Michelle Allen, Head of Travel, Google Australia presented 'Tech, Travel and Trends: A Recipe to Profitability'

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Michelle Allen, Head of Travel
Tech, Travel & Trends
A recipe to profitability

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Bushfires Floods Coronavirus Fuel prices
Economic growth Competition Trade wars and
geopolitics

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Start up world in travel is booming

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New best-in-class
experiences
Raised
expectations
New mainstream
experiences
Cycle of
evolving
expectations

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Consumer expectations:
The rising tide

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Cheap vs best - consumer insight

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How can travel companies continue succeed?

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=Technology Data
Customer
experience
x

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Source: Accenture, January 2020
Today, all companies are
technology companies.
Every business, in every
industry, is increasingly
turning to technology-
based innovation to
disrupt the competitive
status quo.
“
”

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Source: Accenture, January 2020
Boundaryless
– The IT stack (data, infrastructure, applications)
– Humans and machines
– Organisational and industry silos
Adaptable
– They seamlessly adapt to business and technology change
– They have flexible, living architectures and new ways to protect and nurture data
Radically Human
– They empower humans to interact with machines, e.g. through natural conversation
and simple touches
– They adapt to humans, not the other way around
Future Systems

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Technology

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=Technology Data
Customer
experience
x

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Data
AutomationMachine learning

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Data
Measurement

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Data
Privacy

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What can advertisers do in the privacy-first world?
Ensure that you have comprehensive first
party measurement solutions in place
1
Enable your own customer data
for digital marketing
2
Use audience insights from partners that
you work with
3
Mitigate risks due to ecosystem changes
by diversifying strategies to reach users
4
Work on your
data strategy

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Data
Precision Prediction

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Data
of organisations
have experienced a
data breach in the
last year
What’s happened Impact Opportunity
Source: Thales 2018; Accenture, 2018; Salesforce, 2018
50%
of companies
have experienced a
drop in user trust
(past 2 years)
54%
of customers say their
trust in a company will
make them more loyal
to a brand
95%

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=xTechnology Data
Customer
experience

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Customer experience
Speed, ease, trust
Natural
Meets my specific needs
Anticipation

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Customer experience
travelers will stop to book
with a brand that has a
slow mobile site or app
25%
of travel queries come
from a mobile device
+50%
of travellers come to
Google at some point in
their journey
+90%
Ease - We spend more
than 10% of our time
online researching travel
10%
Source: Google Data

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Natural
of travelers who use a
digital assistant would like to be
able to complete travel-related
tasks by speaking to a
voice-activated assistant
65%Natural language
processing
Voice
Source: Google Data

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“easyJet is introducing a new way for
passengers to book flights; by using
just their voice.
The airline is launching Speak Now, a
new feature on its app which lets
passengers search for flights using
voice recognition technology.
The system will be powered by Artificial
Intelligence technology and will also use
Google Cloud's Dialogflow, a language
understanding tool.”

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Meets specific needs
According to the 13th Accenture Strategy
Global Consumer Pulse Research, 44 per cent
of customers are frustrated when companies
fail to deliver relevant, personalised shopping
experiences. In addition, 41 per cent switched
brands last year due to poor personalisation and
lack of trust. This resulted in US organisations
losing $756 billion last year as a result of poor
personalisation and lack of trust.
“
”
of consumers want travel
companies to provide
them with personalised
recommendations
67%
Source: Google Data

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Airbnb plays the role of local tour guide with
hosted walks and experiences

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Anticipation - Matched destination uses
data to predict best-fit experiences

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=Technology Data
Customer
experience
x