digital academy: fremtidens turisme · micro moments “micro-moment occurs when people reflexively...
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Digital Academy: Fremtidens Turisme Den 11. September 2019
Anna Porse NielsenSeismonaut A/S
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Dagens program
● Velkomst v/Mark Hauge Østergaard, Destination Fyn & Niels Henrik Ove, Ditlevsdal Bison Farm
● Teknologiske tendenser ● Bots, AI og machinelearning v/ Henrik Fabrin CEO,
BotXO● Kort pause● Hvad kræver det af jeres organisationer? ● Drøftelse og øvelse: At komme videre derhjemme● Næste temadag og tak for i dag● Netværksfrokost
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Billede
Kort om mig
● Ekspert i forretnings- og erhvervsudvikling ift turisme, oplevelsesøkonomi og kreative erhverv
● Rådgiver attraktioner, virksomheder, kommuner, stat, brancheorganisationer og fonde.
● Egen virksomhed siden 2006
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Billede
Seismonaut er..
● Passionerede omkring ○ Oplevelsesøkonomi: Turisme,
kreativitet og kultur ○ Digital humanism: Mennesker,
organisationer og digitalisering● Ca. 15 kollegaer i et tværfagligt team.
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Inspirationsoplæg: 5 teknologiske tendenser
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Oplevelser driver forbrug& husk
micro-moments
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Det største investeringskapløb i turismen pt. er rettet
mod turistens oplevelsesfase.
SKIFT (2018)
Oplevelser (“tours & activities”) er det tredje største segment i det globale rejseforbrug og vokser
hurtigere end det samlede rejsemarked.
Phocuswright (2019)
6 ud af 10 millennials vil hellere bruge penge på oplevelser, der
kan transformere dem og berige deres liv end materielle ting.
Think Digital (2018)
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Billede
Oplevelser som primær faktor
Google/Greenberg: Think With Google 2019
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Micro moments
“Micro-moment occurs when people reflexively turn to a device - often a smartphone - to act on a need to learn something, do something, discover something, watch something, or buy something. They are intent-rich moments when decisions are made and preferences shaped.”
Kilde: Google
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“Improving the customer experience must always be on the
back of travel and tourism companies’ minds when investing
in technology” Kilde: Digital Travel & Tourism
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"Den digitale udvikling, hvor kunderne selv tager sig af flere og flere opgaver på
kunderejsen, vil betyde, at det fysiske møde mellem vært og gæst får meget større
betydning end i dag, da antallet af fysiske møder i løbet af kunderejsen fortsat vil blive
reduceret". Dansk Kyst- og Naturturisme (2019)
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5 teknologiske tendenser
1. Virtual Reality & Augmented reality2. Internet of Things3. Genkendelsesteknologier4. Stemmeaktiveret teknologi5. Kunstig Intelligens
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Definitioner på VR & AR
Virtual reality (VR): Computerskabt illusion, fx i form af lyd og billede, der frembringer en slags parallelverden, som du oplever at være en del af og kan påvirke.
Augmented reality (AR) Et udvidet syn på virkeligheden, hvor du gennem en skærm ser computergenerede billeder, lyd eller anden data oven på den faktiske virkelighed.
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Potentialer i VR ift turisme
● Giver turisten mulighed for at opleve før oplevelsen (try before you buy)
● Ift salg: Nemmere at træffe beslutninger fordi flere følelser vækkes
● Giver informationer visuelt og forventningsafstemmer. ● VR i stedet for den virkelige oplevelse - fx ift sårbare
destinationer ● Priserne er faldet ● Særlig godt til yngre målgrupper● Fx: Hoteller, fly, attraktioner, butikker, destinationer
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Potentialer i AR
● Bedre service gennem oplysninger● Nye formater for viden og information - fx
animerede visualiseringer● Hjælp til at finde vej ● Oversættelse ● Gamification ● Læring
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Eksempel
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Definition på IoT
Internet of Things: Når hverdagens elektroniske apparater bliver intelligente og i stand til at kommunikere med hinanden og mennesker via internettet.
Teknisk set så fungerer det således, at elektroniske apparater bliver i stand til at samle data gennem internettet, der herefter oversættes til brugbar viden.
