Find your own guitar, Touristologist!

I love Christmas time! Time to enjoy with my family and go deeper into my coding skills!
The other day, I was trying to cheer up my daughter. She was having the usual adolescents’ problems, that are a big disaster one day and nothing to remember after 24 hours (arguments with friends, boys, new feelings…) I began to sing a beautiful song from Joan Manuel Serrat…
When friends /love arrives… When friends /love goes away…
Only your guitar remains…
I explained to her… “Your guitar can be NOT only a physical object. It can be a spiritual thing as well! Your guitar is what motivate you. It is where you get your strength. It is the hair of Samson! Find your own guitar!!
What is your guitar, Daddy? – She asked me.
Learn about something interesting – I replied. Touristology, Web Engineering…then convey this knowledge to someone willing to learn then, see how they improve their lives using this knowledge making me the happiest and proudest man on earth!! This is my guitar!
And you Touristologists… Did you already find your guitar? Maybe 2017 will be the year that you will discover it and you will want to share it in this OUR blog OR in OUR seminars!?!?!?
Happy new year!!!

Experience? SURE! But… the right one!

You can be an “expert” in almost anything just studying the subject and then practicing a little bit what you have learned, but there are some exceptions…

In order to get proficiency in English you must act (talk/write/read/THINK). In order to be good in Martial Arts you have to practice (a lot). In order to enjoy the benefits of Yoga you have to practice (everyday). To create the new disruptive mobile app application you have to write code, discover bugs, refactor it when it is necessary. In all these abilities (Live in another language, develop your own software, martial arts, Yoga…) one hour of practice is better than 1,000 of theory.

Do you think that Yield /Revenue Management is part of this set? Sure, it is! Maybe for that reason I fell in love with it long time ago.


Yield/Revenue management has something in common with developing software that make them absolutely different from the other abilities that I mention previously!

Do you think that Internet change how to become an expert in English, Martial Arts or Yoga?

Do you think that Internet change how do you develop software? Do you think that cloud services are important? Do you think that Web Services and Web Scraping are important? Do you think that document oriented databases or  graph databases are more important thanks to Internet?

Last question! Do you think that Yield /Revenue Management have changed because Internet?

Let’s see a few examples:

  1. Segmentation is one of the flavor of the month in Yield /Revenue management. Nowadays, it is so easy to get information about our customers. To know where they meet to share what it is important to them. To know their SUBJECTIVE opinion about our services… By the way, I’m talking about REAL segmentation, not Sociology experiments like Millennials or BOBOS OR using as a variables of segmentation random information from my Property Management System (PMS): Do early reservations, like double breakfast, they are from…, they have … years old…
  2. Customization is another flavor of the month in our favorite technique/philosophy… It is so easy to customize what to offer, when, where, the servuction process… everything! We have information about the segment, a group inside this segment, even individual customers. We can know their different “Versions of Me” based on with whom they are traveling OR based on their mood. We have ALL this information at our fingertips. Do we have the skills to transform it into KNOWLEDGE??? Using Business Intelligence OR Intelligent Systems (that was more popular when I got my PhD.) OR Big Data (that today is the most popular word and I’m sure will be changed for another word in a few years!!!)

Only people with no experience whatsoever in Internet (neither in the new business model nor in the new technological schemes) won’t see the big impact of Internet in Yield/Revenue Management.

Do you want advice about Yield/Revenue Management? Be sure that you talk with any of my Touristologists!

They can apply Yield/Revenue Management from the beginning to the end of the trip!

They can apply Yield/Revenue Management making all departments and all members of the chain of value work as a single ecosystem!

They can design and apply the best web 2.0 business model and using the most appropriate technological schemes, make this ecosystem possible!

They see crystal clear that OUR  business is NOT selling rooms or F&B… OUR business is to satisfy OUR customer, providing what they need, when they need it, in the way they need it!

Experience in Yield/Revenue Management? Be sure that you choose someone that doesn’t repeat the same year, the same techniques, the same lack of segmentation, the same lack of customization, the same lack of new business model internet adapted!

                                          ENJOY YOUR HOLYDAYS!

                                          ENJOY TOURISTOLOGY!!!

Create Touristologists! Create disruptors! Create survivors!

