DRIVING PROFITABILITY BY DELIVERING THE NEXT LEVEL OF GUEST ENGAGEMENT - Travel & Hospitality
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DRIVING PROFITABILITY BY DELIVERING THE NEXT LEVEL OF GUEST ENGAGEMENT Travel & Hospitality Tatiana Voytsenko, SAP Hybris Day Croatia 12.10.2017
INTRODUCTION
TECHNOLOGY IS CAUSING AND ENABLING MAJOR INDUSTRY DRIVERS AGING RESERVATION SYSTEMS WERE MEANT TO BE OPERATIONAL, NOT EXPERIENTIAL
TRAVEL & HOSPITALITY GUESTS EXPECT AN EMOTIONAL CONNECTION
TRENDS & PRIORITIES
OVERVIEW – CURRENT GLOBAL HOSPITALITY INDUSTRY
• The global hotel industry is comprised of approximately
15.9 million rooms
• The top 10 North American hotel chains are approximately
5.1 million rooms
• RevPAR has gone up year over year for 5 consecutive
years
• Ageing population (over 60s) with desire and means to
travel. In 2013: 800m people and in 2050 expected to be
2bn
• Annual increase of GDP means more disposable income
• Rise of the Millennial’s and expect 47% in increased
bookings from 2013 to 2020
© 2017 SAP SE or an SAP affiliate company. All rights reserved. 6
DIGITAL DISRUPTION IN HOSPITALITY
• What does “Digital Disruption” mean to the
Hospitality / Travel Industry?
• Winners will be organizations agile enough
to innovate rapidly
© 2017 SAP SE or an SAP affiliate company. All rights reserved. 7
HOSPITALITY TRENDS FOR 2017
• Offer new experiences Beyond the Hotel (Tours,
Packages, etc.)
• Loyalty still the backbone but needs to evolve
• Luxury Will Be Leaner and Smarter (Service,
Recognition)
• Smart Hotel/Ship Emerges (IOT, Streaming Video,
Amazon Echo, VR)
• Expect More Brands to Emerge
• Data Interpretation is the Ultimate Intelligence (what
to do with it once you have it)
Source: Skift Research
© 2017 SAP SE or an SAP affiliate company. All rights reserved. 8
DIGITAL TRANSFORMATION ALREADY HAPPENING IN THE QSR
INDUSTRY
• Mobile/Kiosk ordering/Table ordering
• Digital menu boards for better demographic
targeting
• Intelligent drive-thru with mobile
devices/loyalty/payment
• Automated inventory management
• Table entertainment
Source: QSR Magazine – What the Future Holds for QSR
© 2017 SAP SE or an SAP affiliate company. All rights reserved. 9
MAGIC MOMENTS WOW!
TO GET THE WOW, TRAVEL & HOSPITALITY NEEDS TO BE
CONTEXTUAL CONSISTENT RELEVANT
based on the individual across customer unique for the individual
context of each customer touchpoints and channels at that moment
Customers
Operations
New Markets
© 2017 SAP SE or an SAP affiliate company. All rights reserved. 11TO GET THE WOW, TRAVEL & HOSPITALITY NEEDS TO
UNDERSTAND ENGAGE RESPECT
customer behavior with the customer the privacy of the
and their environment at the right moment customer, give the
customer control and
provide transparency
Customers
Operations
New Markets
© 2017 SAP SE or an SAP affiliate company. All rights reserved. 12CONCLUSION
SAP HYBRIS BUSINESS VALUE ACROSS 16 GLOBAL INDUSTRIES
customer behavior
and their environment
Customers
New Markets
© 2017 SAP SE or an SAP affiliate company. All rights reserved. 14THE TRAVEL & HOSPITALITY INDUSTRY TRUSTS SAP HYBRIS
AIRLINES & LOYALTY POINTS SHOPPING
LUFTHANSA WORLDSHOP
CREATES A FLEXIBLE LOYALTY
STORE WITH SAP HYBRIS
COMMERCE SOLUTION
BENEFITS:
• OMNICHANNEL CUSTOMER
EXPERIENCE
• A FLEXIBLE STORE FOR
MIXED PAYMENT (CASH AND
MILES) AND FLEXIBLE
DELIVERY OPTIONS (PICK
UP IN STORE OR DELIVER
TO GATE)
© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ INTERNAL 17EASYJET
INVESTING IN COMMERCE
