BUSINESS NEWS Artificial intelligence and unlimited data offer vast opportunities in travel, says IBM’s Dee Waddell
Travel ‘not maximising the value of all its data’
Ian Taylor
Travel can be transformed by the explosion of data if businesses rise to the challenge of utilising it, according to IBM’s Dee Waddell. “Tere is so much opportunity
to transform this industry, to transform business outcomes through empowerment of employees with data, processes and tools and breaking down silos,” said the computer giant’s global managing director for travel and transportation. Waddell will carry this message
to Abta’s Travel Convention in Tokyo in October. Yet he will also highlight the challenge for industry players, saying: “Until now, data has been segmented across business functions and different brands. “Companies can transform their
business processes, using data to make decisions, beter understand customer behaviour and create more-personalised experiences. [But] companies need to examine all their data.” Waddell said: “Travel and
Airlines and hotels urged to better use their digital data
Airlines and hotels are asking ‘How do we compete in this new world?’ as they seek to “digitally reinvent themselves”, says IBM’s Dee Waddell. “Airports, airlines, hotels [all]
travelweekly.co.uk Dee Waddell
transportation are subject to financial pressure and competition from online providers such as Amazon and Google, and revenue performance is most on the minds of chief executives.” He told Travel Weekly: “Travel
companies have a major advantage in the proprietary data and decades of industry expertise [they have]. But sometimes the industry does not maximise the value of all the pieces.” Waddell insisted: “Data is not just
for data’s sake. It’s an opportunity to use artificial intelligence [AI] for targeting [consumers] so travel
have large amounts of data,” he said. “Te challenge is how to leverage this – on the operations side, the maintenance side, the customer side, on distribution and loyalty. “Airlines manage many moving
parts – aircraſt, passengers, fuel, crew, ground staff, ground equipment, luggage, food, drink, ticketing – all managed in complex systems. Passenger-facing apps and online tools are simply not enough.
companies can compete with the likes of Amazon and Google.” He said: “Connected travellers
expect companies to use mobile apps, targeted advertising, social media, predictive analytics and travel perks to deliver a seamless and special experience. “Collecting customer data and
securely mining it for information can make it easier for employees to do their jobs and develop a loyal customer base. Te key is to make beter use of data. “By puting the right data in
“For airlines to gain most
from technology, it’s critical to tie multiple areas of the business together, to connect data across operations. Te combination of people and data can change how businesses operate.” For example, he said: “KLM
collaborated with IBM Services and Apple to create an app to achieve faster turnaround times. “Luſthansa introduced a mobile
Waddell tips role in travel for blockchain
Blockchain is a component of this digital transformation “because of its security and traceability”. That is the view of IBM lead on
travel and transport Dee Waddell. He said: “We partnered with
Travelport to create a blockchain and are testing how to monetise this.
“We see new business models
developing around distribution and loyalty, and opportunities in maintenance, in creating a platform for manufacturers’ parts.” He added: “In the shipping
industry, we’re part of a network developing visibility of containers in transit and tracking workflow.”
employees’ hands at the right time, companies can empower staff to make faster decisions, do their jobs beter and enhance collaboration.” Waddell has worked at IBM for
four years but describes himself as “a long-time travel industry person” having worked in a variety of chief information and chief digital officer roles and as director of e-commerce at United Airlines. He will provide one of the keynote presentations at
the convention. i The Travel Convention, October 7-9, Tokyo;
thetravelconvention.com
offering for employees, Manage Gates, to transform its ground operations. Tis equips flight managers to ensure on-time travel. Singapore Airlines worked with IBM to develop two iOS apps, FlyNow and Roster, for pilots. “Travelport worked with the
IBM Garage to create new content platforms utilising AI, the cloud and blockchain to modernise its travel commerce capabilities.”
25 JULY 2019 95
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100
