Last updated: 07:00 PM ET, Thu May 26 2016

Amadeus, Ve Interactive Talk Travel Tech And Website Abandonment Rates

Travel Technology | Gabe Zaldivar | May 26, 2016

Amadeus, Ve Interactive Talk Travel Tech And Website Abandonment Rates

Illustration courtesy of Thinkstock

The relationship consumers have with brands across the transom of the travel industry is only as good as the technology running behind the scenes.

We recently had the pleasure of gleaning a great deal of insight into some of the various innovations that make the system run efficiently and ensure airlines, hotels, travel agencies and other players are getting the most out of the market.

Philippe der Arslanian, VP, Merchandising & Digital, Amadeus IT Group and Terri Mock, Chief Revenue Officer of Ve Interactive, offered wisdom on the current state of the industry.

Amadeus is a travel technology company that has poured €661 into research and development in 2015 alone. Ve Interactive continues to innovate, including solutions to stem website abandonment bookings.

It’s precisely these conversion rates that had both come together to get consumers to consider anew their potential trips.

der Arslanian explained a bit more on where Amadeus fits into the industry: “Amadeus is a leading provider of advanced technology solutions for the global travel industry. Our customers include travel providers (such as airlines, hotels, rail and ferry operators, etc.), travel sellers (travel agencies and websites), and travel buyers (corporations and travel management companies).We provide a truly comprehensive range of solutions to the industry, combining technology in distribution, IT, point of sale solutions and more, to help our customers to take advantage of technology and convert it to business success.”

The VP continues, stating that Amadeus aims to make meeting revenue demands a reality through technology, which alleviates a great deal of costs.

der Arslanian states: “When it comes to the user experience specifically, we design and create interfaces that are used by airlines, travel agents and corporations worldwide.  For example, Amadeus Airline e-Commerce Suite is now the most widely used in the travel industry. We power over 260 websites in more than 110 countries for more than 100 airlines, the majority of which have adopted our user interface.”

When it comes to abandonment rates, Mock chimed in with an explanation of how extreme the practice is in travel: “At Ve Interactive, we’re helping more than 10,000 online business across virtually every industry re-engage shoppers who abandon their sites. We consistently see some of the highest abandonment rates in the travel industry. The specific abandonment rates for hotels, airlines and car rentals are all between 85 and 90 percent.”

It’s easy to explain when droves of consumers scour various OTAs in a version of online window-shopping.

Mock explains: “It’s been well-documented that the vast majority of travelers visit multiple websites before booking their flights. We’re focused on creating an integrated advertising and marketing solution, VePlatform, that features a series of applications which collectively enable marketers to capture bookings from these window shoppers as effectively as possible.”

Mock continued with an explanation of how one might aid airlines in this particular endeavor.

The Ve Interactivce CRO explained there are three ways tech helps the cause, and it offers to some transparency for consumers on how the market is moving: Engagment, Re-Targeting and Conversion through email.

Mock explains, for example, on how the interface engages the consumer: “Our VePanel application is a bold move away from traditional overlays, offering a dramatically improved user experience that maximizes engagement with travelers who might abandon an airline’s site. If a visitor shows signs of abandoning, VePanel launches using specified criteria such as exit intent, click to exit and idle time on site.”

Other methods include employing personalized VeAds and getting consumers interest to return via email.

Much of this is to meet the demands of a maturing generation that expects personalization and varied choices throughout the process.

Philippe der Arslanian continues on those rascally millennials and what brands can do to continue their hold on the generation’s attention: “Greater personalization will play a vital role in securing this loyalty, but airlines are also experimenting with other initiatives: for example, some are allowing customers to redeem a small number of air miles or loyalty points against a particular service such as ancillary, rather than waiting until they have collected enough for a flight. This is designed to appeal to millennials’ preference for flexibility.”

The VP later continued on the possibilities: “For example, an airline could respond to a search for economy fares by a family travelling with a baby by offering them a package that includes an extra hold bag, a baby meal, and airport assistance. Or, if a traveler has just bought tickets to a football match, and clicks through a banner ad on an external website in order to book travel to the event, they could be offered a discounted bundle that includes the air fare with accommodation near the stadium and a souvenir football shirt.”

Brands have a wealth of tools that help engage the consumer and bring them through the various stages of travel.

But value will always be what keeps these consumers loyal. Without that, consumers will see these as nothing more than quick tricks.

The savvy consumer understands much of what takes place throughout the research process. But for the brand, these innovations can be absolutely invaluable to maintaining a hold on loyalty well into the next decade.


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