I’m a hotelier! Why on earth do I have to sell airline tickets?

A few days/weeks ago I shared on my Twitter account this article about Mystifly... 

If you don’t feel like reading the article (which I strongly recommend!)  Here’s a summary… In a nutshell, cross-selling is a good way to increase revenues (and profits, I Touristologistly add!), Airlines practice this selling flights and hotels. So, you can do the same: sell hotels and flights! Mystifly’s APIs allow hoteliers to offer their customers the possibility to make a flight reservation. How is that possible? Does the word “syndication” ring a bell to you?

Eager to learn more? Let’s see this video from Mystifly itself:

In this video the target were travel agents. Now, they are targeting Hoteliers. When I read the article I said to myself, “Hmmm… hoteliers giving support to the customers in the airline company? Using APIs? I have to write a post about that! 

As you know, I love mixing together Touristology and Web-Engineering and this is an excellent case in point.

After the tweet, I got some responses..

“Jordi, I’m an hotelier! Why on earth do I have to sell airline tickets?” My answer? Let me clarify this once and for all… your business it is not ONLY to sell rooms, food and beverage and meeting spaces. Your business is to satisfy your customer, providing what they need, when they need it, in the way they need it! In this way, the tourists will choose you, as THE accommodation provider, OR even better, as my-trusted-partner-in-all-I-need-during-this-trip. On the other hand, you will increase your profits. This is what Yield/Revenue Management is all about!!!

I got another one....  “What? This is NOT Revenue Management? I have been a Revenue Manager for X-years and I never did that.” My answer? Have you been a Revenue Manager for X-years or have you repeated the same year X times?

OK, Jordi stop talking with the past and start talking with the future:.... YOU!!!

Do you have some ideas about how to use Mystifly APIs in an intelligent way (so, the Touristology way, of course!!!)

Can you use the Web 2.0 Business Model?

By the way, do you think that it is possible to connect this post with this one? Where we talked about Beacons, IoT, smart cities, smart chains of value…

Do you think that the web 3.0 principles (integration and synchronization) are beginning to materialize in the tourism sector? It is a great moment to be a Touristologist!!!!

Applications like this (I am sure that, in the near future, hundreds of them will appear) will help to set up chains of value giving support to the tourist from the beginning to the end of the trip. Something, that I strongly believe is the future of the Tourism sector (together with the evolution of specialized tourism and the emphasis on group creation).

Do you realize (as usual) that this enterprise is focused on low price? Can you add something to the business model? Can you think of a way to improve it?

If not you... WHO? If not now... WHEN? 

WHO IS THE BEST MIND WORKING IN THE BEST SECTOR EVER???

Invisible hand in Touristology.

Not long ago, China was a communist country, nowadays it is in transition to becoming a capitalist country but, habits die hard! So far, they have being very successful combining freedom economy principles with control over them (by the way, another good example of an oxymoron!)
For instance, China’s exchange rate is determined by a central authority not for the free market (is it really a free market when people with more money that entire countries exists AND no limitation, whatsoever, in the amount of money they wish to move? Well, this can be the subject of another posts!). We saw this in action this August!
Another example, happened this January. When the stock exchange went down, the government created  a new rule: If the market is down by 7% we will close the stock exchange. Did it work?
You know, in Economy we have the same problem/reality than in Touristology, we are dealing with human beings and we are logical, emotional and gregarious. So, what appeared to be a good idea ended up in a failure! Some traders thought “if at 7% I couldn’t sell… I better sell it when it is 2% down!!!”
Well China, welcome to Bonaparte’s fantasy!!! Napoleon was a great warrior BUT he, REALLY, thought that ruling above everything  all would be fine. Well…keep dreaming Napoleon! Not in economy, not in the education, not in Touristology!!! When you regulate everything people try to avoid the rule NOT getting better results for them and for the rest of us. Let me be crystal clear: Rules (the excess of them) kill creativity, innovation, LIFE!!!
If you want to get great things, there are only a few rules:
1) Choose the best people
2) Motivate them (if they are, really, the best,  it would be enough if you don‘t demotivate them!!!)
3) Give them a good framework.
4) Don’t bother them with XXXX rules!
5) Then wait for results and if they are good... Continue. It they are bad... Adapt!
Do you want your Tourism destination, hotel, any tourism enterprise…
To detect new segments.
Create new products. To define better servuctions processes
Find and try new countries of origin,
Set up the best chain of value in order to provide backup to the tourist from the beginning to the end of the trip?
Follow those rules, then look at Adam Smith into his eyes and said to him: Invisible hand! What a genius you were and ARE!!!

