Introduction to AWS Travel by Massimo Morin

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Innovating with AWS in Travel
Massimo Morin, Head, AWS Travel
9th April, 2019
Innovation
Day
@ Amazon

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What is behind travel?

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Behind Travel @ AWS
AWS Travel
Airlines
Airports
Ground Transportation
(Bus operators, Passenger Trains, Rental Cars)
Travel Services
(Travel Seller, Travel Technology)
AWS A&D
Aircraft Manufacturing
Component Manufacturing
MROs
Aftermarket Services
AWS Hospitality
Restaurants
Lodging
Cruise lines
Entertainment venues
Catering / foodservice

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AWS Travel
• Airlines
• Airports
• Ground Transportation
• Bus operators, Passenger Trains, Rental Cars
• Travel Services
• Travel Seller, Travel Technology

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What are the Trends in Travel?

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Selling and Engaging
as a Retailer
Connected Traveler
Experience
Asset Management,
Operational Efficiency
Prescriptive Migrations
Travel Trends

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Leverage the power of big data
Collect, Store, process, and act
from operation and customer insights

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…It’s all about the customer
Meaningfully engage with your customers:
“80% of American Consumers point to speed, convenience, knowledgeable help, and
friendly service as the most important element of positive customer experience.”
Experience is everything: Here’s how to get it right - PWC report

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What does successful user engagement look like?
Digital channels that keep consumers engaged are part of a continuous feedback loop,
delivering personalized interactions, generating signals, and supporting business loyalty and
growth.
User engages
with company
Message user and
capture data
Identify signals
Factor in time,
location, context
CUSTOMER
INSIGHTS
PERSONALIZED
ENGAGEMENTS
Segment user
based on profile
Profile user
Optimize content
for user
Re-message
user

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A Data (Lake) Strategy
Unlocking The Value of Data by Breaking the Silos
The data already exists but goes unused or is locked away
from complimentary data sets in isolated data silos.
11

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Qantas – Deeper Customer Insights
• 3rd world oldest and Australia's largest
domestic and international airline
• CAP enables better customer engagement,
to improve customer experience &
profitability
• 1.5M msg/day, 0 downtime, 0 message loss
• CAP quickly and inexpensively provides
1000+ cabin crew managers with insights
into customer needs and wants in R/T
Qantas uses AWS for CAP, a real time streaming platform to make passenger
information available to cabin crew worldwide
“Combination of AWS and open
source made this system practical,
previous evaluations using on
premise and proprietary software
proved cost prohibitive and hard to
scale”
David Hockridge,
Manager, Business Insight, Qantas IT
”
”
https://aws.amazon.com/solutions/case-studies/qantas/

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Leveraging ML/AI…
… on a omnichannel engagement

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”
“ • CapitalOne: one of the ten largest U.S. banks
by assets and deposits
• Speech-to-text transcription, store recording,
analyze sentiment
• No per-seat cost, pays for Amazon Connect
when its associates are taking calls.
• Outcome: “POC in 3 days, trained hundreds of
associates in 30 mins, and achieved 100%
adoption for our direct bank and fraud
operations in just five months”
Capital One Contact Centers Innovate Faster
Using Amazon Connect
“The flexibility of Amazon
Connect lets us add new
features in weeks instead of
the three to six months that
our last solution required. ”
Rajiv Sondhi
VP Software Engineering and Digital
Technologies, Capital One
https://aws.amazon.com/solutions/case-studies/capital-one-amazon-connect/

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Chatbot at Scale
• In production with live
customer engagement
• 1M+ interactions (Feb ‘19)
• 85%+ containment
• Multiple languages
• Multiple channel
• Voice Ready: Alexa and Call
Center

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Enters Personalization
True personalization comes
when you reach the
right customer with the
right message through the
right medium at the
right time

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Reach the right customer, at the right
medium, at the right time:
Multi-dimensional segmentation at scale
Create segments in real-time, with fresh
data, based on deeper characteristics
than stats such as ”Has Product X” or
“Opened Last Email”

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Getting personalization and recommendations right is hard
Popularity Trap
Only showing most popular items
limits the individuality of the
recommendation
Cold Starts
Relevant recommendations must be able to be
surfaced even for customers with limited history
Scale
Resonant recommendations need to scale across
thousands of products and customers
Real-Time
Personalization must work at low latency, and be
responsive to the changing intent of a customer

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Accurate forecasts are very difficult to generate
External Factors
Weather, holidays, events and trends impact
demand, and should be integrated into
forecasts
No History Available
New products or processes with no prior data are
very difficult to forecast
Additional Variables
Traditional models rarely take into
consideration additional meta-data because
it is hard to obtain
Spikey or Intermittent Data
Real-world data often exhibits irregular patterns
which causes traditional models to fail

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We’ve chosen to work with the world’s
leading cloud to develop and deliver
services that will transform our
customers’ travel experiences.
By rebuilding core applications, converting
data into actionable insights, and creating
intelligent applications, we are putting the
solutions in place to continue our leadership in
the travel industry.
Machine learning is hugely important to our
growth, and we’re pursuing a variety of AWS
machine learning services to enhance customer
UI experience and personalize the MyRyanair
portal for every unique traveler.
John Hurley,
CTO @ Ryanair
https://www.businesswire.com/news/home/20180509006648/en/Ryanair-All-In-AWS

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The Power of Data:
From Travel company to people logistic leader
21https://www.youtube.com/watch?v=1IxDLeFQKPk
“We can now achieve absolute personalization!”
Mark Okerstrom, CEO and President
re:Invent 2017 presentation

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Conclusions

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Some of our customers
(SWIM Data)

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But Innovation Leadership Is Still Shaping Up
• Everyone is looking to lead using
AWS cloud
• Time is right for innovating at
scale
• Focus on what differentiates your
business
• Starts from your customer and
work backwards

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1. Data is where everything starts
2. Look at what delivers value to your customers
3. Be ambitious and have an aggressive plan
4. We have 13+ years of experience and we can help

26. © 2019, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Amazon Confidential and TrademarkTUI Accelerates Digital Transformation and Deliver Personalized Travel Experiences with AWS
https://www.youtube.com/watch?v=JJwmfuWjx64
TUI: Why AWS?
Pieter Jordaan
Director of Engineering
We learn from customer data we have and
provide the best user experience.
[…]
Why moving to AWS? The cloud
economics, so we can purchase what we
need, […] and the pace of innovation,
leveraging an existing platform

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Massimo Morin
Head Worldwide Business Development, Travel
AWS Enterprise and Industry Verticals Business Development
27 Melcher St, Boston, MA 02210, USA
morinmm@amazon.com