·
Future
trends in travel technology discussed at Arabian Travel Market
·
Shifting
customer behaviour, distribution evolution and the changing dynamics within
direct and indirect sales channels and the digital transformation come under
the spotlight
A
panel of travel technology experts from Sabre, wego and Tajawal, came together at
the Travel Tech Show at the Arabian Travel Market yesterday (Sunday 22nd
April) to discuss the defining evolutions of hospitality technology.
During
a panel discussion entitled “Distribution evolution and the latest industry
trends”, panelists addressed the issues that are becoming increasingly
prevalent throughout the the Middle East travel industry, which continues to
evolve, driven by high adaptation of the latest technologies and significant
growth in the online space.
The panel identified three main
global trends that are transforming the future of travel including; shifting
customer behaviour, distribution evolution and the changing dynamics within
direct and indirect sales channels and the digital transformation.
One of the first issues
discussed was that of fragmentation during the customer experience. “Industry
stakeholders - providers, intermediaries and sellers – need to work together to
complement each other’s roles and address the industry changes collectively.”
said Fatin Said, Regional Communications Manager, Sabre Travel Network, Middle
East.
“We all need to recognise
how data can be used intelligently across the sector to achieve personalisation
and how to recruit emerging technologies to improve the traveller experience.
They need to work towards a less fragmented travel ecosystem,” added Said.
Talking about customer
expectations Said explained that it is no secret that today’s travellers want
an optimal holistic experience. “They are accustomed to personalised offerings
and services from other industries and expect a similar level of personalisation,
experience and flexibility. Consider
Netflix – approximately 75% of what people watch is based on recommendation
algorithms.”
In a commissioned study Sabre conducted in the UAE
last year, it found that 46% the UAE travellers are willing to be loyal to a
brand if they provide them with personalised offers.
“Mobile is also key to capturing people’s loyalty
and winning the consumer game. Travel suppliers need to deploy advanced mobile
and marketing strategies to serve the tech-savvy traveller, who expect to
search and book on mobile. Travel players should be able to provide and offer
travellers precisely what they want, when they want it, at every step of their
trip on the device they choose!” added Said.
The shift in consumer expectation is changing the landscape of
travel distribution. Travel suppliers are increasingly looking for ways to
differentiate their offerings – looking to market to travellers in new ways –
to maximise their revenues. New standards, such as New Distribution
Capability (NDC), are becoming increasingly adopted by airlines experimenting
with their distribution strategies.
However, NDC is just one
component of a wider shift in retailing and distribution in the travel
industry, and this year Sabre is developing innovative new technology that will
help suppliers to tell their stories effectively through an indirect channel.
“NDC standards are just the beginning.” said Jorge
Vilches, senior vice president Air Line of Business, at Sabre Travel Network.
“Our broad portfolio of retailing, distribution,
fulfilment, and data and analytic solutions, coupled with decision science
allows us to take NDC to a new altitude. Imagine a world with ‘beyond NDC’
technology?
“When a traveller goes to shop for an airline
ticket, the airline is able to identify that person and their unique
characteristics and can then sell directly to that person regardless of
channel.
“For example, if an airline can determine that a
shopper is interested in buying ancillaries like Wifi or a beverage, this
presents an opportunity to bundle ancillaries and sell them in a way that
otherwise might not be available. This is Sabre’s vision for evolving
technology to benefit both travellers and our airline customers,” commented Vilches.
Sabre is now launching the industry's first Digital
Airline Commercial Platform delivering end-to-end personalised retailing, to further
enable enhanced travel experiences for airline customers and increased revenue
opportunities for airlines.