Sobre aquest blocL’activitat turística té un impacte econòmic tan important que salva les economies del 40% dels països. Les necessitats dels turistes estan en continua evolució, i la competència es cada cop més gran, per això resulta fonamental innovar. La innovació en lleure i turisme és el nostre objectiu.
La actividad turística tiene un impacto económico tan elevado que salva las economías del 40% de los países. Las necesidades de los turistas están en continua evolución, y la competencia es cada vez mayor, por ello es fundamental innovar. La innovación en ocio y turismo es nuestro objetivo.
Montse Vilalta Montse is PhD in Economics by Universitat Abat-Oliba and holds a position of Director of Maresme University College. Her research spans from efficiency of universities, through university-business linkages to female entrepreneurship. Currently her research agenda concentrates strictly on female entrepreneurship in comparative perspective.
Anna Casal Licenciada en Publicidad y Relaciones Públicas y Diplomada en Turismo. Responsable Secretaría Técnica Primer Congreso de Ocio y Turismo, OCITUR 2012.
Albert Blasco Doctor en Historia contemporánea. Máster en Historia. Licenciado en Humanidades. Diplomado en Turismo. Coordinador de los estudios de grado, postgrados y másteres en Turismo y del Primer Congreso de Ocio y Turismo, OCITUR 2012. Lineas de investigación: transporte turístico, ocio y bienestar, impactos del turismo en la sociedad de acogida
Narcis Martí Director de Hotel, Profesor de l’Escola Universitària del Maresme (EUM-TCM) de la asignatura de Gestión de Alojamientos turisticos. Diplomado Técnico en Empresas y Actividades Turísticas, Curso de Management para Hoteles y Restaurantes por la Canadian Hospitality Institut y ESTUR, Curso Superior de Gestión Gerencial Hotelera por EADA y el Centre International de Glion, Curso de Sommelier por la Escuela Española de Sommeliers, Programa de Gestión y Dirección Hotelera de ESADE. Director de Hotel y profesor de la Escuela Universitaria del Maresme (EUM-TCM) de la asignatura de Gestión de Alojamiento Turistico.
Jordi Oller Jordi Oller i Nogués PhD in Economics. Touristologist (“Turistòleg” in my mother tongue). Lecturer, Consultant and Entrepreneur specialized in business models and technological architecture for services (Tourism, Healthcare and Training sector). Areas of expertise covers: Creation, Communication and Commercialization of Tourism Services; Service Management; Yield / Revenue Management and Social Media Marketing.
Jesus Alvarez Valdes Business Development and Marketing Manager en SerCompetitivos, Empresa de Consultoría y Mentoring. Especialidad en desarrollo de Empresas, Estrategias Competitivas y Marketing. Consultor de Empresas y Formador con especialidad como gestión empresarial y turística. Marketing y Branding. Competitividad Empresarial, Planificación y Gestión de Destinos Turísticos. Gestión del Conocimiento. Desarrolla sus investigaciones en el campo del Diagnóstico de Competitividad, el Impacto de las Nuevas Tecnologías de la Información y el Conocimiento, la Web 2.0, Turismo 2.0 Doctor en Ciencias Económicas y Empresariales Profesor Universitario y de Escuelas de Negocio Conferencista Internacional
Celina Llarás Usón Licenciada en Filosofía y Letras, Sección Arte. Programa de doctorado: arte. Graduada en Artes Aplicadas, especialidad Interiorismo. Ingreso en el Cuerpo Facultativo de Conservadores de Museos. Docente en diferentes asignaturas de turismo en la Escuela Universitaria del Maresme (EUM-TCM) y en la UOC. Publicaciones varias sobre Patrimonio Cultural. Líneas de investigación: Arte Medieval hispano, preferentemente Románico; Patrimonio Cultural, oral e intangible y Museos del ámbito geográfico catalán; dinamización cultural y turística en el ámbito geográfico del Maresme; Turismo religioso/peregrinaciones. Tesis de Licenciatura (tesina):” El moble romànic català (1998”). Tesis en preparación: El Camino de Santiago en Catalunya.
Lluís Codinas Licenciado en Psicología de las Organizaciones y Trabajo. Máster en Dirección de Recursos Humanos. Responsable de selección de personal RRHH del Tecnocampus Mataró-Maresme y coordinador del programa de prácticas de la Escola Universitària del Maresme, Docente estudios de turismo y ADEiGI en la Escuela Universitaria del Maresme (EUM-TCM). Consultor Universitat Oberta de Catalunya. .
Dr. Josep Maria Raya Dr.Josep Maria Raya es profesor titular de la Escola Universitaria del Maresme (Universitat Pompeu Fabra). Su investigación se centra en economía de la vivienda y economía del turismo.
