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Future Lodging Trends & Emerging Technologies

Robert Cole
March 27, 2012
120

Future Lodging Trends & Emerging Technologies

Presentation by Robert Cole of RockCheetah to Wisconsin Hotel & Lodging Association (WHLA) Conference & Tradeshow on October 26, 2010 in Green Bay, Wisconsin.

Robert Cole

March 27, 2012
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Transcript

  1. Future Lodging Trends & Emerging Technologies Wisconsin Hotel & Lodging

    Association Conference & Tradeshow Green Bay, Wisconsin October 26, 2010 Robert Cole • RockCheetah
  2. Session Overview • What’s Changing? • Web 1.0 → Web

    2.0 → Web 3.0 • Four Traveler Mandates • Five New P’s of Marketing • Six Business Impacts • Seven Phases of Travel October 26, 2010 • Green Bay, WI WH&LA • Future Lodging Trends & Emerging Technologies Robert Cole • RockCheetah | 1
  3. Everything is Changing • Business • Marketing • Technology October

    26, 2010 • Green Bay, WI WH&LA • Future Lodging Trends & Emerging Technologies Robert Cole • RockCheetah | 2 Photo: ஆ ன ந் த ம் / a n a n d h a m (flickr)
  4. Business is Changing – Occupancy October 26, 2010 • Green

    Bay, WI WH&LA • Future Lodging Trends & Emerging Technologies Robert Cole • RockCheetah | 3 51.0% 56.0% 61.0% 66.0% 71.0% 76.0% 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 Occupancy Percentage Week US Hotel Occupancy Comparison Weeks 24-42 | 2006 through 2010 2010 2009 2008 2007 2006 Data: Smith Travel Research Analysis: RockCheetah LLC
  5. Business is Changing – Avg. Daily Rate October 26, 2010

    • Green Bay, WI WH&LA • Future Lodging Trends & Emerging Technologies Robert Cole • RockCheetah | 4 $91.00 $96.00 $101.00 $106.00 $111.00 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 Average Daily Rate Week US Hotel Average Rate Comparison Weeks 24-42 | 2006 through 2010 2010 2009 2008 2007 2006 Data: Smith Travel Research Analysis: RockCheetah LLC
  6. Business is Changing – RevPAR October 26, 2010 • Green

    Bay, WI WH&LA • Future Lodging Trends & Emerging Technologies Robert Cole • RockCheetah | 5 $49.00 $54.00 $59.00 $64.00 $69.00 $74.00 $79.00 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 Revenue Per Available Room Week US Hotel RevPAR Comparison Weeks 24-42 | 2006 through 2010 2010 2009 2008 2007 2006 Data: Smith Travel Research Analysis: RockCheetah LLC
  7. Marketing is Changing - Relevance • People Don’t Like Advertising

    October 26, 2010 • Green Bay, WI WH&LA • Future Lodging Trends & Emerging Technologies Robert Cole • RockCheetah | 6
  8. Marketing is Changing - Quantity October 26, 2010 • Green

    Bay, WI WH&LA • Future Lodging Trends & Emerging Technologies Robert Cole • RockCheetah | 7
  9. Technology is Changing October 26, 2010 • Green Bay, WI

    WH&LA • Future Lodging Trends & Emerging Technologies Robert Cole • RockCheetah | 8
  10. October 26, 2010 • Green Bay, WI WH&LA • Future

    Lodging Trends & Emerging Technologies Robert Cole • RockCheetah | 9 New Traveler Mandates • 1. Relevance • 2. Mobility • 3. Personalization • 4. Community Photo: Sprengben (flickr)
  11. October 26, 2010 • Green Bay, WI WH&LA • Future

    Lodging Trends & Emerging Technologies Robert Cole • RockCheetah | 10 1. Relevance Deep Search vs. The Splinternet Photo: LuluP (flickr)
  12. October 26, 2010 • Green Bay, WI WH&LA • Future

    Lodging Trends & Emerging Technologies Robert Cole • RockCheetah | 11 Relevance - Deep Search Photo: g-na (flickr) + - $700 Million =
  13. October 26, 2010 • Green Bay, WI WH&LA • Future

    Lodging Trends & Emerging Technologies Robert Cole • RockCheetah | 12 Google using Microformats & RDFa • Associate Reviews with Hotels • Specify Image Licensing • Drive Context-sensitive Ads Relevance – The Semantic Web Making Sense of Unstructured Data Photo: Mr. Physics (flickr)
  14. October 26, 2010 • Green Bay, WI WH&LA • Future

    Lodging Trends & Emerging Technologies Robert Cole • RockCheetah | 13 Relevance – Context Sensitivity Video: Dapper.com
  15. October 26, 2010 • Green Bay, WI WH&LA • Future

    Lodging Trends & Emerging Technologies Robert Cole • RockCheetah | 14 The Splinternet: Walled Gardens Photo: SFB579 (flickr) • Platform Challenges
  16. October 26, 2010 • Green Bay, WI WH&LA • Future

