From simple to complex. From basic to sustainable and profitable!

The other day, I found this interesting example of Servuction. Some enterprise needs staff right here, right now. Somebody is available right here, right now. Let’s make a deal!
BUT...
Why only to practice a reactive approach? 
What about we build/seduce demand? 
We are Yield Managers! We are Wave Managers!!!
What about to be proactive!
Allow customers to create GROUPS, organize parties, events...
Allow Hoteliers to create groups, organize local routes...
Let’s increase the level! 
What about to create INTERNATIONAL parties, INTERNATIONAL routes created from customers (TOURISTS!!!) and Hoteliers from around the world!
What about a little bit of Bleisure?
What about to give to your users the possibility of becoming the next digital nomads, travelling around the world and earning a living working in Hotels, Restaurants, Events....
What about customizing the notifications thinking about Versions of Me, Geolocation, Proximity?
What about selling anything the user need using the power of Syndication, making the most of a distributed network?
Let’s make the most of Platform Economy!
Let’s enjoy practicing Touristology’s principles!!!

Talking with Entrepreneurs...

Last week, I had the opportunity to talk with several Entrepreneurs looking for advice from an old chap always learning new tricks (this humble servant of no one).
Usually, they contact me because they want to use new technologies (Blockchain, Artificial Intelligence, Augmented Reality...) in our beloved sector.
I pay full attention to them. I like to get the same when I try to seduce new customers, new investors, new services providers... to my new, new startup! 

I give curiosity, persistence, hard work...and I hope it will return in some way!
In this occasion, all the startups were focused on using Platform Economy’s ideas.
At the end of the day, they want to become the new, new intermediary/infomediary.
Using Blockchain technology to become an Intermediary, Jordi? - Would ask the usual expert that every time that appear a new technology, He/She proclaims that it will be the end of Intermediaries in Tourism!
YES! - Reply Touristology’s voice!
I listened to them I thought about their ideas and I highlighted the two things that they would need in order to be successful in Platform Economy's land.

1) If you don’t have USERS and SERVICE PROVIDERS. You don’t have wings. So, you are just a smarter bug!
Maybe you believe that you can seduce the service providers to use YOUR platform.
But, nowadays most of them have learned that in platform economy you need to use YOUR OWN ONE!
It is more and more difficult to create the new PayPal... or to be the next Bill Gates keeping the control over the software while IBM was happy just selling the hardware.
Maybe you believe that you can seduce generic Users... But, you know me... I, strongly, recommend to focus on Specialized ones.
2) Can you seduce/compel the members of the chain of value to use YOUR platform and YOUR technology?
Otherwise, it will be very difficult to become an End to End Platform, as AirBnB likes to call itself! A Platform giving support to the Tourists from the beginning to the end of the trip!
Otherwise, it will be very difficult to be and remain competitive!!!
I, really, have enjoyed sharing Touristology’s principles with you, future Entrepreneurs! I wish the best of luck for your Startups. I know that you already have provide the motivation, the self-discipline, the skills and the team that will build a competitive organization!
See you on Touristology’s world!!!

Thanks for being my mentors!!!

Today, Grupo Auren has release a book trying to disclosure the future related to Health, Education, Robotics, Blockchain.... AND TOURISM!!!

I have tried to summarize what I have learnt from my mentors during all these years enjoying being a Touristologist!

At the beginning of this OUR blog (almost 10 years ago!!!) I wrote a post saying thanks to MY  Touristologists.

Today, I want to say the same to my mentors in Touristology...

Espuña: First person that said to me “We are Touristologists!”

Almodovar: Master of masters dealing with intermediaries in the Tourism sector.

Urgell: Born to be a Hotelier.

Iglesias: A Marketing lighthouse.

Calabuig: A Geographer that fell in love with Tourism.

Codinas: A Psychologist genius entrepreneur and expert in travel agencies.

Gou: The best incoming travel agent in the entire world.

Martin and Peguero: The dynamic duo! The first ones that enlightened me with the Yield Management philosophy.

Arcarons: An incredible lawyer… 
Rajesh: A programmer Guru that has been my brother in arms mixing Touristology and Web-Engineering.

You were the best mentors in Touristology!

I also want to express my gratitude to all the people that have helped me to develop my career as a Touristologists builder:

Mar Isla, Francesc Uroz, Quim Majó, José Hernandez, Joan Miquel Gomis… from the bottom of my heart...THANKS FOR EVERYTHING!

The fight to build the best Science ever is going on!!!

Enjoy reading the book!

Enjoy Touristology!

Don’t teach Touristologists how to code! Seriously?

Touristologists have to know how to code! 

They are not wishful thinkers like the ones that appear in this video...

Do you believe that you can create a start-up without knowing about code? What about the following mantras?

“You create something basic and based on USERS’ desires you add features”

“If there are not enough USERS, not enough profits... pivot!”

