Religious Tourism: The success' path!

In the last days have appeared some articles … talking about Religious Tourism. There, I highlight two very important ideas in order that your Tourism destination/enterprise become successful in this kind of Tourism. 

You can also apply those ideas in any kind of tourism. Touristology is a science so, principles are always valid! 

In this post, I want to go deeper in those ideas. If you have any doubt… You know where to find me! 

Religious tourism is very important. We have to remember that 300 million Tourists enjoy it, even though, for some of them religion is not the main motivation of the trip, we still have a very import figure! We only have to remember that the total number of Tourists in the entire world is 1.300 million. If you want to visualize this, you can imagine ALL the inhabitants of China moving around the world!!! 

First idea: Create your own platform. I can describe this idea in many ways. Build your own chain of value, define your own digital ecosystem… BUT the important thing is…In order to be successful in Tourism you have to create a direct relationship with your customers. 

In XXI century it is not enough to create religious packages and try to seduce tourists from other enterprises. That is what I mean when I said in these article “We need to be able to generate online religious tourism platforms equivalent to Airbnb” We need to seduce Tourists from around the world and send them around the world. Can you seduce your Tourists to go to your Tourism destination? Of course! Specially, in the space/time that is more convenient for YOUR inhabitants and YOUR Tourism enterprises. 

Just remember, in order to be successful your business must be GLOBAL. Does AirBnB only sell Tourism services from USA to USA’s citizens? Apple has a deal with a big factory in China. This factory builds most of the Apple’s digital devices. Is this factory a LEADER? 

In a nutshell, to follow the success’ path you can use other enterprises social networking sites, use other intermediaries/infomediaries BUT be sure that you have a direct relationship with your customers and that most of the time they use your platform to create and buy your products. 

Remember, YOUR Tourists can also create their own packages, share them with their friends inside your platform, building groups… generating a sense of community, better experiences and more profits for your company!!! 

Second idea: Focus on specialized Tourism! If you are successful, the generic one will follow. 

A) Generic Tourist relate to Religious Tourism can be anyone that during the trip decide to visit a monument or participate in any religious activity. 

B) Specialized Tourism are the Tourist that the main motivation of the trip is to do or visit any religious activity. 

C) Very specialized Tourism are Tourists that want to combine both the benefits that travel provides (international contacts/experiences, a boost of creativity, bonding experiences for professional or family groups…) with the benefits of participate in religious activities (relaxation, find yourself, create and build a sense of community…). 

Can you image a couple near to divorce BUT that they don’t want to do that? Do you think that a trip and participate in religious activities can regenerate a relationship? 

Can you imagine a start-up becoming a big enterprise and feeling that they are losing the sense of community that they had at the beginning? Do you think that a trip and participate in religious activities can build again this community feeling? 

Can you imagine any person in a grieving process? Do you think that a trip and participate in religious activities can help him/her to overcome this process? 

I could go on for a month, but I think I have made my point! I’m NOT important YOU ARE! Waiting for YOUR examples, waiting to see YOU becoming the best minds in the best sector ever!!!

Talk less and code more!

I’m reading, again, the wonderful book “E=mc2: A Biography of the World's Most Famous Equation” by David Bodanis BUT, this time, I’m reading it together with my son. It is a wonderful experience both for the reading and also for sharing it with him.
One of the things that I like to highlight to my son (and that now I want to share with you) is that the book shows how connecting the dots it is so important. People usually think in silos and when we deal with complex problems we need a broader approach.
Electricity and Magnetism are different kinds of Energy… appears Faraday and proof the contrary!
Liquids, gases, solids are different kinds of matter… appears Lavoisier and began a chemical revolution!
Energy and mass no connection whatsoever… appears Einstein and enlighted the world!

- Jordi! When will you begin to talk about OUR science?!?!?!
- Right here, right now, Touristologists!!!
Do you think that Touristology and Web-engineering are two opposed topics?
Do you think that you can implement a good mobile app or website without knowing the business model and the members of the chain of value related to Tourism?
Do you think that Touristology and Web-Engineering are NOT connected? Do you think that, nowadays, people developing software for the Tourism sector have a lack of knowledge of our current business model AND its necessary evolution in order to deal with the new Digital Ecosystem ?
Do you think that experts in Tourism know about how to use the cloud, syndication (web-services, web-scraping) multi-devices platforms (Native app, Hybrids, Responsive web design) in order to connect all the members of the chain of value in an integrated and synchronized way, allowing them to give support to the Tourist from the beginning to the end of the trip?
Do you think that Tourism enterprises/destinations have to use social media? Do you think that they have to follow Alan Kay’s advice "People who are really serious about software should make their own hardware."? I mean, paraphrasing Alan Kay: People (Travel companies) who are really serious about social media should make their own communities. Why does Vail Resorts create EpicMix an international social community of skiers, as we saw here?
Do you think that the 100 million users of Marriot are one of its most important assets? Do you think that Marriot create and manage a social networking site?
Do you think that you have to know how to create and manage international social networking sites using multi-devices platforms, cloud computing, machine learning, augmented reality, blockchain….?
I strongly believe that to be successful you have to be a consilient thinker and learn whatever it takes in order to understand reality and improve it!
Do you want to practice this consilient attitude? Developing software able to connect these sciences? I will be here waiting for you! Dreaming about the future of our beloved sector! Helping my Touristologist to change the way we define, enjoy and manage our beloved sector!
I have MY partners, I have MY Touristologists…I have MY family! All together willing to connect the dots! Loving Touristology! Loving Web-Engineering!

