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Sabre travel network joakim everstin in touch with the multi device traveler sx 40 year anniversary v2
- 1. Innovation Manager EMEA JOAKIM EVERSTIN IN TOUCH WITH THE MULTI DEVICE TRAVELER @EVERSTIN
- 2. .. -. -. --- ...- .- - .. --- -.I n n o v a t i o n
- 6. ADD VALUE: TIME, CONVENIENCE “A man who dares to waste one hour of time has not discovered the value of life.” Charles Darwin
- 8. TRAVELER LIFECYCLE 21 days 7 days 48hrs
- 17. WEARABLE - DISNEY MAGIC BAND
- 18. GOOGLE GLASS
- 22. Create virtual experiences that feel real A SHIFT IN VIRTUAL REALITY Experience real places and people virtually
- 23. “I’ll someday be making the decision on where to go next based on the experience of having already been there virtually” – Tony Brice A SHIFT IN VIRTUAL REALITY
- 26. SABRE REDAPPS ECO SYSTEM
- 27. SEAT GURU BY TRIP ADVISOR
- 28. DYNAMIC CALENDAR
- 29. PREFERRED HOTEL
- 30. TRUST YOU
- 31. TRUST YOU
Notes de l'éditeur
- Hi, my name is Joakim. I am a device-a-holic! I just love checking out new devices and think about how we can apply them in travel. Today mobile devices is an essential part of a travelers life and this is why I have selected this as a theme for this presentation. I always carry at least 4 devices with me when I travel and I expect to be able to switch between them seamlessly when I work. Although all my devices are synchronized I will behave completely different when I process the same information on different devices. A mobile is not the same as a laptop which is different to a tablet and so on. The different devices serve different needs, and if you want to stay in touch with the multi-device traveler you need to understand how each device is used.
- When we think about how to connect with a traveler, we have identified three key questions you have to ask yourself. Now, these may look like pretty basic question, but they are essential to connect with the multi-device traveler I’m going to spend the next 30 minutes talking about these three questions, with a focus on the third - HOW you can connect with the multi-device traveller
- To connect successfully with a traveller, they first and foremost need to see value in the connection. Here is an example
- 200 years ago Darwin said: A man who dares to waste one hour of time has not discovered the value of life. This is still a truth and it’s presumably what makes travellers expect more and more from both technology and the services offered to them. No travellers want to waste any time unnecessarily while travelling and there are some good applications available that really helps travelers optimizing their time while travelling. My favorites are: TripCase helps me to keep track on my itineraries with Air, Car and Hotel. Any changes to this are sent via e-mail and it allows me to be on top of my travel at all times The LHR application that tells me which gate my flight is leaving from and keeps me updated on every status change. Everything from “gate open to “boarding” to “gate closed” and when I arrive I will get a notification on which conveyor belt my baggage will be on. Uber because it works in all major European city and it’s a truly disruptive innovation. It’s super easy both for the drivers and the customers and at a lower price. It’s so disruptive that all London cab drivers protested at Trafalagar square last Wednesday with the message “Save our trade” Purpose built applications at their best- all add value
- Next question. When do I connect?
- Now you need to determine all the points during the lifecycle to connect Before, during or after a trip? If it’s during a trip, when exactly? And how many times? Travelers use different behaviors on different devices so plotting out when you need to connect with them is essential as it will drive how you do this across effectively across different devices. Let’s talk about hotel booking behaviors. Insights from our consumer brands shows that…. People buying from desktop computers – book inside 21 days People buying from tablet – book inside week Phone – book inside 48hrs Our data also shows that people are less willing to spend more closer to their trip than they are early on. Which would make sense since if you book early, you’re likely doing so because it’s you need to secure accommodation –you may be taking a romantic trip with your partner, or as the case with big industry events like ITB where hotels sell out, you want to stay with colleagues at a hotel near the Messe not on the other side of Berlin. So you’ll pay more for the privilege of booking early This is a really critical step. Without knowing WHEN a traveler is likely to make certain decisions, and HOW they behave on each of their devices you’re never going to engage them effectively. At Sabre, we’re doing a lot of data work now to identify behaviour trends like the hotel one, so we can pass these insights onto our hotel and airline customers to guide them on when to best reach their travellers.
