WTM London’s technology-focused sessions concluded on a digital high, with attendees getting an update on some familiar trends and an introduction to some new ones.
Artificial intelligence and big data warranted a standalone session and were referenced throughout most if not all of the 20 or so presentations taking place across the three days on the Technology Stage, sponsored by Sabre Hospitality Solutions.
Many start-ups basing their business on artificial intelligence (AI), big data, and machine learning have emerged over the past few years, disrupting traditional sectors with a more modern and contemporary approach. Cruisewatch is an AI-driven business that uses, among other things, voice recognition and natural language processing the improve the productivity of call center agents, cruise sellers in particular. Its CEO and co-founder Markus Stumpe said; “We can help the efficiency and productivity of existing agents through better technology, and with machine learning built-in, the more it is used the better it gets.”
On the same panel, Manuel Hilty from trip planning start-up Nezasa noted that the upside for businesses with AI and machine learning embedded into their technology “will help to address the challenges that are yet to come, as well as solving problems that exist today.”
bd4 is a data-driven business that is more of a scale-up than a start-up, having been founded in 2013. Its CEO and co-founder Andy Owen Jones was asked about potential future use cases for AI and data and raised the possibility of “personal shopping robots”, a product that could automatically curate the content of a website based on the profile of the user, giving autonomy in the search and shop flow to the user.
In 2013, blockchain was still widely regarded as a concept. It started to become a product in 2015 when the Ethereum blockchain was launched, and use cases emerged in travel, and beyond. The dedicated session at this year’s WTM was led by industry and blockchain veteran Don Birch, CEO of Simard. His approach was that blockchain has now reached a level of maturity and adoption where the technology behind it is no longer relevant to most users and that the conversations need to be about what problems blockchain could solve and the innovation it can support.
Travel Ledger is one such business, which has grown rapidly over the past few years by building a platform, using blockchain and associated functionalities, allowing direct settlement of business-to-business payments between buyers and sellers. CEO and founder Roberto Da Re said that some 1800 sellers and more than 40 suppliers were already using the platform and that it was planning to launch in Europe.
Looking ahead, a dedicated blockchain for travel is being developed by Chain4Travel, led by travel technology stalwart Ralf Usbeck. The platform, known as Comino, will use smart contracts to connect suppliers with consumers. He explained that the travel industry needs a consortium blockchain because travel is a low-margin business and the validation costs of the public blockchain would eat into these margins, so it has signed up travel companies to act as validators.
One of the advantages that blockchain promises are decentralization, which could support a power shift away from marketplaces controlled by OTAs by giving suppliers a way to connect directly with travelers. However, online travel agents are upping their game by using data to make the search and shop experience for travelers more personalized.
Jennifer Andre, VP, of Expedia Media Solutions, was keen to talk about relevancy in the same context as personalization. “Relevancy is the most important thing,” she said, which is why data is critical. Irrelevancy feels intrusive.”
There are many ways for suppliers to connect with travelers. One option which sits between the decentralized and centralized options was presented by Ada Xu, EMEA director of Fliggy, the travel brand with just under one billion annual active users. It is part of Alibaba Group, China’s internet and e-commerce giant. Xu told delegates that travel brands can have a flagship store on the Fliggy platform, which allows them to talk directly to Chinese users and build their brand on the platform.
Xu also contributed to the panel discussion about emerging technology use cases, talking up the role of augmented and mixed reality headsets. The technology, which is mature in China, was adopted by many European-based attractions – from the British Museum in London to the Pompidou Centre – to establish a relationship with Chinese travelers.
Overall, the tone of the technology sessions across the three days reflected the travel industry’s commitment to innovation, to making the most of the technology currently available while exploring the possibilities of the new and emerging. But using technology to improve the traveler experience came across as a driving force behind all the innovations.
As Expedia’s Andre said: “The traveller is going to win”.