Do you think that you already know about segmentation?

If you think that you already know about segmentation I have several questions for you…
Are you able to …
1) …keep the loyalty of your customers even when appear a strong competitor (you can call it a new hotel, apartment provided for the new-new intermediary/infomediary or whatever-it-can-appears-in-the-near-future!!!) offering a 10-15-20% discount?
2) …know what kind of ancillary/auxiliary services you can sell to them in a CUSTOMIZED (Versions of ME, Geolocation/Proximity…) way, avoiding the SPAM of generic offers?
3) ….Increase direct reservations in your web booking engine OR in the widget that you have in an SPECIALIZED on-line magazine, social networking site…(meeting places) related to this segment. OR even better… are you able to create these meeting places connecting the segment and the benefits travel can provide to a human being…
Getting and keeping international contacts; healing wounds (both physical and psychological); learning new things (specially multidisciplinary ones);giving a bust to their creativity; improving relationships (organization teambuilding , couple, grandparents-grandson, single parents…)… as we mentioned here.
Are you sure you have learnt about segmentation from Touristology's point of view? OR you have learnt it as a Sociologists? Is it Sociology an interesting science? SURE! Is it focus on PROFITABILITY as Touristology does????
Maybe you are willing to practice with this study case! By the way, I like to provide examples related to RoomMate because they always have an interesting and original approach to Tourism issues. For instance, the creation of Bemate that you can see here and it is the beginning of OUR study case!!!
Can the man that appears in the video, wishing to get together the freedom of an apartment and the services of a hotel provide positive answers to the questions asked in this post?
Can the other segments that appear in the picture (Families with babies and toddlers, Startups, Families celebrating the 100 year anniversary of grandparent/grandmother) provide these answers?

Are you the best minds working in the best sector ever? Time to prove it!!!!

Everything is possible in first days!

Yesterday, I had my first session with future Touristologists with the Yield/Revenue Manager’s hat on!
I love first sessions in classes, seminar, in-company training or start-up meetings!!! Everything is possible the first day.

The objectives that appear in OUR syllabus, minds and hearts are ALL possible. Everyone can become the best Touristologists in town, create the new, new disruptive star-up, become the intrapreneur of the year in her/his company, to start a promising journey to become a Manager of Hotel or a Travel Agency, or the new, new Intermediary/Infomediary…
In this first class there was a very dynamic student with strong ideas that I wanted to challenge… to see/think/feel these ideas with another view, another attitude… Touristology’s one!!!
1) It is NOT possible to apply Yield/Revenue Management in Hotels that close after the high season!
Is not possible to apply Yield/Revenue Management in this kind of Hotels? Are you pulling my leg? This kind of Hotels are a wonderful opportunity for REAL Touristologists!!! Do you want to become one?
You can review this post where WE explained the study case of the Wickinn hotel in British Columbia (Canada). This article explains this Touristology’s attitude… “The Wick” sits on the western-most coast of Vancouver Island, on the edge of the Pacific Ocean. During the summer, it is one of the prettiest and most tranquil spots you can imagine. But from mid-October to late May, this elegant hotel and surrounding area is pummeled with horrific storms complete with howling winds, huge waves and horizontal rain.
Instead of shying away from this horrendous weather for half the year, The Wickaninnish Inn embraced it, creating a whole experience out of Storm Watching. Everyone who experiences Storm Watching comes away from it somehow captivated, transformed and full of stories that they enthusiastically share with others.”
You can get more information here.