    Lodging Trends & Emerging Technologies Robert Cole • RockCheetah | 15 The Splinternet: Walled Gardens • Advertising Challenges
  17. October 26, 2010 • Green Bay, WI WH&LA • Future

    Lodging Trends & Emerging Technologies Robert Cole • RockCheetah | 16 2. Mobility Real-Time: Proximity: Anytime Anywhere Photo: atzu (flickr)
  18. October 26, 2010 • Green Bay, WI WH&LA • Future

    Lodging Trends & Emerging Technologies Robert Cole • RockCheetah | 17 Why Mobile Can Not Be Ignored Smartphone use is on the rise. Mobile web adoption is ramping up 8x faster than Internet in the mid-90s. In the Travel vertical, purchase intent on Mobile ads is 5x higher than on desktop ads. Mobile Travel bookings are projected to grow 700% in 2 years. 0 500 1000 1500 2000 Mobile travel searches $20M 2008 $160M 2010 Projection Data Sources: : Forrester, 2009. Google Internal Data, February 2010. InsightExpress, February 2010. PhoCusWright, January 2010
  19. Apple iTravel: Works solely within Apple Hardware & Software Ecosystem

    · Network · Camera · GPS · RFID / NFC · Phone October 26, 2010 • Green Bay, WI WH&LA • Future Lodging Trends & Emerging Technologies Robert Cole • RockCheetah | 18 Photo: gwgs (flickr) Mobility – Anytime / Anywhere
  20. October 26, 2010 • Green Bay, WI WH&LA • Future

    Lodging Trends & Emerging Technologies Robert Cole • RockCheetah | 19 Photo: gwgs (flickr) Mobility – Anytime / Anywhere
  21. October 26, 2010 • Green Bay, WI WH&LA • Future

    Lodging Trends & Emerging Technologies Robert Cole • RockCheetah | 20 Photo: gwgs (flickr) Mobility – Anytime / Anywhere
  22. October 26, 2010 • Green Bay, WI WH&LA • Future

    Lodging Trends & Emerging Technologies Robert Cole • RockCheetah | 21 Photo: gwgs (flickr) Mobility – Anytime / Anywhere
  23. October 26, 2010 • Green Bay, WI WH&LA • Future

    Lodging Trends & Emerging Technologies Robert Cole • RockCheetah | 22 Photo: gwgs (flickr) Mobility – Anytime / Anywhere
  24. October 26, 2010 • Green Bay, WI WH&LA • Future

    Lodging Trends & Emerging Technologies Robert Cole • RockCheetah | 23 Photo: gwgs (flickr) Mobility – Anytime / Anywhere
  25. October 26, 2010 • Green Bay, WI WH&LA • Future

    Lodging Trends & Emerging Technologies Robert Cole • RockCheetah | 24 Photo: gwgs (flickr) Mobility – Anytime / Anywhere
  26. October 26, 2010 • Green Bay, WI WH&LA • Future

    Lodging Trends & Emerging Technologies Robert Cole • RockCheetah | 25 Photo: gwgs (flickr) Mobility – Anytime / Anywhere
  27. October 26, 2010 • Green Bay, WI WH&LA • Future

    Lodging Trends & Emerging Technologies Robert Cole • RockCheetah | 26 3. Personalization • Customization • Personas Photo: Sergey Galyonkin (flickr)
  28. October 26, 2010 • Green Bay, WI WH&LA • Future

    Lodging Trends & Emerging Technologies Robert Cole • RockCheetah | 27 Customization – Ask for Anything Video: Google Android Voice Actions (YouTube)
  29. October 26, 2010 • Green Bay, WI WH&LA • Future

    Lodging Trends & Emerging Technologies Robert Cole • RockCheetah | 28 Personalization - Personas Photo: Greything (flickr) Association SMERF Wholesale Leisure Group Package Corporate Transient Convention
  30. October 26, 2010 • Green Bay, WI WH&LA • Future

    Lodging Trends & Emerging Technologies Robert Cole • RockCheetah | 29 4. Community Social Computing versus Privacy Photo: ►Voj► (flickr)
  31. October 26, 2010 • Green Bay, WI WH&LA • Future

    Lodging Trends & Emerging Technologies Robert Cole • RockCheetah | 30 Community – Social Computing If You Want the Job Done Right… Get Help. Experts • Friends • Groups with Common Goals Photo: 3[3] (flickr)
  32. October 26, 2010 • Green Bay, WI WH&LA • Future

    Lodging Trends & Emerging Technologies Robert Cole • RockCheetah | 31 Community - Privacy Photo: laverrue (flickr) • Trustwave 2010 Global Security Report – Hotels Prime Target for Hackers – Breaches Involving Hotels: 38% – Breaches Involved Credit Card Numbers: 98% – Average Days Between Breach & Detection: 156 – Many Franchisees – Only PCI Level 4 (Self Assessment) • Insecure Passwords – 8 character Password Cracked – Under 2 Hours – Use of Identical Passwords Across Multiple Sites
  33. New 5 P’s of Marketing • Paradox – Opportunity to

