The future of Norwegian travel driven by global trends, spending patterns, demographics, and technology

1. The Future of Norwegian Tourism
Rohit Talwar - CEO – Fast Future
Innovation Norway
Oslo – April 16th 2013
rohit@fastfuture.com www.fastfuture.com

2. ‘Future Proofed’ Organisations
Work on 3 Horizons in Parallel
4-10+ Years
Creating
the Future
1-12 Months
Operational
Excellence
1-3 Years
Drive for
Growth

3. The World in 2020

4. Markets - Demographic Destinies
2 billion more people in 40 years –
Demographics is Driving Economics
1998
448 691
729
5231
4216
740
1051
346
596
Source : United Nations2011 2050

5. • By 2020, Asian consumers
could account for over 40%
of global middle class
consumption
• By 2030 Asian consumer
spending could hit $32
trillion
• By 2014 female wealth
could reach $18 trillion
• Females could control 70%
of global consumer
spending
Global Trends e.g. Tomorrow’s Traveler –
Spending Patterns

6. Multi-Generational Holidays

7. Traveller Mindsets
 Too Busy To Care
 Complex Lives, Pressurised
Finances
 Craving Simplicity
 Wealthy and Hard to Please

8. Datasexuals

9. Traveler motivations will become increasingly fragmented and diverse
and harder to segment into clearly definable customer groupings
604 Respondents

10. The Emergence of Personalized
Service Spectrums
86% agreed that by 2020,
personalization will have been
embraced wholeheartedly by
the sector and that ‘customers
will have the ability to choose
the size of room, type of bed,
amenities, audio-visual
facilities, business equipment,
etc. on booking and pay
accordingly’.

11. Speed of Execution
e.g. Ultra-Quick Construction

12. 3D Booking

13. Digital Wallpaper

14. Living the Dream

15. • Prosperous mixed economy
• Wealth of natural resources
- petroleum, hydropower,
fish, forests, and minerals
• Major exporter largest
natural gas (2) and oil (7)
• ~$40K GDP per capita
($57K at PPP)
• Low unemployment (<4.0)
• Stable population forecasts
• Sustainable GDP growth
forecasts (~2.0% to 2030)
• Net Exporter
Norway – Stable and Sustainable

16. 15th
Competitiveness
3rd
Macro Economic
Environment
15th
Innovation
An Economic
Leader

17. ... With Strong Enablers
18th
Health /
Primary Education
12th
Higher Education/
Training
13th
Technological
Readiness

18. Competitiveness and
Innovation Rankings
World Economic
Forum – Global
Competitiveness
Report 2012-
2013 Rankings
(out of 144) [1]
INSEAD – Global
Innovation Index
2012 Rankings
(out of 125) [2]
Innovation for
Development
Report 2010-
2011 –
Innovation
Capacity
Rankings
(out of 130) [3]
Switzerland 1 1 2
Singapore 2 3 3
Finland 3 4 4
Sweden 4 2 1
Netherlands 5 6 8
Norway 15 14 12

19. Travel and Tourism
Competitiveness is Declining
nd

20. Low Price Competitiveness
th

21. Tourism Infrastructure
th

22. Human, Cultural and Natural Resources

23. Quality of Health and Hygiene
nd

24. Community Engagement - Aruba

25. City Branding - Berlin

26. Sydney ‘Vivid’
Joined up Thinking

27. Adelaide Convention Centre
Creating Experiences
http://www.borev.net/imf.jpg
Image source: Adelaide Convention Centre

28. Latvian Tourism Marketing
Strategy 2010-2015
• Medical / Wellness
• Business / Conventions
• Sport
• 3 day Latvian folk dance course with
concluding concert and party for
participants.
• 1-week "ecology school" - work
shops, trips, collect and prepare
berries / mushrooms / herbal teas.
• Skiing or fishing under ice in
various water bodies (sea, lakes).

29. TV Advertising & Programme Sponsorship

30. A Clear National Strategy for the
Tourism Industry

32. The Focus is Clear
From:
• Nature alone to nature &
culture
• Passive observation to
active participation
• Remote and isolated to
inhabited, approachable
and accessible
Unique selling points:
• Spectacular fjords, coast
and natural phenomena
• Fresh seafood and coastal
specialities
• Nature-based activities
• Thriving coastal culture
Fresh
Freshness, healthy, clean,
unspoilt, refreshing, cool, vital,
alive, crisp, marine
Real
Natural, authentic, genuine,
honest, unpretentious, rough
Adventurous
Surprising, curious, exciting,
active, undiscovered, varied
Open-minded
Open, liberal, informal, direct,
egalitarian

33. Strategic Opportunities

34. Opportunities

35. Digital Innovation is Important
Touch Screen
Maps
Vilnius Touring
Tablets
Best Connected cities in Europe - Vilnius (1st), Kaunas (2nd)
Vilnius – Fastest internet worldwide

36. Business Events is one way to
Reduce Seasonality
But the Meetings Industry is Changing –
The Focus is on the Experience ‘Beyond Tourism’

37. Integrated Inward Investment and
Convention Bureaus are Emerging

38. Growing Asian Arrivals

39. Promote What you Have
e.g. The Sami People / North Cape
Integrate Offers with Scandinavian and Baltic States

40. Unique History –
e.g. Bryggen in Bergen

41. Natural Heritage e.g. Sognefjord
/Naeroyfjord

42. Waterfalls

43. Highlight Local Cuisine

44. Unique Experieinces
e.g. Tromsø- ‘Paris of the North’

45. Kirkenes Snow Hotel

46. Leverage Cultural Assets
e.g. Bergen International Festival

47. Molde International Jazz Festival
/ Holmenkollen Ski Festival

48. Vigeland Sculpture Park

49. Norway Petroleum Museum

50. Leverage the Cruise Opportunity

51. Pursue Awards e.g. Destination Røros

52. Build Industry Capability

53. Innovation - Low Cost Marketing
Learn to Love Social Media!!!

54. Drive Green and Sustainable Practices

55. Out of 9 critical boundaries, we have transgressed 3:
biodiversity, nitrogen cycle and climate change

56. Sustainability
Environmental considerations will play an increasing role in
the choice of business and leisure hotels. 606 Respondents

57. Crowne Plaza Copenhagen Towers –
Solar Power, Geothermal Well, Eco-rooms

58. Stand out from the Crowd –
e.g. Don’t Make Me Get the Tank

59. Partner and Be Magnetic

60. • All to Play for
• Think Partnership
• Curiosity and Magnetism
are Key
• Experiment
Conclusion
Designing Your Future