The Next Great Tourism Revolution: A Report on Travel and Tourism Trends - Giorgio Ascolese Joantxo Llantada
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The Next Great Tourism Revolution: A Report on Travel and Tourism Trends Giorgio Ascolese Joantxo Llantada
The Next Great Tourism Revolution: A Report on Travel and Tourism Trends Giorgio Ascolese Joantxo Llantada
industry opinions
“Nobody that has to make strategic decisions in the tourism industry should hesitate “The report allows us to understand the magnitude and transformative nature of
to read this book. It’s a fantastic tool to understand the new and complex world that the developments that are occurring and about to unfold. The future is created
we’re entering and how to take advantage of the great opportunities it presents us. I from the present and this report awoke a panorama of “infinite possibilities…” in me
honestly recommend it.” that reinforced my professional excitement and determination to develop innova-
tive services and products that provide unique, personalized experiences.”
Eulogio Bordás
President, THR Regis López Lang
Delegate, Odyssea Europe-AL-Caribbean and Odyssea 2020 Growth & Blue
Tourism
“We don’t have the certainty of how the world will be in 2045, but we can, as of today,
ask questions that go beyond the short-term vortex we find ourselves immersed in.
And we can envision that today’s trends are the beginning of a new “metamorpho- “A book about tourism, but not just tourism. Information and ideas about society,
sis” and an “exponential change” that breaks away from our current frameworks.” economics, the environment, and technology juxtapose themselves, creating an
echo in the reader’s mind to get the content to resonate and impact them about
Jesús Herrero the knowledge they’ve learned and the experiences they’ve lived in the tourism
Tourism Marketing Manager, Tecnalia industry. This book is recommended to get you off-track, off the beaten path since
we’re still guiding ourselves with the same tourism management coordinates from
a few years ago.”
“It will open the eyes of many tourism professionals that are unaware of the indus-
try’s current state of affairs and its links with what you note as a metamorphosis, Joan Carles Cambrils
which is crushing and indelibly destroying the industry’s future.” Vice Director, Valencia Tourism
Vicente M. Monfort Mir
Managing Director of Economics, Entrepreneurship, and Cooperation; Vice-Man- “We’re at the beginning of a new era. An emotional period that’s joining to a digital
aging Director of Analysis, Planning, and Economic Coordination of Generalitat one that’s causing radical changes, that society is not emotionally or mentally pre-
Valenciana (Valencian Regional Government) pared for. And this is left clear in the report. Thank you for inciting innovation.”
Jimmy Pons
“This ebook provides us with future trends that many professionals perceive but Innovation Maker at www.jimmypons.com
appear far off. Here they tell us the present reality up close but with a unique and
fundamental characteristic, its vision. Reading it lets us visualize a very near future
and how it will impact not only our industry and work but also our daily and personal “Brilliant display of how the tourism industry, the first to receive the Digital Trans-
lives. Fundamental for any tourism professional!” formation’s impact, takes on the metamorphosis of its model. Nothing will ever be
the same. Are we ready?”
Jaume Marí
Marketing Director, Costa Brava Girona Tourism Office Pedro Antón
(Patronat de Turisme Costa Brava Girona) Public Administration Director, Grupo Vas
4 5
“We liked it for two reasons: first, for how solid the content is, and two for the ability to show and cover so much complex information in an easy-to-follow and under- stand format. The document’s flow is incredibly interesting and dynamic. Congrat- ulations on a job well done.” Sandra de la Cruz IBM Client Executive “With this report, one transports themselves to a world that seems far-off, but in reality, is one that’s already here. Joantxo and Giorgio manage to synthesize it with a vision of the future and the significant challenges that await. A mandatory read for all those looking to understand where we’re heading.” Víctor Mayans Director, ARTIEM Hoteles “I’ve read the beginning and the end, as well as looking at the thickness of the doc- ument. It’s well thought out, easy-to-read, and enjoyable.” Álvaro Carrillo de Albornoz Managing Director, Instituto Tecnológico Hotelero “Using available data from today and unearthing the future, they draw a path for tourism in the next 25 years to reach prosperity. Go ahead and familiarize your- selves with the adjacent possible, identity, and exponentiality: the customer is already in the center of everything.” Josep F. Valls Professor of Marketing Management, ESADE Business School 6 7
index
Chapter 1. About the Authors 12 d. Bots 63
e. Language Technology or Virtual Assistants 66
Chapter 2. About WAM 16 f. Facial Recognition 69
g. Affective Computing 71
Chapter 3. Connecting With the Future of Tourism in 2045 20 h. Blockchain 71
i. Wearables 73
Chapter 4. Introduction: The Need for Anchoring This Analysis in j. The Dangers Stemming From Algorithms and
the Future 26 the Perception of Security 73
k. The Rising Concern About Data Security
4.1. Why You Should Read This Report 29 Breaches 74
4.2. Authors’ Note: The Creative Process 30 l. The Freedom of Anonymity 74
m. The Digital Twin Revolution 76
Chapter 5. Part One: The Principles That Justify Analysis 32 n. Exponentiality: The New Growth Standard 77
o. Managing Scarcity 78
5.1. The Digital Humanism Principle 32 p. Singularity 80
a. Digital Culture 36
b. The Digital Transformation in Businesses 36 5.3. The Tourism, Leisure, and Hospitality Industry
c. Renaissance 4.0 37 Principle 81
d. Values Go Global 39 a. The Tourism World is Now Global 81
e. Our Planet, Our Future 40 b. People and Tourism 81
f. Social Responsibility, Ethics, and Governance 42 c. The Experience Economy 81
g. Changes in Organizational Culture: From d. We Live Immersed in Our Perceptions 82
Human Resources to People 47 e. Millennials as a Point of Reference 83