Benet Maimi Llicenciat en Ciències Econòmiques i Empresarials (UB), Doctor en Economia i turisme per la Universitat Abat Oliva CEU ,Tècnic en empreses i activitats turístiques, Diplomat en Gestió de Vendes d’Hotels i Agències de Viatge. Programa de Lideratge per la Gestió Pública ( IESE), Máster en Estudis Humanístics i Socials,( Universitat Abat Oliva CEU). Professor de Màrqueting Turístic, Planificació turística i Turisme de creuers al Tecnocampus Mataró- Maresme. (UPF) I professor col·laborador al Abat Oliba CEU i també a l´Escola Universitària de Hoteleria i Turisme de Sant Pol de Mar (UDG) , i com a Consultor Turístic a l’empresa Consultur, S.A. – TEA CEGOS. Autor de varis llibres i estudis sobre política d’empreses turistiques, aplicacions innovadores de les TIC en el sector turístico, i “Res será el que era”, un recull d’articles del seu bloc personal.
Gonzalo Berger Doctor en Història per la Universitat de Barcelona (Programa Societat i Cultura). Màster en Història Contemporània i Món Actual (UB-UOC). Llicenciat en Geografia i Historia (UB). Diplomat en Gestió i Direcció del Turisme del Vi (UdG). Soci fundador i director tècnic de TANIT difusió cultural s,l (2008). Soci fundador de NINA produccions s,l (2014). Professor (TC-UPF) de les assignatures Recursos Territorials I, Recursos Territorials II, Turisme i Territori, Gestió de l’Oci i del Benestar i Sostenibilitat i Avaluació de l’impacte turístic. Línies de recerca: Turisme de Memòria
Segueix aquest bloc
Yearly Archives: 2013
The other day, I tweeted about Gamification and tourism.
As you know, I strongly believe that Gamification is strongly related to Servuction ( Isn’t it, at the end of the day, Servuction a play for a special audience called the customers, as the creator of the word Servuction claims ?).
The day after my tweet, an ad about a master dealing with Gamification appears in my account. Coincidence? Of course not! I follow the link and I discovered two things:
1) Twitter can be effective as a promotion tool for tourism enterprises!
2) What is now called Gamification it was called Simulation 17 years ago!
I strongly believe that life is better represented as a circle than as a line. What was Yield Management, is now Revenue Management, what it was Intelligent Systems is now big data or machine learning what was a multiplatform website (usually with XML +XSLT) is now RWD (Responsive Web Design) … Sometimes the update is worthy, sometimes it is better to stick with the old version but, in any case, it’s a must to have a holistic vision in order to have your own!
In 1996 I completed a specialization in teaching methodology. At that time, I studied what was the flavor of the month: Case Method, Team Projects and Simulation. I enjoyed this course and, as usual, I enjoy more when I put these theoretical ideas into practice with my Touristologists!
You have to remember that one of the main reasons I become a teacher is because I love to learn and then share this knowledge. If then my Touristologists earn a living using this new new thing I’m the happiest man on earth!
Ok! Let’s focus now on Twitter as a promotion tool for tourism destinations and enterprises. Shall We? I have to admit that the first time I used twitter this thought pass through my mind “This is nonsense. Just a distraction that I have to avoid in order to accomplish my goals!” So, I forget about twitter, then one day I returned and discover that a lot of bloggers, magazines, newsletters, enterprises…, which I was following through other mediums, publish first and in advance in twitter. I also realize that they reply (usually very fast) to questions make for normal people.
So, nowadays I check Twitter out every single day…And I think is worthy to consider as a medium of promotion for Tourism enterprises and destinations, Touristologists!
How does its ads systems works? Good question! Let’s provide a quick summary. Then, if you are a Touristologist, you will use Galileo’s Methodology “He was often willing to change his views in accordance with observation” and maybe you wish to share, here in OUR blog, what you are learned, with your fellow Touristologists!!!!
Is Twitter ad campaign not yet available in your country, Touristologists? Don’t worry! Soon it will be, and you will be ready! Always ahead, remember?
In a nutshell…
Click the twitter’s gear
and select Twitter ad campaign
And follow these easy steps:
1) Choose what you want to promote:
1-1)You can promote your tweets. You have to choose which one you want to promote: The one making a special offer? The one introducing your new mobile app?…
1-2) You can promote your account.
1-3) You can promote a trending topic.
In all the cases they will label it as “Promoted”
More information here
2) Target your audience: You can use as a criteria, A) Who are they following and B) Which are its interests. In both cases, you can also use geographical location, electronic device (mobile, laptop…), gender… more information here
3) Choose the limit to the amount of money you are willing to spend. You can limit the cost of getting a new follower or any engagement activity (retweet, reply, favorite or click on your Promoted Tweets). You also can limit how much to spend in a single day.
