1. The customer, big data and me

2. Lifestyle
Experience
Authenticity
Brand

3. 2:3
Brits
holidayed in 2016
World Travel Monitor 2016

5. Joseph Pine’s author of Mass customization
The Customer 2017
A CUSTOMER MESSAGE!
Joseph Pine’s author of Mass customization
is right
Customers in 2017 are more informed, travel savvy, independent, fragmented and real. What they expect is a real travel experience.
The modern economy is using big data to assume behaviour and the consumer is reacting. But not in such a prescriptive manner. Travelers are people first - complex and react to being second guessed.
As the economy moves from commoditized goods – where people don’t care where a product comes from as long as the price is right – to a serviced based economy where service is offered as a value add there is the beginnings of a world of new value.
Customers are willing to absorb information and choices that big data present but the company that can customise a service that is so appropriate for a person, is exactly what they need at specific moment in time, will create a new customer of the future.
Move from a service business to an experience business. Create experience capital. Experience is at the centre of the 2017 customer.

6. Price
Brand
Experience
Leisure
[ self planner ]
Need
Function
Business
[ SME ]
Bleisure
Lifestyle
Convenience
Authentic

7. you are matches the experience
When what you say
you are matches the experience
Coffee. Beans. As a bean worth $0.02
Package it as a good on shelf $0.15
Brew it for a customer $1
You can charge $4-5 per cup!
Add a brand and an authentic experience…

8. When you don’t match what you say you are with what you really are – you lose trust
Win - Win
Message to consumer
History teaches us that consumers are forgiving, forgetful or self interested.
However, consumer loyalty has it’s limits when failure to deliver experience or to be treated as a customer – the time poor, the affluent, those that forgive once, those traveling beyond short haul.
If you are authentic in your messaging and your product and how that is communicated it’s a win win. You are empowering the consumer to make informed decision. Suppliers are seen as authentic and ethical.
When service, authenticity and ethics become blurred you lose trust of consumers.
This is my product & the experience you can expect…
Empower customers
Informed decision
Lose - Lose
Authenticity vs. ethics
This is my product & the experience you can expect…
Blurred lines
You lose my trust. You lose me.

9. BIG DATA CAN HELP End of Adventure “the safe surprise”
WTTC Big Data report 2015
End of Adventure “the safe surprise”
Reviews, ratings & recommendations – there is no need to journey blind. Big data opp: managed discovery, vetted experiences.
Risk management “risk avoidance holidays”
Travelers are bombarded by risk avoidance messages at home & take this mindset with them when they travel.
Big data opp: What new services will arise to satisfy the travelers appetite for security and risk management?
Unique Belonging “Mass individuality”
People place value on individuality – except China and India.
Big data opp: easier to accommodate individual choices and routes as part of the crowd
Spa trumps stag
Travelers are healthier, use data to measure their fitness daily, make balanced decisions between fun, health and relaxation.
Big data opp: Tap into my fitness & fun agenda.

10. Making experience currency.
Cruise bookings made easy
Too complex to book. Need help.
Time consuming for the agent.
Make it easier. Mass cruise booking engine.
Before I leave, when I return
Ancillary products.. Catch me before I journey and when I return.
Live like a local
Ground is the last technology free travel space. Use data to make access to ground product easier to find, sort and book.
Agent friends
We trust our friends. Turn this knowledge into brand currency.

11. The Customer 2017
HAPPY CUSTOMERS 2017
“Use big data but don’t box me in – I may revolt against personal & precision targeting”
“Be who you say you are – authentic. I will pay for that”
“Be creative. Find new ways to service. Give me products that are what I want, at this moment & ADD to my travel experience!”
“Match my lifestyle to my trip experience”

12. Authentic
Customer
Experience
Bring product & people together.