Initial perspective on shifts in future of travel and hospitality as starting point for workshop with many of the world's leading hotel concierges at the Les Clefs d'Or event taking place in Mendoza, Argentina on 13 April 2015

1. The
Future
of
Travel
and
Hospitality
|
Mendoza
|
13
April
2015

2. Context
This
ini7al
perspec7ve
view
kicks
off
today’s
event
and
will
feed
into
the
Future
Agenda
2.0
global
discussions
that
are
taking
place
through
2015.
It
is
an
ini7al
view
to
be
shared,
challenged,
built
upon
and
enhanced.
Ini7al
Perspec7ves
Today
Global
Discussions
Q1/2
2015
Insight
Synthesis
Q3
2015
Sharing
Output
Q4
2015

3. Doubling
of
Interna;onal
Tourism
In
2012
the
number
of
tourists
crossing
interna7onal
borders
reached
over
1bn.
Much
of
the
demand
is
fuelled
by
rising
household
incomes
in
emerging
economies.
Interna7onal
tourist
arrivals
are
expected
to
reach
1.8bn
by
2030

4. Growing
Consumer
Awareness
The
dream
of
affordable
travel
is
being
obscured
by
climate
change
and
a
growing
awareness
among
consumers
that
sustainability
and
responsible
travel
are
set
to
impact
how
we
understand,
embrace
and
manage
our
holiday
plans.

5. BeAer
Employers
Given
that
the
travel
and
tourism
industry
is
a
huge
employer,
the
development
of
and
7ghter
controls
on
employment
rights
are
likely
to
be
a
significant
factor
in
the
future.

6. Community-­‐based
Tourism
Community-­‐based
tourism
is
on
the
rise
with
holidaymakers
eschewing
the
crowded
beaches
and
all-­‐inclusive
packages
to
enjoy
a
more
authen7c
experience
living
in
the
culture
rather
than
observing
it
from
the
outside.

7. Age
Diversified
Workforces
The
demographic
changes
underway
are
fundamentally
altering
virtually
all
aspects
of
life
as
we
know
it.
Workforces
are
becoming
older
and
more
age
diversified
than
ever
in
history.

8. Posi;ve
Local
Impact
Travellers
will
base
buying
decisions
not
only
around
comfortable
beds,
leisure
facili7es
or
cultural
aXrac7ons,
they
will
also
choose
to
stay
in
places
where
staff
are
being
treated
well
and
the
local
economy
is
not
being
exploited.

9. Device
is
King,
Consumer
is
Queen
The
device
is
the
focus
of
the
future
–
it
knows
where
you
are,
what
you
redeem
and
will
likely
consolidate
all
your
informa7on.
Brands
will
need
to
understand
the
ways
devices
will
mediate
their
rela7onships
with
customers.

10. Consumer
Power
The
consumer
is
likely
to
gain
the
upper
hand
in
terms
of
the
power
dynamic
and
principles
such
as
‘great
customer
service’
will
no
longer
be
a
nego7able.

11. Seamless
Cross
Border
Travel
Smart
visas,
indeed,
smart
7cke7ng
in
general
for
mass
transit
provides
a
tangible
way
forward
in
addressing
some
of
the
barriers
to
the
seamless
growth
of
cross
border
visitor
numbers.

12. Borrowing
Stuff
Borrowing
kit
during
their
stay
will
be
an
increasing
demand
for
guests
who
prefer
to
access
not
bring
their
own
stuff
–
whether
that
be
tablets
and
bicycles
or
gym
kit
and
evening
wear.

13. Up-­‐Stream
Insight
Companies
and
networks
have,
and
act
on,
very
early
insight
on
future
‘intent
to
travel’
and
customise
services
to
suit.
Exis7ng
hotel
brand
rela7onships
are
by-­‐passed
by
those
more
‘in
the
know’
about
guest
interests.

14.
Personalised
Choice
Consumers
enjoy
a
world
where
choice
is
a
commodity
but
where
trusted
opinions
play
a
cri7cal
role
in
guiding
and
assis7ng
decisions
or,
for
some
individuals,
reducing
choices
on
their
behalf.

15. Chinese
Tourists
150
million
outbound
Chinese
tourists
and
a
total
of
500m
more
mobile
Asians
will
need
places
to
stay
in
other
countries
that
align
beXer
with
their
specific
cultural
norms
and
expecta7ons.

16.
Maximising
Moments
Individuals
seek
to
maximise
the
benefits
of
moments
available
to
them
-­‐
whether
efficiency,
rest,
enjoyment
or
otherwise
-­‐
regardless
of
7mespan
and
whether
the
moment
was
planned
or
enforced.

17. Co-­‐Branded
Experiences
Hotels
increasingly
partner
with
established
consumer
brands
to
provide
leading-­‐edge,
repeatable
co-­‐
branded
experiences.
The
hotels
act
as
hosts
with
the
partner
brands
driving
the
delivery
of
the
experience.

18. Depth
not
Breadth
People
seek
increased
depth
in
travel
experiences
instead
of
breadth
–
exploring
the
history
and
culture
of
a
place
and
its
travellers
over
7me
and
facilitated
by,
but
not
limited
to,
access
to
informa7on
and
intelligent
devices.

19. Mul;-­‐genera;on
Travel
Large
numbers
elect
to
travel
collec7vely
with
three
genera7ons
of
their
families
who
look
for
mixed
and
specialised
experiences
to
keep
each
genera7on
happy.

20. Educa;onal
Experiences
Hospitality
combines
unique
experiences
with
opportuni7es
for
teaching
and
learning
with
demand
driven
by
consumers
interested
in
using
spare
7me
to
be
part
of
the
experience.

21. Urban
Detox
The
urban
detox
will
be
a
growing
need
for
those
unable
to
leave
the
ci7es
but
wan7ng
the
immersive
relaxing
refresh:
Urban
resorts
will
make
the
long
distance
experience
local.

22. Mul;ple
Iden;;es
As
guests
manage
mul7ple
iden77es
as
a
cocktail,
to
be
effec7ve
social
media
marke7ng
placorms
will
need
to
engage
the
most
appropriate
personality
in
the
best
manner
at
the
right
7me

23. Adapta;on
to
Climate
Change
More
extreme
weird
weather
drives
organiza7ons
to
plan
for
extremes,
choosing
safer
opera7ng
loca7ons,
more
robust
design
op7ons
and
enhanced
risk
and
con7ngency
planning.

24. Eastern
Centricity
With
China’s
500m-­‐strong
middle-­‐class
burgeoning
and
travel
barriers
diminishing,
Western
and
Eastern
cultures
meet
and
feed
off
one
another,
shiding
global
norms.

25. Mass
Medical
Tourism
In
key
loca7ons
where
hotel
footprints
align
with
the
medical
facili7es,
there
will
be
growing
demand
for
accommoda7on
for
pa7ents,
their
families
and
healthcare
professionals.

26. Future
Agenda
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