Can you add new features and pivot using automatized task? Keep dreaming! Easy task easy automation! BUT Creativity, innovation... are VERY difficult to automatize!

I realized that it was compulsory to learn to code in 1991. I was working as Product Manager of an ERP (Enterprise Resource Planning) for the Mac ecosystem. 

Do you want to change something? Do you want to know if this change is possible? Do you want to explain these changes to your customers and developers in the right way? I’m sorry but, if you believe that this is possible without knowing how to code... You are a wishful thinker!

In life, in your professional career you have two options... To do only the easy things, the things that you easy understand OR to have a whatever it takes attitude.

Which one do you believe will bring more job opportunities... a successful career... a happier life... to YOU?

Then, in 1996 I realized that it was compulsory to learn about Internet. Do you think is possible to imagine new business model in a new technological world without any technological knowledge? Keep dreaming wishful thinker!

In 2007 I realized that it was compulsory to learn about mobile apps development.

In 2017 I focused (still focus!!!) on Blockchain, Artificial Intelligence and Augmented Reality. As always, I learn and practice about these technologies with two hands attitude: How can I develop a profitable Business Model using them? Can you visualize if this business model is possible? Can you explain it to a team of developers?

In 2019, I have added Event Streams Processing to my toolbox

Do you want an example of a Business Model? Yield Management is all about how to seduce the Tourist to make a reservation NOW for THIS DAY. Do you think that technology able to provide customized and syndicated 3 C’s (Content, Commerce and Community) in Real Time could be important? Do you think that you could apply this technological without knowing how it works? Keep dreaming wishful thinker!

Know how to collect Event Streams from different source systems ( service providers, intermediaries/ infomediaries, social networking sites...) using webhooks and streaming APIS.

Know how to store theses Event Streams in a unified log

Know how to process this Event Streams in order to filter or validate them ALSO in order to enrich them (add the Geo-location or proximity, sentiment analysis from SNS...)

Know how to return this knowledge in the right offer to seduce the Tourists Right Here, Right Now!

Know how to design and create a Native Mobile App (OR an Hybrid one with Flutter) able to manage this Business Model!

Event Streams technology AND the knowledge about how to use it will improve and change Yield Management’s processes!

But Jordi... I don’t want to learn how to code! I don’t want to learn mathematics! I don’t want to learn anything that I won’t fully understand in 10 minutes!

Good luck wishful thinker!

Do you believe that Tourism and New Technologies are strongly related? Do you want to help to improve our beloved sector?...

I will be here! Waiting for YOU!!!

Is it important for a Tourism Destination/Enterprise to use Blockchain?

As, usually, happens in OUR seminars, in-company training or start-up meetings in order to define (or redefine!) their business model, the intelligent answer begins with ... It depends on...
What is THE important thing to remain competitive, get profits for local enterprises, good salaries for local Touristologists and happy inhabitants?
To become a solutions provider for any problem that the Tourist has from the beginning to the end of the trip!
To control/manage the chain of value: All the enterprises/organizations that the Tourist has to deal with from the beginning to the end of the trip.
They can do that defining a specialized segment, building their own community and then, offering customized 3C’s (Content, Commerce and Community). What is known in Touristology as My own 1,2,3. Then, they can sell ANYTHING to this community: International routes, services from potential competitors (that won’t be competitors anymore... they will become collaborators!). Then, they can sell access to this community to other enterprises/organizations (Looking for hiring the most adequate human resources, trying to seduce them with interesting and customized offers, willing to practice marketing research...).
So... Can Blockchain technology help Tourism Enterprises/Destination to get these features?
Of course! As all My Touristologists know you can use different technologies to provide these features.
You can use Web Services or Web Scraping as we discuss here 

Of course, you can also use Blockchain! But not because it is the flavor of the month! Blockchain brings TRUST to the game. Trust to know the identity of the Tourist and the members of the chain of value.
Trust to know that you only share the information that you need for “this” specific transaction with “this” specific member of the chain of value.
Trust that the process will be carry out as it was planned thanks to Smart Contracts (or Chaincode).
Trust that payments will be secured...
This is possible because, at the end of the day, all the members of the chain of value use the same or similar “Data Base”
It is important to have a clear vision of the business model that you want to implement!
It is important to know the pros and cons of all the technologies (Web Services, Web Scraping, Blockchain... you-name-it!!!).
It is important to know how to mix together “these” technologies in order to improve the operations and processes of Tourism Enterprises/Destination and help them to become more profitable!
Then you can begin the Third Wave of Internet that I try to summarize with this picture... 

You don’t go to websites/mobile apps... you don’t get everything and put it in a website/mobile app... You live in Internet and see right here right know anything that you need! Fast, Customized, Trustful!!!

But Jordi! This is difficult! Of course, for that reason, you will need to talk to any of my Touristologists! They are the best minds working on the best sector ever!!!

Doing intellectual dancing with My Touristologists!!!

The other day, I was reviewing some articles and study cases in a seminar.

