What are pain points that travellers experience on their day of travel?
How can intelligent mobile services significantly enhance the traveller’s journey to and through the airport and improve the relationship with their airline?
This FREE webinar will examine the findings from Mobile Travel Technologies extensive research into "day of travel" frustrations.
Learn the following based on MTT's online survey, one-on-one interviews with travellers and airport observations:
Problems travellers experience in airports
Issues when preparing for flights
Why self-service kiosks are under-used
How intelligent mobile services can transform airline services on the day of travel
How airlines can leverage new opportunities for ancillary sales
Panelists for the webinar are:
Patrick Monaghan, product manager, MTT
Gene Quinn, producer and CEO, Tnooz
Nick Vivion, moderator and global events lead, Tnooz
This webinar took place on Thursday 12 March 2015.
45. Thank you!
Send your questions and comments to
nvivion@tnooz.com
Replay and presentation of webinar will be available
tomorrow on www.tnooz.com
Editor's Notes
MTT’s research incorporated airport observations, online survey and one-on-one interviews
Supporting industry research to look at key stresses and pain points travellers experience prior to travelling and while in airport
Latest trends include ‘data snacking’, contextual and personalised mobile experience etc.
Speak for themselves
Starting to see T2s
Real demand
Modify for different pricce point
How we’re packaging for T2
Marquee clients
Winning more T1s; most prestigious and successful T1 airlines
Now selling into T2/3
TMCs – Capita, more TMCs
Clients “locked in”
Repeat revenues
Senior relationships in clients
Capita ranked #60 in Forbes top 100 world innovators list
third most innovative company in the UK
http://www2.capitatravelandevents.co.uk/News-and-opinion/News/Capita-ranked-60-in-Forbes-top-100-world-innovator
In summary the problem we’re solving is that travel is stressfull leaving your customers feeling anxious, we’ll show how you can resolve their stress creating peace of mind when they travel with your airline leading to more repeat business and higher customer satisfaction.
Source for this phrase:
Study by David Lewis, Neuropsychologist, conducted for Silverjet in 2007 found that their traveller state of mind is :
“Passengers are nervous, anxious, stressed and worried. They feel alone and like they have no support”
The problem at an individual level.. People are stressed by travel and will be happy to complain publicly about bad experiences.
Here are a few examples but a quick search over social media and message boards will show a wealth of examples of individual negative experiences which may fall through the cracks when they’re not large scale IROP situations. To your customers even things like not knowing where the gate is causes huge stress and can be solved with Concierge.
Research in Context – MTT got out of the office to truly understand the problem. This isn’t behind the desk research, This is Qualitative research.
MTT carried out our research in the real world, on the left is hours of detailed interviews with travellers who had recently being on trips mapping out the various stress points of travel.
Observing real people travlling in an unbiased way, natural behavior as they didn’t know they were being observed.
We were on the front line of customer service, MTT researchers sat behind the custoemr service desks listening to the common complaints and issues passengers were experiencing
Not just a snapshot in time, observed on different days, interviews with different types of travellers.
Anecdote
People will queue for a long time to tell people where they should queue (image on right). This is a host, passengers would queue to ask this person where they should queue. When she was away they queue’d waiting for her to return. Again it’s the fear of the unknown. When asked people said they wanted to make sure they didn’t waste time in the wrong queue. Concierge would have told them exactly where to go.
Research in Context – MTT got out of the office to truly understand the problem. This isn’t behind the desk research, This is Qualitative research.
MTT carried out our research in the real world, on the left is hours of detailed interviews with travellers who had recently being on trips mapping out the various stress points of travel.
Observing real people travlling in an unbiased way, natural behavior as they didn’t know they were being observed.
We were on the front line of customer service, MTT researchers sat behind the custoemr service desks listening to the common complaints and issues passengers were experiencing
Not just a snapshot in time, observed on different days, interviews with different types of travellers.
Anecdote
People will queue for a long time to tell people where they should queue (image on right). This is a host, passengers would queue to ask this person where they should queue. When she was away they queue’d waiting for her to return. Again it’s the fear of the unknown. When asked people said they wanted to make sure they didn’t waste time in the wrong queue. Concierge would have told them exactly where to go.
MTT research Sept 2014
MTT carried out a research survey to find out the top pain points passengers experience before getting to the airport. As supporting quantitative research, circa 500 people surveyed.
