5. EnergyIndustrialComm.
Steam Engine Internal Combustion
Coal Oil Renewables
Printing Press Telephone Social Media
#3IR‐ Third Industrial Revolution
Digital
#3IR  Experience/Recommendation Economy

6. TechnologyTechnology GlobalizationGlobalization
SocialSocial BusinessesBusinesses
5 Disruptive Forces
That lead us to the Third
Industrial Revolution #3IR
Mobile Cloud
Big Data IoT
Weareables
Self Service
Green Stakeholders
Virtual Life
Social Tech
Geo Local
Smart City
Emerging
Seniors
Y & Z GENs
Recommendation
Collaborative
App Economy
On Time

7. Darwin’s e‐volution

8. NEW
CHALLENGES
NEW
OPPORTUNITIES
#3IR
(3rd Industrial Revolution)
VALUE
CUSTOMERS
PROCESSES
RESOURCES
REPUTATION
RECOMMENDATION
SPEED
AVAILABILITY
SOCIAL ENVIRONMENT
KNOWLEDGE
DIGITAL TOOLS
GLOBAL MARKET
The Boards of Directors and Executives
have to adapt to this New Reality

9. Darwin’s e‐volution
Compañía
Marketing Sales Production R&D IT Finance
Compañía
Marketing
Sales
Finance
Production

10. Customer Centric Company
1 .
Heterogeneous
KPIs
2.
Processes
3.
Quality
4.
Satisfaction
5.
Experiences
Degrees of Maturity
Customer Centric Company
Production
Finance

11. Customers: + digitals + informed + experts…

12. Recommendation Economy requires to be a C3:
Customer Centric Company
Customer value, Fan value

14. CEM – Customer Journey
Working in the Travel & Tourism Sector…
Social Media &
Data
Customer
SMS
Form
Web
Restauration
Parking Lot Management
Customer Service
Web visits
Booking
Sendings & Prints
Shipping
Downloads &
Interactions
Email sendings &
answers
Concierge
Room Service
Information
Human
Interactions
Automatic
Interactions
Text
Apps
emails
Front
Office
Front
Desk
Food &
Beverage
Parking
Lot
Call
Center
Restaurant
Sales
Solutions

15. toAre you listening to
VoC?
Voice Of the Customer
Elcocuy

16. CEM – Generations
Each generation have a different way of interacting.
A customer always expects

17. A destination must add value to tourists
And all other
Medellín

18. Omnichannel, social media, technology,…
But we must not forget that the relationship is
Human To Human.
CEM – H2H

19. Ideas &
Trends
Ideas &
Trends

20. 48% business & 40% holiday customers share their travel ONLINE

21. Mobile  Personal Travel Advisor
Augmented Reality Big Data
Wearable Payments
Source: Statistica
374 B$
(2012)
408 B$
(2013)
446 B$
(2014)
483 B$
(2015)
523 B$
(2016)

22. Planning…
50‐60% luxury travels are hired online.
29% use mobile to find deals
33% use social media before booking
70% believe that recommendations
influenced their choice
During the trip:
78% use social media to find restaurant
72% upload photos of their holiday to
social networks
70% of Facebook users
share their experience!!

23. 1. Mobile & responsive
2. Omnichannel Marketing is not an option but a neccesity
3. Millennials, Y & Z Generations
4. Content Marketing. Be human, not corporate. Tell a story
and customize.
5. Quality Photos with people bring humanity, heart,
culture, soul,…
6. New formats: Bike Tourism, Multigenerational,
Bleisure,…
7. Video Content is King!!
8. Control: Tripadvisor, hotels,
expedia, hotelplanner, bedandbreakfast,
kayak, yelp, travel, Yahoo,…
9. Note: Airbnb, Housetrip, Uber,
Home Away, Eat With, BookaLokal,
iTravel, i Beacon, Hotel Tonight,
Hotel Quickly
10. Learn: Hyatt, Loews, Kimpton, Shangri‐La,
Four Seasons, Hilton, Mandarin Oriental
10 Tips

24. If we succeed with the combination and the
content strategy, campaigns are very efficient.
Here are some...
Special Campaigns

25. Good Ideas – KLM
KLM Surprise
With some little gifts…
More than a million comments
just in Twitter!!
https://www.youtube.com/watch?v=p
qHWAE8GDEk
1
• Travelers write on social
networks before flying
2
• KLM see their hobbies
3
• They have a personalized gift
waiting for them after landing!!

26. Good Ideas– Stella Artois
Le Bar Guide
We put ourselves in our consumer’s shoes…
…and add value.
Have you arrived to
a new city?
A country you don’t
know?
Does not matter!!
With this augmented reality app, you’ll know where your favorite beer is sold… and will
allow you to call a taxi after drinking 

27. Good Ideas – Palm Hotel
Klout and About
We identify influencers…
…and show them our best service.
Are you an important client?
Show me!!
Las Vegas Palm Hotel provides additional services
to customers with
high score on Klout.

28. Buenas Ideas – HotelsByCity
Jump To The Beat
Do you like
bed jumping?
Go for it!!

29. Buenas Ideas – Queensland
The Best Job In The World
Have you dreamed of living
on a paradise?
Send us your resume!
Wanted: island caretaker who wants to share their experiences and adventures in social networks.
Payment: 150,000 US$ per year.
Interested?: Send your video application at Tourism Queensland
Less than 2 M US$ budget...
Global Media Coverage valued at 165 M US$!!!
14.000 video applications from 197 countries
3.000 million people reached!!

30. We have talked about:

33. “People will forget what you said,
People will forget what you did,
But people will never forget how you
made them feel”
Maya Angelou
“People will forget what you said,
People will forget what you did,
But people will never forget how you
made them feel”
Maya Angelou

34. Abel Linares
abel@nunkyworld.com
es.linkedin.com/in/abellinares

35. Training presentation held on January 26, 2015 at the
The Heroes Club headquarters in Madrid before a
Travel & Tourism Trade Mission from Procolombia.
Resources used:
•Our thanks to Pixabay and all its users for the
graphic resources.
•Campaigns’ images and logos of KLM, Stella Artois,
Palm Hotel and HotelsByCity, owned by the
respective companies.
•Logos of the companies from the Travel & Tourism
Trade Mission, property of their respective owners.