More information here
4) Then you easily can track the results of the campaign: Here more information
You can learn more here
Simulating the flight of a bird is easy, as it is easy to start a campaign in Twitter but if you really want to fly…you’d better ask to anyone of my fellow Touristologists, they not only provide the best advice related to the new Social networking Site, micro blogging activity, the-new-new-thing… but also what is the best way to integrate them, and their actions, inside your chain of value in order to get the trust and add value to your tourists!!!!
Sometimes (well, often) My Touristologists ask me, fed up about my obsession to give my subject in English, fed up of always demanding International examples, fed up of always asking for more examples of specialized Tourism, fed up of my methodology which consists of ME presenting the whole theory in the first sessions , then THEM preparing study cases and projects making all the concepts interact, then THEY give presentations to the rest of the class and have to integrate their ideas, proposals, improvements…Jordi, exactly, what do you want?!?!?!
I want YOU to be successful Touristologists! That is what I want! I’m only good if you are good. At the end of the day, I’m a Touristologists builder, remember? I’m only good if masterpieces appear to astonish the world! I want to contribute to the creation of the greatest Touristologists on earth. That is what I want!
I want to avoid, by all means, that you just memorize concept after concept and then regurgitate them in an exam. As I said here I could use a methodology which means less work for you and for me! Sure I could! BUT with this kind of interaction I’m sure that my Touristologists don’t learn the subject by the book. I want YOU to become master and commander of Touristology’s Framework. In order to achieve, there is nothing better than using a trial and error methodology!
In a real job, in your start-up, it won’t be theme 1 and theme 2… You will have to interact with concepts, deal with different opinions and point of views (customers, investors, suppliers, collaborators, employees…) then analyze this ever changing reality and REACT in the most effective and efficient way. I try to mimic this reality with this methodology. I try to prepare you to survive in this reality!
The other day, we talked about, that to develop the skills, the contacts, the knowledge to deal with specialized tourism it is an important framework to keep in your Touristology’s toolbox!
I also want to be sure that you can apply these ideas for a job interview, Touristologists! If the only thing you are able to offer is your capacity to attend the tourist when She/He arrives at the hotel, camping site, Tourism destination… you are a kind of commodity. You are doing something, though very important, a lot of people know how to do.
I want to be sure that you can apply these ideas to your new start-up, as well. Local tourism is OK, but.. You are a Touristologist! The world is your office and you have what it takes to be competitive in a global environment. If you only focus on local tourism you are losing plenty of opportunities!
If you are able to integrate ideas and points of view, if you are able to seek for new customers and attract them as a magnet to any place that you choose and then become a Super3 and add layers of profit as we explained here. I, strongly, believe that you can earn more money and build up a successful career as a Touristologist!
If you are able to do that… you don’t need to worry about your competitors, some of them still believe that local tourism is the way to go, that Chinese tourism is a fairy tale, that marking down the price is the most intelligent tactic ever in order to increase your profits, that Marketing, Human Resources, Finances… can operate as silos, that you don’t need to try to control the chain of value…
Globalization makes anyone in the world a possible competitor. More and more people have access to information, to knowledge, to international contacts. If we want to succeed we have to play in an international environment with international scope and become problem-solvers and profit generators!
You’re another species, you are an evolution: Better educated, trained, motivated and connected to an international world. You’re a Touristologist! You are the flavor of the month, you are the future of our beloved sector!
Are you with me in this battle? Good warriors know when they have to fight a battle alone, when it is better to use a small and highly specialized group and when they have to use all men and women available. If Touristology has to win, we will need all possible help.
If we stay together we will succeed and will sing VINCERÒ! …at the end of the battle!!! As sure as Touristology is a science!!!
As I said, at the beginning of this series about Revenue Management. To me, Revenue Management is a combination of:
1) Strategic Marketing: Marketing Research, define the segment, build/use and try to manage the chain of value, playing with the 4P’s…
2) Strategic Finance: Segments Accountancy, RevPar, GopPar, RevPaSH (Revenues per available SEAT and HOUR when we focus our attention on increasing revenues and PROFIT in restaurants) and…
3) Web Engineering:
Web 2.0: Which thanks to Syndication We have “Channel Managers” systems who manages rates and availability for all distributors from one single system user interface.
Web-Scraping: Which allows us to compare prices (Insiders like to call the software that able to do that “Shoppers”) and establish /assess our on-line reputation as we saw here and now…
The Real-Time web… Real-Time web is another tool for chains of value willing to work as a single entities OR as a complex system as we describe here.
The other day, We talked about Real-Time web for Touristologists. We saw two interesting examples showing how tourism enterprises and destinations can make the most of instant and fast-update communications between all the members of a chain of value and the tourists to whom, they aim to gain their trust and add value from the beginning to the end of the trip.
Of course, Hotels and any lodging facility can use those ideas as well, but here in this post I would like to offer a customized example for Revenue Managers.
Jordi! How can you relate Real-Time Web to the daily task (short vision) of a Revenue Manager?
