rohit talwar - future of travel: norwegian tourism 16/04/13
TRANSCRIPT
The Future of Norwegian Tourism
Rohit Talwar - CEO – Fast Future
Innovation Norway
Oslo – April 16th 2013
[email protected] www.fastfuture.com
‘Future Proofed’ Organisations
Work on 3 Horizons in Parallel
4-10+ Years
Creating
the Future
1-12 Months
Operational
Excellence
1-3 Years
Drive for
Growth
Markets - Demographic Destinies 2 billion more people in 40 years –
Demographics is Driving Economics
1998
448 691
729
5231
4216
740
1051
346
596
Source : United Nations 2011 2050
• By 2020, Asian consumers
could account for over 40%
of global middle class
consumption
• By 2030 Asian consumer
spending could hit $32
trillion
• By 2014 female wealth
could reach $18 trillion
• Females could control 70%
of global consumer
spending
Global Trends e.g. Tomorrow’s Traveler –
Spending Patterns
Traveller Mindsets
Too Busy To Care
Complex Lives, Pressurised
Finances
Craving Simplicity
Wealthy and Hard to Please
Traveler motivations will become increasingly fragmented and diverse
and harder to segment into clearly definable customer groupings
604 Respondents
The Emergence of Personalized Service Spectrums
86% agreed that by 2020,
personalization will have been
embraced wholeheartedly by
the sector and that ‘customers
will have the ability to choose
the size of room, type of bed,
amenities, audio-visual
facilities, business equipment,
etc. on booking and pay
accordingly’.
• Prosperous mixed economy
• Wealth of natural resources
- petroleum, hydropower,
fish, forests, and minerals
• Major exporter largest
natural gas (2) and oil (7)
• ~$40K GDP per capita
($57K at PPP)
• Low unemployment (<4.0)
• Stable population forecasts
• Sustainable GDP growth
forecasts (~2.0% to 2030)
• Net Exporter
Norway – Stable and Sustainable
... With Strong Enablers
18th Health /
Primary Education
12th Higher Education/
Training
13th Technological
Readiness
Competitiveness and
Innovation Rankings World Economic
Forum – Global
Competitiveness
Report 2012-
2013 Rankings
(out of 144) [1]
INSEAD – Global
Innovation Index
2012 Rankings
(out of 125) [2]
Innovation for
Development
Report 2010-
2011 –
Innovation
Capacity
Rankings
(out of 130) [3]
Switzerland 1 1 2
Singapore 2 3 3
Finland 3 4 4
Sweden 4 2 1
Netherlands 5 6 8
Norway 15 14 12
Adelaide Convention Centre
Creating Experiences http://www.borev.net/imf.jpg
Image source: Adelaide Convention Centre
Latvian Tourism Marketing
Strategy 2010-2015
• Medical / Wellness
• Business / Conventions
• Sport
• 3 day Latvian folk dance course with
concluding concert and party for
participants.
• 1-week "ecology school" - work
shops, trips, collect and prepare
berries / mushrooms / herbal teas.
• Skiing or fishing under ice in
various water bodies (sea, lakes).
The Focus is Clear From:
• Nature alone to nature &
culture
• Passive observation to
active participation
• Remote and isolated to
inhabited, approachable
and accessible
Unique selling points:
• Spectacular fjords, coast
and natural phenomena
• Fresh seafood and coastal
specialities
• Nature-based activities
• Thriving coastal culture
Fresh
Freshness, healthy, clean,
unspoilt, refreshing, cool, vital,
alive, crisp, marine
Real
Natural, authentic, genuine,
honest, unpretentious, rough
Adventurous
Surprising, curious, exciting,
active, undiscovered, varied
Open-minded
Open, liberal, informal, direct,
egalitarian
Digital Innovation is Important
Touch Screen
Maps Vilnius Touring
Tablets
Best Connected cities in Europe - Vilnius (1st), Kaunas (2nd)
Vilnius – Fastest internet worldwide
Business Events is one way to
Reduce Seasonality
But the Meetings Industry is Changing –
The Focus is on the Experience ‘Beyond Tourism’
Promote What you Have
e.g. The Sami People / North Cape
Integrate Offers with Scandinavian and Baltic States
Out of 9 critical boundaries, we have transgressed 3:
biodiversity, nitrogen cycle and climate change
Sustainability
Environmental considerations will play an increasing role in
the choice of business and leisure hotels. 606 Respondents