You know my motto! You don’t have to study for the final test... you have to practice the beloved principles of the best science ever... Touristology!

You know my methodology and my obsession on building COMPETENCES!

I shared this interesting article

As you see in this article, in order to seduce Tourists to make a reservation for THIS flight at THIS moment they use the usual trick. I mean, mark down the price.

I challenged my Touristologists!!!

Can you provide some examples about how to seduce Tourists using To Whom, What with, Where and When?

I provide examples to My Touristologists... they provide examples back to me! I love Touristology’s games!

Do you want to seduce a Segment to make a reservation for a specific flight at a specific moment (when the booking pace is at a low level)?

What about to think what is going on at the place where the flight is going? What about (for example) is there a new premiere of a horror movie?

Let’s provide some answers to OUR favorite questions!

To Whom? Tourists fans of horror movies, tourists willing to write a book about it or create a film or a series, producers/enterprises willing to learn about this community, to hire some of its members, to do a marketing research...

What With? What about go there and enjoy the movie? What about some networking activities? What about BEFORE, DURING and AFTER the flight create some customized activities? What about to create an international route linking together this Segment with different activities in different places around the world!

But Jordi... I only want to sell seats!
Ummm... Listen to Your Touristology’s voice!!!

“Let’s clarify this once and for all… Your business is NOT selling seats, rooms or... Your business is to satisfy your customer, providing what they need, when they need it, in the way they need it!”

Ok! Let’s continue with the rest of questions that Yield/Revenue Management provide to us!

When?  Interesting question! The best moment to show this service and send the information about it should be when our Segment is on the mood to buy the service or make the reservation, for example it could be perfect time when the customer is surfing inside a Social Networking Site about this topic. What about to seduce the Tourist to create a group inside this SnS? A perfect example of Pro-Am! A perfect example of a Win2Win situation!

Where? What about to have a widget in the same SnS where the user can make a reservation directly to the Airline company!

Of course, all these examples will be easier with NDC technology. Do you want to learn about it? Let’s see this enlightening video...

In a nutshell...

1) NDC allows the supplier to know who is buying. Then, they can customize the service with up-selling and cross-selling offerings.

2) NDC allows the intermediary to get access to up-selling and cross-selling services and offer them to the Tourist.

Is there somebody willing to provide MORE examples?

Could you provide more examples of seducing new segments?

Could you provide examples of seducing regular Tourists?

I Love to practice intellectual dancing with My Touristologists!!!

Is Tourism always good for a Tourism Destination?

Maybe some Tourism “expert” would say yes but, in this article  some residents disagree.

“Residents here are thoroughly fed up with a recent influx of tourists, who they accuse of turning their idyllic valley into "an open air toilet".

Here, you can see the video that was the origin of getting plenty of Tourists! 

 

Here you can watch something similar

Is it bad to be a copyologist? No, it is just easier. I love to do easy /simple things when it is enough and the results are positive BUT what happens when the easy path increases the DARK SIDE of Tourism (OverTourism) and reduce the beautiful one (More profit for local enterprises, Higher salaries for Local Touristologists, Higher taxes for Local Public services)...

If you only get Tourists when everybody wants to be there… you are NOT a Touristologist

If your local enterprise doesn’t get more profit, your local Touristologist better salaries and your public service more taxes... you are NOT a Touristologist

If you are unable to seduce Tourists proving to them that during a trip, they will satisfy better their necessities... you are NOT a Touristologist

If you are not a proactive manager in a Tourism Destination... if you just react to problems and try to minimize them... you are not a Touristologist.

- Well Jordi... But I just do what other people do!

That’s right! That is my point! You are a copyologist NOT a Touristologist.

Can Tourism be always good for a Tourism Destination? YES! If there is a Touristologist running the show NOT a copyologist.

A Touristologist knowing when to apply reactive policies (limitations, taxes…)

A Touristologist knowing what and how to use technologies to better manage Tourism flows…

A Touristologist knowing when to create/help local enterprises in order to seduce OUR own specialized Tourists

A Touristologists knowing when to create strategic alliances with other Tourism destinations in order to create OUR own international routes focused on OUR own specialized Tourists!!! 

Do you want an example of specialized Tourism related to lake Elsinore and its pop-up OverTourism?

What about create, communicate and commercialized specialized Tourism packages with “the world is my office” philosophy?

What about biologists or landscapers of urban terraces?

What about doing the promotion and distribution in these specialized websites/organizations:

Universities

Enterprises

Waiting-for-your-examples!!!

Then, if you get success, you can build over these specialized Tourism a generic one. NOT the other way around! Just remember, first specialized Tourism then generic!

What about the international route? Do you think it could be interesting to also offer a visit to the Tulip season in Amsterdam? 

Everybody talking about OverTourism? It is time to apply a little bit of OUR beloved science!

Do you want to learn a little bit of Touristology? 

I will be here waiting for you!