h. Humanizing Management 49 f. The Fourth Industrial Revolution is Also
i. The Age of the Human-Centered Economy 49 Impacting Tourism 83
j. Coopetition: When Two Competitors Enter a g. The Customer’s (Finally) in the Center of
Partnership 51 Everything 86
k. Innovation Is and Will Be the Primary Driver 51 h. The Touchpoints are Getting Complicated 86
l. The Path Lies in the Adjacent Possible 53
m. Globalization is Diluting the Black Swan, 5.4. The Corporate Ecosystem Principle 87
Dogmas, and Paradigms 54 a. Co-Creation 87
b. Identity Earns More in the Tourism Industry 88
5.2. The Binary Technology Dominance Principle 56 c. You’ll Have to Be as Agile as Software 88
a. Artificial Intelligence 57 d. You’ll Find Your Path to the Next Stop in the
b. The Semantic Web 59 Midst of Disruption 89
c. The Internet of Things 59 e. We Wander Blindly Through Life Without a Vision 90
8 9
f. The Work Methodology of Choice is Lean 90 7.13. Contextual Personalization With Bots 127
g. Technological Convergence = Evolutionary Jump 92 7.14. Today, Data’s the Source for the Tourism
h. Digital Maturity and its Effect on the Industry 92 Business 127
i. Work 4.0 94 7.15. The Markets’ Present and Future Is Mobile 128
j. Visualization 96 7.16. 5G’s Arrival 129
7.17 The Arrival of the New, Standard Wi-Fi 6.0 131
Chapter 6. Part Two: Global Factors or Drivers 98 7.18. The Tourism Industry Is Too Important Not to
Manage it 131
6.1. Political Factors 100 7.19. The Digital Ecosystem Learns From and
6.2. Economic Factors 102 Detaches Itself From Digital Culture 132
6.3. Sociocultural Factors 104 7.20. Reputation Is the New Marketing 132
6.4. Technological Factors 105 7.21. From Specialization to Working on Plans and
6.5. Environmental Factors 105 Projects 133
6.6. Legal Factors 106 7.22. Communication Is Key: The Power of Dialogue
6.7. Human Factors 1 08 and Storytelling 135
6.8. Corporate Organization Factors 111 7.23. Inject Innovation Into Your Company’s DNA 135
7.24. Robots Will Occupy the Tourism Space 136
Chapter 7. Part Three: Key Future Variables or Trends That Impact 7.25. The Future Is Cognitive 136
Tourism Service Brands and Production 1 12 7.26. Facial Recognition Will Speed up Processes That
Accentuate the Customer Experience 137
7.1. We Tourists Are More Than Just the Data We 7.27. Language Technologies Will Design the World 139
Leave Behind 1 14 7.28. Artificial Intelligence Isn’t That Intelligent...Yet 140
7.2. Design New Experiences, Please 115 7.29. Build Trusting Relationships 140
7.3. Control: Less is More 1 16 7.30. Authenticity Is Still a Trending Topic 141
7.4. Environmental Responsibility and
Consciousness 1 17 Chapter 8. Your Guide for Successfully Taking on These Challenges 142
7.5. The New Influencer Marketing 120
7.6. The Industry’s Ready to Manage the 360° User 122 Chapter 9. Conclusions 148
7.7. Marketing is Short-Term and in Real-Time 122
7.8. The Return of Operational Efficiency 123 Appendix: Global Code of Ethics for Tourism From the
7.9. Product Management Moves Towards Meeting United Nations World Tourism Organization 154
its Full Potential 125
7.10. The B2B Platform and Commerce Boom 125
7.11. CRM Systems as Trusty Allies for Firms, Content
Strategy, and User Experience 126
7.12. From Brands Providing a Service to Committing
to Their Customers 126
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About the Authors
Giorgio Ascolese Joantxo Llantada
Giorgio Ascolese, the Founder, and digital consulting, business growth, Joantxo Llantada is a marketing, in- He collaborated as an expert on the
CEO of We Are Marketing, comes cutting-edge technology, and real novation, and strategy expert. He has digital marketing plan for Turespaña
from a family of hoteliers. The travel ROI increases. spent the past 30 years working in 2012, as well as the positioning and
industry has been at the heart of his branding, business projects consul- marketing plan for the Valencian
over 15-year professional trajectory, Today, Giorgio manages over 600 tation, destination tourism strategy Community and the Canary Islands
as well as hospitality and real estate. employees under two business and policy, innovation programs and of El Hierro and La Palma. He has
After serving as Marketing Manager groups while having garnered systems, as well as being a growth also worked on FICOD and the Red.es
for AR Hotels & Resorts, he became numerous accolades in the travel hacker and doer. His passion is re- connected lodging project as well as
the chain’s General Manager in 2010, industry. These include four con- searching and sharing trends with the Escuela de Organización Industrial
a role he still fills today. secutive “50 Best Places to Work in public, which has led him to teach at programs, where he has consulted
Spain” awards, AR Hotels being one renowned public and private univer- for more than 3,000 Spanish firms
Giorgio has studied at the Università of Spain’s most-awarded companies sities and institutions across Spain in industries as diverse as tourism,
Commerciale Luigi Bocconi, Universi- at the World Travel Awards, as well including IE Business School, the hospitality, trade, agriculture, fishing,
dad Carlos III in Madrid, Harvard, and as Ascolese himself winning the Best Escuela de Organización Industrial, ranching, or finance. He served as
the University of California Berkeley General Manager Europe prize at the Universidad Católica San Antonio the Director of Invattur and the Head
while embodying an entrepreneurial both the 2017 and 2018 World Luxury de Murcia (UCAM), the Universitat of Marketing, Projects, and Business
spirit throughout his professional Hotel Awards. Jaume I, chambers of commerce, Development for the Valencian Com-
ventures. provincial councils, and more. munity’s Regional Tourism office.
In 2014, he decided to create an agen- He covers subjects such as digital www.joantxollantada.com
cy able to adapt to the ever-changing marketing, sales, digital culture and
needs in the digital marketing space: transformation, innovation, smart cit-
one that, along with executing cam- ies, smart tourism destinations, and
paigns and plans, offers complete future trends and transformation.