There are many things in life where the normal attitude is to get along, just wait until things fix themselves.
When prices are down what will your reaction be? Will you mark down the prices as well? When everybody closes their Hotel… what do you do? Maybe, you will decide to think as a Touristologist does! Looking for new segments, new opportunities, new chains of value, new ancillary products, new ways to add value…
Again, are you special or an average Touristologist?
Average people are ONLY good at making excuses…
2) I will never make an offer in January! People run out of money, they already went on vacations…  so, forget about Yield/Revenue Management in January!
I, clearly, listened to Touristology’s voice talking through me…
What about looking for new segments?
People that win the lottery, any lottery in any country… The world is flat AND definitely, OUR Office!!!
People that want to learn how to eat properly in order to reduce cholesterol levels, to keep their weight at bay… Do you think that you Food and Beverage department can create special packages for this segment?
People locking for a job… can you make a special agreement with the government and provide special training to them in order to develop new Touristology skills and find new opportunities…
I could go on for a month, but I think I have made my point!
As I said in all OUR first sessions… I’m NOT important YOU ARE! Waiting for YOUR examples, waiting to see YOU becoming the best minds in the best sector ever!!!

Mentoring is a lifelong experience!

The other day, I was talking with a Yield/ Revenue Manager (one of the best in this field). You know, I was a mentor to them, nowadays… They mentor me back!!!  I Love Touristology!!!
I really enjoy talking with my mentors! I like to see the light in their eyes when they talk about something that is very important to them AND they love to share with me all the details of their everyday battlefield!
Then I have the opportunity to propose to them new approaches or just remember the classical ones. It is a win2win situation. A privilege for being a lecturer in Tourism for the last 26 years!
In this specific mentoring session, we began to talk about segmentation process…
My mentor very fast explain to me the  BAR (Best Available Rate) for each segment, each Groups…Then the classification of the segment based on the distribution channel that they use…
WoW! Wait a moment Touristologist! We are talking about SEGMENTATION, Right?
You don’t define a segment properly just because you assign a BAR to them!
You don’t define a segment properly just because you know which OTA, CRS... they are using in order to make a reservation in your hotel!
If you really want to generate demand and not only to manage it, you need to remember what you learnt as a Touristologists! You have to look for the usual suspects to define segments for your hotel…

Are you able to improve the profitability of your hotel using Touristology’s segmentation???
Are you able to find places where these segments meet together? Just remember…
The beginning of your channel (Chain of Value OR Digital Ecosystem) it is NOT your hotel! It is your Tourists!!! If you are unable to find places real or virtual (What is the difference between them in XXI century???) where your customers meet… you don’t have a segment! You have a good example of Dr. Frankensteins segmentation!
Of course, you can have a profitable Hotel using Dr. Frankensteins segmentation! Hotels for millennials or a Hotel for Emmas or Paus. But maybe you can get a more profitable Hotels following Touristology’s segmentation. The one based upon on Maslow approach and developed for hotels by Chip Conley which will allow you to use long tail theory to seduce YOUR customers in specialize places where usually you don’t have to pay in order to get a direct reservation. It is another example of a Win2Win situation that, clearly, will improve your GopPar!!! On the other hand, as you are focus on a very specialized segment, you can focus on selling VALUE not rooms. This will also increase your RevPar and your TRevPar.
This conversation was going on for hours! We finished it with plenty of good examples and eager to apply them in our beloved sector! I love intellectual dancing with My Touristologists… It is the best way to start a new year and the best gift ever!!! It is also the best way of not becoming the characters in the following figure… 

Are you too busy to improve? Even, when you have your solution INSIDE your hotel. You have the best Tourism Resource of all times… Your people!

Do you think that 2018 can be a good year to change (or complement) the way you define and practice SEGMENTATION in your hotel? If you have any doubt… don’t ask me! Ask any of my Touristologists, they are the best minds working in the best sector ever!!!

Blockchain. Public? Private?... Specialized!!!

Nowadays, there are plenty of people talking about Blockchain. Some of them trying to find useful AND PROFITABLE ways to use this technology in our beloved sector. I will try to convey my vision about this matter.

How do you monetize Blockchain in Tourism?

To me, this is a wrong question. Blockchain is a tool.  Of course, providers of this technology (Ethereum, Hyperledger….) will try to find ways to monetize it BUT from Tourism point of view we have to see if this technology help us to create more profitable enterprises!

Blockchain can be useful both, in public scenarios and in private ones, as we can read in this article BUT as I commented in this tweet...We also have to take into consideration… the chain of value!!! OR Digital Ecosystem if you prefer !!!

Do you really want to apply Blockchain when you have a static chain of value? I mean, when you are dealing with the same set of suppliers, distributors, meeting places of your Tourists… Forget about it! Much better use a normal (and as good as 20 years ago) Data Base!

When is a good idea to use Blockchain? When you have a dynamic chain of value, when the members of this chain of value appear and disappear. It is in this scenario when you will need the main features of Blockchain technology. Trusted and shared identity, adaptive and smart contracts and secure payments!

