111031 hsmai reiselivsdagen presentasjon av amadeus
TRANSCRIPT
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Total kontroll og en
verden av muligheter
Lars Wernblom
Commercial Director
Amadeus Scandinavia
Oslo
October 31, 2011
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UNDERSTANDING
Introduce and
implement solutions
Identify the reasons
why
Understand the
behaviour
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The younger, the more they book direct Number of trips
58% 50%
Source: Amadeus Scandinavia’s End Customer Segmentation study
2011
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Digital Natives are the future travelers
Age of personalization: Hear
me, see me, remember me
These future travelers will stay:
1. Mobile and always connected
to everything and everyone
2. Empowered to validate
everything
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Search behavior
Use search at any point in the journey
Start journey with search
Are generic searches
Source: “Analysis of purchasing process in the UK online travel market”,
Nielsen 2010
92%
35%
70%
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The era of personalization
…to customer centric search From traditional air travel search
Source: Forrester Research
Origin airport
Departure date
Departure time preference
Destination airport
Return time preference
Return date
Number adults/children/seniors
Class of service
”How much do I want to
spend?”
”What do I feel like
doing?”
”How long do I
want to stay
away for?”
”What else do I want
included in the trip”?
”How much do I want to
feel when I retun?”
”What do things look
and feel like?”
”Who will be
traveling with
me?”
”What do my friends
think?”
”What do I want included
in the fare?”
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It’s not only about price
Leisure traveller needs:
Fast search
Online guidance
Relevant information/inspiration
Offer targeted to their needs
Best price vs quality
Transparent prices & conditions
Source: Phocuswright
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Traveler Corporation
Booking channels
What goes online…
Leisure expectations
Mobile and connected
Social Media
The future travelers
Online Bookings
Streamlining travel related
processes
KPI: Satisfaction vs cost
Ancillary Services
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Where did you search for information?
2%
5%
7%
14%
15%
4%
38%
2%
12%
1%
1%
2%
3%
3%
10%
18%
23%
36%
Other
Search engine
Meta search
OTA
LCC website
Travel arranger
Airline direct
Booking tool
Travel Agency
No policy
Have a policy
Source: Amadeus Scandinavia’s End user study (air) 2009
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Where did you book the latest trip?
No travel policy Travel policy
17%
44% 3%
27%
48%
12%
6%
10%
12%
4%
11%
2%
2% 1%
Other
Internet Travel Agency
LCC website
Travel arranger
Airline website/phone
Corporate SBT
Corporate Travel Agency
26%
81%
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My time is ME time
During business trips:
72% research local restaurants and hot spots
63% connect with friends or family living close to the destination
29% use online/social networking sites to connect with or meet
new people
33% have taken their partner, children or friend with them on
business and extended the trip into a holiday
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The Future Business Travelers?
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Traveler Corporation
Booking channels
What goes online…
Leisure expectations
Mobile and connected
Social Media
The future travelers
Online Bookings
Streamlining travel related
processes
KPI: Satisfaction vs cost
Ancillary Services
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Increase adoption of self-booking tools
Online adoption increased +39% (TMCs) and +50% (Business) 2010/2009
-0.2
0
0.2
0.4
0.6
0.8
1
1.2
2008 2009 2010 2011
Corporate Online
Business TA Offline
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Self-booking tools drive Hotel bookings
26% 26%
19%
31%
13%
9% 6%
5%
28% 22%
7% 6%
Travel policy SBT
Other
Hotel website
Hotel Aggregator
Online TA
Travel arranger
Corporate SBT
Corporate TA
66% vs. 58% go to
TA channel to book
their hotel
Source: Amadeus Business Traveller Hotel study 2010 (1049
respondents)
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Streamlining Travel Related Processes
Source: BTN survey of 226 travel buyers
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Source: PhoCusWright
Balancing Cost vs Traveler Satisfaction
Top Challenges
Facing Travel
Programs
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Ancillary Service
Improve Traveller Experience
Secondary
revenue
stream
Augment
Retail
price
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4. Ancillary Services Here to Stay
Source: Study conducted by Forrester Consulting on behalf of Amadeus, Q4 2010
Revenues from ancillary services to grow 50%
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How Can You Meet These Trends?
Traveler Corporation
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Access to Relevant Airline Content
34
389
60
104
Global Total Number of Airlines
100
33
96
Highest Level of Access Full Content
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Low Cost Carriers Airlines booked by Scandinavian Travel Agencies
35
Ticketless Access Custom Fares Net Check
Ticketless Access Direct Connect Net Check
All Fares Custom Fares Net Check
Access Update + Int. Sell Direct Access Direct Acc. + Direct Sell
Full Ticketing
ATLA or Equivalent
SSR Epay
All Fares or Equivalent
Access Update + Int. Sell Direct Connect Net Check
All Fares Custom Fares Net Check
Via LH Custom Fares Net Check
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Forget one-size fits all! A 360-degree, multi-pronged approach
Help ensure 100% bookability and control of hotel
programs + facilitate TA conversions
Rate / content optimization
Hotel Store Multisource prepaid commission guaranteed Unique
search-engine powered comparative shopping
within existing points of sale (Hotels Plus, AetM,
WS)
Aggregator content
6000+ independent hotels commission guaranteed +
private content
Flexible integration of independent small/ medium chains or IT
systems
LinkHotel / private content
5 1 3 4 2
The top 300+ Chains
Continue to add key new chain content and extend content
and best rates
Amadeus GDS Hotel content
5 1 3 4 2
Full Relevant Hotel Content
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Rail travel is growing
In 2009, 30 billion rail pax
1,6 billion travelled long-distance
Coming 15 years, nearly 12 000 km of
high speed track will be built in Europe
The network will connect large
numbers of major cities across Europe
Rail grew market share from 49 to
68% 2010 vs 09 on STO-GOT
90% say they would like to see rail
fares displayed alongside air
Source: Tnooz, SilverRail Technologies
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Conclusion
…we have to
Understand and meet the expectations of the
New Empowered traveller…
Go Online !