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About WAM
clients achieve another level of earn- One of the strategic verticals where we
ings and sales. We’re specialists in provide value and expertise to improve
managing the most advanced tech- your business performance is the
nological solutions, helping to oversee tourism, leisure, and hospitality indus-
and implement the world’s premier try. Some of our clients are leaders in
CRM software solutions (HubSpot and the industry, including the Palladium
Salesforce), guaranteeing a positive Hotel Group, Hard Rock Hotels Ush-
impact in our clients’ balance sheet and uaïa, Fiesta Hotels, Nicolaus and Valtur,
organizations. AR Hotels & Resorts, ARTIEM Hotels,
Charme & Adventure, Africome, Intur,
WAM has a team of more than 100 and Surtrek.
people in 17 offices across Europe, the
Americas, Africa, Asia, and Oceania. We
have teams with specialties in techni-
cal, creative, and analytical disciplines
from 13 countries that ensure our solu-
tions fit in the Global Digital Culture as
well as within the specific stage of the
digital transformation journey your firm
W
requires in our various industries of
expertise.
e Are Marketing aims to the node that guarantees your firm’s
provide solutions that leadership and growth.
excite its clients and
bring them closer to WAM explores and drives your firm’s
their consumers’ reality by giving them dynamic capabilities by building bridg-
the digital culture they need through es for success and we do this by fos-
the best-in-class technology solutions tering a digital culture within your firm.
that will result in performance that As talent is the key to everything in this
stems from ethics, responsibility, and day and age, we’ll guide you in connect-
their organizations’ exponential growth. ing with people through marketing and
the implementation of technology.
In the face of industry challenges, con-
stant technological changes, and the We’re a consulting firm and business
uncertainty stemming from innova- accelerator that uses its experience
tion-based growth, WAM wants to be in digital transformation to help our
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Connecting With
live will be. Over the next 30 years, we’ll guarantee a sustainable urban model.
reach the point of no return on a tech- We’ll be able to communicate with
nological and social level in terms of its ontological buildings, and in turn,
the Future of
computing and mechanical advances. they’ll learn from our needs.
This is when humanity will experience
a sea-change. The United Nations predicts that 70%
Tourism in 2045
of the world’s population will live in
We’ll be immortal cities in 2050, translating into 6 billion
A natural death results from two varia- people living in urban spaces. They also
bles: illness or aging. These two varia- predict that the world’s population will
bles will have been solved with tech- reach 9.37 billion people.
nology and the century’s advances. In
2045, the diseases of the 20th century It will be the year of Singularity
will be no more thanks to nanotechno- Artificial Intelligence has been domina-
logy, 3D organ printing, food, and more. ting the human and robotic space for a
while. Advances in quantum computing
Increased intelligence and strength, and new materials have given machi-
the result of the marriage of Artificial nes greater ability to learn from scratch
Intelligence and exoskeletons, will be and in exponential sequences. 2045 will
L
the constant in 2045 that will drive ex- be the year that Artificial Intelligence
ponential leaps in reaching immortality. reaches the same level of develo-
This situation will result from the fusion pment as human intelligence. This
et’s focus on the future is now. Science and technology are of Artificial Intelligence, robots, and moment is where we see the end of the
because that’s where we’re now global. This is a reality. Therefore, human beings. human age as we know it. At this point,
going to spend the rest of all the energy, politics, and excessive the post-human era begins, where the
our lives. Let’s visualize budgets destined towards developing All this leads to an estimation that machines will be able to build software
what the world will be like in 2045 to Artificial Intelligence, the robotics in 2045, human life expectancy will that takes the intelligence of all human
understand how transformative and revolution, connectivity, nanotechno- reach 142 years. And if all the predic- beings combined1.
monumental the changes await are. logy, artificial biology, organ printing, tions come true, we could choose to be
While it’s true that we won’t know language, and thousands of other immortal. We’ll all be a lot smarter
for sure what the future will be like, industries that are rapidly expanding The marriage of biological intelligence,
we can infer how it can turn out by will turn into a technological super- There will be a lot more of us human intelligence, and exponential
using a series of scientific, techno- nova that will make possible a world Life will concentrate in the cities that intelligence resulting from Artificial
logical, natural, and social variables that humankind never imagined. will have turned into organisms that Intelligence will make us post-humans
to imagine what awaits us. The world We’re talking about posthumanism. In intelligently manage physical spaces, with an exponential cognitive function.
has never been so aligned in terms 2045, our past experiences won’t be where life and artificial intelligence live The symbiosis generated between man
of the economy and innovation as it as important; instead, the ones we’ll in harmony and gear themselves to and machine will give machines the
1. José Luis Cordeiro, Professor at Singularity University in Silicon Valley
22 23C H A PT E R 3 C H A PTER 3
power to detect our moods, emotional, ce, and society’s way of seeing the sed to play in a hedonistic, intelligent,
and physical states, and will develop world. We’ll live a large-scale human and connected society in 2045.
an artificial empathetic system where metamorphosis comparable to some
emotions and technology will create a of history’s main spiritual, technolo- But what will the path to 2045 look like?
state where both types of intelligence gical, or scientific revolutions. Maybe At We Are Marketing, we wanted to
will integrate with perfect harmony. we will then see the advent of the break down, analyze, and show you the
noocracy or intelligent government most significant trends and changes
Anybody will be able to turn that Plato imagined in the 4th cen- that will impact leisure and will turn
themselves into an Avatar tury BC. your business into a success. Here are
The Avatar 2045 Initiative is a project our findings.
started in Russia to develop a new All this leads us, in 2019, to ask oursel-
human development strategy respon- ves questions like:
ding to the current challenges facing
civilization. It seeks to create optimal ×× What characteristics will society
conditions that promote human spiri- have in 2045 and how will that
tual enlightenment and create a new, affect leisure?
futuristic reality based on five prin- ×× How will society organize itself
ciples: high spirituality, high culture, when robots and Artificial Intelli-
high ethics, high science, and high gence take care of the activities
technology. we currently do today?
×× What will workdays look like? Will
The primary goal is to develop the they even exist?
technological solutions that are the ×× Will the universal basic income
most suitable for transferring human substitute the job we know today
personality to a non-biological carrier and guarantee the hedonistic sta-
that’s more advanced, extending life up te that will serve as the basis for
to immortality. There are currently more future leisure?
than 40,000 donors worldwide. ×× Are tourism and leisure in danger
in the future?
We’ll see the arrival of a new post-
humanity Our take is that the tourism, leisure,
In 2045, we’ll be awaiting the advent and hospitality industry will grow
of the post-human era and a reesta- exponentially in every sense of the
blishment of the concept of huma- word. It won’t just be in meaning; it will
nity from the way we know it. We’ll also be in the space it will occupy in the
be re-establishing our main spiritual society of the future, and above all, the
traditions, citizens’ view of scien- social and economic role it will be poi-
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Introduction: The
roll’s Through the Looking-Glass, and are genuinely transformative for the
What Alice Found There, Alice discovers industry in focus. Even if that were the
that the world she finds behind the case, we know that we cannot carry
Need for Anchoring
looking-glass has rules that have dif- out this study without considering this
ferent meanings than in the real world. moment we find ourselves in.
