The FUTURE OF TRAVEL

MANAGEMENT

- What it Takes

Mark HollyheadSVP, AmericasEgencia

2005

2015

20092015

The past 15 years have seen an extraordinary revolution in technology…

100%

75%

50%

25%

0%

1995 1997 1999 2001 2003 2005 2007 2009 2011 2013 2015e 2017e

Global Adult Population

No Internet

No Smartphone

Source: Andreessen Horowitz, Mobile is Eating the World | a16z, World Bank, Apple, Google, Nokia

This has brought radical change to personal experiences, and business norms; enterprises have struggled to keep up

• A new iPhone CPU has 800 times more transistors than a 1995 Pentium

• iPhone 7 launch: Apple sold 25x more than were in all the PCs on Earth in 1995

1995 2000 2014 20200

1

2

3

4

5

Billion People Online

People Online

Smartphone

Source: Andreessen Horowitz, Mobile is Eating the World | ITU, a16z

75%

100%

50%

25%

0%Adults 12 to 15

Share of communication activity, UK

Looking past the chaos (and ‘chaos’ is the right word)…What is ‘customer service’ in a world where phone calls ‘lose share’ radically??

Source: Ofcom

Photo messages

Messaging apps

Social networks

Phone calls

Email

PACE OF INNOVATION is picking up. New Entrant

models are increasingly fascinating

THE FUTURE OF BUSINESS TRAVEL STARTS WITH

UNDERSTANDING WHAT IT TAKES TO BE READY FOR THE

FUTURE ……. AND WHATEVER THAT MAY BRING

EmergingTrends

YouthMode

1

MassIndie

3

Creative Leadership

AdvancedConsumer

2 4

TRAVEL MGMT - 4 KEY PRINCIPLES FOR SUCCESS

THE WORLD IS COMPLEX

PLANNING IS COMPLEX

TRAVEL IS COMPLEX

COMPLEXITY MAKES TRAVELERS AFRAID

PRINCIPLE #1: MAKE IT EASY

CREDIBLE INTEGRATIONIntegration is the expectation

Your bank balances match across channels.

So why not travel data?Consistency of Information

Quality of Data

Data should not vary across form factors

Travel Consultant should see what you see

Changing a policy with a TMC should not take five weeks

= =

POWER OF INTEGRATION

Global Context

Shopping Changing Directions

Predictive

Geo-

location

Jan Feb March April May June July Aug Sept Oct Nov Dec

AND…...GO FURTHER FOR MY

TRAVELERS!

Case Study: REAL-TIME REVIEWS

2.9M

Email: Question 1 Question 2 Q2 Feedback Question 3 Q3 Feedback

Summary Before Edit Thank You PageEditing Q1 Summary After Edit

Real Time ReviewsPhase 2: testing Hotel Partner engagement

PRINCIPLE #2: BE SCIENTIFIC

1

2

3

4

5

6

Risk 1: Build website

Risk 2: Build warehouse

Risk 3: Buy inventory

Risk 4: Generate customer demand

Risk 5: Operate business

Risk 6: Diversify

product mix

BASIC METHOD

12

3

4

5

6

Risk 1: Build website

Risk 2: Build warehouse

Risk 3: Buy inventory

Risk 4: Generate customer demand

Risk 5: Operate business

Risk 6: Diversify

product mix

RISKS DISCOVERED TOO LATEVALUE

Ask a question

Collect

observations

Construct a

hypothesis

Test

Analyze/Report

A more scientific

method to de-risk

investment.

What if you follow …..

TECHNOLOGY INNOVATOR DNA (Expedia Inc brands)

- AB TESTING VELOCITY

= WINNERS EVERY DAY

2015

200020000

THE WORLD IS BECOMING MORE DISTRACTED

KIDS SPEND MORE TIME PLAYING GAMES THAN IN

SCHOOL

WE WOULD RATHER TEXT

NO,SERIOUSLY. TELL ME

THAT STORY AGAIN.

IT WAS SO INTERESTING!

(not)

PRINCIPLE #3 DON’T BE BORING

Facial electromyography -Usability Lab at Expedia

SOURCE: WIX.COM

WE ENJOY CONTINUAL IMPROVEMENT

PRINCIPLE #4: BE BETTER EVERY SINGLE DAY

We’ve learned that if we change one pixel, one field, one color, we can

move the business by a half a percent. And it turns out a half a percent of

several billion dollars is real money. We treat every play, every test like we

are trying to gain an inch at a time. We sit in our monthly product review,

which is an open forum for our entire company, and we review the risks the

teams have taken. We joke that the only way to lose in this forum is to win

too much.

We’ve adopted a culture of celebrating failure because the fact is that we

fail the majority of the time — turns out that we have a pretty good site and

most of our tests are either neutral, or losers. But we know we are pushing

the limits hard enough and that winning even less than half the time and

pushing constantly means we’re still gaining hundreds of inches.

Dara Khosrowshahi, CEO and President Expedia Inc.

Things Always Change !

The industry evolves constantly

Customers change their minds

New technology create new opportunities

42

One concept and Two Important terms

•Create Customer value as fast as possible

• Get feedback, learn and improve quickly• Iterate continuously• Reduce regression risk at production time

43

44

FirstCustomerTraffic

Small Changes Top of Mind

• Gaze Plot (tracks visual flow)

The GazePlot from this

participant illustrates that the

design pattern used in the

collapsed state is successful in

facilitating the user’s shopping

needs. The user’s attention was

first drawn to the icons of the

first two results listed, then to the

time of the second result, then to

the price of the second listing.

From there the user compared

the first two results and found

that they were both departing at

around 10am. Finally the user

discovered that the first option

was better since it was direct

and less expensive.

Identifying and Addressing Design Issues

The user task did not direct

users to look at this first result,

yet it received a substantial

amount of visual attention, and

attention jumping from between

this first result and the second.

Removing the logo when the

details opened resulted in a

missing visual anchor for this train

option.

The lack of a logo here made it

look like this whole section was a

child of the first train result rather

than what it actually is, which is the

second listing expanded.

The timeline information was

clearly seen by only one user.

This heat map aggregates the

data from all 9 users. . . . . .

Identifying and Addressing Design Issues

This screen illustrates the

details section opened of a

train segment with two

legs. The next slide shows

this same screen with an

eye tracking heat map

overlay.

A gutter was added above

and below the result to make

it clear where the result

begins and ends.

The logo was added to serve as

a visual anchor for the result.

A title bar was added to help

divide the top (summary)

section which is organized

horizontally from the vertically

oriented times/stations and

timeline.

A slightly darker font was used

for the timeline to ensure that

it is visible

Solution

6s = 98%

SO Ho

Be… READY

Build to be… AGILE

HARNESS THE POWER TO

RESPOND TO NOW

• MAKE IT EASY

• USE SCIENCE

• DON’T BE BORING

• BE BETTER EVERYDAY

Technology is

pervasive

We don’t tolerate the cumbersome

Every generation

will expect more.

The Future is Here

“…kids can grasp

new tech skills long

before they even

learn how to swim

or tie their

shoelaces”

AVG Software