- In addition to our insights from our consumer brands, Sabre Labs ran a project called Hotel Snaps last year trawling massive amounts of information from social data sources such as Foursquare, Twitter and Instagram. By applying artificially intelligent data parsing they could data mine on specific datasets to convert unstructured data into structured data.
- Here is some high level findings that came out of the structured data sets.
- Just to demonstrate we singled out one individual that we in this example named Eric. Step one was to analyze the data and map Eric’s movements. Step two was to try to profile Eric based on his travel behavior.
- This is what Eric’s travels looked during the 8 months that we looked at.
- From this data they could make an assumption that Eric is or will soon become a Marriott Gold Status member and because of this it also raised a question why he did not stay in Marriott in Mumbai. This project was launched to demonstrate how you can gain much better insights to you customers behaviors by data mining publicly available data. By analyzing and understanding this data you will also have a much better chance of understanding what brings value to your customers and when to connect with them.
- Third question. How do I connect? This is the most fascinating for me and really where the rubber meets the road. I think there’s immense opportunities to connect with travellers DURING their trip, when travellers are most open to being engaged. I will now spend some time talking about some different technologies that I believe can create added value to a traveller.
- It is not always about selling something. Where I think we can bring a lot of value to a traveller is by service them BEFORE and DURING the trip. Good service creates good will and ultimately loyalty and the long tail of this is the opportunity to sell to this traveller again and again. Most devices are equipped with WiFi, GPS, Bluetooth Low Energy technology that doesn’t drain the battery There are two different types of location based features. Close and Long distance. The close proximity type is usually represented by Bluetooth and/or NFC (Near Field Communication) technology that allows a mobile device to communicate with a transmitter nearby. Previously this was a problem as an active Bluetooth chip would drain the battery very fast. This has now been resolved by the next generation BLE (Bluetooth Low Energy) chips. The long distance type is traditionally represented by the GPS chip and there is a brand new positioning technology called LIS-Hybrid (geo-fencing). This technology allows you to define a virtual geographical area or “geo-fence” that can trigger different actions when a device enters or leaves this area.
- Here’s an example of how the two types of location based services could work together: Imagine a traveler who is 45 minutes away from the airport and the flight departs in 1 hour. There is no way that she is going to make the flight. At this point the airline gets a notification of this and can already re-book her to the next flight, and if the next available flight is tomorrow they will also book a hotel at the airport. They will then notify her that she can go straight to the hotel instead of having to stand in line and sort this out when she arrives to the airport. When she gets close to the hotel they will also be notified by her imminent arrival and check her in and send her an e-mail or SMS with the code to the room, and when she is outside the room she will be prompted on her smartphone for the code to the room. You might think that this is in the future, but it’s already hare as our colleagues in Sabre Labs are currently running pilot tests using this new technology
- An amazing real-life example of the close proximity technology is the Disney Magic Band Disney is paving the way with their Magic Band that will launch this year. The band includes an RFID chip and can be encoded with the users personal information, preferences and credit card information. Disney customers will be able to make purchases by holding the band near a reader. The bands also track customer behavior and whereabouts so they can determine what you’ve purchased, where and when, what rides you rode and at what time of day. How many times did you go back to the hotel as the Magic Band is also your hotel door key. It’s a massive amount of data that Disney hopes to use to make customers experiences better by knowing more about them, like letting park employees know who you are when you approach them, or having a Disney employee wish you a happy birthday by name or happy anniversary. This could easily be transferred into a mobile device
- When we talk about wearable of course Google glass comes to mind. The release of Google Glass have divided the world in half and there are multiple articles written about pros and cons and even about not being a “Glasshole” This is an amazing piece of hardware, but I’m struggling a bit to see how we can create really good value in travel with Google glass for the traveller mainly because of cost, but nevertheless Sabre Labs have created a prototype using our latest APIs just to demonstrate how it can be done, so let’s have a look at that...
