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24 Feature TECHNOLOGY


Changing the face of travel


Paul Richer, Senior Partner of Genesys, explains how technology is changing travel businesses for the better


Paul Richer founded Genesys in 1994 when just 2,750 websites existed and the internet had yet to be adopted commercially. Today there are more than one billion websites and the travel industry has been forced to adapt to the power- ful tide of digital change. Genesys, which initially helped travel companies with their back-office systems, evolved too and is now a travel tech- nology consultancy that specialises in “digital transformation”. Richer says this should be the goal for every travel and tourism organisation,


so much so that it’s given rise to the inaugural ATM Digital Transformation Summit. Set to take place in ATM’s Travel Technol-


ogy Theatre from 10.30am to 12.30pm today, the summit, organised by Richer, will look at the three important objectives to digital transfor- mation: providing an exceptional user experi- ence, understanding the customer and creating frictionless business processes. Here Richer explains what the term ‘digital transformation’ really means for travel firms.


Q: What type of user experience do customers and staff expect these days? A: We are in the world of what I call ‘intuitive systems’. As we move into an era where we are interacting with technology virtually every hour of the day, technology users give no thought as to how a system or a piece of technology should operate. It must be entirely intuitive and provide instantaneous results. Easy is the new loyalty, and if your technology does not work intuitively and speedily then your customers will simply move to your competitors, who may be just one click away. This need for systems to work intuitively is also a requirement for your staff. Younger members of staff within travel companies would be horrified at the complexity and training needed to use some of the older systems. They quite rightly expect to be able to sit in front of a computer screen and use a system that has been designed instinctively.


Q: What role does mobile play in the mix? A: Mobile is giving consumers easier access to the travel industry. Travel companies need to react to this by ensuring their customers have the apps they need to continue to interact with them, providing the convenience and util- ity that customers need. The widespread use of mobile is also catalysing the introduction of a new breed of apps that I describe as ‘in trip’. Examples of these range from Uber, which can provide ‘here and now’ transport, to hotel concierge apps that allow restaurant tables to be reserved, room service to be ordered or messages to be sent to the concierge. For business travellers, there is also the possibility of changing travel arrangements while on the move. Meanwhile, tourism apps can provide sightseeing information while visitors are on-site. In trip apps open up a world of new possibilities to improve customer service.


Uber ridesharing app


myconcierge lifestyle platform “In trip apps open up a world of new possibilities to improve customer service” 1 Sir Tim Clark, Emirates President 2 to 5 Emirates


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