    Exploit Paradox and Create New Category • Perspective – What Consumer Need is Satisfied? / How Differentiated? • Paradigm – From Product (Features) to Brand (Who & What You Are) • Persuasion – Speaker Credibility/Message Content/Audience Involvement • Passion – Must Have Passion for What You Do Source: Tom Patty, President - TBWA/Chiat Day 1997 October 26, 2010 • Green Bay, WI WH&LA • Future Lodging Trends & Emerging Technologies Robert Cole • RockCheetah | 32 Photo: pfala (flickr)
  34. Only Six Possible Business Impacts • Improve Brand Engagement •

    Attract Customers • Retain Customers • Grow Revenues • Increase Margins • Reduce Expenses If Any Strategy Does Not Target One of These… Stop. October 26, 2010 • Green Bay, WI WH&LA • Future Lodging Trends & Emerging Technologies Robert Cole • RockCheetah | 33 Photo: Mr. T in DC (flickr)
  35. October 26, 2010 • Green Bay, WI WH&LA • Future

    Lodging Trends & Emerging Technologies Robert Cole • RockCheetah | 34 Photo: joguldi (flickr)
  36. Seven Steps – Inspiration October 26, 2010 • Green Bay,

    WI WH&LA • Future Lodging Trends & Emerging Technologies Robert Cole • RockCheetah | 35 New Media • Travel Writers • Journalists • Bloggers • Social Graph • Influencers
  37. Seven Steps – Research October 26, 2010 • Green Bay,

    WI WH&LA • Future Lodging Trends & Emerging Technologies Robert Cole • RockCheetah | 36 Semantic Travel Search Sites
  38. Seven Steps – Planning October 26, 2010 • Green Bay,

    WI WH&LA • Future Lodging Trends & Emerging Technologies Robert Cole • RockCheetah | 37
  39. Seven Steps – Validation October 26, 2010 • Green Bay,

    WI WH&LA • Future Lodging Trends & Emerging Technologies Robert Cole • RockCheetah | 38
  40. Seven Steps – Booking October 26, 2010 • Green Bay,

    WI WH&LA • Future Lodging Trends & Emerging Technologies Robert Cole • RockCheetah | 39 StayHip Mobile App by Mobiata for TravelClick
  41. Seven Steps – Travel October 26, 2010 • Green Bay,

    WI WH&LA • Future Lodging Trends & Emerging Technologies Robert Cole • RockCheetah | 40 Mobile Phone for Key Entry • Guests Register Online • No Stop at Front Desk • Supports All Cell Phones • Uses Existing Locks • Cards Keys Still Work • Code Change – 12 Seconds • More Secure than Cards • Support for Future NFC Uses Unique Sound Patterns
  42. Seven Steps – Sharing October 26, 2010 • Green Bay,

    WI WH&LA • Future Lodging Trends & Emerging Technologies Robert Cole • RockCheetah | 41 • Images • Videos • Property/Destination
  43. Where Do I Start? What Should I Do? October 26,

    2010 • Green Bay, WI WH&LA • Future Lodging Trends & Emerging Technologies Robert Cole • RockCheetah | 42
  44. Everything Is More Difficult • Challenging Business Environment • New

    Search/Interface/Technologies • More Platforms & Walled Garden Sites • Must Be Relevant/Mobile/Personal/Social • Market Segmentation is Getting Personal • Marketing Must Differentiate Product Offering • Multiple Methods to Impact Business • Multiple Phases of Travel Process to Consider October 26, 2010 • Green Bay, WI WH&LA • Future Lodging Trends & Emerging Technologies Robert Cole • RockCheetah | 43 Photo: Sam Cockman (flickr)
  45. How to Manage the Future • Unyielding Focus on Customer

    Needs – Guests Want Honesty / Transparency / Respect • Strategic Business Objectives Define Actions – Avoid Activities if Strategic Benefit is Missing • Marketing Must Break Through Clutter – Paradox/Perspective/Paradigm/Persuasion/Passion • Technology is Only a Tool to Support Strategy – Get Past the Hype - Select the Right Tool for the Job • Fix Guest Experience Before Using Social Media – Communicate on Guests’ Preferred Terms & Channels • Target Personas for Travel Itinerary & Travel Process Step – Easier Task to Target Family Leisure Travelers Planning Phase October 26, 2010 • Green Bay, WI WH&LA • Future Lodging Trends & Emerging Technologies Robert Cole • RockCheetah | 44
  46. Thank You for Your Attention Questions? Copies of the Presentation?

    Comments? Robert Cole mail: [email protected] phone: +1.262.309.9560 skype: robertkcole twitter: @robertkcole web: www.rockcheetah.com/blog/ October 26, 2010 • Green Bay, WI WH&LA • Future Lodging Trends & Emerging Technologies Robert Cole • RockCheetah | 45