Transforming the day-of-travel experience with mobile services
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What are pain points that travellers experience on their day of travel? How can intelligent mobile services significantly enhance the traveller’s journey to and through the airport and improve the relationship with their airline? This FREE webinar will examine the findings from Mobile Travel Technologies extensive research into "day of travel" frustrations. Learn the following based on MTT's online survey, one-on-one interviews with travellers and airport observations: Problems travellers experience in airports Issues when preparing for flights Why self-service kiosks are under-used How intelligent mobile services can transform airline services on the day of travel How airlines can leverage new opportunities for ancillary sales Panelists for the webinar are: Patrick Monaghan, product manager, MTT Gene Quinn, producer and CEO, Tnooz Nick Vivion, moderator and global events lead, Tnooz This webinar took place on Thursday 12 March 2015.
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Transforming the day-of-travel experience with mobile services
- 1. Transforming the day of travel with intelligent mobile services Webinar 12 March 2015
- 2. K Nick Vivion Global Events Lead, Reporter & Moderator Tnooz Gene Quinn CEO, co-founder & Producer Tnooz Your hosts
- 3. K Patrick Monaghan Product Manager Mobile Travel Technologies Your presenter
- 4. 5:11 pm Copyright © Mobile Travel Technologies Limited Transforming the ‘Day of Travel’ with Intelligent Mobile Services Patrick Monaghan +353 1 485 3452 patrick.monaghan@mttnow.com
- 5. 5Copyright © Mobile Travel Technologies Limited Agenda Introduction to MTT • The ‘Day of Travel’ pain points and MTT’s research • Latest trends in mobile improving the ‘Day of Travel’ • The battle to ‘Own the Passenger’ • Demo of MTT Concierge Live, an intelligent mobile travel assistant
- 6. 6Copyright © Mobile Travel Technologies Limited MTT’s Mobile Travel Platform (MTP) and Mobile Travel Product Suite Provide world class mobile solutions at a fraction of the cost and significantly reduced time to market For leading airlines and travel companies MTT Overview • Team of ~130 mobile travel experts (the largest in the world) • Corporate headquarters and core engineering located in Dublin • One product dev team and a business office in London; satellite resources in Manila • Investors - venture capital, led by DFJ
- 7. 7Copyright © Mobile Travel Technologies Limited MTT Customers Serve hundreds of millions of travellers each year Europe’s 4th Largest Carrier Flag Carrier for Kingdom of Saudi Arabia Latin America’s Largest AirlineWorld’s 3rd Largest TMC
- 8. 8Copyright © Mobile Travel Technologies Limited MTT Customers Serve hundreds of millions of travellers each year One of the world’s most respected travel brands One of the most luxurious hotel groups worldwide Leisure carrier of the Air France KLM Group Largest regional airline in Europe
- 9. The Problem – ‘Day of Travel’ Frustrations
- 10. 10Copyright © Mobile Travel Technologies Limited The Problem Travel is stressful. Passengers are nervous, anxious, stressed and worried. They feel alone and like they have no support.
- 11. 11Copyright © Mobile Travel Technologies Limited The Problem
- 12. MTT Research
- 13. 13Copyright © Mobile Travel Technologies Limited MTT Market Research MTT carried out extensive market research into ‘Day of Travel’ frustrations to discover the pain points that travellers experience prior to flying and in airports. The MTT study included: • An online survey with 650 travellers across Australia, Canada, Singapore, UK & USA • Airport observations • One-on-one interviews with travellers
- 14. 14Copyright © Mobile Travel Technologies Limited MTT Research – Airport Observations Over 25% of travellers needlessly queued at the check-in desk when they had already checked-in online Many unknowingly stood in the wrong queue only to be directed to another queue in the same terminal Almost 50% of questions to ground staff were for airport directions.
