Amadeus and Microsoft’s report ‘Delivering Traveller Value’ restates the potential of data

Last week, Amadeus and Microsoft published a co-authored a whitepaper exploring ‘how new technologies will make the experience of travel better.’ The report broadly explores how an understanding of the ‘purpose’ and ‘context’ of each trip would unlock value for the travel industry whilst greatly improving the experience for each passenger.

One facet of the report explores the central role of data in achieving the next stage of the sector’s evolution. The paper stated “the industry will not be able to move forward without more effective usage of data.” One such improvement, the whitepaper advocates, is a more collaborative approach across the entire passenger journey.

“Too often different stakeholders – airlines, hotels, agents, and ground transportation cannot share what they know about travellers’ preferences. Data is siloed, both within organisations and across the industry. If a plane is late arriving, a hotel may not be aware, or a transfer may depart without the delayed traveller. This will have to fundamentally change if the industry is to realize the maximum potential of each trip.”

Importantly, the paper stresses the need to dismantle these siloes, navigating a path by which insights can be shared.

Wolfgang Krips, Senior Vice President, Corporate Strategy, at Amadeus said:

“When a person travels, they go through several channels, generating data each time. Our goal is to create a link between each of these data pools and to allow our customers to extract relevant analysis, ensuring compliance at all times with applicable legislation and the highest security standards.”

This has the potential to transform the service the industry can provide passengers, creating a seamless and personalised experience whilst establishing new revenue streams. Through a collaborative approach to data, the passenger journey can be transformed, reducing friction and unlocking new possibilities.

For more on data see Data analytics in aviation. An interview with Dirk Jungnickel, SVP Enterprise Data & Analytics at Emirates Group

Article by Jess Brownlow

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