converage in partnership with:
v olution was media partner at last week’s annual show. Lee Hayhurst and Ben Ireland report
Augmented and virtual reality ‘can boost sales’
Travel firms were urged to act now to take advantage of augmented and virtual reality technology.
Global technology giants
are making multibillion-dollar investments in AR and VR products, said Francisco Jeronimo, research director for European mobile devices at IDC. The former involves overlaying
information on to a user’s view of the real world; the latter is an entirely digital version of the real world that users interact with as if it is real. Global research by IDC found
28% of firms globally are running AR or VR pilot projects, 17% trials or experiments, and 13% have already moved to full deployment. The study found improving
client-facing interactions was one of the three top reasons for firms to adopt AR and VR.
“The booking process will be one of the first to be disrupted. Customers will book in a more immersive way”
Jeronimo said studies indicate consumer adoption of AR and VR will be rapid because people are comfortable engaging with “virtual objects” on devices. “AR and VR will change the way
we interact with digital data. From the trials we have conducted we realise that interactions [with this technology] are very easy.” Jeronimo said travel retailers
in store can use VR to show their customers the product before they buy to increase the likelihood of closing the sale. He said agents will also be able
JERONIMO: ‘Other industries are already using this technology’
to secure sales of add-ons before a client travels because they are able to show them what they look like. “The booking experience will be
one of the first disruptions we will see,” said Jeronimo. “Customers will book in a more immersive way.” He added: “The majority of companies are already using this technology across different industries. It’s about how much more money they can make by providing different experiences.” Jeronimo cited a travel company
that increased conversion rates by 30% by utilising the technology.
Innovators can solve customer ‘pain points’
Aside from transformational developments, there is ample opportunity for disruptors to seek to devise solutions to common problems in the travel industry. Valentina Milanova, a venture associate at easyJet-backed start- up accelerator Founders Factory, said:“The travel industry is very much saturated in terms of start- ups in the booking and inspiration space. I can predict every second pitch; they are eerily similar. “However, there are endless opportunities to optimise what
is sometimes a very outdated market, or go further and completely change processes.” Andy Hibbert, chief executive
of sharing economy car rental service Car & Away, said start-ups should identify customer ‘pain points’ that need tackling. He also backed innovators with
no background in travel, saying they can offer fresh perspectives. “I’m an absolute believer in
DEBATE: ValentinaMilanova (left) and Andy Hibbert on panel
naivety,” he said. “People from outside of travel might see things from different angles.”
WINNER: Swayy’s David Gabriele (right) with TTE’s David Chapple
1 March 2018
travelweekly.co.uk 79
Swayy lifts Disrupt Award to show its own influence
Swayy, the travel start-up that connects hotels with verified influencers, was named winner of the 2018 Travel Technology Disrupt Award. The firm won a full-sized stand
at Travel Technology Europe 2019, worth £8,000, plus marketing help. Swayy was established to help hotels running marketing campaigns online to find and vet contributors who will have the impact they are seeking. Swayy applied for TTE’s Launchpad, which supported 15 innovative start-ups, and was voted to pitch along with four other finalists. David Gabriele, chief executive
of Swayy, said: “Winning this award is symbolic of the hard work and dedication we have put into providing accountability and transparency to hoteliers and travel companies around the world, both small and large. “The current way in which
hotels and influencers work together is inadequate, time- consuming and frustrating. We have streamlined the process and finally given much needed control back to the hotel industry.” The other Disrupt Award finalists were Protected Trust Services, Wanup, Live2Leave and Guidewiser.
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