· Gulf travel operators must use disruptive technologies
to meet customers’ evolving expectations, according to experts speaking at ATM
2019
·
Artificial intelligence and machine learning are helping to deliver more
personalised offerings for travellers
· GCC hotels can increase revenues by 10 per cent
and reduce costs by 15 per cent through personalisation technology, according
to research
Gulf-based travel and hospitality companies
that use disruptive technologies to boost personalisation and remove friction
for customers are likely to become future market leaders, according to experts
speaking at Arabian Travel Market (ATM) 2019.
In a panel discussion titled ‘The
Big Picture – Who Will Sell Travel Best in the Future?’, which
took place on ATM’s Global Stage, representatives from Booking.com,
Sabre Corporation,
Google, Facebook and Emirates
explored the potential benefits and pitfalls of technology implementation in
the Gulf’s tourism sector.
While innovations such as the Internet of
Things (IoT), artificial intelligence (AI), machine learning and
personalisation technology have the potential to boost efficiency across the
industry, panellists emphasised that operators should always consider how new
applications are likely to impact the customer experience.
Fouad
Talaat, Regional Manager of Partner Services – MEA, Booking.com,
said: “Some of us think we’re in an era of disruption but I think we’ve passed
that already. I think we’re in an era of powerful customers.
“We think of ourselves as a customer-first AI
company. This means that the application of any new technology is done to
enhance the experience for our customers. We don’t experiment with emerging
technologies for the sake of it. If an innovation doesn’t take friction away,
we don’t invest in it.”
Airports and airlines increased investments in
information technology (IT) from 5.6 per cent in 2017 to 7.5 per cent in 2018,
accounting for an overall investment of USD 30 billion. By implementing IoT
technology to optimise flight itineraries, the industry could save the same
amount in fuel savings alone over the next 15 years, according to research
conducted by Colliers
on behalf of ATM 2019.
In addition to efficiency savings, panellists
noted that the GCC’s tourism industry must identify areas in which disruptive technologies
can be implemented to ensure a seamless customer experience.
Terry
Kane, Head of Travel, Auto, Telco and Financial Services –
Middle East, North Africa and Pakistan, Facebook, said: “In travel today, there
is still an enormous amount of friction at every step of the journey and mobile
solutions can help to remove a lot of this. Expectations are constantly
changing. The moment a company solves a friction-related problem, customers’
expectations are reset.
“For example, if I want the most personal
experience possible, it’s probably going to be through WhatsApp or Facebook. We
should be able to reserve flights, get our boarding passes and book
accommodation through WhatsApp or Facebook directly […] These platforms should
be your personal concierge for multiple things in life, and travel is certainly
one of those areas.”
The comprehensive implementation of
personalisation technology could also lead to significant benefits for the
Middle East’s hotel industry, according to Colliers, increasing revenues by
more than 10 per cent and reducing costs by more than 15 per cent.
Ben
Vinod, Senior VP and Chief Scientist, Sabre Corporation, said: “We
live in an AI, machine learning-driven landscape, so a key focus for our sector
is intelligent retailing. Consumers want to see content that is relevant for
them; they don’t want to see generic information. This is something that will
change over the next couple of years.
“One example is that you don’t always have to
show the lowest price on your website. You may want to show the best price
based on the customer’s preferences. Segmentation is important because it
allows you to deliver relevant content to a portion of the population. We also
see a need for one-to-one personalisation. We want to be able to give you a
tailored response that is meaningful to you – as a segment of one.”
Running until
Wednesday, 1 May, ATM 2019 will see more than 2,500 exhibitors showcase their
products and services at Dubai World Trade Centre (DWTC). Viewed by industry
professionals as a barometer for the Middle East and North Africa (MENA)
tourism sector, last year’s edition of ATM welcomed 39,000 people, representing
the largest exhibition in the history of the show.
For full details of the ATM 2019 event programme,
visit: https://arabiantravelmarket.wtm.com/en/events/Events-programme.
Tags:ATM 2019
