Smart Tourism

Knowing what customers want before they do


Category: eTravel Stage

Date: March 10, 2017 Time: 1:00 pm – 1:30 pm

Location: Hall 6.1, eTravel Stage

With the exponential growth of the Internet of Things and the surge of open data platforms, Smart Tourism is becoming a buzzword for the future of the travel and tourism industry. At the eTravel Stage of the ITB Berlin Convention, Arnaud Masson, Chief Operations Officer Europe, will look at how social networks can be utilised, trends can be identified and patterns of customers’ booking behaviour can be anticipated. We asked him to tell us a little more…

Big data technologies allow us to learn how our customers behave so that we can anticipate their requests when they come to us on subsequent occasions. By identifying trends and patterns in customer booking behaviour, we can deliver them the information and options which will most suit them at the most appropriate time and via the most convenient device. We are constantly learning from customer activities, analysing data and using that accumulated knowledge to deliver solutions at the right time and in the right place. Each month, we deal with more than 90 TB of data that we use in order to facilitate and enhance our clients’ customer experience. Consume r s today e xpe c t e-commerce businesses to remember their details and preferences and its part of building a relationship with the customer. It is vital to guarantee customer loyalty and that’s why we invest heavily in our technical and development teams. Over one third of our total employees are involved in development and innovation.

How do you leverage social networks in this respect?

It must be simple for people to get in touch with companies and so you have to make sure that your brand is present on the channels that people use every day. With 1.79 billion monthly active Facebook users and 1 billion Messenger users, it is clear to see the online space consumers are inhabiting. Social media is an extension of company websites and apps and consumers now expect to be able to manage their bookings directly via their social channels