“From customers searching for holidays and destinations online to when they visit a travel agent, the access to data the travel industry has is vast and if used properly is sure to give a business the competitive edge.” Johan Lundgren, CEO of easyJet is right: even though mediums change, the essence remains personalization through data.
But are you making the most of your data opportunities?
Turn dark data into bright possibilities
According to Datumize, a Barcelona-based tech company, 65% of data is stored away without being used. Gartner claims about 80% of businesses’ data is stuck in so-called dark data pockets.
Dark data is generated by frequent gaps between data storage and active search. As a result, valuable data stays trapped in a kind of IT purgatory and temporarily loses its innovative potential.
What can you do about it? Implement a data-mining solution that structures old and new data into actionable insights.
Why should you do it?
- to turn legacy data into a valuable asset.
- to stay GDPR complaint.
- to make better use of emerging technologies.
Travel experience powered by consumer technology
4G mobile bandwidth networks enabled a lot of successful technological changes. Just think of streaming services and videos on social media.
The same transformation is bound to take place when 5G takes over. Estimates predict 5G will penetrate the mainstream in the year 2020. Its capabilities? Quasi unlimited. The most relevant data-driven technologies for travel agents?
- Virtual and augmented reality. While VR offers extremely interesting marketing opportunities, AR gives travel agents the chance to offer personalised advise based on users’ actual location.
- Voice search and smart speakers are changing the way consumer search and buy services. Heralded as the fourth sales channel after stores, online and mobile – voice search requires a dedicated data-strategy.
Not convinced? Smart speakers are following the same growth pattern as tablets did a few years ago. No wonder brands are lining up to use Alexa or Google Assistant so they can offer personalised advertising.
How technology shapes the travel industry
Technology has always been a critical factor in the development of our industry. Mobile devices, artificial intelligence, and data analytics are continuing that evolution, giving customers ever more control.
At Amadeus, technology has been at the heart of our business for more than 30 years. Today, we’re advancing open source systems, big data, cloud-based architectures, APIs and application platforms. We’re also investing in new partnerships to deliver additional value to you, and your customers.
Our technology ensures transparency, choice, and simplicity for travelers and gives you the tools to drive growth. We are committed to evolving so that we can power the solutions that will shape the future of travel.