We’re creating a more connected travel industry, underpinned by sustainability and long-term investor relations.
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.
Q2: How can personalisation be used to increase conversion during the ‘post-trip’ phase?
Q3: What can personalisation do for travellers?
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
Q4: Is there a line that can’t be crossed in relation to data privacy?
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
Q5: How can personalisation help airlines?
Q6: When I think of personalisation Netflix comes to mind. Can we expect to see something like this in the travel space?
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
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: e.g. airlines, agencies and airports. #AskAmadeus— Amadeus IT Group (@AmadeusITGroup) May 5, 2015
Q8: What are some concrete personalisation techniques?
Q9: Isn't personalisation a bit creepy?
A8: Personalised automated rebooking onto best flight option for that person is another example. #AskAmadeus— Amadeus IT Group (@AmadeusITGroup) May 5, 2015
Q10: Is it costly to process all of the data needed for airline personalisation?
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
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!