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MAKING TRAVELLERS INTO
     CUSTOMERS
                Thomas DREXLER
 Global Head of Rail; Amadeus IT Group SA, Spain
  12 July, Session: Customer Expectations, Room A
Content

 Introduction – the challenges facing the rail distribution


 Travellers total trip experience


 A standard way to sell




Thomas Drexler
Global Head of Rail, Amadeus IT Group SA, Spain            2
12 July, Session: Customer Expectations and Room A
In the last century, the only major changes in
          the rail industry are train related
                                          More COMFORT & better SECURITY…


 1800’s                                                                                     Today




         Steam                              Fuel                         Electric   High speed
       locomotive                        locomotive                    locomotive   locomotive

Thomas Drexler                                       Source: Solucom
Global Head of Rail, Amadeus IT Group SA, Spain                         3
12 July, Session: Customer Expectations and Room A
Introduction
 The global travel industry is being transformed by the
  development of high speed rail networks
 However, there are 3 distinct challenges
    1. Competition between railways (direct on own routes e.g. NTV/Trenitalia,
       WestBahn/ÖBB), airlines and cars means railways must have a better
       distribution strategy to be more visible in traveller’s sales channels or lose
       market share
    2. Rail can no longer have a purely domestic focus due to the opportunities of
       the 21st century international traveller
    3. In-house legacy systems are in silos, inefficient and unable to support new
       revenue opportunities, with poor international reach




Thomas Drexler
Global Head of Rail, Amadeus IT Group SA, Spain           4
12 July, Session: Customer Expectations and Room A
Rail tomorrow?
                                   A customer-centric offer
                Before the trip                        During the trip       After the trip


   When                                                                            When exiting
 purchasing
                                                                                  Multi-touch point
                                                                                   experience
                                                                                  Customer care
 Greater choice in                                                               Membership
  product selection                                                                program
 Customised                                                                      Customer profiling
  purchase
 Advanced search
 Service
  catalogue
 Multi-channel                      When traveling
                                      Penetration of
                                       mobile
                                      Real-time travelling
                                       information
                                                                                   Services
                                      Geo-location
                                      Customised
                                       experience
  Thomas Drexler
  Global Head of Rail, Amadeus IT Group SA, Spain                        5
  12 July, Session: Customer Expectations and Room A
Amadeus Total Rail: a standard way to sell rail

         Indirect Sales Channels                                    Direct Sales Channels
                                              Web                                              Kiosk &
                              Agent                    Corporate   Reservation    Internet                      Mobile
        FlyByRail                            Service                 Track
                                                                                               Onboard
                              Track                     Track                      Track                        Track
                                              Track                                             Track




Amadeus
  Air               Amadeus Global Rail Sales Platform

                                                                                               Amadeus Rail
                                                                                             Operations Engine
                                                                                 Other
                                                                                                 Data        Schedules &
                                                                                  RU
                                                                                             Configuration    Inventory

                                                                                             Reporting and    Fares &
                                  Rail Direct Connect                                          Analysis        Pricing

                                                                                                        6

 Thomas Drexler
 Global Head of Rail, Amadeus IT Group SA, Spain                   6
 12 July, Session: Customer Expectations and Room A
A standard way to sell
Agent Track                                               Air and Rail




         The Amadeus Rail Sales Platform is well on the road to
             becoming the first GLOBAL rail sales platform
 Thomas Drexler
 Global Head of Rail, Amadeus IT Group SA, Spain      7
 12 July, Session: Customer Expectations and Room A
...Thank you
for your kind attention

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Thomas Drexler UIC High Speed - Making travellers into customers

  • 1. MAKING TRAVELLERS INTO CUSTOMERS Thomas DREXLER Global Head of Rail; Amadeus IT Group SA, Spain 12 July, Session: Customer Expectations, Room A
  • 2. Content  Introduction – the challenges facing the rail distribution  Travellers total trip experience  A standard way to sell Thomas Drexler Global Head of Rail, Amadeus IT Group SA, Spain 2 12 July, Session: Customer Expectations and Room A
  • 3. In the last century, the only major changes in the rail industry are train related More COMFORT & better SECURITY… 1800’s Today Steam Fuel Electric High speed locomotive locomotive locomotive locomotive Thomas Drexler Source: Solucom Global Head of Rail, Amadeus IT Group SA, Spain 3 12 July, Session: Customer Expectations and Room A
  • 4. Introduction  The global travel industry is being transformed by the development of high speed rail networks  However, there are 3 distinct challenges 1. Competition between railways (direct on own routes e.g. NTV/Trenitalia, WestBahn/ÖBB), airlines and cars means railways must have a better distribution strategy to be more visible in traveller’s sales channels or lose market share 2. Rail can no longer have a purely domestic focus due to the opportunities of the 21st century international traveller 3. In-house legacy systems are in silos, inefficient and unable to support new revenue opportunities, with poor international reach Thomas Drexler Global Head of Rail, Amadeus IT Group SA, Spain 4 12 July, Session: Customer Expectations and Room A
  • 5. Rail tomorrow? A customer-centric offer Before the trip During the trip After the trip When When exiting purchasing  Multi-touch point experience  Customer care  Greater choice in  Membership product selection program  Customised  Customer profiling purchase  Advanced search  Service catalogue  Multi-channel When traveling  Penetration of mobile  Real-time travelling information Services  Geo-location  Customised experience Thomas Drexler Global Head of Rail, Amadeus IT Group SA, Spain 5 12 July, Session: Customer Expectations and Room A
  • 6. Amadeus Total Rail: a standard way to sell rail Indirect Sales Channels Direct Sales Channels Web Kiosk & Agent Corporate Reservation Internet Mobile FlyByRail Service Track Onboard Track Track Track Track Track Track Amadeus Air Amadeus Global Rail Sales Platform Amadeus Rail Operations Engine Other Data Schedules & RU Configuration Inventory Reporting and Fares & Rail Direct Connect Analysis Pricing 6 Thomas Drexler Global Head of Rail, Amadeus IT Group SA, Spain 6 12 July, Session: Customer Expectations and Room A
  • 7. A standard way to sell Agent Track Air and Rail The Amadeus Rail Sales Platform is well on the road to becoming the first GLOBAL rail sales platform Thomas Drexler Global Head of Rail, Amadeus IT Group SA, Spain 7 12 July, Session: Customer Expectations and Room A
  • 8. ...Thank you for your kind attention