How can TMCs interact with travellers throughout their travel lifecycle?
Published: 22 Jul 2008
Mobile Web Services Special
The adoption of mobile channel and developments related to web services continues to gain traction with a spate of recent initiatives by travel suppliers and online intermediaries.
At the same time, a section of the industry acknowledges that travel agents and travel management companies have been rather slow in embracing mobile channel.
Commenting on the same, John Diamond, CEO, ekit, a global provider of integrated communications and Internet services, designed to keep travelers in touch, says, "I think that's a pretty accurate reflection. There are a number of reasons for this. I think in some ways it's easier to provide value via the mobile for the airlines and the hotels. The mobile channel works well particularly during travel, and around the travel itinerary. Both the airlines and the hotels can provide text notifications or alerts of any last minute flight changes or provide reminders a day in advance with flight details, check-in details, hotel address and directions, etc. I think travellers really value this - it is time relevant, not intrusive, and is a real help to travellers on the run."
He added, "The travel agents and travel management companies often have to deal with a much broader set of travel products and services, which can make the challenges of mobile more daunting. I think the TMCs have an excellent opportunity to do more for travellers, and to interact with travellers throughout the travel life cycle. To date, much of the TMCs interaction is pre-travel. Mobile gives TMCs and travel agents some excellent opportunities to add value for travellers particularly during their trip, but also after the completion of the trip to obtain feedback on services delivered for future travel, as well as supporting loyalty and retention initiatives."
Diamond, a speaker during EyeforTravel's Online Marketing in Travel 2008 conference, recently held in Chicago, foresees mobile phones playing a variety of roles, from safety and security, to extending customer service, as well as delivering a range of new services which could hardly be imagined 10 years ago.
Referring to the May 2008 Upwardly Mobile Report developed in collaboration with ACTE (Association for Corporate Travel Executives), he said the report interviewed many TMCs and asked them to rate the benefits that mobile devices can provide for travel programmes.
"(As per the survey results), all of TMCs rated `Tracking and communication with travellers for security purposes' (as a benefit), 98 percent rated `Improved customer service for travellers', and 97 percent rated `Improved welfare of travellers'. This makes good sense. I can see many interesting applications using the mobiles' location for safety and security, as well as delivering content- and information-based around the traveller's location. This can be done with GPS devices and can also be done using mobile cell towers, and their interaction with what I'd call more `low-end' handsets," he said.
ekit has recently released a beta application which automatically records the traveller's location on a
Google Map (www.ekit.com/ekit/tj/).
"These type of services enables the TMC to know where the travelers is, whether their mobile is on or off, and press a button from their computer to talk or text the traveller with relevant information," he said.
According to Diamond, a broad range of other applications can be built around knowing the traveller's mobile location, such as: showing a map of the traveller's current location, adding content such as weather, services in the area, other content from the TMC, other mobile searches using the traveller's current location, and geo-tagging photos based on the mobiles' location.
"With a capable, high-resolution handset, maps, directions to attractions or business appointments, walking tour information and many other services can be provided. Applications built around the itinerary, such as notification of flight changes, hotel address reminders or safety alert text messages all make sense as the first round of applications. They will also make it easier for the traveller to contact the TMC to change travel plans or purchase other services at their destination," he said.
Earlier this year, an online travel agency launched a suite of mobile services that enable travelers with web-enabled wireless devices to search hotel inventories, pricing and availability in real-time, book rooms and check the status of their flights.
Considering such initiatives, has the stage come, especially in the developed markets, where having a mobile optimised site is mandatory? For example, in case you don't have such site, you're not going to rank well in Google Mobile, so you won't rank well in searches such as `late availability New York', for example.
Commenting on this, Diamond said, "I think websites will need to be optimised for mobile when addressing domestic travel requirements and providing domestic travel services. When it comes to international travel, all the issues above, such as roaming data costs and battery life need to be addressed, either by the traveller or TMC, before we need to address web page optimisation."
For its part, EyeforTravel is scheduled to conduct Mobile Technology in Travel@WTM 2008 Conference in London (On 11th November).
For more information, click here: www.eyefortravel.com/wtm/mobile
Or
contact:
Tom Ellum, Conference Director
+44 (0)207 375 7236
tom@eyefortravel.com
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