Good question Touristologists! Let’s see if I am able to convey my vision…
A hot topic today in Revenue Management is how to increase revenues (AND profits We Touristologistly add!!!) for every single customer. Here it’s a must to talk about ancillary and upselling services.
For starters, let’s provide a clear and, an arguable, good definition of ancillary and upselling services:
Ancillary (or auxiliary) products are close to the definition of cross-selling in CRM (Customer Relationship Management) I mean other services that can be a good complement to the services the customer had already bought or it’s about to buy. A case in point could be… are you here in my hotel to assist a seminar about how to apply Real-Time web in Revenue Management? What about an on-line seminar before going to the conference? What about an aspirin and a massage after the seminar (just kidding!!!)?
On the other hand, upselling services is all about offering upgrades to the same service the customer had already bought or it’s about to buy. A better room, a better view… a complimentary Internet access…
It’s worth mentioning (and good to highlight!!!) that both ancillary and upselling services…
1) Can be related to services of the hotel AND any service from any member of the chain of value. We are a system, remember?
2) In order to be effective, they have to be as customized as they can be. Not any upgrade… but the one which fits the customer’s needs!
So, We have a Hotel practicing the science and art of Revenue Management. They know that in order to make the most of up-selling and ancillary products, they have to customize their offers. Their Data is saying that the most appreciated up-sellings are, to be upgraded to a king suite, follow by a late check-out and/or early check-in, also to be upgraded to a higher floor with better views.
Thanks to their CRM, Loyalty programs and Social Networking Sites activities they know which one is the favorite one, NOT for the average customer but for each of them. They also can play the game of different “versions of ME”.
So, We have the knowledge and thanks to the Real-Time web We are able to send this customized offer right here / right now. For instance, through the mobile at the moment He/She is doing the reservation!
Maybe this is also a good moment to make a suggestion for a gift (ancillary or upselling) to a loved one or a travel companion…
Maybe this is a good moment to help our customer to help us and himself… For instance, allowing him to create a group for a customized service and get a discount. Welcome to the pro-am era!
Some people will say that this is a good example of Big Data and Machine Learning. I agree! Just that I like to call it… Intelligent Systems in action powered by the Real-Time web!
Can you fulfill/developed these examples? Please, use as a base the short vision (see the picture above) of a Revenue Manager!
Ready for more? I strongly recommend you to read this article: Especially, the example provided by Jurgen Ortelee: “In his analysis for Pan Pacific hotels, convention customers paid similar room rates as corporate customers, on average, but because of the much higher propensity to rent meeting space and incur higher food/beverage charges, convention customers result in 60% higher profitability per room than corporate customers. As another example, the value of a wholesale customer, who is likely to pay among the lowest room rates, is valued more on a Total Revenue basis given his higher propensity to use hotel spa services”.
To me, it seems a good opportunity to apply our favorite tool: Segments accountancy, what else? Which will allow you to get better decisions. As I always said: Different segments, different margin… AND you must know it and act accordingly!!!
I like to finish this post with the video that I share in this tweet…
Interesting mobile app Touristologists! But… Do you think we can improve it using Real-Time web technology and Business Model related to ancillary and upselling services?
Can you write down the technological scheme and describe how to use the Web 2.0 Business Model that we talked about here?
Can you highlight the features that will transform it into a web 3.0 mobile app?
Damm it! I began to write a post and I end up writing a Study Case. I can’t help it, I am a Touristologist builder! As I often say… “Michelangelo has his Sistine Chapel Ceiling; Leonardo has his Giaconda. I have my Touristologists!”
I like to be up-to-date with complex systems. I use related methodology while doing my PhD and I found (still find, indeed) great applications for it in our beloved sector. What do you think? “Complex Systems … investigates how relationships between parts give rise to the collective behaviors of a system and how the system interacts and forms relationships with its environment.” Different parts (Inhabitants, Public sector, Lodging, Intermediaries and infomediaries, transport companies, companies not related to the trip but to the motivation of the travel…)?… giving rise to a collective behavior? It sounds very Touristologistly, to me!
Recently, I read a book about the evolution of complex systems. The author describes it as a paradigm shift because it changes the basic assumptions of a field. Well, in this case, my fellow Touristologist…. Touristology is, clearly, a paradigm shift!
Let’s review three examples, shall we? The first related to Tourism destinations, the second related to the lodging industry and its flavor of the month: Revenue Management. Finally, last but, definitely, not least related to intermediaries, basically, travel agencies.
– On-line travel agencies (OTA) or normal travel agencies, Jordi? Do you still divide enterprises by if they are integrated to internet or not? I don’t know about you but… I don’t go to Internet anymore…. I live there!!!
Touristology is a paradigm shift for tourism destinations, among other things because claims/proves that granted specialized and mass/generic tourism usually must coexist, in all the cases, always better: First specialized then Generic. It also claims/proves that bottom up strategies are fairest and far more effective than top down ones.