- 15. 15Copyright © Mobile Travel Technologies Limited MTT Research – One-on-One Interviews Underlying every pain point was a common theme … … the fear of the unknown … Travellers lack a feeling of peace of mind throughout their trip
- 16. 16Copyright © Mobile Travel Technologies Limited MTT Research – Online Survey Source: MTT Research Top Travel Concerns Before Leaving for the Airport
- 17. 17Copyright © Mobile Travel Technologies Limited MTT Research – Online Survey Source: MTT Research Top Travel Concerns at the Airport
- 18. 18Copyright © Mobile Travel Technologies Limited MTT Research – Changing Expectations What are the most important mobile services your airline and airport could provide you with on your day of travel to make your travel experience better… Info & notifications on flight disruptions Baggage tracking Live flight status Notifications for check-in open, gate open, etc. Info on security, gate and check-in queue times Mobile check-in & boarding passTravel time & traffic to airport Info on connecting flights Airport navigation How to manage disruptions, e.g. rebook flights Source: MTT Research
- 19. 19Copyright © Mobile Travel Technologies Limited Third Party Research Sources: SITA IT Trends / FlightView Passenger Survey Information Travellers Expect to Receive on their ‘Day of Travel’ Top ‘Day of Travel’ Concerns
- 20. 20Copyright © Mobile Travel Technologies Limited Address Customer Pain Points Customers are voicing the same pain points in numerous surveys In MTT’s online survey, 67% of travellers said they would take more trips if the airport and overall travel experience were to be improved Airlines and travel brands have a great opportunity to do this
- 21. New Wave of Mobile Travel
- 22. 22Copyright © Mobile Travel Technologies Limited Data Snacking – A New Form of Interaction RISE OF DATA SNACKING THE AGE OF ENGAGEMENT A big trend in mobile is the idea that apps no longer need to be opened to be experienced Apps can now sit in the background and push content into a central experience Rise of ‘data snacking’ – invisible apps, quick notifications, home-screen widgets and glances
- 23. 23Copyright © Mobile Travel Technologies Limited Card-Based Design – Atomic Units of Information Source: Image from Intercom.io
- 24. 24Copyright © Mobile Travel Technologies Limited Travel 2.0 – The Biggest Update Yet Context is King! Mobile home screens becoming completely context and location aware Travellers want information without having to ask for it – ‘search without search’
- 26. 26Copyright © Mobile Travel Technologies Limited Planning Booking Pre-Trip In Airport [Dep.] In Flight In Airport [Arr.] In Destination The Travel Lifecycle – Airport Apps Airport apps offer a select group of features but at a critical point in the travel lifecycle
- 27. 27Copyright © Mobile Travel Technologies Limited Planning Booking Pre-Trip In Airport [Dep.] In Flight In Airport [Arr.] In Destination The Travel Lifecycle – Airline Apps Airline apps have the opportunity to offer a much broader range of features, across the full lifecycle
- 28. 28Copyright © Mobile Travel Technologies Limited The Rise Of The Intelligent Airport The new always-connected traveller is looking beyond the simple book flights and check-in app • iBeacons • Wayfinding & Indoor Navigation • Augmented Reality • Queue times, gate information, flight tracking… The air travel market is crowded by highly advanced airport apps trying to own your passenger!
- 29. 29Copyright © Mobile Travel Technologies Limited CPH Airport The most advanced airport app in the world: • First to do 360 degree wayfinding • Wait times (passport control) • Integrated airline check-in • Distance and time to gates • Airport offers via iBeacon messages • Augmented reality airport maps
- 30. 30Copyright © Mobile Travel Technologies Limited The Google Now Effect Android & Google Now are attempting to fill the biggest travel gap of all for Google, ‘trip management’
- 31. 31Copyright © Mobile Travel Technologies Limited It is time to take back ownership of the passenger!
- 32. The Solution
- 33. 33Copyright © Mobile Travel Technologies Limited The Solution Inform – give customers all the transparent information they need to feel in control. Guide – deliver information to the customer exactly when they need it to complete the next step of their journey. Assist – provide instructions and assistance, especially if things change or go wrong.
