The Artesis Plantijn Hogeschool in Antwerp conducted research on how hotels are using social media. This is Jo Caudron's closing keynote on the impact of digital transformation on the travel industry.

1. M A S T E R I N G
D i g i t a l
Transformation

2. Hi, I’m Jo Caudron
Active in digital since 1993
Internet entrepreneur involved
in 20+ start-ups.
Founding Partner of
Duval Union Consulting
@jcaudron
jo@duvalunion.com
We are business
consultants for a digital
world.
Our mission is to help
organizations transform.
@jcaudron

3. Sold in +50
countries!

4. Expect a smack in the face…
Digital Disruption is real

5. What do
these 4 have
in common?

6. 1995+
Music
Photography
Video Rental
…
2005+
Print Media
TV
Travel
HR
…
2015+
Retail
Healthcare
Automotive
Education
Telco
Food
FMCG
Banking/Insurance
…
2025
All Safe
havens will be
subject to
digital
disruption
…
WAVES OF Disruption

7. You have a
C H O I C E
Disruption
Modeling
Transformation

8. You have a
C H O I C E
Disruption
Modeling
Transformation
Fear
Insight
Direction

9. Are you
Scared or
Inspired?
@jcaudron

10. Don’t worry,
we’ve got a PLAN
@jcaudron

11. A PLAN FOR TRANSFORMATION
SCAN
INNOVATIONS
DETERMINE
IMPACT
NORTH STAR
VISION &
STRATEGY
BUILD
ROADMAP
INSTALL
DIGITAL
LEADERSHIP
BUILD DIGITAL
ORGANIZATION
AND CULTURE

12. YOU NEED TO
Scan YOUR
ENVIRONMENT
@jcaudron
DETERMINE
THE
IMPACT

13. Slicing the
Elephant
creates Insight

14. Glass House
Package
Frog
GatekeeperTraveller
Participant
Cyborg
THE WHEEL OF
CHANGE
New experts
and our peers
decide what
matters
People
participate,
share and
co-create
their future
Technology
becomes part of
everything we
do
The relationship
with the market
changes
New
experiences in
product, service
& packaging
The position in
the value chain
changes
Mobile gives access to
everything,
everywhere, every
time

15. The Glass
House
Accountability Proximity Responsiveness Bi-directional Humanization AuthenticityTransparency

16. The Glass
House
Accountability Proximity Responsiveness Bi-directional Humanization AuthenticityTransparency

17. The Glass House Accountability Proximity Responsiveness Bi-directional Humanization AuthenticityTransparency

18. Glass House
Package
Frog
GatekeeperTraveller
Participant
Cyborg
THE WHEEL OF
CHANGE
New experts
and our peers
decide what
matters
People
participate,
share and
co-create
their future
Technology
becomes part of
everything we
do
The relationship
with the market
changes
New
experiences in
product, service
& packaging
The position in
the value chain
changes
Mobile gives access to
everything,
everywhere, every
time

19. The Package APPification Long Tail Personalized Experience Speed PriceMonolithic vs. Atomic (Self-)service Scalability
Angry Birds
Twitter,
Facebook
Newspaper Website
CNN online /
app
Blogs
Vertical sites and
specialties portals
Yelo App
Apple TV
Spotify
Sporza.be
LinkedIn,
Monster, ...
eBay
Pinterest, blogs
Weather Pro (iPhone)
Traffic: Waze
YouTube
Twitter,
Facebook
RSS
Breaking
news
In-depth
analysis
Services
Weather
Classifieds
Jobs
Sports
TV
Fun
Specials
Discovery
Culture
Trends &
Lifestyle

20. The Package APPification Long Tail Personalized Experience Speed PriceMonolithic vs. Atomic (Self-)service Scalability

21. Glass House
Package
Frog
GatekeeperTraveller
Participant
Cyborg
THE WHEEL OF
CHANGE
New experts
and our peers
decide what
matters
People
participate,
share and
co-create
their future
Technology
becomes part of
everything we
do
The relationship
with the market
changes
New
experiences in
product, service
& packaging
The position in
the value chain
changes
Mobile gives access to
everything,
everywhere, every
time

22. The Frog Bypassing Virtualization Fragmentation of touchpoints
Bypassing
If you can sell expensive cars
online, you can sell anything online.