All of the main issues are handled directly by Concierge.
MTT research Sept 2014
MTT carried out a research survey to find out the top pain points passengers experience while at the airport. As supporting quantitative research, circa 500 people surveyed.
All of the main issues are handled directly by Concierge, some of the minor points coming later like wifi etc.
MTT research survey Jan 2015
These were the top 10 answers.
Info & notifications on flight disruptions was number 1, followed by flight status, mobile check-in & boarding pass, notifications for check-in, gate open etc., baggage tracking
This isn’t just MTT internal research, a number of reputable travel companies and organizations have carried out similar surveys with the same result.
Here are some results from the SITA Passenger IT Trends Survey 2014 and FlightView Passenger survey 2014.
The FlightView survey in particular asked the question of what information travelers expect to be given on their day of travel.
Again you’ll see a theme, the key message here is that while we always knew these were stress points, but your customers expectations are now changing. They expect to be given this information now.
Sources:
http://www.tnooz.com/article/travelers-growing-expectations-airport-experience/#utm_source=Tnooz+Mailing+List&utm_medium=email&utm_campaign=8740dc564f-RSS_EMAIL_CAMPAIGN&utm_term=0_c691357c44-8740dc564f-137292629
http://cdn2.hubspot.net/hub/278711/file-2227595371-pdf/FlightView_Connected_Airport_Report1.pdf?t=1419006638584
http://www.mappmedia.com/blog/how-are-travellers-using-their-smartphones
Whats the value of solving this? 67% more travel!
In summary, there are consistently the same themes that cause stress to travellers during their trips. Be it user interviews, MTT or third party surveys or on site interviews and observations. The same problems are causing issues.
The challenge is creating an experience that addresses these problems for your customer, creating an experience that reinforces your airlines brand and relationship with the traveller.
The point on 67% is from MTT’s survey Jan 2015
OK, we’ve looked at the past and present and some of the newer moves Apple and Google have made, I now what to talk about you, YOUR brand, YOUR customers
I’m calling it Travel 2.0 now
So what is Travel 2.0 and what does it mean?
The idea of an app as an independent destination is becoming less important, and the idea of an app as a publishing tool, with related notifications that contain content and actions, is becoming more important.
Rise of data snacking
Today extensions, homescreen widgets for Android, notification centres
You can see from the Apple watch, built on glances and notifications initially
The biggest trend in mobile is nothing to do with apps, it’s the new world what you can do outside of apps
iOS8 has been out for just a few months now but you can already see a travel story forming
The biggest shift is obvious, real time activity is coming outside of apps
Day of Travel plans, My searches today, Trip itineraries are all moving front of center - 2 clear examples here
Worldmate – the consumer facing itinerary management app for Carlson Wagonlit is using Today Widgets to show your complete travel itinerary in the pull down. This is separate to the app on the device, this is ‘today, real time’. No app loading needed
Hotel Tonight – probably the cleverest use of the today view. Standard is when I have a reservation I will see check-in times for my hotel, the more smart use is my ‘recent searches’ updating in real time with new prices. Totally drags me back to the app
Today widgets are big news BUT you need to use them wisely as a brand
Context:
Travel 2.0 is all about the homescreen
You can see this trend in Android Widgets or IOS8’s Notification Center
A mobile homepage is no longer the simple menu block or sidebar
It’s completely context and location aware. I don’t want to search for my hotel reservation, I don’t want to have to swipe through 4 screens to get to my boarding pass, I want the information without even asking for it
Any airport app will only be used at one point in the travel flow i.e. departing or arrival airport
Low utility for user
But our studies (MTT ones presented as part of CL) have shown this is where stress peaks the most
And this small part of the journey that airport apps inhabit hasn’t stopped the rise of the intelligent airport in your region – with the mobile solutions to match – to try and own the passenger more
See next slide
‘The Intelligent Airport’ is an airport which leverages the convergence of three trends: passenger self-service, mobility and collaborative decision-making – to create a smart predictive environment for the most effective flow of passengers and goods through an airport, both during normal operation as well as during times of disruption – SITA report http://atwonline.com/site-files/atwonline.com/files/archive/atwonline.com/sites/files/misc/The_Intelligent_Airport-unleashing_the_potential_NFP.pdf
Mobile has taken the modern airline app beyond the book flights, mobile boarding pass and seat selection app of old
The day of travel experience is where airport apps are eating your lunch
This is where Concierge Live upsell fits in.