PLATFORM WITH RETAIL
CAPABILITIES:
• SAP HYBRIS TRAVEL
ACCELERATOR
• SAP HYBRIS COMMERCE
SUITE
BENEFITS:
• INCREASED REVENUE
• INCREASED INNOVATION
AGILITY
• SUPERIOR AND
PERSONALIZED OMNI-
CHANNEL GUEST
EXPERIENCE
Carolyn McCall – CEO easyJet
• DRIVE MAXIMUM VALUETRAVEL AGENCIES
TUI GROUP AND TUI
POLSKA BUILDING NEW
CUSTOMER RELATIONSHIP ON
• SAP HYBRIS OMNICHANNEL
SUITE AND CLOUD FOR
CUSTOMER
BENEFITS:
• INCREASED CONVERSION
RATE BY 30%
• FROM 2 WEEKS TO 10
HOURS – SHORTEN TIME TO
INTRODUCE NEW OFFER
• INCREASED TRAFFIC WITH
LESS IT INFRUSTRUCTURE
• HIGHER CUSTOMER
SATISFACTION
© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ INTERNAL 20HOTEL CHAINS
BARCELO VIAJES IS
DEVELOPING A CUSTOMER
CENTRIC MARKETING
EXECUTION ON
• SAP HANA
• SAP HYBRIS MARKETING
BENEFITS:
• COMPREHENSIVE
CUSTOMER VIEW TO
DELIVER COHESIVE
MARKETING PLANS &
TACTICS
• SINGLE PLATFORM
• SIMPLIFIED
TECHNOLOGICAL
ECOSYSTEMPALLADIUM HOTEL GROUP
DEVELOPING A BETTER
RELATIONSHIP WITH ITS
GUESTS WITH
• SAP HYBRIS MARKETING ON
OWN CRM SYSTEM
BENEFITS:
• BUILD PREDICTIVE
SCENARIOS, PRODUCT AND
OFFER RECOMMENDATION
MODELS
• USE INSIGHT FROM
PREFERRED
COMMUNICATION
CHANNELS AND SOCIAL
MEDIA INTERACTIONSFERRIES AND CRUISING
P&O FERRIES RUNS ITS B2C
E-COMMERCE SITE ON SAP
HYBRIS COMMERCE PLATFORM
BENEFITS:
• 90% REVENUE FROM
DIGITAL CHANNEL
• 20% OVERALL REVENUE
INCREASE
• FULL OMNI-CHANNEL
OFFERING
• EFFICIENT BOOKING
PROCESSES ACROSS THE
FIVE LANGUAGES
“Turnover from our B2C operations makes up almost half of P&O Ferries’ annual
revenue…. which can handle an average of 2,000 booking transactions per day, it was
• EASY LAUNCH OF B2B
essential for us to find a commerce platform capable of supporting our large and SERVICES
increasingly growing volume of customers while allowing us to deliver a highly engaging
and personalised experience to meet the high standards that our brand represents and
that our customers expect.”
© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ INTERNAL 25
Janette Bell, Commercial Director of P&O FerriesPIZZA CHAINS
PAPA MURPHY’S CREATE
YOUR OWN CUSTOM PIZZA OR
ORDER FROM A MENU
WITH HELP OF SAP HYBRIS
COMMERCE PLATFORM:
• ORDER ONLINE, PICKUP IN
STORE
• GEOLOCATION TO FIND THE
NEAREST STORE
BENEFITS:
• INCREASED CUSTOMER
SATISFACTION AND
EXPERIENCECOFFEE CHAINS
STARBUCKS SITE FOR ORDERING CUSTOM GIFT CARDS ON SAP HYBRIS COMMERCE CLOUD TO: • SUPPORT PHYSICAL AND E- GIFT CARDS • CHOOSE FROM A VARIETY OF CARD TEMPLATES • UPLOAD YOUR OWN LOGO TO CREATE A CO-BRANDED CARD BENEFITS: • REDUCED COST OF OPERATIONS • NEW FEATURES TO DRIVE INCREASED SALES
AIRPORTS
LIEGE AIRPORT
BUSINESS MODEL
TRANSFORMATION WITH
• S4/HANA SAP HYBRIS
MARKETING CLOUD
• CLOUD FOR SALES TO
TRANSFORM INTO A MAJOR
PASSENGER FLIGHT HUB
BENEFITS:
• SINGLE B2B AND B2C
CUSTOMER PROFILE
• BETTER SALES
COLLABORATION
• OMNICHANNEL MARKETING
PLANNING AND EXECUTION
© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ INTERNAL 31RAILWAYS
DSB (DANISH STATE
RAILWAYS) MORE CUSTOMER
CENTRICITY WITH:
• SAP HYBRIS MARKETING
• SAP CRM LOYALTY
SOLUTION
BENEFITS:
• IMPROVED CUSTOMER
MASTER DATA TO
UNDERSTAND CUSTOMER
NEEDS AND WANTS IN REAL
TIME
• INCREASE CUSTOMER
LOYALTY AND INCENTIVISED
REPEATED BOOKINGS
© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ INTERNAL 33THANK YOU
Tatiana Voytsenko
Business Development Director MEE, Lead CEE
tatiana.voytsenko@sap.com
© 2017 SAP SE or an SAP affiliate company. All rights reserved. https://www.linkedin.com/in/tatiana-voytsenko/ 34You can also read
