111031 hsmai reiselivsdagen presentasjon av amadeus

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111031 hsmai reiselivsdagen presentasjon av amadeus

  1. 1. Total kontroll og enverden av muligheter Lars Wernblom Commercial Director Amadeus Scandinavia © 2011 Amadeus IT Group SA Oslo October 31, 2011
  2. 2. 2 Travel trends © 2011 Amadeus IT Group SA
  3. 3. 70 40 40 INTERNET Behaviour 70© 2011 Amadeus IT Group SA
  4. 4. Direct Channel In-direct Channel Online © 2011 Amadeus IT Group SA
  5. 5. THE WRONG QUESTION© 2011 Amadeus IT Group SA
  6. 6. UNDERSTANDING Understand the behaviour Identify the reasons why © 2011 Amadeus IT Group SA Introduce and implement solutions
  7. 7. 7 Leisure Travel trends © 2011 Amadeus IT Group SA
  8. 8. The younger, the more they book direct Number of trips 50% 58% © 2011 Amadeus IT GroupGroup SA © 2011 Amadeus IT SA Source: Amadeus Scandinavia’s End Customer Segmentation study2011
  9. 9. Digital Natives are the future travelers Age of personalization: Hear me, see me, remember me These future travelers will stay: 1. Mobile and always connected to everything and everyone © 2011 Amadeus IT GroupGroup SA 2. Empowered to validate © 2011 Amadeus IT SA everything
  10. 10. Search behavior 92% Use search at any point in the journey 35% Start journey with search © 2011 Amadeus IT Group SA 70% Are generic searches Source: “Analysis of purchasing process in the UK online travel market”,Nielsen 2010
  11. 11. The era of personalizationFrom traditional air travel search …to customer centric search ”How much do I want to ”What else do I want Origin airport spend?” included in the trip”? Destination airport ”What do things look and feel like?” Departure date ”How long do I ”Who will be want to stay Return date traveling with away for?” Departure time preference me?” ”What do I want included © 2011 Amadeus IT Group SA Return time preference in the fare?” ”What do my friends Number adults/children/seniors think?” ”How much do I want to Class of service ”What do I feel like feel when I retun?” doing?” Source: Forrester Research
  12. 12. It’s not only about price Leisure traveller needs:  Fast search  Online guidance  Relevant information/inspiration  Offer targeted to their needs  Best price vs quality  Transparent prices & conditions © 2011 Amadeus IT Group SASource: Phocuswright
  13. 13. Trust is in the collectivity © 2011 Amadeus IT Group SASource: Total Media
  14. 14. 14 Corporate Travel trends © 2011 Amadeus IT Group SA
  15. 15. Traveler CorporationBooking channels Online BookingsWhat goes online… Streamlining travel relatedLeisure expectations processesMobile and connected KPI: Satisfaction vs costSocial Media © 2011 Amadeus IT Group SA Ancillary ServicesThe future travelers
  16. 16. Where did you search for information? Travel Agency 36% 12% Booking tool 23% 2% Airline direct 18% 38% Travel arranger 10% 4% LCC website 3% 15% OTA 3% 14% © 2011 Amadeus IT Group SA Meta search 2% 7% Search engine 1% 5% Have a policy Other 1% No policy 2%Source: Amadeus Scandinavia’s End user study (air) 2009
  17. 17. Where did you book the latest trip? 2% 1% 2% 4% 11% 12% 12% 10% Other Internet Travel Agency 27% LCC website Airline website/phone 48% Travel arranger 81% Corporate SBT © 2011 Amadeus IT Group SA Corporate Travel Agency 6% 44% 3%26% 17% No travel policy Travel policy
  18. 18. Growing Uses of Social Networks © 2011 Amadeus IT Group SA
  19. 19. Peer Influence Matters © 2011 Amadeus IT Group SA Source: Total Media
  20. 20. © 2011 Amadeus IT Group SA
  21. 21. Breakthrough of Mobile Techonology © 2011 Amadeus IT Group SA Source: Morgan Stanley
  22. 22. High Penetration Among Business Travelers © 2011 Amadeus IT Group SA Source: PhoCusWright
  23. 23. Information…© 2011 Amadeus IT Group SA