Put off your worries NOT your dreams!

A long time ago a wise man (one that appears here Mr. Almodovar to be precise!) told me. “Today (it was Friday) I had a strong argument. I will be very disappointed on Monday”

This wise man teaches me a lot of things about intermediaries in the tourism sector, but that day the lesson was about mental control!

The rule is simple and obvious, if you can put off your worries (or any emotions) you kind of control them!

Control is not only for Touristology (Do I have to repeat again how important it is that you control your chain of value? I know that it is not necessary! At least, not for My Touristologists, the real ones!), control is for your entire life.

So, this it the gift that I asked to The Three Wise Men (I recommend you to do the same!!!)…

Allow me to control my emotions, give me the will to put off when to worry, give me the creativity to pretend that “the-thing-that-happened” was a movie and I’m the director, able to change roles, sentences… in order to show me that I am in control. Mental control is the name of the game!

Just remember, Touristologists! Put off your worries, BUT don’t put off your dreams, your duties (learn a new language, how to code, more about YOUR SCIENCE...) that you know you have to do in order to get them!

In life as in entrepreneurship, put off your worries NOT your dreams, Touristologists! Are you ready? So am I!!!! Happy New year 2016!!!

(I know, I know, I’m a little bit late. I’m really focused on OUR thing, remember?

Planning a Startup in Tourism? Who is most important Developers or Touristologists?

As I always say to My Touristologists, all good answers begin with three words… It depends ON…then you have to explain the “ons”!!!!
How is it possible that most of the new startups dealing with tourism and relying on technology are low value orientated?
Low value orientated, Jordi? What do you mean with that? I mean that…
1) They are focused on providing a solution to mass tourism. So, basically, something that allow tourists to find cheaper prices and (apart from, sometimes, offering discounts for customers aggregation) not appear any possibility of groups creation!
2) They provide a partial solution. So, they don’t offer support for the tourists from the beginning to the end of the trip.
Is there anybody providing those kind of solutions? YES! Do you remember Worldmate that we talked about here.

So, why this low value orientated addiction?
One of the reasons is because they are products designed for developers NOT Touristologists.
Software is eating the world and the only ones able to create disruptive new, new enterprises are the ones able to code (or able to convince someone else to code for them…. BUT remember you need him/her and not the other way around).
So, Touristologists you need to learn to code! Developers thinking about Tourism… you need to learn Touristology!
Otherwise, your supposed new, new things are…
1) Not new but part of the forgotten set.
2) Are just temporarily new… Because sooner or later they will be eaten or surpassed or destroy by economy of scales suppliers!
As happened with wehotels (Studentuniverse) . As happened with Gydsy (getyourguide). As happened with blink (Groupon)…  Did they earn money in the process?  YES! But you will remember them in the future as you remember Apple (Steve Jobs) Joe de vivre (Chip Conley)… I doubt it!
Can you use your Touristology skills to analyze this new startup? Its name is Experitus and here you have a video 

and here an interview with its founder…
Can you improve it? Do you see the possibility of groups creation? Do you see possible buyers? Can you list its competitors? Can you analyze their mobile app and web sites? Do you think that they are very similar?
But Jordi, in specialized tourism other companies also can buy or destroy us. YES! But you would have learnt to define segments, to build a community, to create chains of value, to define operations and processes inside this chain of value, to create (or buy) the right software and to use the right devices… So, you will become… A TOURISTOLOGISTS!!! … nobody can take those skills away from you!  Once you create one enterprise you can create thousands. You will become master and commander of the Touristology framework!!!
The answer to the question in the title? I try to reply with another question!
Developers? Touristologists? Which is the difference? In 1500 who was more important people able to read and write or any member of any science?
So, this is my message for Christmas…   
Touristologists of earth… Learn to code!
Developers of earth… Learn Touristology!!!
Everybody needs two minds!!!

Copy me? Are you sure that you have what it takes?

The other day, some of my fellow Touristologists told me… Jordi, we will have an entrepreneurial session this weekend. We will explain a good idea for a tourism product in front of potential investors, mentors, future employees and the members of the jury that will select the best idea.
This is great, Touristologists! Good luck – I said to them from the bottom of my heart.
But, Jordi we are a little bit worried… What about if somebody copy our idea?
Ideas are easy to copy. – I, calmly replied feeling Touristology’s voice talking through me! BUT…
1) The definition of the segment’s needs. Necessities that will be better satisfied during a trip (international contacts/experiences, a boost of creativity, bonding experiences for professional or family groups…).
2) The aggregation and customization of services in order to fulfill them.

