|This inforgraphic illustrates some fo the major highlights from a new report on the use of mobile technology among consumers and travelers. // (c) 2011 Amadeus|
Travel agents should brace themselves for rapid changes in mobile technology and how the airlines and industry suppliers interact with travelers. Mobile technology is in fact set to transform both airline operations and the overall traveler experience, according to a new industry report from Amadeus.
‘The Always-Connected Traveller: How mobile will transform the future of air travel’ is a global report that identifies changing traveler attitudes to airline mobile services. It also highlights the specific, emerging mobile technologies that will revolutionize each stage of the travel experience in the future.
“Mobile continues to shake up how companies interact with and meet the needs of customers. It provides travelers with a personal, always-connected device that offers unlimited potential to transform how people travel. The challenge for the industry is to deliver an intuitive and compelling mobile user experience and services that help travelers get the information they want and buy the things they need. However, instead of just transplanting what airlines do online to the mobile device, we encourage our customers to explore what can be done to exploit the unique characteristics of mobile,” Julia Sattel, Vice President, Airline IT, Amadeus said.
The new report includes an assessment of airline mobile capabilities today, the emerging mobile innovations that are likely to be launched over the next one or two years and also the advanced functionality that is set to entirely change the traveler journey as we know it, over the next three to five years. Norm Rose of Travel Tech Consulting Inc. developed the report.
Designed to stimulate new thinking and drive innovation in the travel sector, the report draws on a range of qualitative interviews with airlines from across the globe, complemented by primary data gathered from a global study of 2,978 travelers conducted by JD Power on behalf of Amadeus.
Traveler demand high
While mobile services are still emerging in the travel industry, it is apparent that travellers are clearly beginning to expect, demand and adopt them: 16 percent of travelers surveyed currently use smartphones to book trips. That figure rises to 18 percent among the 18-35 age group and to 33 percent among frequent travelers. In addition, 3.4 percent of all travelers use their mobiles today to check-in for their flight, with this figure rising to 7.4 per cent in Asia.
Asian and North American carriers ahead
Following qualitative discussion with nine airlines from around the world, Amadeus said most carriers indicated that basic mobile functionality such as schedules, check-in and disruption management are currently part of their existing offer. However, Asian and North American carriers provide virtually all of the 12 mobile services classed as ‘basic functionality,’ while European and Latin American airlines prefer to focus on only a select core of services.
Emerging mobile capabilities
While still in its infancy, the mobile device is also increasingly becoming a channel with which to book ancillary services: 1.4 per cent of travelers had to date used their mobile to purchase ancillary services. However, despite ancillary services providing both increased incremental revenue opportunities and the ability for airlines to differentiate themselves from the competition, the majority of the airlines interviewed felt that the ability to sell ancillary services through the mobile channel was still over a year away. Only in North America did a carrier have the ability to sell ancillary services through mobiles today, and even then only extra baggage was available for purchase. Bucking the general trend, the Scandinavian and Middle East-based airlines outlined plans to aggressively increase their mobile ancillary offering within the next six months. Premium seating, the option to pre-purchase meals and club access are among those services due to be made available via mobiles in the coming months.
Location-based services and payments
It is evident that airlines are becoming increasingly aligned with consumer demands, as many plan to implement ‘push notifications’ in order to deliver real-time information updates relating to baggage or flight status. Six airlines are currently planning to actively implement this technology, which clearly shows an appreciation and understanding of changing traveler needs. Indeed, Amadeus’ recent survey with JD Powers found that close to 40 percent of today’s travelers would use real-time baggage and flight updates via their mobile, if they were available.
At the same time, all of the airlines surveyed are investigating the ability to enable mobile payments in the medium term, in order to be able to process payments for flights and ancillary services. There is a particular drive for this from emerging markets, where the ‘mobile wallet’ is seen as a secure, long-term replacement for cash. Location-based and social networking services are also highly prioritized, with one Latin American carrier seeking to integrate its services with the popular social network Foursquare in order to enable check-in from airport shops.
Norm Rose, Travel Tech Consulting, Inc., and the report’s author, said: “According to iSuppli Corp, over 73 percent of the world’s population – which equates to five billion people – carry a mobile device of some form. And so essentially, airlines need to work out how to effectively monetize the mobile channel. Airlines across the world currently have an incredibly unique opportunity to use mobile technology; not only for product differentiation but also to allow incremental sales and encourage increased brand loyalty. But crucially, they must also keep pace with ever-changing passenger expectations.”
“The Always-Connected Traveller” report will be launched at the 18th annual Amadeus Airline e-Commerce Conference in Cannes, France, June 15-17, 2011. The theme of the event is adaptive commerce, with over 290 delegates attending including more than 70 airlines worldwide. The discussion will center on how organizations are able to best anticipate and respond to evolving business, user and technology practices in the world of digital commerce, Amadeus reported.
Agents can download a copy of the report at www.amadeus.com/alwaysconnectedtraveller.