new digital
management in #Leadertarians.

57. goodrebels.com • territoriocreativo.es/en
Brighton • Madrid • Barcelona • Bogotá • México • Lima
From advertising to experience