AND
3) The definition, creation and orchestration of an international chain of value able to work as a single ecosystem...
This is very difficult to copy! For you, it is a natural thing  to do, because this is your profession! You are Touristologists! The best minds working in the best sector ever!
So, Somebody, wants to copy you… do you really think that they have what it takes?
Go to this session with your heads held high! This tourism product only can be successful if you run it! As sure as Touristology is a science!!!

Opportunities in The Sharing Economy? Can you give an example?

As you know, I love to talk about Touristology and any potential disruptor of our beloved sector. Nowadays, the flavor of the month is ….The sharing economy. You can read my previous posts OR to watch this documentary about this topic...

Shhh! don’t tell anyone but I appear at minute 6:36 
In this post, I was (again!) arguing for keeping control of the chain of value, both from the point of view of the home owners “Doesn’t it make more sense to create a cooperative? We are talking about sharing economy, right? Let’s use the right sort of enterprise! ” and from the point of view of the tourist destination “Help this cooperative to create communicate and commercialize their products. Help them to make partnerships with your tourism enterprises (hotels, incoming travel agencies…) begin to think about how YOU can bring tourists here! We are leaders in Tourism… Time to prove it!!!” 
Later on, I wrote another post. This time focused on introducing Revenue Management to compete in the sharing economy. I made this recommendation “You have to discover new segments, even create new ones conveying to people the necessities that they have and that thanks to Tourism will be fulfilled. Then customize and aggregate a supply. Then build a chain of value…. This is a holistic/complete solution!!!”. I ended this post with the following sentence… “I repeat… Do you want to be and remain competitive? Follow the complete/holistic approach! Enjoy the benefits that modern Revenue Management can bring you…Become a Touristologists!!!”

Let’s see if now we can find some interesting segments to create communicate and commercialize successful tourism products!
In the title of this post I write down the usual question that sooner or later appear in my classes, seminars, in-company training or start-up meetings in order to define (or redefine!) their (OUR???) business model: Opportunities in The Sharing Economy? Can you give an example? This is always my answer.. Just one, Touristologists? I can give thousands! But the real questions are…
1) Are you able to understand them?

2) Do you have what it takes in order to develop them? 

3) Wouldn’t you be a copyologists, dreaming about an easy grade without proficiency in languages OR full understanding of technological schemes and internet oriented business models?

First example, imagine a couple dreaming about having kids. Do you think that going on a holyday and expending some time with a real family can help them to assess this decision. To be more prepared for this fundamental shift in their lives? Do you think that the cooperative of home owners with the help of travel agencies and the public sector can create, communicate and commercialize this kind of product? Do you think that is possible to create our own global social networking site (a kind of grandparents.com BUT focus on we-want-to-become-parents). Do you think that we can create a global specialized on-line travel agency? Do you think that we can aggregate and customize different suppliers (Psychologists, Universities courses, Dentist, Languages…) for this segment?

Can a single-parent or a couple of gays or lesbians become another segment?

What about a self-employed person willing to get international contacts? 

What about people wanting to improve their language or culinary skills?

Do you want to know the best example? For me, the most motivating one? What about my Touristologists going to a Tourism Destination, change/improve their tourism model and then professionals and students from around the world go there to see and learn…

I repeat, one example? Touristology can provide thousands! Do you have what it takes in order to develop them?

Leaders in Tourism?

Are we Tourism leaders because we get more tourists than anyone? What kind of crazy, boring, not sustainable, not as profitable as-it-can-be business are we playing at!?!??! 
Not sustainable? Number of tourists is increasing every year, right? Carrying capacity is the same, right?
Boring? Sure, If we are only able to mark down the price and copy what others are doing!
Crazy? Not as profitable as it can be? When we talk about minerals, species, commodities… who get most of the profit? The owners of the raw material OR the extractors, which transform the raw material and then communicate and commercialize it? Why do you think is different in Tourism?
In tourism the raw material are the tourism resources. The ones who transform them into tourism products, and then communicate and commercialize them are the winners.
The only difference in Tourism is that we don’t send the products abroad, we seduce tourists to come here!
I could go on for a month but I think I have made my point! 

but... what about if...?
We are Tourisms leaders because we have the best Touristologists, the best companies, the best startups dealing with Tourism…This is the name of the game!
We are Tourisms leaders because we always play at an international level… the world is definitely our office. This is the name of the game!
We are Tourism leaders because we are changing the way the world enjoys, manages and defines Tourism… This is the name of the game!

I LOVE TOURISTOLOGY'S GAMES!!!