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The FUTURE OF TRAVEL
MANAGEMENT
- What it Takes
Mark HollyheadSVP, AmericasEgencia
2005
2015
20092015
The past 15 years have seen an extraordinary revolution in technology…
100%
75%
50%
25%
0%
1995 1997 1999 2001 2003 2005 2007 2009 2011 2013 2015e 2017e
Global Adult Population
No Internet
No Smartphone
Source: Andreessen Horowitz, Mobile is Eating the World | a16z, World Bank, Apple, Google, Nokia
This has brought radical change to personal experiences, and business norms; enterprises have struggled to keep up
• A new iPhone CPU has 800 times more transistors than a 1995 Pentium
• iPhone 7 launch: Apple sold 25x more than were in all the PCs on Earth in 1995
1995 2000 2014 20200
1
2
3
4
5
Billion People Online
People Online
Smartphone
Source: Andreessen Horowitz, Mobile is Eating the World | ITU, a16z
75%
100%
50%
25%
0%Adults 12 to 15
Share of communication activity, UK
Looking past the chaos (and ‘chaos’ is the right word)…What is ‘customer service’ in a world where phone calls ‘lose share’ radically??
Source: Ofcom
Photo messages
Messaging apps
Social networks
Phone calls
PACE OF INNOVATION is picking up. New Entrant
models are increasingly fascinating
THE FUTURE OF BUSINESS TRAVEL STARTS WITH
UNDERSTANDING WHAT IT TAKES TO BE READY FOR THE
FUTURE ……. AND WHATEVER THAT MAY BRING
EmergingTrends
YouthMode
1
MassIndie
3
Creative Leadership
AdvancedConsumer
2 4
TRAVEL MGMT - 4 KEY PRINCIPLES FOR SUCCESS
THE WORLD IS COMPLEX
PLANNING IS COMPLEX
TRAVEL IS COMPLEX
COMPLEXITY MAKES TRAVELERS AFRAID
PRINCIPLE #1: MAKE IT EASY
CREDIBLE INTEGRATIONIntegration is the expectation
Your bank balances match across channels.
So why not travel data?Consistency of Information
Quality of Data
Data should not vary across form factors
Travel Consultant should see what you see
Changing a policy with a TMC should not take five weeks
= =
POWER OF INTEGRATION
Global Context
Shopping Changing Directions
Predictive
Geo-
location
Jan Feb March April May June July Aug Sept Oct Nov Dec
AND…...GO FURTHER FOR MY
TRAVELERS!
Case Study: REAL-TIME REVIEWS
2.9M
Email: Question 1 Question 2 Q2 Feedback Question 3 Q3 Feedback
Summary Before Edit Thank You PageEditing Q1 Summary After Edit
Real Time ReviewsPhase 2: testing Hotel Partner engagement
PRINCIPLE #2: BE SCIENTIFIC
1
2
3
4
5
6
Risk 1: Build website
Risk 2: Build warehouse
Risk 3: Buy inventory
Risk 4: Generate customer demand
Risk 5: Operate business
Risk 6: Diversify
product mix
BASIC METHOD
12
3
4
5
6
Risk 1: Build website
Risk 2: Build warehouse
Risk 3: Buy inventory
Risk 4: Generate customer demand
Risk 5: Operate business
Risk 6: Diversify
product mix
RISKS DISCOVERED TOO LATEVALUE
Ask a question
Collect
observations
Construct a
hypothesis
Test
Analyze/Report
A more scientific
method to de-risk
investment.
What if you follow …..
TECHNOLOGY INNOVATOR DNA (Expedia Inc brands)
- AB TESTING VELOCITY
= WINNERS EVERY DAY
2015
200020000
THE WORLD IS BECOMING MORE DISTRACTED
KIDS SPEND MORE TIME PLAYING GAMES THAN IN
SCHOOL
WE WOULD RATHER TEXT
NO,SERIOUSLY. TELL ME
THAT STORY AGAIN.
IT WAS SO INTERESTING!
(not)
PRINCIPLE #3 DON’T BE BORING
Facial electromyography -Usability Lab at Expedia
SOURCE: WIX.COM
WE ENJOY CONTINUAL IMPROVEMENT
PRINCIPLE #4: BE BETTER EVERY SINGLE DAY
We’ve learned that if we change one pixel, one field, one color, we can
move the business by a half a percent. And it turns out a half a percent of
several billion dollars is real money. We treat every play, every test like we
are trying to gain an inch at a time. We sit in our monthly product review,
which is an open forum for our entire company, and we review the risks the
teams have taken. We joke that the only way to lose in this forum is to win
too much.
We’ve adopted a culture of celebrating failure because the fact is that we
fail the majority of the time — turns out that we have a pretty good site and
most of our tests are either neutral, or losers. But we know we are pushing
the limits hard enough and that winning even less than half the time and
pushing constantly means we’re still gaining hundreds of inches.
Dara Khosrowshahi, CEO and President Expedia Inc.
Things Always Change !
The industry evolves constantly
Customers change their minds
New technology create new opportunities
42
One concept and Two Important terms
•Create Customer value as fast as possible
• Get feedback, learn and improve quickly• Iterate continuously• Reduce regression risk at production time
43
44
FirstCustomerTraffic
Small Changes Top of Mind
• Gaze Plot (tracks visual flow)
The GazePlot from this
participant illustrates that the
design pattern used in the
collapsed state is successful in
facilitating the user’s shopping
needs. The user’s attention was
first drawn to the icons of the
first two results listed, then to the
time of the second result, then to
the price of the second listing.
From there the user compared
the first two results and found
that they were both departing at
around 10am. Finally the user
discovered that the first option
was better since it was direct
and less expensive.
Identifying and Addressing Design Issues
The user task did not direct
users to look at this first result,
yet it received a substantial
amount of visual attention, and
attention jumping from between
this first result and the second.
Removing the logo when the
details opened resulted in a
missing visual anchor for this train
option.
The lack of a logo here made it
look like this whole section was a
child of the first train result rather
than what it actually is, which is the
second listing expanded.
The timeline information was
clearly seen by only one user.
This heat map aggregates the
data from all 9 users. . . . . .
Identifying and Addressing Design Issues
This screen illustrates the
details section opened of a
train segment with two
legs. The next slide shows
this same screen with an
eye tracking heat map
overlay.
A gutter was added above
and below the result to make
it clear where the result
begins and ends.
The logo was added to serve as
a visual anchor for the result.
A title bar was added to help
divide the top (summary)
section which is organized
horizontally from the vertically
oriented times/stations and
timeline.
A slightly darker font was used
for the timeline to ensure that
it is visible
Solution
6s = 98%
SO Ho
Be… READY
Build to be… AGILE
HARNESS THE POWER TO
RESPOND TO NOW
• MAKE IT EASY
• USE SCIENCE
• DON’T BE BORING
• BE BETTER EVERYDAY
Technology is
pervasive
We don’t tolerate the cumbersome
Every generation
will expect more.
The Future is Here
“…kids can grasp
new tech skills long
before they even
learn how to swim
or tie their
shoelaces”
AVG Software
