TRAVELLING IN THE DIGITAL AGE
How do you see the traveller of the future ? We are more and more reliant on our digital environment to run our lives and to remind us to carry out daily tasks. An ever-increasing amount of devices are available to help us do this: smartphones, terminals, loyalty cards… Everyone wants to make the most of what’s on offer by choosing what works best for them. So we are now seeing a hyper-fragmentation of individuals’ expectations. We are shifting from a predictable, organized, hierarchical model where customers passively accept what the brand offers them, to a model that sees customers take the reins while the brand adapts to them without losing its identity. The traveller of the future wants to be surprised by a brand that listens to him, and adapts to his needs, while also enjoying all the basics.
What kind of services will these travellers be looking for ?
Transaction, information and emotion are the basis of every business relationship. Transactions (I book, I pay, I get information about the weather, parking facilities) must all be
digitally accessible. Emotion is dictated by the welcome the guest receives, and the environment in which he is staying. The environment will have to play an integral role in the traveller’s digital world, allowing him to open doors with his smartphone, connect his PC to big screens, organize Skypes or manage the welcome he receives at the hotel. Human beings will play a key role in organizing this welcome: travellers expect to be greeted in a hotel by someone who does far more than just check them in. The person on reception should put the guest in touch with other travellers, for example, or offer helpful advice on apps the guest might find useful when visiting the region.
What is your relationship with Pullman hotels ?
We share the same challenges as companies from the industrial age. We need to adapt to a changing world. We must remain reliable and continue to deliver a high quality of service whilst being increasingly flexible to meet their changing needs. We have to be innovative – both surprise our clients and explore the future with them. Our collaboration with Pullman therefore involves working at a very early stage on changes in society so that we can deliver the services of tomorrow, harness new opportunities and remain a trusted partner for our clients in this connected world.