Can one app ever supply all the services that a business traveller needs? BBT investigates the possibilities of an all-powerful concierge app
As the concept of a ‘concierge’ app takes hold in the hotel sector – allowing customers to access information about their accommodation, and even check in while on the move – a similar but wider-ranging service for the business traveller could soon be available. One where everything, from flight changes and room upgrades to car selection and minibar choices, will be available in one place: a one-stop-shop mobile tool.
Speaking at a recent ‘question time’ event hosted by tech consulting firm Data Art, Paul Saggar, group director of IT at the Maybourne Hotel Group, said in his previous role at HRG he looked at establishing a “universal PNR” [passenger name record] mechanism.
Various suppliers came together, said Saggar, but everyone “wanted to own the company, and push the communication”. The panel, which included Jason Jefferys, chief executive at hotel app specialist Iris Software Systems, argued that if there was greater collaboration between suppliers, the traveller could be better served.
For example, a flight is delayed and the hotel is automatically notified of the new estimated check-in time, while the car hire company automatically prepares a higher-category vehicle to greet the weary VIP traveller at the updated arrival time.
Many apps cater for itinerary management, but how many automatically – and proactively – amend details across the supplier chain?
“Hotels don’t know anything about the guests until they arrive, because the airlines don’t want the hotel to ‘own’ the data,” argues Iris’s Jefferys.
“It’s a challenge, when we build systems, to understand the customer and what they like. Airlines should start teaming up with hotels; but the biggest problem is data protection. For example, we work with Starwood and we can pass the data to other Starwood hotels, but not to Marriott.”
Christopher Schyma is vice-president at customer service technology firm Twenty Four Seven. Branded as [24]7, it counts Expedia, Avis Budget Group, United Airlines and Copa Airlines as customers. Schyma claims [24]7 is the first to offer “speech to screen”.
He illustrates this concept using the example of a traveller delayed by weather disruption. “There would be an automated call if a flight is cancelled. A voice will offer you three options, which you’ll see on the screen, too. The traveller can then say: ‘Show me the flights for tomorrow’.
“It’s then easy for the customer to resolve the conflict, and it’s good for the TMC, because they don’t need to take the phone call. It’s interactive voice response, which is older telephony, but we augment it with a more intuitive system, connecting the eyes, ears and hands to help resolve the situation as quickly as possible. TMCs should be offering it. We’re stitching it all together. It’s more than trip management; and if it’s not proactive, it’s useless.”
THE HOLISTIC APPROACH
Data Art senior vice-president Greg Abbott says many apps today are about itinerary management, not trip management. “Think Trip It, Trip Case, Concur... all acting as a ‘super PNR’ with mobile notifications and some premium features to monetise,” he says. “Let’s evolve – to actual trip management. To me, a trip management app indicates the ability to change your trip, or at least look at your travel plans holistically.
“The app would act as a concierge – it would look at a multi-modal trip facilitated by multiple suppliers as interdependent – when one element changes, it checks other elements of the trip and premeditates needed changes. The technology is already there. At Data Art we’ve integrated 200-plus APIs [application programming interfaces] around the supplier/distribution ecosystem and, while few are perfect, most of the tech exists to create a ‘killer app’. The reality is, even though we could start building it tomorrow, the walled garden is most often commercial, not technical.”
PLAYING CATCH-UP
Raj Sachdave, head of partnerships and innovation at Capita Travel and Events, says the corporate market is being “teased” in some ways to catch-up with the leisure market. Younger employees, in particular, expect travel for business to be as hassle-free as it is in their ‘civilian’ lives.
He asks: “Are the days of a ‘life platform’ just around the corner? Yes, but let’s concentrate on getting each component of travel connected first. That starts by knowing your traveller and their persona.” He says Capita offers this type of service with the Iris:Go app, which pulls in the traveller’s itinerary and allows for real-time flight and rail tracking.
Leisure travel and retail technology specialists do appear to be showing more interest in the business travel sector. Iris, for example, says it has an “extensive roadmap for more integrations” and has already begun talks with TMCs about providing its APIs, in a similar way to its Delegate app, and its Trump Hotels integration with Sabre.
And with [24]7 keen to push its “artificial intelligence”, Schyma says: “We expect there may be partnerships with global distribution systems in the future. The cost is a fraction, and it’s scalable.”