埃森哲：2022年科技愿景之旅游

TechnologyVision2022August2022420222324GermanyIndiaIndonesiaIrelandItalyJapanMalaysiaMexicoNetherlandsNorwayPolandPortugal12345678910ArgentinaAustraliaAustriaBelgiumBrazilCanadaChileChinaColombiaDenmarkFinlandFranceAboutthesurveysBusinessExecutiveandConsumerSurveysTechnologyVision2022|/technologyvision#techvisionAccentureResearchconductedaglobalsurveyof24,000consumerstocaptureinsightsintotheiruseof,interactionswithandbeliefsabouttechnologyintheireverydaylives.Inaddition,Accentureconductedasurveyof4,650C-levelexecutivesanddirectorsacross23industriestounderstandtheirperspectivesanduseofemergingtechnologiesacrosstheirorganizations.ThesurveyswerefieldedfromDecember2021throughJanuary2022across35countries.25262728293032333435RussiaSaudiArabiaSingaporeSouthAfricaSpainSwedenSwitzerlandThailandUnitedArabEmiratesUnitedKingdomUnitedStatesCopyright©2022Accenture.Allrightsreserved.ROLESChiefDigitalROLESChiefDigitalOfficerChiefExecutiveOfficerChiefFinanceOfficerChiefHumanResourcesOfficerChiefInformationOfficerChiefInformationSecurityOfficerChiefInnovationOfficerChiefMarketingOfficerChiefOperatingOfficerChiefPurchasingOfficerChiefSecurityOfficerChiefStrategyOfficerChiefSupplyChainOfficerChiefTechnologyOfficerDirectorofBusinessFunctionDirectorofTechnologyDirector,ITDirector,LineofBusiness4%7%3%16%3%14%6%7%2%5%16%3%6%5%REVENUE(USD)$50billionormore$20to$49.9billion$10to$19.9billion$5to$9.9billion$1to$4.9billion3%6%16%26%48%GENDERMaleFemaleNon-binary/Other40%59%GenZ(born1998to2004)25%GenYMillennials(born1979to1997)35%GenX(born1965to1978)25%BabyBoomers(born1946to1964)15% SilentGeneration(bornpriorto1946)1%GlobalDemographicsExecutiveDemographics(N=4,650)INDUSTRIESAerospace&DefenseAutomotiveBankingCapitalMarketsCentralGovernment(CA)ChemicalsCommunicationsConsumerGoods&ServicesEnergyFederalGovernment(US)HealthcarePayor(US)HealthProviderHighTechHigherEducationIndustrialGoods&EquipmentInsuranceMedia&EntertainmentNaturalResourcesPublicServiceRetailSoftware&PlatformsTravelUtilities2%2%9%3%2%2%6%9%2%4%2%6%4%2%7%8%2%2%7%9%2%2%4%TechnologyVision2022|/technologyvision#techvisionConsumerDemographics(N=24,000)HOUSEHOLDINCOMELowMediumHighPrefernottosay33%30%29%8%GENERATIONETHNICMINORITYYesNoPrefernottosay16%80%4%DISABILITYYesNo24%76%Copyright©2022Accenture.Allrightsreserved.REVENUE(USD)REVENUE(USD)$20to$49.9billion$10to$19.9billion$5to$9.9billion$1to$4.9billion4%16%29%51%COUNTRIESArgentinaAustriaBelgiumBrazilChileItalyMexicoNetherlandsRussiaUnitedArabEmiratesUnitedStates9%3%3%14%6%9%9%5%5%6%32%TRAVELPassengerairlinesHospitality60%40%Demographics-TravelExecutiveDemographics(N=109)ROLESChiefDigitalOfficerChiefExecutiveOfficerChiefFinanceOfficerChiefHumanResourcesOfficerChiefInformationOfficerChiefInformationSecurityOfficerChiefInnovationOfficerChiefMarketingOfficerChiefOperatingOfficerChiefPurchasingOfficerChiefSecurityOfficerChiefStrategyOfficerChiefSupplyChainOfficerChiefTechnologyOfficerDirectorofTechnologyDirector,ITDirector,LineofBusiness7%3%6%5%20%3%10%4%2%25%7%4%TechnologyVision2022|/technologyvisionCopyright©2022Accenture.Allrightsreserved.