Her experience in the novel provides us
This Analysis in the
with a metaphor to describe what the We’re at the gates of the Fourth
tourism industry is currently experi- Industrial Revolution, and we have
encing. The travel sector is now in the surely already started the Renaissance
Future
throes of a process of change from its 4.0, further cementing our belief that
deepest roots all the way to the most we need to contextualize these trends
insignificant process. Everything that in this moment of cyclical change.
surrounds us will change, and nothing
will ever be the same again. Today, we can expect just about any-
thing from natural science, technolo-
Think about it: today we talk about gy, and social behavior. All this means
forms of transport like the Hyperloop2 that we need to tackle the change
that’s just around the corner; and Elon scenarios that impact the world and,
“It’s not transformation, stupid; Musk, Jeff Bezos, and Richard Branson of course, our industry. What awaits
it’s metamorphosis.”
W
have put their focus on space travel. It’s us is a world that is difficult to imagine:
also no longer bizarre to find travelers one that’s passionate when it comes to
who would rather sleep in treehouses, creativity-where quality, speed, exten-
e decided to write this tial characteristics. An example would book activities using sharing economy sive connectivity, and minimal network
report to call attention be when low-cost airlines launched in platforms, or look for hosts instead of delays will be imperative for all this
to a misinterpretation Europe in 2001 or when the first IDS tour guides. technology to converge.
very much present in and OTAs appeared in the face of travel
the tourism industry, leading us to agencies. Both these cases exemplify We don’t think the word “transfor-
take our own spin on that classic Bill industry transformation. mation” is the right one to describe “The world as we have
Clinton phrase from the 1992 pres-
idential campaign. In our humble As you’ll see in this report, what we’re
what’s going on in the industry. With created it is a process of
all the benefits cloud technology,
opinion, the cycle we currently find currently living is a metamorphosis artificial intelligence, Industry 4.0, or our thinking. It cannot be
ourselves in has nothing to do with instead. These significant structural, blockchain provide, metamorphosis is changed without changing
transforming an industry. cultural, environmental, economic,
political changes are crushing the dog-
the more appropriate term to illustrate
our thinking.”
this movement.
An industry like the travel industry mas and paradigms that have persisted
transforms itself when it changes nec-
essary variables without altering essen-
since Thomas Cook created the world’s
first travel agency in 1845. In Lewis Car-
Perhaps a study of trends should Albert Einstein.
focus on solely identifying those that
2. The Hyperloop system, currently in testing, can transport people and goods at speeds of up to 1,200 kilo-
meters an hour using vehicles that gradually accelerate using electric propulsion. ADIF, a state-run railway
infrastructure manager under the auspices of the Spanish Development Ministry and Virgin Hyperloop One
will open a research center that will cost 430 million euros.
28 29C H A PT E R 4 C H A PTER 4
4. 1. Why You Should Read This to solve in their daily lives. These the principles in Part One, result or variables for the future that will un-
Report needs will mark the path towards the from the catalyzing and accelerating doubtedly impact our industry in 2019.
In this document, we have decided solutions with soul, purpose, and nature of these plausible and perti- Our analysis of these variables should
to conduct a study about the future meaning, the ones that will acceler- nent changes. These factors are ones serve as the lens for turning these
and try to derive trends that will mark ate the innovations appropriate for that are truly worth considering in changes into opportunities for the
the industry’s progress over the next the citizen or traveler’s reality. our analysis. industry through identifying dynamics
few years. We invite you to join this into business pathways. This approach
reflection and read it with these three It is especially important that we We then wrap up our research by map- will guarantee a sustainable future in
quotes that we believe have good conduct an analysis of the structure of ping out and identifying the key trends the face of these sea-changes.
arguments, in mind: our surroundings that lets us under-
stand and reflect on the future of the
×× “I think there is a world market for tourism system. This work of relating
maybe five computers.” -Thomas all the changes, actors, and cycles will
J. Watson, President of IBM, 1943. let us find where the tourism industry
×× “There is no reason for any indi- fits and its coherence in corporate
vidual to have a computer in his dynamics and destinations.
home.” Ken Olsen, President of
DEC, 1977. We’ve divided our analysis into three
×× “640K ought to be enough for parts that we will break down below:
anyone.”-Bill Gates, 1981.
IN PART ONE
4. 2. Authors’ Note: The Creative We define and detail the principles 1
Understanding the INSIGHTS FUTURE
scenario
Process that will determine the future of
Technological
the global tourism industry for all Diagnostic and Cultural 3
Internal information
· Visualize
Why analyze tourism trends? This stakeholders: the system, the firm, studies of focus Social
· Contextualize
Economic
question is one we asked ourselves organizations, destinations, and Geopolitical
· Validate
· Prioritize information
over and over as we developed this institutions. These principles are Environmental
report. internally consistent, evident, and 4
Adequate strategic factors
· Patterns of change
solidly substantiated. 6 Value creation · Scenarios
· Trends
Corporate executives, urban plan- 2
Identifiying
· Megatrends
consumption patterns
ners, consultants, entrepreneurs, IN PART TWO [Trends] Strategic alignment
and engineers spend too much time We move on to identifying the drivers of my business
Technological antenna Competitive advantage
focusing on those technologies that or factors of this system, or as the Digital listening · Internal client knowledge transfer
5 storytelling
· Narrative strategy
are the most complex and daunting Pestel analysis tells us, the market Interviews
· Strategic reports
· Market intelligence · A product per person
for the user. They should instead indicators that are critical compo- Trend Hunters
BI
· Data to make decisions · Communication plan
· Channel and format strategy
observe, research, and find out what nents to industrial and corporate
are the real problems travelers need strategy. These drivers, along with
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Part One: The
×× Elaborate models and simulations. Digital humanism will be the new cul-
×× Automate solutions using algo- ture’s connection and code, coming
rithmic thought. from a holistic philosophy of thought
Principles That
×× Study possible solutions with the that is focused on human values and
aim of choosing the most efficient interests aware of environmental
procedure and generalize a real concerns, equality, and inclusiveness.
