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OpenTravel panel presentation looks at the ways travel industry leaders can provide value by developing semantic ontologies in conjunction with travel partners in order to make more intelligent offers to customers.
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Upselling Using Partner Data:
How Trading Partners Can Work Together to
Enrich Semantic Offers
Moderator: Larry Smith, Thematix
Panel:
Buddy Altus, VP Sales and Distribution, Avis Budget Group
Debbi Stone, Senior Director Sales and Reservations Systems, Amtrak
Dr. Deborah McGuinness, Professor, Tetherless World Constellation
Chair, Rensselaer Polytechnic Institute
Elisa Kendall, Partner, Thematix
2012 North American Advisory Forum
Miami, Florida April 2012
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Words deliver value
when put in a proper place
The Business Value of Open Travel Alliance
Schema 2.0 with Ontology
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+ OpenTravel Alliance XML 2.0 Schema
Used to more easily build software that is interoperable with disparate travel systems.
Schema describe the contents of messages that make up transaction services & processes
Capitalizes on OpenTravel’s established CIEM (common information exchange model) vocabulary to:
Complement advances in XML and address the changing way businesses use XML in the travel marketplace
Provide XML business objects (versus monolithic XML messages)
Provide implementer (proprietary) extensibility
Provide faster enhancements to the specification—and more frequent publications
Support metadata tagging for use by ontologies
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+ Ontology
OpenTravel Alliance has been working on a project to
produce a car rental ontology using components donated by
Avis Budget Group as constructed by Thematix
An ontology defines the meaning of words in messages,
permitting reasoning, association and rule-based operations
A shared ontology enables trading partners to leverage
interactions between themselves in service of customers
Basic Terminology & Ontology Metadata
Language Countries Geospatial &
Addressing Time & UoM
Agents/People Facilities Contracts &
Offers Basic CRM
General Renter
Profile
Rental Car
Facilities
Rental Contracts
& Offers Rental Eligibility
Vehicle
Description
ACRISS / OTA
Vehicle Codes
Metadata
Standard Utility Concepts
Business Capability Concepts
Common Domain Terminology
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+ 2.0 Schema + Ontology = Value
XML is like the syntax of a natural language
Good grammar, but does not express meaning
Add ontology to web services & XML objects to
give words meaning within the XML syntax
The result is a meaningful conversation and
interaction
Real language and ideas
Inference and reasoning
Differentiated interaction
Increased satisfaction
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+ Customer-facing Conversation
Customer Intent
I would like to rent a “green”
car
We’re a big family with lots of
luggage
Are any “rock star rooms”
available
Are Premium Coach seats
available for upgrade
Benefit and Value
Natural Language inquiry
Connect concepts to message
contents
Enable inferences based on
message content
Customer benefits fulfilled by
passing data between
partners
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+ Internal-facing Interactions
Business Intent
Indications of price sensitivity
How influential is the customer
How reliable is this booking
What type of trip: business,
pleasure, other
Attributes like party size,
luggage, other requirements
Benefit and Value
Enhanced cluster profiles (segmentation)
Superior service and service flags: we understand you
Alternative products and pricing unique to partner/ supplier
Enable multi-channel/device dialog over full itinerary
Data is there: make it visible and use what’s actionable
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Let’s consider some specific examples
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Contact Information:
Thematix
http://thematix.com
Address:154 West 18th Street, 5b, New York, New York
10011
E-mail: [email protected]
Phone: (917) 275-7343