#techvisionTechnologyVision2022MeetmeintheMetaversemoftechnologyandAreyoureadyforthemetaverse?Thenextwaveoftechnologydisruptiondrivingthefutureishere,bringingnewtechnologiesandworldsofexperiences.Overthenextdecade,ambitioustravelplayerswillshapenewphysicalanddigitalrealitiesandtransformtheirbusinesses.Itoffersopportunitiesfortravelcompaniesthroughinnovationandstrongexecution.Travelcompaniesneedtopreparenowtounderstandhowtheseemergingtechnologiesarecriticalforfuturegrowthandcompetitiveness.Howcantravelcompaniessuccessfullynavigatevolatilityanduncertaintyaboutthefuture,withblurredboundariesbetweenhumansandmachinesacrossmultipleplatforms?TechnologyVision2022|/technologyvisionOurOurlatestAccentureTechnologyVisiontapsintofourmajortrends:WebMe;ProgrammableWorld;TheUnreal;ComputingtheImpossible.Copyright©2022Accenture.Allrightsreserved.#techvisionExecutiveSummaryTechnologyadvancesarebecomingmorereliablethanotherfactorsininforminglong-termstrategy.100%ofTravelexecutivesbelievecontinuousadvancesintechnologyarebecomingmorereliablethaneconomic,politicalorsocialtrendsininformingtheirorganization’slong-termstrategy.1100%MoreReliableAgreeStronglyAgreeTechnologyVision2022GlobalBusinessandITExecutiveSurvey.TravelN=109(AgreeNet=Agree/StronglyAgree)TechnologyVision2022|/technologyvisionCopyright©2022Accenture.Allrightsreserved.MeetmeintheMetaverse#techvisionTechnologyTrendsfor2022WebMegtheMeinTheinternetisbeingreimaginedasmetaverse,andWeb3effortstransformtheunderpinningandoperationofthevirtualworld.ProgrammableWorldControl,customizationandautomationarebeingenmeshedintotheworldaroundus,makingthephysicalasprogrammableasthedigital.TheUnrealicAsAI-generateddataandsyntheticcontentconvincinglymimicwhatis“real,”authenticityisthenewnorthstar.ComputingTheImpossiblesAnewgenerationofcomputersissolvingsomeoftheworld’smostintractableproblemsleadingtooneofthebiggesttechnologicaldisruptionsofourtime.TechnologyVision2022|/technologyvisionCopyright©2022Accenture.Allrightsreserved.TechnologyVision2022Travel–KeyFindingsWWebMePuttingtheMe53%53%ofTravelexecutivesstatethattheMetaversewillhaveapositiveimpactontheirorganizations,with25%asabreakthroughortransformationalimpact.PProgrammableWorldOurPlanet,75%75%ofTravelexecutivesbelieveprogrammingthephysicalenvironmentwillemergeasacompetitivedifferentiationintheirindustry.TechnologyVision2022|/technologyvisionTheTheUnrealic96%96%ofTravelexecutivesagreethattheirorganizationsarecommittedtoauthenticatingtheoriginoftheirdataandgenuineuseofAI.#techvisionCComputingtheImpossibleNewMachines,776%ofTravelexecutivesareplanningtopartnerwithothersinthenextthreeyears,whileanother58%plantoinvestintechnologyorstartupstoaddresspreviouslyunsolvableproblemsusingnextgenerationcomputing.Copyright©2022Accenture.Allrightsreserved.WebMeWebMeTrend01TechnologyVision2022|/technologyvisionCopyright©2022Accenture.Allrightsreserved.MeetmeintheMetaverseTechnologyVision2022|/technologyvisionWebMePuttingtheMeinMetaverseWebMeexploreshowtheinternetisbeingreimaginedforthefutureofTravel.Thelasttwoyearsspurredtravelenterprisestoexplorenewmodesofdigitalexperiences,pushingpeopletolivevirtuallytoanextenttheyneverexpected.Nowthemetaverseisemergingasanaturalevolutionthatreconcileshowtheinternetisdesignedtodaywiththedemandsoftravelandhospitalitytomorrow.Theadventofthemetaverse,andunderlyingeffortstoreimaginehow#techvisiondatashapesourdigitalexperiences,willchallengetravelandhospitalitybusinessestorethinktheirpresenceonlineandbecomeapartofshapingthenextplatformrevolution.Astheinternetbecomesafuturecriticalsystemofengagementandexperiencebeforeaprospectivetravelerinteractswithsomeoneattheairport,airlinecreworhotelstaff,buildingnewwaystoconnecttocustomers,partnersandthedigitalworkforceismoreimportantthanever.Copyright©2022Accenture.Allrightsreserved.Copyright©Copyright©2022Accenture.Allrightsreserved.TechnologyVision2022|/technologyvision#techvisionWebMeTheinternetexperienceisbeingreimagined,andenterprisesneedtobereadyforwhatcomesnext.Travelcompaniesmightbeskepticalaboutgettingonthemetaversebandwagonasthebusinessfeasibilitymaybedifficulttocomprehend.53%ofTravelexecutivesstatethattheMetaversewillhaveapositiveimpactontheirorganizations,with25%seeingitasabreakthroughortransformationalimpact.47%28%20%5%47%NoorminimalimpactIncrementalimpact(optimizeprocesses)Breakthroughimpact(enablenewbusinessprocesses,reachnewcustomers)Transformationalimpact(redefinethetravelindustry)TechnologyVision2022GlobalBusinessAndITExecutiveSurvey.TravelN=109Copyright©2022Accenture.Allrightsreserved.Copyright©2022Accenture.Allrightsreserved.#techvisionWelcometothemetaversecontinuumTravelinthemetaverseMetaversetechnologiesareevolvingthenextgenerationoftheinternetandboundarylessnewopportunities.Thinkofitasacontinuum,spanningthespectrumofdigitallyenhancedworlds,realitiesandbusinessmodels.Expecttoseeittouchallfacetsofeverybusiness,fromconsumertoworkerandacrosstheenterprise;fromrealitytovirtualandback;from2Dto3D;andfromcloudandAItoextendedreality,blockchain,digitaltwins,edgetechnologiesandbeyond.In2022,thiswayoflifeseemssurreal,buttheMetaverseContinuumisonitswayandcompaniesneedtopreparenow.TechnologyVision2022|/technologyvisionCopyright©2022Accenture.Allrightsreserved.TheMetaverseContinuumenablespeopletoimmersethemselveswithinauniversalsharedexperiencethatconnectsourrealworldtoafullyvirtualone—andeverythinginbetween.TheMetaverseContinuumisalreadytransformingtravelcompaniesinfiveways,changing...…howtravelcompaniesinteractwithcustomers…howworkisdone…whichservicestravelcompaniesoffer…howtheymakeanddistributethem…howtheyoperatetheirorganizationsTechnologyVision2022|/technologyvision“Whileweareattheearlydaysofthemetaverse,itwilladvanceveryquickly.Ifcompaniesdon’tactnow,they’llfindthemselvesoperatinginworldsdesignedby,andfor,someoneelse.”—PAULDAUGHERTY,GroupChiefExecutive–Technology&ChiefTechnologyOfficerCopyright©2022Accenture.Allrightsreserved.1414%2414%24%31%55%Livelihood40%AgreeStronglyAgree69%Lifeline70More%Time40%46%WebMeConsumersarefindinganewdigitalwayforward,andnotturningback.Consumersagreethatcomparedtobeforethepandemic:•Theyarespendingsubstantiallymoretimeonline(70%)•Technologyhasbecomealifelineforconnectingwithothersintheirdailyinteractions(69%)•Moreoftheirlifeandlivelihoodismovingintodigitalspaces(55%)TechnologyVision2022GlobalConsumerSurvey.N=24,000.(AgreeNet=Agree/StronglyAgree)TechnologyVision2022|/technologyvisionCopyright©2022Accenture.Allrightsreserved.Copyright©Copyright©2022Accenture.Allrightsreserved.TechnologyVision2022|/technologyvision28%98%Unified28%98%UnifiedExperiences70%WebMeUnifiedexperiencesandWeb3willreshapetomorrow’sinternet.Travelexecutivesagreethatfuturedigitalplatformsneedtoofferunifiedexperiences,enablinginteroperabilityofcustomers’dataacrossdifferentplatformsandspaces(98%),andthattherealizationofWeb3overthenextdecadewillfundamentallychangehowbusinessesengagewithusersonline(94%).337%94%Web357%AgreeStronglyAgreeTechnologyVision2022GlobalBusinessandITExecutiveSurvey.TravelN=109(AgreeNet=Agree/StronglyAgree)Copyright©2022Accenture.Allrightsreserved.Copyright©2022Accenture.Allrightsreserved.