Justify Analysis
problem-solving process for more Digital Transformation will be the only
complex issues. means through which we can maxi-
mize business profits and workspac-
The Digital Transformation requires a es that the Digital Transformation
marriage of creative, critical, and sci- impacts.
entific thinking as a basis for coming
up with customer-approved solutions. In the face of verifying the magnitude
Will these abilities meet the challeng- of these changes and the exponenti-
es we face? ality these factors suppose, we need
a complete metamorphosis of people
Based on how rapidly new technolo- and their values-an advanced hu-
gies are evolving and, with digitiza- manism that allows the individual to
tion’s impact on society, industries, understand their life purpose to trans-
P
and the advances in robotics and form, expand, and improve their abili-
artificial intelligence, there are a ties without renouncing their identity.
lot of promising developments on If we know who we are, nothing, or no
art One aims to identify the 5.1. The Digital Humanism the horizon that are likely related to one, will stop us.
principles that will deter- Principle technological singularity or the hypo-
mine the future of the over- thetical beginning of general artificial This situation gives way to transhu-
all tourism industry from the The Digital Transformation requires intelligence. manism, which we understand to be a
firms and organizations to the desti- new methodologies, abilities, and way of focusing our thoughts on the
nations and institutions. talents that we need to empower. The key to the solution resides in future, since life and the planet will be
culture. It does not lie in technology irreversibly transformed, and we’ll find
We have chosen to examine four key All this implies, among other things, that nor algorithms but instead in what ourselves forced to lead change. And
principles, ranging from analyzing people who work in organizations can: moves us and what motivates us. To this can only happen if our culture
culture and humanity, the dominance be able to understand and obtain the progresses at the same pace as tech-
of binary technology, as well as ob- ×× Draw up problems that can be expected benefits that awaits us from nology towards a more integrated and
serving how this all impacts tourism, resolved with the help of tools and the Digital Transformation, we need advanced humanism that’s adequate
leisure, and hospitality. Finally, we’ll technology. to hack culture and change it. It’s here for a future where these emerging
look into how it affects the firm and ×× Organize and classify data in a where digital humanism disrupts and technological solutions are at the
the ecosystem that surrounds it. logical way. occupies this new cultural space. service of people and the biosphere.
34 35C H A PT E R 5 C H A PTER 5
And, according to Albert Cortina in his with creative and social thinking. And manded on the part of companies, ting the directives that impact your
book, ethics, and the humanities will they’ll have to validate these pro- and according to Forbes, should be organization.
the scientific-technological progress posals with the client in real-time to the object of preparation for organiza-
in this realm3. scale the solution to solve much more tions and people for 2020, are: c) Renaissance 4.0
complex problems. The Renaissance was the fruit of the
a) Digital Culture 1. Complex problem solving diffusion of humanism’s principles,
There is no other solution to this chal- Therefore, methods such as Lean 2. Critical thinking that determined a new conception
lenge than a digital literacy that allows Startup, Canvas, Speed Thinking, 3. Creativity of man and the world. This era saw
for a genuine interaction between Growth Hacking, Exponential Think- 4. People management a new way of seeing the environment,
humans and machines that makes the ing, Service Design Thinking, and Dy- 5. Coordinating with others with a fresh focus in areas such as
relationship between them increas- namic Capabilities will be the perfect 6. Emotional intelligence the arts, politics, philosophy, and the
ingly more intuitive and extending this allies in this metamorphosis process. 7. Judgement and decision making sciences. This came to substitute
relationship within organizations. 8. Service orientation medieval theocentrism for Anthropo-
Digital culture consists of a series 9. Negotiation
Up until now, we’ve been using tech- of cognitive, creative, scientific, and 10. Cognitive flexibility
nology to solve problems, and begin- technical capabilities that allow them
ning in 2020; we’ll use the technology to take full advantage of a society that Communication is one of an orga-
and the associated algorithms we is wholly influenced by companies nization’s key disciplines, and that’s
have at our disposal, to offer solutions and society’s digitization, as well as why storytelling, or the ability to
to the issues that we, as a species, are their own. connect using stories that resonate
facing. At the same time, this will also with your audience, should dominate.
resolve the individual’s short-term b) The Digital Transformation in This tactic is critical for communicat-
needs. We’ll finally go back to having Businesses ing with outside customers but above
to bring creativity and logic, the ratio- The transformation of a corporation’s all, with your employees, your internal
nal and emotional parts of the brain, culture is tied to its necessary digital customers, and adequately transmit-
together and develop products and transformation. This is a new culture
services that excite customers. that’s aligned with focused, not dis-
persed innovation.
This new methodology implies that
teams will have to be able to propose 71% of leading companies say that
solutions by coming up with straight- their Digital Transformation initia-
forward problems that can be solved tives facilitate talent acquisition
with the help of technological aids, and retention efforts, according to
organizing data logically, elaborating data from Manpower.
models and simulations, working with
canvases, and automating solutions The capabilities that the World Eco-
using algorithmic thought along nomic Forum lists as the most-de-
3. Humanidad infinita: Desafíos éticos de las tecnologías emergentes de 2016.
36 37C H A PT E R 5 C H A PTER 5
centrism. We can break down the evo- selves while buying and exchang- empowerment 4.0, marking the first of years, as well as increasingly quick
lution of the Renaissance into several ing P2P products and services, the Intelligence revolutions in the 21st and transformative technological
phases all the way to present-day. and rethinking business and social century. This era started in 2015 when advances. We often attribute this to
models. Sharing economy platforms, the World Economic Forum considered globalization.
RENAISSANCE 1.0 the exchange of goods and services Artificial Intelligence to be the emerg-
This is the period starting from the using platforms without any mid- ing technology of the year, up until now. Capital markets are integrated all over
year 1492, the arrival of Christopher dlemen, the global digital culture the world. Hundreds of millions of
Columbus, up to the French Revo- and their nemesis called fake news d) Values Go Global people visit the same websites, watch
lution in 1789; the possible catalyst all come together to form society The world has witnessed profound the same television channels, and
for this era was the emergence of 3.0. The great catalyzing moment of changes in the political, economic, laugh at the same jokes.
