INNOVATION REPORT 2015 URRING WORLD OF COMMERCE AND SEARCH


if the consumer has no intention of buying there. Consumers routinely hop among Google,


Booking.com, TripAdvisor and dozens of other sites, and aren’t typically aware of the business models they encounter; they simply want to find what they’re looking for and feel confident in their purchase. Today, more travel companies better understand


the shopper perspective, and are responding with solutions built around convergence: TripAdvisor, Kayak and others are expanding transaction capabilities, while OTAs and suppliers are increasingly delivering metasearch experiences to consumers, even when it means showing competitive pricing. The lines are blurring, with commerce and


search combining in new and fascinating ways. We’re excited to be a part of this change and look


forward to seeing the continued innovation driven by convergence. And as a new player in the UK travel scene with


our European headquarters now open in the heart of London, it’s important that we get to know the new markets we want to grow and operate in. We’re therefore delighted to be supporting this


exclusive analysis of travel technology spend in the UK which provides valuable insight into what is such a vital area of the travel business. Technology has always been at the heart of this


different world. They use data indexing and predictive analytics to connect consumers with the most comprehensive and relevant travel information and options. However, most consumers don’t see any such


division. Many studies have shown that travel shoppers visit as many as 20 sites before making a purchase. The discovery phase often starts on an OTA or supplier site – as opposed to a search engine – even


industry ever since airlines developed some of the first systems for processing and sharing large amounts of business critical data. This report sheds light on how the aviation


sector, as well as hotels, agents, tour operators and cruise and ferry companies, are building on that legacy and forging the future of this sector.


Nick Morley managing director, EMEA, Intent Media


TRAVOLUTION.CO.UK — FEBRUARY 2015 — 7


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