tnooz-mtt webinar: the evolution of mobile travel: where to invest next?
TRANSCRIPT
The image part with relationship ID rId2 was not found in the
826 October 2016 Copyright © Mobile Travel Technologies Limited
MTT In NumbersM
Revenue
VIP red button service
Hotel Booking
Air Booking
Limited Hotel or Air booking
Traveller Check-in / Safety Notifications
Client Business Rule driven push messaging
2016 Mobile Trends
Virtual Agents Duty of CareRemoving Friction | Multi Platform | Mobile Payments | Context | |
The image part
Not strictly linear, but later functionality should not take wholesale precedence over preceding stages
Introducing EVOM - Evolution of Mobile TravelMTT’s framework helping airlines and TMCs to align and prioritise
digital investments to support their key goals and objectives
Balanced Functionality
FOUNDATIONACQUISITION
& ENGAGEMENT
REVENUEOWNING THE TRAVELLER
MOBILE FIRST
The image part
The Evolution Of MobileMapping performance versus competitors
FOUNDATION REVENUE ACQUISITION & ENGAGEMENT
OWNING THE TRAVELLER
MOBILE FIRST
The image part with relationship ID rId2 was not found in the
1426 October 2016 Copyright © Mobile Travel Technologies Limited
MTT In NumbersM
Revenue
VIP red button service
Hotel Booking
Air Booking
Limited Hotel or Air booking
Traveller Check-in / Safety Notifications
Client Business Rule driven push messaging
Foundation - The Price of Entry
• Getting the key functionality right – achieving sleek simplicity and a seamless experience in search, booking, flight management
• Delighting customers with user-centric design and leveraging OS technology for speedy, seamless usage
• Should incorporate good use of UI and UX
• Avoid user frustration and meet passengers minimum expectations
TMCS:
Multi-platform availability
Basic in-App Messaging
Great Visual Design
Trip History
Basic Itinerary Services
Native App Support
AIRLINES:
Basic Flight Status
Search & Book Flights
OS-Integrated
Boarding Passes
My Bookings
Social Share
Offline Views
The image part with relationship ID rId2 was not found in the
1526 October 2016 Copyright © Mobile Travel Technologies Limited
Foundation Work is Mandatory
The image part with relationship ID rId2 was not found in the
1626 October 2016 Copyright © Mobile Travel Technologies Limited
Users will abandon any service they cannot figure out or that doesn’t perform to standard
88% of travellers with smartphones would switch to another site or app if yours doesn’t satisfy their needs.
The image part with relationship ID rId2 was not found in the
1726 October 2016 Copyright © Mobile Travel Technologies Limited
TMCs - The itinerary is where it all comes together
V
The image part with relationship ID rId2 was not found in the
1826 October 2016 Copyright © Mobile Travel Technologies Limited
95% of BCD Travel’s TripSource® users return to the app month after month
The MTT Take: Beautifully designed itineraries that have a great user experience and well placed, easily consumed travel inforamtion, will attract and keep users.
The image part with relationship ID rId2 was not found in the
1926 October 2016 Copyright © Mobile Travel Technologies Limited
The MTT Take: What was once innovation quickly becomes the standard. This is the pace of change of today’s digital travel landscape. Airlines and TMCs need to offer new innovative digital travel services as technology changes to stay relevant and to stay connected to the traveller.
MTT in NumbersMTT In NumbersMScreenShot2016-07-28at
14.36.07
Revenue
VIP red button service
Hotel Booking
Air Booking
Limited Hotel or Air booking
Traveller Check-in / Safety Notifications
Client Business Rule driven push messaging
Success Breeds Expectationü High utility features will in time move to
foundation pillar
ü Email parsing: forward emails to [email protected]
ü Flight Status Alerts
The image part with relationship ID rId2 was not found in the
2026 October 2016 Copyright © Mobile Travel Technologies Limited
Calendar Booking Flight StatusOS Integrated Boarding Pass
Foundation Features For Airlines
The MTT Take: Today’s travellers demand a seamless digital experience. Travel brands are now defined by that digital experience and a great mobile experience is central to a successful, wider digital travel strategy.