Touristology is a paradigm shift for hotels and any lodging facility. Because If we, seriously, want to increase Revenues and Profits (at the end of the day, this is what Revenue Management is all about, remember?) we have to focus on providing a good service NOT ONLY when the customer is inside the building but from the beginning to the end of the trip! We have to detect segments, customize our services and use or build different chains of value (with different collaborators, intermediaries /infomediaries… Does 1,2,3 theory ring a bell for you?
Of course, we can use Social Networking Sites! But what about creating our own virtual community, not only related to the travel but also to the motivation of the tourist?
Touristology is a paradigm shift for intermediaries, as well, which will try to manage its chain of value instead of selling packages create, communicate and commercialize for others. Intermediaries, which will aim to stop battling for a commission and will began to create, communicate and commercialize their own packages knowing that this is the way to go in order to be (and remain) competitive.
Intermediaries, which will provide services for a segment, using customize suppliers and managing the trip both in the country of origin and in the tourist destination. 1,2,3 theory, remember???
Who has to discover, implement, study… this paradigm shift? The same actors in the tourism sector focus on mass and local tourism? The ones who proudly are waiting for others to bring tourist to them?
I doubt it! I share my life with the best Psychopedagogist in town and her mind and her bibliography (Howard Gardner “Leading Minds”) say something similar to: For what we know about human cognitive development, it’s improbable that a professional in a “way of doing” see and lead a different approach. So, who will do that? YOU TOURISTOLOGISTS!!! If not you.. Who? If not now.. When?
To find good readings is like to find a needle in a haystack. You see a good title like “Are coders worth it?” and you say to yourself – Lets give it a try! Then you discover a person that has multiple interests: Programming, to become a writer… And you think to yourself – Hmmm, it sounds like a consilient thinker to me! So, you keep reading and the author of the article (by the way James Somers) talks about his admiration for Douglas Hofstadter, to me, the author of one of the most fascinating books I have ever read “Gödel, Escher, Bach: An Eternal Golden Braid” then he gives a citation of Ernest Hemingway and I said “That’s it! I have to finish this article. Then I discover that you can download for free the podcast version. So, I downloaded it and did my jogging listening to it!
He makes a review of internet evolution (I like evolution stories). To make a long story short, He talked about the first Internet bubble when in order to be successful (or try to be!) the most important asset was money. If you have money you can buy an ad during the Super Bowl and wait for the customers. At that time, it wasn’t really important to have a beautiful and fully functional web site: If you build it they will come, right?
When the dot com bubble burst, the web 2.0 and cloud computing era was born. Investors realized that big investments were no longer necessary, because you change them for variable costs! What you really need are people who create the website.
But if developers are the most important asset what happens with the business model? Business Model? Just copycat one that seems successful!
How many kayaks, bookings, Groupon, gydsy will the market stand?
In the case of gydsy I was force to make this tweet!!!
Soon (very soon indeed!) people will realize that money is important, developers are important BUT to have a business model is also very important. When this business model is related to Tourism… You, definitely, will need a Touristologist!!!!
So, here we have the triumvirate of success: Money, developers and Touristologists!
My opinion? Begin with Touristologists then developers then don’t worry about the money … It will come!!!
As you know, I like to define myself as a consilient thinker. Two of the sciences that I love to combine are Touristology (the best science ever!!!) and Web-Engineering. Some people believe that Internet, its technologies and business model can be a threat for Tourism and for Touristologists. It can be… BUT only if you are an average Touristologist if this kind of thing exists!!!
I agree with the author of this article when he said “The great tech revolution of the last 30 years is finally beginning to metastasize into every other human domain–in other words, software is eating the world, endangering almost every job there is…. Almost every job, in every field, probably including yours, will increasingly be threatened by obsolescence and/or automation.”
I agree with Thomas Friedman the author of “The world is flat” when in his book “The lexus and the olive tree” he claims “Winners in any field today can really cash in because they can sell into this massive global marketplace, while those who are just a little less talented, or not skilled at all, are limited to selling in just their local market and therefore tend to make a lot, lot less”
These threads, losing your job and cashing in less can happen to us. Unless… We are Touristologists!
If you know your segment, know how to customize tourism services, how to use or build up a chain of value then nobody can fire you. As a matter of fact, firing you is the worst thing that they can do, because it would mean the birth of a strong competitor.
If you work with specialized tourism in an international scope you can be the kind of winner Thomas Friedman was talking about!
Yes, Jordi BUT, what about if the segment disappears, if they change tastes, if they are no longer interested in our services? For average Touristologists this could be a problem. But for you, EXCEPCIONAL Touristologists this situation is your day to day battlefield!
When a door closes, a window opens!!! This is an eternal truth. But you have to be able to see the window and not everyone is able to do that. You need a trained mind, a network of contacts and a good attitude to discover and make the most of any given opportunity. Even if the window doesn’t exist or it resists being opened you have to invent one. You have to find a way!
