Podem estudiar / analitzar / intentar millorar / detectar amenaces i estafes … utilitzant els nostres esquemes mentals favorits?
1) Deeper Segmentation:
A) Creieu que és un bon exemple de “identity refreshment”?
B) Creieu que podríem crear grups de clients?
C) Creieu que ens podríem beneficiar de la teoria del “Long Tail”?
Viatjar és una necessitat bàsica de l’esser humà i, com totes les altres necessitats bàsiques (menjar, dormir, aprendre, sexe…), necessita d’una Ciència pel seu estudi i propostes per satisfer-la de la manera més eficaç i eficient possible.
La Turistologia que podríem definir com l’art i la ciència de la motivació del viatge que proporciona millores en la qualitat de vida, contactes internacionals i perspectives més àmplies per al turista I una forma de tenir cura de la cultura i crear riquesa i ocupació (amb bona retribució) per a la destinació turística, necessita de les tecnologies per tal de donar suport al turista des de el principi fins al final del viatge.
Quina tecnologia? La que sigui més interesant! I dissenyada e implementada amb una visió holística per saber com combinar-les i evitar situacions similars a les que podem veure en aquest vídeo:
Deixeu-me ser clar, no volem explicar Blockchain, Machine Learning, Realitat Augmentada, Internet de les coses… de manera que ho entengui un nen de 5 anys o la nostre avia… no volem aconsellar si cal comprar bitcoins… no volem fer servir la Intel·ligència artificial com una caixa negra amb models i dades d’altres sectors i empreses… volem fer-la servir amb les nostres dades, dels nostre sector de la nostre empresa. No volem fer servir internet de les coses i/o realitat augmentada per fer jocs virtuals.
NO es tracta de Blockchain, Machine Learning, Augmented Reality, Internet of Things … tot això són EINES! El que és important és de CREAR el futur de la Turistologia, els nostres estimats futurs Turistòl@gs, per que sàpiguen com combinar-les, per crear empreses/destinacions turístiques més rendibles.
I més sostenibles, dirien alguns. Per suposat! No sé en el teu mon, però sense rendibilitat no hi ha sostenibilitat!!! Rendibilitat per les empreses turístiques de la destinació (i això vol dir, donar suport al client des de el principi fins el final del viatge), amb treballadors rebent bons salaris (i això només és possible si estem orientats al valor i no al preu, si son els nostres clients i no els clients d’altres empreses!), minimitzant els efectes negatius (capacitat de carga, gentrificació…).
L’origen de la sostenibilitat són els beneficis per la destinació turística i la seva distribució. Això és Turistologia!
Podeu veure més informació al voltant d’aquestes tecnologies als següents posts…
The old Yield/Revenue Management idea of a single demand curve is over. We have to generate demand/s with new segments. We have to compensate current demand with the new ones. We have to increase profits. We have to reinvent Yield/Revenue Management.
The other day, I shared with you a couple of tweets where I quoted two sentences from this book
The two sentences were…
1) “Revenue Management: A Path to Increased Profits”. PROFITS!!! Clear?
2) “…adding the creation and direction of demand to the present #revenuemanagement focus of managing current demand”. Waves Management!!! Clear?
Why did I highlight this sentences from this book?
Because, I Touristologistly believe, that they represent something fundamental AND usually missing in nowadays training, consultancy, practice of Yield/Revenue Management.
First, the focus on pricing techniques (that are very interesting, except when they are just… mark down the price with low occupancy!) and not the focus on profit.
Second AND MORE IMPORTANT, paying all the attention on CURRENT demand and a lack of focus on demand generation from NEW segments. Segments with different patterns that you can seduce in different ways in order that they appear in your Hotel/Tourism enterprise when is more convenient to you. Furthermore, you can compensate high demand of one of the segments with low demand of the others AND THE OTHER WAY AROUND. So, compensate low demand of one of the segments with high demand of the others. We are wave managers, remember? Here you can see a graphic representing waves compensation!
Let’s see an example about waves compensation. We can think about Shangri-la … they have a problem of low occupancy (better to say a problem of less than desirable profit? YES!!!) during weekends because most of their customers are business people.
They Touristologistly make the most of nowadays social tendency… I want to be the best professional BUT ALSO THE BEST Parent!!!