The image part
The MTT Take - Foundation
ü Customers expect great foundation features
ü Simplicity is often difficult to achieve but must be the aim
ü Ultra-connected travellers demand a seamless digital experience.
ü In the UK alone, travel companies lost £2.7 billion in 2014 due to a poor mobile experience (Tnooz, August 2015)
The image part with relationship ID rId2 was not found in the
2326 October 2016 Copyright © Mobile Travel Technologies Limited
MTT In NumbersM Revenue Focus for Airlines
Driving App ROI:• Mobile presents many opportunities for increasing the value
of every customer interaction
• Self-service functionality
• Cross-sell and upsell
• Ancillaries incorporated
• Driving engagement with push messages
AIRLINES:
Rebooking & Self Service
Push Messaging & Retargeting
Upsell: Wi-Fi
Priority Boarding, Seat Upgrades, Trip Insurance
Book Flights With ‘Air’ Ancillaries In-Flow
The image part with relationship ID rId2 was not found in the
2426 October 2016 Copyright © Mobile Travel Technologies Limited
MTT In NumbersM
Revenue
VIP red button service
Hotel Booking
Air Booking
Limited Hotel or Air booking
Traveller Check-in / Safety Notifications
Client Business Rule driven push messaging
Revenue focus for TMCs
• Generate revenue streams through unique TMC value
• Improve your Hotel Attach rates and commissions
• Use smart user experience to drive loyalty to the travel program, policy adherence, and repeat bookings
TMCs
VIP red button service
Hotel Booking
Air Booking
Limited Hotel or Air booking
Traveller Check-in / Safety Notifications
Client Business Rule driven push messaging
The image part A TMC Example:
Corporate Messaging
Timely contextual messaging can make the difference in supporting travel programs and savings to their bottom line
The image part A TMC Example:
The Importance of Reducing Friction: Hotel Booking on TripSourceü Elegantü Deceptively simpleü Painless payment
The image part
Revenue Focus for Airlines
We’ve seen over 50%increase in client mobile revenue from targeted push messaging.
Ancillary Upsell Mobile Push
The image part
25%of corporate travel bookings will be made via mobile by 2017
By 2019 the number of airlines offering non-airline services on their app will jump from
45%-80%SITA Airline IT Trends 2016
51%Of US travellersprefer to book on a mobile device
Tnooz June 2016
Apps accounted for 57% of all mobile travel bookings in the first quarter of 2016.
Criteo Travel FrashReport, May 2016
Mobile is accounting for more travel revenue YoY
The image part The MTT Take - Revenue
• Mobile revenue is there to be taken – if you have great execution
• Contextual, in-flow ancillaries will drive revenue
• A great user experience will drive engagement and conversions
• Never underestimate the power of intelligent push messaging
• Success in the revenue EVOM “pillar” will allow for investment elsewhere
The image part with relationship ID rId2 was not found in the
3126 October 2016 Copyright © Mobile Travel Technologies Limited
MTT in NumbersMTT In NumbersMScreenShot2016-07-28at
14.36.07
Revenue
VIP red button service
Hotel Booking
Air Booking
Limited Hotel or Air booking
Traveller Check-in / Safety Notifications
Client Business Rule driven push messaging
Acquisition & Engagement
Acquiring & engaging your passenger:
• Consistently driving app downloads
• Engaging existing customers with features that encouragesrepeat use
• Consistency across platforms
• Developing an app that “knows” it’s users
• Saved profiles and personalisation
TMCs:
Multi-airline Check in
Flight Status Alerts
Trip Customisation / Email parsing
Social Sharing
Cross Platform support
AIRLINES:
Integrated Mobile Marketing
Personalisation of In-App Experience
Saved Profiles, Preferences
Last Searched Widget
Abandoned Basket Pushes
Mobile-Only Deals
The image part with relationship ID rId2 was not found in the
3226 October 2016 Copyright © Mobile Travel Technologies Limited
Iris:go - Capita Travel & Event’s App Promotion on Website
The Importance of Marketing
Dedicated Website for Tripsource® by BCD Travel
Etihad Airways – Prominent App Promotion on Homepage
