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Technology for the Tourism industry March 2012

High Level Committee EU

Stimulate SME visibility and business within the Tourism industry

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� Key challenges for travel companies

� Enabling the travel chain

� Case study 1. IT Platform for SMEs

� Case study 2. Online Shopping technology

� Case study 3. Mobile

Agenda

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� Optimize distribution capabilities across all relevant channels

� Become visible (efficient marketing) and relevant (personalized your offer) in an increasingly complex online environment

� Enrich the travel experience of your customer

� Stay connected to your customer/traveler from travel planning phase to post-trip

� Do all the above efficiently

1. Key challenges for travel companies (& SMEs)

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2. It is about enabling the travel chain

through Technology

Post TripOn The Move

Check-in & Boarding

Booking Ticketing

Shopping

Trip

Planning &

Pricing

PRE-TRIP ON-BOARD AT DESTINATION POST-TRIP

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Increase Tourism footprint in Europe : increase demand for European SME products and services

� The main objective is to facilitate the distribution and marketing of local/regional tourism SMEsacross the established indirect and direct tourism distribution channels.

� The Platform solution results from a ‘pincer-like’ strategy :

� Macro-level - leverage local destination marketing content, as aggregated by National Tourist Offices (NTOs) and Destination Marketing Organisations (DMOs), in order to promote increased demand for tourist trips targeting European destinations.

� Micro-level - provide the technology and training necessary to launch the SMEs into international distribution and booking networks so enabling them to compete and collaborate with other national or international players for current and increased demand.

2. (i) Case Study 1. Technology Platform for SMEs

Destination Marketing

Content

Raise profile of

Europeandestinations

Integrate SME purchaseablecontent into global booking channels

SME participation in digital value networks

boosts their competitivity in the face of increased demand.

NTO

Tourism platformSMEs

DMO

Inventory and otherpurchaseable

(ticketable) content

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� Promote Europe as a destination : using Destination Marketing information together with Semantic Search

parameters (including Green / Sustainability criteria options), highlighting minimum AIR travel and Hotel Rates per destination city (as captured from available local Hotel inventory and rates data).

� SME hotel inventory management : provide a portal through which SME hotels can load and manage their inventory and rates, for booking and (if relevant) prepaid purposes.

� Distribute Semantic Search and Destination Hotel content : via web services to all major global booking

channels e.g. GDSs and their global travel agency subscriber communities, OLTA giants such as Expedia, major Tour Operators and Travel Provider.coms;

� Provide a dedicated European B2C web-site : as one recipient linked to the Search and Distribution engine.

� Distribute bookings to local destination SME Travel Agency subscribers : for selections made by travelers on the B2C website, and handle their commissions and settlement arrangements with SME providers.

� Provide a ‘Self Marketing Platform’ for SMEs : allowing SME subscribers to maintain their own Destination

Profiles by checking their products and services against a selection of relevant Semantic Search parameters used by travelers to determine their travel destinations. ‘False claims’ could be countered by Traveler Feedback

information used as ‘counter weight’ in Search algorithms. The platform could usefully keep a track of ‘Traveler

Search’ Profiles with associated Look2Book ratios, as a facility for SMEs to understand the market place and their positioning within it.

� Promote Business Partnership and Joint Offers : – by allowing platform subscribers to link their destination profiles to others which share/offer complementary semantic attributes, providing opportunities for joint marketing

/ pricing of products and services; such links could feed back as relevant attributes into the Inventory database

and Search engine so promoting SME visibility in an increasing portion of Traveler Searches. (See details of Platform design and proposed services in the next slide)

2.(ii) Proposed Platform - Business Functions

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3. (i) Case Study 2. Travel Search & Shopping

� Travel Search & Shopping process has become critical to engage customers

� Latest PCW-Amadeus IT study provide some valuable information about current trends in key markets

� Amadeus IT continues to invest strongly in this area: i.e Extreme Search

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3. (ii) Amadeus Extreme Search.

Activity driven search

“I want to take a relaxing break in 3 weeks from now,

where can I go?”

� You determine activities to push forward (beach, ski...), and which destinations to reference for each activity, allowing a customized approach for each website’s targeted market(s)

� Flexible end users will find new ideas and finalize their vacation plans, therefore increasing likeliness of conversion

� A similar concept is to request a geographical region (e.g. North America) or list of destinations (Mexico City or Sao Paulo).

Phuket – ThailandEnjoy the ocean and the spas, and recharge

your batteries. From €750.

Oslo – NorwayDiscover the fjords and their soothing

atmosphere. From €350.

Select

Select

Our relaxing destinations for the period July 15th-July 22nd:

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3. (iii) Use case 2: Budget-driven search

“I’ll treat myself with a travel to a place far away... Where

can I go within my budget of €900?”

� This is an open destination

search: the possible

destinations are determined

based on the specified

budget.

� End users can quickly see

where their budget can take

them. They can spot a good

deal they wouldn’t have

thought of.

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4. Case study 3. Mobile technologies

10 Source: ‘’The always connected traveller ‘’ Amadeus IT

� Mobile Technologies are impacting every step of the travel process.

� They represent a unique opportunity for travel companies to stay connected to their customers

and offer a wider variety of products and services to their customers at different stages of the travel life cycle