Robots and Artificial intelligence will steal SOME jobs…
Be sure that are NOT the kind of jobs your Touristologists are able to do!
Be sure that your Touristologists can do what robots and AI can’t!
The other day, I was doing my usual routine… Hatha Yoga for warming up and stretching, fast walking for cardiovascular exercise (my knee doesn’t’ allow me to run for a long time), Kata / Hyeong of my favorite martial art (Kung Jung Mu Sul)
to finish with a little bit of Pranayama and Meditation watching the sea.
Usually, I listen to podcasts during the fast walking part and after the Meditation plenty of new ideas (for instance this post) appears in my mind.
In this occasion, the podcast was about innovation in education….
These ideas appeared in my mind…
Robots/AI are able to memorize, to find patterns, to simulate average knowledge…, be sure that your #Touristologists are able to learn new frameworks, able to connecting the dots, to create the new, new thing, to visualize the new disruptive startup or, using the words of Joseph Schumpeter, to originate creative destruction!
Maybe you can write down this in Twitter, Touristology’s voice told to me!
1) Design complete frameworks for your subject NOT easy ones. Don’t create copyologists, create #Touristologists
2) Don’t ask for your examples. Demand for originals ones. Don’t create copyologists, create #Touristologists
Don’t create parrots only able to memorize and repeat your examples. They will be defeated for robots and Artificial Intelligence!
Create mental warriors, create problem solvers, create people able to analyze a complex reality, connect the dots and propose the new, new thing /the new disruptive start-up for Tourism or for any other sector!
In another podcast, experts were talking about the future of television. I thought that this topic could be a good example about how good frameworks and connecting the dots can help you to visualize the future and your new disruptive startup.
The framework?  What about web 2.0 business model!

ScalableWhat will be the business model of television? I’m sure that you can visualize it taking ideas, connecting the dots from this framework. Let’ see…
Who can create and distribute the content? The answer can be a good example of pro-am!
Do you want to see the content in any device from any platform? Do you want to buy/sell something related to this content? Do you want to share/see people like you or complementary to you? Good examples of the word Syndication!
Do you want to see all or do you want to see what is interesting to you right here, right now? Good examples of customization based on versions of me and Geo-location!
Robots and Artificial intelligence want to steal SOME jobs… Be sure that your Touristologists can do what robots and AI can’t!
I’m a Touristologists builder! This is not a job, this is my pleasure, my honor and my privilege!!!

Three main threats/opportunities for hotels.

The other day I shared this video in OUR twitter account.

Screen Shot 2016-10-08 at 17.01.34Today, I want to provide a wider review. At the end of the day, Accor’s strategic action, try to give a successful answer to one of the three main threats/opportunities facing hotels companies nowadays.

For starters…

Threat/Opportunity Number 1) Online travel agents (Expedia/Priceline) and central reservation systems, for instance Booking (a member of Priceline group), are becoming an oligopsony.

Threat/Opportunity Number 2) Data Aggregators/Meta-Search Engines and infomediaries are playing all the cards. Tripadvisor was only a social networking site to share reviews, now you also can make reservations. Trivago was a Data Aggregator, now you also can make direct reservations. Google makes its own movement with Google Hotel Ads also allowing direct reservations in exchange for a commission. You can choose to pay for CPC (cost per click), CPA (Cost per Acquisition) or a mix of both.

Here you can see more information…

Threat/Opportunity Number 3) The sharing economy. We debate a lot about this topic here and here.

Focus on 1 and 2 Accor created their own distribution channel and invite independent hotels to use it (not afraid to upset franchisees).  In order to create this new channel, Accor bought fastbooking which allow them to change prices in all their chain of value in a responsive design way? I love Touristology’s games!!!

Here you can enjoy this video:

From a strategic point of view…. What is the point to open MY channel and transform it into OUR channel?

  1. To attract more customers (because they will see more offers)?!?!?

            2.To send a message to Booking, Expedia…. If you increase your commission… I will mark down mine!?!?!?

            3.To control the chain of value!?!?!?

Is this a good movement for an independent hotel in EU (remember they are 70% of the rooms in EU BUT only a 30% in USA)?  OR if you join, you are just helping to create another member of the oligopsony (By the way, a member that it is also your competitor. So, hotelier? YES! Competitor? As well!

BUT…Jordi what about the third one (The sharing economy) Well, Accor is active in this field too. They acquired 30% of oasis collections. They also acquired 49% of squarebreak and the Jo & Joe brand that appears in the video of the tweet try to give an open space for locals and tourists.

