Big data fuels rise of real-time travel marketing – TTG Asia – Leader in Hotel, Airlines, Tourism and Travel Trade News

Xinyi Liang-Pholsena, Bangkok, June 20, 2014 

pata logoTHE growing availability of large public and private information sources has led to the development of big data analytics, a potential trove of information that travel businesses can leverage to deliver more effective and tailored services to their customers.

In particular, Asia’s high rates of smartphone penetration, skyrocketing demand for ‘phablets’ mobile devices straddling smartphone and tablet and immense popularity of social media underscore the vast opportunities big data present, said speakers at PATAcademy-HCD, which takes place in Bangkok from June 17 to 20.

“The Internet of things” – a term that refers to the advanced connectivity of devices, systems and services – can enable travel brands to capitalise on the potential of “real-time marketing” to personalise the customer experience and predict their current and future needs, said Sonal Patel, business development director, exchange – APAC, Twitter Singapore.

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Moreover, the emergence of wearable technology like Google Glass will further enhance the development of real-time marketing.

 

Citing his market research firm’s findings, Laurens van den Oever, global director for travel at GfK, illustrated how big data can be used to understand the booking seasonality and characteristics of destinations around the world.

For example, German and English travellers are early bookers while Italians and Russians tend to be late bookers when it comes to a summer vacation in Spain; within the region, Singaporeans are extremely late bookers, usually just four weeks in advance, he shared.

Applying booking seasonality trends to crisis communication, PATA COO, Mario Hardy, remarked: “If a crisis in a destination happens during high season, how you communicate to your markets is also different from when it happens during low season.”

While online is a part of nearly all travellers’ consumer journeys, van den Oever also pointed out that offline remains a major influencer. “Cross-channel usage is strong, so travel marketers should ensure a synergy of message across online and offline touch points,” he said. “For package tours, travel agencies and catalogues are still important touch points.”

Moreover, he also emphasised the complexity of travel purchase journeys, as consumers go through multiple pathways – ranging from generic search and aggregators to destinations and travel agencies – prior to making a booking so it is vital for travel marketers to consider the placement of their message. “Being present on all touch points is becoming mission critical,” he stressed.

via Big data fuels rise of real-time travel marketing – TTG Asia – Leader in Hotel, Airlines, Tourism and Travel Trade News.

Emirates becomes the first Airline in the Middle East to use Google Now™ | Emirates United Arab Emirates

DUBAI, U.A.E., 6th August 2013: Emirates, one of the world’s fastest growing airlines today announced that it will start to roll-out Google Now™ cards for their passengers who book via Emirates.com.

A feature of the Google Search™ app, Google Now is available and fully integrated for Android™ (devices running Android 4.1 and above) and iOS (iPhones and iPads).

via Emirates becomes the first Airline in the Middle East to use Google Now™ | Emirates United Arab Emirates.

US Airways Andrew Nocella To Lead AA Marketing Organization – Business Travel News

US Airways Andrew Nocella To Lead AA Marketing Organization – Business Travel News.

July 19, 2013 – 02:10 PM ET

 

By Jay Boehmer

 

US Airways senior vice president of marketing and planning Andrew Nocella will serve as chief marketing officer of the merged American Airlines, BTN has learned. He will oversee the commercial organization, which includes the agency and corporate sales team that AA vice president of global sales Derek DeCross will continue to lead under the same title.

IATA – The Airline Industry Story for 2012

IATA – : The Airline Industry Story for 2012.

Montreal – The International Air Transport Association (IATA) released the 57th Edition of the World Air Transport Statistics (WATS), a yearbook of the global airline industry and IATA members’ performance.

Snapshot of 2012 performance:

Passenger

  • Systemwide, airlines carried 2.977 billion passengers on scheduled services.
  • Airlines based in the Asia-Pacific region carried the most passengers last year (947.9 million), followed by carriers in North America (808.1 million), Europe (780.6 million), Latin America (226.5 million), Middle East (144.1 million) and Africa (69.8 million).
  • Developing economies continued to drive global demand growth: 65% of the growth in passenger numbers on international services in 2012 occurred on markets linked to emerging markets.
  • The premium travel segment slipped to 7% of total international travel in 2012, but yields for the segment were more robust than for the economy segment, and premium travel accounted for 27% of international passenger revenues.
  • The top countries by region based on passengers carried were for Africa: South Africa (20.4 million), Asia-Pacific: People’s Republic of China (361.4 million), Europe: United Kingdom (171.5 million), Latin America and Caribbean: Brazil (88.9 million), Middle East: United Arab Emirates (40.6 million), North America: United States (598.2 million). The United States continues to be the largest single market for air travel.
  • Countries with high year-over-year increase in passenger growth included Indonesia (18.2%), Thailand (17.7%) and Turkey (16.7%).
  • The top five airlines ranked by total scheduled passengers carried were Delta Air Lines (116.7 million), Southwest Airlines (112.2 million), United Airlines (92.6 million), American Airlines (86.3 million) and China Southern Airlines (86.3 million).
  • The top three city-pairs based on passengers carried on international routes were all within the Far East: Hong Kong-Taipei (5.5 million), Seoul-Tokyo (3.6 million) and Kuala Lumpur-Singapore (3.4 million).
  • The top three city-pairs based on passengers carried on domestic routes were Jeju-Seoul (9.5 million), Sapporo-Tokyo (8.8 million) and Fukuoka-Tokyo (7.6 million).

Cargo

  • Air freight markets suffered another difficult year punctuated by shrinking demand, falling utilization and lower yields.
  • Global freight tonne kilometers decreased by 1.1% compared to 2011 but still represented an estimated $6.4 trillion of goods by value.
  • The top five airlines ranked by total scheduled freight tonnes carried were Federal Express (6.9 million), UPS Airlines (4.6 million), Emirates (2.0 million), Korean Air (1.5 million) and Cathay Pacific Airways (1.4 million).

Fuel

  • In 2012, global commercial air transport consumed 73 billion US gallons of fuel at an estimated cost of $209 billion or 33% of airline operating costs.
  • The rise in the price of jet fuel since 2010, to an average of $130 per barrel in 2012, has added over $60 billion to the industry`s fuel bill.
  • IATA member airlines fuel efficiency improved by 18% during the 2001-2012 period from 45.0 to 36.8 liters per 100 revenue tonne kilometers. Fuel efficiency improved by 1.7% in 2012 compared to 2011.

Fleet and assets utilization

  • In 2012 the delivery of 1,374 jets and turboprop aircraft added 7-8% to industry capacity. However, less fuel-efficient aircraft were retired or put in storage resulting in a net fleet expansion of 500 aircraft.
  • At year-end some 24,911 aircraft were in commercial airline service.

Airline Alliances

  • Star Alliance maintained its position as the largest airline alliance in 2012 with 25.2% of the total IATA scheduled traffic (revenue passenger kilometers), followed by SkyTeam (19.8%) and oneworld (14.1%).

Air transport is a critical component of global economy supporting 57 million jobs and $2.2 trillion in economic activity