After more than two years of extraordinary economic and travel challenges, the Phocuswright Conference proved that the industry is roaring back with a focus on innovation, inspiration, and the removal of friction in travel.
After more than two years of extraordinary economic and travel challenges, thePhocuswright Conference proved that the industry is roaring back with a focus on innovation, inspiration, and the removal of friction in travel. Like every year, the conference brings together global travel leaders and innovators across the travel industry to share smart insights and inspire creative thinking.
I was fortunate to make the trip to Phoenix and reconnect with colleagues and customers and unveil new ways Amadeus is helping online and digital travel players transcend to a new level in the customer journey.
The digital future is here
I participated on the Technology Roundtable at Phocuswright where forward-thinking trends, such as NFTs, Web3.0, AR, VR and metaverse were at the top of the discussion. However, many agreed the most immediate impact is expected to come from the use of AR and VR to enhance the inspiration phase of the travel journey or to "try before you buy."
When I look at the outlook on travel, the landscape is ripe with opportunities to transform the customer experience. Changing travel behaviors and consumer travel patterns have shifted and therefore accelerated the need for digital transformation throughout each stage of the journey. Online and digital travel players need to be positioned to invest in technology that will unlock new opportunities to enhance the traveler experience.
We don’t have to look far to know that the digital future is already here and plays a key role in the traveler experience. Technology is changing the way we do even the simplest tasks, which has opened the door to more consumer demands and expectations when it comes to searching and shopping for travel. According to a PYMNTS study, "How the World Does Digital ,"use of digital platforms has grown across several pillars – leisure, bank, work, communication and even travel-related activities. Bookings made via travel appswere up 16% in the second quarter of 2022, while airfare purchases, hotels and local transportation revealed the biggest gains in Q2 2022.
As mobile continues to be a method of convenience for consumers, digital players are diversifying their portfolio to include travel. For example,new Amadeus customer Rappi, made its mark in Latin America with its doorstep delivery service. Making day-to-day life easier, the super-app enabled users to shop and receive goods and services at their front door.
Currently, its’ 50+ million users can search, book and manage their travel directly on Rappi Travel. While leveraging the search and automation capabilities of the Amadeus Travel Platform, Rappi is meeting the demand of a one-stop-shop frictionless experience.
Driving the traveler experience
From my conversations with industry colleagues at Phocuswright, there is a growing need for more content, optimal or customized search performance, inspiration, digitalization, and the need to remove friction in the travel experience by better integrating all the actors involved in the travelers’ journeys.
We’re also starting to see how the strong position of Amadeus as an IT company and the strategic investments we have made in search and NDC are paying off.At Amadeus, we’re investing in search, NDC, automation, and payment solutions to help businesses navigate the volatility of the market and travel demands. Now more than ever, it’s key that travel companies ensure that consumers have the best and frictionless experience with the travel journey.
Most travel restrictions have been lifted and people are exploring more than just their backyard, so automation and digitalization will be key to keeping up with demand. Implementing the right technology can help address some of the challenges associated with staff shortages. For example, Amadeus self-service tools for post-booking empower OTA operations and make it possible for travelers to change/cancel/reissue tickets easily without interactions with a travel agent, which makes agencies save money and time. And, for those travelers who need the help of an agent anyway,Amadeus Ticket Changer offers accurate and fast reissues.
Transcend and renew travel
This journey to recovery has shown that travelers are on the go, and they are more demanding than ever. They expect more from their flights, hotel stays, OTAs, and booking apps. Many travel companies have had to rethink their strategies, pivot, and accelerate their innovation and creativity to keep pace with what travelers want and need. And the momentum continues! I reflect on this week at the Phocuswright Conference and I’m confident in how OTAs and digital travel players will leverage new technology, tools and content to fuel a change in the industry and seize all the unlimited possibilities to renew travel.
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