Technology for the Tourism industry

March 2012 High Level Committee EU

Stimulate SME visibility and business within the Tourism industry

2009 Amadeus IT Group SA

Agenda

Key challenges for travel companies Enabling the travel chain Case study 1. IT Platform for SMEs Case study 2. Online Shopping technology Case study 3. Mobile
2009 Amadeus IT Group SA

1. Key challenges for travel companies (& SMEs)

Optimize distribution capabilities across all relevant channels Become visible (efficient marketing) and relevant (personalized your offer) in an increasingly complex online environment Enrich the travel experience of your customer Stay connected to your customer/traveler from travel planning phase to post-trip Do all the above efficiently

2009 Amadeus IT Group SA

2. It is about enabling the travel chain through Technology

PRE-TRIP

ON-BOARD

AT DESTINATION

POST-TRIP

Trip Planning & Pricing

Shopping

Booking Ticketing

Check-in & Boarding

On The Move

Post Trip

2009 Amadeus IT Group SA

2. (i) Case Study 1. Technology Platform for SMEs

The main objective is to facilitate the distribution and marketing of local/regional tourism SMEs across the established indirect and direct tourism distribution channels. The Platform solution results from a pincer-like strategy : Macro-level - leverage local destination marketing content, as aggregated by National Tourist Offices (NTOs) and Destination Marketing Organisations (DMOs), in order to promote increased demand for tourist trips targeting European destinations. Micro-level - provide the technology and training necessary to launch the SMEs into international distribution and booking networks so enabling them to compete and collaborate with other national or international players for current and increased demand.

SMEs Destination Marketing Content

DMO

Tourism platform Raise profile of European destinations Integrate SME purchaseable content into global booking channels Increase Tourism footprint in Europe : increase demand for European SME products and services SME participation in digital value networks boosts their competitivity in the face of increased demand.

Inventory and other purchaseable (ticketable) content

2009 Amadeus IT Group SA

NTO

2.(ii) Proposed Platform - Business Functions

Promote Europe as a destination : using Destination Marketing information together with Semantic Search parameters (including Green / Sustainability criteria options), highlighting minimum AIR travel and Hotel Rates per destination city (as captured from available local Hotel inventory and rates data). SME hotel inventory management : provide a portal through which SME hotels can load and manage their inventory and rates, for booking and (if relevant) prepaid purposes. Distribute Semantic Search and Destination Hotel content : via web services to all major global booking channels e.g. GDSs and their global travel agency subscriber communities, OLTA giants such as Expedia, major Tour Operators and Travel Provider.coms; Provide a dedicated European B2C web-site : as one recipient linked to the Search and Distribution engine. Distribute bookings to local destination SME Travel Agency subscribers : for selections made by travelers on the B2C website, and handle their commissions and settlement arrangements with SME providers. Provide a Self Marketing Platform for SMEs : allowing SME subscribers to maintain their own Destination Profiles by checking their products and services against a selection of relevant Semantic Search parameters used by travelers to determine their travel destinations. False claims could be countered by Traveler Feedback information used as counter weight in Search algorithms. The platform could usefully keep a track of Traveler Search Profiles with associated Look2Book ratios, as a facility for SMEs to understand the market place and their positioning within it. Promote Business Partnership and Joint Offers : by allowing platform subscribers to link their destination profiles to others which share/offer complementary semantic attributes, providing opportunities for joint marketing / pricing of products and services; such links could feed back as relevant attributes into the Inventory database and Search engine so promoting SME visibility in an increasing portion of Traveler Searches. (See details of Platform design and proposed services in the next slide)
6

2009 Amadeus IT Group SA

3. (i) Case Study 2. Travel Search & Shopping

Travel Search & Shopping process has become critical to engage customers Latest PCW-Amadeus IT study provide some valuable information about current trends in key markets Amadeus IT continues to invest strongly in this area: i.e Extreme Search

2009 Amadeus IT Group SA

3. (ii) Amadeus Extreme Search.

Activity driven search

I want to take a relaxing break in 3 weeks from now, where can I go?

Our relaxing destinations for the period July 15th-July 22nd:

Phuket Thailand

Select

Enjoy the ocean and the spas, and recharge your batteries. From 750.

You determine activities to push forward (beach, ski...), and which destinations to reference for each activity, allowing a customized approach for each websites targeted market(s) Flexible end users will find new ideas and finalize their vacation plans, therefore increasing likeliness of conversion A similar concept is to request a geographical region (e.g. North America) or list of destinations (Mexico City or Sao Paulo).

Discover the fjords and their soothing atmosphere. From 350.

2009 Amadeus IT Group SA

Oslo Norway

Select

3. (iii) Use case 2: Budget-driven search

Ill treat myself with a travel to a place far away... Where can I go within my budget of 900?

This is an open destination search: the possible destinations are determined based on the specified budget. End users can quickly see where their budget can take them. They can spot a good deal they wouldnt have thought of.

2009 Amadeus IT Group SA

4. Case study 3. Mobile technologies

Mobile Technologies are impacting every step of the travel process. They represent a unique opportunity for travel companies to stay connected to their customers and offer a wider variety of products and services to their customers at different stages of the travel life cycle

10

Source: The always connected traveller Amadeus IT

2009 Amadeus IT Group SA