THE SHARING ECONOMY - Hospitality & Airbnb -

Transcription

1 THE SHARING ECONOMY - Hospitality & Airbnb -

2 DIRK BAKKER COLLIERS INTERNATIONAL

3 EXPERTS ON THE FUTURE GENERAL TRENDS HOTEL INDUSTRY

4 SERVICE REDIFINED Local BRANDS Convenient CUSTOMER ENGAGEMENT Tech savvy Multi-platform Technology EXPERIENCE Mobile MILLENNIAL- MINDED Loyalty Lifestyle Growing spending power Metasearch Device Connected Ubiquity ADVENTUROUS

5 PROFESSIONAL AND PERSONAL LIVES HOME WORK LIFE & LIFESTYLE HOME WORK Babyboomers Generation X Generation Y Digital native Individual personal and professional living environments are likely to disappear

6 THE BACKDROP OF A CHANGING ECONOMY 100% 90% 80% 70% 60% THE DECADE OF CHANGE 50% 40% 30% 20% 10% 0% Traditional consumer Transitionals Digital native Source: PWC Up to 2008: traditional consumer behaviour is majority : transitional behaviour is majority 2019 and beyond: digital native behaviour dominates

7 HISTORY IN MOTION TA s OTA s METASEARCH SHARING ECONOMY

8 TECHNOLOGY IS SHAPING THE FUTURE 61% of travellers would use a mobile device to pay hotel bills 40% of hotel guests travel with three or more devices while 45% travel with two 70% of travellers say that the quality of a hotel s digital tools impact booking decisions Source: Eleven Wireless (2015), Skift the State of Mobile Booking 2015, Intelity Smarter Hotels (2015)

9 SPENDING BEHAVIOUR IS CHANGING France Germany Brazil UK US Japan Spain Mexico 58% 42% 59% 41% 62% 38% 65% 35% 68% 32% 69% 31% 70% 30% 75% 25% Travel Experience EXPERIENCE MORE IMPORTANT THAN OWNERSHIP Material Objects Source: Skift Megatrends 2017

10 OWNERSHIP VERSUS ACCESS The world s most popular media owner, creates no content The world s largest accommodation provider, owns no real estate The world s largest taxi company, owns no vehicles The world s most valuable retailer, has no inventory NO OWNERSHIP NO VALUE?

11 VALUATION IN PERSPECTIVE (2016) Uber valuation of $ 66bn puts it ahead of General Motors and Ford ($54bn) - Forbes US $34.9bn US $11.8bn US $19.1bn US $9.5bn Airbnb($30+bn) is worth more than Hilton ($19bn) and IHG ($10bn) combined -Skift WeChat users growth: to 846m in Q a 30% YoY increase! - Business Insider THE SHARING ECONOMY IS TAKING OVER US $30bn US $9bn US $6.7bn Airbnb raised another $ 850m in september Bloomberg

12 DEVELOPMENT OF BRANDS Hilton < Marriott Starwood Hyatt IHG Wyndham Accor Choice Carlson Rezidor NH New concepts

13 DEVELOPMENT OF BRANDS Hilton < > Marriott Hyatt IHG Wyndham Accor Choice Carlson Rezidor EXPERIENCE ON DEMAND NH New concepts

14 COLLIERS HOTEL BRAND CLOUD

15 COLLIERS HOTEL BRAND CLOUD

16 IN ESSENCE LOCAL THINKING GLOBAL THINKING HIERACHY FLAT ORGANISATION 50YR OLD MANAGAMENT 30YR YOUNG MANAGEMENT OLD TECHNOLOGY NEW TECHNOLOGY PROTECTING IP SHARING IP LOYALTY PROGRAM CUSTOMER ENGAGEMENT

17 WHAT ARE HOTEL GUESTS LOOKING FOR? LOCATION LOCATION LOCATION LOCATION LOCATION EXPERIENCE LOCATION BRAND PERSONALISATION Babyboomers Generation X Generation Y Digital native A good experience is the key to a strong hotel operation

18 EXPERTS ON THE FUTURE AIRBNB THE NUMBERS

19 AIRBNB IN THE NETHERLANDS (2016) AMSTERDAM DEN HAAG ROTTERDAM MARKET SHARE 10.7% 7.2% 6.5% OVERNIGHT STAYS 1.66 MILLION 126, ,000 Y-Y GROWTH 17Q1 34% 32% 40% ACTIVE USERS 32,350 6,592 (COMBINED)

20 OTHER CITIES WE VE LOOKED AT BARCELONA MADRID LONDON BERLIN

21 AIRBNB IS EXPANDING SERVICES AIRBNB IS CREATING A TRAVEL ECOSYSTEM, COMPETING WITH OTA S

22 AND INVESTS HEAVILY IN MARKETING MEET BÉLO: AIRBNB AND STORYTELLING

23 THERE S ALSO CRITISISM

24 RESPONS: AIRBNB AS A COMMUNITY AIRBNB USES MARKETING TO HANDLE CRITICISM

25 COMMERCIAL OR SOCIAL RESPONSIBILITY? $1 MILLION SUPERBOWL COMMERCIAL We believe that no matter who you are, where you re from, who you love, or who you worship, we all belong. The world is more beautiful the more you accept.

26 IN THE END PEOPLE PLACES IT S ALL ABOUT THE EXPERIENCE LOVE AIRBNB

27 EXPERT ON THE FUTURE HOSPITALITY IN THE WORLD OF OFFICES

28 WEWORK

29 ACE HOTEL

30 SPACES

31 CHANGING LIFE HUB

32 CITIZEN M

33 HOTEL X OFFICE =? X THE LIFESTYLE OFFICE

34 EXPERTS ON THE FUTURE HOSPITALITY IS THE FUTURE