Mobilizing the Travel Industry

Mobile Thinking Days go in search of smarter tourism

18/02/2015 Barcelona

The digital transformation of tourism will be debated at Mobile Thinking Days, a forum series backed by IESE and Mobile World Capital Barcelona / Photo: Edu Ferrer

First it was the Internet. Then came changing consumer behaviour. Now it seems that mobile is set to shake up the travel industry.

Globalization, collaborative consumerism and digital disruption are already driving headwinds of change and forcing the travel – and other – sectors to rethink business models and devise strategies to negotiate uncertainty. On top of this, travel executives are now having to grapple with a transition from online to mobile that is set to revolutionize the industry.

With smartphones, tablets and handheld devices ubiquitous – in the home, the workplace and the travel space – corporations and suppliers will need to determine the most effective ways to react to and optimize the mobile revolution.

Mobile Thinking Days

IESE has teamed up with Mobile World Capital and digital consultancy RocaSalvatella to examine the challenges and opportunities that digital technologies represent for tourism. In the run up to the Mobile World Congress, a sequence of Mobile Thinking Days will bring together more than 30 specialists in innovation, e-business and marketing. Meeting them will be representatives from major players in the tourist industry.

Transforming Tomorrow’s Tourist Experience

The series will examine how the industry can foster the implementation of smart solutions that use mobile technologies to transform the tourist experience of the future. They will also call on their collective expertise to analyze the potential of digital technology to drive business development and industry growth.

Heads of working sessions include Oscar Pallarols, director of the Smart Living Program at Mobile World Capital Barcelona; Javier Zamora, IESE professor and academic director of Mobile Thinking Days; and IESE Professors of Information Systems Sandra Sieber and Josep Valor, who holds the Indra Chair of Digital Strategy, will also participate.

Together with Nuria Oliver, scientific director of Telefónica R&D, and Javier Creus, founder of Ideas for Change, they will analyze business cases and look for lessons from new paradigms already in trial in smart cities such as Barcelona, Stockholm and Boston.

Mobile World Congress Forum Finale

Two Mobile Thinking Days have been held so far at IESE and at the Mobile World Centre in Barcelona. And another workshop will take place on February 26 before the forum series concludes on March 2, with a double session at the GSMA Mobile World Congress and 4Years From Now.