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IoT ift turisme
Hotel og rejsebranchen har allerede taget IoT til sig i stor stil, fx ift:
● Bedre oplevelser gennem personalisering: ○ Huske gæsters præferencer ift værelser, belysning, musik og tv forslag baseret på
gæstens vaner. ● Bedre service (og effektiv drift):
○ Udstyr der ikke virker opgaves tidligere og reparationer kan planlægges så det ikke forstyrrer driften.
○ Rejser gøres lettere og mere sømløse på baggrund af viden om gæsterne. ○ Tracking af bagage, etc.
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Genkendelsesteknologi
● Fingeraftryk, ansigtsgenkendelse, scanning af øjne, m. m.
Kan give:
● Oplevelsen af sømløse oplevelser● Sikkerhed ● Muligheden for at knytte betaling til
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Kunstig intelligens
Kunstig Intelligens (eller AI): At få maskiner til “tænke” selv og lære gennem input fra brugerne.
● Chatbots● Robotter● Machine learning
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Oplæg v. CEO Henrik Fabrin, BotXO
Afbud pga sygdom - kommer den 24/9 i stedet!
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Det handler om mennesker og kultur Tips til hvordan man styrker sin organisations digitale DNA
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Hvad kræver det af en organisation?
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Den digitale
kulturs DNA
Ledelse og organisering i netværk
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Den digitale
kulturs DNA
Gør brug af netværksbaseret ledelse og organisering
Nysgerrighed er en central del af
kulturen
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Spørg: ● Hvorfor?● Hvad nu
hvis?● Hvordan
kunne vi?
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Den digitale
kulturs DNA
Gør brug af netværksbaseret ledelse og organisering
Nye kommunikations- og samarbejdsredskaber kan øge
involvering & transparens
Lad nysgerrighed være en central del
af kulturen
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Involver og giv plads til dialog og
udveksling af tanker
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Platforme der understøtter
samarbejde og samskabelse
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Medarbejder-ambassadørskab
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Den digitale
kulturs DNA
Gør brug af netværksbaseret ledelse og organisering
Brug nye kommunikations- og samarbejdsredskaber til at øge
involvering & transparens
Invester i digitale talenter
Lad nysgerrighed være en central del
af kulturen
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Den digitale
kulturs DNA
Gør brug af netværksbaseret ledelse og organisering
Brug nye kommunikations- og samarbejdsredskaber til at øge
involvering & transparens
Gør eksperimenter til en fast del af processen
Invester i de digitale talenter
Lad nysgerrighed være en central del
af kulturen
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Den digitale
kulturs DNA
Gør brug af netværksbaseret ledelse og organisering
Brug nye kommunikations- og samarbejdsredskaber til at øge
involvering & transparens
Gør eksperimenter til en fast del af processen
Invester i de digitale talenter
Lad nysgerrighed være en central del
af kulturen
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Tid til samtalex
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Videndeling og refleksion
Spørgsmål til inspiration:
● Hvor er I henne i jeres virksomheder ift de nye teknologier?
● Hvad kunne I godt tænke jer at opnå ved at bruge dem?
● Hvilke barrierer er der ift at komme i gang hos jer?● Er jeres virksomheder parate til at bruge nye
teknologier? ● Hvem vil kunne hjælpe jer til at komme i gang?
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Og husk…
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Digital Academy:
1. Turistens digitale rejse og giganten Google (3. maj 2018)2. Personaliseret og målrettet markedsføring med Facebook og Instagram (30. august 2018) 3. Brugeranmeldelser og online omdømme (25. oktober 2018) 4. Booking af lokale oplevelser (februar 2019)5. Video – turistens foretrukne indholdstype (3. april 2019)6. Fremtidens turisme – den teknologiske revolution ( 11. september 2019) 7. Facebook Ads & Insights (8. oktober 2019)
Særligt målrettede temaer:
1. Digitalisering i møde- og eventbranchen - Mødeøen Fyn (19. juni 2018)2. Tema ikke afklaret – Kina Alliancen (gennemføres uden Seismonaut)3. Tema ikke afklaret – Bike Island (gennemføres uden Seismonaut)
Oversigt over temaer
48