OpenTravel Semantic Search Presentation March 2011

7/31/2019 OpenTravel Semantic Search Presentation March 2011

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SEMANTIC TECHNOLOGYAND

THE OPENTRAVEL ALLIANCE

March 2011

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The OpenTravel Semantic Search Support in OpenTravel CarRental Schema Project


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What is Semantic Technology? Semantic technology adds meaning to data on

the web to enable machines to understand,reason about and share data Understand: this is a travelers itinerary

Reason: travel itineraries show booked reservations

this traveler has a booked reservation Share: Trip Plan is the same as Itinerary

Semantics use ontologies formalrepresentations of concepts (e.g., a car

reservation) Semantic Web standards are provided by W3C

(RDF, RDFS, OWL)

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Why Semantics?3

The whole is greater than the sum of the parts

Sharing. Common ontologies enable business rules to workbetween and among disparate partner relationships,obviating the need for one-off exchanges of structureddata

Description. Semantic metadata enables members touniversally self-describe offerings to search engines andother value-added intermediaries

Classification. Ontologies allow the creation of syntheticcategories to respond to customer-oriented views ofofferings across suppliers (Bargain Shopper = do not offerfirst class or premium car / hotel)

Inference. Semantics enables inferences across partners;e.g., if the airline tells hotel that Sue is Joes daughter, andhotel knows that Joe is married to Kate, hotel can know thatSue is Kates daughter.

Chevy Cruze

$34.95 / day

J K

S


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What are Some Benefits to OpenTravel Members?

Better governance of OpenTravel messages, capitalizing onOpenTravel 2.0 business objects, providing a consistent vocabulary

while eliminating redundancy, improving interchange and limitingerror providing much more flexibility in messaging than existstoday.

Better search optimization and leverage through web searchengines like Google and Yahoo, providing more relevant, high valueresults

Better marketing, CRM and analytics, providing members with theability to more closely match customer preferences and profiles, andto brand supplier services in such as way as to distinguish them from

commodity-oriented portrayal Improved intra-domain and cross-domain search functionality

and analytics, providing more powerful and flexible user searchingand product configuration.

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All Travel Verticals Can Benefit

Although the initial scope of this project is limited to

a Car Ontology and associated OpenTravel 2.0 Semantic Search

Business Objects/Type Library and enhancements to

OpenTravel 1.0 Car schema This project will provide a foundation for other

travel verticals that are facing the same challenge.

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How Can Semantics Be Used?6

Today, travel providers are already pursuing

trading partner objectives that semantics facilitate Just as with messaging schema, ontologies provide

economies of scale and interoperability

For example, merchandising ancillary services and in

search


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How Can it Be Used: Merchandising7

Comfort-

Oriented

Flight

Attribute 1

Attribute 2

Leg Room

Attribute 4Attribute 5

Attribute 5

On-Off Access

Attribute 7

Attribute 8

Attribute 9

Media Options

Attribute 11

Attribute 12

Meal Options

Attribute 14

Attribute 15

Time of Day

Attribute 17

Attribute 18Distance to Gate

Attribute 20

Attribute 21

Flight Characteristics

Attribute N


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How Can it Be Used: Search Enhancement8

Use search engines as a front door totransaction

Dramatically increase relevance by inclusion ofmore meaningful, synonymic tags

Enrich search results, adding ratings, video,

prices, avails, amenities, locality etc.


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How Can it Be Used: Ancillary & Cross-sell9

Business Trip w/ Family

2 adults 2 children < 10 yrs 1st class Member OnePass + AvisPremier

3rd time to Orlando Residence Zip Code 10011 3 bags


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Other Use Cases from Project Proposal (1/3)

Airline reservation using synthetic categories. An airline might like to provide certain of its customers with flight availabilities optimized for and

based on implicit and explicit customer preferences. For example, for certain groups of frequent

flyers, the airline might want to enable the user to search for comfort-oriented flight

availabilities. A comfort-oriented flight might be defined as one that provides maximal leg

room, easiest on-off access, better in-flight multi-media and computer options, meal options,

more convenient time-of-day departure and arrival and smoother flight characteristics. By

representing the airplane and its characteristics as part of a search, an ontology and itsassociated reasoner provide the ability to classify particular airplanes and flights for properties

that meet these criteria and to display availabilities accordingly. One can imagine similar

synthetic constructs, such as easiest connections (using logic to identify the most generous

layovers between flights), commuter-friendly departures or arrivals, disability-friendly flights

(departing from near-in gates). More broadly, an airline might wish to provide complete trip

packages, through its car, hotel and ancillary service partners, that are economic, thrilling,romantic and the like, based on the properties of each itinerary segment type.

