The travel industry was one of the first to be disrupted by digital and is stil subject to permanent change. This presentation applies the 7 metaphors to identity the parallels with other industries and describes a method to master the transformation.

1. M A S T E R I N G
D i g i t a l
TRANSFORMATION
JO CAUDRON
FOUNDING PARTNER
JO.CAUDRON@DUVALUNION.COM
00 32 475 43 80 98
@JCAUDRON

2. Hi, I’m Jo Caudron
Active in digital since 1993
Internet entrepreneur involved
in 20+ start-ups.
Founding Partner of
Duval Union Consulting
@jcaudron
jo@duvalunion.com
We are business
consultants for a digital
world.
Our mission is to help
organizations transform.
@jcaudron

3. Sold in +50
countries!

4. Survey

5. Expect a smack in the face…
Digital Disruption is real

6. What do
these 4 have
in common?

7. 1995+
MUSIC
PHOTOGRAPHY
VIDEO RENTAL
…
2005+
PRINT MEDIA
TV
TRAVEL
HR
…
2015+
RETAIL
AUTOMOTIVE
TRAVEL
EDUCATION
TELCO
FOOD/FMCG
BANKING/INSURANCE
HEALTHCARE
…
2025
ALL SAFE HAVENS
WILL BE SUBJECT TO
DIGITAL DISRUPTION
…
WAVES OF Disruption

8. Digital Disruption is a story of…
%

9. This is NOT our story
YOU THEM
We are COMPLIANT!
We are a TRUSTED partner!
We have DECADES of experience!
We are on SOCIAL MEDIA!

10. YOU
We are COMPLIANT!
We are a TRUSTED partner!
We have DECADES of experience!
We are on SOCIAL MEDIA!
THEM
This IS our story
But your
app sucks
I want
experience
Uhh..ok
Hey this
solves my
problem!
I don’t want
to wait a
week
NEW

11. YOU THEM
The Tipping Point

12. You have a
C H O I C E
Disruption
Modeling
Transformation

13. You have a
C H O I C E
Disruption
Modeling
Transformation
Fear
Insight
Direction

14. @jcaudron
THE WORLD
I S C H A N G I N G

16. THE WORLD IS CHANGING…FAST
ARE YOU CHANGING WITH IT?

17. ARE YOU SCARED OF THE FUTURE?

18. Don’t worry,
we’ve got a PLAN
@jcaudron

19. A PLAN FOR TRANSFORMATION
SCAN
INNOVATIONS
DETERMINE
IMPACT
NORTH STAR
VISION &
STRATEGY
BUILD
ROADMAP
INSTALL
DIGITAL
LEADERSHIP
BUILD DIGITAL
ORGANIZATION
AND CULTURE

20. YOU NEED TO
Scan YOUR
ENVIRONMENT
@jcaudron
UNDERSTAND
THE
IMPACT

21. Slicing the
Elephant
creates Insight

22. GLASS HOUSE
PACKAGE
FROG
GATEKEEPERTRAVELLER
PARTICIPANT
CYBORG
THE WHEEL OF
CHANGE
New experts and
our peers decide
what matters
People participate,
share and co-create
their future
Technology becomes
part of everything we do
The relationship with the
market changes
New experiences in
product, service &
packaging
The position in the
value chain changes
Mobile gives access to
everything, everywhere,
every time

23. Media
Glass House
Package
Frog
GatekeeperTraveller
Participant
Cyborg

24. versus
Retail
Glass House
Package
Frog
GatekeeperTraveller
Participant
Cyborg

25. Banking
Glass House
Package
Frog
GatekeeperTraveller
Participant
Cyborg

26. Auto-
motive
Glass House
Package
Frog
GatekeeperTraveller
Participant
Cyborg

27. IN HOSPITALITY TOO

28. The Glass House Accountability Proximity Responsiveness Bi-directional Humanization AuthenticityTransparency

29. The Package APPification Long Tail Personalized Experience Speed PriceMonolithic vs. Atomic (Self-)service Scalability

30. The Frog Bypassing Virtualization Fragmentation of touchpoints

31. The Gatekeeper New Gatekeepers Recommendations “Good is good enough” Ambassadorship

32. The Traveller Place Utility Empowered self Instant gratification New way of working Contextual awareness

33. The Participant Community Power of the crowd Sharing economyCollaboration
San Francisco

34. The Cyborg Wearables Quantified SelfInternet of Things Robotics Data Monitoring

35. Travel
Glass House
Package
Frog
GatekeeperTraveller
Participant
Cyborg

36. CREATE A
North Star
VISION

37. DEFINE A
Transformation
STRATEGY
@jcaudron

38. DEFINE A
Transformation
STRATEGY
@jcaudron
BUILD A
ROAD MAP
@jcaudron

39. D I G I TA L
Leadership

40. BUILD a new
ORGANIZATION
Ready for a digital world

41. From ... ... to
The Business
Digital (at
the sideline)
Digital in
the core

42. The Business
Digital (at the
sideline)
The Business
Digital (at
the sideline)
From ... ... to

43. The Business
Digital (at the
sideline)
Digital in
the coreThe Business
Digital (at
the sideline)
Digital in
the core
Digital in
the core
Digital in
the core
From ... ... to

44. From an outdated
MOTHERSHIP

45. From an outdated
Mothership
TO A modern
F L E E T

46. DIGITAL CULTURE

47. IS THIS THE
FUTURE?

48. IN THE FUTURE
MACHINES
WILL TAKE OVER
ALL
REPETITIVE
TEDIOUS
HEAVY
TASKS
SO WHAT ABOUT
HUMANS?
SHOULD WE ALL BECOME
PROGRAMMERS?
HUMANS VS
MACHINES

49. We will have to
focus on skills
that make us
real humans
and will not
(easily) be
replaced by
machines
Ethics
Creativity
Entrepreneurship
Emotionality
Innovation
Empathy
Intuition
Agility
Resilience
Improvisation
Negotiation
“Smarts”
HOW?

