the future of travel is sharing - benita matofska at #ogilvylabday travel
TRANSCRIPT
The Future of Travel is Sharing
by Benita MatofskaChief Sharer
Ogilvy Labs Future Travel, July 2016
How the Sharing Economy is transforming Travel
• Corporate consultancy• SE strategy & market entry• Deliver solutions • Broker partnerships• Global Share Guide• Campaigns: Global Sharing
Week
Here’s how…
We help people & companies discover and access the Sharing Economy
Join me on a journey to…
the Sharing Economy.
No need to bring anything.
Everything you need is there.
What is it?
The Sharing Economy is a system built around the sharing of human and physical resources.
Cars, clothes, homes, goods, skills, services, knowledge…
The Sharing Economy is changing the world as we know it. Here’s how…
The Sharing Economy promotes access over ownership.
Access the things you need, pay for what you use.
The Sharing Economy promotes access over ownership.
Access the things you need, pay for what you use.
Swap
The Sharing Economy promotes access over ownership.
Access the things you need, pay for what you use.
Borrow
Swap
The Sharing Economy promotes access over ownership.
Access the things you need, pay for what you use.
Rent
Borrow
Swap
The Sharing Economy promotes access over ownership.
Access the things you need, pay for what you use.
Exchange
Rent
Borrow
Swap
The Sharing Economy promotes access over ownership.
Access the things you need, pay for what you use.
Share
Exchange
Rent
Borrow
Swap
Now we can access unique experiences, idle goods and services...
…from our peers.
There are £3.5 trillion idle resources.1
. The most valuable resource is…
…people.
1. The People Who Share 2014
Generation Share
2.68 billion globally.2
73% say the Sharing Economy is Important to them.3
2. The People Who Share
3. American Planning Association
The Sharing Economy is impacting every sector.
The Sharing Economy is impacting every sector.
Private
The Sharing Economy is impacting every sector.
Public
Private
The Sharing Economy is impacting every sector.
Charity
Public
Private
The Sharing Economy is impacting every sector.
Society
Charity
Public
Private
The Sharing Economy is growing faster than Facebook, Google and Yahoo combined.4
Valued at $15 billion in its first 7 years compared to the combined growth of Facebook, Google and Yahoo of $11 billion.5
4. Business Insider5. PwC, 2014
Corporations and the Sharing Economy People are no longer reliant on corporations for their products and services.
Now they can trade peer-to-peer.
Corporations and the Sharing Economy Only 10% of brands are seen as sharing brands.6
Yet 90% of consumers want brands to share.7
6&7. Deloitte, 2014
Corporations and the Sharing Economy The Sharing Economy is an opportunity for companies to turn costs into revenue.Companies adopting the Sharing Economy can double their revenues within 1 year.8
8. Deloitte, 2014
Hyatt HotelsWalgreensWalmartKingfisherM&SMarriott HotelsAvis
BMWEnterprise Rent-A-CarPatagoniaW HotelsU HaulTescoFord
Companies already engaging with
the Sharing Economy include:
When people travel….
…they want local experiences.
To connect with others, to belong.
1. The People Who Share 2014
The tourist industry is being turned upside down.
A 10% increase in Airbnb supply results in a 0.35% decrease in hotel room revenue.9
9. Boston University, May 2015
Airbnb offers access to more rooms than Hilton Worldwide.
But they don’t own a single room.
Boston University, May 2015
The Sharing Economy offers people unique experiences, a chance to belong.
9,000+ platforms like Airbnb.
The reality is that…
To be relevant, your brand needs to enable the crowd.
To become a sharing brand.
2. The People Who Share 2014
How can you offer a shared experience?Marriott’s Six Degrees app connects guests staying at the same hotel.
The lobby becomes a social place.
Be better at sharing than Airbnb.Be the brand that helps people to connect and share.
Case Study: trip4real
Book unique activities with locals. From vintage bike tours, to graffiti night walks.
Case Study: Sofa ConcertsEnjoy music and experience new talent from all over the world with locals in their homes.
Case Study: VizEat
Book a meal with local chefs in their homes. From wine tasting on a Parisian rooftop, to homemade pasta in Rome.
Case Study: Spinlister
Rent bikes, surfboards or snow gear from peers.
Case Study: ZoolaFixConnecting visitors with local partygoers to enjoy authentic nights out. From warehouse parties, to exclusive clubs.
The Sharing Economy.
Be part of it.
The future for travel is…
