A general question when it comes to the hospitality sector is if Google will dominate it, leaving online travel agencies and others in its wake? STUART PALLISTER of EHL Hospitality Insights, looks at how the company can affect it.
Google, whose mantra used to be ‘Don’t be evil’ (until it dropped it for the motto ‘Do the right thing’), is almost omnipresent in our lives these days. We use it for all sorts of online searches, whether it’s trying to access arcane information or find our way from A to B.
The European Commission though recently took the giant to task — slapping a 2.4 billion euro anti-trust fine on the internet giant at the end of June, following a seven-year competition investigation. It concluded that Google had “denied other companies the chance to compete” by placing its own comparison shopping service prominently and demoting those of its competitors.
While Google, which has ‘respectfully’ disagreed with the findings and has 90 days to change its ways, considers its next move, lawyers have been mulling over the case and its implications for Google’s other specialized search services such as maps and travel.
What then of the hospitality sector? What’s the impact of Google – good and bad – on the industry? Sit in a hospitality-related conference these days and the subject of Google is bound to raise its head. One general line of questioning has been: will Google come to dominate the industry, leaving online travel agencies and others in its wake?
Martin Soler, Marketing Advisor and Partner with Dryven.co, believes there will be a “massive shift in channels, where the channels will no longer be the OTAs or various structures as we know them.” He points out that Google has – up to now – not been interested in transactions as such as “they’ve always been about being the channel and getting the clicks or driving traffic.”
“They’re an ad agency and they like to be the channel, leaving the transaction to someone else, especially if they have one massive channel. It would be a bidding war between Expedia, Booking, direct channels and everyone’s just going to bid higher and they’re going to make more money.”
However, he says, they “could flip the switch and do it” so he would “definitely keep an eye on it.”
So could Google become a dominant force in hospitality?
“They’re one of the best poised currently to do so because they have integration with flight data, hotel data, integration with Uber and many others, so they could essentially have the entire trip.’
Also imagine a world in which we no longer search for information via browsers and apps as we do now but instead ask a virtual personal assistant – whether it be Amazon’s Alexa, Apple’s Siri, or Google Assistant – to book holidays or business trips for us. That may not be that far off now. But when we ask for help with booking flights, hotels and so on, will we get more than just a few suggestions?
“How do you know that you can talk to your fridge, your Echo or your Google Assistant to book a hotel? You don’t. So a lot of work needs to be done to get there. But it will reduce a lot of the issues with travel booking and if done right, we could totally shift from mega destinations which are still probably getting 80 per cent of the traffic and distribute all that travel to different destinations.” (Emphasis added).
On the issue of chatbots, Soler told the recent Young Hoteliers Summit at EHL that the “current booking funnel from inspiration to booking” takes about 29 days and involves checking some 50 or so websites. “It’s a really painful process”. But if that could be reduced to a few interactions with a bot, “we could grow the pie of travel because suddenly the spontaneous and impulse buy of travel becomes a reality.”
“So I believe once the technology is there and we can do that with three interactions, or four maximum, it suddenly changes the game completely … It’s definitely coming and that’s going to be a paradigm shift.”
“You know OTAs are going to have to rethink (this) because there will only be Alexa, Siri, Google Assistant or Microsoft Cortana will be the channel. The channel will no longer be Expedia or Booking or direct. It will be the device that you’re using and it’s going to be the war against who has that channel, who has purchased the rights for the channel and has the AI (artificial intelligence) connected to it. So it’s going to change the game quite a bit – not tomorrow but maybe the day after.”
Ait Voncke, Expedia’s Vice President of Market Management for Europe, the Middle East and Africa (EMEA), says they regard Google as one of their marketing channels. “We’re optimized in that channel of course, at scale globally, so in that sense we’re a big partner and Google’s a big partner of (ours).“
As to whether Google presents a threat to OTAs like Expedia, Voncke says: “We are getting transactions in the booking space right. We have 5,000 engineers just focused on that process, on building that technology. We have market managers in the field, thousands of them across the world, working very closely in a partnership with our hoteliers to be successful in the online space – and that’s typically not Google’s business. So I think there’s a very complementary skillset at work here.”
Another speaker at the Young Hoteliers Summit (#YHSconnects), Jeremy Ward, Chief Operating Officer of iRiS Software Systems, said although Google may start creating apps for guest experiences, he wasn’t too concerned about its potential to dominate the sector, as most of its revenue comes from advertising. “They’re not there to pick up the small transaction fee. So I think anything that can drive traffic through them, they’re quite interested in, because they take the revenue from it.”
What then is Google’s view of the hospitality sector? At the International Hotel Investment Forum (#IHIF2017) in March, Terri Scriven, Google’s industry head for hospitality, emphasized how the tech giant works with hoteliers and others. She had plenty of practical advice for hoteliers about the need to hire data scientists and to integrate a hotel’s customer relationship management (CRM) system with the property management system or PMS. Asked about the ability of hotels to analyze and use data, Scriven replied: “It’s horrible, it’s kind of hitting my head against a brick wall on a day-to-day basis. But there’s progress being made which is good.”
