tnooz-mtt webinar: the evolution of mobile travel: where to invest next?

The evolution of mobile travelWhere to invest next?

WebinarOctober 27, 2016

Your hosts

Sean O’NeillEditor in Chief & ModeratorTnooz

Gene QuinnCEO & ProducerTnooz

Poll no. 1Where are you located?

Poll no. 2Which industry segment do you represent?

The image part

The image part The Evolution of

Mobile Travel. Where to Invest Next?

Your Presenters Today:

The image part

A Mobile First WorldMobile in travel has come a long way in short space of time

The image part with relationship ID rId2 was not found in the

826 October 2016 Copyright © Mobile Travel Technologies Limited

MTT In NumbersM

Revenue

VIP red button service

Hotel Booking

Air Booking

Limited Hotel or Air booking

Traveller Check-in / Safety Notifications

Client Business Rule driven push messaging

2016 Mobile Trends

Virtual Agents Duty of CareRemoving Friction | Multi Platform | Mobile Payments | Context | |

The image part

What is MTT’s EVOM?

The image part

Not strictly linear, but later functionality should not take wholesale precedence over preceding stages

Introducing EVOM - Evolution of Mobile TravelMTT’s framework helping airlines and TMCs to align and prioritise

digital investments to support their key goals and objectives

Balanced Functionality

FOUNDATIONACQUISITION

& ENGAGEMENT

REVENUEOWNING THE TRAVELLER

MOBILE FIRST

The image part

The Evolution Of MobileMapping performance versus competitors

FOUNDATION REVENUE ACQUISITION & ENGAGEMENT

OWNING THE TRAVELLER

MOBILE FIRST

Poll no. 3Which pillar do you most associate with your

mobile strategy today?

The image part Pillar 1of EVOM

FOUNDATION



MTT In NumbersM

Revenue


Hotel Booking

Air Booking




Foundation - The Price of Entry

• Getting the key functionality right – achieving sleek simplicity and a seamless experience in search, booking, flight management

• Delighting customers with user-centric design and leveraging OS technology for speedy, seamless usage

• Should incorporate good use of UI and UX

• Avoid user frustration and meet passengers minimum expectations

TMCS:

Multi-platform availability

Basic in-App Messaging

Great Visual Design

Trip History

Basic Itinerary Services

Native App Support

AIRLINES:

Basic Flight Status

Search & Book Flights

OS-Integrated

Boarding Passes

My Bookings

Social Share

Offline Views



Foundation Work is Mandatory



Users will abandon any service they cannot figure out or that doesn’t perform to standard

88% of travellers with smartphones would switch to another site or app if yours doesn’t satisfy their needs.



TMCs - The itinerary is where it all comes together

V



95% of BCD Travel’s TripSource® users return to the app month after month

The MTT Take: Beautifully designed itineraries that have a great user experience and well placed, easily consumed travel inforamtion, will attract and keep users.



The MTT Take: What was once innovation quickly becomes the standard. This is the pace of change of today’s digital travel landscape. Airlines and TMCs need to offer new innovative digital travel services as technology changes to stay relevant and to stay connected to the traveller.

MTT in NumbersMTT In NumbersMScreenShot2016-07-28at

14.36.07

Revenue


Hotel Booking

Air Booking




Success Breeds Expectationü High utility features will in time move to

foundation pillar

ü Email parsing: forward emails to [email protected]

ü Flight Status Alerts



Calendar Booking Flight StatusOS Integrated Boarding Pass

Foundation Features For Airlines

The MTT Take: Today’s travellers demand a seamless digital experience. Travel brands are now defined by that digital experience and a great mobile experience is central to a successful, wider digital travel strategy.

The image part

The MTT Take - Foundation

ü Customers expect great foundation features

ü Simplicity is often difficult to achieve but must be the aim

ü Ultra-connected travellers demand a seamless digital experience.