#techvisionWebMeFormanyconsumers,thelinesbetweendigitallifeand“reallife”areblurringmoreandmore.38%ofconsumersagreetheirdigitallifeisincreasinglybecomingtheir“reallife.”TechnologyVision2022GlobalConsumerSurvey.N=24,000.(AgreeNet=Agree/StronglyAgree)TechnologyVision2022|/technologyvisionCopyright©2022Accenture.Allrightsreserved.#techvisionWebMeinTravelTravelerexperienceinthemetaverse:frominspirationtoplanning,booking,experienceandsharingyoubuyManytravelbusinessesareenticingtravelerswith“trybeforeyoubuy”experiencesusingthenextwaveoftechnology.Beitahotelroom,acoveteddestinationortravelactivities,extendedreality(XR)offerscustomersaninteractiveglimpseofreality.TrulyimmersiveexperiencesTrulyimmersiveexperiencesallowprospectivegueststodiscoveranewplacevirtuallywithreal-timeinteractions.Imagineaholographicimageofyourselfvisitingarealartmuseum,forexample,withaliveguidetoansweryourquestions.Alongtheway,discoverinteractionpoints,suchasvirtualbooking,salesandtravelplanningforyourjourney.Afteryourreal-lifetrip,connectwithvirtualcustomerservicetohelpresolveanyproblemsthatoccurredandfinduniquebrandpromotions,productsandexperiences.TechnologyVision2022|/technologyvisionHybridhospitalityandeventexperiencesExpecttoseemorehybridhospitalityexperiencesthatcanprovideaccessforpeopletomeetremotelyandphysicallyateventsandbusinessmeetings,increasingattendanceandparticipationinliveexchangesandinteractions.Copyright©2022Accenture.Allrightsreserved.TechnologyVision2022|/technologyvisionTechnologyVision2022|/technologyvision#techvisionWebMeinTravelMovingtheneedleonemployeeexperienceThemetaversehasthepotentialtochangehowpeoplemeetandregroup,aswellashowtheyperformreal-lifeactivities,suchasguidingcustomersthroughahospitalityexperience,culturaldestination,orremotelymanagingoperationsinreal-timeviaadigitaltwin,likeamixed-realitycommandcenter.Copyright©2022Accenture.Allrightsreserved.Copyright©Copyright©2022Accenture.Allrightsreserved.TechnologyVision2022|/technologyvisionInvent:TapintoInvent:Tapintothemetaverse’sburgeoningeconomyasasourceofgrowthwithnovelproductsandservices.Keyareas:Inclusionanddiversity,sustainability,customerloyalty,repurposespace,etc.WebMeThemetaversewillchangehowtravelcompaniesenable,engageandinvent.Enable:Leverageaugmentedreality(AR),XRandvirtualreality(VR)technologiestocreatetravelexperienceswithinthemetaversethatelevateemployeeexperiences.Keyareas:Next-genemployeeexperiences,immersiveengineering,digitalfleetmanagement,remoteportfoliomanagement,etc.Engage:Reimaginehowtoconnectwithguestsandpassengers,deliverpersonalizedexperiences,elicitempathyandbuildtrust.Keyareas:Next-genpassenger,tourism3.0,one-stop-shop,etc.Copyright©2022Accenture.AllrightsCopyright©2022Accenture.Allrightsreserved.CopyrightCopyright©2022Accenture.Allrightsreserved.TechnologyVision2022|/technologyvisionTrend02ProgrammableWorldCopyright©2022Accenture.Allrightsreserved.TechnologyVision2022|/technologyvisionCopyright©2022Accenture.Allrightsreserved.MeetmeintheMetaverseProgrammableWorldOurPlanet,PersonalizedTheProgrammableWorldtrackshowtechnologyisbeingthreadedthroughourphysicalenvironmentsinincreasinglysophisticatedways,includingshapingthefutureofTravel.Itprojectshowtheconvergenceof5G,ambientcomputing,augmentedreality,smartmaterialsandmorearepavingthewayforbusinessestoreshapehowtheyinteractwiththephysicalworld.Astechnologybecomespartofthefabricofourenvironment,itallowsustotreatourenvironmentmoreliketechnology—unlockinganunprecedentedfidelityofcontrol,automationandpersonalization.Expecttoseethistoucheverything,fromimprovingcustomerservicetoprovidingimmersiveexperiencesforguestsandemployeesacrossallsegmentsofhospitalityandTravel.ProgrammableWorldinTravelBuildinganinterconnectedenvironmentinthetravelecosystemcanenablenewwaystoaugment,customize,automate,alterandotherwise“program”ourphysicalenvironments:•Augment:IncreaseconnectivityfortravelersandinterconnectivityofIoTdevicesenabledby5Gtoenhanceinteractivehotel,resortandairportelements,personalizationandintelligentjourneys.•Customize:Use5G-enabledARandVRapplicationstodeveloprealisticsimulationsofcrisissituationsforfail-safedesign,employee/masstraining,producttesting,immersivenavigation,augmentedrealitygamificationordestinationtours.•Automate:Useroboticstoautomateredundantoperationsinairportsandhospitality,fasterreal-timeupdates,andevenlarge-scalesafetyandsecurityatairportsandresorts,etc.•Alter:Opportunitytoreconfigureyourairlineseat,bedorshowerheadinthehotelroom,neckrestforbusinessclasslounges,etc.,totrulyadapttoyourneeds.TechnologyVision2022|/technologyvisionCopyright©2022Accenture.Allrightsreserved.41%75%Differentiatio41%75%Differentiation34%ProgrammableWorldProgrammingthephysicalworldwillbeacompetitivedifferentiatorandARindustrydisruptor.75%ofTravelexecutivesbelieveprogrammingthephysicalenvironmentwillemergeasacompetitivedifferentiationintheirindustryand61%agreethatARwilldisrupttheirindustryinthenextthreeyears.61%Disruption49%AgreeStronglyAgreeTechnologyVision2022GlobalBusinessandITExecutiveSurvey.TravelN=109(AgreeNet=Agree/StronglyAgree)TechnologyVision2022|/technologyvisionCopyright©2022Accenture.Allrightsreserved.#techvisionProgrammableWorldIoTandedgedevicesareproliferatingintheTravelindustry.78%ofTravelexecutivesreportthenumberofIoT/edgedevicesdeployedintheirorganizationsignificantlyorexponentiallyincreasedoverthepastthreeyears.LevelofincreaseinIoT/edgedevicesdeployedoverthepastthreeyearsExponentiallyincreasedSignificantlyincreased1313%665%Moderatelyincreased22%22%TechnologyVision2022GlobalBusinessandITExecutiveSurvey.TravelN=109TechnologyVision2022|/technologyvisionCopyright©2022Accenture.Allrightsreserved.#techvisionProgrammableWorldOrganizationsseepotentialinawiderangeofARusecases.99%ofTravelexecutivesreportthattheirorganizationwouldconsiderusingARinthenextthreeyears,withthetopthreeareasbeing:customerservice(50%),customerexperiences(49%)andcollaboration(49%).TechnologyVision2022GlobalBusinessandITExecutiveSurvey.TravelN=109TechnologyVision2022|/technologyvisionQ.WhichofthefollowingwouldyourorganizationconsiderusingAugmentedReality(AR)forinthenext3years?Selectallthatapply.CustomerserviceCustomerexperiencesCollaboration50%49%49%Logisticsandshipping Employeetraining ProductdesignComplianceassurance Salesandmarketing FieldserviceManufacturingDesignNone44%44%43%39%34%27%22%21%Copyright©2022Accenture.Allrightsreserved.ImprovedOperationsImprovedOperationsNetTalentRelatedBenefitsNetRevenue/CostSavingsNetProgrammableWorldExecutivesexpectARtounlockbenefitsacrosstheenterprise.TravelexecutivesreportthattheirorganizationswouldexpectARtechnologiestobringthemimprovedoperations(94%),talentrelatedbenefits(83%)andincreasedrevenue/costsavings(51%)inthenextthreeyears.Q.WhichofthefollowingbenefitswouldyourorganizationexpectinthenextthreeyearsfromAugmentedReality(AR)technologies?Selectallthatapply.94%94%83%51%••ImprovedOperationsNet=Increasedemployeeefficiency,improvedreal-timecollaboration,improveddesignandmanufacturingprocesses,reducedemployeeerrors,moreengagedemployees,increasedworkplacesafety•TalentRelatedBenefitsNet=Increasedemployeeefficiency,improvedknowledgetransferbetweenexpertsandnoviceemployees,improvedprofessionaldevelopment,reducedemployeeerrors,moreengagedemployees•Revenue/CostSavingsNet=Newrevenuestreams,costsavingsTechnologyVision2022GlobalBusinessandITExecutiveSurvey.TravelN=109TechnologyVision2022|/technologyvisionCopyright©2022Accenture.Allrightsreserved.Copyright©2022Accenture.AllrightsreservedCopyright©2022Accenture.Allrightsreserved.#techvisionProgrammableWorldExecutivesseethepotentialofsmartmaterialstoopennewbusinessopportunities.%38%81%SmartMaterialsPotential43%ofTravel38%81%SmartMaterialsPotential43%materialshavethepotentialtocreatenewbusinessopportunitiesfortheirindustryanddriveanewgenerationofcapabilities,propertiesandformfactors.AgreeStronglyAgreeTechnologyVision2022GlobalBusinessandITExecutiveSurvey.TravelN=109(AgreeNet=Agree/StronglyAgree)CopyrightCopyright©2022Accenture.Allrightsreserved.TechnologyVision2022|/technologyvisionTrend03TheUnrealCopyright©2022Accenture.Allrightsreserved.MeetmeintheMetaverseTechnologyVision2022|/technologyvisionCopyright©2022Accenture.Allrightsreserved.TheUnrealMakingSynthetic,AuthenticWhenitcomestopopulatingnewworlds,humansaretheprimaryresidents.Buthereonearth,wearealsotrackingtheemergenceofTheUnreal,atrendwhereourenvironmentsandbusinessesareincreasinglyfilledwithmachinesthatarepassablyhuman.ArtificialIntelligenceisbecomingmoresyntheticallyreal,andthebenefitofsyntheticdataanddigitalpersonswillbeacriticalmissionacrossallfunctionsandsegmentsofTravel.Atthesametime,peoplearecomingface-to-facewithbadactorsusingthistechnology—fromdeepfakestobotsandmore—ignitingagrowingconcernthatmayturnintothebiggesthurdleforhospitalityandtravelenterpriseslookingtogrowtheiruseofAI.Likeitornot,enterpriseshavebeenthrustintotheforefrontofaworldquestioningwhat’sreal,whatisn’t,andifthelinebetweenthosetworeallymatters.#techvisionTheUnrealTravelcompaniesneedtodoubledownonprotectingcustomers’privacytoallowthemtonavigatesafelyandconfidently.•Trustintechnologyandinformationsourcesacrossallmediaisheavilychallenged.AIhasplayedamajorroleinacceleratingthissenseofmistrust.•Artificialintelligencehasevolvedtobecomemorereliableandattractiveasabusinesssolution.BusinessesinthetravelindustryaretakingadvantageofAItoperformadministrative,operationalandcustomerservicetasks.•Ontheotherhand,sometravelersmightnottrustthevirtualhumanaspectsoftravel,suchasbots,humanoidsandunrealpersonasassocialinfluencers. TechnologyVision2022|/technologyvision•Whenitcomestosyntheticreality,everyonewillhavetodecidewhatisacceptableandnot.Brandsoptingintosyntheticrealitymusttakemeasurestoprotecttheconfidentialityandprivacyofrealcustomerdata.Customersandbrandsshouldagreetoanewsocialcontractthatgrantsbrands"permission"toutilizesyntheticdata.•Brandsthatarecognizantofandtransparentwiththeauthenticityoftheunrealworldwillbeabletoregaintrustfromcustomersinordertoleveragethisinformationtounlocknewopportunities.Copyright©2022Accenture.Allrightsreserved.#techvisionTheUnrealAmongstconsumers,thereissomereluctancetofullytrustAIanditsuse.42%ofconsumerstrustthatAItechnologyisbeingusedtoimprovetheirlivesandexperiences.35%trusthowitisbeingimplementedbyorganizations.HYPERLINK"/_acnmedia/Tho