Blockchain can help YOU to offer interesting things to YOUR community of specialized Tourists then, you will monetize YOUR community! Let’s see if I can summarized this in four steps:

1) First things first, create a good segmentation process! Forget about Dr. Frankenstein ones!!!

Do you really think that you can create a powerful community without a deeper segmentation? Well… you can BUT if a powerful investor appears marking down the price you will be out of the market!!! So, better be sure that you follow the deeper segmentation (or NOT Dr. Frankenstein) rules!

If you are unable to create groups inside the segment, if they don’t love to talk each other about your services, about your trips… you don’t have a community… you have a bunch of individual tourist!!!

2) You can become a Super 3 (S3) for this community.

Some of my Touristologists have problems with S3 concept. S3 is NOT a concept… It is a PROFIT generator. It is an OPPORTUNITIES creator for YOU!!!

S3 is an intermediary. You are in the middle of a community that trust you and want to use other people/enterprises services BUT ONLY if these services are customized and servuctioned in the same way that they love. YOUR WAY!

Then, these people / enterprises will be willing to pay YOU to sell anything to YOUR Customers.

S3 it was the name of the game that Microsoft played with IBM! IBM was focus only in the hardware (the product)! Microsoft focus on to be the intermediary (The Operating System) between any PC provider (apart from APPLE!) or software provider (Data Base, Text Processor… anything!) and the customer that want to use this PC or software through the Microsoft Operating System!

Here in this video we can image how the meeting was…

It is a very interesting scene! But you know what… nothing can compare to the things that you can create in our beloved sector OR in any other sector!

Be ready, be willing to try, dream to win!!!

IBMs of the Tourism sector! I proudly introduce you the Bill Gates of XXI century… MY Touristologists!!!

You don’t have a product to sell. You have a community to serve. This is your power, this is your competitive advantage!!!

You can sell MORE, both to the members of the community and for any person/organization trying to seduce them. I try to represent this idea with this graphic

3) Enterprises willing to offer their services to YOUR Customers will offer the 3C’s in a customized, Syndicated and Pro-amized way

4) To offer these services in this way you will need tools. Blockchain is one of these tools… providing…

A) Share a trusted identity: I know who you are (Customers, suppliers…). Blockchain allow us to verify our identity and all the information that it is necessary for the transaction that we want to do. I repeat, NOT all the information, ONLY the information that we need! Remember, customization without privacy it is a nightmare!

B) Smart contracts: Blockchain allow us to create “smart contracts” to link together actions and consequences.

C) Pay secure: Sure, you get the money! Blockchain allow us to make secure payments!

Blockchain make very easy to increase members of the chain of value!!! It allows you to setup  an OPEN ecosystem focus on providing all the things the members of YOUR community need before, during and after the trip!!!

Can other tools help you? Of course…

IoT: Smart devices connected and giving support to the Tourist! Some very intelligent people call it Ledger Of Things.

Artificial Intelligence (Machine Learning, Deep Learning…) offering recommendations, knowing what are the Tourist is watching and customizing what appear in the reality.

Jordi… is this possible?

Of course! Augmented reality ring a bell to you?

I try to summarize this idea using this figure…

Do you think that following these four steps WE can make OUR idea profitable?  I’m willing to try! Do you want to join me? Do you like (or are you willing to learn how) to code in order to use these technologies? Do you like Touristology? Sounds enough to me!!!

I love INTERNATIONAL classes!!!

WOW!!! I have just finished the last class of a very exciting group!
Mental warriors from Colombia, Germany, Taiwan… I Love international classes! 

Interesting contacts, plenty of new experiences, a bunch of opportunities for my Touristologists!!!!
Jordi… what do you mean with OPPORTUNITIES? Asked the usual copyologist.
Let’s see… Listen to your inner Touristology voice!!!
1) To create incoming and outgoing travel agencies between YOUR country and the country of the international students!
2) To send YOUR tourists to any place in the world where you have international contacts!!!
3) To create a new division of a multinational company with NOT presence in YOUR country. It can be a travel agency willing to send tourists to your native country OR a chain of hotels willing to open/manage a hotel in your native country OR an airline company willing to open a route to your native country OR a tourism consultancy company OR a rent a car OR a revenue management software company OR… I could go on for a month but I think I have made my point!
We are Touristologists, the world is our office AND DEFINETILY … YOU are the best minds working in the best sector ever!!!

Can you feel the energy of these international mental warriors?

It’s the most powerful force of the Universe. It’s the force of a dream burning inside… Touristology’s dream!!!
I love to be a Touristologist builder!!!