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Twitter Q&A reveals key aspects of personalisation for airlines
Gianni Pisanello
VP, NDC-X program, Amadeus
I had the opportunity to take control of the @AmadeusITGroup twitter handle for a lively Q&A session about personalisation in the airline industry and I was impressed with the questions and interest generated by the topic. Have a look below for a recap of the session and check out the hashtag #AskAmadeus for all of the questions from the Q&A.
Looking forward to our discussion on personalisation #askAmadeus pic.twitter.com/Vkdnoy5Df4
— Amadeus IT Group (@AmadeusITGroup)
May 5, 2015
Q1: Is the ‘internet of things’ sufficiently developed to offer new airline personalisation services?
A1: Not yet, but there’s huge promise. #IOT enables collaboration between players. This is key for personalisation #AskAmadeus @mudarres — Amadeus IT Group (@AmadeusITGroup) May 5, 2015
Q2: How can personalisation be used to increase conversion during the ‘post-trip’ phase?
A2: Post trip is great time 2 get customer reviews, this helps understand cust preferences & Give more relevant offer next time #AskAmadeus
— Amadeus IT Group (@AmadeusITGroup)
May 5, 2015
Q3: What can personalisation do for travellers?
A3: Less spam, more relevant offers, you spend less time searching for what you need. #AskAmadeus — Amadeus IT Group (@AmadeusITGroup) May 5, 2015
A3: E.g. I went to London & didn’t know England rugby was playing. Of course I liked it when offered :-) #AskAmadeus
— Amadeus IT Group (@AmadeusITGroup)
May 5, 2015
Q4: Is there a line that can’t be crossed in relation to data privacy?
A4: Absltly, we have to b vry careful w not invading privacy. Personalisation only works if it delivers value to the traveller. #AskAmadeus — Amadeus IT Group (@AmadeusITGroup) May 5, 2015
Q5: How can personalisation help airlines?
A5: Higher conversion rates, larger basket sale or higher rev per pax & increased cust loyalty or improved customer experience #AskAmadeus
— Amadeus IT Group (@AmadeusITGroup)
May 5, 2015
Q6: When I think of personalisation Netflix comes to mind. Can we expect to see something like this in the travel space?
A6: Yes definitely. It might take us some time to get there and we need to go step by step. #AskAmadeus — Amadeus IT Group (@AmadeusITGroup) May 5, 2015
Q7: If the ‘internet of things’ is not there yet - do you feel social media analysis could be useful beyond traditional enterprise data?
A7: Social Media will definitely b 1 important source in better understanding travellers. #AskAmadeus
— Amadeus IT Group (@AmadeusITGroup)
May 5, 2015
A7: Not only social media, but collaboration amongst industry players will be very important #AskAmadeus — Amadeus IT Group (@AmadeusITGroup) May 5, 2015
A7: e.g. airlines, agencies and airports. #AskAmadeus
— Amadeus IT Group (@AmadeusITGroup)
May 5, 2015
A7: But industry must always has to keep best interests of traveller in mind, esp. customer privacy. #AskAmadeus — Amadeus IT Group (@AmadeusITGroup) May 5, 2015
Q8: What are some concrete personalisation techniques?
A8: Personalised automated rebooking onto best flight option for that person is another example. #AskAmadeus
— Amadeus IT Group (@AmadeusITGroup)
May 5, 2015
Q9: Isn't personalisation a bit creepy?
A9: #AskAmadeus It can be if done badly! In the end it’s about providing value to the traveller. That should be the industry’s focus. — Amadeus IT Group (@AmadeusITGroup) May 5, 2015
Q10: Is it costly to process all of the data needed for airline personalisation?
A10: #AskAmadeus
Yes, it can be. As tech progresses, it should become more efficient. That's what we're looking to do at Amadeus.
— Amadeus IT Group (@AmadeusITGroup)
May 5, 2015
And finally, a question that came in after we had finished, Q11:
Why aren't airlines & CRSs/GDSs concerned w/ tariff requirements & legality of personalized pricing by common carriers? #AskAmadeus
— Edward Hasbrouck (@ehasbrouck)
May 5, 2015
A11:
Great question Edward. First let me reassure you we care deeply about the end consumer – traveller comes first. A year ago I made a presentation positing that airlines should not personalise on price. Why? Because it makes no business sense. If you personalise on price, you lose trust with the consumer, and you will very likely not see that consumer again. Personalisation in my view is about constructing the most relevant mix of products and services that meet the needs of the consumer, and is delivered at the time and in the manner that best suits the consumer. Personalisation works when it delivers value to consumers by facilitating their shopping experience and offering products & services that can enhance the travel experience.
What did you think of the session? Have some other questions you’d like to ask? Let me know with a comment below or send a tweet with your thoughts!
Tags
Traveler Experience, Merchandizing