So, you can buy/make agreements with apartments intermediaries. You can add value combining sharing economy and professional service as Room-Mate is doing with Bemate as we saw here. Or Choice hotels opening a new division.

What about to join to another movement…Touristology’s one?!?!?!

1) Looking for specialized segments avoiding the oligopsony! By the way, be sure that you avoid Dr. Frankensteins segmentation !!!

Competing with value not with low prices!

Selling all the things Touristology can provide (international contacts, bounding experiences, boost of creativity…) and avoiding to compete with nowadays commodities: rooms, food and beverage and meeting places!!!

You can find some examples here. But..

...The best option is to talk to any of my Touristologists!!! They will say to you: Do you want to deal with a fast-changing distribution landscape? Maybe is time to be proactive!!!!

YOU have to change the way we enjoy, manage and define Tourism!!!

Asian tourists going to a small village next to Oxford? Because somebody told them that Harry Potter scenes were shot there OR because somebody told them that they will find love when they return?

People going to a tourist destination because they can catch a Pokémon?

Good examples of Mass Tourism or Specialized?
Do you think that this will endure for a long time?
I only hope that when some Touristologists create a dynamic package also appears in the news! Basically, because it will be an example of how Touristology can improve the quality of life, provide international contacts and broader perspectives for the tourist AND take care of the culture and create richness and employment for the tourist destination.
BUT… Jordi.. it is not the case of the small village or Pokémon?
Open your mind Touristologist! Review again the Da Vinci Code story. Review again the story of Chip Conley and JDVhotels, then listen to YOUR Touristology’s voice and…change the way we enjoy, manage and define Tourism. You are Touristologists, the best minds working in the best sector ever! Time to prove it!!!

A l’empresa com a la universitat…S’han de connectar departaments i assignatures!

IMG_20160504_105514El passat dimecres dia 4 de Maig,  els professors del doble grau en Turisme i ADE, Lluís Codinas ( que imparteix l’assignatura de Recursos Humans) i Jordi Oller (que imparteix l’assignatura d’Operacions i processos) van gaudir amb els seus alumnes i futurs Turistòlegs d’una sessió conjunta interrelacionant els continguts i coneixements de les seves respectives assignatures. Que com va anar l’experiència? D’ on va sortir la idea?
Ara us ho explicarem!​
La iniciativa va sorgir a través de propostes fetes per la coordinadora de Turisme Dolors Celma, que ens va motivar a cercar formes de interconnectar els continguts de les assignatures de Turisme.​
Els alumnes han de veure que tot esta relacionat – ens va dir la Dolors.​
De seguida la idea ens va agradar, al cap i a la fi quan fem seminaris i consultoria a hotels, agències de viatges, destinacions turístiques… un tema que sempre ressaltem és que tots els departaments han d’actuar com una única entitat. Els clients no són un trencaclosques. Quan un client fa una trucada al departament de reserves, sap que també ha fet un comentari a una xarxa social, sap també quin és el seu nivell al “loyalty program”. La pregunta és: tots els departaments coneixen o tenen la informació dels altres departaments? Ho hauríem de saber! De fet hauríem de saber la informació dels altres departaments i també de les altres empreses (centrals de reserves, companyies aèries, serveis complementaris a la destinació…) que el client utilitza per gaudir del seu viatge!​
Perquè no fem el mateix amb els nostres alumnes? Les assignatures formen part d’una ciència, en el cas que ens ocupa, la Turistologia i hem de fer palès als futurs Turistòl@gs de la connexió entre el coneixement de totes les assignatures.​
Dit i fet! A la sessió conjunta en Lluís va recordar el procés de selecció de personal d’una empresa/organització turística, aleshores, en Jordi va recordar les idees web 2.0 per millorar processos, és a dir, els següents conceptes:
Personalització: La comunicació de continguts, oportunitats de compra o vendre, els contactes amb altres persones NO han de ser genèrics. S’han de basar  en la situació física i anímica del públic objectiu. ​
Sindicació: Quan una organització està a la xarxa de xarxes, té l’oportunitat de captar o distribuir informació de forma que aquesta aparegui on convingui al públic objectiu.​
Pro-Am: Els amateurs tenen la disposició, les eines i la capacitat de fer tasques, a vegades millor que els professionals i, a més a més, el públic objectiu té la tendència a confiar-hi més.​
Un cop explicats els conceptes va començar l’experiència pedagògica! El futur de la Turistologia es va apropiar dels conceptes i va començar a proposar exemples d’integració…​
-Alguns estudiants quan acaben el grau agafen les maletes i se’n van a voltar pel món. Si troben feina a un hotel es queden allà una temporada per fer una mica de calaix. Si a la web de l’hotel (o aplicació mobile) hi hagués la possibilitat de sol·licitar feina, senzillament fent click a un botó tot recollint les dades de xarxes com Linkedin, Infojobs, Turijobs….seria una millora de procés i un bon exemple de sindicació – va dir una Turistòloga​.
Si després, se li pregunta al client/futur treballador si vol fer una entrevista perquè hem vist que està parlant a les xarxes socials de temes relacionats amb la seva professió… seria un bon exemple de personalització – Va dir un altre Turistòleg​
Si aquest client/futur treballador ens recomana companys de la seva universitat, seria un excel·lent exemple de Pro-am     – varen dir a la vegada un parell de Turistòlegs.​
I així vàrem estar gaudint de la Turistologia fins al final de la sessió!​
Resultats? Turistòlegs/ogues participatius i veien la connexió entre conceptes i assignatures, professors orgullosos del futur de la Turistologia i… bé, aquest post que acabeu de llegir!​
Salut i Turistologia!!!​
Lluis Codinas i Jordi Oller


