New technologies Biometric identity
two versions [of something], the site would constantly run hundreds of experiments in parallel as a way to improve itself.” That sounds as though it might prove
annoying to some users, but Mesnage says: “If it’s annoying, the system should learn that. The idea is to run experiments, but you need the right balance between experimenting and not disrupting.” “We are applying this to a real
metasearch site –
Amadeus.net. It’s a safe environment. We have run a variety of experiments in choice, menu, user interface, and the results have been very encouraging. There has been a drastic increase in conversion – a conversion being a click on a link to a travel agency.” Amadeus is working with the University
THE UK displays by far the greatest frequency of online purchasing (Figures 36 & 37)
FIGURE 36: FREQUENCY OF ONLINE PURCHASES All adults, all purchases in 3-month period, 2018
%
10 15 20 25 30
0 5
Belgium (23%) showed highest rate
22% 21% 17% 13%
Netherlands (27%) showed highest rate
26% 19% 20% 15% 17% 18% 15% 12% 8% 8% 8% 3% 5%
8% 9% 5%
1% 1-2 purchases 3-5 purchases 6-10 purchases 10+ purchases PURCHASERS IN EUROZONE/UK
10+ purchases in 3 months, by age FIGURE 37: FREQUENT ONLINE
%
10 15 20 25 30 35 40
0 5
5% +1 +1 0 0 0 0 +1 +8 33% +9 40% 32% +8 0 -1
Change YoY
EU UK
Source: Eurostat 5% 17% 26%
EU France Germany Italy Spain UK
Belgium Netherlands
of the Côte D’Azur on this and “looking to integrate some cognitive bias in our models”. Mesnage notes: “People make choices
that are not fully rational. For example, one well-known cognitive bias is ‘the decoy effect’. Starbucks will offer you a small, medium or large coffee. It doesn’t expect to sell many large drinks, but the choice influences more people to take a medium. “The context in which a menu is presented can have an influence.”
Context-aware services Mesnage’s team is working on programmes in other areas. A key project is to develop a digital concierge. She says: “The idea is to push context-
aware services to travellers. For example, a user may require a dog minder or want their car serviced if they are leaving it at the airport.” Mesnage tested the concierge herself
recently ahead of a trip to San Francisco, saying: “The night before travelling, I received a message telling me the weather would be 16 degrees so pack a jacket. It told me ‘You need to be at the airport at 08.30. Do you want a taxi?’ In one click I had booked a transfer.
“That is the idea. It proposes, helps,
makes suggestions to provide a feeling of being taken care of. For our partners, it’s a way to reach a target audience of people who are highly convertible.” Another area of focus is on travel services
17% 10% 8% 5% 3% 1% 16-24 25-34 35-44 45-54 55-64 65-74 16-24 25-34 35-44 45-54 55-64 65-74 17% 11% Source: Eurostat, 2018
beyond Amadeus’ core business of flights and accommodation. Mesnage notes: “Airlines and hotels
are only about half of what people spend on when they travel. There are transfers, activities, shopping, dining. The offer in these areas is still very offline. Even when it is online, it is not accessible in one place.”
22 | Travel Weekly Europe Report 2019
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