23. The Frog Bypassing Virtualization Fragmentation of touchpoints

24. Glass House
Package
Frog
GatekeeperTraveller
Participant
Cyborg
THE WHEEL OF
CHANGE
New experts
and our peers
decide what
matters
People
participate,
share and
co-create
their future
Technology
becomes part of
everything we
do
The relationship
with the market
changes
New
experiences in
product, service
& packaging
The position in
the value chain
changes
Mobile gives access to
everything,
everywhere, every
time

25. The Gatekeeper New Gatekeepers Recommendations “Good is good enough” Ambassadorship
Crowd-sourced opinions
Peers as news distributors
Automatic algorithms
The traditional gatekeeper
New “experts”
+
+
+

26. The Gatekeeper New Gatekeepers Recommendations “Good is good enough” Ambassadorship

27. Glass House
Package
Frog
GatekeeperTraveller
Participant
Cyborg
THE WHEEL OF
CHANGE
New experts
and our peers
decide what
matters
People
participate,
share and
co-create
their future
Technology
becomes part of
everything we
do
The relationship
with the market
changes
New
experiences in
product, service
& packaging
The position in
the value chain
changes
Mobile gives access to
everything,
everywhere, every
time

28. @jcaudron

29. ANYTHING
ANYTIME
ANYPLACE

30. The Traveller Place Utility Empowered self Instant gratification New way of working Contextual awareness

31. Glass House
Package
Frog
GatekeeperTraveller
Participant
Cyborg
THE WHEEL OF
CHANGE
New experts
and our peers
decide what
matters
People
participate,
share and
co-create
their future
Technology
becomes part of
everything we
do
The relationship
with the market
changes
New
experiences in
product, service
& packaging
The position in
the value chain
changes
Mobile gives access to
everything,
everywhere, every
time

32. The Participant Community Power of the crowd Sharing economyCollaboration
Sharing economy
From scarcity
to abundance

33. The Participant Community Power of the crowd Sharing economyCollaboration
San Francisco

34. Glass House
Package
Frog
GatekeeperTraveller
Participant
Cyborg
THE WHEEL OF
CHANGE
New experts
and our peers
decide what
matters
People
participate,
share and
co-create
their future
Technology
becomes part of
everything we
do
The relationship
with the market
changes
New
experiences in
product, service
& packaging
The position in
the value chain
changes
Mobile gives access to
everything,
everywhere, every
time

35. The Cyborg Wearables Quantified SelfInternet of Things Robotics Data Monitoring

36. CREATE A
North Star
VISION

37. DEFINE A
Transformation
STRATEGY
@jcaudron

38. DEFINE A
Transformation
STRATEGY
@jcaudron
BUILD A
ROAD MAP
@jcaudron

39. D I G I TA L
Leadership

40. BUILD a new
ORGANIZATION
Ready for a digital world

41. From ... ... to
The Business
Digital (at
the sideline)
Digital in
the core

42. The Business
Digital (at the
sideline)
The Business
Digital (at
the sideline)
From ... ... to

43. The Business
Digital (at the
sideline)
Digital in
the coreThe Business
Digital (at
the sideline)
Digital in
the core
Digital in
the core
Digital in
the core
From ... ... to

44. From an outdated
MOTHERSHIP

45. From an outdated
Mothership
TO A modern
F L E E T

46. DIGITAL CULTURE

47. IN THE FUTURE
MACHINES
WILL TAKE OVER
ALL
REPETITIVE
REPETITIVE
TEDIOUS
HEAVY
TASKS
SO WHAT ABOUT
HUMANS?
SHOULD WE ALL BECOME
PROGRAMMERS?
HUMANS VS
MACHINES

48. We will have to
focus on skills
that make us
real humans
and will not
(easily) be
replaced by
machines
Creativity
Entrepreneurship
Emotionality
Innovation
Empathy
Intuition
Agility
Resilience
Improvisation
Negotiation
“Smarts”
HOW?

49. HOW?
PREPARE FOR A FUTURE OF

50. @jcaudron
WORLD OF
UNCERTAINTY

51. @jcaudron
AGILE &
FLEXIBLE

52. CANNIBALIZE
YOURSELF

53. @jcaudron
LEAD OR FOLLOW?

54. Case Courage
MINDSET
MEANS MANDATE
“license to win”
“license to operate” “license to change”
Capital
BE BRAVE
TO CHANGE

55. A PLAN FOR TRANSFORMATION
SCAN
INNOVATIONS
DETERMINE
IMPACT
NORTH STAR
VISION &
STRATEGY
BUILD
ROADMAP
INSTALL
DIGITAL
LEADERSHIP
BUILD DIGITAL
ORGANIZATION
AND CULTURE

56. Find my slides on
www.speakersbase.com/jo
Need help? Book me and my team to
consult you!
www.duvalunionconsulting.com
@jcaudron
jo.caudron@duvalunion.com
00 32 475 43 80 98

57. M A S T E R I N G
D i g i t a l
Transformation