The European Business Review - July-August 2019

62 The European Business Review July - August 2019

Photo Above: Autonomous Travel Suite Diagram

Photo Below: Autonomous Travel Suite Night View

of related industries, creating threats to some industries and

opportunities for others.

Aprilli, a Toronto-based design studio, is the first to

propose the concept of Transpitality, the idea of a mobile

hotel room based on autonomous driving technology: the

Autonomous Travel Suite^1. The idea, which won the 2018

Radical Innovation Award’s grand prize, is of a transpor-

tation vehicle and a hotel room combined. Designed like

hotel guestrooms and equipped with sleeping and working

areas and a washroom facility, the Autonomous Travel Suite

provides more comfort and privacy than flying, driving or

taking the train, letting travellers use their travel time more

efficiently and productively and in a more convenient and

cost-efficient way.

How Would Autonomous Driving Technology

DisruptRelatedIndustries

• Automotive
  When autonomous driving technology becomes commer-
  cialised, an automobile will be redefined as an interior space,
  rather than a means of transportation. As the driver will
  no longer be needed, the interior and exterior of a vehicle
  will need to evolve to increase space efficiency and to
  better support the passenger experience. The vehicle will
  be equipped with various features such as washroom units,
  work desks, video monitors, a minibar, storage and even
  beds.Carmakers’successwilldependonhowtheydesign
  thepassengerexperienceratherthanonsimplyimproving
  fuel efficiencyor mechanicalaspects.It will be necessaryto
  developproductsaccordingto consumers’specificneeds
  (e.g.,anentertainmentcar),ratherthanfocussingoncar
  sizeandtype(e.g.,a luxurysedan).Forexample,automo-
  bilecompanieswillneedto developa carthatmaximisesthe
  restfunction,suitstheworkenvironmentoremphasisesthe
  entertainmentfunction.Automobilecompaniesmighteven
  haveto design dualmodes – drivingmode andsleeping
  mode– toaccommodatea customer’sdifferentneeds.


• Domestic Airlines
  The airline industry, especially domestic airlines, is likely
  to be threatened by autonomous mobile hotel rooms.
  Compared to domestic flights, which require check-in,
  security screening, multiple transfers (with potential

advantages make autonomous vehicles ideal platforms for

long-distance travel. What has been overlooked is how this

technological advancement will redefine what an automobile

is, and how related industries should rethink their scope of

businesses accordingly.

Transpitality, a word integrating transportation and hospi-

tality, will become a new type of business utilising autonomous

vehicles in the future. There will be new demands for various

kinds of services including food & beverage, entertainment,

infotainment, room service and maintenance, as travellers

will choose to use their time more productively while travel-

ling inside autonomous vehicles.

Autonomous driving technology, along with other

emerging technologies such as Artificial Intelligence, Big

Data, 5G and the Internet of Things (IoT), will create new

opportunities in the future and this will change the landscape

For business travel within a 4- to 10-hour driving distance, or travels

requiring multiple stops, the autonomous mobile hotel rooms will be a

much more convenient option with lower cost and better connectivity.

1. http://www.aprilli.com/autonomous-travel-suite

The Future of Transportation