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Five Forces Shaping The Global Lodging Industry

Explore the convergence of forces impacting the global lodging industry, from the rise in leisure travel and commoditization of air transportation to consumer empowerment and emerging markets. Discover the key trends shaping the future of travel and how safety concerns are influencing decision-making in the industry.

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Five Forces Shaping The Global Lodging Industry

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  1. Five Forces Shaping The Global Lodging Industry

  2. Converging Forces • #1: The ascent of leisure travel

  3. Number of Vacation Days Per Year Italy 42 France 37 Germany 35 Great Britain 28 Canada 26 Japan 25 USA 13 Source: WTO

  4. The Busiest Night Of The Week? Saturday

  5. Agree: 2005 Attitudes Toward Business Travel I am actively seeking ways to use new technology in order to reduce my business travel in the future 35% †

  6. Converging Forces • #2: The commoditization of air transportation

  7. An Uplifting Experience?

  8. Passengers By Carrier Type (2000 V 2003)

  9. Average domestic fare down 22% in 4 years. Source: IATA, 2005.

  10. Converging Forces • #3: The rEvolution

  11. Sources Used When Planning A Vacation (Leisure Travelers Who Use Airlines/Hotels)

  12. Broadband Access Source: Yankee Group, 2003

  13. Online Planning And Buying • In the travel category • More looking than booking • Low conversion rates • Control of transactions • Shopping “BOTS”

  14. Meta Search: The Next Horizon

  15. “Just keep lookin’ and you’ll get a better deal.”

  16. Growing sense of suspicion about whom to believe because of the filters applied to the information served • Increased reliance on “objective” sources • Growing use of blogs

  17. .travel

  18. Converging Forces • #4: The vigilante consumer

  19. Strategic Control Agree: The single most important change created by the Internet is giving consumers like me greater control.

  20. Strategic Control • Want to participate in the creation of new options • Personalize products and services • Want to control the transaction • Through access to comparative pricing

  21. Autonomy Agree: I rely more on my instincts than the opinions of experts.

  22. “My IQ Is Higher Than Average” Agree: 63%

  23. Agree: Marketers and advertisers don’t treat consumers with enough respect. 62%

  24. Agree: Very little, if any, marketing and advertising I see has any relevance to me. 59%

  25. Refused To Buy A Product Or Service In The Past Year As A Form Of Activism

  26. Personal Authenticity: Clarity of values; conviction they are right for you; courage to act on them.

  27. New Attitude Toward Business

  28. Business On My Terms

  29. Converging Forces • #5: Emerging markets

  30. If There Were Only 100 People

  31. 57 would be Asians • 21 would be Europeans • 8 would be Africans • 5 would be Americans

  32. 12 would speak Mandarin Chinese as their first language • 7 would speak English as their first language

  33. 52 would be female • 48 would be male • 70 would be non-white • 30 would be Caucasian • 70 would be non-Christian • 30 would be Christian

  34. 80 would be living in sub-standard housing • 70 would be unable to read • 2 would own a computer • 1 would have a college education

  35. The Unpredictable Force:Concerns About Safety, Security and Hygiene

  36. Uncontrollable but significant negative impact on demand • Potential impact on national tourism policies

  37. Converging Forces • The ascent of leisure travel • The reinvention of air transportation • The rEvolution • The vigilante consumer • Emerging markets ….and a growing concern about safety, security and hygiene

  38. A Vacation Is A Birthright

  39. Yesawich, Pepperdine, Brown & Russellwww.ypbr.com

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