I’m an hotelier! Why on earth do I have to sell airline tickets?

A few days/weeks ago I shared on my Twitter account this article about Mystifly

Screen Shot 2016-03-01 at 23.14.36If you don’t feel like reading the article (which I strongly recommend!)  Here’s a summary… In a nutshell, cross-selling is a good way to increase revenues (and profits, I Touristologistly add!), Airlines practice this selling flights and hotels. So, you can do the same: sell hotels and flights! Mystifly’s APIs allow hoteliers to offer their customers the possibility to make a flight reservation. How is that possible? Does the word “syndication” ring a bell to you?

Eager to learn more? Let’s see this video from Mystifly itself:

 In this video the target were travel agents. Now, they are targeting Hoteliers. When I read the article I said to myself, “Hmmm… hoteliers giving support to the customers in the airline company? Using APIs?
I have to write a post about that! As you know, I love mixing together Touristology and Web-Engineering and this is an excellent case in point.
After the tweet, I got some responses..
“Jordi, I’m an hotelier! Why on earth do I have to sell airline tickets?”

My answer? Let me clarify this once and for all… your business it is not ONLY to sell rooms, food and beverage and meeting spaces. Your business is to satisfy your customer, providing what they need, when they need it, in the way they need it! In this way, the tourists will choose you, as THE accommodation provider, OR even better, as my-trusted-partner-in-all-I-need-during-this-trip. On the other hand, you will increase your profits. This is what Yield/Revenue Management is all about!!!

I got another one….  “What? This is NOT Revenue Management? I have been a Revenue Manager for X-years and I never did that.” My answer? Have you been a Revenue Manager for X-years or have you repeated the same year X times?
OK, Jordi stop talking with the past and start talking with the future:…. YOU!!!
Do you have some ideas about how to use Mystifly APIs in an intelligent way (so, the Touristology way, of course!!!)
Can you use the Web 2.0 Business Model?

By the way, do you think that it is possible to connect this post with this one where we talked about Beacons, IoT, smart cities, smart chains of value…
Do you think that the web 3.0 principles (integration and synchronization) are beginning to materialize in the tourism sector? It is a great moment to be a Touristologist!!!!
Applications like this (I am sure that, in the near future, hundreds of them will appear) will help to set up chains of value giving support to the tourist from the beginning to the end of the trip. Something, that I strongly believe is the future of the Tourism sector (together with the evolution of specialized tourism and the emphasis on group creation).
Do you realize (as usual) that this enterprise is focused on low price? Can you add something to the business model? Can you think of a way to improve it?
If not you… WHO? If not now… WHEN?

Put off your worries NOT your dreams!