- 35. 35Copyright © Mobile Travel Technologies Limited The Solution – A Powerful Widget
- 36. 36Copyright © Mobile Travel Technologies Limited The Solution – MTT Concierge Live
- 37. 37Copyright © Mobile Travel Technologies Limited MTT Concierge Live Scenario – Before Trip Check-In prompt Pre-trip checklist Baggage allowance Airport journey time Alarm reminder
- 38. 38Copyright © Mobile Travel Technologies Limited MTT Concierge Live Scenario – Travel to Airport Live traffic en route to the airport Map and average journey time to airport
- 39. 39Copyright © Mobile Travel Technologies Limited MTT Concierge Live Scenario – At the Airport - Landside Welcome message Bagdrop location and queue times Wayfinding Security queue times
- 40. 40Copyright © Mobile Travel Technologies Limited MTT Concierge Live Scenario – At the Airport - Airside Promotion of airport restaurants & retail Directions to coffee shop and walk times Gate number update and directions to gate
- 41. 41Copyright © Mobile Travel Technologies Limited MTT Concierge Live Scenarios – Gate & Flight Connection Gate update and weather at destination Information and directions to gate for flight connection
- 42. 42Copyright © Mobile Travel Technologies Limited To Summarise … There are now more touch points with travellers than ever before. Airlines need to be at each one It’s not just about the booking and check-in process anymore, the travel cycle is a very long tail Airlines and other travel companies need to deliver a contextual, personalised and relevant experience wherever the traveller is and when It’s about owning the passenger again, taking that relationship back, there shouldn’t be 3 in this marriage!
- 43. 5:11 pm Copyright © Mobile Travel Technologies Limited Thank You Patrick Monaghan +353 1 485 3452 patrick.monaghan@mttnow.com
- 44. Q & A
- 45. Thank you! Send your questions and comments to nvivion@tnooz.com Replay and presentation of webinar will be available tomorrow on www.tnooz.com
Editor's Notes
- MTT’s research incorporated airport observations, online survey and one-on-one interviews Supporting industry research to look at key stresses and pain points travellers experience prior to travelling and while in airport Latest trends include ‘data snacking’, contextual and personalised mobile experience etc.
- Speak for themselves Starting to see T2s Real demand Modify for different pricce point How we’re packaging for T2 Marquee clients Winning more T1s; most prestigious and successful T1 airlines Now selling into T2/3 TMCs – Capita, more TMCs Clients “locked in” Repeat revenues Senior relationships in clients
- Capita ranked #60 in Forbes top 100 world innovators list third most innovative company in the UK http://www2.capitatravelandevents.co.uk/News-and-opinion/News/Capita-ranked-60-in-Forbes-top-100-world-innovator
- In summary the problem we’re solving is that travel is stressfull leaving your customers feeling anxious, we’ll show how you can resolve their stress creating peace of mind when they travel with your airline leading to more repeat business and higher customer satisfaction. Source for this phrase: Study by David Lewis, Neuropsychologist, conducted for Silverjet in 2007 found that their traveller state of mind is : “Passengers are nervous, anxious, stressed and worried. They feel alone and like they have no support”
- The problem at an individual level.. People are stressed by travel and will be happy to complain publicly about bad experiences. Here are a few examples but a quick search over social media and message boards will show a wealth of examples of individual negative experiences which may fall through the cracks when they’re not large scale IROP situations. To your customers even things like not knowing where the gate is causes huge stress and can be solved with Concierge.
- Research in Context – MTT got out of the office to truly understand the problem. This isn’t behind the desk research, This is Qualitative research. MTT carried out our research in the real world, on the left is hours of detailed interviews with travellers who had recently being on trips mapping out the various stress points of travel. Observing real people travlling in an unbiased way, natural behavior as they didn’t know they were being observed. We were on the front line of customer service, MTT researchers sat behind the custoemr service desks listening to the common complaints and issues passengers were experiencing Not just a snapshot in time, observed on different days, interviews with different types of travellers. Anecdote People will queue for a long time to tell people where they should queue (image on right). This is a host, passengers would queue to ask this person where they should queue. When she was away they queue’d waiting for her to return. Again it’s the fear of the unknown. When asked people said they wanted to make sure they didn’t waste time in the wrong queue. Concierge would have told them exactly where to go.
- Research in Context – MTT got out of the office to truly understand the problem. This isn’t behind the desk research, This is Qualitative research. MTT carried out our research in the real world, on the left is hours of detailed interviews with travellers who had recently being on trips mapping out the various stress points of travel. Observing real people travlling in an unbiased way, natural behavior as they didn’t know they were being observed. We were on the front line of customer service, MTT researchers sat behind the custoemr service desks listening to the common complaints and issues passengers were experiencing Not just a snapshot in time, observed on different days, interviews with different types of travellers. Anecdote People will queue for a long time to tell people where they should queue (image on right). This is a host, passengers would queue to ask this person where they should queue. When she was away they queue’d waiting for her to return. Again it’s the fear of the unknown. When asked people said they wanted to make sure they didn’t waste time in the wrong queue. Concierge would have told them exactly where to go.