- I think the most added value in travel is through service applications using the HUD technology (Heads Up Display). A good example is a city explorer app pointing out different things in front of your eyes or an airport app that would tell you which is the closest way to your gate, distance, bathrooms etc. However, would I be prepared to pay $1500 to take advantage of this. I don’t think so... There are already companies like Virgin Atlantic that are piloting this new technology to service their VIP passengers. Focusing on the personalized service staff will start the check-in process on arrival as well as receiving real-time updates for each passenger via the device. During the escorted process, weather and local events at their destination, including translating any foreign language information, will be given to the passenger until they reach the lounge.
- One of the next big trends is Virtual Reality... The reason we are even talking about Virtual Reality today is thanks to one company: Oculus VR and their Oculus Rift product. This device is a technological LEAP forward in the realm of Virtual Reality. We won’t get into the details of those changes, but an appropriate analogy is the change from travel by train to by plane. The latter is an faster, better experience in almost every way. And this would be in years past, we would talk about Virtual Reality in gaming. But something different happened with Oculus. They were bought by Facebook. Facebook, the company whose mission is to connect PEOPLE is now the owner of the most advanced Virtual Reality company we know of. Images: Oculus Rift
- Even though this (Facebook buying Oculus) is a fairly recent development we are already seeing ripples from it. We are starting to see a shift in the thinking around Virtual Reality. Up until this point, the focus of VR has been to create brand new virtual worlds and experiences that felt real. We think about gaming and virtual worlds like Second Life. But now, the emphasis seems to be on being able to experience REAL places and people in full effect, virtually.
- This shift has an obvious impact on travel. Tony Brice from Sabre Labs writes a blog post every other Tuesday on the Sabre Newsroom Blog. A month or so ago, he wrote about Virtual Reality and I love this quote. I think this reflects the impact we are going to see VR have on the leisure space in travel. It won’t replace travel, but enhance the pre-trip stage of leisure travel. Experiencing a destination virtually will enhance the in person experience. Imagine getting to walk around Disney World for in the weeks before a trip. Or find the perfect route from your hotel to a conference by just experiencing a few alternatives in a quick VR session.
- Remember the 3 questions if you can answer them you are well equipped to be successfully in touch with the multi-device traveler. So far I have focused on the traveler which is in fact our customers customer as our direct customers are the travel agencies, hotels, rental car companies and airlines, and I’d like to wrap up this session and talk about the evolution on the travel agency side and the opportunities you as hoteliers have to be successful in communicating and/or servicing your partners and customers using our technology
- In our world adding content or services is a very complicated and costly process and not to long ago a group of our developers started talking during a coffee break. The topic for the discussion was: Is there another way for Sabre bring content and functionality to our customers without these costly and lengthy processes? The innovation that this team came up with was to think outside the box and identify best practice for application distribution. The Apple AppStore! From this came the Sabre RedApp Center where we brought the concept of the Apple AppStore into our market place. IOS device = Sabre Red Workspace Apple Apps = RedApps Apple AppStore = Sabre RedApp Center
- We created our own application eco system where agency developers can develop ‘private’ apps for their own agency and / or sell to other Sabre connected agencies. Sabre authorized developers can develop and sell to the whole Sabre community. Commercial non-traditional travel industry developers can innovate and develop apps and sell through the RedApp Center. We have literally opened up our market place to the world! The only limit is your own imagination! I will now show you some of the really good applications that are currently available in the RedApp Center.
- SEATGURU by Tripadvisor brings the website content into the traditional workspace.
- Dynamic Calendar. Single-click change date for searched availability Double-click display return availability
- Preferred hotel Create a preference STAR (profile) with your preferred hotel chains and they will be highlighted when a search result is returned.
- Trust You instant hotel rating through a discrete pop-up message
- Possibility to expand and display details More and more travel companies has started to think about how they can make their product stand out in our market place. and in order for us to accommodate this increasing demand, we also took a good look at our developer community and on May 20th we released a brand new developer web site.....
- While we were at it we also released some new REST based inspirational and intelligent APIs. For example the Lead Price Calendar that will return the lowest non-stop and overall fare 192 days ahead from todays date. Other new features are: No more requirement to be an authorized developer before access to our API specifications Demo gallery – Examples of our applications that use our new APIs Test section – test payloads of our most common APIs Move from former DRC (Developer Resource Center) completed by August 2014