customer journey in travel and tourism: information ... · confidential & restricted 1987...

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Customer Journey in Travel and Tourism:

Information Technology is everywhere

Monika WiederholdGeneral Manager

Amadeus Germany GmbH

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Amadeus: From CRS to Global

Travel Eco System

Monika WiederholdGeneral Manager

Amadeus Germany GmbH

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Global IT company

2018

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1971 Start-up

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1987 Amadeus is founded as GDS

Amadeus world-leader in number of travel agencies

1995

1998 One million bookings in a single day

From CRS to GDS

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2010 Diversification into IT Solutions

2000 Launch of AltéaAirline IT

From GDS to IT Solutions

CorporateIT

RailIT

HotelIT

Airport IT

Airline IT

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Airline IT: Passengers boarded

in millions

Amadeus: Global Travel Eco System

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Ongoing From B2B to B2B2C

The traveller is at the centre of what we do.

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Customer Journey in Travel and Tourism:

Information Technology is everywhere

Monika WiederholdGeneral Manager

Amadeus Germany GmbH

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3Daten strukturieren& Prozesseautomatisieren

Source: statista

Travel isn’t linear.

What are the typical

moments when people turn

to technology to do something around “Travel”?

Digital Moments in Travel

I’d love to travel

1 I want to check what’s offered

2

Decided…let’s book!

3

Can’t wait to explore

4

Trip is over – next?

5

Digital Moment 1:

I’d love to travel

How to get in touch?

“When you’re not on Social Media you don’t exist.”

Influencer, 23 years

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Social interaction:Be there.

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Blog

How to

Social interaction:Be useful.

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Social advertising

Visual “snackable” Content

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Wenn ihr einen ruhigen Strand für euren Karibikurlaub sucht, bietet sich die kleine Insel Barbuda an. Sie gehört zu den Kleinen Antillen und ist die Heimat von rund 2.000 Menschen, welche überwiegend vom Fischfang

und Hummerfang leben. Auf Barbuda ist Lighthouse Bay ein beinahe unberührter Strand vor der malerischen Kulisse des flachen Inselinneren. An diesem Strandabschnitt spielt der Naturtourismus eine wichtige Rolle

und es gibt nur wenige Hotels und Urlaubsunterkünfte. Entsprechend viel Platz für einen Strandspaziergang oder einen Badetag am Meer

bietet dieser Küstenabschnitt der Karibikinsel. Mit etwas Glück bekommt ihr hier am frühen Morgen die Fischer zu sehen, wenn sie mit ihren

Booten auf das Meer raus fahren.

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On board: MS Bremen

Inspirational moments are significantly

influenced by Technology.

Digital Moment 2:

I want to check what’s offered

Consumers search…

Multi-device

Multi-platform

Supplier-agnostic

60%of all travel

searches start on mobile devices.

Source: Google

Relevance iseverything8 Seconds

What do consumers search for?

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3Daten strukturieren& Prozesseautomatisieren

Source: statista

A “sea of data”

2016 2025

16,1

163Forecast: Digitally produced amount of data (in zettabyte)

Source: statista

To create individual relevance you must use

data.

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It doesn’t have to be complicated.

Source: Galapagos PRO

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Where do people search?

Where do you first look for flights?

Metasearch OTA Airline Website

Agency Review Websites

Other

27%

25%24%

6%5%

13%

Source: Amadeus „Embracing Airline Digital Transformation“, 2017

Your flight results…

Feed / Batch

Pricing

Shopping

Platform

(PSP)

- Price checks

- Interline checks

- Ticket

availability

check

Master Pricer (WBS/Trx)

Fe

atu

red

Re

su

lts

Master Pricer Avail.