CL would put them ahead of their competition, put them ahead of these airlines app, put them back in control of the full travel lifecycle
Reviews of their apps on the next slides
http://www.appannie.com/apps/ios/app/cph-airport/
The original and still the best. Been doing it since July 2010
All platforms, iOS, Android, Tablet, Windows Phone and even BlackBerry
4/5 reviews
Number 1 travel app in Denmark AND number 1 overall free app a few years ago. Unheard of for an airport app
Much has been written about the dominance of Google Travel
But it’s actually the rise of Android, and in particular a mobile application called Google Now which is truly disrupting travel
Seen as a novelty at the Google I/O developer conference in 2012 where it was launched, Google Now has now filled that biggest gap of all for Google, Trip Management and the Day of Travel experience
Don’t believe me? Think about the Google Now experience of today
Before you even leave your house, Google Now will tell you what the weather will be like at your destination
It will tell when to leave for the airport, how to get there and what the traffic will be like on the way
At the airport, your boarding pass will be automatically pulled up, helping you breeze through to the gate
As you wait your flight status will be right there in front of you, no need to wonder around looking at the boards
And once you've arrived at your destination, Google Now will help you uncover activities and events happening around you, plus suggest the best photo spots
LATEST POINT ABOUT GOOGLE GLASS – News in February 2015
Amsterdam’s Schipol airport is putting Google Glass on airport security officers as a means to quickly access gate and airplane info. Staff on the airfield can access info via Glass’ voice commands.
The airport is also trialing Glass with passengers, where the camera is once again used to gauge where and for how long passengers look. The microphone also records conversations, so if a passenger were to look at a departure board for an extended period, then say “this layout is confusing”, it might prompt staff to examine their efforts.
The goal with passengers is to help them navigate the airport more efficiently, and could prove useful for marketing and advertising. Airport security are using Glass in a similar way; their goal is faster information which will allow them to act quickly.
The Glass experiment in Amsterdam is just that. For now, the airport is taking Glass for a spin to see if it meets long-term needs. Glass might not be for consumers, but it has a long list of use cases when it comes to the enterprise space
Using Google I can now search for flights, go through a Google Wallet checkout (without touching the airline booking funnel), when my booking confirmation email comes through Google reads it and provides me flight status updates up until I fly. On the day of travel it sends me a push notification with ‘leave for the airport’ advice and when I get to the airport it pops up my boarding pass on my mobile homescreen in Google Now
With Apple, my flight status is in my notifications centre, updating in real time without me going anywhere near an airlines actual app, Passbook pops up on my iPhone 4 hours before my flight or when I’m within X distance of the airport, I can get push updates about my gate status via that too. I can walk through the airport and have iBeacons offer me discounts and vouchers for anything from a cup of coffee to a new pair of shoes and as I enter an airline lounge I can have my loyalty card scanned on my device (via Passbook again!) Now, finally Apple are looking to let the crew know my favourite drink and that I’ve missed my connection flight, all while the pilot uses Plan Flight to check the airport traffic & weather at Dublin.
And it’s not just Apple and Google that are trying to give your passengers a kiss behind the hangars when you’re not looking, it’s the airports too. As we have seen in the Copenhange Airport example as we hear how Schipol Airport is experimenting with Google Glass at the moment to improve the day of travel experience.
The solution needs to be able to:
Inform your customers, so they feel empowered
Guide them on what to do next
Assist them and provide assistance via information when needed.
This is setting up to intro into the demo.
Embeds seamlessly with the native app – widget steps off to native flows
Connects to MTT backend with full context intelligence, Integrates out to third parties, infrastructure created to expand and add more sources easily
Powerful widget, means we can up the game of airlines like ANZ to compete with world leading airlines like Delta with their 40 developers. We make it feasible as a roadmap accelerator
Embeds seamlessly with the native app – widget steps off to native flows
Connects to MTT backend with full context intelligence, Integrates out to third parties, infrastructure created to expand and add more sources easily
Powerful widget, means we can up the game of airlines like ANZ to compete with world leading airlines like Delta with their 40 developers. We make it feasible as a roadmap accelerator