“Your websites are rich with so much data,” she said, adding hoteliers should use an analytics tool for insights into why customers visit their sites but then leave to book with an OTA.
She suggested that hotels should not chase the OTAs, but instead should try to make sure their messaging relevant to their target audiences. “And the more relevant the messages are, the more likely they are to book direct with you.”
“Hotel websites leave much to be desired. It’s the reason why OTAs are winning out. The focus has been very much on conversion and how to better convert that user who comes to the website. And instead of providing beautiful imagery – and videos are so important as you need to inspire them to come to stay -focus on how you can better convert them and there’s a lot of data that can help that, and AI is part of it, to understanding people when they’ve come back to your site, customizing the suggested hotels for them to stay at or the overall offer on the site.”
“Let’s get the basics right first. Let’s get those sites looking much better, get mobile sites in place and then you can evaluate AI but you need to start with the site that converts first.”
Watch the panel discussion video “Meeting customers’ needs in hospitality”
Google then is currently working with both the hotels, in terms of their online presence, and also the OTAs. Asked whether the war with the OTAs was over, Scriven replied that she disagreed. “The game is not lost because you have to optimize different channels, booking.com channels, etc. but there’s still a good percentage of traffic that comes direct.”
The game may not be lost – yet – but as the game continues to change rapidly, hotels may find it difficult to keep pace. Even OTAs like Expedia with significant budgets for marketing and tech spending may be a little wary about what’s on the horizon if Google does broaden the scope of its ambitions, despite the European Commission’s attempts to rein it in.
EHL senior lecturer Ian Millar who moderated the Young Hoteliers session on the power of data, writes:
These are indeed exciting times. All of these discussions show the power of Google and OTAs over our industry. But this is also a shame. Through lack of vision and investment in technology, the booking process – and more importantly the customer – has been taken away from the hoteliers. Hoteliers in the past would pride themselves on “knowing their customers”. Unfortunately this is difficult to say in the current climate. Google and booking.com know more about the customer than hotels do. It is time for hotels to change this around. However I feel this may be a lost battle as the cost, time and resources a hotel can put into this, versus what Google can do, is quite frankly a David and Goliath scenario. With regard to voice recognition and AI, I believe it will be the next stage of technological advancement as these systems are becoming more and more intelligent and accurate.
AppDate: DStv jumps on music bandwagon
In this week’s AppDate, SEAN BACHER highlights DStv’s JOOX, Cisco’s Security Connector, Diski Skills, Namola and Exhibid.
DStv is now offering JOOX, a music streaming service owned by China’s Tencent, to DStv Premium, Compact Plus and Compact customers.
In addition to streaming local and international artists, JOOX allows one to switch to karaoke mode and learn the lyrics as well as create and share playlists. Users can add up to four friends or family to the service free of charge.
DStv Family, Access and EasyView customers can also log in to the free JOOX service directly through JOOX App, but will be unable to add additional friends and won’t be able to listen to add-free music.
Platform: Access the JOOX service directly from the services menu on DStv or download the JOOX app for an iOS or Android phone.
Expect to pay: A free download.
Stockists: Visit the store linked to your device.
Cisco Security Connector
With all the malware, viruses and trojans doing the rounds, it is difficult for users and enterprises to ensure that they don’t become targets. Cisco, in collaboration with Apple, has brought out its Cisco Security Connector to protect users. The app is designed to give enterprises and users overall visibility and control over their network activity on iOS devices. It does this by ensuring compliance of mobile users and their enterprise-owned iOS devices during incident investigations, by identifying what happened, who it affected, and the risk of the exposure. It also protects iPhone and iPad users from accessing malicious sites on the Internet, whether on the corporate network, public Wi-Fi, or cellular networks. In turn, it prevents any viruses from entering a company’s network.
Platform: iPhones and iPads running iOS 11.3 or later
Expect to pay: A free download
Stockists: Visit the Apple App Store for downloading instructions.
The Goethe-Institut, in co-operation with augmented reality specialists Something Else Design Agency, has created a new card game which celebrates South African freestyle football culture, and brings it alive through augmented reality. Diski Skills is quick card game, set in a South African street football scenario, showing popular tricks such as the Shibobo, Tsamaya or Scara Turn. Each trick is rated in categories of attack, defence and swag – one wins the game by challenging an opponent strategically with the trick at hand. Through augmented reality, the cards come alive. Move a smartphone over a card and watch as the trick appears on the screen in a slow motion video. An educational value is added as players can study the tricks and learn more about the idea behind it.
The game will be launched on 27 October 2018 at the Goethe-Institut.
For more information visit: www.goethe.de
With recent news of kidnappings on the rise, a lot more thought is going into keeping children safe. Would your child know what to do in an emergency? Have you actually asked them?