We are Touristologists. We can go to any place in the world, detect a segment with specific necessities related to travel OR not related to travel BUT able to be satisfied through a trip. Then we can go to any place in the world, customize the offer, and use or build a chain of value to connect the demand and the supply.
We are Touristologists, the world is our office AND we are not expendable!!!!
What about experts in tourism that still believe that local tourism is the way to go? At the end of the day – They proudly explain – local tourism is the one we know the most. So, it will be easy to get their trust, to segment the market and take care of any specific needs!
What about experts in tourism that still believe that marking down the price is the best strategy ever? The other day, I was in a seminar about revenue management, I was explaining to people working in this field that almost all scientific studies show that in hotels (contrary to airlines) if you mark down the price you don’t get enough customers who compensate price reduction and allow you to increase the revenues.
One of the attendees of the seminar began to claim – this is not true! When I mark down the price I get plenty of new customers.
It’s possible -I calmly reply. I’m sure that you also get the same margin. You use something similar to segments accountancy, don’t you?
I’m also sure that the fact that you fill the hotel with low price orientated customers doesn’t have any exclusion effect whatsoever on your regular customers.
Well, I clearly see that marking down the price provides plenty of advantages and no inconveniences!
At the end of the session, another attendee to the meeting came to me and said “ I also believe that marking down the price is a bad solution. All my competitors are doing the same thing but this season I refuse to follow the herd and I get better results.” Why didn’t you share this with the class? Well I prefer to act and get results than to talk and do the same as everybody else.
You’re a Touristologist my friend- I reply! As Mark Twain said “Noise proves nothing. Often a hen who has merely laid an egg cackles as if she had laid an asteroid.”
Anyway, software is eating the world and maybe your job. Which do you believe is a job easy to eat, the one dealing with local tourism and based on marking down the price OR the one dealing with specialized tourism with an international scope?
I’m not afraid of software! I tell software what to do! I work in activities where specialization, creativity, intuition and human touch are key. What about you? Still believing in local tourism and marking down the price?
When you decide to focus on international tourism and adding value to specialized tourism… I will be here waiting for you, my fellow Touristologist!!!
The other day I, Touristologistly, tweeted this post
Jordi, exactly what do you mean with “DEU N’HI DORET” is this English? No, it is Catalan my beautiful mother tongue! It has a lot of translations but on this occasion it can be something similar to… what a surprise!!!
I also attached a video about one ad of the buyer, Get Your Guide.
I find this add interesting because it is an example of “how to increase the relationship with your customers” that we talked about here. At the end of the day, to introduce the members/workers of the company is a way to convey the idea that we are more a family than a company and, usually, you get more attached to people than companies!
I love the idea of Gidsy as I said here it was an excellent example of, at least three really important concepts for any Touristologist: Servuction, Pro-Am and Super3.
Furthermore, Gidsy was more focused on providing experiences for specialized segments than products for anyone… and you know my bias for specialized tourism.
I checked out the new website and it seems very similar. I will keep an eye on it. It still seems like a very good example for my classes and seminars!
Anyway, this acquisition (more information here) is a wake-up call for all startups. If your business is very original BUT generic, sooner or later a bigger competitor or a member of the chain of value will try to buy you. It’s the next logical step. Generic tourism is based on economy of scales. So, the bigger fish eats the smaller one. There’s nothing wrong with that, but you have to be aware. I talked about this here remembering the cases of room 77 and worldmate and foreseeing something similar to WeHostels.
On the other hand, if you aim at specialized tourism with an international scope, the possibilities to start and endure is multiplied by 1000. Of course, you will have a small number of potential customers, BUT you have a greater potential of growth and chain of value control, as we explained here. In specialized Tourism the winner is the one which gets the trust of the customer by adding value NOT by lowering the price. This value can come from:
1) Synergies between people that like the activity, pro-am and professionals. Touristologists represent this fact with the following matrix.
2) International routes. You will have customers from around the world and you must offer products with the same scope
3) The possibility of becoming a Super 3. Take the case in point of Wyndham for instance. They developed a customized service for Business Women (a good example of My Own 1,2,3). Then, they create a central reservation system for any hotel desiring to serve this segment. This is the power from getting the trust of the segment!
I repeat, you can choose generic or specialized. It’s up to you! Just remember, they are a different kind of business with both pros and cons that you have to be aware of …. Of course, only if you want to become… A TOURISTOLOGIST!!!
En el Tecnocampus de Mataró es troben espais de creativitat i innovació aplicats al turisme. Estudiants amb un Business pla i recolzats per Emprendetur —la línia de préstecs tous que gestiona Segittur per a joves emprenedors i empreses innovadores—, indiquen que alguna cosa està canviant en el sector turístic.
