The Revolution to Stay Relevant in Travel

1©2016 Sabre GLBL Inc. All rights reserved.
THE REVOLUTION
TO STAY RELEVANT
HOW WILL TRAVEL COMPANIES KEEP AHEAD?

• Evolving technology
• Stronger grip from Generation Z
• Disrupting models from likes
of AirBnB & Uber
ARE YOU PLAYING
CATCH-UP TO YOUR
COMPETITORS?
THE TRAVEL INDUSTRY
IS EXPERIENCING
RAPID CHANGE

It took 45 years for us
to adopt telephones.
But only 6 years
to adopt smartphones.
And only 3 years
to adopt tablets.1
MORE HAS CHANGED
TECHNOLOGICALLY IN
THE LAST DECADE THAN
THE LAST CENTURY
1Adoption is considered to be
10 to 75% adoption rate in the US.

4©2016 Sabre GLBL Inc. All rights reserved. 4
THE TRAVEL INDUSTRY
HAS LAGGED BEHIND
• Widening skills gaps
• Legacy systems
• Apathy towards new technology
• Dynamic personalisation
• Retailing and merchandising

• Agility and ability to experiment?
• Premium service with premium price tag?
• Fast adoption of early technology?
• Established brand with outstanding service?
THINK:
WHAT MAKES A
COMPANY DIFFERENT?

• Technology is the single-most
important force shaping
organisations
• Legacy systems are buckling
under the strain of new processes
IF IT AIN’T BROKE, FIX IT.
INVEST IN TRAVEL TECHNOLOGY.
• Shrug the set-and-forget mentality
• Set sizeable budgets for new
technology

YOU NEED:
• A consultative technology partner
focused on growth
• Recommendations ranging from
talent acquisition to software
systems
• Strategic forecasting
• Experimentation and expansion to
meet customer needs
• All-encompassing approach to
implementing cutting-edge
solutions
INVESTING IN
TECHNOLOGY IS MORE
THAN JUST SOFTWARE
GIMMICKRY.

The successes of AirBnB & Uber came not from
just technology, but recognizing traveller issues
and solving them.
It was the idea behind their technology that truly
disrupted the industry.
DEMOCRATISATION OF PERSONAL
TRANSPORT AND HOLIDAY
ACCOMMODATION HAS SHAKEN THE
FOUNDATIONS OF TRAVEL

DON’T FEAR OR RESENT DISRUPTION
• Embrace technology trends
• Understand customer needs
• Combine the two with a drive to experiment
THIS IS HOW YOU WILL
DISRUPT ORGANICALLY

MEET GENERATION Z
The travellers of tomorrow
MEET GENERATION Z
The travellers of tomorrow

Smartphones
Tablets
Media on-demand
High-speed
mobile broadband
THEY HAVE GROWN UP WITH:

GEN-Zs ARE NATURAL DIGITAL INTEGRATORS

GEN-Zs ARE NATURAL DIGITAL INTEGRATORS
THEY EXPECT
TAILORED
MESSAGING,
DYNAMIC RETAIL
OPTIONS and
PERSONALISED
OFFERS.

“BLEISURE” HAS ARRIVED
The lines between business and leisure are blurring:

HOW WILL TRAVEL COMPANIES
USE THIS TO THEIR ADVANTAGE?

2016 IS THE YEAR OF MOBILE IN TRAVEL
• $1 out of every $5 spent on travel is done on a mobile device.
• A third of bookings done on Booking.com are through a mobile device.
• 74% of Black Friday 2015 sales were completed on a mobile device.
• 47% of 16-24 year olds “would miss the use of their mobile phone.”
• 95% of 16-44 year olds own and actively use a smartphone daily.

CROSS-CHANNEL INTEGRATION IS KEY
BUT MOBILE IS NOT THE DE FACTO OPTION
FOR ALL TRAVELLERS.

THIS TIME, IT IS PERSONAL.
AND NO LONGER OPTIONAL.

PERSONALISATION IS VITAL TO
BUSINESS PERFORMANCE

WHY CAN’T TRAVEL
COMPANIES DO THE SAME?
Each individual traveller researching how to
get to the destination of their dreams is
doing so for passionate, personal reasons.

WHEN PEOPLE ARE COMFORTABLE,
THEY WILL BUY MORE!
Joakim Everstin, Head of Innovation and Tech Evangelist,
Sabre EMEA advocates use of the smallest, seemingly useless data:
• Air con temperature traveller likes at home
• Their favourite radio station
• What do they keep in their fridge?

DATA, IT’S BIG AND IT’S CLEVER

COMPANIES POSSESS A PLETHORA OF DATA,
BUT STRUGGLE TO USE IT EFFECTIVELY:
• 95% of data within organisations remains untapped.
• 39% of marketers believe data is collected too infrequently or not in real-time.
• 39% of marketers say they cannot turn their data into actionable insights.
• 26% of organisations do not use real-time on-site behaviour to personalise.
• 40% of organisations do not target any customer segments.
• 28% of marketers are unaware of which customers to focus on.

THE KEY IS TO KNOW THE DIFFERENCE
BETWEEN USEFUL ACTIONABLE DATA
V/S SIMPLY INTERESTING DATA
• Identify business problems and set KPIs for data
• Focus data resources on high-value customer
segments and upselling
• Ensure data is collected in real-time and kept fresh
The best data insights
will drive the best
personalised customer
experiences.

Personalisation, data analytics, cross-platform
integration, and engaging with Gen-Zs are
all aspects of travel that companies should be
pursuing right now.
THE FUTURE IS ALREADY HERE

However, the need for business policy
compliance has to be seamlessly integrated into
inspirational and exciting leisure travel software.
BUSINESS & LEISURE TRAVEL
ARE NO LONGER SEPARATE

Use smart data to identify customer needs – in
meeting those, you will disrupt organically.
DISRUPTION PALES IN COMPARISON TO
CUSTOMER EXPERIENCE

• Observe the latest trends
• Shake off the fast-follower mantle
• Be bold and embrace the unknown
The future has arrived.
It’s just not evenly
distributed yet.
William Gibson,
Author and Futurist
“
WHATEVER THE FUTURE HOLDS FOR
TRAVEL COMPANIES, IT WILL COME THROUGH
A REVOLUTION TO STAY RELEVANT

TO LEARN MORE,
DOWNLOAD THE FULL REPORT.

The Revolution to Stay Relevant in Travel

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