50. PREPARE FOR A FUTURE OF
AND WHAT
ABOUT
TOMORROW ?
Unique human aspects
Ethics
Creativity
Entrepreneurship
Emotionality
Innovation
Empathy
Intuition
Agility
Resilience
Improvisation
Negotiation
“Smarts”
LEVEL OF AUTOMATION
0 1 2 3
MAN CAPABILITIES
MACHINE CAPABILITIES
+
TOTAL CAPABILITIES TO REACH
NECESSARY TRUSTED SERVICE LEVEL (NTSL)
AUTOMATION
4 5

51. LEVEL OF AUTOMATION
0 1 2 3
MAN CAPABILITIES
MACHINE CAPABILITIES
+
TOTAL CAPABILITIES TO REACH
NECESSARY TRUSTED SERVICE LEVEL (NTSL)
AUTOMATION
4 5
+
Unique human aspects
Ethics
Creativity
Entrepreneurship
Emotionality
Innovation
Empathy
Intuition
Agility
Resilience
Improvisation
Negotiation
“Smarts”

52. LEVEL OF AUTOMATION
0 1 2 3
MAN CAPABILITIES
MACHINE CAPABILITIES
+
TOTAL CAPABILITIES TO REACH
NECESSARY TRUSTED SERVICE LEVEL (NTSL)
AUTOMATION
4 5
+
Unique human aspects
Ethics
Creativity
Entrepreneurship
Emotionality
Innovation
Empathy
Intuition
Agility
Resilience
Improvisation
Negotiation
“Smarts”

53. @jcaudron
WORLD OF
UNCERTAINTY

54. @jcaudron
LEAD OR FOLLOW?

55. Case Courage
MINDSET
MEANS MANDATE
“license to win”
“license to operate” “license to change”
Capital
BE BRAVE
TO CHANGE

56. A PLAN FOR TRANSFORMATION
SCAN
INNOVATIONS
DETERMINE
IMPACT
NORTH STAR
VISION &
STRATEGY
BUILD
ROADMAP
INSTALL
DIGITAL
LEADERSHIP
BUILD DIGITAL
ORGANIZATION
AND CULTURE

57. Find my slides on
www.speakersbase.com/jo
Need help? Book me and my team to
consult you!
www.duvalunionconsulting.com
@jcaudron
jo.caudron@duvalunion.com
00 32 475 43 80 98

58. BUSINESS
STRATEGY
READINESS SURVEY
ASSESSMENT & RESEARCH
INSPIRATION
IMPACT ANALYSIS
FUTURE SCENARIOS
NORTH STAR VISION
TRANSFORMATION STRATEGY
STAKEHOLDERS & PROBLEMS
IDEATION & PRIORITIES
DIGITAL AGENDA
EXECUTIVE JOURNEY
TREND WATCHING
CONTINUOUSLY SCANNING THE
MARKET FOR NEW TRENDS
BUILDING
THE FUTURE PROOF ORGANISATION
CUSTOMER
EXPERIENCE
Continuously optimise
your journey,
pain points and touch
points
GROWTH
HACKING
Implement smart
techniques
to scale our
business
CHANNEL
HACKING
Reinvent your
channel
relationships for
a digital world
CUSTOMER RELATIONSHIP
SOCIAL
STRATEGY
Make social an
intrinsic part
of the business
INCUBATOR
PROGRAM
Stimulate internal
creativity
and bottom-up
innovation
(hackatons, …)
START-UP
BOOTCAMPS
Think, plan, act like a
start-up and build
the minimum viable
business case
CORPORATE
ACCELERATOR
Drive outside-in
innovation via
collaboration with
startups
BUSINESS (OPERATIONAL) MODELS
DIGITAL
LEADERSHIP
Asses, contain and
develop digital
savviness
DIGITAL
GOVERNANCE
Digital ownerships,
roles, policy, structure
Digital Office, …
MAN/MACHINE
COLLABORATION
Valorise your human
assets,
whilst supporting them
with machines
ORGANISATION

59. FINANCE,
INSURANCE &
SERVICES
RETAIL
PUBLIC & NON-
PROFIT
INDUSTRY &
TECHNOLOGY OTHER
FINANCE, INSURANCE &
SERVICES
PUBLIC & NON PROFIT MEDIA & BRANDS
RETAIL INDUSTRY & TECHNOLOGY OTHER

60. M A S T E R I N G
D i g i t a l
TRANSFORMATION
JO CAUDRON
FOUNDING PARTNER
JO.CAUDRON@DUVALUNION.COM
00 32 475 43 80 98
@JCAUDRON