És el cas de Sara i els seus dos socis, també estudiants, que han desenvolupat un programari, Prometteo, mitjançant el qual les persones amb discapacitat auditiva trenquen amb les barreres comunicatives i poden gaudir d’un viatge independent i autònom. Com Sara, uns altres molts emprenedor@s estan cimentant el futur del turisme.
El sector, orientat al món per naturalesa, està suportant la crisi millor que cap. En 2012 van arribar gairebé 58 milions de turistes internacionals, amb un creixement del 2,7 per cent respecte a l’any 2011. Així mateix, es va produir un increment en la despesa total dels turistes internacionals del 5,7%. Tot això va fer que l’Organització Mundial de Turisme (OMT) hagi destacat que el balanç turístic d’Espanya és el “millor del món”, amb un saldo per turisme xifrat en 28.623,4 milions d’euros fins a octubre.
No obstant això, no tot és de color de roses en el sector. En 2012, l’índex de la xifra de negoci de les agències de viatges i operadors turístics va caure un 8,2% i l’ingrés per habitació disponible va caure un 0,6% als hotels espanyols. El 2013 no ha començat bé en l’estadística de viatgers. Els casos de corrupció no ajuden a la imatge de la marca i correm el risc de convertir-nos en una destinació barata com hem vist que ens considera el turista del Regne Unit.
En aquest escenari el sector és conscient que té la necessitat de generar activitats amb major valor afegit. Obrir-se mercats (BRICS? Àfrica?), intensificar l’aposta per una varietat de productes (Salut? Shopping? Experiencial? Gastronòmic?) i segments (jove? sènior? gai?). Interactuar més amb el client, segmentar la informació i, no obstant això, maximitzar l’impacte. Tourespaña té un portal informatiu (Spain.info), una pàgina de Facebook, un compte en Twitter i el portal Ineedspain.com, que inclou continguts generats per usuaris (Spain Addicts). Té moltíssims seguidors, però ara necessita fidelitzar-los.
Per tot això és necessari un professional ben format, modern, digital, viral, social, híper connectat, gestor, analista, innovador, emprenedor i molt creatiu donada l’absència de recursos. I no és aquesta la característica del treballador del sector. El propi Secretari d’Universitats va lamentar fa poc més d’un any la poca adequació entre demanda del mercat de treball i l’oferta formativa. Ja no són notícia les enquestes que mostren falta de coneixements de gestió en els nostres professionals, d’idiomes, de formació online, resolució de problemes i innovació. I després estan, totes les habilitats que ells no detecten (moltes d’elles ja esmentades). I és normal perquè el percentatge de treballadors amb estudis superiors en el sector turístic (24,6%) és 13 punts inferior a la mitjana de l’economia espanyola (37,9%). Les dades són molt poderoses.
La culpa està repartida. La societat no ha posat en valor els estudis de turisme. Els estudis universitaris de turisme han estat molts anys (alguns ho segueixen estant) en versió “Beta”. Com és possible que Espanya no sigui una de les grans potències en formació i recerca en matèria de turisme? Els grans i tradicionals dominadors del sector van ser emprenedors en el seu moment, però amb un escàs grau de formació. Com és possible que no sorgeixin més emprenedors com Amusement Logic, SeetGeek o… Prometteo? Doncs perquè no hi havia l’entorn adequat.
S’imaginen uns estudis de turisme amb la dosi adequada de management, moderna i degudament aplicada al sector del turisme i el lleure? S’imaginen que estigui situada en un entorn emprenedor i innovador? Amb nous emprenedors a pocs metres?Amb “laboratoris de la innovació” com a aules? S’imaginen que comparteixin Campus amb estudiants de Màrqueting orientats a les Comunitats Digitals i amb estudiants de ADE orientats a la Innovació i la emprenedoria? S’imaginen rebre docència per professors amb aquest tipus d’inquietuds, formació i experiència? S’imaginen que algunes de les seves classes segueixin la nova tendència del MOOC (Massive Online Open Courses) on es comparteix i difon el coneixement de classe en forma de vídeos o debats de forma global? Com ho fa Stanford, Harvard o el MIT? Imagine… it’s easy if you try.
Com hem vist al principi de l’article, aquest entorn existeix. I no només això, sinó que comença a donar els seus fruits. El mercat ja s’ha adonat de la fórmula de l’èxit: formació+internacionalització+emprenedor+sector turístic. Sara aprofita el seu temps avançant en el seu Business pla. En les classes de Màrqueting de la “Doble” (que és com a anomena al Doble Grau ADE-Turisme que realitza) coneix noves estratègies per promocionar el seu producte, idees innovadores que aplicar i contactes on presentar el projecte. Sara té molt clar que el món és el seu mercat i el sector espera molt d’emprenedors com ella. Would you be on top of the World?
