As meta-search becomes a force to be reckoned with, all players are working out how to defend their corner

Distribution has always been a competitive business but delivering value to the user is paramount today. After trip planning takes time and involves shuffling between a number of different sites and probably also devices. The final transaction could take place on either a supplier site or via an intermediary and this battle requires analysis of a new kind – such as how to make sure each platform where information is being accessed is relevant in the shopping cycle. It may be a tussle but it’s one worth the effort and metasearchers are taking it seriously, by looking to capitalise on big data, improve the customer experience and drive revenue at the same time. “It’s an excellent opportunity to give a great brand experience to consumers across multiple platforms,” says Pia Vemmelund, managing director, momondo, who will speaking at this year’s Travel Distribution Summit, Europe on May 22-23. “Clearly this has operational challenges in design, testing and delivery but this is where consumers are and we committed and absolutely focused on delivering that for our user.”  

EyeforTravel’s Ritesh Gupta puts some questions to Vemmelund to find out where momondo is headed and why.

EFT: Do you have any examples of how one can expect new revenue generation attempts to strengthen in the meta-search segment?

PV: Flight search continues to be an exciting global growth opportunity in its own right. At the same time, meta-search products are expanding and diversifying to include other travel products and services, offering users a broader spectrum of opportunities – and greater convenience in our increasingly busy, time-poor lives. 

Bearing in mind, while it is hugely important, meta is not just about price: there are many more variables to search and which our users find important. Convenience is one such – witness, for example, the low-cost airlines’ attempts to reposition themselves and be more customer-friendly: this is not a race to the bottom; it’s allowing users to search according to their own criteria. I also think it is crucial that any revenue generation opportunity provides a genuine benefit to the user and does not compromise the original product and its inherent value.

EFT: How will the relationship between travel suppliers and meta-search engines develop this year?

PV: It is a logical development. Suppliers, as well as users, find meta-search very attractive and as meta becomes an even more significant part of the travel ecosystem it is an opportunity to own a bigger share of the market and defend their position against someone else owning this part of the supply chain. There are frankly pros and cons of both being part of a bigger group and being independent – it rather depends on your perspective. Where there are associations it will be interesting to see the extent to which the supplier influences the meta-strategy and amends it. Our strategy is to continue to be objective and independent in the market; that is where we see the value: it’s all about the user.

EFT: There is talk of how proprietary technology, various data sources and big data can help to differentiate in this category, but to what extent is this really happening?

PV: Applied correctly, big data can be hugely empowering, helping to join the dots between seemingly disparate pieces of information; giving users valuable insights and actionable advice to help them explore their world. In April 2013, momondo introduced Flight Insight - a tool that shows, based on millions of aggregated flight fares, the impact multiple variables have on flight price to offer users greater transparency into how airlines set their prices and what constitutes a good price. This is about providing users with the tools they need to research and find their best travel options. We want to put data and insights in the hand of the users, guiding them in their travel choices, for instance, rating flight fares to showcase the best flight based on convenience factors like price and duration is also an example of the way we seek to differentiate the product based on data insights.

EFT: How do you assess the whole talk about big data paving way for product refinement?

PV: It has great potential and can deliver empowering insights for consumers and over time, powerful personalisation. We have already paved the way with our flight rating technology, offering insights into the best-fit flights and looking ahead, social integration will become a key parameter for refining products across the board and helping to tailor the experience to the users’ needs. We believe the crucial element in the application of big data learnings is understanding your users and delivering insights which are relevant to them, whatever their mood and circumstances.

EFT: What impact is mobile having on meta-search today?

PV: As the industry catches up on the mobile experience, so it improves the meta-search mobile experience – this is a good thing as friction is removed and the power of honest search allows you to compare all that is available and select where you purchase. Meta-searches are capable of much more than delivering and displaying data. Now it has a stake in the whole customer journey from inspiration to purchase. Especially when it comes to mobile, which in many cases is a platform used for inspiration searches; it becomes possible to engage with people earlier in the purchase funnel. So we recently launched a city guide app for iPad, momondo places; which is offering users travel inspiration to major cities according to their moods and needs.

EFT: Are there any challenges – such as delivering price comparison on smartphones – around maximising the potential of mobile?

PV: We see it as a great opportunity but as with all great opportunities there are naturally challenges. Speed and simplicity become key. We need to be able to present huge amounts of data and breadth of inventory in a smaller environment – in an uncluttered and clear-to-view way, all over limited bandwidth. So, yes, some challenges, but we believe we have the skillset to address this.

Looking at the wider opportunities, big data will also have a role to play I think – helping give insights and personalise the user experience based on location.

Consensus is important too – there is a shared interest in making mobile work for travel. I think it is crucial to build industry strength in mobile experience, to make a handover smoother – this is too important an area not to be joined-up. 

Pia Vemmelund, managing director, momondo,will speaking at this year’s Travel Distribution Summit, Europe on May 22-23. If you missed the webinar earlier this month click here