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Five Forces Shaping The Global Lodging Industry

Five Forces Shaping The Global Lodging Industry. Converging Forces. #1: The ascent of leisure travel. Number of Vacation Days Per Year. Italy 42 France 37 Germany 35 Great Britain 28 Canada 26 Japan 25 USA 13 Source: WTO. The Busiest Night Of The Week?. Saturday.

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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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