1Copyright © Mobile Travel Technologies Limited26 January 2017
26th January | @tvptdigital | #mobiletravel2017

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5

A Mobile Travel Timeline

MOBILE PHONE
PROTOTYPE
1973
FIRST
COMMERCIAL
MOBILE
1983
AIRLINE MOBILE
CHECK-IN
1999
IPHONE
RELEASED
2007
APP STORE OPEN
TO THIRD PARTY
2008
NATIVE SEARCH
& BOOKING
2010
IPAD
RELEASED
2010
PASSBOOK
LAUNCHED
2012
TOUCH
ID
2013
MOBILE PASSPORT
SCANNING
2014
ANDROID
WEAR
2014
FLIGHTRADER24
INTEGRATION
2015
APPLE WATCH
LAUNCHED
2015
ANDROID
INSTANT APPS
2016

268
MILLION
mobiles
accessing the
internet in
2007
IPHONE
RELEASED
2007
ANDROID
ANNOUNCED
2007
AIRBNB
LAUNCHED
2008
GOOGLE MAPS
(MOBILE)
RELEASED
2009
UBER
LAUNCHED
2010
3.6
BILLION
mobiles
accessing the
internet in
2017

Our Methodology
Surveyed 45 airlines and TMCs around the world
Additional insights from 20 travel industry leaders

High Level Results (2017 Trends Survey)

Q) Which of the following statements best describes your organisation’s
level of investment in your mobile strategy?
1. We are investing a lot as mobile is a big focus for us
2. We are investing enough to keep up with the competition
3. We are investing but not enough
4. We are not investing in mobile at all
LIVE Poll

‘More than 33,000
business bots have
launched on Facebook
Messenger since April
2016’
Source: Facebook Nov 2016
Bots

Bots: The Travel Landscape

Bots: The Travel Landscape

“Bots need to understand
context and history and
ultimately need to act as
collaborators on more
multi-layered and
complex travel challenges,
rather than simply
responding to basic
commands.”
- BRENDAN BOURKE
- Digital Consultant at Travelport Digital
“Looking at 2017, it will be very
likely that travel companies will start
investing into conversational user
interfaces, or embracing the endless
potential of the new chat apps that
passengers will be using for search,
purchase, usage and support of the
travel services.”
- ROY SCHEERDER
- Digital Strategist at Fjom
“Bots will increase
customer satisfaction.”
- THIERY S. HUGUENIN
- Business Aviation Consultant at TSH Aviation LLC
Travel Industry Take
43% of TMCs
intend to invest in
chatbots in 2017
Source: 2017 Trends Survey

Social Take
Disruption, IROPs 36%
Customer Service 10%
Destination Guide 15%
What would you use a chatbot for when travelling?
Travel info (status, gates, boarding) 39%

OUR TAKE
Bots will become more firmly established within the
complete travel cycle in 2017. But success will only be
achieved with a deeper understanding of context, location
and ultimately the traveller themselves

57% of TMCs intend
to invest in
personalisation in
2017
Source: 2017 Trends Survey
Personalisation

Personalisation: The Travel Landscape

“It’s about enabling
personalised experiences
across multiple touch
points and multiple
devices that travellers
engage with.”
- STEVEN RATCLIFFE
- VP at Travelport Digital
“Artificial Intelligence (AI) and personalisation are
two key areas of technology investment and focus
for 2017 among travel providers”
- HENRY H. HARTEVELDT
- Travel industry analyst and advisor at Atmosphere Research Group
“The trend would be to add more
and more value in a personalised
manner and keeping in mind the
preferences of the traveller.”
- SANDY & VYJAY
- Owners at IM Voyager
Travel Industry Take
58% of
airlines feel their
ability to deliver
personalised
interactions to
travellers as very
important to the
success of their
mobile strategy.

Social Take
No 8% 36%
Wouldn’t change my usage 15%
If an app presented content or offers that were more
personalised to your preferences, needs or location would
you use that app more?
Yes 66%

OUR TAKE
Delivering relevant and personal interactions via mobile will become increasingly
important for airlines to help build a true one-to-one connection that can
ultimately win their loyalty over the long term.
The more data TMCs can get by extending traveller profiles, the more equipped
they will be to service business travellers. TMCs can build up unique insights into
the travellers profile which can be a source of competitive advantage if used
correctly.

Beyond The Homescreen
There are 24,759
Apple Watch Apps
Source: watchaware.com
2017

Beyond the Homescreen: The Travel Landscape

“For airlines & TMCs to
succeed they need to realise
that their branded consumer
app is only a part of a larger
mobile customer engagement
strategy that has to include
chat, email, SMS, mobile web,
and enterprise apps for
customer facing employees.”
- MARK LENAHAN
- Travel Industry & Travel Technology Specialist at CJ Ignition
“Apps are no longer just the little icons we carry
around in our pockets, they are things we wear,
things we touch (virtually) things we message
(artificially) and even things we talk to in our
living rooms.”
- GLENVILLE MORRIS
- Director of Consulting & Digital Insights at Travelport Digital
“This we believe will be a new
trend that will emerge in
2017, largely thanks to
Instant Apps and mobile
optimized web apps.
- GERRY SOEJATMAN
- Aviation Consultant at Communicavia & Gerry Airways
Travel Industry Take

Social Take
Maybe 13%
Are apps dead?
Yes 17%
No, but we’ll be using them differently 70%

OUR TAKE
Airlines & TMCs need to take their digital experience to
where the user is and that’s not just in app folders anymore,
they need to start thinking outside the icon ‘box’.

Q) Which trend that we've discussed today will make the biggest impact in
2017?
1. Bots
2. Personalisation
3. Beyond the Homescreen
LIVE Poll

Closing Thoughts
In Summary
Our mobile landscape is changing
New technologies and new platforms are creating a myriad of
opportunities for the travel industry
The demands of today’s ultra connected traveller are evolving

31Copyright © Mobile Travel Technologies Limited26 January 2017
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