Cache

+ LogicMaster Pricer Request & Reply

Instant SearchRequest & Reply

Extr

em

e

Se

arc

h

Insta

nt

Cale

nd

ar

Ma

ssiv

e

MP

Feed

Cache

Xtr

em

e

Price

r

Application

Logic

Massive

Computation

Platform

(MCP)

Blue Box Cache

Manager

Folder per customer

computation

Cheapest + cheapest direct

flight details

4 most frequently

bookedwith all flight-

fare info

MSP cachesper customer

Cheapest public& private

Top 4 per O&D/Date/

Ready to book: Cheapest,

Fastest, Popular,

Sponsored

Insta

nt M

P

Va

lue

Se

arc

h

a LOT of technology

Fares

Taxes

Schedules

Availability

SimplifiedJourney

Construction

Fare Expertise

Availability

Pricing

Journey Server

Schedules

Fares

Availability Server

Avail. Cache

Taxes

Fares

Search Request

Search Reply

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Amadeus Fare Search compared…

51.667 searches per second

20.000 searches per second

10.115 searches per second

6.205 searches per second

Online is the channel of the future. But…

Millenials

(1980-2000)

still use travel agencies

Do YOU?

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Consulting beyond the counter

The search process is heavily supported by

Technology.

Digital Moment 3:

Decided…let’s book!

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Mobile booking increases.

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Gm

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Trav

elta

inm

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Gm

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19

2325

2830

3335

2015 2016 2017 2018 2019 2020 2021

Germany: Percentage of mobile bookings in all online bookings

Source: Phocuswright German Online Travel Overview 2017

What is it that Ancillary Champions

do better?

50 %They generate up to

after booking.

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Amadeus Mobile: Ancillaries

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Chattinghas been the

fastest growing communication

behavior

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Whichairlines havechatbotinitiatives?

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Flight bookingchatbots

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The use of Technology will enable new

methods of booking.

Digital Moment 4:

Can’t wait to explore

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Consumersexpect thingsto runsmoothly.

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Virtual assistantsand AI will playa major role.

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Voiceis the mostintuitive interface.

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ent

Gm

bH

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Trav

elta

inm

ent

Gm

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The fight forthe livingroom…

Amazon Echo Show

Amazon Echo Dot

Google Home

Apple HomePod

Amazon Echo

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Trav

elta

inm

ent

Gm

bH

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Trav

elta

inm

ent

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Consumersexpect thingsto beconnected.

How toboard an A380 in 20 minutes: Biometrics

Indoor Navigation: Situm

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Contextsensitive suggestions

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Am

adeu

s G

erm

any

Gm

bH

Red Roof Inn “Stranded at the airport”

Source: MMA Global Case Study

Technology will largely shape the travel

experience.

Digital Moment 5:

Trip is over – next?

360 °Customer View

Customer Lifetime Value

DisruptionScore

Average flightdistance

Flights last 365 days

AdvancePurchase

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Segmentation(e.g. DINK)

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ent

Gm

bH

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Trav

elta

inm

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PurchaseHistory

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DisruptionHistory

Travel to theselocations before

ruined bytourists

Nicaragua

Start your vacationlike a local: Local

cuisine on board. Day Trip to Little Corn

Island.

Select

Inspire Shop Book24-48 hrs. after booking

Would you like a window seat to

get a view of thelakes?

Book

Leave today on longer route

„Dear John, Share your

experience for1.000 MyFly

miles for yournext vacation.“

Stay at ColonialHotel

Flight cancelled

48-24 hrs. before flight Check-in Airport On-Trip Post Trip

Dept. Manager Cultural Purist

Segment

Urban dweller (travelsfor genuine experiences)

PreferencesWindow seatLocal specialities

Disruption HistoryRecently disrupted

Technology supports the entire Travel Value Chain.

Digital Moments in Travel

I’d love to travel

I want to check what’s offered

2

Decided…let’s book!

3

Can’t wait to explore

4

Trip is over – next?

5

1

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Technology is everywhere.

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Thank you

Internship / Final thesis: tweber@de.amadeus.com

Influencer: video-solutions@amadeus.com

Start-up idea: ventures@amadeus.com

Just for travel: checkmytrip.com

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