What the travel business can learn from Netflix

Pascal Clement

Head of Travel Intelligence, Amadeus IT Group

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In the last few years, Netflix has revolutionised the way television is developed by deciding which shows to produce and how to promote them by using algorithms and Big Data. Netflix chose to invest 100$ million to develop their runway hit “House of Cards” because the company’s producers had data to show them that Kevin Spacy, director David Fincher (of The Social Network), and the British version of House of Cards were all popular with their viewers. Their bet paid off: the show helped Netflix gain 4 million new subscribers in the first quarter of 2014.

In the travel business, data can be just as powerful. Did you know that first class passenger volumes for Emirates, Qatar Airways and Etihad Airways on the top 10 Origins & Destinations between Europe and Asia Pacific increased 67%, whilst business class traffic increased by 47%, in 2015?

This staggering growth in premium classes was complemented by healthy overall growth, with a 7% increase in passenger volumes across all cabin classes for these routes. The data analysed takes into account all bookings in the Amadeus system made via traditional and online travel agenciesfrom across the globe.

Differentiation & Personalisation

This analysis is a reminder that data is today's most powerful ingredient in the battle for competitive differentiation and personalisation. An airline looking at these figures will know that travellers, particularly premium passengers, want to shop for travel on their own terms. With actionable data like this, airlines can respond to their customers’ needs by making their comprehensive offering available consistently across sales channels.

By combining the latest technologies with rich data sources and a dedicated team of talented data scientists, Amadeus Travel Intelligence takes the pain out of Big Data. As one of the biggest tech companies in the travel sector, we are well placed to deliver airlines, airports, destination marketers, travel agents and other travel players, unique and actionable insights into overall market dynamics, a company’s own performance, and growth opportunities on the horizon.

Business success in the 21st century will be directly related to an organisation’s ability to harness the value of data. This wisdom applies to the travel business as much as it does to the television business.

To learn more about the growth of luxury travel in the Middle East and Amadeus Travel Intelligence – visit the Amadeus Newsroom.


Big Data, Middle East, Research