Dr. Josep Maria Raya
Coordinador del Grau en Turisme i Gestió de l’Oci i el doble títol Turisme-ADE
Tecnocampus Mataró-Maresme (Universitat Pompeu Fabra)
I remember when, a long time ago, I began to mix Touristology with Web-engineering. It was 1996, I was taking the courses for my Phd and everybody was talking about the Internet, it was the flavor of the month! Very soon I realized that in order to be successful you have to develop two mindsets, the business model internet orientated and the technological schemes. I read like crazy “Business2.0” to learn the first and Deitel books series about “how to program..” to get the second.
I had a strong desire to share this knowledge with my Touristologists, BUT… Well, they strongly disagree! Why do we have to learn programming? This is a Tourism grade NOT an engineering one. Because – I always try to explain- information and tourism are strongly related and I know that there are a lot failures in our field caused by engineer’s lack of knowledge of Touristology and the other way around.
Even though you don’t want to program all the code needed, you have to learn enough to be able to create a team, to be the leader in the implementation of the business model. You only can do that if you know both the technological scheme and the business model. Does this picture by Escher ring a bell?
Then you can decide to be a leader of coders from here (select your country, Touristologist!) or choose to be a leader of an offshore team. At the end of the day, we are Touristologists. To us getting international contacts and doing business around the world is the natural thing! Let’s put our Touristology knowledge to work in order to get good code and implement our business model!
I repeat over and over these ideas in my classes, in seminars, in meetings with my Touristologists where we dream about creating a startup and change/improve the tourism sector. Anyway, it was always difficult to seed my desire in the minds of my Touristologists!
Not any more, Touristologists! Nowadays I get e-mails, facebook messages, tweets from My Touristologists asking me “Jordi, do you know of any websites, books, articles that make it easy to learn how to program” Well, there isn’t such a thing! Learning how to program is not easy BUT definitely worth it!
It’s difficult to learn the basics. Where to store data (in variables, in arrays, hash table… ), how to walk through these recipients using if-elses, whiles, for…, how to create functions in order not to repeat yourself, how to use classes and open the universe of OOP (Object Oriented Programming), how to get and put information in a text field, in a Relational Data base or in a NoSQL one, how to practice syndication getting and sending the 3C’s through internet using webservices or webscraping, how to create a good GUI (Graphical User Interface) in order to convince customers, collaborators and employees that this is a great application, how to adapt this GUI to a multiplatform world (PC, Laptops, tablets, smartphones, television screens, glasses…
Be aware, Touristologists, when you learn the basics you are in the beginning of your race (remember, learning how to program or doing a project is not a 100 m race it’s a marathon!) now you have to master your abilities with a good mentor and a lot of practice.
At the end of the day, programming is like any other science, take Touristology for instance! First you have to learn the basics, and then through good mentors and a lot of practice you will become a great Touristologist.
Remember, to mark down your prices with low demand, mark them up with strong demand, rely on big intermediaries as a big tour-operator, the new search engine, the new SnS or the new group buying and flash sales sites… THIS is not Touristology!!! You have to learn the basics, 1,2,3 theory, strategic triangle, Bermuda triangle, Homus Organizativus….. and then make the definition of Touristology happen…
“Touristology is the art and science of travel motivation promising improvements in quality of life, international contacts and broader perspectives for the tourist AND a way to take care of culture and create richness and employment for the tourist destination.”
So, now you want to learn both Touristology and Web-engineering? I will be here waiting for you ! I have ALMOST the same desire to share my knowledge as 21 years ago… it isn’t the same now…It’s MORE!!!
My desire to teach is multiplied by 1000 when I smell your desire for learning!
So, I’m ready! What about you?!?!
I promise my Touristologists to bring/give to this blog a couple of study cases in order to practice Revenue Management Framework. The other day I gave the first but I promised two. Do you want the second? Here you have it!
As I said in the first one…Feel free to reply the following questions as a comment to this post or send my an e-mail (you can use the one that appears in “About Me” ( email@example.com) I will love to reply to your proposals!
In this occasion we have a hotel that is very famous for its home-made desserts that every day it offers to their customers.
One month ago they finished a native application available for the most important operating systems (I know that you know them!). They invested a good amount of money in the design but they are not getting the big results that they were expecting.
A Touristologist was passing by and the revenue manager asks him/her for some advice in order to improve the situation.
I understand that you are following Web 2.0 business model …. you know, the matrix talking about the three C’s content, commerce, community and how to deliver them in a customized, syndicated and pro-amized way and Web 3.0 framework (providing Interaction from the beginning to the end of the trip) – The Touristologist replied.
Can you use the web 2.0 business model and the Web 3.0? Can you use interaction of all the departments as I recommended in this post?
Maybe this video will help you to connect the dots… By the way, it’s also a good example of versions of ME!
Please, give your answer using the short vision of a Revenue Manager…
I love Touristology’s games! What about you?