ü In the UK alone, travel companies lost £2.7 billion in 2014 due to a poor mobile experience (Tnooz, August 2015)

The image part Pillar 2 of EVOM

REVENUE



MTT In NumbersM Revenue Focus for Airlines

Driving App ROI:• Mobile presents many opportunities for increasing the value

of every customer interaction

• Self-service functionality

• Cross-sell and upsell

• Ancillaries incorporated

• Driving engagement with push messages

AIRLINES:

Rebooking & Self Service

Push Messaging & Retargeting

Upsell: Wi-Fi

Priority Boarding, Seat Upgrades, Trip Insurance

Book Flights With ‘Air’ Ancillaries In-Flow



MTT In NumbersM

Revenue


Hotel Booking

Air Booking




Revenue focus for TMCs

• Generate revenue streams through unique TMC value

• Improve your Hotel Attach rates and commissions

• Use smart user experience to drive loyalty to the travel program, policy adherence, and repeat bookings

TMCs


Hotel Booking

Air Booking




The image part A TMC Example:

Corporate Messaging

Timely contextual messaging can make the difference in supporting travel programs and savings to their bottom line

The image part A TMC Example:

The Importance of Reducing Friction: Hotel Booking on TripSourceü Elegantü Deceptively simpleü Painless payment

The image part

Revenue Focus for Airlines

We’ve seen over 50%increase in client mobile revenue from targeted push messaging.

Ancillary Upsell Mobile Push

The image part

25%of corporate travel bookings will be made via mobile by 2017

By 2019 the number of airlines offering non-airline services on their app will jump from

45%-80%SITA Airline IT Trends 2016

51%Of US travellersprefer to book on a mobile device

Tnooz June 2016

Apps accounted for 57% of all mobile travel bookings in the first quarter of 2016.

Criteo Travel FrashReport, May 2016

Mobile is accounting for more travel revenue YoY

The image part The MTT Take - Revenue

• Mobile revenue is there to be taken – if you have great execution

• Contextual, in-flow ancillaries will drive revenue

• A great user experience will drive engagement and conversions

• Never underestimate the power of intelligent push messaging

• Success in the revenue EVOM “pillar” will allow for investment elsewhere

The image part

ACQUISITION &

ENGAGEMENT

Pillar 3 of EVOM




14.36.07

Revenue


Hotel Booking

Air Booking




Acquisition & Engagement

Acquiring & engaging your passenger:

• Consistently driving app downloads

• Engaging existing customers with features that encouragesrepeat use

• Consistency across platforms

• Developing an app that “knows” it’s users

• Saved profiles and personalisation

TMCs:

Multi-airline Check in

Flight Status Alerts

Trip Customisation / Email parsing

Social Sharing

Cross Platform support

AIRLINES:

Integrated Mobile Marketing

Personalisation of In-App Experience

Saved Profiles, Preferences

Last Searched Widget

Abandoned Basket Pushes

Mobile-Only Deals



Iris:go - Capita Travel & Event’s App Promotion on Website

The Importance of Marketing

Dedicated Website for Tripsource® by BCD Travel

Etihad Airways – Prominent App Promotion on Homepage



MTT In NumbersM Smart Marketing

BCD Travel ‘Tripster’ email to promote usage of Tripsource app to all business travellers

easyJet‘Mobile Mondays’ promotion to drive bookings and use of Apple Pay



Video is a Key Medium

Singapore Airlines App Launch Promo Video:



MTT In NumbersM

Revenue


Hotel Booking

Air Booking




‘Money Can’t Buy’ Promotion of Your App

MTT’s Apps have reach 96 number 1 travel app positions in App Store & Google Play

774 App Store promotions in the last two years

The image part

The MTT Take – Acquisition & Engagement

• App marketing is often an afterthought

• Consistent planning on acquisition and engagement is required

• Show your customers that you know them and they will reward you

• This pillar is in the center because it supports all of the others –don’t under-estimate its importance

The image part

Owning the

Traveller

Pillar 4 of EVOM




14.36.07

Revenue


Hotel Booking

Air Booking




Owning the Traveller

End-to-End Travel Experience:

• Delivering a great experience across all digital touchpoints is key to maintaining ownership of the traveller

• If you don’t own the traveller someone else will

• A door-to-door travel companion

• Added-value content

• Ground ancillaries included

AIRLINES:

Day of Travel Experience

Auto-Bag Tracking

On-Board Experience

Full Itinerary Management

Native Ground & Hotel Transport Options

Destination Guides / Tour Booking

The image part

76%of travellers would use real-time mobile baggage notifications if available

SITA Passenger IT Trends 2016

TravellersCrave Mobile Assistance

74%Would use flight and gate updates on their mobile if available


65%Would access entertainment services on-board via their own devices


Day of Travel Support is in Demand



M- A Airlines TT in NScreenShot2016-07-28at

14.36.07

Day of Travel NotificationsRemove Travel Pain Points




M- A Airlines TT in NScreenShot2016-07-28at

14.36.07

Singapore Airlines Destination GuidesEngaging the customer at every stage of their journey from planning and booking to destination