Gutenberg’s printing press in 1450. this period are platforms and social and social spheres over the past 30
Knowledge moves from being captive media. The primary key is the focus
in monasteries and their monk scribes on the customer as well as the Digital
to being distributed en masse thanks Transformation. This era occurs be-
to books and the ability to print in tween 2005 and 2015, with the Smart-
printing presses. phone and Tablet as the accelerating
devices, and Wi-Fi and 4G and the
The next phases have been as accelerating technologies.
follows:
RENAISSANCE 4.0
RENAISSANCE 2.0 We’re living in an era where machines,
This marks the beginning of the social algorithms, and humans are learning
communication age thanks to the PHP to relate to each other. Artificial Intelli-
programming language that empow- gence, Machine Learning, Deep Learn-
ers the creation of online platforms, ing, language technology, facial-recog-
the ability to communicate, interact, nition, as well as the super population
and create ubiquitous, globally-dis- and need to control the challenges
tributed digital communities. The that along with managing scarcity and
catalyzing invention in this era is the climate change are leading us to an
Internet, and the key is the creation of inevitably controlled, connected Smart
communities and user empowerment. Society focused on hedonism. We’re
This period would correspond to 2000- now witnessing its birth. The great cat-
2004, the birth of Facebook. alyzing point of this period is undoubt-
edly the moment we become conscious
RENAISSANCE 3.0 of the fact we are social, connected,
The customer dominates with its and emotional people. The primary key
ability to opine and think for them- is digital metamorphosis and customer
38 39C H A PT E R 5 C H A PTER 5
These examples have contributed to On the other hand, the state of the In a recent report published as part of Over 100 flights have been canceled
the belief that globalization brings planet when it comes to the environ- the World Travel Market held in No- in the United States since then due
merging values or a “McDonaldiza- ment, referring to climate change and vember 2018, they conducted a survey to extremely high temperatures. The
tion” of the world. Analysis of results the increase in temperatures, is also of more than 1,000 travel agents. 27% town of Montoro, in the southern
from the World Values Survey show the responsibility of the tourism of them reported having spent their Andalucía region, saw a record-high
that common values have not consoli- industry since we are a party that is vacation in the United Kingdom dis- temperature of 47.3° Celsius in the
dated in the last three decades. adversely affected. Climatic instabil- placing what had been, up until then, summer of 2017.
ity, floods, droughts, coastal erosion the most popular destination on the
Those norms related to marriage, are all issues that directly impact our European continent: Spain, which only The questions we need to urgently ask
family, gender, and sexual orientation industry’s economy. received 18% of respondents. When ourselves while taking into account
exhibit dramatic changes but they asked whether they would spend their the projected two degree-increase
have been moving in the same direc- In the summer of 2018, we’ve seen sev- next vacation in the United Kingdom, (Celsius) in global temperatures in
tion at similar speeds in industrialized eral examples of this. There were more 14% said it would depend on the 2045 are:
countries. In contrast, for economical- wildfires in Sweden than in Spain, the weather. The high temperatures from
ly-stagnated countries, there was little thermometers shot up in Berlin, and this summer have not only influenced ×× How will climate change affect our
change in these values. there was a major drought in England. the delay in trips abroad, but they’ve tourism value chain?
also impacted winter reservations, ×× How do we replace airplanes’
As a result, there has been an increas- The first effect produced is deterrence, according to tour operator Thomas flight frequency and cargo ca-
ing divergence in prevailing values be- motivating travelers to find replace- Cook. Low-season bookings dropped pacity?
tween rich and developing countries. ment destinations more suitable to for Scandinavian and continental ×× How do we act in the face of the
the climate. The second, most-con- European markets. erosion of beaches, islands, and
e) Our Planet, Our Future cerning one, is the staycation when coastlines?
As Woody Allen once said, “we are people decide to stay home. The In the summer of 2017, Phoenix, Ari- ×× How do we act in terms of delays
all interested in the future, for that’s summer of 2018 saw a 21% increase in zona saw a high temperature of 60° in harvests, blooming, or delays in
where you and I are going to spend Britons deciding to enjoy the hottest Celsius. These extreme temperatures plantings like vineyards, orange
the rest of our lives.” To paraphrase months on record at home. It was not are strongly tied to climate change trees, or other fruit branches,
this film director, we humans have only the Britons who stayed home; the and do not allow planes to take off grains, and other crops in general
taken note of our place as individuals Swedes, Norwegians, and Germans due to air density changes that do that put our essential food sover-
in the world. Not only have we used also experienced similar record-high not support aircraft. These factors eignty at risk?
this to make changes to the global temperatures. The high temperatures can cause a significant drop in the ×× How do we act when it comes to
economy and culture we live in and made beaches and coastlines that availability of slots, number of pas- invasive species, the loss of those
benefit from, but we also make chang- previously flew under avid sun-seek- sengers, and the amount of weight endemic to our environments with
es to advance society. This global ers’ radars fashionable. The tables a plane can transport. Bombardier the subsequent loss of identity?
citizen consciousness also relates have now turned to the point that the aircraft cannot take off if tempera-
to the awareness of global citizens’ construction of tourism infrastructure tures are above 47.7° Celsius, Boeing
responsibility for improving the world along the British coasts, especially if they’re above 52.2° Celsius, and
they inherited. hotels, has spiked. Airbus if they’re above 52.7° Celsius.
40 41C H A PT E R 5 C H A PTER 5
f) Social Responsibility, Ethics, and their consumption habits to reduce
Governance their environmental impact.
