british tourist authority europa...
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• British Tourist Authority (Ahora VisitBritain): Marketing Manager España, Manager Portugal, Manager Europa Central
• Visit London (ahora London & Partners) : Directora del London Convention Bureau
• Directora Ejecutiva de la Cámara de Comercio Luso-Britanica
• SKEMA Business School: Profesora y Directora de dos Masters
• Consulting
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(ALAIN JOCARD/AFP/Getty Images)
all-creatures.org
theatlantic.com
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Source: reuters.com
Source: dailymail.co.uk
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Volatilidad en la demanda internacional turística
crísis
crísis
Tendencia
2001 2003 2009
crísis
2015
crísis
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Trending
• Tecnología ubicua• Autenticidad de experiencias• Up close and personal• El turismo sostenible es rentable • Economía colectiva
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Tecnología ubicua – the travel cycle
http://www.museumwebshops.nl/images/uploads/nieuws/tripadvisor.jpg
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http://www.chinainternetwatch.com/11713/online-travel-ugc-market-2015/
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El móvil es “el articulo mas indispensable para los viajeros, mas que su cepillo de dientes, desodorante o permiso de conducción.”
Expedia/Egencia Mobile Index, January 15, 2016
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Experiencias Autenticas
“Los ‘Millennials’ buscan experiencias únicas, autenticas y ancladas en el destino que visitan”
• EY, Global Hospitality Insights 2015 Report
• Fotos Instagram Presume de Galicia
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Estilo de Vida
• Low-cost, pero con comodidades• Espacios comunales• Foco en alta tecnología• Sentido de pertenencia, Lealtad
Aumento de ingresos por habitación ocupada(RevPOR)
Nicho de mercado, falta de confianza de la parte deinversores
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IBIS STYLES TROYES : Un hotel sostenible
Bombas de calor en cada habitación y en zonas comunales
Planet 21
80m2 of colectores solares Agua Caliente water
Detectores de luz en las áreas comunales
Iluminación compacta y fluorescente en las habitaciones y los corredores
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Consumo colaborativo
“In what is called collaborative consumption, the sharing economy or the peer economy, owners rent out something they are not using, such as a car, house or bicycle to a stranger using these peer-to-peer services.
The company typically has an eBay-style rating or review system so people on both sides of the transaction can trust the other. With the popularity of these services, many people don't need to buy when they can rent from others.”
Read:http://www.forbes.com/pictures/eeji45emgkh/airbnb-snapgoods-and-12-more-pioneers-of-the-share-economy/
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Economía Colectiva
Estandarización (facilidad de uso y fiabilidad)
Uso eficiente y efectivo del “revenue management”
Carácter único
“Vive como un residente” , experiencia diferenciada
Falta de personalización
Dificultad de atraer a los Millennials
Segmentación and lealtad
Falta de control sobre inventario (oferta y calidad)
Alojamiento tradicional
Empresas de la economía colectiva
Strengths
Challenges
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El Progreso de la Economía Colectiva
1. ¿Cuáles son las características del modelo económico de la economía colectiva?
a) Dados y sistemas de informática: medios/redes sociales, GPS, plataformas especificas, sistemas de pagamento electrónico
b) Capacidad de sobra de los bienes/servicios
c) Sistema de evaluación por pares
2. ¿Cuáles son los desafíos para las empresas de economía colectiva?
a) Salud y seguridad
b) Perdida de impuestos
c) Competencia injusta
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Orquestadores de Redes
Source:, Libert B., Wind Y. and Beck Fenley, M., What Airbnb, Uber and Alibaba Have in Common, Harvard Business Review, November 20, 2014
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SOURCES
• Advito (2015), The sharing economy:Does it have a place in your
• managed travel program?• EY (2015), Global Hospitality Insights
Lisboa, Claudia (2015), Energy Saving in Hotels: Benefits, Solutions, Competitiveness -
• SKIFT (2015), Megatrends Defining Travel in 2015
• World Travel Market (2014), Industry Report• World Travel Market (2015), Global Trends
Report• World Travel and Tourism Council (2015), Travel
and Tourism Economic Impact• UNWTO(2015), Tourism Highlights
http://www.ibis.com/fr/france/discovering-ibis-styles-hotel/index.shtmlhttp://www.accorhotels-group.com/fr/developpement-durable/le-programme-planet-21.htmlhttp://www.futurehotel.de/en.html