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Digital Transformation in Travel

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How enterprises in the travel business are successfully navigating their digital transformation strategy and interacting with their customers across every touch-point.

Veröffentlicht in: Reisen, Technologie
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Digital Transformation in Travel

  1. 1. CEOs are startled by the rising expectations of a digital customer. Here is what they expect http://www.accenture.com/SiteCollectionDocuments/PDF/Accen- ture-Pulse-of-Media-Trends-in-Digital-Media-and-Entertainment.pdf http://www.nielsen.com/us/en/insights/reports/2014/the-us-digital-consumer-report.html http://www.accenture.com/SiteCollectionDocuments/PDF/Accen- ture-Pulse-of-Media-Trends-in-Digital-Media-and-Entertainment.pdf http://www.rustreport.com.au/issues/latestissue/the-digital-tipping-points-are-here-deloitte-media-consumer-survey/ http://www.apple.com/pr/library/2013/06/19HBO-GOWatchESPN-Come-to-Apple-TV.html http://www.niemanlab.org/2014/05/the-leaked-new-york-times-innovation-report-is-one-of-the-key-documents-of-this-media-age/ http://www.ey.com/Publication/vwLUAssets/EY-Sustaining-digital-leadership/$FILE/EY-Sustaining-digital-leadership.pdf http://www.bbc.co.uk/mediacentre/latestnews/2013/dg-iplayer.html http://www.deloitte.co.uk/mediaconsumer/assets/downloads/Deloitte-Media-Consumer-Survey-2014.pdf http://www.reuters.com/article/2014/02/25/us-walt-disney-cloud-idUSBREA1O0US20140225 http://blogs.wsj.com/cio/2013/01/23/cbs-interactive-cio-moves-web-sites-to-the-cloud/ http://www.rapidtvnews.com/2013061728330/fox-modernises-opera- tions-to-keep-up-with-digital-media-transformation.html#axzz3DNrd8Yh3 Companies combining the 3 pieces together just the right way CEOs are responding with 3 power moves Customer Experience Digitizing Operations Business Transformation Companies are changing the way they run their business by embracing new technology. They are now transitioning from physical to digital services for travelers. Companies realize the value of their traveler’s personal data across all touch points, to help build consistent and personalized experience throughout their journey. This is done through predictive analytics approach and knowledge acquired from social channels. Travel Companies are moving towards building digital products by bringing agility in platform building and by digitizing the process to easily roll out new ideas, innovation and new features to market. Connecting data and cloud to navigate the transformation MOBILE FIRST CHANNEL ENGAGEMENT SCALE WITH THE CLOUD Design Apps to personalize the travel experience across multiple points of the journey. Merge customer data from all sources to build a comprehensive view of every customer. Use predictive analytics to understand customer behavior and create highly targeted offers and personalized service. Support your digital programs by building enterprise class applications and scalable infrastructure with the cloud. PERSONALIZATION SINGLE VIEW OF CUSTOMER RESOURCES Companies who are struggling, are getting stuck with Mobile app is not a priority. Lack of a single view of travelers Old technology and platforms Companies that are not using mobile as their marketing strategy are missing out on new customer opportunity. Companies that are not leveraging customer data adequately are not able to optimize customer relationships. Companies that are still using old technology may miss an opportunity that could have led to a winning streak. They may also find it difficult to roll out new features and innovation to market. The cloud is the pipeline 01 0302 04 05 Whether provisioning new machines or deploying apps across devices, the cloud makes it easy to build highly available, infinitely scalable apps and APIs. Compute The ability to manage high output, low-latency data on the cloud helps to scale predictive analytics and leverage machine learning. Analytics The cloud helps in creating Event Notification Hubs to ingest, process, and orchestrate notifications to scale. Web Scale Virtual Machines and Load Balancing capabilities help companies automate and stay agile Agile Infrastructure Encode, stream and store rich media and deliver them across millions of end points Media Storage and delivery What’s Keeping CEOs of Travel Companies Awake At Night? Data is the new “Oil” in the travel industry HOW ARE CEOs NAVIGATING THIS DIGITAL TRANSFORMATION? PROBLEMS CEOs ARE FACING TO NAVIGATE DIGITAL TRANSFORMATION “I want you to remember me across all points of interaction”. Systems that identifies the travelers across all touch points. Travelers expects the same experience across all devices. “I want you to provide the same experience across all devices”. “I want you to give me information about my surroundings”. Real time information about current location and access to reviews from social platforms. “I want you to give me suggestion throughout my trip”. Personalized guides and recommendations saves traveler’s time and accelerates decision making. “I want to do everything I do at home while travelling ”. Travelers prefer to access music, videos, data at any point of their journey. “I want you to update me with all my travel details”. Ticket System that can update the traveler with all information on delays and changes. 1 2 3 4 5 6 Easy Jet is leveraging Apple’s iBeacon technology to provide location-specific messages to passengers’ smartphones. of travelers want airlines to push the gate and status of their connecting flight to their mobile device 90% Uber helps in connecting travelers to drivers. They leverage real time analytics for demand and supply management, thereby incentivizing more drivers to come on the system. airlines believes that mobile apps will become dominate customer service channel 91% Wikitude helps travelers to get information about their nearby surroundings on their mobile screen. The app syncs the user’s location to get restaurant reviews, photos and tweets from their friends’ social media accounts. travelers desire a mobile application that overlays visual information about the physical world. 61% TripIt helps in generating a personalized digital itinerary that a traveler can refer to on their mobile device. Frequent traveler can add multiple trips to TripIt.  47% travelers are happy to provide personal data for more personalized service. 47% Virgin Atlantic is leveraging Google Glass and the Sony Smartwatch to give the travelers real-time travel information. travelers are using mobile for boarding and checking in . 40% Syndey Airport is leveraging satellite based technology dubbed smartpath (a ground based augmentation system) that improves the accuracy of airport positioning. This increases the reliability of the air traffic management, resulting in fewer delay and diversions. travelers smartphone connect to the free airport Wi-Fi connections. 70% EasyJet is working on building an online seat reservation system by using cloud services. The airlines takes information of the actual selection of seats from the cloud application to the reservation system. This has saved the airline to fully move to a seat allocation system. United airlines has built a path to reduce cost , improve business agility and respond to business needs faster by adopting private cloud computing to fasten the migration of applications and provide constant availability of services. Heathrow changed the IT and network for terminal 2 infrastructure. The terminal features automatic baggage drop and checks in and boarding passes on passengers’ mobile devices, enabled by cloud based technology. Wideroe enables their call center agents to understand customer’s full history and recent visits to solve the customer service issues and recommend appropriate services or offer a complimentary upgrade to drive loyalty. British Airway's “Know Me” program analyses the online behavior and buying habits of 20 million BA customers. This helps recognize loyal customers and their preferences that can be used to come up with personalized offers for continued loyalty. Southwest uses big data analytics to promote products, services, and featured offers to customers. By observing customer behaviors and actions online, they make special offers that suit the travelers needs. PRI CING & INVENTORY TRAVEL PREFERENC ES CUSTOMERPROFILE & TRANSACTIONAL ONLINESEARCH AIR/TRAIN ROUTE & SCHEDULE W EB CLICKSTREAM ITINERARY DESTINATION SOCIALNETWORK & USERGENERATED LOW MEDIUM VELOCITY VARIETY VOLUM E HIGH