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CONFIDENTIAL & RESTRICTED
Customer Journey in Travel and Tourism:
Information Technology is everywhere
Monika WiederholdGeneral Manager
Amadeus Germany GmbH
CONFIDENTIAL & RESTRICTED
Amadeus: From CRS to Global
Travel Eco System
Monika WiederholdGeneral Manager
Amadeus Germany GmbH
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Global IT company
2018
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1971 Start-up
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1987 Amadeus is founded as GDS
Amadeus world-leader in number of travel agencies
1995
1998 One million bookings in a single day
From CRS to GDS
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2010 Diversification into IT Solutions
2000 Launch of AltéaAirline IT
From GDS to IT Solutions
CorporateIT
RailIT
HotelIT
Airport IT
Airline IT
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Airline IT: Passengers boarded
in millions
Amadeus: Global Travel Eco System
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Ongoing From B2B to B2B2C
The traveller is at the centre of what we do.
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Customer Journey in Travel and Tourism:
Information Technology is everywhere
Monika WiederholdGeneral Manager
Amadeus Germany GmbH
CONFIDENTIAL & RESTRICTED
3Daten strukturieren& Prozesseautomatisieren
Source: statista
Travel isn’t linear.
What are the typical
moments when people turn
to technology to do something around “Travel”?
Digital Moments in Travel
I’d love to travel
1 I want to check what’s offered
2
Decided…let’s book!
3
Can’t wait to explore
4
Trip is over – next?
5
Digital Moment 1:
I’d love to travel
How to get in touch?
“When you’re not on Social Media you don’t exist.”
Influencer, 23 years
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Social interaction:Be there.
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Blog
How to
Social interaction:Be useful.
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Social advertising
Visual “snackable” Content
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Wenn ihr einen ruhigen Strand für euren Karibikurlaub sucht, bietet sich die kleine Insel Barbuda an. Sie gehört zu den Kleinen Antillen und ist die Heimat von rund 2.000 Menschen, welche überwiegend vom Fischfang
und Hummerfang leben. Auf Barbuda ist Lighthouse Bay ein beinahe unberührter Strand vor der malerischen Kulisse des flachen Inselinneren. An diesem Strandabschnitt spielt der Naturtourismus eine wichtige Rolle
und es gibt nur wenige Hotels und Urlaubsunterkünfte. Entsprechend viel Platz für einen Strandspaziergang oder einen Badetag am Meer
bietet dieser Küstenabschnitt der Karibikinsel. Mit etwas Glück bekommt ihr hier am frühen Morgen die Fischer zu sehen, wenn sie mit ihren
Booten auf das Meer raus fahren.
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On board: MS Bremen
Inspirational moments are significantly
influenced by Technology.
Digital Moment 2:
I want to check what’s offered
Consumers search…
Multi-device
Multi-platform
Supplier-agnostic
60%of all travel
searches start on mobile devices.
Source: Google
Relevance iseverything8 Seconds
What do consumers search for?
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3Daten strukturieren& Prozesseautomatisieren
Source: statista
A “sea of data”
2016 2025
16,1
163Forecast: Digitally produced amount of data (in zettabyte)
Source: statista
To create individual relevance you must use
data.
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It doesn’t have to be complicated.
Source: Galapagos PRO
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Where do people search?
Where do you first look for flights?
Metasearch OTA Airline Website
Agency Review Websites
Other
27%
25%24%
6%5%
13%
Source: Amadeus „Embracing Airline Digital Transformation“, 2017
Your flight results…
Feed / Batch
Pricing
Shopping
Platform
(PSP)
- Price checks
- Interline checks
- Ticket
availability
check
Master Pricer (WBS/Trx)
Fe
atu
red
Re
su
lts
Master Pricer Avail.
Cache
+ LogicMaster Pricer Request & Reply
Instant SearchRequest & Reply
Extr
em
e
Se
arc
h
Insta
nt
Cale
nd
ar
Ma
ssiv
e
MP
Feed
Cache
Xtr
em
e
Price
r
Application
Logic
Massive
Computation
Platform
(MCP)
Blue Box Cache
Manager
Folder per customer
computation
Cheapest + cheapest direct
flight details
4 most frequently
bookedwith all flight-
fare info
MSP cachesper customer
Cheapest public& private
Top 4 per O&D/Date/
Ready to book: Cheapest,
Fastest, Popular,
Sponsored
Insta
nt M
P
Va
lue
Se
arc
h
a LOT of technology
Fares
Taxes
Schedules
Availability
SimplifiedJourney
Construction
Fare Expertise
Availability
Pricing
Journey Server
Schedules
Fares
Availability Server
Avail. Cache
Taxes
Fares
Search Request
Search Reply
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Amadeus Fare Search compared…
51.667 searches per second
20.000 searches per second
10.115 searches per second
6.205 searches per second
Online is the channel of the future. But…
Millenials
(1980-2000)
still use travel agencies
Do YOU?
