The digilution of Business Travel

International Conference
Digital Enterprise Design & Management
“The Digilution of Business Travel”
William El Kaim
Carlson Wagonlit Travel
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Disclaimer
This presentation is a journey into the
digital world through my personal lens.
My work as an innovator means I am used
to trying, testing and imagining!
I’m referring sometimes to external
sources (links are provided).
http://eventtoons.com/home
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Plan
Carlson Wagonlit Travel presentation
The three revolutions in the travel industry
« Digilution » of business travel at CWT
The door-to-door revolution
Conclusion
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Carlson Wagonlit Travel
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A global leader specializing in business
travel management
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Our job: moving people from A to B
Travel market: $3.9 trillion = 9.2% of world GDP
Half terrestrial, half Virtual
Business travel around $0.8 trillion (20%)
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The three revolutions
in the travel industry
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By the way …
Raise your hand if
you bought your last
trip in a bricks-andmortar travel
agency?
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First revolution in travel industry
Global Distribution System (GDS)
By the late 1990s, Central Reservation Systems
(CRS) had evolved into four large companies
known as Global Distribution System.
GDS
Travel Agent
Semi-Automated Business Research
Environment (SABRE) first came
online in 1964 with AA and IBM.
In a decade, GDSs enabled the travel agency
industry to grow revenue 400% while growing
employment by only 20%.
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Second revolution in travel industry
Travel Management Companies (TMC) and
Online Travel Agents (OTA)
Growth with internet … From 361 million internet
users in 2000 vs. to almost 2 billion today.
GDS
Travel Agent
TMC/OTA
Internet Search
/ Compare
Traveler shopping
convenience and
price “transparency”
From 1995 to 2006
• Starting to create alternative listings of
properties (hotel, apartment rental, tour and
activities ).
• Booking direct (via API or redirect to web site)
or screen-scrapping from metasearch, OTA or
suppliers themselves.
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Third Revolution in travel industry
Travel 2.0
New marketing concept born in 2008 that
leverages internet, web 2.0, cloud and mobility.
GDS
Travel Agent
TMC/OTA
Web 2.0
Internet Search
/ Compare
Social, Cloud,
Mobile
• SOcial LOcal and MObile (SOLOMO) revolution.
• Consider the traveler (or client) at the heart
• Tackle every (travelers niche needs and their
specific point of views (long tail).
• Avoid GDS, avoid travel agents.
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Travel: moving bits and atoms
More value of moving bits …
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Digilution of
Business Travel at CWT
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The Digilution of business travel
Travel manager centric
Cost centric
Transaction centric (TRX)
Global
GDS API
Value creation is internal and
in closed travel ecosystem
(GDS, OBT)
Printed documents
Traveler centric and personalized
Trip service “a la carte”
Real-time context centric
Everywhere, + hyperlocal
Open API – simple / fast
Value creation is internal AND
external via dynamic contextual
extended ecosystem
Digital, mobile, QR code
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The Digilution of business travel
The new digital, networked,
real-time society forces us to
start thinking and acting as
an ecosystem.
Bus.
Ecosystems
Ecosystems are
developed using
platforms to glue
services via API and
funds to encourage
startups and
partners to hook in
Entreprise
Source:
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CWTPWC, Exploiting the growing value from information
Platform
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From products to platform
API
CWT core
services
Sovereign IT
Auth
Craftsmanship
Created and owned
by CWT
WorldMate
acquisition
?
Digital Platform
omni-channel
personalization
advertising
social
API
Auth
Connected
commerce
ecosystems
& related
digital
marketing
Commodity
services
API
Auth
CRM, social
network, etc.
Product-As-A-Service
Pay as you use
Yammer, Oracle CRM,
Responsys, Omniture,
Covisint, OBT
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The rise of predictive
information through cards
The shift from a world of static reporting (aggregated data
on cubes) to a world of predictive and intelligence services
(generated value from data in multiple ways) is Now!
Leveraging both data at rest (stored in a database) and
data in motion (data stream in real time) is the new normal.
Real Time Data And Algorithm Providing Value Now!
Historical Data
Big Data: Data Mining,
Reporting, and
Benchmarking, Forecasting
Live Data
Live Dashboards and
Tracking systems like Pre
and Post Ticketing, Early
compliance and fare
check.
Forecast Data
Ad-hoc advanced analytics
or for pro-active information
generation through
information cards (like
Google Now!)
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Ecosystem, platform and …
SoLoMo
Platform
and Cloud
Fluid Experience
Big Data
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CWT Online – Booking
engine for China
Makes booking
international travel
easier for China-based
business travelers.
CWT Online is the only
international OBT
currently available in
China.
CWT Online is powered
by TravelSky.
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Hotel reviews
Wisdom of crowd
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Enterprise Social Network
Boost engagement and flatten hierarchy
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Mobile application
CWT To Go
WorldMate was acquired
by CWT in late 2012
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Mobile application
CWT To Go
http://www.windowsphone.com/en-us/store/app/cwt-togo/933a7c39-02bb-4608-9a74-cb9ee5df0c2a
New …
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WorldMate API
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https://developers.worldmate.com/home.php
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CWT To Go
B2B hotel booking
Hotels are booked
based on location,
fares, travelers
ratings and company
travel policy.
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Carla
The virtual assistant
A personal travel assistant, always available … as caring as
a mom
“David, your taxi to the Airport arrives in five minutes, do you have
your passport and credit cards?”
Being there for you with the relevant interactions at all the
key moments of your travel
Helping you plan & book your trip.
Packing your baggage and sorting out the last minute stuff.
Guiding from the destination airport.
Helping during your stay.
Going back home and to the office.
Digital Conversation …
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The Door-to-Door Revolution
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Reimagination of everything… now!
It’s not only about planning at the
beginning of the journey
It’s about a fully integrated service
which offers real-time intelligence and
compliance knowledge at every stage of
the trip.
Since people are mobile all the time, the
need for door-to-door search raised.
It is the combination of multimodal
search + first and last miles information
Always mobile via door-to-Door
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Conclusion
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The Digilution of business travel
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Inventory is abundant, choice is commodity
- it’s the customer that’s in short supply!
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Source: Get ready for marketing 2020, Steven Van Belleghen
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Linkedin
Twitter
http://fr.linkedin.com/in/williamelkaim
Blog
http://www.twitter.com/welkaim
Travel 2.0
http://www.reimagine.fr/
http://www.netvibes.com/travl20
Contact: [email protected]
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