So, you can promote to your customers… use you hard earned points of OUR loyalty program to appear in OUR hotel during weekends and enjoy especial activities for your kids. Not only you are a great professional you are the parent of the month! By the way, good example of Versions Of Me!!! The business people doesn’t appear during the weekends BUT yes, the lovely parent!
You can read this article and see how they are practicing these ideas.
“In 2017 Shangri-La Hotel, Shenyang, in Shenyang China, launched its second round of “K20 Activities.” This two-day training program, available to travelers and locals, pairs up to 20 children ages five to twelve with professionals at the property for fun “training” sessions that provide insight into the in’s and out’s of luxury hotel operations.” Interesting practice Shangri-la!!!
At the end of the day, these two ideas conveyed in the two sentences that we have been talking about (improving profits and discovering new segments) are highly connected. When you have new segments, you can sell to them complementary products, as a matter of fact, F&B or beds can be the complementary ones because, for specific segments, the principal components of the product are related with their main motivation.
It can be good service and attitude with their dog as we saw in this example about Disney OR to enjoy doing your favorite activity surrounded with people that like it or want to be a professional or they are already professionals on it… like the example of Chip Conley’s first specialized hotel on Rock music lovers and based on Rolling Stone magazine !!! It is obvious, that in those scenarios, the possibility to sell these extra activities and the basic ones without a discount will increase your TRevPar.
We can also use Long Tail theory for these specialized segments… that means to appear in specialized places where you will pay lower commissions/prices and sometimes don’t pay them at all. Let’s see two examples…
For instance, if you create a tour for architects from architect’s point of view, visiting the city where you have your hotel, offering also possibilities to sign in an internship with a local architect studio, etc. You can use Long Tail Theory and try to promote and distribute your package in any Architects university around the world. This promotion and distribution can be a win to win situation for everybody! Here you can find more information about special packages for Architects.
The same can happens, if you create a specialized package for grandparents travelling with their grandkids where you teach mathematics (a fun review for the grandkids and an opportunity for the grandparents to become the perfect tutor) or teaching basic coding to develop a native mobile app (where the kids will be the tutors!!!) to appear in a specialized social networking site as grandparents.com can also generate, again, this win to win situation!
All these actions will also increase your GopPar! More opportunities to generate extra revenues, or commissions for special activities, less cost of promotion and distribution… I love the application of long tail theory in Touristology!!! Yield/Revenue management is changing a lot and we need YOU to create, improve, define these changes!!! As Alan Kay says “The best way to predict the future is to invent it”!!!! We are Touristologist! We do that!!! Do you want to join US? I will be here, in the cloud, waiting for you!!!!
These weeks have been very intense! A proposal to create a start-up, a consultancy, the first classes and seminars…. I love intense times related to Touristology!!!
A copyologist’s thought that has appeared over and over during these activities it is the idea that Tourism enterprises Or Tourism destinations must begin the creation, communication and commercialization of Tourism products WHEN THE TOURIST IS ALREADY HERE. How on earth is possible that in XXI century this idea still alive?
I will provide two examples based on my experiences during these weeks. I hope you enjoy them AND HELP TOURISTOLOGY TO DESTROY THIS OLD AND NO PROFITABLE IDEA!!!
The other day, I shared with all of you this video, introducing the AirBnB initiative related to Jessica Parker and asked a simple question… What would you do in order to remain competitive?
I was waiting for examples like… I will look for new segments, I will try to seduce them with this dynamic package using a collaboration with these enterprises… To me surprise, I got some like this:
“I will do special activities for THESE Tourists. As they are here (near to my hotel) I will offer to them complementary activities”
WoW! Offer services to Tourists of other enterprises because they are here?
I don’t think this is, necessarily, a bad idea BUT… is it a Touristologists’ idea?
Is it a profitable one?
Is it NOT much better that YOU define YOUR segment then, try to create customized and aggregate components of products in order to satisfy their needs USING the chain of value that you build and control?
AirBnB is doing just this! Define a segment (Jessica Parker’s fans), customize and aggregate components of products to seduce them (meet the star, do the activities that She did in the films…) AND, of course, making the reservation through AirBnB!!! Something similar happened to me when I had the opportunity to be an external consultant for a hotel. They spent hours and hours talking about how the hotel is refurbishing its rooms, the swimming pool, the reception… in order to get “quality” Tourism.
