This document discusses the challenges facing the rail industry and a solution presented by Thomas Drexler of Amadeus IT Group. The rail industry faces competition from other transportation modes and outdated legacy systems. Drexler proposes that rail companies adopt a customer-centric approach focusing on the total travel experience from purchase through travel. He also presents Amadeus Total Rail, a global rail sales platform that would provide a standard way for rail companies to sell tickets through both direct and indirect sales channels, helping rail compete and capturing more of the international travel market.

1. MAKING TRAVELLERS INTO
CUSTOMERS
Thomas DREXLER
Global Head of Rail; Amadeus IT Group SA, Spain
12 July, Session: Customer Expectations, Room A

2. Content
 Introduction – the challenges facing the rail distribution
 Travellers total trip experience
 A standard way to sell
Thomas Drexler
Global Head of Rail, Amadeus IT Group SA, Spain 2
12 July, Session: Customer Expectations and Room A

3. In the last century, the only major changes in
the rail industry are train related
More COMFORT & better SECURITY…
1800’s Today
Steam Fuel Electric High speed
locomotive locomotive locomotive locomotive
Thomas Drexler Source: Solucom
Global Head of Rail, Amadeus IT Group SA, Spain 3
12 July, Session: Customer Expectations and Room A

4. Introduction
 The global travel industry is being transformed by the
development of high speed rail networks
 However, there are 3 distinct challenges
1. Competition between railways (direct on own routes e.g. NTV/Trenitalia,
WestBahn/ÖBB), airlines and cars means railways must have a better
distribution strategy to be more visible in traveller’s sales channels or lose
market share
2. Rail can no longer have a purely domestic focus due to the opportunities of
the 21st century international traveller
3. In-house legacy systems are in silos, inefficient and unable to support new
revenue opportunities, with poor international reach
Thomas Drexler
Global Head of Rail, Amadeus IT Group SA, Spain 4
12 July, Session: Customer Expectations and Room A

5. Rail tomorrow?
A customer-centric offer
Before the trip During the trip After the trip
When When exiting
purchasing
 Multi-touch point
experience
 Customer care
 Greater choice in  Membership
product selection program
 Customised  Customer profiling
purchase
 Advanced search
 Service
catalogue
 Multi-channel When traveling
 Penetration of
mobile
 Real-time travelling
information
Services
 Geo-location
 Customised
experience
Thomas Drexler
Global Head of Rail, Amadeus IT Group SA, Spain 5
12 July, Session: Customer Expectations and Room A

6. Amadeus Total Rail: a standard way to sell rail
Indirect Sales Channels Direct Sales Channels
Web Kiosk &
Agent Corporate Reservation Internet Mobile
FlyByRail Service Track
Onboard
Track Track Track Track
Track Track
Amadeus
Air Amadeus Global Rail Sales Platform
Amadeus Rail
Operations Engine
Other
Data Schedules &
RU
Configuration Inventory
Reporting and Fares &
Rail Direct Connect Analysis Pricing
6
Thomas Drexler
Global Head of Rail, Amadeus IT Group SA, Spain 6
12 July, Session: Customer Expectations and Room A

7. A standard way to sell
Agent Track Air and Rail
The Amadeus Rail Sales Platform is well on the road to
becoming the first GLOBAL rail sales platform
Thomas Drexler
Global Head of Rail, Amadeus IT Group SA, Spain 7
12 July, Session: Customer Expectations and Room A

8. ...Thank you
for your kind attention