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Consulting beyond the counter
The search process is heavily supported by
Technology.
Digital Moment 3:
Decided…let’s book!
© 2
016
Trav
elta
inm
ent
Gm
bH
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© 2
016
Trav
elta
inm
ent
Gm
bH
Mobile booking increases.
© 2
016
Trav
elta
inm
ent
Gm
bH
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© 2
016
Trav
elta
inm
ent
Gm
bH
19
2325
2830
3335
2015 2016 2017 2018 2019 2020 2021
Germany: Percentage of mobile bookings in all online bookings
Source: Phocuswright German Online Travel Overview 2017
What is it that Ancillary Champions
do better?
50 %They generate up to
after booking.
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Amadeus Mobile: Ancillaries
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016
Trav
elta
inm
ent
Gm
bH
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Trav
elta
inm
ent
Gm
bH
Chattinghas been the
fastest growing communication
behavior
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Whichairlines havechatbotinitiatives?
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Flight bookingchatbots
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The use of Technology will enable new
methods of booking.
Digital Moment 4:
Can’t wait to explore
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016
Trav
elta
inm
ent
Gm
bH
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016
Trav
elta
inm
ent
Gm
bH
Consumersexpect thingsto runsmoothly.
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Virtual assistantsand AI will playa major role.
© 2
016
Trav
elta
inm
ent
Gm
bH
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© 2
016
Trav
elta
inm
ent
Gm
bH
Voiceis the mostintuitive interface.
© 2
016
Trav
elta
inm
ent
Gm
bH
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© 2
016
Trav
elta
inm
ent
Gm
bH
The fight forthe livingroom…
Amazon Echo Show
Amazon Echo Dot
Google Home
Apple HomePod
Amazon Echo
© 2
016
Trav
elta
inm
ent
Gm
bH
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© 2
016
Trav
elta
inm
ent
Gm
bH
Consumersexpect thingsto beconnected.
How toboard an A380 in 20 minutes: Biometrics
Indoor Navigation: Situm
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Contextsensitive suggestions
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© 2
016
Am
adeu
s G
erm
any
Gm
bH
Red Roof Inn “Stranded at the airport”
Source: MMA Global Case Study
Technology will largely shape the travel
experience.
Digital Moment 5:
Trip is over – next?
360 °Customer View
Customer Lifetime Value
DisruptionScore
Average flightdistance
Flights last 365 days
AdvancePurchase
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016
Trav
elta
inm
ent
Gm
bH
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© 2
016
Trav
elta
inm
ent
Gm
bH
Segmentation(e.g. DINK)
© 2
016
Trav
elta
inm
ent
Gm
bH
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© 2
016
Trav
elta
inm
ent
Gm
bH
PurchaseHistory
© 2
016
Trav
elta
inm
ent
Gm
bH
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© 2
016
Trav
elta
inm
ent
Gm
bH
DisruptionHistory
Travel to theselocations before
ruined bytourists
Nicaragua
Start your vacationlike a local: Local
cuisine on board. Day Trip to Little Corn
Island.
Select
Inspire Shop Book24-48 hrs. after booking
Would you like a window seat to
get a view of thelakes?
Book
Leave today on longer route
„Dear John, Share your
experience for1.000 MyFly
miles for yournext vacation.“
Stay at ColonialHotel
Flight cancelled
48-24 hrs. before flight Check-in Airport On-Trip Post Trip
Dept. Manager Cultural Purist
Segment
Urban dweller (travelsfor genuine experiences)
PreferencesWindow seatLocal specialities
Disruption HistoryRecently disrupted
Technology supports the entire Travel Value Chain.
Digital Moments in Travel
I’d love to travel
I want to check what’s offered
2
Decided…let’s book!
3
Can’t wait to explore
4
Trip is over – next?
5
1
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Technology is everywhere.
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Thank you
Internship / Final thesis: [email protected]
Influencer: [email protected]
Start-up idea: [email protected]
Just for travel: checkmytrip.com
Get in touch with us: