Discover what makes a great mobile offering in business travel and how best to prioritise mobile and digital investments

1. Steven Ratcliffe, VP Product, Travelport Digital, Thursday, 23 February 2017

2. What makes a great mobile offering in
business travel and how best to
prioritize mobile and digital
investments?
Steven Ratcliffe
VP Product, Travelport Digital

3. We live in a digital world that is
on-demand, connected & personal

4. 87%of people always have their smartphone at their side night and day
On average we check our phones more than 150times per
day
The mobile phone is the #1 most indispensable item travellers carry with them
Mobile is Omnipresent

5. Local
travel
agency
Travel
Retail
as leisure
Online Mobile Me
1970’s 1980’s 1990’s 2010 2020
The Way We Travel Has Changed

6. The digital landscape is evolving and so too
are the needs of your travellers

7. [Seamless]
[Now]
[Me]
[Trusted]
[Delights]
Connected
Immediate
Personal
Reliable
Engaging
They Expect An Experience That Is..

8. Going from limited engagement…
Trip
research
Travel
Booking
Information
Desk
Information
Desk
Email
Support
PRE-TRIP AT THE AIRPORT AT DESTINATION

9. Prompt:
Plan Your Trip
Search Best
Fares &
Book
Organize
Airport
Transport
Upgrade Your
Seat Or Add
Luggage
Airport
Guidance:
Proceed To
Security etc
Mobile
Itinerary
Updates
Prompt:
Flight
Cancelled
Mobile
Boarding
Prompt:
Purchase
In-flight Wi-fi
Prompt: Go To
Baggage Belt 10
Feedback On
Your Experience
….to multiple touchpoints for engagement
Mobile
Check-in
Real-time Agent
Assistance
PRE-TRIP AT THE AIRPORT48 HRS BEFORE IN-FLIGHT AT DESTINATION POST-TRIP
Future Trip
RecommendationsTrack Your Flight
Find A Hotel
Mobile
Itinerary
Updates

10. Staying
Relevant
& Connected
to the Business
Traveller
Reducing
Operational
Costs
Keeping Pace
With
Technology
Counteracting
Pressure
From
Intermediaries
Mobile solutions to real
business challenges for TMCs
Owning The
Brand
Experience

11. Great mobile experiences drive
business traveller engagement
that yields…
Greater Brand Equity Differentiation New Revenues

12. Introducing the
Evolution of Mobile
in Business Travel

13. Introducing EVOM - Evolution of Mobile Travel
Travelport Digital Confidential 13
Our framework helping TMCs to align and prioritise digital investments to
support their key digital goals and objectives.
Not strictly linear, but later functionality should not take wholesale
precedence over preceding stages.
Balanced Functionality
FOUNDATION REVENUE ACQUISITION &
ENGAGEMENT
SERVING THE
TRAVELLER
MOBILE FIRST

14. The Evolution of Mobile Travel
Travelport Digital Confidential 14
FOUNDATION
ACQUISITION &
ENGAGEMENT
REVENUE
SERVING THE
TRAVELLER
MOBILE FIRST

15. Which pillar do you most associate your
mobile strategy with today?
Foundation
Revenue
Acquisition & Engagement
Serving the Traveller
Mobile First

16. Pillar 1 EVOM
Travelport Digital Confidential 16
FOUNDATION

17. • Getting the key functionality right – achieving sleek
simplicity and a seamless experience in search, booking,
flight status
• Delighting business travellers 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 business travellers’
minimum expectations
Foundation - the price of entry
Travelport Digital Confidential 17
FOUNDATION
Multi-platform Availability
Great Visual Design
Basic Itinerary Services
Basic In-App Messaging
Trip History
Email Parsing
Flight Status Alerts

18. Foundation work is mandatory

19. 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 does not satisfy
their needs.

20. 20
The itinerary is where it all comes together
V

21. Travelport Digital Confidential 21
95% of BCD Travel’s TripSource
users return
Our Take: Beautifully designed itineraries that have a great user experience and easily consumed travel
details,will attract and keep users.
The TripSource
app incorporates
a user-friendly
concept of a trip
envelope full of
‘cards’ related to
different trip
segments

22. • High utility features will in time move to foundation pillar
– Email parsing: forward emails to trips@xyzcompany.com
– Flight Status Alerts
Success breeds expectation
22
Our Take:
What was once innovation quickly becomes
the standard. This is the pace of change of
today’s digital travel landscape.

23. Summary – Foundation
• Customers expect great foundation features
• Simplicity is often difficult to achieve but must be the aim
• Ultra-connected travellers demand a seamless digital
experience.
• In the UK alone, travel companies lost £2.7 billion in 2014 due
to a poor mobile experience (Tnooz, August 2015)

24. Pillar 2 EVOM
24
REVENUE

25. • Improve your Hotel Attach rates and commissions
• Use smart user experience to drive loyalty to the travel
program, policy adherence, and repeat bookings
• Generate revenue streams through unique TMC value in
the mobile channel
Revenue – Focus for TMCs
25
REVENUE
Client Business Rule
Driven Messaging
Traveller Check-in /
Safety Notifications
Hotel booking
Flight rebooking
VIP Red button
services

26. TMC Example: Corporate Messaging
26
Timely contextual
messaging can make
the difference in
supporting travel
programs and savings to
their bottom line.

27. TMC Example: Reducing Friction
27
Hotel Booking on
TripSource®
 Elegant
 Deceptively simple
 Painless payment

28. Mobile is accounting for more travel revenue YoY
28
51%
Of US travellers prefer to
book on a mobile device
Tnooz June 2016
57%
Apps accounted for 57% of
all mobile travel bookings in
the first quarter of 2016.
Criteo Travel Flash Report, May 2016
$348Bn
Of global travel sales are
expected to come from
mobile in 2019.
Statista/eMarketer, 2017

29. Our Take – Revenue
• Mobile revenue presents opportunity– 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

30. Pillar 3 EVOM
30
ACQUISITION &
ENGAGEMENT

31. • Consistently driving app downloads
• Engaging existing customers with features that
encourage repeat use
• Consistency across platforms
• Developing an app that “knows” its users
• Saved profiles and personalisation
Acquisition & Engagement
31
Omni-channel Support
Social Sharing / Auto-
sharing
In-trip awareness
Saved profiles and
preferences
Personalisation of In-App
Experience

32. ‘Money Can’t Buy’ Promotion of Your App
32
Our Apps have reach 96
number 1 travel app
positions in App Store &
Google Play
774 App Store promotions
in the last two years

33. The Importance of Marketing
Travelport Digital Confidential 33
Iris:go - Capita Travel & Event’s App
Promotion on Website
Dedicated Website for
Tripsource® by BCD Travel
Etihad Airways – Prominent App
Promotion on Homepage

34. Video is a key medium
34

35. Smart Marketing
35
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

36. Our Take – Acquisition & Engagement
• App marketing is often an afterthought
• Consistent planning on acquisition and engagement is required
• Show your business travellers that you know them and they will
reward you
• This pillar is in the centre because it supports all of the others – don’t
under-estimate its importance

37. Pillar 4 EVOM
37
SERVING THE
TRAVELLER

38. End-to-End Travel Experience:
• Delivering a great experience across all
possible touchpoints is key to serving the
business traveller
• A door-to-door travel companion
• Added-value content
Serving the Traveller
38
SERVING THE TRAVELLER
Click to call / email / text
Out of program alerts
Mobile Chat with
dedicated agents
BOTs / Virtual Travel
Agents

39. 39
Google Owning the Traveller

40. Day of Travel Support is in Demand
40
76%
of travellers would use
real-time mobile baggage
notifications if available
SITA Passenger IT Trends
2016
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
Travellers
Crave
Mobile
Assistance

41. Our Take: Business travellers want timely and
personalised end-to-end communication and
updates throughout their journey
Mobile Assistance
41
Transform the travel experience by proactively providing
travellers with personalised and contextual travel
updates, airport guidance and destination information…

42. Our Take: Mobile is a way
to dramatically scale
customer service
Extend agent activities to the device
42
A TMC’s digital strategy should
amplify and extend agent expertise
into ‘mobile moments’ that make the
business travel experience
smoother

43. Our Take: Bots are the next step to
creating a 5 star service experience
while decreasing your costs.
The Bots are coming…
43
• Easily repeatable actions can be
performed by a virtual agent
• Better profiles and rich content keeps
the experience alive
• Any complex discussion is sent to a live
agent to consult, yet in a seamless way
to the user

44. Summary – Serving the Traveller
• Everyone wants to own the end-traveller
• You must understand the business travel journey and create
opportunities to add value throughout
• Give your business travellers a reason not to delete your app
• Succeed here and engagement and revenue will follow fast

45. Pillar 5 EVOM
45
MOBILE
FIRST

46. • Mobile first is a mindset and business strategy
• Maximum use of device potential
• Always thinking “what’s next”
• Using mobile to delight business travellers
• Becoming a one-stop-shop for all business traveller
needs
Mobile in its purest form
46
MOBILE FIRST
Extended, relevant
content and services
Flight Radar
Fingerprint ID
Predictive
Instructions
Apple Pay / Google
Pay / VCNs

47. Our Take: A TMC’s digital strategy
should amplify and extend agent
expertise into ‘mobile moments’ that
make the business travel
experience smoother
Leverage Advancements to Handsets &
Operating Systems
47
Itinerary apps have to
catch up to the market in
this area.
If they do, they can
differentiate to a market
lead.
Fingerprint ID Google Now Siri link to app

48. Some of our examples
48
IFE Companion App
Singapore Airlines
Apple Pay
easyJet
Apple Watch
Singapore Airlines
& easyJet
3D Touch
BCD Travel TripSource

49. TripSource® - A True Mobile First Brand
49
From Apps to Responsive Web
First launched iOS app, then Android
with sophisticated mobile itinerary
management
Responsive Website Followed to provide
a true end-to-end Digital Travel Offering
Travellers can:
• Add customised
• user-generated trip details
• use ‘Outside of TMC Booking’ cards,
• add ‘followers’ to trips

50. You can do things on
mobile that you cannot on
other channels

51. Mobile Only….
LOCATION
OMNIPRESENT
VOICE
INSTANT MESSAGING
CAMERA / SCANNING
MULTI-MEDIA

52. Our 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
• Set yourself a ’mobile first’ deadline

53. An EVOM Focused Mentality
53
• Always thinking “mobile first” & pushing boundaries
• Ongoing competitive analysis and benchmarking
• Customer experience at the heart of the process
• Board level support

54. The Evolution of Mobile Travel
54
FOUNDATION
ACQUISITION &
ENGAGEMENT
REVENUE
SERVING THE
TRAVELLER
MOBILE FIRST

55. Rank the following pillars in order of
your business priorities:
• Foundation
• Revenue
• Acquisition & Engagement
• Serving the Traveller
• Mobile First

56. Purely Mobile
Visit us at the Travelport
Booth B1040 for a demo of
our mobile solutions for
TMCs
www.digital.travelport.com

57. Thank you. Questions?
Steven Ratcliffe, VP Product, Travelport Digital
Email: steven.ratcliffe@mttnow.com
www.digital.travelport.com