DRIVING PROFITABILITY BY DELIVERING THE NEXT LEVEL OF GUEST ENGAGEMENT Travel & Hospitality. Tatiana Voytsenko, SAP Hybris Day Croatia

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1 DRIVING PROFITABILITY BY DELIVERING THE NEXT LEVEL OF GUEST ENGAGEMENT Travel & Hospitality Tatiana Voytsenko, SAP Hybris Day Croatia

2 INTRODUCTION

3 TECHNOLOGY IS CAUSING AND ENABLING MAJOR INDUSTRY DRIVERS AGING RESERVATION SYSTEMS WERE MEANT TO BE OPERATIONAL, NOT EXPERIENTIAL

4 TRAVEL & HOSPITALITY GUESTS EXPECT AN EMOTIONAL CONNECTION

5 TRENDS & PRIORITIES

6 OVERVIEW CURRENT GLOBAL HOSPITALITY INDUSTRY The global hotel industry is comprised of approximately 15.9 million rooms The top 10 North American hotel chains are approximately 5.1 million rooms RevPAR has gone up year over year for 5 consecutive years Ageing population (over 60s) with desire and means to travel. In 2013: 800m people and in 2050 expected to be 2bn Annual increase of GDP means more disposable income Rise of the Millennial s and expect 47% in increased bookings from 2013 to SAP SE or an SAP affiliate company. All rights reserved. 6

7 DIGITAL DISRUPTION IN HOSPITALITY What does Digital Disruption mean to the Hospitality / Travel Industry? Winners will be organizations agile enough to innovate rapidly 2017 SAP SE or an SAP affiliate company. All rights reserved. 7

8 HOSPITALITY TRENDS FOR 2017 Offer new experiences Beyond the Hotel (Tours, Packages, etc.) Loyalty still the backbone but needs to evolve Luxury Will Be Leaner and Smarter (Service, Recognition) Smart Hotel/Ship Emerges (IOT, Streaming Video, Amazon Echo, VR) Expect More Brands to Emerge Data Interpretation is the Ultimate Intelligence (what to do with it once you have it) Source: Skift Research 2017 SAP SE or an SAP affiliate company. All rights reserved. 8

9 DIGITAL TRANSFORMATION ALREADY HAPPENING IN THE QSR INDUSTRY Mobile/Kiosk ordering/table ordering Digital menu boards for better demographic targeting Intelligent drive-thru with mobile devices/loyalty/payment Automated inventory management Table entertainment Source: QSR Magazine What the Future Holds for QSR 2017 SAP SE or an SAP affiliate company. All rights reserved. 9

10 MAGIC MOMENTS WOW!

11 TO GET THE WOW, TRAVEL & HOSPITALITY NEEDS TO BE CONTEXTUAL based on the individual context of each customer CONSISTENT across customer touchpoints and channels RELEVANT unique for the individual at that moment Customers Operations New Markets 2017 SAP SE or an SAP affiliate company. All rights reserved. 11

12 TO GET THE WOW, TRAVEL & HOSPITALITY NEEDS TO UNDERSTAND customer behavior and their environment ENGAGE with the customer at the right moment RESPECT the privacy of the customer, give the customer control and provide transparency Customers Operations New Markets 2017 SAP SE or an SAP affiliate company. All rights reserved. 12

13 CONCLUSION

14 SAP HYBRIS BUSINESS VALUE ACROSS 16 GLOBAL INDUSTRIES customer behavior and their environment Customers New Markets 2017 SAP SE or an SAP affiliate company. All rights reserved. 14

15 THE TRAVEL & HOSPITALITY INDUSTRY TRUSTS SAP HYBRIS

16 AIRLINES & LOYALTY POINTS SHOPPING

17 LUFTHANSA WORLDSHOP CREATES A FLEXIBLE LOYALTY STORE WITH SAP HYBRIS COMMERCE SOLUTION BENEFITS: OMNICHANNEL CUSTOMER EXPERIENCE A FLEXIBLE STORE FOR MIXED PAYMENT (CASH AND MILES) AND FLEXIBLE DELIVERY OPTIONS (PICK UP IN STORE OR DELIVER TO GATE) 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ INTERNAL 17

18 EASYJET INVESTING IN COMMERCE PLATFORM WITH RETAIL CAPABILITIES: SAP HYBRIS TRAVEL ACCELERATOR SAP HYBRIS COMMERCE SUITE Carolyn McCall CEO easyjet BENEFITS: INCREASED REVENUE INCREASED INNOVATION AGILITY SUPERIOR AND PERSONALIZED OMNI- CHANNEL GUEST EXPERIENCE DRIVE MAXIMUM VALUE