The image part with relationship ID rId2 was not found in the
3326 October 2016 Copyright © Mobile Travel Technologies Limited
MTT In NumbersM Smart Marketing
BCD Travel ‘Tripster’ email to promote usage of Tripsource app to all business travellers
easyJet‘Mobile Mondays’ promotion to drive bookings and use of Apple Pay
The image part with relationship ID rId2 was not found in the
3426 October 2016 Copyright © Mobile Travel Technologies Limited
Video is a Key Medium
Singapore Airlines App Launch Promo Video:
The image part with relationship ID rId2 was not found in the
3526 October 2016 Copyright © Mobile Travel Technologies Limited
MTT In NumbersM
Revenue
VIP red button service
Hotel Booking
Air Booking
Limited Hotel or Air booking
Traveller Check-in / Safety Notifications
Client Business Rule driven push messaging
‘Money Can’t Buy’ Promotion of Your App
MTT’s Apps have reach 96 number 1 travel app positions in App Store & Google Play
774 App Store promotions in the last two years
The image part
The MTT Take – Acquisition & Engagement
• App marketing is often an afterthought
• Consistent planning on acquisition and engagement is required
• Show your customers that you know them and they will reward you
• This pillar is in the center because it supports all of the others –don’t under-estimate its importance
The image part with relationship ID rId2 was not found in the
3826 October 2016 Copyright © Mobile Travel Technologies Limited
MTT in NumbersMTT In NumbersMScreenShot2016-07-28at
14.36.07
Revenue
VIP red button service
Hotel Booking
Air Booking
Limited Hotel or Air booking
Traveller Check-in / Safety Notifications
Client Business Rule driven push messaging
Owning the Traveller
End-to-End Travel Experience:
• Delivering a great experience across all digital touchpoints is key to maintaining ownership of the traveller
• If you don’t own the traveller someone else will
• A door-to-door travel companion
• Added-value content
• Ground ancillaries included
AIRLINES:
Day of Travel Experience
Auto-Bag Tracking
On-Board Experience
Full Itinerary Management
Native Ground & Hotel Transport Options
Destination Guides / Tour Booking
The image part
76%of travellers would use real-time mobile baggage notifications if available
SITA Passenger IT Trends 2016
TravellersCrave Mobile Assistance
74%Would use flight and gate updates on their mobile if available
SITA Passenger IT Trends 2016
65%Would access entertainment services on-board via their own devices
SITA Passenger IT Trends 2016
Day of Travel Support is in Demand
The image part with relationship ID rId2 was not found in the
4026 October 2016 Copyright © Mobile Travel Technologies Limited
M- A Airlines TT in NScreenShot2016-07-28at
14.36.07
Day of Travel NotificationsRemove Travel Pain Points
Owning the Traveller
The image part with relationship ID rId2 was not found in the
4126 October 2016 Copyright © Mobile Travel Technologies Limited
M- A Airlines TT in NScreenShot2016-07-28at
14.36.07
Singapore Airlines Destination GuidesEngaging the customer at every stage of their journey from planning and booking to destination
Owning the Traveller
The image part with relationship ID rId2 was not found in the
4226 October 2016 Copyright © Mobile Travel Technologies Limited
ScreenShot2016-07-28at
14.36.07Google Owning the Traveller
The image part with relationship ID rId2 was not found in the
4326 October 2016 Copyright © Mobile Travel Technologies Limited
MTT in NumbersMTT In NumbersMScreenShot2016-07-28at
14.36.07
Revenue
VIP red button service
Hotel Booking
Air Booking
Limited Hotel or Air booking
Traveller Check-in / Safety Notifications
Client Business Rule driven push messaging
TMCs Owning the Traveller
Agents are a TMC’s Greatest Asset:
• Eliminate redundant tasks where possible
• Leverage agent experience; consulting expertise
• Improve customer service while also reducing costs
TMCs:
BOTs/Virtual Travel Agents
Traveller Profile Integration
Agent view of traveller customisation
Mobile Chat with Dedicated Agent
Out of programme alerts / missing segments
Click to call / email / text
The image part
Extend agent activities to the device!
