Tatiana Voytsenko, SAP Hybris Day Croatia 12.10.2017

DRIVING PROFITABILITY BY DELIVERING

THE NEXT LEVEL OF GUEST ENGAGEMENTTravel & Hospitality

INTRODUCTION

AGING

RESERVATION

SYSTEMS WERE

MEANT TO BE

OPERATIONAL,

NOT

EXPERIENTIAL

TECHNOLOGY IS

CAUSING AND

ENABLING MAJOR

INDUSTRY DRIVERS

TRAVEL &

HOSPITALITY

GUESTS

EXPECT AN

EMOTIONAL

CONNECTION

TRENDS & PRIORITIES

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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 2020

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DIGITAL DISRUPTION IN HOSPITALITY

• What does “Digital Disruption” mean to the

Hospitality / Travel Industry?

• Winners will be organizations agile enough

to innovate rapidly

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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

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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

MAGIC MOMENTS

WOW!

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CONTEXTUAL

based on the individual context of each customer

CONSISTENT

across customer touchpoints and channels

RELEVANT

unique for the individual at that moment

TO GET THE WOW, TRAVEL & HOSPITALITY NEEDS TO BE

Customers

Operations

New Markets

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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

TO GET THE WOW, TRAVEL & HOSPITALITY NEEDS TO

Customers

Operations

New Markets

CONCLUSION

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customer behavior and their environment

SAP HYBRIS BUSINESS VALUE ACROSS 16 GLOBAL INDUSTRIES

Customers

New Markets

THE TRAVEL & HOSPITALITY INDUSTRY

TRUSTS SAP HYBRIS

AIRLINES & LOYALTY POINTS SHOPPING

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LUFTHANSA WORLDSHOPCREATES 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)

EASYJETINVESTING IN COMMERCE

PLATFORM WITH RETAIL

CAPABILITIES:

• SAP HYBRIS TRAVEL

ACCELERATOR

• SAP HYBRIS COMMERCE

SUITE

BENEFITS:• INCREASED REVENUE

• INCREASED INNOVATION

AGILITY

• SUPERIOR AND

PERSONALIZED OMNI-

CHANNEL GUEST

EXPERIENCE

• DRIVE MAXIMUM VALUECarolyn McCall – CEO easyJet

TRAVEL AGENCIES

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TUI GROUP AND TUI

POLSKA BUILDING NEW

CUSTOMER RELATIONSHIP ON

• SAP HYBRIS OMNICHANNEL

SUITE AND CLOUD FOR

CUSTOMER

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

HOTEL CHAINS

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

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

FERRIES AND CRUISING

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“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.”

Janette Bell, Commercial Director of P&O Ferries

P&O FERRIES RUNS ITS B2C

E-COMMERCE SITE ON SAP

HYBRIS COMMERCE PLATFORM

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

PIZZA CHAINS

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

COFFEE CHAINS

STARBUCKSSITE 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

AIRPORTS

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LIEGE AIRPORTBUSINESS 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

RAILWAYS

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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

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THANK YOUTatiana Voytsenko

Business Development Director MEE, Lead CEE

tatiana.voytsenko@sap.com

https://www.linkedin.com/in/tatiana-voytsenko/