BACK TO CONTENTS PhoCusWright presents 2013 Travel Technology Trends
This session provided a ‘virtual weathervane for gauging what lies ahead’ as PhoCusWright shared the hot topics and key trends that will shape the online travel landscape in 2013 and beyond. Micaela Juarez, Head of Marketing & Communications WTM, introduced the seminar with PhoCusWright directors, Cees Bosselaar and Florence Kaci, discussing the findings of the extended research conducted recently.
Dizzying advances in technology are transforming the way consumers around the globe
PhoCusWright
search, shop, book and share travel. Mobile adoption is soaring and empowered, hyper-connected travellers are engaging in entirely new ways. The accelerated pace of innovation is disrupting business as usual, compelling travel professionals to consider major strategic shifts and this seminar asked how will you respond?
Research has showed that a third of British travellers this year booked a travel product through their mobile, and a constant battle between destinations and suppliers to gain a market share has emerged. Merchandising, mobile, social, data and metasearch are words we all hear everyday, and each key word is supported by new technology platforms. “Technology is what we believe at PhoCusWright drives the travel industry. Innovations reshape consumer behaviour,” says Kaci.
PhoCusWright believes that 10 big trends identified through its research are going to change the future of travel distribution and
these findings have been released in a white paper produced in conjunction with WTM.
6 of the 10 trends were discussed, introduced as a ‘mosiac of interconnected trends’: • New patterns of content challenge distribution • Too much choice means less is better • Social technologies change the shape of travel • A cloudy future beats no future at all • Cross-platform data access engages users • Big data makes travel smarter
The 4 other trends identified in the research were: • New efficiencies reenergise the customer experience • Intermediaries that require fresh approaches throughout the travel cycle
• Predictive analysis improves travel management • Short range communication links improve processes
“These are exciting times for the travel industry. If you want to be successful and grow and perform well you really have to understand the technologies out there,” concluded Bosselaar.
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