People often question the relationship
between words with profound mean- Beyond the business vision, we also
ing, such as ethics, social responsi- have to make an effort to get to know
bility, and governance; and others like and comprehend the view of those
business and corporate profits. Why observing said tourism firms and
should the modern corporation, that the overall tourism business. This is
aspires to connect with reality and how travelers analyze what a brand’s
people, chase ethical principles as personality is, which characteristics
their lifeblood? are implicit and explicit, and what are
the company’s commitments related
Aristotle defined three dimensions to climate change, nature, organic,
that comprise human intelligence: the work/life balance, the gender gap.
episteme or intellect; the techne or These elements fit into the travelers’
art; and the phronesis or wisdom and world, and that’s what your customer
ethical values. We can extrapolate this is expecting from you.
to our analysis and associate these
three dimensions to the what, the how, We need to morally rearm ourselves
and the why. with a hurt planet, accept the chal-
lenge and commitment involved
Therefore, ethical values make us with this social responsibility in our
intelligent, making us especially corporations and put our customers
adept at connecting with society. It’s in the center to satisfy the social and
also important to highlight that sus- ethical demands, as well as those
tainability has nothing to do with the stemming from tourism consumption. itive in today’s tourism industry. And
green market that became a trend a to do so, we recommend three critical
decade ago. Sustainability, ethics, and Today, being sustainable is not an frames of reference:
governance are today deemed part of option, it’s an obligation. Consumers
a customer-centric vision. are no longer merely conforming to a ×× The United Nations 2030 Agen-
product but instead are demanding dif- da for Sustainable Development
According to a consumer survey from ferentiating experiences and traits. It is Objectives.
Nielsen, 81% of respondents believe significantly important to have a robust ×× The Global Code of Ethics for
companies should help improve the corporate social responsibility policy. Tourism from the United Nations
environment. The majority of con- World Tourism Organization.
sumers, 73% of them, also say that In sum, a tourism company should be ×× Singularity University’s Global
they will definitely or probably change responsible if it wants to be compet- Grand Challenges.
42 43C H A PT E R 5 C H A PTER 5
The United Nations 2030 Agenda The World Tourism Organization’s
for Sustainable Development Global Code of Ethics for Tourism
Objectives This code of ethics should serve as the
The 2030 Agenda for Sustainable De- framework for responsible and sus-
velopment approved in the UN Gener- tainable tourism. This code originated
al Assembly in September 2015, estab- as a means of guiding companies,
lishes a transformative vision towards communities, and tourism in how to
economic, social, and environmental reduce the industry’s negative impact
sustainability for the 193-member on the environment, cultural heritage,
nations and will be the institution’s and society. It consists of ten articles
framework for carrying out this vision that you can find in the appendix of
of the subsequent 15 years. this report.
Here is a visual summary of the 17 sustainable development goals:
SUSTAINABLE DEVELOPMENT GOALS 2030
1 2 3 4 5 6
NO POVERTY ZERO HUNGER GOOD HEALTH AND QUALITY GENDER EQUALITY CLEAN WATER AND
WELLBEING EDUCATION SANITATION
7 8 9 10 11 12
AFFORDABLE AND DECENT WORK INDUSTRY, REDUCE SUSTAINABLE RESPONSIBLE
CLEAN ENERGY AND ECONOMIC INNOVATION AND INEQUALITIES CITIES AND CONSUMPTION AND
GROWTH INFRASTRUCTURE COMMUNITIES PRODUCTION
13 14 15 16 17 SUSTAINABLE
CLIMATE ACTION LIFE BELOW WATER LIFE ON LAND PEACE, JUSTICE, PARTNERSHIPS FOR DEVELOPMENT
AND STRONG THE GOALS
INSTITUTIONS GOALS 2030
44 45C H A PT E R 5 C H A PTER 5
Singularity University’s Global the present and the future can fit. On Internet Ethics be like a pet labrador if we’re lucky”
Grand Challenges There are twelve Global Grand Cha- We’re social beings and therefore if we don’t advance more rapidly in
Singularity University is a Silicon Valley llenges-GGCs-that we as a socie- subject to behavioral norms that let managing and programming them.
academic institution whose “…mission ty must tackle. Each one of them us manage ourselves with a certain
is to educate, inspire, and empower a gets examined from three distinct degree of freedom. This is why ethics The European Commission has also
group of leaders to apply exponential viewpoints: and deontology take on particular started to make good on its commit-
technologies to address humanity’s relevance when it comes time to form ment to investing 20 billion euros un-
great challenges.” Its campus is at ×× Ensuring basic needs are met for the basis on which confidence in sys- til 2020, as well as presenting ethical
NASA’s Ames Research Center. all people tems is built. guidelines for AI development based
×× Sustaining and improving quality on the EU Charter for Human Rights.
As a consequence of being a center of life Today, the impact of social media
of advanced future thinking, Singula- ×× Mitigating future risks and the internet is indisputable. It’s In this same way, Apple, Amazon,
rity University’s Global Grand Cha- reached the most intimate parts of Google, IBM, and Microsoft, along
llenges coincide with the significant The challenges Singularity University our society: our freedom, right to vote, with other tech firms, have formed a
challenges highlighted in both the identifies paradoxically coincide with family, security, economy, and poli- partnership to cooperate and dissem-
UN’s 2030 Agenda for Sustainable the ones in the 2030 Agenda and tics. Maybe that’s why we have seen a inate knowledge, best practice, and
Development Goals and the WTO the Global Code of Ethics in Tourism. concentration of critiques about the ethics about AI development.
Global Code of Ethics for Tourism. In Singularity also goes further to make system we should take into account
a society experiencing exponential two core distinctions: resource needs, because, it will undoubtedly be a Apple CEO Tim Cook said that gov-
growth, they represent the foundation on one hand, and social demands on constant that we’ll see the Internet ernment regulation in tech compa-
on which to build a model where both the other. modified, regulated, and protected as nies and the way they store con-
a universal right. sumer data is “inevitable.” “Generally
speaking, I am not a big fan of reg-
In November 2017, Stephen Hawking ulation. I’m a big believer in the free
already warned about the harmful ef- market. But we have to admit when
fects of AI: “computers can, in theory, the free market is not working. And it
emulate human intelligence, and ex- hasn’t worked here. I think it’s inevi-
ceed it…Success in creating effective table that there will be some level of
Resource Needs Social Needs
AI, could be the biggest event in the regulation. ”
history of our civilization. Or the worst.
