Every service has always required a certain amount of data to work efficiently. Even in an offline environment companies have always needed some information on a person or company to perform different tasks whether it's on paper forms in filing cabinets, tabs of Excel spreadsheets or just a really good memory.
Now this information, anything from names to where they went last year, is often stored in online profiles. The idea of having an online profile isn't new but I think will ramp up in importance as the travel industry works on its promise of seamless travel. I've written about what might be required of travellers in this new connected world but recent developments and discussions have prompted me to look into it further.
Accurate, clean data is the base for good technology and relationships
It is often the case that you can only receive the best out of a service or product when you had over vast amounts of data. Rudiger Bruss, global category manager travel and mobility of Continental says his OBT allows almost 100 fields to be filled but there are likely to be other processes in the back end too. There are nuances, for example Bruss has identified that "what is becoming more important (but is already done) is trusted traveller identification."
This data also has to be relevant and accurate; there is no use suggesting someone opts for car hire if they cannot drive or to keep offering meat meal options to a vegetarian. Data quality can vary depending on the organisation and even by the technology used. "A TMC might have a great tool but not clean data," says Helmut Pilz of Switzerland-based profile management company Umbrella. "The quality of the data really depends on the agency. Some are totally clean and others have not managed their data well. TMCs are struggling with automating the back end but are increasingly going to do so, which means you need clean data to really optimise."
Some buyers, as well as TMCs and suppliers, have already overhauled their technology to not only streamline but also hold a 'single source of truth' for data. Perhaps initiatives like IATA's single passenger information will improve things further in the airline space but there is merit in linking everything - from the search process and being on the road through to expenses.
In his latest Expert piece Simon Ferguson of Travelport discusses some of the challenges TMCs face around linking up fragmented data and systems so they can automate. "One of the challenges is that today's automation solutions are often fragmented with multiple offerings that address only parts of the workflow," he writes. "TMCs often have to work with multiple solution providers to address their needs, and the lack of a holistic approach can result in a patchwork band-aid."
Ian Richardson from travel technology firm ICE ICT agrees, and adds that while the need for concise data has grown in light of the updated GDPR regulations, it has other benefits.
"Many [travel companies] are getting data sorted and what is compliant. This will lay the foundations to use technology like artificial intelligence (AI) because these projects need a good data structure," he explains. "If data is organised it will make it easier and most cost effective to do AI projects on top; a lot of projects fail because they spend so long sorting out data."
Relationship building
After receiving accurate data the industry then needs the right tools and functions to use it well; whether that's traveller-facing like a mobile app or for buyers such as a reporting dashboard. Travel companies have a tremendous amount of data to hand, most not even personal, and may have been using it internally for projects or decision making. But after handing over so much information travellers want and expect more from suppliers, which is where some automation will help.
"We pride ourselves on building relationships and both profile and company data means we can do the job better and deliver the service to their needs. The more we know, the more it backs up our relationship with them," says Andy Hegley, general manager of Corporate Traveller. "It's integral; for example for policy it means we know cost centres and POs — without that it's difficult [to report efficiently]."
Among this we have to remember, as Ferguson also points out, that not everyone is the same. Even the kings of this model, think Netflix and Amazon, get things wrong by making assumptions. That's where the human element of travel will come in and with a heightened service when more of the menial tasks are automated.
Data relationships also require a level of trust. A lot more travellers are willing to hand over data but want to know it is used for the right reasons. Suppliers are receiving more data clauses in RFPs or responding to data audits further into contracts in light of GDPR, although there are often several parties in the chain that may need to be checked too.
What does that mean for productivity?
It's assumed that the more that is online, the more we humans are free to do more exciting things.
This is certainly the case for Continental's travel team. Its traveller profiles were handled on paper until the introduction of the OBT; now traveller basic data from the HR feed has been pushed into the tool and the travellers maintain and update their own profiles.
While implementation, particularly the data dump, can be slow, it means the TMC can add more value further down the line. "Once we have the information than we can be more efficient and proactive so could say passport needs renewing or we can notify the traveller of changes," says Hegley. "There has been a good increase in productivity internally and more efficiencies in booking speeds. Account managers are starting to see the benefit of accurate tracking on PNR and reward programmes."
Future challenges
- In discussions around new payment regulations experts have identified potential issues with payment processes and authenticating a payment. For example, how can a traveller provide a thumbprint to authorise at midnight when a TMC bulk-processes payments?
- Suppliers must be clear what travellers are signing up for, how data will be used and that they have permission to do so
- Security and potential data hacks — whether you're a buyer or travel supplier
- Data such as facial recognition adds another dimension. We are accustomed to using thumb prints and our faces to unlock iPhones but in a wider world where does this leave your privacy?
- "We believe at some point there will be identity solutions based on blockchain and we'd have to work with those solutions," says Pilz
In the early stages of Big Data there was a focus on using information to make decisions on savings, marketing or products. On the consumer side it is the loyalty programmes that have been able to gather and work with rich traveller data although that is not always well utilised either.
That could change with technology and profiles that update in real-time across multiple platforms. There may be increased risk with more personal data but in the right context will not only improve travel but help ease many internal processes and workflows.