In this article, Mo shares a few thoughts on how the wider industry can look to travel technology to kick start a more positive 2023 and beyond.
When looking at travel, much can be learned from sectors such as retail which has, for a while now, been using technology to address challenges and deliver a superior customer experience.
Across travel, we’ve also seen progression – take Airbnb or Expedia for example. Both have changed the game in using technology to help people tailor how they see and visit the world with just a couple of clicks on their phone. Within airports, there have been huge strides too in enabling a more contactless and seamless check-in process and an all-round improved visitor experience.
That’s what I’m obsessed with; the customer experience and making sure it continues to be central to everything we do as a company, and that it’s a core focus for the industry as a whole too. There’s still so much more that can be achieved if we can come together and use technology to not only tackle travellers’ remaining annoyances, but to deploy it to really lead the way in creating moments of ‘surprise and delight’. Indeed, research has shown that investment in travel technology is bouncing back to create a truly innovative end-to end travel experience.
Since I joined Collinson a few months ago, we’ve supercharged that mindset. We’re dedicated to the power of technology and innovation and deploying it to truly help the world travel with ease and confidence. Below, I share a few thoughts on how the wider industry can look to travel technology to kick start a more positive 2023 and beyond.
Digital travel personas
An excellent place to start is by looking at the traveller journey, using data to create digital profiles or personas for each and every customer.
To bring this to life, picture a digital twin that, through the concepts of AR and VR, can exist and interact with both the physical and the digital, and whose experiences can be tailored to make sure the end-to-end journey is fully personalised in every way possible – from booking, to travel, to arriving and then returning.
While helping travel companies make better decisions for consumers, digital twins can also help consumers make better travel decisions. For instance, if someone wants to reduce their carbon footprint, they can see end-to-end booking options to make their trip more sustainable.
Relive past joys
Large swathes of travellers, by default, already have a host of previous travel memories in the form of digital photos and videos from past trips. If the industry starts to think a little bigger and into ‘surprise and delight’ territory, then imagine what can be done with those. This is where things get really interesting.
If travel is about joy, then why not help people re-create the feelings they felt on that trip they took 10 or 15 years ago? Virtual reality, and the metaverse are both very real concepts, and existing technology makes it relatively straightforward to recreate the virtual memory of experiences people already have in their smartphones.
Continuous learning and evolution of experiences
AI will naturally play a big part in all the above, especially in predicting behaviours with machine learning. But as well as getting people from A to B, we can start looking at AI to support travellers as they move beyond the airport – using data to make suggestions that will help with the next best course for their journey.
At Collinson, we are challenging our data scientists to find ways of improving the travel experience. When used well, data can tell us anything from the foods people like to the drinks, to the experiences enjoyed. When they land at their destination, AI can use data to automatically suggest local area attractions or events that are true to them as an individual. Have they previously shown an interest in wine tasting? Tell them about the local wine festival. Do they like visiting historical attractions? Let them know where the nearest ancient ruins are.
This is just the tip of the iceberg. Moving forward, we’re sure to see AI used alongside newer web 3.0 technologies, such as the metaverse, to serve people with suggestions of virtual reality experiences, helping either enhance trips, or to visit places they can’t physically get to in person. Big steps have already been made in this area. Take Beeyonder, one of our recent Travel Heroes, which is doing a great job helping people to travel the world virtually with interactive group and private, live and pre-recorded experiences.
Collaboration will be key
Just as humans are very complex beings with multiple traits and preferences, the industry needs to acknowledge that the digital personas it creates will be most effective if they’re formed by pulling together many layers of industry-wide information. This will, naturally, require collaboration between companies from across the travel ecosystem.
When looking at travel, there’s a real opportunity to create a more singular end-to-end experience – from the traveller leaving their house, through to getting to the airport, through to flying and then to landing and staying at their hotel.
Innovation-wise, just think how well-rounded digital personas can be if the wealth of data from across these industry players comes together to create this conjoined experience. Travellers get incredible journeys, and brands can better target and monetise their customers. It’s a win-win for all.
Already with this mindset, it’s why, among other things, we’ve invested in Inflyter and Servy to improve the retail and dining experience within airports and we continue to diversify our range of lounges and travel experiences for our 40 milllion global lounge members. Most recently, with our sister company Airport Dimensions, we added exciting new lounge options like Game Space – the first gaming lounge in the Middle East at Dubai International – and a second sleep ‘n fly lounge, located at Doha Hamad International Airport.
Rebranding travel tech
To rethink the way technology is used across the industry, we’ll need the skills and talents of tech’s biggest innovators. Travel companies are still facing overall staffing issues – 92% of travel firms admitted to facing shortages over the past 12 months – and travel technology roles are no exception.
The tech industry is good at looking out for the next big thing and, to me, tech and innovation in travel is that. Travel has the vitality to touch every human on the planet, and that’s what makes it such an appealing area to work in, and to help shape for the future. People in the tech and innovation space tend to be people who love solving complex problems and making a difference, and that’s exactly what the travel industry needs right now. At Collinson, we know now is the time for the industry to show we’re open to true innovation, and we’re excited to be part of shaping what’s to come.