- MTT research Sept 2014 MTT carried out a research survey to find out the top pain points passengers experience before getting to the airport. As supporting quantitative research, circa 500 people surveyed. All of the main issues are handled directly by Concierge.
- MTT research Sept 2014 MTT carried out a research survey to find out the top pain points passengers experience while at the airport. As supporting quantitative research, circa 500 people surveyed. All of the main issues are handled directly by Concierge, some of the minor points coming later like wifi etc.
- MTT research survey Jan 2015 These were the top 10 answers. Info & notifications on flight disruptions was number 1, followed by flight status, mobile check-in & boarding pass, notifications for check-in, gate open etc., baggage tracking
- This isn’t just MTT internal research, a number of reputable travel companies and organizations have carried out similar surveys with the same result. Here are some results from the SITA Passenger IT Trends Survey 2014 and FlightView Passenger survey 2014. The FlightView survey in particular asked the question of what information travelers expect to be given on their day of travel. Again you’ll see a theme, the key message here is that while we always knew these were stress points, but your customers expectations are now changing. They expect to be given this information now. Sources: http://www.tnooz.com/article/travelers-growing-expectations-airport-experience/#utm_source=Tnooz+Mailing+List&utm_medium=email&utm_campaign=8740dc564f-RSS_EMAIL_CAMPAIGN&utm_term=0_c691357c44-8740dc564f-137292629 http://cdn2.hubspot.net/hub/278711/file-2227595371-pdf/FlightView_Connected_Airport_Report1.pdf?t=1419006638584 http://www.mappmedia.com/blog/how-are-travellers-using-their-smartphones
- Whats the value of solving this? 67% more travel! In summary, there are consistently the same themes that cause stress to travellers during their trips. Be it user interviews, MTT or third party surveys or on site interviews and observations. The same problems are causing issues. The challenge is creating an experience that addresses these problems for your customer, creating an experience that reinforces your airlines brand and relationship with the traveller. The point on 67% is from MTT’s survey Jan 2015
- OK, we’ve looked at the past and present and some of the newer moves Apple and Google have made, I now what to talk about you, YOUR brand, YOUR customers I’m calling it Travel 2.0 now So what is Travel 2.0 and what does it mean?
- The idea of an app as an independent destination is becoming less important, and the idea of an app as a publishing tool, with related notifications that contain content and actions, is becoming more important. Rise of data snacking Today extensions, homescreen widgets for Android, notification centres You can see from the Apple watch, built on glances and notifications initially The biggest trend in mobile is nothing to do with apps, it’s the new world what you can do outside of apps
- iOS8 has been out for just a few months now but you can already see a travel story forming The biggest shift is obvious, real time activity is coming outside of apps Day of Travel plans, My searches today, Trip itineraries are all moving front of center - 2 clear examples here Worldmate – the consumer facing itinerary management app for Carlson Wagonlit is using Today Widgets to show your complete travel itinerary in the pull down. This is separate to the app on the device, this is ‘today, real time’. No app loading needed Hotel Tonight – probably the cleverest use of the today view. Standard is when I have a reservation I will see check-in times for my hotel, the more smart use is my ‘recent searches’ updating in real time with new prices. Totally drags me back to the app Today widgets are big news BUT you need to use them wisely as a brand
- Context: Travel 2.0 is all about the homescreen You can see this trend in Android Widgets or IOS8’s Notification Center A mobile homepage is no longer the simple menu block or sidebar It’s completely context and location aware. I don’t want to search for my hotel reservation, I don’t want to have to swipe through 4 screens to get to my boarding pass, I want the information without even asking for it
- Any airport app will only be used at one point in the travel flow i.e. departing or arrival airport Low utility for user But our studies (MTT ones presented as part of CL) have shown this is where stress peaks the most
- And this small part of the journey that airport apps inhabit hasn’t stopped the rise of the intelligent airport in your region – with the mobile solutions to match – to try and own the passenger more See next slide
- ‘The Intelligent Airport’ is an airport which leverages the convergence of three trends: passenger self-service, mobility and collaborative decision-making – to create a smart predictive environment for the most effective flow of passengers and goods through an airport, both during normal operation as well as during times of disruption – SITA report http://atwonline.com/site-files/atwonline.com/files/archive/atwonline.com/sites/files/misc/The_Intelligent_Airport-unleashing_the_potential_NFP.pdf Mobile has taken the modern airline app beyond the book flights, mobile boarding pass and seat selection app of old The day of travel experience is where airport apps are eating your lunch This is where Concierge Live upsell fits in. CL would put them ahead of their competition, put them ahead of these airlines app, put them back in control of the full travel lifecycle Reviews of their apps on the next slides