19 TRAVEL AGENCIES

20 TUI GROUP AND TUI POLSKA BUILDING NEW CUSTOMER RELATIONSHIP ON SAP HYBRIS OMNICHANNEL SUITE AND CLOUD FOR CUSTOMER 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ INTERNAL BENEFITS: INCREASED CONVERSION RATE BY 30% FROM 2 WEEKS TO 10 HOURS SHORTEN TIME TO INTRODUCE NEW OFFER INCREASED TRAFFIC WITH LESS IT INFRUSTRUCTURE HIGHER CUSTOMER SATISFACTION 20

21 HOTEL CHAINS

22 BARCELO VIAJES IS DEVELOPING A CUSTOMER CENTRIC MARKETING EXECUTION ON SAP HANA SAP HYBRIS MARKETING BENEFITS: COMPREHENSIVE CUSTOMER VIEW TO DELIVER COHESIVE MARKETING PLANS & TACTICS SINGLE PLATFORM SIMPLIFIED TECHNOLOGICAL ECOSYSTEM

23 PALLADIUM HOTEL GROUP DEVELOPING A BETTER RELATIONSHIP WITH ITS GUESTS WITH SAP HYBRIS MARKETING ON OWN CRM SYSTEM BENEFITS: BUILD PREDICTIVE SCENARIOS, PRODUCT AND OFFER RECOMMENDATION MODELS USE INSIGHT FROM PREFERRED COMMUNICATION CHANNELS AND SOCIAL MEDIA INTERACTIONS

24 FERRIES AND CRUISING

25 P&O FERRIES RUNS ITS B2C E-COMMERCE SITE ON SAP HYBRIS COMMERCE PLATFORM Turnover from our B2C operations makes up almost half of P&O Ferries annual revenue. which can handle an average of 2,000 booking transactions per day, it was essential for us to find a commerce platform capable of supporting our large and increasingly growing volume of customers while allowing us to deliver a highly engaging and personalised experience to meet the high standards that our brand represents and that our customers expect SAP SE or an SAP affiliate company. All rights reserved. ǀ INTERNAL Janette Bell, Commercial Director of P&O Ferries BENEFITS: 90% REVENUE FROM DIGITAL CHANNEL 20% OVERALL REVENUE INCREASE FULL OMNI-CHANNEL OFFERING EFFICIENT BOOKING PROCESSES ACROSS THE FIVE LANGUAGES EASY LAUNCH OF B2B SERVICES 25

26 PIZZA CHAINS

27 PAPA MURPHY S CREATE YOUR OWN CUSTOM PIZZA OR ORDER FROM A MENU WITH HELP OF SAP HYBRIS COMMERCE PLATFORM: ORDER ONLINE, PICKUP IN STORE GEOLOCATION TO FIND THE NEAREST STORE BENEFITS: INCREASED CUSTOMER SATISFACTION AND EXPERIENCE

28 COFFEE CHAINS

29 STARBUCKS SITE FOR ORDERING CUSTOM GIFT CARDS ON SAP HYBRIS COMMERCE CLOUD TO: SUPPORT PHYSICAL AND E- GIFT CARDS CHOOSE FROM A VARIETY OF CARD TEMPLATES UPLOAD YOUR OWN LOGO TO CREATE A CO-BRANDED CARD BENEFITS: REDUCED COST OF OPERATIONS NEW FEATURES TO DRIVE INCREASED SALES

30 AIRPORTS

31 LIEGE AIRPORT BUSINESS MODEL TRANSFORMATION WITH S4/HANA SAP HYBRIS MARKETING CLOUD CLOUD FOR SALES TO TRANSFORM INTO A MAJOR PASSENGER FLIGHT HUB BENEFITS: SINGLE B2B AND B2C CUSTOMER PROFILE BETTER SALES COLLABORATION OMNICHANNEL MARKETING PLANNING AND EXECUTION 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ INTERNAL 31

32 RAILWAYS

33 DSB (DANISH STATE RAILWAYS) MORE CUSTOMER CENTRICITY WITH: SAP HYBRIS MARKETING SAP CRM LOYALTY SOLUTION BENEFITS: IMPROVED CUSTOMER MASTER DATA TO UNDERSTAND CUSTOMER NEEDS AND WANTS IN REAL TIME INCREASE CUSTOMER LOYALTY AND INCENTIVISED REPEATED BOOKINGS 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ INTERNAL 33

34 THANK YOU Tatiana Voytsenko Business Development Director MEE, Lead CEE SAP SE or an SAP affiliate company. All rights reserved. 34