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11 travel technology trends that will impact railways' distribution strategies

How do the latest innovations in technology impact railways and their distribution strategy? 11 travel technology trends and their relevance for railways to meet the customers demands.
Find out about trends like multi-device, app-mania, instant messaging craze, sharing economy and multi-modal travel.

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11 travel technology trends that will impact railways' distribution strategies

  1. 1. December 2014 How the latest travel technology trends impact railways Katrin Heintschel Marketing Strategy
  2. 2. © 2014 Amadeus IT Group SA Page 2 What does the travellerwant? I move between my phone, laptop, and tablet. Sometimes, I use them at the same time. I prefer to use apps to mobile web. I use them for research and to help me when I’m on-the-go. I expect to find the same offers, prices, and even services, whatever channel I use. I want to receive alerts about my train, platform changes and cancellations. Then I make any last minute bookings on my mobile device. I use BlaBlaCar, Uberand other sharing platforms to plan my trip. Sometimes I book via Instant messaging. I do not want to handle different tickets for every part of my trip. If I make a booking on my phone, I don’t want to enter all my personal details. I’ve saved some travel related products in my shopping cart, I want to resume my session on any device I choose to. I expect the retailer to know who I am and be aware of my preferences. Sometimes I don’t know where I want to go for the weekend, I just want to find a good deal.
  3. 3. © 2014 Amadeus IT Group SA Page 3 11 substantial travel technology trends
  4. 4. © 2014 Amadeus IT Group SA Page 4 Travel technology trends
  5. 5. © 2014 Amadeus IT Group SA Page 5 1) Mobile-centric web Mobile is becoming the primary platform for travel _Thereisnootherplatformthatismorepersonal,pervasiveandwithmoreproximity. _In2018,35%ofonlinebookingsinEuropeareexpectedbedoneonamobiledevice. _Especially18-34yearoldshaveaverymobilecentricwebexperience:40%ofonlineactivityisonmobiledevices _Tabletsnotonlyfortheyoung- ownershipishighestamong35-54yearolds _Onetouchcheckoutwillbecomeastandardforefficientmobilesales _MetasearchplayerslikeKayakandTrivagohaveinvestedheavilyontheirmobilestrategy.
  6. 6. © 2014 Amadeus IT Group SA Page 6 _Millenialsuse apps for roughly 50% of all mobile travel planning activity _For corporate travellers, mobile apps are fundamentally altering the way in which they work and manage their travel. 2) App-mania Mobile travel activity will become increasingly app focused
  7. 7. © 2014 Amadeus IT Group SA Page 7 _Leading Chinese online travel agency Ctripsellsair, train and attraction tickets and group-buying deals through WeChat. _Low-cost carrier Spring Airlines launched a WeChat service allowing users to book flights, check in, check flight status and communicate with customer service. _Instant messaging allows companies to manage customer support, which is especially interesting for travel where timely responses to customer issues are key. 3) Instant messaging craze WeChat overtaking Social Media in Asia
  8. 8. © 2014 Amadeus IT Group SA Page 8 _90% of people move between multiple devices to accomplish a goal. _European online leisure travellersown an average of 3 web-enabled devices. _Multi device usage is the norm for 18-55 year olds –not only the young! _Multiple devices used for all stages of a trip, from inspiration to planning, booking and on-the-go. _Travelers expect to be able to resume a session seamlessly where they left off at a different device Hyper-connected travellers 4) Multi device is going mainstream Smartphone Tablet Phablet Laptop Desktop PC
  9. 9. © 2014 Amadeus IT Group SA Page 9 5) Cross-channel Anytime, anywhere, any channel… Customers are shopping through web, phone, store, mobile and more and this before, during and after their trip, at all hours of the day Ticket machine Travel agency Internet Station Mobile Call Centre Plan Purchase Departure Trip Return Next trip
  10. 10. © 2014 Amadeus IT Group SA Page 10 6) Omni-channel _In a near future, new channels will emerge and will be included in retailers’ cross channel strategy. _Connected TV, Google Glass, Connected watch _Once retailers have succeeded in their cross channel strategy, the next move is to become Omni Channel _Interactions with the consumer are seamless, allowing a perfect personalisation, mixing all distribution channels with all communication channels (offline and online advertising, social media and loyalty programs)
  11. 11. © 2014 Amadeus IT Group SA Page 11 _Sharing economy pushes alternative transportation modes and expands the number of choices available to travellers •The ride-sharing companyBlaBlaCarin Europe will soon serve more monthly passengers than Eurostar rail lines (Dec 2013). •treinbuddy.nlhelps rail passengers find someone with a discount card to travel together at discount prices. •Another Dutch platform let’s you share unstamped train/public transport tickets. Sharing instead of owning 7) Sharing economy -collaborative consumption _Having access to what you want is more important than owning it _Growing importance in travel: sharing of accommodation, cars, rides, parking, train tickets, etc.
