Large data analysis is the key to tourism mobile personalization

Tourism companies Expedia, Orbitz and others are aggressively using big data to create a new generation of mobile experiences. These companies want to get more orders from the Smartphone console computer users.

The tourism industry is rapidly realising the potential of mobile channels, which can increase the experience of travellers and bring benefits. Many travel companies have a high percentage of orders for mobile channels. In addition to the existing mobile subscription strategy, many companies are now exploring the database as a treasure, hoping to develop a new generation of mobile features and services that travellers must have in mind.

"From the hospitality industry to the aviation industry, each enterprise should focus on improving its overall user experience in mobile services." "said Julie Ask, vice president and chief analyst at Forrester.

"The aviation and hospitality industries and other industries in the ecosystem have developed API interfaces that can be used both for internal use and for Third-party use to tow data and service consumers." ”

"This is not a question about the airline industry or the hospitality industry that is now serving passengers well." These travellers are a very attractive consumer group for the airline industry or the hospitality industry, and they frequently use travel-related services on smartphones on their travels. Every enterprise in the tourism ecosystem wants to be irreplaceable. ”

Hotel Rates Hot Map

Amadeus, a report released last autumn, shows that big data can help travel companies better meet customers ' needs by improving decision-making, driving innovation in products and services, and boosting customer relationships. The report also urged travel companies to take the initiative immediately.

Orbitz and Expedia are taking the lead in using data to create unique mobile experiences.

For example, Orbitz launched a new Orbitzlabs page in January to test a range of new tools, in which tools that can be accepted by consumers will be integrated into Orbitz's mobile and PC-side booking engines.

One tool allows users to search the hotel's historical rates based on the booking date, so that customers can decide the best time to book and get the cheapest price. The hotel's price hotspot map also provides similar information through a geographically distributed format.

Orbitz also provides an analog map showing the daily ticket search.

In addition, there are tools to help customers book Last-minute tickets and hotel rooms for large tournaments. They are called the "Big Game Flight Finder" (The Big Game Air ticket search engine) and the "Big Game Hotel Finder" (The Big Game search engine), which seems to be especially useful for moving ends, Last-minute orders for many airlines and hotel mobile channels have grown significantly.

Analyze Subscription Mode

The emphasis on data is also reflected in the January Expedia launch of several new features on mobile apps and PCs, which are flight recommendations (airfare), Scratchpad and itinerarysharing (route sharing).

Expedia research shows that people make 48 searches between travel sites before booking a flight. Flight Recommendations was introduced to simplify the process. It provides searchers with an optional route that they may be interested in by analyzing customer travel and booking patterns.

When a customer makes a search, they can compare search results with other customers who conduct similar searches, and their search terms differ only by one or two parameters. Expedia hopes this will help customers find cheaper or more convenient travel solutions faster.

Scratchpad provides users with the ability to store searches, and they can always come back to view their searches, and they can send content to their own mailboxes. For logged-in users, you can start the search on one device and then complete the search on another device, and the content can be shared among different devices.

Itinerary sharing allows customers to share their travel routes via email, AirDrop, SMS or Facebook. When they share lines with customers who also use the Expedia mobile app, the latter can also receive application push messages related to the delay and arrival time of the line.

The next generation of mobile travel services will use data to create a highly personalized experience and start predicting customer needs.

"For example, an airline knows the flight time, and even my location, they can speculate on my needs and provide me with the appropriate service at the right time by moving the end." "she said.

"If I have an hour to take off now, I'm not likely to make a reservation for the next flight, and I'm more likely to need a lift or food," he said. ”

"Through the use of the text, travel mobile applications will start to anticipate my needs and take action, such as booking a flight again, or changing the time of arrival at the airport or the time of my stay in the hotel." ”