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If you're one of the
77% of travelerswho want to travel in the next year, you might have noticed something when you were searching for flights: it's harder to get to where you want to go. During the pandemic, airlines reduced routes significantly to adapt to declining demand, and many have yet to reopen.
Despite this reduction, the number of searches has rebounded strongly with pent-up demand, underlining the need for scalable and efficient search capabilities. As travelers, it's easy to take a travel search for granted — it comes up so fast, it seems so easy! But in reality, travel search has never been more complex.
A decade ago, most flights on the same route typically had the same services across two or three fare classes. That's not the case today. Now, extra baggage, early boarding, lounge access, special meals, change and cancellation options, and even in-destination services are all sold separately on top of a flight so that each passenger can customize their journey. In addition, passengers need to know about specific COVID-19 regulations and protocols.
Travel content is now also multi-format. Before, most airlines used EDIFACT technology; now, airlines also use different versions of the NDC technology standard or their own APIs. All of this contributes to exponentially higher computational requirements.
To give travelers search results that let them compare apples to apples — so they can see the full cost of their trip including all ancillaries and added value — travel retailers must have access to bundling options across hundreds of airlines, and be able to process multiple formats in fractions of a second.
It's a tall order, but the technology is here.
In this new world,advanced search capabilities like virtual interlining and comparing rail with flight options, price predictions, graphical map-based search, and ultra-responsive search are becoming critical to the user experience. As the industry continues to recover, technology, as well assimplified partnership models , play an essential role in accelerating this recovery by making it easier for travelers to find the route combinations they need to get from A to B.
For example, virtual interlining has gained new relevance, as it gives travelers a complete picture of all the full-service and low-cost carrier options along their route. This approach means travelers searching with travel agencies or meta-search engines can see the full picture and are more likely to find the desired results, even with a limited number of routes available.
But flying isn't the only way to get around. 2021 is the 'year of rail' in Europe, with many governments encouraging rail for short-haul trips. Searches made using Amadeus technology allow travelers to compare flight options alongside rail so they can find the best value journey no matter how they travel.
Giving travelers access to all this content, combined with a responsive, data-driven search can help boost conversion for travel retailers, leading to more revenues.
It's not just about comparison though. As routes reopen, search capabilities like open dates and open destinations will also help inspire travelers more, as they can figure out where they want to go next for that ski getaway or an urban break.
It's time to look past 'look to book' ratios and focus on massively scalable search so that offers can be available everywhere, and quickly, to maximize revenues for the industry. Scalability for travel players means delivering multiple solutions at every touchpoint of the search journey. That's why Amadeus has invested significantly in its search technology to make it more open, flexible, and intelligent.
Thanks to these investments and our latest scalability advances, we are now returning accurate results more than 30% faster.
Are the demands on search more challenging than ever for travel retailers? Without a doubt. Fortunately, ourtechnologyis up for the challenge, and it will only continue to improve.
For more information, check out our dedicatedflight search webpage.
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