  24. 24. My time is ME timeDuring business trips: 72% research local restaurants and hot spots 63% connect with friends or family living close to the destination 29% use online/social networking sites to connect with or meet new people 33% have taken their partner, children or friend with them on © 2011 Amadeus IT Group SA business and extended the trip into a holiday
  25. 25. The Future Business Travelers? © 2011 Amadeus IT Group SA
  26. 26. Traveler CorporationBooking channels Online BookingsWhat goes online… Streamlining travel relatedLeisure expectations processesMobile and connected KPI: Satisfaction vs cost © 2011 Amadeus IT Group SASocial Media Ancillary ServicesThe future travelers
  27. 27. Increase adoption of self-booking tools1.2 10.80.6 Corporate Online Business TA Offline0.40.2 © 2011 Amadeus IT Group SA 0 2008 2009 2010 2011-0.2 Online adoption increased +39% (TMCs) and +50% (Business) 2010/2009
  28. 28. Self-booking tools drive Hotel bookings 6% Other 7% Hotel website Hotel Aggregator 22% 28% Online TA Travel arranger 5% Corporate SBT 6% 9% Corporate TA 13% 31% 19% 66% vs. 58% go to © 2011 Amadeus IT Group SA TA channel to book their hotel 26% 26% Travel policy SBT Source: Amadeus Business Traveller Hotel study 2010 (1049 respondents)
  29. 29. Streamlining Travel Related Processes © 2011 Amadeus IT Group SASource: BTN survey of 226 travel buyers
  30. 30. Balancing Cost vs Traveler Satisfaction Top Challenges Facing Travel Programs © 2011 Amadeus IT Group SA Source: PhoCusWright
  31. 31. Ancillary Service Secondary revenue streamImproveTravellerExperience © 2011 Amadeus IT Group SA Augment Retail price
  32. 32. 4. Ancillary Services Here to Stay © 2011 Amadeus IT Group SA Revenues from ancillary services to grow 50%Source: Study conducted by Forrester Consulting on behalf of Amadeus, Q4 2010
  33. 33. How Can You Meet These Trends? Traveler Corporation © 2011 Amadeus IT Group SA
  34. 34. Access to Relevant Airline Content Highest Level of Access Full Content 389 100 96 104 33 © 2011 Amadeus IT Group SA 6034 Global Total Number of Airlines
  35. 35. Full Ticketing ATLA or Equivalent Low Cost Carriers SSR Epay All Fares or Equivalent Airlines booked by Scandinavian Travel Agencies All Fares Custom Fares Net Check Access Update + Int. Sell Direct Connect Net Check Ticketless Access Direct Connect Net Check Ticketless Access Custom Fares Net Check © 2011 Amadeus IT Group SA Via LH Custom Fares Net Check All Fares Custom Fares Net Check Access Update + Int. Sell Direct Access Direct Acc. + Direct Sell35
  36. 36. Full Relevant Hotel Content Amadeus GDS LinkHotel / Aggregator Rate / content Hotel content private content content optimization 1 2 3 4 5 1 2 3 4 5The top 300+ Chains 6000+ independent hotels Hotel Store Multisource Help ensure 100% commission guaranteed + prepaid commission bookability andContinue to add key private content guaranteed Unique control of hotelnew chain content Flexible integration of search-engine powered programs +and extend content independent small/ comparative shopping facilitate TA © 2011 Amadeus IT Group SA and best rates medium chains or IT within existing points of conversions systems sale (Hotels Plus, AetM, WS) Forget one-size fits all! A 360-degree, multi-pronged approach
  37. 37. Rail travel is growing In 2009, 30 billion rail pax 1,6 billion travelled long-distance Coming 15 years, nearly 12 000 km of high speed track will be built in Europe The network will connect large numbers of major cities across Europe Rail grew market share from 49 to © 2011 Amadeus IT GroupGroup SA 68% 2010 vs 09 on STO-GOT © 2011 Amadeus IT SA 90% say they would like to see rail fares displayed alongside air Source: Tnooz, SilverRail Technologies
  38. 38. Conclusion In order to change the Trend…70 40 40 70 © 2011 Amadeus IT Group SA
  39. 39. Conclusion …we have to Understand and meet the expectations of the New Empowered traveller… Go Online ! © 2011 Amadeus IT Group SA
  40. 40. Brighter, Bolder, Better Takk Amadeus IT Group Group SA© 2011 © 2011 Amadeus ITSA

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