ScreenShot2016-07-28at

14.36.07Google Owning the Traveller




14.36.07

Revenue


Hotel Booking

Air Booking




TMCs Owning the Traveller

Agents are a TMC’s Greatest Asset:

• Eliminate redundant tasks where possible

• Leverage agent experience; consulting expertise

• Improve customer service while also reducing costs

TMCs:

BOTs/Virtual Travel Agents

Traveller Profile Integration

Agent view of traveller customisation

Mobile Chat with Dedicated Agent

Out of programme alerts / missing segments

Click to call / email / text

The image part

Extend agent activities to the device!

Travellers demand continual innovation to make their service needs easier and more efficient for them.

The MTT Take: A TMC’s digital strategy should amplify and extend agent expertise into ‘mobile moments’ that make the business travel experience smoother




14.36.07Bots are changing the Game: Beyond Apps

ü Easily repeatable actions can be performed by a virtual agent

ü Better profiles and rich content keeps the experience alive

ü Any complex discussion is sent to a live agent to consult, yet in a seamless way to the user

The MTT Take: Bots are the next step to creating a 5 star service experience while decreasing your costs.

The image part

The MTT Take – Owning the Traveller

• Everyone wants to own your passenger

• You must understand the passenger journey and create opportunities to add value throughout

• Give your passengers a reason not to delete your app

• Succeed here and revenue will follow fast

The image part Pillar 5 of EVOM

Mobile First




14.36.07

Revenue


Hotel Booking

Air Booking




Mobile FirstMobile in it’s purest form

• Mobile first is a mindset and business strategy

• Maximum use of device potential

• Innovation-led

• Always thinking “what’s next”

• Using mobile to delight customers

• Becoming a one-stop-shop for all traveller needs

AIRLINES:

Touch ID / 3D Touch

Apple Pay / Google Pay / VCNs

IROPs Handling

Streaming IFE On Tablet / Download To Device

PersonalisedAncillary Offers Based On Booking History

3rd Party Integrations

TMCs:

Apple Pay / Google Pay / VCNs

Predictive Instruction (road conditions, TSA wait time)

Passbook Integration

Flight Radar

Extended, relevant content and services



ScreenShot2016-07-28at

14.36.07IFE Companion AppSingapore Airlines

Apple PayeasyJet

Apple WatchSingapore Airlines & easyJet

Mobile First

The image part

Leverage Advancements to Handsets and Operating Systems

ü Itinerary apps have to catch up to the market in this area.

ü If they do, they can differentiate to a market lead.

Fingerprint ID Google Now Siri link to app




14.36.07

Revenue


Hotel Booking

Air Booking




Frictionless Payment

• Traditional traveller profiles must be made available• Innovative integration must happen in this area• Make it easy for travellers• Next step: virtual cards

The image part

You can do things on mobile that you cannot on other channels

The image part

The MTT Take – Mobile First

• It’s not easy to create a mobile-first mindset

• Other pillars may require more attention

• However, if you are serious it should be the ultimate goal

• Create a mobile innovation or “labs” team

• Set yourself a ’mobile first’ deadline

The image part An EVOM Focused Mentality

• Innovation as a KPI• Always thinking “mobile first” & pushing boundaries• Ongoing competitive analysis and benchmarking• Customer experience at the heart of the process• Board level support

The image part

The Evolution Of MobileMapping performance versus competitors

FOUNDATION REVENUE ACQUISITION & ENGAGEMENT

OWNING THE TRAVELLER

MOBILE FIRST

Poll no. 4Which 2 or 3 pillars represent your mobile

strategy in the next 6 months?

The image part MTT

A Provider of Sophisticated, Award-Winning Apps and Innovative Mobile Services for Airlines, TMCs and Travel Companies worldwide.

The image part Thank You

Q & A

Thank you!

Send your questions and comments to [email protected]

Replay and presentation will be available on www.tnooz.com

The evolution of mobile travelWhere to invest next?

WebinarOctober 27, 2016