The New Global Normal: What it means for Canadian competitiveness
The New Digital Normal, and What It Means for Travel
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Transcript of The New Digital Normal, and What It Means for Travel
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Stranger in a
Strange Land
The New Digital Normal,
and What It Means for Travel
#ETC2015
Perry Hewitt | Harvard University
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1. Travel today
2. Digital
opportunity
checklist
3. What’s next
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We travel, initially, to lose ourselves;
and we travel, next, to find ourselves.
We travel to open our hearts and eyes
and learn more about the world than
our newspapers will accommodate.
We travel to bring what little we can, in
our ignorance and knowledge, to those
parts of the globe whose riches are
differently dispersed. − Pico Iyer
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Let’s start here:
“My name is Perry, and I
have a travel problem.”
Image credit: Elliot Verhaeren for The Noun Project
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TRAVEL TRENDS INTERSECT WITH DIGITAL ADVANCES
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http://skift.com/2015/01/28/international-
tourist-arrivals-reach-record-1-13-billion-in-
2014/
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Image credit: Archives New Zealand
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There is a lively
intersection
(collision?) of the
global travel industry
and the internet
Image credit: Atelier Iceberg for The Noun Project
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Booking: ubiquitous, flexible, mobile
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Alternative transportation
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Visibility into locations
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Alternative accommodation
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And unprecedented transparency
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We live in an era of
blurred lines and
high expectations.
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A new trend started
in 2007 which
affected not only the
researching and
purchasing, but the
experience of travel
Image credit: George Agpoon for The Noun Project
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The four phases of the user
experience of educational travel
Evaluate AnticipateExperienc
eReflect
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Optimize digital presence for 24/7 searchers
Embrace email as a killer app
Ask for social profiles
Provide shareable content about the trip itself
Recognize that WIFI is the oxygen for travel
Consider a template for tour leaders
Recommend website and photo/video sharing tools
Digital opportunities checklist
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Evaluate
1. Optimize your digital presence
for 24/7 searchers
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Evaluate
2. Embrace email as killer app.• Lists clean?
• Brand consistent?
• Voice?
• Send strategy baked?
• Mobile first?
• Measured and optimized?
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Anticipate
3. Ask for social profiles upfront
to enable (but not mandate)
social connection
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Anticipate
4. Provide shareable content to
your guests about the trip
before they travel
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Experience
5. Recognize that WIFI is oxygen
for travel
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Experience
6. Consider templates for tour
leaders – plug in two photos a
day with location
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Reflect
7. Recommend website and
photosharing tools for traveler
connections post travel
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THE UNEVENLY DISTRIBUTED NEAR-FUTURE
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On the horizon …
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Where can I go with a beach and
nightlife scene that also has things
for teens to do?
On the horizon …
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On the horizon …
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One final,
parting
thought
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Embrace digital
capabilities to
complement rather than
threaten travel
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Thank You