Travellers demand continual innovation to make their service needs easier and more efficient for them.
The MTT Take: A TMC’s digital strategy should amplify and extend agent expertise into ‘mobile moments’ that make the business travel experience smoother
The image part with relationship ID rId2 was not found in the
4526 October 2016 Copyright © Mobile Travel Technologies Limited
MTT in NumbersMTT In NumbersMScreenShot2016-07-28at
14.36.07Bots are changing the Game: Beyond Apps
ü Easily repeatable actions can be performed by a virtual agent
ü Better profiles and rich content keeps the experience alive
ü Any complex discussion is sent to a live agent to consult, yet in a seamless way to the user
The MTT Take: Bots are the next step to creating a 5 star service experience while decreasing your costs.
The image part
The MTT Take – Owning the Traveller
• Everyone wants to own your passenger
• You must understand the passenger journey and create opportunities to add value throughout
• Give your passengers a reason not to delete your app
• Succeed here and revenue will follow fast
The image part with relationship ID rId2 was not found in the
4826 October 2016 Copyright © Mobile Travel Technologies Limited
MTT in NumbersMTT In NumbersMScreenShot2016-07-28at
14.36.07
Revenue
VIP red button service
Hotel Booking
Air Booking
Limited Hotel or Air booking
Traveller Check-in / Safety Notifications
Client Business Rule driven push messaging
Mobile FirstMobile in it’s purest form
• Mobile first is a mindset and business strategy
• Maximum use of device potential
• Innovation-led
• Always thinking “what’s next”
• Using mobile to delight customers
• Becoming a one-stop-shop for all traveller needs
AIRLINES:
Touch ID / 3D Touch
Apple Pay / Google Pay / VCNs
IROPs Handling
Streaming IFE On Tablet / Download To Device
PersonalisedAncillary Offers Based On Booking History
3rd Party Integrations
TMCs:
Apple Pay / Google Pay / VCNs
Predictive Instruction (road conditions, TSA wait time)
Passbook Integration
Flight Radar
Extended, relevant content and services
The image part with relationship ID rId2 was not found in the
4926 October 2016 Copyright © Mobile Travel Technologies Limited
ScreenShot2016-07-28at
14.36.07IFE Companion AppSingapore Airlines
Apple PayeasyJet
Apple WatchSingapore Airlines & easyJet
Mobile First
The image part
Leverage Advancements to Handsets and Operating Systems
ü Itinerary apps have to catch up to the market in this area.
ü If they do, they can differentiate to a market lead.
Fingerprint ID Google Now Siri link to app
The image part with relationship ID rId2 was not found in the
5126 October 2016 Copyright © Mobile Travel Technologies Limited
MTT in NumbersMTT In NumbersMScreenShot2016-07-28at
14.36.07
Revenue
VIP red button service
Hotel Booking
Air Booking
Limited Hotel or Air booking
Traveller Check-in / Safety Notifications
Client Business Rule driven push messaging
Frictionless Payment
• Traditional traveller profiles must be made available• Innovative integration must happen in this area• Make it easy for travellers• Next step: virtual cards
The image part
The MTT Take – Mobile First
• It’s not easy to create a mobile-first mindset
• Other pillars may require more attention
• However, if you are serious it should be the ultimate goal
• Create a mobile innovation or “labs” team
• Set yourself a ’mobile first’ deadline
The image part An EVOM Focused Mentality
• Innovation as a KPI• Always thinking “mobile first” & pushing boundaries• Ongoing competitive analysis and benchmarking• Customer experience at the heart of the process• Board level support
The image part
The Evolution Of MobileMapping performance versus competitors
FOUNDATION REVENUE ACQUISITION & ENGAGEMENT
OWNING THE TRAVELLER
MOBILE FIRST
The image part MTT
A Provider of Sophisticated, Award-Winning Apps and Innovative Mobile Services for Airlines, TMCs and Travel Companies worldwide.
Thank you!
Send your questions and comments to [email protected]
Replay and presentation will be available on www.tnooz.com