Namola, supported by Dialdirect Insurance, is a free mobile safety app. Namola’s simple interface makes it an ideal way for children to learn how to get help in an emergency. All they need to do is activate the app and push a button to get help that they need, even when their parents are not around.
Parents need to install the app on their child’s phone, hold down the request assistance button, program emergency numbers that will automatically be dialled when the emergency button is pushed, and teach their children how and when to use the app.
Platform: Android and iOS
Expect to pay: A free download.
Stockists: Visit the store linked to your device.
Exhibid could be thought of as Tinder, but for for art lovers. The interface looks very similar to the popular mobile dating app, in that users swipe left for a painting that doesn’t appeal to them, or swipe right for something they like. Once an art piece is liked by swiping right, one can start bidding or make an offer on it. The bid is automatically sent to the artist. Should he or she accept the offer, the buyer makes a payment through the app’s secure payment gateway and the two are put in contact to make arrangements for delivery.
Platform: Android and iOS
Expect to pay: A free download.
Stockists: Visit the store linked to your device.
New kind of business school
At a recent meeting, ALLON RAIZ, founder and CEO of Raizcorp, realised that in order for today’s youth to become entrepreneurs, teachers, the curriculum and the parents need continually expose them to entrepreneurial thinking from a young age.
Several years ago, I found myself in a meeting with my business partner and two of my staff members. In front of us was a client who was sharing some of the frustrations in his business. At the end of the meeting, my partner and I were extremely excited about the prospect of two massive opportunities we had both independently identified while listening to the client. My two staff members, on the other hand, completely missed them. This led me to wonder what it was in my own and my partner’s backgrounds that allowed us to so easily spot opportunities while my two staff members remained oblivious … I realised that the difference was that my partner and I both had an early exposure to entrepreneurship while they didn’t.
Not long afterwards, I was delivering a lecture about how Raizcorp grows and develops small businesses at Oxford University’s Said Business School in my role as their Entrepreneur-in-Residence. I mentioned the above incident and spoke about my intention of going into children’s education with a view to providing an entrepreneurial perspective.
One of the professors in attendance asked me if I’d ever heard of a piece of research by Henrich R Greve called Who wants to be an entrepreneur? The deviant roots of entrepreneurship. It’s a pretty unfortunate title but a fascinating piece of research nonetheless. It highlights how certain contexts in childhood result in a much a higher probability of becoming an entrepreneur. For example, kids who participate in solo sports such as tennis or athletics are more likely to become entrepreneurs than children who play team sports like soccer and cricket. Conversely, your mother’s participation in the parent-teacher association has a negative correlation to you becoming an entrepreneur. I spent the rest of the afternoon in the professor’s office discussing other research papers that unequivocally proved that context during your childhood has a massive influence on whether or not you will follow the entrepreneurial route.
Another member of the lecture audience was a double-PhD from the USA who was completing her MBA at Oxford. After the lecture, she approached me and volunteered to help build a framework to incorporate entrepreneurship in the school curriculum without interfering with the formal requirements of the CAPS curriculum.
She spent nine months in South Africa working with me to build out a practical framework. The next phase of the plan was to find the right school at which to embark upon this journey. In December 2015, Raizcorp purchased Radley Private School and we began our entrepreneurial education adventure in earnest in 2016.
At the centre of the Radley philosophy is that the school (the physical building), the teachers, the curriculum and the parents are the “marinade” in which the kids need to soak in order to be continuously exposed to entrepreneurial thinking from a young age. The aim was that if, in future, the kids found themselves sitting in a boardroom with me and my partner, they too would be able to identify the opportunities that we did.
A big shift this year has been the launch of our Entrepreneurial Educator Guide (EEG) programme where we have been training our Radley teachers (whom we call guides) to understand entrepreneurship, business language, business concepts, financial documents and the like. (The EEG training makes use of Raizcorp’s internationally accredited entrepreneurial learning and guiding methodologies.) We have also employed a full-time staff member to ensure that these concepts are imbedded into all lesson plans and classroom activities.
Through my network at Raizcorp, I have been pleasantly surprised by the massive support we’re receiving from prominent entrepreneurs and businesses who want to participate in our Radley Exposure programme, where we take our kids of all ages on visits to different types of businesses so they can understand the difference between retail, wholesale, manufacturing, logistics and so on. Prominent businesspeople have put up their hands to come to the school and tell their stories of hard work, resilience and perseverance. This ties in beautifully with the 17 entrepreneurial concepts that we are instilling into our Radley learners (such as opposite eyes, lateral thinking and opposable mind), while never compromising on our quality academic offering.
As parents, we’ve all heard the terrible statistics about the probability of our kids finding jobs in the future. At Radley, we’re working hard to ensure that our kids have a legitimate and lucrative alternative to finding traditional employment and that is to become an entrepreneur. Radley is all about producing job creators and not job seekers!
To enrol your child or find out more about the school, please visit www.radley.co.za.