- http://www.appannie.com/apps/ios/app/cph-airport/ The original and still the best. Been doing it since July 2010 All platforms, iOS, Android, Tablet, Windows Phone and even BlackBerry 4/5 reviews Number 1 travel app in Denmark AND number 1 overall free app a few years ago. Unheard of for an airport app
- Much has been written about the dominance of Google Travel But it’s actually the rise of Android, and in particular a mobile application called Google Now which is truly disrupting travel Seen as a novelty at the Google I/O developer conference in 2012 where it was launched, Google Now has now filled that biggest gap of all for Google, Trip Management and the Day of Travel experience Don’t believe me? Think about the Google Now experience of today Before you even leave your house, Google Now will tell you what the weather will be like at your destination It will tell when to leave for the airport, how to get there and what the traffic will be like on the way At the airport, your boarding pass will be automatically pulled up, helping you breeze through to the gate As you wait your flight status will be right there in front of you, no need to wonder around looking at the boards And once you've arrived at your destination, Google Now will help you uncover activities and events happening around you, plus suggest the best photo spots LATEST POINT ABOUT GOOGLE GLASS – News in February 2015 Amsterdam’s Schipol airport is putting Google Glass on airport security officers as a means to quickly access gate and airplane info. Staff on the airfield can access info via Glass’ voice commands. The airport is also trialing Glass with passengers, where the camera is once again used to gauge where and for how long passengers look. The microphone also records conversations, so if a passenger were to look at a departure board for an extended period, then say “this layout is confusing”, it might prompt staff to examine their efforts. The goal with passengers is to help them navigate the airport more efficiently, and could prove useful for marketing and advertising. Airport security are using Glass in a similar way; their goal is faster information which will allow them to act quickly. The Glass experiment in Amsterdam is just that. For now, the airport is taking Glass for a spin to see if it meets long-term needs. Glass might not be for consumers, but it has a long list of use cases when it comes to the enterprise space
- Using Google I can now search for flights, go through a Google Wallet checkout (without touching the airline booking funnel), when my booking confirmation email comes through Google reads it and provides me flight status updates up until I fly. On the day of travel it sends me a push notification with ‘leave for the airport’ advice and when I get to the airport it pops up my boarding pass on my mobile homescreen in Google Now With Apple, my flight status is in my notifications centre, updating in real time without me going anywhere near an airlines actual app, Passbook pops up on my iPhone 4 hours before my flight or when I’m within X distance of the airport, I can get push updates about my gate status via that too. I can walk through the airport and have iBeacons offer me discounts and vouchers for anything from a cup of coffee to a new pair of shoes and as I enter an airline lounge I can have my loyalty card scanned on my device (via Passbook again!) Now, finally Apple are looking to let the crew know my favourite drink and that I’ve missed my connection flight, all while the pilot uses Plan Flight to check the airport traffic & weather at Dublin. And it’s not just Apple and Google that are trying to give your passengers a kiss behind the hangars when you’re not looking, it’s the airports too. As we have seen in the Copenhange Airport example as we hear how Schipol Airport is experimenting with Google Glass at the moment to improve the day of travel experience.
- The solution needs to be able to: Inform your customers, so they feel empowered Guide them on what to do next Assist them and provide assistance via information when needed. This is setting up to intro into the demo.
- Embeds seamlessly with the native app – widget steps off to native flows Connects to MTT backend with full context intelligence, Integrates out to third parties, infrastructure created to expand and add more sources easily Powerful widget, means we can up the game of airlines like ANZ to compete with world leading airlines like Delta with their 40 developers. We make it feasible as a roadmap accelerator
- Embeds seamlessly with the native app – widget steps off to native flows Connects to MTT backend with full context intelligence, Integrates out to third parties, infrastructure created to expand and add more sources easily Powerful widget, means we can up the game of airlines like ANZ to compete with world leading airlines like Delta with their 40 developers. We make it feasible as a roadmap accelerator
- Alison