• Accessible energy for human needs • Disaster resilience
We just don’t know. So we cannot g) Changes in Organizational
• Sustainable and accessible environ- • Governance
know if we will be infinitely helped by Culture: From Human Resources to
ment on both a local and global level • Health
AI, or ignored by it and side-lined, or People
• Food • Learning
conceivably destroyed by it.” We find ourselves in the Human Age,
• Shelter • Prosperity
or the era of people and talent. In this
• Space for the benefit of humanity • Security
Elon Musk has also demonstrated the time of metamorphosis where tech-
• Water, sanitation, management
same reservations, warning that “we’ll nological paradigms, energy sources,
46 47C H A PT E R 5 C H A PTER 5
business models, wealth sources, and industry should opt for a high level of h) Humanizing Management Are Smarter than Me: Crowdsourcing
more are continually changing, the knowledge and control of the use of In today’s society, we can’t solve New Businesses, published in 2008.
human factor carries more weight technology, and a high dose of soft exponential challenges with linear Here we can find an exciting study
than ever. skills to go along with it because this solutions; this is why organizations ahead of its time containing ideas like
technology will, after all, be at the ser- have failed to evolve at the same how using platforms and, with just a
In this sense, culture occupies a key vice of the customer. speed as people. This has created a movement’s viral force, thousands of
position as a differentiating competi- split between organizations and con- people spread out all over could write
tive element, and within this, it’s worth In the face of hard skills based on sumers, and in reverse. co-created novels. The book highlight-
highlighting the role talent plays as a the technical abilities that allow the ed how collaboration powered the
growth accelerator. team to complete their tasks with At the 2018 Drucker Forum in Vienna, acceleration of the development of
confidence, we find an essential skill where they placed great emphasis on products, manufacturing, marketing,
As we said, we’re living in the Human set: soft skills4. According to studies the feeling that this change, stem- customer service, finance, manage-
Age, which poses both a challenge from universities such as Harvard and ming from the Digital Transformation, ment, and more. It also links the power
and an opportunity for all organiza- Stanford, 85% of professional suc- is focusing too much on automation of professional knowledge, and that of
tions in terms of boosting the poten- cess comes from the development and technology at the expense of social media and platforms to direct
tial of their primary asset, their people, of soft skills. the role and centrality of the human human capital and the achievement
and guiding their business towards dimensions of the firm. of better performance.
the future. Degrees are becoming increasingly
less important in the hiring process. The forum placed the following The cycle closes in Shoshanna
A recent study from McKinsey high- Big tech firms like Apple and Google, points into relevance: Zuboff and James Maxmin’s The
lighted that in the coming years, as and even more traditional firms like Support Economy: Why Corpora-
technology increases its presence in IBM or EY, hire people without under- 1. The need for person-centered tions are Failing Individuals and the
society, cognitive, social, and emo- graduate degrees in favor of soft skills. management Next Episode of Capitalism. Zuboff
tional skills will improve their joint According to a Booking.com study, 2. Take advantage of and explore, and Maxmin reflect on the defects
degree of importance by 35%. We Generation Z is rethinking the high which is the organization’s destiny of a machine and vertical man-
also need to remember that those value from college degrees compared 3. Powerful leadership carried out agement-based capitalism. They
skills related to technology will logi- to the practical learning and compe- by humble people propose replacing a capitalism not
cally grow the most, up to 60%, to the tencies acquired through travel. 4. Empower and produce numbers focused on the consumer, where no
detriment of technical and manual (transparency) value is provided to service, with a
skills. Young people are aware that experi- 5. Create networks and ecosystems new support economy that empow-
ences, beyond classes and work, add 6. Enhance the company’s social ers people inside organizations
The crucial thing is that all these points in their favor in recruiting pro- dimension and revives horizontal corporate
social, emotional, and cognitive skills cesses for companies. 68% of them structures to serve more customers
will take on particular importance are interested in cultural exchanges to i) The Age of the Human-Centered and serve them better. It involves
for perceiving, decoding, and under- learn a new skill, 54% in volunteering, Economy swapping processes for machines
standing the current world. Therefore, and 52% in living an international One of our bedside table books is and redirecting the time saved into
the corporate world in the tourism work experience. Barry Libert, and Jon Spector’s We improving the user experience.
4. Examples of soft skills include communicative skills, politeness, flexibility, and resiliency, integrity, possess-
ing interpersonal skills, positive attitude, having a sense of humor, optimism, enthusiasm, happy, confident,
professionalism, team-building skills, ability to integrate and lead, loyalty, commitment, motivation.
48 49C H A PT E R 5 C H A PTER 5
We’re only as strong as the weakest ×× El Corte Inglés would have access
link in our value chain, and in this era to Alibaba’s web technology and
of change we’re living in collaboration data analysis.
has become an imperative. We can ×× El Corte Inglés will be able to sell its
use the Living Lab Hotel concept from products to millions of customers
Jimmy Pons, Innovation Maker of in China on the Alibaba platform.
BlueBay Hotels, as an example. At the ×× Alibaba will be able to use El Corte
beginning of 2018, the firm opened Inglés locations as package pick-
its very own innovation lab and had up points for its customers.
seen other hotel chains that could be ×× El Corte Inglés has already be-
deemed competitors come aboard. In gun to accept Alipay, the primary
this case, they all share the same goal e-commerce payment method in
of wanting to work together. Some of China, in its stores.This capability
them are the Satocan, HD Hotels, and will drive more purchases from
Dunas Hoteles, the Instituto Tec- tourists.
nológico de Canarias (ITC), and the ×× The two retailers will exchange the
Patronato de Turismo de Gran Canar- use of logistical and infrastructure
ia, along with software firms and firms channels.
providing solutions for the industry ×× El Corte Inglés merchandise will
like Zennio, Feel Tourist, Microsoft, also be available on AliExpress
among others. In the end, BlueBay will and Tmall, where they will join
implement innovations that will be as other Spanish retail brands such
adequate, powerful, and competitive as Zara and Mango.
as the sum of its competitors’. This
phenomenon is known as coopetition. k) Innovation Is and Will Be the
Primary Driver
j) Coopetition: When Two If we have one thing clear, it’s that the
Competitors Enter a Partnership tourism industry needs to understand
In November 2018, Spanish depart- that innovating is the new marketing.
ment store chain El Corte Inglés and The Harvard Business Review notes,
Chinese retail and distribution con- “innovation is the key ingredient
glomerate Alibaba signed a partner- for business success”. But what is
ship agreement that included among innovation? We can use two classic
its goals: definitions:
×× They would work together to take ×× “A technological product innova-
on Amazon. tion is the implementation/com-
50 51You can also read