  12. 12. © 2014 Amadeus IT Group SA Page 12 _Travellerslike to see their hotel room before booking, they also like to see what their mode of transport looks like _A study by Rome2Rio shows that there is a high engagement with transportation imagesin travel search results _For social media, traveller-submitted videos are much more appealing to travellersthan those posted by travel companies Travellerswant a well informed idea of the trip experience 8) Photos & videos engage customers
  13. 13. © 2014 Amadeus IT Group SA Page 13 _New dimensions for meta search parameterswill make search more refined and targeted _Consumers shopping profiles become more accurate based on implicit preferences The key to travel distribution is search 9) Meta search & predictive search _Search will change from reactive to proactive: increasingly sophisticated matching algorithms will predict travel needs and proactively deliver useful information such as travel details, directions to train station, delays, rebooking options etc. _Google anticipates speech generated search as the norm and extends voice query for regular browsers on desktops and laptops
  14. 14. © 2014 Amadeus IT Group SA Page 14 _Journey planners enable easy multi-modal and door-to-door travel options, alternative modes of transport will be integrated _Availability of a ‘one-stop shop’ when making travel arrangements is crucial. Travel providers will soon offer all aspects of the trip, offering a wide range of content and ancillary services _Travellerswill be able to comparedifferent brands, products, packages and prices at an early stage in the buying process _All trip information stored in one record and easily accessible by traveller Shop and book in one place 10) Multi-modal & one-stop shop
  15. 15. © 2014 Amadeus IT Group SA Page 15 _Mobile wallets through NFC let you shop in stores, buy airline tickets, send money to friends, store loyalty cards etc.) •e.g. Apple Pay, Google wallet _Pay on-the-go with a picture of your creditcard •e.g. Card.io _Portable credit card reading devices _Payment with Bitcoins Payment on the go 11) New payment methods
  16. 16. What does all this mean for railways?
  17. 17. © 2014 Amadeus IT Group SA Page 17 What does all this mean for railways? Relevance for meeting customer demands Enable travellersto search depending on their preferred search parameters, remove limitations to traditional search(day, time destination) Provide customers with images of train station, train interior, compartments, food selection, ticketing machines, etc. Allow customers to choose their preferred seat, supported with an interactive seating map Make mobile booking as easy as possible, minimiseclicks and reduce personal information to be filled in Ensure yourapp covers the whole trip experience, before during and after the trip Proactivelydeliverusefulinformationsuch as travel details, directions to train station, delays, rebooking options etc. Offer a ‘one-stop shop’ for making travel arrangements, covering all aspects of the trip Create a new proximity by managingcustomerdata (online and offline) - customiseaccording to their preferences Be ready to accept new forms of payment or booking via instant messaging and ensure meeting security standards
  18. 18. © 2014 Amadeus IT Group SA Page 18 What does all this mean for railways? Relevance for cross-channel strategy Define profitable cross channel strategies, including role of online, mobile, station and indirect channels in the purchasing path(before, during, after purchase) Provide customers with the right information at the right time at the right place Establish effective cross channel merchandising and pricing mechanisms Ensure consistency across all channels–the same search results, prices, itineraries and routes Enable customers to switch channels at any given time without having to start from the beginning Consumer behaviour tracking on all channels enriches the knowledge about the consumer, allowing better recommendations and cross- selling Be readyto includenew channelsin yourstrategyand beinformedabout new opportunitieslinkedto them Investigate collaboration with ‘shared economy’ platforms and complement your business with it
  19. 19. Thank you You can follow us on: Amadeus Rail amadeusrail.net . Amadeus Rail We make booking rail easier
  20. 20. © 2014 Amadeus IT Group SA Page 20 _http://www.mmaglobal.com/mobile-marketing-playbook/ _Latitude Next Gen Retail Study, 2013 _Google Insights 2013 _PhoCusWright2014: Mobile Technology Changing the Battleground _Google / TNS Connected Consumer Study 2013 _The 2013 Traveler, Google _PhoCusWrightApril 2014: The Mobile Travel Landscape: A Multi-Region Spotlight _Amadeus Mobile market study 2012 _Mobile Marketing Playbook _PhoCusWright’sEuropean Online Travel Overview _PhoCusWright’sEuropean Travel Technology Survey 2014 _PhoCusWright’sTravel Innovation and Technology Trends 2014 and Beyond _WTM Travel Trends 2014 Sources