10  TIPS  ON  THE  DIGITAL  CUSTOMERS  IMPACT  ON  THE  FUTURE  OF  THE  TRAVEL  SECTOR

Social  me Marco  Ryan  

Chief  Innovation  Officer  Thomas  Cook  Group

@marcoryan

www.marcoryan.com

marcoryan4766

http://de.linkedin.com/in/marcoryan/

FOCUS  ON  THE  CUSTOMER  EXPERIENCE  

Beware  of  the  anarchy  of  the  digital  customer.  

They  care  less  about  brands  and  more  about  experiences.

1

Delta  Airlines

CUSTOMERS  EXPECT  A  SEEMLESS  EXPERIENCE  ACROSS  THE  LIFECYCLE  

“Invert”  the  customer  lifecycle  so  that  you  understand  it  from  what  the  customer  experiences  and  not  what  you  want  to  deliver

2

Google

ENGAGE  YOUR  CUSTOMERS  ON  SOCIAL  MEDIA  

The  Digital  customer  is  part  of  the  sharing  economy.  You  need  to  be  part  of  that  conversation  and  it  begins  with  listening.

3

Marriot  Hotel

Hyatt  Hotels

Thomas  Cook

ACCEPT  THAT  DISRUPTED  TOURISM  IS  ALREADY  HERE  

Look  for  disruptive  opportunities  outside  your  core  business  to  extend  yourself  along  the  customer  journey

4

KLM  UBERKLM  and  UBER

BE  SELECTIVELY  BRILLIANT  

You  cannot  be  brilliant  at  everything,  but  you  must  be  brilliant  at  your  core  business  or  service  proposition

5

HotelTonight

AirBnB

SUCCESS  IS  CHOOSING  THE  RIGHT  DIGITAL  PARTNER  

Find  a  partner  with  a  strong  digital  vision  and  one  that  will  help  you  be  brilliant  in  your  area  of  focus

6

Choose  right  partner  exampleSalesForce  &  Chatter

Thomas  Cook  

FOCUS  ON  VALUE  NOT  JUST  ON  PRICE  

Digital  customers  looks  for  value  not  always  price.  Think  about  how  you  package,  how  you  cross-­‐sell,  upsell  and  how  you  reward.

7

Focus  on  value  not  price  exampleAirBnB

DIFFERENTIATE  THROUGH  INNOVATION  

Innovation  is  not  just  about  technology,  but  about  how  compelling  experiences  change  behaviour  or  need

8

Innovation  exampleStarwood

Google  glass

Starwood

Was  sind  die  nächsten  Schritte?     Virtuelle  Realität!

Thomas  Cook

GET  TO  GRIPS  WITH  THE  TECHNOLOGY  

For  your  customers  and  your  employees,  Mobility,  and  the  technology  that  supports  it,  is  a  hygiene  factor.  Are  you  ready?

9

Sharing  exampleBritish  Airways

BE  PART  OF  THE  SHARING  ECONOMY  

Your  customers  are  always  online,  always  connected,  consuming,  creating  and  sharing  content  and  opinion.    Are  you?

10

Sharing  exampleAxel  Springer  &  bild.de

TripAdvisor

Keep  calm

Social  me Marco  Ryan  

Chief  Innovation  Officer  Thomas  Cook  Group

@marcoryan

www.marcoryan.com

marcoryan4766

http://de.linkedin.com/in/marcoryan/