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Tnooz-Datalex webinar - BIG ideas for travel retail

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The 60-minute session focussed on ideas on how to differentiate, inspire, optimize and personalize the travel retail experience across channels and throughout the customer journey. Panel: Helen Piper …

The 60-minute session focussed on ideas on how to differentiate, inspire, optimize and personalize the travel retail experience across channels and throughout the customer journey. Panel: Helen Piper (head of Nordics, Expedia Affiliate Network), Bobby Healy (CTO, Cartrawler), Marc Rosenberg (airline distribution strategist and advisor), Ornagh Hoban (VP strategy, Datalex).

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  • Research show that people are presented with 237 differenct choices every day. Our brain cannot cope with the vast breadth of offering and it becomes choice over laod
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    • 1. BIG Ideas for Travel Retail Webinar April 20th 2011
    • 2. One BIG Idea for Travel Retail ACTIVE LISTENING! Ornagh Hoban VP Strategy Datalex (Ireland) Ltd. Copyright 2011 | www.datalex.com 2
    • 3. Active Listening...why should you care?
    • 4. Its PERSONA_lisation….. KAREN KAREN The Corporate Traveller New York to London Gold Member Affinity to Hertz 4 Days to Departure Branded Fare Optional Services Cross Sell Mange my Booking •Special Corporate Branded Fare •Free bags, Free seat selection •Lounge on the way back •Change on day of return •Lounge on departure •Fast pass for security •Limo / taxi on arrival •Car •Hotel •Optional Services The Leisure Family 2 Adults, 2 Children 45 Days to Departure New York to Orlando Booked Corporate Trip to new Branded Fare Optional Services Cross Sell •Special family branded fare •Family Seating •Mini bus from home •Children entertainment pack •Gourmet meals for Mom & Dad •Child meals Channel Optimizer •Hotel Transfer •Minivan / SUV •Hotel, Tours, Activities •Optional Services Mange my Booking Datalex (Ireland) Ltd. Copyright 2011 | www.datalex.com
    • 5. You already know alot..... MARKET PERSONA CHANNEL Customer Intent What I am searching for Who am I (IP, email) Recently Viewed/Searched What is my history What are my characteristics? Loyalty; Family Travel; Corporate What’s my value? Hotel Fares Activities Tours Cross / Up Sell Promotions Reward Ancillaries Datalex (Ireland) Ltd. Copyright 2011 | www.datalex.com
    • 6. You could offer me just the lowest price or...... My Intent: • • Foreground Concern – I need Flight To Orlando for x4 pax Background Concern – ―Family Holiday‖ - I’m responsible for the trip. My PERSONA Characteristics: • ―Family Persona‖ + ―Corporate Persona‖ + ―Loyal‖ + ―High Value‖ Match me to Product Characteristics ―High Margin‖ or ―Promoted‖ Give me the right product and price at the right touchpoints  I’ll increase spend with you – up to 30% I’ll connect with your Brand = Experiential Excellence = My Loyalty, Demand and Trip Value! Datalex (Ireland) Ltd. Copyright 2011 | www.datalex.com
    • 7. ACTIVE Listening – Maximize TRIP Value, Loyalty and Demand Datalex (Ireland) Ltd. Copyright 2011 | www.datalex.com
    • 8. One BIG Idea for Travel Retail Optimize! Bobby Healy CTO © Cartrawler Ltd. Confidential and proprietary. All rights reserved. 9
    • 9. Touchpoints © Cartrawler Ltd. Confidential and proprietary. All rights reserved. 10
    • 10. Decision Criteria © Cartrawler Ltd. Confidential and proprietary. All rights reserved.
    • 11. CarTrawler Global Data Airport Ex - airport 8% 92% © Cartrawler Ltd. Confidential and proprietary. All rights reserved.
    • 12. Published Supplier Data Airport Ex - airport 40% 60% © Cartrawler Ltd. Confidential and proprietary. All rights reserved.
    • 13. The Solution – Upsell using maps
    • 14. One BIG Idea for Travel Retail Offer your customers’ the right options Helen Piper Head of Nordics © Expedia Inc. Confidential and proprietary. All rights reserved. 16
    • 15. Today we are facing too many choices... © Expedia Inc. Confidential and proprietary. All rights reserved. 17
    • 16. Today’s consumer makes on average 237 choices everyday
    • 17. And when we want to travel – we are presented with even more.... © Expedia Inc. Confidential and proprietary. All rights reserved. 19
    • 18. Too many choices and too many clicks... Just give me what I want ! © Expedia Inc. Confidential and proprietary. All rights reserved. 20
    • 19. So why don’t we learn from other industries and present relevant choices to our customers? © Expedia Inc. Confidential and proprietary. All rights reserved. 21