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(illustrating supplier adoption of and integration with the semantic technology)


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Search Engine.

A person looking to book a hotel room for a business or pleasuretrip to London enters a search query for four star hotels in

London near the Tower Bridge. The search engine looks for

hotel business type and review mid-size luxury car with a

review of four stars. An hotelier website page, suitablymarked-up with RDFa or microformat information conforming to

the search engine taxonomies, is found bearing these tags. The

search engine presents the page URL in its search list, together

with associated star-markings and review references. Theshopper clicks through to the hotelier offering page to select and

book the room.

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Other Use Cases from Project Proposal (2/3)(illustrating supplier adoption of and integration with the semantic technology)


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Ancillary Upsell.

A traveler indicates to a supplier (or suppliers) that she is traveling on businessfor her 3 day trip, but that her spouse and 2 children are accompanying her.

The supplier identifies this as a business-with-family trip and through the

involvement of partner companies offers the traveler the option to rent a mini-

van, to purchase tickets for the zoo and local family-oriented events, rent mobile

phones for use by the children, make reservations at family-friendly restaurantsand other suitable accommodations. A different, solo quick-trip traveler books

a flight to Orlando for two days but fails to reserve a car the supplier

provides a cost estimate of the price differential between a taxi and car rental

between the airport and the hotel. Finally, yet another traveler indicates that

the purpose of their leisure trip is to attend the US Open Tennis Tournament.Offers are made for additional ticket purchases, pre-paid parking or bus

transportation to the event, and dinner reservations local to the event.

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Other Use Cases from Project Proposal (3/3)(illustrating supplier adoption of and integration with the semantic technology)


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1. Use of Standards

2. Analyze and Enhance Ontology

3. Couple the Ontology and 2.0 Business Objects4. Complete 2.0 Car Rental Usage Profile

Whats Next?13


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1. Determine Use of Standards14

Determine how standards will be used with

OpenTravel 2.0 car rental business objects Review of existing semantic web standards will

include, but is not limited to:

Resource Description Framework (RDF) and RDFa,Web Ontology Language (OWL),

SPARQL Query Language,

Semantic Web Rule Language (SWRL) and equivalents,and

Extensible HyperText Markup Language (XHTML).


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2. Analyze and Enhance Existing Ontology15

Use initial Car Rental ontology donated from

Avis/Budget Review the ontology and make modifications to suit

their collective business requirements.

Establish naming and namespace conventions,policies for change management and other

conventions governing ontology development and

maintenance.


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3. Couple Ontology with OpenTravel

2.0 business object schema16

Create OpenTravel 2.0 Car business objects that support theclasses, roles and restrictions in the Car Rental ontology for inclusion in Car Search, Availability and Notification schemas.

Relate tags and associated content of select (existing 1.0)Car messages to elements in the Car ontology and viceversa

Extract tags and associated content from select Carmessages and convert to 2.0 business objects, verifyingvalidity with the Car Rental ontology

Interpret queries containing terms defined by the ontology.Translate and decompose these for resolution againstexisting databases, application services and the ontology.


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Join us at the 2011 North American Advisory

Forum in Las Vegas, Nevada (April 25-28, 2011)18

New Projects Roundtable

Wednesday April 27th 9am to 10:30am

Semantic Search / Ontology Project Working Meeting

Thursday April 28th

8:30am to 10:30am

Open to any attendee

Agenda/Registration at www.OpenTravel.org or at

http://us.ootoweb.com/opentraveladvisoryforum Early bird discount through Friday March 25, 2011


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THANK YOU19

Contact Us:

Bonnie Lowell, Specification [email protected]

Valyn Perini, Executive [email protected]

Documents

OpenTravel Semantic Search Presentation March 2011