Imagine effortless travel, aided by technology that anticipates, aggregates and pushes relevant information at the right time. This was the vision presented by a panel of speakers at the Future Travel Experience expo in Singapore this week.
According to panelists, technology is not the barrier: it is more about managing stakeholders. Where data is concerned, each airport has its own domain and rules.
The ability of airports to harness data can make the difference to the ease of travel
Max Coppin, partner development manager at Google, described how a “joined up approach” between various Google products has birthed a proactive approach to notifications. Modern travellers are no different to travellers of yesteryear – they simply want more, demand ease and expect it to be delivered at speed.
As an example, Coppin cited Google Cardboard, a cost-efficient augmented reality tool originally designed for classrooms, now finding its way to brands and media outlets like the New York Times.
The tool enables customers to not only read about, but also experience a piece of content. Between Google and the travel industry, added Coppin, “There could be magical customer moments.”
Aaron Hung, director of partnerships, APAC, TripAdvisor described how collaboration between airports and TripAdvisor has led to greater customer satisfaction.
In Sydney airport, TripAdvisor content is shown on screens in airport boarding gates that relate to the destination. Relevant content attracts viewers, in turn persuading advertisers to spend more dollars on screens.
BT Global Service’s Rhoderick van der Wyck spoke on the importance of omni-channel engagement with customers. “If your organisation is not set up to do that, you will lose out,” he cautioned.
The ability of airports and airlines to harness big – and personal – data can make all the difference to the future (ease) of travel.
The only issue: you’d have to pardon the intrusion.