    • 20. Past purchasing behaviour © Expedia Inc. Confidential and proprietary. All rights reserved.
    • 21. Boots cross sell © Expedia Inc. Confidential and proprietary. All rights reserved.
    • 22. Travel Industry Example © Expedia Inc. Confidential and proprietary. All rights reserved.
    • 23. Concepts for travel industry segmentation Business Traveller Price conscious traveller Family Leisure traveller © Expedia Inc. Confidential and proprietary. All rights reserved. Flexible module
    • 24. Relevance Tailored offer to the customer’s needs Save time and create loyalty ‖This provider understands my needs and I don’t need to go elsewhere for a comparison‖ © Expedia Inc. Confidential and proprietary. All rights reserved.
    • 25. Limit the options presented to your customers and make them relevant © Expedia Inc. Confidential and proprietary. All rights reserved. 27
    • 26. All Channels Lead to the Customer ! “the best ideas, best values, best products and best services will win.” Miles Nadel Marc Rosenberg Distribution strategist © Expedia Inc. Confidential and proprietary. All rights reserved. 29
    • 27. So what’s going on! A Martian landed on Planet Earth and was asked to summarize what was going on in the travel industry. The conclusion made was that the travel industry was in a total state of disarray.  Fuel prices were escalating compromising airline capacity and revenue projections.  Civil unrest in certain regions of the planet was negatively impacting tourism.  Natural disasters were taking their toll on specific points of origin or destination.  Supply Chain Stakeholders were in legal battles over content obligations.  The world’s most dominant force in travel search looks to take its place in the chain. If you are new to the travel industry or from another planet it is easy to understand why you would conclude that our industry is in serious trouble. However if you have been around for a few years or more you have to ask yourself the question………………..
    • 28. So what else is new? Travel Suppliers are re-inventing the retail experience for customers, maximizing the opportunity to merchandise core and ancillary products across all channels. “The average student has instant access to more information today than did every president in the past 15 years. There is a meritocracy of information and the best ideas, best values, best products and best services will win.” Miles Nadal, Chairman and CEO of MDC Partners (9th largest advertising firm in the world) Sensible you might think, yet many find it irksome…..
    • 29. Irksome…Why? To read today’s trade media and travel industry blogs the one issue that is consistently being debated and reported on is American Airline’s direct connect strategy. Some well meaning industry experts are advocating a total disruption to the supplier come travel agent model while others are questioning AA’s motivation to take on such a bold strategy. With all due respect to American Airlines there is nothing new about their strategy. Direct connect has been around for over 5 years, and for those who only now are crying foul AA did announce in 2009 that they had been studying the model for over 3 years. The airlines have always had a direct channel relationship with its customers usually accounting for 25-35% of their business. The LCC model has changed that and for some carriers direct sales are over 60% of their business
    • 30. So what now? Travel suppliers, (car,cruise,hotel,airlines) understand the need to enhance their retailing expertise to maintain market share in an increasingly competitive market. Direct Connect allows them to extend their merchandizing practice to key distribution partners (travel agents, OTA, etc) on equal terms! Too many stakeholders have vested interests in maintain the status quo. The battle has commenced and will continue…. Great supply chains are agile, adaptable, and aligned provide you the Supplier with sustainable competitive advantage. It’s a simple formulation: getting the right product to the right place at the right time—all the time. • Where the supply chain is a ―sales disabler‖ – STOP! • Where the channel brings value – GO!
    • 31. So what’s the BIG Idea for Travel Retail MERCHANDIZE your Product Value; Demand and Profit! ALL Channels lead to a CUSTOMER! Listen to your CUSTOMER! Get the Stakeholders to the TABLE ALIGN; ADAPT & INNOVATE
    • 32. Q&A
    • 33. Thank you for your time. The World’s Leading Travel Distribution Platform Shop, price, book, reward and fulfil any product on any channel. Inspire, personalize and optimize your retail experience.