A long time ago a wise man (one that appears here Mr. Almodovar to be precise!) told me. “Today (it was Friday) I had a strong argument. I will be very disappointed on Monday”
This wise man teaches me a lot of things about intermediaries in the tourism sector, but that day the lesson was about mental control!
The rule is simple and obvious, if you can put off your worries (or any emotions) you kind of control them!
Control is not only for Touristology (Do I have to repeat again how important it is that you control your chain of value? I know that it is not necessary! At least, not for My Touristologists, the real ones!), control is for your entire life.
So, this it the gift that I asked to The Three Wise Men (I recommend you to do the same!!!)…
Allow me to control my emotions, give me the will to put off when to worry, give me the creativity to pretend that “the-thing-that-happened” was a movie and I’m the director, able to change roles, sentences… in order to show me that I am in control. Mental control is the name of the game!
Just remember, Touristologists! Put off your worries, BUT don’t put off your dreams, your duties (learn a new language, how to code, more about YOUR SCIENCE…) that you know you have to do in order to get them!
In life as in entrepreneurship, put off your worries NOT your dreams, Touristologists! Are you ready? So am I!!!! Happy New year 2016!!!
(I know, I know, I’m a little bit late. I’m really focused on OUR thing, remember?)

Planning a Startup in Tourism? Who is most important Developers or Touristologists?

As I always say to My Touristologists, all good answers begin with three words… It depends ON…then you have to explain the “ons”!!!!
How is it possible that most of the new startups dealing with tourism and relying on technology are low value orientated?
Low value orientated, Jordi? What do you mean with that? I mean that…
1) They are focused on providing a solution to mass tourism. So, basically, something that allow tourists to find cheaper prices and (apart from, sometimes, offering discounts for customers aggregation) not appear any possibility of groups creation!
2) They provide a partial solution. So, they don’t offer support for the tourists from the beginning to the end of the trip.
Is there anybody providing those kind of solutions? YES! Do you remember Worldmate that we talked about here

So, why this low value orientated addiction?
One of the reasons is because they are products designed for developers NOT Touristologists.
Software is eating the world and the only ones able to create disruptive new, new enterprises are the ones able to code (or able to convince someone else to code for them…. BUT remember you need him/her and not the other way around).
So, Touristologists you need to learn to code! Developers thinking about Tourism… you need to learn Touristology!
Otherwise, your supposed new, new things are…
1) Not new but part of the forgotten set.
2) Are just temporarily new… Because sooner or later they will be eaten or surpassed or destroy by economy of scales suppliers!
As happened with wehotels (Studentuniverse) . As happened with Gydsy (getyourguide). As happened with blink (Groupon)…  Did they earn money in the process?  YES! But you will remember them in the future as you remember Apple (Steve Jobs) Joe de vivre (Chip Conley)… I doubt it!
Can you use your Touristology skills to analyze this new startup? Its name is Experitus and here you have a video…

and here an interview with its founder…
Can you improve it? Do you see the possibility of groups creation? Do you see possible buyers? Can you list its competitors? Can you analyze their mobile app and web sites? Do you think that they are very similar?
But Jordi, in specialized tourism other companies also can buy or destroy us. YES! But you would have learnt to define segments, to build a community, to create chains of value, to define operations and processes inside this chain of value, to create (or buy) the right software and to use the right devices… So, you will become… A TOURISTOLOGISTS!!! … nobody can take those skills away from you!  Once you create one enterprise you can create thousands. You will become master and commander of the Touristology framework!!!
The answer to the question in the title? I try to reply with another question!
Developers? Touristologists? Which is the difference? In 1500 who was more important people able to read and write or any member of any science?
So, this is my message for Christmas…
Touristologists of earth… Learn to code!
Developers of earth… Learn Touristology!!!
Everybody needs two minds!!!

Copy me? Are you sure that you have what it takes?

The other day, some of my fellow Touristologists told me… Jordi, we will have an entrepreneurial session this weekend. We will explain a good idea for a tourism product in front of potential investors, mentors, future employees and the members of the jury that will select the best idea.
This is great, Touristologists! Good luck – I said to them from the bottom of my heart.
But, Jordi we are a little bit worried… What about if somebody copy our idea?
Ideas are easy to copy. – I, calmly replied feeling Touristology’s voice talking through me! BUT…
1) The definition of the segment’s needs. Necessities that will be better satisfied during a trip (international contacts/experiences, a boost of creativity, bonding experiences for professional or family groups…).
2) The aggregation and customization of services in order to fulfill them AND
3) The definition, creation and orchestration of an international chain of value able to work as a single ecosystem…
This is very difficult to copy! For you, it is a natural thing  to do, because this is your
profession! You are Touristologists! The best minds working in the best sector ever!
So, Somebody, wants to copy you… do you really think that they have what it takes?
Go to this session with your heads held high! This tourism product only can be successful if you run it! As sure as Touristology is a science!!!