How long they talked about segments definition? “0” How many seconds did they talk about distribution channels, meeting places of this segment? “0” How many seconds did they talk about how to help YOUR Tourists to help YOU to create, communicate and commercialize tourism products? “0”
If you want to seduce more profitable Tourists you have to use Touristology’s frameworks! Define a segment, customize and aggregate an offer to seduce them through a chain of value that you control/manage!
To summarize, spend less budget on refurbishing the hotel and more budget on refurbishing YOUR Chain of Value!!!
You are doing the process perfectly BUT you have a confused goal! As Einstein said:
Stop complementing / copying product of other enterprises. Stop refurbishing. Create something original for specialized segments! Don’t be copyologist… BECOME A TOURISTOLOGISTS!!!
This summer I have been doing an intellectual travel deep inside Augmented Reality (AR) and Machine Learning (ML). I mean, I listened to videos, read books, talked with experts and in parallel I began to use this knowledge developing native mobile apps and thinking how to apply them to the Tourism sector, What else?!?!?
First, I enjoyed Augmented Reality then, I fell in love (again) with Machine Learning (at the end of the day is a close relative of the Intelligent Systems that I learned doing my doctoral thesis). Soon, I realized that the two concepts are very related and that together can improve plenty of operations and processes of any Tourism enterprise OR Tourism destination!
Augmented reality can bring a customized information to the generic reality that all share. Here you can see a demo…
Machine Learning can create groups (segments!) classifying things, make recommendations (like Netflix or Amazon are doing).
I love Silicon Valley series, here you can enjoy a (funny) demo of Machine Learning… I hope we can create something more useful in OUR classes/seminars!!!
These possibilities to create groups (classify) people or objects, make customize recommendations, together with the possibility of show this to YOUR Tourists in real-time right here right now, open a lot of possibilities.
Specially, if you are in a trip and you need access to CUSTOMIZED information, products/service, contacts…. Just remember, the winner in tourism will be the ones able to provide support to the Tourist from the beginning to the end of the trip!!! Definitely, AG and ML can help you on this matter!
A very good way to get the customized information in real-time is ML… Now Yes!
But… BE AWARE! Customization without privacy can be a nightmare! The user, at any time can decide if He/She wants to get o send this customized information OR changing the rules of how to customize this information (Versions of Me, remember?) AR without customization it is NOT the new, new thing! We don’t want generic information about (people, product/services…). We want customized information NOW and HERE!
Syndicated= Buying/selling anything right here, right now! …wait a moment Jordi… How can you trust the buyer and the seller? How you can create smart contracts between them? How you can send/get payments in a secure way? Ummm does Blockchain ring a bell to you?!?!?
Pro-Am = Can we organize a group? Right here, right now???
Let’s try to apply these ideas in Marketing OR in Yield/Revenue Management, for instance!
Machine learning can do marketing research in real-time based on your behaviour, in the things that you are saying, in the things that you are watching… right here, right now! Based on this real-time marketing research your organization can customize the 4P’s of Marketing (you know how much I respect this classic of Marketing and how funny I find the people that year after year say that they have find a new P or the 4X’s or the 6 S’s. Classics are classics and they are timeless!).
Let’s see some examples of customization…
You can customize the product/service AND the servuction process.
You can customize the price using some pricing ideas… opacity, up-selling, cross-selling…discounts or customize/new services for a group created by the Tourist!
You can customize the promotion and do it right now, right here using the knowledge that Machine Learning provide and the power of improving the reality that Augmented Reality provide to your apps!
You can change and customize the place using the power that Syndication provides… By the way, do you really thing that the smartphone is the place?
Can you think about one example of how to use Machine Learning and Augmented Reality to improve the processes (Marketing, Yield/Revenue Management, Human Resources… of your enterprise? Do you think that doing that you can earn a competitive advantage?
Come on Touristologists! YOU are the best minds working in the best sector ever! Time to proof it!
We love connecting dots! We are Consilient Thinkers loving to nimbly pass from Web-engineering to Touristology!!!