Destination Europe 2020 Conference

Transcription

1 Destination Europe 2020 Conference Enhancing promotion and visibility of Europe on international markets Juan Jesús García, Senior Advisor Industry Affairs Lionel Hoellinger, Head of Mobile 1

2 Agenda _ EU and Amadeus: a successful long term collaboration 1 _ VisitEurope business approach: how to better promote Europe with technology 2 _ Presentation of the VisitEurope app 3 Page 2

3 Destination Europe. How does Amadeus contribute? Working in a collaborative manner with public and private stakeholders to strengthen the competitiveness of the European Tourism Sector 1. INNOVATIVE TECHNOLOGY 2. KNOWLEDGE SHARING 3. SUPPORTING PROMOTIONAL ACTIVITIES Page 3

4 Innovation Technology Projects with EU All Ways Travelling Trip Inspirer All Ways Travelling (AWT) is an Amadeus-led consortium comprised of BeNe Rail, IATA, Thales, UNIFE and Zeppelin University appointed by the European Commission (Mobility and Transport Directorate) to develop and validate a model for a multimodal pan-european passenger transport information and booking system. Page 4

5 Knowledge sharing 1. Industry white papers analyzing the evolution of travel industry trends in key markets 2. Research studies about relevant travel and tourism phenomena: Mobile, Big data, Rail, Airport 3. Business Intelligence: analysis and monitoring of traffic flows The always connected traveller: how mobile will transform the future of air travel Learn, apply, change: big data and travel Back on track Navigating the Airport of tomorrow Page 5

6 Amadeus in the Destination Europe 2020 challenge Amadeus fully endorses the goals established by European Travel Commission and European Commission under Destination Europe 2020 The new VisitEurope mobile app & web should help: _ Promote Europe as a tourist destination in long-haul markets _ Enhance the visibility of Europe as a tourism destination in the digital channels _ Enrich the traveller experience when searching and planning their trips _ Attract new partners European tourism companies - to join this effort Page 6

7 North American travellers represent a significant potential customer base to attract 30% of trips are international (up from 24% in 2010) 42% of trips are to freely-chosen destinations Let s design the proper inspiration and conversion tools to influence this potential base Providing the key services travellers need to compete with major commercial tools Page 7 Source: PhocusWright US consumer travel report 5 th edition

8 Influence destination selection at mostly used information sources New habits and expectations are developing Information sources for destination selection The Visit Europe app will cover all the main channels and platforms by targeting web, social & tablet in visually appealing applications Page 8 Source: PhocusWright US consumer travel report 5 th edition

9 Influence destination selection at mostly used information sources and new strategies are needed to make the experience enjoyable and contextualized Online features used during travel planning Visit Europe features Maps with content filters (e.g., attractions, friends, itineraries) Social graph elements from the community Editorial content on destinations Institutional photos Social graph photos Facebook check-ins, living places Institutional video content All key inspirational features are included in a one-stopshop application Page 9 Source: PhocusWright US consumer travel report 5 th edition

10 Personalization is key Customization & personalization are finally ready for prime time Forrester 1. Know and connect with the customer, enable him to save preferences, searches, photos 2. Personalize the experience: show travelers' name and location, show previous searches, make the experience unique & real time by integrating social graph elements (photos, check ins, living places ) 3. Provide multiple paths to discover, plan & book their perfect trip Merge inspiration and price / conversion pages into one single process, e.g., by displaying price on first inspiration content Offer multiple entryways into booking so as to allow a customer to get started when inspiration strikes: provide paths using photos, videos, social, maps, activities, itineraries in any order Provide deep link towards booking with little hassle Objective is to finally convert lookers into bookers Page 10

11 VisitEurope application demo Page 11

12 confidential RESTRICTED Thank you